The effect of product variation strategies premium pricing marketing communication and digital marketing on marketing performance
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Jun 23, 2023
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Abstract
This study aims to determine the effect of product variation strategies, premium pricing, marketing communication, and digital marketing on marketing performance. Conducted this research in Malaka, East Nusa Tenggara. A population of 50 respondents. The analytical method used SPSS 15.00. This result rejects the proposed hypothesis, which is quite good. Consumer perceptions of product variety strategies, premium pricing, marketing communication and digital marketing at BUMDes Kufeu-M'rian-Malaka are good. The results showed that all strategies carried out had a positive and significant effect on marketing performance. Premium pricing has a positive and significant effect on the marketing performance of BUMDes Kufeu-M'rian-Malaka.
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How to Cite
Elaman, M. S., Sonbay, Y. Y., Djuang, G., Niha, S. S., & Paridy, A. (2023). The effect of product variation strategies premium pricing marketing communication and digital marketing on marketing performance . Enrichment : Journal of Management, 13(2), 1024-1032. https://doi.org/10.35335/enrichment.v13i2.1461
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lokadata.id/data/number-of-bumdes-in-indonesia-2015-2019
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Official website of the Ministry of Villages: www.kemendesa.go.id
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Saman, M. F., Djuang, G., Augustin, M., & Amaral, L. (2022). Pengaruh Word of Mouth (WOM), Pribadi dan Psikologi Terhadap Keputusan Pembelian Unknown Cash (UC) Pada Game Player Unknowon ’ s Battle Grounds (PUBG) Mobile di Kota Kupang. Pembangunan Ekonomi Berkelanjutan Pasca Pandemi Covid-19: Membaca Peluang Dan Tantangan, September, 379–390. https://journal.untidar.ac.id/index.php/semnasfe/article/view/543/158
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (Issue September). https://doi.org/10.1007/978-3-319-05542-8
Sinlae, A. A. J., Nani, P. A., Amaral, M. A. L., Ketmoen, A., Tukan, G. D., & Ratumakin, P. A. K. L. (2023). Pelatihan Digital Marketing Untuk Penguatan Kapasitas BUMDes Kecamatan Kupang Barat. Jurnal Abdimas Bina Bangsa, 4(1), 263–270. https://doi.org/https://doi.org/10.46306/jabb.v4i1.363
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Tu, Y.T, Li, M.L, and Chih, H. . (2013). An Empirical Study of Corporate Brand Image, Customer Perceived Value and Satisfaction on Loyalty in Shoe Industry. Journal of Economics and Behavioral Studies, 5(7), 469–483.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. The International Journal of Management Science and Business Administration, 1(5), 69–80. https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.15.1006
Yeh, H., & Hong, D. (2012). The Mediating Effect of Organizational Commitment on Leadership Type and Job Performance. The Journal of Human Resource and Adult Learning, 8(2), 50–59. https://doi.org/10.11648/j.jwer.20180701.12
Amaral, M. A. L., & Wutun, M. B. M. G. (2022). Penggunaan Teori Biaya Transaksi Dalam Perilaku Pembelian Online. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 9(1), 30–41. https://doi.org/10.35794/jmbi.v9i1.36605
Close, A. G., & Kukar-Kinney, M. (2010). Beyond buying: Motivations behind consumers’ online shopping cart use. Journal of Business Research, 63(9–10), 986–992. https://doi.org/10.1016/j.jbusres.2009.01.022
Dima, E. T. Y. D., Amaral, M. A. L., & Manehat, B. Y. (2023). Empowerment of msmes resilience with pestel the strategy to minimize economic poverty in East Nusa Tenggara province. Enrichment : Journal of Management, 13(1), 435–442. https://doi.org/https://doi.org/10.35335/enrichment.v13i1.1306
Estriana, V. U. & V. N. (2020). Analisa Strategi Ecommerce Indonesia dalam Penerapan Integrated Marketing Communication. Ilmiah Fakultas Ilmu Komputer, 9(1), 18–19.
Haba, T. S., Paridy, A., & Amaral, M. A. L. (2022). Pengaruh Promosi Dan Segmentasi Pasar Terhadap Keputusan Pembelian Sepeda Motor Honda Pada PT . Dinamika Sejahtera Motor Kupang. Pembangunan Ekonomi Berkelanjutan Pasca Pandemi Covid-19: Membaca Peluang Dan Tantangan, September, 391–405.
