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All Journal Jurnal Manajemen. MIX : Jurnal Ilmiah Manajemen Jurnal Komunikasi MITRA: Jurnal Pemberdayaan Masyarakat Jurnal Muara Ilmu Ekonomi dan Bisnis International Journal of Business Studies Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Bakti Masyarakat Indonesia Journal of Applied Data Sciences Journal of Sustainable Community Development (JSCD) Jurnal Abdimas Sangkabira Jurnal Manajerial Dan Kewirausahaan Prosiding Seri Seminar Nasional Eduvest - Journal of Universal Studies International Journal of Application on Economics and Business Jurnal Serina Ekonomi dan Bisnis Ambidextrous : Journal of Innovation, Efficiency and Technology in Organization Jurnal Manajemen Maranatha Jurnal Serina Abdimas
Hetty Karunia Tunjungsari
Faculty Of Economics And Business, Universitas Tarumanagara, Jakarta, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Neuroscience Public Health Social Sciences Other

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MENINGKATKAN DAYA TARIK PRODUK TENUN SUKARARA MELALUI INOVASI KEMASAN SEBAGAI STRATEGI PEMBERDAYAAN KOMUNITAS LOKAL DI LOMBOK TENGAH Hetty Karunia Tunjungsari
Jurnal Bakti Masyarakat Indonesia Vol. 8 No. 3 (2025): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v8i3.34825

Abstract

ABSTRACT This activity aims to develop an effective packaging innovation strategy to enhance the appeal and sales value of Sukarara woven products, and to identify the role of packaging innovation as a community empowerment strategy in Sukarara Village, Central Lombok. The activity methods used include situation and needs analysis, innovative packaging design, trials and evaluation, and training and mentoring. The results of the activity indicate that packaging innovation involving attractive designs, clear information, and the use of sustainable materials successfully increased product appeal and consumer value perception. In addition, this activity also serves as a community empowerment strategy through increased knowledge and skills of artisans, as well as an increase in their income. The use of digital marketing was also proven effective in expanding market reach. The conclusion of this activity is that packaging innovation is an effective strategy for increasing the competitiveness of Sukarara woven products and empowering local communities. The recommendations provided include program sustainability, marketing improvement, product development, research and development, and the involvement of government and stakeholders. Keywords: Packaging Innovation, Sukarara Weaving, Community Empowerment, Digital Marketing, MSMEs. ABSTRAK, Kegiatan ini bertujuan untuk mengembangkan strategi inovasi kemasan yang efektif untuk meningkatkan daya tarik dan nilai jual produk tenun Sukarara, serta mengidentifikasi peran inovasi kemasan sebagai strategi pemberdayaan komunitas lokal di Desa Sukarara, Lombok Tengah. Metode pelaksanaan yang digunakan meliputi analisis situasi dan kebutuhan, perancangan kemasan inovatif, uji coba dan evaluasi, serta pelatihan dan pendampingan. Hasil penelitian menunjukkan bahwa inovasi kemasan yang melibatkan desain yang menarik, informasi yang jelas, dan penggunaan material berkelanjutan berhasil meningkatkan daya tarik produk dan persepsi nilai oleh konsumen. Selain itu, kegiatan ini juga berperan sebagai strategi pemberdayaan komunitas melalui peningkatan pengetahuan dan keterampilan pengrajin, serta peningkatan pendapatan mereka. Pemanfaatan pemasaran digital juga terbukti efektif dalam memperluas jangkauan pasar. Kesimpulan kegiatan ini adalah bahwa inovasi kemasan merupakan strategi yang efektif untuk meningkatkan daya saing produk tenun Sukarara dan pemberdayaan komunitas lokal. Rekomendasi yang diberikan meliputi keberlanjutan program, peningkatan pemasaran, pengembangan produk, riset dan pengembangan, serta keterlibatan pemerintah dan stakeholder. Kata kunci: Inovasi Kemasan, Tenun Sukarara, Pemberdayaan Komunitas, Pemasaran Digital, UMKM.
Kepuasan pelanggan sebagai mediasi pengaruh atmosfer, lingkungan, dan kualitas layanan terhadap loyalitas pengunjung mal di Jakarta Dwijayati, Megi Putri; Tunjungsari, Hetty Karunia
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 10 No 1 (2026): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v10i1.37230

