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Berlian Primadani Satria Putri
Telkom University
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PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND EQUITY Balinda Aretha Kusuma; Berlian Primadani Satria Putri
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 7 No 1 (2019): JIM UPB Volume 7 No 1 2019
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (400.592 KB) | DOI: 10.33884/jimupb.v7i1.904

Abstract

This study aims to determine and analyze the effect of social media marketing on brand equity Jenius. This study uses independent variables is social media marketing and dependent variable is brand equity. This study uses a quantitative method with a type of quasi-experimental research. In this study the authors determined the sample using probability sampling techniques, with respondents as many as 100 people. The data analysis technique used by the writer is descriptive data analysis, normality test, simple linear regression test, determination coefficient and hypothesis test.Based on the results of hypothesis testing using the t-test, the results show that social media marketing has an influence on Jenius brand equity. This is evidenced by tcount (6,728)> ttable (1,660). Based on the coefficient of determination, it is found that social media marketing has an influence of 31.6% on Jenius brand equity.
Pengaruh Iklan Webseries “Samsung: Move On Trip!” Terhadap Respon Khalayak Annisa Nurfitriyana; Berlian Primadani Satria Putri
Media Nusantara Vol 17, No 1 (2020): Mei 2020
Publisher : Media Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (776.35 KB) | DOI: 10.30999/medinus.v17i1.1242

Abstract

Pengaruh Electronic Word of Mouth di Instagram terhadap Brand Awareness Sisi Barat Cafe Zulfanul Qahfi; Berlian Primadani Satria Putri
Jurnal Komunikasi dan Bisnis Vol 8, No 1 (2022): Jurnal Ilmu Komunikasi dan Bisnis
Publisher : STARKI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36914/jikb.v8i1.810

Abstract

Instagram merupakan sebuah tempat atau media online yang saat ini banyak digunakan oleh kalangan anak muda hingga orang dewasa. Dengan adanya peningkatan yang cepat di pengikut Instagram sejak grand opening, penulis tertarik untuk melihat apakah ada dampak electronic word of mouth di sosial media Instagram pada kesadaran merek Pembeli di Sisi Barat Coffee, dan seberapa besar pengaruh electronic word of mouth di Instagram terhadap kesadaran merek konsumen Sisi Barat Coffee yang akan digunakan dalam ulasan ini untuk mengetahui dan seberapa besar "Pengaruh EWOM Akun Sisi Barat Coffee di Instagram terhadap Brand Awareness Konsumen" adalah strategi penelitian kuantitatif. Pengujian ini menggunakan penelitian kuantitatif, karena jenis ini dapat memberikan hubungan antara dua elemen, yaitu EWOM spesifik pada brand awareness. Hasil dari uji regresi linear sederhana yang didapat dari pengolahan informasi dengan bantuan SPSS 25 adalah 1,109. Jadi hasil dari informasi ini dapat menjelaskan apabila variabel EWOM dipandang konstan (0), kesadaran merek adalah 1,109. Sedangkan koefisien regresi pada variabel electronic word of mouth adalah 1,216. Hasil yang didapat dalam pengolahan informasi koefisien determinasi sebesar 66%.
The Effect of Ambassador Fiki Naki's Brand on the Brand Image of Ruangguru Feby Andarina; Berlian Primadani Satria Putri
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 4 (2022): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i4.7058

