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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management Journal of International Conference Proceedings
Efendi, Yuhronur
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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PENGARUH CONTENT MARKETING DAN INFLUENCER MARKETING TERHADAP INTERAKSI KONSUMEN MELALUI MEDIA SOSIAL INSTAGRAM ( Studi Kasus Pada Konsumen Produk Scarlett Whitening di Kabupaten Lamongan): (Studi Kasus pada Konsumen Produk Scarlett Whitening di Kabupaten Lamongan) Zyadatul Inayah, Adinda; Shofia Maulida, Indira; Susanti, Ike; Efendi, Yuhronur
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 7 No. 1 (2024): Februari 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v7i1.3199

Abstract

This research aims to analyze the influence of Content Marketing and Influencer Marketing on Consumer Interaction with Scarlett Whitening Products via Instagram social media. The type of research used is descriptive quantitative research. The population in this study was 5,500,000 taken from Scarlet Whitening Instagram followers in general with a sample size of 100 consumers who are consumers of Scarlett Whitening products in Lamongan Regency. Data collection techniques by distributing questionnaires to respondents. The data analysis used is SMART PLS. This research begins in November 2023 to March 2024. From the results of this research it can be concluded that the Content Marketing Variable partially has a significant effect on Consumer Interaction for Scarlett Whitening products via Instagram Social Media with an Original Sample value (coefficient) of 0.134 > 0.000. T-Statistic (1.665) > T Table (1.64). P Value (0.045 < 0.05). The Influencer Marketing variable partially has a significant effect on Consumer Interaction for Scarlett Whitening products via Instagram Social Media with an Original Sample value (coefficient) of 0.168 > 0.000. T-Statistic (1.777) > T Table (1.64). P Value (0.038 < 0.05). It was concluded from the results of the R Square test that the joint influence of Content Marketing and Influencer Marketing on consumer interaction was 0.586 with an Adjusted R Square value of 0.573. The most dominant variable was Content Marketing on Consumer Interaction with a value of 0.392.
An Analysis of Marine Tourism Object Development as A Contribution Towards Community Welfare in Lamongan District Yanto, M.; Efendi, Yuhronur
Journal of International Conference Proceedings Vol 3, No 4 (2020): Proceedings of the 8th International Conference of Project Management (ICPM) Mal
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v3i4.1014

Abstract

The development of marine tourism area is one of the forms of tourist management areas which strive and aim to provide benefits, especially for the protection, preservation and utilization of tourism potential and environmental services of natural resources, specifically in coastal areas. In the development of marine tourism areas, it is necessary to determine the exact location of each region so that there is no imbalance between the residential growth with marine tourism areas which being managed and utilized for recreational activities. The welfare of the community can be seen from various components that can describe whether the community is already in a prosperous life or not. Visible components include the state of housing in which they live, the level of education, and health. The role of the tourism sector, especially marine tourism in Lamongan City, can be seen from its contribution to gross regional domestic product (PDRB) in terms of labor absorption and business opportunities. The increasing contribution of the trade sector, hotels, and restaurants donated to gross regional domestic product (PDRB), are an overview of the role of the tourism sector. The purpose of this study can be described as follows: 1). To find out how extent the influence of marine tourism development on community welfare in Lamongan District. 2). To find out how extent the influence of marine tourism development on GDRP growth in Lamongan District. For the method of the study, primary data collection was conducted by interview and observation, while secondary data was obtained from Lamongan Tourism Office as well as literature study, who’s the data is in the form of general conditions and the number of visitors in the area.
Co-Authors Ike Susanti Shofia Maulida, Indira Yanto, M. Zyadatul Inayah, Adinda