Garuda - Garba Rujukan Digital

Personalization in Marketing: Effectiveness and Challenges Dewi Indriani Jusuf
Journal Arbitrase : Economy, Management and Accounting Vol. 1 No. 02 (2023): Journal Arbitrase : Economy, Management and Accounting, July 2023
Publisher : Paspama Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/arbitrase.v1i02.58

Personalization has become a major focus in modern marketing strategies to achieve deeper consumer engagement and increased response rates. This research aims to investigate the effectiveness of using personalization in marketing strategies and to identify the main challenges faced by companies in implementing this personalization approach. This research method is descriptive qualitative with data collection through literature reviews. The research results show that personalized marketing has proven effective in increasing customer engagement, improving customer experience, and increasing sales conversions for companies. However, challenges such as privacy protection and data security, complex data management, the risk of overpersonalization, and resource and technology limitations need to be overcome so that personalized marketing strategies can be implemented optimally. By overcoming these challenges, companies can harness the potential of personalized marketing to build more intimate relationships with customers, strengthen loyalty and improve brand positioning in the marketplace.

STRATEGI PEMASARAN TIKTOK UNTUK MENINGKATKAN KUNJUNGAN VILLA KANCIL Irna Triana; Dewi Indriani Jusuf
Jurnal Media Akademik (JMA) Vol. 3 No. 10 (2025): JURNAL MEDIA AKADEMIK Edisi Oktober
Publisher : PT. Media Akademik Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62281/pvr1gv37

Pariwisata memiliki kontribusi penting dalam pembangunan ekonomi nasional dan menuntut strategi promosi yang relevan dengan perkembangan teknologi digital. TikTok sebagai platform berbasis video pendek berkembang pesat di Indonesia dan menjadi sarana efektif dalam memperluas jangkauan promosi destinasi wisata melalui konten kreatif, interaktif, dan mudah viral. Villa Kancil Kampoeng Sunda Bandung merupakan destinasi yang mengusung konsep rekreasi, edukasi, dan budaya Sunda, namun pemanfaatan TikTok sebagai media promosi masih belum optimal. Akun resminya hanya memiliki 1.325 pengikut dengan frekuensi unggahan tidak konsisten, kualitas konten sederhana, dan tanpa kolaborasi dengan kreator, meskipun destinasi ini memiliki fasilitas lengkap, konsep edukasi berbasis budaya, dan harga tiket yang relatif murah. Penelitian ini bertujuan menganalisis strategi promosi TikTok Villa Kancil, mengidentifikasi kendala yang dihadapi, serta menelaah peluang peningkatan kunjungan melalui optimalisasi media sosial. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan paradigma post-positivistik melalui observasi aktivitas akun, wawancara dengan pengelola dan pengunjung, serta dokumentasi data media sosial dan ulasan Google, yang kemudian dianalisis dengan model Miles dan Huberman melalui reduksi, penyajian, dan verifikasi data serta divalidasi dengan triangulasi sumber. Hasil penelitian menunjukkan strategi promosi Villa Kancil belum maksimal akibat keterbatasan kompetensi digital, tetapi peluang peningkatan besar karena minat wisata edukatif, tren healing di kalangan generasi muda, serta ulasan positif (rating 4,3 dari 3.586 review). Analisis SWOT dan pembobotan faktor internal-eksternal menempatkan Villa Kancil pada Kuadran I yang mencerminkan strategi agresif, sehingga kekuatan internal dapat dimanfaatkan untuk menangkap peluang eksternal. Kesimpulan penelitian menegaskan perlunya strategi agresif berbasis media sosial melalui konsistensi unggahan, peningkatan manajemen konten, pemanfaatan fitur interaktif TikTok, dan kolaborasi dengan kreator untuk memperkuat brand image destinasi serta meningkatkan jumlah kunjungan wisata secara berkelanjutan..

