{"id":"https://openalex.org/W7224052007","doi":null,"title":"Strategi Komunikasi Pemasaran UMKM Oseng Mercon Pada Akun Instagram @OsengosengJKT","display_name":"Strategi Komunikasi Pemasaran UMKM Oseng Mercon Pada Akun Instagram @OsengosengJKT","publication_year":2026,"publication_date":"2026-10-26","ids":{"openalex":"https://openalex.org/W7224052007"},"language":"en","primary_location":{"id":"pmh:oai:ojs2.jurnalprisanicendekia.com:article/608","doi":null,"is_oa":true,"landing_page_url":"https://jurnalprisanicendekia.com/index.php/jbc/article/view/608","pdf_url":"https://jurnalprisanicendekia.com/index.php/jbc/article/download/608/576","source":{"id":"https://openalex.org/S5407035462","display_name":"Brand Communication","issn_l":"2829-8144","issn":["2829-8144"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.70704/bc.v5i4","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://jurnalprisanicendekia.com/index.php/jbc/article/download/608/576","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5159825338","display_name":"Risky Cristian Dominicus Pakpahan","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405253754","display_name":"Universitas Bina Sarana Informatika","ror":"https://ror.org/011zkmm97","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405253754"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Pakpahan, Risky Cristian Dominicus","raw_affiliation_strings":["Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta","institution_ids":["https://openalex.org/I4405253754"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5053937998","display_name":"Silvina Mayasari","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405253754","display_name":"Universitas Bina Sarana Informatika","ror":"https://ror.org/011zkmm97","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405253754"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Mayasari, Silvina","raw_affiliation_strings":["Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta","institution_ids":["https://openalex.org/I4405253754"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5119834726","display_name":"Sultan Himawan","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405253754","display_name":"Universitas Bina Sarana Informatika","ror":"https://ror.org/011zkmm97","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405253754"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Himawan, Sultan","raw_affiliation_strings":["Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta","institution_ids":["https://openalex.org/I4405253754"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4405253754"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.89587245,"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/T13053","display_name":"SMEs Development and Digital Marketing","score":0.5990999937057495,"subfield":{"id":"https://openalex.org/subfields/3317","display_name":"Demography"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.5990999937057495,"subfield":{"id":"https://openalex.org/subfields/3317","display_name":"Demography"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.3977000117301941,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.00279999990016222,"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/marketing-communication-strategy","display_name":"marketing communication strategy","score":0.9829999804496765},{"id":"https://openalex.org/keywords/instagram-marketing","display_name":"Instagram marketing","score":0.7829999923706055},{"id":"https://openalex.org/keywords/micro-small-and-medium-enterprises","display_name":"micro, small and medium enterprises","score":0.746999979019165},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.6449999809265137},{"id":"https://openalex.org/keywords/audience-engagement","display_name":"audience engagement","score":0.875},{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":0.7200000286102295},{"id":"https://openalex.org/keywords/brand-image","display_name":"brand image","score":0.8299999833106995},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.6980000138282776},{"id":"https://openalex.org/keywords/customer-reviews","display_name":"customer reviews","score":0.4390000104904175},{"id":"https://openalex.org/keywords/relationship-marketing","display_name":"relationship marketing","score":0.4560000002384186}],"concepts":[{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.5568000078201294},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4997999966144562},{"id":"https://openalex.org/C56666940","wikidata":"https://www.wikidata.org/wiki/Q788790","display_name":"Documentation","level":2,"score":0.47749999165534973},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4693000018596649},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4544999897480011},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.45190000534057617},{"id":"https://openalex.org/C2776967331","wikidata":"https://www.wikidata.org/wiki/Q1132131","display_name":"Loyalty","level":2,"score":0.45080000162124634},{"id":"https://openalex.org/C146897074","wikidata":"https://www.wikidata.org/wiki/Q1932925","display_name":"Loyalty business