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p-Index From 2021 - 2026
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All Journal Journal of Economic, Bussines and Accounting (COSTING) International Journal of Economics Development Research (IJEDR) Community Engagement and Emergence Journal (CEEJ)
Eko Wahyu Widayat
STIE GICI Depok
Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions Social Sciences

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Strategi Digital Marketing Melalui Media Sosial Untuk Meningkatkan Daya Saing UMKM   Sofyan Abas; Eko Wahyu Widayat; Siti Nurhayati; Ansri Jayanti
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 6 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/z1gygw82

Abstract

Penelitian ini bertujuan untuk meningkatkan daya saing UMKM melalui strategi digital marketing berbasis media sosial. Permasalahan utama adalah keterbatasan kemampuan pelaku UMKM dalam memanfaatkan platform digital untuk pemasaran. Metode yang digunakan adalah pengabdian kepada masyarakat melalui pelatihan, pendampingan, serta evaluasi menggunakan pretest dan post-test. Hasil menunjukkan adanya peningkatan signifikan dalam pemahaman peserta terkait strategi konten, pemasaran digital, dan interaksi pelanggan. Program ini berhasil meningkatkan kemampuan UMKM dalam memanfaatkan media sosial secara efektif sehingga berdampak pada peningkatan daya saing dan jangkauan pasar.
Influencer Marketing and Its Effectiveness in Shaping Consumer Purchase Intentions Tirta Mulyadi; Eko Wahyu Widayat; Siti Nurhayati
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 5 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i6.9348

Abstract

Influencer marketing has become one of the most powerful strategies in the digital era for shaping consumer purchase intentions. This article review examines studies published between 2020 and 2025 to explore how influencers affect consumer attitudes, brand perceptions, and purchasing decisions. The review identifies three core drivers of effectiveness: the credibility and authenticity of influencers, the depth of consumer engagement on social media platforms, and the mediating role of brand trust, loyalty, and emotional connection. It also highlights the growing importance of value-driven strategies such as ethical and sustainable marketing in strengthening positive purchase intentions. Moreover, the integration of influencer strategies with interactive tools such as live commerce, affiliate marketing, and content variety-seeking behaviors has shown significant potential in enhancing consumer responses. The findings emphasize the need for brands to align influencer selection and campaign design with evolving consumer expectations. The review concludes that influencer marketing is highly effective in shaping purchasing decisions but calls for further longitudinal and cross-cultural research to understand its long-term impacts and sustainability.
REBRANDING STRATEGIES AND MARKET RESPONSE: A CASE STUDY OF LOCAL STARTUPS Putu Saroyini; M. Joni M. Joni; Fitria Fitria; Eko Wahyu Widayat; Klemens Mere
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 4 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/t6xn9r90

Abstract

Rebranding has become an essential strategy for education technology startups, particularly in highly competitive local markets where differentiation and credibility are crucial. The rapid growth of digital learning platforms, the integration of generative artificial intelligence, and the increasing demand for personalized learning experiences have pushed many startups to reposition their brand identities. Although rebranding is widely practiced, scholarly evidence on its market effects remains scattered, requiring systematic synthesis to inform both theory and practice.This review brings together recent studies published between 2020 and 2025 to analyze rebranding strategies employed by local EdTech startups and the corresponding market responses. It explores how branding adjustments influence adoption, trust, user engagement, and institutional acceptance. The analysis reveals that startups frequently rebrand to communicate innovation, enhance cultural relevance, and build legitimacy in education ecosystems where trust is a critical factor for success.The synthesis indicates that effective rebranding often leads to positive market outcomes such as higher adoption rates, improved customer retention, and strengthened stakeholder confidence. However, cases of user confusion, skepticism, and negative sentiment highlight the risks of poorly executed or inauthentic rebranding.
Co-Authors Fitria Fitria Jayanti, Ansri Klemens Mere M. Joni M. Joni Putu Saroyini Siti Nurhayati Sofyan Abas Tirta Mulyadi