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All Journal Jurnal Ekonomi Communica : Journal of Communication
Jabir, Bastian
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Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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The Role of Endorsers in Optimizing Sme Promotion Through Instagram Social Media in Palembang Aquina, Salsa Melania Aquina; Zinaida, Rahma Santhi; Helmi, Sulaiman; Jabir, Bastian
Communica : Journal of Communication Vol. 2 No. 3 (2024): July 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v2i3.307

Abstract

The advancement of information technology and the growing popularity of e-commerce have revolutionized marketing culture, allowing producers to connect directly with consumers through platforms like Instagram, regardless of time and location. This study, titled "The Role of Endorsers in Optimizing SME Promotion Through Instagram Social Media in Palembang," investigates how endorsers enhance SME product visibility and influence through the Instagram account @Sikonyols. By employing qualitative methods and analyzing data from the endorser’s account, followers, and collaborating SMEs, the study finds that endorsers significantly impact consumer purchasing decisions by delivering precise communication and influencing followers. This research fills a gap in understanding the effectiveness of digital marketing strategies for SMEs. The findings suggest that effective communication styles and accurate information delivery by endorsers greatly enhance promotional reach, underscoring the importance of influencer marketing in the digital era. The implications highlight that SMEs should leverage social media endorsements to optimize product promotions, significantly benefiting from reduced marketing costs and increased brand awareness.
Analysis of Digital Marketing Public Relations Strategy in Efforts to Market BBK (Quality Fuel) Products through the My Pertamina Application Kurniawan, Achmad; Zinaida, Rahma Santhi; Jabir, Bastian; Helmi, Sulaiman
Communica : Journal of Communication Vol. 2 No. 3 (2024): July 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v2i3.348

Abstract

This study aims to analyze the Public Relations (PR) strategy of Pertamina Patra Niaga Regional Region of South Sumatra in marketing Special Fuel ((QUALITY FUEL)) products through the My Pertamina application, as well as evaluate its impact on customer loyalty and fuel usage during a certain period. This study uses a qualitative approach with data collection methods through in-depth interviews, direct observation, and documentation. Primary data was obtained from interviews with Pertamina's Public Relations, while secondary data came from related literature and media reports. The analysis was carried out to understand the effectiveness of marketing strategies and the application of digital technology in increasing the use of Quality fuel. The results of the study show that the PR strategy through the My Pertamina application significantly increases customer loyalty. The app facilitates transactions and provides a points-based loyalty program that is effective in attracting customers. The increase in the use of Quality fuel products, especially Pertamax and Dex Series, was recorded during the homecoming period with an increase in demand of up to 64%. The Public Relations strategy through the My Pertamina application is effective in increasing customer loyalty and promoting (QUALITY FUEL) products. However, there are challenges in the implementation of digital technology, especially among people who are not used to using applications. Further education is needed to optimize the benefits of this app across customer segments
Transformation of digital and management strategy for 'buletin jurnalis.com' news management in the online media Industry in Pali regency Febrian, Heru; Misnawati, Desy; Isnawijayani, Isnawijayani; Jabir, Bastian
Jurnal Ekonomi Vol. 13 No. 01 (2024): Jurnal Ekonomi, Edition January - March 2024
Publisher : SEAN Institute

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Abstract

The rapid advancement of technology has dramatically changed the media landscape, prompting the media industry to undergo digital transformation. The objective of this research is to discuss the digital transformation experienced by the online news platform "BuletinJurnalis.com" and its news management strategies within the context of the online media industry. The theoretical framework employed to analyze this research is media technology and convergence theory. The research method employed is qualitative descriptive with a case study approach. Data collection was conducted through in-depth interviews with five key informants, including the leadership, editor-in-chief, editorial management, news editor, and media correspondents from "BuletinJurnalis.com." The research findings reveal that "BuletinJurnalis.com" has taken bold steps in its digital transformation by integrating technology into all aspects of news production. Their strategies in news management include a fresh approach to writing, curation, and content distribution, emphasizing the importance of constant adaptation and innovation to maintain relevance and competitiveness. In conclusion, digital transformation and news management strategies play a pivotal role in shaping the future of media in the era of the online media industry.
Co-Authors Achmad Kurniawan Aquina, Salsa Melania Aquina Febrian, Heru Isnawijayani Misnawati, Desy Sulaiman Helmi Zinaida, Rahma Santhi