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All Journal Indonesian Journal of Sustainability Accounting and Management Jurnal Riset Bisnis dan Manajemen Tirtayasa TSARWATICA (Islamic Economic, Accounting, and Management Journal) Marketing Management Studies Indonesian Journal of Sustainability Accounting and Management DIMENSIA (Diskursus Ilmu Manajemen STIESA) Seminar Nasional Pariwisata dan Kewirausahaan (SNPK) Gapura (Garba Pembangunan Masyarakat)
Gugyh Susandy
Sekolah Tinggi Ilmu Ekonomi Sutaatmadja Subang
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGARUH SOCIAL MEDIA MARKETING, DESTIANTION BRANDING, DAN DESTINATION IMAGE ETRHADAP MINTA BERKUNJUNG KONSUMEN Nabila Hazmya Chairunnisa; Gugyh Susandy
Seminar Nasional Pariwisata dan Kewirausahaan (SNPK) Vol. 3 (2024): APRIL
Publisher : Sahid University Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/snpk.vol3.2024.207

Abstract

Latar belakang penelitian ini didasarkan pada upaya membangkitkan sektor pariwisata yang mati suri akibat pandemi sehingga kemenparekraf mengajak pelaku pariwisata, pemerintah, masyarakat, swasta, akademisi, hingga media untuk memulihkan sektor pariwisata dengan cara meningkatkan minat berkunjung. Penelitian ini bertujuan untuk mengetahui Pengaruh Social Media Marketing, Destination Branding, dan Destination Image Terhadap Minat Berkunjung Konsumen (Survey Pada wisatawan Orchid Forest Cikole di Kabupaten Subang). Penelitian ini menggunakan metode explanatory research, dengan jenis penelitian Deskriptif Verifikatif. Teknik pengambilan sampel yang digunakan digunakan adalah teknik Non Probability Sampling dengan jenis sampling yaitu Purposive Sampling. Pengumpulan data dilakukan dengan cara membagikan kuesioner kepada 100 responden yang berada di Kabupaten Subang. Hasil penelitian ini menunjukkan bahwa Social Media Marketing, Destination Branding, dan Destination Image berpengaruh secara signifikan terhadap Minat Berkunjung baik secara parsial maupun simultan.
THE EFFECT OF SOCIAL MEDIA ATTACHMENT (FACEBOOK) ON SOCIAL MEDIA ADVOCACY AND SOCIAL MEDIA SUPPORTIVE (At Kuala Lumpur Heritage Restaurant) Dimas Muchtiar; Fanny Achmad; Gugyh Susandy
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 18 No. 1 (2021): Maret
Publisher : STIESA Press

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Abstract

Social media attachment is one of the theories used to examine a person's attachment to the social media they use. In this research, we examine the effect or impact of social media attachment (X) on social media advocacy (Y1) and social media supportive (Y2) (case study of kuala lumpur heritage restaurants). The results of this study indicate that there is an influence between social media attachment to social media advocacy by 58.8% and social media supportive by 59.9%. The impact positively affects the company, no matter how small the influence of social media advocacy and supportive social media will have a good impact on the company. thus customer loyalty can be seen as well as maintained to build better value in the eyes of customers.
THE INFLUENCE OF BRAND AMBASSADORS AND ADVERTISING ON LAZADA PURCHASE DECISIONS Gugyh Susandy; Tina Rahayu
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 21 No. 01 (2025): Maret
Publisher : STIESA Press

