Pengaruh Konten Instagram Ads @Luxebarbershop Terhadap Peningkatan Brand Awareness

Di era yang serba digital ini, berbagai media sosial memberikan kemudahan dan inovasi untuk bersaing di dunia bisnis demi tujuan positif yang akan dicapai serta sebagai cara baru dalam mendapatkan awareness. Salah satunya adalah Instagram ads, yang memberikan keunggulan untuk mendapatkan lebih banyak brand awareness. Salah satu bisnis barbershop yang menggunakan Instagram ads adalah Luxebarbershop. Penelitian ini bertujuan untuk mengetahui adakah pengaruh dan seberapa besar pengaruh Instagram ads terhadap peningkatan brand awareness Luxebarbershop, Sarinah, Jakarta. Dalam penelitian ini digunakan model kemungkinan elaborasi (Elaboration Likelihood Theory) dengan dua dimensi pengukuran variabel X (Instagram ads) yaitu context, communication, collaboration, connection. Terdapat juga empat dimensi pengukur variabel Y (brand awareness) yaitu unware of a brand, brand recognition, brand recall, top of mind. Penelitian ini menggunakan metode penelitian kuantitatif dengan sampel penelitian diambil melalui kuesioner online kepada 86 orang responden yang belum pernah mengunjungi Luxebarbershop dengan teknik non-probability sampling – purposive sampling. Penilitian ini menghasilkan pernyataan adanya pengaruh antara Instagram ads terhadap peningkatan brand awareness Luxebarbershop, Sarinah, Jakarta. Hasil analisis data juga menunjukkan bahwa Instagram ads memiliki hubungan sangat kuat dan positif dengan nilai koefisien korelasi sebesar 0,914 dan nilai kontribusi sebesar 83,35% terhadap peningkatan brand awareness Luxebarbershop, Sarinah, Jakarta.

The Role of Viral Marketing in Social Media on Brand Recognition and Preference

Viral marketing is one of the most effective and imperative marketing strategies. The prominence of digital technology and social media has elevated the importance of viral marketing campaigns by increasing their cost efficiency and enabling them to reach targeted audiences rapidly. This study aimed to examine the influence of viral marketing strategies on brand recognition and brand preference by developing a framework for the effectiveness of viral marketing (7I’s) in social media contexts and testing the associations among the 7I’s, brand recognition and brand preference. A quantitative research method with a structured questionnaire as the research tool was employed to collect data from a total of 286 respondents in Thailand. Structural equation modelling (SEM) was utilized to test the proposed hypotheses. The results showed that effective viral marketing relates positively to brand recognition (b = 0.440) and preference (b = 0.298). The mediation analysis also revealed that brand recognition partially mediates the relationship between effective viral marketing and brand preference. In terms of the moderating effects, the results indicated a stronger influence for effective viral marketing on brand preference among younger respondents (b = 0.336) than among older respondents (b = 0.278). This research makes a significant contribution to the existing literature by validating a theory-driven framework based on the novel concept of the 7I’s and its potential effect on customers’ brand perceptions. Doi: 10.28991/esj-2021-01315 Full Text: PDF

HALAL COSMETICS REPURCHASE INTENTION: THE ROLE OF MARKETING ON SOCIAL MEDIA

This research aims to study the effects of social media marketing strategies on the repurchase intention among suppliers of halal cosmetics in the context of Malaysia. The study, based on the theory of social media marketing, identifies these ties, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.

Rebranding strategy PT. Indonesia Building Solutions Plant Cilacap in forming brand awareness

The business world is increasingly showing developments with many new business actors appearing both on a small and large scale. The emergence of new business actors certainly has tightened business competition in the market so that it is not uncommon for businesses to close down because they do not have creative strategies to be able to compete. Rebranding is one of the strategies undertaken by business people to maintain their business. There are several factors that cause rebranding, such as changes in ownership, a brand that is starting to be forgotten, to a bad image in the eyes of the public, etc. Rebranding is tantamount to reshaping its brand awareness or public awareness of a new brand. PT. Indonesia Building Solutions is one of the companies that rebranded as a result of the acquisition by Semen Indonesia Group (SIG) of Holcim in January 2019. The acquisition process was followed by a change in all identities starting from the brand name, namely PT. Indonesia Building Solutions and the product name is dynamix. This research was conducted to determine how the rebranding strategy carried out by PT. SBI in forming brand awareness. The method used is descriptive qualitative by conducting direct research through interviews with related parties, documentation, field observations, and supporting data from the internet. Based on the research that has been done, PT. Indonesia Building Solutions rebranded with several stages, namely Repositioning, Renaming, Redesaigning, and Relaunching. With the implementation of these four stages, PT. Indonesia Building Solutions has achieved brand awareness at the brand recognition stage where there are still two more stages to be able to reach top of mind. The title of the research conducted by researchers is "The Rebranding Strategy of PT. Indonesia Building Solutions in Forming Brand Awareness "

