Publication Search

Tambak Mother and Child Hospital experienced a 15% decline in patient visits in 2024, involving both new and returning patients. This decline highlights the importance of patient loyalty, as loyal patients are more likely to continue using hospital services and recommend the hospital to others. This study aims to examine the effects of social media marketing and patient experience on patient loyalty, with patient engagement as a mediating variable.This study employed a quantitative causal research design. Data were collected from 190 patients using purposive sampling. Partial Least Squares–Structural Equation Modeling (PLS-SEM) was used to analyze the relationships among variables.The results indicate that social media marketing, patient experience, and patient engagement simultaneously have a significant effect on patient loyalty. Individually, social media marketing, patient experience, and patient engagement each show a positive and significant influence on patient loyalty. In addition, social media marketing and patient experience positively affect patient engagement. The findings further confirm that patient engagement mediates the relationships between social media marketing and patient loyalty, as well as between patient experience and patient loyalty.These findings suggest that hospital management should strengthen interactive communication through social media platforms, particularly Instagram, improve service efficiency by increasing staffing levels, and enhance service quality through friendly staff behavior and faster service processes. Future research is recommended to include broader samples across Mother and Child Hospitals and incorporate additional variables such as patient satisfaction, service quality, and trust.

Local coffee micro, small, and medium enterprises (MSMEs) in Karang Sidemen Village, Central Lombok Regency, have significant development potential; however, they still face challenges related to marketing practices and limited value addition. Conventional marketing systems restrict market reach and reduce product competitiveness. In the context of the Industrial Revolution 4.0 and Society 5.0, digital marketing offers a strategic opportunity for MSMEs to enhance product promotion and sales performance. This community service program aimed to strengthen the capacity of local coffee MSMEs through the implementation of social media–based digital marketing strategies. A participatory approach was employed, actively involving MSME actors and students through stages of problem identification, program planning, training and hands-on digital marketing practices, and evaluation. The results demonstrated an improvement in participants’ understanding and skills in utilizing social media as a promotional tool, as reflected by the initiative to develop and publish promotional video content for local coffee products, including the flagship Versilia coffee variant. The use of visual content and storytelling facilitated the practical adoption of digital marketing strategies. Overall, this program contributed to shifting marketing behavior from conventional to digital approaches and strengthening the sustainable competitiveness of local coffee MSMEs.

This study discusses the design of visual branding for Ederma Clinic Semarang through influencer collaboration content. The researcher acts as the influencer to produce creative visual content that represents Ederma Clinic’s identity, increases engagement, and strengthens brand awareness among young women audiences. The research method used is qualitative descriptive with data collection through observation, interviews, documentation, and content analysis. The results show that influencer collaboration can improve brand perception, social media engagement, and customer interest in Ederma Clinic. The designed visual content successfully strengthens brand positioning as a trusted and modern beauty clinic.  

This study aims to examine the influence of Social Media Marketing, Bundling Price, and Electronic Word of Mouth on Purchase Decisions for Spotify Premium, with Brand Awareness functioning as a mediating variable. A quantitative approach was applied using a survey method involving 120 Spotify Premium users in South Tangerang. The research instrument employed a Likert scale and was analyzed using Structural Equation Modeling with Partial Least Squares to evaluate validity, reliability, and causal relationships among variables. The results reveal that Social Media Marketing, Bundling Price, and Electronic Word of Mouth have positive and significant effects on both Brand Awareness and Purchase Decisions. Brand Awareness significantly mediates these relationships, strengthening the impact of digital marketing variables on subscription decisions. The findings demonstrate that consumer decision processes progress through attention, brand recognition, and conversion, shaped by exposure to digital content, perceived value of bundled pricing, and peer-generated reviews that reinforce trust and perceived service quality. This study highlights the importance of strategic and experience-driven digital marketing in increasing customer acquisition for subscription-based music streaming services.

