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Angga Kurniawan
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lecturekaprodi@gmail.com
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+6287777899993
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Jl. Bougenville, WPU, Kab Bekasi, Jawa Barat 17610, Indonesia
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INDONESIA
Southeast Asian Journal of Management and Research
Published by Yayasan Putra Adi Dharma
ISSN : -     EISSN : 30248787     DOI : -
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
SAJMR: Southeast Asian Journal of Management and Research is an academic journal that focuses on the field of Management Science and research in the Southeast Asian region. This journal aims to be an important platform for academics, researchers, practitioners, and professionals in the field of management to share knowledge, information, and the latest thoughts in efforts to enhance understanding of management in this region.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 42 Documents
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Digital Marketing Strategy Based on Social Media and Word of Mouth in Enhancing Brand Awareness and Consumer Purchase Decisions I Nyoman Tri Sutaguna; Adi Artino; Angga Kurniawan; Ansri Jayanti; Riesna Apramilda
SAJMR : Southeast Asian Journal of Management and Research Vol. 4 No. 2 (2026): May
Publisher : Yayasan Putra Adi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61402/sajmr.v4i2.605

Abstract

This study aims to analyze the role of digital marketing strategies based on social media and word of mouth (WOM) in enhancing brand awareness and consumer purchase decisions. This research employs a Systematic Literature Review (SLR) approach using the PRISMA framework to identify, evaluate, and synthesize relevant studies published between 2019 and 2025. A number of selected articles from Scopus-indexed and reputable journals were analyzed. The findings indicate that social media marketing significantly improves brand awareness through consumer engagement, interaction, and information dissemination. Meanwhile, word of mouth plays a crucial role in building consumer trust and influencing purchase decisions through recommendations and shared experiences. Furthermore, the integration of social media and word of mouth provides a stronger and more sustainable impact on consumer behavior, particularly in shaping brand perception and purchase intention
Sexism and Gender Bias Against Men in TikTok Comment Sections: A Comparative Study of the “Kampus Cantik” and “Kampus Ganteng” Trends Afaf Zakiyah Adzra; Ananda Wiratama; Nadya Intan Zahra; Prim Christ Rasya S; Salsabila; Sekar Arum Putri R
SAJMR : Southeast Asian Journal of Management and Research Vol. 4 No. 3 (2026): Agust
Publisher : Yayasan Putra Adi Dharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61402/sajmr.v4i3.606

Abstract

This study aims to examine the forms of discourse, the ways in which society interprets and normalizes them, and the factors contributing to gender bias within the “Kampus Cantik” and “Kampus Ganteng” trends on social media platforms. This qualitative study employed a Critical Discourse Analysis (CDA) approach to uncover the power relations, ideologies, and social representations embedded in users’ commentaries on both trends. Data collection techniques included virtual observation through the examination of user activities and interactions, as well as digital documentation by gathering screenshots of comments, videos, and upload descriptions that served as the objects of analysis. The findings reveal distinct patterns of responses between the “Kampus Cantik” and “Kampus Ganteng” trends. Comments on the “Kampus Cantik” trend were predominantly characterized by appreciation and expressions of female solidarity, whereas the “Kampus Ganteng” trend was largely dominated by teasing and sexually suggestive humor. These differences are influenced by several factors, including social constructions of masculinity, unequal moral interpretations, and media representation. This situation highlights the urgency of gender-sensitive digital literacy to raise public awareness that harassment can be experienced by anyone, regardless of gender. Therefore, digital spaces are expected to evolve into environments that are safer, more equitable, and free from discrimination for all individuals. Keywords: discourse analysis, sexism and the normalization of gender bias, men, comment sections, TikTok.

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