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All Journal Jurnal Common International Journal of Application on Economics and Business
Cerlysia, Cerlysia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Strategi Komunikasi Pemasaran Digital: Mengoptimalkan Uniqueness untuk Mempertahankan Loyalitas Pelanggan Felix, Antonius; Cerlysia, Cerlysia; Sheng, Liu De; Hendra, Martin; Tjalani, Ricky; Colin, Vincent
Jurnal Common Vol. 7 No. 2 (2023): Common
Publisher : Program Studi Ilmu Komunikasi Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/common.v7i2.11475

Abstract

This research focuses on the digital marketing communication strategy implemented by SPBU Shell in Jakarta, with a specific emphasis on the analysis of Customer Experience in the Gas Station Industry. Using a qualitative approach and observation, this study aims to understand aspects related to customer experience at SPBU Shell. The literature review includes a review of scientific and technical literature related to Customer Experience at SPBU Shell. Data sources consist of internal documents from Shell, company policies, and official information from Shell. By applying thematic analysis and information synthesis, this research develops a holistic understanding of Customer Experience at SPBU Shell, with a focus on digital marketing communication strategies. The research results are expected to provide valuable insights to strengthen Shell's position in the competitive market by highlighting the uniqueness of services and effective digital strategy implementation. Shell's success in designing this approach creates emotional bonds with customers, strengthens brand image, and enhances customer engagement through integrated digital platforms, engaging multimedia content, direct interactions via social media, educational content, special promotions through the app, influencer marketing, targeted online campaigns, reputation management, and data analysis. This digital marketing approach not only maintains but also enhances Shell's position in an increasingly competitive market.
THE IMPACT OF LEMONILO GREEN MARKETING ON PURCHASE INTENTION Riyanto, Ricarhdus Rikky; Sander, Ongky Alex; Megawati, Yenli; Elim, Rickel Arial Kaisar; Cerlysia, Cerlysia
International Journal of Application on Economics and Business Vol. 1 No. 3 (2023): Agustus 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i3.1581-1589

Abstract

Green marketing concept is getting popular in Indonesia and the world. Various food companies start innovating and launching food brands that use environmentally friendly concept. This research aims to identify impact of environmental concern, attitude toward green products purchase and on Lemonilo purchase intention. This research uses quantitative approach method by using primary data sources from e-questionnaire. The research result shows there is a significant impact of environmental concern on attitude toward green products purchase. The research also found that there is a significant impact of attitude toward green products on Lemonilo purchase intention. However, there is no significant impact of environmental concern on Lemonilo Purchase Intention.
Co-Authors Antonius Felix Colin, Vincent Elim, Rickel Arial Kaisar Hendra, Martin Megawati, Yenli Riyanto, Ricarhdus Rikky Sander, Ongky Alex Sheng, Liu De Tjalani, Ricky