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All Journal KARYA: Jurnal Pengabdian Kepada Masyarakat IIJSE
Sahila, Wirda Fitria
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Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health

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STRATEGI DIGITAL MARKETING UNTUK MENINGKATKAN BRAND AWARENESS MELALUI PERAN CONTENT CREATOR DI PT OTAK KANAN Sahila, Wirda Fitria; Nurhadi, Nurhadi
KARYA: Jurnal Pengabdian Kepada Masyarakat Vol 4 No 1 (2024): KARYA : Jurnal Pengabdian Kepada Masyarakat
Publisher : FKIP Universitas Samawa

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Abstract

Penelitian ini bertujuan untuk menyelidiki dan menganalisis strategi digital marketing yang diterapkan oleh PT Otak Kanan dalam guna meningkatkan kesadaran merek melalui peran pencipta konten. Metode penelitian yang digunakan adalah pendekatan observasi dan partisipasi aktif. Dimana peneliti bekerja di dalam perusahaan PT Otak Kanan untuk mengamati berbagai aspek seperti sistem kerja, pengelolaan media sosial, dan lingkungan kerja yang ada dan berpartisipasi aktif dalam pembuatan konten. Hasil penelitian menunjukkan bahwa strategi melalui peran pencipta konten dengan membuat desain promosi, naskah iklan dan membuat konten video promosi produk yang menarik dapat meningkatkan brand awareness. Hal ini berarti penerapan strategi optimasi media sosial melalui peran pencipta konten berhasil dalam meningkatkan kesadaran merek.
The Influence of Live Streaming, Price Discount, and Online Customer Review on Purchase Intention of Somethinc Products (A Study on Students of UPN “Veteran” East Java as Consumers of Somethinc Products Shopping on Shopee) Sahila, Wirda Fitria; Farida, Siti Ning
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7505

Abstract

This study aims to determine the significant influence of Live Streaming, Price Discount, and Online Customer Review both simultaneously and partially on consumer Purchase Intention for Somethinc products on the Shopee platform. This research is associative in nature with a quantitative approach. Variable measurement was conducted using a Likert scale with criteria ranging from strongly disagree to strongly agree. The sampling technique employed was probability sampling with a simple random sampling approach. The population in this study consists of active students at UPN "Veteran" East Java, with a sample of 100 respondents who have Shopee accounts and have purchased Somethinc products at least twice. Data collection was conducted using a questionnaire distributed via Google Form. The data analysis technique used SPSS version 27. The results of the study show that the variables Live Streaming, Price Discount, and Online Customer Review simultaneously have a significant effect on Purchase Intention. Partially, the variables Live Streaming and Price Discount have a significant effect on Purchase Intention, while the Online Customer Review variable does not have a significant effect on consumer Purchase Intention for Somethinc products on Shopee.
Co-Authors Nurhadi Siti Ning Farida