Articles

Proposed Content Marketing Strategy Improvement of Leap-Telkom Digital to Increase Brand Awareness

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With the movement of IndiHome as the previous main product of Telkom Indonesia to Telkomsel, Telkom Indonesia is currently struggling with enhancing their digital products performance. Telkom implements its transformation from telecommunication to digital telecommunication state-owned enterprise. With that, Telkom wants to focus on enhancing its digital products. However, in its implementation, Leap faces the effort of increasing its brand awareness. Based on the author’s findings from initial survey, the potential target customers are still not familiar with Leap nor Telkom’s digital products. Moreover, this problem is also supported by the previous performance of Leap’s website from its total users and engagement. The spread of Telkom’s digital products knowledge to internal Telkom employees is also not distributed equally. With this, the author conducts research to improve Leap-Telkom Digital in hopes of improving its brand awareness. The research is using Gap analysis, Brand Building Blocks, Customer-Based Brand Equity (CBBE) pyramid, and internal interview to find the deeper problem of what’s causing low brand awareness of Leap. And then, using theory of Integrated Marketing Communication (IMC), as well as weighting and rating method, the author proposed a Content Marketing strategy to help Leap improving their website traffic and impression performance. With the result of both IMC and weighting rating method, the author proposed content marketing implementation plan for Search Engine Optimization (SEO), Social Media, and Email Marketing.

Exploring WhatsApp as Teaching and Learning Activities during Covid-19/New Normal era: A Semiotic Technology Analysis

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In the landscape of modern education, the integration of technology, particularly within language learning, has gained substantial scholarly attention. Among digital platforms, WhatsApp has undergone a notable transformation, evolving from a basic messaging application to a versatile social hub. Its role expanded significantly during the Covid-19 pandemic, becoming a pivotal tool for online teaching and learning activities, prevalent not only in higher education but also across secondary levels. While existing studies have predominantly focused on user interaction within WhatsApp, limited attention has been directed toward the technical aspects or the application’s usage in the teaching and learning process. This research aims to comprehensively explore WhatsApp’s potential as a facilitator for English language studies, employing a semiotic multimodal analysis approach guided by Poulsen’s seminal work on semiotic technology. The study delves into WhatsApp’s intricate network of semiotic resources, semiotic regimes, and interactions, unveiling the complex interplay between language elements, multimodal features, and cultural aspects within this digital realm. Through the lens of semiotics, multimodal studies, and social semiotics, this investigation endeavors to offer a holistic understanding of WhatsApp’s use as an educational tool, shedding light on its multifaceted role in contemporary educational contexts.

Exploring the Impact of Social Media on Mental Health from a Psychological Perspective: A Review of the Contemporary Literature

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Social media has become deeply embedded in society, with most individuals spending several hours on platforms like Facebook, Instagram, and Twitter each day. While social media provides opportunities for connection, entertainment, and information, increasing research indicates use can negatively impact mental health. This paper reviews literature examining the psychological effects of social media on wellbeing. Key areas explored include social comparison and its links to depression and anxiety, exposure to idealized self-representation and impacts on body image, online harassment and cyberbullying, associations between social media addiction and mental distress, fear of missing out (FOMO), and sleep issues. The complex bi-directional relationship between social media and mental health is discussed, acknowledging both potential benefits and drawbacks. Recommendations are provided for individuals aiming to use social media in a psychologically healthy way, as well as areas needing further research. Ultimately, moderate usage paired with conscious digital habits may allow society to harness social media’s upsides while minimizing its risks to well-being.

The Effectiveness of Social Media as a Marketing and Promotion Tool to Increase Consumer Purchase Intention in the Food and Beverage Industry Burger Garage Jakarta

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This study develops a new social media strategy for Burger Garage.

Three years have passed since the COVID-19 Pandemic, and the market for Food and Beverage has been changing. This study will help Burger Garage develop its Social Media Strategy to reach its yearly target. Burger Garage has been active in its social media but has yet to reach its full potential. This is due to an underdeveloped marketing channel that needs a clear plan to succeed.

