Garuda - Garba Rujukan Digital

Tinjauan Pustaka Sistematis : Strategi Digital Marketing Novendra, Rizki; Turnandes, Yogo; Vebby, Vebby; Nugroho, Gilang; Ohara, Muammar Revnu; Manahan, Marcelius Raja
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i2.5813

This research conducted systematic literature observations on digital marketing strategies using the PRISMA diagram protocol to filter articles from the Scopus database. Research methods include data extraction, initial data collection, data inclusion, and answering research questions. Of the 200 articles registered in Scopus, 91 articles were selected for review. This research has three main questions: how is the evolution of digital marketing strategies, what is the impact, and what technologies or tools are used.The results show that the evolution of digital marketing strategies starts from the Web 1.0 to Web 4.0 Era, characterized by the internet, search engines, social media, mobile marketing, big data and analytics, as well as (AI) and machine learning. Digital marketing strategies have a significant impact on business decision making, improved performance, and reach through influencers. The most frequently used tools are SEO (15%), email marketing (20%), Google Analytics (34%), AI (21%), IoT (2%), and big data (8%).

Pelatihan Membuat Media Pembelajaran Interaktif Kepada Guru SMKN 8 Pekanbaru Menggunakan Canva Hardianto, Roki; Wirdahchoiriah, Wirdahchoiriah; Ohara, Muammar Revnu
Jurnal Dedikasia : Jurnal Pengabdian Masyarakat Vol. 3 No. 1 (2023): Juni 2023
Publisher : Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/dedikasia.v3i1.6168

The rapid development of information technology has made the order of life change drastically. The development of social media is a branch of the development of information technology into an extraordinary phenomenon. Content creators have sprung up from both professionals and amateurs who are still in the curious stage. SMKN 8 Pekanbaru is one of the pioneer schools that has a major that is close to the development of content creators. Training activities make content creators necessary for students as an initial provision. Community Service activities have been carried out at the school on December 14, 2022 for students and have succeeded in increasing student understanding from the results of the questionnaire measurements provided. Students successfully create social media content using https://www.canva.com/. The output of activities is in the form of news of activities published on news portals and scientific journals published in national community service journals.

Psikologi Konsumen dalam Era Digital: Analisis Literatur tentang Peran Emosi dalam Digital Advertising dan Brand Attachment Ohara, Muammar Revnu; Albeta, Febrina Rita; Karneli, Okta; Aprilla, Vivi Rizkiana; Firmansyah, Firmansyah
Jurnal Minfo Polgan Vol. 14 No. 1 (2025): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v14i1.14564

Peran emosi dalam digital advertising semakin menjadi perhatian dalam studi psikologi konsumen, terutama dalam membentuk brand attachment dan mempengaruhi keputusan pembelian. Penelitian ini merupakan tinjauan pustaka dengan pendekatan kualitatif yang menggunakan analisis deskriptif terhadap artikel yang dipublikasikan di Google Scholar dalam rentang tahun 1987–2024. Dari 50 artikel yang ditemukan, sebanyak 25 artikel digunakan setelah seleksi ketat. Hasil penelitian menunjukkan bahwa digital advertising berbasis emosi lebih efektif dibandingkan dengan iklan yang hanya menekankan aspek rasional produk, terutama dalam membangun keterikatan emosional dan loyalitas pelanggan. Studi kasus dari berbagai merek seperti Dove, Coca-Cola, dan Gojek menunjukkan bahwa storytelling emosional, visual yang kuat, dan personalisasi dapat meningkatkan interaksi konsumen serta menciptakan hubungan jangka panjang dengan merek. Namun, strategi pemasaran berbasis emosi yang tidak dikelola dengan baik berisiko menimbulkan backlash, seperti yang terjadi pada kampanye kontroversial Pepsi dengan Kendall Jenner. Implikasi penelitian ini menyoroti pentingnya pemanfaatan emosi secara autentik dalam digital advertising untuk meningkatkan efektivitas pemasaran dan loyalitas pelanggan. Penelitian ini memiliki keterbatasan dalam hal cakupan data dan tidak mengukur langsung respons emosional konsumen, sehingga penelitian lebih lanjut dengan pendekatan empiris diperlukan untuk memperdalam pemahaman mengenai dampak emosional dalam digital advertising.

