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Indah Permatasari
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Transportation Other

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Journal : Multidisciplinary Indonesian Center Journal

 1 
DIGITAL PROMOTION STRATEGY: UTILIZATION OF DIGITAL ADVERTISING, ENDORSEMENTS, AND SOCIAL MEDIA CAMPAIGNS AT JNC COOKIES Jota Yovanto; Rini Puspita Dewi; Suci Fitriani; Luthfiani Chintia Wardani; Zia Dzilalul Haq; Revalsyah Alwi Alfarizky; Rizaldi Afrizafany; Ingrit Fatharani; Indah Permatasari; Oksa Putri Mulyadi; Yuyun Yuniarsih
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.2195

Abstract

The increasing intensity of competition in the culinary business sector of Micro, Small, and Medium Enterprises (MSMEs), particularly in snack food products such as JNC Cookies, necessitates the implementation of effective digital promotion strategies to expand market reach and improve sales performance. Changes in consumer behavior that increasingly rely on digital platforms to obtain information, evaluate purchasing decisions, and interact with brands have made adaptation to digital marketing an unavoidable requirement. Therefore, this study aims to analyze the planning, implementation, and effectiveness of digital promotion strategies through the utilization of digital advertising (paid advertising), endorsements, and social media campaigns in enhancing brand awareness and consumers’ purchase intention toward JNC Cookies. This study employs a descriptive qualitative approach, with data collection techniques including in-depth interviews, observation of social media activities, and analysis of the performance of implemented digital marketing campaigns. In addition, several supporting indicators were measured, such as content reach, engagement rate, consumer interactions, and changes in sales volume during the campaign period. The collected data were subsequently analyzed to identify the relationship between digital promotional activities and consumer responses. The expected outcomes of this study include the formulation of an applicable digital promotion strategy model for food-sector MSMEs, recommendations for the development of sustainable social media campaigns, and the mapping of the roles of endorsements and digital advertising in strengthening the brand positioning of JNC Cookies. The findings of this study are expected to provide practical contributions for MSME practitioners in optimizing the use of digital media as an effective, measurable, and consumer-oriented promotional tool.
Co-Authors Aceng Komarudin Mutaqin Adityawan Sigit Ahmad Supriatna Aisyah Haura Firdaus Alexander Dimas Adi Prakoso Alvina Fitriani Amarla Rachel Listi Arta Anak Agung Gede Meditriana Putra Anantya Prakasa Andi Aco Agus, Andi Aco Arini Endrawati Asmak UI Hosnah Astuti, Ratna Fitri Baiq Peber Wanti Bintang Afif Ardhianto Choirunnisa Marwa Nurul Amin Ciek Julyati Hisyam Danisya Wiaam Sausan Deandra Afifah Zerlinda Maidin Dedek Zulvira Deni Sulaeman Dewi Sartika Dillah Nur Syafanah Dimas Candra Pratama Dina Aulia Dona Marcelina Dwi Yumi Praharsini Dyah Iriani Evan Seprianto Evi Purnamasari Faridah Faridah Femmy Clara Febrianti Fidella Wijayanti Kurniawan Galu Putri Fatia Gregorius Moses Yukito Priambodo Habibatin Junnah Hafizh Bari’tasakura T S Hamid Bone Hardiyan Hardiyan Hasim As'ari Herlina Herlina Herlina Herlina Hessa Fadhela Putri Humeira Humeira Humeira Husna I Gede Ary Setiawan I Gusti Bagus Suryawan I Made Arjaya I Nyoman Gilang Wayska Prastika I Nyoman Putu Budiartha I Putu Nyoman Budiartha Ida Lestari Ika Wahyuningsih Imelda Saluza, Imelda Indrawati, Iin Indria Nur Septia Ingrit Fatharani Iqbal Putra Naufal Ivana Amelia Haryanto Putri Jacob Davidson Korassa Sonbai Jota Yovanto Jumawan Kadori Haidar Kharisma Nurbani Ki Agus Fazrul Khalil Kurnia Kurnia Kurnia Laili Nur Fatikhah Lilik Suryani Lisnur Wachidah Lokot Muda Harahap Luthfiani Chintia Wardani Mahmud Alpusari Marsela Nathalie Hutapea Masyitah Maulana Riski Ramadhani Merti Paensi Muhammad Agus Muljanto Muhammad Ikhwan Jambak Muhammad Rivyal Muhammad Syaifudin Musnia Musnia N.I.S. Baldanullah Nanda Intrianti Utami Naufal Mulyarizki Nayla Aqilah Ni Nyoman Sawitri Nurhatijah Nurhatijah Nurhatijah Oksa Putri Mulyadi Otang Kurniaman Praja Hadi Saputra Purwoko, Agus Putra Nizar Pratama Rabbania Nur Janah Rachmat Bayu Tyastomo Revalsyah Alwi Alfarizky Rifdan . Rini Puspita Dewi Riyo Riyadi Rizaldi Afrizafany Rizky Marchal P Rokhaidah Rokhaidah Rossy Azhar Roswaty Roswaty ROY SAPUTRA Sandi Fitriansyah Siregar Suci Fitriani Sudibya Tauliah Puji Lestari Tomi Wijaya Trio Ratnasari, Dine Ulil Azmi Zare Tanda Uzmatu Ruqoyah Wahyu Hidayat Widodo Pawirodikromo Yola Medistya Yulia Khoerunnisa Yuyun Yuniarsih Zahra Manaf Kanaya Zia Dzilalul Haq