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Influencer Marketing and Online Advertising as A Digital Marketing: A Case Study Green Beauty Products Rennyta Yusiana; Ratih Hurriyati; Puspo Dewi Dirgantari; Disman Disman
Jurnal Manajemen Indonesia Vol 23 No 3 (2023): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v23i3.6772

Abstract

The beauty industry in Indonesia is experiencing rapid growth, driven by factors such as a large young population and increasing purchasing power. The government is also encouraging improvements in the supply chain of raw materials to increase the national added value. Additionally, advancements in technology and the rise of social media and digital platforms have provided opportunities for the promotion and dissemination of beauty products. Influencer marketing and online advertising have become popular strategies for promoting beauty products. These techniques have been found to have a positive impact on consumer purchase decisions. Green brand knowledge has also gained importance in the beauty industry, as consumers are becoming more conscious of environmental issues and seeking sustainable and eco-friendly products. Therefore, this study aims to examine the impact of influencer marketing, online advertising, and green brand knowledge on the purchase decisions of green beauty products. The study utilizes a quantitative research approach and analyses data from 100 consumers. The findings suggest that influencer marketing and online advertising, have a direct impact on purchasing decisions, while green brand awareness has an insignificant impact on purchase decisions. The study recommends that companies focus on creating high-quality influencer content and implementing effective online marketing strategies to enhance the impact of these techniques. Additionally, companies should choose influencers and platforms aligned with their target audience. The study acknowledges limitations in sample size and research method and suggests further research to validate the findings. Keywords—Influencer Marketing; Online Advertising; Green Brand Knowledge; Purchase Decision
The Influence of Internet Marketing on Purchase Intention in E-Commerce Blibli Yuliarti Maghfira Annahli; Agus Rahayu; Puspo Dewi Dirgantari
Administrasi Bisnis Indonesia Vol 4 No 1 (2024): JURNAL DIMMENSI
Publisher : Prodi S1 Administrasi Bisnis Universitas Sangga Buana YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/dimmensi.v4i1.3294

Abstract

This research is a quantitative study that examines social phenomena with the aim of knowing the effects of internet marketing on purchasing intentions. The population of this study is Blibli consumers. This study took a sample of 100 respondents through non -probability sampling techniques for purposive sampling methods. Data collection in this study in the form of distributing questionnaires to users and those who have shopped using the Blibli site. The data analysis technique used is descriptive analysis and inferential analysis with data processing calculation analysis tools using partial least square (PLS) applications. After analyzing the data, the results show that there is a positive and significant influence on the internet marketing variable on the intention of purchasing.
Analisis Pemanfaatan Brand Experience dalam Menciptakan Brand Loyalty pada Bisnis Rollneeds Zahra Medina Setyorini; Puspo Dewi Dirgantari
Jurnal Bisnis dan Manajemen West Science Vol 3 No 02 (2024): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v3i02.1185

Abstract

Timbulnya suatu persaingan dalam industri kuliner menjadikan setiap pelaku usaha perlu menentukan strategi dalam menjalankan sebuah usaha agar terus menghasilkan keuntungan. Penelitian ini bertujuan untuk menganalisis pemanfaatan brand experience dalam menciptakan brand loyalty pada bisnis Rollneeds. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus dan teknik analisis data interaktif Miles dan Huberman. Hasil penelitian menunjukan bahwa strategi pengalaman merek Rollneeds melalui dimensi sense, feel, think, act, dan relate memiliki dampak positif dalam menciptakan brand loyalty, namun diperlukan perbaikan dan penguatan strategi untuk mencapai hasil yang lebih optimal. Disarankan untuk penelitian selanjutnya dapat mengeksplorasi pengaruh faktor eksternal seperti kondisi pasar dan tren industri terhadap brand loyalty di Rollneeds, sehingga dapat memberikan pemahaman yang lebih komprehensif tentang strategi yang dapat diterapkan oleh perusahaan. Implikasi praktis dari temuan ini menunjukkan bahwa Rollneeds perlu meningkatkan program loyalitas , pengalaman merek yang unik serta inovasi produk untuk memperkuat brand loyalty dan mempertahankan pangsa pasar yang kompetitif.
PENGARUH GREEN MARKETING DAN TERHADAP PURCHASE DECISION (Studi pada Generasi Z dalam Pembelian Green Skincare Product Brand The Body Shop dan Sensatia Botanicals) Dirgantari, Puspo Dewi; Fajri, Fadilla Nur; Widjajanta, Bambang
Journal of Business Management Education (JBME) Vol 7, No 3 (2022)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jbme.v7i3.50489

