Garuda - Garba Rujukan Digital

PENGARUH CELEBRITY ENDORSE, KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE REALME DI BRC BONDOWOSO Riya, Nila Rosa; Sumowo, Seno; Wibowo, Yohanes Gunawan
Growth Vol 20 No 2 (2022): November
Publisher : Relawan Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/growth-journal.v21i1.2763

Perkembangan dunia modern dan globalisasi saat ini kita membutuhkan kemajuan dibidang komunikasi. Hal ini menjadikan timbulnya persaingan dalam bidang telekomunikasi persaingan tersebut dapat dilihat dari banyaknya produsen memproduksi berbagai produk komunikasi seperti smartphone yang menawarkan berbagai jenis produk baru dengan inovasi yang berbeda dari produk-produk sebelumnya. Kota bondowoso menjadi salah satu tempat penjulan produk smartphone realme yang menjadi target pangsa pasar oleh perusahaan. BRC cell adalah salah satu konter di Bondowoso yang menjual smartphone Realme, dimana nukman cell melakukan penjualan dengan memanfaatkan celebrity endorsement dari peusahaan Realme itu sendiri, mengenai kualitas produk dari smartphone Realme tidak dapat diragukan lagi, tentu hal ini akan menjadi Brand image(citra merek) tersediri di masyarakat. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh dari celebrity endorse, kualitas produk dan brand image keputusan pembelian Handphone Realme di BRC Cell Bondowoso. Populasi dalam penelitian ini yaitu konsumen BRC Cell Bondowoso. Sampel yang digunakan sebanyak 150 responden dengan menggunakan purposive sampling. Alat analisis menggunakan regresi linier berganda. Hasil penelitian membuktikan bahwa celebrity endorse, kualitas produk dan brand image berpengaruh signifikan terhadap keputusan pembelian Handphone Realme di BRC Cell Bondowoso.

PEMANFAATAN MANAJEMEN PEMASARAN SECARA ONLINE MELALUI APLIKASI INSTAGRAM PADA TOKO MADINAH KALISAT Wardiyah, Silvi; Fatimah, Feti; Wibowo, Yohanes Gunawan
Growth Vol 21 No 1 (2023): Mei
Publisher : Relawan Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/growth-journal.v21i1.2813

Instagram is not just for sharing information, but also a means of communicating and interacting online to do business marketing. So this study aims to explain and analyze the use of STP (Segmenting, Targeting, Positioning) and marketing mix (Marketing mix) in online marketing through the Instagram application at the Medina Kalisat Shop. This study uses qualitative research with descriptive methods. From the results of the analysis that has been carried out, the researcher concludes that Toko Madinah has implemented STP well. The results of the analysis of the marketing mix (marketing mix), the company pays attention to the variables from the STP (Segmenting, Targeting, Positioning) of a company so that online marketing management can run smoothly. effective and efficient. Toko Madinah still has limited knowledge in marketing through Instagram so that the function of social media that they have is not optimal. Suggestions for optimizing online marketing through Instagram are by utilizing the features of Instagram videos, Live videos, Instagram stories, and shopping tags.

ANALISIS STRATEGI PEMASARAN DENGAN PENDEKATAN SWOT DAN QUATITATIVE STRATEGIC PLANNING MATRIX (QSPM) DALAM MENINGKATKAN PENJUALAN PADA PERCETAKAN MAXX DESIGN JEMBER Faisol, Ahmad; Sumowo, Seno; Wibowo, Yohanes Gunawan
Growth Vol 22 No 1 (2024): Mei
Publisher : Relawan Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/growth-journal.v22i1.4483

This research aims to find out the right marketing strategy to increase sales at Maxx Design Jember. This type of research uses descriptive qualitative research. The sampling technique used Non Probability Sampling totaling 115 samples. Data collection techniques use interviews, observation, documentation and questionnaires. Data analysis techniques use SWOT and QSPM analysis. Based on the results of the research and discussion, it can be concluded that in the Cartesian SWOT diagram, Maxx Design Jember is at the coordinate point S;T = 0.27; -0.1, namely being in quadrant IV diversification, which is a strategy that focuses on strengthening the main business or creating supporting resources. Maxx Design Jember can use other social media information technology, not only YouTube, Instagram and Facebook. Using the marketplace as a new step to expand market share. Utilizing paid advertising on social media or using influencer services to promote products, and starting to use websites can be done even though it increases promotional costs, but this can be included as an investment. Because the impact of this promotional strategy will affect the development and sales of the product it self.

