Garuda - Garba Rujukan Digital

Pengaruh Social Media Marketing terhadap Brand Image My Pangandaran Tour and Travel Damayanti, Silvy; Chan, Arianis; Barkah, Cecep Safa'atul
Jurnal Ilmu Manajemen Vol 9, No 3 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Tour & Travel Agent is an old type of business that can still maintain its potential as a business opportunity every year. This is due to the use of the internet, thus presenting the online travel market. One of the travel agency businesses that use the internet, especially social media, as a marketing medium to build a company brand image is MyPangandaran. However, the growth of followers on the @mypangandarantours Instagram account is relatively slow, and the level of follower engagement is still low. This study aims to find out how MyPangandaran grows a positive brand image for followers of their Instagram account, @mypangandarantours. In addition, to see the influence that social media has had on followers of brand images on their Instagram accounts. The method used in this research is quantitative with the type of associative survey research. The data technique uses analysis from observations, literature studies, interviews and questionnaires. The sample in this study was 96 followers of the @mypangandarantours Instagram account. The sampling technique used non-probability sampling, namely purposive sampling. The data analysis technique used simple linear regression analysis. This study indicates a significant influence of social media on the brand image of followers of the @mypangandarantours Instagram account, meaning that if the social media marketing variable is getting better, the brand image will be getting better.

STUDI LITERATUR: PERBEDAAN KEPRIBADIAN GENDER DALAM MEMPENGARUHI PENERAPAN STRATEGI NEGOSIASI Harum, Margaretha Hanny; Barkah, Cecep Safa'atul; Novel, Nurillah Jamil Achmawati
Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis Vol 6, No 1 (2022): Perspektif Komunikasi
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/pk.6.1.73-88

Isu perbedaan gender hingga saat ini masih menjadi perbincangan, termasuk dalam hal profesi. Dalam negosiasi diperlukan seorang negosiator yang tepat untuk mewakili perusahaan, namun adanya perbedaan kepribadian gender menyebabkan adanya perbedaan antara negosiator pria dan negosiator wanita yang juga berdampak pada cara keduanya menerapkan strategi negosiasi. Penelitian ini bertujuan untuk mengetahui perbedaan antara negosiator pria dan negosiator wanita berdasarkan perbedaan gender dan cara keduanya menerapkan strategi negosiasi dengan adanya perbedaan kepribadian. Penelitian ini menggunakan metode studi literatur. Dari 19 jurnal, dilakukan pemilihan jurnal yang akan di review berdasarkan kriteria tertentu yaitu tahun penerbitan 2017 – 2019, dan keterkaitan dengan topik penulisan. Terdapat 6 jurnal yang dipilih berdasarkan kriteria. Analisa dilakukan dengan membaca abstrak terlebih dahulu, dari 6 jurnal dilakukan identifikasi dalam bentuk ringkasan yang disajikan dalam bentuk tabel. Hasil penelitian ialah perbedaan negosiator pria dan negosiator wanita berdasarkan perbedaan kepribadian gender yaitu dalam hal inisiatif memulai negosiasi, kemampuan komunikasi negosiasi, dan sikap dyang ditunjukan dalam situasi negosiasi yang rumit. Perbedaan tersebut berdampak pada perbedaan penerapan strategi negosiasi. Baik negosiator pria dan negosiator wanita dapat melakukan proses negosiasi dengan baik, tugas perusahaan adalah memilih negosiator yang tepat berdasarkan tujuan yang ingin dicapai.

CAMPUS AMBASSADOR STRATEGY ANALYSIS OF BRAND IMAGE AT MEZINK INDONESIA Nathania, Putri Citta; Barkah, Cecep Safa'atul
Jurnal Ilmu Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.40001

In the growing digital and connectivity era, the role of Brand Ambassadors in influencing brand image is becoming increasingly significant. A comprehensive analysis of Campus Ambassador's brand image strategy is important to understand how the use of this strategy can shape consumer perception. This study attempts to evaluate the degree to which Campus Ambassador influenced Mezink Indonesia's brand image. This paper was written using a descriptive qualitative technique. In addition, to support this research, a SWOT analysis was carried out so that researchers know the right strategy for the company. Analysis of Campus Ambassador's strategy on brand image at Mezink Indonesia shows that the use of Campus Ambassador can be an effective method to build and strengthen brand image among students.Keywords: Brand Ambassador, Brand Image, SWOT Analysis

