Abstract:Pelatihan digital marketing menjadi kebutuhan strategis bagi UMKM dalam menghadapi transformasi digital yang semakin cepat. UMKM di Kampung Waninggap Mi’raf masih menghadapi keterbatasan dalam literasi digital, penggunaan…
aan media sosial, dan penerapan strategi pemasaran berbasis teknologi. Kegiatan ini bertujuan meningkatkan pengetahuan dan keterampilan pelaku UMKM melalui pelatihan digital marketing yang terstruktur. Metode yang digunakan adalah pendekatan Participatory Action Research (PAR) dengan desain one-group pretest–posttest untuk mengukur efektivitas pelatihan. Pelatihan dilaksanakan melalui penyuluhan, demonstrasi, praktik langsung, serta pendampingan intensif selama dua minggu. Hasil menunjukkan peningkatan signifikan pada pengetahuan peserta mengenai konsep digital marketing setelah pelatihan. Peserta mampu memproduksi konten digital, menggunakan media sosial secara konsisten, membuka toko pada marketplace, serta meningkatkan interaksi digital dengan pelanggan. Evaluasi pascapelatihan menunjukkan adanya peningkatan aktivitas pemasaran digital dan potensi peningkatan omzet usaha. Temuan ini menegaskan bahwa pelatihan digital marketing efektif dalam meningkatkan kapasitas UMKM. Kegiatan ini membuktikan bahwa digital marketing merupakan strategi penting dalam memperluas pasar dan meningkatkan daya saing UMKM di era digital.
Abstract:The rapid advancement of information technology has encouraged companies to adopt digital marketing as a strategic approach to enhancing consumer brand awareness. Amanda Brownies Samarinda has utilized various digital platforms;…
atforms; however, the effectiveness of the implemented strategies requires further examination. This study aims to analyze the digital marketing strategies employed by Amanda Brownies Samarinda, their role in enhancing brand awareness, and the factors that support and hinder their effectiveness. A qualitative descriptive approach was employed in this research. Data were collected through observation, structured interviews, and documentation, and subsequently analyzed using the Miles, Huberman, and Saldaña model. The findings reveal that Amanda Brownies Samarinda implements an integrated digital marketing strategy through seven platforms, namely Instagram, Facebook, TikTok, WhatsApp Business, GoFood, GrabFood, and ShopeeFood. These strategies contribute to enhancing brand awareness through four dimensions: recognition, recall, purchase, and consumption. Consistency in visual identity, promotional intensity, ease of access to information, transaction convenience, product quality, and consumer engagement were identified as the primary factors supporting the success of digital marketing implementation. Nevertheless, the utilization of TikTok has not yet been optimized compared to the other platforms. The novelty of this study lies in its comprehensive analysis of the role of integrating seven digital platforms in enhancing brand awareness through the dimensions of recognition, recall, purchase, and consumption, thereby providing a more holistic understanding of digital marketing effectiveness within the culinary industry, particularly at Amanda Brownies Samarinda.
Abstract:Daiama Tourism Village in Rote Ndao Regency possesses significant natural and cultural tourism potential; however, its tourism promotion remains suboptimal, resulting in fluctuating tourist visitation rates. This study aims…
ims to analyze promotional activities, identify factors influencing promotional effectiveness, and formulate promotional strategies to increase tourist visits. The research employed a qualitative descriptive method through observation, interviews, literature review, and documentation, supported by interactive data analysis and triangulation techniques. The findings reveal that promotional efforts still rely primarily on annual festivals and direct interpersonal communication without systematic support from planned digital media. This condition has contributed to fluctuations in tourist arrivals, increasing from 587 visitors in 2022 to 711 visitors in 2023, before declining to 503 visitors in 2024 and 468 visitors in 2025. Constraining factors include limited human resources, weak digital media management, and the underdeveloped institutional capacity of the Tourism Awareness Group (Pokdarwis). The study concludes that promotional strategies should be directed toward digital marketing, strengthening cultural identity and local storytelling, as well as enhancing community and institutional capacity. The novelty of this study lies in the development of a sustainable promotional model that integrates digital marketing, cultural storytelling, community participation, and the strengthening of Pokdarwis institutions in accordance with the characteristics of Daiama Tourism Village as a nature- and culture-based tourism destination.
