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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Isti Budhi Setiawati
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Decision Sciences, Operations Research & Management Social Sciences

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ANALISIS PENINGKATAN KAPASITAS USAHA IKM KAIN TAPIS LAMPUNG STUDI KASUS LAGAWIFEST 2022 Muhammad Setiawan Kusmulyono; Sonny Agustiawan; Isti Budhi Setiawati; Antasari Putra; Dickie Sulistya
Eqien - Jurnal Ekonomi dan Bisnis Vol 10 No 2 (2022): EQIEN - JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (362.979 KB) | DOI: 10.34308/eqien.v10i2.513

Abstract

Tapis Lampung is one of the wealth of the archipelago's fabric which has great potential as a source of creative economic commodities in Lampung Province. Unfortunately, its popularity is inferior to batik, ulos, songket, and other wastra. The Bangga Buatan Indonesia Lagawifest 2022 program which was held in Lampung Province then succeeded in curating 8 selected Lampung Tapis IKMs (small medium industry) to then be encouraged to become IKM representatives who can improve product quality and business performance. Through a qualitative approach with the FGD technique, it was found that the biggest problems of the Lampung Tapis IKM who were the resource persons were digital marketing problems, limited production assets, weak design capabilities, limited production assets, and several other problems. Through the assistance of the 2022 BBI Program, each IKM is given guidance and directed to develop themselves through programs that will be carried out by the government, namely technical guidance on digital marketing, design, branding, business finance, and business meetings.
Pemanfaatan Digital Marketing dalam Membangun Brand Awareness Institusi Pendidikan Tinggi Isti Budhi Setiawati; Jamal Ismail
Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara Vol. 2 No. 1 (2025): Januari : Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/komunikasi.v2i1.199

Abstract

The increasing competition among higher education institutions necessitates effective marketing strategies to build brand awareness. Digital marketing has become a crucial tool in achieving this goal. This study aims to analyze the role of digital marketing in enhancing brand awareness in higher education institutions. The research method employed is a literature review, gathering and analyzing various relevant sources, including scientific journals, books, and previous research reports. The results indicate that implementing digital marketing strategies, such as the use of social media, content marketing, and search engine optimization (SEO), significantly contributes to the enhancement of brand awareness in higher education institutions. Moreover, active interaction and relevant content on digital platforms can increase audience engagement and loyalty. The implications of this study highlight the importance for higher education institutions to integrate digital marketing into their communication strategies to expand reach and strengthen brand image in the public eye.
Co-Authors Antasari Putra Dickie Sulistya Jamal Ismail Muhammad Setiawan Kusmulyono Sonny Agustiawan