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All Journal Journal of Social Research IJEMA
Putri Nur Shafa Kurniawan
Universitas Catur Insan Cendekia
Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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Pendekatan Personal Branding Dan Strategi Pemasaran Kontemporer Terhadap Eksestensi Seniman Tradisional Di Era Digital Putri Nur Shafa Kurniawan
Indonesian Journal of Economics Management and Accounting Vol. 2 No. 8 (2025): IJEMA - Agustus 2025
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

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Abstract

Studi ini menyelidiki bagaimana strategi pemasaran kontemporer dan personal branding berfungsi sebagai bagian dari manajemen pemasaran seni untuk mempertahankan eksistensi seniman tradisional di era digital.  Dalam era transformasi digital, artis harus secara profesional mengelola citra diri mereka dan strategi promosi.  Data dikumpulkan melalui wawancara mendalam dengan lima seniman lintas bidang menggunakan pendekatan kualitatif deskriptif.  Penelitian menunjukkan bahwa personal branding yang terstruktur, yang mencakup konsistensi karya, narasi asli, dan kehadiran digital, merupakan komponen penting dalam membangun posisi seniman di pasar digital.  Selain itu, pendekatan pemasaran modern seperti kolaborasi budaya, penggunaan e-commerce, dan promosi di media sosial berfungsi sebagai alat manajemen untuk meningkatkan jangkauan pasar dan menciptakan peluang ekonomi. Menurut penelitian ini, untuk tetap relevan dan kompetitif di tengah tantangan teknologi, seniman tradisional membutuhkan pendekatan manajerial yang adaptif untuk mengelola identitas, promosi, dan distribusi karya mereka.
Analysis of the Influence of Visual Aesthetics and Content Creativity on Brand Awareness Through Brand Image as Mediation (Case Study on Lilo Sketza in Cirebon) Putri Nur Shafa Kurniawan; Sudadi Pranata; Mualif Ismail
Journal of Social Research Vol. 5 No. 11 (2026): Journal of Social Research
Publisher : International Journal Labs (AHU-0028405-AH.01.14 Tahun 2022)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v5i11.3547

Abstract

The effectiveness of Lilo Sketza's digital marketing strategy in Cirebon largely depends on its ability to deliver visually appealing and creative content that enhances brand awareness amid increasing competition among nonformal art education institutions. This study was motivated by a substantial decline in the engagement rate of Lilo Sketza's Instagram account, from 35% in 2023 to 5.03% in 2024 and 1.82% in early 2025. The study aimed to examine the direct effects of visual aesthetics and content creativity on brand awareness and their indirect effects through brand image as a mediating variable. A descriptive and explanatory quantitative research design was employed using simple random sampling. Based on a population of 777 Instagram followers, the Slovin formula yielded a minimum sample size of 107 respondents, while the final sample comprised 108 social media users in Cirebon. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4 software. The results supported all seven proposed hypotheses (H1–H7). Visual aesthetics and content creativity had positive and statistically significant effects on brand image (H1 and H2). Furthermore, brand image, visual aesthetics, and content creativity positively and significantly influenced brand awareness (H3, H4, and H5). Brand image also partially mediated the relationships between visual aesthetics and brand awareness and between content creativity and brand awareness (H6 and H7). The model explained 75.6% of the variance in brand awareness. These findings suggested that enhancing Lilo Sketza's brand awareness required prioritizing visually appealing designs and distinctive, creative content to strengthen brand image and improve brand recognition among target audiences.
Co-Authors Mualif Ismail Pranata, Sudadi