Integration of Market-Based Contextual Learning in Craft Tasks: a Study of Consumer and Competitor Behavior by Students

Nur Barliani Santorini; Theresia Pradiani

doi:10.62775/edukasia.v5i2.1413

Authors

Nur Barliani Santorini Institut Teknologi dan Bisnis Asia
Theresia Pradiani Institut Teknologi dan Bisnis Asia

DOI:

https://doi.org/10.62775/edukasia.v5i2.1413

Keywords:

Educational analysis, Market Trends, Consumer Behavior, Competitor positioning, Student Research

Abstract

In the digital era, digital marketing is crucial for expanding business reach and engaging consumers. This study examines PT Sadulur Sinareng Raharja, a digital marketing firm specializing in customized campaigns based on market trends, consumer behavior, and competitor analysis, which is highly relevant to educational institutions with digital marketing programs. Despite its innovative strategies, the company faces challenges such as changing consumer preferences, increasing competition, and declining campaign effectiveness. This study offers practical business insights while also serving as an educational tool, demonstrating the use of data-driven marketing strategies in real-world business contexts. The research, based on quantitative methods and strategic marketing theory, analyzes data from 30 respondents using multiple regression analysis to evaluate the impact of market trends, consumer behavior, and competitor positioning on campaign performance (ROI, conversion rate, and engagement rate). The findings, validated by classical assumption tests, show that all factors significantly affect campaign effectiveness, with an R² value of 77.9%. The results emphasize the importance of a market-driven approach, adaptability to changing trends, and the use of data analytics to create targeted campaigns. This case study is valuable for students and professionals in business and marketing education.

Downloads

Download data is not yet available.

References

Adewumi, A., Ewim, S. E., & Sam-bulya, N. J. (2024). Strategic innovation in business models: Leveraging emerging technologies to gain a competitive advantage. 6(10), 3372–3398. https://doi.org/10.51594/ijmer.v6i10.1639

Agustian, K., Hidayat, R., Zen, A., Sekarini, R. A., & Malik, A. J. (2023). The Influence of Influencer Marketing in Increasing Brand Awareness and Sales for SMEs. Technology and Society Perspectives (TACIT), 1(2), 68–78. https://doi.org/10.61100/tacit.v1i2.54

Ayoker, L. B. (2021). Research Title: The Role of Consumer Behavior in Marketing Case-study Konyo-Konyo Market. Journal of Business Management, 7(12), 13–57.

Bachri, S., Monoarfa, H., & Santi, I. N. (2015). Kerajinan Kayu Ebony di Sulawesi Tengah. Jurnal Aplikasi Manajemen, 13(66), 299–303.

Boon, Q. W., Sulaiman, T., & Razali, F. (2024). the Elements for Designing and Developing the Front Office Instructional Module: Fuzzy Delphi Technique. Journal of Institutional Research South East Asia, 22(1 Special Issue), 70–96.

Dinar Vania Sasikirana, I., Safira Dewi, A., Aurora Khayzuran, Q., Puspa Firdausy, S., & Oktavina Radianto, D. (2024). Strategi Pemasaran Digital Yang Efektif Untuk Meningkatkan Daya Saing Perusahaan di Era Digital Irena. Jurna Manajemen Bisnis Dan Akuntansi, 3(2), 166–177.

Diniati, A., Sutarjo, M. A. S., & Primasari, I. (2024). Pelatihan Pengelolaan Konten Media Sosial Pada UMKM sebagai Strategi Komunikasi Pemasaran Di Era Digital. Jurnal Altifani Penelitian Dan Pengabdian Kepada Masyarakat, 4(1), 36–43. https://doi.org/10.59395/altifani.v4i1.516

Elfandari, S. (2024). Influence of Political Advertising Effectiveness on the Perspectives of Young Voters in the 2024 Indonesian Election. 15(2), 300–315.

Erwin, E. (2024). PEMASARAN DIGITAL (Teori dan Implementasi) (Issue January).

Galvano, F. (2021). Integrating Consumer Behavior Insights into Effective Marketing Strategies. In Behaviour Analysis Team (Issue December 2021).

