Publication Search

In today's digital era, the role of social media in marketing has become increasingly significant, but there is still a lack of research exploring its influence on traditional products such as iced tea poci. Marketing strategy is a method of generating profits and goals. By improving the products the company sells. This strategy is one of the marketing mix strategies that companies often consider.  This Poci iced tea UMKM was founded in 2022 and is located in the Pelita Bangsa University canteen. The aim of this research is to examine the influence of social media and price on purchasing decisions for iced tea pots, both partially and simultaneously. A quantitative research approach is applied in this research which focuses on a causal approach. Determining the sample used was through incidental/accidental sampling techniques. Data from 100 respondents was collected using a questionnaire as a data collection instrument and to analyze the data, multiple linear regression analysis techniques were used. The results of this study show that (1) social media has a positive and significant effect on the decision to purchase iced tea teapots (2) price has no effect on the decision to purchase iced tea pots (3) social media and price have a significant effect on the decision to purchase iced teapots. These results indicate that the marketing mix and marketing strategy are very important in driving sales of the Teh Poci beverage business.

Electronic vehicles (EV) are not only an alternative for fossil fuel cars to reduce the rate of air pollution but also as a strategy to expand market share in Indonesia. This research aims to analyse the Wuling Air EV product strategy in attracting consumer to purchasing the electric cars. The research was conducted using a descriptive qualitative approach. Research data comes from search results in various digital databases and official publications. The research results show that the success of Wuling Air EV sales cannot be separated from the implementation of an omnichannel marketing strategy (offline and online) to attract consumer interest in electric vehicles. The omnichannel marketing strategy implemented involves various channels, both online or social media and directly through car shows or at dealers. This makes Wuling Motors take the opportunity, apart from intensifying promotions at dealers, offline exhibitions or car auto shows, but to utilize online marketing Wuling collaborating with car reviewers and influencers, providing options for purchasing or booking via e-commerce, and provide a home test-drive simply through the application. In this way, Wuling Indonesia has a goal of being able to create a touch point with the public regarding electronic vehicles (EV) both offline and online.

Kopiko's positive reputation as a global brand is a consideration for PT Mayora Indah Tbk in innovating its marketing by choosing a product placement strategy. Product placement is a form of brand placement, product packaging or certain logos that are integrated with the film plot. PT Mayora Indah Tbk chose to market Kopiko in Korean drama series considering that Korean dramas are currently popular and have many fans in the world. This research aims to analyze the use of Korean drama entertainment as a marketing strategy for local Kopiko products. The research was conducted using a descriptive qualitative approach. Data comes from search results in various official publications and relevant digital databases. The research results show that the product placement that appears in the drama is done by inserting advertisements naturally in an effort to touch the thoughts and feelings of the audience by clearly displaying the product, brand and logo of the Kopiko candy. Product placement in popular dramas accompanied by the attractiveness of the actresses involved can arouse curiosity in potential consumers to find out more about the product that appears. Kopiko's first appearance in the Korean drama entitled 'Vincenzo', followed by other Korean dramas, became a hot topic of conversation on social media. Indonesian people seem enthusiastic about the emergence of Indonesian brands and quite a few feel proud because local products appear in Korean dramas which have recently been in great demand by people from various parts of the world.

Micro, Small, and Medium Enterprises (MSMEs) are very important to the Indonesian Economy, but often MSMEs face problems in terms of marketing and management. In an effort to increase consumer buying interest, this Service Activity investigates effective marketing, branding, and employee performance strategies for MSMEs. Cheesecuit Micro, Small, and Medium Enterprises (MSMEs) face key challenges related to marketing, branding, and performance that can impact consumer awareness and interest in purchasing products. This service identifies factors that influence consumer buying interest and analyzes what marketing, branding, and management strategies are appropriate to increase consumer buying interest for cheesecuit businesses. The proposed solutions include building an integrated marketing strategy, utilizing digital marketing, improving product quality, building partnerships and distribution networks, training and mentoring for MSMEs, as well as improving Resource Management in improving employee performance. This service activity is expected to have a positive impact on business actors in order to increase consumer purchasing power and provide benefits for business owners.    

