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All Journal The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Among Makarti Jurnal Ilmiah Manajemen dan Bisnis (JIMB) E-Dimas: Jurnal Pengabdian kepada Masyarakat Journal of Economic, Bussines and Accounting (COSTING) Community Engagement and Emergence Journal (CEEJ) Jurnal Sosial dan Teknologi Journal of Research in Social Science and Humanities Journal of Applied Business, Taxation and Economics Reseach Journal of Social Research ASEAN Marketing Journal Asia Pacific Journal of Management and Education
Novika Candra Astuti
School of Business and Management, Institut Teknologi Bandung
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Proposed Strategy to Increase Brand Awareness in the Digital Market through Influencer and Content Marketing for SHAKTI Spice Product Wirajaya, Abirackshaan; Astuti, Novika Candra
Journal of Social Research Vol. 4 No. 7 (2025): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v4i7.2596

Abstract

The low brand awareness of SHAKTI, a chili powder product owned by PT Sathrusi Komoditi Indonesia, presents a major challenge for entering Indonesia's competitive digital market, despite offering high-quality, halal-certified products, SHAKTI’s digital marketing efforts remain underdeveloped, this study investigates how influencer marketing and content marketing impact the improvement of brand awareness, a mixed-method approach was adopted, with quantitative data collected from 130 potential consumers via structured questionnaires, and qualitative data obtained through in-depth interviews with three internal stakeholders, multiple regression analysis revealed that both influencer marketing (? = 0.524) and content marketing (? = 0.405) significantly influence brand awareness, with an explanatory power of R² = 0.766 the proposed strategies include enhancing educational and visual content on Instagram, collaborating with relevant micro-influencers, optimizing marketplace listings, and initiating a digital loyalty program, all of these findings highlight the importance of integrating influencer and content marketing strategies to sustainably increase SHAKTI’s digital brand visibility.
Understanding Visitor Engagement at Private Art Spaces: A Mixed-Methods Study of A Non-Profit Gallery in Indonesia Indraputri, Zafira Meizzati; Astuti, Novika Candra
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 2 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i2.10188

Abstract

Private art spaces occupy an unusual position in the cultural landscape. They carry public-facing missions—education, cultural dialogue, community building—yet operate without the institutional funding that sustains government museums. This study examines factors shaping visitor engagement at Gallery XYZ, a non-profit contemporary art institution located in a major creative city in Indonesia. Despite years of programming exhibitions, workshops, and cultural events, the gallery faces inconsistent attendance and a narrow visitor demographic. The research employed a convergent mixed-methods design, integrating quantitative survey data (n=162) with qualitative semi-structured interviews (n=11). Survey respondents were categorized into three segments: current visitors (n=88), aware non-visitors who recognized the gallery but had never attended (n=34), and those entirely unaware of its existence (n=40). Thematic analysis following Braun and Clarke's framework identified six interrelated themes: motivational drivers, engagement barriers, visitor experience quality, brand perception, communication effectiveness, and value perception. Quantitative findings revealed that 81.8% of visitors were irregular—either lapsed or one-time attendees. Access and distance emerged as the dominant barrier (67.0% of visitors, 31.1% of non-visitors). The companion dependency pattern proved equally notable: 61.4% visited with friends, while 25-31% across segments cited lacking a companion as a barrier. Qualitative findings revealed a perception gap—the gallery commanded prestige among art insiders yet remained largely invisible to the general public. Non-visitors described galleries as spaces "made for other people," suggesting psychological barriers that practical interventions alone may not address. The study contributes to cultural marketing literature by illustrating how private art spaces in developing economies may inadvertently cultivate exclusive reputations despite inclusive aspirations.
Pelatihan Pengembangan Produk Beras Organik di Desa Cikurubuk Suhardi, Agatha Rinta; Sari, Oktora Yogi; Sakti, Intan Widuri; Oktaviani, Desy; Astuti, Novika Candra; Darajat, Zakiah
E-Dimas: Jurnal Pengabdian kepada Masyarakat Vol 16, No 4 (2025): E-DIMAS
Publisher : Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/e-dimas.v16i4.24878

