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All Journal Jurnal Ekonomi Modernisasi PROFIT : Jurnal Administrasi Bisnis Jurnal Riset Entrepreneurship Reswara: Jurnal Pengabdian Kepada Masyarakat Jurnal Administrasi Bisnis FISIPOL UNMUL Adbis : Jurnal Administrasi dan Bisnis Jurnal Pengabdian Polinema Kepada Masyarakat Indo-MathEdu Intellectuals Journal JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Jurnal Pengabdian Kepada Masyarakat Journal of Sustainable Community Service Socius: Social Sciences Research Journal Pusat Publikasi Ilmu Manajemen Jurnal Ilmiah Ekonomi dan Manajemen JEBD Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Media Akademik (JMA) PENG: Jurnal Ekonomi dan Manajemen Jurnal Pengabdian Kepada Masyarakat Jurnal Aplikasi Bisnis Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin Indonesia Economic Journal Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Jurnal Akuntansi Bisnis dan Humaniora
Umi Khabibah
Politeknik Negeri Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Pembuatan Media Promosi Video Konten Menggunakan Aplikasi Capcut di Tiktok untuk Meningkatkan Brand Awareness Pelumas  PT Pertamina Lubricants Kota Malang Delvia Imayuri Rudianto; Umi Khabibah; Heru Utomo
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/sr2f3j62

Abstract

This research aims to evaluate the effectiveness of using video content on TikTok as a digital promotional media to increase brand awareness of Enduro and Fastron lubricant products from PT Pertamina Lubricants in Malang City. Previously, promotions in this region relied on conventional media like banners which were less optimal in reaching wide consumers. Through the Kemmis and Taggart action research cycle approach, two promotional videos were produced utilizing the CapCut application and uploaded to TikTok. Data collection involved observation, interviews, and questionnaires distributed to fifteen respondents per video using purposive sampling techniques. Quantitative data analysis was conducted to measure effectiveness using the EPIC Model alongside the Guttman scale for brand awareness dimensions. The research results indicate that both promotional videos are categorized as highly effective based on Empathy, Persuasion, Impact, and Communication dimensions. Furthermore, measurements utilizing the Guttman scale prove that all brand awareness aspects, including brand recall, brand recognition, brand choice, and top of mind, gained excellent results. In conclusion, utilizing video content on the TikTok platform is a highly crucial and effective digital marketing strategy to expand overall audience reach. This significantly elevates consumer brand awareness towards superior PT Pertamina Lubricants products, ultimately attracting broader market segments.
Optimalisasi Social Media Marketing menggunakan Meta Ads untuk Meningkatkan Brand Awareness pada  PT Archicon Eka Rekadaya Malang Septi Wulandari; Umi Khabibah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/33x6z687

Abstract

This study aims to measure the improvement of brand awareness and evaluate the effectiveness of marketing campaigns through the use of Meta Ads on the Instagram account of PT Archicon Eka Rekadaya (@archiproperti). Motivated by the initial passive and stagnant condition of the account, this study employs an action research method involving three cycles of content improvement. The quality of the reel video content was evaluated using the EPIC model (Empathy, Persuasion, Impact, Communication), involving a business owner, marketing experts, digital marketing experts, and Instagram audiences. The results indicate that the advertising video content is categorized as highly effective, achieving an average EPIC score of 4.6. The implementation of a Meta Ads campaign with a brand awareness objective over two days in the Greater Malang area successfully reached 33,153 accounts and generated 33,276 impressions, exceeding the initial target by over 330% while significantly boosting audience engagement compared to pre-campaign levels. These findings conclude that the synergy between EPIC-model-based content quality and Meta Ads distribution strategy effectively transforms corporate social media into a high-impact digital marketing channel for strengthening brand awareness.
Pembuatan Media Promosi Dalam Bentuk Desain Kemasan Menggunakan Aplikasi Canva Pada UPPKS Sumber Rahayu Tumpang Kabupaten Malang Elsa Sugandy; Umi Khabibah
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

