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"Penelitian ini melihat pengaruh selebriti di media sosial dalam mempengaruhi keputusan pembelian mereka. Pengaruh selebriti dianggap memiliki dampak yang baik terhadap merek yang menggunakannya karena pembeli akan lebih mungkin untuk membeli produk yang didukung oleh selebriti. Fenomena ini akan dibahas dengan menggunakan 3 merek Indonesia: Sejauh Mata Memandang, Sun of A Fun dan Schmiley Mo.

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The research overviews celebrities rsquo influence on social media over audience rsquo s favourability and their purchase decisions. Celebrity influence is deemed to bring a positive impact towards brands that use it, as consumers are more likely to purchase the products endorsed by celebrities. This phenomenon will be examined in the context of 3 different Indonesian brands Sejauh Mata Memandang, Sun of A Fun and Schmiley Mo. "

"Penelitian ini mengkaji pengaruh Kegiatan Pemasaran Media Sosial (SMMA) terhadap perilaku konsumen terhadap merek fashion lokal di Indonesia. Penelitian ini berfokus pada lima dimensi utama SMMA: interactivity, informativeness, Personalization, Trendiness, dan word-of-mouth (WOM). Penelitian ini melampaui penelitian sebelumnya dengan menyelidiki efek moderasi tingkat keterlibatan pelanggan pada hubungan antara dimensi SMMA, sikap konsumen, pengalaman merek, dan niat beli. Pendekatan kuantitatif digunakan melalui survei online yang didistribusikan kepada 878 pengguna media sosial yang aktif mengikuti dan membeli dari merek fashion lokal. Partial Least Squares Structural Equation Modeling (PLS-SEM) digunakan untuk menganalisis data dan mengidentifikasi pengaruh dimensi SMMA terhadap sikap konsumen, pengalaman, niat beli, serta efek moderasi tingkat keterlibatan pelanggan. Temuan penelitian ini bertujuan untuk mengidentifikasi pengaruh masing-masing dimensi SMMA terhadap sikap, pengalaman, dan niat beli konsumen, mengukur dampak relatif dari masing-masing dimensi SMMA terhadap faktor-faktor perilaku konsumen ini, menentukan dimensi SMMA yang memiliki pengaruh terkuat terhadap respons konsumen, serta menyelidiki efek moderasi tingkat keterlibatan pelanggan pada hubungan antara SMMA dan variabel lainnya. Temuan ini memberikan panduan berharga bagi merek fashion lokal dalam mengembangkan strategi pemasaran media sosial yang efektif untuk meningkatkan keterlibatan pelanggan dan mendorong niat beli.

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This research examines the influence of Social Media Marketing Activities (SMMA) on consumer behaviour towards local fashion brands in Indonesia. The study focuses on five key SMMA dimensions: interactivity, informativeness, Personalization, Trendiness, and word-of-mouth (WOM). It extends previous research by investigating the moderating effect of customer engagement levels on the relationships between SMMA dimensions, consumer attitudes, brand experiences, and purchase intentions. A quantitative approach was employed through an online survey distributed to 878 social media users who actively follow and purchase from local fashion brands. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data and identify the influence of SMMA dimensions on consumer attitudes, experiences, purchase intentions, and the moderating effect of customer engagement levels. The findings aim to identify the influence of each SMMA dimension on consumer attitudes, experiences, and purchase intentions, quantify the relative impact of each SMMA dimension on these consumer behavior factors, determine the SMMA dimension with the strongest influence on consumer response, and investigate the moderating effect of customer engagement levels on the relationships between SMMA and the other variables. These findings provide valuable guidance for local fashion brands in developing effective social media marketing strategies to enhance customer engagement and drive purchase intentions."

"Penelitian ini bertujuan untuk mengetahui pemanfaatan social media serta bentuk integrasi social media yang tepat bagi brand dengan proses pengambilan keputusan konsumen melalui high maupun low involvement dalam komunikasi pemasaran brand. Dari hasil studi komparasi ditemukan perbedaan dalam pemanfaatan social media dan bentuk integrasi social media antara high dengan low involvement decision brand. Perbedaan dapat dilihat dari proporsi penggunaan media digital, akun social media tools yang dikelola brand, konten tiap akun social media, kerjasama dengan buzzer, dan hubungan antar social media tools. Selain itu, ditemukan juga bahwa brand yang sukses melakukan komunikasi pemasaran melalui social media adalah brand yang mengelola komunitas online dengan baik.

