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All Journal JPEKA: Jurnal Pendidikan Ekonomi, Manajemen dan Keuangan Economics and Business Journal Maneggio
Purwanitasari, Lili
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Analysis of the Effectiveness of E-Marketing Strategies in Increasing Brand Awareness in FMCG Industry MSMEs Prasetya, Feri Andika; Silmi, Kevin Ghulaman; Hikmawati, Kuncoro Aprilia; Purwanitasari, Lili; Dhewi, Titis Shinta
Maneggio Vol. 2 No. 2 (2025): Maneggio-Apr
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/2dwn8d89

Abstract

This study aims to analyze the effectiveness of e-marketing strategies in increasing brand awareness among Micro, Small, and Medium Enterprises (MSMEs) in the Fast-Moving Consumer Goods (FMCG) sector. In the digital era, MSMEs are increasingly required to adapt to technological developments, particularly in marketing. However, many business actors still lack the understanding to implement digital strategies effectively. This study focuses on four key e-marketing components: social media marketing, SEO/SEM, content marketing, and email marketing. Using a quantitative approach, data were collected from 109 MSME respondents using purposive sampling, and analyzed through Structural Equation Modeling (SEM) with SmartPLS. The results show that social media marketing and SEO/SEM have a significant and positive effect on brand awareness, while content marketing and email marketing show no significant effect. These findings suggest that MSMEs should prioritize the use of social media and search engine optimization strategies to enhance brand visibility. This study provides valuable insights for MSME practitioners in formulating effective digital marketing strategies and contributes to the academic literature on MSME marketing performance in the digital economy era.
Mapping the Research Landscape of Green Marketing, Brand Trust, and Purchase Decision: A Bibliometric Analysis and Systematic Review on Database Scopus Purwanitasari, Lili; Soetjipto, Budi Eko; Wardhana, Ludi Wishnu
Economics and Business Journal (ECBIS) Vol. 3 No. 4 (2025): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i4.210

Abstract

This study aims to map the research landscape on green marketing, brand trust, and purchase decisions using a bibliometric approach and systematic review using the Scopus database. This study identifies research trends, scholarly contributions, and gaps in the literature. Using VOSviewer software, this study processed data from 61 articles published between 2019-2024. The analysis results show that most articles with the theme of green marketing brand trust and purchase decision were published in 2023 (14 documents), while the most published journal was the Journal of Retailing and Consumer Services. The most journal affiliations are from Harbin Institute of Technology (3 documents), the most journals published from Indonesia are 18 documents, the most subjects are Business, Management, and Accounting areas with a percentage of 46.2%, keywords related to themes include purchase intention, product quality, consumer behavior, marketing, brand image, sales, green brand trust, e-commerce.
The Mapping Person Job-Fiton Human Resource Management: Bibliometric Analysis on Scopus Database Purwanitasari, Lili; Sopiah, Sopiah; Zagladi, Arief Noviarakhman
JPEKA: Jurnal Pendidikan Ekonomi, Manajemen dan Keuangan Vol. 9 No. 1 (2025)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jpeka.v9n1.p41-56

Abstract

In the changing working world, the perception of Person-Job Fit (fit between an individual and a job) plays a crucial role in improving employee performance and satisfaction. This fit involves an individual's abilities, competency/knowledge, interests as well as values with the demands, responsibilities, and work environment, which is the main focus of various studies related to person-job fit. This study aims to mapping out and provide a bibliometric overview of the topic of person-job fit, to identifying research trends by uncovering popular topics, identifying the relationship between concepts such as job satisfaction, organization commitment, and job performance, demonstrating commonly used approaches of methodology such as equation structural modelling, mapping the network authors, institutions, and countries that can build collaboration, and helping researchers quickly and systematically find relevant literature and lastly the result support the strategic development of Human Resource theory and practices. The research data was taken from articles published in the Scopus database between 2019 and 2024, and 63 articles were found using the VOSviewer application. The results showed that the most articles on person-job fit were published in 2022 (15 articles), with the journal “International Journal of Human Resource Management” as the most frequently published. The most affiliations came from the National Institute of Development Administration with 2 documents, while China was the country with the most publications. The topic is mainly covered in the area of business, management, and accounting. Keywords often associated with person-job fit include:Person-Organization Fit, Job Satisfaction, Turnover Intention, Person-Environment Fit, Job Performance, Organizational Commitment, Work Environment, Work Engagement, Job Involvement, and Structural Equation Modelling.
Co-Authors Arief Noviarakhman Zagladi Budi Eko Soetjipto Feri Andika Prasetya, Feri Andika Hikmawati, Kuncoro Aprilia Silmi, Kevin Ghulaman Sopiah, Sopiah Titis Shinta Dhewi, Titis Wardhana, Ludi Wishnu