model","level":4,"score":0.40630000829696655},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.3822000026702881},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.37940001487731934},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.36800000071525574},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.357699990272522},{"id":"https://openalex.org/C2984334869","wikidata":"https://www.wikidata.org/wiki/Q1060653","display_name":"Customer service","level":3,"score":0.35760000348091125},{"id":"https://openalex.org/C178408851","wikidata":"https://www.wikidata.org/wiki/Q558685","display_name":"Content marketing","level":3,"score":0.35350000858306885},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.34880000352859497},{"id":"https://openalex.org/C2780144342","wikidata":"https://www.wikidata.org/wiki/Q1900653","display_name":"Brand loyalty","level":2,"score":0.33480000495910645},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.3305000066757202},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.3303000032901764},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.3154999911785126},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.3075999915599823},{"id":"https://openalex.org/C2781286702","wikidata":"https://www.wikidata.org/wiki/Q2604680","display_name":"Target audience","level":2,"score":0.2946000099182129},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.2750000059604645},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.2669999897480011},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.2574999928474426},{"id":"https://openalex.org/C73528240","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Integrated marketing communications","level":4,"score":0.2572000026702881}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:ojs2.jurnalprisanicendekia.com:article/608","doi":null,"is_oa":true,"landing_page_url":"https://jurnalprisanicendekia.com/index.php/jbc/article/view/608","pdf_url":"https://jurnalprisanicendekia.com/index.php/jbc/article/download/608/576","source":{"id":"https://openalex.org/S5407035462","display_name":"Brand Communication","issn_l":"2829-8144","issn":["2829-8144"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.70704/bc.v5i4","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:ojs2.jurnalprisanicendekia.com:article/608","doi":null,"is_oa":true,"landing_page_url":"https://jurnalprisanicendekia.com/index.php/jbc/article/view/608","pdf_url":"https://jurnalprisanicendekia.com/index.php/jbc/article/download/608/576","source":{"id":"https://openalex.org/S5407035462","display_name":"Brand Communication","issn_l":"2829-8144","issn":["2829-8144"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.70704/bc.v5i4","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7224052007.pdf","grobid_xml":"https://content.openalex.org/works/W7224052007.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W4415322152","https://openalex.org/W7213452117","https://openalex.org/W4414841645","https://openalex.org/W7216544423","https://openalex.org/W7128035946","https://openalex.org/W7162783803","https://openalex.org/W7154703668","https://openalex.org/W7215861939","https://openalex.org/W7211926306","https://openalex.org/W4414658869"],"abstract_inverted_index":{"This":[0],"study":[1],"aims":[2],"to":[3,24,140],"examine":[4],"the":[5,11,36,49,61,158],"marketing":[6,56,107,160],"communication":[7],"strategy":[8],"applied":[9],"by":[10],"MSME":[12],"Oseng":[13,146],"Mercon":[14],"through":[15,42,109],"its":[16,22],"Instagram":[17,45,75,137],"account":[18,50],"@Osengoseng.jkt":[19,71],"in":[20,35,60,145,149,157],"promoting":[21],"products":[23],"a":[25,31,142],"wider":[26],"audience.":[27],"The":[28,67],"research":[29],"employed":[30],"qualitative":[32],"approach":[33],"grounded":[34],"constructivism":[37],"paradigm,":[38],"with":[39,48,91,119],"data":[40],"collected":[41],"observation":[43],"of":[44,54,81,136],"content,":[46],"interviews":[47],"manager,":[51],"and":[52,103,112,115,133,153],"documentation":[53],"digital":[55,82,159],"activities":[57],"carried":[58],"out":[59],"Rawamangun":[62],"Muka":[63],"area,":[64],"East":[65],"Jakarta.":[66],"findings":[68],"show":[69],"that":[70,123],"has":[72,124,138],"optimally":[73],"utilized":[74],"based":[76],"on":[77],"Kotler's":[78],"five":[79],"pillars":[80],"marketing,":[83],"namely":[84],"responsive":[85],"two-way":[86],"interaction,":[87],"strong":[88],"audience":[89],"engagement":[90,93],"an":[92],"rate":[94],"reaching":[95],"12.39%,":[96],"creative":[97],"content":[98],"such":[99],"as":[100],"photos,":[101],"reels,":[102],"customer":[104,155],"reviews,":[105],"relationship":[106],"strategies":[108],"friendly":[110],"service":[111],"loyalty":[113,156],"programs,":[114],"cost":[116],"efficiency":[117],"combined":[118],"wide":[120],"promotional":[121],"reach":[122],"even":[125],"attracted":[126],"attention":[127],"from":[128],"national":[129],"media.":[130],"Overall,":[131],"consistent":[132],"interactive":[134],"management":[135],"proven":[139],"be":[141],"key":[143],"factor":[144],"Mercon's":[147],"success":[148],"building":[150],"brand":[151],"image":[152],"strengthening":[154],"era.":[161]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2026-10-28T00:00:00"}