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All Journal Proceeding of International Conference on Teacher Training and Education Proceedings of ISELT FBS Universitas Negeri Padang Business Management Analysis Journal (BMAJ) Jurnal Sistem Teknik Industri Didaktik : Jurnal Ilmiah PGSD STKIP Subang ProBisnis : Jurnal Manajemen Economic Reviews Journal International Journal of Tourism and Hospitality in Asia Pasific International Journal of Management and Business Economics International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH)
Santi Agustina Manalu
Institut Teknologi Del
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Economic Reviews Journal

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Analisis Strategi Pemasaran Spotify Berdasarkan Marketing Mix 7P dalam Meningkatkan Brand Awareness, Loyalitas, dan Keputusan Berlangganan Premium: Studi Kasus Mahasiswa Institut Teknologi Del Purba, Arika; Pardosi, Citra; Manurung, Pavel; Siringoringo, Cristin; Manalu, Santi Agustina
Economic Reviews Journal Vol. 5 No. 1 (2026): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v5i1.986

Abstract

This research analyzes the influence of Spotify's marketing strategy based on the 7P marketing mix in increasing brand awareness, loyalty, and Premium subscription decisions among students of Del Institute of Technology. The research background arises from the low conversion rate of free users to Premium despite Spotify's strong brand awareness. Using a mixed method, data was collected through a Likert scale questionnaire and in-depth interviews with selected respondents. The results showed that most of the 7P elements, such as product, place, physical evidence, and process, received high ratings, while price was the weakest factor because it was considered less affordable. Brand awareness and loyalty are in the high category, but the subscription decision is still hampered by the low perceived need before trying Premium services. The research also resulted in recommendations for new, more adaptive strategies, including flexible pricing schemes, academic thematic promotions, as well as the integration of learning support features specifically available to Premium users. Overall, Spotify's marketing strategy was found to have a positive effect, but adjustments to pricing, promotions, and benefits education are needed to increase the conversion of students into Premium subscribers.
Strategi Content Marketing untuk Mendorong Engagement Pelanggan Studi Kasus: Caldera Coffee and Resto Balige Sitorus, Clara Sri Putri; Simarangkir, Tony Rivandre; Simamora, Mia Daniella Morette; Simanjuntak, Intan Pretti; Manalu, Santi Agustina
Economic Reviews Journal Vol. 5 No. 1 (2026): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v5i1.993

Abstract

                The sustainability of micro, small, and medium enterprises (MSMEs) is increasingly dependent on the efficiency of their digital processes. This study addresses the inconsistency and fluctuating sales at Caldera Coffee and Resto, a culinary business whose performance is hindered by an unstructured digital content marketing workflow. The research aimed to formulate an optimized content marketing strategy model using the rigorous framework of Business Process Improvement (BPI). Employing a qualitative descriptive approach with a case study design, the methodology focused on comparative process analysis: AS-IS (Current State) and TO-BE (Future State), complemented by correlation analysis and strategic SWOT synthesis. The AS-IS analysis successfully mapped the current ad-hoc content process and identified three critical process bottlenecks (waste): Delay in managerial approval, Rework caused by the absence of visual quality SOPs, and Context Switching leading to operational and budget inefficiency. Empirically, the study found a strong positive correlation between Customer Engagement Rate and daily sales, underscoring the necessity of quality and consistency. To eliminate these process wastes, the TO-BE model proposes a lean and standardized workflow anchored on three pillars: Content Quality Standardization (to resolve rework), Workflow De-Centralization through formalized content calendars (to eliminate delay), and Value-Based Budgeting (to ensure resource efficiency). This BPI-based model fundamentally redesigns the content creation process, offering a practical framework for the culinary sector to achieve higher content consistency, improved operational efficiency, and sustainable customer engagement.
Co-Authors Avoan Nababan Benedikta Anna Haulian Siboro Elserida Nababan Genaldo Pakpahan Juniastika, Trisya Lumbanraja, Rully Cesarlin Manik, Safrina Manurung, Pavel Mayadinata, Joy Munthe, Denis Saido Nababan, Elserida Pardede, Rebecca Christina Pardosi, Citra Purba, Arika Rashmi Ranjan Panigrahi Santi Novani Simamora, Mia Daniella Morette Simanjuntak, Intan Pretti Simanjuntak, Mariana Simarangkir, Tony Rivandre Simorangkir, Paulus Sinaga, Ulimayen Siringoringo, Cristin Sitorus, Clara Sri Putri Situmorang, Adelifa Togar M Simatupang Tresy Sitio Yosef Barita Sar Manik