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Buana Putri, Dini Mustika
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Decision Sciences, Operations Research & Management

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My Len App The New Spirit of Len for Industry 4.0 to Connect Branding, Marketing Communication, and Selling in One Integrated Digital Platform Buana Putri, Dini Mustika; Hudrasyah, Herry
The Indonesian Journal of Business Administration Vol 8, No 1 (2019)
Publisher : The Indonesian Journal of Business Administration

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Abstract

Abstract. This study aims to author want to find an integrated interactive media that can connect branding, marketing communications, and selling to accelerate LEN's business processes. Qualitative methods with secondary data are used to analyze the right marketing tools for LEN. Weak information system performance. The data is scattered so that web-based information systems have not been integrated. LEN's current existence wants all aspects to be focused on an integrated information system. The results of this research are developing a tool called My Len App, a new spirit of LEN for industry 4.0. My Len App aims to create brand awareness, invites the participation of consumers to engage with LEN business activities, and share their experiences with others in applications and social media. In developing this mobile application, author adopted six human attributes to create a human-centric business platform to adapt to current market practices as described in the concept of marketing 4.0. Keywords: Mobile App, Marketing 4.0, Branding, Marketing Communication,Selling
Co-Authors Herry Hudrasyah