Abstract

The increasing number of competitors in Skincare Industry, requires companies to strengthen marketing strategies in creating Purchase Decision. Green marketing is a strategy that can contribute to building Purchase Decision for Green Skincare Product. This study was to analyze the significance of The Influence of Green Marketing on Purchase Decision. The population in this study were Generation Z who used Green Skincare Product Brand The Body Shop dan Sensatia Botanicals in Indonesia with a sample of 200 people. The sampling technique used purposive sampling. The analysis technique used is Structural Equation Modeling (SEM) analysis with IBM SPSS AMOS 23.0 for Windows program. The results of this study indicate that the description of Green Marketing (green product, green price, green place,and green promotion) as varible (X) has a significant effect on purchase decisions as Variable (Y). The green product dimension in green marketing gives the biggest contribute to building purchase decision.Keyword: Generation Z, Purchase Decision, Green Marketing, Green Skincare ProductsSemakin banyaknya pesaing di Industri Skincare, menuntut perusahaan untuk memperkuat strategi pemasaran dalam menciptakan Keputusan Pembelian. Green Marketing merupakan strategi yang dapat berkontribusi dalam membangun Keputusan Pembelian Produk Green Skincare. Penelitian ini bertujuan untuk menganalisis signifikansi Pengaruh Green Marketing terhadap Keputusan Pembelian. Populasi dalam penelitian ini adalah Generasi Z yang menggunakan Produk Green Skincare Brand The Body Shop dan Sensatia Botanicals di Indonesia dengan sampel sebanyak 200 orang dengan teknik pengambilan sampel menggunakan purposive sampling. Teknik analisis yang digunakan adalah analisis Structural Equation Modeling (SEM) dengan program IBM SPSS AMOS 23.0 for Windows. Hasil penelitian ini menunjukkan bahwa deskripsi Green Marketing (green product, green price, green place, dan green promotion) sebagai variabel (X) berpengaruh signifikan terhadap keputusan pembelian sebagai Variabel (Y). Dimensi green product dalam Green Marketing memberikan kontribusi terbesar dalam membangun keputusan pembelian.Kata kunci : Generasi Z, Purchase Decision, Green Marketing, Green Skincare Products
Unveiling the Link between Customer Experience and Customer Loyalty on Blibli: The Mediating Role of Trust Yusiana, Rennyta; Hurriyati, Ratih; Dirgantari, Puspo Dewi
Journal of Business Management and Economic Development Том 2 № 01 (2024): January 2024
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v2i01.411

Abstract

The rapid growth of digital technology and the Internet has opened new avenues for business, particularly in the field of e-commerce. Online shopping has become the prevailing trend for purchasing goods and services, reshaping market dynamics. Blibli.com is a subsidiary of Djarum in the digital sector established in 2010 and is the original Indonesian e-commerce company that focuses on building the shopping ecosystem of choice for consumers and institutions through a secure omnichannel commerce platform. However, in a highly competitive environment, maintaining and increasing customer loyalty is a challenge. This study aims to explore the effect of customer experience on Blibli customer loyalty in Indonesia, with customer trust as an intermediary variable. This research uses a quantitative descriptive approach and path analysis, with a sample of 200 respondents who are Blibli application users. The results showed that customer experience and trust have a significant influence on customer loyalty. Data analysis shows that Blibli's app design, appearance, navigation, and payment process is highly rated by customers. Customers also had a positive emotional experience and high trust in Blibli's customer service and social media presence. This study also found that customer trust plays a role as a mediator in the relationship between customer experience and customer loyalty. Based on these findings, this study suggests Blibli to focus on increasing customer trust through improving customer experience to drive customer loyalty.
Leveraging Marketing Automation to Enhance Customer Relationship Management and Improve Management Performance in MSME B2B Yanti, Pitri; Hurriyati, Ratih; Dirgantari, Puspo Dewi
Jurnal Riset Multidisiplin dan Inovasi Teknologi Том 2 № 01 (2024): Jurnal Riset Multidisiplin dan Inovasi Teknologi
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jimat.v2i01.419