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This research conducted to understand social media utilisation and the forms of the right social media integration for high and low involvement decision brand in the brand marketing communication. Comparative studies found there was a difference between them, seen from the digital media use proportion, social media account tools managed by brand, contains of each social media account, partnership with buzzer, and social media tools inter-elationship. Beside that, it is discovered that a successful brand, which carried out marketing communication through social media, is a brand whose online community is well-managed."

"Tujuan dari penelitian ini adalah untuk menguji pengaruh customer involvement on a brand's social media terhadap Purchase Intention, serta variabel mediasi attitude toward the brand's social media. Responden dalam penelitian ini adalah pengguna Instagram dan/atau TikTok berusia 18-34 tahun yang mengetahui dan pernah berinteraksi dengan konten media sosial dari brand kecantikan lokal di Instagram atau TikTok. Data diolah dengan menggunakan metode Partial Least Squares - Structural Equation Modeling (SEM PLS). Temuan penelitian ini menunjukkan bahwa customer involvement on a brand's social media berpengaruh negatif terhadap purchase intention, yang terutama dipengaruhi oleh information quality dari konten yang disediakan. Brand familiarity tidak memiliki dampak signifikan terhadap keterlibatan pelanggan. Selain itu, customer involvement on a brand's social media menghasilkan sikap positif attitude toward the brand's social media page, yang memengaruhi purchase intention di masa mendatang dari merek tersebut.

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The purpose of this study is to examine the impact of customer involvement on a brand's social media on purchase intention, as well as the mediating variables of attitude toward the brand's social media. The participants in this study are 18-34-year-old Instagram and/or TikTok users who are aware of and have interacted with social media content from a local beauty brand on Instagram or TikTok. The data was processed using the Partial Least Squares - Structural Equation Modeling (SEM PLS) method. The findings of this study indicate that customer involvement on a brand's social media has a negative effect on purchase intention, which is primarily influenced by the information quality of the content provided. Brand familiarity has no significant impact on customer involvement. Furthermore, involvement in a brand's social media page resulted in a positive attitude toward the brand's social media page, which influences future purchase intention from the brand."

"Media sosial merupakan trend dalam komunikasi pemasaran pada masa kini. Perkembangan penggunaan media sosial di Indonesia sangat berkembang pesat. Interaksi yang awalnya 'one to many' menjadi 'many to many'. Dengan interaksi 'many to many' membuat media sosial dipergunakan oleh perusahaan untuk menciptakan electronic word of mouth (eWOM). Salah satu bentuk dari eWOM marketing adalah media sosial seperti Twitter. PT. XL Axiata merupakan perusahaan telekomunikasi yang menggunakan media sosial twitter untuk membentuk eWOM yang berguna untuk pembentukan brand awareness, brand image, brand satisfaction, brand trust, dan brand attachment. Data dianalisis dengan menggunakan simple regression dan multiple regression.

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Nowdays, social media quickly became the newest trends within the marketing communication sectors. The development of social media usage in indonesia are one of the fast growth technology. The 'one to many' interactions quickly became 'many to many' as Indonesian internet users easily adapt the new technology 'many to many' internet interactions allows the corporations to use social media to create an electronic word of mouth (eWOM). One of the eWOM forms can be formed as Twitter. PT. XL Axiata, one of the national telecommunications provider company are the example for eWOM users in order to creates a brand awareness, brand image, brand satisfaction, brand trust, and brand attachment. The data analysis for this research using a simple regression and multiple regressio."

