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All Journal Jurnal Administrasi Bisnis Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Karinov Jurnal Pengabdian Masyarakat Asia EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Vivabio : Jurnal Pengabdian Multidisiplin Journal of Entrepreneurship & Business PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat Parta: Jurnal Pengabdian Kepada Masyarakat PERDULI: Jurnal Pengabdian kepada Masyarakat
Della Ayu Zonna Lia
Universitas Negeri Malang
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From Green Marketing to Enhance Green Purchase Intention: The Act of Green Advertisement, Green Brand Loyalty, and Green Brand Innovativeness Lia, Della Ayu Zonna; Siswanto, Ely; Wiraguna, Rayie Tariaranie; Wahyudi, Handri Dian
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.13922

Abstract

The present study aims to investigate the effects of Green Marketing (GM) strategies, such as Green Advertisement (GA), Green Brand Loyalty (GBL), and Green Brand Innovativeness (GBI), on consumer purchase intention. Additionally, it investigates the moderating effects of these strategies on these relationships and looks at how GM and Green Purchase Intention (GPI) are related. These findings build on previous research on the relationship between GM and GPI. The unresearched combined effects of GM on customer purchase intentions as well as the moderating functions of GA, GBL, and GBI in these connections are among the research gaps. The current study examines the relationship between GM antecedents and GPI using a cross-sectional approach and a quantitative research methodology. Quantitative research methods are useful when analyzing relationships between variables and extending findings across populations is the goal. Based on prior research on GM and behavior, the study's research methodology used a survey questionnaire. Google Forms will be used to distribute an online survey to Indonesian consumers of green products, which served as the data collection tool for this study.
Assessing The Impact of Green Brand Positioning and Knowledge on Attitudes Towards Green Brands: A Study of Branded Coffee Consumer in Indonesia and Their Green Purchase Intentions Lia, Della Ayu Zonna; Aninda, Maura Saskia
Journal of Entrepreneurship and Business Vol. 5 No. 3 (2024): Journal of Entrepreneurship and Business (October)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jeb.v5i3.6475

Abstract

Purpose: This research attempts to examine the nexus between Green Brand Positioning, Green Brand Knowledge, mediated by Attitude towards Green Brand, and their collective impact on Green PurchaseIntention among consumers of a specific coffee brand in Indonesia. Method: Data was collected from a sample of 296 individuals using an online questionnaire, employing a nonprobability sampling method and PLS-Structural Equation Model for analysis. Result: The study unveiled that while green brand positioning exhibited no influence on green purchase intention, the combined effect of green brand positioning, green brand knowledge, and attitudetowards green brand positively shapes green purchase intention. This highlights the capacity of companies embracing environmentally friendly practices to uphold their commitment to protecting the planet.Particularly in the realm of coffee brands, which have effectively engaged consumers in environmental consciousness, these companies serve as advocates for sustainability and earth preservation.Consequently, this underscores the importance for otherentrepreneurs, communities, and government to prioritize environmental stewardship and take proactive measures to safeguard the environment.
Beyond the Basics: E-Marketing and Rebranding Strategies for MSME Advancement Lia, Della Ayu Zonna; Siswanto, Ely; Wahyudi, Handri Dian
Jurnal Pengabdian Masyarakat Vol. 5 No. 2 (2024): Jurnal Pengabdian Masyarakat
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpm.v5i2.2324

