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All Journal JURNAL PUSTAKA KOMUNIKASI Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) eProceedings of Management
Abdurrahman, M. Sufyan
Unknown Affiliation
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Analisis Pull Strategy Pada Marketing Public Relations Program BRI Incubator dalam Meningkatkan Kinerja UMKM Go Global Ria Magdalena, Elisabeth Charoline; Abdurrahman, M. Sufyan
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 8 No 4 (2024): OCTOBER-DECEMBER 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v8i4.2502

Abstract

The BRI Incubator program is designed to enhance the capabilities of Micro, Small, and Medium Enterprises (MSMEs) through three primary focus areas: Go-Modern, Go-Digital, and Go-Online. The Go-Modern initiative aims to educate MSMEs on effective product packaging tailored to market demands, thereby increasing competitiveness. The Go-Digital initiative equips MSMEs with the skills to leverage digital platforms and social media for promotional purposes, expanding their market reach. Lastly, the Go-Online initiative empowers MSMEs to market their products via online marketplaces or to develop their own platforms for wider distribution. This research seeks to explore the public relations marketing strategies employed by the BRI Incubator to elevate the performance of the MSMEs under its guidance. Employing a qualitative methodology with a phenomenological approach, the study investigates the experiences and perceptions of program participants. The findings reveal that the success stories of BRI Incubator participants contribute significantly to the development of a strong brand image for the BRI Incubator, thereby enhancing its reputation and effectiveness.
Strategi Marketing Public Relations Program BRI-Incubator dalam Meningkatkan UMKM Go Global Magdalena, Elisabeth Charoline Ria; Abdurrahman, M. Sufyan
Jurnal Pustaka Komunikasi Vol 7, No 2 (2024): Accredited by Kemendikbud Dikti SK No. 79/E/KPT/2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/pustakom.v7i2.3990

Abstract

BRI Incubator is a mentoring program carried out with RKB BUMN for all Indonesian MSMEs in order to understand financial literacy, marketing, and compete with digitalization. When using communication media to involve the public, Marketing Public Relations will emerge that fosters awareness of products and builds consumer trust in the company's image or has benefits to the marketing offered. This study aims to determine the Marketing Public Relations strategy used in the BRI Incubator program by RKB BUMN in fostering MSMEs – MSMEs so that they can Go-Digital, Go-Modern and Go-Global. This research uses qualitative research methods with a phenomenological approach. The result of this study is that the public relations marketing strategy carried out by the BRI Incubator program consists of three types of strategies which consist of push strategy, pull strategy, and pass strategy. There is a strategy used to trigger MSMEs to grow into support until MSMEs get benefits that have been informed through BRI Incubator social media. However, the dissemination of information still focuses on Instagram social media followers only, so information related to the training held by the BRI Incubator has not been widely spread to the public with new types of MSMEs who want training to improve the quality of these MSMEs. so there is still a need for optimization so that there is an increase in the dissemination of information provided by the BRI Incubator program to other West Java MSMEs.
Pengaruh Marketing Activities Game Genshin Impact Dalam Media Sosial X Terhadap Brand Loyalty Santy, Ajeng Dwi; Abdurrahman, M. Sufyan
eProceedings of Management Vol. 11 No. 3 (2024): Juni 2024
Publisher : eProceedings of Management

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Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh media marketing activities pada game Genshin Impact dalammedia sosial X (Twitter) terhadap brand loyalty. Tujuan dari penelitian ini untuk mengetahui pengaruh dari aktivitaspemasaran atau drip marketing yang dilakukan game Genshin Impact di media sosial X (Twitter) terhadap loyalitasmerek. Penelitian ini menggunakan metode kuantitatif, dan data dari responden dikumpulkan melalui penyebarankuesioner di media sosial X (Twitter). Pengambilan sampel menggunakan purposive sampling, teknik pengabilansampel menggunakan nonprobabilitas untuk pemilihan responden. Jumlah sampel pada penelitian sebanyak 100responden, dengan memiliki kriteria yaitu pemain game Genshin Impact dan memiliki media sosial X (Twitter).Menggunakan analisis deskriptif dan Structural Equation Modeling (SEM) yang merupakan metode analisis yangdigunakan, dan menggunakan software SmartPLS. Berdasarkan hasil yang didapatkan, dapat disimpulkan aktivitassocial media marketing berpengaruh positif terhadap brand loyalty dan juga pada Social Media Marketing Activitiesdalam drip marketing memperoleh nilai t- statistic sebesar 48.727 dan path coefficient sejumlah 0.893. Hal tersebutdapat diartikan bahwa kegiatan aktivitas pemasaran di media sosial X (Twitter) sudah baik, berinteraksi, memberikanberbagai macam konten drip marketing di media sosial X (Twitter) dan juga memberikan interaksi yang positif kepadapara pemain game Genshin Impact Kata Kunci-aktivitas pemasaran media sosial, game, Genshin Impact, loyalitas merek.
Co-Authors Magdalena, Elisabeth Charoline Ria Ria Magdalena, Elisabeth Charoline Santy, Ajeng Dwi