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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah MANAJEMEN DEWANTARA Journal of Economics, Business, and Government Challenges Budimas : Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat Sains dan Teknologi Journal of Innovation and Sustainable Empowerment Cakrawala: Jurnal Pengabdian Masyarakat Global Jurnal Kabar Masyarakat Jurnal Akademik Pengabdian Masyarakat
Dewi Deniaty Sholihah
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Penerapan Strategi Efisiensi Biaya Endorsement dengan Rate Card dan Engagement Rate dalam Kampanye Influencer CV Avero Indonesia Putri Nabilah Azahra; Dewi Deniaty Sholihah
Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Vol 10 No 1 (2025)
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/jms.v10i1.25207

Abstract

The purpose of this research is to find out the Application of Endorsement Cost Efficiency Strategy with Rate Card and Engagement Rate in CV Avero Indonesia Influencer Campaign, In the growing digital era, marketing through influencers is one of the most effective strategies to reach a wider audience. With quantitative and qualitative research approaches. This implementation method is focused on implementing cost-efficiency strategies in endorsement campaigns by linking rate cards and influencer engagement rates to select the right influencers. On implementation, the use of multiplatforms such as Instagram and TikTok was proven to increase audience reach and engagement. F2 influencers, who utilize both platforms, have a greater impact in expanding audiences and driving engagement. Through influencer data analysis, Cost per views (CPV) calculation, and cost-efficiency based selection, campaigns were conducted on both TikTok and Instagram platforms. This strategy successfully improved marketing effectiveness, expanded audience reach, and maximized budget with measurable results. This data-driven approach demonstrates the importance of cost management in maximizing promotional impact, while strengthening product competitiveness in the market.
DINAMIKA LIVE STREAMING COMMERCE: ANALISIS PENGARUH PERSEPSI HARGA, KESADARAN MEREK, DAN KETERLIBATAN PELANGGAN TERHADAP MINAT BELI KONSUMEN Fahrul Ardani; Siti Aminah; Dewi Deniaty Sholihah
MANAJEMEN DEWANTARA Vol 9 No 2 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v9i2.19924

Abstract

This study aims to analyze the influence of Price Perception, Brand Awareness, and Customer Engagement on Purchase Intention for Aerostreet shoes through Shopee Live Streaming in Surabaya. This topic is essential in the field of digital marketing as these three variables play a key role in shaping consumer purchasing decisions, particularly in the increasingly popular context of live streaming e-commerce. The study seeks to provide a deeper understanding of how pricing, brand recognition, and consumer involvement can be optimized by businesses to enhance interest in local products amid intense competition. The research employs a quantitative approach using Partial Least Square (PLS) analysis, processed with SmartPLS software. The sample consists of 90 respondents selected using purposive sampling. Data were collected via an online questionnaire distributed to Shopee users in Surabaya who had previously viewed Aerostreet’s live streaming sessions. The findings reveal that both Price Perception and Brand Awareness have a significant positive effect on Purchase Intention, while Customer Engagement shows a significant negative effect. These results suggest that rational and cognitive factors outweigh emotional engagement in influencing purchase decisions in the live streaming context.
Co-Authors Ayu Joyana Sri Hartatik Cintya Sabella Denik Rukmawati Dian Aris Monna Elly Nurhandayani Fadhilla Yasmin Jannati Fahrul Ardani Happy Nur Virdiana Lisma Rosmawati Muhammad Abdul Rouf Nurkholis Majid Putri Nabilah Azahra SITI AMINAH Ula Farhah Nailah Umi Alfiatuz Zuhro Yeni Sutrianingsih Zanetta Najlaa Putri Arfi