Article Per Year (5 Year)
p-Index From 2021 - 2026
1.048
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi Manajemen Sistem Informasi Dinasti International Journal of Education Management and Social Science International Journal of Community Service Dinasti Information and Technology
Donni Junipriansa
Telkom University, Bandung, Indonesia
Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

Published : 6 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 6 Documents
Search

 1 
Empowering Brand Equity: The Strategic Role of Brand Ambassadors and Beauty Campaigns in the Cosmetic Industry Nur Aysa Azzahra; Donni Junipriansa
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 5 (2025): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i5.4749

Abstract

Objective: This study aims to examine the strategic role of brand ambassadors and beauty campaigns in enhancing brand equity within the cosmetic industry. Methodology: This study employs a quantitative approach with SEM-PLS. Data were collected through a structured questionnaire distributed to 100 respondents who are familiar with Wardah Cosmetics and its campaigns. The study investigates the relationships between brand ambassadors, beauty campaigns, and brand equity, drawing on relevant marketing theories. Findings: The results reveal that both brand ambassadors and beauty campaigns significantly and positively affect brand equity. Brand ambassadors enhance consumer trust and emotional connection with the brand, while beauty campaigns improve brand visibility and align with consumer values. These factors contribute to higher brand awareness, stronger brand associations, and an improved perception of quality. Conclusion: The study highlights the critical role of brand ambassadors and beauty campaigns in strengthening brand equity. Effective marketing strategies that leverage these elements can create stronger emotional connections with consumers and increase brand recognition, ultimately improving brand equity in a competitive market.
The Impact of Influencer Marketing and Price Discounts on Consumer Buying Interest in The Erigo Brand Muhamad Nur Faiz; Donni Junipriansa
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5310

Abstract

This research tends to examine the impactt of influencer marketing and price discounts on consumer purchase intention toward the Erigo brand. The background of this study is derived from the increasing use of digital marketing strategies, particularly through collaborations with influencers and the implementation of discounts to attract consumer attention. Erigo, as a local fashion brand, actively utilizes both strategies, making it a relevant object of study. A quantitative paradigm was employed through a structured survey, obtaining data from 100 followers or consumers of the Erigo brand, which were subsequently analyzed using multiple linear regression analysis. The outcomes indicate that both influencer marketing and price discounts have a significant and positive influence on purchase intention, both partially and simultaneously. These findings underscore the critical imperative of adopting strategically aligned marketing interventions to optimize consumer purchasing decisions, with particular salience for indigenous fashion enterprises such as Erigo.
Understanding How User-Generated Content and Viral Marketing Drive Tumblers Purchase Decisions Among Gen Z: The Mediating Role of Sustainable Marketing Arsyva Levina; Donni Junipriansa; Alma Syifa Maulidina
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6680

Abstract

This study aims to analyze the influence of user-generated content and viral marketing on Generation Z’s purchasing decisions regarding Stanley tumblers in Indonesia, with sustainable marketing as a mediating variable. This study is done based on the increasing role of social media in shaping consumption behavior and the importance of sustainability values in purchasing decisions. A quantitative approach is applied using a cross-sectional design and purposive sampling technique involving 100 respondents who had been exposed to Stanley tumbler content on TikTok. The data collected through questionnaire and analyzed by using statistical analysis techniques. The results indicate that user-generated content and viral marketing have a positive and significance influence on purchasing decisions, both directly and through sustainable marketing. Furthermore, sustainable marketing strengthen the relationship between digital marketing stimuli and purchading decisions. This study conclude that the integration of digital content and sustainalbility values is a key factor in influencing Gen Z consumers’ purchasing decisions.
Peran Gamification Marketing dalam Mendorong Pembelian Impulsif di Marketplace Shopee Ryan Permana Sidik; Donni Junipriansa; Ganjar Mohamad Disastra
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 6 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i6.8582

