In today's digital era, each city is competing with another city. Each city features uniqueness that can be highlighted from him, all of it is to attract funding from investors. The ultimate goal is to improve the welfare of the city. Surabaya has been known by the people of Indonesia through the history of Indonesian independence as The City of Heroes. However, the identity as The City of Heroes is not yet strong enough to attract investment and the interest of tourists to invest in this city of Surabaya. Thus a new identity, in this case new branding must be made in order to strengthen the position of Surabaya before the eyes of the community both internal communities within the city of Surabaya, as well as external communities outside the city of Surabaya and abroad.The research method that was used is descriptive qualitative method. This method is by doing observation and analysis of marketing strategy of city branding which have been done by Surabaya city. This scientific work was developed by using literature review approach or literature study.In this research noted that the process of building a city brand is not easy. Especially if the parties involved have a political interest in it. As a social construct, city branding of the city of Surabaya as a city of Maritime will certainly generate various responses from the community. The response can be a positive response, as well as a negative response. Keywords: City Branding, Marketing Strategy, Place Branding

The problems in online purchasing decisions those are made by someone on Shopee e-commerce can be influenced by the advertising creativity and the use of endorsers or the celebrity influencers are as promotional strategies. For this reason, Shopee e-commerce must have creative advertising concepts and choose the right endorser to be able to attract the consumers make online purchases on Shopee e-commerce, it is especially for millennials who are considered the people who make the most purchases online. This study aims to describe how the influence of Advertising Creativity and Shopee Endorser on Online Purchase Decisions in E-Commerce on Business Administration Students, Hang Tuah University of Surabaya. The research method that is used in this study, it is quantitative with the data analysis that is used in the form of statistics/quantitative or numbers. The results showed In accordance with the results of the calculation of the variable regression coefficient, the constants of each Advertising Creativity (X1) and Endorser (X2) variables show a positive value, thus there is a unidirectional effect between these variables and Purchase Decisions (Y) on Shopee e-commerce. In accordance with the results of the multiple correlation test (R) shows the result that is 0.842 and guided by the correlation coefficient 0.90-1000 = very strong, thus it can be concluded that there is a very strong relationship between Advertising Creativity (X1) and Endorser (X2) variables on Purchase Decisions (Y) on Shopee e-commerce. The results of the t-test and f-test together show that the results of each variable simultaneously and partially have a positive and significant effect on Purchase Decision (Y) on Shopee e-commerce.

Pertumbuhan industri musik Korea Selatan telah membawa popularitas boy group dan girl group yang semakin meningkat. Salah satu boy grup Korea Selatan yang paling dikenal di dunia adalah BTS (Bangtan Sonyeondan). BTS berhasil menorehkan banyak prestasi lokal dan internasional setelah dukungan dan kesetiaan para penggemar yang berkumpul dalam komunitas penggemar yang dikenal sebagai ARMY (Adorable Representative MC for Youth). ARMY memberikan dukungan yang masif dan konsisten untuk BTS. Loyalitas ARMY kepada BTS menunjukkan hubungan yang solid antara idola dan penggemar. Karena itu. penelitian ini akan mengkaji bagaimana BTS menerapkan pendekatan relationship marketing dalam membangun loyalitas komunitas penggemarnya. Metode yang digunakan dalam penelitian ini adalah metode penelitian pemasaran dengan pendekatan etnografi. Penelitian etnografi merupakan salah satu bagian dari penelitian kualitatif. Hasil penelitian ini menunjukkan bahwa relationship marketing dapat membentuk loyalitas ARMY melalui 3 variabel yaitu; kepuasan, kepercayaan, dan komitmen. Kepuasan akan tercapai jika penampilan BTS dapat memenuhi ekspektasi ARMY. Selanjutnya, ARMY yang puas dengan penampilan BTS akan mempercayai BTS dengan menambah koleksi album dan/atau merchandise BTS. Pada tahap komitmen, ARMY akan menunjukkan kesetiaan kepada BTS dengan berpartisipasi dalam promosi BTS secara sukarela, seperti meningkatkan penjualan album, meningkatkan penayangan, dan mendapatkan voting. Berdasarkan hasil penelitian yang telah dipaparkan secara singkat, dapat disimpulkan bahwa loyalitas ARMY terhadap BTS telah berhasil dibangun melalui pendekatan relationship marketing.

In today's digital era, each city is competing with another city. Each city features uniqueness that can be highlighted from him, all of it is to attract funding from investors. The ultimate goal is to improve the welfare of the city. Surabaya has been known by the people of Indonesia through the history of Indonesian independence as The City of Heroes. However, the identity as The City of Heroes is not yet strong enough to attract investment and the interest of tourists to invest in this city of Surabaya. Thus a new identity, in this case new branding must be made in order to strengthen the position of Surabaya before the eyes of the community both internal communities within the city of Surabaya, as well as external communities outside the city of Surabaya and abroad. The research method that was used is descriptive qualitative method. This method is by doing observation and analysis of marketing strategy of city branding which have been done by Surabaya city. This scientific work was developed by using literature review approach or literature study. In this research noted that the process of building a city brand is not easy. Especially if the parties involved have a political interest in it. As a social construct, city branding of the city of Surabaya as a city of Maritime will certainly generate various responses from the community. The response can be a positive response, as well as a negative response.

No abstract