PEMBINAAN USAHA MANDIRI BAGI ANGGOTA KOPERASI BINA CIPTA USAHA DI DESA LEMBANG, KECAMATAN LEMBANG, KABUPATEN BANDUNG BARAT

The development of independent businesses is an absolute thing to be carried out considering that MSMEs are the backbone in improving people's welfare. This is a tangible form of empowering the community's economy. The purpose of this research is to improve understanding and awareness of the importance of creative and innovative entrepreneurship in order to obtain additional income, as well as improve soft skills, entrepreneurial skills, family living standards based on individual abilities, availability of resources and potential that is around, so that It is hoped that later it can be imitated and applied by the village community. Meanwhile, the West Bangdung Regency Community Empowerment Agency itself has made many efforts to provide assistance to economically disadvantaged communities. The economic business sector of the West Bandung district government has carried out many community empowerment programs and has a positive influence on the independence of the community's economic business, this is expected to be able to continuously improve the welfare of the community. The implementation of the training provided by the Community Service team in Lembang Village, Lembang District, West Bandung Regency has been able to provide additional knowledge about entrepreneurship, increase participant commitment in the field of entrepreneurship, be able to increase entrepreneurial interest, increase brand recognition and legality and be able to increase brand recognition as a marketing strategy in business activities.Pembinaan usaha mandiri merupakan suatu yang muttlak untuk dilaksanaka mengingat UMKM merupakan tulang punggung dalam meningkatkan kesejahteraan masyarakat. Hal ini merupakan bentuk nyata dalam hal memberdayakan ekonomi masyarakat. Adapun penelitian ini dilakukan adalah untuk memperbaiki pemahaman dan kesadaran pentingnya kewirausahaan yang kreatif dan inovatif agar dapat memperoleh tambahan pendapatan, serta meningkatkan soft skill, ketrampilan kewirausahaan, taraf hidup keluarga yang berlandaskan pada kemampuan individu, ketersediaan sumber daya dan potensi yang ada di sekitar, sehingga nantinya diharapkan dapat ditiru dan diterapkan oleh masyarakat desa. Sementara itu Badan Pemberdayaan Masyarakat Kabupaten Bangdung Barat sendiri banyak usaha yang telah dilakukan kepada masyarakat kurang mampu secara ekonomi dan hal memberi bantuan kepada masyarakat ekonomi lemah. Bidang usaha ekonomi pemerintah kabupaten Bandung Barat sudah banyak menjalankan program pemberdayaan masyarakat dan memberi pengaruh yang positif terhadap kemandirian usaha ekonomi masyarakat, hal ini secara berkelanjutan diharapkan mampu meningkatkan kesejahteraan masyarakat. Pelaksanaan pelatihan yang diberikan oleh tim Pengabdian Kepada Masyarakat di Desa Lembang Kecamatan Lembang, Kabupaten Bandung Barat telah mampu memberikan tambahan pengetahuan tentang kewirausahaan, meningkatkan komitmen peserta bidang kewirausahaan, mampu meningkatkan minat kewirausahaan, meningkatkan pengenalan merek dan legalitasnya serta mampu meningkatkan pengenalan merek sebagai strategi pemasaran dalam kegiatan bisnis.

