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"Mobile apps memudahkan berbagai aktivitas konsumen. Popularitas penggunaan dan perkembangan dari mobile apps mendorong brand terkemuka untuk meluncurkan aplikasi mereka masing-masing. Aplikasi yang sering disebut sebagai branded app ini dapat meningkatkan nilai tambah bagi brand karena dapat meningkatkan hubungan dengan konsumen. Namun, sebagian besar aplikasi tidak rutin digunakan oleh pengguna tiap bulannya. Beberapa studi empiris telah mengonfirmasi alasan yang mendasari penggunaan aplikasi mobile berdasarkan kegunaan dan kemudahannya. Namun, masih sedikit yang meneliti dorongan emosional apa yang mendasari intensi penggunaan dari branded app. Penelitian ini dilaksanakan dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan teori pleasure, arousal, dan dominance untuk menggambarkan alasan emosional yang mendasari penggunaan aplikasi Kopi Kenangan. Aplikasi Kopi Kenangan dipilih karena keberhasilannya meningkatkan sales pada tahun pertama peluncurannya. Penelitian ini melibatkan 302 responden yang berdomisili di Indonesia dan pernah melakukan pembelian menggunakan aplikasi tersebut dalam 3 bulan terakhir. Dari hasil penelitian, ditemukan arousal dan dominance memengaruhi secara positif brand loyalty dan continuous usage intention.

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Mobile apps enhance consumer’s activities. The growth and development of mobile apps drive well-known brands to launch their own apps. Branded apps add more value for the brands since it enables them to be more connected to their consumers. However, the majority of apps are not routinely used every month. Latest empirical studies have investigated the underlying motivations for users to continuously use branded apps. This research used Partial Least Squares Structural Equation Modeling (PLS-SEM) with PAD (Pleasure, Arousal, and Dominance) theory to portray the emotional approach of why users are continuously using the Kopi Kenangan app. The Kopi Kenangan app was chosen because of its success of increasing sales in its first year of lauching. This research involved 302 respondents located in Indonesia and have made at least a transaction in the last 3 months. Arousal and dominance have significantly and positively influence brand loyalty and continuous usage intention."

"Pandemi Covid-19 telah memukul berbagai sektor termasuk industri tekstil, di mana harga bahan baku mengalami lonjakan signifikan di tengah penurunan jumlah permintaan. Salah satu perusahaan terdampak adalah Malabis, sebuah konfeksi yang berdiri tahun 2015 di Tangerang Selatan. Model bisnis B2B perusahaan ini hanya dikenalkan dari mulut ke kuping dan bertumbuh secara organik sesuai konsep word of mouth. Ketika pandemi mulai reda, mereka kehilangan banyak pelanggan serta harus beradaptasi kembali dari awal karena brand identity yang relatif kurang baik. Penerapan pull strategy dan digital marketing melalui kanal media sosial seperti website, pembuatan company profile, dan pengurusan legalitas usaha akan menjadi rangkaian rebranding pada malabis sehingga dapat mengoptimalkan penjualan. Studi akan dilakukan dengan pendekatan kualitatif dengan analisis deskriptif menggunakan model pengumpulan data seperti wawancara mendalam atau in-depth interview, pengamatan atau observasi langsung serta tinjauan literatur berdasarkan data, fakta, dan temuan di lapangan. Hal lain akan dilakukan mulai dari mereview proses bisnis, business model canvas, SWOT, TOWS, Five Forces Model, kontribusi pareto dan lain sebagainya untuk mendapat solusi terbaik atas persoalan yang sedang dihadapi dan coba dipecahkan.

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The Covid – 19 pandemic has changed various consumer behaviors amidst the rapid development of the internet. There is a significant shift in customer habits which causes a change in marketing strategy as well. In B2B business, a marketing strategy through digital channels such as social media, that usually considered less relevant back in the day, has begun to be regarded and well-developed. House of garment is an industry that generally has a B2B business model, but the marketing strategy needs to be improvised. Most companies can no longer rely on word of mouth. This is because the company's brand identity is complementary to income or sales. This paper discusses a house of garment called Malabiswhich the author will guide using a pull and digital marketing strategy as a way to optimize sales. The study will be carried out using a qualitative approach with descriptive analysis using data collection models such as in-depth interviews, observation or direct observation and being native as well as data-based literature review, facts, and findings in the field. Another thing that will certainly be carried out is starting from reviewing business processes, business model canvas, SWOT, TOWS, Five Forces Model, Pareto contributions and so on to get the best solution to the problems they are having and trying to solve. The researcher hopes that at the end of the study, the company as the research subject will be able to optimize all potentials including changing business models to get out of their difficulties and grow for the better."