Abstract

Peran UKM dalam perekonomian suatu negara sangatlah penting. UKM melambangkan kekuatan pembangunan ekonomi sebuah negara. Pentingnya UKM sebagian besar berkaitan dengan sebutan mereka sebagai tulang punggung ekonomi pembangunan. Padi merupakan salah satu komoditi utama yang dihasilkan dari Indonesia, dimana data Badan Pusat Statistik pada Februari 2025, produksi padi pada tahun 2024 sebesar 53,14 juta ton gabah kering, dimana dari angka tersebut dikonversi menjadi komsumsi beras untuk pangan penduduk sejumlah 30,62 juta ton. Budidaya beras organik memainkan peran penting dalam memajukan tujuan pembangunan berkelanjutan (SDGs) Indonesia. Di Indonesia, beras organik merupakan kategori produk organik terbesar ketiga, dengan perkiraan produksi pada tahun 2022 sebesar 40.376 ton, naik sekitar 14% dari tahun 2021. Beras organik merupakan komoditas utama yang saat ini sedang dikembangkan oleh masyarakat di Desa Cikurubuk dalam meningkatkan pendapatan para warga Desa. Tujuan penelitian ini untuk memberikan masukan dalam meningkatkan penjualan beras organik. Metode penelitian yang digunakan yaitu deskriptif dari hasil wawancara dengan pengelola bisnis beras organik. Hasil wawancara didapatkan bahwa pengelolaan bisnis beras organik masih dilakukan secara individu dan sangat bergantung terhadap produksi beras dari para petani di Desa Cikurubuk.
Proposed Marketing Strategy To Enhance Brand Awareness Of Perfume Industry In Indonesia (Case Study : Charma Scents) Azka, Chyntia Paramitha; Astuti, Novika Candra
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.535

Abstract

CharmaScents, a small and medium enterprise established in 2023, faces a critical business challenge of persistently low sales performance despite operating within Indonesia's rapidly growing perfume market, projected to reach USD 427.81 million with a CAGR of 3.35% through 2030. Through systematic root cause analysis, this research identifies that the fundamental business issue is not product quality, pricing strategy, or distribution channels, but rather critically low brand awareness among target consumers, with 58.6% of surveyed respondents having never heard of the brand. This creates a significant gap between market potential and actual sales performance, as brand awareness serves as the essential first step in consumer decision-making processes, particularly for experiential products like fragrances where sensory perception and emotional value play crucial roles. The research addresses a significant gap in understanding how emerging local perfume SMEs in developing markets can strategically build brand awareness through digital marketing within resource-constrained environments, particularly when marketing sensory products that traditionally require physical testing but are increasingly purchased online without prior experience. This study is especially relevant given that 73% of Generation Z consumers in Indonesia now engage in blind-buying behavior for perfumes based on digital content and social proof, representing a fundamental shift in consumer behavior that existing literature has not adequately explored within the context of local brand development strategies. This research employs a comprehensive mixed-methods approach integrating quantitative consumer surveys and qualitative stakeholder interviews to develop evidence-based marketing strategies. The quantitative component utilized a structured questionnaire distributed to 249 respondents from Generation Z and Millennial demographics in the Jabodetabek area, with data analyzed through IBM SPSS Statistics using validity testing, reliability testing, descriptive statistical analysis, and cluster analysis. The qualitative component consisted of semi-structured interviews with CharmaScents' co-founder, providing critical insights into internal capabilities and strategic positioning. The theoretical foundation integrates Kotler and Armstrong's Marketing Strategy and Marketing Mix theory, Barney's Resource-Based View, Porter's Value Chain and Five Forces, and PESTLE framework, synthesized through SWOT and TOWS analysis, ultimately applying Ansoff's Matrix to identify the most appropriate growth strategy. The research findings confirm critically low brand awareness as the primary barrier to sales growth, with cluster analysis identifying Value Seekers (57% of respondents) as the optimal target segment, young middle-income professionals aged 25-35 with stronger purchasing capacity, systematic decision-making processes, and high engagement with digital platforms. Internal analysis reveals that while CharmaScents possesses valuable resources including high-quality products, unique archetype-based storytelling, and authentic Indonesian cultural narrative, these strengths remain underutilized due to inconsistent digital content execution, limited marketing budget, and insufficient social proof. External analysis highlights favorable conditions including government support for local brands, growing consumer preference for domestic products, and e-commerce adoption, though tempered by intense competitive rivalry, low entry barriers, and minimal switching costs in the marketplace. Based on these findings, the research proposes a Market Penetration strategy comprising three integrated components. First, CharmaScents should develop a systematic digital content marketing framework centered on consistent storytelling campaigns aligned with personality archetypes, leveraging Instagram, TikTok, Shopee, and Tokopedia through structured content calendars, user-generated content, and strategic micro-influencer collaborations. Second, the company should introduce value-based product offerings including trial kits and scent bundles designed to reduce purchase barriers and encourage product exploration in online environments. Third, CharmaScents should selectively participate in offline activation events in urban areas to enable sensory product experience while reinforcing digital narratives. The implementation follows a phased approach prioritizing immediate actions (0-3 months) focused on establishing consistent content systems and launching trial offerings, medium-term initiatives (3-6 months) emphasizing micro-influencer partnerships and marketplace optimization, and long-term strategies (6-12 months) involving selective offline activations and community-building programs. This resource-conscious approach aims to increase brand awareness among Value Seeker consumers, build trust through social proof, and convert market potential into sustained sales growth while remaining aligned with CharmaScents' limited organizational capacity and affordable luxury positioning.
UTILIZING FOUNDER’S PERSONAL BRANDING AS PROPOSED STRATEGY TO INCREASE BRAND AWARENESS: CASE STUDY IN LOUISSE CHOICE BEAUTY Fara Nabila, Annisa; Astuti, Novika Candra
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/yp8a4f11

