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All Journal NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JURNAL PENDIDIKAN TAMBUSAI Jurnal Ilmiah Edunomika (JIE) Jurnal Nuansa Akademik: Jurnal Pembangunan Masyarakat International Journal on Social Science, Economics and Art Jurnal Pendidikan dan Ilmu Sosial Jurnal Teknologi dan Manajemen Industri Terapan Innovative: Journal Of Social Science Research Journal of Practical Management Studies Maneggio ARTOKULO: Journal of Accounting, Economic and Management Maneggio
Taqwa Sultan
Politeknik Negeri Kupang
Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Maneggio

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The Utilization of Artifical Intelligence in Optimizing Digital Marketing Strategies in Start-Up Companies Adista Anjar Diany; Taqwa Sultan
Maneggio Vol. 2 No. 4 (2025): AUGUST-MJ
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/dfx6dn62

Abstract

This study aims to analyze the use of artificial intelligence (AI) in optimizing digital marketing strategies in start-ups. The research uses a qualitative approach with case study methods in several startup business sectors, such as e-commerce and fintech. Data was obtained through in-depth interviews, observations, and documentation analysis. The results show that the application of AI contributes significantly in five main aspects, namely: (1) personalization of services and user experience, (2) budget efficiency and campaign optimization, (3) increased interaction with customers through chatbots, (4) implementation challenges in the form of limited human resources, high initial investment costs, and data privacy issues, and (5) adaptation strategies carried out by companies through collaboration with AI service providers,  internal training, as well as gradual technology investment. These findings confirm that AI has become a strategic instrument for start-ups to increase competitiveness, although its application still faces various limitations. This research contributes to the digital marketing literature by emphasizing the importance of a balance between the use of technology and adaptive strategies that are appropriate to the conditions of startups.
Green Marketing Strategy in the Age of Sustainability: Building an Environmentally Friendly Brand Image for Long-Term Competitive Advantage Taqwa Sultan; Septia S. Dioh
Maneggio Vol. 2 No. 5 (2025): OCTOBER-MJ
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/r9ycde18

Abstract

This study examines the impact of green marketing strategy on green brand image and sustainable competitive advantage among Indonesian companies adopting environmentally friendly business practices. Using a quantitative-explanatory design, data were collected from 150 marketing and CSR managers through purposive sampling. The findings reveal that green marketing strategies particularly eco-innovation, energy efficiency, and environmentally focused communication positively and significantly affect both green brand image and sustainable competitive advantage. Moreover, green brand image mediates the relationship between green marketing strategy and competitive advantage, indicating that authentic and consistent sustainability efforts enhance consumer trust, brand equity, and long-term competitiveness. These results underscore the strategic importance of integrating green values across the value chain to achieve both environmental responsibility and market differentiation. The study contributes theoretically by strengthening the empirical link between sustainable marketing and brand-based competitive advantage, and practically by providing actionable insights for corporations seeking to align profitability with sustainability in the era of the green economy.
The ‘Quiet Luxury’ Effect in Marketing Strategies: Between Exclusivity and Modern Consumer Appeal Sakalini Dioh, Septia; Taqwa Sultan; Margeretha Sartien Kabanga
Maneggio Vol. 3 No. 2 (2026): APRIL- MJ
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/yp7y7n97

Abstract

This study aims to analyze the effect of quiet luxury in modern marketing strategies, particularly the relationship between brand exclusivity and contemporary consumer appeal. The phenomenon of quiet luxury represents a shift in the meaning of luxury from conspicuous status symbols toward a more subtle, elegant, and intrinsically quality-oriented form of luxury. This research employed a descriptive qualitative approach using a library research method. Data were collected from scientific journals, academic books, industry reports, and other reliable sources related to consumer behavior, branding, and premium marketing. The data were analyzed through content analysis by classifying them into key themes, including the transformation of luxury concepts, brand differentiation, consumer perceived value, brand exclusivity, and the influence of digital media. The findings indicate that quiet luxury has become an effective marketing strategy as it enhances consumer perceived value through dimensions of quality, comfort, implicit status, and personal identity. Furthermore, this strategy strengthens brand positioning through product quality, minimalist design, limited distribution, and exclusive customer experiences. The attractiveness of quiet luxury continues to grow alongside the changing characteristics of modern consumers who are more rational, value-conscious, and sustainability-oriented. However, its implementation also faces challenges such as imitation risks, the dilemma between exclusivity and market expansion, and the demand for long-term quality consistency. This study concludes that quiet luxury is not merely an aesthetic trend, but an adaptive branding strategy highly relevant to the contemporary premium market.
Co-Authors Adista Anjar Diany Agus Setiono Anderias U. T. Anabuni Antonius Rino Vanchapo Awan Sutrisno Budi Akhmad Tarigan Diany, Adista Anjar Dioh, Septia S. Dioh, Septia Sakalini Grancia Caroline Bria Hairil Nurdin Irience R.A. Manongga K, Margaretha Sartien Krysler Kaleb Adoe Margaretha Sartien Kabanga Margeretha Sartien Kabanga Maria S. Lou Kelen Maxymilianus Soter Mite Kombong Mbalu, Feren Moni Y. Siahaan Muhammad Kadri, Muhammad Muni, Wilhelmina Nurdin, Hairil Rahmat Hidayat Sakalini Dioh, Septia Septia S. Dioh Septia S. Dioh Shinta Rahmani Wihelmina Muni Yanti S. Giri