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All Journal Jurnal Manajemen & Keuangan Jurnal Riset Pendidikan Ekonomi Inovasi: Jurnal Ilmiah Ilmu Manajemen Business Preneur : Jurnal Ilmu Administrasi Bisnis Journal of Innovation Research and Knowledge Optimal: Jurnal Ekonomi dan Manajemen Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Birokrasi: Jurnal Ilmu Hukum dan Tata Negara Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi Moneter : Jurnal Ekonomi dan Keuangan Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Jurnal Ekonomi dan Pembangunan Indonesia Sosial Simbiosis: Jurnal Integrasi Ilmu Sosial dan Politik Ekonomi Keuangan Syariah dan Akuntansi Pajak Jurnal Ekonomi, Akuntansi dan Perpajakan Akuntansi Pajak dan Kebijakan Ekonomi Digital Jurnal Ilmiah Ekonomi, Akuntansi dan Pajak Kajian Ekonomi dan Akuntansi Terapan Jurnal Bisnis, Ekonomi Syariah dan Pajak
Erwin Permana
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Penerapan Strategi Content Marketing Untuk Membangun Brand Awareness Produk Skincare Skintific Erwin Permana; Nadya Amanda; Noer Fhadya Dwi Aninda; Syamsurizal
Jurnal Ekonomi, Akuntansi, dan Perpajakan Vol. 1 No. 1 (2024): Februari : Jurnal Ekonomi, Akuntansi, dan Perpajakan (JEAP)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jeap.v1i1.308

Abstract

Analysis of digital marketing in increasing brand awareness has been carried out very often. However, there has not been much analysis that specifically carries out marketing content analysis to increase brand awareness. This research aims to conduct content marketing analysis to increase brand awareness of skincare products. The research was conducted using a qualitative descriptive approach. Research data comes from the results of reviews of official publications and data searches in various digital databases. The research results show that there are several main content marketing strategies carried out by brands by paying attention to several factors, namely collaborating with influencer marketing through creative marketing campaigns, providing attractive discounts and promotions on certain dates in the form of flash sales, and giveaways to get audience engagement which ultimately resulting in increased sales. This is related to design factors, current events, reading experience, time and also the tone of the content marketing strategy carried out by skintific. Apart from that, Skintific also provides platforms on various social media as a reference source of information and increases marketing sales in various marketplaces such as Shopee, TikTok and Lazada. In this research, general strategies are explained so that for further research it is recommended to be more specific, for example a strategy by utilizing influencer marketing to produce a deeper understanding and be easier to understand
Strategi Pemasaran Perusahaan Starbucks Terhadap Penurunan Saham Akibat Boikot Produk Erwin Permana; Dhea Novtalia Wijaya; Lutfita Khoirunisa; Samsyurizal
Jurnal Ekonomi, Akuntansi, dan Perpajakan Vol. 1 No. 2 (2024): Mei : Jurnal Ekonomi, Akuntansi, dan Perpajakan (JEAP)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jeap.v1i2.309

Abstract

Starbucks is one of the international coffee companies affected by falling shares due to a boycott triggered by their alleged support for alleged Israeli crimes. To overcome this market turmoil, Starbucks is trying to carry out a series of strategies so that it can still be accepted by the market. This research aims to analyze Starbucks' marketing strategy regarding the decline in shares due to product boycotts. The research was conducted using a descriptive qualitative approach. Data was obtained through search results and observations on various sites and related databases. The research results show that Starbucks has implemented a marketing strategy that focuses on clarifying its stance and commitment to human values, launching aggressive promotions, launching new products, collaborating with K-Pop idols, improving customer service, and taking advantage of the Ramadan momentum. In addition, Starbucks has also emphasized its dedication to social responsibility and human rights through statements on Starbucks' official website and Instagram. The company is concerned about all forms of actions that incite hatred and violence, and also expresses sympathy for the victims and support for global peace initiatives. These efforts aim to restore Starbucks' brand image and rebuild customer trust, while addressing the concerns that led to the product boycott. By focusing on these human values, promotions, and improving customer service, Starbucks is working to regain its market position and continue to grow in the international coffee industry
Analisis Kepuasan Generasi Z Terhadap Layanan E-Commerce Erwin Permana; Dela Setia Cahyani; Famita Wijayanti; Syamsurizal Syamsurizal
Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak Vol. 1 No. 2 (2024): Juni : Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak (JIEAP)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jieap.v1i2.312

