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All Journal Trikonomika: Jurnal Ekonomi Economac: Jurnal Ilmiah Ilmu Ekonomi OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Journal of Community Based Environmental Engineering and Management Dinasti International Journal of Education Management and Social Science Jurnal Riset Bisnis dan Manajemen INFOKUM Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Jurnal Ekonomi Jurnal Info Sains : Informatika dan Sains Husnayain Business Review Journal of Economics and Business (JECOMBI) Transforma: Jurnal Manajemen Jurnal Ekonomi, Akuntasi dan Manajemen Indonesia(JEAMI) Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi) Jurnal Sosial Sains dan Komunikasi (Ju-SoSAK) Journal Arbitrase : Economy, Management and Accounting
Popo Suryana
Fakultas Ekonomi Universitas Pasundan, Bandung
Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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CONTENT MARKETING STRATEGY IN INCREASING CONSUMER INTERACTION ON SOCIAL MEDIA Popo Suryana
INFOKUM Vol. 10 No. 5 (2022): December, Computer and Communication
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research aims to investigate and analyze content marketing strategies that are effective in increasing consumer interaction on social media platforms. This research uses a qualitative approach with descriptive methods. The research results show that implementing a content marketing strategy with a focus on quality, engagement and consumer interaction on social media has a positive impact. Through data analysis and campaign performance monitoring, we can see increased brand awareness, strong relationships with audiences, and an active online community. Fast response to consumer interactions and utilization of social media analytics tools help companies measure and improve the effectiveness of their content marketing strategies. These results underscore the importance of optimizing content marketing in the digital era to build meaningful connections with consumers, gain trust and strengthen a brand's position in the world of social media.
The Effect of Marketing Strategy Implementation and Customer Behavior on Satisfaction and Trust and Its Implication on Loyalty in Non Recipient Health Insurance Participants Surjono, Welly; Jusuf, Eddy; Suryana, Popo
Husnayain Business Review Vol. 4 No. 1 (2024)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia (ADPEBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/hbr.v4i1.922

Abstract

Purpose – The purpose of this study was to find out, study and analyze the implementation of marketing strategies and customer behavior on satisfaction and trust and their implications for the loyalty of BPJS Kesehatan participants who are not recipients of contribution assistance. Methodology/approach – The research method used is a survey method with quantitative research type, descriptive-verification research nature. The research sample was 400 BPJS Health participants who did not receive contribution assistance, this study used purposive and proportional clustered random sampling methods. In addition, the analysis method used is Structural Equation Modelling (SEM) analysis. Findings – The results of the study concluded that there was a significant influence from the implementation of marketing strategies and customer behavior on satisfaction by 76.15 percent, and there was a significant effect from the implementation of marketing strategies and customer behavior on trust by 78.24 percent, and there was a significant effect from satisfaction and trust in loyalty of 82.78 percent. Novelty/value – Marketing strategy consisting of target market and marketing mix, combined with consumer behaviour consisting of customer characteristics and customer psychology will have an impact on satisfaction and trust and have implications for loyalty.
The Effect of Service Quality on Satisfaction and its Implications on Trust: (A Survey on Patients at RSGM Maranatha) Amalia, Gema Nurqolbi; Jusuf, Eddy; Suryana, Popo
Transforma Jurnal Manajemen Vol. 1 No. 1 (2023): Transforma: Jurnal Manajemen
Publisher : Pascasarjana Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/tjm.v1i1.37

Abstract

Hospital services are currently an absolute thing in marketing its services, various problems that occur in terms of service can be identified, even though the service products provided are not the focus of the problem, it needs to be considered because service is a parameter in selling services at hospitals. This study attempts to discuss the effect of service quality and trust on patient satisfaction at RSGM Maranatha Bandung City. The research method used in this research is descriptive and verification method. The population in this study were patients who used health services at RSGM Maranatha Bandung City. The number of samples used was 100 people based on slovin calculations. The data collection method used in this study was a questionnaire. Analysis of research data using Path Analysis with the help of the SPSS for Windows data analysis tool. The results of the study show that service quality variables affect patient trust and satisfaction. Patient satisfaction affects trust and patient satisfaction is able to mediate the effect of service quality on patient trust.
Social Media Influencers Marketing Strategy in Increasing Marketing Impact Popo Suryana
Jurnal Sosial Sains dan Komunikasi Vol. 1 No. 02 (2023): Jurnal Sosial Sains dan Komunikasi (Ju-SoSak), June 2023
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/ju-sosak.v1i02.531