The aim of this research is to discuss innovation in marketing management of village Micro, Small and Medium Enterprises through social customer relationship management (SCRM), digitalization and technological guidance assistance. The method used is a systematic literature review method. Systematic literature reviews are used for the process of identifying, evaluating and interpreting research results relevant to research objectives that include research questions, topic areas and related phenomena. One of the main reasons for conducting qualitative research is because the research is exploratory in nature. Based on the discussion above, it can be concluded that social customer relationship management is defined as a business philosophy and strategy, supported by technology platforms, business rules, processes and social characteristics, which are designed to involve customers in collaborative conversations to deliver mutually beneficial value in a trusted and transparent business environment. Micro, small and medium enterprises need to maintain good relationships with customers and increase their loyalty through knowledge and fulfilling customer needs quickly and precisely. One of the keys for micro, small and medium enterprises to survive in today's competitive business world is through business digitalization, where micro, small and medium enterprises can take advantage of this to develop business performance. Government policy in the form of technical guidance training in the form of training for micro, small and medium enterprises is expected to strengthen the relationship between entrepreneurial marketing and marketing performance.

The increasingly massive use of social media has opened up opportunities for the development of the business sector. This reality also provides opportunities for the growth and development of local products. One local brand that has developed quite well by utilizing social media, especially TikTok, is the Tenue de Attire brand. This research aims to analyze strategies for increasing brand awareness through creative content in TikTok Brand Tenue de Attire social media marketing. This research uses a descriptive qualitative approach, data was obtained using literature review techniques and official publications. Tenue De Attire's marketing strategy shows that they can use social media, especially TikTok, to increase brand awareness and introduce their products to the public. They managed to create a strong connection between the audience and the brand by focusing on creating engaging video content, especially by using adaptable ideas and following popular trends. Tenue De Attire uses an Inbound Marketing approach to direct TikTok users from the stage of attracting attention to the stage of becoming potential customers, by using interesting content to provide information about their products indirectly. Inbound marketing strategy has four stages, namely: Attract, Convert, Close and Delight. Using TikTok's Shop and Live features also helped them increase customer relations and sales. Therefore, Tenue De Attire has achieved success thanks to its innovative and smart marketing strategies.  

Technology is developing rapidly and continues to change various aspects of human life, including the economic and business sectors. Some humans continue to compete to utilize this technology to stay in the flow of world development for their survival. Through the utilization of digital platforms, MSMEs in Klagen village are one example of followers of technological developments that allow the village to be empowered and supported to increase its economic independence. This research aims to improve the ability of MSMEs to utilize digital platforms to expand markets and increase revenue because business development in Klagen Village is hampered by the lack of technological expertise and digital marketing among MSMEs. The method used in this research is participatory with a community organizing approach. The MSMEs selected for mentoring were then interviewed in detail and evaluated as part of the research strategy. With this mentorship, it is expected that MSME players can successfully penetrate larger markets, increase sales, and optimize digital marketing.

This study explores the impact of product and service innovation, operational efficiency, customer satisfaction, human resource management, and digital marketing strategies on the profitability of companies. Utilizing a quantitative research methodology, data was collected through surveys and company financial reports and analyzed using statistical techniques, including linear regression analysis. The findings reveal that product and service innovation significantly enhances profitability, emphasizing the importance of continuous innovation. Operational efficiency, measured through lower operational costs, directly correlates with increased profit margins. Furthermore, a strong positive relationship exists between customer satisfaction and profitability, highlighting the importance of customer-centric strategies. Human resource management practices that promote employee satisfaction and productivity are also found to significantly impact profitability. Lastly, the adoption of digital marketing strategies is shown to boost sales volume and market reach, contributing positively to financial performance. These results suggest that companies should adopt a holistic approach to strategy development, integrating innovation, operational efficiency, customer satisfaction, human resource management, and digital marketing to enhance profitability. The study underscores the need for companies to continuously evolve and adapt to market changes to sustain competitive advantage and long-term success.

The implementation of this community service aims to educate and increase the understanding of the people of Sampe Cita Glugur Rimbun Village, Kutalimbaru District, Deli Serdang Regency about one way to market a product produced.  This special target in community service seeks to socialize and educate that marketing strategies to introduce products produced by business actors have changed patterns along with the development of technology that continues to increase, including online using the internet network called digital marketing which is interpreted as digital marketing. This method of implementing community service is by making presentations, lectures and questions and answers to the participants.  The topics of the material presented include: what is digital marketing (understanding digital marketing), what facilities can be used as a place for digital marketing, what are the benefits of digital marketing. The results obtained from this community service show that the participants, namely business actors in Sampe Cita Glugur Rimbun Village, Kutalimbaru District, Deli Serdang Regency can know and understand the concept of digital marketing of a product produced by business actors, in an effort to introduce and market existing products easily, cheaply, quickly and efficiently.

