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All Journal Jurnal Hasil Pengabdian Masyarakat (JURIBMAS) Jurnal Ekonomi, Manajemen, Akuntansi
Annisa Syafira Efrial
Universitas Pembangunan Nasional Veteran Jakarta
Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Social Sciences

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Pemanfaatan Media Sosial Sebagai Sarana Promosi UMKM: Pendampingan Pada Es Oyen & Siomay Bandung WK Annisa Syafira Efrial; Siti Handayani Maulidina
JURIBMAS : Jurnal Hasil Pengabdian Masyarakat Vol 5 No 1 (2026): Juli 2026
Publisher : LKP KARYA PRIMA KURSUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62712/juribmas.v5i1.1288

Abstract

Perkembangan teknologi digital menuntut pelaku UMKM untuk memanfaatkan media sosial sebagai sarana promosi yang efektif. Namun, UMKM Es Oyen & Siomay Bandung WK di Cinere, Depok, masih menghadapi keterbatasan dalam pengelolaan konten digital, fotografi produk, dan penyusunan copywriting promosi. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan keterampilan pemasaran digital mitra melalui pendampingan pemanfaatan media sosial. Metode yang digunakan adalah edukatif partisipatif melalui workshop interaktif dan praktik langsung yang melibatkan satu pemilik usaha sebagai mitra. Kegiatan dilaksanakan selama empat minggu melalui tahapan analisis kebutuhan, pelatihan fotografi produk menggunakan gawai, pembuatan konten visual, penyusunan copywriting untuk TikTok, serta evaluasi melalui observasi dan praktik mandiri. Hasil kegiatan menunjukkan peningkatan kemampuan mitra dalam membuat konten promosi digital secara mandiri, mengelola akun media sosial, serta menghasilkan materi promosi yang lebih menarik dan terstruktur. Selain itu, tercipta konten promosi digital yang mendukung penguatan branding dan perluasan jangkauan pemasaran UMKM.
Does Employer Branding Influence Retention? Mediating Role of Engagement among Young-Gen Worker in Jakarta Annisa Syafira Efrial; Debora Justice Valentina; Ary Priambodo
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 5: Juli 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i5.17550

Abstract

In an increasingly competitive employment landscape, retaining young generation employees has become a growing challenge for organizations, particularly as younger workers demonstrate higher mobility and changing workplace expectations. This study examines the relationship between employer branding, employee engagement, and employee retention among young generation formal workers in the Jakarta area. The study investigates the mediating role of employee engagement in the relationship between employer branding and employee retention. A quantitative approach was employed using primary data collected through self-administered questionnaires distributed to 244 respondents selected through purposive sampling. The data were analyzed using PLS-SEM. The findings reveal that employer branding significantly enhances employee engagement, indicating that young employees tend to feel more emotionally connected and actively involved when organizations are perceived as attractive and supportive workplaces. Employee engagement also significantly influences employee retention. However, employer branding does not directly influence employee retention. Instead, employee engagement fully mediates the relationship between employer branding and employee retention. These findings suggest that organizations should focus not only on building a strong employer image but also on creating meaningful work experiences that strengthen employees’ emotional attachment and commitment to remain within the organization.
Co-Authors Ary Priambodo Debora Justice Valentina Siti Handayani Maulidina