Membangun Strategi Pemasaran dalam Meningkatkan Daya Saing Bisnis Pasca Pandemi Covid-19

  • Abdurrahman Abdurrahman Universitas Mataram
  • Nila Rahayu Universitas Mataram
  • Yeldi Dwi Genadi Universitas Mataram
  • I.G.A. Arista Pradnyani Universitas Mataram
Keywords: business competitiveness, covid-19 pandemic, marketing mix, marketing strategy

Abstract

This study entitled Establishing Marketing Strategy to Improve Competitive Advantage of Business Pasca Pandemic Covid-19. The aim is to determine the effect of marketing strategy in increasing business competitiveness after the Covid-19 pandemic. The objects of this research are business actors, in this case students at the Faculty of Economics and Business who own businesses and have been running for at least one year. The sampling technique used in this study is Quota Sampling, where the number of samples has been determined in advance, in this case the respondents are business actors from students who are members of the Student Preneuship Program at the Faculty of Economics and Business, University of Mataram.  Analysis and testing of hypotheses used the Statistical Package for the Social Sciences (SPSS) with research instruments using questionnaires which were distributed online with the help of Google forms. The analysis carried out in this research is multiple linear regression analysis, while the testing stages are validity test, reliability test, multiple regression analysis, hypothesis testing through F test and t test, with product moment correlation coefficient. From the regression analysis, the equation is obtained Y = 1.013 + 0.471X1 + 0.251X1 + 0.382X3 + 0.211X4. Hypothesis testing using the F test shows that the four independent variables studied are proven to simultaneously influence purchasing decisions, where the value of F count> F table (7.514 > 2.58).

References

Abdillah, Willy, dan Hartono, J. (2015). Partial Least Square (PLS) Alternatif Structural Equation Modelling (SEM) dalam Penelitian Bisnis. Yogyakarta: Penerbit ANDI.
Abdurrahman, A. (2018). Establishing Competitive Advantage to Improve Bussiness Performance. Jurnal Ekonomi Dan Bisnis Indonesia. https://doi.org/10.37673/jebi.v3i1.27
Abdurrahman, A., & Anggriani, R. (2020). Pengaruh Kualitas Produk, Kualitas Layanan, Harga, dan Lokasi terhadap Keputusan Pembelian. Business Innovation and Entrepreneurship Journal, 2(4), 224–231. https://doi.org/10.35899/biej.v2i4.174
Asmara, A. Y., & Rahayu, S. (2013). Meningkatkan Daya Saing Industri Kecil Menengah Melalui Inovasi Dan Pemanfaatan Jaringan Sosial: Pembelajaran Dari Klaster Industri Software Di India. Seminar Nasional & Call For Papers (Sca-3). http://jp.feb.unsoed.ac.id/Index.Php/Sca1/Article/Viewfile/254/259%0D
Kasmir, & Jakfar. (2003). Studi Kelayakan Bisnis. Jakarta: PT. Kencana Prenada Media Group.
Kotler. (2013). Manajemen Pemasaran Jilid 2. In Penerbit Erlangga.
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). In Prentice Hall.
Kotler, Philip. (2000). Prinsip Pemasaran Manajemen. Jakarta : Prenhalindo.
Kotler, Philip. (2006). Manajemen Pemasaran (Jilid 1, E). Jakarta: PT. Indeks Gramedia.
Kotler, Philip. (2013). Marketing Principles (12th ed.). Erlangga.
Kotler, Philip, & Amstrong, G. (2008). Manajemen Pemasaran (A. Sindoro (ed.); 13th, Jilid ed.). Jakarta: Erlangga.
PDPI. (2020). Perhimpunan Dokter Paru Indonesia. https://www.klikpdpi.com/
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard Business Review.
Stanton, J. W. (2004). Prinsip Pemasaran (Y. Lumarto (ed.); 7th ed.). Jakarta: Erlangga.
Stephane, G. (2008). Menjadi No.1 di Abad Ke-21. Jakarta: PT. Gramedia Pustaka Utama.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung. Bandung: Alfabeta.
Tjiptono, F. (2019). Strategi Pemasaran Edisi 3. Yogyakarta: Andi.
Wibowo, D. H., Arifin, Z., & Sunarti. (2015). Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UMKM. Jurnal Administrasi Bisnis, 29(1), 59–66.
Published
2022-12-30
Section
Articles