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Word of mouth (WOM) marketing is an effective marketing communication strategy that utilizes direct recommendations from consumers to other potential consumers. This research aims to analyze the implementation of the WOM marketing strategy carried out by Ciganjur Outdoor, an MSME providing outdoor equipment rental services in Jakarta. The research was conducted using qualitative methods through in-depth interviews, observation and documentation. The results show that Ciganjur Outdoor has implemented a WOM strategy with the elements talkers, topics, tools, taking part, and tracking. Through direct interaction with potential consumers and utilizing feedback, Ciganjur Outdoor seeks to build brand awareness and strong relationships with consumers. The obstacles faced are the lack of human resources and the lack of optimal use of outdoor communities. This research is expected to provide insight into the implementation of WOM strategies, especially for MSMEs in the service industry.

This study focuses on examining the impact of halal certification, product quality, and marketing strategy on the sales of Home Industry food products. A descriptive quantitative approach was adopted to analyze the relationship between variables. Data were collected through questionnaires distributed to 170 respondents who were food product business actors Home Industry in Sariwangi District, Tasikmalaya Regency, West Java Province. The collected data were analyzed using the Structural Equation Modeling method with a Partial Least Squares (PLS-SEM) approach. The results show that both halal certification and marketing strategy have a significant positive effect on sales of Home Industry food products. Meanwhile, product quality does not show a significant effect on sales. The study also indicates that halal certification has the strongest influence on sales compared to the other variables.

This study examines the influence of e-commerce platforms on the growth of MSMEs in the post-pandemic era, focusing on the implementation of entrepreneurial marketing strategies in the digital ecosystem. This research aims to understand how e-commerce platforms help MSMEs in developing more adaptive and effective marketing strategies amid changes in consumer behavior post-pandemic. The method used is a quantitative approach with Structural Equation Modeling (SEM) to analyze the direct and indirect relationship between the use of e-commerce platforms, entrepreneurial marketing strategies, and the growth of MSMEs. The main findings show that the use of e-commerce platforms has a significant effect on entrepreneurial marketing strategies, which in turn encourages the growth of MSMEs. This research contributes to the literature on MSME digitalization, particularly in the context of post-pandemic recovery, and shows how e-commerce platforms can be an important enabler for MSMEs to survive and thrive amid changing market challenges. The urgency of this research lies in its contribution in providing insights into the implementation of innovative digital marketing strategies, which is highly relevant for MSMEs trying to adapt to the post-pandemic business landscape. Keywords: ,

The purpose of this research is to learn how certain students in Medan City are influenced to buy Azarine sunscreen products by influencer marketing and brand image. More and more people, particularly students, are realizing the need of preventing sun damage to their skin, therefore sunscreen solutions have quickly become an integral part of skin care regimens. Researchers in this research used a quantitative approach by surveying people who had used Azarine products. Using SPSS software version 29, the data that was obtained was examined. The findings show that consumers are influenced by both favorable brand image and influencer marketing, which has a major impact on their purchase choices. There is a significant relationship between the dependent variable and each of the independent variables.

This study analyzes the influence of Augmented Reality (AR) technology on consumer purchase intention with customer engagement as an intervening variable at Sephora Indonesia. This quantitative research involved 150 respondents who are users of Sephora Virtual Artist, analyzed using Structural Equation Modeling (SEM). The research instrument measures three main variables: Augmented Reality (interactivity, vividness, novelty), Customer Engagement (cognitive, emotional, behavioral), and Purchase Intention (intention, willingness, likelihood to purchase) using a five-point Likert scale. The research results show that AR has a positive and significant effect on customer engagement and purchase intention. Customer engagement also has a positive effect on purchase intention and is proven to mediate the relationship between AR and purchase intention. This study contributes to the AR literature in beauty e-commerce and recommends that Sephora optimize AR features, develop comprehensive customer engagement strategies, and continue investing in AR technology as a competitive advantage.

This study is a study of digital marketing strategies related to Boneka Bubu, a product that went viral on social media such as TikTok and Instagram. In this context, emotional and content-based marketing work that connects brands with audiences, especially millennial and Gen Z consumers, plays a very positive role. Humorous approaches, memorable characters, and communities play a role in driving the success of Boneka Bubu's digital campaign which aims to increase brand awareness, sales, and customer loyalty. This analysis examines and tries to solve various issues related to UGC, influencer collaboration, and limited edition promotional strategies that build urgency. Data and research show that emotional-based marketing, which involves consumers in the content creation process, strengthens relationships that lead to conversion and engagement. This study explains the impact of the creative process and authenticity that are emphasized for digital marketing strategies in the age of social media.    

