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All Journal EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial Jurnal Ekonomika Manajemen Dan Bisnis
Akbarona, Danang Aziz
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Peran Media Sosial dalam Strategi Digital Marketing: Tinjauan Sistematis terhadap Pengaruhnya di Pasar Indonesia Akbarona, Danang Aziz; Intan, Lusi Reni; Triana, Ade; Dila, Fara
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 5 No. 4 (2025): Agustus 2025
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/embiss.v5i4.409

Abstract

This-study aims-to examine the-role of socialmedia in digital marketing strategies in Indonesia through a Systematic Literature Review (SLR) with a qualitative approach, focusing on its impact on brand mindfulness, client engagement, brand fidelity, and the marketing performance of micro, small,and medium enterprises(MSMEs). By reviewing literature from academic journals, conference papers, and scholarly publications, this study identifies crucial themes, including the effectiveness of social media platforms like Instagram and Twitter in enhancing brand mindfulness and deals, the role of influencer marketing in strengthening marketing strategies, and the positive impact of social media on MSMEs. Success factors include the quality of applicable and engaging content, active commerce with cult, and the use of analytics to measure crusade effectiveness, while major challenges encompass violent competition, resource limitations for MSMEs, and changes in platform algorithms. The study recommends training in content operation, integrating influencer marketing with organic content, and using analytics to optimize marketing strategies. Limitations include the focus on English and Indonesian literature and confined access to paid journals, suggesting unborn exploration to explore platforms like TikTok and the impact of algorithm changes
Pengaruh Brand Image dan Content Marketing terhadap Loyalitas Konsumen melalui Brand Engagement Pada Platform Tiktok Shop Darmawan, Roslinda Jasmine; Dara, Satria Danur; Basori, Mohamat; Akbarona, Danang Aziz
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 5 No. 4 (2025): Agustus 2025
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/embiss.v5i4.411

Abstract

This study aims to analyze the influence of brand image and content marketing on consumer loyalty, both directly and indirectly through brand engagement on the TikTok Shop platform. The method used is a quantitative approach with data collection through questionnaires from 211 TikTok Shop user respondents. Data processing was carried out using SmartPLS 3.0 software with Structural Equation Modeling (SEM) techniques. The results of the study indicate that brand image and content marketing have a significant effect on brand engagement. Meanwhile, brand engagement has a significant effect on consumer loyalty and mediates the relationship between brand image and content marketing on consumer loyalty. These findings emphasize the importance of emotional engagement and active consumer interaction with brands through creative content and positive images in forming long-term loyalty. This study provides theoretical contributions to the development of digital marketing as well as practical recommendations for business actors in utilizing TikTok Shop as a strategic marketing platform.
Peran Perencanaan Pemasaran Terhadap Penjualan di Rumah Makan Payakumbuah Makhrisyafrisal, Mohammad; Istiqomah, Ummi; Raharjo, Didik Sapto; Akbarona, Danang Aziz
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 4 No. 2 (2025): Juli-Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v4i2.3229

Abstract

The increased degree of competition in the post-Covid-19 culinary industry has forced business owners, particularly Rumah Makan Padang Payakumbuah, to implement efficient marketing techniques aimed at increasing sales and ensuring long-term economic viability.  This study addresses the primary topic of how well-planned marketing strategies can improve the sales performance of culinary businesses in a quickly changing market environment.  The major goal is to investigate and evaluate the marketing planning strategies used and their influence on business growth.  This study employs a literature review strategy in conjunction with a qualitative descriptive methodology.  Content analysis is used to investigate relevant sources, such as academic journals, scholarly books, articles, and other secondary data that support the study's findings. According to the findings, Rumah Makan Padang Payakumbuah has successfully developed a comprehensive marketing strategy using digital technologies such as social media platforms, search engine optimization (SEO), and innovative, theme-based promotional campaigns. Such attempts have been successful in raising brand awareness, expanding market reach, and dramatically increasing sales volume. Furthermore, the integration of the marketing mix (4Ps) and SWOT analysis has improved the company's competitive position in an increasingly saturated businesses.  The emphasis on authentic culinary flavors, precise market segmentation, and a digitally driven promotional approach are identified as key drivers behind the business’s notable success.
Co-Authors Basori, Mohamat Dara, Satria Danur Darmawan, Roslinda jasmine Dila, Fara Intan, Lusi Reni Istiqomah, Ummi Makhrisyafrisal, Mohammad Raharjo, Didik Sapto TRIANA, ADE