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p-Index From 2021 - 2026
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All Journal TOFEDU: The Future of Education Journal
Kusmarini, Kusmarini
Unknown Affiliation
Education Languange, Linguistic, Communication & Media Mathematics Other

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The Role of Wardah Cosmetic Brand Image through Social Media Based Branding Strategies Kusmarini, Kusmarini; Kurniawati, Wiza; Ulfah, Fadilla; Mayasari, Mayasari; Arief, Hidayatul
The Future of Education Journal Vol 5 No 1 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i1.1695

Abstract

The rapid growth of social media usage has transformed marketing communication strategies used by companies, including in the cosmetic industry. Social media platforms enable companies to reach consumers more widely, interact directly, and build brand identity effectively. This study aims to analyze the role of social media branding strategies in building the brand image of Wardah cosmetics. The research employs a literature review approach by examining relevant scientific journals, books, and previous studies related to digital marketing, branding strategies, social media, and brand image. Data were collected through literature searching, reading, and classifying relevant information from credible academic sources. The data were examined using a descriptive qualitative method to integrate findings from previous research.The results indicate that the use of social media platforms such as Instagram, TikTok, and YouTube plays an important role in strengthening Wardah’s brand image through creative content, consistent brand communication, and collaboration with influencers. Social media also supports the development of positive consumer perceptions and stronger brand awareness in the digital era.
The Analysis of Strategic Management Based on Digital Transformation and Entrepreneurship Kusmarini, Kusmarini; Br Pinem, Miliyanti; Samosir, Amisa Fatel; Ardiati, Ritta; Herlianti, Hani; Kuswanto, Kuswanto; Wahyuni, Sri; Soleh, Ahmad
The Future of Education Journal Vol 5 No 2 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i2.1781

Abstract

Digital transformation has shifted the paradigm of strategic management from a conventional approach to one that is more adaptive, innovative, and technology-based, particularly in the context of entrepreneurship and MSME development. This article aims to analyze the development of strategic management studies based on digital transformation and entrepreneurship, as well as to identify trends, key findings, and research gaps that remain open. The research uses a Systematic Literature Review (SLR) method, examining 25 scholarly articles sourced from Google Scholar and SINTA within the 2020-2025 timeframe. The selection process was based on inclusion and exclusion criteria that emphasize topic relevance, publication timeliness, and the quality of peer-reviewed journals. The synthesis results show that digital transformation plays a significant role in improving operational efficiency, expanding market reach, strengthening innovation, and creating sustainable competitive advantages. Key factors influencing successful strategy implementation include digital capabilities, strategic innovation, organizational culture, regulatory support, and the readiness of infrastructure and human resources. However, most studies are still conceptual and lack strong empirical testing. This article concludes that the success of strategic management in the digital era heavily depends on an organization’s ability to integrate technology, innovation, and sustainability holistically to respond to increasingly complex business environment dynamics.
An Analysis of Product Differentiation Strategies to Improve the Competitiveness of Culinary MSMEs: A Case Study of Ayam Geprek and Penyet Memei 2 Putri, Alya Elmira; Br Girsang, Ana Teresia; Br Barus, Elya; Kusmarini, Kusmarini; Sari, Meli Yumita; Rifki, Ahmad
The Future of Education Journal Vol 5 No 2 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i2.1817

Abstract

This study aims to analyze the implementation of product differentiation strategies in enhancing the competitiveness of culinary micro, small, and medium enterprises (MSMEs), focusing on Ayam Geprek and Penyet Memei 2. This research employs a qualitative approach using a case study method to gain an in-depth understanding of the phenomenon. Data were collected through interviews, observations, and documentation involving business owners and consumers. The findings reveal that product differentiation is implemented through unique menu variations, distinctive flavors, and consistent product quality, which contribute to shaping positive consumer perceptions. In addition, the use of digital media such as social platforms supports marketing activities, although it has not been fully optimized. The study also identifies several operational challenges, including rising costs of supporting materials and limited managerial resources. Overall, the results indicate that product differentiation plays a significant role in strengthening business competitiveness. However, sustainable development requires continuous innovation, effective marketing strategies, and improved operational management to maintain long-term business viability.
Co-Authors Ahmad Rifki Ahmad Soleh Ardiati, Ritta Arief, Hidayatul Br Barus, Elya Br Girsang, Ana Teresia Br Pinem, Miliyanti Herlianti, Hani Kurniawati, Wiza Kuswanto Kuswanto Mayasari Mayasari, Mayasari Putri, Alya Elmira Samosir, Amisa Fatel Sari, Meli Yumita Sri Wahyuni Ulfah, Fadilla