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All Journal Jurnal Kolaboratif Sains Jurnal Multidisiplin Sahombu Jurnal Inovasi Bisnis Manajemen dan Akuntansi Jurnal Media Akademik (JMA) Journal of Studies in Academic, Humanities, Research, and Innovation
Satria Veriansyah Wiguna
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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PERAN DIGITAL MARKETING DALAM MENJAGA KONSISTENSI PENJUALAN BRAND FASHION LOKAL DI LUAR MOMEN MUSIMAN LEBARAN Diazty Nurmina Aswedya; Satria Veriansyah Wiguna
Jurnal Media Akademik (JMA) Vol. 3 No. 10 (2025): JURNAL MEDIA AKADEMIK Edisi Oktober
Publisher : PT. Media Akademik Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62281/vkt9s277

Abstract

Penelitian ini bertujuan untuk menganalisis peran digital marketing dalam menjaga konsistensi penjualan brand fashion lokal di luar momen musiman Lebaran. Fluktuasi penjualan setelah periode Lebaran menjadi masalah yang sering dihadapi pelaku usaha, terutama karena strategi promosi yang masih bersifat musiman dan kurang berkelanjutan. Dengan menggunakan pendekatan kualitatif deskriptif, penelitian ini dilakukan pada brand Edlinaofficial melalui wawancara mendalam, observasi langsung, dan dokumentasi pendukung. Hasil penelitian menunjukkan bahwa penerapan strategi digital marketing yang berfokus pada kegiatan live streaming, content marketing tematik, serta kolaborasi dengan influencer mikro terbukti efektif dalam menjaga loyalitas pelanggan dan meningkatkan brand awareness. Strategi ini memungkinkan komunikasi dua arah yang intensif antara brand dan pelanggan, sekaligus menjaga keterlibatan konsumen di luar periode puncak penjualan. Aktivitas digital yang konsisten membantu menciptakan hubungan emosional dengan konsumen dan memperkuat citra merek. Secara teoretis, penelitian ini memperluas pemahaman tentang penerapan komunikasi pemasaran digital yang berorientasi pada keberlanjutan. Secara praktis, hasil penelitian memberikan rekomendasi bagi pelaku UMKM fashion untuk mengoptimalkan strategi digital yang kreatif dan adaptif agar penjualan tetap stabil sepanjang tahun.
The Effect of Live Selling and the Double Date Campaign on Sales of Annaira Collection Gamis on Shopee Anggi Wulan Ramadhani; Satria Veriansyah Wiguna
Jurnal Multidisiplin Sahombu Vol. 5 No. 08 (2025): Jurnal Multidisiplin Sahombu, December (2025)
Publisher : Sean Institute

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Abstract

This study aims to analyze the effect of live selling and the double date campaign on sales of Annaira Collection gamis on the Shopee platform. The Muslim clothing industry in Indonesia has shown significant growth, driven by an increasing Muslim population, sharia lifestyle trends, and the development of digital technology that is changing consumer behavior (Ministry of Industry, 2021; Kotler & Keller, 2016; Thomson Reuters, 2020). The live selling strategy allows real-time interaction between sellers and consumers, increasing trust and emotional engagement (Kaplan & Haenlein, 2010; Chen & Lin, 2018), while the double date campaign offers limited promotional incentives that drive purchase interest and transaction volume (Kotler & Armstrong, 2018; Zhang et al., 2020). This study uses a quantitative approach with an explanatory research method and a sample of 100 consumers selected through purposive sampling (Sugiyono, 2019; Sekaran, 2016). Data were collected through a Likert-based questionnaire and analyzed using multiple linear regression to test the partial and simultaneous effects of both promotional strategies. The results showed that live selling and the twin-date campaign each had a positive and significant effect on gamis sales, and together, these two strategies explained 92% of the sales variation. These findings underscore the importance of creative and integrated digital promotional strategies to improve sales performance of Muslim fashion products in the e-commerce era.
Pengaruh Word-of-Mouth (WOM) dan Electronic Word-of-Mouth (eWOM) terhadap Keputusan Pembelian pada Salon Alesha Surakarta Taufig, Taufig Dwi Farid; Satria Veriansyah Wiguna
Jurnal Inovasi Bisnis Manajemen dan Akuntansi Vol. 3 No. 4 (2025): JIBMA : Jurnal Inovasi Bisnis Manajemen dan Akuntansi
Publisher : PT. Karya Inovatif Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65255/jibma.v3i4.266

