Article Per Year (5 Year)
p-Index From 2021 - 2026
1.953
P-Index
This Author published in this journals
All Journal Proceedings of ISELT FBS Universitas Negeri Padang Business Management Analysis Journal (BMAJ) Jurnal Sistem Teknik Industri Didaktik : Jurnal Ilmiah PGSD STKIP Subang Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) 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) Score: Jurnal Lentera Manajemen Pemasaran
Santi Agustina Manalu
Institut Teknologi Del
Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 13 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 13 Documents
Search

 1   2 
Analisis Strategi Pemasaran Spotify Berdasarkan Marketing Mix 7P dalam Meningkatkan Brand Awareness, Loyalitas, dan Keputusan Berlangganan Premium: Studi Kasus Mahasiswa Institut Teknologi Del Arika Purba; Citra Pardosi; Pavel Manurung; Cristin Siringoringo; Santi Agustina Manalu
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 Clara Sri Putri Sitorus; Tony Rivandre Simarangkir; Mia Daniella Morette Simamora; Intan Pretti Simanjuntak; Santi Agustina Manalu
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.
Analysis of Stakeholder Attitudes toward Sustainable Tourism Development of Lake Toba Area Elserida Nababan; Santi Agustina Manalu; Benedikta Anna Haulian Siboro; Yosef Manik
International Journal of Tourism and Hospitality in Asia Pasific Vol 4, No 3 (2021): October 2021
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v4i3.1195

Abstract

The purpose of this study is to analyze the attitude of stakeholders towards sustainabletourism development in Lake Toba, Indonesia. The indicators used to measurestakeholder’s attitude were adopted from the United Nations World Tourism Organizationand grouped into the human system and ecosystem categories. A total of 361questionnaires were collected from several stakeholders of Lake Toba tourism.Stakeholders’ attitudes were analyzed by multiplying their level of trust in their level ofimportance to the tourism development indicators. The gap between trust andimportance will be mapped on the importance-performance analysis diagram. Theanalysis indicated that the stakeholders' attitude is generally optimistic about the tourismdevelopment in Lake Toba. However, the level of optimism varies among stakeholders.Tourism entrepreneurs and workers have the lowest attitude value compared to localpeople and tourists. Also, stakeholders which have low income or whose income partlyor most comes from the tourism industry or live in the Lake Toba Area are those in thekey priority to consider. They provide the lowest level of trust but provide the highestlevel of importance in development. Decision-makers must give a more serious approachto these stakeholders to get maximum support.
Co-Authors Arika Purba Avoan Nababan Benedikta Anna Haulian Siboro Citra Pardosi Clara Sri Putri Sitorus Cristin Siringoringo Diva Agripina Marpaung Elserida Nababan Fibri Monica Sibuea Genaldo Pakpahan Intan Pretti Simanjuntak Lumbanraja, Rully Cesarlin Mia Daniella Morette Simamora Munthe, Denis Saido Nababan, Elserida Pardede, Rebecca Christina Pavel Manurung Rashmi Ranjan Panigrahi Santi Novani Simanjuntak, Mariana Sinaga, Ulimayen Sinurat, Theresia Situmorang, Adelifa Togar Mangihut Simatupang Tony Rivandre Simarangkir Tresy Sitio Yosef Barita Sar Manik