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All Journal The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Among Makarti Jurnal Ilmiah Manajemen dan Bisnis (JIMB) E-Dimas: Jurnal Pengabdian kepada Masyarakat Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Sosial dan Teknologi Journal of Applied Business, Taxation and Economics Reseach Journal of Social Research ASEAN Marketing Journal Asia Pacific Journal of Management and Education
Novika Candra Astuti
School of Business and Management, Institut Teknologi Bandung
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Proposed Strategy to Increase Brand Awareness in the Digital Market through Influencer and Content Marketing for SHAKTI Spice Product Wirajaya, Abirackshaan; Astuti, Novika Candra
Journal of Social Research Vol. 4 No. 7 (2025): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v4i7.2596

Abstract

The low brand awareness of SHAKTI, a chili powder product owned by PT Sathrusi Komoditi Indonesia, presents a major challenge for entering Indonesia's competitive digital market, despite offering high-quality, halal-certified products, SHAKTI’s digital marketing efforts remain underdeveloped, this study investigates how influencer marketing and content marketing impact the improvement of brand awareness, a mixed-method approach was adopted, with quantitative data collected from 130 potential consumers via structured questionnaires, and qualitative data obtained through in-depth interviews with three internal stakeholders, multiple regression analysis revealed that both influencer marketing (? = 0.524) and content marketing (? = 0.405) significantly influence brand awareness, with an explanatory power of R² = 0.766 the proposed strategies include enhancing educational and visual content on Instagram, collaborating with relevant micro-influencers, optimizing marketplace listings, and initiating a digital loyalty program, all of these findings highlight the importance of integrating influencer and content marketing strategies to sustainably increase SHAKTI’s digital brand visibility.
Understanding Visitor Engagement at Private Art Spaces: A Mixed-Methods Study of A Non-Profit Gallery in Indonesia Indraputri, Zafira Meizzati; Astuti, Novika Candra
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 2 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i2.10188

Abstract

Private art spaces occupy an unusual position in the cultural landscape. They carry public-facing missions—education, cultural dialogue, community building—yet operate without the institutional funding that sustains government museums. This study examines factors shaping visitor engagement at Gallery XYZ, a non-profit contemporary art institution located in a major creative city in Indonesia. Despite years of programming exhibitions, workshops, and cultural events, the gallery faces inconsistent attendance and a narrow visitor demographic. The research employed a convergent mixed-methods design, integrating quantitative survey data (n=162) with qualitative semi-structured interviews (n=11). Survey respondents were categorized into three segments: current visitors (n=88), aware non-visitors who recognized the gallery but had never attended (n=34), and those entirely unaware of its existence (n=40). Thematic analysis following Braun and Clarke's framework identified six interrelated themes: motivational drivers, engagement barriers, visitor experience quality, brand perception, communication effectiveness, and value perception. Quantitative findings revealed that 81.8% of visitors were irregular—either lapsed or one-time attendees. Access and distance emerged as the dominant barrier (67.0% of visitors, 31.1% of non-visitors). The companion dependency pattern proved equally notable: 61.4% visited with friends, while 25-31% across segments cited lacking a companion as a barrier. Qualitative findings revealed a perception gap—the gallery commanded prestige among art insiders yet remained largely invisible to the general public. Non-visitors described galleries as spaces "made for other people," suggesting psychological barriers that practical interventions alone may not address. The study contributes to cultural marketing literature by illustrating how private art spaces in developing economies may inadvertently cultivate exclusive reputations despite inclusive aspirations.
Developing Marketing Strategies Based on Segmentation, Targeting, and Positioning (STP) and Marketing Mix Analysis: A Case Study in Jernip Kencana Yusoluna, Salma; Astuti, Novika Candra
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 3 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

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Abstract

Jernip Kencana is a family-owned MSME established in 1996 in Kuningan, West Java, producing natural lime syrup with consistently high customer ratings (4.2–4.8 out of 5). Despite strong product quality and long-standing market leadership, the company experienced a significant 61.7% decline in sales, from 922 units in Q2 2021 to 353 units in Q4 2024, indicating serious marketing challenges. This study aims to identify the causes of declining sales and to formulate an integrated marketing strategy by analyzing customer segmentation, targeting and positioning (STP), as well as internal and external business environments. Using a mixed-method approach, primary data were collected through in-depth interviews, observations, and questionnaires from 285 respondents, complemented by secondary data. Analytical tools included K-means clustering, VRIO, PESTLE, Porter’s Five Forces, TOWS, and the Marketing Mix 7Ps. The findings reveal key issues such as weak brand visibility, lack of clear STP, limited digital marketing capability, absence of customer data management, and dependence on aging distributors. The study proposes a “Heritage Premium Natural Wellness” positioning, targeting the Wellness Advocates segment, supported by strategic adjustments in STP, marketing mix, and a phased implementation plan. This research offers practical insights for traditional MSMEs navigating digital-era competition.
Pelatihan Pengembangan Produk Beras Organik di Desa Cikurubuk Suhardi, Agatha Rinta; Sari, Oktora Yogi; Sakti, Intan Widuri; Oktaviani, Desy; Astuti, Novika Candra; Darajat, Zakiah
E-Dimas: Jurnal Pengabdian kepada Masyarakat Vol 16, No 4 (2025): E-DIMAS
Publisher : Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/e-dimas.v16i4.24878

Abstract

Peran UKM dalam perekonomian suatu negara sangatlah penting. UKM melambangkan kekuatan pembangunan ekonomi sebuah negara. Pentingnya UKM sebagian besar berkaitan dengan sebutan mereka sebagai tulang punggung ekonomi pembangunan. Padi merupakan salah satu komoditi utama yang dihasilkan dari Indonesia, dimana data Badan Pusat Statistik pada Februari 2025, produksi padi pada tahun 2024 sebesar 53,14 juta ton gabah kering, dimana dari angka tersebut dikonversi menjadi komsumsi beras untuk pangan penduduk sejumlah 30,62 juta ton. Budidaya beras organik memainkan peran penting dalam memajukan tujuan pembangunan berkelanjutan (SDGs) Indonesia. Di Indonesia, beras organik merupakan kategori produk organik terbesar ketiga, dengan perkiraan produksi pada tahun 2022 sebesar 40.376 ton, naik sekitar 14% dari tahun 2021. Beras organik merupakan komoditas utama yang saat ini sedang dikembangkan oleh masyarakat di Desa Cikurubuk dalam meningkatkan pendapatan para warga Desa. Tujuan penelitian ini untuk memberikan masukan dalam meningkatkan penjualan beras organik. Metode penelitian yang digunakan yaitu deskriptif dari hasil wawancara dengan pengelola bisnis beras organik. Hasil wawancara didapatkan bahwa pengelolaan bisnis beras organik masih dilakukan secara individu dan sangat bergantung terhadap produksi beras dari para petani di Desa Cikurubuk.
Co-Authors Adhyaksa, Rangga Pijar Azzahra, Salsa Mylady Darajat, Zakiah Harimukti Wandebori Indraputri, Zafira Meizzati Intan Widuri Sakti Nanda, Yumas Gia Oktaviani, Desy Reza Ashari Nasution Reza Relen Indriyanto Rohmatulloh, Farhan Sari, Oktora Yogi Solihin, Ismail Suhardi, Agatha Rinta Tasya, Ratu Tifa Prima Uno, Indra Cahya Wirajaya, Abirackshaan Yusoluna, Salma