Pengaruh Strategi Pemasaran dengan Teknik Tradisonal dan Online terhadap Hasil Penjualan
DOI:
https://doi.org/10.61132/jeap.v2i1.766Keywords:
traditional marketing strategy, online marketing strategy, sales resultsAbstract
This study explores the marketing strategies used by traders in Pasar Besar, Pasuruan City in dealing with changes in consumer behavior in the digital era. Data were obtained through semi-structured interviews and questionnaires, involving traders representing various types of products and marketing methods. Analysis was conducted qualitatively to explore key themes and quantitatively to identify patterns and trends. The results show that traditional marketing (direct selling) is still relevant because direct interaction creates emotional connections and increases buyer loyalty. However, this approach faces challenges due to the shift in buyer preferences to online shopping. Meanwhile, online marketing offers wider market reach, cost efficiency, and time flexibility, although its success is highly dependent on promotional capabilities and delivery management. The combination of traditional and online strategies has proven effective in reaching various buyer segments, providing significant sales increases. This approach requires careful planning to optimize the benefits of both methods without increasing operational costs. By understanding market needs and adjusting strategies, traders can maximize the potential of both approaches to achieve success amidst changing times.
Downloads
References
Anon. (n.d.-a). 98-188-5-PB.
Anon. (n.d.-b). E thesis Nur Lailul R-converted (2).
Hariani, E., Widyawati, R. F., & Dewanti, A. A. (2022). Strategi pemasaran digital produk UMKM di Kota Pasuruan dengan aplikasi LINKTREE. Jurnal Pengabdian Masyarakat (Abdira), 2(3), 101–108. https://doi.org/10.31004/abdira.v2i3.170
Ikerismawati, S., Sholiha, I., & Hardiyanti, S. (2023). Pendampingan pemanfaatan Google Maps dan WhatsApp Bisnis sebagai media digital marketing bagi UMKM di Kelurahan Sebani Kota Pasuruan. I-Com: Indonesian Community Journal, 3(3), 1294–1302. https://doi.org/10.33379/icom.v3i3.3139
Istiqomah, N. H. (2023). Transformasi pemasaran tradisional ke e-marketing: Tinjauan literatur tentang dampak penggunaan teknologi digital terhadap daya saing pemasaran bisnis. Jurnal Ekonomi Syariah Darussalam, 4(2), 72–87. https://doi.org/10.30739/jesdar.v4i2.2430
Istiqomah, S., Fajaryanti, Y., & Dewi, A. S. (2020). Peningkatan kinerja bisnis melalui strategi pemasaran berbasis online pada UKM produk camilan tradisional. Diseminasi: Jurnal Pengabdian kepada Masyarakat, 2(1), 5–18. https://doi.org/10.33830/diseminasiabdimas.v2i1.750
Lestari, M. K., Masruchin, & Krisnaningsih, D. (2022). Analisis strategi pemasaran online produk fashion pada UMKM di Kota Surabaya. Syarikat: Jurnal Rumpun Ekonomi Syariah, 5(2), 143–159. https://doi.org/10.25299/syarikat.2022.vol5(2).10519
Maulana, E. (n.d.). (Studi pada pedagang pakaian di Pasar Talang Padang, Tanggamus).
Permana, R., Ariodutho, S., & Hendrawan, T. D. (n.d.). Analisis strategi pemasaran online UMKM Bumbu Sakato.
Putri, N. A., Permana, E., & Subhan, M. N. (n.d.). Strategi pemasaran makanan tradisional Tiwul sebagai destinasi wisata kuliner di Gunung Kidul Jogja.
Sanjaya, R. S. (n.d.). Strategi pemasaran dalam meningkatkan omzet penjualan unit usaha aqiqah pada LAZ Nurul Hayat Medan (Pendekatan analisis SWOT).
Saraswati, R., Asri, N. P., Oktavera, R., & Pratama, R. A. (2022). Pengembangan digital marketing berbasis web di Desa Kayukebek Kecamatan Tutur Kabupaten Pasuruan Jawa Timur.
Sari, H. D. (2021). Strategi pemasaran pedagang pasar tradisional di Pasar Senggol Desa Korleko (Studi kasus Pasar Senggol Desa Korleko Kecamatan Labuhan Haji Lombok Timur).
Sarjana, P. (2024). Strategi pemasaran online dalam merebut konsumen: Studi kasus pengusaha ritel tradisional di Kota Pekanbaru.
Setyawati, E., & Achsa, A. (2021). Strategi peningkatan omzet penjualan pedagang pakaian melalui marketing mix: Studi pada Pasar Muntilan, Kabupaten Magelang. E-Bisnis: Jurnal Ilmiah Ekonomi dan Bisnis, 14(1), 55–67. https://doi.org/10.51903/e-bisnis.v14i1.344
Supandi, A., & Johan, R. S. (2022). Pengaruh strategi pemasaran online terhadap pendapatan pelaku UMKM di Kecamatan Cilandak. JABE (Journal of Applied Business and Economic, 9(1), 15. https://doi.org/10.30998/jabe.v9i1.13701
Sutrisno, S., Jamianto, J., & Andreanto, B. (2021). Strategi pemasaran toko pakaian muslim pasar tradisional menghadapi toko pakaian muslim modern. Yos Soedarso Economics Journal, 3(1), 137–149. https://doi.org/10.53027/yej.v3i1.206
Widayati, K. D. (2018). Implementasi SWOT strategi pemasaran online dan offline pada PT Roti Nusantara Prima Cabang Jatiasih, Bekasi. E-Bisnis: Jurnal Ilmiah Ekonomi dan Bisnis, 2(2).
Zein, A. (2023). Analisis strategi digital marketing via media online. Engineering and Technology International Journal, 5(02), 206–214. https://doi.org/10.55642/eatij.v5i02.419
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Ekonomi, Akuntansi, dan Perpajakan

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.