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Hermawan, Daniel

Universitas Katolik Parahyangan

Author-ID : 1735653

Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Public Health Social Sciences Transportation Other

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Influencer Marketing in Digital Era: Does It Really Works? Daniel Hermawan
International Journal of Management, Entrepreneurship, Social Science and Humanities Vol. 3 No. 2 (2020): December 2020
Publisher : Research Synergy Foundation

The increasing number of social media users creates new opportunities in the marketing world. Marketing, which initially focused on the product (product-oriented), now has to be transformed into consumer-oriented marketing with many information channels owned by consumers. Consumers are becoming more critical of the products/services offered by companies with the many choices they have. The existence of influencers is a bridge or communication medium that connects companies with consumers in the digital era. Through personality, authenticity, and honesty given by influencers, consumers are expected to be more attached and aware of the existence of a brand. Not infrequently, companies take advantage of influencers in product/service marketing programs in introducing a brand. Influencers become digital advocates who represent brands through endorsement programs. This research will discuss (1) the phenomenon of influencer marketing in the digital era, (2) the types of influencers and the characteristics of consumers who follow them, (3) the use of influencers in marketing activities in the digital era. The study was conducted through Pentad analysis with qualitative methods. The study found that influencer marketing can be an effective marketing method by leveraging the influencer's charisma, personality, attitude, and lifestyle in representing the brand.

The role of product knowledge on purchase intention: Case study of agriculture biological product Felicia Devina Arum Andita; Daniel Hermawan
International Journal on Social Science, Economics and Art Vol. 12 No. 4 (2023): February: Social Science, Economics
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijosea.v12i4.173

This study aims to find out how companies provide product knowledge to consumers and find out how much influence the delivery of product knowledge has on the emergence of purchase intention in consumers. This research uses mixed methods with a sequential design, starting from quantitative by using a questionnaire and qualitatively by using interviews. The population in this study were all farmers in Caturharjo Village, Pandak District, Bantul Regency, Yogyakarta Special Region. The sampling technique used was non-probability sampling with purposive sampling. From these respondents, data was collected using a questionnaire. The technique in this study uses statistical data analysis techniques with validity tests, reliability tests, normality tests, heteroscedasticity tests, multicollinearity tests, and multiple linear regression analysis, in addition to knowing the effect partially and simultaneously using t-test and F-test. In addition, interviews were conducted with the two heads of farmer groups. This study shows that all dimensions of the product knowledge variable have a positive and significant effect on purchase intention. Of these three dimensions, objective knowledge is the most influential factor in purchase intention. PT. Prosper Biotech Indonesia should maintain a relationship with farmer groups in conducting counseling that conveys material about these products, because these extension workers will grow product knowledge that potential consumers have about their interest in buying products produced by the company. From there, farmers know about ValdisGROW products objectively.

PENDAMPINGAN BRANDING DAN KONTEN PEMASARAN DIGITAL KAMPUNG WISATA BINONG BERBASIS PARTICIPATORY ACTION RESEARCH Daniel Hermawan
Jurnal Abdimas Bina Bangsa Vol. 4 No. 1 (2023): Jurnal Abdimas Bina Bangsa
Publisher : LPPM Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jabb.v4i1.447

Binong Tourism Urban Village’s assistance is a community service program with the MBKM Village Project scheme managed by the Business Administration Study Program, Faculty of Social and Political Sciences, Parahyangan Catholic University. In line with the Certificate of Confirmation of the Tourism Awareness Group (Pokdarwis) No. 46/SK/BNG/VI/2022 from the Binong Urban Village, as well as the priority issues disclosed by Eka Rahmat Jaya as the Chairperson of the Binong Urban Village Pokdarwis, branding and digital marketing content are the 2 main issues that are followed up in the 2022/2023 Odd Semester MBKM Village Project. As an integrated part of the tourism awareness movement, mentoring is expected to foster the love and pride of the Binong Urban Village community, as well as increase community brand awareness of Binong Tourism Urban Village, both internally and externally. Assistance was carried out with MBKM students using the participatory action research method for Pokdarwis members of the Binong Urban Village, starting from knowing, understanding, planning, action, and reflecting. Through this assistance, Pokdarwis members of the Binong Urban Village will gain increased knowledge and skills related to branding and digital marketing content

SOCIAL MEDIA MARKETING ON BRAND AWARENESS LOCAL INDONESIAN COSMETIC SOMETHINC Silfitri; Daniel Hermawan
Jurnal Bisnis Terapan Vol. 7 No. 1 (2023): Jurnal Bisnis Terapan
Publisher : Politeknik Ubaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jbt.v7i1.5260

Somethinc is a local beauty product company that, despite only having been established for less than 3 years, is among the 50 most popular local brands according to the survey published by Katadata.co.id in 2020. Social media marketing is used as a variable within this research, due to a significant rise of awareness towards beauty products due to social media platforms. This research aims to measure the impact of social media marketing on Somethinc's brand awareness. Quantitative research methods were used in this study, using questionnaires as a means to gather data from 101 respondents who fulfilled the research criteria and the Cochran formula. Multiple regression analysis is used to determine the impacts of every indicator towards brand awareness, with F-test and t-test as methods for hypothesis testing. This study has found that social media marketing indeed has an impact on the brand awareness of Somethinc. However, when each indicator was tested individually, content creation and connection dimensions were shown to have a significant impact on Somethinc’s brand awareness, while the dimension of content sharing scored the lowest.