Abstract

Generation Z is a generation that was born and developed along with the development of digital technology. Generation Z has unique preferences in online shopping with a tendency to choose convenience and affordability. This creates challenges and opportunities for e-commerce players. This research aims to analyze Generation Z's satisfaction with e-commerce services. The research was conducted using a qualitative descriptive approach. Data comes from search results on various digital bases and related official publications. The research results show that Generation Z pays attention to affordable prices as well as high ease of access, product quality, lots of discounts, varied payment method choices, guarantees and speed of delivery. Apart from that, satisfaction with service for a product for Generation Z from e-commerce is obtained because of the efficiency and practicality when shopping offered by e-commerce. With all the convenience provided, as well as efficiency and time effectiveness, e-commerce is considered the right solution in finding needs for Generation Z. Therefore, it is not surprising that more and more platforms are emerging that are used to facilitate the purchase and sale of products or services via the internet. This e-commerce trend has also caused several shops to lose competition and close. This shows that e-commerce is an option for Generation Z, and they are satisfied with the service and convenience provided.
Analisis Pemanfaatan Entertainment Drama Korea Sebagai Strategi Pemasaran Produk Lokal Merek Kopiko Erwin Permana; Deani Nabila Faiza; Novita Sari Dewi; Syamsurizal Syamsurizal
Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak Vol. 1 No. 3 (2024): September : Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak (JIEAP)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jieap.v1i3.314

Abstract

Kopiko's positive reputation as a global brand is a consideration for PT Mayora Indah Tbk in innovating its marketing by choosing a product placement strategy. Product placement is a form of brand placement, product packaging or certain logos that are integrated with the film plot. PT Mayora Indah Tbk chose to market Kopiko in Korean drama series considering that Korean dramas are currently popular and have many fans in the world. This research aims to analyze the use of Korean drama entertainment as a marketing strategy for local Kopiko products. The research was conducted using a descriptive qualitative approach. Data comes from search results in various official publications and relevant digital databases. The research results show that the product placement that appears in the drama is done by inserting advertisements naturally in an effort to touch the thoughts and feelings of the audience by clearly displaying the product, brand and logo of the Kopiko candy. Product placement in popular dramas accompanied by the attractiveness of the actresses involved can arouse curiosity in potential consumers to find out more about the product that appears. Kopiko's first appearance in the Korean drama entitled 'Vincenzo', followed by other Korean dramas, became a hot topic of conversation on social media. Indonesian people seem enthusiastic about the emergence of Indonesian brands and quite a few feel proud because local products appear in Korean dramas which have recently been in great demand by people from various parts of the world.
Analisis Word of Mouth Di Kalangan Konsumen Terhadap Pembelian Produk Mie Gaga Kharimah, Septiana Nurul; Erwin Permana
Jurnal Riset Pendidikan Ekonomi Vol. 9 No. 2 (2024): Oktober
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/jrpe.v9i2.9955

Abstract

Word Of Mouth (WoM) marketing is considered the most effective marketing strategy. This study analyzes WoM among consumers regarding the purchase of Mie Gaga products. The research method used is descriptive qualitative. Data were obtained through searching and observing in digital bases and official publications. The results indicate that WoM among consumers regarding the purchase of Mie Gaga focuses on consumer satisfaction and outstanding products such as Gaga 100 Extra Spicy Jalapeno, building a positive brand image. Strong consumer support is a key factor in creating positive WoM. Product and service adaptation, as well as building strong relationships through personal interaction and relevant incentives, can enhance positive WoM. The use of social media, especially TikTok, strengthens positive WoM. Creative and relevant content can attract consumer attention and strengthen the brand image. Mie Gaga can utilize social media to expand their WoM and popularity amidst the instant noodle industry competition. Increased brand awareness among consumers can trigger changes in purchasing behavior, such as switching to Mie Gaga, indicating a strong WoM. This analysis highlights the importance of product and service quality and responsiveness to consumer reviews to avoid negative WoM. By maintaining quality and strengthening consumer relationships, Mie Gaga builds positive WoM, enhances consumer loyalty, and expands market share in the instant noodle industry through storytelling and Key Opinion Leaders.
Strategi Pemasaran Affiliate Marketing dalam Meningkatkan Penjualan Produk Fashion JINISO Friska Adelina Sembiring; Erwin Permana; Sri Widyastuti; Efriyanto Efriyanto
Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 3 No. 2 (2025): Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Publisher : Fakultas Teknik Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/wawasan.v3i2.3209