This research has an aim to create promotional media in the form of effective packaging design with Canva application. The method used in this research is Action Research with research procedures consisting of planning, action, observation and reflection. The data collection was conducted with observation, interviews, documentation, and questionnaires. The questionnaires were distributed to 15 respondents consisting of 1 business pemilik, 2 graphic design experts, 2 marketing experts, and 10 potential consumers. The method for measuring of effectiveness used the EPIC Model (Empathy, Persuasion, Impact, Communication). The analysis results after improvements showed an average EPIC Rate of 4.52, indicating that the packaging design is very effective and suitable for use. Based on the results of the research, it can be concluded that the created packaging design is very effective and suitable for use as a promotional media through packaging design. Thus, it is recommended that Sumber Rahayu use attractive, informative, and innovative packaging designs that can compete with other products in the market.
E-Flyer Sebagai Media Promosi Pada Shopee Live Menggunakan Aplikasi Canva di Vauza Tamma Hijab Malang Niswah Rosa Amelia; Umi Khabibah
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

Penelitian ini bertujuan untuk membuat media promosi berupa E-Flyer pada Shopee Live yang efektif menggunakan aplikasi Canva. Metode yang digunakan dalam penelitian ini adalah Action Research dengan menggunakan prosedur penelitian yang terdiri dari perencanaan, tindakan, pengamatan, observasi, dan refleksi. Pengumpulan data yang dilakukan menggunakan metode wawancara, observasi, dokumentasi, dan kuesioner. Kuesioner dibagikan kepada 15 Unit Analisis yang terdiri dari 1 Owner, 2 ahli desain grafis, 2 ahli pemasaran, 5 konsumen dan 5 calon konsumen. Kesimpulan dari penelitian ini adalah desain E-flyer yang dibuat dan diunggah sangat efektif dan layak digunakan sebagai media promosi. Vauza Tamma Hijab sebaiknya selalu memperbarui informasi agar dapat menjadi media promosi yang dapat menarik calon konsumen.
Pembuatan E-Brochure Sebagai Media Iklan Menggunakan Aplikasi Adobe Illustrator Pada PT Lingkaran Cendekia Jaya Kediri Mochammad Sihabudin; Joni Dwi Pribadi; Umi Khabibah
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 4 (2025): April - Juni
Publisher : CV. ITTC INDONESIA

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Abstract

marketing activities. Technology greatly assists companies in creating effective digital ads that can influence consumer purchasing behavior. This study aimed to create effective e-brochure advertising media using the Adobe Illustrator application. The research method employed in this study is action research with observation and questionnaires. The measurement of design effectiveness uses the EPIC Models method. The result of the analysisshowed that the e-brochure design was categorized as a good and feasible design, with an average EPIC Rate score of 4.38. Based on the research result, it can be conclude that the e-brochure design is very effective for use as an advertising medium at PT Lingkaran Cendekia Jaya Kediri.
Pembuatan Media Promosi E-Catalogue Produk Melalui Bio Instagram Menggunakan Aplikasi Corel Draw Pada Donat Mungil Malang Dea Oktavia Ilhami; Umi Khabibah; Ahmad Fauzi
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 4 (2025): April - Juni
Publisher : CV. ITTC INDONESIA

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Abstract

Donat Mungil Malang is an MSME (Micro, Small and Medium Enterprises) specializing in the food sector. The types of products sold are various kinds of donuts and tarts. The current promotional media is not adequate to introduce and provide information about its products. The purpose of this research was to create new effective and efficient promotional media in order to provide information on the products being sold. This research used the Action Research method with research procedures consisting of, planning, action, observation and reflection. The data collection methods were observation, interviews, documentation and questionnaires. The measurement of the effectiveness of design as a promotional medium was measured with the EPIC method of Emphaty, Persuasion, Impact and Communication dimensions. The results of the research based on the distribution of questionnaires obtained an average score of EPIC Rate which is very effective, and it is included in the very effective category. It implies that the e-catalogue made has met the criteria of a good e-catalogue. From the results of research on all dimensions that have been calculated using the EPIC method, the highest dimension is the impact dimension with very effective results. Finally, it can be concluded that e-catalogue is very effective to be used as a new promotional media. It is expected that Donat Mungil Malang continues to update the e-catalogue so that online promotion still continues.
Strategi Media Promosi Katalog Produk Berbasis Adobe Photoshop untuk Meningkatkan Minat Beli Konsumen di Koffeein Surabaya Abimanyu Arya Pradana; Umi Khabibah; Suci Nurfauziah
PPIMAN Pusat Publikasi Ilmu Manajemen Vol. 4 No. 3 (2026): Juli: Pusat Publikasi Ilmu Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Univ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/ppiman.v4i3.1435

