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Wiwik Handayani

Universitas Pembangunan Nasional Veteran Jawa Timur

Author-ID : 1642797

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Strategi Digital Marketing dalam Meningkatkan Engagement Konsumen pada Tiktok Viva Cosmetics Christin Mora Nainggolan; Wiwik Handayani
Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Vol 10 No 3 (2025)
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/jms.v10i3.27017

The background of optimizing digital Marketing by local cosmetic brands like Viva Cosmetics on dynamic platforms such as TikTok prompted this research. The research objective is to identify and analyze Planning aspects within the digital Marketing Strategy implemented by Viva Cosmetics on TikTok to enhance consumer engagement and brand awareness. The implementation method uses a descriptive analysis approach to primary data collected through observation of content and interaction metrics on Viva Cosmetics' official TikTok account. Activity results show that meticulous content Planning, trend utilization, upload quality, and the application of content Marketing tactics, Search Engine Marketing-like approaches, and Influencer Marketing generate high engagement, as seen in popular content. The analysis technique involves interpreting engagement metrics and content strategies. It is concluded that Viva's TikTok Strategy effectively increases engagement and brand awareness, especially among young audiences. The research implication is the importance of strategic and adaptive Planning on TikTok for cosmetic brands to build audience connection and strengthen brand position.

Penguatan Citra Brand Kosmetik Lokal dalam Menjangkau Konsumen Muda Secara Digital Larasati, Ni Luh Sekar Ayu Dewi; Handayani, Wiwik
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 2 (2025): Agustus : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i2.2629

This study aims to analyze the ways in which local brands strengthen their image and reach young consumers by making maximum use of digital media. The background stems from the low awareness and knowledge of this group about local brands, as many of these products are rarely highlighted due to minimal online exposure. In a highly competitive digital environment, an active presence on social platforms is now an essential requirement to attract the attention of the younger generation who are more visually and emotionally connected. This research is qualitative, using case studies, and collected data through online activity observations, in-depth interviews with internal staff, and analysis of social media content documents. The findings show that the strategies used include producing attractive visual content, collaborating with influencers who match the audience's hinton, and sending messages that are educational, authentic, and in line with the lifestyle of young people. In addition to increasing brand visibility, this approach also builds emotional closeness, improves consumer views, and encourages loyalty to local goods. In other words, the positive image of local cosmetic brands is not only determined by product quality, but also by the success of digital communication strategies that are in line with the media habits and tastes of today's young generation.

Penerapan Strategi Pemasaran Digital Melalui Media Sosial Tiktok Pada Produk Sepatu Kulit Provillo Silviana Rahmawati; Wiwik Handayani
SAFARI :Jurnal Pengabdian Masyarakat Indonesia Vol. 3 No. 2 (2023): April : Jurnal Pengabdian Masyarakat Indonesia
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/safari.v3i2.751

Perkembangan teknologi sangat besar dan berlangsung sangat cepat. Selain itu perkembangan pada industri kreatif menciptakan lapangan kerja baru dan pertumbuhan ekonomi. Ada banyak manfaat yang dirasakan seperti inovasi yang lebih cepat dan orang-orang perlu menjadi kreatif (Handayani et al, 2023). Terutama ketika adanya pandemi COVID-19 yang memaksa semua orang berada di rumah yang akhirnya menuntut untuk menggunakan teknologi digital dalam menyelesaikan pekerjaannya. Globalisasi juga telah merubah penggunaan media sosial menjadi strategi pemasaran. Perubahan yang terjadi juga dirasakan oleh pelaku UMKM CV Provillo yang merupakan mitra proyek pengabdian masyarakat ini. Tujuan dari kegiatan pengabdian masyarakat ini yaitu untuk mendukung CV Provillo dalam mewujudkan potensi pemasaran digital dengan mempromosikan produk di media sosial melalui pembuatan konten digital. Metode yang digunakan yaitu dengan diskusi bersama pemilik CV Provillo untuk memecahkan masalah bersama. Hasil yang diperoleh yaitu akun media sosial provillo dan konten digital. Strategi pemasaran yang tepat dan berkualitas akan berdampak positif pada peningkatan penjualan produk Provillo serta kesadaran merek. Oleh karena itu, untuk mencapai tujuan tersebut diperlukan sebuah konten digital yang menarik serta memuat tujuan konten yang jelas dan mudah dipahami oleh konsumen. Pencarian judul penelitian dan abstraknya dipermudah dengan kata-kata kunci tersebut.