The use of social media has revolutionized consumer behavior and the way companies operate their businesses. Digital and social marketing provides a great opportunity for organizations by offering lower costs and increased sales. This study aims to explore effective marketing methods in driving sales growth through the use of social media. This study was conducted on food products that have received halal certification and labels from MSMEs in Lebosari, Kendal. This study applies a qualitative approach through a case study method. Data were collected through interviews with MSME actors. The results of the study revealed that there was no increase in sales after the digital marketing seminar held two weeks ago. The strategy implemented remains focused on selling products directly at stalls, without significant changes towards online marketing. This study is limited to the minimal use of social media by MSME actors, who generally choose free platforms for marketing. This study highlights the relationship between marketing strategies, increased sales, and the importance of social media, halal products to be more competitive

The WO (Weaknesses-Opportunities) strategy focuses on overcoming weaknesses such as limited supporting facilities and lack of promotion by taking advantage of external opportunities such as high interest in religious tourism and promotion through print and digital media. This involves increasing promotion and marketing and developing attractive religious tourism programs. The WT (Weaknesses-Threats) strategy focuses on overcoming internal weaknesses, such as limited supporting facilities and competition from other tourist destinations, by facing external threats, such as cultural values ​​and economic uncertainty changes. This involves investment in developing tourism infrastructure and improving the quality of services at Nyai Brintik Tomb. By implementing these strategies, it is hoped that the potential for religious tourism at the Nyai Brintik Tomb can be optimized effectively, increasing the number of tourist visits, increasing tourism income, and strengthening local cultural identity. Apart from that, the development of religious tourism at the Nyai Brintik Tomb can also contribute to the sustainable development of the Mount Brintik area as a whole by paying attention to aspects of environmental preservation, local economic development and community empowerment. Thus, the Nyai Brintik Tomb has the potential to become one of the leading religious tourism destinations in the city of Semarang, attracting visitors from various groups and providing a memorable and meaningful tourist experience.

Students’ decisions to buy on the Shopee platform are influenced by various variables. Free shipping vouchers are one of them. The impact of providing free shipping coupons on purchases of the Shopee platform by students. Thirty-eight Shopee users who had received free shipping vouchers were given a questionnaire as part of the research technique. To evaluate the relationship between the independent variable (free shipping coupon) and the dependent variable (purchase choice), data analysis was carried out using basic linear regression. The results of the research show that there is a significant positive influence between providing free shipping vouchers on students’ purchasing decisions. This shows that providing free shipping vouchers can increase students’ interest and motivation to make purchases on the Shopee platform. The managerial implication of this research is that it is important for e-commerce platforms to consider the strategy of providing free shipping vouchers as a way to increase sales and influence consumer purchasing decisions. In addition, this research adds theoretical insight to knowledge about the variables that influence online shopping behavior, especially among students. The results of this research are intended to serve as a guide for future academics who wish to conduct studies on consumer behavior and marketing tactics in the digital era.

Utilization of Key Opinion Leaders (KOL) is one of the digital marketing strategies that is widely used today. KOL is not only used by new business people, even established business people with popular brands also use KOL. One of them is Wardah cosmetics. This research aims to analyze the Key Opinion Leader (KOL) strategy to improve consumer purchasing decisions for Wardah products. The research was conducted using a descriptive qualitative approach. Research data comes from the results of reviews of official publications and searches on various official databases and popular digital sites. The research results show that Wardah did several things in its KOL utilization strategy, namely: 1). Wardah chooses Key Opinion Leaders (KOL) who have a positive image and are relevant to the target market and collaborate with beauty influencers, fashion influencers and lifestyle influencers to promote their products. 2). Wardah collaborates with Key Opinion Leaders (KOL) to create interesting and informative content about Wardah products, the content will be creative and original. 3). Wardah measures the effectiveness of the Key Opinion Leader (KOL) strategy by tracking metrics such as reach, engagement and conversion using social media analytics tools to track the performance obtained. Wardah's success in using Key Opinion Leaders (KOL) was proven when it carried out a C-Defense Series product campaign which showed significant results with increased views and engagement, this helped Wardah reach consumers and increase sales effectively

The rapid evolution of social media has made it a significant part of daily life. Instagram, a widely used platform, plays a crucial role in communication, marketing, and branding, particularly among young people. This study focuses on Instagram's effectiveness as a branding tool for educational institutions, with a specific case study on SLB Khusus Bina Mandiri Surabaya. This institution uses Instagram to showcase achievements, communicate with stakeholders, and enhance its public image. The research aims to analyze the impact of Instagram on the institution's branding strategy, exploring both its benefits and challenges. Using qualitative methods, the study collects data through interviews and content analysis of the institution's Instagram account. The findings highlight the importance of social media in educational branding, offering insights for similar institutions seeking to leverage digital platforms for promotion and engagement.