The local cosmetics industry in Indonesia continues to grow rapidly and has become increasingly popular among Generation Z. However, the boycott issue against ESQA Cosmetics, triggered by a controversy involving one of its founders, has led to a decline in consumer trust. This study aims to examine the influence of social media marketing on purchase intention through brand trust in the case of ESQA Cosmetics. The research was conducted in Bali using a quantitative approach with an explanatory research design. Data were collected through an online questionnaire involving 110 Generation Z respondents who had never purchased ESQA products but had interacted with ESQA’s official social media account (@esqacosmetics). Data analysis was performed using SmartPLS with mediation testing to examine the relationships among variables. The results indicate that social media marketing has a positive and significant effect on purchase intention through brand trust, suggesting that the effectiveness of social media strategies can strengthen brand trust and ultimately increase consumer purchase intention. This finding highlights that brand trust serves as a key psychological mechanism linking social media marketing to purchase behavior. The study recommends that ESQA Cosmetics enhance interaction and transparency in its social media communication, provide prompt responses to consumers, and emphasize the authenticity and benefits of its products to rebuild trust and strengthen purchase intention following the boycott issue.

Digital transformation in the Industry 4.0 era has accelerated changes in consumer behavior and intensified competition in online markets. Under heterogeneous and increasingly saturated conditions, mass-marketing approaches become less effective, making niche market strategies more relevant as a path to differentiation. This article aims to formulate a systematic framework for independently building a niche market in the digital era through a synthesis of academic literature and a practical social-media case. The study uses a conceptual literature review integrating niche marketing theory, niche success characteristics, and social media marketing dynamics. The review indicates that effective niche market development follows sequential stages: (1) identifying specific market needs/problems, (2) designing a relevant product/service solution, (3) sharpening the target into a clearly defined niche, (4) formulating a unique selling point (USP) and value proposition, (5) conducting small-scale validation through a portfolio/MVP, (6) executing social media marketing, (7) maintaining consistent content and digital branding, and (8) performing continuous adaptive evaluation. The @foodish_mks case reinforces that content consistency and social-media utilization act as key mechanisms linking digital marketing intensity to niche success. This article contributes a cross-sector niche-building roadmap aligned with algorithmic, community-based digital platforms, and proposes a testable hypothesis model (H1–H6) for future empirical validation.

Abstract: This study investigates the impact of social media marketing (SMM) on brand awareness,brand engagement, and purchase intention across five emerging European economies: Albania,Kosovo, Romania, Ukraine, and North Macedonia. Anchored in the Uses and Gratifications Theory(UGT) and the Consumer Brand Engagement (CBE) model, the research employs Partial LeastSquares Structural Equation Modeling (PLS-SEM) to examine the complex interrelationships amongthese constructs. Findings reveal that SMM positively influences brand awareness and engagement,both of which significantly mediate the relationship between SMM and purchase intention.Importantly, the strength and nature of these effects vary by country, underscoring the role ofcultural and contextual factors in shaping consumer responses to digital marketing stimuli. Thiscross-national analysis fills a critical gap in the literature by focusing on underrepresented, highgrowth markets and offers valuable implications for both theory and practice. Specifically, itadvocates for localized, culturally sensitive SMM strategies that emphasize both visibility andinteractive engagement. The study contributes to the broader marketing discourse by demonstratinghow consumer behavior in digitally connected, developing economies diverges from that in maturemarkets, thereby reinforcing the necessity of context-aware digital marketing frameworks in globalstrategy formulation.

