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p-Index From 2021 - 2026
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All Journal East Asian Journal of Multidisciplinary Research (EAJMR) IIJSE
Hafizhah, Izdihar Nisrina
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

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Content Marketing Analysis in Marketing Communication Strategy using AIDA Theory in the Instagram application (Case Study of the Bumil_Pintar Instagram account) Hafizhah, Izdihar Nisrina; Dewanti, Mentari Clara
East Asian Journal of Multidisciplinary Research Vol. 3 No. 1 (2024): January 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i1.8575

Abstract

Digital education for pregnant women not only provides necessary information, but also provides support, comfort and confidence as they prepare for the arrival of their little one. That way, this can also be felt by pregnant women whose gestational age is approaching birth and who are already vulnerable and cannot leave the house. Home Education Indonesia has several programs, and one of them is a webinar regarding education for pregnant women. Every day we also provide information about pregnant women via social media Instagram (@bumil_pintar). Research using descriptive qualitative methods, researchers try to analyze the content marketing phenomenon on the @bumil_pintar Instagram account in carrying out marketing communication strategies in the digital marketing era by using social media to educate and promote services offered to pregnant women. The interview and observation process was carried out on informants, namely 7 pregnant women who had attended the webinar on pregnant women. Home Education Indonesia has succeeded in implementing the AIDA theory (Attention, Interest, Desire, Action) in its promotional activities. In the aspect of attention, interesting and informative content is recognized as being able to attract the attention of potential webinar participants.
The Influence of Customer Experience and Brand Image on Repurchase Intention of Fore Coffee Consumers in Surabaya Hafizhah, Izdihar Nisrina; Izaak, Wilma Cordelia
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8959

Abstract

Coffee today no longer serves merely as a beverage to overcome drowsiness but has become part of people’s lifestyle. This study aims to analyze the influence of Customer Experience and Brand Image on the Repurchase Intention of Fore Coffee consumers in Surabaya. The research method used is a quantitative approach by distributing questionnaires to 120 respondents who are consumers of Fore Coffee in Surabaya. The sampling technique applied is non-probability sampling with a purposive sampling method. Data analysis was conducted using Partial Least Squares (PLS) based on Structural Equation Modeling (SEM) through the SmartPLS 4.0 application. The results show that the Customer Experience variable has a positive and significant effect on Repurchase Intention. Similarly, Brand Image also has a positive and significant effect on Repurchase Intention. These findings confirm that a good customer experience and a strong brand image can increase consumers' repurchase intention toward Fore Coffee.
Co-Authors Izaak, Wilma Cordelia Mentari Clara Dewanti, Mentari Clara