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All Journal JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB)
Ady Tia Ramadhan
Universitas Teknologi Digital
Economics, Econometrics & Finance

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PENERAPAN STRATEGI DIGITAL MARKETING MELALUI INFUENCER PADA UMKM BURGOUTH DI GEGERKALONG BANDUNG Raden Mochamad Raka Boedianto; Ady Tia Ramadhan
JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) Vol. 6 No. 1 (2025): Juli
Publisher : Yayasan Insani Mandiri Santani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61567/jmmib.v6i1.245

Abstract

This study explores the effectiveness of digital marketing strategies and the role of influencers in increasing product sales for small businesses in the context, using the local fast-food brand "Burgouth" in Bandung as a case study. Employing a qualitative approach, data were gathered through interviews, observations, and documentation. The findings indicate that social media platforms such as Instagram and TikTok significantly enhance audience reach and help establish a strong brand image. Collaborations with influencers were shown to improve consumer trust and purchasing interest, particularly when aligned with the audience’s lifestyle. Diverse content strategies— including educational, promotional, and entertaining materials also contributed to higher engagement and brand awareness. The study concludes that a well targeted market approach, effective use of digital platforms, and strategic influencer partnerships are essential for the success of digital marketing initiatives among small businesses in today’s digital era. Keywords: Digital Marketing
ANALISIS KUALITAS PELAYANAN TERHADAP KEPUASAN PASIEN DI PRAKTIK BIDAN MANDIRI Auliya Fitriana Noorzaman; Ady Tia Ramadhan
JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) Vol. 6 No. 1 (2025): Juli
Publisher : Yayasan Insani Mandiri Santani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61567/jmmib.v6i1.246

Abstract

This study aims to understand how patients interpret their service experiences at the Independent Midwife Practice of Hj. Iim Maryati, located in Batujajar, West Bandung. The main focus of this research is to explore patients' perceptions of service quality based on the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy, as well as how these experiences influence their level of satisfaction or dissatisfaction. This research employs a qualitative approach using a case study method. Data were collected throughin-depth interviews, direct observation, and documentation. The data were then analyzed using Miles and Huberman's interactive model, which includes data reduction, data display, and conclusion drawing. The results showed that each dimension of service quality was subjectively interpreted by patients based on their personal experiences. Factors such as interpersonal communication, emotional comfort, and empathy of health workers played a major role in shaping patient satisfaction. This study recommends a more humanistic and patient-centered service approach to improve the quality of independent midwifery practice services. Keywords: patient experience, service quality, satisfaction, independent midwife, case study, SERVQUAL.
Co-Authors Auliya Fitriana Noorzaman Raden Mochamad Raka Boedianto