THE INFLUENCE OF SERVICE QUALITY AND DIGITAL MARKETING ON PURCHASE DECISION THROUGH BRAND AWARENESS AS AN INTERVENING VARIABLE AT SURYA MART UM SURABAYA Moh Romli; Wiwik Handayani; Sugeng Purwanto
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 6 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i6.3300

This study aims to examine the effect of service quality and digital marketing on purchase decision with brand awareness as a mediating variable in Surya Mart UM Surabaya. Using a quantitative approach and data from 95 respondents, the study employed the PLS-SEM method to analyze the relationships among variables. The results reveal that both service quality and digital marketing significantly affect brand awareness and purchase decision. Moreover, brand awareness was proven to mediate the relationship between the two independent variables and purchase decision. The findings highlight that tangible aspects such as cleanliness and neat product arrangement are highly valued by consumers, while appealing digital content enhances brand recognition and consumer trust. The implication is that optimizing customer service and marketing strategies not only boosts consumer engagement but also strengthens brand perception and loyalty. These results provide valuable insights for developing more effective marketing strategies in community-based retail businesses.

Peningkatan Kualitas Layanan dan Kinerja Karyawan Melalui Evaluasi Program Pelatihan pada Bank BJB Cabang Surabaya Lutfiyana, Rana Ardelia; Handayani, Wiwik
Jurnal Pengabdian Kepada Masyarakat Patikala Vol. 5 No. 1 (2025): Jurnal PkM PATIKALA
Publisher : Education and Talent Development Center of Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51574/patikala.v5i1.3476

BJB Darmo Branch, Surabaya, regularly organizes training through BJB University and conducts digital-based performance evaluations through the BJB Prestasiku platform. However, the effectiveness of the training has not been thoroughly evaluated. This service activity aims to evaluate the impact of training on service quality and employee performance, as well as provide recommendations and initial assistance for implementing improvements. The method used is a descriptive quantitative approach with data collection techniques through direct observation, standardized questionnaires filled out by 30 active employees, and informal interviews. The results of the analysis showed that the training had a positive contribution to improving service quality and performance, although most participants considered the training materials to be too general and not fully relevant to their daily tasks. Based on these findings, strategic recommendations were developed that included adjusting training materials based on work division, conducting a training needs survey, and providing post-training reflection sessions. Initial assistance was conducted through informal communication and follow-up monitoring, including internal socialization activities by management. This activity is expected to be the basis for improving the training system to be more relevant, adaptive, and have a real impact on improving the quality of human resources within Bank BJB Darmo Branch.

JUDUL IMPLEMENTASI SEMINAR MICROSOFT WORD UNTUK MENINGKATKAN LITERASI DIGITAL SISWA SMP 3 IBRAHIMY SUKOREJO Muyessiroh; Wiwik Handayani; Zaehol Fatah
Jurnal Padamu Negeri Vol. 2 No. 4 (2025): Oktober : Jurnal Padamu Negeri (JPN)
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/v96k3g15

This study aims to describe how to organize a seminar on Microsoft Word as an effort to improve digital literacy skills among students of SMP 3 Ibrahimy. Digital literacy is an important skill needed by students in facing challenges in the era of information technology. This study uses a qualitative descriptive method, by collecting data through observation, interviews, and documentation during the seminar. The results of the study indicate that the Microsoft Word seminar succeeded in improving students' understanding of the basic and advanced functions of this word processing software. Students became more proficient in creating documents, organizing text formats, and utilizing features that help their learning tasks. In addition, this activity also encouraged a positive attitude towards the use of technology in a beneficial way

Creating Creative Industry Through Patches Using Sospeso Techniques Sri Suryani Yuprapti Winasih; Wiwik Handayani; Zumrotul Fitriyah
Jurnal Pengabdian UNDIKMA Vol. 4 No. 1 (2023): February
Publisher : LPPM Universitas Pendidikan Mandalika (UNDIKMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/jpu.v4i1.6383