The dynamics of modern business competition encourage entrepreneurs to optimize their marketing strategies, especially through digital platforms such as Instagram. This study analyzes the correlation between Content Marketing and Customer Engagement on the Instagram account @rdnb_jewelry, with a special focus on the impact of Content Marketing on Customer Engagement of Rebuild Dreams Now & Beyond Jewelry (RDNB) products. The theoretical framework of the study includes aspects of Marketing Communication (Reader Cognition, Sharing Motivation, Persuasion, Decision Making) and dimensions of Customer Engagement (Enthusiasm, Attention, Absorption, Interaction, Identification), as well as their implementation in Instagram features. Using a quantitative approach with a survey method, this study involved 79 respondents who were followers of the Instagram account @rdnb_jewelry, selected through a simple random sampling technique. Data analysis integrated correlation methods, coefficient of determination, simple linear regression, and hypothesis testing (t-test). The findings of the study indicate a positive influence between the variables Content Marketing and Customer Engagement. A strong and significant relationship was identified between RDNB's Content Marketing strategy on Instagram and the level of Customer Engagement. Specifically, Content Marketing contributes 87.6% to Customer Engagement, while the remaining 12.4% is influenced by other variables. These results confirm the significance of implementing a measurable Content Marketing strategy in increasing Customer Engagement on social media.  

The Indonesian shoe industry has grown rapidly in recent decades, driven by a stable economy and increasing income. Johnson Shoes, a local brand from Bandung, Johnson Shoes collaborates with anime characters such as One Piece, My Hero Academia, Naruto and Demon Slayer, to expand the market and increase sales. In addition, Johnson shoes have interesting content in marketing their products. Related to this, the purpose of this study is to determine the content of Johnson shoes Instagram on followers, purchasing decisions on followers, and measure the influence of Instagram content on Johnson shoes purchasing decisions on followers. The theory used in this study is Instagram which includes the dimensions of Follow, Like, Comment, Feed, Caption, Instagram Stories, Profile, and for the Purchasing Decision theory includes the dimensions of Problem Recognition, Information Search, Alternative Evaluation, Purchasing Decision, Post-Purchase Prilsku. This research is a quantitative study. The research method used is a survey. The population in this study were followers of the @johnson_indonesia Instagram account with certain criteria and a population of 116 followers and a sample of 90 respondents were obtained. The data analysis technique used in this study was simple linear regression. The results of the study showed that the Instagram content of Johnson's shoe collaboration and anime characters had a strong relationship of 0.818 to purchasing decisions. The Instagram content of Johnson's shoe collaboration and anime characters had an influence on purchasing decisions of 0.670 or 67%, while the remaining 33% was influenced by other factors.

This research explores the combined effects of content marketing and brand experience on customer response, a relationship that has not been extensively studied in previous research. The study highlights the significance of customer service as a key determinant of business success, emphasizing that when customers feel valued and receive prompt responses from a company, their satisfaction, loyalty, and willingness to engage with the brand increase. The research was conducted on a sample of customers from the General Company for Southern Cement, specifically the Kufa Cement Factory. The study focused on Ordinary Portland Cement and sulfate-resistant cement. A total of 85 questionnaire forms were distributed, with 80 valid responses collected for statistical analysis.The findings indicate that both content marketing and brand experience play a crucial role in enhancing customer communication and service quality. Effective content marketing strategies contribute to better training for customer support teams, ensuring a more responsive and engaging interaction with customers. Furthermore, improving communication channels and response speed positively impacts customer satisfaction. By adopting content marketing strategies and leveraging brand experience, businesses can enhance customer engagement, strengthen relationships, and ultimately achieve their organizational goals.The research recommends integrating content marketing into business operations to build long-term customer relationships and improve brand reputation. Additionally, companies should establish a dedicated internal department for marketing, ensuring that content marketing efforts are credible, relevant, and engaging. By creating meaningful and interactive content, businesses can attract and retain customers, fostering brand loyalty and trust over time.

