Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
P-Index
This Author published in this journals
All Journal Jurnal Review Pendidikan dan Pengajaran (JRPP) Journal of Economics and Business UBS Media Bina Ilmiah
Windasari , Nila Armelia
Unknown Affiliation
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
PROPOSED ONLINE MARKETING STRATEGY TO RAISE BRAND AWARENESS FOR VELMARE BY SOCIOLLA Ananda Budiman, Fadhel; Windasari , Nila Armelia
Media Bina Ilmiah Vol. 18 No. 5: Desember 2023
Publisher : LPSDI Bina Patria

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33758/mbi.v18i5.513

Abstract

The development of Industry 4.0 has been rapidly progressing worldwide, including in Indonesia. This has led to digitalization in various business industries, from infrastructure to product sales. The COVID-19 pandemic in 2020 further accelerated this transition, as people turned to online platforms for their activities. Velmare, a local Indonesian skincare brand, recognized this opportunity and began selling their products exclusively online through different platforms. However, Velmare has been facing challenges in terms of competitiveness compared to other local skincare brands. Its competitors have adopted an omnichannel strategy, selling products both online and offline. As a result, Velmare needed to develop a new strategy to stay relevant. To determine the potential, strengths, weaknesses, and threats to the Velmare brand, a business analysis was conducted, which involved internal and external assessments. Internal analysis utilized the Marketing Mix (4P), VRIO, and STP analysis, while external analysis involved PESTLE analysis, Porter's Five Forces, and stakeholder analysis. Additionally, a questionnaire was distributed to approximately 160 respondents to assess Consumer-Brand Engagement (CBE) through various points of analysis. The obtained analysis results were processed using SmartPLS software and the SEM-PLS method to measure the correlations between the variables used in the research. The primary objective of this research was to provide business solutions that would enhance purchase intention, brand image, and brand awareness for Velmare. The framework model was analyzed with high accuracy and can serve as a reference for proposing business solutions. The research model framework incorporated variables such as electronic word-of-mouth (EWOM), interaction, trendiness, entertainment, promotion, and omnichannel to achieve consumer-brand engagement. This engagement, in turn, influenced brand image and brand awareness, ultimately determining customer purchase intention. The author hopes that the proposed research objectives will be achieved, thereby addressing the challenges faced by Velmare.
THE INFLUENCE OF CONTENT ORIGIN ON TRUST AND ENGAGEMENT: A COMPARATIVE STUDY OF AI-GENERATED AND HUMAN-GENERATED CONTENT FOR INDONESIAN COMMUNICATION AND INFORMATION INDUSTRY Wiyono, Muhamad Ibnusina; Windasari , Nila Armelia
Jurnal Review Pendidikan dan Pengajaran Vol. 7 No. 3 (2024): Vol. 7 No. 3 (2024): Volume 7 No 3 Tahun 2024 (Special Issue)
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jrpp.v7i3.31016

Abstract

Penelitian ini menyelidiki perbedaan dampak dari konten teks media sosial yang dibuat oleh AI dan yang dibuat oleh manusia terhadap kepercayaan konsumen dan keterlibatan merek dalam industri komunikasi dan informasi di Indonesia. Dengan menggunakan metode kuantitatif, kami menganalisis tanggapan dari 240 partisipan, menilai reaksi mereka terhadap asal konten dalam hal dimensi kepercayaan-kompetensi, integritas, dan kebaikan-dan dimensi keterlibatan-proses kognitif, afeksi, dan aktivasi. Hasil penelitian menunjukkan perbedaan yang signifikan dalam tingkat kepercayaan dan keterlibatan antara konten yang dibuat oleh AI dan konten yang dibuat oleh manusia, dengan konten manusia secara konsisten dinilai lebih tinggi dalam metrik kepercayaan dan keterlibatan. Hal ini menggarisbawahi peran penting dari keaslian yang dirasakan dan sentuhan pribadi dalam efektivitas konten. Selain itu, temuan kami menyoroti potensi AI untuk mendukung tetapi tidak menggantikan upaya manusia dalam pembuatan konten, menyarankan model hibrida untuk keterlibatan konsumen yang optimal. Studi ini berkontribusi pada wacana yang berkembang tentang peran AI dalam pemasaran, memberikan wawasan yang dapat ditindaklanjuti untuk memanfaatkan teknologi guna meningkatkan strategi merek di era digital.
Proposed Marketing Strategy to Increase Number Of Customerstrough Experiential Marketing (Study Case: A Yoga Studio In Jakarta Selatan) Tanri, Ghassani Nabila; Windasari , Nila Armelia
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.102

Abstract

In May 2021, a new workout studio focusing on yoga classes officially launched. The yoga studio located in a very accessible area in South Jakarta. After a year of growing slowly, in the 3rd quarter of 2022 the studio faced a stagnancy on the number of customers. The studio’s marketing activites has only been focusing on its activation on social media specially Instagram which has successfully increased the followers number but failed to convert it into the studio’s customers by signing up for the classes. The studio then started to do some effort in another form by doing a special event collaborating with other brands resulting in new customers. The effort has shown the studio a high potential to acquire more customers, it also brought the studio to realize that the intangibility of their service can’t be promoted only through digital marketing. Based on this realization, a deeper reasearch then conducted to propose a new marketing strategy for the studio. Knowing the business issue of the studio, after analyzing the business situation, a root cause analysis then conducted using Current Reality Tree (CRT) resulting in 3 root causes. These root causes then led to some findings on the literature review and formed the conceptual framework which consisted in physical experience, servicescape, and brand collaboration that leads to customer’s experience resulting in patronage. Based on the findings, a online survey using questionnaire was conducted. The data proceeded using the multiple linear regression method by seeing the significance number then drawn into partial regression plot. After analyzing the result, the solution and implementation plan then formed.
Co-Authors Ananda Budiman, Fadhel Tanri, Ghassani Nabila Wiyono, Muhamad Ibnusina