Involvement and loyalty of runners in sponsorship effectiveness - The case of athletics races

Correr es una actividad física de ocio popular y conveniente. La distancia más popular son los 5 km que acumularon 8,9 millones de registros en 2018. Las inversiones de empresas en patrocinio en todo el mundo superaron los $ 65 mil millones. Aumentar el conocimiento de la marca es uno de los principales objetivos para que las empresas se involucren en los patrocinios. La mayor parte de la investigación sobre el patrocinio no se ha realizado desde la perspectiva del deporte basado en la participación, existen resultados contradictorios y no se ha evaluado la dependencia entre la tasa de reconocimiento de la marca del patrocinador y la distancia de la carrera, ni la dependencia de la lealtad a la carrera. Mostrar los efectos de la distancia de la carrera, la implicación y la lealtad a la carrera en las tasas de reconocimiento de la marca de los patrocinadores en los corredores. Una muestra de 736 corredores de una de las carreras atléticas más populares de Portugal completaron un cuestionario. Se realizó una prueba de Chi-cuadrado y una prueba T para evaluar las diferencias entre los grupos de corredores. El grupo de corredores que completaron la carrera de 5 km mostró mejores resultados en la tasa de reconocimiento de marca patrocinadora. Los corredores con un bajo nivel de implicación con la carrera mostraron resultados superiores, y no se encontraron diferencias significativas entre grupos con diferentes niveles de lealtad a la carrera en el desempeño de la tasa de reconocimiento de la marca patrocinadora. El patrocinio de la carrera de atletismo, deporte basado en la participación masiva, es una herramienta impresionante para dar a conocer la marca de los patrocinadores. Running is a popular and convenient leisure activity. The most popular distance is the 5 km that amassed 8.9 million registrations in 2018. Investments by companies in sponsorship around the world exceeded US$ 65 billion in the same year. Increasing brand awareness is one of the main goals for companies to get involved in sponsorships. Most of the research to date into sponsorship has not been done from the perspective of participation-based sports. Some results obtained are contradictory and the relashionship between the sponsor's brand recognition rate and the distance of the race (half-marathon, 10 km or 5 km) has not been evaluated, nor the relashionship with running involvement or loyalty to running. This research aims to show the effects of race distance, running involvement and loyalty to running on sponsor brand recognition rates in runners of athletics races. A sample of 736 runners from one of Portugal's most popular athletics races completed a questionnaire. A Chi-square Test and T-Test were carried out to evaluate the differences between the groups of runners. The group of runners who completed the 5 km race showed better results in the sponsors’ brand recognition rate. The runners with a low level of running involvement showed superior results, but no significant differences were found between groups with different levels of loyalty to running. The sponsorship of mass participation-based athletics races is an impressive tool to raise sponsors’ brand awareness. A corrida é uma atividade física popular e conveniente. A distância mais popular são os 5 km, registou mais de 8,9 milhões de corredores inscritos em 2018. Os investimentos de empresas em patrocínios em todo o mundo ultrapassaram US$ 65 bilhões . Aumentar a notoriedade da marca é um dos principais objetivos para as empresas patrocinadoras. A maior parte das investigações em patrocínio não foi feita da perspetiva dos participantes, existem resultados contraditórios e não foi avaliada a dependência entre a taxa de reconhecimento da marca, a distância da prova e a lealdade à corrida. Mostrar os efeitos da distância da corrida, do envolvimento com a corrida e da lealdade à corrida na taxa de reconhecimento da marca do patrocinador em corredores no contexto de corrida de atletismo. Uma amostra de 736 corredores de uma das corridas de atletismo mais populares de Portugal respondeu a um questionário. O teste qui-quadrado e o teste-t foram realizados para avaliar as diferenças entre os grupos de corredores. O grupo de corredores que completou a prova de 5 km apresentou melhores resultados na taxa de reconhecimento das marcas patrocinadoras. Os corredores com baixo nível de envolvimento com a corrida apresentaram resultados superiores e não foram encontradas diferenças significativas entre os grupos com diferentes níveis de lealdade à corrida. O patrocínio ao desporto baseado em participação massiva em corridas de atletismo é uma ferramenta impressionante para aumentar a notoriedade da marca dos patrocinadores.

CHINA INTERNATIONAL COMMERCIAL COURT (CICC): INNOVATION AND PRACTICE OF DIVERSIFIED DISPUTE RESOLUTION MECHANISM

The China International Commercial Court (CICC), as a permanent adjudication organ of the Supreme People's Court of China, has built an innovative diversified dispute resolution mechanism on the existing platform. Since its establishment, CICC has been operating steadily and is poised to become a global commercial dispute resolution platform. On this ground, this article suggests that the expert committee mechanism and the information technology application of the «one-stop» platform should be further improved, and the use of diversified dispute resolution should be emphasized to promote the ultimate realization of the results of dispute resolution within the CICC, and ultimately enhancing the credibility and influence of the CICC, so as to build strong brand recognition of the CICC under the momentous changes unseen in a century.