ASPEK PEMASARAN
DOI:
https://doi.org/10.61722/jiem.v3i2.3875Keywords:
Effectiveness, Marketing, PlanningAbstract
This study aims to analyze the effectiveness of marketing plans in the e-commerce and MSME sectors in Indonesia, using qualitative methods with a literature approach. Data were collected from written sources to understand existing theories. The results of the study indicate that marketing is a process of meeting customer needs through the exchange of valuable products, involving elements of price, promotion, and distribution based on the marketing mix (4P and 7P). Customer satisfaction is an indicator of success, influenced by product quality, service, and price. Companies need to develop effective marketing plans, using SWOT analysis and BCG matrix, and periodic evaluations. In sharia marketing, transactions must be in accordance with the principles of Islamic muamalah. Marketing effectiveness audits are important to ensure relevance and increase loyalty and profit.
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