Abstract

Purpose: MSMEs often struggle to establish a strong brand identity due to inconsistent product naming within their offerings. This lack of brand cohesion can hinder customer recognition and engagement. Consequently, consumers may have difficulty associating various products with a single manufacturer. To address this challenge, e-marketing and rebranding strategies can be implemented to create a unified and memorable brand image. By effectively employing these tactics, MSMEs can enhance brand awareness and foster customer loyalty, ultimately expanding their market reach and driving business success. Method: This article examines the branding challenges faced by MSMEs and introduces e-marketing and rebranding as effective solutions. It analyzes common obstacles, explains the strategies, and highlights their benefits for MSME success. Practical Applications: 1) Improved brand awareness, 2) Increased brand engagement; 3) Building a strong brand identity: 4) Increase customer loyalty; 5) Diversify sales. Conclusion: This article emphasizes the significance of branding for MSMEs and proposes e-marketing and rebranding as effective strategies to address common challenges. By adopting these approaches, MSMEs can enhance brand awareness, foster customer engagement, and cultivate loyalty, ultimately solidifying their market presence.
Pengelolaan Desa Wisata Dengan Konsep Green Economy Dalam Upaya Peningkatan Pendapatan Masyarakat Desa Jatisari Wiraguna, Rayie Tariaranie; Siswanto, Ely; Wahyudi, Handri Dian; Lia, Della Ayu Zonna
Parta: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 1 (2024)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/parta.v5i1.5454

Abstract

Tujuan dilakukan kegiatan pengabdian ini adalah untuk memberikan edukasi kepada masyarakat khususnya Desa Jatisari untuk mengelola lingkungan melalui penerapan konsep green economy. Dalam kegiatan pengabdian yang dilakukan, tim pelaksana fokus pada edukasi mengolah limbah plastik agar dapat mengurangi timbunan sampah plastik dan dapat menjadi salah satu sumber [endapatan baru bagi masyarakat Desa Jatisari. Pengabdian ini menggunakan metode Model Participatory Rural Appraisal (PRA), Model Participatory Technology Development, Model Community Development dan Edukatif. Dengan kegiatan pengabdian ini, masyarakat mendapatkan insight baru untuk mendapatkan sumber pendapatan baru. Olahan kreasi limbah plastik dapat diperjualbelikan secara umum khususnya dapat dijual ke beberapa Rumah Bank Sampah yang ada di Kota Malang.
Enhancing MSME Capacity Through Product Innovation for Sustainable Community Empowerment Fitri, Raisa; Nora, Elfia; Wiliandri, Ruly; Lia, Della Ayu Zonna; Sopiah; Ayu, Anastasia; Priandini, Donna Alexandra
Jurnal Pengabdian Masyarakat Vol. 6 No. 2 (2025): Jurnal Pengabdian Masyarakat
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpm.v6i2.2731

Abstract

Purpose: This study addresses challenges faced by Bianana MSME in Malang, Indonesia, including stagnant product innovation and inefficient manual packaging, which hinder competitiveness. It aims to enhance MSME capacity through technological adoption and flavor innovation to support sustainable local economic development. Method: A community service approach was employed, involving problem identification, training, and evaluation. Data were collected via observation, interviews, and direct assessment, focusing on implementing continuous sealer technology and developing new flavor variants. Practical Applications: The use of continuous sealer machines improved packaging efficiency, extended shelf life from 2 to 4–5 weeks, reduced product damage to below 3%, and increased daily production by 35%. Product innovation training enabled the creation of market-responsive flavors, enhancing competitiveness and market reach. Conclusion: The integration of technology and innovation significantly improved product quality and business performance, demonstrating an effective model for sustainable MSME development and community empowerment.
Co-Authors Aniek Murniati Aniek Murniati, Aniek Aninda, Maura Saskia Ayu, Anastasia Elfia Nora, Elfia Ely Siswanto Filianti, Filianti Handri Dian Wahyudi Hikmah, Mutiara Gita Nurul Ita Prihatiningsih Lolita Kusuma Widyastuti Mustika, Fernanda Ayu Mutaqqin, Robbi Habbal Nanda Arwida Farida Priandini, Donna Alexandra Raisa Fitri Rayie Tarianie Wiraguna Rayie Tariaranie Ruly Wiliandri Shevchenko, Kevin Henry Sopiah, Sopiah Sudarmiatin Tirtasari, Berliana Nadia Rakhma Wiraguna, Rayie Tariaranie Yakin, Fadillah Ainul