Abstract

This study aimed to explore the impact of using marketing automation in customer relationship management strategies and ultimately improving management performance in the context of B2B Micro, Small and Medium Enterprises (MSMEs). The research method involved primary data collection using a quantitative approach and a non-probability sampling method, specifically purposive sampling, on 105 samples that actively use marketing automation tools. The analysis technique used was Structural Equation Modeling (SEM) with the help of Lisrel 8.80 software. The results show that marketing automation has a positive and significant impact on B2B customer relationship management, with reach of message as the most dominant indicator, contributing 65.61%. Furthermore, B2B customer relationship management also has a positive and significant effect on Marketing Performance, where improving the quality of customer relationships is the most dominant indicator at 77.4%, and the most dominant indicator in shaping marketing performance is having a larger market, accounting for 42.25%. The conclusion of this study is that the use of marketing automation in customer relationship management strategies can improve the marketing performance of B2B-based MSMEs.
E-Customer Behavior Mediates Promotion on E-Commerce Purchase Decision MSME Industry Fairuz Rifqi Abdurahman; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Harisandi, Prasetyo
Jurnal Riset Multidisiplin dan Inovasi Teknologi Том 2 № 01 (2024): Jurnal Riset Multidisiplin dan Inovasi Teknologi
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jimat.v2i01.469

Abstract

This research aims to explore the impact of promotions on e-commerce purchasing decisions among MSMEs in Indonesia. In addition, e-customer behavior is studied as a mediator of promotional activities and purchasing decisions. Data was collected from a total of 160 E-commerce users in Indonesia through structured questionnaires and hypothesis testing using the PLS model. These results validate that promotional activities have a significant influence on e-customer behavior and direct purchasing decisions. Purchasing decisions are directly influenced by e-customer behavior. In addition, e-customer behavior completely mediates the relationship between promotional activities and buyer decisions which has an indirect influence. In this study, the sample size was limited to 160 respondents, most of whom came from Jabodetabek, Indonesia. It is recommended that future research use larger sample sizes and include individuals from various industry sectors. Second, this research only focuses on promotions, purchasing decisions through e-customer behavior in MSME e-commerce. This research suggestion will help the e-commerce retail sector to build consumer trust, thereby increasing the e-commerce user base and increasing customer loyalty through various improvements so that it can meet your needs to understand
Future Directions in Strategic Brand Management Research Using Bibliometric Analysis: A Decade Review Indriarti, Resti; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Harisandi, Prasetyo
Jurnal Riset Multidisiplin dan Inovasi Teknologi Том 2 № 01 (2024): Jurnal Riset Multidisiplin dan Inovasi Teknologi
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jimat.v2i01.510

Abstract

This research aim is to examine future directions in strategic brand management research through a bibliometric computational mapping analysis using VOS viewer. Publish or Perish reference manager application is used to retrieve the Google Scholar database in order to fulfill research data. The title and abstract of the article are used to provide guidance on the search process based on the keywords "Strategic Brand Management". The results showed 997 relevant articles. The search for publication data used as study material was carried out in the last ten years (2013-2023). The results also showed that there are two larger circles comparing others, namely “brand loyalty” and “business strategy”. The term “brand loyalty” is associated with 15 links, 33 total link strength, and 30 occurrences, while the term “business strategy” is associated with 10 links, 33 total link strength, and 31 occurrences. The results of strategic brand management research in the last ten years show a declining trend, from 104 publications to 61 publications. There were only increase a little bit in 2015, from 104 publications to 115 publications, and increase in 20203, from 80 publications to 93 publications. Based on a downward trend, publications on strategic brand management in the last ten years were dominated by 2015 (115 publications). The results of this study are expected to inspire and develop the articles of related terms in the future.
Assistance in Developing Market Economics Teaching Modules for Teachers at the Indonesian School Davao, Philippines Sulistyowati, Raya; Nuswantara, Dian Anita; Indriastuti, Herning; Setyawati, Amelia; Sugangga, Rayyan; Sugangga, Amelia; Rahman, Iradah; Sudarjo; Dirgantari, Puspo Dewi; Zukhruf, Ratu Dintha Insyani; Banu, Syahar
Jurnal Pemberdayaan Masyarakat Madani (JPMM) Vol. 8 No. 1 (2024): Jurnal Pemberdayaan Masyarakat Madani (JPMM) (DOAJ & SINTA 3 Indexed)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JPMM.008.1.08

