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Ramdan, Ahmad Taufiq Maulana
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Pengaruh Brand Image, Distributor dan Influencer Marketing Terhadap Keputusan Pembelian Produk Scora (Studi Kasus Pada Kalangan Gen-Z Di Kota Bandung) Ramdhani, Sally Novia Asri; Oesman, Ida Farida; Akbar, Ridho Riadi; Ramdan, Ahmad Taufiq Maulana
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5806

Abstract

Riset ini dilatarbelakangi dengan adanya celah studi tentang pengaruh brand image, distributor dan influencer marketing terhadap keputusan pembelian produk Scora. Di sisi lain, fenomena strategi pemasaran yang semakin variatif yang tidak hanya mengandalkan kekuatan citra dan penyaluran distribusi saja, melainkan ada pemasaran secara online salah satunya melalui influencer marketing. Penelitian ini bertujuan menelaah dampak dari brand image, distributor serta influencer marketing terhadap keputusan pembelian produk Scora pada Gen-Z di Kota Bandung. Penelitian ini terkategori sebagai explanatory research dengan pendekatan kuantitatif. Ditentukannya sampel melalui rumus Lemeshow yang memperoleh 152 responden Gen-Z berdomisili Kota Bandung dan pernah membeli produk Scora. Kuisoner menjadi instrumen untuk mengkoleksi data yang berbasis skala likert dan dianalisis melalui teknik regresi linier berganda dengan alat bantu SPSS versi 26. Hasil riset ini menunjukkan jika brand image dan influencer marketing secara parsial memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk Scora. Berbeda dengan distributor yang tidak berpengaruh. Variabel influencer marketing menjadi variabel  yang dominan memberikan pengaruh. Implikasi yang diberikan oleh penelitian ini secara akademik berkontribusi dalam memperkaya khazanah keilmuan strategi pemasaran, perilaku konsumen, hingga digital marketing. Sedangkan secara praktis riset memberikan implikasi dalam ruang strategi pemasaran produk kecantikan, terlebih khusus pada produk Scora. Saran dari penelitian ini bagi para produsen kecantikan untuk terus memanfaatkan teknologi dengan teknik digital marketing. Bagi peneliti yang akan datang dapat menggunakan variabel seperti harga, kualitas produk serta affiliate marketing dalam melakukan penelitian selanjutnya.
Strategi Personal Branding Dedi Mulyadi Sebagai Tokoh Politik Humanis Di Akun Instagram @dedimulyadi71 Hilda Badriyah; Wiryani, Detya; Ramdan, Ahmad Taufiq Maulana
Jurnal Humanitaria Jurnal Ilmu Sosial dan Humaniora Vol. 4 No. 01 (2025)
Publisher : Universitas Islam Negeri Sunan Kalijaga Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/hum.v4i1.3561

Abstract

Abstract Personal branding strategy of Dedi Mulyadi as a humanist political figure on Instagram @dedimulyadi71 This study analyzes how Dedi Mulyadi uses Instagram to build a humanist political image through consistent visual storytelling, cultural symbols, and direct social engagement. Using a qualitative descriptive method with an interpretative approach, data were gathered from Instagram content analysis and in-depth interviews with followers. Findings reveal that Mulyadi’s empathetic and grounded communication style fosters public trust and reshapes perceptions of political leadership. His strategy highlights the power of authentic narratives in digital political branding. This research contributes to political communication studies and offers practical insights for politicians navigating social media platforms. Keywords: Personal Branding, Humanist Politics, Digital Communication, Political Narative
Strengthening Digital Literacy and Branding In The MSME and Disability Community In Cimareme Village Salma, Anisa; Nizami, Lulu Ulfa; Mote, Anton; Jaya, Rama Chandra; Ramdan, Ahmad Taufiq Maulana; Gunawan, Syam; Wiryany, Detya
Inaba of Community Services Journal Vol. 4 No. 2 (2025): Volume 4 Number 2, December 2025
Publisher : Universitas INABA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/inacos.v4i2.533