Digital transformation has become a critical factor in enhancing the competitiveness and sustainability of micro, small, and medium enterprises (MSMEs) in the digital economy era. This study aims to examine the integration of e-wallet services and social media marketing strategies as components of digital transformation within MSMEs. Employing a Systematic Literature Review (SLR) approach, the study analyzes 25 relevant scholarly articles published between 2018 and 2025. The findings indicate that the adoption of e-wallets facilitates financial transactions, improves operational efficiency, and promotes compliance with formal financial systems. Meanwhile, the use of social media proves effective in expanding market reach and strengthening customer engagement. However, the adoption of these digital tools remains constrained by several challenges, including limited digital infrastructure, low levels of technological literacy, and resistance to change. These findings offer important implications for policymakers and business practitioners in designing inclusive and sustainable digitalization strategies for MSMEs

In today's digital era, the application of digital marketing is the main key in increasing the sales volume of various products, including ornamental corals. This research aims to find out how CV Rezky Bahari Makassar applies digital marketing to increase sales of ornamental corals. Through a qualitative approach of exploratory case study type, data collection through interviews, observation, and documentation. data analysis methods using descriptive qualitative. The results showed that CV. Rezky Bahari Makassar has implemented various digital marketing strategies, including social media marketing, such as WhatsApp, Facebook, Instagram, Website and Email Marketing, Integrated digital marketing strategies focus on attractive visual content, technological innovations such as 360-degree videos and direct interaction with customers to increase the visibility and accessibility of its products to consumers. The implementation of this strategy resulted in a significant increase in sales of ornamental corals. Despite facing challenges such as a decline in revenue due to the Covid-19 pandemic in 2020, the company managed to return to a positive growth path through digital marketing strategies, with sales revenue reaching its highest peak in 2023. This research provides insights into effective digital marketing practices in the ornamental coral industry and suggests that the integration of various digital channels can result in increased sales.

This study examines Topten Printing, a printing company based in Metro City that offers diverse printing services characterized by competitive pricing, high-quality output, and efficient service. The research addresses the challenge of sustaining competitiveness amid rising market competition and evolving customer preferences. The objective is to analyze the company’s existing competitive strategies and propose viable alternatives for future growth. Employing a qualitative approach through a case study method, the research utilizes SWOT analysis and the Quantitative Strategic Planning Matrix (QSPM) to assess internal and external factors influencing the business. The results reveal that Topten Printing’s key strengths lie in its affordable pricing, reliable print quality, and prompt service delivery. However, the company also faces notable weaknesses, including a limited workforce and insufficient engagement on social media platforms. Opportunities exist in the growing demand for printed materials and government initiatives supporting micro, small, and medium enterprises (MSMEs), whereas significant threats stem from digital transformation trends and raw material price volatility. The synthesis of findings indicates that to enhance its market position, Topten Printing should implement a growth-oriented strategy focused on increasing production capacity by hiring freelance workers and intensifying social media marketing efforts. In conclusion, strengthening human resources and expanding digital marketing activities are essential steps for Topten Printing to maintain competitiveness and seize market opportunities in an increasingly dynamic business environment.  

The rapid advancement of digitalization has transformed marketing communication, driving significant changes that directly affect company stability. To maintain and increase sales, businesses must adopt effective marketing strategies that boost consumer purchasing intentions. PT. Nutrifood Indonesia, a leading food and beverage company, has successfully sustained high sales for its product Nutrisari, achieving first place in the Top Brand Index for powdered fruit juice drinks in Indonesia with a 55.60% sales index in 2024. This success is closely linked to the company’s use of integrated marketing communication tools to compete in a dynamic market. This study aims to analyze the influence of advertising, activities & experiences, and social media marketing on consumers’ purchase intention of Nutrisari products in Lampung Province. Employing a quantitative research approach, data were collected through questionnaires distributed to 150 respondents residing in Lampung Province who expressed purchase intention toward Nutrisari. The data were analyzed using multiple linear regression with the assistance of SPSS version 27. The findings indicate that advertising, activities & experiences, and social media marketing each have a positive and significant impact on consumers’ purchase intention. These results underscore the importance of integrated marketing communication strategies in enhancing consumer engagement and driving purchase intention in competitive markets

