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All Journal Journal of Research on Business and Tourism Prosiding Konferensi Nasional PKM-CSR Jurnal Riset Multidisiplin Edukasi AT-TAKLIM: Jurnal Pendidikan Multidisiplin

Stephanny Lianardo

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Author-ID : 4220275

Humanities Control & Systems Engineering Economics, Econometrics & Finance Education Environmental Science Nursing Public Health Social Sciences Other

Published : 6 Documents Claim Missing Document

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Articles

Efek Terpaan Video Iklan TV pada Citra Merek Platform E-commerce Dessy Chatarina; Stephanny Lianardo
Journal of Research on Business and Tourism Vol. 1 No. 1 (2021): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Penelitian ini bertujuan untuk mengetahui dan menganalisis besarnya pengaruh terpaan iklan terhadap citra merek Shopee melalui iklan Shopee 9.9 Super Shopping Day Cristiano Ronaldo. Penelitian menggunakan metode deskriptif kuantitatif melalui penyebaran kuesioner kepada 100 orang responden yang pernah menonton iklan Shopee 9.9 Super Shopping Day Cristiano Ronaldo. Hasil penelitian menunjukkan bahwa terpaan iklan lebih berpengaruh positif terhadap citra merek Shopee melalui iklan Shopee Super Shopping Day 9.9 Cristiano Ronaldo kepada konsumen pria yang menunjukkan bahwa Shopee telah berhasil lepas dari citra platform yang identik dengan perempuan. PT. Shopee Internasional Indonesia perlu mempertahankan dan mengembangkan periklanan mereka untuk membentuk ketertarikan konsumen yang akan berdampak pada citra merek Shopee.

Omnichannel Marketing on Integrated Retail Store in Indonesia Stephanny Lianardo
Journal of Research on Business and Tourism Vol. 1 No. 2 (2021): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Omnichannel marketing should focus on creating an immersive environment in order to create a seamless experience for the customers. In this research, we are looking into the omnichannel marketing applied by PT. Erafone DotCom to integrate their fairly new online platform with their existing physical store and the public perspective toward it. We find out that despite the public being familiar with their physical store, the public is still largely unaware and unfamiliar with the existence of eraspace.com as the online platform of Erafone thus rendering the omnichannel marketing to be less effective. We also look into the public perspective of the idea of omnichannel marketing that has been applied by PT. Erafone DotCom and analyze how to improve the public awareness about eraspace.com and what strategy to improve the omnichannel marketing that has been applied in order to create an immersive environment for the customers to have seamless experience in shopping with Erafone and/or eraspace.com.

Komunikasi Pemasaran Digital bagi UMKM Desa Tridaya Sakti sebagai wujud literasi digital UMKM di Kabupaten Bekasi Dewi Rachmawati; Riska Afrianti; Stephanny Lianardo
Prosiding Konferensi Nasional Pengabdian Kepada Masyarakat dan Corporate Social Responsibility (PKM-CSR) Vol 4 (2021): Peran Perguruan Tinggi dan Dunia Usaha dalam Mewujudkan Pemulihan dan Resiliensi Masya
Publisher : Asosiasi Sinergi Pengabdi dan Pemberdaya Indonesia (ASPPI)

Abstract Digital Marketing Communication for MSMEs in Tridaya Sakti Village as a form of digital literacy for MSMEs in Bekasi Regency Dewi Rachmawati (dewi.r@lspr.edu) Riska Afrianti (riska.a@lspr.edu) Stephanny Lianardo (stephanny.l@lspr.edu) Faculty of Communication – LSPR Communication & Business Institute The digital literacy movement is currently being intensified by the government to all levels of society. With this movement, it is hoped that people will not only be technology literate and be able to use it, but also understand and have digital skills and be responsible for using it. One of the scopes that become the target of digital literacy is MSMEs (Micro, Small and Medium Enterprises) especially in villages. In terms of marketing communications, this digitalization is carried out so that MSMEs can increase their level and can reach wider marketing in a faster, more effective and efficient. The LSPR Institute of Communication and Business, has played a role in accelerating digital literacy for MSMEs by holding workshops through online media for MSMEs in Tridaya Sakti Village, Tambun Selatan District, Bekasi Regency. Total of 11 MSMEs from Tridaya sakti Village attended the online workhop with the title Business Marketing Communication and Services Through Social Media in Business Groups in Tridaya Sakti Village. MSME participants realize the important role of marketing communication through social media, which currently can reach distant customers quickly. However, in its application there are still some obstacles experienced such as lack of skills in using technology and understanding of social media content itself, product photos and internet connections. Participants are also encouraged and will use social media to support their business marketing communications. Keywords : digital marketing communication; digital literacy; MSMEs

