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All Journal Jurnal Ilmiah Multidisiplin Amsir Amsir Community Service Journal Jurnal Ilmiah Manajemen & Kewirausahaan
Ibrahim, Darmawansah
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Peran Big Data dalam Pengambilan Keputusan Pemasaran di Era Digital Ibrahim, Darmawansah
Jurnal Ilmiah Manajemen & Kewirausahaan Vol 11 No 2 (2024): Desember
Publisher : Fakultas Ekonomi dan Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

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This study aims to analyze the role of big data in supporting marketing decision-making in companies in the digital era. With the increasing volume, variety, and velocity of consumer-generated data, companies need to leverage big data to understand consumer behavior, identify market trends, and enhance the effectiveness of marketing strategies. This research employs a qualitative descriptive approach using a case study method on several companies that have implemented big data in their marketing decision-making processes. Data were collected through in-depth interviews with marketing managers and data analysts, as well as analysis of internal company documentation related to digital marketing strategies and reports. The results indicate that big data plays a crucial role in improving the accuracy of marketing decisions, enabling more precise market segmentation, and facilitating product offer personalization according to consumer preferences. Companies that integrate big data into their marketing strategies experience increased customer satisfaction, loyalty, and operational efficiency. These findings emphasize that the utilization of big data is a strategic element essential for navigating the dynamics of the digital market and increasingly competitive environment.
Pengaruh Green Marketing terhadap Citra Merek dan Loyalitas Konsumen Ibrahim, Darmawansah
Jurnal Ilmiah Manajemen & Kewirausahaan Vol 11 No 2 (2024): Desember
Publisher : Fakultas Ekonomi dan Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

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This study aims to analyze the effect of green marketing on brand image and consumer loyalty in companies that implement environmentally friendly marketing strategies. Green marketing is a marketing approach that emphasizes sustainability and environmental responsibility, which can enhance consumers’ positive perceptions of the brand. This research employs a quantitative approach using a survey method, with data collected through questionnaires distributed to consumers who have used products or services from companies practicing green marketing. The results indicate that the implementation of green marketing has a positive and significant effect on brand image. A positive brand image subsequently contributes to increased consumer loyalty, leading consumers to make repeat purchases and recommend products to others. These findings confirm that environmentally friendly marketing strategies not only benefit the environment but also enhance brand value and foster long-term relationships with consumers.
Implementasi Green Marketing Mix dalam Upaya Meningkatkan Keunggulan Kompetitif Ibrahim, Darmawansah
Jurnal Ilmiah Manajemen & Kewirausahaan Vol 11 No 2 (2024): Desember
Publisher : Fakultas Ekonomi dan Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

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Abstract

This study aims to analyze the implementation of the green marketing mix and its impact on the competitive advantage of companies. The green marketing mix includes product, price, promotion, and distribution strategies that emphasize environmentally friendly practices and sustainability. The application of this strategy is believed to enhance corporate reputation, consumer satisfaction, and product differentiation in an increasingly environmentally conscious market. The study uses a quantitative approach with a survey method, collecting data through questionnaires distributed to consumers and business practitioners who implement the green marketing mix. The results indicate that the implementation of the green marketing mix has a positive effect on competitive advantage. The application of environmentally friendly marketing strategies allows companies to strengthen brand image, increase consumer loyalty, and create added value that differentiates the company from its competitors.
Pengaruh Penggunaan Artificial Intelligence dalam Personalisasi Iklan terhadap Kepuasan Pelanggan Ibrahim, Darmawansah
Jurnal Ilmiah Manajemen & Kewirausahaan Vol 11 No 2 (2024): Desember
Publisher : Fakultas Ekonomi dan Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

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This study aims to analyze the effect of Artificial Intelligence (AI) usage in ad personalization on customer satisfaction. AI-based ad personalization enables companies to tailor advertising content according to individual behavior, preferences, and characteristics, thereby increasing the relevance and effectiveness of marketing communication. The study employs a quantitative approach using surveys to collect data. Questionnaires were distributed to consumers who received AI-personalized digital advertisements. The results indicate that the implementation of AI in ad personalization has a positive and significant effect on customer satisfaction. Consumers perceive their interactions with advertisements as more relevant, engaging, and aligned with their needs, which enhances their positive perception of the brand and overall satisfaction.
Peran Influencer Marketing dalam Meningkatkan Brand Awareness pada Generasi Z Ibrahim, Darmawansah
Jurnal Ilmiah Manajemen & Kewirausahaan Vol 11 No 2 (2024): Desember
Publisher : Fakultas Ekonomi dan Bisnis Institut Ilmu Sosial dan Bisnis Andi Sapada

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This study aims to analyze the role of influencer marketing in enhancing brand awareness among Generation Z. Influencer marketing is a marketing strategy that utilizes individuals with high social media influence to promote brands to their audiences. This strategy is considered effective in reaching Generation Z, who are more responsive to digital content and recommendations from influencers compared to traditional advertising. The study employs a quantitative approach using surveys for data collection. Questionnaires were distributed to Generation Z members who are active on social media and follow influencers. The results indicate that influencer marketing has a positive and significant impact on brand awareness. The presence of credible and relevant influencers helps increase brand recognition, build a positive brand image, and influence young consumers’ perceptions of the brand.
Co-Authors Arifuddin Arifuddin Jahara, Jahara Suwandi Suwandi