Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Multidisciplinary Indonesian Center Journal
Iqbal Zainul Muttaqin
Unknown Affiliation
Religion Humanities Earth & Planetary Sciences Education Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Multidisciplinary Indonesian Center Journal

 1 
DESIGNING A PRE-LAUNCH DIGITAL MARKETING STRATEGY BASED ON CONSUMER INSIGHT, CUSTOMER JOURNEY, AND VALUE PROPOSITION TO ENHANCE BRAND AWARENESS OF A DIGITAL JOURNALING PLATFORM Iqbal Zainul Muttaqin
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.2125

Abstract

The development of digital platforms in the mental health sector has shown significant growth, along with increasing awareness among younger generations regarding the importance of self-reflection and psychological well-being. One type of service with the potential to address these needs is digital journaling platforms. However, at the pre-launch stage, the main challenge faced by digital platforms lies not only in feature design, but also in building brand awareness from the outset through digital marketing strategies that are relevant to the needs of potential users.This study aims to design a digital marketing strategy based on consumer insight, customer journey, and value proposition at the pre-launch stage of the PelanPelan digital journaling platform. The study adopts a descriptive qualitative approach involving potential users from Generation Z aged 20–28 years. Data were collected through semi-structured interviews and open-ended surveys. The data were analyzed using thematic analysis to identify consumer insights, construct a conceptual customer journey, and formulate a value proposition as the foundation of the digital marketing strategy.The findings indicate that potential users perceive journaling as a tool for emotional regulation and self-reflection, yet still experience adoption barriers at the awareness stage. Based on these findings, pre-launch digital marketing strategies should focus on empathetic, simple, and emotionally driven communication to build contextual brand awareness.
Co-Authors