Abstract

Marketing communication that is commonly used is through advertising. One of the marketing communication strategies carried out by several companies or brands is a marketing strategy through brand ambassadors. Using a brand ambassador can cause an emotional appeal to the ad and this must be done in the right way such as choosing the right brand ambassador and also in accordance with the marketing target. The selection of brand ambassadors can be said to be the selection of brand speakers because according to Kotler and Armstrong (2018:163). One of the brand ambassadors used by Ruangguru is Fiki Naki, who is an influencer. Brand ambassadors are usually carried out by someone who has a wide network of scope and usually a brand ambassador will be chosen from the entertainment circle such as actors, models, athletes, and musicians to public figures who are respected by the community. (Appkey, 2020). This research was conducted to determine the effect of using Fiki Naki's brand ambassador on Ruangguru's brand image. This research uses the causal explanation quantitative research method. The sampling technique that will be applied is non-probability with the number of samples used as many as 400 respondents who are Ruangguru YouTube subscribers who know Fiki Naki. This test was carried out using the help of SPSS 26. Based on the results of the analysis in this study, the brand ambassador variable has an average score of 1535 or a percentage of 86.85%. The responses given by the respondents as a whole are included in the very good category. While the brand image variable has an average score of 1539 or a percentage of 77%. The responses given by the respondents as a whole are included in the good category. The calculated t value is 33,703 or greater than the t table, which is 1,966. The value of t table can be seen in the provisions of /2 = 0.05/2 = 0.025. The degree of freedom of the t table is dk= (400-(1+1)) = 389. So, it can be concluded that the value of t count > t table so that H0 is rejected and H1 is accepted. The results of the analysis of the coefficient of determination show that the R-Square value is 0.741 or 74.1%. Thus, the Brand Ambassador variable affects Ruangguru's Brand Image by 74.1%. While the rest is influenced by other variables not examined in this study.
Analisis Social Media Marketing Balai Diklat Industri Denpasar Dalam Mempromosikan Program Inkubator Bisnis Tohpati Made Ayuni Widiantari; Berlian Primadani Satria Putri
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 3 No. 5 (2022): MSEJ : Management Studies and Entrepreneurship Journal
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v3i4.1062

Abstract

Masih rendahnya wawasan dan pengetahuan masyarakat mengenai program layanan pemerintah, menjadi alasan pemerintah untuk terus menerapkan keterbukaan informasi kepada publik. Sebagai salah satu instansi pemerintah yang memberikan layanan publik, Balai Diklat Industri Denpasar memanfaatkan media sosial sosial instagram, facebook, dan whatsapp sebagai media pemasaran untuk memberikan informasi sekaligus memasarkan program Inkubator Bisnis.  Penerapan Social Media Marketing ini dianalisis menggunakan konsep penerapan Social Media Marketing  menurut Gunelius yaitu Content Creation, Content Sharing, Connecting, dan Community Building. Penelitian ini bertujuan untuk mengetahui dan menganalisis mengenai penerapan Social Media Marketing yang dilakukan Balai Diklat Industri Denpasar untuk mempromosikan program Inkubator Bisnis Tohpati. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan paradigma konstruktivisme. Hasil penelitian menunjukkan bahwa Balai Diklat Industri Denpasar telah menerapkan empat elemen penting yang menjadi keberhasilan Social Media Marketing, yaitu Content Creation, Content Sharing, Connecting, dan Communty Bulding. Namun, penerapan di ketiga media sosial tersebut masih belum seimbang dan pemanfaatan fitur yang digunakan di setiap media sosialnya juga belum terlalu maksimal.   Kata kunci: inkubator bisnis, layanan publik, pemasaran media sosial  
Pengaruh Online Customer Review Terhadap Persepsi Konsumen Pada Produk Scarlett Whitening di Marketplace Shopee Devayana Simbar Kencana Putri; Berlian Primadani Satria Putri
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 3 No. 6 (2022): MSEJ : Management Studies and Entrepreneurship Journal
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v3i6.1095

