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All Journal Jurnal Ilmiah Universitas Batanghari Jambi Jurnal Ilmiah Manajemen dan Kewirausahaan
Lubis, Wahya Iffa
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Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

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INTEGRATED MARKETING COMMUNICATION DAN PERSONAL BRANDING DALAM MENINGKATKAN BRAND EQUITY USAHA MAMITOKO Lubis, Wahya Iffa; Fahdillah, Yosi; Muryati
Jurnal Ilmiah Manajemen dan Kewirausahaan (JUMANAGE) Vol 4 No 1 (2025): Volume 4 Nomor 1 Januari 2025
Publisher : LPPM Universitas Dinamika Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33998/jumanage.2025.4.1.2057

Abstract

Abstract Disruption is the background for rapid changes in several aspects of life, one of which is progress and the role of technology in human life. So that it affects the practice of the business world which is increasingly competitive. Cake By Nadia (CBN) is a business brand founded by Nadia Indah Pratiwi which focuses on selling cake and dessert products. Nadia takes advantage of technological sophistication in carrying out her business activities and marketing. The study was conducted using the basic of marketing mix and integrated marketing communication sciences to describe the process of marketing activities of CBN and by using the theory of the eight laws of personal branding to find out how the personal branding can be formed of CBN owners and its affect the brand equity of CBN businesses.The results of the study describe the practice of integrated marketing communication in fulfilling the eight elements in building Nadia's personal branding. Nadia uses Instagram, whatsapp, and Tiktok applications in the practice of integrated marketing communication (IMC) so that she is able to display online and offline activities on social media which ultimately affects the perception of many people towards her. There is a correlation between integrated marketing communication (IMC) and personal branding that is formed in increasing the brand equity of CBN business. Keywords: IMC, Instagram, Whatsapp, Cake By Nadia, Personal Branding, Brand Equity
Penerapan Social Media Marketing berbasis RACE Framework dalam Peningkatan Brand Equity Usaha Ghost Kitchen @pikbakinghouse Jakarta Lubis, Wahya Iffa; muryati
Jurnal Ilmiah Manajemen dan Kewirausahaan (JUMANAGE) Vol 4 No 2 (2025): Volume 4 Nomor 2 Tahun 2025
Publisher : LPPM Universitas Dinamika Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33998/jumanage.2025.4.2.2463

Abstract

Penelitian ini bertujuan untuk mengeksplorasi penerapan strategi Social Media Marketing (SMM) berbasis kerangka RACE (Reach, Act, Convert, Engage) dalam membangun brand equity pada bisnis ghost kitchen @pikbakinghouse yang dimiliki oleh seorang pengusaha kuliner yaitu Ci Mehong. Penelitian ini menggunakan pendekatan kualitatif fenomenologis untuk memahami secara mendalam pengalaman dan makna subjektif dari strategi pemasaran digital yang dijalankan. Data diperoleh melalui observasi akun media sosial serta dokumentasi konten digital yang dianalisis. Hasil penelitian menunjukkan bahwa keempat tahapan dalam model RACE dijalankan secara holistik dan terintegrasi. Tahap Reach dilakukan melalui konten visual yang otentik tanpa editan dan kolaborasi dengan influencer untuk menjangkau audiens baru. Tahap Act diwujudkan melalui interaksi saat Live sehingga dapat membangun keterlibatan emosional pelanggan. Pada tahap Convert, proses pemesanan yang efisien dan narasi urgensi meningkatkan persepsi kualitas dan kepercayaan terhadap @pikbakehouse. Terakhir, tahap Engage memperkuat loyalitas melalui interaksi personal, repost konten pelanggan, serta pendekatan humanis yang konsisten melalui konten vidio story maupun reels setiap hari. Penulis menyimpulkan bahwa strategi SMM berbasis RACE tidak hanya meningkatkan visibilitas dan transaksi, tetapi juga memainkan peran penting dalam membentuk dan mempertahankan brand equity, terutama dalam konteks bisnis digital tanpa ruang fisik yakni ghost kitchen. Penulis ini juga menyoroti pentingnya autentisitas, responsivitas, dan pendekatan emosional dalam membangun hubungan jangka panjang antara brand dan konsumen di era media sosial. Kata kunci: Social Media Marketing, RACE framework, brand equity, ghost kitchen.
Analisa Kelayakan Usaha pada Percetakan Media Print Muara Bulian Muryati, Muryati; Lubis, Wahya Iffa
Jurnal Ilmiah Universitas Batanghari Jambi Vol 24, No 2 (2024): Juli
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v24i2.5207

Abstract

The aim of this research is to assess whether Print Media Printing is feasible or not. If we look at it from a marketing perspective using SWOT analysis, it is found that Media Print is in quadrant I (growth), meaning it is in a state of development and creation. Based on the financial aspect, using payback period analysis shows that this business activity can still be carried out. The rate of return in the future is expected to exceed the level of profit required using the NPV formula to obtain a positive value. The internal rate of return calculation shows that the result is greater than SOCC or the applicable capital interest. Calculation of the profitability ratio (PR) shows that this Print Media Printing business is feasible.
Pengaruh Tingkat Kepercayan, Kualitas Produk dan Harga Terhadap Keputusan Pembelian pada Home Industri Gula Aren di Muara Bulian Muryati, Muryati; Lubis, Wahya Iffa; Rosmawati, Sri
Jurnal Ilmiah Universitas Batanghari Jambi Vol 24, No 1 (2024): Februari
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jiubj.v24i1.5042

Abstract

The aim of this research is to determine the influence of the level of trust, product quality, price on purchasing decisions for palm sugar in Muara Bulian. The research was conducted using quantitative descriptive research, the population of this research were all direct buyers of palm sugar in the city of Muara Bulian, namely 75 regular customers. The research results show that simultaneous and partial testing shows that each variable has a positive and significant effect on the decision to purchase palm sugar in Muara Bulian.
Co-Authors Fahdillah, Yosi Muryati Muryati Muryati Sri Rosmawati, Sri