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Analysis of Marketing Communication Strategies in Increasing Sales and Brand Awareness in Cigarette Companies Abdillah, Junaidi; Rosdiana Noer, Lissa; Hanoum, Syarifa
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 4 (2024): JIMKES Edisi Juli 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v12i4.2726

A cigarette company in Indonesia, referred to as XYZ in this article, is facing declining sales. This study examines the impact of marketing strategies such as advertising, promotions, social media, and sales staff on customer purchasing behavior, specifically sales volume and brand awareness. The study involved a survey of 205 cigarette consumers aged 17 years and above who had previously purchased the XYZ brand. The results of the analysis showed that all marketing strategies used had a positive effect on sales volume and brand awareness. Effective advertising can increase brand awareness among consumers. Sales promotions provide incentives that encourage short-term purchases. Social media is used to interact with consumers and strengthen brand loyalty. Sales staffs play an important role in providing information and building relationships with customers. These findings suggest that XYZ Company can increase sales by implementing a comprehensive marketing approach. By maximizing advertising, promotions, social media, and the role of sales staff, XYZ can strengthen its position in the market. This study provides valuable insights for XYZ management team to develop more effective marketing strategies to overcome declining sales and increase brand awareness among consumers.

KOLABORASI TRIPLE HELIX PROSES KOMERSIALISASI DAN PROSES PRODUKSI PRODUK BARU INCINERATOR BUMDES NGINGAS MAKMUR ABADI Handiwibowo, Gogor Arif; Hakim Nasution, Arman; Nadlifatin, Reny; Rosdiana Noer, Lissa
Jurnal Abdimas Musi Charitas Vol. 6 No. 1 (2022): Jurnal Abdimas Musi Charitas Vol 6, No. 1, Juni 2022
Publisher : Universitas katolik Musi Charitas

The BUMDes Ngingas Makmur Abadi incinerator is a new product created by the management to become a mainstay product and can provide benefits for BUMDes. From a deeper angel, this product still requires a lot of touches so that the commercialization process and the production process of this incinerator product can run perfectly. The triple helix concept is used to analyze the involvement of each element in the commercialization process and the production process of this incinerator product. The elements involved are Ngingas Village Government, Institut Teknologi Sepuluh Nopember (ITS) – Surabaya and PT. Boma Bisma Indra (Persero). The results of the analysis show that each element has had a role in the commercialization process and the production process of this incinerator product. However, there are still many roles that can be developed and explored from each element so that the commercialization process and the production process of this incinerator product can be better.

Analisis Bibliometrik Dampak Segmentasi Pasar terhadap Pembelian Produk Kencantikan Suryanata, Michael; Rosdiana Noer, Lissa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 11 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

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Penelitian ini bertujuan untuk menganalisis tren penelitian, kolaborasi penulis, dan keterkaitan konsep dalam studi tentang dampak segmentasi pasar terhadap keputusan pembelian produk kecantikan. Metode yang digunakan adalah analisis bibliometrik menggunakan perangkat lunak VOSviewer, dengan data diambil dari publikasi jurnal selama sepuluh tahun terakhir. Hasil penelitian menunjukkan bahwa publikasi jurnal mengalami peningkatan signifikan hingga tahun 2021, mencerminkan tingginya minat akademik terhadap topik ini. Visualisasi co-authorship menunjukkan adanya kelompok peneliti aktif yang saling berkolaborasi, sementara peta co-occurrence mengungkap hubungan erat antara konsep seperti market segmentation, purchase intention, dan attitude. Segmentasi demografis, psikografis, serta nilai-nilai keberlanjutan terbukti berpengaruh terhadap niat beli konsumen. Penelitian ini memberikan kontribusi dalam memahami dinamika strategi pemasaran di industri kecantikan yang terus berkembang dan kompleks, serta pentingnya pendekatan multidimensi dalam menganalisis perilaku konsumen.