Abstract

Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh online customer review terhadap persepsi konsumen. Pada penelitian ini menggunakan metode kuantitatif melalui pengujian analisis regresi, koefisien determiasi, hipotesis, validitas dan reliabilitas. Hasil pengujian hipotesis menunjukan bahwa online customer review berpengaruh secara signifikan terhadap persepsi konsumen. Hasil perhitungan tabel t (0,025; 398) diperoleh hasil 1,966. Sedangkan hasil dari perhitungan t hitung sebesar 15,953, sehingga dapat diketahui t hitung (15,953) > ttabel (1,966). Sehingga dapat dinyatakan bahwa Ho ditolak dan Ha diterima yang artinya terdapat pengaruh antara online customer review terhadap persepsi konsumen. Dan hasil koefisien determinasi menunjukkan hasil bahwa R sebesar 0,624 dan R square (R2) sebesar 0,389. Maka dapat ditarik kesimpulan bahwa online customer review berpengaruh sebesar 39% terhadap persepsi konsumen dan sisanya 61% dipengaruhi oleh faktor lain yang tidak diteliti pada penelitian ini. Kata Kunci:  Online Customer Review, Persepsi Konsumen, Scarlett Whitening, Shopee
Analisis Social Media Marketing Balai Diklat Industri Denpasar Dalam Mempromosikan Program Inkubator Bisnis Tohpati Made Ayuni Widiantari; Berlian Primadani Satria Putri
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 3 No. 6 (2022): MSEJ : Management Studies and Entrepreneurship Journal
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v3i6.1205

Abstract

Masih rendahnya wawasan dan pengetahuan masyarakat mengenai program layanan pemerintah, menjadi alasan pemerintah untuk terus menerapkan keterbukaan informasi kepada publik. Sebagai salah satu instansi pemerintah yang memberikan layanan publik, Balai Diklat Industri Denpasar memanfaatkan media sosial sosial instagram, facebook, dan whatsapp sebagai media pemasaran untuk memberikan informasi sekaligus memasarkan program Inkubator Bisnis.  Penerapan Social Media Marketing ini dianalisis menggunakan konsep penerapan Social Media Marketing  menurut Gunelius yaitu Content Creation, Content Sharing, Connecting, dan Community Building. Penelitian ini bertujuan untuk mengetahui dan menganalisis mengenai penerapan Social Media Marketing yang dilakukan Balai Diklat Industri Denpasar untuk mempromosikan program Inkubator Bisnis Tohpati. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan paradigma konstruktivisme. Hasil penelitian menunjukkan bahwa Balai Diklat Industri Denpasar telah menerapkan empat elemen penting yang menjadi keberhasilan Social Media Marketing, yaitu Content Creation, Content Sharing, Connecting, dan Communty Bulding. Namun, penerapan di ketiga media sosial tersebut masih belum seimbang dan pemanfaatan fitur yang digunakan di setiap media sosialnya juga belum terlalu maksimal. Kata kunci : inkubator bisnis, layanan publik, pemasaran media sosial
AKTIVITAS KOMUNIKASI PEMASARAN PT ARAH DUNIA TELEVISI PADA PROGRAM RAMADHANKU DI JOGJA Tasya Yuni Azzahra; Berlian Primadani Satria Putri
Metacommunication Journal of Communication Studies
Publisher : Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/mc.v8i2.16736

Abstract

In the current digital era, new media, such as social media, have emerged abundantly. These new media platforms serve similar functions to television, providing information and entertainment, and can be seen as potential substitutes for television due to their accessibility and availability anywhere. To remain relevant in this evolving era, television networks have adapted to the trends by shifting towards digital television that can be accessed through gadgets. ADITV is one of the local Islamic television stations in Yogyakarta that has made this transition to digital television. One of ADITV's programs that reflects its Islamic identity is "Ramadhanku di Jogja." Marketing communication activities need to be conducted to sustain its position amidst the emergence of new media. Therefore, this research aimed to explore the marketing communication activities of PT Arah Dunia Televisi in the program "Ramadhanku di Jogja" using the concepts of marketing communication (Kotler & Keller, 2012) and marketing communication mix (Firmansyah, 2020). The research methodology employed is qualitative descriptive, involving data collection through interviews, observations, documentation, and literature review, utilizing source triangulation and technique triangulation as data validity techniques. The findings of this study indicate that ADITV has implemented marketing communication activities in the program "Ramadhanku di Jogja," including advertising, sales promotion, public relations and publicity, personal selling, and direct marketing, with a stronger focus on conventional marketing approaches such as personal selling and direct marketing.
PENGARUH CO – BRANDING CHATIME – SASA TERHADAP BRAND EQUITY CHATIME Alfi Karunia Nilasari; Berlian Primadani Satria Putri
Journal of Management Small and Medium Enterprises (SMEs) Vol 16 No 1 (2023): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v16i1.7931

