Exploring Brand Positioning and Hotel Persona Trough Wom and Content by Text Analysis

Widarmanti, Tri; Ramantoko, Gadang

doi:10.17358/ijbe.6.3.205

Cited by 2 publications

(2 citation statements)

References 21 publications

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“…Brand yang kuat terlihat dari pengetahuan masyarakat tentang merek tersebut, asosiasi yang tinggi antara merek dengan produknya, persepsi positif dari pasar, dan loyalitas konsumen terhadap merek tersebut. Menurut Arker (1996) dalam penelitian yang telah dilakukan oleh (Widarmanti & Ramantoko, 2020), ketika sebuah brand memiliki kompetensi inti yang kuat, maka brand tersebut dianggap telah berhasil diposisikan dengan baik dengan memperoleh keunggulan kompetitif. Selain itu, brand dibangun tidak hanya bertujuan untuk mempengaruhi emosi konsumen, tetapi juga untuk membangun asosiasi yang lebih spesifik antara komponen merek dan aspek kualitas yang diinginkan.…”

Section: Brandunclassified

Pengaruh Brand Ambassador, Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian

Widarmanti,

Amalia Cahyani

2023

JMBI UNSRAT

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Penelitian ini tujuannya mengetahui apakah terdapat pengaruh brand ambassador, brand personality dan Korean wave terhadap keputusan pembelian Nature Republic dan seberapa berpengaruh ketiga variabel tersebut terhadap keputusan pembelian produk Nature Republic. Penelitian ini dilakukan memakai metode kuantitatif dengan menyebarkan kuisioner secara online. Populasi penelitian ini yakni orang yang sudah pernah memakai produk Nature Republic. Sampel pada penelitian ini sejumlah 100 responden dan data diolah memakai software SPSS 25 dengan teknik analisis regresi linear berganda. Hasil pada penelitian ini terlihat bahwasanya brand ambassador, brand personality dan Korean wave secara simultan memengaruhi variabel keputusan pembelian secara signifikan. Secara parsial, brand ambassador tidak memengaruhi keputusan pembelian produk Nature Republic secara positif dan signifikan, brand personality memengaruhi keputusan pembelian produk Nature Republic secara positif dan signifikan, Korean wave memengaruhi keputusan pembelian produk Nature Republic secara positif dan signifikan.

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Section: Brandunclassified

Pengaruh Brand Ambassador, Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian

Widarmanti,

Amalia Cahyani

2023

JMBI UNSRAT

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“…In recent years, many researchers have analyzed the use of social media marketing (SMM) and its impact on various industries (Knoblich et al 2017;Chatterjee & Kar, 2020;Kim & Ko, 2012;John et al 2018). Some literature on SMM has focused on the effectiveness of using social media platforms to promote products or services, and how it can enhance brand awareness and customer engagement (Tsimonis & Dimitriadis, 2014;Pham & Gammoh, 2015;Widarmanti & Ramantoko, 2020). Also, several studies have explored the use of social media in various industries, from fashion (Kim & Ko, 2012) to healthcare (Gupta et al 2013), and how marketers can create successful campaigns in these sectors.…”

Section: Introductionmentioning

confidence: 99%

Social Media Marketing and Customized Customer Relationship Management: The Implication For Marketing Performance of Budget Hotel Industry

Setiadi

2023

ijbe

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The purpose of this research is to build a customized customer relationship management (CRM) model in relation to the utilization of social media marketing for improving marketing performance of budget hotels in West Java, Indonesia. Specifically, this research aims to empirically examine the influence of the utilization of social media marketing and customer database management on customized CRM and marketing performance. A total of 115 respondents consisting of general managers and marketing managers of budget hotels in West Java was selected as sample by using simple random sampling technique. By employing Structural Equation Modeling (SEM), the findings have found that social media marketing equipped with customer database management significantly affects the customization of customer relationship management (CRM). Furthermore, customized CRM has a significant effect on marketing performance of budget hotels. The findings highlight that social media enables hotel businesses to interact with customers on a one-to-one basis, which allows for a more personalized customer experience. By analyzing customers' social media behavior and interests, hotel marketers can tailor their marketing efforts to suit each customer's needs and preferences. With better customer data, budget hotel businesses can create targeted marketing strategies that effectively meet their customers' needs thereby enhancing their overall customer relationship management and marketing performance.

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Exploring Brand Positioning and Hotel Persona Trough Wom and Content by Text Analysis

Cited by 2 publications

References 21 publications

Pengaruh Brand Ambassador, Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian

Pengaruh Brand Ambassador, Brand Personality Dan Korean Wave Terhadap Keputusan Pembelian

Social Media Marketing and Customized Customer Relationship Management: The Implication For Marketing Performance of Budget Hotel Industry

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