Analisis Kapabilitas Pemasaran E-Commerce Dalam Menciptakan Efektivitas Promosi Dan Strategi Bersaing (Studi Kasus pada UMKM Sektor Perdagangan Kota Sukabumi)
Abstract
This study aims to determine the effect of E-commerce marketing capabilities in creating the effectiveness of promotions and competitive strategies carried out on SMEs in the trading sector in Sukabumi City. The research method used is a quantitative method with a descriptive and associative approach, The sample used is 70 companies that have met the criteria of 226 population members using random sampling method. Probability sampling approach so that the number of samples studied is 70 data from January 1 to May 31, 2021. The data collection technique used is secondary data including documentation and literature study. The data analysis technique used is linear regression. Based on the results of this study, it shows that partially there is a significant influence of e-commerce marketing capabilities on the effectiveness of promotions then partially e-commerce marketing capabilities have a significant effect on competitive strategy and simultaneously e-commerce marketing capabilities have a significant effect on the effectiveness of promotions and strategies. compete in the MSME trade sector in Sukabumi City.
Keywords: E-commerce Marketing Capability, Promotion Effectiveness, and Competitive Strategy
References
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Wulan, D. A., & Setyawati, A. (2018). Strategi Pemasaran Perusahaan Logistik Marketing Strategy of Logistic Company. Jurnal Manajemen Transportasi & Logistik, 05(02), 95–104. Retrieved from http://ejournal.stmt-trisakti.ac.id/index.php/jmtranslog
Arfa, R., & Firmansyah, M. (2019). Efektivitas Promosi Menggunakan UI Lib. Berkala Terhadap Minat Kunjung Pemustaka di Perpustakaan Universitas Indonesia. Jurnal Ilmu Perpustakaan, 8(4), 35–44. Retrieved from https://ejournal3.undip.ac.id/index.php/jip/article/view/26856
Barbosa, M., Castañeda -Ayarza, J. A., & Lombardo Ferreira, D. H. (2020). Sustainable Strategic Management (GES): Sustainability in small business. Journal of Cleaner Production, 258. https://doi.org/10.1016/j.jclepro.2020.120880
De Castro, D. F. L., Silveira-Martins, E., Miura, M. N., & De Abreu, J. C. (2020). Analysis of marketing capabilities, service differentiation and performance of executive hotels in the State of Santa Catarina, Brazil. International Journal of Business Excellence, 20(4), 451–470. https://doi.org/10.1504/IJBEX.2020.106435
Deshinta, H., & Suyanto, A. (2020). Efektifitas Promosi Online Pada E-Commerce Di Indonesia. Jurnal Ilmiah Manajemen Kesatuan, 8(1), 9–18.https://doi.org/10.37641/jimkes.v8i1.306
Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research, 117(June), 284–289. https://doi.org/10.1016/j.jbusres.2020.06.008
Firmansyah, R., & Arfa, M. (2019). Efektivitas Promosi Menggunakan UI Lib. Berkala Terhadap Minat Kunjung Pemustaka di Perpustakaan Universitas Indonesia. Jurnal Ilmu Perpustakaan, 8(4), 35–44. Retrieved from https://ejournal3.undip.ac.id/index.php/jip/article/view/26856
Gregory, G. D., Ngo, L. V., & Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management, 78, 146–157. https://doi.org/10.1016/j.indmarman.2017.03.002
Haber, A. D. (2016). The law of unintended consequences. Annals of Internal Medicine (Vol. 165). https://doi.org/10.7326/M15-2840
Herhausen, D., MioÄević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90(March), 276–290. https://doi.org/10.1016/j.indmarman.2020.07.022
Hernández-Perlines, F., Moreno-GarcÃa, J., & Yañez-Araque, B. (2016). The mediating role of competitive strategy in international entrepreneurial orientation. Journal of Business Research, 69(11), 5383–5389 https://doi.org/10.1016/j.jbusres.2016.04.142
Kools, M., & George, B. (2020). Debate: The learning organization—a key construct linking strategic planning and strategic management. Public Money and Management, 40(4), 262–264. https://doi.org/10.1080/09540962.2020.1727112
Kwilinski, A., Volynets, R., Berdnik, I., Holovko, M., & Berzin, P. (2019). E Commerce: Concept and legal regulation in modern economic conditions. Journal of Legal, Ethical and Regulatory Issues, 22(Special Issue 2), 1–6.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda.
Muis, I. (2020). Marketing Strategy and Capability as the Mediators in Relationship of Market Orientation and Export Performance: A Case Study of Rattan Processing SMEs. Binus Business Review, 11(1), 31–42. https://doi.org/10.21512/bbr.v11i1.5964
Murdiana, R. (2020). Business Ecosystem & Strategy, 2(1), 30–41.
Morgan, N. A., Feng, H., & Whitler, K. A. (2018). Marketing Capabilities in International Marketing. Journal of Marketing, 26(1), 61–95. https://doi.org/10.1509/jim.17.0056
Paschen, J. (2020). Creating market knowledge from big data : Artificial intelligence and human resources.
Prihadi, D., & Susilawati, A. D. (2018). Pengaruh Kemampuan E-Commerce dan Promosi di Media Sosial terhadap Kinerja Pemasaraan. Benefit: Jurnal Manajemen Dan Bisnis, 3(1), 15. https://doi.org/10.23917/benefit.v3i1.5647
Program, H. M., & Christian, P. (2016). the Effect of Entrepreneurial Orientation and Marketing Capabilities Toward Small Scale Indonesian Food Enterprises ’ Performance in Surabaya, 1(2), 176–190.
Suryaningsih, I. B., & Widi Nugraha, K. S. (2019). Epic Model: Efektivitas Iklan Destinasi Wisata Kabupaten Banyuwangi Terhadap Minat Berkunjung Ulang Wisatawan Domestik. Managament Insight: Jurnal Ilmiah Manajemen, 13(2), 8–16. https://doi.org/10.33369/insight.13.2.8-16
Tesalonika Lantang, Agus S. Soegoto, & Yunita. (2018). Analisis Penentuan Strategi Bersaing Pada Usaha Pengolahan Ikan Pt. Deho Canning Company Bitung. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4). https://doi.org/10.35794/emba.v6i4.21230
Wulan, D. A., & Setyawati, A. (2018). Strategi Pemasaran Perusahaan Logistik Marketing Strategy of Logistic Company. Jurnal Manajemen Transportasi & Logistik, 05(02), 95–104. Retrieved from http://ejournal.stmt-trisakti.ac.id/index.php/jmtranslog
Published
2022-07-01
Section
Articles