Abstract

This study aims to find out the influence of the Chatime-Sasa Co-branding on Chatime's Brand Equity. The method in this study is a quantitative method of the causal type. The authors use a non-probability sampling type that is purposive sampling. The current target sample of the study is 100 respondents. Based on the results of the study, the Co-branding variable has a significant positive influence on Brand Equity. Chatime-Sasa's Co-branding influences Chatime's Brand Equity by 45,4% and another 54,6% is influenced by other variables outside of Co-branding. The benefit of the current research is to provide ideas and input on Chatime-Sasa Co-branding activities toward Chatime Brand Equity which can then be used as a branding strategy in the future. Keywords : Co-branding; Brand Equity; Chatime-Sasa
LITERASI DEMOKRASI DAMAI DI ERA DIGITAL PADA PERWAKILAN PELAJAR SMPN 4 SURAKARTA Haqqu, Rizca; Mahadian, Adi Bayu; Satria Putri, Berlian Primadani
Prosiding Konferensi Nasional Pengabdian Kepada Masyarakat dan Corporate Social Responsibility (PKM-CSR) Vol 6 (2023): INOVASI PERGURUAN TINGGI & PERAN DUNIA INDUSTRI DALAM PENGUATAN EKOSISTEM DIGITAL & EK
Publisher : Asosiasi Sinergi Pengabdi dan Pemberdaya Indonesia (ASPPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37695/pkmcsr.v6i0.1892

Abstract

Based on the information from the Principal of SMPN 4 Surakarta, many of her students experienced bullying when using social media and inappropriately expressed their freedom of opinions. As a result, a team of lecturers from the Faculty of Communication and Business, Telkom University conducts a Community Service Activity at SMPN 4 Surakarta entitled "LITERATION OF PEACE DEMOCRACY IN THE DIGITAL ERA IN STUDENT REPRESENTATIVES OF SMPN 4 SURAKARTA" with the aim of helping schools and their students maximize the use of gadgets effectively and safely. This topic is interesting and important to discuss because currently the school is one of the schools that is experiencing climate change in the learning process and social interaction between students due to the zoning system. The aim of this Activity is so students become people with good character and become responsible when using their social media. With the use of participatory, educative method and training the result shows that SMPN 4 Surakarta students, have successfully carried out all the trainings in two different sessions. The first one focuses on Communication area while the second one focuses on the Democracy Literacy. Even though they were forced to get out of their comfort zone in expressing their opinions, SMPN 4 Surakarta students were finally able to apply what they have learned from this training, as evidenced by the presentation at the end of the activity. Keywords: Social media, Literasi Demokrasi, Digital Era
Co-Authors Adi Bayu Mahadian Ainiyah, Rihdatul Alfi Karunia Nilasari Alifya Irfani Amellica, Nozella Annisa Nurfitriyana Aviesni Sabrina Balinda Aretha Kusuma Devayana Simbar Kencana Putri Dewi, Nursita Sari Dhiyaurrahman, Zahraa Anaqi Diah Agung Esfandari Difa Nurhasna Ayutiani Fadilah, Alya Septria Feby Andarina Freddy Yusanto Jasmine Alya Pramesthi Khairani, Dina Lucy Pujasari Supratman Made Ayuni Widiantari Mahdi, Abbiyu Ihsan Nofha Rina Novyanti, Dewa Ayu Chyntia Nursafitri, Nilam Putri, Nikmatul Rajagukguk, Yosua Rey A M Ramadhana, Ghivary Rizky Rizca Haqqu Rozaq, Miftahul Ruth Mei Ulina Malau Salsabila, Unik Hanifah Salsabillah, Nur Alifah Selistyawati, Wike Ayu Syafira Putri Kinanti Tasya Yuni Azzahra Waidika, Gde Donny Arya Wijayanti, Dede Tri Rizky Zahra, Rida Ratu Az Zulfanul Qahfi Zulfanul Qahfi