Abstract

This study aims to analyze the role of customer satisfaction as a mediating variable in the relationship between mall atmosphere, mall environment, and service quality on customer loyalty in shopping centers in Jakarta. A quantitative approach was employed through a survey of 215 mall visitors selected using purposive sampling. Data were processed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with the Embedded Two Stage Approach through SmartPLS. The results indicate that: (1) The mall environment has a significant effect on customer satisfaction and customer mall loyalty; (2) Service quality has a significant effect on customer satisfaction and customer mall loyalty; (3) Mall atmosphere does not have a significant effect on either customer satisfaction or customer mall loyalty; (4) Customer satisfaction has a significant effect on customer mall loyalty; and (5) Customer satisfaction mediates the influence of mall environment and service quality on customer mall loyalty. These findings emphasize that the quality of the physical environment and service performance are dominant determinants shaping customer satisfaction and loyalty. From the perspective of the Resource-Based View (RBV), these aspects function as strategic resources that enhance customer experience and support competitive advantage in an increasingly competitive retail landscape. Practically, this study recommends that mall managers prioritize improvements in physical facilities and service quality to strengthen both customer satisfaction and loyalty. Penelitian ini bertujuan menganalisis peran kepuasan pelanggan sebagai variabel mediasi dalam hubungan antara atmosfer mal, lingkungan mal, dan kualitas layanan terhadap loyalitas pelanggan pada pusat perbelanjaan di Jakarta. Pendekatan kuantitatif digunakan melalui survei terhadap 215 pengunjung mal yang dipilih dengan teknik purposive sampling. Data diolah menggunakan Structural Equation Modeling–Partial Least Square (SEM-PLS) dengan metode Embedded Two Stage Approach melalui SmartPLS. Hasil penelitian menunjukkan bahwa: (1) Mall environment berpengaruh signifikan terhadap customer satisfaction dan customer mall loyalty; (2) Service quality berpengaruh signifikan terhadap customer satisfaction dan customer mall loyalty; (3) Mall atmosphere tidak berpengaruh signifikan terhadap customer satisfaction maupun customer mall loyalty; (4) Customer satisfaction berpengaruh signifikan terhadap customer mall loyalty; dan (5) customer satisfaction memediasi pengaruh mall environment dan service quality terhadap customer mall loyalty. Temuan ini menegaskan bahwa kualitas lingkungan fisik dan layanan merupakan determinan dominan dalam membentuk kepuasan serta loyalitas pelanggan. Berdasarkan perspektif Resource-Based View (RBV), kedua aspek tersebut berfungsi sebagai sumber daya strategis yang mampu meningkatkan pengalaman pelanggan dan mendukung keunggulan bersaing mal di tengah persaingan ritel yang semakin ketat. Secara praktis, penelitian ini merekomendasikan agar pengelola mal memprioritaskan peningkatan fasilitas fisik dan kualitas layanan untuk memperkuat kepuasan maupun loyalitas pengunjung.
PENGUATAN STRATEGI KONTEN DIGITAL BAGI UMKM VCO DI BALI: PENINGKATAN KUALITAS VISUAL, NARATIF, DAN ENGAGEMENT MEDIA SOSIAL Hetty Karunia Tunjungsari; Viella Marchia
Jurnal Serina Abdimas Vol 4 No 1 (2026): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v4i1.37530