Abstract

Koffeein Surabaya is a business engaged in the field of food & beverages that carries the theme of Coffee Shop and is located on Jalan Pucang Anom Timur 4 No. 26A. Koffeein Surabaya is less than optimal and has not reached the target market. Therefore, promotional media in the form of a product catalog in the form of printed media is needed, so this study aims to help create a product catalog in order to increase purchasing interest for consumers and potential consumers. This study is an Action Research and uses Adobe Photoshop as a product catalog creation application. Measurement of the effectiveness of the product catalog in this study uses EPIC and AIDA indicators. Data collection methods used are observation, interviews, questionnaires and documentation. The finished product catalog design is then evaluated by distributing questionnaires to 2 IT experts, 2 marketing experts, 1 owner and 15 consumers and potential consumers. The measurement of product catalog effectiveness in this study uses the EPIC and AIDA indicators. This study has gone through two cycles, cycle 1 showed that the product catalog was still not good enough so it needed to be continued to cycle 2. In cycle 2, the Koffeein Surabaya product catalog was said to be good and feasible with an EPIC rate score of 4.41 in the very effective category and an AIDA analysis method of 86.62 in the very good category. From this study, it can be concluded that the product catalog is said to be effective, good, and feasible to be used to help develop and provide promotional media for Koffeein Surabaya as an effort to increase consumer purchasing interest.
Pembuatan Video Promosi Produk Menggunakan CapCut di Instagram untuk Meningkatkan Brand Awareness pada Warung Bakso Boss Lumajang Areta Annora Safir; Umi Khabibah
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/h13gx497

Abstract

Advancements in information technology have made social media a vital tool for communication and promotion, with Instagram widely used to reach broad audiences and boost consumer engagement. This study was motivated by suboptimal promotion at Warung Bakso Boss Lumajang, where existing content lacked visual appeal and clear messaging, resulting in low brand awareness. This study aimed to develop a product video as a promotional medium using the CapCut application, published on Instagram, to increase brand awareness for Warung Bakso Boss Lumajang. The Action Research method was employed, comprising planning, action, observation, and reflection. The units of analysis included one owner, two multimedia experts, two computer experts, and ten potential customers, assessed using the EPIC Model (empathy, persuasion, impact, and communication dimensions). Results showed an EPIC rate of 4.37, categorized as very effective, and a Brand Awareness score of 88%, indicating an excellent level of awareness. These findings suggest that the promotional video is effective in boosting brand awareness. It is concluded that promotional videos created with CapCut and published on Instagram can increase brand awareness for Warung Bakso Boss Lumajang.
Pembuatan Video Promosi Menggunakan Adobe Premiere untuk Meningkatkan Engagement di Instagram Toko Thrift Baju Defiant Kabupaten Blitar Muhammad Jauhar Annas Daud; Ahmad Fauzi; Umi Khabibah
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/4wg4ra22

Abstract

Defiant Thrift Store is a secondhand-clothing store in Blitar Regency that has relied on Instagram as its main promotional channel, yet its video content has not been planned systematically, resulting in low audience engagement and limited brand awareness. This study aims to design a promotional video using the Adobe Premiere application as a digital promotional medium for Instagram Reels and to measure its effectiveness in increasing audience engagement on the Instagram account of Defiant Thrift Store. This study used the action research method comprising four stages: planning, action, observation, and reflection. Primary data were obtained through observation, interviews, and questionnaires distributed to 20 respondents consisting of the business owner, employees, computer experts, marketing experts, and consumers, while secondary data were obtained from Instagram Insight. The effectiveness of the video was measured using the EPIC Model (Empathy, Persuasion, Impact, Communication) and the Customer Response Index (CRI), while audience engagement was measured through Engagement Rate by Reach (ERR) and Engagement Rate by Impression (ERI). The results show that the EPIC Rate reached 4.10, categorized as effective, while the CRI score reached 63.9%, categorized as fairly effective. Instagram Insight data recorded an increase in account reach by 96.28% to 1,268 accounts, impressions by 96.93% to 3,653 views, and interactions by 62.22% to 78 interactions, with ERR of 5.83% and ERI of 2.14%. This study concludes that the promotional video produced through Adobe Premiere is effective in increasing engagement on the Instagram account of Defiant Thrift Store, so that consistency in visual identity and content planning needs to be maintained sustainably.
Strategi Promosi melalui Pembuatan Video Konten Reels untuk Meningkatkan Purchase Intention Konsumen pada UMKM Dhiandra Malang Kamilatin Kamilatin; Umi Khabibah
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 3 (2026): Juli-September, Ekonomi Digital dan Strategi Manajemen Modern
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/dwv9e656