Abstract

The phenomenon of using social media influencers as marketing agents has become an integral part of business strategy in the digital era. This research will focus on how influencers utilize social media platforms to increase their influence in reaching audiences, building brand images, and ultimately increasing marketing impact. This research aims to investigate and analyze the marketing strategies used by social media influencers and their impact on the effectiveness of product or service marketing. This research uses a qualitative approach with descriptive methods. The results of this research show that marketing strategies through social media influencers have a positive impact in increasing brand awareness, consumer engagement and company image. Selection of influencers that align with brand values, long-term collaboration, creative content, and active participation in the community have proven to be key factors in achieving campaign success. Choosing the right social media platform also plays a significant role in reaching a diverse audience. Regularly measuring performance using KPIs is an important step in evaluating campaign effectiveness and making necessary adjustments. In conclusion, marketing through social media influencers is not just a promotional tool, but also a strategic approach that is able to build strong relationships, increase engagement, and strengthen brand image in this digital era.
Digital marketing strategy in increasing brand awareness of technology startups Popo Suryana
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 2 No. 2 (2024): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi), April 2024
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/mar-ekonomi.v2i2.532

Abstract

Startups in the technology sector often face challenges in introducing their brands in a competitive market. Therefore, this research will explore various digital marketing approaches and strategies that can help technology startups to increase their brand awareness levels. Qualitative research methods with a descriptive approach were used in this research. The research results show that digital marketing strategies, including search engine optimization, quality content, collaboration with influencers, and digital advertising, play a crucial role in increasing brand awareness for technology startups. By focusing on the target audience, creating relevant content, and interacting through social media, startups can achieve greater exposure. Collaborations with influencers and digital advertising help introduce brands to established audiences, while rigorous data analysis supports informed decision-making. As a result, digital marketing becomes a strong foundation in building brand awareness, helping startups to compete and grow in a competitive business environment.
Event Marketing Strategy in Increasing Brand Awareness Suryana, Popo
Jurnal Ekonomi, Akuntasi dan manajemen Indonesia (JEAMI) Vol. 1 No. 01 (2022): Jurnal Ekonomi, Akuntasi dan Manajemen Indonesia (JEAMI), November 2022
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/jeami.v1i01.529

Abstract

Brand awareness is a key element in the successful marketing of a product or service. Event marketing is considered a potential method to achieve these goals, involving consumers directly through experiences and interactions. This research aims to explore and analyze marketing strategies through event marketing as an effort to increase brand awareness. This research uses a qualitative approach with descriptive methods. The results of research on event marketing strategies with a focus on increasing brand awareness show that a holistic and sustainable approach provides a significant positive impact. By choosing the right type of event, creating a memorable experience, and utilizing social media effectively before, during, and post-event, companies can achieve their marketing goals. The research results also highlight the importance of providing quality merchandise and attractive prizes to participants as a form of appreciation, as well as maintaining active communication to strengthen ties with them. With this strategy, research shows that companies can build strong brand awareness, expand their customer base, and build sustainable relationships with consumers.
THE ROLE OF STREAMING, ONLINE REVIEWS, RATINGS IN INCREASING CUSTOMER ENGAGEMENT WITH TRUST AS A MODERATOR VARIABLE Vidyastuti, Heppy; Suryana, Popo
Jurnal Riset Bisnis dan Manajemen Vol. 18 No. 2 (2025): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v18i2.23706

Abstract

This research is a quantitative study. The population in this study were market place users in West Java. SmartPLS version 4 used to process and analyse data collection result and its results are: 1 The Customer Enggagement affected significantly by Customer trust, 2 The Customer trust affected significantly by live streaming variable, 3 Customer Enggagement affected significantly by The Live Streaming, 4 Online Review variable no effect on Customer Trust , 5 Customer trust variable affected significantly rating, 6.Customer Enggagement affected significantly by rating variable 7. The effect of Live Streaming to the customer enggagement mediated by the customer trust meet the requirements in this study. 8. The effect of Online Review to the customer enggagement mediated by the Customer trust does meet the requirements in this study. 9. The effect rating to customer enggagement mediated by the customer trust meet the requirements in this study
Affiliate Marketing: Marketing Strategy to Increase Online Sales Popo Suryana
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.v1i02.84

