{"id":"https://openalex.org/W7220142932","doi":null,"title":"INOVASI STRATEGI DAN IMPLEMENTASI PEMASARAN MEDIA SOSIAL MELALUI PENDEKATAN ANALISIS CUSTOMER PERSONA, SOCIAL MEDIA PLANNING DAN INSTAGRAM MAINTENANCE PADA LAYANAN UMROH KBIHU SUTAATMADJA SUBANG","display_name":"INOVASI STRATEGI DAN IMPLEMENTASI PEMASARAN MEDIA SOSIAL MELALUI PENDEKATAN ANALISIS CUSTOMER PERSONA, SOCIAL MEDIA PLANNING DAN INSTAGRAM MAINTENANCE PADA LAYANAN UMROH KBIHU SUTAATMADJA SUBANG","publication_year":2025,"publication_date":"2025-08-08","ids":{"openalex":"https://openalex.org/W7220142932"},"language":"en","primary_location":{"id":"pmh:oai:ojs2.www.ojs.stiesa.ac.id:article/1565","doi":null,"is_oa":true,"landing_page_url":"https://ojs.stiesa.ac.id/index.php/gapura/article/view/1565","pdf_url":"https://ojs.stiesa.ac.id/index.php/gapura/article/download/1565/644","source":{"id":"https://openalex.org/S7407077533","display_name":"Gapura (Garba Pembangunan Masyarakat)","issn_l":"3046-5133","issn":["3046-5133"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405274088","host_organization_name":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja","host_organization_lineage":["https://openalex.org/I4405274088"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3046-5133","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://ojs.stiesa.ac.id/index.php/gapura/article/download/1565/644","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5040081538","display_name":"Gugyh Susandy","orcid":"https://orcid.org/0000-0003-1273-5488","observed_orcids":["https://orcid.org/0000-0003-1273-5488"]},"institutions":[{"id":"https://openalex.org/I4405274088","display_name":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja","ror":"https://ror.org/011zwnt77","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405274088"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Susandy, Gugyh","raw_affiliation_strings":["Sekolah Tinggi Ilmu Ekonomi Sutaatmadja Subang"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja Subang","institution_ids":["https://openalex.org/I4405274088"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5157139825","display_name":"Arby Anas Rosyad","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405274088","display_name":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja","ror":"https://ror.org/011zwnt77","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405274088"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Rosyad, Arby Anas","raw_affiliation_strings":["Sekolah Tinggi Ilmu Ekonomi Sutaatmadja Subang"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja Subang","institution_ids":["https://openalex.org/I4405274088"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5157194140","display_name":"Rica Meyliana Tresna","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405274088","display_name":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja","ror":"https://ror.org/011zwnt77","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405274088"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Tresna, Rica Meyliana","raw_affiliation_strings":["Sekolah Tinggi Ilmu Ekonomi Sutaatmadja Subang"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja Subang","institution_ids":["https://openalex.org/I4405274088"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5156943897","display_name":"Adelia mustika Nurhasanah","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405274088","display_name":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja","ror":"https://ror.org/011zwnt77","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405274088"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Nurhasanah, Adelia mustika","raw_affiliation_strings":["Sekolah Tinggi Ilmu Ekonomi Sutaatmadja Subang"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja Subang","institution_ids":["https://openalex.org/I4405274088"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4405274088"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9653000235557556,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9653000235557556,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.03229999914765358,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0012000000569969416,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.7990000247955322},{"id":"https://openalex.org/keywords/customer-personas","display_name":"customer personas","score":0.9350000023841858},{"id":"https://openalex.org/keywords/social-media-planning","display_name":"social media planning","score":0.9980000257492065},{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":0.8040000200271606},{"id":"https://openalex.org/keywords/customer-relationships","display_name":"customer