Abstract

This international community service program aims to enhance teachers' skills in developing market economics teaching modules at the Indonesian School in Davao, Philippines. The program includes a series of workshops and intensive mentoring sessions for teachers, focusing on developing market economics teaching materials that align with the curriculum and local context. The approach involves problem identification, preparation, and coordination, activity socialization, implementation through online and offline mentoring, group discussions, and ongoing evaluation to ensure that the knowledge and skills acquired can be effectively applied. The program results significantly improve teachers' ability to design innovative and relevant teaching modules and an increased understanding of market economics concepts. Other positive impacts include establishing a more robust collaborative network between educators in both countries and enhancing the quality of economics education at the Indonesian School in Davao, Philippines. The program has successfully created a more interactive and engaging learning environment for students.
THE STRATEGY OF SMALL AND MEDIUM ENTERPRISES (SMEs) IN UPGRADING SOCIAL MEDIA MARKETING TO CONTENT MARKETING Gunardi, Gunardi; Hurriyati, Ratih; Dirgantari, Puspo Dewi
JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 10 No. 1: April 2020
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1107.619 KB) | DOI: 10.34010/jurisma.v10i1.2339

Abstract

The era of the internet is moving and developing very fast. The use of social media that had only been used to communicate and socialize turned into a marketing campaign tool. On the other hand, the use of the internet to develop content can also be used as a marketing campaign tool and is known as content marketing. It will be seen how social media marketing is also related to content marketing. The resulting conclusions show how content marketing will complement social media marketing so that it can be used for the development of small and medium businesses.
Co-Authors Aam Rachmat Mulyana Abdul Rozak Abdurokhim Abdurokhim Aghnia Fadilah, Ratu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agustini, Kamelia Ahmad Gunawan Alamsyah, Sindhu Alexi Yohans, Jordy AMELIA SETYAWATI, AMELIA Andy Prasetyo Wati ANGGA MARTHA MAHENDRA, ANGGA Anggita Nur Fatimah Anggraeni, Tuti Ani Rakhmanita Aniek Indrawati Anneu Suryani Annisa Megaswara Ardelia Azhar Arifianti Arifianti, Ardelia Azhar Arissaputra, Rivaldi Aryani, Kiki As-siisi, Adzkia Marwa Asaretkha Adjane Annisawati Asep Wahyudin Ashshaumi, Muhammad Hisyam Aulia Nurizky, Sherly Aynie, Rahmi Qurrota Ayus Ahmad Yusuf Azatovich, Ablatdinov Sultanbek Azzahra, Fanny Fatimah Bahri, Khoirun Nisa Bambang Widjajanta Bambang Widjajanta Bambang Widjajanta, Bambang Bayu Indra Setia Bejaoui, Asma Bella Shafiera Anandita Budi Prasetiyo, Budi Chaerunnisa Chaerunnisa Chairul Furqon, Chairul Chandra, Dicky Corry Yohana D. Disman Dearika Irsanyya, Kharisma Dewanti, Pelangi Puspa Dian Anita Nuswantara Disman Disman Disman, Disman Disman, Disman Edi Firdaus Edi Suryadi Edi Suryadi, Edi Ekawijaya, Asep Bayu Elyusufi, Abdul