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All Journal Jurnal Riset Ekonomi & Bisnis JMM17: Jurnal Ilmu Ekonomi dan Manajemen Media Trend: Berkala Kajian Ekonomi dan Studi Pembangunan Matra Pembaruan: Jurnal Inovasi Kebijakan Journal of Economic, Bussines and Accounting (COSTING) EKONOMIS : Journal of Economics and Business NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Jurnal Pendidikan Ekonomi (JURKAMI) Journal of Humanities and Social Studies Journal of Education, Humaniora and Social Sciences (JEHSS) Referensi : Jurnal Ilmu Manajemen dan Akuntansi Procuratio : Jurnal Ilmiah Manajemen SULTANIST: Jurnal Manajemen dan Keuangan JURNAL PEMASARAN KOMPETITIF Maker: Jurnal Manajemen MANAJEMEN DEWANTARA JURNAL LENTERA BISNIS Journal of Economics, Business, and Government Challenges Revitalisasi : Jurnal Ilmu Manajemen Management Studies and Entrepreneurship Journal (MSEJ) Jurnal ABDINUS : Jurnal Pengabdian Nusantara RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL Journal of Management and Bussines (JOMB) Nusantara Science and Technology Proceedings Jurnal Pengabdian Masyarakat Asia International Journal of Environmental, Sustainability, and Social Science CENDEKIA : Jurnal Ilmu Pengetahuan Jurnal Ilmiah Wahana Pendidikan KARYA: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmu Manajemen Advantage Arus Jurnal Sosial dan Humaniora COVIT East Asian Journal of Multidisciplinary Research (EAJMR) Indonesian Journal of Business Analytics (IJBA) Journal Of Human And Education (JAHE) JDEP (Jurnal Dinamika Ekonomi Pembangunan) Journal of Economics Development Issues BULETIN BISNIS & MANAJEMEN (BBM) Jurnal Manajemen dan Kewirausahaan GEMAH RIPAH: Jurnal Bisnis Jurnal Pengabdian Masyarakat Indonesia (JPMI) Jurnal Komputer, Informasi dan Teknologi IDEI: JURNAL EKONOMI & BISNIS
Nuruni Ika KW
Department Of Management, Universitas Pembangunan Nasional ”Veteran” Jawa Timur, Surabaya, INDONESIA
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering 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 Library & Information Science Materials Science & Nanotechnology Medicine & Pharmacology Public Health Social Sciences Other

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IMPLEMENTASI STRATEGI CONTENT MARKETING DALAM MEMBANGUN CORPORATE BRAND IMAGE: STUDI KASUS PADA PT LIMA BENUA KONEKSINDO Dewi Oktalaily Widohastuti; Nuruni Ika Kusuma Wardhani
ECONOMOS Vol 6 No 02 (2026): EKONOMI DAN BISNIS
Publisher : KELOMPOK KOMUNITAS LABORATORIUM PENELITIAN (COMMUNITY OF RESEARCH LABORATORY)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69957/grjb.v6i02.2944