Analisis Positioning Produk Shimmy Berdasarkan Persepsi Konsumen di Industri Camilan Kekinian Risski Aufa Waradana; Nibita Floren; Irfan Assaukani Audadi; Ahmad Juan Shobari; Stephanny Lianardo
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 7 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Juli 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i7.776

Amidst the growing dynamism of Indonesia’s modern snack industry, brands are challenged not only to satisfy consumer taste but also to align with shifting lifestyles and visual culture. Shimmy an emerging tuna-based snack brandpositions itself as a modern alternative to traditional street snacks, targeting urban youth who value uniqueness, trendiness, and nutrition. This study analyzes consumer perceptions of Shimmy, a tuna-based snack brand, compared to Yumchi and Chisum in Indonesia’s modern snack industry. Using a descriptive-quantitative approach with discriminant analysis, data were collected from 45 respondents aged 17–25 through product testing and questionnaires assessing ten perceptual dimensions. Results indicate that Shimmy excels in visual appeal, trend relevance, and brand uniqueness, while Yumchi ranks higher in daily usability and perceived suitability. Chisum shows low resonance across all dimensions. These findings highlight the importance of visual identity, lifestyle alignment, and differentiation in building strong brand positioning

STRATEGI POSITIONING MEREK CHISUM BERDASARKAN PERSEPSI KONSUMEN DI WILAYAH PERKOTAAN JABODETABEK Cheryn Maylinda; Yunara Marselly; Apriliana Nur Fadillah; Zahra Fitri Nurhasanah; Stephanny Lianardo
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 7 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Juli 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i7.779

This study aims to analyze Chisum’s brand position in the contemporary snack market by comparing it against two main competitors, Shimmy and Yumchi, based on the perceptions of young customers in the Greater Jakarta area. The research method uses a descriptive-comparative quantitative approach with discriminant analysis. Data was obtained through questionnaires distributed to 45 respondents aged 18-35 who had tried all three brands. The assessment was conducted on 10 main attributes, such as Characteristics, Trend, Clarity, Practicality, Personality, and Suitability. The analysis showed that Shimmy excelled in visual differentiation and trend identity, while Yumchi stood out in practicality and relevance to modern lifestyles. Meanwhile, Chisum is in a neutral position, thus requiring a brand repositioning strategy through strengthening visual identity, digital storytelling, packaging innovation, and more precise market segmentation.

DIFERENSIASI POSITIONING TERHADAP KEPUTUSAN PEMBELIAN SILKY PUDDING BERDASARKAN PREFERENSI KONSUMEN DI JABODETABEK (STUDI KASUS: PADA BOMBOM PUDING, GYUKAKU PUDING DAN PUYO) Siti Iqlima Keisha Aliya Putri Saepuloh; Firly Rahma Ekaputri; Elri Frella Natasya; Stephanny Lianardo
AT-TAKLIM: Jurnal Pendidikan Multidisiplin Vol. 2 No. 7 (2025): At-Taklim: Jurnal Pendidikan Multidisiplin (Edisi Juli)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/at-taklim.v2i7.782

This study aims to analyze consumer perceptions of three silky pudding brands—Bombom, Gyukaku, and Puyo—using the Multidimensional Scaling (MDS) method. This research is crucial for understanding brand positioning differentiation based on product attributes perceived by consumers. The sample consists of 37 respondents selected through purposive sampling, specifically individuals who have tried at least two of the three pudding brands under study. Data were collected using a closed-ended questionnaire based on a Likert scale, covering nine product attributes such as taste, texture, packaging, price, and accessibility. The collected data were analyzed using SPSS through MDS testing to map the relative position of each product based on dominant attributes. The test results show a stress value of 0.04807 and an RSQ of 0.99144, indicating a highly reliable configuration. Findings reveal that Puyo excels in packaging and branding, Bombom is perceived to be superior in taste and price, while Gyukaku stands out in terms of texture and satisfaction. The resulting perceptual map provides a clear visualization of brand differentiation, which can serve as the foundation for strategic marketing recommendations. This study concludes that strong brand positioning differentiation plays a vital role in influencing consumers' purchase decisions for silky pudding.

Co-Authors Ahmad Juan Shobari Apriliana Nur Fadillah Cheryn Maylinda Dessy Chatarina Dewi Rachmawati Elri Frella Natasya Firly Rahma Ekaputri Irfan Assaukani Audadi Nibita Floren Riska Afrianti Risski Aufa Waradana Siti Iqlima Keisha Aliya Putri Saepuloh Yunara Marselly Zahra Fitri Nurhasanah

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