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All Journal Journal of Research on Business and Tourism Prosiding Konferensi Nasional PKM-CSR
Stephanny Lianardo
Unknown Affiliation
Humanities Control & Systems Engineering Economics, Econometrics & Finance Education Environmental Science Nursing Public Health Social Sciences

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Efek Terpaan Video Iklan TV pada Citra Merek Platform E-commerce Dessy Chatarina; Stephanny Lianardo
Journal of Research on Business and Tourism Vol. 1 No. 1 (2021): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (546.244 KB) | DOI: 10.37535/104001120214

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis besarnya pengaruh terpaan iklan terhadap citra merek Shopee melalui iklan Shopee 9.9 Super Shopping Day Cristiano Ronaldo. Penelitian menggunakan metode deskriptif kuantitatif melalui penyebaran kuesioner kepada 100 orang responden yang pernah menonton iklan Shopee 9.9 Super Shopping Day Cristiano Ronaldo. Hasil penelitian menunjukkan bahwa terpaan iklan lebih berpengaruh positif terhadap citra merek Shopee melalui iklan Shopee Super Shopping Day 9.9 Cristiano Ronaldo kepada konsumen pria yang menunjukkan bahwa Shopee telah berhasil lepas dari citra platform yang identik dengan perempuan. PT. Shopee Internasional Indonesia perlu mempertahankan dan mengembangkan periklanan mereka untuk membentuk ketertarikan konsumen yang akan berdampak pada citra merek Shopee.
Omnichannel Marketing on Integrated Retail Store in Indonesia Stephanny Lianardo
Journal of Research on Business and Tourism Vol. 1 No. 2 (2021): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (352.291 KB) | DOI: 10.37535/104001220215

Abstract

Omnichannel marketing should focus on creating an immersive environment in order to create a seamless experience for the customers. In this research, we are looking into the omnichannel marketing applied by PT. Erafone DotCom to integrate their fairly new online platform with their existing physical store and the public perspective toward it. We find out that despite the public being familiar with their physical store, the public is still largely unaware and unfamiliar with the existence of eraspace.com as the online platform of Erafone thus rendering the omnichannel marketing to be less effective. We also look into the public perspective of the idea of omnichannel marketing that has been applied by PT. Erafone DotCom and analyze how to improve the public awareness about eraspace.com and what strategy to improve the omnichannel marketing that has been applied in order to create an immersive environment for the customers to have seamless experience in shopping with Erafone and/or eraspace.com.
Komunikasi Pemasaran Digital bagi UMKM Desa Tridaya Sakti sebagai wujud literasi digital UMKM di Kabupaten Bekasi Dewi Rachmawati; Riska Afrianti; Stephanny Lianardo
Prosiding Konferensi Nasional Pengabdian Kepada Masyarakat dan Corporate Social Responsibility (PKM-CSR) Vol 4 (2021): Peran Perguruan Tinggi dan Dunia Usaha dalam Mewujudkan Pemulihan dan Resiliensi Masya
Publisher : Asosiasi Sinergi Pengabdi dan Pemberdaya Indonesia (ASPPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (479.054 KB) | DOI: 10.37695/pkmcsr.v4i0.1304

Abstract

Abstract Digital Marketing Communication for MSMEs in Tridaya Sakti Village as a form of digital literacy for MSMEs in Bekasi Regency Dewi Rachmawati (dewi.r@lspr.edu) Riska Afrianti (riska.a@lspr.edu) Stephanny Lianardo (stephanny.l@lspr.edu) Faculty of Communication – LSPR Communication & Business Institute The digital literacy movement is currently being intensified by the government to all levels of society. With this movement, it is hoped that people will not only be technology literate and be able to use it, but also understand and have digital skills and be responsible for using it. One of the scopes that become the target of digital literacy is MSMEs (Micro, Small and Medium Enterprises) especially in villages. In terms of marketing communications, this digitalization is carried out so that MSMEs can increase their level and can reach wider marketing in a faster, more effective and efficient. The LSPR Institute of Communication and Business, has played a role in accelerating digital literacy for MSMEs by holding workshops through online media for MSMEs in Tridaya Sakti Village, Tambun Selatan District, Bekasi Regency. Total of 11 MSMEs from Tridaya sakti Village attended the online workhop with the title Business Marketing Communication and Services Through Social Media in Business Groups in Tridaya Sakti Village. MSME participants realize the important role of marketing communication through social media, which currently can reach distant customers quickly. However, in its application there are still some obstacles experienced such as lack of skills in using technology and understanding of social media content itself, product photos and internet connections. Participants are also encouraged and will use social media to support their business marketing communications. Keywords : digital marketing communication; digital literacy; MSMEs
Co-Authors Dessy Chatarina Dewi Rachmawati Riska Afrianti