This service activity aims to provide skills and creative ideas to the community in Rejosari RW 03, Benowo Village, Pakal District, Surabaya, by utilizing patchwork waste into items of economic value so that it is expected to be able to produce home industry that can increase family income. This community service activity used the Participatory Action Research (PAR) method. Through the sospeso technique, the remnants of cloth that should be thrown away could be processed into handicrafts that have economic value and become potential for creative industries. The evaluation was carried out during the training process through the involvement and abilities of the participants while post-training through the level of completion of the material that was evaluated by observing and examining the work as well as giving a question-and-answer questionnaire. The results of this service activity provided creative ideas to housewives of Rejosari RW 03 by utilizing patchwork waste into sospeso products that decorated and beautified the appearance of bags, wallets, sandals, and other household items. The brooch could improve the skills of housewives, increase family income and maintain a clean environment, and increase value (product selling value).

Optimization of Sub-Provider Evaluation Using ANP Approach and CSI Modification at PT XYZ Aqila Yusriyya Hanun; Wiwik Handayani; Raden Johnny Hadi Raharjo
Finance : International Journal of Management Finance Vol. 3 No. 2 (2025): December
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/finance.v3i2.124

This study aims to develop on internal performance evaluation model for sub-providers at PT XYZ using the Analytic Network Process (ANP) and Modified Customer Satisfaction Index (CSI), called the Internal Performance Index (IPI). The main problem addressed in the delay of sub-providers in handling customer complaints, which affects customer satisfaction and operational efficiency. ANP is applied to determine the weighted interdependent criteria, while IPI assesses efficiency, compliance, and internal reporting accuracy. Data were collected through interviews and questionnaires involving five experienced internal respondents. The analysis resulted in a ranking of sub-providers based on weighted indicators. This finding contributes to improving the objective and systematic partner evaluation process and provides strategic recommendations for management in selecting the most appropriate partners.

Pengembangan inovasi produk garam ikan untuk meningkatkan nilai tambah pada KUB Fajar Samudra, Blitar Handayani, Wiwik; Rosariawari, Firra; Badi'ah, Roudlotul; Ishthifaiyah, Ihya Nidarul; Wibowo, Mohammad Bintang; Damara, Rino
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 9, No 5 (2025): September
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v9i5.34173

AbstrakKabupaten Blitar bagian selatan memiliki potensi besar dalam produksi garam rakyat, namun produk yang dihasilkan masih berupa garam krosok dengan nilai tambah rendah. Kelompok Usaha Bersama (KUB) Fajar Samudra di Dusun Peh Pulo, Desa Sumbersih, Kecamatan Panggungrejo, merupakan salah satu produsen garam yang menghadapi tantangan rendahnya harga jual dan terbatasnya inovasi produk. Program pengabdian ini bertujuan untuk meningkatkan kapasitas pengetahuan dan keterampilan anggota KUB melalui pelatihan diversifikasi produk garam ikan (white salt, blue salt, dan yellow salt) sebagai upaya peningkatan nilai tambah dan daya saing. Kegiatan diikuti oleh 10 peserta dengan pendekatan partisipatif-aplikatif melalui ceramah, diskusi, dan praktik langsung. Evaluasi kognitif menunjukkan adanya peningkatan pemahaman peserta, dengan nilai rata-rata pre-test 74 meningkat menjadi 90 pada post-test. Sementara itu, evaluasi psikomotorik memperlihatkan bahwa seluruh peserta mampu memproduksi garam ikan inovatif sesuai standar teknis, dengan hasil produk yang memiliki potensi untuk dipasarkan lebih luas. Selain itu, pelatihan ini juga meningkatkan kepercayaan diri, keterampilan kewirausahaan, serta kesiapan peserta dalam mengembangkan usaha berbasis garam fungsional. Program ini membuktikan bahwa inovasi produk garam ikan dapat menjadi strategi efektif untuk meningkatkan nilai tambah ekonomi masyarakat pesisir, memperkuat kemandirian kelembagaan, dan membuka peluang perluasan pasar. Kata kunci: diversifikasi produk; ekonomi biru; garam ikan; garam rakyat; kelompok usaha bersama. AbstractSouthern Blitar Regency has excellent potential in smallholder salt production, but the product produced is still coarse salt with low added value. The Fajar Samudra Joint Business Group (KUB) in Peh Pulo Hamlet, Sumbersih Village, Panggungrejo District, is one of the salt producers struggling with the challenges of low selling prices and limited innovative products. This community service program aims to increase the knowledge and skills of KUB members through training in the diversification of fish salt products (white salt, blue salt, and yellow salt) as an effort to increase added value and competitiveness. The activity was attended by 10 participants with a participatory-applicative approach through lectures, discussions, and direct practice. Cognitive evaluation showed an increase in participant understanding, with an average pre-test score of 74 increasing to 90 in the post-test. Meanwhile, psychomotor evaluation showed that all participants were able to produce innovative fish salt according to technical standards, with the resulting product having the potential to be marketed more widely. In addition, this training also increased participants' self-confidence, entrepreneurial skills, and readiness to develop functional salt-based businesses. This program proves that fish salt product innovation can be an effective strategy to increase the economic added value of coastal communities, strengthen institutional independence, and open up opportunities for market expansion. Keywords: product diversification; blue economy; fish salt; people's salt; joint business group.

