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All Journal Journal of Economic, Bussines and Accounting (COSTING) Bisma: Jurnal Bisnis dan Manajemen Procuratio : Jurnal Ilmiah Manajemen Jurnal MEBIS (Manajemen dan Bisnis) Journal of Economics, Business, and Government Challenges Management Studies and Entrepreneurship Journal (MSEJ) Nusantara Science and Technology Proceedings Jurnal Bisnis Indonesia Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Indonesian Journal of Business Analytics (IJBA) Jurnal Pengabdian Kepada Masyarakat International Journal of Economics (IJEC) Jurnal Pendidikan dan Pengabdian Masyarakat IIJSE
Izaak, Wilma Cordelia
Department Of Management, Economic And Business Faculty, Universitas Pembangunan Nasional ‘Veteran” Surabaya, East Java
Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mechanical Engineering Medicine & Pharmacology Social Sciences Other

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Optimalisasi Digital Marketing Melalui Instagram Sebagai Strategi Pemasaran Produk UMKM Di Kelurahan Medokan Semampir Kota Surabaya Wilma Cordelia Izaak; Fa’ulul Denisya; Gilang Ilham Pratama; Fadia Dwi Nurdianty; Nova Aditya Pradana; Dewa Prayoga
KARYA UNGGUL - Jurnal Pengabdian Kepada Masyarakat Vol. 1 No. 2 (2022): Edisi Juni
Publisher : KARYA UNGGUL - Jurnal Pengabdian Kepada Masyarakat

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Abstract

Pengabdian masayarakat ini diikuti oleh pelaku Usaha Mikro Kecil dan Menengah (UMKM) Kelurahan Medokan Semampir, Kecamatan Sukolilo, Kota Surabaya. Permasalahan yang dihadapi oleh UMKM yaitu, sulitnya memasarkan produk UMKM secara online. Maka dari itu, dibuatlah pendampingan & pelatihan pemasaran melalui media sosial Instagram untuk meningkatkan penjualan produk Usaha Mikro Kecil Menengah (UMKM) agar jangkauan pemasarannya lebih luas sehingga dapat mencapai target penjualan yang diinginkan. Pengabdian masyarakat ini bertujuan untuk memberikan peserta pelatihan keahlian dan ilmu untuk memanfaatkan media digital khususnya Instagram sebagai sarana promosi produk UMKM untuk mempermudah transaksi jual beli antara produsen dan calon konsumen.
OPTIMALISASI MEDIA PROMOSI DIGITAL SEBAGAI STRATEGI PEMASARAN WISATA TERPADU UMKM KENDANGSARI, SURABAYA Felicia Oribel; Wilma Cordelia Izaak; Febby Annastya Eka; Nur Devika Mawarni; Fenilia Indah Rosyidah; Nesta Permana Putra
Jurnal Pendidikan dan Pengabdian Masyarakat Vol. 5 No. 2 (2022): Mei
Publisher : FKIP Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (215.364 KB) | DOI: 10.29303/jppm.v5i2.3684

Abstract

Usaha Mikro Kecil dan Menengah (UMKM) memiliki potensi yang besar dalam perkembangan perekonomian Indonesia. Namun, banyak UMKM yang masih mengalami berbagai hambatan contohnya seperti kurangnya modal, kurangnya kemampuan administratif dalam mengelola usahanya, serta terbatasnya pemasaran UMKM itu sendiri. Secara khusus, para pelaku UMKM di Kelurahan Kendangsari masih mengalami kesulitan dalam memasarkan produk mulai dari membentuk branding produk melalui foto produk, logo, tagline serta penggunaan media promosi guna memasarkan produk. Pengabdian ini bertujuan untuk memperkenalkan media digital sebagai wadah aktivitas jual-beli, membekali UMKM terhadap pemanfaatan media digital sebagai media promosi dan transaksi di tengah Pandemi Covid-19, berupa platform website dan media sosial contohnya Instagram bisnis beserta Whatsapp. Metode pelaksanaan yang digunakan dalam pengabdian kepada masyarakat yakni melalui pelatihan dan pendampingan pembuatan logo produk, tagline produk, hingga pembuatan dan penggunaan sosial media untuk pelaku UMKM yang ada di Kendangsari. Adapun tahapan dari pelatihan dan pendampingan tersebut terdiri dari 4 tahap kegiatan, yaitu: 1) Tahapan survei; 2) Tahapan Pelatihan; 3) Tahapan Pendampingan; 4) Tahapan Evaluasi. Kegiatan ini memberikan manfaat kepada peserta pelatihan selain menambah pengetahuan juga memberikan keterampilan promosi berbasis digital yang baik. Media promosi digital menjadi lebih optimal sebagai bentuk strategi pemasaran wisata terpadu UMKM Kendangsari, Surabaya.
The Effect of Trust and Product Quality on Repurchase Intention for Yamalube Oil Products in Gresik Regency Muhammad Harun Alrasyid; Sugeng Purwanto; Wilma Cordelia Izaak
International Journal of Economics (IJEC) Vol. 2 No. 1 (2023): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i1.432

