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All Journal SEIKO : Journal of Management & Business Altasia : Jurnal Pariwisata Indonesia International Journal of Economics Development Research (IJEDR) Jurnal Darma Agung Jurnal Abdimas Bina Bangsa Jurnal Abdimas Kartika Wijayakusuma Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Eduvest - Journal of Universal Studies Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah JER Management Analysis Journal
Dalimunthe, Gallang Perdhana
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Neuroscience Social Sciences Other

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Social Media Marketing Strategy Proposal To Improve Brand Awareness Of Zenius Education : (Case Study Of Post-Restructuring And Transition To Zenius.Net) Aryanti, Aulia Azzahra; Dalimunthe, Gallang Perdhana
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.2100

Abstract

Digital marketing is a key lever shaping consumer behavior in today’s attention economy, and social media especially Instagram, TikTok, and YouTube has become the primary discovery engine for education brands. This study analyzes how social media led digital marketing affects brand awareness and downstream purchase intentions for Zenius Education. Using a qualitative method, we ran an in depth interview with the Marketing Manager of Zenius Education. Results show that relevant, bite-sized content and direct brand learner interaction (comments, DMs, polls, lives) significantly influence purchase decisions while lifting brand recall and recognition. Social media promotions deliver low-cost reach beyond geographic constraints and effectively move audiences from mere attention to interest and provided the content with outcome first (problem→fix), consistently branded, and posted with a clear cadence. For Zenius, the strongest gains appear when content pairs conceptual teaching clarity with short-form formats and is tied to conversion paths (e.g., mock tests, trials) plus community touchpoints (WhatsApp/Discord). The results provide key learnings that Zenius can apply to develop a more efficient and measurable approach to rebuild their Gen Z-based brand presence on social media in Indonesia
Proposed Marketing Strategies For Traditional Songket Businesses: Preserving Cultural Heritage In The Modern Fashion Era Dita, Olivi Onma; Dalimunthe, Gallang Perdhana
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.2187

Abstract

The global fashion industry has undergone significant transformation driven by shifting consumer values toward authenticity, sustainability, and cultural meaning. This study analyzes the strategic challenges faced by Olivi Songket, a traditional Bataknese Songket fashion business experiencing a 30–40% decline in sales from 2024 to 2025 despite growing global demand for cultural and ethical fashion. Drawing from qualitative methods including interviews, consumer surveys, and secondary data, this research applies the Fishbone Diagram, Porter’s Five Forces, VRIO, TOWS Matrix, and Marketing Mix (7Ts) to identify root causes and formulate an actionable marketing strategy. Findings indicate that weak digital visibility, limited product variation, inconsistent communication, and rising fast-fashion competition significantly contribute to declining performance. However, Olivi Songket possesses strong cultural craftsmanship, artisan networks, and brand authenticity that can serve as sustainable competitive advantages. The study proposes a strategic marketing plan focusing on digital storytelling, modern product design, differentiated branding, accessible pricing structures, and strengthened distribution both offline and online. By integrating cultural heritage with modern fashion expectations, the proposed strategy aims to improve market relevance while ensuring long-term cultural preservation. The results highlight how traditional fashion brands can adapt to contemporary market dynamics while maintaining artisanal integrity
Co-Authors Al-ausath, Najmah Syahidah Aryanti, Aulia Azzahra Bestari, Dinda Kayani Putri Diana Sari Dita, Olivi Onma Dwi Kartini, Dwi Hapsari, Ayuningtyas Yuli Indrahanif, Muhammad Latifah, Ifa Lisdayanti, Annisa Mussry, Jacob Silas Nilasari, Irma Nurunnisha, Gina Apryani Pipin Sukandi Praditya, Yusuf Alfyan Pratami, Ni Putu Nurwita Prawiraatmadja, Widhyawan Ryan Kurniawan Syarifah Khoiriyah Tanzil, Nessa Wijaya, Ni Putu Nurwita Pratami Yuyus Suryana