Implementasi Sertifikasi Halal Self Declare Pada Produk Makanan dan Minuman UMKM di Kelurahan Baratajaya Istiyaningsih, Alfi Rahmawati; Wiwik Handayani
Innovative: Journal Of Social Science Research Vol. 5 No. 1 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i1.17397

Penelitian ini mengkaji implementasi sertifikasi halal dengan sistem self-declare pada produk makanan dan minuman UMKM di Kelurahan Baratajaya. Menggunakan pendekatan penelitian kualitatif deskriptif, data diperoleh melalui wawancara, observasi, dan dokumentasi yang melibatkan 17 pelaku UMKM. Hasil penelitian mengidentifikasi beberapa faktor penghambat dalam proses sertifikasi halal, antara lain: proses yang dianggap rumit oleh pelaku UMKM, kesibukan pelaku usaha yang memiliki pekerjaan lain, serta kurangnya sosialisasi tentang prosedur sertifikasi halal. Sedangkan faktor pendukung yang mendorong pelaku UMKM untuk mendapatkan sertifikasi halal meliputi: adanya regulasi yang jelas tentang sertifikasi halal, pemahaman pelaku usaha terhadap pentingnya sertifikasi halal, mayoritas konsumen yang beragama Islam, dan tuntutan pasar yang mensyaratkan sertifikasi halal. Meskipun program SEHATI (Sertifikasi Halal Gratis) telah diluncurkan untuk mempermudah proses sertifikasi, implementasinya masih memerlukan peningkatan dalam hal pendampingan dan sosialisasi agar dapat dimanfaatkan secara optimal oleh pelaku UMKM di Kelurahan Baratajaya.