This study analyzes their social Media using external and internal studies. External analysis uses 5 Porter analysis and competitor analysis, while internal analysis will explore using the capabilities of the study. The research also used questionnaires to understand the customers; it targeted Burger Garage customers and gathered 200 respondents to give their thoughts on their marketing strategy, social media promos, and their activities in social media. This research included in-depth interviews and observation with Burger Garage owner. To conclude, this paper analyzes Burger Garage’s business approach and suggests improving its marketing and social media to succeed in the Food and Beverage market.

The Effect of Fear of Missing Out on Buying and Post-Purchasing Behaviour toward Indonesia’s Generation Z Online Shoppers (Case study: E-Commerce Indonesia)

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Some things related to a person’s behaviour and preferences will be linked to his behaviour as a consumer. Technological improvements in this era, such as the internet and social media spread, have become an addiction and formed an understanding that social life is needed. However, unfortunately, what is produced on social media does not all have good results. One of them is the phenomenon of FoMO or Fear of Missing Out. This study aims to get a picture of Consumer Buying and Post-Purchase Behaviour, which in this case is Generation Z shoppers on E-Commerce, as the impact of the FoMO phenomenon. This study uses 14 variables in it, namely social self-efficacy, consumer susceptibility to interpersonal influence, social media addiction, social media self-control failure, novelty seeking, self-esteem, FoMO, the theory of planned behaviour, purchase intention, buying behaviour, and post-purchasing behaviour.  The methodology is quantitative research, with the analysis method used being PLS-SEM with SmartPLS 4.0. Data analysis shows that all indicators and variables are valid and reliable. The prediction accuracy of the existing models is also good. Based on the survey data, most respondents feel that FoMO has affected their lives, with a score of 5-6 on a Likert scale of 6, indicating a high effect. Also, based on the analyzed data from questionnaire responses, four paths have the most substantial influence, buying behaviour towards post-purchasing behaviour, fear of missing out on subjective norms, purchase intention on buying behavior, and consumer susceptibility to interpersonal influence on FoMO.

Social Media Utilizations in SMEs Context: Review Paper

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Numerous comprehensive investigations have been carried out regarding social media usage, yet the factors driving its adoption within organizations, particularly small and medium-sized enterprises (SMEs), remain unclear. Specifically, internal, and external social media usage. Previous studies have predominantly concentrated on individuals or the use of social media by large corporations. As a response, the present review seeks to provide an encompassing perspective on the utilization of social media and its advantages for SMEs. It systematically combs through pertinent research articles on the integration of social media within SMEs, drawing from reputable databases like Web of Science and Scopus. This search employs specific keywords such as (“social media” OR “Facebook” OR “Twitter” OR “Instagram” OR “social networking sites” OR “External social media” OR ” Internal social media”) AND (entrepreneur* OR “SME” OR “small business” OR “small and medium”). The ensuing articles scrutinized in this review delve into the subsequent aspects: (1) the objectives driving social media employment in SMEs, (2) the publication year, (3) authors’ nationalities, (4) publishing journals, and (5) how the present research enriches the existing literature by furnishing an exhaustive assessment of viable options and pinpointing gaps in research. Consequently, this exploration offers researchers and innovators enticing prospects to cultivate new strategic implementations by extensively examining the significance of social media and its multifaceted advantages across various dimensions of SMEs.

Achieving New Exsport Brand Equity through Improvement of Social Media Marketing Effort (SMME) to Increase Sales

