Jurnal Marketing

Pengaruh Social Media Marketing terhadap Penciptaan Identitas Brand: Studi Kasus Perusahaan Teknologi

Aprian Fauzi, Jimmi Qizwini — Mon, 09 Dec 2024 00:00:00 +0000

This study aims to explore the influence of social media marketing on brand identity creation with a case study on technology companies Gojek and Tokopedia. Amidst the rapid development of digital technology, social media marketing has become a crucial strategy in building and strengthening brand identity, especially in competitive sectors such as technology. The method used in this study is descriptive qualitative. Data were collected through in-depth interviews with stakeholders in both companies and analysis of social media content published by Gojek and Tokopedia. The results of the study indicate that social media plays a significant role in creating and maintaining a strong and consistent brand identity for Gojek and Tokopedia. These findings provide important insights for other technology companies on how to effectively utilize social media to build an attractive and competitive brand identity. This study also emphasizes the importance of a well-planned social media marketing strategy to achieve optimal results in brand identity creation.

Keywords: Social Media Marketing, Brand Identity, Technology Company, Qualitative, Case Study

Faktor Keberhasilan Kampanye Facebook ADS: Perspektif Para Praktisi Meta Advertising

Adinda Rizqy Amelia, Amelindha Vania — Mon, 09 Dec 2024 00:00:00 +0000

Meta Ads is a digital advertising platform developed by Meta Platforms (formerly known as Facebook), which allows businesses to design, manage, and monitor advertising campaigns across Meta's various platforms, such as Facebook, Instagram, Messenger, and WhatsApp. This research aims to explore the strategies, challenges, and key factors that influence the success of Meta Ads campaigns based on the perspectives of five experienced practitioners from various industries. The research method used was qualitative with a descriptive approach, where data was collected through interviews with five Meta Ads practitioners who have at least two years of experience and spend a budget of 10 million per year in ad campaign management. The research findings show that the success of Meta Ads campaigns is influenced by various factors, such as ad content quality, audience segmentation, landing page performance, and technical optimization. The strategies implemented include regular evaluation, the use of A/B testing, retargeting, storytelling, and optimization for mobile devices. To overcome campaign failures, practitioners used approaches such as metrics analysis, revision of campaign elements, and experimentation with new strategies. The study concludes that the combination of in-depth data analysis, creative strategies, and adaptation to Meta Ads technology is the key to success in dynamic digital marketing.

Keywords: Meta Ads, Facebook Ads, Practitioner

Pengaruh Komunikasi terhadap Kinerja Pegawai pada Satuan Polisi Pamong Praja dan Kebakaran Kabupaten Seram Bagian Barat

Wa Demiwa, Ricardo Manarintar Simarmata — Wed, 18 Dec 2024 06:00:53 +0000

The purpose of this study was to determine and analyze the effect of communication on employee performance at the Civil Service Police and Fire Unit of West Seram Regency. The analysis methods used in this study are quantitative analysis and simple linear regression analysis. Quantitative Analysis shows that communication at the Civil Service Police and Fire Unit of West Seram Regency has an average value of 3.75 which is interpreted as good, while employee performance has an average value of 3.21 which is interpreted as quite good. The results of the regression analysis show that communication has a positive effect on employee performance at the Civil Service Police and Fire Unit of West Seram Regency. Based on these results, it can be concluded that the better the communication, the better the employee performance. To improve it, employees must always communicate something related to work to colleagues and leaders so that the work that is done can be done well and make work performance better.

Keywords: Communication, Employee Performance.

Peranan Customer Service dan Promosi terhadap Keputusan Menggunakan Produk Tabungan Bank Nagari Cabang Pasar Raya Padang

Putri Utari, Ash Shadiq Egim — Mon, 30 Dec 2024 07:42:39 +0000

This study aims to determine the influence of customer service and promotion partially and simultaneously on customer decisions to save at Bank Nagari Pasar Raya Branch. This study uses a quantitative type, the data used is primary data sourced from respondents who are used as samples using the Cohran method. The sample in this study amounted to 97 research respondents. The sample selection method used in this study is the incidental sampling technique which is classified as one of the non-probability sampling techniques. Hypothesis testing with multiple linear regression models. The results of the study are that Customer Service has a positive effect on the Decision to use savings products at Bank Nagari Pasar Raya Branch. Promotion has an effect on the Decision to use savings products at Bank Nagari Pasar Raya Branch. Based on the results of the t-test, it was found that the Promotion variable has the largest t-count value and beta coefficient. So that the Promotion variable has the strongest influence compared to other variables, the Promotion variable has a dominant influence on the Decision to use savings products at Bank Nagari. In addition, the determination test (R2) showed that the ability of the independent variables, namely Customer Service and promotion to the dependent variable, namely the decision to use savings products, was 75.7% while the remaining 24.3% was influenced by other variables that were not studied.

Keywords: Purchasing Decision, Customer Service, Promotion, Bank Nagari.

Peningkatan Kinerja Bisnis Melalui Integrasi Internet of Things (IoT) Pada Supply Chain Management (SCM)

Defriko Gusma Putra — Mon, 30 Dec 2024 07:52:24 +0000

The role of the Internet of Things (IoT) is increasingly important in supporting the automation of regular processes and operational decision making in Supply Chain Management (SCM). The implementation of IoT technology with extensive wireless sensor networks (WSN) allows direct access to the sensor center and sensing capabilities of devices connected to the internet. This technology collects large amounts of data through wide area data communication networks. Networks that can respond dynamically in SCM to changes triggered by IoT-based infrastructure. The increasing use of technology raises challenges related to integration failures and data privacy issues. The method used in this study is descriptive qualitative which presents a systematic review of improving business performance through IoT integration in SCM. This study is expected to provide insights and solutions related to improving business performance through IoT integration in SCM. IoT is the right choice to be integrated into SCM with its various advantages and disadvantages, IoT is one of the best choices in work activities and data integration processes and all processes in the supply chain so that it will ultimately have an impact on improving business performance and efficiency.

Keywords: Business Performance, Internet of Things (IoT), Supply Chain Management (SCM).