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All Journal Eduvest - Journal of Universal Studies
Rambat Lupiyoadi
Universitas Indonesia
Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences

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Pull Strategy and Digital Marketing Optimization for House of Garment MSMEs as Brand Identity Enhancement by Legality Management, Company Profile and Website Making Ihsanul Afwan; Rambat Lupiyoadi
Eduvest - Journal of Universal Studies Vol. 3 No. 7 (2023): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v3i7.864

Abstract

The Covid-19 pandemic has hit various sectors including the textile industry, where raw material prices have experienced a significant spike amidst a decline in demand. One of the affected companies is Malabis, a garment house that was established in 2015 in South Tangerang. The company's B2B business model makes their brand known only by word of mouth and grows organically according to the word of mouth concept. When the pandemic started to subside, the company had to adapt from the beginning because the brand identity was relatively shabby. Implementing a pull strategy and digital marketing through social media channels such as websites, creating company profiles, and managing business legality will be a way to improve Malabis' brand identity to optimize sales. The aim of this study is enhancing brand identity to improve sales. The study will be followed through using a qualitative approach with descriptive analysis using data collection models such as in-depth interviews, observation or direct observation, and literature review based on data, facts, and findings in the field. Another thing that will certainly be carried out is starting from reviewing business model canvas, SWOT, Five Forces Model, VRIO Framework, GAP Analysis, and Pareto contributions to get the best solution to the problems being faced and trying to be solved. The research resulting in uplift in the turnover average (41.6%) compared to the previous year. Malabis MSMEs’ overall brand identity has been improved through optimizing the pull strategy and digitak marketing through Instagram channel and Website Creation
Implementation of Digital Marketing to Increase Sales at Pizza Gaza MSMEs Husni Mubarok; Rambat Lupiyoadi
Eduvest - Journal of Universal Studies Vol. 6 No. 6 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i6.53282

Abstract

Pizza Gaza is a culinary MSME that produces and distributes frozen pizzas through a reseller network with social media engagement in the form of humanitarian contribution to Palestine. The main issues facing this enterprise are suboptimal digital marketing and declining sales performance during a specific period. This research aims to implement a digital marketing plan at Pizza Gaza to expand market reach, increase brand visibility, and encourage sales improvement. The research uses a qualitative approach with a business coaching method. Primary data is collected through in-depth interviews, observation, and documentation, then analyzed using the frameworks of Business Model Canvas (BMC), Value Proposition Canvas (VPC), PESTEL, VRIO, SWOT, and gap analysis. Based on the results of this analysis, a digital marketing plan is designed and implemented through brand positioning, content pillars, content calendars, marketing funnels, and paid social media advertising campaigns through Meta Ads and TikTok Ads. Research results show that implementing this plan successfully increased Pizza Gaza brand visibility and reached a wider audience. TikTok Ads demonstrated superior performance in reach and engagement, while Meta Ads proved more cost-efficient. There is evidence of improved sales post-campaign, marked by 13 new transactions and increased unit sales across various product variants. These findings demonstrate that targeted, data-driven digital marketing effectively supports MSME marketing performance.
Co-Authors Husni Mubarok Ihsanul Afwan