Articles

Integrating Targeting, Branding, And Advertising Through Instagram: A Case Study of Marketing Strategy at Rumah Cantik Cila

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This study examines Instagram as a central platform in the marketing strategy of DRW Skincare at Rumah Cantik Cila. In the digital era, social media has evolved beyond communication functions to become an integrated marketing instrument encompassing targeting, branding, advertising, and social media management. Employing a qualitative descriptive case study approach, this research investigates how Instagram’s features and account management practices are utilized to enhance brand awareness, expand market reach, and maintain customer engagement. Data were collected through interviews, observation, and documentation involving the business owner and a social media specialist. The findings indicate that Instagram plays a pivotal role in supporting marketing performance through professional account management and the strategic use of features such as feeds, stories, reels, live streaming, and paid advertising. These tools enable Rumah Cantik Cila to access both local and international audiences while fostering interactive relationships with customers. The study also reveals that Instagram functions as a central hub integrating social media management, diverse promotional features, and wide market reach, which collectively support the implementation of targeting, branding, and advertising strategies in a cohesive framework. Overall, Instagram contributes not only to increased sales but also to sustained brand loyalty through consistent and strategic engagement. This study highlights Instagram’s significance as an effective digital marketing platform for small businesses in the beauty industry, offering practical insights for enterprises seeking to optimize social media–based marketing strategies.

Rebuilding Brand Awareness during Early-Stage B2B Rebranding: A Case Study of Formexa in the Pharmaceutical Manufacturing Sector

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: In business-to-business manufacturing, brand awareness plays a vital role in supporting long-term relationship and strategic positioning. This Study investigates how brand communication strategy influences client brand awareness during the early stage if a rebranding process. The case focuses on Formexa, a precision manufacturing company in Indonesia that rebranded from its former identity, Altro, in mid-2024. Despite internal alignment on the new brand direction, external findings revealed a decline in retained clients and weak awareness among long-standing clients in the pharmaceutical sector. Using a qualitative single case study design, data were collected through semi-structured interviews with internal stakeholders and clients from pharmaceutical firms such as PT PHMR, PT OTP, and PT IFN. Thematic analysis revealed that communication during the transition lacked consistency, failed to engage client in the early stage of the buyer journey, and relied heavily on informal channels such as exhibitions or verbal updates by sales teams. These gaps led to limited brand recognition and minimal brand recall, particularly among key retained clients. The study concludes that structured and consistent communication, delivered across multiple touchpoints, is essential to rebuild awareness and retain brand trust in post-rebranding B2B environments. Thus, research contributes to the B2B branding literature by highlighting how communication strategy acts as a key determinant of awareness during identity transformation in manufacturing firm.

Ecotourism Commodification from A Socio-Economic Perspective (A Case Study of Tanjung Puting National Park, Indonesia)

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This research aims to determine the socio-economic impact of the commodification of ecotourism occurs in Tanjung Puting National Park. Data in this study were obtained using a case study method. The economic indicators used include income and employment opportunities. Meanwhile, social indicators include cultural acculturation and the community’s skill level. The results show that the development of this ecotourism is able to create more job opportunities for the public in the tourism sectors such as tour guide, food and beverages service, and travel agents. Public who taking opportunities will generate another source of income. In addition to contributing income to the local community, this ecotourism also contributes Non-Tax Government Revenue (PNBP). The social impact that arises is shifting of the public lifestyle becomes more westernized and an increase in the level of creativity of the public in business entrepreneurship.

Assessing an Indonesian Credit Union’s Internal Control Using COSO ERM Framework: A Case Study at Credit Union Kridha Rahardja

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COSO ERM framework has been widely used for assessing the quality of internal control in many forprofit companies. However, there is still limited application of COSO ERM Framework for non-profit organizations and social enterprises with dual objectives like credit unions. This research evaluates how effective and comprehensive the implementation of internal controls is within a Credit Union in Indonesia, a member-based social enterprise offering financial services to middle-low-income groups. This is a collaborative case study of the researcher and the practitioners of the credit union. Participants shared their perspectives through questionnaire feedback, interviews, and focus group discussions, to examine the control activities within the organization and identify risks that may impact the organization’s goals. The findings suggest a critical demand for forming an operational manual with detailed structures and policies. Furthermore, the sense of loyalty is the key to enhancing members’ participation in various activities within the organization.