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All Journal Digismantech (Jurnal Program Studi Bisnis Digital) Inovbiz : Jurnal Inovasi Bisnis
Reynard Justino Nehemia Makarawung
Universitas Bunda Mulia
Computer Science & IT Social Sciences Other

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Studi Eksploratif Strategi dan Praktik Kemitraan antara Influencer dan Brand di Indonesia Reynard Justino Nehemia Makarawung; Agung Stefanus Kembau; Julius Sutrisno; Devi Yurisca Bernanda; Derick Raditya
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 1 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i1.8372

Abstract

Penelitian ini bertujuan untuk mengeksplorasi strategi dan praktik kolaborasi antara influencer dan merek di Indonesia, mengingat pertumbuhan pesat digital marketing dan peran penting influencer dalam membangun kepercayaan konsumen. Dengan menggunakan pendekatan eksploratif, data dikumpulkan melalui wawancara semi-terstruktur terhadap 18 influencer dari berbagai niche seperti kecantikan, gaya hidup, fitness, game, dan petualangan. Temuan menunjukkan bahwa motivasi utama influencer berasal dari passion pribadi, keinginan membangun personal branding, serta keterlibatan emosional dengan audiens. Influencer menekankan pentingnya konten yang autentik dan relevan, serta kolaborasi yang didasarkan pada komunikasi terbuka dan nilai bersama. Tantangan utama yang dihadapi adalah ekspektasi merek yang tidak realistis dan kurangnya pemahaman terhadap gaya komunikasi influencer. Penelitian ini memberikan kontribusi teoritis bagi literatur pemasaran digital serta implikasi praktis untuk pengelolaan kemitraan influencer-brand di Indonesia.
Enhancing User Experience in Business Education Gamification: A Study of Engagement Elements and Learning Effectiveness Julius Sutrisno; Reynard Justino Nehemia Makarawung; Falencia Hartanti
Inovbiz: Jurnal Inovasi Bisnis Vol 13 No 2 (2025)
Publisher : P3M Politeknik Negeri Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35314/inovbiz.v13.i2.1271

Abstract

This study evaluates the effectiveness of gamified learning media in digital business education through a comprehensive mixed-methods approach involving 64 participants from various educational levels. The research assessed usability, learning effectiveness, and user engagement through quantitative surveys and qualitative feedback. Results demonstrated excellent usability with an overall score of 4.38/5.00, with ease of use receiving the highest rating (4.53/5.00). The most motivating gamification elements identified were progress tracking (78.1%) and immediate explanatory feedback (71.9%). The platform showed significant advantages over traditional learning methods, with comparative engagement scoring 4.59/5.00 and high reuse intention at 4.72/5.00. Learning effectiveness assessments revealed strong performance in conceptual understanding (4.20/5.00) and misconception correction (4.34/5.00). Qualitative analysis highlighted user appreciation for immediate feedback mechanisms and engaging interface design, while also identifying opportunities for visual design enhancement and social features integration. The findings support the theoretical framework of Self-Determination Theory, demonstrating how gamification satisfies psychological needs for competence, autonomy, and relatedness. This research provides empirical evidence for the strategic implementation of gamification in business education and offers practical insights for educators and instructional designers seeking to enhance digital learning experiences through evidence-based gamification approaches. .
Influencer Perspectives on Digital Marketing: Strategies, Challenges and Best Practices in Content Creation and Brand Collaborations Reynard Justino Nehemia Makarawung; Raissa Camilla Maringka
Inovbiz: Jurnal Inovasi Bisnis Vol 13 No 2 (2025)
Publisher : P3M Politeknik Negeri Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35314/inovbiz.v13.i2.1288

Abstract

This research explores influencer perspectives on digital marketing, focusing on their strategies, challenges, and best practices in content creation and brand collaborations. Their audience building strategies emphasize consistency in content creation, niche focus, and proactive engagement with followers. Preferred content formats video based, such as TikTok videos and Instagram Reels, due to their interactivity and wide reach. The study employs a qualitative research approach, drawing insights from semi-structured interviews with 17 influencers across diverse niches, including fitness, fashion, beauty, gaming, and lifestyle. Key findings reveal that influencers are primarily motivated by personal passion, the desire to build personal branding, and emotional connection with their audience. The research offers practical recommendations for brands, stressing the importance of clear communication, understanding influencer characteristics, offering creative freedom, and building long-term relationships. This study contributes to the digital marketing literature by providing empirical insights into the operational realities of influencer marketing from the perspectives of those at its core, offering practical guidance for effective influencer and brand partnerships.
Co-Authors Agung Stefanus Kembau Bernanda, Devi Yurisca Derick Raditya Falencia Hartanti Julius Sutrisno Raissa Camilla Maringka