VIRAL ATAU TENGGELAM? STRATEGI KOMUNIKASI DIGITAL PADA PROMOSI RBR 2025 DI INSTAGRAM Ohara, Muammar Revnu; Turnandes, Yogo; Vebby, Vebby
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 3 (2025): August 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i3.4107

Abstract: This study aims to analyze digital communication strategies used in the RBR 2025 promotional campaign through the Instagram platform. Employing a qualitative case study approach, the research explores communication practices applied by three actively involved promotional accounts during the campaign. Data were collected through post observation, in-depth interviews with social media managers, and digital content analysis. The results reveal that visual storytelling, the use of Reels features, thematic hashtags, and collaboration with micro-influencers contributed significantly to audience engagement. However, challenges were found in maintaining message consistency and adapting to Instagram's algorithm dynamics. The study concludes that the success of digital promotion is closely related to the ability to adapt to user interaction patterns and mastery of platform-specific content formats. Keyword: digital communication; Instagram; campaign promotion; RBR 2025; content strategy Abstrak: Penelitian ini bertujuan untuk menganalisis strategi komunikasi digital yang digunakan dalam kampanye promosi RBR 2025 melalui platform Instagram. Dengan pendekatan kualitatif studi kasus, penelitian ini menelusuri praktik komunikasi yang diterapkan oleh tiga akun promosi yang aktif selama rangkaian kampanye. Teknik pengumpulan data dilakukan melalui observasi unggahan, wawancara mendalam dengan pengelola akun media sosial, serta analisis konten digital. Hasil penelitian menunjukkan bahwa strategi berbasis storytelling visual, pemanfaatan fitur Reels, penggunaan hashtag tematik, dan kolaborasi dengan mikro-influencer berkontribusi terhadap peningkatan keterlibatan audiens. Namun demikian, terdapat kendala dalam kesinambungan pesan serta adaptasi terhadap dinamika algoritma Instagram. Penelitian ini menyimpulkan bahwa keberhasilan promosi digital sangat dipengaruhi oleh kemampuan adaptasi terhadap pola interaksi pengguna dan penguasaan format konten platform. Kata kunci: komunikasi digital; Instagram; promosi kampanye; RBR 2025; strategi

STRATEGI INOVATIF DALAM MANAJEMEN SUMBER DAYA MANUSIA : MEMBANGUN KEKUATAN ORGANISASI MELALUI PENGEMBANGAN KARYAWAN BERBASIS KREATIVITAS Ohara, Muammar Revnu; Alam, A. Aminullah; Wuryanti, Lestari; Wahid, Wahid; Ariawan, Joko
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 3 (2025): ON GOING
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i3.6194

Penelitian ini bertujuan untuk mengkaji strategi inovatif dalam manajemen sumber daya manusia (SDM) serta bagaimana pengembangan kreativitas karyawan dapat digunakan sebagai kekuatan strategis untuk memperkuat organisasi. Penelitian menggunakan pendekatan kualitatif deskriptif. Pengumpulan data dilakukan melalui wawancara semi-terstruktur dengan praktisi HR, manajer organisasi, dan pakar pengembangan organisasi. Hasil penelitian menunjukkan bahwa kreativitas karyawan merupakan aset penting dalam meningkatkan daya saing dan mendorong inovasi berkelanjutan di tengah dinamika bisnis yang semakin kompleks. Namun, banyak organisasi masih menghadapi hambatan dalam mengintegrasikan pendekatan kreatif, terutama karena budaya organisasi yang belum mendukung eksperimen dan sistem evaluasi yang konvensional. Oleh karena itu, diperlukan pembentukan budaya organisasi yang aman secara psikologis, mendukung kegagalan sebagai bagian dari proses belajar, serta penerapan sistem penghargaan yang mendorong kontribusi inovatif. Penelitian ini menyimpulkan bahwa pengembangan kreativitas harus menjadi bagian integral dari strategi manajemen SDM guna menciptakan ekosistem inovasi yang berkelanjutan dan memperkuat ketahanan organisasi dalam era disrupsi digital dan ekonomi kreatif.