Abstract

Tujuan penelitian menguji secara empiris peran gamification marketing terhadap perilaku pembelian impulsif (impulsive buying) pada pengguna marketplace Shopee di Indonesia. Di era ekonomi digital yang sangat kompetitif, strategi gamifikasi menjadi instrumen krusial bagi platform e-commerce untuk meningkatkan interaksi pengguna dan menstimulasi keputusan pembelian yang tidak terencana. Penelitian ini kuantitatif melalui penyebaran kuesioner yang merupakan pengguna aktif Shopee. Teknik analisis data analisis regresi linear sederhana. Hasil penelitian membuktikan bahwa gamification marketing memiliki pengaruh dalam mendorong pembelian impulsif. Temuan ini menunjukkan bahwa elemen-elemen permainan dalam aplikasi mampu menciptakan pengalaman belanja yang rekreatif sekaligus pembelian impulsif.
Analisis Rebranding terhadap Keputusan Pembelian pada Media Instagram Hobbypetshop M. Jeril Mutawari; Donni Junipriansa; Astri Wulandari
Dinasti Information and Technology Vol. 4 No. 1 (2026): Dinasti Information and Technology (July - September 2026)
Publisher : Dinasti Research & Yayasan Dharma Indonesia Tercinta (DINASTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dit.v4i1.3639

Abstract

Pesatnya perkembangan pemasaran digital serta meningkatnya penggunaan Instagram sebagai media promosi bisnis telah memperketat persaingan di industri ritel hewan peliharaan. Dalam kondisi tersebut, strategi rebranding menjadi semakin penting untuk memperkuat citra merek, menarik perhatian konsumen, serta mendorong peningkatan keputusan pembelian. Studi ini berguna untuk mengkaji pengaruh rebranding melalui media sosial Instagram terhadap keputusan pembelian konsumen pada HobbyPetShop tahun 2025. Sejumlah 100 responden yang pernah mengunjungi atau berinteraksi dengan akun Instagram HobbyPetShop diberikan kuesioner sebagai bagian dari metodologi kuantitatif studi penelitian ini. Regresi linier berganda, uji-t, uji-F, serta uji validitas dan reliabilitas adalah beberapa metode analisis data yang diaplikasikan dengan perangkat lunak SPSS. Temuan studi ini memperlihatkan reaksi konsumen dan rebranding mempunyai dampak yang positif yang signifikan terhadap keputusan pembelian konsumen. Variabel tanggapan konsumen menjadi faktor yang paling dominan dalam memengaruhi keputusan pembelian dibandingkan variabel rebranding. Selain itu, strategi rebranding melalui perubahan identitas visual, komunikasi digital, dan pengembangan konten kreatif berhasil meningkatkan citra merek serta minat beli konsumen terhadap produk HobbyPetShop. Dengan demikian, media sosial Instagram terbukti efektif digunakan sebagai sarana pemasaran digital dalam meningkatkan keputusan pembelian konsumen. Implikasi manajerial studi ini memperlihatkan jika pelaku usaha ritel hewan peliharaan perlu menerapkan strategi rebranding secara konsisten, mengoptimalkan konten Instagram yang interaktif dan kreatif, serta memperkuat keterlibatan konsumen untuk meningkatkan daya saing dan mendorong keputusan pembelian secara berkelanjutan.
Visual Storytelling and Narrative Marketing in a UNESCO Global Geopark: A Strategic Branding Intervention For Hanjeli Tourism Village Ganjar Mohamad Disastra; Donni Junipriansa; Rangga Ardiansyah
International Journal Of Community Service Vol. 6 No. 1 (2026): February 2026 (Indonesia - Timor Leste)
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v6i1.957

Abstract

The global tourism landscape is witnessing a significant paradigm shift toward authentic, meaningful, and sustainable experiences. In response, Community-Based Tourism (CBT) has emerged as a vital strategic framework. Hanjeli Tourism Village, situated within the Ciletuh-Palabuhanratu UNESCO Global Geopark, offers a distinctive Unique Value Proposition (UVP) through the cultivation of Coix lacryma-jobi L. (Hanjeli)—a nutrient-dense functional food deeply embedded in local cultural heritage. Despite this potential, the destination faces critical branding and digital promotion deficits, resulting in a strategic misalignment between its intrinsic brand identity and its perceived image among prospective travelers. This study examines a strategic marketing intervention leveraging narrative marketing and visual storytelling via promotional videos. By transforming Hanjeli’s core tangible and intangible assets into a cohesive brand narrative, this approach aims to enhance brand awareness and stimulate visit intentions. Beyond marketing objectives, the intervention is designed to catalyze positive socio-economic and socio-cultural outcomes for the local community, fostering long-term resilience and sustainability.
Co-Authors Alma Syifa Maulidina Arsyva Levina Astri Wulandari Ganjar Mohamad Disastra M. Jeril Mutawari Muhamad Nur Faiz Nur Aysa Azzahra Rangga Ardiansyah Ryan Permana Sidik