Marketgram Journal

DESIGNING AND IMPLEMENTING BRAND ARCHITECTURE STRATEGIES

Anisa Hasna — 2023-05-15

Brand is an intangible asset for an organization where the ability to manage the brand becomes an important strategy for the company. This brand architecture strategy is a determinant of how the company gives a picture of what it wants to give to consumers. The choice of brand, new and existing services will be determined by the brand's architectural strategy. In addition, the brand strategy will provide and direct the product roadmap into the future and as a guide where and how to achieve it. It is unlikely that a company can manage and maximize brand equity and value without a brand architecture strategy. To that end, we outline a three-step process for designing and implementing a brand architecture, along with guidelines and insights on brand architecture strategy.

PENGARUH ARTIS KOREA DALAM MENINGKATKAN BRAND IMAGE DAN PERILAKU KONSUMTIF MASYARAKAT [STUDI KASUS: BUKALAPAK]

Friska Lerinsa — 2023-05-15

The background of this journal research is the Korean wave phenomenon which is currently developing in Indonesia, many local brands or companies use Korean artists as advertisement stars or brand ambassadors, as was done by Bukalapak. The following will explain the impact that will occur on the behavior of Indonesian people when e-commerce increases the brand image of its products. With the aim that the Indonesian people can understand or take advantage of this e-commerce as a profitable medium. The method used is literature study from various national scale research journals. The data needed in this journal research was collected by means of literature studies, through print and electronic media. The results of this journal's research are the existence of the Korean Wave and the use of Korean artists as brand ambassadors influencing people's behavior in Indonesia. The positive impacts include being able to inspire fashion, how to dress and even increase product sales and the negative impacts include causing a cultural shift in Indonesia, wasting time and money buying products related to Korean culture.

STRATEGI CO BRANDING OREO DENGAN SUPREME

Albertus Sudarmanto — 2023-05-15

Competition in the business world is getting tougher causing business actors to be required to have a competitive advantage in order to be able to compete in the market. One of the strategies carried out by the company is Co-branding or Collaboration Branding or merging brands. Co-branding is a collaboration format between two or more brands that already have significant recognition in their market. And the products produced from this co-branding are unique, unusual, even co-branding products are usually sold in limited editions. One form of product resulting from the Co-branding is Oreo with Supreme. This co-branding is a collaboration between the Supreme brand, which is basically a fashion brand, and Oreo, which is basically a food product brand.

This journal reviews the Co-branding between Oreo and Supreme using a descriptive qualitative research approach. And shows that the Co-branding strategy carried out by Oreo Supreme produces premium new products and has a significant influence in the business world.

PENGARUH EKUITAS MEREK TERHADAP KINERJA PASAR

rosa rosdiana — 2023-05-15

Brand equity refers to an added value contained in a product or service being marketed. This is of course the reason consumers buy or use products from these brands. In addition, companies are also marked to be able to increase their company value, which of course has a positive impact on the long-term success of their company. Therefore, many companies prioritize and prioritize brand equity to maximize market performance. Market performance is defined as an indicator that shows the extent to which a company can maximize the value of shares of companies that have sold in a market capital. This study aims to analyze and understand the effect of equity on market performance with the method of literature study or known as a literature review data sources derived from previous research studies that have relevance and relevance to this research topic. Research results and analysis of various previous literatures show that brand equity has a significant effect on market performance.

PERAN LIVE STREAMING DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK PADA APLIKASI TIKTOK SHOP STUDI PADA MAHASISWA ANGKATAN 2020

Khoerul Ambiya — 2023-06-19

Digital marketing in Indonesia has enormous potential, because many consumers have switched to the digital world. The purpose of this study was to determine the role of live streaming in improving purchasing decisions on the tiktik shop application. The method used is a quantitative method. Data analysis used simple linear regression analysis. The results of the study show that Live Streaming has a significant influence on Purchase Decisions in the Tiktok Shop Application. Live Streaming has a Positive Correlation to Purchase Decisions at the Tiktok Shop

STRATEGI MARKETING PADA UMKM SNACK BU IYAM

Dini Sulastri — 2023-06-20

The marketing strategy is one of the most important things in entrepreneurial activities, both small-scale businesses and large-scale businesses. In the current era, there are many MSME businesses that can increase people's income. One type of service business that has increased rapidly is the business in the food sector. The food business is certainly in great demand by many customers so that from this business they can earn and can recruit other people to work with them. This research was conducted in a snack business at Griya Panorama Indah No.F3/46, Purwasari, Kec. Purwasari, Karawang, West Java 41373. Snack Mrs. Iyam, whose address is at Griya Panorama Indah No.F3/46, Purwasari, Kec. Purwasari, Karawang, West Java 41373. The purpose of this study is to describe the food business process, identify strengths, weaknesses, opportunities and threats for Mrs. Iyam's snacks. Formulating alternative strategies for developing this food business. Select priority strategies that can be used in developing Mrs. Iyam's snack business. The method used in this research is to identify Mrs. Iyam's snack business processes using descriptive analysis.