Abstract

In line with the automotive industry's unstoppable growth, a pervasive phenomenon of counterfeit lubricants and motorcycle oils circulating in the market has emerged, with some of them increasingly mimicking the appearance of genuine oil products. Counterfeit oil manufacturers not only imitate various characteristics of the packaging but also innovate by replicating the label technology developed by reputable oil brands. This has caused consumers to worry about the quality of the products and lose trust in several well-known oil brands. Therefore, researchers became interested in conducting a study on the variables of Trust and Product Quality influencing repurchase intention. This study utilized a quantitative descriptive research approach and non-probability sampling with a purposive sample strategy among 105 users of Yamalube Oil products in Gresik Regency. All hypotheses in this study were investigated using component-based SEM analysis with PLS. The research instrument in this study was an online questionnaire created using Google Forms. Based on statistical calculations, the researchers found that Trust and product quality significantly effect repurchase intention for Yamalube oil products in Gresik Regency. The results of this study explain that the repurchase intention variable, effected by the independent variables of Trust and Product Quality, accounts for 88,9% of the variance, while the remaining 11,1% is explained by other variables outside the scope of this study.
The Influence of Product Difference, Price Determination, and Brand Image on the Purchase Decision of KFC Fast Food (Kentucky Fried Chicken) in Surabaya City Desy Windi Prawita; Wilma Cordelia Izaak; Supriyono
Indonesian Journal of Business Analytics Vol. 3 No. 4 (2023): August 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v3i4.5197

Abstract

Lifestyle changes can occur as a result of people becoming more pragmatic and instant in their thinking as a result of technological advances. The purpose of this study is to dissect the ways in which consumers in Surabaya City, Indonesia make judgments about whether or not to buy fast food from KFC (Kentucky Fried Chicken). Customers who have purchased and eaten at KFC restaurants in Surabaya City are included in the sample population. Purposive sampling was used, resulting in a total of 108 responses. A questionnaire or Likert scale was distributed as a tool to collect data. Quantitative methods and primary and secondary sources of information are used in this kind of study. PLS was the method used to analyze the data. Purchasing decisions were found to be positively and significantly influenced by factors including product differentiation, pricing, and brand image.
Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Produk Pada Marketplace (Studi Pada Pengguna Aplikasi Shopee Di Jawa Timur) Uswatun Hasanah; Hery Pudjoprastyono; Wilma Cordelia Izaak
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 5 (2023): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v4i6.2065

Abstract

Shopee memanfaatkan kemajuan teknologi dan informasi dengan cara menyediakan aplikasi pada ponsel Dengan menawarkan aplikasi untuk smartphone yang memudahkan masyarakat untuk membeli dan menjual barang secara online, Shopee memanfaatkan perkembangan informasi dan teknologi. Shopee juga menyediakan alat penilaian dan ulasan konsumen online. Ulasan dan peringkat adalah sumber informasi yang berguna mengenai suatu produk yang mungkin menarik bagi pelanggan lain yang akan membuat keputusan pembelian. Dengan menggunakan 110 konsumen sebagai sampel penelitian, penelitian ini bertujuan untuk mengetahui pengaruh online customer review dan online customer rating terhadap keputusan pembelian produk di marketplace Shopee Jawa Timur. Dengan mendistribusikan survei dan mengolah data menggunakan SEM PLS, penelitian ini menggunakan metodologi kuantitatif.. Sampling purposive dengan metode sampel non-probabilitas adalah strategi pengambilan sampel yang digunakan dalam penelitian ini. Temuan penelitian menunjukkan bahwa pendapat dan peringkat pelanggan online memiliki pengaruh positif dan signifikan terhadap keputusan konsumen untuk membeli produk di pasar Shopee di Jawa Timur. Bisa dikatakan sesuatu itu signifikan (positif) karena mendukung hipotesis.
The Influence of Influencer Marketing and Lifestyle on Purchase Decisions of Virtual Game Product Mobile Legends: Bang Bang Elsa Nabella; Supriyono; Wilma Cordelia Izaak
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2023): August 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ministal.v2i3.4739