This study examines the factors influencing customer retention at Surya Fresh MSMEs in Depok City, West Java. The primary issue identified is the instability of customer retention, which is mainly attributed to intense market competition, the rapid pace of digital marketing, and the evolving customer expectations in the modern business environment. This study aims to analyze the impact of product quality, e-service quality, and reward programs on customer retention, with relationship commitment as a mediating variable. A quantitative approach with an explanatory research design was employed to test the relationships among variables. Primary data were collected through a Likert-scale questionnaire from 224 Surya Fresh customers using a simple random sampling technique. Data analysis was conducted using the PLS-SEM method in SmartPLS, including validity, reliability, and structural model assessments. The findings indicate that product quality, e-service quality, and reward programs significantly influence relationship commitment and customer retention. Moreover, relationship commitment was found to mediate the effects of these three factors on customer retention, highlighting its importance in enhancing customer loyalty. High e-service quality, superior product quality, and attractive reward programs foster strong emotional connections with customers, which are crucial for sustaining long-term customer loyalty. The study concludes that product quality, e-service quality, and reward programs have a positive and significant impact on relationship commitment and customer retention at Surya Fresh. Relationship commitment is confirmed as a key mediator. To further improve retention, Surya Fresh should focus on enhancing product availability, administrative responsiveness, and offering diverse promotional programs. Future studies may apply this model in different industries and integrate qualitative methods for deeper insights.

Entrepreneurship plays a crucial role in economic growth, especially for small and medium enterprises (SMEs). One of the main factors for entrepreneurial success is the effective implementation of the marketing mix. This paper discusses the concept of the marketing mix in entrepreneurship by highlighting the 4P elements (Product, Price, Place, Promotion) which have evolved into 7P with the addition of People, Process, and Physical Evidence. The discussion includes the implementation of the marketing mix, strategies for facing business challenges, and its impact on competitiveness and business growth. This study highlights how entrepreneurs can optimize marketing elements through product innovation, value-based pricing strategies, the use of digitalization in distribution, as well as social media-based promotion and marketing technology. Additionally, this paper reviews various challenges in the implementation of the marketing mix, such as limited capital, intense competition, and changes in consumer behavior, as well as adaptation strategies through guerrilla marketing, strategic partnerships, and data-driven approaches. The findings in this study indicate that the application of a flexible and innovative marketing mix can enhance business competitiveness and sustainability. By understanding the relationship between the marketing mix and entrepreneurship, entrepreneurs can develop more effective marketing strategies to face the ever-evolving market dynamics.

This research aims to explore how price and product quality influence purchasing decisions for Y.O.U cosmetics at Panda Lovely Jombang. Given the rapid growth of Indonesia's cosmetics market, Y.O.U has emerged as a local brand offering quality products at competitive prices. Panda Lovely, with its numerous branches across Java Island, is one of Y.O.U’s primary distributors. The study adopts a quantitative approach using associative methods, with data collected through questionnaires from 100 Panda Lovely Jombang customers. Multiple linear regression analysis was employed to examine the relationship between independent variables (price and product quality) and the dependent variable (purchase decisions). The findings reveal that both price and product quality, individually and combined, significantly impact purchasing decisions. Key factors influencing consumer choices include affordability, the alignment of quality with expected benefits, and product durability. This research offers valuable insights for both Panda Lovely managers and Y.O.U producers to refine marketing strategies that cater to consumer needs and preferences.

This study analyzes the influence of Electronic Word of Mouth (eWOM) and destination image on visit intention and decision to Sebalang Beach, South Lampung. With tourists increasingly relying on online reviews, understanding these relationships is essential for effective destination marketing. The research addresses the issue of how eWOM and destination image affect tourists' decisions, aiming to provide insights for tourism stakeholders. A quantitative approach was used, employing a survey method with purposive sampling of 110 respondents who have visited or intended to visit Sebalang Beach. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the proposed hypotheses. Findings indicate that destination image significantly influences visit intention and visit decisions, while visit intention also mediates the effect of destination image on visit decisions. However, eWOM does not have a significant impact on visit intention or visit decisions, and visit intention does not mediate the relationship between eWOM and visit decisions. These results suggest the importance of strengthening online promotional strategies and enhancing the positive image of Sebalang Beach. Encouraging content creation on social media and collaborating with influencers can effectively increase engagement and attract visitors. This study offers practical recommendations for tourism stakeholders to optimize Sebalang Beach’s potential and enhance its competitiveness as a tourist destination.

