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Nabila, Yasmin
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Pengetahuan Pelaku UMKM Tentang Kemasan Dan Pendampingan Pemasaran Berbasis Digital Dalam Pengembangan Usaha Tape Gambut Melviani, Melviani; Rohama, Rohama; Tumanggor, Agustina Hotma Uli; Husna, Hafizatul; Nabila, Yasmin; Khuluqia, Munirah; Anggraini, Livani; Caroline, Putricia; Ningtias, Radita Dia Ayu
Indonesia Berdaya Vol 5, No 4 (2024)
Publisher : UKInstitute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/ib.2024941

Abstract

Salah satu upaya yang dapat dilakukan dalam pengembangan produk adalah melalui kemasan. Kemasan diharapkan mampu mempengaruhi konsumen untuk memberikan kesan positif. Kemasan produk perlu diperhatikan dalam persaingan di dunia bisnis. Terutama untuk produk makanan yang mempunyai banyak pesaing di pasaran. Disamping itu, saat ini kemajuan teknologi menjadi hal yang tidak dapat dihindari. Kemajuan teknologi dimanfaatkan untuk memperluas pengenalan produk kepada konsumen dengan lebih cepat dan mudah. Teknologi digital menawarkan kesempatan untuk semua pelaku usaha. Pemasaran berbasis digital dapat menjangkau seluruh masyarakat dimanapun mereka berada. Kegiatan pengabdian ini diharapkan dapat menyelesaikan permasalahan keterbatasan pengetahuan dan keterampilan UMKM tape gambut dalam penjualan tape gambut. Metode yang digunakan berupa ceramah interaktif dan demonstrasi praktik. Untuk mengetahui tingkat pengetahuan mitra UMKM sebelum dan sesudah penyampaian edukasi, pelatihan dan pendampingan dilakukan pre-test dan post-test yang diikuti sebanyak 21 responden. Kegiatan pengabdian ini menunjukkan terjadinya peningkatan pengetahuan terkait konsep kemasan dapat dilihat dari adanya peningkatan nilai sebesar 22,14 dan peningkatan nilai sebesar 41,54 terkait pemasaran berbasis digital.Abstract: One of the efforts that can be made in product development is through packaging. Packaging is expected to be able to influence consumers to give a positive impression. Product packaging needs to be considered in the competition in the business world. Especially for food products that have many competitors in the market. In addition, currently technological advances are inevitable. Technological advances are used to expand product introduction to consumers more quickly and easily. Digital technology offers opportunities for all business actors. Digital-based marketing can reach all people wherever they are. This service activity is expected to solve the problem of limited knowledge and skills of peat tape MSMEs in the sale of peat tape. The methods used are in the form of interactive lectures and practical demonstrations. To find out the level of knowledge of MSME partners before and after the delivery of education, training and mentoring were carried out pre-test and post-test which were attended by 21 respondents This service activity shows an increase in knowledge related to the concept of packaging, which can be seen from an increase in value of 22.14 and an increase in value of 41.54 related to digital-based marketing.
The Influence of E-WOM Source Credibility in Beauty Product Reviews Containing Shopee Affiliate Links on Consumer Trust Nabila, Yasmin; Wulandari, Astri
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

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Abstract

Indonesia's strong interest in online shopping encourages Shopee to develop the Shopee Affiliate Program as amarketing communication strategy. Shopee affiliate links are commonly used in beauty product reviews on the@ohmy_beautybank autobase account. The objective of this study was to analyze the influence of e-WOM sourcecredibility in beauty product reviews containing Shopee affiliate links on consumer trust. This study utilizes descriptivequantitative approaches. The probability sampling approach, specifically simple random sampling, is used to obtainresearch samples with the Slovin formula which generated 400 respondents. The research instrument proved validand reliable, and the data was analyzed by employing normality, heteroscedasticity, correlation, determinationcoefficient, and simple linear regression tests. The findings revealed that e-WOM source credibility in beauty productreviews containing Shopee affiliate links had a positive and significant influence on consumer trust. The correlationtest result of 0.827 indicates a very strong correlation between the two variables. The coefficient of determination testresults revealed that the e-WOM source credibility can explain or predict consumer trust by 68%, the remaining 32%explained by factors not examined in this study. This research can contribute theoretically to academic literature andpractically for Shopee affiliate users in increasing consumer trust.Keyword: Affiliate Marketing, Consumer Trust, E-WOM Source Credibility, Shopee
Co-Authors Anggraini, Livani Astri Wulandari Caroline, Putricia Husna, Hafizatul Khuluqia, Munirah Melviani, Melviani Ningtias, Radita Dia Ayu Rohama, Rohama Tumanggor, Agustina Hotma Uli