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All Journal Jurnal Akuntansi & Auditing Indonesia Journal of Business Strategy and Execution Humaniora
Silalahi, Ayuphita Tiara
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Humanities Economics, Econometrics & Finance

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DIGITAL PROMOTION USAGE IN CULTIVATING BRAND ENGAGEMENT AMONG MILLENNIALS USERS AT STARBUCKS INDONESIA Silalahi, Ayuphita Tiara; Liudi, Della
Journal of Business Strategy and Execution Vol 10, No 1 (2018): Published in June 2018
Publisher : Bina Nusantara University

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Abstract

In reaching the millennials to have a consumer engagement with the Starbucks brand, the giant coffee has globally reaching out to millions of its consumers by way of digital platforms such as Instagram, Twitter, Facebook and YouTube. This method has also been implemented by Starbucks Indonesia as they realize they must utilize new media to complement their traditional way of marketing in creating positive perception among the young generation. Digital promotion by using applications such as LINE, Instagram and Twitter has helped generating interest among the millennials users in cultivating brand engagement prior to purchase. The data was collected using qualitative method of conducting a focus group discussion and a quantitative method of survey among the millennials in Jakarta between the age of 16 – 36 years old. Narrative analysis was used to analyze the findings of both the focus group discussion and the survey by applying literature review of consumer-brand engagement (Vivek, Beatty, & Morgan, 2011) and bandwagon (Neil, 2016). The data found that although Starbucks Indonesia has been engaging with its millennials consumers by way of digital promotion, it is solely a transactional engagement.  They only used the digital advertisement solely to obtain promotional advantages. The study provides several recommendations that could be applied by Starbucks Indonesia to cultivate a long-lasting brand engagement with the millennials by way of digital promotion.
DIGITAL PROMOTION USAGE IN CULTIVATING BRAND ENGAGEMENT AMONG MILLENNIALS USERS AT STARBUCKS INDONESIA Ayuphita Tiara Silalahi; Della Liudi
Journal of Business Strategy and Execution Vol. 10 No. 1 (2018): Published in June 2018
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In reaching the millennials to have a consumer engagement with the Starbucks brand, the giant coffee has globally reaching out to millions of its consumers by way of digital platforms such as Instagram, Twitter, Facebook and YouTube. This method has also been implemented by Starbucks Indonesia as they realize they must utilize new media to complement their traditional way of marketing in creating positive perception among the young generation. Digital promotion by using applications such as LINE, Instagram and Twitter has helped generating interest among the millennials users in cultivating brand engagement prior to purchase. The data was collected using qualitative method of conducting a focus group discussion and a quantitative method of survey among the millennials in Jakarta between the age of 16 – 36 years old. Narrative analysis was used to analyze the findings of both the focus group discussion and the survey by applying literature review of consumer-brand engagement (Vivek, Beatty, & Morgan, 2011) and bandwagon (Neil, 2016). The data found that although Starbucks Indonesia has been engaging with its millennials consumers by way of digital promotion, it is solely a transactional engagement.  They only used the digital advertisement solely to obtain promotional advantages. The study provides several recommendations that could be applied by Starbucks Indonesia to cultivate a long-lasting brand engagement with the millennials by way of digital promotion.
Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion Ayuphita Tiara Silalahi
Humaniora Vol. 12 No. 1 (2021): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v12i1.6786

Abstract

The research analyzed the role of Instagram influencers, especially those who fell into the category of microinfluencers, and the impacts they generated through effective communication strategy in promoting local brands in Indonesia. The exploratory study adopted a qualitative research design by collecting primary data through indepth interviews with selected micro-influencers, local brands marketers, and an Influencer marketing strategist. While secondary data was gathered from both offline and online available documented literatures. Results were then categorized using Creswell’s six-stage analysis method in order to produced themes. Findings show that Instagram is a preferred social media platform in Indonesia for local companies to promote their brands by selecting micro-influencers as part of the communication strategy. Four distinctive characteristics outline the themes of Instagram micro-influencer that are seen as primary factors for the brands to utilize in ensuring effective brands’ communication strategy. The research concludes that different methods of delivering a brand’s messages can be utilized to achieve the brand’s communication goals and the high intensity of engagement between the influencer and their followers is the core strength for the success of the communication activity. This is a quality seeks by both brands and influencer agencies to ensure successful brands’ communication strategy. 
An enigmatic term of ‘bean-counter’: A changing phenomenon in Indonesia’s accountant Marko S Hermawan; Ayuphita Tiara Silalahi
Jurnal Akuntansi dan Auditing Indonesia Vol 26, No 2 (2022)
Publisher : Accounting Department, Faculty of Business and Economics, Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jaai.vol26.iss2.art8

Abstract

The term 'bean-counter' came from the image of an accountant that has a boring, dull, and colorless life. This stereotyping could lead to a negative association with the accounting profession. Nevertheless, only some countries worldwide have the same perception of the accountant image profession. The study attempts to investigate Indonesian accounting graduates in the productive age group towards being an accountant. A qualitative data collection that measures distinct leader, manager and professional roles preference is used, with a semi-structured interview in three diverse perspectives from the accounting students, accounting graduates, and accounting professionals. The findings suggest that there is no perception of an accountant as a bland and colorless life job; rather, they realize that accounting is more than bookkeeping and tracking numbers. Accountants nowadays need to be creative, and the job is quite challenging from this millennial’s point of view.
Co-Authors Della Liudi Liudi, Della Marko S Hermawan