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All Journal Jurnal Ilmiah Mahasiswa FEB The International Journal of Accounting and Business Society
Jawo, Muhammed
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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SOCIAL MEDIA MARKETING AS A SUPPORTING TOOL FOR BRAND BUILDING AND ITS IMPACT ON CUSTOMER PURCHASE DECISION. Jawo, Muhammed
Jurnal Ilmiah Mahasiswa FEB Vol. 6 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Social media has brought a lot of responsiveness to both companies and individuals interacting online. Marketers nowadays are everywhere to get customers. Social media marketing and advertising is a form of internet advertising that comes with the usage of social media platforms and web sites to sell a product or service. The aim of this study is to examine social media marketing as a tool for brand building and the impacts of social media marketing on customer purchase decision. The research is qualitative (exploratory method) with the intent of generating new theory from data. The data collection technique of this study uses questionnaire, observation, and interview. The sampling technique used is purposive sampling. Credibility and dependability are in place to guarantee the trustworthiness of this study. Since the research is qualitative in nature, content analysis is used a method or technique of data analysis. The result from this study shows that almost everyone uses social media, it is a great place for brand building and things such as trust, and being present online can have significant impact on customer purchase decision.Keywords :    Social Media, Marketing, Brand Building, Impact, Customer Purchase, and Decision.
Competitiveness Improvement in BUMDes Through Marketing Digitalization Ghofar, Abdul; Handaru, Wuri Cahya; Riza, Muhammad Faisal; Umam, Khoirul; Kusumadewi, Areta Widya; Larasati, Wahyu Kartika; Nafi’a, Insania; Aqila, Hafizh; Maharani, Cevira Dewi; Pratama, Fadhil Irvan; Jawo, Muhammed
The International Journal of Accounting and Business Society Vol. 31 No. 1 (2023): The International Journal of Accounting and Business Society
Publisher : Accounting Department,

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ijabs.2023.31.1.727

Abstract

Purpose — The objectives of this research are (1) to create digital marketing strategies using SWOT analysis, (2) to create information channels as digital marketing media using websites, and (3) to strengthen the image and governance of BUMDes Mitra Sejati of Kucur village, which has managed several business units and was affected by the COVID-19 pandemic. Design/methodology/approach — This research uses the qualitative method with the case study and interview approach, so the results are analytical and descriptive in nature. The population of this research is Village-Owned Enterprises throughout Indonesia, and the sample is BUMDes Mitra Sejati, a village-owned enterprise located in Kucur village of Dau sub-district in Malang regency. The village government manages this organization. Findings—BUMDes Mitra Sejati's growth is hampered by ineffective governance, the unavailability of suitable marketing and promotion media for the village's products and tourist destinations, and poor product branding and innovation. Practical implications — This research helps the enterprise optimize digital marketing, which other BUMDes in Indonesia. can also utilize Originality/value — This article presents a case of digital marketing applied by BUMDes in Indonesia so that it can provide an example of the sub-optimal use of digital marketing that reduces BUMDes revenue. Paper type — Case study
Optimizing The Marketing Activities of Koperasi Jasa Pegawai Republik Indonesia (Kjpri) Of Universitas Brawijaya Through The Adoption Of Digital Technology Rusydi, M. Khoiru; Handaru, Wuri Cahya; Riza, Muhammad Faisal; Umam, Khoirul; Kusumadewi, Areta Widya; Fitriana, Defi; Bilqisa, Yayang; Fauzia, Viramashita Ellena; Maesa, Sulton; Larasati, Wahyu Kartika; Jawo, Muhammed
The International Journal of Accounting and Business Society Vol. 31 No. 2 (2023): The International Journal of Accounting and Business Society
Publisher : Accounting Department,

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ijabs.2023.31.2.744

Abstract

Purpose — The objective of this research is to optimize the marketing activities of Universitas Brawijaya’s Koperasi Jasa Pegawai Republik Indonesia (KJPRI UB) by utilizing digital technology through (1) identification of main problems using SWOT analysis on their website to identify the most suitable digital marketing strategy to be applied in the cooperative, (2) system enhancement and menu addition in their website, and (3) gradual socialization and assistance to ensure their business development. Design/methodology/approach — This qualitative case study uses the interview approach, so the results are analytical and descriptive in nature. The population of this research is all KJPRI throughout Indonesia, and the sample is KJPRI UB, which is located in Malang, East Java, Indonesia. Findings — This study finds that KJPRI UB has no features that provide convenience for their customers. Furthermore, changes from KPRI UB to KJPRI UB have required the cooperative to pay more attention to brand awareness through digital marketing. Practical implications—The results of this research can optimize the role of digital marketing in KJPRI UB, which also applies to other KJPRIs in Indonesia. Originality/value —This article presents digital marketing issues in KJPRI UB so that it can provide an example of digital marketing optimization for other KJPRI. Paper type — Case study
Co-Authors Abdul Ghofar Aqila, Hafizh Areta Widya Kusumadewi Bilqisa, Yayang Fauzia, Viramashita Ellena Fitriana, Defi Handaru, Wuri Cahya Khoirul Umam Larasati, Wahyu Kartika M. Khoiru Rusydi Maesa, Sulton Maharani, Cevira Dewi Muhammad Faisal Riza Nafi’a, Insania Pratama, Fadhil Irvan