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All Journal Jurnal Manajemen Atma Jaya Ekonomi Bisnis Jurnal Manajemen EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Journal of Management and Entrepreneurship Research Journal of Entrepreneurship & Business BIP'S : Jurnal Bisnis Perspektif Jurnal Manajemen Peka: Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen dan Bisnis Ulil Albab Seminar Nasional Pariwisata dan Kewirausahaan (SNPK)

Handayani, Yuliasti Ika

Universitas Katolik Widya Mandala Surabaya

Author-ID : 1980215

Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Community Engagement for Development (CED-WMCUS) 2019: Enlivening the Spirit of Sharing and Caring Andi Anugerah Amrullah; Monica Adjeng Erwita; Wahyudi Wibowo; Deatri Arumsari Agung; Yuliasti Ika Handayani; Yulika Rosita Agrippina; Grace Citra Dewi
PeKA: Jurnal Pengabdian Kepada Masyarakat Vol 3, No 1 (2020): Juni
Publisher : LPPM, Universitas Katolik Widya Mandala Surabaya

Community Engagement for Development (CED) merupakan kegiatan tahunan yang bertujuan untuk mengembangkan daerah tertinggal serta memberikan kesempatan bagi mahasiswa untuk mengaplikasikan ilmu yang didapat di dalam kelas perkuliahan bagi kemaslahatan masyarakat. Di tahun ini, kami berkesempatan membawa mahasiswa asing dari berbagai negara di Asia Tenggara untuk membantu masyarakat di desa Puhsarang, Kediri mengatasi berbagai macam permasalahan; mulai dari pendidikan, manajemen Bisnis UMKM, serta krisis sampah yang melanda desa tersebut.

Peningkatan Daya Saing Pelaku Umkm di Surabaya Bidang Kuliner, Kerajinan Tangan, dan Jasa Melalui Pemasaran Digital Monica Adjeng Erwita; Yuliasti Ika Handayani; Andi Anugrah Amrullah
PeKA: Jurnal Pengabdian Kepada Masyarakat Vol 4, No 1 (2021): Juni
Publisher : LPPM, Universitas Katolik Widya Mandala Surabaya

This community service activity is carried out as a follow-up to the Digital Marketing and Marketing Management course. There are several problems faced by partners that have been collected by students by mapping the partner's marketing strategy in the several semesters that have been undertaken. The first problem is from product management related to packaging, branding, the second problem is the limited capital for promotion, the third problem is the limited knowledge of marketing strategies and the lack of knowledge about how to make attractive promotional content through product photos and videos, the fourth problem is the ability to manage and create media social including Instagram, Facebook, website, and YouTube. Social media in the context of industrial organizations, various forms such as blogs, photo sharing, video channels and others, have become the subject of increasing interest. Therefore, from the four problems, this community service is made to help partners overcome the problems at hand. This activity is also a follow-up and application of Digital Marketing and Marketing Management courses. It is hoped that with this activity, students can apply the knowledge they have obtained to help partners improve competitiveness in terms of digital marketing.

Service Excellence Untuk Pemilik Bisnis Kecil Di Surabaya Yuliasti Ika Handayani; Veronika Rahmawati; Marliana Junaedi; Monica Adjeng Erwita; Fenika Wulani
PeKA: Jurnal Pengabdian Kepada Masyarakat Vol 4, No 2 (2021): Desember
Publisher : LPPM, Universitas Katolik Widya Mandala Surabaya

The purpose of the activity with the topic of service excellence includes providing counseling and consultation regarding providing excellent service, handling customer complaints, and using technology and social media to market products. Participants in the activity are small business owners in Surabaya who generally face marketing diffi-culties during the pandemic, including technology adoption, consisten-cy in meeting certain quality standards that allow customer complaints to arise, and lack of mastery in using social media to market products and serve consumers. This activity has been held online in March 2021 in two stages. The first stage is the provision of training in 3-day session through the zoom application, which is also broadcast on the YouTube channel. The second stage is the provision of consultation for eight days through the WhatsApp Group application

Product Quality and Brand Image towards Customers' Satisfaction through Purchase Decision of Wardah Cosmetic Products in Surabaya Ernesto Jose Tjahjono; Lena Ellitan; Yuliasti Ika Handayani
Journal of Entrepreneurship and Business Vol. 2 No. 1 (2021): Journal of Entrepreneurship and Business (March)
Publisher : Program MM Universitas Surabaya

