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All Journal Trikonomika: Jurnal Ekonomi Majalah Ilmiah UNIKOM PINISI Discretion Review INFOKUM Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ekonomi Efektif Jurnal Ekonomi Jurnal Info Sains : Informatika dan Sains INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS Neo Journal of economy and social humanities Best Journal of Administration and Management Jurnal Multidisiplin Sahombu Journal of Economics and Business (JECOMBI) Siyasah : Jurnal Hukum Tata Negara Jurnal Media Akademik (JMA) Jurnal Penelitian dan Pengkajian Ilmiah Jurnal Ekonomi, Akuntasi dan Manajemen Indonesia(JEAMI) Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi) Jurnal Sosial Sains dan Komunikasi (Ju-SoSAK) Jurnal Pendidikan Indonesia (Ju-Pendi) Journal Arbitrase : Economy, Management and Accounting
Dewi Indriani Jusuf
International Women University, Bandung, Jawa Barat, Indonesia
Religion Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : PINISI Discretion Review

 1 
Brand Extension Strategies and Their Effect on Brand Equity: A Cross-Industry Analysis Dewi Indriani Jusuf; Erna Pujihartanti; Sheila Kurnia Putri
PINISI Discretion Review Volume 6, Issue 2, March 2023
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v6i2.45361

Abstract

Brand extension is a popular strategy used by companies to leverage their brand equity and introduce new products or services. However, not all brand extensions are successful in enhancing brand equity. The current research investigates the brand extension strategies used by companies in Indonesia and their effect on brand equity. The objective of this research is to explore the different brand extension strategies employed by companies across various industries in Indonesia and to understand their impact on brand equity. The study aims to identify the key success factors for brand extensions and the challenges faced by companies in implementing them. This qualitative research is based on semi-structured interviews with marketing managers from different industries in Indonesia. A total of 20 marketing managers were interviewed to gather their perspectives on brand extension strategies and their impact on brand equity. The data collected from the interviews were analyzed using thematic analysis to identify common themes and patterns. The findings of this study suggest that companies in Indonesia use different types of brand extension strategies, including line extension, category extension, and brand stretching. The study also found that successful brand extensions are those that leverage the existing brand equity, have a clear fit with the brand identity, and meet the needs of the target market. On the other hand, unsuccessful brand extensions are those that have a weak fit with the brand identity, lack consumer acceptance, or dilute the existing brand equity..
Digital Marketing Strategies for SMEs Based on Local Wisdom in Indonesia Rubedo, Hendar; Jusuf, Dewi Indriani; Hanna, Amida; FR, Agung Pramudya
PINISI Discretion Review Volume 7, Issue 2, March 2024
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v7i2.66000

Abstract

The rapid digital transformation in the business world has created both opportunities and challenges for small and medium-sized enterprises (SMEs) in Indonesia. Given the importance of local wisdom in Indonesian culture, this study explores how digital marketing strategies can integrate cultural values. The research addresses the gap in understanding how local wisdom can enhance competitiveness in the global market, highlighting the need for innovative marketing approaches that merge tradition with modern business demands. The objective of this study is to identify effective digital marketing strategies that incorporate local wisdom to improve the performance and sustainability of SMEs in Indonesia. The study adopts a mixed-method approach, combining qualitative and quantitative data from surveys and interviews with SME owners across the retail, handicraft, and hospitality sectors. Thematic analysis and statistical tools were used to interpret the data, collected from july to december 2023. Findings reveal that SMEs integrating local wisdom in their digital marketing enjoy higher consumer engagement and brand loyalty. Key elements such as traditional values, local language, and cultural symbols significantly enhance digital campaigns. Additionally, storytelling rooted in local traditions fosters emotional connections with consumers, promoting repeat business and referrals, thereby contributing to long-term growth..
Co-Authors Alfiqri, Khadafi Dadang Munandar Denok Sunarsi Elli Ruslina Erna Pujihartanti Evie Sophia FR, Agung Pramudya Hanna, Amida Hendar Rubedo Indra Rathana Irna Triana Jasmani Jasmani Jonathan Sarwono Khadafi Sari, Anna Gardina Sheila Kurnia Putri Umi Narimawati Wentri Merdiani