"Country Brand Index (CBI) Indonesia yang dirilis oleh Lembaga Future Brand pada tahun 2012 berada di urutan 78 di antara 118 negara, lebih rendah dari tahun-tahun sebelumnya. CBI merupakan indeks persepsi global tentang citra sebuah negara di seluruh dunia yang ditinjau dari aspek budaya, industri, ekonomi dan kebijakan publik.Kementerian Luar Negeri telah melakukan sejumlah upaya peningkatan citra Indonesia melalui diplomasi publik, di antaranya dengan pemanfaatan media sosial. Namun, pemanfaatan media sosial tersebut masih belum optimal, di antaranya dapat terlihat dari masih rendahnya popularitas akun media sosial Kementerian Luar Negeri.Penelitian dilakukan dengan metodologi penelitian kualitatif. Data dikumpulkan melalui wawancara semi-terstruktur terhadap pejabat Kemlu dan pakar media sosial, serta observasi terhadap kegiatan diplomasi publik dan media sosial Kementerian Luar Negeri. Analisis data dilakukan dengan analisis SWOT, McKinsey’s 7S, dan PEST. Penentuan prioritas strategi dilakukan dengan menggunakan QSPM.Penelitian ini berhasil mengidentifikasikan 5 kekuatan, 9 kelemahan, 8 peluang, dan 6 ancaman yang dimiliki oleh Kementerian Luar Negeri. Analisis terhadap faktor-faktor tersebut menghasilkan 17 strategi pemanfaatan media sosial yang dipetakan ke dalam 6 sasaran strategis. Seluruh strategi tersebut kemudian dituangkan dalam suatu rencana kerja untuk rentang waktu tiga tahun. ;Country Brand Index (CBI) released in 2012 by the Institute of Future Brand renked Indonesia at 78th among 118 countries. It is lower than the rank previous years. CBI is an index of global perception of the image of a country in the world in terms of cultural, industrial, economic and public policy.The Ministry of Foreign Affairs has made a number of efforts to improve Indonesia's image through public diplomacy, including with the use of social media. However, the use of social media is not optimal yet, which can be seen from the low popularity of the Ministry’s social media accounts.The study was conducted with qualitative research methodology. Data were collected through semi-structured interviews to the Ministry officials and social media experts, and observations to the Ministry’s public diplomacy and social media activities. Data analysis was performed with SWOT, McKinsey's 7S, and PEST. Strategy prioritization was determined using QSPM.This research had identified 5 strengths, 9 weaknesses, 8 opportunities, and 6 threats owned by the Ministry. The analysis of those factors resulted in 17 social media strategies that mapped into 6 strategic objectives. The whole strategy is then poured in a work plan for a three-year period.

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Country Brand Index (CBI) released in 2012 by the Institute of Future Brand renked Indonesia at 78th among 118 countries. It is lower than the rank previous years. CBI is an index of global perception of the image of a country in the world in terms of cultural, industrial, economic and public policy.

The Ministry of Foreign Affairs has made a number of efforts to improve Indonesia's image through public diplomacy, including with the use of social media. However, the use of social media is not optimal yet, which can be seen from the low popularity of the Ministry’s social media accounts.

The study was conducted with qualitative research methodology. Data were collected through semi-structured interviews to the Ministry officials and social media experts, and observations to the Ministry’s public diplomacy and social media activities. Data analysis was performed with SWOT, McKinsey's 7S, and PEST. Strategy prioritization was determined using QSPM.

This research had identified 5 strengths, 9 weaknesses, 8 opportunities, and 6 threats owned by the Ministry. The analysis of those factors resulted in 17 social media strategies that mapped into 6 strategic objectives. The whole strategy is then poured in a work plan for a three-year period."

"Industri fashion diproyeksikan akan terus tumbuh. Merek fesyen dengan mode cepat (fast fashion) yang sesuai tren terkini juga masih berkembang, tak terkecuali di Indonesia. Berbagai merek fast fashion terutama merek lokal khusus produk fyesen perempuan terus berstrategi untuk menarik konsumen. Penelitian ini bertujuan untuk mengetahui hubungan antara social media marketing activities (SM) dan tiga konstruk pemasaran yakni value consciousness (VC), brand consciousness (BC), serta brand love (BL) terhadap tahapan brand loyalty, yakni cognitive brand loyalty (CGL), affective brand loyalty (AL), dan conative brand loyalty (CNL). Penelitian ini diolah menggunakan Structural Equation Modeling (SEM) berdasarkan data dari sejumlah 242 responden yang diperoleh melalui penyebaran kuesioner terhadap konsumen merek fast fashion lokal khusus produk fesyen perempuan berusia 16-34 tahun yang pernah membeli produk serta mengetahui dan/atau mengikuti sosial media dari setidaknya salah satu merek berikut: Cottoinink, Colorbox, This is april, Et cetera, dan Gaudi dalam kurun waktu 6 bulan terakhir. Hasil dari penelitian ini membuktikan adanya pengaruh positif dari SM terhadap VC, BC, dan BL. Hasil penelitian juga mendemonstrasikan bahwa SM memiliki pengaruh positif langsung dan tidak langsung (melalui BC dan BL) terhadap tahapan brand loyalty. Implikasi manajerial serta saran bagi penelitian selanjutnya akan dibahas lebih lanjut pada penelitian ini.

