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All Journal EKONOMIKA45 Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Master Manajemen
Siti Julaeha, Lia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Content Marketing in Brand Loyalty: An Empirical Analysis Siti Julaeha, Lia
MASMAN Master Manajemen Vol. 2 No. 2 (2024): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v2i2.509

Abstract

This research investigates the role of content marketing in building brand loyalty through an empirical analysis. It evaluates the effectiveness of various content marketing strategies, including informative articles, engaging videos, and interactive social media posts, in enhancing consumer loyalty. The study emphasizes the importance of consumer engagement, perceived value, and two-way communication in fostering brand loyalty. Informative articles are valued for their ability to provide useful information and build trust. Engaging videos create emotional connections and memorable experiences, while interactive social media posts encourage active participation and community building. The perceived value of content, defined by its usefulness, relevance, and quality, is critical in determining consumer engagement and loyalty. Two-way communication, involving reciprocal interactions between brands and consumers, plays a pivotal role in building loyalty. It enhances engagement by facilitating direct dialogue, personalizing interactions, and effectively addressing consumer feedback and concerns. The research concludes that brands should focus on robust communication channels, personalized content, and active feedback mechanisms to strengthen consumer relationships.
Pengaruh Inovasi Produk dan Promosi Penjualan terhadap Keunggulan Bersaing pada McDonald’s di Jakarta Nurbintang, Fitra; Siti Julaeha, Lia
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 1 No. 3 (2023): JULI : Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v1i3.161

Abstract

McDonald's is one of the largest franchises that has rapidly expanded in Indonesia and internationally, becoming one of the fast-food restaurants that is still favored by people both from Indonesia and abroad. Despite the emergence of numerous competitors, McDonald's continues to thrive and excel with various strategies and innovations. One of them is the BTS Meal project, which resulted in a 57% increase in net sales. The research method used is a quantitative type with a descriptive nature, involving the distribution of questionnaires to 96 respondents who have purchased McDonald's products in Jakarta at least once. The sample for this research was determined using the Lemeshow Formula. This study utilizes multiple linear regression analysis and has fulfilled tests for instruments and classical assumptions, processed using the Statistical Package for Social Science (SPSS) version 25 software. The results of the regression analysis show that the variables of product innovation and sales promotion have significance values of <0.001. Product innovation and sales promotion together have a significance value of 0.000, contributing 62.9% to competitive advantage, while the remaining 37.1% is influenced by other factors. The conclusion drawn from the research is that product innovation significantly affects competitive advantage. Meanwhile, sales promotion significantly influences purchasing decisions. Product innovation and sales promotion, when considered together, significantly impact competitive advantage.
Design of Goods and Services in Developing Business Siti Julaeha, Lia; Yustriana
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 10 No. 1 (2022): Desember : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v10i1.589

Abstract

Products and services presented to the public are the basis of the company's existence. Because the needs and wants of the market are always changing, it is necessary to adjust and develop goods and services. This paper aims to explain the design of products and services in developing a business conceptually and accompanied by several applications in the company. This paper is a descriptive qualitative literature review that aims to analyze the design strategy of goods and services in developing a business. This paper uses the method of documentation from books, journals, and websites to collect data which will then analyze deductively, inductively, and comparatively. The finding in this paper is that companies are required to consistently have the ability to come up with new products to be designed, developed, and marketed. In general, there are four product life cycles, namely the introduction stage, the development stage, the maturity stage, and the decline stage. Product development has several steps, including product selection, initial design, prototype development, testing, and final design. In service design, management needs to know consumers' expectations, and the strategy applied to service design defines the accuracy of what goods need to be used in service companies. Meanwhile, in a goods company, product design is made to make the product more attractive and unique to increase the selling value and develop the business. The similarity of this paper with others is the discussion of the design of goods and services, while the difference is that this paper is a dissertation on the application of goods and services in a company
Co-Authors Nurbintang, Fitra Yustriana