Do Online Customer Reviews Matter? A Study of Woman's Buying Interest in Beauty Products Keisha Safina Syauta; Daniel Hermawan
JBTI : Jurnal Bisnis : Teori dan Implementasi Vol 14, No 2 (2023): August 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jbti.v14i2.19416

The growth of internet users in Indonesia is accelerating rapidly, especially in 2022. This surge in internet users can be attributed to the pandemic's impact on lifestyle, which encourages people to adopt digital products, including reliance on online customer reviews for product information. This study aims to determine the influence of online customer reviews on buying interest in beauty products. Researchers used quantitative methods and non-probability techniques with purposive sampling using an online questionnaire with the criteria of customers (women) who use and have read beauty product reviews. Researchers obtained 122 respondents who were analyzed using multiple linear regression analysis techniques. The results proved that online customer reviews covering all dimensions influenced purchase intention. The credibility of a review and reviewers as in the dimension of review credibility is important for customers reading online customer reviews to influence buying interest in beauty products. This research helps beauty product owners to understand and utilize online customer reviews in their business.

Pengembangan Pemasaran Konten Kampung Cibunut Berwarna Berbasis Pemasaran Otentik dengan Pendekatan Service Learning Daniel Hermawan; Fransiska Anita Subari; Roni Tua
Warta Pengabdian Andalas Vol 30 No 3 (2023)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/jwa.30.3.480-491.2023

Colored Cibunut Village is located in RW 07, Kebon Pisang Urban Village, Sumur Bandung District, Bandung City. Having an eco-friendly creative village concept, Colored Cibunut Village consists of 5 mural zones with various themes, including environment, peace, slave labour, history, and education. In line with a request from the chairman of the Cibunut Finest Movement Foundation to increase brand awareness and the existence of an educational tourism village, both internally and externally from the people living in the Colored Cibunut Village area, it was managed by a team of Business Administration Study Program lecturers, Parahyangan Catholic University focuses on content marketing. Through the MBKM Village Project, students were provided with training for trainers and assisting partners through content marketing and learning the authentic marketing process that forms the local advantage of Colored Cibunut Village. The service learning approach is applied in 3 stages: exploration, application, and evaluation. Partners and students benefit from the MBKM Village Project. Partners gain increased knowledge and skills in content marketing. Meanwhile, students gain valuable experience interacting and implementing the knowledge gained in class to the community in Colored Cibunut Village. The service learning approach provided space for partners, lecturers, and students to complement learning by implementing research manifested in community service.

Visit ka Binong: Strengthening Branding and Customer Experience of Binong Tourism Urban Village Based on Empowerment of Tourism Awareness Groups (Pokdarwis) Daniel Hermawan; Yoke Pribadi Kornarius; Albert Mangapul Parulian Lumban Tobing; Syayu Zhukhruffa
Engagement: Jurnal Pengabdian Kepada Masyarakat Vol 7 No 1 (2023): May 2023
Publisher : Asosiasi Dosen Pengembang Masyarajat (ADPEMAS) Forum Komunikasi Dosen Peneliti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/engagement.v7i1.1229

Binong Tourism Urban Village is a tourism urban village declared by the Bandung City Culture and Tourism Office based on Bandung Mayor Decree Number 556/Kep.835-DISBUDPAR/2021 dated 16 September 2021. This initiative was carried out by the Bandung City Culture and Tourism Office to develop the potential of Binong Urban Village, in addition to the knitting industry center that has been known for generations. The mentoring process in the initiation, identification, and implementation of the Binong Tourism Urban Village was carried out collaboratively between the Bandung City Culture and Tourism Office, STIEPAR Yapari Bandung, and Parahyangan Catholic University. Through the mentoring process carried out, the Binong Urban Village managed to form a Tourism Awareness Group (Pokdarwis) and get a change in mindset related to branding and the customer experience of the Binong Tourism Urban Village. The sustainability of the mentoring program can be carried out through the MBKM program with the thematic KKN scheme, as well as deepening the material needed by the community, especially related to tourism marketing.

