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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Budimas : Jurnal Pengabdian Masyarakat Journal of Management and Islamic Finance
Ririn Damayanti
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENINGKATAN KEUNGGULAN BERSAING MELALUI STARTEGI DEERENSIASI PRODUK, INOVASI PRODUK TERHADAP KINERJA PEMASARAN PADA PRODUK UMKM JENIS PANGAN KOTA TERNATE Ririn Damayanti; E. Ida Hidayanti; Sandi Arif
Eqien - Jurnal Ekonomi dan Bisnis Vol 9 No 2 (2022): EQIEN - JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (477.685 KB) | DOI: 10.34308/eqien.v9i2.418

Abstract

This study discusses how product differentiation, product innovation and customer relationship management affect the marketing performance of local products of MSMEs, food types in Ternate City. The purpose of this study was to examine and analyze the effect of product differentiation, product innovation with the role of competitive advantage as a mediation in influencing marketing performance. The sampling technique used a random sampling technique with a total of 190 respondents who were citizens of Ternate city, both business actors and consumers of local food products of MSMEs in the city of Ternate. The analytical test tool used is SmartPLS v.3.0 with SEM (Structural Equation Modeling) analysis method. The results of this study indicate that product differentiation not significant on competitive advantage, product innovation has a positive and significant on competitive advantage, competitive advantage has a significant effect on marketing performance,
THE EFFECT OF CONTENT MARKETING AND INFLUENCER ON PURCHASE THE EFFECT OF CONTENT MARKETING AND INFLUENCER ON PURCHASE DECISIONS PRODUCT FASHION AT PLATFORM TIKTOK Andriano A Abubakar; Sulfi Abdul Haji; Ririn Damayanti
Journal of Management and Islamic Finance Vol. 4 No. 1 (2024): Journal of Management and Islamic Finance
Publisher : UIN Raden Mas Said Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/jmif.v4i1.6982

Abstract

The purposes of this research are: To find out and analyze how the partial influence of content marketing and influencer variables on purchasing decisions for fashion products on the Tiktok platform studies on Campus II Unkhair students and to determine the simultaneous influence of content marketing and influencer variables on purchasing decisions fashion products on the tiktok platform studies on Campus II Unkhair students. The number of research samples is 80 respondents and data collection using a questionnaire. The test tool used is multiple linear regression analysis using the statistical package for social scientists (SPSS) as a statistical test tool. The results of the study show that content marketing and influencer variables have a partially positive and significant effect on purchasing decisions. Meanwhile, simultaneously that the variables of content marketing and influencer have a positive and significant effect on purchasing decisions.
Peningkatan Kapasitas SDM Perempuan Anggota Dharma Wanita Persatuan dalam Pengelolaan Usaha Produktif Keluarga Nurlaila; Nurul Hidayah; Ririn Damayanti
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol. 8 No. 3 (2026): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/budimas.v8i3.20934

Abstract

Perempuan memiliki peran strategis dalam mendukung ketahanan ekonomi keluarga, termasuk melalui pengembangan usaha produktif berbasis rumah tangga. Namun, keterbatasan kemampuan dalam pengelolaan keuangan, perencanaan usaha, pengembangan produk, dan pemanfaatan teknologi digital masih menjadi kendala dalam meningkatkan keberlanjutan usaha. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kapasitas sumber daya manusia perempuan anggota Dharma Wanita Persatuan (DWP) Provinsi Maluku Utara dalam mengelola usaha produktif keluarga melalui penguatan literasi keuangan, manajemen usaha, pengembangan produk, dan pemasaran digital. Kegiatan dilaksanakan dengan pendekatan partisipatif memberikan support dan meningktkan wawasan dalam pengelolaan ekonomi yang produktif. Peserta kegiatan terdiri atas 50 perempuan/ibu rumah tangga anggota DWP SETDA Provinsi Maluku Utara. Materi pelatihan meliputi perencanaan usaha, pencatatan keuangan sederhana, perhitungan harga pokok produksi, penetapan harga jual, branding, pengemasan, produk, serta pemanfaatan media digital untuk pemasaran. Evaluasi dilakukan dengan membandingkan tingkat pengetahuan dan keterampilan peserta sebelum dan sesudah kegiatan serta mengamati penerapan hasil pelatihan pada usaha peserta. Hasil kegiatan menunjukkan peserta mampu melakukan pencatatan keuangan sederhana dan peserta bahkan ada yang sudah melakukan kegiatan usaha dan mampu memanfaatkan media digital sebagai sarana pemasaran. Kegiatan ini menunjukkan bahwa pendekatan pelatihan yang dilanjutkan dengan praktik dan pendampingan dapat menjadi strategi pemberdayaan perempuan yang relevan untuk memperkuat pengelolaan usaha produktif keluarga.
Co-Authors Andriano A Abubakar Arif Setia Sandi A. bambang bambang E. Ida Hidayanti Nurlaila Nurul Hidayah Sulfi Abdul Haji