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Fashion industry is projected to continuously grow. Fast fashion brands that match with the latest trends are also growing, including in Indonesia. Various fast fashion brands, especially local brands for women's fashion products, progressively build strategies to attract consumers. This study aims to determine the effects of social media marketing activities (SM) and marketing constructs which are value consciousness (VC), brand consciousness (BC), and brand love (BL) toward brand loyalty stages, namely cognitive brand loyalty (CGL), affective brand loyalty (AL), and conative brand loyalty (CNL). This research was using Structural Equation Modeling (SEM) based on 242 respondents’ data which was collected through distributing questionnaires to consumers of local fast fashion brands specifically for women’s fashion products aged 16-34 who have bought the product and know and/or follow social media from at least any of the following brands: Cottoinink, Colorbox, This is april, Et cetera, and Gaudi in the last 6 months. The results of this study prove that there is a positive effect of SM on VC, BC, and BL. The results also demonstrate that SM has a direct and indirect positive effect (through BC and BL) on the brand loyalty stage. The managerial implications and suggestions for further research will be discussed further in this study."

"Formula 1 merupakan sebuah ajang balap paling mahal dan di dunia, serta memiliki sejarah panjang di dalamnya. Oleh karena itu, inovasi merupakan salah satu kunci bagi Formula 1 untuk terus bertahan. Salah satu tonggak perubahan Formula 1 di sisi pemasaran adalah akuisisi yang dilakukan oleh Liberty Media pada tahun 2017. Penulisan ini akan menganalisis upaya Formula 1 untuk melakukan sebuah brand repositioning dengan menggunakan pendekatan Integrated Marketing Communication, dimana salah satu alat pemasaran yang digunakan adalah social media marketing. Brand repositioning yang ingin dituju adalah menjadikan Formula 1 sebagai sebuah olahraga yang lebih dekat dengan para penggemarnya, meningat secara tujuan bisnis, penggemar merupakan salah satu bentuk revenue terbesar dalam bisnis Formula 1. Berdasarkan penelitian ini, optimalisasi penggunaan sosial media Formula 1 di Instagram, Twitter, Youtube, Spotify, dan Netflix mampu membuat penggemar F1 merasa lebih dekat.

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Formula 1 is the most expensive racing sports in the world and have a long story within it. Therefore, innovation is one of the keys for Formula 1 to survive. One of the key moment of changes –in the marketing context – that happened in Formula 1 is the acquisition of Liberty Media in 2017. This research aimed to explain the reader about the effort of brand repositioning by utilizing the approach of Integrated Marketing Communication, whereas one of the promotional mix in this concept is the utilization of social media marketing. Brand repositioning that is mentioned in this writing is to make Formula 1 closer with their fans. The importance of this repositioning is due to their business objective where the fans is one of the biggest contributors in the F1’s revenue. The result of this research shows that the optimilization of the usage of F1’s social media marketing in Intagram, Twitter, Youtube, Spotify, and Netflix able to make the F1 fans felt a lot closer with their sport."

