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All Journal Jurnal Analisis Sosial Politik Jurnal Scientia Jurnal Ekonomi Jurnal Multidisiplin Sahombu Jurnal Bisnis dan Manajemen West Science
Wibowo, Sarwo Eddy
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Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Media Booklet Company Profile CV. Sary Cards Samarinda Penunjang Aktivitas Komunikasi Pemasaran Sary, Kezia Arum; Wibowo, Sarwo Eddy; Jauhari, Amar Makruf; Ashadi, Arfian Rony
Jurnal Analisis Sosial Politik Vol 4 No 2 (2020): Jurnal Analisis Sosial Politik
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jasp.v4i2.58

Abstract

Sary Cards, located in Samarinda, East Kalimantan, is an industry engaged in the printing and procurement of goods and services. Specific products that are the uniqueness or focus of this printing are in the form of invitations, be it wedding invitations, birthdays, building inaugurations, tasmiyah and so on. However, in today's all-digital era, the printing industry has to undergo many changes with many new competitions through the digital market. Not only changes in the way of selling, but the increasingly diverse products that have begun to shift with technological developments, as well as the way of production. The company profile booklet media is used as a marketing communication activity to be able to survive the competition in this digital era. The compilation of this profile booklet takes a practice-based approach with the communication planning model used is SOSTAC analysis and uses two types of data, primary and secondary.
The Strategic Role Of Brand Storytelling In Enhancing Marketing Management And Brand Awareness On Social Media Platforms Wibowo, Sarwo Eddy; Aksenta, Almasari; Hartanto, Subhan
Jurnal Multidisiplin Sahombu Vol. 4 No. 02 (2024): Jurnal Multidisiplin Sahombu, (2024)
Publisher : Sean Institute

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Abstract

In the digital age, social media is becoming an important platform for marketing, but a key challenge is how to differentiate brands in a saturated market. Brand storytelling emerges as a potential solution to build strong emotional connections with consumers and increase brand awareness. This research aims to explore the role of brand storytelling in increasing brand awareness on social media platforms through an explorative case study on MSME Kopi Nusantara. Qualitative methods were used with in-depth interviews, social media content analysis, participatory observation, and consumer surveys. The results showed that elements of authentic narrative, emotional engagement, consistency, and the use of strong visuals play an important role in the effectiveness of brand storytelling. Consumers respond positively to evocative and authentic stories, which increases brand awareness and loyalty. This study provides important insights for other MSMEs to adopt effective brand storytelling strategies on social media. Practical recommendations are provided to optimize key elements in brand narratives to achieve better marketing outcomes.
Enhancing Marketing Performance Through Risk Management In MSMEs Wibowo, Sarwo Eddy; Aksenta, Almasari
Jurnal Scientia Vol. 13 No. 04 (2024): Education and Sosial science, September-December 2024
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/scientia.v13i04.2634

Abstract

This study aims to examine the implementation of business risk management for enchance marketing performance in Harum Laundry MSMEs. The analysis was conducted on various aspects of risks such as financial, operational, marketing, and product faced by Harum Laundry MSMEs. The method used in this research is a qualitative approach by collecting data through interviews. The results of the analysis identified that the biggest risk is related to finance, where reliance on personal capital can result in disruption to business operations. The research also offers solutions in controlling these risks by proposing cooperation with business partners as an anticipatory measure against possible business failures. It is hoped that the results of this study will not only provide benefits for entrepreneurs to implement risk management in their businesses, but also increase understanding of the importance of risk management in the business context.
Pengaruh Diversifikasi Produk, Promosi Penjualan, dan Reputasi Merek Terhadap Minat Beli Konsumen pada Industri Makanan dan Minuman di Bandung Priyana, Yana; Soesanto, Dasa Rahardjo; Maulina, Evaf; Wibowo, Sarwo Eddy
Jurnal Bisnis dan Manajemen West Science Vol 3 No 02 (2024): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v3i02.1150

Abstract

Penelitian ini menyelidiki pengaruh diversifikasi produk, promosi penjualan, dan reputasi merek terhadap niat beli konsumen dalam industri makanan dan minuman di Bandung, Indonesia. Sampel sebanyak 130 konsumen disurvei dengan menggunakan kuesioner terstruktur, dan analisis data dilakukan dengan menggunakan Structural Equation Modeling dengan Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan hubungan positif yang signifikan antara diversifikasi produk, promosi penjualan, reputasi merek, dan niat beli konsumen. Diversifikasi produk, promosi penjualan, dan reputasi merek secara bersama-sama menjelaskan 76,3% dari varians niat beli konsumen. Analisis mediasi lebih lanjut mengungkapkan bahwa promosi penjualan dan reputasi merek memediasi sebagian hubungan antara diversifikasi produk dan niat beli konsumen. Temuan ini menggarisbawahi pentingnya inisiatif pemasaran strategis dalam membentuk perilaku konsumen dan mendorong keputusan pembelian dalam industri makanan dan minuman di Bandung.
Brand storytelling in the digital age: challenges and opportunities in online marketing Rachman, Rosyidah; Hamid, Mansyur Abdul; Wijaya, Bagus Kusuma; Wibowo, Sarwo Eddy; Intan, Dyah Noor
Jurnal Ekonomi Vol. 13 No. 01 (2024): Jurnal Ekonomi, Edition January - March 2024
Publisher : SEAN Institute

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Abstract

Amidst the ever-changing landscape of the digital era, the utilization of brand storytelling has emerged as a crucial tactic in online marketing efforts. This article examines the significance of brand storytelling within the realm of digital marketing, emphasizing the obstacles and possibilities encountered by companies. This research aims to establish a conceptual model that unifies crucial features, with a specific focus on analyzing the successes and failures of brand storytelling. The qualitative research revealed that intense competition and evolving digital trends need the implementation of creative solutions. Conversely, quantitative data revealed challenges in customizing brand narratives and concerns over data privacy. In the digital era, effective brand storytelling management methods encompass several key elements: comprehensive audience analysis, tailoring narratives to individual preferences, utilizing multiple communication channels, fostering active consumer participation, and leveraging artificial intelligence technology. The results have pragmatic ramifications for enhancing online advertising tactics and fostering consumer confidence. By comprehending the advantages of brand storytelling, firms can surmount obstacles and attain a competitive edge in the constantly evolving digital era.
Co-Authors Almasari Aksenta Ashadi, Arfian Rony Dasa Rahardjo Soesanto Hartanto, Subhan Intan, Dyah Noor Jauhari, Amar Makruf mansyur abdul hamid Maulina, Evaf Priyana, Yana Rosyidah Rachman Sary, Kezia Arum Wijaya, Bagus Kusuma