Articles

The Influence of Content Marketing towards Word of Mouth with a Mediating Role of Brand Awareness: Study Case at Lazada Indonesia

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The significant decrease in the number of visitors and not the first rank e-commerce platform in Indonesia indicates a decline in brand awareness and positive word-of-mouth. Considering the current critical condition of Lazada Indonesia in terms of awareness, the company must implement an innovative strategy to maintain the attraction of the platform and social media, while also gaining new customers and retaining existing ones. One approach is to efficiently utilize and enhance content marketing using social media to increase awareness of the company, which could result in increased positive word of mouth.

The purpose of this study is to explore the influence of content marketing has on word of mouth among users of Lazada Indonesia, while also examining the mediating role of brand awareness. The data for this research were obtained from a sample of 85 respondents who are users of Lazada Indonesia and who follow Lazada Indonesia’s social media accounts. The analysis and verification of all the results were conducted using SEM-PLS.

The research findings show that Lazada Indonesia’s content marketing has a positive influence on word of mouth and brand awareness among its users. The influence of brand awareness on word of mouth is positive but low influence. Furthermore, content marketing has a positive influence on word of mouth through brand awareness a mediating variable.

Research findings indicated that Lazada Indonesia’s content marketing has a positive also significant influence on word of mouth and brand awareness among Lazada Indonesia’s users. Same as the result of brand awareness has a positive and significant effect on word of mouth. Moreover, there is a positive and significant influence of content marketing on word of mouth through brand awareness as a mediating variable.

The Effect of Service Quality and Commitment to Quality on Patient Satisfaction and Word of Mouth Intention in the Regional General Hospital of Tamiang Layang Barito Timur Regency

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This study aims to examine the effect of service quality and commitment to quality on patient satisfaction and word of mouth intention as intervening variables in patients at the Tamiang Layang Regional General Hospital, East Barito Regency. The population in this study were 122 inpatients in the rose and jasmine rooms, the data were taken from questionnaires distributed to respondents. Data were analyzed using SmartPLS Version 3. The results of this study are Service Quality has an effect on patient satisfaction, Commitment to quality has an effect on patient satisfaction, Service quality has an effect on Word Of Mouth Intention, Commitment to quality has an effect on Word Of Mouth Intention, Patient satisfaction has an effect on Word Of Mouth Intention Regional General Hospital Tamiang Layang, East Barito Regency.

The Effect of Service Quality and Student Satisfaction on Word of Mouth: Sekolah Tinggi Ilmu Manajemen IMMI Jakarta

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This research aims to examine the influence of service quality and student satisfaction on word of mouth. The research population is all Sekolah Tinggi Manajemen IMMI students actively studying in the even semester of the 2022–2023 academic year. The research sample size was 357 students and was taken using the convenience sampling method. Primary data collection uses a Google Form questionnaire. The path analysis model was used to test three research hypothesis formulations. The research results prove: (a) service quality has a strong and significant positive effect on word of mouth; (b) service quality has a very strong and significant positive effect on student satisfaction; and (c) student satisfaction has a weak and significant positive effect on word of mouth. In the structure of the multiple linear regression model, with word of mouth as the dependent variable, the coefficient of determination (R2) is 58.30%.

Proposed Marketing Strategy to Enhance Brand Awareness for Wisata Murah Indonesia

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Tourism is one of the industries most impacted by the COVID-19 pandemic. As the virus recedes, the tourism industry is experiencing a revival, resulting in increased competition. Nevertheless, numerous businesses are unable to regain their prepandemic positions. Wisata Murah Indonesia is among the companies facing this situation due to the company’s lack of brand awareness. This research aims to raise awareness and develop a new marketing strategy for Wisata Murah Indonesia in order to boost revenue. This research uses two methods of analysis, namely the qualitative method and the quantitative method to conduct internal and external analysis. The outcomes were then used as the foundation for a SWOT analysis, which was followed by a TOWS analysis and a QSPM analysis to identify possible implementation strategies. This analysis results in a new business strategy to increase revenue at Wisata Murah Indonesia is to create affordable, trend-based special tour packages and to add passport and visa-making services so that customers are attracted by the convenience of travel. Additionally, raise awareness by conducting online and offline promotions. Online promotions include collaborating with influencers and adding new marketing channels, namely TikTok and YouTube. Offline promotion is by making tour packages with special prices or discounts for offline purchases, such as at the Travel Fair. Wisata Murah Indonesia can also improve their brand reputation to increase customer loyalty and potential customers.

Marketing Strategy to Improve Brand Awareness: Case Study of a Cloud Service Provider in Indonesia

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The World Health Organization classified Covid-19 a global pandemic, its effects have rippled across every aspect of society, including the economy. Firms are shifting their objectives and concentrating on their information technology capability to deal with the unpredictability that this pandemic has brought onto the economy. Cloud and colocation will be required to support company operations with digital infrastructure. Many of the world’s largest cloud service providers are thinking about creating cloud regions within its boundaries as a result of its tremendous development potential. Cloudgear as one of local Indonesian cloud service provider wants to take this opportunity to grow their business. Cloudgear has a comprehensive service portfolio consisting of Infrastructure as a Service (IaaS), Software as a Service (SaaS), Professional as a Software (PaaS), professional services, and multi-cloud services. However, based on the initial interview with ten cloud engineers and specialists in different companies, most of them are not aware that Cloudgear is a local Indonesian cloud service provider. Therefore, the next challenge is how to improve brand awareness of Cloudgear by formulating the right marketing strategy. Because it will strengthen the brand and develop Cloudgear competitive advantage for the company’s future growth. This research is objected to analyse Cloudgear internal, external conditions, analyse the factors that influence the brand awareness, and propose the most suitable marketing strategy in building Cloudgear brand awareness. Brand awareness is affected by advertising, social media, word of mouth and publicity. In this research, advertising, social media, word of mouth and publicity are being analysed whether it has significant positive influence to cloud service providers brand awareness or not. The hypothesis are that each of these factors have positive influence to cloud service brand awareness by performing customers analysis. Questionnaire was distributed to two hundred samples. Then, the data were processed by SPSS using multiple linear regression method. Several tests were conducted consisted of validity test, reliability test, normality test, and linearity test. After the data were valid, reliable, normal, and linear, analysis continued by doing multiple linear regression. The results are there is significant effect of each advertising, social media, word of mouth and publicity to brand awareness of cloud service provider. Determination test is resulted these variables have 50.1% influence. When F Test was conducted, the result was these variables if tested simultaneously or simultaneously have an effect on cloud service brand awareness. Therefore, the proposed marketing strategy for Cloudgear is related to improvement in advertising, social media, word of mouth and publicity in order to increase their brand awareness as a local Indonesian cloud service provider.