Abstract

The intense competition in the fashion industry drives brands to seek more effective and efficient marketing strategies. One increasingly adopted approach is affiliate marketing. This study aims to analyze the effectiveness of affiliate marketing strategies in increasing fashion product sales for the JINISO brand. The research uses a descriptive qualitative method with a case study approach on the JINISO brand, supported by secondary data such as sales reports, digital promotion activities, and affiliate performance. The results indicate that affiliate marketing significantly improves JINISO’s product sales. By leveraging a wide network of affiliates—including influencers, bloggers, and digital marketers JINISO successfully reaches a broader audience through personalized and credible promotions. This strategy also demonstrates highcost efficiency, as it is performance-based, meaning commissions are only paid when a sale occurs. Additionally, the data-driven approach enables the company to evaluate campaign effectiveness regularly and adjust it based on market preferences. Affiliate marketing is a marketing strategy that leverages consumer trust in affiliates while offering flexibility in budget management. Future recommendations include expanding the affiliate network, enhancing the quality of promotional content, and innovating the affiliate program to remain attractive and competitive amidst the dynamic fashion industry landscape.
STRATEGI PENGEMBANGAN PEMASARAN DIGITAL PRODUK MAKE-UP WARDAH PADA PLATFORM MEDIA SOSIAL Shalihah, Wardatus; Alyah Irvie Aranda Alben Susanto; Erwin Permana; Harnovinsah, Harnovinsah
Journal of Innovation Research and Knowledge Vol. 4 No. 11: April 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The development of the digital ecosystem has significantly impacted the strengthening of business ecosystems. Since the post-COVID-19 pandemic, the cosmetics industry has become one of the highest-selling sectors. This study aims to analyze the digital marketing development strategy of Wardah makeup products on social media platforms. The research employs a qualitative descriptive approach, with data sourced from observations and digital reviews across various databases and relevant official websites. The findings indicate that Wardah's digital marketing strategy—focusing on engaging visual content, collaborations with influencers, and promotions through e-commerce—has effectively reached its target market. By continuously innovating and adapting to changing consumer behavior in the digital landscape, Wardah can maintain its position as a leading cosmetics brand in Indonesia while meeting the evolving needs of customers. Wardah's success is also supported by a marketing approach that emphasizes visually appealing, interactive content aligned with brand values, as well as a personalization strategy that leverages analytics technology to understand consumer preferences. By staying responsive to the latest digital trends and developing creative methods to attract consumer interest, Wardah continues to strengthen its presence in the competitive cosmetics industry.
Analisis Perilaku Belanja Impulsif Gen Z di Tiktok Shop Noprella Azura Zeta; Muhammad Najib; Erwin Permana; Lazarus Sinaga
Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah Vol. 3 No. 3 (2025): September: Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/nuansa.v3i3.1968

Abstract

TikTok has transformed into an effective digital marketing platform, not only for introducing products but also for shaping impulsive shopping behavior. This study aims to analyze the impulsive shopping behavior of Generation Z on TikTok Shop. The research was conducted using a qualitative descriptive approach, with data obtained from digital searches and observations. The findings indicate that Generation Z has a strong interest in utilizing the TikTok Shop feature within the TikTok application, making it one of their preferred alternatives for online shopping transactions. TikTok significantly influences Generation Z’s shopping behavior, as they tend to purchase products after seeing them on the platform. Businesses leverage TikTok as an efficient marketing tool, particularly through creative content, short videos, and influencer recommendations. By utilizing an algorithm that tailors content to users’ preferences, TikTok Shop creates offers that appear attractive to consumers. Generation Z is often influenced to buy items they do not actually need. Sudden purchases driven by emotions—such as low prices or limited-time offers—often lead them to overlook product quality. As a generation living in the digital era, Gen Z needs to better regulate their impulsive consumer behavior. Wisely utilizing technology and understanding the marketing strategies used by platforms like TikTok Shop can help them avoid excessive impulsive spending. By prioritizing needs over wants and carefully considering the value and benefits of a product before purchasing, Gen Z can become smarter and more responsible consumers.
Strategi Pemasaran Digital Produk Aerostreet dalam Meningkatkan Penjualan Erwin Permana; Andani Alfi Nabil; Erlyn Rosalina
Jurnal Bisnis, Ekonomi Syariah, dan Pajak Vol. 2 No. 2 (2025): Juni : Jurnal Bisnis, Ekonomi Syariah, dan Pajak (JBEP)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jbep.v2i2.1018

