Garuda - Garba Rujukan Digital

Elevating Consumer Decision Journey to Increase Consumer Loyalty in Tokopedia and Shopee for PT. SNACK LEZAT Products Mulya, Ardyanto; Wibowo, Satya Aditya; Purwanegara, Mustika Sufiati
The Asian Journal of Technology Management (AJTM) Vol. 16 No. 3 (2023)
Publisher : Unit Research and Knowledge, School of Business and Management, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2023.16.3.4

Abstract. Southeast Asia region's digital service growth trend is accelerating, with 60% of new digital users joining in the previous two years. This has an effect on e-commerce sales, which have risen quickly in recent years and are expected to rise further. Edible groceries in Indonesia are expected to increase with compounded annual growth rate 16.9% between 2022 - 2027. This growth is in line with the retail evolution from traditional market, modern market, to digital market PT. SNACK LEZAT is a global snack company and currently is focusing on e-commerce channels that still in an early stage of development and the sales are largely dependent on promotional periods. This research aims to identify the stages of the consumer decision journey to loyalty, so the right marketing strategy can be formulated and increase the repeat buyers to create a higher and sustained sales baseline. This research methodology was carried out using qualitative in-depth interviews and netnography. In-depth interviews were conducted with eight respondents, four of whom had purchased PT. SNACK LEZAT and four of whom had never purchased PT. SNACK LEZAT product. Netnography is carried out using the word cloud analysis based on product reviews in Shopee and Tokopedia platforms. The findings of this study reveal the expectations of each stage in consumer decisions journey to determine purchases on e-commerce platforms.

Proposed Integrated Marketing Communication Strategy to Promote Brand Awareness of Online Learning Portals: Study of MOJADIAPP.COM Mietra, Andhika Bayu; Wibowo, Satya Aditya
Asia Pacific Journal of Management and Education (APJME) Vol 5, No 1 (2022): March 2022
Publisher : AIBPM Publisher

Indonesia as one of the largest countries in the world, with a projected population of 274 million people in 2020, will enjoy a demographic dividend in 2030-2040. Amidst the Covid-19 Pandemic, this opens new opportunities for those in the education sector to develop a feasible business in online learning. New players in the online learning industry face tough competition with over 200 existing local brands in the country. Strong brand awareness is needed to be recognized and thus compete in the existing competition. This paper aims to find an appropriate marketing strategy to improve brand awareness. For analysis, the researchers use a market survey to understand the preferred marketing strategy from a customer’s point of view, and interviews with the founders of Mojadiapp.com, a newly developed online learning portal based in Indonesia, understand the internal and external condition of the company. The study shows that Integrated Marketing Communication could help improve brand awareness for these new players.

Proposed marketing strategy for an overseas education consultant in Indonesia Kartika, Allegra Putri; Wibowo, Satya Aditya
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. 10 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

A well-built marketing strategy enables Yes Study Indonesia to establish and sustain its competitive advantage, as well as to compete in fierce competition among other overseas educational consultants in Indonesia. This article aims to analyze the external environment and the internal environment of the business. SWOT analysis was then used to summarize the internal and external analysis and define the company’s strengths, weaknesses, opportunities, and threats. The quantitative research method was conducted with the 163 questionnaire respondents to be analyzed to understand the point of view of potential customers toward studying abroad and the use of overseas educational agencies. Meanwhile, in-depth interviews with the management, staff, past students, and parents were conducted as a qualitative research methodology. There are several external and internal factors that can impact how Yes Study Indonesia can plan a suitable marketing strategy. Starting with the external factors, government support in exposing more opportunities for Indonesian students to study abroad and the trend of distance learning due to the pandemic have presented themselves as opportunities for Yes Study Indonesia. Meanwhile, the easiness of legal requirements and economic downturn possess as challenges for the company.

How to maintain and expand the star wars film franchise in Indonesia Soeharli, Kevin Ardhana; Wibowo, Satya Aditya
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. 10 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

The objectives of this research are to find out the primary reasons Indonesian customers watch the movies. To advise a proper marketing strategy for future Star Wars films so the revenue of the film franchise will grow optimally. In other words, to increase the number of Star Wars films audience. To find out the optimal promotional channel for the Star Wars film franchise to expand its customer base in Indonesia. To develop an implementation plan for the proposed marketing strategy. This research used primary and secondary data. The primary data are from quantitative and qualitative research, whereas the secondary data are from various internet sources. The conclusion shows that the future of the Star Wars film franchise is deeply connected and dependent on its fanbase due to the nature of the Star Wars brand embedding nostalgia within its fans, young and old. Time and time again, the fans have been responsible for some of the best marketing ploys in the industry, like Star Wars Day, “May the fourth be with you,” which was organically created by the fans to appreciate and celebrate the Star Wars films. Star Wars fans continue to create demands for Star Wars films and merchandise. They also organically create new fans by spreading their joy and hobby in Star Wars. Indonesian customers watch movies to be entertained but a major reason is so that they are up to date with the current trend.

