The Influence of Digital - Based Strategic Management in Increasing Consumer Purchasing Interest
Abstract
The study delves into exploring the impact of digital-based strategic management on consumer purchasing interest, particularly focusing on the local wisdom product "Tedung Bali." Situated within the captivating backdrop of the Mengwi Traditional Village in the Badung Regency, the research embarks on a quantitative journey employing univariate and bivariate analysis techniques. The primary data, collected through meticulously crafted questionnaires administered to 123 enterprising individuals involved in the production of "Tedung Bali," forms the cornerstone of this investigation. Utilizing the Chi-Square test as its analytical tool, the study aims to unravel the intricate relationship between the utilization of social media platforms and consumer inclination towards purchasing "Tedung Bali" products. The findings illuminate a compelling correlation, underscoring the pivotal role of social media engagement in shaping consumer behavior towards these indigenous treasures. Furthermore, the demographic profile of respondents reveals intriguing insights, with a predominant representation of males in the 41-50 age bracket, possessing a high school or equivalent educational background. These demographics serve as invaluable markers, offering nuanced perspectives on consumer preferences and behaviors within the targeted market segment. The implications of this research extend beyond the realms of academia, resonating profoundly in the practical domain. By advocating for the integration of digital-based management strategies in the marketing endeavors of local wisdom products, the study underscores a pathway towards achieving tangible success amidst a fiercely competitive market landscape. This strategic alignment promises not only to elevate the visibility and desirability of "Tedung Bali" products but also to foster a sustainable ecosystem conducive to the preservation and promotion of cultural heritage.
References
Andayani, RD (2020). Increasing the Income of Tedung Craftsmen Using E-Commerce Marketing Techniques and Preparing Financial Reports Using Computers in Mekar Bhuwana Village.
Arianto, B. (2021). Covid-19 Pandemic and Digital Cultural Transformation in Indonesia. Titian: Journal of Humanities, 5(2), 233–250.
Brown, D., Miller, S., & Wilson, L. (2018). "The Role of Direct Consumer Engagement in Digital Marketing Strategy." Journal of Consumer Behavior, 30(4), 112-128.
Ghassani, MT, & Suryoko, S. (2017). The influence of product quality and price on repurchase interest in milkfish juwana vaccum through consumer satisfaction as an intervening variable (case study of customers of PT. Bandeng Juwana Elrina Semarang). Journal of Business Administration, 6(4), 311–319.
Jones, A., Brown, C., & Davis, E. (2019). "Building Brand Image through Digital Marketing: A Case Study of Local Products."International Journal of Digital Marketing, 15(3),78-94.
Lestari, PFK, Astakoni, IMP, & Swaputra, IB (2020). Increasing the Competitiveness of Tedung Bali Products to Penetrate the Export Market. Paradharma (Journal of Science and Technology Applications), 3(2).
Martini, R., Miati, M., & Wahyudi, A. (2021). PKM Management of Tedung Bali Craft Business. International Journal of Community Service Learning, 5(2), 121–128.
Maskuri, MA, Kurniawan, EN, Wardani, MK, & Andriyani, M. (2019). Trust, ease of use and electronic word of mouth on online buying interest. Journal of Entrepreneurial Management, 16(2), 139–150.
Masyithoh, IN, & Novitaningtyas, I. (2021). The influence of digital marketing on consumer buying interest in the Tokopedia marketplace. Journal of Creative Management & Business, 7(1), 109–126.
Pallant, J. (2010). Survival manual a step by step guide to data analysis using SPSS (4th editio). Alen & Unwin Book Publishers.
Puspitawati, NMD, & Riana, IG (2014). The influence of job satisfaction on organizational commitment and service quality. Journal of Business Strategy Management and Entrepreneurship, 8(1), 68–80.
Santoso, R., Sofianiyatin, L., Maulidizen, A., Apriyanti, A., Sari, FP, Sihab, M., Rosiana, M., Kosasih, K., Mahanani, E., & Dyanasari, D. ( 2022). Concept and Implementation of Strategic Management.
Saski, NH, & Sudarwanto, T. (2021). Feasibility of Digital-Based Market Learning Media in Marketing Strategy Courses. Journal of Commerce Education (JPTN), 9(1), 1118–1124.
Sasmita, CI, & Kurniawan, IB (2021). The Influence of Social Media Promotion (Digital Marketing) on Interest in Buying Chatime in the Badung-Bali Region. National Scientific Seminar on Technology, Science and Social Humanities (SINTESA), 3.
Sasongko, D., Putri, IR, Alfiani, VN, Qiranti, SD, Sari, RS, & Allafa, PE (2020). Digital Marketing as a Marketing Strategy for MSME Macaroni Pirates, Temanggung Regency. Pangabdhi Scientific Journal, 6(2), 92–96.
Smith, J., Johnson, R., & Williams, K. (2020). "The Impact of Social Media Marketing on Consumer Awareness: A Study of Local Products." Journal of Marketing Research, 25(2), 45-62.
Solihin, D., Ahyani, A., Karolina, K., Pricilla, L., & Octaviani, IS (2021). Digital-based online marketing training to increase online business sales to MSMEs in Cicalengka village, Pagedangan subdistrict, Tangerang regency. Pkm Dedication, 2(3), 307–311.
Turmidhi, I. (2022). Implementation of Strategic Planning in Improving the Quality of Madrasah Education. Tarbawi: Journal of Islamic Thought and Education, 5(2), 90–100.
Winardi, MA (2014). Consultant Business Operational Strategy in Jakarta to Achieve Better Opportunities. Mercu Buana University Jakarta-Menteng.
Wulandari, R., & Lamopia, IWG (2020). Increasing the Business of Tedung Painting Craftsmen Through the Application of Science and Technology. Logista-Scientific Journal of Community Service, 4(2), 15–23.