This study aims to determine and examine the effect of product quality on purchasingdecisions, the influence of brand image on purchasing decisions, the influence ofpurchasing decisions on customer satisfaction, the effect of product quality oncustomer satisfaction through purchasing decisions, and the influence of brand imageon customer satisfaction through purchasing decisions. This research is in the form ofquantitative research, where the data obtained is primary data obtained throughdistributing questionnaires to 120 respondents who have made purchases of Wardahcosmetic products. The data obtained were then processed using the Smart PLSsoftware. The results showed that there was a positive and significant relationshipbetween product quality and brand image variables on purchasing decisions, whichmeans that good product quality and good brand image will create purchasingdecisions for consumers. Purchase decisions have a positive influence on customersatisfaction. Product quality has a positive and significant effect on customersatisfaction. Brand Image does not significantly influence customer satisfaction.Product quality and brand image have a positive and significant effect on customersatisfaction through purchasing decisions. This shows that consumers will be satisfiedwith a product when consumers are satisfied with the purchasing decisions made onthe product.

Pengaruh Instagram dan EWOM Terhadap Minat dan Keputusan Pembelian Konsumen Produk Skincare Maria Anita Carolina Kioek; Lena Ellitan; Yuliasti Ika Handayani
BIP's JURNAL BISNIS PERSPEKTIF Vol 14 No 1 (2022): Januari
Publisher : Fakultas Ekonomi Universitas Katolik Darma Cendika

This study further finds out about the influence of instagram social media and electronic word of mouth (EWOM) as promotional media on buying interest and consumer purchase decisions on Somethinc skincare products. The sampling technique used is non-probability sampling by purposive sampling. As for the background of this research is the role of the use of social media Instagram and how influential electronic word of mouth (EWOM) on buying interest and consumer purchasing decisions. The research was conducted for skincare products with the SomeThinc brand. The sampling technique used is nonprobability sampling by purposive sampling. The sample used in this study were 105 respondents. The respondents in this study were required to be at least 17 years old, have an instagram social media account and have purchased SomeThinc skincare products. The data analysis technique used is SEM-PLS analysis using the SmartPLS 3.0 program. The results of this study indicate that instagram social media has a significant effect on buying interest, instagram social media has a significant effect on consumer purchasing decisions, electronic word of mouth (EWOM) has a significant effect on buying interest, electronicword of mouth (EWOM) has an effect on consumer purchasing decisions, buying interest has a significant effect on consumer purchasing decisions, social media instagram has a significant effect on consumer purchasing decisions mediated by buying interest, electronic word of mouth (EWOM) has a significant effect on consumer purchasing decisions mediated by buying interest.

The Influence of Brand Image on Brand Loyalty of Holywings Indonesia: The Role of Brand Trust to Building Consumer Engagement to Brands Handayani, Yuliasti Ika; Erwita, Monica Adjeng
Ekonomi Bisnis Ekonomi Bisnis, Volume 26, No.2, July 2021
Publisher : Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um042v26i2p76-85

Brands offer several benefits for consumers as well as for companies. A service brand not only indicates the quality of the service but also communicates a commitment to provide a certain type of experience. This study aims to explore the effect of brand image on brand loyalty, and how the role of brand trust in mediating these two variables. The research was conducted on visitors and connoisseurs of Holywings Indonesia bars and restaurants in Surabaya. The data were collected using a questionnaire as a research instrument, and the sample of this study was 100 respondents who live in Surabaya. The results of the study indicate that there is a significant positive relationship between brand image and brand trust, on brand loyalty of bars and restaurants Holywings Indonesia. Moreover, brand trust has a role as an intervening variable although the mediation model only shows a little contribution toward the context studied.

Pengaruh Brand Image, Brand Love dan Brand Experience terhadap Brand Loyalty dengan Mediasi Brand Trust pada Kedai Mixue di Kota Surabaya Michelle Angelina; Lena Ellitan; Yuliasti Ika Handayani
ULIL ALBAB : Jurnal Ilmiah Multidisiplin Vol. 2 No. 9: Agustus 2023
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jim.v2i9.2072

This research objective is to analyze the effect of Brand image, Brand love, and Brand experience on Brand loyalty with the Mediation of Brand trust at Mixue Shops in Surabaya City. On these research, researcher sampling technique used is non-probability sampling by purposive sampling. The sample used in this study amounted to 140 respondents. Requirements for respondents in this study are at least 17 years old, lived in Surabaya, and buy at least 3 times per month. The data analysis technique used is SEM-PLS analysis with the SmartPLS 4 program. The result of the research are prove that brand image and brand love have a significant influence on brand trust. Meanwhile, brand experience doesn’t have significant effect on brand trust, and brand trust has significant positive effect on brand loyalty. Practical implication from the research for Mixue is to give better services so, it will increase cunsomer loyalty to Mixue in Surabaya city.

