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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Leverage, Engagement, Empowerment of Community (LeECOM)
Toreh, Fabio Ricardo
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Humanities Decision Sciences, Operations Research & Management Social Sciences

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Pemberdayaan Ekonomi Perempuan melalui Keterampilan Membuat Hijab Kreasi di Kelurahan Lakarsantri, Kecamatan Lakarsantri, Surabaya Soelistyowati, Soelistyowati; Rahadiyanti, Melania; Toreh, Fabio Ricardo
Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Vol. 5 No. 2 (2023): Jurnal Leverage, Engagement, Empowerment of Community (LeECOM)
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/leecom.v5i2.3703

Abstract

Pemberdayaan masyarakat sebagai suatu paradigma baru pembangunan, seperti adanya kecenderungan berpikir bahwa dimensi rasional dari pembangunan lebih penting dari pada dimensi moral, dimensi ekonomi lebih penting dari pada dimensi sosial. Seperti ini akan mengakibatkan semakin tertinggalnya lapisan masyarakat bawah, salah satunya adalah melalui keterampilan menjahit, saat ini kebutuhan akan fesyen tidak terbatas. Berdasarkan informasi yang diperoleh dari warga setempat di Kelurahan Lakarsantri, terhentinya kegiatan menjahit disebabkan karena wabah pandemi, selain itu sebagian besar ibu-ibu tersebut mengerjakan produk dengan model yang sama sehingga kurang kreasi dan kurang memiliki nilai jual. Potensi untuk menghasilkan sejumlah tambahan pendapatan sangat besar. Berdasarkan problem tersebut, diperlukan pengembangan ide kreativitas. Kegiatan produksi hijab kelompok ini adalah KUBE Liya Collection tidak lagi sekedar menjahit pakaian, tetapi diarahkan pada produksi hijab kreasi dengan hiasan payet. Metode yang digunakan ialah metode ceramah, demonstrasi dan praktik, pemasaran produk fesyen, branding bisnis dan praktik pola dan menjahit hijab. Mayoritas warga Kelurahan Lakarsantri perempuan menggunakan hijab, tidak hanya ibu-ibu saja tetapi juga sejumlah anak-anak kecil telah menggunakan hijab. Hal tersebut menjadi peluang usaha kelompok PKK wilayah Lakarsantri, pengembangan keterampilan menjahit, dan inovasi produk hijab, yang akhirnya dapat meningkatkan ekonomi masyarakat di sekitar secara merata.
The Eclipsing Phenomenon in Celebrity Endorsement, Emotional Response, Purchase Intention Based on the Stimulus-Organism-Response Theory Sumaji, Yoseva Maria Pujirahayu; Kaihatu, Thomas Stefanus; Sutanto, Verrell; Toreh, Fabio Ricardo; Immanuel, Dewi Mustikasari; Azizurrohman, Muhammad
Jurnal Aplikasi Manajemen Vol. 22 No. 1 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.01.04

Abstract

An advertisement must pay attention to the concepts and strategies in advertising because the use of this endorser can be a double-edged knife for the brand. In the vampire effect phenomenon, celebrity endorsers can potentially overshadow the brand so that the audience focuses only on the celebrity, not the brand. Specifically, the phenomenon of a brand that the celebrity endorser overshadows is called high eclipsing an endorsement, and vice versa for the phenomenon of low eclipsing. This research was conducted to develop a framework that discusses the eclipsing phenomenon in celebrity endorsement in the context of stimulus-organism-response (SOR) theory. The participants in this study were undergraduate students in a department at a well-known university in Surabaya. The characteristics of the Participants are domiciled in Surabaya and are between 18-24 years old. Through this study, we can find out how consumers' emotional response is formed when faced with high- and low-eclipsing advertisement stimuli. In addition, this study will also discuss how the differences in purchase intentions are formed from these two different eclipsing endorsement stimuli. The research indicates a significant positive effect between exposure to advertising content featuring both high-eclipsing (HE) and low-eclipsing (LE) celebrity endorsements and emotional response (EM). It implies that leveraging celebrities in advertisements, regardless of their eclipsing status, can evoke a heightened emotional response from the audience. The study suggests a noteworthy association between exposure to advertising content containing celebrity endorsements (CE) and increased purchase intention (PI). Consumers are more likely to desire to purchase a product or service when it is endorsed by a celebrity, indicating the potential effectiveness of this marketing strategy.
Co-Authors Azizurrohman, Muhammad Dewi Mustikasari Immanuel Melania Rahadiyanti Soelistyowati Soelistyowati Sutanto, Verrell Thomas Stefanus Kaihatu Yoseva Maria Pujirahayu Sumaji