Abstract

This study aims to analyze the influence of Word-of-Mouth (WOM) and Electronic Word-of-Mouth (eWOM) on purchasing decisions at Salon Alesha Surakarta. This research used a quantitative approach with a total of 100 female respondents who had visited the salon from January to May. The measurement instruments consist of Likert-scale questionnaires covering WOM, eWOM, and purchasing decisions. The data were analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression. The results show that: (1) WOM has a significant positive effect on purchasing decisions, (2) eWOM has a significant positive effect on purchasing decisions, and (3) WOM and eWOM simultaneously influence consumer purchasing decisions. The findings emphasize the importance of managing consumer recommendations and online reviews to strengthen purchasing decisions and customer trust. This research contributes to marketing strategies for micro-scale service businesses, especially beauty salons that depend heavily on interpersonal communication and online reputation.
Analysis Of The Customer Decision Journey For Local Fashion SMES In Optimizing Marketing Funnel Strategies Through Digital Platforms Satria Veriansyah Wiguna
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i1.1420

Abstract

This study aims to analyze the customer decision journey (CDJ) and the implementation of the marketing funnel strategy in the context of digital marketing for local fashion SMEs in Indonesia. The rapid advancement of digital technology has provided significant opportunities for SMEs to utilize various digital platforms, such as social media and e-commerce, to enhance their competitiveness and reach consumers more effectively. However, many SMEs still struggle to optimize the use of these digital platforms. Therefore, this research examines how a good understanding of the CDJ and the proper implementation of the marketing funnel strategy can influence sales conversion and customer loyalty. This study uses a quantitative approach with a descriptive research design, involving 100 respondents, consisting of local fashion SME owners and consumers who interact with them through digital platforms. The results show that a good understanding of the CDJ and the appropriate implementation of the marketing funnel significantly improve sales conversion. The findings also indicate that the consumer journey is now non-linear and influenced by various digital touchpoints, requiring a more flexible marketing strategy. Additionally, digital technologies such as recommendation systems and marketing automation tools can enhance the effectiveness of consumer interaction at each stage of the funnel. This study provides insights for SMEs to optimize their digital marketing strategies in the face of an increasingly competitive market and contributes to the literature on digital marketing for SMEs.
Strategi Pengembangan UMKM Madani Laundry Melalui Word of Mouth Untuk Meningkatkan Penjualan: Strategy for Developing Madani Laundry MSMEs Through Word of Mouth to Increase Sales Agatna Tria Ayu Cahya Putri; Satria Veriansyah Wiguna
Jurnal Kolaboratif Sains Vol. 9 No. 1: Januari 2026 -In Progress
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/jks.v9i1.9881

Abstract

Kajian ini membahas pengembangan usaha rumahan UMKM Madani Laundry tujuan kajian ini agar mengetahui apa yang menjadi pengaruh dalam menjalankan pengembangan usaha Laundry rumahan melalui WOM terhadap minat beli pelanggan dalam mempercayai jasa layanan laundry. (1) Untuk mengetahui bagaimana proses penyebaran informasi bagaimana proses penyebaran informasi melalui WOM strategi ini akan menciptakan kepercayaan dan minat pelanggan; (2) Mengidentifikasi hambatan apa saja yang dapat mempengaruhi nilai untuk meningkatkan penjualan bagaimana penerapan strategi WOM apakah berdampak terhadap peningkatan penjualan dalam pengembangan usaha; (3) Memahami efektivitas pemasaran melalui WOM untuk menciptakan loyalitas pelanggan dengan tujuan untuk memperkuat daya saing terhadap minat pelanggan. Untuk memperoleh pemahaman yang mendalam kajian ini memakai metode pendekatan kualitatif dengan teknik pengumpulan data lewat wawancara langsung dengan owner usaha Madani Laundry, Observasi aktivitas (Pengamatan langsung), dokumentasi dan proses komunikasi yang sedang berjalan.
Co-Authors Agatna Tria Ayu Cahya Putri Anggi Wulan Ramadhani Diazty Nurmina Aswedya Taufig, Taufig Dwi Farid