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The creative industry in Indonesia is currently in the spotlight because it contributes significant value to the economy in Indonesia. Therefore, bags brand also plays an increasingly important role in Indonesia’s manufacturing sector and bags industry is one of creative economy in Indonesia. But, fashion industry need more than just only good quality product or good design product, to compete in nowadays, a brand must develop their customer relationship followed by the brand perception. Developing a dynamic and competitive business world demands the company to changes the orientation to the way they create the product, maintain its products, attract customers, and handle competitors. A deep understanding of how product information of a brand competes in the minds of consumers in the intense market competition is very crucial. This research will be used to create a marketing plan for the Exsport bags brand. The study utilized to produce the alternative approach is based on observations of the brand’s internal and external analysis. The qualitative technique, and TOWS analysis are used in the strategy analysis. The qualitative method is used to assess existing market knowledge, which will lead to the identification of new brand value after rebranding, where TOWS analysis will define numerous potential strategies based on external and internal brand analysis. The strategy developed by this research focus on developing a new online media strategy to showcase Exsport’s new value, as well as the relevant strategy used by the firm to compete in the future market.

Social Media and Some Notes When Using

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The world currently exists, moves and develops as a “flat world”, which is both unified, contradictory, cooperative and struggling. Participating in that process is the great role of the mass media, which is now the power of multimedia and, more specifically, social media. Thanks to the exploitation and application of outstanding achievements of information technology, social media exists on digital platforms with many faces. However, besides the outstanding advantages compared to other types of multimedia communication, social media also has disadvantages that users need to be aware of when using. The article is going to investigate the relationship between social media and social networks. Besides, a number of advantages and disadvantages of social media are also indicated clearly, which serves as the basis for the author to propose certain measures to improve the social network environment as well as reduce inconvenience to users. In the article, the Code of Conduct on social networks promulgated by the Ministry of Information and Communications of Vietnam is analyzed to help users to be aware of ethical standards of behavior on social networks as well as maintain and develop personal freedom, business freedom, and non-discriminatory service providers at home and abroad, contributing to building a safe and healthy social network in Vietnam.

Digital Marketing Strategy to Attract New Customer for Dental Clinic (Case Study: Bandung Dental Center)

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Recently, there has been a growing interest in online marketing within the healthcare industry, including dental care. Utilizing the internet and social media platforms has become crucial for reaching the target audience effectively. While positive word-of-mouth remains significant for dental clinics, having a strong online presence and an appealing website can greatly contribute to attracting new patients. Bandung Dental Centre aims to enhance its services and compete with other clinics through digital marketing. The general manager of Bandung Dental Centre expressed dissatisfaction with the clinic’s performance, observing a decline in the number of patients which has resulted in stagnant revenue growth. The author conducted a survey among 52 customers to evaluate the influence of the internet and social media on their decision to visit dental clinics. The survey results highlight customer service as the most influential variable, while the clinic’s reputation and dentists had a negative impact on customers. Therefore, these aspects require evaluation and improvement. The author provides recommendations to enhance Bandung Dental Centre’s digital marketing strategy, including Instagram Optimization, SEO improvement, Google Maps optimization, and the possibility of hiring a digital marketing agency. Furthermore, an implementation plan was developed to guide BDC staff in executing these strategies, even without a specific budget for hiring a digital marketing agency.

The Impact of Using Social Media on the Mental Health of Adolescents

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Social media usage has exponentially risen over the past decade, with about 4.26 billion social media users in 2021, and it is projected to increase to almost 6 billion by 2027. The COVID-19 pandemic has accelerated this trend, leading to a significant increase in social media usage. However, excessive social media use may lead to negative impacts on mental health, such as anxiety, depression, and social isolation. This research aims to investigate the impact of social media on the mental health of Thai teenagers, identify potential correlations between social media use and mental health outcomes, and develop strategies to mitigate the negative effects of social media on mental health. The questionnaires gather the participants’ general information, the effects of utilizing social media, and the social media events that affect their mental health. With a total of 272 respondents, a survey distributed online to high school students from March 26 to May 6 was randomly chosen. According to our study, the type of school has a significant effect on the student’s mental health. This is due to the fact that different high school students use social media in different ways and experience different effects on their mental health in both positive and negative ways. Statistics also reveal that youths in Thailand are more likely to be addicted to social media and use a variety of social media platforms. This study could serve as a guideline for further studies that specifically focus on the kinds of social media platforms used by adolescents and the kinds of content they consume.