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All Journal Dinasti International Journal of Education Management and Social Science Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Moensaku, Familya Maria D.L.
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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ANALISIS EFEKTIVITAS MEDIA CHANNEL DIGITAL DALAM MENDORONG BRAND AWARENESS PT. GOJEK INDONESIA AREA BALI Moensaku, Familya Maria D.L.; Kurniawati, Merlyn; Riwu, Yonas F; Fanggidae, Rolland E.
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5973

Abstract

The study aims to analyze the effectiveness of digital media channels used to increase brand awareness at PT. Gojek Indonesia Area Bali with a digital community based marketing strategy amid increasingly competitive on-demand services. Bali, as an international tourist destination, has heterogeneous consumer characteristics, including local residents and domestic and foreign tourists. Gojek, in the midst of digitalization, leverages social media platforms such as Instagram, TikTok, and YouTube, and utilizes community based content tailored to promotional campaigns that align with the characteristics of local users, culture, and tourists in Bali to build closer relationships and strengthen the brand image among consumers. The research approach uses a sequential exploratory mixed-method combining in depth interviews and participatory observation (qualitative) with a Likert scale survey of active social media users in Bali (quantitative). The effectiveness of digital media channels is then analyzed through three marketing effectiveness indicators by Smith et al. (2023), namely outcome-based (final results in the form of increased brand awareness, new users, and subscription transaction conversions), process-based (content strategy and digital campaign management), and impact-based (engagement rate). The research results indicate that community marketing integrated with digital media and local culture can significantly increase Gojek's brand awareness. User-generated content (UGC) and digital word-of-mouth marketing (eWOM) have proven to expand campaign reach and enhance user emotional engagement. This study contributes to the development of community-based digital marketing strategies in on-demand services and offers practical implications for Gojek to optimize a more personalized, relevant, and contextual digital approach in the Bali region.
A Model for Improving MSME Competitiveness and Performance: The Impact of Digital Marketing, Product Innovation, and Market Orientation in The Creative Industry Sector in Southwest Sumba Regency Kurniawati, Merlyn; Faah, Yuri Sandra; Agustian, Efandri; Moensaku, Familya Maria D.L.
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 2 (2025): Dinasti International Journal of Education Management And Social Science (Decem
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i2.5737

Abstract

The existence of creativity-based MSMEs has significant potential for creating jobs, encouraging innovation and entrepreneurship, increasing regional income, strengthening local cultural identity, and contributing to overall economic growth through the utilization of human resources and creative ideas. The increasing number of MSMEs operating in the creative industry sector inevitably creates increasingly fierce competition. MSMEs must be able to improve their competitiveness and business performance through product innovation, marketing digitalization, and effective market orientation. The purpose of this study is to develop a model for improving the competitiveness and performance of MSMEs in the creative industry sector in Southwest Sumba Regency, East Nusa Tenggara, through three main constructs: digital marketing, product innovation, and market orientation. Data analysis was conducted using descriptive qualitative methods by systematically compiling data/information obtained from field research in the form of interviews, field notes, and documentation. The data was organized into categories to facilitate analysis. The research informants consisted of creative industry business actors, local government officials, and digital marketing practitioners. The research results show that the creative industry in Southwest Sumba Regency has superior potential, especially in the craft sub-sector (woven fabrics, handicrafts, and jewelry made from beads and metal), which combines local cultural values ​​with commercial aesthetics. However, business actors face challenges in expanding markets, improving product quality, and adopting effective digital marketing strategies. Adopting digital marketing and product innovation, combined with a strong market orientation, can improve the competitiveness and performance of MSMEs in Southwest Sumba Regency.
Co-Authors Efandri Agustian Merlyn Kurniawati Rolland E. Fanggidae Yonas F Riwu Yuri Sandra Faah