Abstract

Understanding the impact of Influencer Marketing and Lifestyle on the Purchase Decisions of the online virtual game Mobile Legends: Bang Bang is the primary objective of this research. The population under research consists of Mobile Legends players who are students in Surabaya and have purchased a skin hero in the game Mobile Legends: Bang Bang and used it during gameplay. This research utilized a non-probability sampling method with a purposive sampling technique. The sample size for this research was 110 respondents. Data for this research was collected through questionnaire responses from the respondents as well as from various sources such as books, articles, and journals. The analytical tool employed in this research was Partial Least Squares (PLS). The findings of the research indicated that both Influencer Marketing and Lifestyle had a significant impact on the Purchase Decision for Mobile Legends: Bang Bang.
Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Keputusan Pembelian Garnier Micellar Water Di Gresik Dea Naurotul Jannah; Supriyono Supriyono; Wilma Cordelia Izaak
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.12141

Abstract

Penting bagi perusahaan untuk menetapkan strategi dalam menghadapi kompetisi persaingan yang kian kompetitif, khususnya strategi untuk menarik konsumen dalam membuat keputusan pembelian. Penelitian ini dilakukan dengan tujuan yaitu mengetahui dan menganalisis pengaruh citra merek dan kepercayaan merek terhadap keputusan pembelian Garnier micellar water di Gresik. Penelitian ini merupakan penelitian kuantitatif yang melibatkan 99 responden masyarakat di Kabupaten Gresik yang pernah membeli produk Garnier micellar water. Kuesioner dan studi kepustakaan merupakan metode yang diterapkan untuk pengumpulan data dalam penelitian. Dilakukan analisis data pada software SmartPLS 4 dengan mengunakan teknik analisis yakni Structural Equation Modeling (SEM) dengan metode Partial Least Square (PLS). Diperoleh hasil pada penelitian bahwasanya citra merek dan kepercayaan merek berkontribusi terhadap keputusan pembelian Garnier micellar water di Gresik.
Consumer Responses to Scarcity Appeals in Online Ordering Nanik Hariyana; Wilma Cordelia Izaak; Dienni Ruhjatini Sholihah
Nusantara Science and Technology Proceedings 8th International Seminar of Research Month 2023
Publisher : Future Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/nstp.2024.4166

Abstract

Scarcity appeals, which highlight how a commodity or service is scarce due to "high demand" or "limited supply," are frequently used in the tourism industry. However, not all scarcity appeals have the same ability to persuade consumers. The current study investigates the combined effects of consumers' power perceptions and the supply- or demand-framed nature of scarcity appeal in the context of online booking. The results show that when presented with a demand-framed scarcity appeal vs a supply-framed one, customers with a strong sense of power are more likely to make a purchase; however, this difference is less noticeable for customers with a low sense of power. Furthermore, mediation analysis reveals perceived risk as the psychological mechanism behind these effects. The managerial ramifications of online booking systems are discussed.
The Role of Brand Awareness in Mediating the Relationship Between Content Marketing and Electronic Word of Mouth (E-WOM) on Purchase Intention of Tenue de Attire Products Alkhila Habibatul Jannah; Wilma Cordelia Izaak
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7322

Abstract

The development of social media, especially TikTok, has become a strategic opportunity for fashion brands to expand their marketing reach, including Tenue de Attire. However, despite appearing frequently on the For You Page (FYP), there are still many users who do not realize that Tenue de Attire is a brand that sells fashion products and when compared to other local products, Tenue De Attire has the lowest number of products sold. Through brand awareness, this research seeks to examine how electronic word-of-mouth (e-wom) and content marketing affect purchase intention. Gen Z Surabaya TikTok users made up the study's population. With a sample size of 126 respondents, this study employed the purposive sampling method. The findings of this study show that while electronic word-of-mouth (e-WOM) exerts a positive and significant influence on brand awareness, content marketing does not demonstrate a noticeable effect. Furthermore, purchase intention is positively and significantly affected by brand awareness. In addition, e-WOM shows a positive and substantial indirect impact on purchase intention mediated by brand awareness, whereas content marketing appears to have no indirect influence in this regard.
Co-Authors Alkhila Habibatul Jannah Azizah, Nurul Dea Naurotul Jannah Desy Windi Prawita Dewa Prayoga Dienni Ruhjatini Sholihah Elsa Nabella Fadia Dwi Nurdianty Fa’ulul Denisya Febby Annastya Eka Felicia Oribel Fenilia Indah Rosyidah Gilang Ilham Pratama Hery Pudjoprastyono Hesty Prima Rini Kriswibowo, Arimurti Kustini Kustini Lifia Hardiyani Muhammad Harun Alrasyid Nanik Hariyana Nesta Permana Putra Nova Aditya Pradana Nur Devika Mawarni Nuruni Ika KW Ronggo Alit Sugeng Purwanto Supriyono Supriyono Theodora Cicelia Khristi Uswatun Hasanah