TikTok has become one of the most popular social media platforms with more than 2 billion monthly active users. This makes TikTok a very potential digital marketing tool for various brands and products. One of those TikTok accounts is @hedonestate, an account from a culinary brand that is currently a hit among generation Z with more than 40 thousand followers. This research aims to formulate the right content and engagement management strategy on the @hedonestate TikTok account in order to increase brand awareness and sales of promoted products. The research method used is a qualitative approach with a case study on the @hedonestate account. Data collection is carried out through in-depth interviews with the @hedonestate account manager and a number of his followers, as well as content analysis of the 50 latest TikTok videos uploaded to the account. The data obtained is then analyzed qualitatively to produce content strategy recommendations that are in accordance with the Elaboration Likelihood Model theory, as well as engagement strategies to increase user engagement such as the number of likes, comments, and shares so that it has the potential to encourage product purchase decisions. The results of this research are expected to provide recommendations for effective social media marketing management strategies on the TikTok account @hedonestate, so that it can increase brand awareness and sales of promoted products.

Social media has become an effective marketing tool for young artists to introduce and promote their work to a broader audience. This study aims to analyze social media marketing strategies that can enhance the visibility and sales of artistic works. The research employs a literature review approach with content analysis of relevant studies published between 2018 and 2024. The findings indicate that effective social media marketing strategies for young artists consist of three main aspects: personal branding, algorithm optimization, and monetization strategies. Strong personal branding through visual consistency and storytelling has been proven to increase audience engagement and strengthen artists’ competitiveness on digital platforms. In terms of algorithm optimization, the use of short-form videos, consistent posting frequency, and SEO implementation play a vital role in expanding the reach of artistic content. Meanwhile, monetization strategies such as the utilization of e-commerce platforms, subscription-based models, and Non-Fungible Tokens (NFTs) have proven effective in converting audience engagement into a more stable source of income. This study contributes to the development of digital marketing literature within the creative industry and serves as a practical guide for young artists in optimizing social media as a marketing tool. The findings also provide a foundation for the development of more effective and adaptive digital marketing strategies in response to the dynamic and evolving trends of the creative industry.

Micro, Small and Medium Enterprises (MSMEs) have a very important role in the Indonesian economy. Among its important roles is being able to absorb labor and encourage economic growth. The development of social media in Indonesia has shown very rapid growth in recent years. Due to the important role of MSMEs and the rapid development of social media, MSME players feel the need to utilize social media for digital marketing activities. Activities are carried out by providing understanding and training on the use of social media. From the activities that have been carried out, it shows that there is an understanding of social media and its use in the hope of attracting potential buyers which will have an impact on increasing the sales turnover of MSMEs.

With the development of increasingly widespread information technology, many opportunities are created in the business environment. Various companies have implemented information technology to process their business activities. The Bun House Malang is no exception, which uses Instagram to conductmarketing activities online. This study aims to determine the effect of social media marketing and electronic word of mouth on purchasing decisions at The Bun House Malang. This research is a quantitative research. Using purposive sampling technique, questionnaires were distributed online to 100 consumers of The Bun House Malang. Analysis of the data used is multiple linear regression and hypothesis testing. The results of multiple linear regression analysis and hypothesis testing indicate that social media marketing and electronic word of mouth have an effect on buying decision. The results showed that social media marketing and electronic word of mouth had an effect on purchasing decisions at The Bun House Malang. Purchasing decisions can be improved through engaging content that requires consumer engagement and increasing the intensity of positive consumer experience reviews shared on social media. It is hoped that the company can improve the quality ofcontent Instagram and services provided so that consumers share positive reviews on social media so that consumers become loyal.

This research discusses the utilization of social media as a marketing strategy to increase brand awareness and competitiveness of MSMEs (Micro, Small and Medium Enterprises), with a case study of HR-TEA in Pangkalpinang. A descriptive qualitative approach was used through interviews, observations, and the implementation of digital marketing strategies, such as Instagram account creation and Google Maps registration, to expand market reach and increase interaction with customers. The results showed that digital marketing strategies involving creative content and social media optimization were able to increase branding, the number of followers, as well as consumer interaction, which overall contributed to the growth of MSMEs (Micro, Small and Medium Enterprises) in the face of market competition.