Harahap, M. A. K., Jamali, H., & Yani, A. (2023). The Role of Digital Marketing in Enhancing the Attractiveness of Tourism Destinations on New Year’s Eve. Jurnal Minfo Polgan, 12(2), 2280–2286. https://doi.org/10.33395/jmp.v12i2.13233

Husaeni, F., Nurendah, Y., & Zuhdi, S. (2024). An Overview Of Inbound Marketing At Wan International Technology Companies. Jurnal Aplikasi Bisnis Kesatuan, 3(3). https://doi.org/10.37641/jabkes.v3i3.1943

I Wayan Kayun Suwastika, SE., M. M., Marce Sherly Kase, S.E., M. Si., Nur Bayti, S.I.Kom., M. E., & Diana Wangania, SE., M. M. (2023). Kewirausahaan Di Era Digital Berinovasi Dan Bertumbuh Dalam Dunia Teknologi. In Angewandte Chemie International Edition, 6(11), 951–952.

Indriyani, R., & Suri, A. (2020). Pengaruh Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Fast Fashion. Jurnal Manajemen Pemasaran, 14(1), 25–34. https://doi.org/10.9744/pemasaran.14.1.25-34

Jusuf, D. I. (2022). Latest Digital Marketing Strategies: Increasing Relevance and Engagement with Customers. Jurnal Ekonomi, Akutansi Dan Manajemen Indonesia, 1(01), 1–9.

Krismajayanti, N. P. A., Darma, G. S., Mahyuni, L. P., & Martini, I. A. O. (2024). Drivers, Barriers and Key Success of Digital Transformation on SMEs: A Systematic Literature Review. Journal of Accounting and Strategic Finance, 7(1), 158–180.

Laila Fitria, Fauzi Arif Lubis, & Nurbaiti, N. (2024). Analisis Strategi Digital Marketing dalam Meningkatkan Penjualan Bisnis Online Pada Suhada Grup. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 5(3), 212–223. https://doi.org/10.38035/jmpis.v5i3.1904

Lautania, M. F., Darwanis, D., Ariani, N. E., Linda, L., Afrianandra, C., & Fitri, M. (2024). Training in Marketing Strategies through Digital Marketing for Scaling Up Businesses of Silver Craft SMEs in Banda Aceh City. Asian Journal of Community Services, 3(1), 41–48. https://doi.org/10.55927/ajcs.v3i1.6828

Maulida, Z., & Indah, D. R. (2021). Analisis Strategi Pemasaran Sebagai Strategi Persaingan Bisnis: Studi Kasus Bisnis Kuliner Rumah Makan Khas Aceh “Hasan” Di Kota Banda Aceh. Jurnal Mahasiswa Akuntansi Samudra (JMAS), 2(3), 188–202.

Michael, M., & Lesmono, D. (2024). Optimization of PT Zhisheng Pacific Trading ’ s Digital Marketing Communication Strategy through Instagram Platform.

Neka Fatyandri, A., Tan, J., Surya Sri Rahayu, P., Fahira, A., & Aj Reqha, C. (2023). Analysis Industry Rivalry and Competition: Analisis Persaingan Kompetitif Perusahaan E-Commerce Shopee Dengan Menggunakan Metode Porter’S Five Forces. Jurnal EK&BI, 6, 2620–7443. https://doi.org/10.37600/ekbi.v6i1.804

Nugroho, R. W., & Wardhana, A. P. (2023). Digital Marketing Strategy in Increasing Education Business Competitiveness. Journal of Nonformal Education, 9(2), 329–335.

Pattisina, A. R., & Sumadi, S. (2023). Strategies To Build Competitive Advantage Through Digital Marketing Communication. International Journal of …, 02(05), 226–236.

Ramadhan, A. S. (2022). Strategic Marketing: The Key to Success in Maximizing Event Management. Jurnal Publikasi Ilmu Manajemen (JUPIMAN), 1(2).

Ratna Gumilang, R. (2019). Implementasi Digital Marketing Terhadap Peningkatan Penjualan Hasil Home Industri. Coopetition : Jurnal Ilmiah Manajemen, 10(1), 9–14. https://doi.org/10.32670/coopetition.v10i1.25

Rezaldy, & Nanda Diyan Saputra. (2023). Perbandingan Hukum Persaingan Usaha Terkait Pembuktian Tindakan Diskriminasi di Sektor Digital. Jurnal Persaingan Usaha, 3(1), 54–64. https://doi.org/10.55869/kppu.v3i1.101

Riofita, H., Rifky, Mg., Raudatul Salamah, L., Asrita, R., Nurzanah, S., & Islam Negeri Sultan Syarif Kasim Riau, U. (2024). Perubahan Strategi Pemasaran Dalam Menghadapi Tantangan Pasar Konsumen Di Era Digital. Jurnal Ekonomi Manajemen Dan Bisnis, 1(3), 21–26.