Abstract

Penelitian ini adalah Penelitian Tindakan (Action Research), yang terdiri dari tahap perencanaan, tindakan, pengamatan, dan refleksi. Data dikumpulkan melalui wawancara, observasi, dokumentasi, dan kuesioner. Unit analisis penelitian terdiri dari 1 pemilik usaha, 2 ahli pemasaran, 2 ahli multimedia, dan 15 calon konsumen. Pengukuran efektivitas desain berdasarkan dimensi AIDA Model. Hasil penelitian menunjukkan bahwa dimensi Attention meraih rata-rata 87,10%, Interest 90,66%, Desire 86,66%, dan Action 85,99%. Temuan ini membuktikan bahwa kualitas visual, kejelasan penyampaian informasi konten Reels terbukti secara nyata mampu meningkatkan purchase intention. Berdasarkan hasil penelitian, kualitas visual, penyampaian informasi, dan daya tarik emosional dalam sebuah video promosi sangat efektif untuk meningkatkan purchase intention konsumen.
Co-Authors Abdul Waris Abdullah Helmy Abimanyu Arya Pradana Achmad Zaini Ahmad Fauzi Ahmad Fauzi Aini, Lilies Nur Aini, Yulis Nurul Akmalia, Masitha Nisa Alfian Nur Diansyah Alif Hilmy Huznuzharif Alif Tegar Ramadhan Areta Annora Safir Asminah Rachmi Asminah Rachmi Auralaila, Deavenue Az zuhri, Fahmi Muhammad Becik Gati Anjari Dea Oktavia Ilhami Delvia Imayuri Rudianto Dewi Nur Aini Dian Nur Rahmawati Dita Permatasari Doni Diaraga Rudita Drs. Joko Samboro Dwi Sudjanarti Elsa Sugandy Erlangga Haryo Satriagung Erma Yanuarni Fatkhur Rochman Fidiani, Alcho Fiona Rose Firta Fullchis Nurtjahjani Ghifari Irza Farabi Halid Hasan Heru Utomo Heru Utomo, Heru Imami, Irsyavina Nabila Ita Rifiani Permatasari Ita Rifiani Permatasari, Ita Rifiani Jatrifia Ongga Sinatriya Joni Dwi Pribadi Joni Dwi Pribadi Jordan Rizkyawan Silvano Kamilatin Kamilatin Kartika Sari Kertahadi Kertahadi Lailiya Rahmanatasya Lilies Nur Aini Lilies Nur Aini Listyo Ferdi Suhendar Mahmudatul Himma Maqshuroh, Za'farona Qoshirotuthorfi Mardhiya Naqiyatul Azmi Maskur Maskur Mega Fatimah Rosana Mochammad Al Musadieq Mochammad Drihan Javier Pratama Mochammad Sihabudin Mohamad Rafi Mohammad Maskan Much Fanny Setyawan Muhammad Jauhar Annas Daud Muhammad Reza Pratama Mukhlisa Jannatul Aulia Efendi Musthofa Hadi Nadia Devi Kusworo Nisa, Nurul Hidayatin Niswah Rosa Amelia Nurdjizah Nurdjizah Nurfauziah, Suci Nurhuda , Syahrul Nurtjahjani, Fullchis Octavia Dwipayanti, Riska Pudji Herijanto Ramadhan, Bangga Prastya Rizka Rahmawati Rizki Ira Sindi Rizky Kurniawan Murtiyanto Rr. Tri Istining Wardani Sanita Dhakirah Saputra, Wahyu Adi Septi Wulandari Seroja Puteri Indira Shinta Maharani Trivena Sinatriya, Jatrifia Ongga Sudjanarti, Dwi Sugianto, Aziz Ridwan Sulis Setyowati, Sulis Titien Indrianti Tri Ist. Wardani Tri Istining Wardani Tri Istining Wardani Tri Ramadani A Tri Ramadani Arjo Vembi Ade Ismana Putra Vincentius Kevin Febrilian Wahidin Shulton Ash Sidiqie Syafi’i Wahyu, Leni Wardani, Rr. Tri Istining Yulis Nurul Aini Yulis Nurul Aini