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All Journal Literacy : International Scientific Journals of Social, Education, Humanities Jurnal Publikasi Ilmu Manajemen International Journal of Economics and Management Research Indonesian Journal of Social Science and Education
Wandi Kurniadi
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Instagram As A Platform For Personal Branding Sari Endah Nursyamsi; Nasaruddin Siregar; Arief Yanto Rukmana; Wandi Kurniadi; Geofakta Razali
LITERACY : International Scientific Journals of Social, Education, Humanities Vol. 2 No. 3 (2023): December : International Scientific Journals of Social, Education, Humanities
Publisher : Badan Penerbit STIEPARI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/literacy.v2i3.1040

Abstract

One of the communication strategies that implants a positive perception of a person in the public is personal branding. The presence of Instagram has a function, which is to create a social media marketing strategy and build a brand. With the presence of Instagram, it can influence the behaviour of its followers. One of them is the Instgarm Akbar Maulana selebgram, known as the famous Personal Ajudan because his personality is considered pleasant and entertaining. This research method is qualitative descriptive, with a focus on the case study of the research, which is to find out the form of personal branding Akbar Maulana uses through his social media account Instagram. Supported by Peter Montoya’s eight core personal branding concepts, his research shows that Akbar Maulana’s personal branding meets eight key concepts: specialisation, leadership, personality, difference, appearance, unity, firmness and good name. With a distinctive and strong character in shaping personal branding as a smart, vigorous, and entertaining teenager. Not only that, using the Instagram app that has supplemented a variety of special features with various decorations when making videos, then uploading them to the Instagram media account  
INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND AWARENESS ON THE INTENTION TO BUY PRODUCTS AT HANAN CATERING Wandi Kurniadi
Jurnal Publikasi Ilmu Manajemen Vol. 2 No. 1 (2023): Maret: Jurnal Publikasi Ilmu Manajemen 
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v2i1.1336

Abstract

This study aims to determine the influence of social media marketing and brand awareness on the purchase intention of fast-food restaurant products. The type of research used is quantitative, using the random sampling method. The number of samples used was 198 respondents. The data collection technique was carried out using an online questionnaire distributed through social media, Whatsapp and Instagram. The data analysis technique is multiple linear regression using SPSS software to test whether social media marketing and brand awareness affect purchase intentions. The results show that social media marketing and brand awareness had a positional effect on the purchase intention of Hanan Catering products in Bandung. Social media marketing and brand awareness also simultaneously affect the purchase intention of fast-food restaurant products. Furthermore, fast food restaurant products are recommended to optimize marketing through social media for all products and introduce fast food restaurant products to grow public brand awareness. Marketing through social media is one of the best marketing strategies amidst the increasing level of digital literacy in society.
Strategy for SME Business Development at the SME Catering Academy Center in Bandung Wandi Kurniadi
International Journal of Economics and Management Research Vol. 1 No. 3 (2022): December: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v1i3.85

Abstract

This study aims to formulate a SME business development strategy at the SME Catering Academy Center in Bandung City. The research was conducted with a descriptive-qualitative approach. Analysis techniques using internal-external situation analysis, merging using the IE matrix, and formulating strategies using SWOT A series of situational analyses of the business environment and incorporation using the IE matrix led to the understanding that Bandung City's SME Catering Academy is in the 2nd quadrant of the IE matrix, with recommendations for a general hold and maintenance strategy. While the SWOT analysis yielded several more specific strategic recommendations, namely improving corporate image in the eyes of consumers, strengthening digital capabilities, strengthening existing networks and adding new networks with various parties, increasing working capital for operational financing, expanding distribution, improving the quality of company human resources and employee development, expanding existing markets, carrying out production planning, and improving cost efficiency.
PENGARUH CUSTOMER REVIEW DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK (STUDI KASUS: PEMBERDAYAAN PEREMPUAN GEN Z DI KECAMATAN PASEH KABUPATEN BANDUNG) Regina Nastia Sukandar; Wandi Kurniadi
Indonesian Journal of Social Science and Education (IJOSSE) Vol. 1 No. 3 (2025): Vol. 1 No. 3 : Edisi September 2025
Publisher : JCI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/ijosse.v1i3.1326

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Customer Review dan Promosi terhadap Keputusan Pembelian di TikTokShop, dengan fokus pada Perempuan Gen Z di Kecamatan Paseh, Kabupaten Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana kuesioner disebarkan kepada responden yang pernah melakukan pembelian melalui TikTokShop. Hasil penelitian menunjukkan bahwa Customer Review dan Promosi secara simultan berpengaruh signifikan terhadap keputusan pembelian, dengan Customer Review memiliki pengaruh yang lebih dominan dibandingkan Promosi. Ulasan dalam bentuk testimoni, video unboxing, maupun pengalaman nyata terbukti lebih efektif membangun kepercayaan dan mendorong niat beli, sedangkan promosi berperan sebagai faktor pendukung melalui program diskon, voucher, flash sale, dan live shopping. Temuan ini menegaskan bahwa kombinasi antara konten review yang kredibel dan strategi promosi yang konsisten mampu memperkuat keputusan pembelian konsumen Gen Z.
Co-Authors Arief Yanto Rukmana Geofakta Razali Nasaruddin Siregar Nursyamsi , Sari Endah Regina Nastia Sukandar