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All Journal Jurnal Manajemen dan Bisnis International Journal of Entrepreneurship, Business, and Creative Economy Jurnal Inovasi Bisnis Manajemen dan Akuntansi Journal of Innovative and Creativity Journal of Studies in Academic, Humanities, Research, and Innovation
Satria Veriansyah Wiguna
Sekolah Tinggi Ilmu Ekonomi Surakarta
Religion Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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Efektivitas Konten Visual Instagram Terhadap Keputusan Jasa Penyewaan Gedung Wanita Tahun 2025 Dastin Farrel Ezrada; Satria Veriansyah Wiguna
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.6495

Abstract

Studi ini bertujuan untuk menganalisis efektivitas konten visual Instagram terhadap keputusan penyewaan Gedung Wanita pada tahun 2025. Media sosial Instagram dimanfaatkan sebagai sarana promosi utama melalui unggahan foto, video, dan reels yang menampilkan fasilitas serta dokumentasi acara. Metode penelitian yang diterapkan ialah pendekatan kualitatif deskriptif melalui teknik pengumpulan data dari observasi, wawancara, serta dokumentasi selama periode penelitian. Temuan penelitian memperlihatkan bahwasanya konten visual Instagram memiliki peran signifikan dalam meningkatkan brand awareness hingga mempengaruhi keputusan penyewaan. Konten yang konsisten, estetis, dan informatif mampu menarik perhatian calon konsumen serta membangun kepercayaan terhadap kualitas gedung. Temuan ini sejalan dengan konsep Customer-Based Brand Equity (CBBE) yang menekankan pentingnya paparan visual dalam membentuk ingatan merek. Dengan demikian, dapat disimpulkan bahwa konten visual Instagram efektif sebagai strategi promosi dalam mendorong keputusan penyewaan Gedung Wanita.
The Effect of Customer Experience, Service Quality, and Brand Engagement on Brand Perception in the Multimedia Industry: A Case Study of SON Videoworks Satria Veriansyah Wiguna; Putri Dini Octavia Ardiansyah
International Journal of Entrepreneurship, Business, and Creative Economy Vol. 5 No. 2 (2025): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v5i2.3353

Abstract

This study examines the influence of customer experience, service quality, and brand engagement on brand perception at the multimedia company SON Videoworks. Positive brand perception is the key to fostering customer loyalty and generating recommendations in the competitive creative services industry.This study employs a quantitative approach through a survey of 150 SON Videoworks customers using a Likert-scale questionnaire which was tested for validity and reliability. Data analysis with multiple linear regression reveals that customer experience, service quality, and brand engagement have a significant positive impact on brand perception, both individually and collectively. Customer experience has the strongest influence. The results highlight the importance of delivering a positive and meaningful customer experience, which is supported by dependable service and strong emotional connections with the brand. The study offers strategic insights for SON Videoworks to enhance competitiveness by strengthening brand perception through consistent, high-quality customer interactions.
Pengaruh Word-of-Mouth (WOM) dan Electronic Word-of-Mouth (eWOM) terhadap Keputusan Pembelian pada Salon Alesha Surakarta Taufig Dwi Farid Taufig; 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.
Dari Scrolling ke Shopping: Personalisasi Konten FYP dalam Mendorong Perilaku Belanja Impulsif di TikTok Shop Satria Veriansyah Wiguna; Muhammad Syihabuddin; Farhan Maulana Athallah; Pradipta Kurniawan Herlambang
MANABIS: Jurnal Manajemen dan Bisnis Vol. 5 No. 2 (2026): Juni 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/manabis.v5i2.7346

Abstract

The main focus of this study is to examine how the personalization of For You Page (FYP) content functions as a marketing instrument that stimulates impulsive shopping among TikTok Shop users. Using a descriptive qualitative methodology, this study applies a purposive sampling technique targeting active TikTok users with experience in unplanned transactions. Data was collected through in-depth interviews, observation of promotional content, and documentation, then analyzed through reduction, presentation, and conclusion drawing. The study findings confirm that personal curation through content that becomes FYP as one of the strategies in digital marketing and psychological factors in the form of FOMO are the main triggers for spontaneous shopping. The integration of entertainment content, recommendation systems, and transaction access strengthens the effectiveness of TikTok Shop in the context of social commerce. This proves that personalized recommendation systems do not merely filter content but act as marketing instruments that reconstruct digital consumption patterns and provide insights for developing more adaptive business strategies in the future.
Co-Authors Dastin Farrel Ezrada Farhan Maulana Athallah Muhammad Syihabuddin Pradipta Kurniawan Herlambang Putri Dini Octavia Ardiansyah Taufig Dwi Farid Taufig