Article Per Year (5 Year)
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All Journal Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Economics and Business UBS
Muhammad Aras
Bina Nusantara University, Jakarta, Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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How I Want to Be Seen: Instagram “Staycation” Presentation of Jakarta’s Entry-Level Employees Haikal Jordy; Virienia Puspita; Esther Suhana Abdurahim; Melati Ratimanjari; Muhammad Aras
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 3 No. 2.2 (2023): Jurnal Pengabdian kepada Masyarakat Nusantara
Publisher : Cv. Utility Project Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (974.219 KB)

Abstract

Luxury hotels and online travel agents are aggressively promoting new ways to stay at hotels by offering staycation promotions. Staycation has become a new trend starting from the COVID-19 global pandemic and this trend continue until now (the post COVID-19 global pandemic era). This strategy is effective in attracting local tourists, especially young people among entry-level employees who cannot afford to rent the luxury hotel room in normal price. Staycation has become a lifestyle especially in the capital city of Jakarta. This study explores an online self-presentation frame on Instagram in the realm of tourism. Using Erving Goffman's Self Presentation analysis, with a phenomenological approach, this research result shows self-presentation of entry-level employees on Instagram, can be categorized into 7 categories, namely Trendsetter, Popularity Seeker, Poetic, Acting Mysterious, Affectionate, Flexing, and The Bluffer. With the desired image they want to display, which is cool, popular, rich, elegant, sociable, fancy, fun, and full of excitement.
Analysis of the Influence of Advertising Creativity, Product Campaigns, and Brand Ambassador Credibility on Customer Loyalty for The Wearing Klamby Brand Andina Tazkiya Nurlibna; Clarisa Izdiharjati; Muhammad Givari Arnanda; Muhammad Aras; La Mani
Journal of Economics and Business UBS Vol. 13 No. 2 (2024): Regular Issue
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v13i2.1533

Abstract

A good marketing communication strategy greatly affects a brand’s customer loyalty, especially when a brand can consistently create a creative and engaging marketing communication strategy to promote their brand and products. This is in line with a brand's ability to create creative advertisements, develop engaging product campaigns, and choose brand ambassadors with good credibility. Therefore, this study aims to know how advertising creativity, product campaigns and brand ambassador credibility affect Wearing Klamby’s customer loyalty. Distributed online Google form questionnaires to 100 audiences who are active on social media, have seen advertisements or campaign content for Wearing Klamby products, are familiar with the brand ambassador for Wearing Klamby, and have previously purchased Wearing Klamby products. All respondents are women who lived in Indonesia and were classified as the middle to upper economic class. After all of the data were collected, they were processed using measurement model evaluation and structural model evaluation. Creative advertisements, engaging product campaigns, and brand ambassadors with good credibility had a significant influence on the level of customer loyalty to a brand. This research found that customer loyalty is significantly influenced by the creativity of advertisements, product campaigns, and the credibility of brand ambassadors.
Co-Authors Andina Tazkiya Nurlibna Clarisa Izdiharjati Esther Suhana Abdurahim Haikal Jordy La Mani Melati Ratimanjari Muhammad Givari Arnanda Virienia Puspita