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All Journal International Journal of Business Studies Startupreneur Business Digital (SABDA Journal) Dedicated: Journal of Community Services (Pengabdian kepada Masyarakat)
Pratama, Sasotya
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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LEVERAGING INFLUENCER MARKETING IN HIGHER EDUCATION: KEY ROLES, SECTORS, PLATFORMS, AND INFLUENCER TYPES FOR INSTITUTIONAL BRANDING Pratama, Sasotya; Nelloh, Liza Agustina
International Journal of Business Studies Vol 9 No 1 (2025): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The concept and strategies of Influencers marketing are often for tangible product or digital products over the years. However, the implementation of influencer marketing within service, especially the higher education (HE) sector remains underexplored, despite its success in other industries such as beauty, fashion, and e-commerce. This study aims to bridge the research gap by investigating the key roles, sectors, platforms, and types of influencers suitable for HE institutions. The objectives include identifying the roles of influencers in shaping perceptions and decision-making processes, determining the most effective sectors and platforms for influencer marketing in HE, and exploring the types of influencers best suited for promoting HE institutions. Findings indicate that credibility, trustworthiness, engagement, and social proof are critical influencer roles. The most relevant sectors are fashion, e-commerce, and health, while Instagram, TikTok, and YouTube emerge as the dominant platforms. Virtual influencers, micro-influencers, and niche influencers are identified as the most effective for HE campaigns. These insights provide actionable recommendations for HE institutions to strategically adopt influencer marketing, enhancing engagement with prospective students and strengthening institutional branding.Keywords: Influencer for Higher Education, Credibility, Social Proof, Social Media Platforms, Virtual Influencers, Micro Influencers, Niche Influencers
Case studies on Marugame and IPMI Institute: To tackle on coaching performance Nawangwulan, Irma M; Anantadjaya, Samuel PD; Pratama, Sasotya; Lahuddin, Abdul Haris; Samuel, Daniella CE; Samuel, DC Ethan; Rachmat, Timotius Agus; Wahiddudin, Mohammad
Dedicated: Journal of Community Services (Pengabdian kepada Masyarakat) Vol 3, No 2 (2025): Dedicated: Journal of Community Services (Pengabdian kepada Masyarakat), Decembe
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/dedicated.v3i2.86428

Abstract

This case study explores the strategic and operational practices of Marugame Udon and IPMI Institute. By analyzing both organizations through the lenses of interaction management, problem-solving, decision-making, team development, and coaching performance, the study uncovers practical insights into effective organizational behavior across different industries. At Marugame, the emphasis on lean operations and team coordination plays a critical role in ensuring customer satisfaction and operational efficiency. Through real-time interaction management and standardized communication protocols, Marugame fosters a service-oriented culture where frontline staff are empowered to solve problems and make quick decisions. Leadership coaching is implemented at the store level to improve service performance and employee retention. In contrast, IPMI Institute emphasizes strategic decision-making and collaborative learning in academic and administrative settings. The coaching culture at IPMI Institute fosters professional growth, critical thinking, and emotional intelligence among both staff and students. The findings highlight that both organizations, while operating in different sectors, leverage similar core principles of organizational development. Interaction management and coaching serve as the backbone for efficient teamwork and agile decision-making. This comparative case analysis underscores the value of context-specific adaptations of these practices, reinforcing the need for tailored leadership approaches in hospitality and education sectors. AbstrakStudi kasus ini mengeksplorasi praktik strategis dan operasional Marugame Udon dan IPMI Institute. Dengan menganalisis kedua organisasi melalui sudut pandang manajemen interaksi, pemecahan masalah, pengambilan keputusan, pengembangan tim, dan kinerja pembinaan, studi ini mengungkap wawasan praktis tentang perilaku organisasi yang efektif di berbagai industri. Di Marugame, penekanan pada operasi ramping dan koordinasi tim memainkan peran penting dalam memastikan kepuasan pelanggan dan efisiensi operasional. Melalui manajemen interaksi waktu nyata dan protokol komunikasi standar, Marugame menumbuhkan budaya berorientasi layanan di mana staf garis depan diberdayakan untuk memecahkan masalah dan membuat keputusan cepat. Pembinaan kepemimpinan diterapkan di tingkat toko untuk meningkatkan kinerja layanan dan retensi karyawan. Budaya pembinaan di IPMI Institute mendorong pertumbuhan profesional, pemikiran kritis, dan kecerdasan emosional di antara staf dan mahasiswa. Temuan tersebut menyoroti bahwa kedua organisasi, meski beroperasi di sektor yang berbeda, memanfaatkan prinsip inti pengembangan organisasi yang serupa. Manajemen interaksi dan pembinaan berfungsi sebagai tulang punggung kerja tim yang efisien dan pengambilan keputusan yang tangkas. Lebih jauh, analisis kasus komparatif ini menggarisbawahi nilai adaptasi spesifik konteks dari praktik-praktik ini, yang memperkuat perlunya pendekatan kepemimpinan yang disesuaikan di sektor perhotelan dan pendidikan.Kata Kunci: kapasitas manajerial; kapasitas teknis; keterampilan akademik; pengembangan keterampilan hidup; tugas operasional; tugas strategis
Leveraging Influencer Marketing in Higher Education: Key Roles, Sectors, Platforms, and Influencer Types for Institutional Branding Pratama, Sasotya; Nelloh, Liza Agustina Maureen
Startupreneur Business Digital (SABDA Journal) Vol. 4 No. 2 (2025): Startupreneur Business Digital (SABDA)
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/sabda.v4i2.847

Abstract

The concept and strategies of Influencers marketing are often for tangible product or digital products over the years. However, the implementation of influencer marketing within service, especially the Higher Education (HE) sector remains underexplored, despite its success in other industries such as beauty, fashion, and e-commerce. This study aims to bridge the research gap by investigating the key roles, sectors, platforms, and types of influencers suitable for HE institutions. The objectives include identifying the roles of influencers in shaping perceptions and decision-making processes, determining the most effective sectors and platforms for influencer marketing in HE, and exploring the types of influencers best suited for promoting HE institutions. Findings indicate that credibility, trustworthiness, engagement, and social proof are critical influencer roles. The most relevant sectors are fashion, e-commerce, and health, while Instagram, TikTok, and YouTube emerge as the dominant platforms. Virtual influencers, micro-influencers, and niche influencers are identified as the most effective for HE campaigns. These insights provide actionable recommenda- tions for HE institutions to strategically adopt influencer marketing, enhancing engagement with prospective students and strengthening institutional branding.
Co-Authors Anantadjaya, Samuel PD LAHUDDIN, ABDUL HARIS Liza Agustina Maureen Nelloh Nawangwulan, Irma M Nelloh, Liza Agustina Samuel, Daniella CE Samuel, DC Ethan Timotius Agus Rachmat, Timotius Agus Wahiddudin, Mohammad