PENGARUH KUALITAS PELAYANAN, HARGA, DAN FITUR TERHADAP KEPUASAAN PELANGGAN GOJEK SAAT PENDEMI COVID-19 DI BANYUWANGI (STUDI KASUS PELANGGAN FITUR GOFOOD) Alarni, Khalifah Hikmah; Hafidzi, Achmad Hasan; Wibowo, Yohanes Gunawan
Growth Vol 20 No 2 (2022): November
Publisher : Relawan Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/growth-journal.v21i1.2762

Study aims to determine and analyze the effect of service quality, price and features on Gojek customer satisfaction during the Covid-19 outbreak in Banyuwagi. The primary data source used in this study is the respondents' answers through questionnaire items. The population of this study is all Gojek customers in Banyuwangi whose number cannot be counted with certainty. Thus the number of samples in this study amounted to 90 respondents. The analytical tool used in this study is multiple linear regression analysis. Many regression test results indicate that service quality has a positive effect on customer satisfaction. This proves that good service quality will increase Gojek customer satisfaction in Banyuwangi. Price has a positive effect on satisfaction. This proves that the right price will increase Gojek customer satisfaction in Banyuwangi. Features have a positive effect on customer satisfaction. This proves that better features will increase Gojek customer satisfaction in Banyuwangi. The results of the partial test (t test) show that service quality, price and features have a significant effect on Gojek customer satisfaction.

PENGARUH PROMOSI PRODUK MELALUI MEDIA SOSIAL TIKTOK DAN REVIEW PRODUK PADA MARKETPLACE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Mahasiswa Unmuh Jember) Anugrah, Sella Nanda; Hafidzi, Achmad Hasan; Wibowo, Yohanes Gunawan
Jurnal Mahasiswa Entrepreneurship (JME) Vol 2 No 2 (2023): FEBRUARI 2023
Publisher : Fakultas Ekonomi dan Bisnis

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Promosi Produk Melalui Media Sosial Tiktok dan Review Produk Pada Marketplace Shopee. Jenis penelitian adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah mahasiwa aktif Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Jember tahun 2018-2022 yang berjumlah 1.611 mahasiswa. Data tersebut diperoleh dari kuesioner yang diisi secara online. Pengambilan sampel menggunakan nonprobability sampling dengan teknik purposive sampling dengan jumlah sampel sebanyak 320 responden. Analisis data menggunakan uji istrumen data, uji asumsi klasik, uji regresi linier berganda, uji t, dan koefisien determinasi dengan alat bantu aplikasi SPSS 25. Berdasarkan hasil penelitian ini menunjukkan bahwa variabel promosi melalui media sosial Tiktok berpengaruh positif dan signifikan terhadap keputusan pembelian tersebut dibuktikan dengan nilai t-hitung sebesar 11,967 dan nilai signifikan di tunjukan dengan 0.000<0.05. Rview produk berpengaruh positif dan signifikan terhadap keputusan pembelian tersebut dibuktikan dengan nilai t-hitung sebesar 11,991 dan nilai signifikan di tunjukan dengan 0.000<0.05.

THE INFLUENCE OF DIGITAL MARKETING ON IMPROVING MARKETING PERFORMANCE IN CAFES IN KALIBARU DISTRICT, BANYUWANGI REGENCY Sunarto, Danar Aldova; Santoso, Budi; Wibowo, Yohanes Gunawan
Dynamic Management Journal Vol 8, No 3 (2024): July
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v8i3.11906

This research aims to determine and analyze the influence of digital on marketing performance at cafes in Kalibaru District, Banyuwangi Regency. The location of this research is at 3 cafes in Kalibaru District, namely Cafe Anyo, Roemah Kopi Kalibaroe and Pawon Rencang Lawas. This type of research uses quantitative methods with a sample size of 120 respondents and uses purposive proportional random sampling techniques using data collection techniques in the form of questionnaires to respondents. The data analysis technique for this research uses instrument testing, classical assumptions and multiple linear regression. The analysis results obtained show that social media Instagram, E-commerce and social media Tiktok have a positive and significant effect, both partially and simultaneously, on marketing performance at cafes in Kalibaru District, Banyuwangi Regency, with a contribution level of influence of 0.540 or 54%.

THE INFLUENCE OF SHOPPING LIFESTYLE, FASHION INVOLVEMENT, DISCOUNT, LIVE STREAMING SHOPPING, AND PAYMENT METHODS ON IMPULSE BUYING FASHION PRODUCTS ON THE SHOPEE MARKETPLACE Hady, Intan Ferial; Izzuddin, Ahmad; Wibowo, Yohanes Gunawan
Jurnal Comparative: Ekonomi dan Bisnis Vol 6, No 3 (2024): August
Publisher : Univesitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/combis.v6i3.11447

This research aims to determine the influence of shopping lifestyle, fashion involvement, discounts, live streaming shopping, and payment methods on Impulse Buying of fashion products on the Shopee Marketplace (case study of Generation Z in Sumbersari District, Jember Regency). The type of research used in this research is quantitative. The population in this study is Generation Z Shopee application users in Sumbersari District, Jember Regency and the sample taken was 155 people with a sampling technique using purposive sampling. Data collection methods are through observation and questionnaires via Google Form. The data analysis used is multiple linear regression, while hypothesis testing uses the t test. The research results show that Shopping Lifestyle, Fashion Engagement, Discounts, Live Streaming Shopping, and Payment Methods have a significant influence on Impulse Buying of fashion products on the Shopee Marketplace. Suggestions for future researchers are adding variables that support measuring Impulse Buying, such as Electronic Word of Mouth (e-WOM) variables and Hedonic Shopping Motivation so that they can provide a broader picture of what factors influence Impulse Buying.

