Pertumbuhan Bisnis Online Mahasiswa Melalui Sosial Media pada Masa Pandemi Covid-19
DOI:
https://doi.org/10.24256/kharaj.v3i2.2386Keywords:
Manajemen Hubungan Pelanggan, Akses Pasar, Harga Produk, Pertumbuhan Bisnis Online.Abstract
Penelitian ini bertujuan untuk mengetahui faktor yang mempengaruhi pertumbuhan bisnis online pada masa pandemi covid-19. Responden penelitian adalah pelaku bisnis online yang berjumlah 200 mahasiswa muslim pada perguruan tinggi di Kudus.
Â
Teknik pengambilan sampel menggunakan Non Probability Sampling dengan metode Convinience Sampling. Teknik analisis data menggunakan, Structural Equation Modeling dengan bantuan AMOS 21.0. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara manajemen hubungan pelanggan, akses pasar dan inovasi terhadap pertumbuhan bisnis online yang dijalankan mahasiswa muslim di Kudus. Penetapan harga produk tidak berdampak bagi pertumbuhan bisnis online karena akan memicu pelaku bisnis untuk saling perang harga.
Â
Implikasi manajerial penelitian ini adalah bahwa pelaku bisnis online perlu untuk memperhatikan pelanggan dengan melakukan manajemen hubungan pelanggan yang baik, meningkatkan akses pasar dan melakukan inovasi terhadap produk dan layanan karena akan berdampak pada pertumbuhan bisnis.
Â
References
Ali, B. J., & Anwar, G. (2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. International journal of Rural Development, Environment and Health Research, 5(2), 26–39.
Ali. B.J.2021 Assessing (The impact) of advertisement on customer decision making: Evidence from an educational institution Afak for Science Journal, volume 6, issue 1, p. 267 – 280
Andavar.V., B Ali, V Andavar, Ali, & Bj, Ali, Sa 2020 Rainwater for Water Scarcity Management: An Experience of Woldia University (Ethiopia, The Journal of Business Economics and Environmental Studies, volume 10, issue 4, p. 29 – 34
Caliskan.A. 2019. Applying the right relationship marketing strategy through big five personality traits Journal of Relationship Marketing, volume 18, issue 3, p. 196 – 215.
Ahmed. I.; & S.K. Mohammad. 2011. The Relationship Between Perceived Fairness in Performance Appraisal and Organizational Citizenship Behavior in the Banking Sector of Pakistan: the Mediating Role of Organizational Commitment International Journal of Management and Innovation. 5: 27-42.
Baptiste. N.R. 2008. Tightening The Link Between Employee Wellbeing At Work And Performance A New Dimension For HRM Management Decision. 46:2.
Chen.S., R Benedicktus, Y Kim, E Shih 2018. Teaching design thinking in marketing: Linking product design and marketing strategy in a product development class Journal of Marketing Education, volume 40, issue 3, p. 176 – 187
Demir, A. et. all. 2020. The role of E-service quality in shaping online meeting platforms: a case study from higher education sector Journal of Applied Research in Higher Education, p. 1 – 28
Evans D.; & J. McKee. 2009. Social Media Marketing: The Next Generation of Business Engagement. Wiley Publishing, Inc., Indiana.
Gallardo. C., et. all. 2018 Augmented Reality as a New Marketing Strategy International Conference on Augmented Reality, p. 351 - 362
Gilmore.A.; & D. Gallagher; & S.Henry. 2007. E-marketing and SMEs: Operational lessons for the future. European Business Review, 19(3), 234-247.
Goel, R. 2007. E-Commerce. New Age International Ltd Publishers.
Ghozali, I. 2013. Aplikasi Analisis Multivariate dengan program SPSS, Badan Penerbit Universitas Diponegoro Semarang.
Jagongo.S.; & C.Kinyua. 2013. The Social Media and Entrepreneurship Growth International Journal of Humanities and Social Science 3(10): 213-227.
Javad, E.K. 2009. Influential Factors of Customer E-loyalty in Iranian Estores.Master Thesis of Lulea University of Technology. 1 -105.
Kaplan, A. M. and Haenlein, M. (2010).Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53: 59–68.
Kotler, P.; G. Armstrong (14th ed.) 2011. Principles of Marketing. Pearson Prentice Hall.
Lefebvre, R.C. 2011. An Integrative Model for Social Marketing. Journal of Social Marketing, 1(1): 54 – 72.
Melović B, D Cirović, T Backovic-Vulić, B Dudić, K Gubinova 2020. Attracting Green Consumers as a Basis for Creating Sustainable Marketing Strategy on the Organic Market-Relevance for Sustainable Agriculture Business Development Foods, volume 9, issue 11
Norizam, K., Nor, A.A. 2010. The Effect of Perceived Service Quality Dimensions on Customer Satisfaction, trust, and loyalty in e-commerce setting : A Cross Cultural Analysis. Asia Pacific Journal of Marketing and Logistics. 22 (3): 351-371.
Payne, A.; P. Frow. 2009. A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69 (4), 167–176.
Sekaran.U.; R.Bougie. 2010. Research Methods for Business: a Skill Building Approach ,5th ed, New Jersey: John Wiley & Sons., Inc.
Singh SK, S Gupta, D Busso, S Kamboj. 2021 Top management knowledge value, knowledge sharing practices, open innovation and organizational performance Journal of Business Research, Elsevier, vol. 128(C): 788-798.
Simon. D. 2015 “The Second Sexâ€. Amerika : KnopfDoubleday Pubishing Group
Stelzner,S; C.Koehler; J.Stelzer; A.Sims and H.Witzigmann.2019. Extended abdominoperineal excision vs. standard abdominoperineal excision in rectal cancer—a systematic overview, International Journal of Colorectal Disease. Vol 26:1227
Downloads
Additional Files
Published
How to Cite
Issue
Section
Citation Check
License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
