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All Journal Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan IJHABS
Agustin, Resty
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Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Other

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The Effect of Word of Mouth (WOM) and Marketing Strategy in Mediating Consumer Loyalty to UMKM Product Purchasing Decisions Agustin, Resty; Soetjipto, Budi Eko; Wardana, Ludi Wishnu
International Humanity Advance, Business & Sciences Vol 2 No 4 (2025): April
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v2i4.447

Abstract

This research systematically explores the roles of Word of Mouth (WOM) and marketing strategies in mediating consumer loyalty and its impact on purchasing decisions for Micro, Small, and Medium Enterprises (MSMEs) products. Applying a Systematic Literature Review (SLR) method, this study synthesizes scholarly articles sourced from major academic databases such as Scopus, ScienceDirect, Google Scholar, and ProQuest, covering publications from the past decade. The selection of literature followed rigorous procedures including identification, screening, and eligibility assessments, with strict inclusion criteria to ensure the relevance and quality of the reviewed studies. The analysis reveals that WOM significantly influences consumer perception and trust, while well-implemented marketing strategies help establish long-term consumer engagement. These two factors contribute positively to consumer loyalty, which in turn plays a pivotal role in shaping purchasing behavior toward MSME products. Additionally, consumer loyalty is identified as a key mediating variable that reinforces the relationship between WOM, marketing strategies, and purchase decisions. The findings offer valuable insights for both academic and practical perspectives, particularly in designing relationship-oriented marketing approaches to strengthen MSME competitiveness.
Implementation of Green Marketing Mix at The Body Shop: A Marketing Strategy to Increase Consumer Satisfaction and Brand Loyalty Yasari, Niluh Komang Kusuma; Agustin, Resty; Winarno, Agung; Rahayu, Wening Patmi
International Humanity Advance, Business & Sciences Vol 3 No 1 (2025): July
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v3i1.488

Abstract

This study aims to analyze The Body Shop's implementation of Green Marketing Mix elements in the Indonesian market in the period 2023-2024, as well as its influence on consumer satisfaction and brand loyalty. Given the intensive competition in the cosmetics and body care sector, The Body Shop's ability to maintain differentiation through ethical values and sustainability is crucial. This research uses the Systematic Literature Review (SLR) method to synthesize findings from relevant studies on the Green Marketing Mix, consumer satisfaction, and brand loyalty, particularly in the context of the cosmetics industry and The Body Shop's business practices. The main focus of the analysis is on the four core elements of the Marketing Mix (Product, Price, Place, and Promotion) with a sustainability (Green) perspective. The results of the study are expected to provide strategic insights to The Body Shop in optimizing the Green Marketing Mix to increase consumer satisfaction and strengthen brand loyalty in the Indonesian market, as well as provide an academic contribution in understanding the implementation of green marketing in the cosmetics industry.
PENDAMPINGAN PENINGKATAN DAYA SAING DAN LEGALITAS UMKM DHANY BAKERY DI JOMBANG DALAM MENDUKUNG PENCAPAIAN SDGs Setyawati, Ira; Agustin, Resty; Winarno, Agung; Hermawan, Agus
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 5, No 6 (2025): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v5i6.2382

Abstract

This community service activity aims to improve the competitiveness, business legality, and management quality of Dhany Bakery, a micro, small, and medium enterprise (MSME) located in Jogoroto District, Jombang Regency. The assistance was provided by 2024–2025 Master of Management students from Malang State University (UM), namely Ira Setyawati and Resty Agustin, under the guidance of Prof. Dr. Agung Winarno, M.M. and Dr. Agus Hermawan, GradDipMgt., M.Si., M.Buss. The activities included assistance with business licensing, trademark intellectual property rights (IPR) registration, preparation of simple financial reports, and training in digital marketing and branding strategies. The implementation method used a participatory approach with a combination of observation, training, and intensive mentoring. The results of the assistance showed an increase in business actors' understanding of the importance of legality, financial recording, and digital marketing. This is evidenced by the marketing of products through WhatsApp Business, Instagram, and GoFood. Additionally, this program supports the achievement of the SDGs, particularly SDG 1, SDG 8, and SDG 9. Overall, the assistance has strengthened the managerial foundation of Dhany Bakery while boosting the business owner's confidence in developing the business.ABSTRAKKegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan daya saing, legalitas usaha, dan kualitas manajemen UMKM Dhany Bakery yang berlokasi di Kecamatan Jogoroto, Kabupaten Jombang. Pendampingan dilakukan oleh mahasiswa Magister Manajemen Universitas Negeri Malang (UM) angkatan 2024–2025, yakni Ira Setyawati dan Resty Agustin, dengan bimbingan Prof. Dr. Agung Winarno, M.M. dan Dr. Agus Hermawan, GradDipMgt., M.Si., M.Buss. Kegiatan meliputi pendampingan perizinan usaha, pendaftaran Hak Kekayaan Intelektual (HKI) merek dagang, penyusunan laporan keuangan sederhana, serta pelatihan strategi pemasaran digital dan branding. Metode pelaksanaan menggunakan pendekatan partisipatif dengan kombinasi observasi, pelatihan, dan mentoring intensif. Hasil pendampingan menunjukkan peningkatan pemahaman pelaku usaha terhadap pentingnya legalitas, pencatatan keuangan, serta pemasaran digital. Hal ini ditunjukkan dengan adanya pemasaran produk melalui WhatsApp bisnis, Instagram dan Gofood. Selain itu, program ini juga mendukung pencapaian SDGs, khususnya SDG 1, SDG 8, dan SDG 9. Secara keseluruhan, pendampingan mampu memperkuat fondasi manajerial Dhany Bakery sekaligus meningkatkan kepercayaan diri pemilik usaha dalam mengembangkan bisnis.
Co-Authors Agung Winarno Agus Hermawan Budi Eko Soetjipto Ludi Wishnu Wardana Setyawati, Ira Wening Patmi Rahayu Yasari, Niluh Komang Kusuma