REINFORCING LEGACY BRAND: TRANSFORMING CONSUMER PERCEPTIONS THROUGH BRAND STRATEGIES IN THE TOBACCO INDUSTRY Putra Sudja, Mario; Wibowo, Satya Aditya; Windasari, Nila Armelia
Jurnal Manajemen Vol. 22 No. 2 (2025): Jurnal Manajemen
Publisher : Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25170/jm.v22i2.6866

This study investigates brand strategies for sustaining the relevance of legacy brands in Indonesia’s highly regulated and socially sensitive tobacco industry. The focus is on Djarum Super, an iconic kretek cigarette brand with a historically loyal customer base that is currently struggling to connect with younger consumers. A qualitative case study approach was used, combining in-depth interviews, projective techniques, and digital ethnography to explore consumer perceptions, brand associations, and behavioral tendencies. The research engaged 15 male respondents aged 21–35 from urban areas, selected based on smoking behavior and socioeconomic profile. The analysis applied Keller’s Customer-Based Brand Equity (CBBE) framework and thematic content analysis to identify the brand’s current positioning and consumer resonance. Findings reveal a clear generational divide: older consumers demonstrate attachment based on nostalgia, cultural pride, and masculine identity, while younger consumers perceive the brand as outdated, harsh in flavor, and disconnected from modern lifestyles. The study highlights the need for revitalizing brand salience through updated visual identity, emotionally driven storytelling, and culturally relevant messaging. Moreover, digital co-creation and community-based marketing are proposed to foster engagement without violating advertising restrictions. This repositioning should aim to reframe the brand’s image not by abandoning its heritage but by reshaping it into a more inclusive and aspirational narrative. The study contributes practical insights for brand managers navigating generational shifts, consumer perception gaps, and strict regulatory environments. It also offers a strategic model for legacy brands attempting to bridge tradition with innovation in evolving consumer landscapes.

REINFORCING LEGACY BRAND: TRANSFORMING CONSUMER PERCEPTIONS THROUGH BRAND STRATEGIES IN THE TOBACCO INDUSTRY Putra Sudja, Mario; Wibowo, Satya Aditya; Windasari, Nila Armelia
Jurnal Manajemen Vol. 22 No. 2 (2025): Jurnal Manajemen
Publisher : Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25170/jm.v22i2.6866

This study investigates brand strategies for sustaining the relevance of legacy brands in Indonesia’s highly regulated and socially sensitive tobacco industry. The focus is on Djarum Super, an iconic kretek cigarette brand with a historically loyal customer base that is currently struggling to connect with younger consumers. A qualitative case study approach was used, combining in-depth interviews, projective techniques, and digital ethnography to explore consumer perceptions, brand associations, and behavioral tendencies. The research engaged 15 male respondents aged 21–35 from urban areas, selected based on smoking behavior and socioeconomic profile. The analysis applied Keller’s Customer-Based Brand Equity (CBBE) framework and thematic content analysis to identify the brand’s current positioning and consumer resonance. Findings reveal a clear generational divide: older consumers demonstrate attachment based on nostalgia, cultural pride, and masculine identity, while younger consumers perceive the brand as outdated, harsh in flavor, and disconnected from modern lifestyles. The study highlights the need for revitalizing brand salience through updated visual identity, emotionally driven storytelling, and culturally relevant messaging. Moreover, digital co-creation and community-based marketing are proposed to foster engagement without violating advertising restrictions. This repositioning should aim to reframe the brand’s image not by abandoning its heritage but by reshaping it into a more inclusive and aspirational narrative. The study contributes practical insights for brand managers navigating generational shifts, consumer perception gaps, and strict regulatory environments. It also offers a strategic model for legacy brands attempting to bridge tradition with innovation in evolving consumer landscapes.

USULAN PENDEKATAN STRATEGI PEMASARAN UNTUK BRIX PERFORMANCE Mahendiartha Putra, Abraham; Wibowo, Satya Aditya
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/pyjsmz31

Penelitian ini bertujuan untuk mengusulkan pendekatan strategi pemasaran bagi BRIX Performance, merek Indonesia yang berfokus pada cakram rem performa tinggi untuk pasar otomotif sekunder. BRIX menghadapi tantangan dalam mengomunikasikan diferensiasi produk dan membangun kesadaran merek di tengah persaingan merek global premium dan alternatif lokal berbiaya rendah. Penelitian ini menggunakan pendekatan campuran (mixed-method) melalui data kuantitatif dari 108 responden kuesioner dan wawancara dengan enam bengkel mitra. Analisis dilakukan dengan menggunakan kerangka VRIO, SWOT, Porter’s Five Forces, dan perilaku konsumen. Strategi yang diusulkan mengadopsi pendekatan Integrated Marketing Communication (IMC) berbasis model AIDA, dengan fokus pada penguatan komunikasi Instagram, optimalisasi funnel penjualan WhatsApp Business, serta kolaborasi bengkel dan event otomotif. Rencana implementasi disusun untuk memperkuat posisi merek dan meningkatkan kinerja penjualan BRIX di pasar sekunder.

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