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Andre Gustriandi
Universitas Buddhi Dharma
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Materials Science & Nanotechnology Social Sciences

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Pengenalan Strategi Digital Branding Untuk Meningkatkan Penjualan Umkm Pada Komunitas Umkm Desa Gelam Jaya, Kabupaten Tangerang Sonny Santosa; Rini Novianti; Tri Angreni; Elizabeth Elizabeth; Fidellis Wato Tholok; Etty Herijawati; Andre Gustriandi
Abdi Dharma Vol. 1 No. 2 (2021): Abdi Dharma: Optimasi penyediaan internet, Literasi keuangan, Pajak koperasi, K
Publisher : LP3kM Universitas Buddhi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (295.847 KB) | DOI: 10.31253/ad.v1i2.707

Abstract

This is the time for us to see the positive side caused by pandemic. Even though not everybody agrees to this, the pandemic going on not only in Indonesia but also in all over the world has given us a chance for ‘adaptation’ over changes in business. Nowadays, business concept is not only affected by markets, companies, competitors but also by changes. Every individual, even a big company must acknowledge this. In order to maintain the side of people’s ‘economy’, various studies reviewing alternatives for good marketing strategies have been carried out. These studies are especially aimed at Small and Medium Enterprises (SMEs). This is because SMEs have been the part of creative economy. Based on these circumstances, the researcher was encouraged to study which strategy of digital branding dominantly carried out by the SME players. This research applied factor analysis to find out the basic attribute grounding SME players to survive their businesses, which were initiated either before or after pandemic. The method used was non-probability sampling. Here the questionnaires were distributed in order to find answers from five determined spots. There were 169 respondents as samples in this research. In the pre-test, before questionnaires distributed, there were at least 9 attributes used as references for the main players of SMEs in applying digital branding. Results of factor analysis test showed that there were at least two main factors developed. In these two factors, it is agreed that strategy of Search Engine Optimization was the most ideal to apply in order to survive their business. This is because it has big dominant value, which was 0.823 (82% for first group) and 0.790 (79% for the second group).
FAKTOR KARAKTERISTIK DIGITAL BRANDING DALAM KEBERHASILAN USAHA PADA PELAKU UMKM DESA GELAM JAYA Sonny Santosa; Tri Angreni; Rini Novianti; Elizabeth Elizabeth; Andre Gustriandi
eCo-Buss Vol. 4 No. 2 (2021): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v4i2.240

Abstract

Interesting issues related to branding always begun by a basic question ‘What is the biggest problem of a new online shop or start up, and how do we overcome it?’ If we observe people whose business focus in product selling, they mostly promote their product by explaining the excellence of their products to the customers, for example the soft material of clothes, the great taste of the food, the comfortable shoes, or efficacious and nutritious medicines. But, if we look closely, whether they convince the customers or not that the products they offer are the best, the tastiest, or the efficacious, the most comfortable, and the best selling in the market, thus we just see all of them as the common part. And there is actually a unique part greatly contributing to them, which is branding. Based on its aims, this research was conducted by using the method of descriptive verification, which is a method aimed at outlining problems related to the questions toward the independent variable. Thus, it is going to support the theories or previous researches related to branding. Data verification was compiled based on report of research used to assess the veracity of theoretical facts in the field, and later it was analyzed to test the research hypothesis conducted. The findings showed that value unit of search engine optimization (SEO) was dominant enough, 0.823, video marketing was 0.769, e-commerce platform was 0.734, user generated conted was 0.718, geofening technology was 0.569, micro influencer was 0.545, and social media marketing was 0.529.
Co-Authors Elizabeth Elizabeth Etty Herijawati Fidellis Wato Tholok Rini Novianti Sonny Santosa Tri Angreni