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All Journal Humanis : Jurnal Ilmu-Ilmu Sosial dan Humaniora BBM (Buletin Bisnis dan Manajemen) Jurnal Industri Kreatif dan Kewirausahaan INVEST : Jurnal Inovasi Bisnis dan Akuntansi Inspirasi Ekonomi : Jurnal Ekonomi Manajemen Jurnal Pengabdian Masyarakat STIE Surakarta (DIMASETA) EQUILIBRIUM : JURNAL BISNIS DAN AKUNTANSI (EJBA)
Handaruwati, Indah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Pengaruh Viral Marketing Melalui Instagram Terhadap Minat Beli Produk Camilan Khas Daerah Secara Online Handaruwati, Indah; Dewi, Adhita Maharani
BBM (Buletin Bisnis & Manajemen) Vol 4, No 2 (2018): Jurnal BBM Bulan Agustus 2018
Publisher : Sekolah Tinggi Ilmu Ekonomi YPPI Rembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47686/bbm.v4i2.158

Abstract

This research will examine the Influence of Viral Marketing Through Instagram which consists of Messenger, Message and Environment Toward the Interest of Buy Typical Local Snack Products. The purpose of this study to describe the activities of SMEs regional snack products in promoting their products through the media instagram. Promotion through social media instagram visual displays are expected to attract interest to buy snack products. This study uses questionnaires as a research instrument to obtain data from consumers of regional snack products in Instagram. In this study the respondent's criteria is the followers active Instagram snack products typical of the region, as well as respondents must follow at least one account of regional snack products in Instagram with the number of samples planned is 200 people obtained from the spread of questionnaires online through gogle form, monkey surveys, email and directly.             The results of data processing of this study show a linear simultaneous relationship between the independent variables Messenger, Message and Environment dependent variable that Interest Buy Local Products Typical Snacks. Partially any independent variables of Messenger, Message and Environment have a linear influence on variables dependent Buy Interest Typical Regional Snack Products. While the independent variables Environment has a dominant influence on variables dependent Buy Interest Snack Products Regional Typical Online compared to other independent variables. The result of multiple linear regression shows the variables of Environment influenced 51.5%, Messenger 24.1% Message 12.0% to Buy Local Area Typical Buy Interest.             The results of this study are expected to contribute positively to business actors in marketing regional special snacks online, faculty in college and further research.
PEMANFAATAN MICRO INFLUENCER SEBAGAI PERTIMBANGAN KONSUMEN DALAM MEMILIH KULINER KAKI LIMA Handaruwati, Indah; Dewi, Adhita Maharani
Jurnal Industri Kreatif dan Kewirausahaan Vol 6, No 2 (2023): DESEMBER
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v6i2.1697

Abstract

The pandemic has forced business actors to innovate a lot, from products to services. This effort is focused on behavior changes that occur in society. Business actors must be good at reading what consumers need and ensure the right marketing strategy to get the right target. With all the regulatory limitations to prevent the spread of Covid 19, business actors are implementing new strategies to keep marketing their products running. Utilization of Influencers allows businesses to capture changes in consumer behavior directly. This concept not only helps business continuity in a pandemic, but also has the potential to create a shift towards the necessary changes going forward. The results of the study show the role of micro influencers for 40 respondents who become informants to act as their reference when consumers are choosing street food places. Respondents can confirm the cleanliness of the place, service, price when viewing the show and reading comments about the show. Impressions and content created by micro influencers influence thoughts and decisions about a place to eat.
PENGARUH EKUITAS MEREK PRODUK SUSU BEAR BRAND TERHADAP PERILAKU PEMBELIAN KEMBALI PASCA PANDEMI COVID 19 Dwitama, Ikhtiar Kurnia; Handaruwati, Indah
Jurnal Industri Kreatif dan Kewirausahaan Vol 7, No 1 (2024): JUNE
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v7i1.2346

Abstract

The Covid-19 pandemic has caused panic buying of certain products such as hand sanitizers, masks, vitamins and bear brand dairy products. This change in behavior resulted in the product being scarce and experiencing an increase in price. This study aims to provide empirical evidence of the brand equity dimension, namely awareness, association, perception of quality and brand loyalty partially and simultaneously on Buyback Behavior. The research method used is quantitative. The population in this study is consumers of bear brand milk, with a sample of 105 people. The determination of the sample was carried out by the purposive sampling method with the characteristics of consumers who had consumed dairy products during the pandemic and were still consuming until after the pandemic. Data processing using SPSS. The results of this study are known to have an influence between brand equity and repurchase decisions. Consumer loyalty in making repeat purchases is due to consumer awareness of health by consuming milk.
Pembuatan Konten Pemasaran Digital Sebagai Upaya Peningkatan Bisnis LKP Kawan Belajar Pajak Surakarta Krisnaningsih, Ardiani Guswidjaya; Allen, Revalina Jeanne; Handaruwati, Indah
Jurnal Pengabdian Masyarakat STIE Surakarta Vol 3 No 2 (2024): Desember 2024
Publisher : Sekolah Tinggi Ilmu Ekonomi Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56456/dimaseta.v3i2.108

