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All Journal Jurnal Administrasi Bisnis JURNAL LENTERA BISNIS Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Cecep Safa'atul Barkah
Universitas Padjadjaran
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Literature Review: The Role of Advertising in Building Brand Awareness Rafika Zahwa Alifia; Cecep Safa'atul Barkah; Iwan Sukoco; Lina Auliana
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 3 No. 3 (2022): Juli
Publisher : Penerbit ADM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v3i3.666

Abstract

Brand awareness is an important element in brand equity that indicates consumer knowledge of the existence of a brand. In building brand awareness, many companies use advertising to provide information about the products or services they offer. Finding out how the role of using advertising through various media in developing consumer brand awareness is the purpose of this study. Literature Review is the method used in which the author writes articles based on previous studies in the sphere of advertising and brand awareness. From these studies, it can be concluded that advertising has a significant role in building brand awareness and the effectiveness of advertising in building brand awareness is achieved if it meets several indicators, namely attracting, attracting attention, encouraging a sense of desire, and making consumers take action.
PERANAN MEDIA SOSIAL DALAM MENGEMBANGKAN SUATU BISNIS: LITERATURE REVIEW Sankist Herdiyani; Cecep Safa'atul Barkah; Lina Auliana; Iwan Sukoco
Jurnal Administrasi Bisnis Vol. 18 No. 2 (2022)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v18i2.5878.103-121

Abstract

Nowadays, social media has become one of the important technologies that involved in human daily life including business. There are many benefits that entrepreneurs can get to develop their business by utilizing social media to communicate business. Thus, this research aims to determine the social media roles in developing business. This research used descriptive qualitative research method with Systematic Literature Review (SLR). The outcome of this research are social media has a role as a place for business development in marketing products through the marketing mix, increasing customer engagement of a business, increasing sales in the midst of covid-19 pandemic situations, and become a place for representing a business. Social media is also needed in advancing competition of local wisdom SMEs to support the Indonesian economy. So, social media is a way for entrepreneurs to develop their business.
ANALISIS SOCIAL MEDIA MARKETING COFFEE SHOP KOMPOSISI MENGGUNAKAN THE CIRCULAR MODEL OF SOME (STUDI PADA INSTAGRAM @KOMPOSISI_ID) Livvya Laksmitha Cahyaningtyas; Pratami Wulan Tresna; Cecep Safa'atul Barkah
JURNAL LENTERA BISNIS Vol. 13 No. 3 (2024): JURNAL LENTERA BISNIS, SEPTEMBER 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i3.1220

Abstract

Social media marketing is a strategy that is often used by businesses such as the coffee shop Komposisi on Instagram @komposisi_id. The results of the existing engagement rate have not reached the target, so an analysis was carried out to find out the cause in depth using the model from The Circular Model Of SOME. This study uses a qualitative method by reducing data, presenting data, and determining conclusions, as well as data collection techniques through interviews with five informants, observing Instagram @komposisi_id, and literature studies. As a result, the social media marketing of the coffee shop Komposisi on Instagram has been implemented properly based on the implementation of the share and optimize stages. However, the implementation of the manage and engage stages has not been effective because it has not been implemented properly, indicating the need for improvements and improvements to the overall stages to further increase engagement.
Co-Authors Ervin Muhammad Dermawan Iwan Sukoco Lina Auliana Livvya Laksmitha Cahyaningtyas Pratami Wulan Tresna Rafika Zahwa Alifia Sankist Herdiyani