Abstract:This study examines the transformation of digital marketing communication that positions visual elements as the primary component in event promotion on social media, particularly Instagram. This shift is driven by changes…
s in audience behavior, which has become more responsive to visual stimuli than to textual information. The research problem focuses on how visual elements are constructed as an effective persuasive communication strategy to capture attention, evoke emotions, and influence audience perceptions and interests through the peripheral route based on the Elaboration Likelihood Model framework. The study employs a qualitative approach using content analysis of 11 Instagram posts from @colorrunfestivalid selected through purposive sampling, supported by observation and interviews. The findings indicate that visual dominance reaches 82%, characterized by the use of bright colors, expressions of happiness, and interactive activities that effectively generate emotional appeal and rapid audience engagement. Most audiences pay greater attention to visuals than to text and demonstrate a willingness to participate after viewing the experiential representations presented. The psychological effect of fear of missing out further reinforces this response. The persuasion process is found to occur predominantly through the peripheral route, marked by low cognitive elaboration and a high reliance on visual cues. The study concludes that visuals function as the primary determinant of effective digital persuasive communication, as they simultaneously construct meaning, emotion, and experiential expectations. The novelty of this research lies in affirming visuals as the core of digital persuasion strategies through the integration of emotional, social, and psychological dimensions, while also reinforcing the dominance of the peripheral route as a key mechanism in contemporary media consumption.
Abstract:The rapid advancement of digital technology and the increasingly widespread penetration of the internet have significantly driven the growth of e-commerce in Indonesia, leading to notable changes in consumer behavior in…
making purchasing decisions. This condition requires business actors to comprehensively understand marketing factors that play a crucial role in influencing consumer decisions on e-commerce platforms, particularly those related to price, promotion, and product quality. The research problem of this study focuses on how these three variables shape consumer purchasing decisions amid increasingly intense e-commerce competition. This study aims to analyze the influence of price, promotion, and product quality on purchasing decisions in e-commerce by employing a qualitative approach through a literature review of various relevant scholarly sources, including both national and international journals. The findings indicate that competitive pricing aligned with consumers’ perceived value has a strong influence on attracting purchase intentions, while appropriate, sustainable, and communicative promotional strategies are able to enhance consumer awareness and purchase motivation. On the other hand, product quality is proven to be a key determinant in building trust, satisfaction, and consumer loyalty in online transactions. The conclusion of this study confirms that price, promotion, and product quality simultaneously contribute positively and significantly to e-commerce purchasing decisions. The novelty of this scholarly work lies in its conceptual synthesis that integrates these three variables within the context of Indonesian e-commerce consumer behavior, providing a holistic understanding that can serve as a strategic basis for decision-making among digital business practitioners in the technology-based economic era.
Abstract:This study aims to analyze the feasibility of business development for CV. Subur Indah Pertama, located in Pemecutan Kaja Village, North Denpasar, Bali, based on five main aspects of business feasibility studies: market…
and marketing, legal, human resources, environmental, and financial. This research employs a qualitative approach using descriptive methods, with data collection techniques including direct observation, in-depth interviews, and document review. The analysis results show that from the market and marketing aspect, the company has demonstrated positive performance through the optimization of digital platforms such as Tokopedia, Shopee, and TikTok, as well as strategic partnerships with contractors and property developers. Legally, the company is deemed feasible as it has fulfilled all business documents and licenses, including SIUP, NPWP, PKP, and tax compliance. In terms of human resources, a systematic organizational structure and professionally-based HR management indicate the company’s readiness to support business expansion. The environmental aspect also meets feasibility criteria, with evidence of standardized waste management systems and compliance with environmental regulations. From the financial perspective, the project is considered highly feasible based on financial indicators, namely a Net Present Value (NPV) of IDR 13.7 billion, an Internal Rate of Return (IRR) of 32%, and a Payback Period of 5 years, which is below the project’s economic life of 8 years. The IFAS and EFAS analyses show significant internal strengths, while the SWOT matrix places the company in Quadrant I with an aggressive strategy (Strength–Opportunity). Based on the overall findings, the business development of CV. Subur Indah Pertama is declared feasible and has strong prospects for long-term growth.
Abstract:This study investigates the critical determinants of export success in the traditional ceramics industry of Plered, using the Dodol Badebah home enterprise as a case study. The research specifically analyzes the effects…
of product quality, marketing strategy, and external institutional support on export performance. A quantitative research design was adopted, utilizing structured questionnaires distributed to 60 consumers of Plered ceramics. The data were analyzed using multiple linear regression to assess the influence and significance of each independent variable on export outcomes. Findings indicate that product quality exerts a significant and positive effect on export success, particularly through attributes such as design innovation, material strength, aesthetic value, and compliance with international standards. Conversely, marketing strategy and external support did not demonstrate statistically significant effects, suggesting the need for strategic realignment and more targeted institutional engagement. These results highlight the dominant role of internal capabilities, especially quality control and product development, over external promotional or governmental interventions in driving export readiness and sustainability. The study contributes to the growing body of literature on micro and small enterprises in developing economies by offering empirical evidence on export determinants in cultural and creative industries. Practically, the findings recommend prioritizing product excellence as a core strategy for global market penetration, while simultaneously improving the effectiveness of marketing channels and policy support mechanisms. Future research should explore digital transformation, international consumer preferences, and long-term impacts of policy shifts on export growth in artisanal sectors.