Abstract

Perkembangan teknologi digital yang pesat telah mengubah cara perusahaan berkomunikasi dan memasarkan produk maupun layanannya. Content marketing menjadi salah satu pendekatan yang banyak diadopsi karena berfokus pada penciptaan dan penyebaran konten yang bernilai, relevan, dan konsisten guna menarik serta mempertahankan audiens sasaran. Penelitian ini menganalisis implementasi strategi content marketing yang dijalankan PT Lima Benua Koneksindo, perusahaan penyedia solusi teknologi informasi, dalam membangun corporate brand image. Metode yang digunakan adalah deskriptif kualitatif dengan desain studi kasus. Data dihimpun melalui observasi langsung, penelusuran dokumentasi perusahaan, serta keterlibatan aktif dalam berbagai aktivitas pemasaran digital perusahaan selama program magang pada Januari–Mei 2026. Hasil penelitian memperlihatkan bahwa perusahaan memanfaatkan konten TikTok, webinar, konten edukasi teknologi, dan materi promosi digital untuk memperluas visibilitas serta memperkuat posisinya sebagai penyedia solusi teknologi yang inovatif dan efisien, khususnya untuk lini produk VcloudPoint. Selain berfungsi sebagai sarana promosi, aktivitas tersebut juga menjadi kanal keterlibatan audiens, penguatan kepercayaan pelanggan, dan peneguhan identitas digital perusahaan. Konsistensi penerapan content marketing terbukti mendukung terbentuknya corporate brand image yang positif sekaligus memperkuat daya saing perusahaan di industri teknologi informasi.
ANALISIS ONLINE PROMOTION DAN ELECTRONIC WORD OF MOUTH PADA KEPUTUSAN PEMBELIAN PELANGGAN (Studi pada UMKM Diah Cookies di Kota Surabaya) Rachmad Budi Laksono; Nuruni Ika Kusuma Wardhani
MANAJEMEN DEWANTARA Vol 9 No 3 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyse the influence between Online Promotion and Electronic Word of Mouth on Customer Purchase Decisions for Diah Cookies MSME products in Surabaya. The background of this study stems from the increasing role of Digital strategies in shaping modern consumer behaviour, especially in the culinary sector, which is highly dependent on Online Promotion and customer reviews. Through this approach, the study seeks to identify the extent to which the effectiveness of Online Promotion and the power of e-WOM can encourage consumers to make purchasing decisions, while also providing an empirical overview of how MSMEs can optimise their Digital strategies to be more competitive in the era of internet-based Marketing. The research method used is a quantitative approach with an empirical design. Primary data was collected through an Online questionnaire using purposive sampling techniques from customers who had purchased Diah Cookies products. Data analysis was performed using the Partial Least Square (PLS) method, which allowed researchers to test the correlational relationship between variables simultaneously and measure the contribution of independent variables to purchasing decisions. Results of the study indicate that both Online Promotion and Electronic Word of Mouth have a positive and significant effect on Customer Purchase Decisions. An R-Square value of 0.758 indicates that these two Digital variables together can explain 75.8% of the variation in customer purchasing decisions. These findings emphasise the importance of consistent Online Promotion and positive e-WOM management to increase customer trust and loyalty to SME products such as Diah Cookies.
PERAN BPJS DALAM IMPLEMENTASI PROGRAM JKK DAN JKM BAGI PERUSAHAAN JASA KONSTRUKSI DI BPJS KARIMUNJAWA Wafiula Mumtaz; Nuruni Ika Kusuma Wardhani
CENDEKIA: Jurnal Ilmu Pengetahuan Vol. 6 No. 1 (2026)
Publisher : Pusat Pengembangan Pendidikan dan Penelitian Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51878/cendekia.v6i1.8891

