Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal International Journal of Business Studies eProceedings of Art & Design
Alizha, Nabila Nurul
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
PERANCANGAN STRATEGI PROMOSI PRODUK HEAVENLY BLUSH TUMMY YOGURT BAR Alizha, Nabila Nurul; Lawe, I Gusti Agung Rangga; Utama, Jiwa
eProceedings of Art & Design Vol. 10 No. 6 (2023): Desember 2023
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Gaya hidup sehat saat ini sedang banyak dijadikan perbincangan dan menjadi sebuah kebutuhan terutama bagi setiap orang di perkotaan yang memiliki aktivitas padat dan tetap ingin menjaga penampilan. Maka dari itu, saat ini banyak bermunculan makanan ringan yang kandungannya lebih sehat serta mudah dan instan untuk menjadi alternatif makanan berkalori rendah yang dapat dikonsumsi ditengah kesibukan. Salah satunya adalah Tummy Yogurt Bar dari Heavenly Blush, memiliki keunikan berbahan dasar yogurt serta multigrain yang rendah kalori dan kaya akan serat sehingga dapat memperlancar pencernaan dan membantu menjaga berat badan. Sejauh ini, promosi khusus Tummy Yogurt Bar hanya dilakukan di media sosial dan sering dibarengi dengan produk Heavenly Blush lainnya, informasi yang disampaikan tidak pernah fokus pada pembahasan produk ini. Serta tampilan desain dan juga konten promosi yang jarang sekali ada perbaruan dengan hanya menunjukan foto produk serta informasi secara singkat membuat keunggulan dari produk ini jarang diketahui oleh masyarakat. Oleh karena itu, pada penelitian ini dirancanglah sebuah strategi promosi menggunakan metode penelitian kualitatif melalui observasi, wawancara, penyebaran kuesioner dan studi pustaka. Kemudian dianalisis menggunakan SWOT, AOI, AISAS dan matriks perbandingan. Hasilnya berupa strategi promosi dengan media utama berupa event dan media pendukung berupa media sosial (Instagram dan Tiktok) serta media cetak (Poster, T-Banner, X-Banner dan Point of Purchase).Kata kunci : camilan sehat, produk, promosi, strategi promosi.
The Effect of Brand Color Emotions and Perceived Value on Brand Association (Study on Somethinc Consumers) Alizha, Nabila Nurul; Rufaidah, Popy
International Journal of Business Studies Vol. 9 No. 3 (2025): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v9i3.393

Abstract

A brand is considered successful when it experiences significant growth and development. However, to achieve this, the brand must excel when compared to other brands. Brand association is believed to be one of the important factors in optimizing brand excellence, as it shapes perceptions, images, beliefs, experiences, feelings, and thoughts that consumers associate by a product. Brand associations that are created are generally related to brand color emotions and perceived value. The beauty industry,experiencing rapid growth and competitiveness, requires optimizing the framework of brand color emotions and perceived value to remain resilient in the market, and Somethinc is no exception. The method used is based on quantitative analysis by the PLS-SEM technique, involving 138 respondents. Data collection is conducted through questionnaires using a Likert scale. The results demonstrated a significant influence of brand color emotions and perceived value on brand association. Modeling results show that 73.8% of brand association can be described by brand color emotions and perceived value, by the remainder described by other variables. Data collection is done by questionnaire by relying on a Likert scale. The results revealed a significant influence of brand color emotions and perceived value on brand association. Modeling results show 73.8% of brand association can be described by brand color emotions and perceived value, while the rest can be described by other variables.
Co-Authors I Gusti Agung Rangga Lawe Jiwa Utama Popy Rufaidah