Transformation of Digital Marketing in the 4.0 Industry Revolution: A Study on Batik MSMEs

  • Authors

    • R. Adjeng Mariana Febrianti
    • Mohd Haizam Mohd Saudi
    • Keni Kaniawati
    • Nurul Hermina
    2018-12-13
    https://doi.org/10.14419/ijet.v7i4.34.25779
  • product quality, price, service quality, customer satisfaction.

  • Abstract

    The success of the business cannot be separated from an implementation and utilization of information technology encouraging the creation of a competitive business which can be seen from the effectiveness of its supporting system. Currently, many business owners are inspired to improve their business with digitalization. The 4.0 industry revolution does not only occur in the government environment but also transpires other businesses with traditional culture background. A unique custom contributes advantages to Yogyakarta Special Region (Daerah Istimewa Yogyakarta) which produces traditional hand-drawn batik. The batik pieces are then processed into kemben. This study aims to find out the role of customer satisfaction in order to improve competitiveness through product quality, service quality, and price. This study used a snowball sampling method of 200 respondents analyzed using SEM (Structural Equation Modeling). The result showed that product quality and price affect customer satisfaction through service quality. Eventually, the increasing product quality will provide benefits for Micro Small Medium Enterprises (MSMEs) of kemben in Yogyakarta Special Region and bring improvement for the local economy.

     

     

  • References

    1. [1] Ghanimata F & Kamal M (2012), Analisis pengaruh harga, kualitas produk, dan lokasi terhadap keputusan pembelian studi pada pembeli produk Bandeng Juwana Elrina Semarang. Diponegoro Journal of Management, 1(2). 1-10.

      [2] Habibah U & Sumirat (2016), Pengaruh kualitas produksi pengaruh kualitas produk dan harga terhadap keputusan pembelian produk kosmetik Wardah di kota Bangkalan Madura. Jurnal Ekonomi and Bisnis, 1(1), 31-48.

      [3] Kaplan S (2013), Psychological testing, principles, applications and issues. Thomson Wadsworth.

      [4] Kodu S (2013), Harga, kualitas produk dan kualitas pelayanan pengaruhnya terhadap keputusan pembelian mobil Toyota Avanza. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(3), 1251-1259.

      [5] Kotler P & Keller KL (2016), A framework for marketing management. Prentice Hall.

      [6] Kotler P & Armstrong GM (2012), Principles of Marketing. Pearson Prentice Hall.

      [7] Purwati, Setiawan H & Rohmawati (2012), Pengaruh harga dan kualitas produk terhadap keputusan pembelian motor Honda matic Beat (studi kasus pada PT. Nusantara Solar Sakti). Jurnal Ekonomi dan Informasi Akuntansi, 2(3), 260-277.

      [8] Rajput K & Wasif (2012), Impact of product price and quality on consumer buying behavior: Evidence from Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 4(4), 585-596.

      [9] Rumengan AN, Tawas HN & Wenas RS (2015), Analisis citra merek, kualitas produk, dan strategi harga terhadap keputusan pembelian mobil Daihatsu Ayla cabang Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(2), 684-694.

      [10] Mayasari SS (2009), Pengaruh Kualitas Produk dan Harga terhadap Loyalitas melalui Kepuasan Konsumen. Jurnal, 16(1), 76-84.

      [11] Suryadharma IW & Nurcahya IK (2012), Pengaruh Kualitas Pelayanan Pada Kepuasan Pelanggan Hotel Bintang Pesona Di Denpasar Timur. Sumber, 167, 296-372.

      [12] Vernandi AD (2012), Pengaruh Kualitas Produk dan Kulaitas Pelayanan Terhadap Kepuasan Pelanggan. Universitas Semarang.

      [13] Tjiptono F (2008), Strategi Pemasaran. CV. Andi Offset.

      [14] Hurriyati R (2005), Bauran pemasaran dan loyalitas konsumen. Alfabeta.

      [15] Gulla R, Oroh SG & Roring F (2015), Analisis Harga, Promosi, dan Kualitas pelayanan terhadap Kepuasan konsumen pada hotel Manado Grace inn. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(1), 1313-1322.

      [16] Sugiyanto F (2013), Analisis produk, harga, lokasi dan pelayanan mempengaruhi kepuasan konsumen pada FoodCourt I Love Fruit DP Mal Semarang. Jurnal Dinamika Manajemen, 3(1), 33-48.

      [17] Kelana SJ (2012), Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan di Sari Ater Hotel dan Resorts. Barista, 3(1), 83-97.

      [18] Lovelock CH & Wright L (2002), Principles of service marketing and management. Prentice Hall.

      [19] Sangadji EM & Sopiah S (2013), Perilaku Konsumen. Penerbit Andi.

      [20] Cooper DR & Schindler PS (2011). Business research methods. McGraw-Hill Higher Education.

  • Downloads

  • How to Cite

    Adjeng Mariana Febrianti, R., Haizam Mohd Saudi, M., Kaniawati, K., & Hermina, N. (2018). Transformation of Digital Marketing in the 4.0 Industry Revolution: A Study on Batik MSMEs. International Journal of Engineering & Technology, 7(4.34), 352-357. https://doi.org/10.14419/ijet.v7i4.34.25779

    Received date: 2019-01-12

    Accepted date: 2019-01-12

    Published date: 2018-12-13