Abstract

The high risk of workplace accidents in the construction services sector requires adaptive and sustainable social protection for workers. The Work Accident Insurance (JKK) and Death Insurance (JKM) programmes organised by BPJS Ketenagakerja - an play an important role in providing protection for project workers who have risky job characteristics. This study aims to examine the role of BPJS Ketenagakerjaan in implementing the JKK and JKM programmes at construction service companies in BPJS Ketenagakerjaan Karimunjawa Surabaya, with a focus on collaboration patterns, socialisation strategies, and implementation barriers at the operational level. The study uses a qualitative method with a descriptive approach. Data were collected through in-depth interviews with ten informants consisting of BPJS Ketenagakerjaan officers and construction service project managers, then analysed thematically. The results of the study indicate that the implementation of the JKK and JKM programmes has generally been quite effective, particularly through inter-agency cooperation and integrated socialisation strategies. However, there are still obstacles in the form of low understanding among companies, delays in registering project workers, and administrative barriers in the claims process. The study concludes that strengthening inter-agency synergy, effective policy communication, and service innovation are key factors in improving the protection of workers in the construction services sector. ABSTRAK Risiko kecelakaan kerja yang tinggi pada sektor jasa konstruksi menuntut adanya perlindungan sosial ketenagakerjaan yang adaptif dan berkelanjutan. Program Jaminan Kecelakaan Kerja (JKK) dan Jaminan Kematian (JKM) yang diselenggarakan oleh BPJS Ketenagakerjaan berperan penting dalam memberikan perlindungan bagi pekerja proyek yang memiliki karakteristik kerja berisiko. Penelitian ini bertujuan untuk mengkaji peran BPJS Ketenagakerjaan dalam pelaksanaan program JKK dan JKM pada perusahaan jasa konstruksi di BPJS Ketenagakerjaan Karimunjawa Surabaya, dengan menitikberatkan pada pola kolaborasi, strategi sosialisasi, serta hambatan implementasi di tingkat operasional. Penelitian menggunakan metode kualitatif dengan pendekatan deskriptif. Data dikumpulkan melalui wawancara mendalam terhadap sepuluh informan yang terdiri atas petugas BPJS Ketenagakerjaan dan pengelola proyek jasa konstruksi, kemudian dianalisis secara tematik. Hasil penelitian menunjukkan bahwa implementasi program JKK dan JKM secara umum telah berjalan cukup efektif, terutama melalui kerja sama lintas lembaga dan strategi sosialisasi terpadu. Namun, masih terdapat kendala berupa rendahnya pemahaman perusahaan, keterlambatan pendaftaran pekerja proyek, serta hambatan administratif dalam proses klaim. Simpulan penelitian menegaskan bahwa penguatan sinergi antarlembaga, komunikasi kebijakan yang efektif, dan inovasi layanan menjadi faktor kunci dalam meningkatkan perlindungan pekerja sektor jasa konstruksi.
PENGARUH KETERSEDIAAN PRODUK DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN PADA UMKM GRIYA SNACK PASURUAN Mochammad Ismail Alfarizi; Nuruni Ika Kusuma Wardhani
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/cwq6kj95

Abstract

Penelitian ini mengkaji dampak ketersediaan produk dan persepsi harga terhadap loyalitas pelanggan di UMKM Griya Snack Pasuruan. Studi ini dilatarbelakangi oleh isu penurunan omzet dan keluhan konsumen mengenai keterbatasan stok produk serta adanya perbedaan pandangan harga dibandingkan pesaing. Ketersediaan produk dan persepsi harga dinilai sebagai faktor kunci yang strategis untuk menjaga kesetiaan pelanggan, terutama di tengah ketatnya persaingan sektor makanan ringan. Menggunakan pendekatan kuantitatif, data dikumpulkan dari 104 pelanggan Griya Snack melalui kuesioner, lalu dianalisis memakai metode Partial Least Square (PLS) dengan SmartPLS. Hasilnya membuktikan bahwa baik ketersediaan produk (koefisien jalur 0,521; t-statistik 8,999) maupun persepsi harga (koefisien jalur 0,337; t-statistik 4,061) setiap faktor memiliki keterkaitan yang signifikan dan konstruktif terhadap terbentuknya loyalitas pelanggan. Secara keseluruhan, kedua aspek ini berperan penting dalam meningkatkan loyalitas, menggarisbawahi perlunya strategi manajemen stok dan harga yang selaras dengan pandangan konsumen. Temuan ini dapat menjadi panduan strategis bagi UMKM untuk merancang pemasaran yang lebih efektif dalam mempertahankan pelanggan.
The Effect of Product Innovation and Brand Image on Purchase Intention of Citra Hand and Body Products in Surabaya Ismiatul Ilmiah; Nuruni Ika Kusuma Wardhani
Jurnal Ilmu Manajemen Advantage Vol. 8 No. 2 (2024): December 2024
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v8i2.1351