Literature Review: The Role of Advertising in Building Brand Awareness Alifia, Rafika Zahwa; Barkah, Cecep Safa'atul; Sukoco, Iwan; Auliana, Lina
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 3 No. 3 (2022): Juli
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v3i3.666

Brand awareness is an important element in brand equity that indicates consumer knowledge of the existence of a brand. In building brand awareness, many companies use advertising to provide information about the products or services they offer. Finding out how the role of using advertising through various media in developing consumer brand awareness is the purpose of this study. Literature Review is the method used in which the author writes articles based on previous studies in the sphere of advertising and brand awareness. From these studies, it can be concluded that advertising has a significant role in building brand awareness and the effectiveness of advertising in building brand awareness is achieved if it meets several indicators, namely attracting, attracting attention, encouraging a sense of desire, and making consumers take action.

IMPLEMENTASI MSMES DEVELOPMENT DI TAMAN LIMO JATIWANGI DARI PROGRAM COMMUNITY EMPOWERMENT COCA-COLA EUROPACIFIC PARTNERS INDONESIA Herdiyani, Sankist; Barkah, Cecep Safa'atul
Kumawula: Jurnal Pengabdian Kepada Masyarakat Vol 7, No 1 (2024): Kumawula: Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/kumawula.v7i1.52547

Untuk menjadi negara maju pada tahun 2045, Indonesia harus memiliki rasio kewirausahaan minimal sebesar 4% dari populasi penduduk. Kini, Indonesia baru mencapai rasio kewirausahaan sebesar 3,74%. Maka perlunya peningkatan jumlah wirausaha melalui Usaha Mikro, Kecil, dan Menengah (UMKM). Departemen Public Affairs, Communications and Sustainability (PACS) di Coca-Cola Europacific Partners Indonesia (CCEPI) Bekasi 2 Plant berkontribusi pada pemerintah dalam mengembangkan UMKM agar berpotensi menjadi wirausaha melalui program community empowerment dengan merealisasikan MSMEs Development pada UMKM di Taman Limo Jatiwangi. Penelitian ini bertujuan untuk mengetahui implementasi dari program MSMEs Development CCEPI pada UMKM dan dampak yang dirasakan bagi UMKM dan CCEPI. Jenis penelitian ini menggunakan metode kualititatif deskriptif. Proses analisis data dalam penelitian ini yaitu dengan pengumpulan data, reduksi data, display data dan verifikasi data. Keabsahan data diperiksa dengan menggunakan teknik triagulasi sumber. Hasil dari penelitian ini ialah terealisasinya program MSMEs Development dengan memberikan dampak yang baik pada UMKM dan tercapainya tujuan CCEPI sehingga membuahkan hasil kontribusi pengembangan UMKM terhadap program pemerintah dalam meningkatkan wirausaha di Indonesia. To become a developed country in 2045, Indonesia must have an entrepreneurship ratio of at least 4% of the population. Currently, Indonesia has only reached an entrepreneurship ratio of 3.74%. So, there is a need to increase the number of entrepreneurs through Micro, Small, and Medium-sized Enterprises (MSMEs). The Public Affairs, Communications, and Sustainability (PACS) Department at Coca-Cola Europacific Partners Indonesia (CCEPI) Bekasi 2 Plant contributes to the government in developing MSMEs to have the potential to become entrepreneurs through the community empowerment program by realizing MSMEs Development in MSMEs in Taman Limo Jatiwangi. This research aims to determine the implementation of the MSMEs Development CCEPI program on MSMEs and the impact felt on MSMEs and CCEPI. This type of research uses descriptive qualitative methods. The data analysis process in this research is data collection, data reduction, data display, and data verification. The validity of the data was checked using source triangulation techniques. The result of this research is the realization of the MSMEs Development program by having a good impact on MSMEs and CCEPI resulting in the contribution of MSME development to government programs in increasing entrepreneurship in Indonesia.

Price Fluctuations and Social Media: A Study of Teenagers' Adaptive Consumer Choices Azzahra, Anandita Salsabila; Yiğitsoy, Ezgi; Ulutürk, Zeynep Sena; Tresna, Pratami Wulan; Chan, Arianis; Barkah, Cecep Safa'atul
SENTRALISASI Vol. 13 No. 2 (2024): Sentralisasi
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v13i2.3260

While experiencing hyperinflation, teenager needs to adjust and reevaluate their choices especially when they witness large price fluctuations and unexpected changes in their financial situation. Furthermore, they tends to focus on what’s happening on their social media. The main aim of this research is to examine how society behaved during the hyperinflation period in Türkiye using Bourdieu's theoretical framework. According to our research conducted through in-depth interviews and netnography, teenagers use three coping mechanisms to overcome their levels of cultural and economic capital. They often use coping mechanisms to create their own culture that helps them maintain their identity. This can help better understand behavior & habits of teenager buyers, especially in high inflation environments.