This study aims to analyse the effect of Social Media Marketing and Influencer Marketing on purchasing decisions for skincare products. Using a qualitative research method through a literature review, this study evaluated the effectiveness of both marketing strategies in influencing consumers. The results showed that Influencer Marketing has a significant influence due to its ability to build trust and emotional connection with the audience. In contrast, Social Media Marketing does not always have a significant impact, except on platforms like TikTok that utilise creative and interactive content. This research emphasises the importance of marketing strategies that match the characteristics of the platform and target audience.

The purpose of this study is to determine the literature review on Influencer marketing and product quality on the purchase intention of generation Z consumers. Advances in internet technology have led to shifts in human lifestyles, especially in purchasing patterns. In writing this article, literature review plays an important role in formulating research ideas, understanding previous findings related to the topic, and identifying gaps in existing knowledge.A systematic literature review (SLR) was conducted in two well-known databases, ScienceDirect and Scopus. After applying the inclusion and exclusion criteria, 1,498 out of 2,036 articles were assessed as relevant, after which these papers were carefully examined to produce an in-depth analysis of the subject. Ultimately, 13 papers were selected for in-depth examination in the study. Based on SLR data, the articles were written between 2021 and 2024. The research methodology used in this paper includes descriptive analysis and bibliographic analysis.The results of writing the article are known that Influencer marketing is one of the company's strategies in achieving their strategic goals by utilizing influencers as messengers for products or brands so that they can reach a wider market.Brand is the identity of a company, where companies build a good brand image so that potential consumers can remember the good image of a product and stick to potential consumers.The results of this study show that many factors influence consumer behavior, including the role of influencers, product quality, and social media marketing strategies.

This study aims to reveal and describe the popularity of the Svarga Art Dance Studio as a dance performance art organization in Bungo Regency. This type of research is qualitative research using a descriptive method. The instruments of this research are interviews, observations and documentation. The steps of analyzing data are data reduction, data presentation and data verification as well as conclusions. The results of the study show that the Svarga Art Dance Studio is very popular in Bungo Regency, this is evidenced by the achievements, as well as the many new dance creations that are only owned by the Svarga Art Dance Studio and become an attraction so as to increase the love of the people of Bungo Regency for dance arts. With the form of democratic management, the performance of the Svarga Art Dance Studio between branches 1 and 2 and its cooperation with UMMUBA UKM of the University of Muhammadiyah Bungo went well and was growing. This, supported by the marketing of the Svarga Art Dance dance studio which uses the Social Media Marketing system through the official Instagram and Tiktok accounts, is also supported by the personal branding owned by the owner of the studio, with this the Svarga Art Dance dance studio can achieve its popularity. The Svarga Art Dance Studio until now has many routines in its performance which are often used by agencies, governments and the general public both inside and outside Bungo Regency.    

This study aims to analyze the role of Social Media Marketing and pricing in influencing consumer purchasing decisions at Tabona Dessert MSMEs in Padangsidimpuan City. Social Media Marketing has become one of the main marketing strategies for MSMEs, especially in increasing visibility and market reach. On the other hand, pricing is an important factor that can influence consumer perceptions of value and purchasing decisions. This study uses a quantitative method with data collection through a questionnaire survey distributed to consumers of Tabona Dessert MSMEs in Padangsidimpuan City. The data obtained were analyzed using multiple regression techniques to see the effect of Social Media Marketing and pricing on purchasing decisions. The results of the study indicate that Social Media Marketing has a significant influence on purchasing decisions, where effective marketing strategies on social media can increase consumer interest and awareness of MSME products. In addition, pricing has also been shown to have a significant effect, where competitive prices and in accordance with product quality are the main considerations for consumers in making purchasing decisions. In conclusion, the combination of effective Social Media Marketing and appropriate pricing can significantly increase consumer purchasing decisions for Tabona Dessert MSME products in Padangsidimpuan City.