Redefining Customer Experience in the COVID-19 Pandemic: Empirical Approach of Home Furnishings Retailer Daniel Hermawan
Asian Journal of Management, Entrepreneurship and Social Science Vol. 2 No. 04 (2022): November,Asian Journal of Management, Entrepreneurship and Social Science
Publisher : Cita Konsultindo Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar

One of the most important factors in succeeding in the commercial rivalry is customer experience. The Covid-19 pandemic, which was accompanied by a health and financial catastrophe, has altered the way that customers interact with brands. This study aims to map out strategic concerns that are the main factors in improving and identify customer experiences that happened during the Covid-19 pandemic. Data were gathered for the study utilizing qualitative methodologies, including interviewing and employing tools for observation. With the aid of a phenomenological qualitative design model, the data were processed and examined. The findings of this study demonstrate that regulations in the implementation of health protocols, such as the employment of a queue system, the use of masks, and restrictions on enjoying props, also alter how customers enjoy the customer experience. To bridge the gap between customers' desire to enjoy an activity and their awareness of health dangers, businesses must introduce new mechanisms into the customer experience during the Covid-19 pandemic. According to the study's findings, personal experience, social media, and constraints all have an impact on how customers experience the Covid-19 pandemic.

Analysis of Community and Stakeholder Relationships in the Development of Cigadung Creative Tourism Urban Village Nurhalimah, Naura Rosya; Fahrurrozi, Naufal Andyka; Hermawan, Daniel
Journal of Global Business and Management Review Vol. 6 No. 1 (2024): Journal of Global Business and Management Review
Publisher : Program Sarjana Manajemen Universitas Internasional Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37253/jgbmr.v6i1.9323

This study examines local communities and stakeholders in the establishment of Cigadung Creative Tourism Urban Village in Bandung City. The success of Cigadung Creative Tourism Urban Village depends on effective cooperation between the local population, government, and tourism sector. This study uses qualitative descriptive research method included observation, interviews, and document analysis. The results demonstrated that local communities, especially Pokdarwis, are essential to tourism planning, management, and destination marketing. Government assistance and partnership with academics and businesses have helped this tourism urban community succeed. However, party coordination issues must be resolved by open communication and collaboration. This research sheds light on sustainable tourism development dynamics that can be used to benefit local welfare and culture.

CUSTOMER EXPERIENCE OF MULTI-SERVICE PLATFORM: THE MEDIATING ROLE BETWEEN BRAND EXTENSION STRATEGY AND BRAND IMAGE Hermawan, Daniel; Gunawan, Theresia; Li, Zhiwen
Dinasti International Journal of Management Science Vol. 2 No. 1 (2020): Dinasti International Journal of Management Science (September - October 2020)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijms.v2i1.555

As the pioneer in multi-service platform, GO-JEK faces tight competition from other similar type of businesses. GO-JEK extends its product through a lot of extensions to strengthen GO-JEK’s position. This research aims to analyze the impact of brand extension strategy on brand image with customer experience as the mediating role. The type of research is explanative, research method using survey with quantitative approach, and data analyze using Sobel test to determine the impact of brand extension strategy on brand image with customer experience as the mediating role. Based on data analyze result from 378 samples, brand extension strategy gives significant contribution to customer experience, customer experience gives significant contribution to brand image, brand extension strategy gives significant contribution to brand image, and brand extension strategy through customer experience give significant contribution to brand image. So there’s mediating role of customer experience to mediating the impact of brand extension strategy on brand image of GO-JEK in Bandung.

Co-Authors Allikanaya, Primaura Meiracaesara Andika, Vania Claresta Angelica, Maria Beta Wijanarko Pranoto, Laurentius Darmanto, Rayner Evan Dumanauw, Josh Samuel Ellen Cenora Erlina Erlina Fahrurrozi, Naufal Andyka Felicia Devina Arum Andita Florentyna, Dyta Nadya Franklin Asido Rossevelt Fransiska Anita Subari Fransiska Anita Subari Fransiska Anita Subari Halim, Kevin Gunawan Helmi, Hamdi Here, Imanuel Alexander Jenifer, Jenifer Karamang, Ezra Karen Millennia Puspa Nugroho Karerin Narisa Putri Keisha Safina Syauta Li, Zhiwen Markus, Monica Mesakh Abednego Setiawan Michael Swintio Halim Michelle Santi Kurniawan Muzadi, Alifya Ainun Nurfatha, Dianajmi Nurhalimah, Naura Rosya Pratama, Rahmadiansyah Rangga, Paulus Pradipta Roni Tua Salman Praja, Rinaldhi Sariputta, Stephen Shafwan, Fauzan Indra Sihombing, Heriyandi Pandapotan Sihotang, Desjantri Silfitri Suryajaya Eltanto, Kevin Syayu Zhukhruffa Theresia Gunawan Tobing, Albert Mangapul Parulian Lumban Tonda, Yoseph Maxidiaz Corala Trivena Muabuai, Ribka Yoke Pribadi Kornarius

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