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All Journal Al-MIKRAJ: Jurnal studi Islam dan Humaniora Sharing: Journal Of Islamic Economics, Management And Business
Easter Tobing
Perbanas Institute Jakarta
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Analisis Strategi Pemasaran Hmns Parfume Di Era Digital Sahwa Lioni Ayu; Easter Tobing
AL-MIKRAJ Jurnal Studi Islam dan Humaniora (E-ISSN 2745-4584) Vol. 6 No. 01: AL-Mikraj Jurnal Studi Islam dan Humaniora
Publisher : Pascasarjana Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/almikraj.v6i01.10541

Abstract

The rapid development of information technology and e-commerce transformation in Indonesia has significantly shifted consumer purchasing behavior, including within the fragrance industry. HMNS Parfume is a prominent Indonesian local fragrance brand that has successfully dominated the digital market despite the inherent challenge of selling products without direct sensory experiences (blind buy). This study aims to analyze the digital marketing strategies employed by HMNS Parfume across social media and e-commerce platforms, particularly TikTok Shop and Shopee, and their impact on consumer purchase decisions. A qualitative descriptive methodology was adopted, utilizing a literature review approach and content analysis. The findings reveal that HMNS's market success is driven by the integration of emotional branding strategies (spanning four key pillars: relationship, sensorial experience, imagination, and vision) alongside compelling narrative storytelling. The primary barrier of blind buying is effectively mitigated through detailed product descriptions, availability of sample discovery sets, interactive live-streaming features, and leveraging social proof via online customer reviews and User-Generated Content (UGC). Based on the SWOT analysis, HMNS holds a strong position due to research-backed product formulation and distinct brand storytelling, allowing the brand to capitalize on the surge of "local pride" trends and social commerce growth. To sustain long-term growth, the study recommends that HMNS strengthen its omnichannel presence through offline physical touchpoints to provide direct sensory experiences prior to online repurchases
Analisis Komparatif Komunikasi CSR dan Komunikasi Krisis Terhadap Reputasi Korporat Octaviana Tri Puspitaningtyas; Easter Tobing
Sharing: Journal of Islamic Economics Management and Business Vol. 5 No. 3 (2026): September, 2026
Publisher : Program Studi Ekonomi Syariah Fakultas Agama Islam Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/sharing.v5i3.61724

Abstract

The dynamics of the contemporary business landscape require corporations to adopt adaptive communication mechanisms to maintain legitimacy and public trust. This study aims to compare the effectiveness of disclosing diversity and sustainability programs—via Corporate Social Responsibility (CSR)—against environmental crisis management during the process of corporate image restructuring. The research employs a qualitative case study design supplemented by a quantitative survey of 300 stakeholders across five industrial sectors: energy, manufacturing, FMCG, banking, and logistics. The results indicate that consistent CSR disclosure boosts public trust scores by 34.2% and restores corporate image by 19.4 points. In contrast, reactive crisis mitigation strategies yield a recovery of only 11.5%. These findings reinforce perspectives from Stakeholder Theory and Corporate Reputation Theory, demonstrating that CSR serves as a strategic reputational asset capable of building trust, strengthening legitimacy, and mitigating negative impacts when companies face environmental crises.
Co-Authors Octaviana Tri Puspitaningtyas Sahwa Lioni Ayu