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Abstract
Artikel ini membahas tentang penggunaan media social dalam memasarkan dan mempromosikan produk Sudut Cerita. Metodologi penelitian yang digunakan dalam atikel ini tedapat tiga tahap antara lain perumusan strategi, implementasi, dan pelaporan. Tahap perumusan strategi melibatkan perencanaan langkah-langkah yang akan diterapkan pada tahap berikutnya. Tahap Implementasi terdiri dari menjalankan rencana dan strategi yang telah dikembangkan dengan UMKM yang diselidiki, sedangkan tahap pelaporan adalah proses penyajian hasil kegiatan. Hasil penelitian menunjukan bahwa sudut cerita ini masih kurang mengoptimalkan platform media social dan juga sudut cerita ini tidak memiliki brand image yang kuat.
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References
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References
Eckerson, W. W. (2007). TDWI Best practices Report: Predictive Analytics, Extending the Value of Your. TDWI Best Practices Report, 34.
Kewley, R. H., & Embrechts, M. J. (2002). Computational military tactical planning system. IEEE Transactions on Systems, Man and Cybernetics Part C: Applications and Reviews, 32(2), 161–171. https://doi.org/10.1109/TSMCC.2002.801352
Kotras, B. (2020). Mass personalization: Predictive marketing algorithms and the reshaping of consumer knowledge. Big Data and Society, 7(2). https://doi.org/10.1177/2053951720951581
Lemon, K., Rust, R., & Zeithml, V. (2001). What Drives Customer Equity A company’s current customers provide the most reliable source of future revenues and profits. Marketing Management, 10(1), 1–5. http://www.markenlexikon.com/d_texte/customer_equity_drivers_2001.pdf
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Thackeray, R., Neiger, B. L., & Keller, H. (2012). Integrating social media and social marketing: A four-step process. Health Promotion Practice, 13(2), 165–168. https://doi.org/10.1177/1524839911432009
Thomas, L., & Woodside, J. M. (2016). Social media maturity model. International Journal of Healthcare Management, 9(1), 67–73. https://doi.org/10.1080/20479700.2015.1101940
Tynan, A. C., & Drayton, J. (1987). Market segmentation. Journal of Marketing Management, 2(3), 301–335. https://doi.org/10.1080/0267257X.1987.9964020
Zhang, E. M. (2010). Understanding the Acceptance of Mobile SMS Advertising among Young Chinese Consumers. Psychology & Marketing, 30(6), 461–469. https://doi.org/10.1002/mar