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All Journal E-Dimas: Jurnal Pengabdian kepada Masyarakat SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS Jurnal Inovasi Bisnis (Inovbiz) Jurnal Bisnis dan Kewirausahaan Journal of Tourism Sustainability Jurnal Difusi Industrial Research Workshop and National Seminar Jurnal Bisnis dan Kewirausahaan
Lina Setiawati
Politeknik Negeri Bandung
Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Other

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Elements of Social Media Marketing: A Holistic Framework in Online Culinary Lina Setiawati; Nono Wibisono
Jurnal Bisnis dan Kewirausahaan Vol 16 No 3 (2020): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : P3M Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v16i3.2101

Abstract

Consumer's lifestyle has been greatly shifted due to the massive development of social media and brought unprecedented opportunities and challenges for marketing activities. There are few steps leading to consumer in deciding the product that they want to buy. This study helps to explain elements and consequences of social media marketing in Instagram context and its relationship with purchase intention. To this end, an empirical study applying partial least square (PLS) were conducted. Utilizing 254 of sample size, the results reveal that community building is crucial determinants of social media marketing in online culinary information search which later affects purchase intention. Further, this study clarifies creating brand identity in Instagram is a way to build a brand image. This research has a potential impact to provide renewed insights for researchers into determinants and consequences of individual purchase intention.
Model Pengembangan Destinasi Pariwisata Pedesaan Studi Kasus: Desa Wisata Gambung Mekarsari Nono Wibisono; Lina Setiawati; Sherly Raka Siwi Utomo Putri
Jurnal Bisnis dan Kewirausahaan Vol 16 No 1 (2020): JBK - Jurnal Bisnis dan Kewirausahaan
Publisher : P3M Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (557.313 KB) | DOI: 10.31940/jbk.v16i1.1568

Abstract

The Gambung Mekarsari Tourism Village Area, Ciwidey is one of the potential tourism villages owned by Bandung Regency. The village of Gambung Mekarsari has a stretch of natural land that is of concern and can be used as a natural tourist attraction and artificial tourism as a result of commodities, forestry, and agriculture. This potential is still not utilized and developed by the local community until now. This study aims to explore the potential that exists in the tourism village area and discover and develop a model of tourism village development that is most suitable for the natural region of Gambung Mekarsari. The constraints found in the field relate to the development of a model of a tourist village, from the aspect of attractiveness, accommodation, accessibility, and amenities. This study was analyzed by a qualitative approach with data collection carried out in two ways, namely Focus Group Discussion and in-depth interviews. Based on the review and analysis conducted on the characteristics, potential, problems in the field, the model with the Quintiple Helix approach has implications for the environment by involving five different elements; academia, related economic industries, government, media, and the community in the tourism village environment to strengthen the development of sustainable tourism.
Information adoption on social Media: How does it affect travel intention? Lessons from West Java Wahyu Rafdinal; Lina Setiawati; Annisa Rachman
Journal of Tourism Sustainability Vol. 2 No. 1 (2022): Volume 2 Number 1 (2022)
Publisher : Politeknik Negeri Bandung

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Abstract

The ability of social media in today's digital age has been significantly developed because it has become a very important communication tool to connect with others or to know good information about products or services. One of the products that consumers adopt on social media is travel products. But information about tourist destinations on social media is not enough to be adopted by consumers to visit intention. Thus, this study aims to identify the influence of user-generated content (UGC) on social media using the information adoption model through argument quality, source credibility, perceived usefulness, and information adoption in increasing travel intention to the tourist destination in West Java. This research has conducted by accepting travel information related to social media using a sample of 404 respondents. The survey was conducted using online questionnaires and processed using the SmartPLS application for testing models and hypotheses. The results of this study showed that the entire relationship of variables showed positive results to travel intention. Information from social media through the quality of information and credibility of information plays a significant role in influencing travel intention.
PENINGKATAN PEMASARAN DIGITAL PADA UKM SERBA SINGKONG CIREUNDEU Fatya Alty Amalia; Lina Setiawati; Arie Indra Gunawan; Widi Senalasari; Nugroho Hardiyanto; Adila Sosianika; Nono Wibisono; Dwi Suhartanto
Jurnal Difusi Vol 4 No 1 (2021): Jurnal Difusi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat (P3M) Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4146.319 KB) | DOI: 10.35313/difusi.v4i1.2230

Abstract

UKM Serba Singkong Cirendeu (UKM SSC) yang terletak di Kampung Adat Cirendeu (KAC) secara aktif memproduksi dan menjual produk olahan singkong kepada para wisatawan yang berkunjung ke KAC. Saat ini, UKM SSC masih sangat mengandalkan penjualan offline dan promosi word of mouth untuk memasarkan produknya. Namun, cara ini dianggap kurang sesuai dengan tipe konsumen yang sekarang lebih banyak hadir di dunia “online”. Terlebih lagi, di masa pandemic COVID-19 penjualan UKM SSC menurun drastis akibat tidak adanya lagi wisatawan yang berkunjung ke KAC. Maka, untuk mengatasi permasalahan penjualan yang belum optimal ini, tim PKM menggagas suatu solusi berupa peningkatan adopsi UKM SSC dalam pemasaran digital. Gagasan ini dilakukan ke dalam lima tahap kegiatan, yaitu (1) Analisis program pemasaran UKM SSC saat ini, (2) Pemilihan media pemasaran digital yang tepat, (3) Penyiapan materi pelatihan pemasaran digital, (4) Pelatihan pemasaran digital, (5) Evaluasi. Tim PKM memilih platform Instagram sebagai media pemasaran digital yang tepat untuk memasarkan produk singkon UKM SSC dengan nama akun @serba_singkong_cireundeu. Selain itu, UKM SSC juga diberikan pelatihan mengenai pengelolaan Instagram. Dari pelatihan tersebut, kelima peserta pelatihan menilai bahwa penyampaian materi telah dilakukan dengan jelas oleh tim PKM dan materi yang disampaikan juga bermanfaat bagi pengembangan bisnis mereka.
ANALISIS NIAT BELI KONSUMEN TERHADAP BERBELANJA OMNICHANNEL PADA INDUSTRI FOOD AND BEVERAGES Rizka Annisa; Lina Setiawati; Widi Senalasari
Prosiding Industrial Research Workshop and National Seminar Vol 12 (2021): Prosiding 12th Industrial Research Workshop and National Seminar (IRWNS)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (205.535 KB)

