Pengaruh Lingkungan Pemasaran Mikro dan Makro terhadap Kinerja Bisnis

Abdur Rahman; Hendra Riofita

doi:10.59841/excellence.v2i4.2087

Authors

Abdur Rahman Universitas Islam Negeri Sultan Syarif Kasim
Hendra Riofita Universitas Islam Negeri Sultan Syarif Kasim

DOI:

https://doi.org/10.59841/excellence.v2i4.2087

Keywords:

Marketing Environment, Micro Environment, Macro Environment, Epson, Business Strategy

Abstract

This article discusses the influence of micro and macro marketing environments on business operations using Epson as a case study. The article highlights how internal and external factors affect the company's performance, customer relationships, and competitive positioning. By analyzing these factors, companies can better understand the dynamics of the marketing environment and develop strategies to remain competitive in a complex market.

References

Anggraini, N. (2022). Pengaruh faktor lingkungan dan strategi pemasaran terhadap kinerja pemasaran pada UMKM di Lampung Barat. Jurnal Ilmu Manajemen Saburai (JIMS), 7(2), 151–157. https://doi.org/10.24967/jmb.v7i2.1403

Claessens, S., & Kose, M. A. (2018). Frontiers of macrofinancial linkages. Monetary and Economic Department (Issue 95).

Dharmesta, B. A., & Nursyamsiah, S. (2024). Pengaruh kemampuan keterlibatan pelanggan terhadap kinerja perusahaan jasa melalui peran mediasi inovasi produk dan inovasi proses: Studi pada UMKM di Daerah Istimewa Yogyakarta. Jurnal, 2(6), 121–134.

Fatonah, S., Haryono, T., & Indah Sari, N. N. (2021). Peran orientasi pelanggan dalam meningkatkan kinerja pemasaran UMKM rumah makan di Kabupaten Sragen. EKUITAS (Jurnal Ekonomi dan Keuangan), 5(1), 78–97. https://doi.org/10.24034/j25485024.y2021.v5.i1.4750

Hendra Riofita, dkk. (2023). Analisis strategi pemasaran dan penjualan e-commerce pada Tiktok Shop. Jurnal Ekonomi Manajemen dan Bisnis, 1(2), 195–201.

Hendra Riofita. (2015). Sistem informasi manajemen. Pekanbaru: CV. Mutiara Pesisir Sumatra.

Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401. https://doi.org/10.1007/s11747-015-0460-7

Ivonia Auxiliadora Freitas Marcal, Y., Putra Oentoro, Y., & Yasin, M. (2024). Pertumbuhan ekonomi sebagai cerminan perkembangan perekonomian suatu negara. Jurnal Manajemen dan Bisnis Ekonomi, 2(3), 40–47. https://doi.org/10.54066/jmbe-itb.v2i3.1898

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Putra Permana, K. B. (2023). Analisis peran supply chain management (SCM) dalam meningkatkan kinerja perusahaan. COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat, 3(6), 2275–2287. https://doi.org/10.59141/comserva.v3i06.1015

Rahmadani Menhard, dkk. (2023). Manajemen pemasaran. Sumatera Barat: CV. Azka Pustaka.

Remes, J., Manyika, J., Smit, S., Kohli, S., Fabius, V., Dixon-Fyle, S., & Nakaliuzhnyi, A. (2021). The consumer demand recovery and lasting effects of COVID‐19. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-consumer-demand-recovery-and-lasting-effects-of-covid-19

Seran, R. B., Sundari, E., & Fadhila, M. (2023). Strategi pemasaran yang unik: Mengoptimalkan kreativitas dalam menarik perhatian konsumen. Jurnal Mirai Management, 8(1), 206–211. https://journal.stieamkop.ac.id/index.php/mirai/article/download/4054/2644

Wahyudi Andika Jaya Maulana, dkk. (2024). Buku ajar manajemen pemasaran. Jambi: PT. Sonpedia Publishing Indonesia.

Wahyuni, H. (2015). The role of government in economic growth: Evidence from Asia and Pacific countries. Journal of Indonesian Economy and Business, 19(1), 71–81.