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All Journal JURNAL PEMASARAN KOMPETITIF JIMP: Jurnal Ilmiah Manajemen Pancasila
Mardhiyah, Muna
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Humanities Economics, Econometrics & Finance Education Other

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Strategi Pemasaran Produk Skincare Somethinc Di Kalangan Generasi Z Permana, Erwin; Eka Putri, Rizqi Septiani; Alfinda, Permata Diva; Mardhiyah, Muna
Jurnal Pemasaran Kompetitif Vol. 7 No. 2 (2024): Jurnal Pemasaran Kompetitif
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/jpkpk.v7i2.29289

Abstract

Along with the development of the beauty product industry, many quality local skincare brands have emerged that are not inferior to skincare products from abroad. Many local brands have developed formulas and ingredients suitable for skin types and climatic conditions in Indonesia, so they can compete with skincare products from other countries. In fact, it is not uncommon for new beauty products to appear to immediately become popular in the community. This is inseparable from the role of the right marketing strategy. This study aims to analyze the marketing strategy for skincare products somethink among generation z. This study uses a descriptive qualitative methodology. Sources of data from this study are primary data and secondary data. Primary data is data obtained or collected directly by researchers by observing and interviewing Somethink consumers, while secondary data is obtained by searching various popular official sites on the internet as well as the results of previous scientific research. The results of the study show that Somethink uses a marketing mix consisting of four elements, namely product, price, place, and promotion, and develops the promotion strategy with the 5A customer path concept consisting of aware, appeal, ask, act, and advocate. In terms of promotion, Something has succeeded in attracting consumers' attention through creative and various promotional strategies. Somethinc collaborates with Han So Hee, NCT Dream, Lifni Sanders, Sabrina, Hello Kitty, Shinchan x Tahilalats, and Kopi Kenangan which is popular among Generation Z. Not only that, Somethinc is also loyal to its consumers by providing price discounts and bundling packages at low prices. affordable.
PENGARUH PENGUMUMAN STOCK SPLIT TERHADAP ABNORMAL RETURN DAN TRADING VOLUME ACTIVITY: Studi Kasus pada Perusahan yang Listing di BEI 2021-2022 Mardhiyah, Muna; Nisa, Chaerani; Permana, Erwin
JIMP : Jurnal Ilmiah Manajemen Pancasila Vol. 4 No. 1 (2024): Maret
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pancasila

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35814/jimp.v4i1.6347

Abstract

This research aims to find out the reaction of the Indonesia’s capital market to stock splits, concerning on the abnormal return and the trading volume activity as the research variables. The study population includes all publicly traded companies that have underwent stock split. The research sample is obtained through the purposive sampling techniques, comprising the publicly traded companies who underwent stock splits from 2021 to 2022. The research employs an event study method with the event window since five days before the stock split (t-5), on the event day or t0, and up to five days after the stock split (t+5), covering a total of 11 trading days. The Wilcoxon Signed Rank test is used for testing the hypothesis. The research indicates there is a significant decrease in abnormal return after the announcement of the stock split. However, there is no significant difference in the trading volume activity following this event.
Co-Authors Alfinda, Permata Diva Chaerani Nisa, Chaerani Eka Putri, Rizqi Septiani Permana, Erwin