Comparative Study of Artificial Intelligence (AI) Utilization in Digital Marketing Strategies Between Developed and Developing Countries: A Systematic Literature Review Mubarok, Muhammad Umam; Sari, Maheni Ika; Wibowo, Yohanes Gunawan; Mathew, Raisun
Ilomata International Journal of Management Vol. 6 No. 1 (2025): January 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i1.1534

Artificial Intelligence (AI) has become crucial in digital marketing strategies in the rapidly advancing digital era. Developed and developing countries exhibit significant differences in adopting and implementing this technology, influenced by infrastructure readiness, human resources, and policy support. This study aims to compare the use of AI in digital marketing strategies between developed and developing countries to understand each group's challenges and opportunities. The research employs a Systematic Literature Review (SLR) method by analyzing 50 articles from leading databases such as Scopus, Springer, and IEEE Xplore. The analyzed articles were selected based on inclusion criteria, including relevance to the topic, publication year (2018-2024), and full accessibility. Data were analyzed through thematic synthesis to identify patterns, trends, and gaps in AI adoption between the two groups of countries. NVivo and VOSviewer are used as analytical tools to facilitate data analysis. The findings reveal that developed countries leverage AI for content personalization, predictive analytics, and marketing automation, supported by advanced digital infrastructure. Meanwhile, developing countries still face various obstacles, such as limited infrastructure and digital literacy. The implications of this study highlight the need for more significant investment in technological infrastructure in developing countries and the importance of global collaboration to accelerate equitable AI adoption. This research also provides recommendations for policymakers and business practitioners to optimize AI utilization in digital marketing strategies across different contexts.

Comparative Study of Artificial Intelligence (AI) Utilization in Digital Marketing Strategies Between Developed and Developing Countries: A Systematic Literature Review Mubarok, Muhammad Umam; Sari, Maheni Ika; Wibowo, Yohanes Gunawan; Mathew, Raisun
Ilomata International Journal of Management Vol. 6 No. 1 (2025): January 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i1.1534

Artificial Intelligence (AI) has become crucial in digital marketing strategies in the rapidly advancing digital era. Developed and developing countries exhibit significant differences in adopting and implementing this technology, influenced by infrastructure readiness, human resources, and policy support. This study aims to compare the use of AI in digital marketing strategies between developed and developing countries to understand each group's challenges and opportunities. The research employs a Systematic Literature Review (SLR) method by analyzing 50 articles from leading databases such as Scopus, Springer, and IEEE Xplore. The analyzed articles were selected based on inclusion criteria, including relevance to the topic, publication year (2018-2024), and full accessibility. Data were analyzed through thematic synthesis to identify patterns, trends, and gaps in AI adoption between the two groups of countries. NVivo and VOSviewer are used as analytical tools to facilitate data analysis. The findings reveal that developed countries leverage AI for content personalization, predictive analytics, and marketing automation, supported by advanced digital infrastructure. Meanwhile, developing countries still face various obstacles, such as limited infrastructure and digital literacy. The implications of this study highlight the need for more significant investment in technological infrastructure in developing countries and the importance of global collaboration to accelerate equitable AI adoption. This research also provides recommendations for policymakers and business practitioners to optimize AI utilization in digital marketing strategies across different contexts.

TREN DAN TRANSFORMASI ELECTRONIC WORD OF MOUTH DALAM LIMA TAHUN TERAKHIR: KAJIAN SISTEMATIS PERKEMBANGAN STRATEGI DAN PENGARUHNYA PASCA PANDEMI COVID-19 Wibowo, Yohanes Gunawan
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 8 No. 2 (2025): Jurnal Ilmiah Akuntansi, Manajemen, dan Ekonomi Islam (JAM-EKIS)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jamekis.v8i2.8179

The rapid development of digital technology and shifting consumer behavior in the post-COVID-19 era have driven a major transformation in marketing communication patterns, particularly through Electronic Word of Mouth (e-WOM). Over the past five years, e- WOM has evolved beyond simple text-based reviews to become visual and interactive content disseminated via social media platforms such as TikTok, Instagram, and YouTube. This study aims to regularly examine the trends and transformations of e-WOM in terms of format, distribution channels, adaptive strategies used by businesses, and its impact on consumer behavior in the digital landscape after the pandemic. The research employs a Systematic Literature Review (SLR) method by analyzing 18 scholarly articles sourced from reputable databases such as Scopus, ScienceDirect, and Google Scholar, selected based on keywords: “electronic word of mouth,” “e-WOM,” “post-pandemic digital marketing,” and “consumer behavior.” The findings reveal that e- WOM has become a strategic instrument that not only enhances brand credibility through authentic and emotional content but also serves as a core component of data-driven, community-oriented, and participatory digital marketing strategies. This study provides valuable insight into the dynamics of digital consumer communication and offers practical guidance for companies and MSMEs in managing e-WOM effectively

Title

Found 22 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 22 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 22 Documents
Search