Abstract

With the rapid growth of e-commerce and digital marketing trends, a deep understanding of how Affiliate Marketing can be an effective tool in optimizing online sales has become very important. This research aims to identify, analyze and evaluate the effectiveness of marketing strategies through Affiliate Marketing in increasing online product or service sales. This research uses a qualitative approach with descriptive methods. The research results show that effective implementation of affiliate marketing strategies can increase a company's online sales. Selection of the right affiliate, attractive incentive offers, and effective communication between the company and affiliates are the main factors in achieving success. Quality and creative content, as well as optimization of user experience on websites, play an important role in attracting consumer attention and increasing conversion rates. Proper market segmentation provides a clear focus, while renewal and innovation are key in maintaining competitiveness in a dynamic digital environment. Thus, the research results provide practical guidance for companies in developing and improving their affiliate marketing strategies to achieve online sales goals more effectively.
Analysis of the Circular Economy's Implementation at Maggot House Mengger Sub-District Bandung City Rochaeni, Anni; Ardianti, Dhini; Suryana, Popo; Ardiani, Winda P.; Habibie, Panji A.; Fadhlan, M. Razkia; Nurnazmi, Alvi; Syahrani, Aura P
Journal of Community Based Environmental Engineering and Management Vol. 8 No. 2 (2024): September 2024
Publisher : Department of Environmental Engineering - Universitas Pasundan - Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jcbeem.v8i2.18759

Abstract

In 2023, the city of Bandung faced serious problems because the Sarimukti landfill caught fire and the city of Bandung experienced a "waste emergency". One of the programs launched is the construction of maggot houses in every sub-district in Bandung City with a target of processing 1 ton of organic waste/day. Mengger Sub-district is one of the sub-districts that received assistance to build maggot house. The land area of ​​the maggot house is 150 m2, managed by 4 officers. This study aims to identify various problems that must be resolved first so that the circular economy concept can be implemented at the Mengger Maggot House. The study was carried out by conducting observations, detailed surveys and in-depth interviews with various stakeholders in Mengger Sub-district. Observations were carried out to see the level of compliance of residents in sorting, a detailed survey was carried out on the waste collection and processing system at the maggot house, and in-depth interviews were conducted with assistants from Bandung City Environmental Service Office (DLH), maggot buyers, sub-district officials, maggot house officers, neighbourhood (RT) and hamlet (RW), and waste collector. Based on the results of observations, it was found that only some residents carry out sorting consistently, a collection system already exists in each RT/RW but they have not implemented a segregated waste collection system, and there is no system for transporting waste from the RW to the maggot house so that the amount of organic waste entering the maggot house is still low, no electricity and clean water, no choppers, leaks in the fly cage, and no diversification in maggot products. Through various socialization activities and Focus Group Discussions with all stakeholders, various agreements were obtained to resolve various problems at the Mengger Maggot House.
E-MAIL MARKETING STRATEGY IN INCREASING CUSTOMER RETENTION IN E-COMMERCE Popo Suryana
Jurnal Ekonomi Vol. 11 No. 03 (2022): Jurnal Ekonomi, 2022 Periode Desember
Publisher : SEAN Institute

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Abstract

The rapid growth of e-commerce has increased competition in the market, making it important for companies to maintain customer loyalty. E-mail marketing is considered an effective communication tool in retaining customers. This research aims to analyze and identify effective e-mail marketing strategies in increasing customer retention in the e-commerce industry. This research uses a qualitative approach with descriptive methods. The research results show that e-mail marketing strategies can effectively increase customer retention in the e-commerce industry. In-depth analysis of customer behavior and preferences through data collection proves that personalization of messages, exclusive offers, and useful content can inspire customer engagement. The use of e-mail automation in sending personalized messages has a positive impact on campaign efficiency and effectiveness. In addition, collecting customer feedback via e-mail proves the importance of company responsibility to customer needs and input, which in turn increases consumer trust and loyalty. Overall, the research results confirm that implementing a holistic and coordinated e-mail marketing strategy can make a significant contribution to customer retention and strengthen long-term relationships with consumers in the e-commerce sector.
Co-Authors Amalia, Gema Nurqolbi Anni Rochaeni Ardiani, Winda P. Asti Mustika Darmawanti Ayi Muhiban Budiyarti Yeni Purnami Dhini Ardianti EDDY JUSUF Eddy Jusuf Eliyandi Sumar Dasuki Eliyandi Sumar Dasuki Fadhlan, M. Razkia Fahrudin Js Pareke Habibie, Panji A. Intan Muliasari Jaja Suteja Karamang, Ezra Mochammad Rifal Haryadi Nurnazmi, Alvi Rifa Fauziah Surjono, Welly Syahrani, Aura P Tanti Tresnawati Umi Narimawati Vidyastuti, Heppy