Abstract

Kegiatan Pengabdian merupakan kerjasama Mahasiswa Manajemen dan Dosen Pendamping bersama pihak eksternal yaitu LKP Kawan Belajar Pajak. Pengabdian ini bertujuan untuk memberikan sumbang sih kepada dunia usaha dalam meningkatkan usahanya. Kegiatan yang dilakukan yaitu pembuatan konten digital marketing ini, dapat mengetahui cara mengoperasionalkan akun sosial media dan telah mempengaruhi semua aspek dalam kegiatan termasuk pemasaran. Pembuatan konten ini diharapkan dapat membantu meningkatkan bisnisnya untuk memperoleh  konsumen, mengenalkan kelas pada bisnis mitra, serta meningkatkan dalam konsumen memperoleh informasi yang lebih luas di bidang sosial media terutama di Instagram dan Tiktok.
PENGARUH KONTEN FOOD VLOGGER, PROMOSI INSTAGRAM, DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK BAKPIA JUWARA SATOE SOLO Yuliana, Enny; Handaruwati, Indah
HUMANIS: Jurnal Ilmu-Ilmu Sosial dan Humaniora Vol 17 No 1 (2025): Januari
Publisher : LPPM UNISDA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/humanis.v17i01.7971

Abstract

The increasingly developing times make technology also more advanced, especially Instagram social media which has been widely used by the general public to post photos, make videos (vlogs), and do promotions on Instagram. This study aims to provide empirical evidence of the influence of food vlogger content, Instagram promotion, and product innovation on the purchase decision of Bakpia Juwara Satoe Solo products. The sample used in this study was 40 people. Sample determination by purposive sampling method. The results of this study show that food vlogger content does not have a significant effect on the purchase decision of Bakpia Juwara Satoe Solo products, Instagram promotion has a significant effect on the purchase decision of Bakpia Juwara Satoe Solo products, product innovation has a significant effect on the purchase decision of Bakpia Juwara Satoe Solo products.
PENGARUH HARGA, STORE ATMOSPHERE DAN PROMOSI INSTAGRAM TERHADAP MINAT BELI PRODUK PADA COFFEE SHOP SUNNY STORY WONOGIRI Agustina, Krisna; Handaruwati, Indah
HUMANIS: Jurnal Ilmu-Ilmu Sosial dan Humaniora Vol 17 No 1 (2025): Januari
Publisher : LPPM UNISDA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/humanis.v17i01.8756

Abstract

This study has the purpose of analyzing the influence of price, store atmosphere, and Instagram promotion on buying interest at Sunny Story Coffee shop in Wonogiri. The population that became part of this study was all consumers of the sunny story wonogiri coffee shop. By utilizing the purposive sampling method, the criteria used include customers who have seen Sunny Story Wonogiri's Instagram Coffee Shop Instagram promotion, know the location of Sunny Story Coffee shop, and consumers who have received Sunny Story Coffee shop recommendations from friends or other people. A sample of 40 respondents was taken. The findings of the research that have been carried out indicate that partially, price variables and Instagram promotions have no effect on buying interest while store atmosphere has an influence on buying interest. Meanwhile, simultaneously the three variables mentioned affect buying interest. This aspect indicates that a marketing strategy that considers and develops a store atmosphere will provide great benefits for Sunny Story's business growth.
Pengaruh Pemasaran Online Melalui Instagram Terhadap Minat Beli Konsumen Grosir Solo Raya Febrianti, Risky; Handaruwati, Indah
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 1 No. 2 (2020): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v1i2.35

