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All Journal JIMEB: Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis Journal of Management Economics and Financial Accounting
Putri Pratiwi
Universitas Sains dan Teknologi Komputer
Economics, Econometrics & Finance

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Difusi Inovasi untuk Keberlanjutan Bisnis Ritel Kecil: Strategi Pemasaran Digital Antonius Juniadhi Soekandar; Putri Pratiwi
Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis Vol. 2 No. 1 (2023): Januari: Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jimeb.v2i1.596

Abstract

Background Study: There are small business owners who have not been able to choose the right strategy to implement digital marketing to increase sales. Purpose: This study aims to examine the strategies used by small retail business owners in implementing digital marketing in increasing the level of sales in their business. Method: The method used in this study is a qualitative research with multiple case study models. Data collection through semi-structured interviews with 6 small retail business owners in Semarang City who have successfully implemented technological innovation with digital marketing strategies to increase their sales levels. Sources of data that support this research were obtained through reviewing business documents, social media websites and analysis. Concept: This study was built with reference to the conceptual framework of Rogers' Diffusion of Innovation theory. The data analysis studied in this study covers four digital marketing motives: social media platform and strategy, strategy and challenges, content strategy, and follow-up strategy. Findings/Results: The results of the analysis state that digital marketing strategy is very important in business continuity and the strategic method applied is very important. The findings in this study can be utilized by small retail business owners who want to increase sales, manage the application of digital marketing technology and the challenges that will be faced better. Small retail business owners can also choose the strategies identified in this research in implementing the right digital marketing strategy for their business.
Peran Strategic Foresight dalam Mempertahankan Sustaibable Capability Organisasi Menuju Inovasi Manajemen Putri Pratiwi; Antonius Juniadhi Soekendar
Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis Vol. 2 No. 2 (2023): Mei: Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jimeb.v2i2.604

Abstract

This study aims to examine the role of strategic foresight and its ability to support the development of management innovation processes within organizations. This study uses a narrative literature review approach involving potential interactions of three main topics, namely: strategic foresight, management innovation, and management cognition. The results of the study explain that each individual has a character from birth to being able to see the future. Then the capability of foresight in this organization must be developed and continuously maintained by both stakeholders in the organization's management and employees. Before implementing a foiresight strategy, it is necessary to understand in depth managerial cognition as the basis for its application. Furthermore, the development of a well-managed strategic foresight will become a management innovation so as to be able to maintain organizational sustainability. This conceptual paper lays a foundation that can be used as further research in determining strategic foresight capabilities in relation to managerial dynamic capabilities. The results of this paper can be used by organizations that have a long history of facing challenges in capturing the challenges of changing business environments in the future.
The Role Of Influencer Marketing and Brand Image In Forming Skincare Product Purchase Decisions: A Literature Review Study Ana Nur Aeini; Edwin Zusrony; Putri Pratiwi
Journal of Management Economics and Financial Accounting Vol. 1 No. 2 (2025): December : Journal of Management Economics and Financial Accounting (JOMEFA)
Publisher : Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/jdmfwr33

Abstract

This research is motivated by the increasing use of social media as a source of consumer information in selecting skincare products. Increasingly fierce competition among skincare brands means that companies cannot rely solely on product quality but also need to build credible digital marketing communications and a strong brand image. This study aims to examine the role of influencer marketing and brand image in shaping skincare product purchasing decisions based on previous research. The method used is a literature review study with a descriptive qualitative approach. The research data comes from eleven national scientific articles relevant to the topics of influencer marketing, brand image, purchase intention, and skincare or cosmetic product purchasing decisions. The articles were analyzed through the stages of identification, selection, content evaluation, grouping of findings, and narrative synthesis. The results of the study indicate that influencer marketing plays a role in attracting attention, building trust, and strengthening consumer purchasing interest through credibility, image congruence, and influencer closeness to the audience. Meanwhile, brand image serves as the basis for consumer confidence in the quality, safety, and reputation of the brand. This study also found that brand trust, online customer reviews, brand awareness, and electronic word of mouth are supporting variables that strengthen purchasing decisions. Thus, influencer marketing and brand image do not work separately, but complement each other in the process of forming skincare product purchasing decisions.
Co-Authors Ana Nur Aeini Antonius Juniadhi Soekandar Antonius Juniadhi Soekendar Edwin Zusrony