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All Journal IKRA-ITH ABDIMAS International Journal of Economics, Management, Business, and Social Science JAMBIS : Jurnal Administrasi Bisnis
Prasetyaningsih, Nila
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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ANALISIS STRATEGI PEMASARAN DIGITAL DALAM MENINGKATKAN PENJUALAN PT. MAYORA BEKASI Prasetyaningsih, Nila; Ardiman, Dzaki
JAMBIS : Jurnal Administrasi Bisnis Vol. 4 No. 6: Desember 2024
Publisher : JAMBIS : Jurnal Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/jambis.v4i6.4602

Abstract

This research aims to analyze the digital marketing strategy implemented by PT Mayora Bekasi in increasing sales of its products. In the ever-evolving digital era, companies are faced with the need to adopt innovative and effective marketing strategies to win the competition in the market. The research method used is a case study with a qualitative approach, where data is obtained through in-depth interviews with marketing managers, observation, and analysis of company documents.The results showed that PT Mayora Bekasi has implemented various digital marketing strategies such as the use of social media, search engine optimization (SEO), content marketing, and pay-per-click advertising. The use of social media such as Instagram, Facebook, and YouTube has proven effective in increasing consumer interaction and engagement. In addition, the right SEO strategy helps increase product visibility on search engines, making it easier for consumers to find the products offered. Informative and engaging content marketing also plays an important role in building brand awareness and consumer loyalty.However, this research also identified several challenges faced, such as intense competition in the digital world, changes in social media algorithms, and the need for constantly updated content. To overcome these challenges, PT Mayora Bekasi needs to continue to innovate and adapt to technological developments and dynamic market trends. Overall, this study concludes that an effective digital marketing strategy can significantly increase PT. Mayora Bekasi's sales. Recommendations include increased investment in digital marketing, training for the marketing team, and the use of data analytics to measure the effectiveness of the strategies implemented.
Analysis of the Influence of Influencer-Based Marketing on New Product Launch Strategies in the Millennial and Gen Z Markets Nengsih, Widya; Prasetyaningsih, Nila; Ratnawita
INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS) Vol. 5 No. 2 (2025): May 2025
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/ijembis.v5i2.463

Abstract

In the digital era, influencer-based marketing has become one of the most effective strategies for reaching millennial and Gen Z markets. This study aims to analyze the impact of influencer-based marketing on new product launch strategies, particularly in creating brand awareness, enhancing consumer engagement, and driving purchasing decisions. The research approach uses a quantitative method with data collection through surveys of 250 respondents from the millennial and Gen Z segments in Indonesia. The analysis results indicate that relevant, authentic, and interactive content delivered by influencers has a significant impact on the success of new product launches. Additionally, the level of consumer trust in influencers also affects the effectiveness of the marketing campaign. This research provides practical contributions for companies to design more targeted and relevant influencer-based marketing strategies that align with the characteristics of millennial and Gen Z markets. By understanding the key factors that influence the success of influencer-based marketing, companies can maximize opportunities to effectively introduce new products in an increasingly competitive market.
Strategi Digital Marketing Upaya Meningkatkan UMKM Produk Emping dan Keripik Pisang di Desa Sukarame, Banten Nengsih, Widya; Prasetyaningsih, Nila; Sari, Yetti Anita; Fitri, Shafirah; Puspitasari, Nyi Dewi
IKRA-ITH ABDIMAS Vol. 9 No. 2 (2025): Jurnal IKRAITH-ABDIMAS Vol 9 No 2 Juli 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

Era ekonomi kreatif telah mendorong pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk beradaptasi dengan teknologi digital sebagai strategi pemasaran. Namun, realitas di lapangan menunjukkan bahwa sebagian besar masyarakat Desa Sukarame, Kecamatan Carita, Banten, masih enggan beralih dari metode manual ke sistem digital, termasuk dalam hal transaksi non-tunai seperti QRIS. Berdasarkan hasil Pengabdian kepada Masyarakat (PKM) yang dilakukan, ditemukan bahwa pelaku UMKM produk emping dan kripik pisang cenderung hanya memasarkan produknya secara lokal dan belum mengoptimalkan platform digital. Artikel ini bertujuan untuk mengidentifikasi kendala adopsi digital marketing di kalangan UMKM desa serta merumuskan strategi yang tepat untuk meningkatkan daya saing dan perluasan pasar produk lokal. Penelitian ini menggunakan pendekatan deskriptif-kualitatif berdasarkan observasi lapangan, wawancara mendalam, dan studi pustaka. Hasilnya menunjukkan bahwa peningkatan literasi digital, pelatihan berkelanjutan, serta pendampingan implementasi teknologi pemasaran digital sangat dibutuhkan. Artikel ini diharapkan dapat menjadi rujukan dalam merancang program pemberdayaan berbasis digital di wilayah pedesaan
Co-Authors Ardiman, Dzaki Fitri, Shafirah Nengsih, Widya Puspitasari, Nyi Dewi Ratnawita Sari, Yetti Anita