Abstract

This community service activity aims to optimize visual and narrative content strategies for Micro, Small, and Medium Enterprises (MSMEs) producing Virgin Coconut Oil (VCO) in Bali through social media platforms. The digital era provides a great opportunity for MSMEs to expand their market reach, but many VCO MSMEs in Bali still face challenges in utilizing social media effectively. This service activity is carried out through intensive training and assistance for JB VCO MSMEs in Bali. The methods used include training on the basics of digital marketing, product photography techniques using smartphones, brand storytelling, writing attractive captions, and strategies for using social media platforms such as Instagram and Facebook. The results of the evaluation showed a significant increase in the knowledge and skills of the partners. There was also an improvement in the quality of visual and narrative content on MSME social media accounts, as well as an average increase in engagement rate by 25-40%. Despite the challenges related to digital literacy and post-mentoring consistency, this program has succeeded in equipping JB VCO MSMEs with crucial digital competencies to increase competitiveness. Recommendations are given to MSMEs to consistently implement strategies, to the government for continuous training programs and facilitation of technology access, and to academics for further research. Kegiatan PKM ini bertujuan untuk mengoptimalkan strategi konten visual dan naratif bagi Usaha Mikro, Kecil, dan Menengah (UMKM) penghasil Virgin Coconut Oil (VCO) di Bali melalui platform media sosial. Era digital memberikan peluang besar bagi UMKM untuk memperluas jangkauan pasar, namun banyak UMKM VCO di Bali masih menghadapi tantangan dalam memanfaatkan media sosial secara efektif. Kegiatan pengabdian ini dilaksanakan melalui pelatihan dan pendampingan intensif bagi UMKM JB VCO di Bali. Metode yang digunakan meliputi pelatihan mengenai dasar-dasar pemasaran digital, teknik fotografi produk menggunakan smartphone, storytelling merek, penulisan caption yang menarik, serta strategi penggunaan platform media sosial seperti Instagram dan Facebook. Hasil evaluasi menunjukkan peningkatan signifikan pada pengetahuan dan keterampilan mitra. Terjadi pula peningkatan kualitas konten visual dan naratif pada akun media sosial UMKM, serta peningkatan engagement rate rata-rata sebesar 25-40%. Meskipun terdapat tantangan terkait literasi digital dan konsistensi pasca-pendampingan, program ini berhasil membekali UMKM JB VCO dengan kompetensi digital yang krusial untuk meningkatkan daya saing. Rekomendasi diberikan kepada UMKM untuk konsisten menerapkan strategi, kepada pemerintah untuk program pelatihan berkelanjutan dan fasilitasi akses teknologi, serta kepada akademisi untuk penelitian lanjutan.
Co-Authors Abimantrana, Intar Adelia Adi Zakaria Afiff Agung Surya Dwianto Akbar Bimadi Albino, Danovan Putra Alvin Alvin Christianto Alvindy Angeline Suwandi Anggit Mardiana Permatasari Anny Valentina Antonia, Caren Evelyn Ardianto, Jesica Ariamurti, Febby Ariawan Gunadi Asri, Marselinus Aurea Beryl Nathania Bomer Bagus Mulyawan bagus Mulyawan Barasa, Robert Tua Bernadeth Tongli Buana, Salsabila Ayunda Martsa Buana, Salsabilla Ayundha Martsha Cahya, David Dwi Cahyadi, Febrianne Clarissa Calvinus, Yohanes Canny, Canny Chairy Chairy Chairy Chairy Chandra, Chiquita Christella Chandra, Richard Christian Wiradendi Wolor Christofen Michael Darren Clarice Alverina Cynthia Cynthia Dafit Ari Hardiyanto Dany Lumanau Demetrius, Felix Dennis Lunardy Denzel Edgar Desi Arisandi Desmond Desmond Dita Nurma Adelia Dwijayati, Megi Putri Edwin Handoko Ellen Ellen Endah Setyaningsih Eric Cantona Ernesto, Farrel Fajar Saputra Fellycia Chandra Frangky Selamat Frangky Selamat Frangky Selamat Frangky Slamet Franky Selamat Fransisca Iriani Roesmala Dewi Gabriela Widya Wulandari Handoko Gozali, Tiffany Hardion, Rifaldo Hartojo, Graciella Jocelyn Helen Helen Heliza Septiani Herman, Abdullah Arbian Hery Widijanto Heryanto, Jacky Hoo, Wong Chee Ibnaty Fauziah Ismayani, Elygia Putri Jap Tji Beng Jerico, Hernando Jonathan, Darren Kamil, Mas M. Rafi Futuwah Kennedy Lianto Kevin Adhi Dhamma Setiawan Khoiron Khoiron Komar, Husin Kusnadi, Darren Kusuma, Jesslyn Putri Leviani, Marissa Lie, Vincent Liong, Angelica David Livina, Livina Louis Geraldi Marcellita Oktaviani Marchia, Viella Marlie, Virla Morelin Mei Ie Mei Ie Mellisa, Mellisa Melshaf Miccolie, Jose Almeyda Michelle Augustine Mohamad Sajili Monica, Angelina Mutiara, Maitri Widya Nelviluvita Nelviluvita Novario Jaya Perdana Novraldy Xaverius Lihawa Patricia Sarlin Gozali Phang, Stephanie Pison Febrian Saputra, Yerikho Selamat, Frangky Septihani Michella Wijaya Sherly Friszkilia Alexander Solikhah, Nafia Sri Tiatri Sriatmojo, Wibowo Stephanie Stephanie Sudharmono, Johny Supriwanto, Supriwanto Syahrivar, Jhanghiz Theresia Viony Wijaya Utama, Didi Widya Vanessya Blandina Dasmasela Velen Velen Victoria Valentina Viella Marchia Vindi Jessika Sampe Viny Christanti M Vony Riyanto Widarko, Ronald Widya Nur Hidayati William Vernandez Willyanto, Vinnie Wulan Purnama Sari Yohanes Arief Pratama Yukianti, Chiara Yukianti, Chiara Rizka Yuszana, Alfa