Integrated Marketing: A Powerful Strategy for Increasing Brand Awareness Jusuf, Dewi Indriani
Best Journal of Administration and Management Vol 2 No 3 (2024): Best Journal of Administration and Management
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/bejam.v2i3.149

In an increasingly competitive business era, it is important for companies to develop effective marketing strategies to expand coverage and increase brand awareness among consumers. This research aims to explore and analyze the effectiveness of implementing integrated marketing strategies as a means of increasing brand awareness in the current competitive market context. The research method used is a qualitative approach with in-depth interviews with several marketing professionals and analysis of case studies from several companies that have succeeded in implementing integrated marketing strategies effectively. The research results show that implementing an integrated marketing strategy effectively strengthens brand awareness, expands market reach, and strengthens consumer engagement. By focusing on message consistency across various communication channels, this strategy helps companies reach a wider target audience, build strong relationships with consumers, and establish a strong brand image. In addition, integrated marketing strategies are also proven to optimize the use of resources by avoiding the need for expensive content duplication, strengthening efficiency in marketing campaign management. Thus, the results of this research emphasize the importance of an integrated marketing strategy as a solid foundation in winning an increasingly competitive market and ensuring sustainable growth in the long term.

Role of E- commerce Providers’ Strategy on Increase of the Online Shops Growth (A Case of Indonesian Ecommerce during the Digital Age) Jusuf, Dewi Indriani; Sarwono, Jonathan
CENDEKIA : Jurnal Penelitian dan Pengkajian Ilmiah Vol. 2 No. 12 (2025): CENDEKIA : Jurnal Penelitian Dan Pengkajian Ilmiah, Desember 2025
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/cendekia.v2i12.1923

The aim of the research is to know the role of e- commerce providers’ strategy on increase of the online shops growth in Indonesia. The method used is systematic secondary data search and meta analysis. This study finds the following matters concerning to Indonesian major e-commerce platform providers: First, there are five popular means of online advertisement, namely search engine, social media, comment, web site and compared price. Second, the most effective digital advertising channels to reach consumers are search engines, such as Google. Third, the most popular social media usage is TikTok and Instagram. Fourth, the most effective social commerce strategies are as follows: a) Interactive Content; b) Influencer Marketing; c) User-Generated Content; d) Social Proof; e) Special Promotions. Fifth, the emerging e-commerce trends in 2024: a) increased use of livestream commerce as a primary sales channel; b) marketing strategies that leverage data analytics to improve customer experiences. Sixth, each of ecommerce provider has superior features. Seventh, number of visitors of the major ecommerce providers get more and more visitors. Eight, type of products that have been purchased by the consumers vary from small things, such as accessories, electronic goods up to home equipment. Ninth, the advantage of the online purchase for the consumers is that they can compare the prices of products and get the cheaper price. Tenth, the payment method used by the online consumers can be summarized into two ways, namely prepaid and postpaid payment.

Optimizing SEO (Search Engine Optimizing) Strategy to Increase Visibility and Achievement of Marketing Goals Jusuf, Dewi Indriani
Lead Journal of Economy and Administration Vol 2 No 2 (2023): Lead Journal of Economy and Administration (LEJEA)
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v2i2.150

This research aims to identify and optimize SEO (Search Engine Optimization) strategies to increase visibility and achieve marketing goals. With the emergence of the internet as a major platform for various business activities, it is important for companies to highlight their presence among competitors by maximizing effective SEO strategies. This research uses a qualitative approach with descriptive methods. The results of this research show that implementing an effective SEO strategy can significantly increase the visibility and organic traffic of a website, which in turn can contribute to increased brand awareness, increased visitor numbers, and the potential for increased sales conversions. By focusing on ethical practices and using methods that comply with search engine guidelines, companies can harness the potential of SEO to strengthen their position in an increasingly competitive digital marketplace, create customer trust, and ensure long-term success in their marketing efforts.

Utilizing Corporate Social Responsibility to Strengthen Brand Equity Jusuf, Dewi Indriani
Neo Journal of economy and social humanities Vol 2 No 4 (2023): Neo Journal of Economy and Social Humanities, December 2023
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v2i4.148

This research aims to analyze and evaluate the role of using Corporate Social Responsibility (CSR) in strengthening a company's brand equity. Utilizing CSR has become a major focus for companies that want to improve their brand image in the eyes of consumers and society. This research uses qualitative analysis methods with descriptive methods. The research results show that effective implementation of the Corporate Social Responsibility (CSR) program provides significant benefits in strengthening a company's brand equity. Active participation in CSR activities not only improves a company's reputation in the eyes of consumers, but also differentiates the brand from competitors, builds close relationships with consumers, and increases customer loyalty. In addition, engagement in CSR also helps companies manage reputational risks related to social and environmental issues, while ensuring compliance with relevant CSR regulations and standards. Thus, CSR has an important role in establishing a strong and responsible brand image, which ultimately supports a company's long-term growth and sustainability in a competitive market.