Abstract

The skincare industry is one of the world's fastest expanding sectors, including in Indonesia. Skin care has become an integral part of the modern lifestyle, not only as an effort to maintain healthy skin, but also as a self-expression and confidence booster. Product innovation and brand image on Citra hand and body that is positive will build consumer confidence in the product or company. The intention of this study is to identify and analyze the impact of product innovation and brand image on purchasing interest in hand and body image items in Surabaya. This study makes use of primary data derived from questionnaire responses. The population of this study are people who live in Surabaya who know and know Citra hand and body products. The sample used was 84 respondents with purposive sampling technique. The results showed that product innovation and brand image have a significant positive effect on buying interest in Citra hand and body products in Surabaya.
The Influence of Lifestyle and Brand Image on Purchasing Decisions for Coca-Cola Products in Surabaya Aulia Dwi Anggraeni; Nuruni Ika Kusuma Wardhani
Jurnal Ilmu Manajemen Advantage Vol. 8 No. 2 (2024): December 2024
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v8i2.1356

Abstract

This research aims to analyze the influence of lifestyle and brand image on purchasing decisions for Coca-Cola products in Surabaya. This research uses quantitative methods with the sampling technique used, namely Non Probability Sampling, a method of sampling that does not offer every component or member of the population an equal chance to be chosen as a sample using a purposeful sampling methodology. The research sample consisted of 80 respondents who were consumers aged over 17 years who specifically purchased and consumed Coca-Cola products in Surabaya. The technique for collecting data uses primary data obtained through questionnaires distributed to respondents. The analysis method employed in this study uses the PLS or Partial Least Square application and uses validity testing, reliability testing and hypothesis testing. Based on the research results, we can concluded that lifestyle has a positive and significant effect on purchase decisions, acceptable, with a path coefficient of 0.518627, and a T-statistic value of 5.126284. Likewise, the brand image variable has a positive and significant effect on purchasing decisions, acceptable, with path coefficients of 0.372649, and a T-statistic value of 3.926683 for Coca-Cola products in Surabaya.
Co-Authors Achmad Abyan Zharfan Ahcmady, Anggie Christian Nur Ainul Yaqin Alifia, Firza Tsamara Almira Zakkiya Arofa Amelia Retno Wahyu Purnama Amelia, Novi Amirah, Anandah Anita Fine Ardianita Ardianita Arya Yudha Nugraha Aulia Dwi Anggraeni Dewanti, Illona Ratna Dewi Oktalaily Widohastuti Dhianita Yasmin Faisal Prima Agdhanni Farahdila An-nisa Anwar Hery Pudjo Prastyono Icasania Septentia Ignathia Martha Hendrati Ignathia Martha Hendrati Ignatia Martha H Ignatia Martha H. Ismail, Rizky Riza Ismiatul Ilmiah Izaak, Wilma Cordelia JAYANTI, EKA Kiky Asmara Lifia Hardiyani Martha Hendrati, Ignatia Mei Retno Adiwaty Mellania Ariya Nitta Moch. Virgiawan Anjasmara Mochammad Ismail Alfarizi Muhammad Yohanes Mumtaz, Wafiula Nabilah Amani SALSABILA Nanik Hariyana Naufal Putra Yundra Perkasa Nurkholish Majid Perdana, Ramadhanty Khansaputri Pratama, Ovitia Rerolia Fitria Putri Aisyah Rachmad Budi Laksono Rahma, Tanzalina Aulia Rahmadhani, Novia Rizky Ramadhanty Khansaputri Perdana Reiga Ritomea Ariescy Rishelynia Nastiti Dwi Prayunda Rizky Hediyanti Ryan Oktavianto Ryandini, Fadilla Safira, Adelia Mayang Sandi Ariamanda Ariamanda Santoso, Anugrah Bayu Satuhu, Nia Hanifah Sauki, Moch Syahrir Sebastiana Viphindrartin Septentia, Icasania Sholihah, Dewi Deniaty Sishadiyati Syaifudin, Syanita Lailatussa’adah Syanita Lailatussa’adah Syaifudin Thalib, Mochammad Rayyan Theodora Cicelia Khristi Tri Kartika Pertiwi Utomo, Diajeng Intan Putri Wafiula Mumtaz Wilma Izaak Zumrotul Fitriyah Zumrotul Fitriyah, Zumrotul