Abstract

Penelitian ini bertujuan untuk memperoleh bukti empiris pengaruh pemasaran online melalui instagram terhadap minat beli konsumen grosir solo raya. Hipotesis yang diajukan dalam penelitian ini yaitu H1 :Diduga ada pengaruh harga, produk dan kemudahan transaksi memberikan pengaruh secara parsial terhadap minat beli konsumen Grosir Solo Raya, H2 : Diduga ada pengaruh harga, produk dan kemudahan transaksi memberikan pengaruh secara simultan terhadap mint beli konsumen Grosir Solo Raya. Populasi dalam penelitian ini adalah adalah konsumen Grosir Solo Raya di wilayah Solo Raya dan pernah melakukan pembelian di Grosir Solo Raya.105 responden, pengambilan sampel menggunakan metode kuesioner, yaitu metode yang menggunakan sumber data penelitian yang diperoleh secara langsung dari sumber asli. Sampel yang digunakan dalam penelitian ini sebanyak 105 konsumen. Pengumpulan data menggunakan kuesioner. Analisis data dilakukan dengan uji analisis regresi linear berganda dengan software SPSS 16.00 Hasil penelitian ini diharapkan bermanfaat bagi pemilik usaha online shop khususnya produk perlengkapan rumah tangga sehingga dapat menarik minat beli konsumen. Kata kunci : Pemasaran Online, Instagram, Minat Beli Konsumen
PENGARUH PROMOSI ONLINE MELALUI FACEBOOK ADS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK BATIK CRISTO Adityanto, Hizkia Yoland; Handaruwati, Indah
Jurnal Industri Kreatif dan Kewirausahaan Vol 6 No 1 (2023): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2023
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v6i1.1263

Abstract

Penelitian ini bertujuan menganalisa pengaruh strategi promosi yang dilakukan secara online melalui facebook ads terhadap keputusan pembelian konsumen pada sebuah toko batik. Populasi yang menjadi penelitian ini adalah konsumen toko batik dengan metode pengambilan sampel purposive sampling dengan kriteria konsumen memiliki akun facebook serta mengikuti akun facebook toko batik Cristo, konsumen pernah melakukan pembelian produk  batik secara online melalui facebook ads batik Cristo. Sampel diambil sejumlah 40 orang responden. Hasil penelitian menunjukkan variabel Sikap Konsumen Terhadap Iklan, Kemampuan Mengingat Konsumen Terhadap Iklan,danFrekuensi Klik memiliki pengaruh secara parsial dan simultan. Hal ini menunjukkan promosi melalui iklan di facebook ads menarik sehingga konsumen dapat mengingat dengan baik. Konsumen yang teringat itu kemudian mengambil sebuah sikap untuk memutuskan membeli dan sering melakukan klik like pada iklan-iklan yang ditampilkan.
PEMANFAATAN MICRO INFLUENCER SEBAGAI PERTIMBANGAN KONSUMEN DALAM MEMILIH KULINER KAKI LIMA Handaruwati, Indah; Dewi, Adhita Maharani
Jurnal Industri Kreatif dan Kewirausahaan Vol 6 No 2 (2023): Jurnal Industri Kreatif dan Kewirausahaan DESEMBER 2023
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v6i2.1697

Abstract

The pandemic has forced business actors to innovate a lot, from products to services. This effort is focused on behavior changes that occur in society. Business actors must be good at reading what consumers need and ensure the right marketing strategy to get the right target. With all the regulatory limitations to prevent the spread of Covid 19, business actors are implementing new strategies to keep marketing their products running. Utilization of Influencers allows businesses to capture changes in consumer behavior directly. This concept not only helps business continuity in a pandemic, but also has the potential to create a shift towards the necessary changes going forward. The results of the study show the role of micro influencers for 40 respondents who become informants to act as their reference when consumers are choosing street food places. Respondents can confirm the cleanliness of the place, service, price when viewing the show and reading comments about the show. Impressions and content created by micro influencers influence thoughts and decisions about a place to eat.
PENGARUH EKUITAS MEREK PRODUK SUSU BEAR BRAND TERHADAP PERILAKU PEMBELIAN KEMBALI PASCA PANDEMI COVID 19 Dwitama, Ikhtiar Kurnia; Handaruwati, Indah
Jurnal Industri Kreatif dan Kewirausahaan Vol 7 No 1 (2024): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2024
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v7i1.2346

Abstract

The Covid-19 pandemic has caused panic buying of certain products such as hand sanitizers, masks, vitamins and bear brand dairy products. This change in behavior resulted in the product being scarce and experiencing an increase in price. This study aims to provide empirical evidence of the brand equity dimension, namely awareness, association, perception of quality and brand loyalty partially and simultaneously on Buyback Behavior. The research method used is quantitative. The population in this study is consumers of bear brand milk, with a sample of 105 people. The determination of the sample was carried out by the purposive sampling method with the characteristics of consumers who had consumed dairy products during the pandemic and were still consuming until after the pandemic. Data processing using SPSS. The results of this study are known to have an influence between brand equity and repurchase decisions. Consumer loyalty in making repeat purchases is due to consumer awareness of health by consuming milk.
Co-Authors Adityanto, Hizkia Yoland Agustina, Krisna Allen, Revalina Jeanne Andreas Setiawan Dewi, Adhita Maharani Dwitama, Ikhtiar Kurnia FEBRIANTI, RISKY Krisnaningsih, Ardiani Guswidjaya Yuliana, Enny