Effect of Consumer Perception on The Purchase Decision of Children's Football Clothing Products: (Case Study on Shopee at Yuro Sport Store) Nalindah, Vivi; Chan, Arianis; Tresna, Pratami Wulan; Barkah, Cecep Safa'atul
KINERJA Vol. 26 No. 1 (2022): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v26i1.5263

Business competition is getting tougher day by day for both small and large-scale businesses. And the Covid-19 pandemic has also greatly impacted the decline in sales, including the Yuro Sport Store which sells online at Shopee. The owner of the Yuro Sport Store wants to know whether there is a relationship that affects consumer perceptions of the decision to purchase children's soccer clothes at the Yuro Sport Store. By examining consumer perception variables consisting of sensation, organization, and implementation dimensions as well as purchasing decision variables consisting of product choices, brand choices, dealer choices, purchase amounts, purchase timings, and payment methods, researchers used the Pearson correlation test to determine the relationship between the two variables. And the results show the relationship between consumer perceptions of purchasing decisions. Researchers also propose development strategies, including designing attractive product photos on the main display and adding new product lines.

ANALISIS MOTIVASI KONSUMEN DALAM MELAKUKAN PEMBELIAN DI DEILICIOUS KITCHEN SEBAGAI UPAYA PERBAIKAN STRATEGI PRODUK DAN HARGA Fajrina, Erika Larasati; Barkah, Cecep Safa'atul; Chan, Arianis; Tresna, Pratami Wulan
JURNAL MANAJEMEN MAKER STIE SULTAN AGUNG Vol 7 No 1 (2021): Volume 7 Nomor 1 Tahun 2021
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/mjm.v0i0.213

Tujuan yang ingin dicapai dari penelitian ini adalah untuk mengetahui motivasi konsumen dalam melakukan pembelian makanan di Deilicious Kitchen. Motivasi konsumen dalam penelitian ini akan dikelompokkan berdasarkan motif pembelian konsumen, yaitu motif pembelian rasional dan motif pembelian emosional. Hasil dari penelitian ini akan dijadikan dasar untuk memperbaiki strategi produk dan harga di Deilicious Kitchen agar dapat berkembang dan bertahan di tengah-tengah persaingan. Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik analisis deskriptif. Metode pengambilan sampel yang digunakan adalah simple random sampling. Sampel dalam penelitian ini adalah 88 konsumen Deilicious Kitchen. Hasil penelitian menunjukkan bahwa terdapat empat motif pembelian yang paling dominan dalam mendorong atau merangsang konsumen untuk melakukan pembelian makanan di Deilicious Kitchen, yaitu: variasi menu dengan nilai rata-rata 4,43; kualitas produk dengan nilai rata-rata 4,38; harga dengan nilai rata-rata 4,07; dan penampilan produk dengan nilai rata-rata 3,78. Empat motif yang paling dominan ini kemudian disarankan untuk menjadi prioritas dari bisnis Deilicious Kitchen dalam perbaikan strategi produk dan harga. Â Kata kunci: motivasi konsumen, motif rasional, motif emosional

Effect of Consumer Perception on The Purchase Decision of Children's Football Clothing Products: (Case Study on Shopee at Yuro Sport Store) Nalindah, Vivi; Chan, Arianis; Tresna, Pratami Wulan; Barkah, Cecep Safa'atul
KINERJA Vol. 26 No. 1 (2022): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v26i1.5263

Business competition is getting tougher day by day for both small and large-scale businesses. And the Covid-19 pandemic has also greatly impacted the decline in sales, including the Yuro Sport Store which sells online at Shopee. The owner of the Yuro Sport Store wants to know whether there is a relationship that affects consumer perceptions of the decision to purchase children's soccer clothes at the Yuro Sport Store. By examining consumer perception variables consisting of sensation, organization, and implementation dimensions as well as purchasing decision variables consisting of product choices, brand choices, dealer choices, purchase amounts, purchase timings, and payment methods, researchers used the Pearson correlation test to determine the relationship between the two variables. And the results show the relationship between consumer perceptions of purchasing decisions. Researchers also propose development strategies, including designing attractive product photos on the main display and adding new product lines.

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