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All Journal AGRIKA Jurnal Mirai Management Syntax Literate: Jurnal Ilmiah Indonesia J-MAS (Jurnal Manajemen dan Sains) SEIKO : Journal of Management & Business Equilibria Pendidikan : Jurnal Ilmiah Pendidikan Ekonomi Gorontalo Management Research Almana : Jurnal Manajemen dan Bisnis Jurnal Administrasi dan Manajemen Performance : Jurnal Bisnis dan Akuntansi Buana Ilmu Journal of Economics and Business Aseanomics Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Manajemen dan Bisnis Kreatif Journal of Management and Bussines (JOMB) Jurnal Pengabdian kepada Masyarakat Nusantara Economicus: Jurnal Ekonomi dan Manajemen JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal of Social Research Jurnal Ekonomika Dan Bisnis Jurnal Buana Pengabdian IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies International Journal of Economics and Management Research
Netti Nurlenawati
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Strategi Pemasaran Produk Premium Unilever Food Solutions “Knorr Chicken Powder” Stivani, Cici; Nurlenawati, Netti; Triadinda, Dexi
Jurnal Mirai Management Vol 8, No 3 (2023)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v8i3.6264

Abstract

This research is motivated by the growing competition in marketing similar products for Knorr chicken powder products. The aim of this research is to determine the marketing strategy implemented in the premium Unilever Food Solutions Knorr Chicken Powder product in increasing sales to face business competition. This research approach uses qualitative methods. Primary data was obtained directly through interviews and observation. Interviews were conducted with 5 informants. Secondary data was obtained from journal articles and library studies. The data that has been obtained is then analyzed using SWOT analysis. The research results showed that the company implemented a marketing strategy for Knorr Chicken Powder, namely using quality raw materials, prioritizing taste, maximizing production to fulfill consumer orders, delivering orders to customers who ordered in certain quantities. Suggestions that can be given for marketing Knorr chicken powder products are increasing marketing via social media and providing attractive promotions for consumers and offering cheaper discounts or promos. Keywords: Marketing Strategy_1, SWOT Analysis_2, Knorr Chicken Powder_3
Upaya Meningkatkan Reputasi Pondok Pesantren Darul Ilmi Wal Amal Melalui Promosi Online Dan Offline Neni Sumarni; Netti Nurlenawati; Citra Savitri; Rieke Retnosary
Journal of Economics and Business Aseanomics Vol. 10 No. 1 (2025): JANUARI-JUNI 2025
Publisher : Universitas YARSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33476/jeba.v10i1.5445

Abstract

This study aims to analyze the implementation of promotional strategies at Pondok Pesantren Darul Ilmi wal Amal to enhance the institution's popularity and reputation. This research employs a qualitative descriptive approach, with data collection methods including observation, interviews, document review, and literature studies. The study subjects consist of the pesantren management, majlis taklim members, and students' parents. The findings reveal that online promotion through social media can increase public curiosity about the pesantren, while offline promotion via events, such as Milad celebrations, is more effective in providing a comprehensive depiction of the pesantren. The popularity indicators, including recognition, appeal, expertise, and characteristics of the pesantren, were successfully improved through promotions. However, reputation indicators such as widespread recognition and ease of remembrance were not fully achieved. The study concludes that a combination of online and offline promotions can complement each other in attracting public interest. The implications highlight the importance of planned promotional management and the involvement of students' parents through testimonials to enhance public trust. Further research is needed to explore more effective promotional strategies for improving institutional reputation
Pelatihan dan Pendampingan Promosi melalui Media Sosial Instagram untuk Meningkatkan Brand Awereness pada UMKM Minuman Sehat Bu Bekti Yudha Rahman, Shandikha Arya; Nurlenawati, Netti; Anggela, Flora Patricia; Wanta, Wanta
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 4 (2025): Edisi Oktober - Desember
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v6i4.7351