Muhaimin Erik Syawal Alghifari Ernawati Ernawati Fahmi, Radiyul Fairuz Rifqi Abdurahman Faizal Fardhani Sigarlaki Fajar Gumelar Maulana Fajar Ramadhan Fajri, Fadilla Nur Farizki Maulana Rafliansyah Fathurrohman, Firdaus Ferany Nur Amalia Andini Fidhyallah, Nadya Fadilah Gafar, Vanessa Gamma Bhakti Pradana Gilang Bhirawa Noraga Girang Razati, Girang Gusni . Hadi Ahmad Sukardi Hadi Nasbey Hadiyazid Rachman, Nur Hanifah, Silvana Hari Mulyadi, Hari harisandi, Prasetyo Hasan, Pupung Puad Hasyim, M. Ardi Nupi Hasyim, Muhammad Ardi Nupi Heny Hendrayati Herning Indriastuti Hidayat, Nurdin Hidayat, Yusuf Murtadlo Hijrianti, Rina A. Hilda Monoarfa Hurriyanti, Ratih Hurrriyati, Ratih Ihda Farhatun Nisak Inasari Widiyastuti Indradewa, Rhian Ira Valentina Silalahi Irawan, Rini Larasati Julia Famor Pratami Khamiliyah, Lili Khofia, Irham Kosidin S.T., M.Kom. Kosidin, Kosidin Kusumah, Echo Perdana Lavianti, Desi Lili Adi Wibowo Luckyardi, Senny Lunia Nur Larasati M Sandi Marta Mahphoth, Mohd Halim Mahphoth, Mohd Halim bin Maisa, Asmara Azizah Margana, Andika Alvin Martha, Jefry Aulia Masharyono Masharyono Maula, Farij Ibadil Maulana, Teguh Nurakmal Maulasena, Mirza Fawwaz Maya Sari Mira Rahmi Mirza Abdi Khairusy Misyaida Ayunda Putri Mubdi Mulya Isfahami Muchtar, Muhammad Muhamad Bayu Pramesta Muhammad Fikar Ravsanjani Muhammad Muchtar Muhammad Zaky Yamin Munawar, Muhammad Meki Munir Munir Munir, Munir Muradovna, Khudayarova Mekhrangiz Nabilah Ramadhan Nandi Nandi, Nandi Neni Nuraeni, Neni Ni Putu Nurwita Pratami Wijaya Ningsih, Nurul Hutami Novianto, Untung Nugraheni, Rury Nuraeni, Ita Nurpratama, Mohamad Reza Nuryadi Wijiharjono Oce Ridwanudin Pangestu, Erry S.R Pardede, Mahadi Pepen Supriatna Supriatna Pitri Yanti Pranadita, Nugraha Prasetia, Arus Reka Prasetyo Hartanto Prihadi, M Dana Pupung Puad Hasan Putri Hestiningrum Putri, Diva Amanda Qudratov, Inomjon Rahman, Iradah Rahmawati, Yuli Diani Rahmi Qurrota Aynie Ramadhian, M. Arief Rahman Ramadhianti, Raden Heryaningtias Rasim, Rasim Ratih Hurriyanti Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati, Ratih Ratih Nurriyati Raya Sulistyowati Rennyta Yusiana Rennyta Yusiana Resti Indriarti Rofi Rofaida Safroni Isrososiawan Sakova, Megha Saputri, Adiya Agustin Eka Saputri Sari, Putri Pradnyawidya SATRIYAS ILYAS Senny Luckyardi Septyan Budy Cahya Setyorini, Zahra Medina Shendy Amalia Sigarlaki, Faizal Fardhani Silalahi, Ira Valentina Simamora, Saur Siregar, Herbert Sudarjo Sugangga, Amelia Sugangga, Rayyan Sugiana, Neng Susi Susilawati Sukmayana, Dodi Sul, Ratu Dintha Insyani Zukhruf Firdausi Sulastri Sulastri Sumantri, Dadan Sumaryana , Fitriana Dewi Surya Nugraha Susanti Kurniawati, Susanti Syahar Banu, Syahar Syahlan, Fatra Tamyiz, Uus Muhamad Husni Thalita Syifa Fatimah Tianingrum, Destri Mailinda Tri Sudarwanto Triyono Adi Tristanto Ulfia Wahdatul Nurfuadah Usep Suhud Utama, Dian H Uus Muhamad Husni Tamyiz Vanessa Gaffar Veni Rafida Wawan Setiawan Wawan Setiwan Widjadjanta, Bambang Yahtadi, Fauzan Yanti, Pitri Yasir Maulana Yogi Suprayogi Yulandri, Elsa Yuliarti Maghfira Annahli Yulita Pujiharti Zahra Medina Setyorini Zahra Nadhira Khairunnisa Zhixin Li Zukhruf, Ratu Dintha Insyani