MANFAAT MEDIA SOSIAL INSTAGRAM SEBAGAI WADAH PROMOSI PADA YUUSTORIES FLORIST DI KARAWANG

Selvy Nur Agustiin — 2023-06-22

This article discusses the benefits of Instagram social media as a promotional platform for Yuustories Florist in Karawang. Instagram has become an effective platform in expanding brand reach and building interaction with customers. Through a descriptive approach with an observational approach, this visit explores how Yuustories Florist utilizes Instagram to reach the right target market, increase customer engagement, showcase product creativity, and increase sales. The results of this visit show that the use of Instagram provides significant benefits to Yuustories Florist. By utilizing Instagram's features, such as posting attractive images and videos and organizing the feed well, Yuustories Florist managed to increase their brand visibility among Instagram users in Karawang and surrounding areas. In addition, interaction with customers also increased through comments, direct messages, and other interactive features. This helped Yuustories Florist build close relationships with customers and increase brand loyalty. In this article, relevant case studies or proof of success are also presented that show how Yuustories Florist has achieved tangible benefits through comparison of customer engagement, and increased sales achieved by Yuustories Florist

PENGARUH E-SERVICE QUALITY, E-TRUST DAN PERCEIVE VALUE TERHADAP KEPUASAN KONSUMEN KARTU PRAKERJA

Ainani Khalishah — 2023-06-22

This study aims to determine the effect of e-service quality, e-trust and perceived value on customer satisfaction. The population is consumers who have purchased training through the Pre-Employment Card website. The method used is quantitative, the sampling technique in this study uses Nonprobability sampling technique, the method used is purposive sampling. This study used 150 respondents. The method used when testing using the Structural Equation Model (SEM) with the help of Smart-PLS 3.2.9 software. The results of this study state that electronic service quality has a significant effect on customer satisfaction. E-trust has a significant effect on customer satisfaction. Meanwhile, Perceived value also has a significant impact on customer satisfaction

PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN, DAN KUALITAS PRODUK DI RESTORAN HOKA-HOKA BENTO MALL GRAHA CIJANTUNG

Chastuti Kasanah — 2023-06-25

Abstract is This study aims to examine the effect of perceived price, service quality, and product quality on customer satisfaction at Hoka-Hoka Bento Mall Graha Cijantung. This survey was conducted on customers who had purchased Hoka-Hoka Bento products at Hokben Mall Graha Cijantung during April-May 2023. In this study, a quantitative method was used. Primary data was collected through questionnaires which were distributed using the accidental sampling method. The number of respondents involved in this study were 100 respondents. The collected data is then carried out using several tests, namely validity tests and reliability tests. Data analysis involves the use of multiple linear regression analysis methods, correlation coefficients, determinations. This analysis will be carried out using SPSS software version 25. These findings indicate that perceptions of price, service quality, and product quality have a partial effect on customer satisfaction. Overall, the findings of this study show gradually that these three variables influence customer satisfaction

PENGARUH KUALITAS PELAYANAN, KERAGAMAN PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ONLINE AZZAM FROZEN FOOD DI PONDOK RANGGON

Anika Marina Sirtis — 2023-06-25

The purpose of this study was to determine the effect of Service Quality, Product Diversity, Price Perceptions and Purchase Decisions at the Azzam Frozen Food Online Store in Pondok Ranggon. The research method is a scientific method to collect data for a specific purpose. In this study, a quantitative methodology was used. Specific data relating to Azzam's frozen food was collected for this study. Investigating how consumers' perceptions of service quality, product variety, promotions, and prices affect their purchasing decisions at Azzam frozen food is the aim of this research. . The sample used in this study used a saturated sampling technique and totaled 110 respondents consisting of daily customers, customers and friends who often shop at Azzam stores. Tests were carried out using SPSS.26. classic hypothesis testing and this test consists of a normality test, multicollinearity test, heteroscedasticity test and linearity test. The ability of the independent variables to explain the diversity of the dependent variable is equal to. This research shows simultaneously that the Product Diversity variable and the Promotion variable have a simultaneous effect on purchasing decisions at the Azzam Frozen Food Online store in Pondok Ranggon and the service quality variable has a significant and significant effect on Purchase Decisions

THE INFLUENCE OF VIDEO ADVERTISING THAT USES INFLUENCER AS THE MODELS ON SOCIAL MEDIA TOWARDS CUSTOMERS' PURCHASING DECISIONS FOR BODY CARE PRODUCTS

Vanessa Gloria — 2023-07-31

The presence of video advertising can be an effective strategy for providing new sensory experiences to users and driving purchasing decisions for body care products. However, there are still video ads on social media platforms (Instagram, YouTube, and TikTok) are less effective in influencing customers or their audiences to make purchasing decisions, notably in the beauty and body care industries. As a result, the purpose of this study is to examine the impact of expected factors altered by video advertising that leverages influencers as models on social media on customers' purchasing decisions for body care goods. This study combines qualitative and quantitative analysis, open coding approaches are used to examine qualitative data, and Partial Least Squares Structural Equation Modeling (PLS-SEM) is used to study quantitative data. The study's findings suggest that video advertising has a positive influence on customers' purchasing decisions for body care items. Furthermore, empathy, preferred social media, and purchase intention all have a significant and positive impact on customers' purchasing decisions. These findings are likely to provide insights into ways for exploiting and optimizing the potential of video advertising that uses influencers as models in influencing customers' purchasing decisions for social media-available body care items