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Dina Lusianti
Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Muria Kudus
Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Pelatihan Peningkatan Literasi Digital Marketing pada UMKM Persewaan Tenda Kecamatan Tembalang Naimi, Dhaifina Idznitia Apriyani; Karatri, Rhealin Hening; Lusianti, Dina
Muria Jurnal Layanan Masyarakat Vol. 5 No. 2 (2023): September 2023
Publisher : Universitas Muria Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24176/mjlm.v5i2.8351

Abstract

The Covid-19 pandemic going on for an entire year in 2020 has impacted many aspects of life in Indonesia. This situation forces us as social creatures to find new ways to socialize, work, and perform various daily activities safely. The impact of social distancing concept makes industry players or SMEs in 2021 must be able to respond to what the community needs directly by changing the business model, including SMEs renting party equipment and tents. Marketing that has been done offline needs to be changed by using digital marketing media, which is currently very influential in the business world. Through Instagram, SME players can take advantage of various marketing features that can attract many prospective strategic consumers more efficiently and effectively to be implemented during this pandemic. The selection of Tembalang District as a target group in community service because Tembalang District is the 2nd district with the most significant number of SMEs in Semarang City.
The Strategic Role of Brand Equity and Customer Experience in Driving Promotional Success Lusianti, Dina; Wakhidatin, Ira; Suroso, Iwan
Asian Journal of Management Analytics Vol. 5 No. 2 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v5i2.16456

Abstract

This study aims to analyze the influence of brand image, brand quality, customer experience, and customer value on the success of sales promotions (a study on The Users Of The Originote in Kudus). The study population was consumers in Kudus who had received promotions for The Originote products. The sample consisted of 150 respondents selected using a purposive sampling technique. Instrument testing used validity and reliability tests, while data analysis used multiple linear regression with SPSS version 26. The results showed that brand image, brand quality, customer experience, and customer value each had a positive and significant effect on the sales promotion success. Simultaneously, these four variables also had a positive and significant effect on the success of The Originote sales promotions in Kudus.
Co-Authors 'Ula, Ahmad Nilnal Munachifdlil Adhie Prayogo Adisti, Yuniar Rahma Ag Sunarno Handoyo Agung Prihandono Agung Subono Ahmad Nilnal Munachifdlil Ula Akh Sokhibi Alfiana, Mia Ajeng Alifiana, Mia Ajeng Alifiana, Mia Ajeng Alya Zakiatunafisah Andri Irawan Anggraini Anggun Anggun, Anggraini Annisya Lutfi Septanti Annisya Septanti Arumsari, Nurul Rizka Asri, Vikha Asri, Vikha Indira Aura, Muhammad Belinda Lia Savera Budiarti, Enggita Dennyca Hendriyanto Dewandari, Delvia Tri Dhaifina Idznitia A. Naimi Dian Wismar’ein Dian Wismar’ein Etni Marliana Fachrunnisa, Olivia Fahira, Keke Faridhatun Faidah Fauziah, Farah Anissa Faza Aurellia Himayani Ferdian, Ilham Alfariz Firda, Shynes Gilang Puspita Rini Hendriyanto, Dennyca Himayani, Faza Aurellia Holyness Nurdin Singadimedja Ibnu Khajar Indah Dwi Prasetyaningrum Indra Lina Putra Iwan Suroso Kertati Sumekar Krisnanda Krisnanda Mamik Indaryani Manasika, Novia Arina Marka, Mira Mawar Anggraeni Mia Ajeng Alfiana Mira Meilia Marka Mochamad Edris Mokhamad Arwani Mu'amar Fiqri Alazhar Muhammad Julian Khanafi Muhammad Nasrullah Mukhamad Nurkamid Mutamimah Mutamimah Naimi, Dhaifina Idznitia Apriyani Nastiti, Tur Nita Andriyani Budiman Ni’am, Infijarun Noor Indah Rahmawati Noor Rahmawati Nurmawati, Diani Nurzahroh Lailyah Olivia Fachrunnisa Primahutami, Andisti Puspanisa Putri, Adisty Putri, Shintania Camila Putri, Widyadhana Nadia Ratih Nindyasari Rhealin Hening Karatri Rina, Rina Amalia Putri Rofiqoh, Lela Sa’adah, Nailis Santoso, Ignatius Hari Saputra, Andre Tri Sa’adah, Nailis Septanti, Annisya Setiyanto, Aji Setyawan, Rai Siyamah, Nur Yatus Sokhibi, Akh Sokhibi, Akh. Sri Mulyani Sudarsono Sudarsono Sudarsono Supriyono Supriyono Sutono Ulva Rizky Mulyani Vikha Indira Asri Wakhidatin, Ira Wandira, Crisma Devina Wibowo, Nadia Utami Widodo Widodo Widyadhana Nadia Putri Wismar'ein, Dian Wisuda, Nova Laili Yasin, Rozaq M Yasin, Rozaq Muhammad Yunita Lestari Yusof, Rushami Zien Yusoff, Rushami Zuliyati Zuliyati