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All Journal Jurnal Visi Komunikasi PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
Fransisca, Caroline
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Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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Collaborative Communication as a Marketing Communication Strategy (Case Study of BLP Beauty X Kopi Tuku) Tandaju, Christina; Fransisca, Caroline
Jurnal Visi Komunikasi Vol 23, No 02 (2024): November 2024
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/visikom.v23i02.30701

Abstract

Business competition in Indonesia makes local brands increasingly innovate for brand existence, one of which is by collaborating. Brand collaboration is a marketing strategy for brands to survive and retain customers and to achieve common goals, namely increasing sales, brand awareness, brand image and others. The collaboration carried out between BLP Cosmetics Collaboration followed by Marketing 4.0, namely from traditional to digital, is one of the operations of this research looking at the 5A approach where currently marketing is carried out not only offline but followed by online marketing. Apart from that, this research also uses good reputation theory and will evaluate the collaborative communication that has been created. The purpose of this research is to determine the collaborative communication carried out by BLP Cosmetics and Kopi Tuku as a marketing strategy and this collaboration also requires trust between brands and the marketing they carry out. This research method uses descriptive qualitative and will carry out observations and interviews with Kopi Tuku Marketing Communication and the CMO and founder of BLP Beauty. The results of this research are that TUKU & BLP realize the vision of each brand by being good neighbours. BLPFam also enthusiastically accepts collaboration resulting in market expansion, engagement with customers, increased brand awareness, brand image, brand value, and also sales. The 5A approach, which includes attention, appeal, ask, act, and advocate, was effectively utilized both offline and online. It was observed that the communication between the two brands was transparent and collaborative, leading to a strong and trusting partnership.
Analysis Of Fintech Payment Apps And Hedonistic Lifestyle On The Impulsive Buying Habits To UNPRI Students (Impact On Online Shopping Habits): Analisis Financial Technology dan Lifestyle Hedonis Terhadap Kebiasaan Impulsive Buying Mahasiswa UNPRI (Dampak Terhadap Kebiasaan Belanja Online) Fransisca, Caroline; Loo, Petrus
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.303

Abstract

Motivated by the growing adoption of financial technology and the rise of hedonistic lifestyles among students, this research aims to analyze the effect of financial technology and hedonistic lifestyles on the impulsive buying habits of students at Universitas Prima Indonesia (UNPRI) Medan. This study employs a quantitative approach using a Using a quantitative survey of 100 Management students of Universitas Prima Indonesia (UNPRI) Medan selected via incidental sampling, considering the characteristics of Generation Z, selected through incidental sampling techniques. The analysis results indicate that financial technology and hedonistic lifestyle have a positive and significant impact on impulsive buying. The R² value of 0.482 indicates that 48.2% % of the variance in impulsive buying is explained by these predictors, with effect sizes of 0.111 (fintech, weak) and 0.215 (hedonistic lifestyle, moderate). We recommend enhancing financial literacy programs and embedding budget‑reminder features in fintech apps to curb impulsive spending, while future research can examine moderators such as emotional intelligence and peer influence
Co-Authors Petrus Loo Tandaju, Christina