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All Journal Distribusi Dedikasi: Jurnal Pengabdian Kepada Masyarakat
Nur Bany, Maulyna
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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PEMANFAATAN MEDIA SOSIAL INLIFE UNTUK MENINGKATKAN BRAND AWARENESS PRODUK BY.U TELKOMSEL DI SURABAYA Nur Bany, Maulyna; Andarini, Sonja
Bestari: Jurnal Pengabdian Kepada Masyarakat Vol 5, No 2 (2025)
Publisher : Sekolah Tinggi Keguruan dan Ilmu Pendidikan (STKIP) Melawi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46368/dpkm.v5i2.3703

Abstract

Abstract: This research analyzes the strategy of utilizing social media to increase brand awareness of By.U products, Telkomsel's digital telecommunications services. Surabaya was chosen as the research location due to its large market potential. The research method involves social media data analysis, offline campaign observation, as well as interviews with the target audience. The results showed that the digital-first strategy, including the use of short video content on Instagram and TikTok platforms, successfully increased audience engagement by 362%. This study also highlights the importance of collaboration with local communities and the use of technology-based data to support campaign effectiveness.Keywords: Social Media, Brand Awareness, Digital Marketing, By.U, TelkomselAbstrak: Penelitian ini menganalisis strategi pemanfaatan media sosial untuk meningkatkan brand awareness produk By.U, layanan telekomunikasi digital Telkomsel. Surabaya dipilih sebagai lokasi penelitian karena potensi pasarnya yang besar. Metode penelitian melibatkan analisis data media sosial, observasi kampanye offline, serta wawancara dengan audiens target. Hasil penelitian menunjukkan bahwa strategi digital-first, termasuk penggunaan konten video pendek di platform Instagram dan TikTok, berhasil meningkatkan keterlibatan audiens hingga 362%. Studi ini juga menyoroti pentingnya kolaborasi dengan komunitas lokal dan penggunaan data berbasis teknologi untuk mendukung efektivitas kampanye.Kata Kunci: Media Sosial, Brand Awareness, Pemasaran Digital, By.U, Telkomsel
PROMOTIONAL STRATEGY OF KORNER CIRCLE K IN FACING RTE MINIMARKET COMPETITION Nur Bany, Maulyna; Rusdianto, R. Yuniardi
Distribusi - Journal of Management and Business Vol. 14 No. 1 (2026): Distribusi, March 2026
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/distribusi.v14i1.698

Abstract

This study analyzes the promotional strategy of Korner Circle K in facing Ready-to-Eat (RTE) product competition from minimarkets in the Educity Harvard Pakuwon City Surabaya area. The rapid growth of modern retail in Indonesia has intensified competition between convenience stores and conventional minimarkets, making effective promotional strategy crucial for business sustainability. Using qualitative methods with a case study approach, data were collected through in-depth interviews with 7 informants: 1 key informant (store manager), 2 primary informants (staff), and 4 supporting informants (consumers), complemented by field observation and documentation. The results show Circle K implements five promotional mix elements: advertising (posters and TV display), sales promotion (bundling and discounts), personal selling (suggestive selling), public relations (quality standard communication), and direct and digital marketing (social media and member application). Sales promotion is the most dominant and effective element, particularly price-based promotions and bundling which significantly influence consumer purchase decisions. Differentiation is achieved through modern RTE products (kebab, burrito, onigiri), 24-hour service, and two-floor dine-in facilities, yet faces intense competition from FamilyMart with similar positioning. Key challenges include slow promotion rotation, low app adoption, suboptimal promotional visibility, and operational issues such as inadequate air circulation and high staff turnover. Consumer behavior reveals a strong correlation between promotional intensity and loyalty. The study recommends accelerating promotion rotation to at least biweekly, strengthening visual communication, standardizing personal selling procedures, and intensifying app socialization.
Co-Authors Andarini, Sonja R. Yuniardi Rusdianto