Pemasaran Produk Kecantikan Melalui Digital Marketing Pada Saat Pandemi Covid 19 (Studi Kasus: UMKM UD. Bungan Jepun)

JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI Pub Date : 2022-12-24 DOI:10.24843/jrma.2022.v10.i04.p08

Elisabeth Hungaria Lebo Wini, A. S. Wiranatha, I. Satriawan

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Abstract

This study was motivated by the effects of the covid 19 pandemic in which it caused UMKM UD. Bungan Jepun suffered a severe economic crisis. To overcome this, UMKM UD. Bungan Jepun implements digital marketing as a marketing medium for beauty products. This study was aimed to determine the implementation of digital marketing, to find out what are the most dominant variables that affect marketing of beauty product and to find out what digital marketing variables affect the marketing effectiveness of UMKM UD. Bungan Jepun. The number of respondents were obtained using the slovin method from a population of 300 and an error rate of 10% so as to produce 75 respondents. The data analysis method used descriptive statistical analysis, confirmatory factor analysis and hypothesis testing (t). Digital marketing applied by UMKM UD. Bungan Jepun, namely through: Facebook (UD. Bungan Jepun), Instagram (bungan. jepun), Website (Ud. Bungan Jepun), WhatsApp (0813-3779-0279), Shopee (Bungan Jepun UD) and Tokopedia (Ud. Bungan Jepun). The results of descriptive statistical analysis showed that the responses from 75 respondents on average all had a strongly agree rating where the highest value was the Shopee indicator with an average of 4.67 and a standard deviation of 0.671. The results of the confirmatory factor analysis showed that of the 11 indicators of implementing beauty product marketing through digital marketing (Facebook (X1), Instagram (X2), Website (X3), WhatsApp (X4), Shopee (X5), Tokopedia (X6), Attention (Y1), Interest (Y2), Search (Y3), Action (Y4) and Share (Y5)) each form 1 factor. The results of hypothesis testing show that there are 13 variables X (digital marketing) that partially affect the Y variable (marketing effectiveness) and there are 17 X variables (digital marketing) that do not partially affect the Y variable (marketing effectiveness). Keywords: digital marketing, covid 19 pandemic

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这项研究的动机是covid - 19大流行的影响，它导致了UMKM - UD。邦干Jepun遭受了严重的经济危机。为了克服这一点，UMKM UD。邦干Jepun将数字营销作为美容产品的营销媒介。本研究旨在确定数字营销的实施，找出影响美容产品营销的最主要变量是什么，以及找出哪些数字营销变量影响UMKM UD的营销效果。Bungan Jepun。调查对象的数量是用slovin法从300人中得出的，错误率为10%，得到75人。数据分析方法采用描述性统计分析、验证性因子分析和假设检验(t)。UMKM UD应用数字营销。Bungan Jepun，即通过:Facebook。Bungan Jepun)， Instagram (Bungan。jepun)，网站(英文)。Bungan Jepun)， WhatsApp (0813-3779-0279)， Shopee (Bungan Jepun UD)和Tokopedia (UD。Bungan Jepun)。描述性统计分析的结果显示，平均75名受访者的回答都有一个非常一致的评分，其中最高的是Shopee指标，平均为4.67，标准差为0.671。验证性因子分析结果显示，通过数字营销实施美妆产品营销的11个指标(Facebook (X1)、Instagram (X2)、Website (X3)、WhatsApp (X4)、Shopee (X5)、Tokopedia (X6)、Attention (Y1)、Interest (Y2)、Search (Y3)、Action (Y4)、Share (Y5))各形成1个因子。假设检验的结果表明，有13个变量X(数字营销)部分影响Y变量(营销有效性)，有17个变量(数字营销)不部分影响Y变量(营销有效性)。关键词:数字营销;新冠疫情

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JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI

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