Abstract

This community service program aims to strengthen the digital communication, marketing, and microfinance management skills of MSME actors and people with disabilities in Cimareme Village, West Bandung. Although digital technology offers wide opportunities for business development, local entrepreneurs particularly the VirageAwie community still face limitations in digital literacy, branding, public communication, and simple financial recording. Using a Focus Group Discussion (FGD) method with a participatory approach, the program identified partners’ needs and designed thematic training covering digital marketing strategies, branding and public speaking, and digital market access. All sessions utilized experiential learning to promote hands-on practice in creating digital promotional content, delivering product presentations. The program also assisted in developing the VirageAwie website as a digital branding tool to expand market reach. The results show improvements in participants’ understanding of digital communication strategies, confidence in marketing interactions, ability to utilize social media. This empowerment initiative demonstrates the effectiveness of participatory communication and practical training in enhancing the independence and competitiveness of local entrepreneurs. Follow-up programs are recommended to ensure sustainable development, including SEO optimization, cross-cultural communication.
Strategi Komunikasi Digital PT Dirgantara Indonesia dalam Krisis Citra dan Reputasi Sholihat, Neng Aat; Ramdan, Ahmad Taufiq Maulana
Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS) Vol. 6 No. 1 (2026): Januari-April
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jkomdis.v6i1.4337

Abstract

The rapid, interactive, and wide-reaching development of online media has increased organizational reputational vulnerability, particularly for strategic state-owned enterprises (SOEs). In 2024, PT Dirgantara Indonesia experienced a reputational crisis following online media coverage regarding delays in salary and employee allowance payments, which initially constituted an internal administrative issue but subsequently evolved into a national public agenda through media framing that emphasized labor conflict and employee perspectives, thereby shaping negative public perceptions before the company was able to deliver effective clarification.This study aims to analyze PT Dirgantara Indonesia’s digital crisis communication strategy in maintaining corporate image and reputation amid negative online media coverage by examining media framing, organizational digital communication responses, and issue management practices during the crisis period.This research adopts a qualitative approach with a case study design. Data were collected through in-depth interviews with internal corporate actors directly involved in crisis communication, analysis of national online media coverage, and documentation of the company’s digital communication outputs. Data analysis was conducted using the interactive analysis model of Miles, Huberman, and Saldaña, encompassing data reduction, data display, and conclusion drawing through iterative thematic coding.The findings indicate that online media framing played a dominant role in shaping public perceptions from the early phase of the crisis. The company’s digital communication strategy, characterized by a formal, centralized, and reactive approach, was effective in maintaining information accuracy but less optimal in proactively constructing public narratives. Bureaucratic issue management processes delayed public responses and reinforced media framing dominance, underscoring the importance of rapid, proactive, and dialogic digital communication strategies in managing SOE reputational crises in the digital media era.
Co-Authors Amy Elva Silviany Andre Suryaningprang Arie Hendra Saputro Aryanti Rasyi Lubis, Ira Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Detya Wiryany Fanji Wijaya Feliza Zubair Hilda Badriyah Ida Farida Oesman Ita Rahmawati Jaya, Rama Chandra Kurnia, Maria Indriani Latifah Salim Nur Rohman, Siti Lubis, Ira Aryanti Rasyi Maharani, Sabrina Marshanda, Shafa Dwi Melati, Gita Sukma Mote, Anton Mujianto, Haryadi Nizami, Lulu Ulfa Nizarisda, Tsany Lathifa Permadi, Dian Putri, Azzahra Amelia Ramdhani, Sally Novia Asri Rasyi Lubis, Ira Aryanti Recky Recky, Recky Ricky Wahyudi Ridho Riadi Akbar Ridma Meltareza Rizkiana Poedjadi, Maudy Sala, Anisa Salma, Anisa Sholihat, Neng Aat Siddiq, Andhika Mochamad Surya Putra, Dice Sutisna, Aisya Fauziah Syam Gunawan Tawaqal, Rizki Surya Utami, Latifa Alda Veranita, Sindi Wiryani, Detya