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All Journal Jurnal Ekonomi Jurnal Info Sains : Informatika dan Sains Jurnal Multidisiplin Sahombu Journal of Economics and Business (JECOMBI) Jurnal Ilmiah Multidisiplin Indonesia
Ian Zulfikar
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Agriculture, Biological Sciences & Forestry Arts Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Physics

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Sustainable Marketing Strategy: Building Brand Image And Customer Loyalty In The Eco-Friendly Era Ian Zulfikar
Jurnal Ekonomi Vol. 13 No. 03 (2024): Jurnal Ekonomi, Edition July -September 2024
Publisher : SEAN Institute

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In the context of modern business competition, demands on companies to implement environmentally friendly practices are increasing, both from the consumer and regulatory side. This study aims to develop sustainable marketing strategies to improve brand image and customer loyalty in the environmentally friendly era. This research uses a qualitative approach with descriptive methods. The research results show that sustainable marketing helps companies build a positive brand image and increase customer loyalty by integrating social and environmental responsibility into marketing strategies. This approach attracts consumers who care about sustainability issues, creates deep emotional connections, and increases trust. Loyal customers tend to make repeat purchases, recommend products to others, and are more tolerant of potential problems. Sustainability is now an important aspect of marketing strategy, where companies that adopt it not only help protect the environment, but also build a positive image and customer loyalty. Steps such as adopting environmentally friendly practices, communicating efforts transparently, and ensuring the environmental impact of products is as small as possible are essential. Sustainability certification and standards also provide official recognition of a company's commitment. By integrating sustainability into all aspects of operations, companies not only gain customer trust, but also contribute to global sustainability goals, making it a must for business continuity and growth.
Product Marketing: Building a Strong and Sustainable Brand Ian Zulfikar
Jurnal Multidisiplin Sahombu Vol. 5 No. 04 (2025): Jurnal Multidisiplin Sahombu, May - Juny (2025)
Publisher : Sean Institute

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This study aims to analyze effective marketing strategies for building strong and sustainable brands amidst increasingly dynamic market competition. The research focuses on identifying key factors influencing brand awareness, consumer loyalty, and brand sustainability through an integrated marketing approach. The research method used is qualitative with a descriptive approach, involving literature review and interviews with marketing practitioners and consumers to gain an in-depth understanding of best practices in brand building. The results indicate that building a strong and sustainable brand requires an integrated and strategic marketing approach, focusing not only on product quality but also on a deep understanding of the target market, a clear brand identity, positive customer experiences, consistent communication, and the use of social media. Brand success is determined by a company's ability to adapt its products and marketing strategies to be relevant to consumer needs, differentiate the brand from competitors, build trust, and strengthen long-term loyalty. The study also highlights challenges faced, including intense competition, changing consumer preferences, the need for sustainable differentiation, and social and environmental responsibility.
Brand Engagement Strategy on Social Media in Shaping Consumer Behavior Ian Zulfikar
Journal of Economics and Business (JECOMBI) Vol. 6 No. 02 (2025): Journal of Economics and Business (JECOMBI), May 2025
Publisher : SEAN Institute

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This study aims to analyze brand engagement strategies on social media and their influence on shaping consumer behavior. In the digital era, social media has become a primary communication channel for companies to build interactive relationships with their consumers. This study used a qualitative approach with descriptive methods. The results show that brand engagement strategies on social media, such as interactive content, storytelling, collaboration with influencers, live streaming, and loyalty programs, can increase consumer engagement and shape positive attitudes toward the brand. Consumers who actively engage with brand content demonstrate higher levels of loyalty and interest, and are more likely to respond positively to the product. However, the effectiveness of this strategy is influenced by the company's ability to build trust, maintain data transparency, manage budgets, address negative content, and adapt to constantly changing social media trends and algorithms.
Exploring Green Consumer Behavior in Choosing Environmentally Friendly Products in Bandung City Ian Zulfikar
Journal of Economics and Business (JECOMBI) Vol. 6 No. 01 (2025): Journal of Economics and Business (JECOMBI), January 2025
Publisher : SEAN Institute

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Sustainable consumption has become a critical issue as pressure on the environment increases due to modern consumption patterns. Green consumers are defined as individuals who consider environmental impacts in every purchasing decision, not only at the selection stage but also during product use and disposal. This study aims to explore the behavior of green consumers in selecting environmentally friendly products in Bandung City. This study used a qualitative method with a descriptive approach, where data was obtained through in-depth interviews and observations of consumers who had purchased environmentally friendly products, such as organic products, recycled packaging, and environmentally friendly household products. The results indicate that internal factors, such as personality, personal values, attitudes, and environmental awareness, play a significant role in influencing consumers' decisions to choose green products. Consumers with a high level of concern for health and the environment are more consistent in integrating environmentally friendly products into their daily lifestyles. Furthermore, external factors also play a role, including family support, peer influence, marketing campaigns, and the role of the community and media in shaping consumers' positive perceptions of green products. However, this study also identified several challenges, including relatively higher product prices, limited availability, a lack of transparent information, and skepticism about environmentally friendly claims due to the phenomenon of greenwashing. The conclusion of this study confirms that green consumer behavior in Bandung City is the result of an interaction between internal motivation and external influences. However, it requires more comprehensive educational, distribution, and policy support for broader and more sustainable development.
Digital Behavior: How Cognition Social Forming Behavior Consumers in Today's Era Ian Zulfikar
Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID) Vol. 4 No. 7 (2025): Jurnal Ilmiah Multidisplin Indonesia (JIM-ID), August 2025
Publisher : Sean Institute

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In the digital era, understanding consumer behavior is very important for business success. This is in a way to directly influence decisions, starting from determining organizational objectives to marketing strategies. Research This aims to analyze How social cognition- as a mental process that involves perception, interpretation and understanding to other people's behavior- can give impact to the behavior of Consumers in the Digital Age. This research uses a qualitative approach with descriptive method. Research results show that social cognition plays an important role in forming consumer behavior through social media influence, online reviews, and recommendations. Third factor This creates social interaction, trust, and influences collective influence consumer purchase intention in the digital age. Consumers are now more critical and selective, so that companies need to adjust their marketing strategy to their pattern of thoughts and needs. Four key strategies — consistent digital presence, experience delighted customers, relevant personalization, and utilization data analytics — be key for building credibility, increasing loyalty, and maintaining the company's Competitive Power.
Product Marketing Strategy Effective: Key Maximizing Business Profits Ian Zulfikar
Jurnal Info Sains : Informatika dan Sains Vol. 15 No. 01 (2025): Informatika dan Sains , 2025
Publisher : SEAN Institute

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Abstract

In a competitive business environment, selecting and implementing the right marketing strategy is key to attracting consumers, increasing sales, and building customer loyalty. This study examines the importance of an effective product marketing strategy as a key factor in maximizing business profits. The study used a qualitative approach with descriptive methods. The results show that a well-planned marketing strategy, from understanding the target audience and determining pricing to selecting promotional channels, positively impacts sales growth and customer loyalty. The use of social media, engaging promotions, and word-of-mouth marketing have proven effective in expanding market reach and building consumer trust. Furthermore, strong customer relationships through full-service sales and loyalty programs contribute to repeat purchases, enabling an integrated marketing strategy to sustainably improve business performance.
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