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All Journal Golden Ratio of Mapping Idea and Literature Format Jurnal Manajemen dan Pemasaran Digital
Riska Aprilina
Universitas Telkom
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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PENGARUH IKLAN LUAR RUANG DAN SOCIAL MEDIA MARKETING TIKTOK TERHADAP MINAT BELI SUNSCREEN AZARINE MELALUI BRAND AWARENESS PADA GENERASI Z DI KOTA BANDUNG Muhammad Rizky Saefullah; Leni Cahyani; Riska Aprilina
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.660

Abstract

Kemajuan pemasaran digital mendorong perusahaan memadukan kanal promosi offline dan online supaya komunikasi merek tersampaikan kepada konsumen dengan lebih optimal. Penelitian ini bertujuan mengkaji pengaruh Iklan Media Luar Ruang dan Social Media Marketing TikTok terhadap Minat Beli sunscreen Azarine melalui Brand Awareness pada Generasi Z di Kota Bandung. Penelitian ini menerapkan metode kuantitatif dengan rancangan penelitian eksplanatori. Data diperoleh melalui distribusi angket daring kepada 212 partisipan Generasi Z yang bertempat tinggal di Kota Bandung, mengenal produk Azarine sunscreen, serta pernah menyaksikan promosi Azarine sunscreen melalui TikTok dan media promosi luar ruang. Data diolah menggunakan metode Partial Least Squares Structural Equation Modeling atau PLS SEM dengan dukungan SmartPLS. Hasil penelitian memperlihatkan bahwa Iklan Media Luar Ruang dan Social Media Marketing TikTok memberikan pengaruh positif serta signifikan terhadap Brand Awareness dan Minat Beli. Brand Awareness turut memberikan dampak konstruktif terhadap Minat Beli dan sanggup menjadi perantara keterkaitan antara sarana promosi dengan Minat Beli. Kajian ini menyimpulkan bahwa sinergi promosi offline dan digital mampu mengokohkan pengenalan merek sekaligus menumbuhkan Minat Beli konsumen pada produk skincare lokal.
Digital Content Implementation as a Transformation of Digital Marketing Strategy for Computer Service MSMEs: A Community Service Program for Alify MSME in Pananjung Village, Pangandaran, West Java Astri Wulandari; Riska Aprilina
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 3 (2026): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i3.2502

Abstract

Digital technology has transformed MSME marketing, yet many Indonesian micro-enterprises still rely on conventional promotion. This Community Service Program implemented digital content creation to strengthen Alify MSME’s marketing strategy in Pananjung Village, Pangandaran, using an Appropriate Technology approach integrated with Participatory Action Research. Activities included a pre-survey of 30 customers, needs assessment, content design, practical training, mentoring, and post-evaluation. The validated instrument measured digital brand awareness, content quality, promotional affordability, and customer interaction satisfaction. The average score increased from 1.87 to 4.12, with a 120.3% improvement, an N-Gain of 0.75, and significant paired t-test results across all dimensions. Alify also independently managed two social media accounts, gained 127 followers, achieved 4.8% engagement, and produced a practical digital marketing guide sustainably.
Co-Authors Astri Wulandari Leni Cahyani Muhammad Rizky Saefullah