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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Jurnal Administrasi dan Manajemen
Rosyidta P.O, Annuridya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Digital Marketing, Brand Awareness, dan Endorsement Influencer terhadap Penjualan Produk Generos di PT Quantum King Sulaiman Fajriyah, Darari; Vindiana, Afina Putri; Rosyidta P.O, Annuridya; Tampubolon, Edward S.
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 8 No. 4 (2025): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v8i4.1291

Abstract

The rapid growth of digital technology has transformed marketing practices, requiring companies to adopt innovative strategies to remain competitive. PT Quantum King Sulaiman, the producer of Generos herbal products, faces intense market competition and therefore needs to optimize digital marketing, strengthen brand awareness, and leverage influencer endorsement to increase sales. This study aims to analyze the influence of these three factors on Generos sales through a structured literature review of national and international journals published between 2020-2025. The findings show that digital marketing effectively expands consumer reach and engagement at relatively low cost, brand awareness enhances consumer trust and loyalty by creating a positive brand image, and influencer endorsement significantly shapes purchase decisions through credibility and emotional connection. The synthesis also highlights that the combined implementation of these strategies has a stronger impact than using them individually. This study contributes by emphasizing the relevance of integrated digital marketing strategies in the herbal product sector, which has received limited academic attention. However, as a literature-based study, the findings need to be validated through empirical research involving consumer data to capture real behavioral patterns.
Peran Brand Ambassador Enhypen Dalam Memoderasi Pengaruh Korean Wave, Brand Image, Dan Iklan Terhadap Keputusan Pembelian Nabati Korean Goguma: Studi Literatur Dito, Monica Febby; Rosyidta P.O, Annuridya; Vindiana, Afina Putri; Tampubolon, Edward S.
JURNAL ADMINISTRASI & MANAJEMEN Vol 15, No 4 (2025): Jurnal Administrasi dan Manajemen
Publisher : Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/jam.v15i4.7771

Abstract

ABSTRAK Fenomena Korean Wave (Hallyu) telah berkembang menjadi kekuatan budaya global yang secara signifikan memengaruhi perilaku konsumen, khususnya generasi muda. Seiring dengan meningkatnya adopsi strategi pemasaran berbasis budaya populer Korea, banyak merek lokal memanfaatkan idol K-pop sebagai brand ambassador untuk memperkuat daya tarik produknya. Penelitian ini bertujuan untuk menganalisis peran brand ambassador ENHYPEN dalam memoderasi pengaruh Korean Wave, brand image, dan iklan terhadap keputusan pembelian produk Nabati Korean Goguma melalui pendekatan studi literatur. Metode penelitian menggunakan kajian sistematis terhadap jurnal nasional dan internasional bereputasi yang membahas variabel Korean Wave, brand image, iklan, brand ambassador, dan keputusan pembelian. Hasil sintesis literatur menunjukkan bahwa Korean Wave, brand image, dan iklan secara konsisten berpengaruh positif terhadap keputusan pembelian, sementara brand ambassador K-pop berperan sebagai penguat emosional dan simbolik yang meningkatkan efektivitas hubungan tersebut. Kebaruan penelitian ini terletak pada integrasi peran brand ambassador K-pop sebagai variabel moderasi dalam konteks produk lokal Indonesia berbasis makanan, yang masih relatif terbatas dalam kajian akademik. Penelitian ini diharapkan dapat memperkaya kajian pemasaran lintas budaya serta menjadi referensi praktis bagi perusahaan dalam merancang strategi pemasaran adaptif terhadap tren global.
Co-Authors Dito, Monica Febby Fajriyah, Darari Tampubolon, Edward S. Vindiana, Afina Putri