Optimizing Instagram Branded Content: Increase Purchase Intention through Brand Loyalty on Local Clothing Brand Handayani, Yuliasti Ika; Erwita, Monica Adjeng; Kristanti, Mevi Yolanda
Journal of Management and Entrepreneurship Research Vol. 6 No. 2 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.2-63

Objective: This study aims to examine the influence of branded content on Instagram on consumer purchase intention in local clothing brands, with a specific focus on the mediating role of brand loyalty. By understanding this relationship, the research provides insights into how businesses can optimize their digital marketing strategies to drive customer engagement and sales. Research Design & Methods: A quantitative approach was employed, collecting survey data from 230 respondents who are active Instagram users residing in East Java and who actively engage with local clothing brands on the platform. Statistical analysis was conducted using SPSS to test the relationships between branded content, brand loyalty, and purchase intention, ensuring data validity and reliability. Findings: The results indicate that branded content on Instagram positively influences brand loyalty. Brand loyalty significantly enhances consumer purchase intention. Engagement with branded content strengthens emotional connections with the brand, leading to higher purchase likelihood. Implications and Recommendations: Local clothing brands should invest in high-quality branded content and leverage interactive features like Instagram Stories, Reels, and influencer collaborations to strengthen consumer connections and boost brand loyalty. Continuously tracking consumer responses will help refine content marketing strategies for optimal engagement and impact. Contribution & Value Added: This study provides empirical evidence on the role of Instagram-branded content in shaping consumer behavior. It highlights the importance of brand loyalty as a key driver of purchase intention, offering actionable insights for marketers looking to strengthen their brand presence in the digital landscape.

TECHNOLOGY ADOPTION CHALLENGES AND MARKETING STRATEGIES FOR MSMES IN SURABAYA: A QUALITATIVE STUDY Adjeng, Monica; Handayani, Yuliasti Ika
Jurnal Manajemen Vol. 21 No. 2 (2024): Jurnal Manajemen
Publisher : Fakultas Ekonomi dan Bisnis Universitas Katolik Indonesia Atma Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25170/jm.v21i2.5868

The specific purpose of this study is that researchers want to see the readiness of the 14 MSMEs in Surabaya facing competition and their readiness for technology adoption, understanding of brands and product attributes. In terms of this technology, both in the use of machines, marketplaces as a means of buying and selling online and the use of social media as a means of promotion. Understanding brand attributes is also an interesting discussion because the brand is the identity of a product which must then be communicated to potential consumers. This research design uses phenomenology and qualitative study. While the sample selection in this study used a purposive sample, by conducting interviews and brief observations before conducting in-depth interviews using a semi-structured model. The ability of MSMEs in entrepreneurship determines business sustainability. In terms of technology mastery and branding. MSMEs have weaknesses in adapting to join e-marketplaces, financial and sales records, and not many have standardized packaging labels. The constraints of MSMEs are technical capabilities in using computers and their features, making financial reports, and simple sales reports. MSMEs are required to make more efforts to update simple managerial skills and have creativity so that their products have advantages and competitiveness.

ANALISA MARKETING KONTEN UNTUK MEREK FASHION LOKAL INDONESIA PADA INSTAGRAM Erwita, Monica Adjeng; Handayani, Yuliasti Ika
Jurnal Manajemen Vol. 12 No. 1 (2022): JURNAL MANAJEMEN VOL. 12 NO. 1 JUNI 2022
Publisher : Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/jm.v12i1.3065

The purpose of this paper is to analyze digital marketing strategy on Instagram among local brand fashion in Indonesia by assessing the content marketing and consumer engagement to build competitive advantages. This research is using content analysis method. A content analysis of 196 social media posts was conducted from the Instagram accounts of 2 local brand fashions in Indonesia during two months between December 2020 and January 2021. The data collected from each social media post generated by those brands were coded and analyzed in terms of their marketing content and consumer engagement. This research found that brand, product information, photo, and consumer appreciation were frequently appearing and effective for informative marketing content. Meanwhile, conversations about brand and product which are consist of quality, emotion, relations, and services were the frequently appearing topics in the comment column and its effective for consumer engagement. This paper has limitation, it focused only on Instagram. From practitionersâ€™ perspectives, the findings can help local brands to enhance social media marketing effectiveness with content marketing and consumer engagement.

Co-Authors Adjeng, Monica Andi Anugerah Amrullah Andi Anugrah Amrullah Cornellius Raditya Bagaskoro Deatri Arumsari Agung Ernesto Jose Tjahjono Erwita, Monica Adjeng Fenika Wulani Grace Citra Dewi Kristanti, Mevi Yolanda Lena Ellitan Lena Ellitan Maria Anita Carolina Kioek Marliana Junaedi Michelle Angelina Veronika Rahmawati Wahyudi Wibowo Yulika Rosita Agrippina

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