The Role of the Instagram Application in Increasing Brand Awareness in Companies Dewi Indriani Jusuf
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 1 No. 01 (2022): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi), Oktober 202
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/mar-ekonomi.v1i01.294

This research aims to explore the role played by the social media platform Instagram in increasing brand awareness for companies. With the increasing use of social media as a marketing and communication tool, Instagram has become one of the main platforms used by companies to expand their audience reach and increase their brand awareness. This research uses a qualitative approach with descriptive methods. The research results show that using Instagram effectively can increase brand awareness and expand marketing reach for companies. By leveraging features such as engaging visual content, use of relevant hashtags, paid advertising options, and collaboration with influencers, companies can strengthen their brand identity, increase user engagement, and expand brand influence among a wider audience. Thus, Instagram has proven to be an effective and important tool for companies in expanding their marketing reach, building closer relationships with consumers, and increasing brand awareness in the ever-evolving digital era.

Integrated Marketing: A Powerful Strategy for Increasing Brand Awareness Dewi Indriani Jusuf
Best Journal of Administration and Management Vol 2 No 3 (2024): Best Journal of Administration and Management
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/bejam.v2i3.149

In an increasingly competitive business era, it is important for companies to develop effective marketing strategies to expand coverage and increase brand awareness among consumers. This research aims to explore and analyze the effectiveness of implementing integrated marketing strategies as a means of increasing brand awareness in the current competitive market context. The research method used is a qualitative approach with in-depth interviews with several marketing professionals and analysis of case studies from several companies that have succeeded in implementing integrated marketing strategies effectively. The research results show that implementing an integrated marketing strategy effectively strengthens brand awareness, expands market reach, and strengthens consumer engagement. By focusing on message consistency across various communication channels, this strategy helps companies reach a wider target audience, build strong relationships with consumers, and establish a strong brand image. In addition, integrated marketing strategies are also proven to optimize the use of resources by avoiding the need for expensive content duplication, strengthening efficiency in marketing campaign management. Thus, the results of this research emphasize the importance of an integrated marketing strategy as a solid foundation in winning an increasingly competitive market and ensuring sustainable growth in the long term.

Utilizing Corporate Social Responsibility to Strengthen Brand Equity Dewi Indriani Jusuf
Neo Journal of economy and social humanities Vol 2 No 4 (2023): Neo Journal of Economy and Social Humanities, December 2023
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v2i4.148

This research aims to analyze and evaluate the role of using Corporate Social Responsibility (CSR) in strengthening a company's brand equity. Utilizing CSR has become a major focus for companies that want to improve their brand image in the eyes of consumers and society. This research uses qualitative analysis methods with descriptive methods. The research results show that effective implementation of the Corporate Social Responsibility (CSR) program provides significant benefits in strengthening a company's brand equity. Active participation in CSR activities not only improves a company's reputation in the eyes of consumers, but also differentiates the brand from competitors, builds close relationships with consumers, and increases customer loyalty. In addition, engagement in CSR also helps companies manage reputational risks related to social and environmental issues, while ensuring compliance with relevant CSR regulations and standards. Thus, CSR has an important role in establishing a strong and responsible brand image, which ultimately supports a company's long-term growth and sustainability in a competitive market.

Optimizing SEO (Search Engine Optimizing) Strategy to Increase Visibility and Achievement of Marketing Goals Dewi Indriani Jusuf
Lead Journal of Economy and Administration Vol 2 No 2 (2023): Lead Journal of Economy and Administration (LEJEA)
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v2i2.150

This research aims to identify and optimize SEO (Search Engine Optimization) strategies to increase visibility and achieve marketing goals. With the emergence of the internet as a major platform for various business activities, it is important for companies to highlight their presence among competitors by maximizing effective SEO strategies. This research uses a qualitative approach with descriptive methods. The results of this research show that implementing an effective SEO strategy can significantly increase the visibility and organic traffic of a website, which in turn can contribute to increased brand awareness, increased visitor numbers, and the potential for increased sales conversions. By focusing on ethical practices and using methods that comply with search engine guidelines, companies can harness the potential of SEO to strengthen their position in an increasingly competitive digital marketplace, create customer trust, and ensure long-term success in their marketing efforts.

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