The Role of Digital Marketing in Improving Sales to SMEs in Dealing with ASEAN Economic Community

Febriyantoro, Mohamad Trio; Arisandi, Debby

doi:10.2991/iconies-18.2019.70

Cited by 16 publications

(16 citation statements)

References 5 publications

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“…With the rapid increase in Internet users in Indonesia, causing changes to the marketing patterns undertaken by several companies. Using technology in the marketing process facilitates the company in determining its market target so that the company can save time and money (Febriyantoro & Arisandi, 2019). The company used to measure marketing costs of installing banners, printing flyers, TV commercials, and radio advertising.…”

Section: Public Interest Statementmentioning

confidence: 99%

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Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation

Febriyantoro¹

2020

Cogent Business & Management

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Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of YouTube Ads in building brand awareness and brand image and its effect on purchase intention. Respondents in this study are millennials who are in Batam City and surrounding areas with an age range of 18-35 years chosen using the non-probability sampling method. This study uses Structural Equation Modeling (SEM) with the SmartPLS. YouTube Advertising influences brand awareness and brand image, whereas brand awareness and brand image do not affect purchase intention. YouTube ads are directly related to the purchase intention. Brand awareness and brand image are not mediating variables because they are not associated with purchase intention.

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Section: Public Interest Statementmentioning

confidence: 99%

“…Y. Hsu & Tsou, 2011;C. L. Hsu et al, 2013;Mir & Zaheer, 2012;Saxena, 2011;Febriyantoro & Arisandi, 2019). Discussing YouTube, the first site that comes to users' minds.…”

Section: Public Interest Statementmentioning

confidence: 99%

Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation

Febriyantoro¹

2020

Cogent Business & Management

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“…Pemanfaatan ini dapat membantu UMKM dalam meningkatkan daya saing usahanya. Metode pendekatannya dalam pemanfaatan teknologi informasi beragam mulai dari pemanfaatan marketplace yang banyak digunakan masyarakat dalam bertransaksi online (Hadi & Ardhi Khairi, 2020), pemasaran digital melalui berbagai platform media sosial (Febriyantoro & Arisandi, 2018;Purwana, Rahmi, & Aditya, 2017), hingga pembangunan website dalam mendukung branding maupun transaksi bisnis (Mumtahana, Nita, & Tito, 2017).…”

Section: Eraunclassified

Pembelajaran Berbasis Proyek Dalam Pemanfaatan Teknologi Informasi Untuk Membantu Peningkatan Daya Saing Umkm

Arifiyanti

Wulansari²

2022

jurdimas

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The adoption of information technology to support the running of MSME business in the era of the COVID-19 pandemic is an absolute choice. So far, the low adoption of information technology by MSME is due to low awareness of the benefits of information technology for their business and the low ability to use information technology. Higher education institutions can assist MSME with qualified resources and capabilities in utilizing information technology in carrying out business operations to increase their business support capacity. One way of working together is through the partnership method. UMKM will become partners for students who take project-based learning. Based on the feedback from the evaluation of this learning method, the results were that both parties received a positive impact from this learning method. UMKM players will get input, knowledge, and project output products based on information technology, while students will get real experience so that they can increase the effectiveness of understanding the material they get. Keywords: information technology adoption; msmes; project based learning; project management. Abstrak: Pengadopsian teknologi informasi untuk mendukung berjalannya usaha bisnis UMKM di era pandemi COVID-19 menjadi pilihan mutlak. Selama ini, rendahnya adopsi teknologi informasi oleh pelaku UMKM dikarenakan faktor rendahnya kesadaran terhadap manfaat teknologi informasi terhadap bisnisnya hingga rendahnya kemampuan penggunaan teknologi informasi. Faktor-faktor ini dapat dibantu oleh pihak perguruan tinggi yang memiliki sumber daya dan kapabilitas yang mumpuni dalam hal pemanfaatan teknologi informasi untuk membantu para pelaku UMKM dalam menjalankan operasional usaha hingga meningkatkan daya dukung usahanya. Salah satu cara kerja sama adalah melalui metode kemitraan. UMKM akan menjadi mitra bagi para mahasiswa yang mengikuti pembelajaran berbasis proyek. Berdasarkan timbal balik dari evaluasi metode pembelajaran ini, hasilnya kedua belah pihak menerima dampak positif dari metode pembelajaran ini. Pelaku UMKM akan mendapatkan masukan, ilmu, hingga produk luaran proyek yang berbasis teknologi informasi, sedangkan para mahasiswa akan mendapatkan pengalaman nyata sehingga dapat meningkatkan efektifitas pemahaman materi yang diperolehnya. Kata kunci: manajemen proyek; pembelajaran berbasis proyek; pemanfaatan teknologi informasi; umkm.

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“…Pengalaman berbelanja seperti itu dapat meningkatkan risiko pembelian dan rasa ketidakpastian yang dirasakan pelanggan ISSN: 2355-0295, e-ISSN: 2549-8932 34 http://ejournal.bsi.ac.id/ejurnal/index.php/ecodemica sehingga menghambat kegiatan pembelian (Constantinides, 2004;Kozlenkova et al, 2017). Dalam era digital saat ini, persaingan yang semakin ketat mendorong pelaku usaha untuk mengadopsi media tepat untuk bisa tumbuh berkembang dan bersaing di era digital saat ini (Febriyantoro & Arisandi, 2018).…”

Section: Abstrakunclassified

Peranan Perception Of Digital Celebrities Terhadap Live-Stream Shopping Intentions

Kelly

Febriyantoro²

2022

ECODEMICA

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Seeing the growing of live streaming and commercial value that be generated but the research on live streaming trade is still in the early stage. And there are several previous studies with different research results regarding the influence of digital celebrity perceptions on consumer shopping intentions. So this study aims to assess the antecedents of live streaming shopping intentions by integrating Perception of Digital Celebrities with Uses and gratifications theory. This study uses a quantitative approach, the data used in this study is primary data which obtained by distributing questionnaires from 116 Indonesian consumers. Data were analyzed using Structural Equation Modeling based on Partial Least Square through WarpPLS® 7.0. The results of this study indicate that the perception of digital celebrities has no significant effect on consumers' live streaming shopping intentions. The results of the study show that individuals are motivated by hedonic gratification (Perceived Enjoyment), utilitarian

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The Role of Digital Marketing in Improving Sales to SMEs in Dealing with ASEAN Economic Community

Cited by 16 publications

References 5 publications

Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation

Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation

Pembelajaran Berbasis Proyek Dalam Pemanfaatan Teknologi Informasi Untuk Membantu Peningkatan Daya Saing Umkm

Peranan Perception Of Digital Celebrities Terhadap Live-Stream Shopping Intentions

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