Saputra, A. (2024). The Importance of Digital Marketing Integration in Strategic Management Planning. Action Research Literate, 8(5), 1–8. https://doi.org/10.46799/arl.v8i5.340

Sayudin, S., Kartono, K., & Curatman, A. (2023). Increasing Business Effectiveness Through The Implementation Of An Integrated Digital Marketing Strategy. Journal of World Science, 2(11), 1908–1913. https://doi.org/10.58344/jws.v2i11.478

Setiawan, B., Info, A., Kerja, D., Organisasional, K., & Karyawan, K. (2024). Indonesian Journal of Economics , Management , and Accounting Pengaruh Rekrutmen , Komitmen Organisasional Dan. 1(2), 49–59.

Sudiantini, D., Dalam, I., Pemasaran, M., Menjaga, D., Bisnis, R., Digital, D. E., Nurambarwati, D., Julianti, F. D., Putra, F. F., Naraya, G. P., Nazara, G. V., Raya Perjuangan, J., Utara, B., & Bekasi, K. (2023). Universitas Bhayangkara Jakarta Raya. Jurnal Riset Dan Inovasi Manajemen, 1(2), 129–138.

Sudirjo, F., Anam, C., & Pranawukir, I. (2023). Exploring the Impact of Social Media on Online Marketing Strategies in the Era of Information Technology: Challenges and Opportunities in Anticipation of the New Year. Jurnal Minfo Polgan, 12(2), 2485–2492. https://doi.org/10.33395/jmp.v12i2.13300

Sulistyani, Dr. (2023). Analisis Pasar dan Perilaku Konsumen. STIPAS.

Susilowati, E., Rezika, H. N., Rifaldo, M. I., Hidayat, T., & Muttaqien, D. D. (2024). Strategi Manajemen Inovasi Dan Kreatifitas Dalam Pengembangan Bisnis Kedai Kopi Imah Uing (IU). DIGIBE : Digital Business and Entrepreneurship Journal, 2(1), 17–26.

Tediy, Hermansyah, A., Hermansyah, T. A., Bahri, S., Parani, D., Zahara, Z., Asriadi, A., Soekarno, A. :, Km, H., & Tengah, P.-S. (2024). Strategi Pemasaran Inovatif Produk Kacandipa Dalam Menentukan Potensi Pasar Di Desa Sunju Prodi S1 Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tadulako. 2(1), 283–297.

Thulla, P. F. Y. (2022). The Rate of Reading Poverty After the COVID- 19 Pandemic School Shutdown and Specific Intervention Strategies for Lower Primary School Pupils in the Southern Province and Western Area of Sierra Leone Philip. Journal of Language Teaching and Research, 13(4), 689–696. https://doi.org/10.17507/jltr.1304.01 The

Trenggana, A. F. M., Pramudhita, P., Harto, B., & Yasa, N. N. K. (2022). Pemasaran Era Kini: Pendekatan Berbasis Digital. In PEMASARAN ERA KINI: PENDEKATAN BERBASIS DIGITAL (Vol. 2, Issue 1, pp. 40–47).

Triwahyono, B., Rahayu, T., & Kraugusteeliana, K. (2023). Analysing the Role of Technological Innovation in Improving the Operational Efficiency of MSMEs. Jurnal Minfo Polgan, 12(1), 1417–1426. https://doi.org/10.33395/jmp.v12i1.12791

Ulfah, F., Nur, K., Salsabila, S., Safitri, Y., Evanita, S., & ... (2021). Analisis Strategi Pemasaran Online untuk Meningkatkan Daya Saing UMKM (Studi Keju Lasi). Jurnal Pendidikan …, 5, 2795–2805.

Yanti, I., & Idayanti, D. (2022). Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Pada Usaha Ibu Bagas di Kecamatan Mamuju. Forecasting: Jurnal Ilmiah Ilmu Manajemen, 1(1), 1–13.

Yanti, N., Lavrova, & Adriani, N. (2020). Faktor-Faktor Yang Mempengaruhi Efektivitas Kerja Pegawai Pada Pt. Bank Bukopin Padang. Jurnal Matua, 2(4), 411–420.