The Role of Social Media in Educational Communication Management Ohara, Muammar Revnu
ADMAN: Journal of Contemporary Administration and Management Vol 1 No 2 (2023): August 2023
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/adman.v1i2.25

Social media has experienced rapid development and become an important part of people's daily lives. This phenomenon has also impacted the world of education, where educational institutions and students are increasingly using social media as a means of communicating and interacting. This research aims to dig deeper into how social media can be optimised to strengthen educational communication effectively while addressing the potential risks that arise. The current research type is qualitative. Data collection techniques include listening and recording important information to conduct data analysis through data reduction, data display, and conclusion drawing. This study found that social media has a significant role in educational communication management. By facilitating information sharing, collaboration, active participation and professional development, social media has changed the way we interact and learn in this digital era. However, the use of social media also brings challenges related to invalid information, privacy, cyberbullying and online bullying.

Revolutionary Marketing Strategy: Optimising Social Media Utilisation as an Effective Tool for MSMEs in the Digital Age Ohara, Muammar Revnu; Suparwata, Dewa Oka; Rijal, Syamsu
ADMAN: Journal of Contemporary Administration and Management Vol 2 No 1 (2024): April 2024
Publisher : PT. LITERASI SAINS NUSANTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61100/adman.v2i1.125

The development of information technology, especially in the field of social media, has created a new paradigm in the business world. Micro, Small, and Medium Enterprises (MSMEs) as the backbone of the national economy, need to adapt to these changes to be able to compete in an increasingly complex digital era. This research aims to identify revolutionary marketing strategies that can help MSMEs optimise the utilisation of social media as an effective tool in facing the challenges of the digital era. This research method is a descriptive qualitative literature review that uses primary data sources from scholarly articles found through Google Scholar. This research will conduct an in-depth analysis of relevant and current literature that has been published in the 2021-2023 timeframe. The study results show that revolutionary marketing strategies through optimising the use of social media have proven to be a solid foundation for the success of Micro, Small and Medium Enterprises (MSMEs) in the digital era. Through this approach, MSMEs can build stronger relationships with customers, increase brand visibility, and expand market share. By understanding the target audience, creating creative content, utilising innovative features, and building online communities, MSMEs can transform into key players in a rapidly changing market.

Digital Marketing Innovation and the Role of Information Systems in Enhancing MSME Market Expansion Ohara, Muammar Revnu; Suherlan, Suherlan; Astutik, Wahyuni Sri
Jurnal Minfo Polgan Vol. 13 No. 2 (2024): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v13i2.14167

Digital marketing has become one of the essential elements in supporting the growth and sustainability of micro, small, and medium enterprises (MSMEs) in the modern era. Along with the development of information technology, digital marketing offers opportunities for MSMEs to expand their markets and increase product visibility to a broader range of consumers. In this context, innovation in digital marketing becomes a key factor driving MSMEs' success in achieving sustainable growth. This study aims to further review how digital marketing innovation and the use of information systems can support MSME market expansion. This research employs a literature review approach focusing on qualitative methods. It does not involve primary data collection but instead relies on relevant and up-to-date sources from various scholarly articles. The data used in this study is sourced from Google Scholar with a publication range from 2013-2024. The study concludes that digital marketing innovation and the use of information systems play a crucial role in expanding MSME markets. Digital marketing innovation allows MSMEs to reach consumers more broadly and efficiently, utilizing digital platforms such as social media, e-commerce, and websites. Meanwhile, information systems help improve operational efficiency, data management, and more accurate decision-making based on data analysis. Case studies of Batik Trusmi, Maicih, and Sociolla show that MSMEs adopting these innovations can expand their market share, increase customer loyalty, and compete more effectively in both domestic and international markets.

Pelatihan Membuat Media Pembelajaran Interaktif Kepada Guru SMKN 8 Pekanbaru Menggunakan Canva Hardianto, Roki; Wirdahchoiriah, Wirdahchoiriah; Ohara, Muammar Revnu
Jurnal Dedikasia : Jurnal Pengabdian Masyarakat Vol. 3 No. 1 (2023): Juni 2023
Publisher : Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/dedikasia.v3i1.6168

The rapid development of information technology has made the order of life change drastically. The development of social media is a branch of the development of information technology into an extraordinary phenomenon. Content creators have sprung up from both professionals and amateurs who are still in the curious stage. SMKN 8 Pekanbaru is one of the pioneer schools that has a major that is close to the development of content creators. Training activities make content creators necessary for students as an initial provision. Community Service activities have been carried out at the school on December 14, 2022 for students and have succeeded in increasing student understanding from the results of the questionnaire measurements provided. Students successfully create social media content using https://www.canva.com/. The output of activities is in the form of news of activities published on news portals and scientific journals published in national community service journals.

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