The aim of this research is to analyze the marketing strategies used at the Asofa Batik Shop to increase batik sales. Researchers use a descriptive qualitative approach, which describes phenomena or situations in depth and detail using qualitative data such as text, images, audio and video. The results of this research are that, the marketing strategy he used after being allocated to branches or sorum (Asofa Written Batik Shop), apparently the Asofa batik shop owner had collaborated with DT Peduli Cirebon (digital marketing training), after which the Asofa batik owner finally developed business through digital marketing platforms such as Facebook, Shoppe, Lazada, Tokopedia, which can be purchased offline or online. One of the challenges in implementing a marketing strategy is facing intense competition from other batik producers at local and national levels. Mr. H. Bachroni is committed to prioritizing Indonesian cultural heritage, one of which is batik by providing friendly service and offering affordable batik product prices. So that buyers can make Asofa Cirebon batik an attractive place to shop.    

In the era of Industry 5.0, when technology and innovation are advancing at a very rapid pace, digital marketing strategies are becoming increasingly important for business success. This study aims to analyze various digital marketing strategies that are effective in the Industry 5.0 age and to identify the key factors that affect their implementation. This study suggests that in order for businesses to remain competitive in the Industrial 5.0 era, they must quickly adapt to the rapid advancements in technology and adopt more innovative and collaborative work practices in their digital marketing strategies.    

In the rapidly developing digital era, online businesses face increasing challenges to achieve significant profits without sacrificing spending efficiency. To overcome this challenge, an optimal online marketing strategy is needed that can reach the right target market without significantly increasing operational costs. This journal discusses several online marketing strategies that are effective in increasing profits relevant to expenditure. From a deep understanding of the target market to the use of social media and careful data analysis, every step taken is based on the principles of efficiency and effectiveness. By implementing the right marketing strategies, businesses can increase their visibility online, attract more potential customers, and increase sales conversions without having to exceed their available budget. Thus, this journal provides practical guidance for business owners and marketers to achieve success in their online sales without sacrificing profitability.

The creative industry in Indonesia has experienced rapid growth in recent years, causing increasingly tight trade competition and various innovations in product marketing. This research focuses on the handicraft industry, especially accessories such as bracelets, necklaces and rings. Even though stringing looks easy, the biggest challenge is creating a unique design and ensuring the strength of the connecting rope so that it doesn't come loose easily. As technology develops, handicraft producers are now utilizing digital marketing to expand their market reach. Digital marketing, which involves the use of social media for promotion, has become a key strategy in the industry. This research specifically highlights the use of the social media platform TikTok as a digital marketing tool. TikTok, which is popular among teenagers and young adults, provides e-commerce features such as TikTok Shop and live shop, which allow manufacturers to sell their products directly through the app. Through this research, we explore the effectiveness of TikTok as a digital marketing medium for handicraft producers, as well as how this platform can support the growth of the creative industry in Indonesia.

The popular short video platform TikTok, has emerged as a major player in the global e-commerce landscape. This research aims to understand the role of TikTok in increasing global e-commerce through a literature study. The main aim of this research is to understand how Tik Tok can improve global e-commerce. This research uses a qualitative approach with a literature study method. Data was collected from a variety of sources, including scientific journals, news articles, and industry reports. Data was analyzed using qualitative content analysis techniques. This research found that TikTok can increase global e-commerce through several mechanisms, including: Increasing brand awareness and consumer engagement. Driving impulse purchases and conversions Building community and customer loyalty and Facilitating influencer marketing and brand collaborations TikTok is a powerful tool that businesses can use to scale global e-commerce. Businesses looking to capitalize on TikTok must develop an effective strategy that leverages the power of the platform.

In the rapidly developing digital era, online businesses face increasing challenges to achieve significant profits without sacrificing spending efficiency. To overcome this challenge, an optimal online marketing strategy is needed that can reach the right target market without significantly increasing operational costs. This journal discusses several online marketing strategies that are effective in increasing profits relevant to expenditure. From a deep understanding of the target market to the use of social media and careful data analysis, every step taken is based on the principles of efficiency and effectiveness. By implementing the right marketing strategies, businesses can increase their visibility online, attract more potential customers, and increase sales conversions without having to exceed their available budget. Thus, this journal provides practical guidance for business owners and marketers to achieve success in their online sales without sacrificing profitability.