relationships","score":0.531000018119812},{"id":"https://openalex.org/keywords/brand-awareness","display_name":"brand awareness","score":0.8410000205039978},{"id":"https://openalex.org/keywords/digital-marketing-strategy","display_name":"digital marketing strategy","score":0.7059999704360962}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5902000069618225},{"id":"https://openalex.org/C178550888","wikidata":"https://www.wikidata.org/wiki/Q2043282","display_name":"Business administration","level":1,"score":0.46630001068115234},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4050000011920929},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.39660000801086426},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3840000033378601},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.27489998936653137},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.2583000063896179},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.2443999946117401},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.20059999823570251},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.19750000536441803}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:ojs2.www.ojs.stiesa.ac.id:article/1565","doi":null,"is_oa":true,"landing_page_url":"https://ojs.stiesa.ac.id/index.php/gapura/article/view/1565","pdf_url":"https://ojs.stiesa.ac.id/index.php/gapura/article/download/1565/644","source":{"id":"https://openalex.org/S7407077533","display_name":"Gapura (Garba Pembangunan Masyarakat)","issn_l":"3046-5133","issn":["3046-5133"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405274088","host_organization_name":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja","host_organization_lineage":["https://openalex.org/I4405274088"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3046-5133","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:ojs2.www.ojs.stiesa.ac.id:article/1565","doi":null,"is_oa":true,"landing_page_url":"https://ojs.stiesa.ac.id/index.php/gapura/article/view/1565","pdf_url":"https://ojs.stiesa.ac.id/index.php/gapura/article/download/1565/644","source":{"id":"https://openalex.org/S7407077533","display_name":"Gapura (Garba Pembangunan Masyarakat)","issn_l":"3046-5133","issn":["3046-5133"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405274088","host_organization_name":"Sekolah Tinggi Ilmu Ekonomi Sutaatmadja","host_organization_lineage":["https://openalex.org/I4405274088"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3046-5133","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7220142932.pdf","grobid_xml":"https://content.openalex.org/works/W7220142932.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7220289083","https://openalex.org/W7204421636","https://openalex.org/W7220301585","https://openalex.org/W7061189720","https://openalex.org/W6983339819","https://openalex.org/W4396679483","https://openalex.org/W7216342504","https://openalex.org/W7172217946","https://openalex.org/W7160106013","https://openalex.org/W4401790486"],"abstract_inverted_index":{"Implementasi":[0],"Customer":[1],"Persona,":[2],"Social":[3],"Media":[4],"Planning":[5],"dan":[6,45,54,80,103],"Instagram":[7,46],"Maintenance":[8],"dalam":[9],"layanan":[10],"umroh":[11],"menjadi":[12],"topik":[13],"utama":[14],"studi":[15],"kasus":[16],"KBIHU":[17,57,107],"Sutaatmadja":[18,58,108],"Subang.":[19,109],"Metode":[20],"penelitian":[21,36],"yang":[22,33,68,86],"digunakan":[23],"adalah":[24],"deskriptif":[25],"kualitatif":[26],"untuk":[27,64],"memperoleh":[28],"gambaran":[29],"menyeluruh":[30],"mengenai":[31],"fenomena":[32],"diteliti.":[34],"Hasil":[35],"menunjukkan":[37],"bahwa":[38],"penerapan":[39,90],"customer":[40],"persona,":[41],"social":[42],"media":[43,75],"planning,":[44],"maintenance":[47],"dapat":[48,60],"memperkuat":[49,104],"hubungan":[50],"pelanggan,":[51],"meningkatkan":[52,96],"loyalitas,":[53],"mendorong":[55],"konversi.":[56],"Subang":[59],"memanfaatkan":[61],"hasil":[62],"ini":[63,94],"adaptasi":[65],"strategi":[66,91],"pemasaran":[67,92],"berkelanjutan.":[69],"Namun,":[70],"keragaman":[71],"konten,":[72],"variabilitas":[73],"platform":[74],"sosial,":[76],"dinamika":[77],"reaksi":[78],"khalayak,":[79],"pengaruh":[81],"faktor":[82],"eksternal":[83],"memiliki":[84],"batasan":[85],"harus":[87],"diperhatikan.":[88],"Kesimpulannya,":[89],"digital":[93],"akan":[95],"interaksi":[97],"dengan":[98],"jamaah":[99],"umrah":[100],"secara":[101],"positif":[102],"brand":[105],"awareness":[106]},"counts_by_year":[],"updated_date":"2026-11-05T12:25:35.769452","created_date":"2026-10-05T00:00:00"}