"Perkembangan teknologi informasi mengubah perilaku individu menjadi berjejaring, menciptakan lanskap bisnis yang horizontal dimana semua orang, penjual, pembeli, distributor, supplier, kompetitor, saling terhubung. Untuk menghadapi lanskap bisnis horizontal tersebut perusahaan dapat menjalankan konsep New Wave Marketing yang dimulai dengan communitization, yang mendorong terciptanya produk berbasis komunitas. Saat ini banyak komunikasi dalam social media komunitas yang bertujuan memasarkan produk. Padahal komunitas adalah sekumpulan orang dengan minat atau aktivitas yang sama, yang saling peduli antar anggotanya.Tesis ini meneliti bagaimana formulasi social media yang digunakan dalam pemasaran produk berbasis komunitas tersebut dalam menghadapi lanskap bisnis horizontal. Temuan penelitian formulasi social media adalah penggunaan social media search, social networking, interpersonal, publish, video, microblogging, dan photo sharing, dengan fungsinya masingmasing yang disesuaikan dengan elemen communitization, confirming, clarifying, commercialization, co-creation / Experience, communal activation / Anyplace, conversation / Communication dari New Wave Marketing dan ABCDE marketing mix. Social media pada akhirnya juga menciptakan word of mouth yang dapat mempengaruhi penjualan produk berbasis komunitas.

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The development of information technology changed the behavior of individuals into networking, creating a horizontal business landscape where all people, sellers, buyers, distributors, suppliers, competitors, are well connected to each other. To deal with the horizontal business landscape, company can execute New Wave Marketing concept that began with communitization, which encourages the emergence of community-based products. Today there is a lot of product marketing communication in community’s social media, though the community is a group of people with similar interests or activities that its members take care of each other.

This thesis examines how social media formulations used in the community based products marketing based dealing with the horizontal business landscape. Social media formulation of research findings is the use of search, social networking, interpersonal, publishing, video, microblogging, and photo sharing social media, with their respective functions that are adapted to communitization, confirming, clarifying, commercialization, co-creation / Experience, communal activation / Anyplace, conversation / Communication elements of New Wave Marketing and ABCDE marketing mix elements. At the end, social media also creates word of mouth that can affect community-based product sales."

"Profil UsahaOpatan Coffee adalah sebuah kedai kopi yang didirikan pada bulan 29 Agustus 2015 yang berlokasi di Jalan Seremped Wetan, Kecamatan Tanah Sareal, Kota Bogor dengan jam operasional setiap hari mulai pukul 16.00 sampai 00.00 WIB. Kedai kopi ini menjual kopi dan memiliki spesialisasi di bidang manual brewing.Analisis Situasi Strength:- Memiliki figur “Babeh” yang dikenal oleh penikmat kopi di Kota Bogor- Service Quality yang sudah diakui pelanggan- Memiliki koneksi dengan komunitas penikmat kopi Kota Bogor- Memiliki spesialisasi dalam manual brewing & single origin coffeeWeakness:- Brand Awareness yang minim- Minimnya sumber daya manusia (Operasional dan Pemasaran)- Budget yang terbatas untuk ekspansi dan pemasaran- Tempat yang tidak terlalu instagramable- - Penyajian menu yang tidak spesial- Tidak memiliki perencanaan publikasi dan pemasaranOpportunity:- Online-shopping (GoFood, Grab, Shoppe Food)- Memiliki banyak pelanggan loyal- Lokasi yang dekat dengan perumahan- Jam Operasional hingga larut malam- Industri kopi yang sangat berkembang- Harga yang murahThreat:- Pandemi COVID-19 dan kebijakan PPKM- Banyaknya kios brand besar produk kopi/minuman di sekitar lokasi (Janji Jiwa, Kopi Kenangan, Es Teh)- Banyaknya kedai kopi baru dengan keunggulan konsep tempat- Lokasi yang tertutup dari jalan besarPernyataan Masalah1. Brand awareness target pasar mengenai Opatan Coffee masih rendah karena minimnya publikasi dan program pemasaran yang dilakukan oleh Opatan Coffee.2. Tidak adanya perencanaan program pemasaran yang dilakukan oleh Opatan CoffeeUsulan ProgramProgram “Berbagi Rasa” dari Opatan Coffee dengan pesan kunci “Finding the Real Coffee Taste” yang sesuai dengan motto Opatan Coffee yang terdiri dari:1. Opatan In Your Area2. IlmuHITAM3. #KataGue (Influencers Endorsement)Tujuan Meningkatkan brand awareness target pasar terhadap Opatan CoffeeTarget Khalayak Demografis:- Laki-laki & Perempuan- Usia 17-35 tahun- Pelajar, Mahasiswa, dan Pekerja- SES B-CGeografis:- Berdomisili di Kota Bogor dan sekitarnya (Jabodetabek)- Behaviour- Memiliki kebiasaan nongkrong- Memiliki kebiasaan minum kopi (kafein)- Menggunakan media sosial untuk mencari informasi- Suka untuk mencoba tempat baru untuk nongkrong- Memiliki kelompok pertemanan dengan kebiasaan dan minat yang samaPsikografis:- Suka bercengkrama dengan orang lain- Memiliki ketertarikan tentang kopi dan penyajiannya- Memiliki kecenderungan mencari barang berkualitas dengan harga terjangkau- Menyukai tempat dengan konsep yang sederhana- Tidak melihat sebuah tempat dari prestise-nya- Tidak terlalu menyukai tempat yang ramai dan berisikJadwalSeptember - Desember 2022AnggaranRp. 14.800.000Monitoring & Evaluasi Input: Monitoring & Evaluasi terhadap perencanaan dan pelaksanaan setiap kegiatanOutput: Monitoring & Evaluasi terhadap Key Performance Indicator setiap kegiatanOutcome: Monitoring & Evaluasi terhadap hasil dan pengaruh program dengan brand awareness target pasar terhadap Opatan Coffee