Harris, C., & Bray, J. (2007). Price Endings and Consumer Segmentation. Journal of Product and Brand Management, 16(3), 200–205. https://doi.org/10.1108/10610420710751573
Hasmin, M. O., Paridy, A., & Lopes Amaral, M. A. (2022). The Role of Commitment, Motivation, and Performance for Career Paths for Employees of the General Bureau of the Regional Secretary of East Nusa Tenggara Province. Jurnal Bina Praja, 14(2), 339–348. https://doi.org/10.21787/jbp.14.2022.339-348
Kamalul Ariffin, S., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100
Kotler, P., & Armstrong, G. (2010). Principle of Marketing. In Upper saddle River (Ed.), Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis. Pearson Prentice Hall. http://publications.lib.chalmers.se/records/fulltext/245180/245180.pdf%0Ahttps://hdl.handle.net/20.500.12380/245180%0Ahttp://dx.doi.org/10.1016/j.jsames.2011.03.003%0Ahttps://doi.org/10.1016/j.gr.2017.08.001%0Ahttp://dx.doi.org/10.1016/j.precamres.2014.12
Lievens, F., & Slaughter, J. E. (2016). Employer Image and Employer Branding: What We Know and What We Need to Know. Annual Review of Organizational Psychology and Organizational Behavior, 3(March), 407–440. https://doi.org/10.1146/annurev-orgpsych-041015-062501
lokadata.id/data/number-of-bumdes-in-indonesia-2015-2019
Macé, S. (2012). The Impact and Determinants of Nine-Ending Pricing in Grocery Retailing. Journal of Retailing, 88(1), 115–130. https://doi.org/10.1016/j.jretai.2011.07.002
Moleong, L. J. (2018). Metodologi penelitian kualitatif.
More, K., Djuang, G., Augustin, M., & Amaral, L. (2022). Pengaruh Variasi Produk, Harga, Dan Promosi Penjualan Terhadap Minat Beli Ulang Masyarakat Pada Toko Emas Gemilang Oeba Kota Kupang. Pembangunan Ekonomi Berkelanjutan Pasca Pandemi Covid-19: Membaca Peluang Dan Tantangan, September, 264–280.
Official website of the Ministry of Villages: www.kemendesa.go.id
Official website of the NTT Provincial Village and Empowerment Office: dpmdprovntt.com
Prasetyo, W. B. (2013). Pengaruh kualitas pelayanan, kepercayaan dan kepuasan terhadap loyalitas pelanggan (studi pada swalayan luwes purwodadi ). Jurnal Manajemen Pemasaran, 1–13.
Qomariyah, N., & Herawati, N. (2019). Pelatihan Pembukuan Simpan Pinjam Dengan Metode Microsoft Excel Pada Ibu-ibu Pemberdayaan dan Kesejahteraan Keluarga (PKK) di Kelurahan Sondakan, Kecamatan Laweyan, Kota Surakarta. Wasana Nyata: Jurnal Pengabdian Kepada Masyarakat, 3(1), 120–129.
Saman, M. F., Djuang, G., Augustin, M., & Amaral, L. (2022). Pengaruh Word of Mouth (WOM), Pribadi dan Psikologi Terhadap Keputusan Pembelian Unknown Cash (UC) Pada Game Player Unknowon ’ s Battle Grounds (PUBG) Mobile di Kota Kupang. Pembangunan Ekonomi Berkelanjutan Pasca Pandemi Covid-19: Membaca Peluang Dan Tantangan, September, 379–390. https://journal.untidar.ac.id/index.php/semnasfe/article/view/543/158
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (Issue September). https://doi.org/10.1007/978-3-319-05542-8
Sinlae, A. A. J., Nani, P. A., Amaral, M. A. L., Ketmoen, A., Tukan, G. D., & Ratumakin, P. A. K. L. (2023). Pelatihan Digital Marketing Untuk Penguatan Kapasitas BUMDes Kecamatan Kupang Barat. Jurnal Abdimas Bina Bangsa, 4(1), 263–270. https://doi.org/https://doi.org/10.46306/jabb.v4i1.363
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Tu, Y.T, Li, M.L, and Chih, H. . (2013). An Empirical Study of Corporate Brand Image, Customer Perceived Value and Satisfaction on Loyalty in Shoe Industry. Journal of Economics and Behavioral Studies, 5(7), 469–483.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. The International Journal of Management Science and Business Administration, 1(5), 69–80. https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.15.1006
Yeh, H., & Hong, D. (2012). The Mediating Effect of Organizational Commitment on Leadership Type and Job Performance. The Journal of Human Resource and Adult Learning, 8(2), 50–59. https://doi.org/10.11648/j.jwer.20180701.12