Abstract

ANALISIS NIAT BELI KONSUMEN TERHADAP BERBELANJA OMNICHANNEL PADA INDUSTRI FOOD AND BEVERAGES
Loyalitas Konsumen Produk Usaha Sosial : Sebuah Strategi Untuk Membangun Loyalitas Konsumen Fretti Aldina; Lina Setiawati; Rafiati Kania
Prosiding Industrial Research Workshop and National Seminar Vol 12 (2021): Prosiding 12th Industrial Research Workshop and National Seminar (IRWNS)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (277.145 KB)

Abstract

Loyalitas Konsumen Produk Usaha Sosial : Sebuah Strategi UntukMembangun Loyalitas Konsumen
Eksplorasi Faktor Harga Layanan untuk Agensi Sosial Media Alfi Laili Putri; Lina Setiawati; Widi Senalasari
Prosiding Industrial Research Workshop and National Seminar Vol 12 (2021): Prosiding 12th Industrial Research Workshop and National Seminar (IRWNS)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (299.145 KB)

Abstract

Eksplorasi Faktor Harga Layanan untuk Agensi Sosial Media
Pengaruh Informasi UGC dari Media Sosial pada Minat Berwisata di Destinasi Wisata Jawa Barat Annisa Rachman; Lina Setiawati; Wahyu Rafdinal
Prosiding Industrial Research Workshop and National Seminar Vol 12 (2021): Prosiding 12th Industrial Research Workshop and National Seminar (IRWNS)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (276.031 KB)

Abstract

Pengaruh Informasi UGC dari Media Sosial pada Minat Berwisata di Destinasi Wisata Jawa Barat
Perancangan Desain Kemasan Inovatif dan Berdaya Saing Untuk Produk Tape Ketan ”Rasa Manis” Sebagai Media Promosi Nono Wibisono; Lina Setiawati; Carolina Magdalena Lasambouw; Riauli Susilawati Hutapea; Rosma Pakpahan; Sulistia Suwondo
Jurnal Bisnis dan Kewirausahaan Vol. 18 No. 1 (2022): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1159.499 KB) | DOI: 10.31940/jbk.v18i1.63-71

Abstract

Kemasan mempunyai peranan yang sangat strategis dan penting karena akan mempengaruhi konsumen dalam proses pengambilan keputusan pembelian. Salah satu makanan olahan khas Kuningan yaitu tape ketan. Tape ketan banyak digemari masayarakat Indonesia karena identik dengan beras ketan yang diolah dengan ragi dan dibungkus dengan daun jambu air yang memberikan rasa manis khasnya. Tape ketan biasanya sering dijumpai di pusat oleh-oleh Khas Kuningan. Dengan sistem pengemasan yang tergolong belum inovatif, dibutuhkan kemasan yang mampu mengamankan produk selama proses produksi hingga sampai ditangan konsumen. Oleh karena itu, produsen membutuhkan kemasan yang mampu memberikan identitas, inovatif, dan menjaga kemanan produknya selama proses tersebut. Hasil penelitian menunjukkan bahwa dalam membuat kemasan yang inovatif perlu diperhatikan beberapa hal yaitu; bahan kemasan, pengunaan kata-kata, logo yang sesuai, tata letak, gambar dan warna, serta estetika. Dengan adanya inovasi kemasan produk yang menarik untuk pangan dan berdaya saing akan membantu program pemasaran.
WHAT MAKES BRANDS' SOCIAL MEDIA CONTENT SHAREABLE ON INSTAGRAM? A PROJECT TO IDENTIFY NG RADIO INSTAGRAM CONTENT ERROR Shafa Muthia Annajah; Lina Setiawati
Inovbiz: Jurnal Inovasi Bisnis Vol 10, No 2 (2022)
Publisher : Politeknik Negeri Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35314/inovbiz.v10i2.2507

Abstract

This project aim is to increase brand engagement on NG Radio's Instagram account through analysis of its contents. The types of content used are based on Use and Gratification Theory (UGT). The brand engagement parameters used are the consuming, contributing, and creating stage. The result is NG Radio content error is lack of trial and error so it doesn’t really meet audience need and desire. Informatifve, entertaining, and relational content in the form of Reels Instagram are approved be able to gain brand engagement until contributing stage.Keywords: Brand engagement, Social Media Instagram, Uses and Gratification Theory (UGT)
Co-Authors Alfi Laili Putri Annisa Rachman Arie Indra Gunawan Carolina Magdalena Lasambouw DWI SUHARTANTO Fatya Alty Amalia Fatya Alty Amalia Fretti Aldina Nono Wibisono Nugroho Hardiyanto Pakpahan, Rosma Rafiati Kania Riauli Susilawaty Hutapea Rizka Annisa Shafa Muthia Annajah Sherly Raka Siwi Putri Utomo Sosianika, Adila Sulistia Suwondo Wahyu Rafdinal Widi Senalasari