Abstract

The local fashion industry has experienced significant growth alongside the increasing maturity of Indonesia’s digital ecosystem. Aerostreet is one of the local fashion brands that has benefited from the advancement of digital technology. Initially a footwear brand, Aerostreet has expanded its product range to include clothing, jackets, perfumes, and more. This study aims to analyze Aerostreet’s digital marketing strategies in increasing sales. The research employs a descriptive qualitative approach, with data collected from various official databases and popular websites. In addition to statistical publications, this study also examines scientific publications related to the research problem. The findings indicate that Aerostreet has successfully implemented effective digital marketing strategies to boost sales and strengthen its position in Indonesia’s competitive fashion industry. These strategies include the optimal utilization of social media platforms such as Instagram and TikTok, as well as e-commerce platforms like Shopee, Bukalapak, Tokopedia, and Lazada. On Instagram, Aerostreet builds a positive brand image through engaging visual content, active interactions with followers, and collaborations with other brands. Through TikTok, the brand creates creative and trend-relevant content, encouraging user engagement through hashtag campaigns and challenges. Additionally, Aerostreet maximizes e-commerce by showcasing products in detail and leveraging available promotional features. This combination of strategies enables Aerostreet to reach a broad audience, build brand awareness, and drive product sales. Aerostreet’s success highlights the importance of adapting to digital trends and gaining deep insights into consumer behavior in the digital era.
Analisis Overclaim Marketing dalam Membangun Kepercayaan Konsumen pada Produk Daviena Skincare Keysi Rahmawati, Keysi Rahmawati; Erwin Permana
Jurnal Bisnis, Ekonomi Syariah, dan Pajak Vol. 2 No. 2 (2025): Juni : Jurnal Bisnis, Ekonomi Syariah, dan Pajak (JBEP)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jbep.v2i2.1051

Abstract

Marketing is the backbone of a business’s existence. Various ideas, creativity, and innovations in marketing continue to evolve in different forms. To attract a large number of consumers, some businesses engage in overclaim marketing. While this strategy may bring positive outcomes for some companies, it can also have negative consequences for others. One brand that has practiced overclaim marketing is Daviena Skincare. This study aims to analyze the impact of overclaim marketing on consumer trust in Daviena Skincare products. The research was conducted using a qualitative descriptive approach, with data obtained through digital tracing and observation. The findings indicate that overclaim marketing in the skincare industry, as practiced by Daviena Skincare, has negatively affected consumer trust. The overclaims identified include promises of instant results, false claims about premium ingredients, and unverified testimonials. An investigation by Doctor Detective revealed significant discrepancies between marketing claims and the actual product composition, such as Niacinamide, which was advertised at 10% but was not detected in laboratory tests. These findings contradict the marketed product benefits, leading to consumer disappointment and decreased brand loyalty. This phenomenon underscores the urgency for brands to be more transparent and ethical in their marketing strategies. Therefore, overclaim marketing practices must be eliminated to maintain the integrity of the industry and protect consumers’ rights to accurate information and products that align with their claims.
Co-Authors Abdiel Reihan Abdullah Abbas Achsanul Qosasi Adinda Nabila Fajar Agustinus Miranda Wijaya Almeyra Azarine Hadityaputri Alvito Daffa Gustyo Alyah Irvie Aranda Alben Susanto Andani Alfi Nabil Anita Wulandari Anwar Alif Arafani Dwi Susana Arizal Putra Pratama Asmaa Nur izzati Audy Saomramadhan Azizah, Evrila Nur Chandra, Yanita Ella Nilla Daneswara Jayalaksana Davina Putri Aulia Deani Nabila Faiza Dela Setia Cahyani Dewi Stalastiana Dhea Novtalia Wijaya Efriyanto Efriyanto ENDAH PRATIWI Erlyn Rosalina Famita Wijayanti Firdaus, Risya Zahrotul Firza Intania Azzahra Friska Adelina Sembiring Hanna Zulhijahyanti Harnovinsah Harnovinsah Ifnu Saputra Keysi Rahmawati, Keysi Rahmawati Kharimah, Septiana Nurul Kintan Ayu Agnes Safira Krisna Agung Rahmanda Kurniati Kurniati Lazarus Sinaga Leonita Lisha Saputri Lidya Putri Wulandari Lira Sopi Ema Lutfita Khoirunisa Marizka Nazla Yulita Putri Marsekal Muhammad Jamal Muhamad Athalah Ramadhan Muhammad Najib Muhammad Rafi Putra Prasetia Muhammad Rafif Falah Muhammad Rubiul Yatim Nadya Amanda Najma Nury Noer Fhadya Dwi Aninda Noprella Azura Zeta Novita Sari Dewi Nuraini Haliza Purwoko, Bambang Rahil Khalisoh Ridwan Roy Tutupoho Riskon Ginting Rizky Alfiani Fadilah Sabrina Oktavia Salsabila Nadia Nabila Sita Samsyurizal Septia Nur Isnaeni Furdaus Shalihah, Wardatus Shifa Sabilla Hanum Siti Khalisa Naurah Rahayu Sri Widyastuti Sri Widyastuti Suatang Suatang Syamsurizal Syamsurizal , Syamsurizal Syamsurizal - - Tambun Roma Tio Br Sihaloho Teuku Muhammad Win Dafri Darisa Widarto Rachbini