Abstract

This research aims to formulate and propose a digital marketing strategy that can be used by Louisse Choice Beauty to increase brand awareness given that the current state of Louisse Choice Beauty has lower engagement compared to the popularity of its founder, Louisse Scarlett. This research seeks to utilize founder’s personal branding as a digital marketing strategy. The method used in this research is a qualitative method that combines primary and secondary data to provide an in-depth understanding of the topic under the study. Data collection was carried out in two events, namely primary data collection conducted by in-depth interviews with internal and external stakeholders including founders, marketing leaders, digital marketing teams, and consumers. Then secondary data collection in the form of document studies of industry reports on the beauty market, academic journals, beauty market phenomenon, and media coverage and consumer reviews on social media and marketplaces. The theory used in this research is the AFI framework which used as the basis for preparing digital marketing strategies. In the analysis stage, Porter’s Five Forces theory is used to analyze external environments and VRIO with 4P are used to analyze internal conditions. At the formulation stage, TOWS Matrix is used to formulate a digital marketing strategy by aligning the strengths and weaknesses of Louisse Choice Beauty. After that, the marketing strategy was formulated at the implementation stage using personal branding as main approach. The RACE framework is used at this stage to check the success indicators of the digital marketing strategy. This research also used brand awareness theory. The result of this research, Louisse Choice Beauty is advised to integrate the founder’s personal branding into its digital marketing strategy to represent a rare and valuable resource in creating authentic emotional connections with consumers. The team should create a content calendar to create consistency and align content with storytelling, product education, and founder engagement on social commerce platforms such as TikTok Shop and Instagram. These targeted and organized strategies were able to increase brand awareness of Louisse Choice Beauty.
Co-Authors Adhyaksa, Rangga Pijar Azka, Chyntia Paramitha Azzahra, Salsa Mylady Darajat, Zakiah Fara Nabila, Annisa Harimukti Wandebori Indraputri, Zafira Meizzati Intan Widuri Sakti Nanda, Yumas Gia Oktaviani, Desy Reza Ashari Nasution Reza Relen Indriyanto Rohmatulloh, Farhan Sari, Oktora Yogi Solihin, Ismail Suhardi, Agatha Rinta Tasya, Ratu Tifa Prima Uno, Indra Cahya Wirajaya, Abirackshaan