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PENGARUH CONTENT MARKETING, LIVE STREAMING TIKTOK DAN PRODUCT DIVERSIFICATION TERHADAP CUSTOMER LOYALTY MELALUI BRAND AWARENESS DAN PURCHASE DECISION PADA BUTIK DIVA COLLECTION SUKOREJO Vina Syahadatina Rhamadani; Randika Fandiyanto; Lusiana Tulhusnah
Jurnal Mahasiswa Entrepreneurship (JME) Vol 5 No 2 (2026): FEBRUARI
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v5i2.8259

Abstract

The development of digital technology and the increasing use of social media hae driven a shift in marketing strategies form convetional to more interactive digital marketing. The use of content marketing, TikTok live streaming, and Product diversification have become important strategies in building relationships with consumers, by increasing brand awareness, thereby encouraging purchase decisions, which will ultimately create customer loyalty at the Diva Collection Sukorejo Boutique. The purpose of this study is to analyze the influence of content marketing, TikTok live streaming, and Product diversification on customer loyalty through Brand awareness dan purchase decisions, This study uses a quantitative approach with an associative research type. The research population is all consumers of the Diva Collection Sukorejo Boutique. The research sample uses Hair Theory with a total of 145 respondents who are boutique consumers and have made purchase more than one. Data were collected through questionnaires analyzed using Smart PLS. 3.0. the results of the study show that content marketing, TikTok live streaming, and Product diversification have a positive but insignificant effect on brand awareness. Content marketing, and TikTok live streaming have a positive but insignificant effect on purchase decisions, while Product diversification has a positif and significant effect on purchase decisions. In addition, Brand awareness has a positive and significant effect on purchase decisions, and purchase decisions also have a positive and significant effect on customer loyalty. However, Brand awareness is unable to mediate the influence of independent variables on purchase decisions, and Brand awareness and purchase decisions are also unable to mediate their influence on customer loyalty. These findings have implivation for Butik Diva Collection Sukorejo to futher optimize digital marketing strategies and product management to increase purchase decisions and customer loyalty.
STRATEGI KKN-KOLABORATIF SITUBONDO DALAM MENINGKATKAN KESADARAN GIZI DAN CEGAH STUNTING DI DESA GELUNG MELALUI PROGRAM: “CERMIN” CERDAS GIZI DAN BERSIH SEJAK DINI Syafa Hilmy Haidar; Ilham Maulana Syaputra; Carolina Yuniati; Hofifah Febrianti; Verrel Jeconiah Telang; Livia Ika Lindari; Rindang Meilina Larasati; Cantika Auliatul Faricha; Diah Faradila; Vina Syahadatina Rhamadani; Dewi Kusuma Wardani; Randika Fandiyanto
MIMBAR INTEGRITAS : Jurnal Pengabdian Vol 5 No 1 (2026): JANUARI 2026
Publisher : Biro Administrasi dan Akademik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/mimbarintegritas.v5i1.7083

Abstract

Stunting masih menjadi salah satu permasalahan serius di Kabupaten Situbondo termasuk di Desa Gelung, Kecamatan Panarukan, yang tercatat memiliki kasus stunting pada balita dan ibu hamil. Faktor penyebab utamanya antara lain kurangnya pengetahuan gizi, sanitasi lingkungan yang buruk, serta rendahnya kualitas air bersih. Program Kuliah Kerja Nyata Kolaboratif (KKN-K) dilaksanakan pada 19 Juli–22 Agustus 2025 dengan tujuan meningkatkan kesadaran gizi, perilaku hidup bersih, serta pemahaman masyarakat terhadap pentingnya air layak konsumsi. Metode kegiatan dilakukan melalui program “CERMIN” (Cerdas Gizi dan Bersih Sejak Dini) yang mencakup edukasi gizi “Isi Piringku” dan praktik cuci tangan di TK dan SD, sosialisasi serta praktik pembuatan filter air sederhana di SMP, lomba memasak “Kreasi Sehat dari Dapur Kita” di tingkat desa, serta pengujian kualitas air di enam dusun dengan parameter pH, TDS, dan DHL sebelum serta sesudah perebusan. Hasil kegiatan menunjukkan adanya peningkatan pemahaman anak-anak terhadap konsumsi makanan bergizi seimbang dan kebiasaan mencuci tangan, peningkatan keterampilan siswa SMP dalam membuat filter air, serta meningkatnya kesadaran ibu rumah tangga terhadap pentingnya menu sehat tanpa bahan instan. Pengujian air menunjukkan bahwa perebusan meningkatkan nilai pH air dari netral ke basa, namun juga meningkatkan DHL yang menandakan tingginya kandungan ion terlarut sehingga kualitas kimia air tetap perlu perhatian. Kesimpulannya, program CERMIN berhasil memperkuat kesadaran gizi dan PHBS sejak dini, memberdayakan masyarakat melalui kegiatan partisipatif, serta memberikan data penting mengenai kualitas air sebagai bahan evaluasi untuk mendukung upaya penurunan stunting secara berkelanjutan.