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Abstract

Marketing management is the process of planning strategies to determine target markets and ensure customer satisfaction through elements of product, distribution, promotion, and pricing. In promotion, companies use methods such as advertising, sales promotions, public relations, and personal selling to attract consumer attention and build long-term relationships. Consumer behavior includes how they search for, purchase, use, and evaluate products to fulfill their needs. The purchase decision process involves need recognition, information search, alternative evaluation, and the final decision. A brand ambassador plays a crucial role in enhancing brand image and driving sales through their popularity and credibility. Effective advertising should convey the product's benefits, have distinctive features, and provide trustworthy information. This study analyzes the influence of Brand Ambassador and Advertising on the Purchase Decisions of Lazada users in Subang Regency. The method used is quantitative with a descriptive-verificative type of research, aimed at describing and testing the relationships between variables through an explanatory survey. Primary data were collected from 100 respondents through an online questionnaire, while secondary data were obtained from literature. The analysis was conducted using SPSS software to test the validity and reliability of the research instruments, resulting in findings that verify the hypotheses. Based on the validity test, all variables—Brand Ambassador (X1), Advertising (X2), and Purchase Decision (Y)—met the criteria at a 5% significance level. The t-test showed that for the X1 variable, the calculated t-value was 3.028 (t-table 1.984, significance 0.003), meaning that Brand Ambassador influences Purchase Decision, thus H1 is accepted. For the X2 variable, the calculated t-value was 9.406 (t-table 1.984, significance 0.000), indicating that Advertising also influences Purchase Decision, thus H2 is accepted. The F-test showed a calculated F-value of 22.03 (F-table 3.09, significance 0.000), meaning that Brand Ambassador and Advertising simultaneously influence Purchase Decision, thus H3 is accepted.
Peran Broadcasters dan Brand Image dalam Meningkatkan Loyalitas Konsumen — Bukti dari Live Streaming di Platform E- commerce Shopee Gugyh Susandy; Rizal Septiana
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 21 No. 01 (2025): Maret
Publisher : STIESA Press

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Abstract

This study aims to analyze the role of Broadcasters and Brand Image in enhancing consumer loyalty on the Shopee e-commerce platform, particularly through the live streaming feature. This research employs a quantitative method with a descriptive approach, involving 100 respondents who are users of Shopee Live in Subang Regency and customers of the "Tokokarungjantan" store. Data were collected through questionnaires and analyzed using validity, reliability, normality, multicollinearity, heteroscedasticity tests, and multiple linear regression analysis. The results show that Brand Image has a positive and significant influence on consumer loyalty, while Broadcaster has no significant effect. The regression analysis indicates that a strong brand image can enhance consumer loyalty, whereas the role of broadcasters in live streaming, although important for influencing consumer engagement, does not significantly contribute to loyalty. The implications of this research emphasize the importance of strengthening brand image in digital marketing strategies, particularly in the e-commerce context. Additionally, this study recommends improving the quality of Broadcasters in live streaming to boost consumer engagement and loyalty. Future research is expected to identify other variables affecting consumer loyalty and expand the scope of the study to different market segments.
INOVASI STRATEGI DAN IMPLEMENTASI PEMASARAN MEDIA SOSIAL MELALUI PENDEKATAN ANALISIS CUSTOMER PERSONA, SOCIAL MEDIA PLANNING DAN INSTAGRAM MAINTENANCE PADA LAYANAN UMROH KBIHU SUTAATMADJA SUBANG: Array Gugyh Susandy; Arby Anas Rosyad; Rica Meyliana Tresna; Adelia mustika Nurhasanah
Gapura (Garba Pembangunan Masyarakat) Vol. 2 No. 3 (2025): Juni
Publisher : STIESA-PRESS

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Abstract

Implementasi Customer Persona, Social Media Planning dan Instagram Maintenance dalam layanan umroh menjadi topik utama studi kasus KBIHU Sutaatmadja Subang. Metode penelitian yang digunakan adalah deskriptif kualitatif untuk memperoleh gambaran menyeluruh mengenai fenomena yang diteliti. Hasil penelitian menunjukkan bahwa penerapan customer persona, social media planning, dan Instagram maintenance dapat memperkuat hubungan pelanggan, meningkatkan loyalitas, dan mendorong konversi. KBIHU Sutaatmadja Subang dapat memanfaatkan hasil ini untuk adaptasi strategi pemasaran yang berkelanjutan. Namun, keragaman konten, variabilitas platform media sosial, dinamika reaksi khalayak, dan pengaruh faktor eksternal memiliki batasan yang harus diperhatikan. Kesimpulannya, penerapan strategi pemasaran digital ini akan meningkatkan interaksi dengan jamaah umrah secara positif dan memperkuat brand awareness KBIHU Sutaatmadja Subang.
Co-Authors Adelia mustika Nurhasanah Arby Anas Rosyad Diana Sari Dimas Muchtiar Dinar Hoerun Nisa Fanny Achmad Henri Mailudin Maharani, Suci Muhammad Rayhan Fauzan Mutqi Sopiawadi Nabila Hazmya Chairunnisa Rambabu Lavuri Reni Dian Octaviani Rica Meyliana Tresna Rika Alis Handayani Rita Komaladewi Rizal Septiana Susi Yasmin Tina Rahayu Yanu Endar Prasetyo