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All Journal JDM (Jurnal Dinamika Manajemen) Media Ekonomi dan Manajemen IJIBE (International Journal of Islamic Business Ethics) Proceeding SENDI_U Syntax Literate: Jurnal Ilmiah Indonesia KACANEGARA Jurnal Pengabdian pada Masyarakat Inovator : Jurnal Manajemen International Journal of Islamic Business and Economics (IJIBEC) International Journal of Economics, Business and Accounting Research (IJEBAR) eCo-Buss Journal of Advanced Multidisciplinary Research Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi Golden Ratio of Marketing and Applied Psychology of Business eCo-Fin Proceeding ISETH (International Summit on Science, Technology, and Humanity) Journal of Artificial Intelligence and Digital Business Indo-Fintech Intellectuals: Journal of Economics and Business Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Community Empowerment Journal
Fachrunnisa, Olivia
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Public Relations Marketing Strategy in the Unissula New Student Admission Program Mubarok, Fikri Shofin; Trimanah, Trimanah; Fachrunnisa, Olivia
Journal of Advanced Multidisciplinary Research Vol 6, No 2 (2025): December 2025
Publisher : Universitas Islam Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/jamr.6.2.139-149

Abstract

The main source of income for Private Universities (PTS) is from payments received from students. Therefore, PTS must be more creative in attracting new students. Unissula is a private university in Central Java with the highest number of students during the 2023 New Student Admissions (PMB) period, reaching 7346. This figure far exceeds the target of 5698. Unissula's Marketing and Public Relations (PH) UPT is a unit mandated by the Rektor to be responsible for the overall PMB program. In practice, UPT PH synergizes with all leaders at the university level, faculties, study programs and other units. This research aims to describe the synergy of UPT PH with all internal stakeholders in achieving PMB targets. This research uses a qualitative case study approach. The data collection technique was carried out using in-depth interviews with 3 informants determined by purposive sampling and observation at PMB meetings. Data analysis techniques are carried out through data reduction, data presentation and drawing conclusions. The research results show that there is a strategic policy from the Rektor which is the driving force for the implementation of three marketing public relations strategies, namely pull strategy, push strategy and pass strategy. The results of this research can contribute to other private universities which are experiencing a decrease in the number of students or who want to increase the number of students
The Effect of Gender and the Internet on the Level of Corruption in ASEAN 5 (1997-2019) Susilowati, Indah; Fachrunnisa, Olivia; BM, Nugroho Sumarjiyanto
Media Ekonomi dan Manajemen Vol 36, No 1 (2021): January 2021
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (330.15 KB) | DOI: 10.24856/mem.v36i1.1811

Abstract

The level of corruption in ASEAN countries, especially ASEAN 5, namely Indonesia, Malaysia, Thailand, Vietnam, and the Philippines, although gradually declining but still in the high category. This study aims to analyze the factors that influence the level of corruption in ASEAN-5 countries (Indonesia, Malaysia, Thailand, Vietnam, and the Philippines). The level of corruption is proxied using the Corruption Perception Index (CPI), while the independent variable is internet users, and gender is proxied by female labor force participation and male labor force participation. The results show that the increasing number of internet users will reduce the level of corruption as indicated by the increased CPI value. As for gender, increasing female labor force participation will reduce the level of corruption, but the opposite result is shown by the participation of the male labor force. The policy implication of this study is the need to expand the use of the internet and provide wider opportunities for women to work, especially in public offices, to reduce the level of corruption
Brand Ambassador, Social Media Marketing, and Product Innovation Effects on Purchase Decisions: The Mediating Role of Brand Image in the Indonesian Dairy Industry Wardani, Naili Rohmah Kusuma; Fachrunnisa, Olivia
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i2.1812

