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All Journal Revitalisasi : Jurnal Ilmu Manajemen Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan
Astuty, Dessy
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Economics, Econometrics & Finance Other

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Strategi Promosi atau Membangun Brand Image pada Media Digital/Online pada UMKM Fashion @Highlaff.id2 Astuty, Dessy; Yuswardi, Yuswardi
Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan Vol. 2 No. 2 (2024): Januari 2024
Publisher : LPPM Universitas Internasional Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37253/madani.v2i2.8945

Abstract

Laporan ini membahas peran dan strategi pemasaran online shop dengan fokus pada Highlaff.id, sebuah platform penjualan daring. Dengan masyarakat semakin tertarik pada online shop, faktor-faktor seperti harga ekonomis, pengiriman gratis, dan pengalaman berbelanja yang nyaman menjadi pendorong utama. Media sosial seperti Instagram dan TikTok menjadi sarana utama bagi pelaku bisnis daring untuk melakukan promosi dan penjualan secara efisien.Penelitian ini menerapkan Teori Integrated Marketing Communication (IMC) dalam strategi penjualan online shop, menggabungkan elemen periklanan, promosi penjualan, hubungan masyarakat, pemasaran langsung dan digital, serta identitas merek. Dalam era digital, IMC menjadi landasan esensial, memanfaatkan data dan analitik untuk membangun keterlibatan konsumen dan citra merek positif melalui interaksi langsung dengan konsumen di platform sosial media. Selanjutnya, laporan ini menyoroti tantangan yang dihadapi oleh online shop Highlaff.id2, terutama terkait omset pendapatan yang kurang stabil dan ketidakmengenalannya di kalangan masyarakat. Dalam rangka membantu pemilik usaha mengatasi masalah ini, penelitian ini memaparkan implementasi strategi digital marketing, terutama melalui video promotion dan advertising di TikTok dan Instagram. Pengumpulan data dilakukan melalui wawancara dengan pemilik usaha, pelanggan, dan manajemen operasional Highlaff.id2.Hasil implementasi menunjukkan adanya peningkatan respons positif dan pengikut di media sosial, memberikan dorongan positif terhadap penjualan online shop Highlaff.id2. Penelitian ini berusaha memberikan gambaran komprehensif tentang bagaimana penerapan IMC dan strategi digital marketing dapat meningkatkan kinerja dan keberhasilan online shop, dengan fokus pada studi kasus Highlaff.id2 di tengah persaingan yang ketat di pasar e-commerce.
Pengaruh Motivasi Kerja, Kepuasan Kerja, Lingkungan Kerja, Hubungan Kerja, dan Tingkat Pendidikan Terhadap Kinerja Karyawan Dengan Gaya Kepemimpinan Sebagai Variabel Mediasi di Perusahaan Manufaktur di Kota Batam Yuswardi, Yuswardi; Farid, Ridhayati; Astuty, Dessy
REVITALISASI : Jurnal Ilmu Manajemen Vol 13 No 1 (2024): REVITALISASI : Jurnal Ilmu Manajemen
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/revitalisasi.v13i1.4782

Abstract

A major manufacturing opportunity in Indonesia lies in Batam City, with 70% of electronics production. Six major companies, such as PT Epson Batam and PT Schneider Electric, play a key role. Human resource management (HRM) is a crucial factor in the company's success. Employees who are motivated, satisfied, work in a conducive environment, have good working relationships, and a good level of education can improve company performance. Work motivation, job satisfaction, work environment, work relationships, and employee education level affect performance, with leadership style as a mediator. SEM-PLS analysis shows that these variables have a significant influence. Leadership style acts as a strong mediator, linking motivation, satisfaction, environment, relationships, and education with employee performance. The findings provide important insights for companies in developing HR management strategies to improve performance and competitiveness in the manufacturing industry. A large manufacturing industry opportunity in Indonesia is located in Batam City, with 70% of electronics production. Six major companies, such as PT Epson Batam and PT Schneider Electric, play a key role. Human resource (HR) management is a crucial factor in the company's success. Employees who are motivated, satisfied, work in a conducive environment, have good working relationships, and a good level of education can improve company performance. Work motivation, job satisfaction, work environment, work relationships, and employee education level affect performance, with leadership style as a mediator. SEM-PLS analysis shows that these variables have a significant influence. Leadership style acts as a strong mediator, linking motivation, satisfaction, environment, relationships, and education with employee performance. The findings provide important insights for companies in developing HR management strategies to improve performance and competitiveness in the manufacturing industry.
Co-Authors Ridhayati Farid Yuswardi yuswardi, Yuswardi