Background: Brand loyalty reflects patients' tendency to continue using a hospital's services and recommend them to others. However, the decline in physiotherapy patient visits since the COVID-19 pandemic has affected hospital revenue, while brand image and digital marketing via Instagram are still underutilized. Most previous studies have addressed brand loyalty in general, while specific studies on physiotherapy units are still rare. Although many studies show that SMMA and brand image affect loyalty through brand trust, research specifically examining the role of brand reliability as a dimension of trust in healthcare services is still limited.Objective: This study fills this gap by examining the influence of SMMA, brand image, and brand reliability on brand loyalty in the context of physiotherapy services at Siaga Raya Orthopedic Hospital.Methods: This research uses quantitative methods with a purposive sampling technique on 120 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) method. The study develops the SOR (Stimulus-Organism-Response) theoretical framework.Results: SMMA has a significant effect on brand loyalty both directly and through the mediation of brand reliability. In contrast, brand image requires brand reliability mediation to influence loyalty. Brand reliability proved to be an essential element in building patient loyalty.Implications: Hospitals need to design marketing strategies through social media and brand image that are not only attractive but also reflect service reliability to establish long-term relationships with patients.

This study aims to analyze the influence of Brand Image and Social Media Promotion on Purchase Decisions, with Consumer Satisfaction as an intervening variable in Balisijuk.id in Payakumbuh. In the digital era, a strong Brand Image and effective promotion strategies through social media are important factors in attracting interest and increasing Consumer Satisfaction, which ultimately influences purchase decisions. This research method uses a quantitative approach with purposive sampling techniques. Data was collected through questionnaires distributed to Balisijuk.id consumers. Data analysis was carried out using multiple linear regression models and path analysis to test the direct and indirect relationships between variables. The results of the study show that Brand Image and Social Media Promotion have a significant effect on Consumer Satisfaction. Furthermore, Consumer Satisfaction proved to be an intervening variable that strengthened the relationship between Brand Image, Social Media Promotion, and Purchase Decision. In other words, the more positive the Brand Image and the more effective the Social Media Promotion, the higher the Consumer Satisfaction, which ultimately drives the Purchase Decision. This research provides practical implications for business actors, especially Balisijuk.id, in designing more effective marketing strategies through strengthening Brand Image and optimizing Social Media Promotion to increase consumer satisfaction and purchase decisions Balisijuk.id.

This study examines the effective role played by corporate governance in promoting e-marketing strategies, through an applied study conducted on Al-Rasheed Bank - Palestine Street Branch. In light of the rapid developments in the digital field, organizations are increasingly relying on e-marketing tools to improve their performance, making it necessary to apply governance principles to ensure the highest levels of efficiency, transparency, and credibility. The study aims to illustrate how governance can contribute to improving the performance of e-marketing in financial institutions, With a focus on Al-Rasheed Bank as an applied model. The study seeks to achieve several objectives, including analyzing the impact of governance mechanisms on e-marketing strategies, and knowing the extent to which the application of governance is related to achieving institutional goals and improving marketing efficiency. It also aims to study how governance contributes to building a transparent and secure relationship between the organization and its customers, which enhances loyalty and expands the customer base. In addition, the study highlights the challenges that organizations may face in applying governance to e-marketing and proposes solutions to address them. The study showed that there is a strong relationship between corporate governance and e-marketing, as governance helps in defining the goals and vision of the organization, which ensures that e-marketing strategies are compatible with the general directions of the organization. Enhancing transparency and accountability also contributes to building customers' trust in the organization, which increases their positive interaction with its marketing strategies. Moreover, governance helps ensure compliance with legal and ethical standards, which enhances the organization's reputation in the market and reduces the legal risks it may face. The study relied on the descriptive and analytical approach to analyze the relationship between governance and e-marketing, with a focus on data related to Al-Rasheed Bank - Palestine Street Branch. A simple random sample of 50 employees from different departments within the bank was selected. Statistical analysis was also used to measure the impact of governance on the efficiency of e-marketing within the organization. The results of the study showed that 84% of employees believe that corporate governance plays a key role in the success of digital marketing campaigns, reflecting a broad awareness of the importance of regulatory frameworks and corporate policies in guiding digital marketing operations. 73% of employees also confirmed that there are clear governance policies within the bank, which enhances confidence in the corporate system. With regard to customer trust, 79% of employees indicated that governance contributes to improving the level of trust in the electronic services provided by the bank, while 73% of them believe that governance positively affects the process of strategic decision-making in e-marketing. Also, 71% of employees reported that there is an effective system to monitor the performance of digital marketing campaigns, which helps to evaluate performance and improve strategies based on the results achieved. However, the study noted that there are some challenges facing the implementation of governance in the field of e-marketing. 33% of employees indicated that there is a lack of regular training programs on governance practices, which may negatively affect the effectiveness of their implementation. 38% of respondents also showed weakness in the mechanisms for evaluating the effectiveness of governance in improving e-marketing. In addition, 45% of employees indicated that there are gaps in communication between the governance department and the e-marketing department, which calls for improving channels Communication to ensure the integration of efforts between different departments. Based on these results, the study provided a set of recommendations aimed at improving the application of governance in e-marketing. Among these recommendations is the need to organize training workshops to familiarize employees with governance practices and their importance in improving marketing performance. The study also recommended the use of key performance indicators (KPIs) to conduct periodic evaluations and improve marketing strategies based on the results of these evaluations. In addition, the study stressed the importance of strengthening coordination between governance and e-marketing departments to ensure the integration of efforts and achieve Better results. It also recommended updating governance policies to keep pace with developments in the field of e-marketing, in order to contribute to supporting innovation and creativity in digital marketing strategies. In conclusion, the study confirmed that corporate governance plays a vital role in improving the efficiency of e-marketing, which contributes to enhancing customer confidence, achieving regulatory compliance, and increasing the effectiveness of marketing campaigns in financial institutions, especially in Rasheed Bank. She also stressed the importance of developing periodic training and evaluation strategies to ensure the optimal application of governance principles, in a way that enhances the performance of institutions in the changing digital environment.

