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All Journal Target : Jurnal Manajemen Bisnis JPM: JURNAL PENGABDIAN MASYARAKAT Amkop Management Accounting Review (AMAR) Jurnal Informatika Ekonomi Bisnis Economic: Journal Economic and Business
Siam, Stivenes Tjin
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Aerospace Engineering Humanities Astronomy Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Medicine & Pharmacology Public Health Social Sciences Transportation Other

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The Impact of Social Media Marketing and Brand Engagement on Marketing Performance of Fashion MSMEs in Pontianak with Online Marketing Effectiveness as a Mediating Variable Stevany, Veny; Siam, Stivenes Tjin
Economic: Journal Economic and Business Vol. 4 No. 4 (2025): ECONOMIC: Journal Economic and Business
Publisher : Lembaga Riset Mutiara Akbar (LARISMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/ejeb.v4i4.1293

Abstract

Advances in digital technology have encouraged MSMEs, particularly in the fashion industry, to utilize social media as a primary marketing tool. This study aims to examine the influence of social media marketing and brand engagement on marketing performance, with online marketing effectiveness as a mediating variable. This study was conducted using a quantitative approach using a sample of 125 fashion MSMEs in Pontianak selected through purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with the help of AMOS 29.0. Based on the analysis, it was found that social media marketing significantly influences marketing performance and digital marketing effectiveness. Brand engagement has been shown to increase online marketing effectiveness, but does not show a direct impact on marketing performance. Furthermore, marketing effectiveness was unable to mediate the relationship between the two independent variables and marketing performance. The results of this study indicate that social media still plays an important role in driving the marketing performance of fashion MSMEs, while brand engagement and online marketing effectiveness need to be improved to make a real contribution to increasing sales and customer loyalty.
Pengaruh Daya Tarik Lokasi, Word of Mouth, Harga Kompetitif terhadap Kinerja Pemasaran Graciela, Priscillia; Siam, Stivenes Tjin
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i4.1265

Abstract

This study aims to determine the effect of location attractiveness, word of mouth, and competitive prices on the marketing performance of Fashion MSMEs in Pontianak City. The problem taken in this study is the phenomenon of increasingly tight competition in the MSME fashion sector, as well as pricing strategies that affect marketing performance. A quantitative approach was used with a causal associative research design. Primary data were collected through questionnaires distributed to 125 business actors selected using a purposive sampling technique. The measuring tool used for data tabulation was the Rating Scale which was then processed and analyzed using SPSS version 25. The results showed that location attractiveness had a positive effect on marketing performance, word of mouth had a positive effect on marketing performance, and competitive prices had a positive effect on marketing performance.
The Influence of Entrepreneurial Orientation and Brand Trust on Marketing Performance with Value Creation as a Mediating Variable in Creative SMEs in Bengkayang City Cinda, Julianti; Hiong, Lauw Sun; Siam, Stivenes Tjin
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.2883

Abstract

This study aims to determine and understand how entrepreneurial orientation, brand trust, and value creation can influence marketing performance in Creative SMEs in Bengkayang City. This study uses a quantitative research method with a questionnaire as the data collection method, where the sample used in this research consists of 120 MSME owners/managers. The sampling technique in this study employs a stratified random sampling method. Data analysis was conducted using the SEM (Structural Equation Modeling) technique with AMOS version 26.0. The research results show that entrepreneurial orientation does not have a positive influence on the marketing performance of Creative MSMEs in Bengkayang City, followed by brand trust which has a positive influence on marketing performance, then entrepreneurial orientation and brand trust have a positive influence on value creation, and the final hypothesis is that value creation does not have a positive influence on marketing performance.
The Decision to Choose a Boarding House: Location Attractiveness, Service Quality, and Brand Trust Binsya, Yuli; Siam, Stivenes Tjin
Target : Jurnal Manajemen Bisnis Vol. 7 No. 2 (2025): Target : Jurnal Manajemen Bisnis
Publisher : Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/target.v7i2.5701

Abstract

The rapid development of Indonesia’s education sector has led to an increase in the number of universities and students. Pontianak is home to high-quality universities that attract students from within and outside the city. This has led to increased demand for student housing, especially boarding houses. This study aims to determine the influence of location attractiveness, service quality, and brand trust on students’ decisions when choosing boarding houses in Pontianak. This study used quantitative methods. The study population consisted of students who rented boarding houses in Pontianak. The sampling method used was accidental sampling, and the sample size was 130 respondents. The data for this study were collected through questionnaires, and the analysis technique used a rating scale processed using SPSS version 24. The results of this study indicate that location attractiveness and service quality have a positive and significant effect on students’ decisions to choose boarding houses in Pontianak City. However, brand trust was found to have no positive and significant effect on students’ decisions to choose boarding houses in Pontianak City. The novelty of this research lies in the finding that the brand trust variable does not dominate and influence the decision to choose a boarding house, unlike in several pre- vious studies. The implications of this research emphasize the importance of boarding house managers focusing on strategic location and service quality for tenants as factors that influence the decision to rent.
Optimalisasi Audit Kinerja Pemasaran Produk Mayora Melalui Analisis Data Penjualan dan Umpan Balik Konsumen Siam, Stivenes Tjin; Indah, Nopiani; Santika, Dewi; Suwantono, Edwin; Louw, Febriana
JPM: Jurnal Pengabdian Masyarakat Vol. 6 No. 3 (2026): January 2026
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jpm.v6i3.2748

Abstract

This community engagement program aims to enhance the effectiveness of marketing performance audits at PT Cipta Niaga Semesta, an authorized distributor of PT Mayora Indah Tbk products in West Kalimantan. The main issues faced by the partner company include the suboptimal use of sales data, the unsystematic management of customer feedback, and the high volume of damaged goods, which have not been analyzed as performance indicators. To address these challenges, the academic team from the Faculty of Economics and Business, Widya Dharma Pontianak University, implemented a learning-by-doing mentoring program integrating training, audit simulation, and the analysis of the company’s real operational data. The implementation method consisted of four main stages: preparation, core training, evaluation, and follow-up. Participants were trained to analyze sales trends, identify causes of product damage, design customer satisfaction surveys, and integrate the findings into a comprehensive marketing audit report. The results of the activity showed a significant increase in participants’ understanding, particularly in preparing data-based audit reports (with an improvement of up to 84%). Key findings indicate a negative relationship between the level of damaged goods and customer satisfaction, highlighting the need for a digital system to record returns and store feedback. Through this activity, the company successfully developed an integrated marketing audit template that encompasses sales, logistics, and customer perception data. The mentoring program not only improved staff competencies but also strengthened distribution efficiency and marketing management transparency at both the corporate and retail partner levels.
Co-Authors Binsya, Yuli Cinda, Julianti Dewi Santika Febriana Louw Graciela, Priscillia Lauw Sun Hiong Nopiani Indah Stevany, Veny Suwantono, Edwin