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All Journal Jurnal Pembelajaran Fisika Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Inovasi Bisnis (Inovbiz) Dinamisia: Jurnal Pengabdian Kepada Masyarakat JMM (Jurnal Masyarakat Mandiri) JCES (Journal of Character Education Society) Warta Penelitian Perhubungan Jurnal Manajemen Dirgantara Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Tourism Sustainability Journal of Applied Business, Taxation and Economics Reseach MOVE: Journal of Community Service and Engagement Jurnal Keuangan dan Akuntansi Terapan (KUAT) Lamahu: Jurnal Pengabdian Masyarakat Terintegrasi Jurnal Pengabdian dan Pengembangan Masyarakat Indonesia KONTAN: Jurnal Ekonomi, Manajemen dan Bisnis Jurnal Dinamika Manajemen Warta Penelitian Perhubungan
Farah Putri Wenang Lusianingrum
Universitas Sultan Ageng Tirtayasa
Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

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Pengaruh Pengalaman Merek terhadap Loyalitas Merek pada Konsumen Maskapai Garuda Indonesia Lusianingrum, Farah Putri Wenang; Fakhrudin, Arif; Dyahjatmayanti, Dhiani
Warta Penelitian Perhubungan Vol. 33 No. 1 (2021): Warta Penelitian Perhubungan
Publisher : Sekretariat Badan Penelitian dan Pengembangan Perhubungan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25104/warlit.v33i1.1617

Abstract

AbstrakPasar penerbangan di Indonesia semakin kompetitif dengan semakin banyaknya maskapai penerbangan komersial yang beroperasi. Bagi konsumen, hal ini menjadi keuntungan karena pilihan maskapai penerbangan yang semakin bervariasi. Sementara bagi maskapai penerbangan, kondisi ini menuntut perusahaan untuk mampu memberikan pengalaman dan pelayanan yang lebih baik guna menjaga loyalitas konsumen agar dapat menguasai pasar. Perusahaan maskapai penerbangan seperti Garuda Indonesia perlu mempertimbangkan pengalaman merek yang dirasakan untuk mempertahankan pelanggannya. Penelitian ini bertujuan untuk menguji pengaruh langsung pengalaman merek terhadap loyalitas merek dan kualitas pelayanan sebagai pemoderasi untuk menyelesaikan masalah perbedaan hasil studi empiris. Metode penelitian yang digunakan adalah kuantitatif. Penentuan sampel penelitian menggunakan metode purposive sampling. Kuesioner dibagikan secara daring kepada responden penelitian dan terdapat 200 responden yang memberikan jawaban secara lengkap. Alat analisis berupa Structural Equation Modeling Warp Partial Least Square 6.0 (SEM Warp PLS) dipilih untuk menguji model pengukuran (validitas dan reliabilitas) dan model struktural (pengujian hipotesis). Hasil studi menunjukkan bahwa pengalaman merek dapat mendorong peningkatan loyalitas merek sebesar 19%. Selain itu, kualitas pelayanan terbukti dapat bertindak sebagai pemoderasi pada pengaruh pengalaman merek terhadap loyalitas merek.Kata Kunci: Kualitas Pelayanan, Pengalaman Merek, Loyalitas Merek, Maskapai Penerbangan. AbstractThe Effect of Brand Experience on Brand Loyalty on Garuda Indonesia Airline Customers: The aviation market in Indonesia is increasingly competitive with the increasing number of commercial airlines operating. For consumers, this is an advantage because of the increasingly varied choices of airlines. Meanwhile, for the airline, this condition requires the company to provide better experience and service to maintain consumer loyalty to dominate the market. Airlines such as Garuda Indonesia need to consider the brand experience to retain consumers. This study aimed to test the direct effect of brand experience to brand loyalty and service quality as moderation to overcome the problem of differences in the results of empirical studies. The research method used was quantitative. The determination of the research sample used a purposive sampling method. The online questionnaire was distributed directly to the respondents and a number of 200 respondents submitted complete answers. The Structural Equation Modeling Warp Partial Least Square 6.0 (SEM Warp PLS) analysis tool was chosen to test the measurement model (validity and reliability) and the structural model (hypothesis testing). The results of the study showed that brand experience could drive an increase in brand loyalty by 19%. Furthermore, service quality was proven to act as moderation on the effect of brand experience on brand loyalty.Keywords: Service Quality, Brand Experience, Brand Loyalty, Airline.
Managing TikTok Content Strategies to Enhance Tourist Engagement: A Case Study of Bukit Sinyonya Tourism Village Fadhilah; Lusianingrum, Farah Putri Wenang; Saputra, Galih Ginanjar
Journal of Tourism Sustainability Vol. 5 No. 2 (2025): Volume 5 Number 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtospolban.v5i2.186