Analisis Bibliometrik Dampak Segmentasi Pasar terhadap Pembelian Produk Kencantikan Suryanata, Michael; Rosdiana Noer, Lissa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 11 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar

Penelitian ini bertujuan untuk menganalisis tren penelitian, kolaborasi penulis, dan keterkaitan konsep dalam studi tentang dampak segmentasi pasar terhadap keputusan pembelian produk kecantikan. Metode yang digunakan adalah analisis bibliometrik menggunakan perangkat lunak VOSviewer, dengan data diambil dari publikasi jurnal selama sepuluh tahun terakhir. Hasil penelitian menunjukkan bahwa publikasi jurnal mengalami peningkatan signifikan hingga tahun 2021, mencerminkan tingginya minat akademik terhadap topik ini. Visualisasi co-authorship menunjukkan adanya kelompok peneliti aktif yang saling berkolaborasi, sementara peta co-occurrence mengungkap hubungan erat antara konsep seperti market segmentation, purchase intention, dan attitude. Segmentasi demografis, psikografis, serta nilai-nilai keberlanjutan terbukti berpengaruh terhadap niat beli konsumen. Penelitian ini memberikan kontribusi dalam memahami dinamika strategi pemasaran di industri kecantikan yang terus berkembang dan kompleks, serta pentingnya pendekatan multidimensi dalam menganalisis perilaku konsumen.

Tren Belt and Road Initiative dalam Kebijakan Persaingan Perdagangan Internasional Kawasan Asia Alfarizi, Muhammad; Rosdiana Noer, Lissa
Cendekia Niaga Vol. 9 No. 2 (2025): Jurnal Cendekia Niaga : Trade and Development Studies
Publisher : Pusat Pengembangan Kompetensi Aparatur Perdagangan

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The Belt and Road Initiative is a global economic strategy introduced by China in 2013 to enhance infrastructure connectivity, trade, and investment across Asia. This study aims to analyze research trends related to Belt and Road Initiative within the context of international trade competition policies in Asia using a bibliometric and systematic literature review (SLR) approach. Data were obtained from the Scopus database covering the period from 2008 to 2024 and analyzed using PRISMA methodology and software tools such as Biblioshiny and VOSviewer. The findings indicate that Belt and Road Initiative has accelerated economic integration through infrastructure investment and trade digitalization while also posing challenges such as China's economic dominance and the dependency of participating countries. Keyword co-occurrence analysis reveals that trade competition policies are increasingly influenced by geopolitical factors, supply chain efficiency, and environmental sustainability. This study highlights the need for adaptive policies to balance economic growth and fair competition in Asia. The implications for Indonesia include strengthening investment oversight, optimizing the role of the Indonesia Competition Commission (KPPU), and diversifying trade partnerships to enhance global competitiveness and reduce economic dependence on China.

The Impact of Digital Advertising on Online Consumer Behavior: Visual Trends and Future Research Directions Syamsudin, Moch. Rizal; Rosdiana Noer, Lissa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 12 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i12.10430

In today’s digital era, digital advertising has reshaped how we shop and engage with brands. This study aims to analyze the development and research trends concerning the impact of digital advertising on online consumer behavior through a bibliometric analysis of Scopus indexed articles. The findings reveal that digital advertising has transformed brand consumer interactions through social media, e-commerce, and search engines, with an emphasis on building loyalty and trust through personalized strategies. Key findings indicate the dominance of topics such as social media marketing, consumer engagement, and online shopping behavior in the literature, with a significant upward trend. The study also identifies critical challenges, including data privacy concerns and the younger generation’s difficulty in distinguishing between content and advertising. Collaboration analysis reveals disparities in research participation, with Western countries still leading, while developing nations like Indonesia show promising potential. The study recommends further exploration of emerging technologies such as artificial intelligence (AI) and augmented reality (AR) in digital advertising, along with interdisciplinary approaches to understand the dynamics of consumer behavior in the digital age. The implications of this research contribute both to academic development and to more effective and ethical digital marketing practices.

The Impact of Digital Advertising on Online Consumer Behavior: Visual Trends and Future Research Directions Syamsudin, Moch. Rizal; Rosdiana Noer, Lissa
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 12 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i12.10430

In today’s digital era, digital advertising has reshaped how we shop and engage with brands. This study aims to analyze the development and research trends concerning the impact of digital advertising on online consumer behavior through a bibliometric analysis of Scopus indexed articles. The findings reveal that digital advertising has transformed brand consumer interactions through social media, e-commerce, and search engines, with an emphasis on building loyalty and trust through personalized strategies. Key findings indicate the dominance of topics such as social media marketing, consumer engagement, and online shopping behavior in the literature, with a significant upward trend. The study also identifies critical challenges, including data privacy concerns and the younger generation’s difficulty in distinguishing between content and advertising. Collaboration analysis reveals disparities in research participation, with Western countries still leading, while developing nations like Indonesia show promising potential. The study recommends further exploration of emerging technologies such as artificial intelligence (AI) and augmented reality (AR) in digital advertising, along with interdisciplinary approaches to understand the dynamics of consumer behavior in the digital age. The implications of this research contribute both to academic development and to more effective and ethical digital marketing practices.

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