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All Journal Jurnal Pengabdian Kepada Masyarakat SEWAGATI Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Luh Eka Susanti
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Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Other

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PEMANFAATAN TEMPE SEBAGAI KOMODITI LOKAL UNTUK PASAR GLOBAL I Wayan Agus Rangga Saputra; Luh Eka Susanti; Anak Agung Ayu Arun Suwi Arianti
Sewagati Vol. 3 No. 2 (2024): Sewagati
Publisher : Fakultas Teknik dan Informatika Universitas PGRI Mahadewa Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59819/sewagati.v3i2.4260

Abstract

Tempeh, one of Indonesia's traditional fermented foods, has great potential to become an international culinary commodity because of its high nutritional content and relevance to healthy and sustainable food trends. However, the main problems faced are the use of tempeh which is only processed into household food, lack of product innovation, and packaging that is not attractive for the global market. Small businesses also face problems with a lack of understanding of good marketing strategies. This community service aims to provide business actors and entrepreneurial students with an understanding of the potential of tempeh as a competitive local commodity in the global market. Hygienic production processes, high-quality fermentation methods, creative packaging and digital marketing techniques are taught to participants in this service. The methods used include technical training, live demonstrations and interactive discussions guided by expert speakers in the field of food technology. Participants are also trained to utilize digital platforms such as marketplaces and social media to expand market reach. The results of the service show that business actors are able to understand the importance of production and packaging standards to meet export requirements. Product innovations, such as crispy tempeh and energy balls, received a positive response as diversification that suits global market tastes. Digital-based marketing strategies also provide opportunities to reach global consumers. By overcoming these challenges, tempeh has great potential to compete in international markets as a superior local product in Indonesia.
Analisis Pragmatik Gaya Bahasa Hiperbola Dalam Iklan Kosmetik Anti-Aging Ni Putu Isha Aprinica; Arik Agustina; Luh Eka Susanti; Ida Ayu Gayatri Kesumayathi
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 4 No. 3 (2025): September: Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v4i3.5090

Abstract

This study aims to analyze the use of hyperbole in anti-aging cosmetic advertisements from a pragmatic perspective. Hyperbole is a form of linguistic expression frequently used in advertising to attract audience attention and form strong perceptions of a product. The main focus of this study is how hyperbole is used strategically in conveying advertising messages and influencing consumer behavior. The data in this study consist of anti-aging cosmetic advertisement texts collected from various media, including print, television, and digital platforms. Data collection techniques were carried out through documentation and observation of advertising content that emphasizes the use of hyperbole. The results of the study indicate that there are four dominant types of hyperbole in anti-aging cosmetic advertisements. First, temporal hyperbole, which emphasizes the speed of results, such as the claim "younger-looking skin in just 3 days." Second, quantitative hyperbole, which uses excessive numbers and percentages, for example "eliminates 99% of wrinkles instantly." Third, qualitative hyperbole, which exaggerates the efficacy or superiority of a product, such as "the secret to unparalleled eternal beauty." Fourth, comparative hyperbole, which compares a product with an unrealistic analogy or metaphor. From a pragmatic perspective, the use of hyperbole has three main functions, namely: (1) a persuasive function, to convince consumers that the product is very effective; (2) an emotive function, to arouse consumers' emotions and desires for an ideal appearance; and (3) a conative function, to encourage real action in the form of purchasing the product. This study confirms that hyperbole is not only a rhetorical device, but also a powerful communicative strategy in shaping consumer perceptions and behavior in the realm of cosmetic advertising.
Co-Authors Anak Agung Ayu Arun Suwi Arianti Arik Agustina I Wayan Agus Rangga Saputra Ida Ayu Gayatri Kesumayathi Ni Putu Isha Aprinica