Abstract

This study aims to comprehensively analyze the influence of Brand Ambassador, Social Media Marketing, and Product Innovation on Purchase Decision, with Brand Image positioned as a mediating variable. In an increasingly competitive market, companies must implement effective marketing strategies that not only attract consumer attention but also strengthen brand perception and drive actual purchasing behavior. Brand ambassadors are expected to enhance credibility and emotional attachment, while social media marketing plays a strategic role in delivering interactive and persuasive promotional content. Meanwhile, product innovation helps maintain relevance and competitive advantage in the marketplace. This research adopts a quantitative explanatory approach to examine the causal relationships among variables. Data were collected through structured questionnaires distributed to 250 consumers aged 18–40 years who are familiar with the brand ambassador representing the product. The sample was selected to represent active consumers who are frequently exposed to digital marketing. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), which is suitable for assessing complex models involving mediation effects. The findings indicate that Brand Ambassador, Social Media Marketing, and Product Innovation have a significant positive effect on Purchase Decision. Furthermore, the results confirm that Brand Image plays a mediating role, strengthening both the direct and indirect relationships between the independent variables and Purchase Decision. These findings suggest that an integrated marketing strategy focusing on credible ambassadors, engaging digital promotion, and continuous innovation can effectively enhance brand image and ultimately drive consumer purchasing decisions.
Peran Pemasaran Digital terhadap Customer Loyalty melalui Customer Involvement pada FORE Coffee Lismawati, Lismawati; Fachrunnisa, Olivia
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6669

Abstract

terhadap Customer Loyalty dengan Customer Involvement sebagai variabel mediasi pada pelanggan FORE Coffee di Kota Semarang. Industri food and beverage di Indonesia saat ini menghadapi persaingan yang semakin ketat, khususnya di segmen kopi lokal yang terus berkembang pesat. Dalam kondisi tersebut, strategi pemasaran digital menjadi instrumen penting bagi brand untuk membangun loyalitas pelanggan secara berkelanjutan. Populasi dalam penelitian ini adalah masyarakat yang berdomisili di Kota Semarang, telah membeli atau menjadi pelanggan tetap produk FORE Coffee, aktif mengikuti akun media sosial resmi FORE Coffee, serta pernah memberikan atau membaca ulasan digital terkait produk mereka. Pendekatan kuantitatif digunakan dengan metode survei melalui penyebaran kuesioner kepada responden yang dipilih secara probability sampling. Data yang terkumpul kemudian dianalisis menggunakan teknik Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS), yang dipilih karena kemampuannya dalam menguji hubungan antar variabel secara simultan, termasuk efek mediasi. FORE Coffee dipilih sebagai objek penelitian karena merupakan salah satu brand kopi lokal yang secara aktif memanfaatkan platform digital sebagai bagian dari strategi pemasarannya, sehingga menjadi studi kasus yang relevan dan representatif. Hasil penelitian ini diharapkan dapat memberikan kontribusi teoritis dalam pengembangan ilmu pemasaran digital, sekaligus memberikan implikasi praktis bagi para pelaku usaha di industri food and beverage dalam merancang strategi pemasaran yang lebih efektif, berbasis data, dan berorientasi pada peningkatan loyalitas pelanggan jangka panjang.
Co-Authors Abdul Ghafar Ismail Ardian Adhiatma Asyhari Asyhari, Asyhari BM, Nugroho Sumarjiyanto Damayanti, Adelia Ika Dina Lusianti Dwi Indriastuti, Dwi Fathulloh, Moh Reza Haidar, Safiradinda Hamidanti, Isni Rabika Hasan Abdul Rozak Ifada, Sarah Indah Susilowati Ken Sudarti Lismawati, Lismawati Luluk Muhimatul Ifada Milatusakdiyah, Milatusakdiyah Mislan Cokrohadisumarto, Widiyanto bin Mubarok, Fikri Shofin Muhaimin, Ahmad Riza Mulyaningtyas, Belia Mutoharoh, Mutoharoh Muzaro’ah, Dela Amellya Nailil Muna Naufal, Irfan An Oktavia, Laily Nur Prameswari, Dita Pratama, Deni Qori’ah, Siti Rahayu, Indah Rosidi , Rosidi Sari, Yuli Indah Satria Avianda Nurcahyo Septiyani, Selvia Siskawati , Septiana Trimanah, Trimanah Wardani, Naili Rohmah Kusuma Yulianingsih, Dwi Indriastuti