Abstract:This study aims to comprehensively investigate the influence of Social Media Marketing and Lifestyle on consumer Purchase Decisions, with Brand Awareness serving as a mediating variable that plays a pivotal role in the consumer…
onsumer decision-making process. The research adopts a causal-quantitative design, intended to identify and test the causal relationships among the predetermined variables. Primary data were collected through the distribution of questionnaires to 130 respondents, consisting of customers of CW Coffee in Pontianak City, West Kalimantan. Data analysis was conducted using the Structural Equation Modeling (SEM) technique based on Partial Least Squares (PLS), operated through SmartPLS 4 software, which facilitates simultaneous evaluation of both the measurement model (outer model) and the structural model (inner model). The model estimation results indicate that both Social Media Marketing and Lifestyle exert a positive and statistically significant effect on Brand Awareness, and contribute both directly and indirectly to Purchase Decisions. Furthermore, Brand Awareness is empirically validated as a partial mediator that reinforces the relationship between the independent variables and the dependent variable. The theoretical implications of these findings underscore that enhancing brand exposure through strategic social media engagement and contextually understanding contemporary consumer Lifestyles are critical determinants in shaping strong brand perceptions and driving purchase intention and realization. Consequently, this study offers practical contributions for business practitioners in formulating digital marketing strategies based on the integration of consumer values and the optimization of digital communication channels, thereby enhancing market penetration effectiveness and fostering long-term customer loyalty.
Abstract:The growing dominance of impulse buying within TikTok's live streaming commerce, particularly in the Fashion product segment, signifies a transformation in digital consumer behavior influenced by the dynamics of real-time…
e interactivity and incentive-based promotional strategies. This study empirically examines the effects of real-time interactivity and promotion incentive information on impulse buying behavior, with perceived trust serving as a mediating variable that explains the psychological pathway between digital stimuli and spontaneous purchase decisions. Employing a quantitative approach with an associative causal design, data were collected from 231 active TikTok users in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) version 4.0. The analysis reveals that both exogenous variables significantly enhance the tendency for impulsive purchases, both directly and indirectly through the mediation of perceived trust. Responsive real-time interactions and exclusive, time-sensitive promotions effectively foster consumer trust in sellers, which subsequently accelerates unplanned buying behavior. These findings advance theoretical discourse in digital marketing literature by emphasizing the critical integration of interactivity, promotional stimuli, and affective trust mechanisms in shaping purchasing decisions within persuasive and simultaneous digital environments. The practical implications of this study offer strategic insights for businesses, encouraging the optimization of interactive features and promotional tactics to establish credibility and drive instant sales conversions in the context of e-commerce live streaming.
Abstract:The mobile gaming industry has evolved into a strategic sector within the global digital economy ecosystem, contributing significantly to the overall revenue of the gaming industry. A concrete manifestation of this dynamic…
ic is Honor of Kings (HoK), a 5v5 MOBA game developed by TiMi Studio Group, which has recorded over 100 million daily active players worldwide. The success of HoK is not solely determined by the quality of its game mechanics but also by its ability to deliver an immersive user experience and implement adaptive Content Marketing strategies. This study aims to empirically examine the influence of Game User Experience (GUX) and Content Marketing on Player Loyalty, with Satisfaction serving as a mediating variable. Employing a quantitative approach through Structural Equation Modeling (SEM), data were collected from active HoK players using a validated survey instrument. The results of the analysis indicate that both GUX and Content Marketing have a significant positive effect on Satisfaction, which, in turn, mediates their influence on Loyalty. The proposed mediation model successfully illustrates the affective role of Satisfaction as a key determinant in the formation of player Loyalty in digital contexts. These findings not only reinforce theoretical foundations in the domain of experience-based marketing but also offer practical insights for game developers and marketers in designing sustainable retention strategies through the optimization of gameplay experience and value-driven content delivery. Accordingly, this study presents a relevant conceptual framework for understanding the mechanisms of Loyalty formation within the competitive and dynamic mobile gaming industry.