Garuda - Garba Rujukan Digital

Analysis The Influence Of Outlet Location And Halal Certification On Ice Cream Product Agustina, Debora; Irawan, Dhea Amelia; Azzahra, Almira Danella; Mani, La; Rahyadi, Irmawan
Innovative: Journal Of Social Science Research Vol. 4 No. 2 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i2.10034

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh lokasi gerai dan sertifikasi halal terhadap kesadaran merek dan keputusan pembelian produk es krim. Latar belakang masalah penelitian ini bermula dari meningkatnya persaingan bisnis kuliner es krim yang diimbangi dengan tingginya minat masyarakat terhadap produk es krim. Dengan adanya permasalahan tersebut tentunya menuntut perusahaan X sebagai perusahaan es krim yang baru memulai usahanya di Indonesia beberapa tahun terakhir untuk lebih memperkuat strategi pemasaran produknya yang mencakup faktor kesadaran merek dan keputusan pembelian. Penggunaan teori sikap dan teori persuasif akan membantu peneliti dalam menyelidiki permasalahan yang ada. Jumlah responden yang terlibat dalam penelitian ini adalah 400 orang yang merupakan konsumen Mixue dan pernah membeli produk tersebut minimal satu kali. Teknik pengambilan sampelnya adalah purposive sampling. Dengan menggunakan teknik analisis Partial Least Squares Structural Equation Modeling (SEM-PLS). Berdasarkan hasil perhitungan menggunakan software PLS-SEM versi 3.0 diperoleh bahwa variabel Lokasi (X1), Sertifikasi Halal (X2) mempunyai pengaruh positif signifikan terhadap kesadaran merek dan keputusan pembelian pada produk es krim dan Kesadaran Merek (Z ) mempunyai pengaruh positif signifikan terhadap keputusan pembelian produk es krim.

Analisis Social Media Analytics Instagram Alinea Creative Team Terkait Customer Engagement Angelista Jeheskiel, Claudia; Aras, Muhammad; Mani, La
Action Research Literate Vol. 8 No. 4 (2024): Action Research Literate
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/arl.v8i4.410

Penelitian ini menganalisis keterlibatan pelanggan dan strategi pemasaran melalui analisis media sosial di Instagram Alinea Creative Team. Studi ini menggunakan metrik Instagram untuk mengevaluasi strategi pemasaran dan penerapannya untuk meningkatkan customer engagement. Penelitian ini menggunakan pendekatan kualitatif untuk memahami tantangan, cara penggunaan dan cara mengelola social media analytics di instagram Alinea Creative. Penelitian ini mengungkapkan bagaimana tim Alinea Creative menggunakan analisis media sosial dalam strategi pemasaran Instagram mereka dan mengidentifikasi tantangan yang mereka hadapi dalam proses implementasi. Hal ini akan memberikan wawasan tentang penggunaan analisis media sosial dalam meningkatkan keterlibatan pelanggan dan pemasaran produk.

Analysis of the Influence of Advertising Creativity, Product Campaigns, and Brand Ambassador Credibility on Customer Loyalty for The Wearing Klamby Brand Tazkiya Nurlibna, Andina; Izdiharjati, Clarisa; Arnanda, Muhammad Givari; Aras, Muhammad; Mani, La
Journal of Economics and Business UBS Vol. 13 No. 2 (2024): Regular Issue
Publisher : Cv. Syntax Corporation Indonesia

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

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.

The Effect of Brand Performance, Consumer Testimonials, and Brand Ambassadors on Customer Loyalty Dhia, Naurah; Simangunsong, Desy Widiasary; Al Ghaniy, Muhammad Rakha; Mani, La
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.3986

The sportswear industry faces intense competition, requiring brands to build strong customer loyalty through effective digital marketing strategies. This study aims to analyze the influence of brand performance, consumer testimonials, and brand ambassadors on customer loyalty for the Puma sportswear brand, specifically through its Instagram campaigns. Data were collected through an online survey of 398 followers of the Puma Indonesia Instagram account, using a structured questionnaire measured on a five-point Likert scale. The analysis employed Structural Equation Modeling–Partial Least Squares to test the relationships between variables. The findings reveal that brand performance, consumer testimonials, and brand ambassadors each have a significant positive impact on customer loyalty. High-quality products and innovative designs enhance satisfaction, authentic testimonials shared on Instagram build trust, and credible ambassadors foster emotional connections with consumers. These strategies collectively strengthen loyalty in a competitive market. The study concludes that sportswear brands should optimize product quality, leverage user-generated testimonials, and select ambassadors aligned with their audience to enhance customer retention on digital platforms like Instagram. The implications of these findings suggest that sportswear brands should maintain and optimize these strategies to retain customer loyalty amid intense market competition.

