Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Manajemen Kesatuan Jurnal Indonesia Sosial Teknologi
La Mani
Universitas Bina Nusantara, Indonesia
Computer Science & IT Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Influence of Digital Content, Public Figure Self-Branding, Celebrity Worship, and Audience Motivation to Increase Audience Interest in the YouTube Starpro Indonesia Social Media Account Vinesa Ramadhita Putri; La Mani; Anita Fedora; Samiyah Amanina; M Aras
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 8 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i8.1322

Abstract

YouTube is in the 2nd position of social media that is often used in 2023 through the official We Are Social website. This is because people are starting to leave mass media to social media. Different types of video content are very popular and widely viewed, including funny videos, short films, infotainment videos and more. This study was conducted to find out the factors behind Content Digital, Public Figure Self-branding, Celebrity Worship and Audience Motivation. YouTube can now be used as a place for marketing strategies to increase brand image or purchases through Integrated Marketing Communication (IMC). Therefore, content marketing strategy involves creating content to reach the target market. Based on that customers connect with the brand to fulfil their requirements. This study was conducted on 278 participants with ages ranging between 16-25 years old. The data were collected by questionnaire. We find that the presence of sponsorship content on YouTube has an impact on attitudes towards YouTube influencers. The three elements of entertainment, information, and interference in sponsorship content on the YouTube platform play a role in shaping attitudes towards YouTube influencers. Influencers have the potential to provide concrete benefits to prospects and customers by presenting appropriate content.
The Effect of Brand Performance, Consumer Testimonials, and Brand Ambassadors on Customer Loyalty Naurah Dhia; Desy Widiasary Simangunsong; Muhammad Rakha Al Ghaniy; La Mani
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.3986

Abstract

The sportswear industry faces intense competition, requiring brands to build strong customer loyalty through effective digital marketing strategies. This study aims to analyze the influence of brand performance, consumer testimonials, and brand ambassadors on customer loyalty for the Puma sportswear brand, specifically through its Instagram campaigns. Data were collected through an online survey of 398 followers of the Puma Indonesia Instagram account, using a structured questionnaire measured on a five-point Likert scale. The analysis employed Structural Equation Modeling–Partial Least Squares to test the relationships between variables. The findings reveal that brand performance, consumer testimonials, and brand ambassadors each have a significant positive impact on customer loyalty. High-quality products and innovative designs enhance satisfaction, authentic testimonials shared on Instagram build trust, and credible ambassadors foster emotional connections with consumers. These strategies collectively strengthen loyalty in a competitive market. The study concludes that sportswear brands should optimize product quality, leverage user-generated testimonials, and select ambassadors aligned with their audience to enhance customer retention on digital platforms like Instagram. The implications of these findings suggest that sportswear brands should maintain and optimize these strategies to retain customer loyalty amid intense market competition.
Co-Authors Anita Fedora Desy Widiasary Simangunsong M Aras Muhammad Rakha Al Ghaniy Naurah Dhia Samiyah Amanina Vinesa Ramadhita Putri