Co-Authors Abdul Halik Adinda Putri Kusuma Dewi Agra Dwi Saputra Ahmad Syarifuddin Ajeng Arum Isfania Alfiandy, Muhammad Yafie Alihawanah Amir Rusdi Andhika, Rifqi Salwa Andreas Nugroho Sihananto Andreas Nugroho Sihananto Aqila Yusriyya Hanun Aquami Aquami, Aquami Ardyanfitri, Helmina Ari Setya Budi Ari Setya Budi Ari Setya Budi Ariyanto, M. Idris Atho'illah Fajar Ramadhan AYU NUR SHAWMI, AYU NUR Az Zuhra, Aqilah Mahda Azzahra, Afitra Badi'ah, Roudlotul Budi Ganito Chalid, Abdul Christin Mora Nainggolan Daisy Marthina Rosyanti Damara, Rino Dehan Azzahrah Nurmahfudi Delia Septy Dwi Sucahyo Delly Nofiani Desy Ari Sulistyo Devinda Anggitasari Dewi Khrisna Sawitri Dewi Khrisna Sawitri Dewinda Ramadhani Putri Dewinda Ramadhani Putri Elhefni Elhefni ELYAS, RICKI Endang Iryanti Erna Tri Rusmala Ratnawati Erna Tri Rusmala Ratnawati Fadhilah, Dyah Putri Ayu Fatimah Kalitdyah Fatimah Kalitdyah Fatimah Kalitdyah Fauzi, Muhamad Umar Felia Ananda Cahya Felia Ananda Cahya Felia Ananda Cahya Galih Suci Widayanto Ghani Abdillah Ghiffari Zaka Wali Hardjanti, Susi Hariyo Sulistyantoro Haryo Sulistyantoro Hasto Hidayatullah Hasto Hidayatullah Hendro Widjanarko hilmy oktorio zupemungkas Ignatia Martha Hendrati Ika Korika Swasti Ika Korika Swasti Ika Korika Swasti Ina Figgia Whiwhin Yulianti Indra Gunawan Irawan Habi Adi Irma Kurniasari Ishthifaiyah, Ihya Nidarul Istiyaningsih, Alfi Rahmawati Ival Abdi Hilmansyah Jadiddah, Ines Tasya Kirana, Erghana Kanza Kusumaningsih, Intan Larasati Putri Kirono Larasati, Ni Luh Sekar Ayu Dewi Lelly Lathifa Hinifah Anggrainy Lilik Murjana Lucky Irawati Luky Susilowati Luna Windianto Lutfiyana, Rana Ardelia M Nadhif Auliya Authon Mahimma Romadhona Mandasari, Virginia Mayaputra, Emerald Melyka Ayu Ananda Mentari Clara Dewanti Mentari Clara Dewanti Mentari Clara Dewanti Mentari Clara Dewanti, Mentari Clara Miftah Novi Nur Arifin Miftahul Husni Moh Romli Moh. Fahrul Faris Muhadjir Anwar Muhammad Adam Yusuf Muhammad Al Hakim Danurwindo Muhammad Bhirawa Dwi Atma Citalada Muhammad Farid Muhammad Khalif Muhammad Khalif Muhammad Syafiqul Hamizan Musnaini Musnaini Muyessiroh Nailah, Ula Farhah Nanik Hariyana Nanik Susilowati Nanik Susilowati Nazarudin, Muchamad Ilham Nindar Septiani Eka Pratiwi Nur Aini Fauziah Nur Aini Rahmaniah Nur Aini Rahmaniah Nurani Rahmania Nurlaeli Nurul Hasanah Prameswari, Nur Shadrina Prasnowo, M Adhi Priyambudi, Nico Akbar Pujowati, Yenik Rachmansyah, Fabbian Raden Johnny Hadi Raharjo Radistya, Danang Rahmawati, Silviana Reiga Ritomiea Ariescy Reiga Ritomiea Ariescy Ria Safitri Ricki Elyas Risqi Firmansyah Abdulah Rizki Suma Pratama Rizky Darmawan Rizky Dermawan Rizqi Samera Al Farizi Rohadi, Djoko Romadhona, Mahimma Rosariawari, Firra Safeyah, Muchlisiniyati Safitri Oktavia Salma, Rizka Salsabila Islami Yusnindi Salsabila Islami Yusnindi Salsabila Islami Yusnindi Salsabila Islami Yusnindi Septi Ayu Dianty Septi Ayu Dianty Septian Sony Utomo Silviana Rahmawati Sinta Dewi Siska Amelia, Siska Siti Fatimah Siti Mujanah Sri Muljaningsih Sri Mulyaningsih Sri suryani Yuprapti Winasih Sri Suryani Yuprapti Winasih Sri Suryani Yuprapti Winasih Sugeng Purwanto Sukma Rukmana Sulistyo, Desy Ari Syahda Elma Rabihah Syahda Elma Rabihah Tri Lathif Tutut Handayani Vagantree Virginia, Savira Vian Ahmad Saputra Virginia Mandasari Virginia Mandasari Wahyudan Iswara Praditya Wibowo, Mohammad Bintang Wiludjeng Widayati Yulianto, Rusman Yuniningsih Yuniningsih Zaehol Fatah Zumrotul Fitriyah Zumrotul Fitriyah Zumrotul Fitriyah Zumrotul Fitriyah

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