Learning from Green Community Practices at Morino Office, Japan: Insights from Hybrid Reflective Field Exploration: Belajar dari Praktik Komunitas Ramah Lingkungan di Morino Office, Jepang: Perspektif Eksplorasi Reflektif Berbasis Interaksi Hibrida Rahmawati, Devie; Anindhita, Wiratri; Mani, La; Ramadhan, Muhammad Zaky
Room of Civil Society Development Vol. 5 No. 2 (2026): Room of Civil Society Development
Publisher : Lembaga Riset dan Inovasi Masyarakat Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59110/rcsd.912

Environmental sustainability is a shared responsibility of environmental activists, academics, and communities in managing natural resources responsibly. This community engagement initiative aims to introduce a community-based approach through the Morino Office green community model so that environmental activists and communities can work together to safeguard environmental sustainability. This activity employed a participatory and needs-based approach and was carried out at Morino Office, located in Fujimi, Japan. The participants consisted of five Morino Office staff members, three academics, and ten environmental activists. The results show that Morino Office, as an environmentally friendly workspace, supports both economic and ecological functions within urban and rural communities. The Morino Office green community model integrates sustainable lifestyles, village revitalisation, community participation, and circular economy principles in mountainous areas. Therefore, this community-based approach can serve as a practical concept for strengthening environmental sustainability. The implication of this activity is that green community development can bridge urban and rural communities in protecting the environment through environmentally friendly workspaces.

Managing Gas Price Policy Communication at Perusahaan Gas Negara Tbk Anwar, Adil Wahyudin; Mani, La
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 11, No 1 (2026): Jurnal ASPIKOM
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v11i1.1806

This study examined how PT Perusahaan Gas Negara (Persero) Tbk managed the communication of gas price increases to industrial and commercial customers in Bogor Area. As declining pipeline gas was increasingly balanced by Liquefied Natural Gas supply, price adjustment required more careful policy communication. A convergent mixed-methods case study was used. Qualitative data came from interviews with the General Manager, Area Head, and Customer Management officers, while quantitative data came from questionnaires completed by 81 customers. The findings showed that PGN’s communication was educational, situational, and relational. Email supported formal notification, WhatsApp and telephone accelerated clarification, and direct visits were most important for trust building. Customers rated the process positively, but the logical acceptance of the price increase remained the weakest aspect.

Learning from Green Community Practices at Morino Office, Japan: Insights from Hybrid Reflective Field Exploration: Belajar dari Praktik Komunitas Ramah Lingkungan di Morino Office, Jepang: Perspektif Eksplorasi Reflektif Berbasis Interaksi Hibrida Rahmawati, Devie; Anindhita, Wiratri; Mani, La; Ramadhan, Muhammad Zaky
Room of Civil Society Development Vol. 5 No. 2 (2026): Room of Civil Society Development
Publisher : Lembaga Riset dan Inovasi Masyarakat Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59110/rcsd.912

Environmental sustainability is a shared responsibility of environmental activists, academics, and communities in managing natural resources responsibly. This community engagement initiative aims to introduce a community-based approach through the Morino Office green community model so that environmental activists and communities can work together to safeguard environmental sustainability. This activity employed a participatory and needs-based approach and was carried out at Morino Office, located in Fujimi, Japan. The participants consisted of five Morino Office staff members, three academics, and ten environmental activists. The results show that Morino Office, as an environmentally friendly workspace, supports both economic and ecological functions within urban and rural communities. The Morino Office green community model integrates sustainable lifestyles, village revitalisation, community participation, and circular economy principles in mountainous areas. Therefore, this community-based approach can serve as a practical concept for strengthening environmental sustainability. The implication of this activity is that green community development can bridge urban and rural communities in protecting the environment through environmentally friendly workspaces.

The Role Of Digital Marketing In Enhancing Customer Engagement For Social Media–Based Local Entrepreneurs Sudarso, Hendri; Hakim, Lukman; Indra, Ricardo; Mani, La
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 13 No 1 (2026): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v13i1.62298

This study examines the effect of digital marketing on customer engagement among Micro, Small, and Medium Enterprises (MSMEs) in Bengkalis Regency. Specifically, it investigates how social media marketing, content marketing, and online customer interaction influence behavioral and emotional engagement. A quantitative approach with an explanatory research design was employed, using Structural Equation Modeling – Partial Least Squares (SEM-PLS) on 250 MSME respondents who actively use social media. Data were collected via online questionnaires distributed through social media and community networks. The results indicate that content marketing and online customer interaction significantly enhance behavioral engagement, while social media marketing and content marketing significantly increase emotional engagement. Conversely, social media marketing does not affect behavioral engagement, and online customer interaction does not affect emotional engagement. These findings suggest that MSMEs should prioritize value-driven content and authentic interactions to foster meaningful customer engagement.

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