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All Journal Trending: Jurnal Manajemen dan Ekonomi Jurnal Terapan Ekonomi dan Bisnis (JTEB)
Elik Indari
Universitas Muhammadiyah Ponorogo
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGUATAN UMKM LOKAL MELALUI SEMINAR BRANDING PRODUK DAN SERTIFIKASI HALAL UNTUK PELAKU USAHA DESA TALUN Maya Ermawati; Laela Putri; Ruhima Fatharani; Elik Indari
Jurnal Terapan Ekonomi dan Bisnis Vol 5 No 2 (2025): September
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/jteb.v5i2.12452

Abstract

Program penguatan UMKM di Desa Talun melalui seminar branding pemasaran dan sertifikasi halal dilaksanakan dengan tujuan meningkatkan pemahaman pelaku usaha mengenai pentingnya legalitas usaha serta sertifikasi halal sebagai strategi penguatan branding. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan purposive sampling terhadap 15 pelaku UMKM, serta teknik pengumpulan data melalui survei dan wawancara. Hasil kegiatan menunjukkan bahwa sebagian besar UMKM di Desa Talun sebelumnya belum memahami pentingnya branding produk maupun manfaat sertifikasi halal, serta menganggap proses pendaftaran sertifikasi halal rumit. Melalui seminar dan pendampingan yang dilakukan, para pelaku UMKM mendapatkan pengetahuan mengenai konsep halal dan thoyib, syarat pengajuaen sertifikasi halal, serta praktik pembuatan Nomor Induk Berusaha (NIB). Hasil kegiatan menunjukkan peningkatan pemahaman sebesar 80% dari peserta, yang ditunjukkan dengan kesediaan seluruh peserta untuk mengajukan sertifikasi halal produk mereka. Dengan demikian, seminar ini memberikan kontribusi nyata terhadap peningkatan kesadaran legalitas usaha, penguatan branding produk, serta dorongan bagi UMKM Desa Talun untuk lebih kompetitif di pasar.
Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Experience terhadap Keputusan Pembelian Produk Lipstik OMG dengan Fear of Missing Out (FOMO) sebagai Variabel Mediasi : Studi Kasus pada Mahasiswi Universitas Muhammadiyah Ponorogo Elik Indari; Siti Chamidah; Wijianto Wijianto
Trending: Jurnal Manajemen dan Ekonomi Vol. 4 No. 3 (2026): Juli: Trending: Jurnal Manajemen dan Ekonomi
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/trending.v4i3.7439

Abstract

The rapid growth of social media has transformed the way consumers obtain information and evaluate products before making purchasing decisions. In the cosmetics industry, Electronic Word of Mouth (E-WoM), Brand Experience, and Fear of Missing Out (FOMO) are considered important factors influencing consumer purchase decisions. This study aims to examine the effects of Electronic Word of Mouth (E-WoM) and Brand Experience on the purchase decision of OMG Lipstick, with Fear of Missing Out (FOMO) serving as a mediating variable among female students at Universitas Muhammadiyah Ponorogo. This research employed a quantitative approach using purposive sampling, involving 70 respondents who had purchased or used OMG Lipstick. Data were collected through a Likert-scale questionnaire and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The findings reveal that Electronic Word of Mouth and Brand Experience have positive and significant effects on both Fear of Missing Out and Purchase Decision. Furthermore, Fear of Missing Out positively and significantly influences Purchase Decision and partially mediates the effects of Electronic Word of Mouth and Brand Experience on Purchase Decision. These findings suggest that companies should strengthen their digital marketing strategies, enhance positive brand experiences, and effectively leverage social media trends to improve consumers' purchase decisions.  
Co-Authors Chamidah, Siti Laela Putri Maya Ermawati Ruhima Fatharani Wijianto Wijianto