Abstract

This study explores strategic approaches to managing TikTok content to enhance tourist attraction at the Bukit Sinyonya Tourism Village in Banten. Using a qualitative case study method, the research examines how the local tourism awareness group (Pokdarwis) organises content planning, creative production, and distribution on TikTok. Data were gathered through in-depth interviews, participant observation, and digital content analysis. Drawing on content marketing theory and narrative engagement theory, the study identifies three key stages in content strategy: crafting emotionally resonant themes, producing authentic short videos, and evaluating audience interaction using TikTok analytics. Visual aesthetics, emotional storytelling, and trend adaptation significantly influence audience engagement and visit intention. The findings contribute theoretically by contextualising community-based digital marketing within rural tourism promotion, and practically by offering actionable strategies for local tourism managers. This research highlights how authentic, experience-driven storytelling on social media can strengthen destination branding and foster sustainable tourism development in digitally emerging communities.
PENINGKATAN DAYA SAING DESA WISATA BUKIT SINYONYA DAN KERAJINAN ANYAMAN PANDAN MELALUI SOCIAL MEDIA MARKETING Fadhilah, Fadhilah; Lusianingrum, Farah Putri Wenang; Putri, Solehatin Ika; Prabowo, Dimas Bagus
JMM (Jurnal Masyarakat Mandiri) Vol 9, No 5 (2025): Oktober
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v9i5.34486

Abstract

Abstrak: Kegiatan pengabdian ini dilatarbelakangi oleh rendahnya pemanfaatan media sosial sebagai sarana pemasaran oleh BUMDes dan Pokdarwis Desa Bandung, Kabupaten Pandeglang. Permasalahan utama meliputi terbatasnya literasi digital, belum optimalnya penggunaan platform seperti TikTok Shop dan Instagram Business, serta lemahnya kemampuan pembuatan konten promosi. Tujuan pengabdian adalah meningkatkan kapasitas mitra dalam pemanfaatan social media marketing untuk memperkuat daya saing Desa Wisata Bukit Sinyonya dan produk kerajinan anyaman pandan. Metode yang digunakan meliputi survei pendahuluan, pelatihan, pendampingan, dan evaluasi dengan melibatkan 50 anggota Pokdarwis. Evaluasi dilakukan dengan mengukur indikator keberhasilan dari kegiatan ini yaitu berupa kemampuan dalam membuat konten yang diukur dengan masing-masing peserta mengumpulkan karya kontennya untuk di upload di media sosial, serta peningkatan aktifitas di media sosial Intagram dan Tiktok yang dimiliki oleh mitra. Hasil evaluasi menunjukkan adanya peningkatan signifikan pada keterampilan mitra, ditandai dengan bertambahnya jumlah konten promosi, meningkatnya interaksi audiens (likes dan comment), serta pertumbuhan pengikut (followers) pada media sosial Instagram dan Tiktok yang dimiliki oleh mitra. Kegiatan ini membuktikan bahwa pendampingan berbasis praktik langsung efektif dalam mendorong transformasi digital dan pemasaran berkelanjutan pada desa wisata.Abstract: This community service activity was motivated by the low utilization of social media as a marketing tool by BUMDes and Pokdarwis in Bandung Village, Pandeglang Regency. The main problems included limited digital literacy, the suboptimal use of platforms such as TikTok Shop and Instagram Business, and weak skills in producing promotional content. The objective of this program was to enhance the partners’ capacity in utilizing social media marketing to strengthen the competitiveness of Bukit Sinyonya Tourism Village and pandan handicraft products. The methods employed consisted of a preliminary survey, training, mentoring, and evaluation involving 50 members of Pokdarwis. The evaluation was conducted by measuring the success indicators of this activity, namely the ability to create content as assessed from participants uploaded works on social media, as well as the increase in activity on Instagram and TikTok accounts managed by the partners. The evaluation results indicated a significant improvement in partners’ skills, marked by the increased number of promotional contents, higher audience engagement (likes and comments), and the growth of followers on the partners’ Instagram and TikTok accounts. This activity demonstrates that hands-on mentoring is effective in driving digital transformation and sustainable marketing in tourism villages. 
PENINGKATAN KOMPETENSI PEMASARAN DIGITAL BAGI KELOMPOK WANITA TANI MELALUI PELATIHAN LITERASI DIGITAL DENGAN PENDEKATAN PARCIPATORY LEARNING Lusianingrum, Farah Putri Wenang; Meindrawan, Bayu; Pamela, Vega Yoesepa; Eris, Fitria Riany; Fardani, Aulia Rahma; Sintiasari, Marni
JMM (Jurnal Masyarakat Mandiri) Vol 10, No 1 (2026): Februari
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v10i1.36372