The purpose of this study is to examine the impact of Augmented Reality (AR) application usage at IT Telkom Purwokerto on consumer brand attitudes. A total of 200 questionnaires were distributed, with 125 deemed suitable for analysis. The findings reveal that the use of the AR application significantly influences consumer attitudes towards the brand, particularly in terms of user experience, engagement, and perceived realism. The quality of the AR application is shown to have good reliability, and each dimension positively correlates with consumer attitudes. The perceived realism of the AR experience is a crucial factor in shaping positive consumer attitudes towards the brand. The study also identifies a significant relationship between AR application usage, consumer satisfaction, and brand loyalty. Practically, AR can aid IT Telkom Purwokerto in developing more effective marketing models. This study proposes a model to understand the effect of AR applications on positive consumer brand attitudes, assisting marketers in implementing more effective marketing strategies.

This research aims to find out how personalization and big data analytics can be used as an effective marketing strategies in the era of society 5.0. This research uses a qualitative method with a descriptive approach which aims to explore, analyze and interpret phenomena related to the topic. The data in this research was obtained through literature study, by exploring information from various primary and secondary sources consisting of books, scientific journals, articles and other relevant publications. The research results show that personalization and big data analytics are effective strategies in marketing in the era of society 5.0. personalization and utilizing big data analytics technology, companies can understand consumer behavior, optimize marketing campaigns, and manage customer relationships more effectively. So it can increase customer satisfaction and loyalty.

This research aims to analyze the role of Customer Relationship Management (CRM) implementation in increasing customer loyalty in the digital era. With the rapid advancement of technology, CRM has become an essential component of an effective digital marketing strategy. This research uses a qualitative descriptive method with a case study approach involving several companies that use CRM as a strategy to maintain and increase customer loyalty. Data was collected through in-depth interviews, surveys and secondary data analysis from companies using CRM platforms. Research findings reveal that effective CRM implementation—through personalization, regular communication, and leveraging customer data—can significantly increase customer satisfaction and loyalty. Additionally, this research highlights that the use of CRM allows companies to better understand customer needs and preferences, thereby providing more customized services. As a result, implementing CRM in the digital era has proven to be an important strategy for businesses to compete in an increasingly competitive market.  

This research analyzes the public relations communication strategy implemented by Pratama Bina Medika Clinic in building brand awareness as a new health facility. This study uses a qualitative method with a descriptive approach with data collection techniques using interviews and literature studies to determine the effectiveness of direct marketing strategies (direct selling), word of mouth communication (WOM), and digital marketing in introducing health services (clinics) to the public. The research results show that the direct selling strategy through visits to posyandu is effective in building personal relationships with the community, increasing trust, and expanding brand awareness. WOM communication, both directly and via social media, supports the dissemination of wider and more reliable information. The use of digital marketing through social media platforms such as TikTok and Instagram expands the reach of information and facilitates interaction with the public. This holistic approach has succeeded in creating a positive image of the clinic as a provider of quality and affordable health services, while increasing public trust in the services offered.