Abstract

Penyelenggaraan kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan brand awareness pada Minuman Bu Bekti, meningkatkan kesadaran masyarakat akan minuman yang menyehatkan, serta meningkatkan ketertarikan konsumen terutama anak-anak muda untuk membeli Minuman sehat Bu Bekti Metode pengabdian kepada masyarakat yang digunakan adalah focus group discussion untuk mengetahui permasalahan, potensi serta kebutuhan UMKM Minuman Sehat Bu Bekti, serta membuat konten promosi melalui media sosial Instagram, mengimplementasikan, mengevaluasi serta memperbaikinya jika treatment ini tidak dapat meningkatkan penjualan. Pelatihan Digital Marketing yang merupakan awal sebagai dasar pengembangan keterampilan berhasil dalam mencapai indikator keberhasilan pelatihan meliputi keterampilan dan pengetahuan , partisipasi peserta selama pelatihan, kepuasan peserta pada penyampaian materi, fasilitas ruangan, perlengkapan maupun konsumsi. Konten promosi Minuman Sehat Bu Bekti yang dikembangkan oleh Tim PkM Prodi Manajemen UBP Karawang berpotensi untuk dapat meningkatkan penjualan produk Minuman sehat tersebut.
PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HP VIVO YANG DIMEDIASI OLEH CITRA MEREK Nugraha, Zulfiqar; Nurlenawati, Netti; Triadinda, Dexi
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 16 No 1 (2026): Performance: Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v16i1.5049

Abstract

The cellphone industry in Indonesia is experiencing very tight competition dynamics, marked by the emergence of the Transsion group which has begun to shift the market share of established brands such as Vivo. Despite having a spec advantage, Vivo faces significant market pressure. This study aims to evaluate the contribution of product quality to the purchase decision of HP Vivo by placing brand image as a mediating variable. Through a quantitative approach, this study involved 120 workers at PT Bridgestone Tire Indonesia as respondents. The number of respondents was determined by hair theory through the purposive sampling method. The sample criteria are workers who have bought Vivo brand cellphones. Data analysis techniques with R-square, F-square, path coefficients and hypothesis testers on direct and indirect influences through SmartPLS 3 software. The findings of the study revealed that there is a significant correlation between product quality and brand image, as well as the real contribution of brand image to purchasing decisions. Furthermore, product quality has been proven to have a significant impact on purchase decisions, both directly and through the mediation of brand image. This indicates that even though quality is able to stimulate transactions independently, the influence will be much more optimal if it is supported by a positive brand image.
Co-Authors Ade Dwi Priptiyani Aji Tuhagana Andre Baskara Anggela, Flora Patricia Anwar Fauzi Rohman Asmanur Jannah Atika Dwi Mabruroh Baskara, Andre Benaya Mikhael Wijaya Benny Gunawan Citra Savitri Cutisah Dadan Jaelani Depi Prihamdani Desi Nurmala Dessy Septia Azzarah Dexi Triadinda Eka Ashri Nurhamidah Eko Aprianto Elakarci, Rizky Ramadevi Fadhilah Fatin Faris Albaniya Farizzy Azwar Setia Putra Fatimah, Apsari Indriani Fitriansyah, Andi Flora Patricia Anggela Hanifia Syahana Husen, Aliyah Laksono, Rommy Andhika Lubis, Haya Maharani Maman Mulya Karnama Mohamad Ulinnuha, Mohamad Mujahidin, Ahmad Nuril Nadhila Putri Nasihin, Ihsan Neni Sumarni NENI SUMARNI, NENI Nimih - Nova Yulia Nugraha, Zulfiqar Pelangi, Dina Reira Pertiwi, Anggun Pertiwi, Mega Dyah Pratiwi, Yunita Dwi Rahmi Yuliandhari Rieke Retnosary Rifqi Azhar Faqih Sakinah Sanjaya, Mochamad Ismail Sari, Regina Mutiara Selvyana, Ajeng Amelda Stivani, Cici Sudrajat, Putri Alviyana Dewi Suherman, Enjang Sulastri, Dini Sungkono Triadinda, Dexi Wanta, Wanta Widodo, Ismail Nur Yudha Rahman, Shandikha Arya