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All Journal JOURNAL OF SCIENCE AND SOCIAL RESEARCH Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Minfo Polgan (JMP) Jurnal Dedikasia : Jurnal Pengabdian Masyarakat Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Contemporary Administration and Management (ADMAN)
Ohara, Muammar Revnu
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Mathematics Social Sciences

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Journal : Jurnal Minfo Polgan (JMP)

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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

Abstract

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.
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

Abstract

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.
Co-Authors Alam, A. Aminullah Albeta, Febrina Rita Aprilla, Vivi Rizkiana Astutik, Wahyuni Sri Dewa Oka Suparwata Firmansyah Firmansyah Hardianto, Roki Joko Ariawan Manahan, Marcelius Raja Novendra, Rizki Nugroho, Gilang Okta Karneli, Okta Suherlan Suherlan, Suherlan Syamsu Rijal Turnandes, Yogo Vebby, Vebby Wahid Wahid, Wahid Wirdahchoiriah, Wirdahchoiriah Wuryanti, Lestari