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Sri Gunawan
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Transformasi Keterampilan Pemasaran Digital UMKM “Rumah Mandiri” di Desa Sidoharjo, Kulon Progo Agustina, Tri Siwi; Herachwati, Nuri; Ekowati, Dian; Kusumasondjaja, Sony; Sulistyawati, Chorry; Gunawan, Sri; Khaira, Nurul
PROSIDING SENADIKA : Seminar Nasional Akademik Vol 1 No 1 (2024): PROSIDING SEMINAR NASIONAL AKADEMIK (SENADIKA) 2024
Publisher : PROSIDING SENADIKA : Seminar Nasional Akademik

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Abstract

Desa Sidoharjo, Kabupaten Kulon Progo, Daerah Istimewa Yogyakarta memiliki kekayaan alam yang luar biasa. Selain itu, di dusun tersebut terdapat 2 (dua) produk unggulan yaitu kopi yang dikenal dengan Kopi Menoreh dengan citarasa yang khas serta Kripik Talas dengan berbagai varian rasa. Sayangnya pemasaran yang dilakukan masih kurang optimal. Hasil dari survey awal adalah kurangnya pengetahuan dan keterampilan tentang Whatsapp dan Instagram untuk media pemasaran. Tim Pengabdian Masyarakat S1 Manajemen FEB Universitas Airlangga telah menyusun program pelatihan dan pendampingan bagi UMKM Rumah Mandiri untuk dapat bertransformasi dalam pemasaran digital. Pelatihan dan pendampingan dilakukan sejak bulan Oktober hingga Desember 2024. Hasil yang didapatkan peserta mulai dapat menunjukkan perubahan dalam penyusunan postingan, kualitas gambar, pembuatan caption pada akun media sosial mereka. Diharapkan setelah program pengabdian masyarakat ini, para UMKM dapat lebih mandiri dan rutin dalam memanfaatkan media sosial yang dimiliki untuk mencapai target pemasaran yang lebih luas.
Dampak Haptic Information terhadap Product Perception, Consumer Trust, dan Online Purchase Intention pada Media Sosial Instagram (Studi pada Produk Sounds Husky R. Khairizza Mohammad; Gunawan, Sri
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 5 No 1 (2020): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (472.108 KB) | DOI: 10.29407/nusamba.v5i1.14105

Abstract

This study aims to examine the impact of differences in haptic description and style description on haptic information and product perception in their effects on consumer trust, and online purchase intentions. Experimental design with between subjects was used to test the 2 x 1 factorial design research model. Where, two groups would get random stimuli between haptic description and style description with a total sample of 100 people. The findings in this study are that haptic description has a higher influence on haptic information and product perception compared to style description. Furthermore, haptic information has a positive effect on product perception and consumer trust, but does not have an influence on online purchase intention. The findings in this study suggest that apparel businesses in Instagram are expected to be able to provide product photo quality and more detailed haptic descriptions to create better product perception in the minds of consumers. Furthermore, the sentence written on the caption is also expected to be made to be more persuasive, so that the three things suggested can increase online purchase intention.
Co-Authors Afiantoro, Febri Astuti, Yohana Th. Maria Budi Purwono Dian Ekowati Dwi Novirani Edi Susanto Fani Ardiani Fariha Wilisiani, Fariha Gancar C. Premananto Hartono Hartono Husin, Syarief Nur Indra Kurniawan Jamaliah Jamaliah Jaya, Galang Indra Jovi Sulistiawan, Jovi Khaira, Nurul Mahardika, Yefta Muhammad Yusuf Mustajib, Muhammad Nurcahyono Nurcahyono, Nurcahyono Nuri Herachwati Othman, Norfaridatul Akmaliah Pratama, Oktarianto Tidar R. Khairizza Mohammad Ramadania Ramadania Ramadhan, M.Fauzan Riski, Dewa Saloko, Subakho Aryo Samsuri Tarmadja, Samsuri Sayyida Sayyida Sinka, Valina Solakhudin, Muhammad Rafi Sony Kusumasondjaja Sri Hartini Sulistyawati, Chorry Toni Athory Sinaga Tri Siwi Agustina Wijayani, Suprih Wirianata, Herry Yusup Paisol