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Company Profile Opatan Coffee is a coffee shop that was established on 29 August 2015 located at Jalan Seremped Wetan, Kecamatan Tanah Sareal, Kota Bogor, operating everyday from 16.00 to 00.00 This coffee shop sells coffee and specializes in manual brewing.

Situation Analysis

Strength:

- Has "Babeh" figure (Opatan Coffee Barista) who is well known by customer

- High customer service quality

- Has connection with many coffee communities in Kota Bogor

- Specializing in manual brewing & single origin coffee

Weakness:

- Low brand awareness

- Lack of human resources (Operation and Marketing)

- Limited budget for expansion and marketing

- Not an instagramable place

- Mediocre product presentation

- Does not have a publication and marketing program

Opportunity:

- Online-shopping platforms (GoFood, Grab, ShopeeFood)

- Has many loyal customers

- Close to residential area

- Operational hours until midnight

- Large growth of coffee industry

Affordable prices

Threat:

- The COVID-19 pandemic and PPKM policies

- Bigger brands coffee/beverage shops around the location (Janji Jiwa, Kopi Kenangan, Es Teh Indonesia)

- Growing number new coffee shops with place advantage

- The location is far from the main road

Problem Identification

- Brand awareness in the target market regarding Opatan Coffee is still low due to the lack of publications and marketing programs carried out by Opatan Coffee.

- There is no marketing program planning carried out by Opatan Coffee.

Programs

The key message of "Berbagi Rasa" campaign program by opatan coffe is"Finding the Real Coffee Taste," which is in accordance with the Opatan Coffee slogan. The program will include three activities:

- Opatan In Your Area

- IlmuHITAM

- #KataGue (Influencers Endorsement)

Goals

Increasing target market brand awareness to Opatan Coffee.

Target Audience

Demographic:

- Male & Female

- Age 17-35 Years Old

- Students and Workers

- SES B-C

Geographic:

- Live in Bogor and other cities (Jabodetabek)

- Behaviour

- Have a habit of hanging out with friends

- Have a habit of drinking coffee/caffeine

- Use social media to find information

- Love to try new places to hang out

- Have a group of friends with the same habits and interests

Psychographic:

- Like to talk with people

- Have an interest in coffee culture

- Have a tendency to look for quality goods at affordable prices

- Have an interest to a place with simplistic concept

- Does not see a place by its prestige

- Does not prefer crowded and noisy places

Schedule September - December 2022

Budget IDR. 14.800.000

Monitoring & Evaluation

Input: Monitoring & Evaluation of planning and implementation of each activity

Output: Monitoring & Evaluation of Key Performance Indicators for each activity

Outcome: Monitoring & Evaluation of results and impact of the program with brand awareness of the target market on Opatan Coffee"