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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Manajemen Bisnis dan Organisasi
Dewanti, Vivayani Wahyu
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE ROLE OF SOCIAL MEDIA INFLUENCER ON BRAND SWITCHING OF MILLENNIAL AND GEN Z: A STUDY OF FOOD-BEVERAGE PRODUCTS Hanifawati, Tri; Dewanti, Vivayani Wahyu; Saputri, Ghita Dwi
Jurnal Aplikasi Manajemen Vol. 17 No. 4 (2019)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2019.017.04.07

Abstract

Social media is the most popular marketing tools for generation millennial and Z. They are known as the most easily switch brand generation. This research contributes to social media marketing analytic research with an exploration of the role of social media influencer on consumer brand switching decision. Data collected through an online survey used a random sampling technique to 390 Indonesian respondents, 195 data fulfilled the criterion. Data analyzed using Least Square, Mann Whitney, and Paired Sample T-Test method. The results show that opinion leaders, celebrities, and social leaders have a significant and positive effect on brand switching and no different impact on millennials and Gen Z. Referring to switching motivation found that social media has more influence as an opinion leader than celebrities or social leaders. The findings of the study suggested some strategies for managers and influencers on how to manage social media brand promotion based on our findings.
ANALYSIS OF MARKETING STRATEGIES TO INCREASE USED MOTORCYCLE SALES AT MUHSHI MOTOR SHOWROOM IN BANDUNG CITY USING SWOT ANALYSIS Dewanti, Vivayani Wahyu; Zaenal, Athian Fadly
Jurnal Manajemen Bisnis Dan Organisasi Vol 4 No 1 (2025): Jurnal Manajemen Bisnis Dan Organisasi (JMBO)
Publisher : Yayasan Pendidikan Cahaya Budaya Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58290/jmbo.v4i1.403

Abstract

This study aims to examine the marketing mix and SWOT analysis in the marketing strategy of used motorcycle sales at the Muhshi Motor Showroom using a descriptive-qualitative approach. Based on the Marketing Mix method by Philip Kotler and Gary Armstrong, the marketing mix is defined as a set of controllable marketing variables that a company combines to elicit the desired response in the target market. The SWOT analysis systematically identifies various factors to formulate company strategies. This analysis is based on the logic of maximizing strengths and opportunities while minimizing weaknesses and threats. The results of the study using SWOT analysis of internal and external factors indicate that Muhshi Motor Showroom is positioned in Quadrant I (aggressive). This is a very favorable position, where the company has both opportunities and strengths, enabling it to maximize existing opportunities. Therefore, Muhshi Motor Showroom can implement strategies that support aggressive growth policies.
Co-Authors Saputri, Ghita Dwi Tri Hanifawati Zaenal, Athian Fadly