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All Journal Jurnal Ilmiah Wahana Pendidikan Innovative: Journal Of Social Science Research
Muhammad Akbar Prasetyo
Universitas Trisakti
Religion Humanities Computer Science & IT Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Pengaruh Aktivitas Social Media Marketing Terhadap Customer Based Brand Equity Produk Kosmetik Halal Lokal Niara Ayu Salsabila; Muhammad Akbar Prasetyo
Jurnal Ilmiah Wahana Pendidikan Vol 9 No 18 (2023): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.8318972

Abstract

The purpose of this study was to analyze whether there is an influence from perceived social media marketing activities on brand equity, to analyze whether there is an influence from perceived social media marketing activities to brand experience, and to analyze whether there is an influence from brand equity on brand experience. This data collection by distributing questionnaires. The unit of analysis in this study is individuals, namely individual consumers who have purchased local halal cosmetic products and know the social media of local halal cosmetic products, especially Wardah, Emina, MakeOver, and Something. The data analysis method used by the authors to process survey data distributed to respondents is AMOS version 22 and SPSS version 22. Based on the results of the research that has been carried out, the following conclusions can be drawn: (1) there is a positive influence of perceived social media marketing on brand equity, (2) there is a positive influence of perceived social media marketing on brand experience, (3) there is a positive effect of brand equity on brand experience.
Segmentasi dan Targeting Pada Hotel Bintang 3 Di Jakarta Niara Ayu Salsabila; Muhammad Akbar Prasetyo; Willy Arafah
Innovative: Journal Of Social Science Research Vol. 3 No. 6 (2023): 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.v3i6.5066

Abstract

Penelitian ini bertujuan unutuk mengidentifikasi segmentasi pasar Hotel Bintang 3 di Jakarta, mengkaji pembahasan mengenai targeting atau target pasar Hotel Bintang 3 di Jakarta, dan mengetahui strategi marketing mix yang dipakai oleh Hotel Bintang 3 di Jakarta. Rancangan penelitian yang digunakan untuk penelitian ini adalah penelitian deskriptif. Dari hasil analisis yang telah dilakukan dengan menggunakan metode Hierarchical Cluster maka dapat diketahui bahwa telah terbentuk 4 segmen yaitu segmen 1 , 2 , 3 ,dan 4. Sedangkan dari hasil analisis yang sudah dilakukan dengan menggunakan metode non Hierarchical Cluster maka dapat simpulkan bahwa berdasarkan tabel final cluster centers maka diketahui segmen yang paling menguntungkan yang dapat dijadikan target market adalah cluster ke 1, karena memiliki nilai mean tertinggi untuk variable p2 (item kunci) sebesar 5.
Co-Authors Niara Ayu Salsabila Willy Arafah