Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal PERSPEKTIF Economics, Business and Management Science Journal
Saraan, Muhammad Rasyad Ghazali
Unknown Affiliation
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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

Found 2 Documents
Search

 1 
Peran Media Sosial dalam Strategi Komunikasi Pemasaran: Analisis Efektivitas dan Implementasi Saraan, Muhammad Rasyad Ghazali; Arwansyah, OK Dedi; Fatmawati, Eka; Suharyanto, Agung
Economics, Business and Management Science Journal Vol 5, No 1 (2025): Economics, Business and Management Science Journal, February
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v5i1.13

Abstract

This study aims to analyze the effectiveness of marketing communication strategies through social media in increasing sales, brand awareness, and customer loyalty. Using a quantitative approach with a survey method, data was collected from e-commerce, retail, and service companies that actively use social media, as well as interviews with digital marketing experts. The results show that quality content-based strategies, the use of influencers or Key Opinion Leaders (KOLs), and consistent brand identity can increase engagement up to 60% higher than conventional advertising, while content-based marketing strategies can increase brand recall by 80%. However, challenges such as changes in social media algorithms, increasing digital advertising costs, and competition in building authentic customer engagement need to be overcome for the strategy to run effectively. Evaluation based on engagement rate (user interaction with content), conversion rate (percentage of visitors who make a purchase), and return on investment (ROI) from digital campaigns are key in optimizing digital marketing strategies. With the right adjustments, social media can be an effective and sustainable marketing tool, positively impacting business growth in the digital age.
Post-Truth dan Generasi Digital: Mengurai Tantangan Literasi Informasi di Era Disinformasi Saraan, Muhammad Rasyad Ghazali; Arwansyah, OK Dedy; Matondang, Armansyah; Suharyanto, Agung
PERSPEKTIF Vol. 14 No. 3 (2025): Perspektif Juli
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/perspektif.v14i3.14424

Abstract

The post-truth era is characterized by the erosion of the role of facts in shaping public opinion, which is increasingly replaced by personal emotions and beliefs. The younger generation, as the dominant users of social media, faces serious challenges in sorting out accurate information amid the dominance of emotional content, algorithms that create echo chambers, and digital social pressures. This study employs a descriptive-qualitative approach based on literature studies to identify the main challenges faced by the younger generation and formulate strategies to improve information literacy. The study's results show that low media literacy, digital fatigue, a crisis of trust in institutions, and the weak integration of media literacy in formal education all contribute to increased vulnerability to disinformation. Therefore, a systemic approach is needed through the collaboration of various parties to form a healthy information ecosystem and strengthen the resilience of the digital generation to information manipulation.
Co-Authors Agung Suharyanto Armansyah Matondang, Armansyah Arwansyah, OK Dedi Arwansyah, OK Dedy Fatmawati, Eka