Abstract

Abstrak: Permasalahan prioritas yang dihadapi oleh KWT Desa Pasanggrahan tentang rendahnya kompetensi pemasaran digital anggotanya mendorong diimplemntasikan program pengabdian ini. Tujuan program ialah meningkatkan kemampuan literasi dan pemasaran digital produk lokas melalui pelatihan berbasis Parcipatory Learning. Mitra program yaitu KWT Tunas Haparan dan Sinar Mulya dengan jumlah peserta 41 anggota. Metode pelaksanaan kombinasi pelatihan dan pendampingan yang dijalankan meluai 3 tahap (pra kegiatan, pelaksanaan program, serta pemantauan dan evaluasi). Evaluasi program dilakukan dengan membandingkan hasil pretest dan posttest untuk mengukur peningkatan pengetahuan dan keterampilan peserta yang terdiri dari 20 soal. Hasil memperlihatkan peningkatan rata-rata kompetensi pemasaran digital sebesar 40%. Program ini secara tidak langsung dapat mendorong penguatan kapasitas perempuan desa dalam memanfaatkan teknologi digital guna pengembangan ekonomi lokal berkelanjutan.Abstract: The priority issue faced by the Pasanggrahan Village Women's Group (KWT) regarding the low digital marketing competency of its members prompted the implementation of this community service program. The program's objective is to improve digital literacy and marketing skills for local products through participatory learning-based training. The program's partners are KWT Tunas Haparan and Sinar Mulya, with 41 participants. The implementation method combines training and mentoring, which is carried out in three stages: pre-activity, program implementation, and monitoring and evaluation. Program evaluation is carried out by comparing the results of the pretest and posttest to measure the increase in participants' knowledge and skills, which consists of 20 questions. The results showed an average increase in digital marketing competency of 40%. This program can indirectly encourage the strengthening of the capacity of village women in utilizing digital technology for sustainable local economic development.
Kilasah Village Development is Based on Local Entrepreneurship with Small Capital Purbohastuti, Arum Wahyuni; Mahardika, Mustafidah; Pertiwi, Widya Nur Bhakti; Kusyanto, Muhammad Johan Widi; Lusianingrum, Farah Putri Wenang
MOVE: Journal of Community Service and Engagement Vol. 5 No. 3 (2026): January 2026
Publisher : EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/move.v5i3.579

Abstract

One important approach to encouraging local economic growth and improving public health is the development of village-based entrepreneurship. Kilasah Village, Serang Regency, has both natural and human resources, but these are not yet well-managed. The goal of this mentoring program is to foster entrepreneurship in Kilasah Village by employing a community empowerment approach, enhancing the capabilities of business actors, and harnessing local potential. Methods used include interviews with village officials and the community, implementing an entrepreneurship mentoring program, and field observations. The results show that developing entrepreneurship in Kilasah Village can attract more people and increase residents' incomes. However, several obstacles exist, such as limited capital, marketing, and business management. Therefore, to maintain village entrepreneurship, the village government, academics, and the community must work together continuously.
Co-Authors Abhinaya, Reswara Faza Aisyi, Nasywa Rahadatul Akbar, Muhibudin Alfian, Iqbal Apriliani Nur Istiqomah Arum Wahyuni Purbohastuti Asmi Ayuning Hidayah Aulia, Mona Azis Budiman Desmira Devi Triani Dhiani Dyahjatmayanti Dhiani Dyahjatmayanti Didik Aribowo Didik Aribowo Diksastera, Raisya Meyna Fadhila Fadhila Fadhilah Fadhilah Fadhilah Fadhilah Fadhilah Fakhrudin, Arif Fardani, Aulia Rahma Febrianita Putri Subandi Fiesty Utami Firdausiah, Salsabila Fitria Riany Eris Gantara, Gerald Dewa Hanifah, Ayu Nur’aliyah Iqbal Maulana Kusyanto, Muhammad Johan Widi Lina Affifatusholihah Lina Affifatusholihah Lina Affifatusholihah Lukman Hidayatullah Mahardika, Mustafidah Meindrawan, Bayu Muhammad Devandri Muhammad Johan Widikusyanto Nubaidillah Nubaidillah Pertiwi, Widya Nur Bhakti Prabowo, Dimas Bagus Prasetiyo, Erwan Eko Purbohastuti, Arum Wahyuni Puspitasari, Andini Putri, Solehatin Ika Rahmah, Naharotul Izza Ristiani Saputra, Galih Ginanjar Sari, Titis Nistia Shavab, Firli Agusetiawan Sintiasari, Marni Siti Asyisyah Aziziyah Soletahin Ika Putri Vega Yoesepa Pamela Virda Ashri Tsuraya Wahyuni Fajar Arum Wati, Helmalia Widya Nur Bhakti Pertiwi ZAHWA, ST