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All Journal MIX : Jurnal Ilmiah Manajemen Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Tourism Economics and Policy EKOBIS ABDIMAS : Jurnal Pengabdian Masyarakat
Latif, Nashrudin
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences Other

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Brand Community Ritual Events as a Tool of Custom Culture Reproduction and Marketing LATIF, Nashrudin; SUHARIYANTO, Suhariyanto; SHOIMAH, Siti
Journal of Tourism Economics and Policy Vol. 3 No. 2 (2023): Journal of Tourism Economics and Policy (April - June 2023)
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jtep.v3i2.626

Abstract

The original concept of internal marketing focused on providing internal products (jobs) to meet the needs of vital internal markets (employees) as well as meeting organizational needs. The marketing field still lacks knowledge on how to create and sustain internal marketing missions and goals, such as the formation of a collective mind, the alignment between employees and organizational goals, and the emergence of a positive place culture; the purpose of this study is to explore how brand community activities and internal marketing are ideally executed as a form of playing out marketing activities in expressing custom cultural reproduction. This study conducts a qualitative study of the annual routine birthday celebrations of a custom cultural community. Data was collected through in-depth interviews, supplemented by community documents and field observations. The findings of this study reveal that the success of the event is well managed to reproduce voluntary custom culture by emphasizing local wisdom norms, values and beliefs based on community event objectives. The implication for managing brand community events with the aim of building a custom community culture is more emphasis is placed on the symbolism of the sales promotion aspect of an event and providing custom community activists experience in managing a brand community event. This study shows that external marketing in managing events can create internal marketing strengths in carrying out marketing practices with local wisdom nuances.
KONSTRUKSI PEMBERDAYAAN MASYARAKAT UMKM KRIPIK KEDELAI DI MOJOKERTO Sawitri, Aristha Purwanthari; Irianto, Apri; Mukhtar, M. Nushron Ali; Wasesa, Andarmadi Jati Abdhi; Latif, Nashrudin
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 4 No. 6 (2023): Volume 4 Nomor 6 Tahun 2023
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v4i6.22886

Abstract

Proses pembelajaran bagi masyarakat, sebagai bagian dari pengabdian kepada masyarakat, menekankan pada upaya kemandirian dalam mengembangkan Usaha Mikro Kecil Menengah (UMKM) produk kripik tempe kedelai di Mojokerto, agar kreatif, inovatif dan produktif untuk menciptakan diferensiasi dan kemampuan mengembangkan usahanya. Tujuan pengabdian ini, memantik pelaku usaha dengan memberikan input pengembangan bisnis. Metode pengabdian masyarakat menggunakan teknik Forum Group Discussion (FGD), melalui diskusi secara berkelompok dan terfokus pada permasalahan yang dihadapi. Hasil FGD menunjukkan peta masalah berupa jejaring dan kolaborasi bisnis, model bisnis, laporan keuangan dan branding produk. Keempatnya, memberikan peluang pengembangan usaha melalui penciptaan ekosistem usaha yang kondusif melalui pelibatan stakeholder, model bisnis yang diterapkan, laporan keuangan melalui teknik penyajian laporannya, dan branding produk melalui penciptaan atribut dan kemasan produk. Pemberdayaan masyarakat UMKM produk kripik kedelai di Mojokerto merupakan sinergi antara dunia usaha, akademisi dan pengambil kebijakan daerah setempat.
Pengembangan Desain Kemasan Produk sebagai Media Promosi untuk Meningkatkan Penjualan UMKM Di Kecamatan Gedangan - Sidoarjo Yuli Kurnia Firdausia; Fachrudy Asj’ari; Suharyanto; Latif, Nashrudin; Widiar Onny Kurniawan; Taudlikhul Afkar
Ekobis Abdimas Vol 5 No 2 (2024): Desember 2024
Publisher : Fakultas Ekonomi, Universitas PGRI Adi Buana Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36456/ekobisabdimas.5.2.9982

Abstract

Kunci keberhasilan penjualan produk terletak pada pengembangan bentuk kemasan dan visualisasi desain yang mampu meningkatkan daya tarik pembeli. Permasalahan terkait kemasan juga dialami oleh pelaku usaha di kelurahan gedangan kabupaten sidoarjo. Sebagian besar pelaku usaha, khususnya di bidang makanan, masih menggunakan kemasan sederhana, bahkan tanpa mencantumkan merek. Kemasan hanya berfungsi sebagai pelindung produk agar mudah dibawa dan lebih tahan lama. Program pelatihan ini bertujuan untuk memberikan edukasi dan meningkatkan keterampilan masyarakat dalam teknik pembuatan kemasan produk. Metode pelaksanaan mencakup penyuluhan, pelatihan teknik pembuatan kemasan, serta pendampingan selama proses pembuatannya. Program pengabdian kepada masyarakat yang ditujukan untuk pelaku UMKM di Kelurahan Sepanjang ini berhasil dilaksanakan dengan hasil yang memuaskan. Antusiasme tinggi dari pelaku usaha menjadi faktor pendukung keberhasilan program. Penguasaan strategi pengemasan produk diharapkan dapat membantu pelaku usaha dalam meningkatkan penjualan produk mereka
Balancing Innovation and Ethics: Empirical Insights into AI Predictive Marketing Challenges and Opportunities Latif, Nashrudin; Bungin, Burhan; Kodrat, David Sukardi
MIX: JURNAL ILMIAH MANAJEMEN Vol 15, No 3 (2025): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2025.v15i3.013

Abstract

Objectives: This research endeavors to explore the ethical ramifications when artificial intelligence is utilized in predictive marketing, especially regarding potential pitfalls like algorithmic bias, infringements on privacy, the deliberate manipulation of consumer actions, and the aggregation of market power, which may undermine fair business competition.Methodology: A qualitative methodology was adopted for this study, involving In-Depth Interviews (IDIs) with a total of eight informants. The participants, who were data analysts and digital marketers representing various industry sectors, were recruited using both purposive and snowball sampling techniques. Data gathering spanned a six-week period and was subjected to thematic analysis to identify the prominent themes and issues.Finding: Five main themes were found in this study: (1) the importance of fairness and non-discrimination in algorithms, (2) transparency in data governance, (3) protection of consumer privacy, (4) risk of behavioral manipulation, and (5) ethical implications of market share concentration by AI-based companies.Conclusion: While AI can improve marketing efficiency, its use also risks creating social injustice and lowering consumer trust. Therefore, continuous data audits, transparent algorithm development, and strong consumer protection regulations are needed to ensure fair, ethical, and sustainable application of AI.
Co-Authors Aristha Purwanthari sawitri Burhan Bungin David Sukardi Kodrat Fachrudy Asj’ari Firdausia, Yuli Kurnia irianto, apri Jati Abdhi Wasesa, Andarmadi M. Nushron Ali Mukhtar Siti Shoimah Suhariyanto Suhariyanto Suharyanto TAUDLIKHUL AFKAR Widiar Onny Kurniawan