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All Journal Syntax Literate: Jurnal Ilmiah Indonesia JURNAL PengaMAS Adbis : Jurnal Administrasi dan Bisnis Jurnal Pengabdian Polinema Kepada Masyarakat Jurnal Pengabdian Kepada Masyarakat Dharma: Jurnal Pengabdian Masyarakat JEBD Jurnal Pengabdian Kepada Masyarakat Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin Jurnal Akuntansi Bisnis dan Humaniora
Heru Utomo
Jurusan Administrasi Niaga, Politeknik Negeri Malang
Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Redesign Logo sebagai Corporate Identity pada Tureno di Kota Malang Muhammad Zulfan Abiyyi Anwar; Joni Dwi Pribadi; Heru Utomo
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 3 (2026): MEI 2026
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/vhgf1329

Abstract

Tureno is a business speacializing in the laundry parfume sector, and is committed to providing high-quality products with long-lasting fragrance. However, the business still uses a template-based logo that does not hold any intellectual property rights (IPR), making it less effective in building a strong visual identity and posing potential legal risks. Related to this, the purpose of this research was to redesign the logo as a corporate identity that is original, effective, and able to represent the character of Tureno.This study used the Action Research method, which includes the stages of planning, action, observation, and reflection. The logo was designed using CorelDRAW 2020 and involved 15 respondents, consisting of 1 business owner, 2 design experts, 2 marketing experts, and 10 consumers or potential consumers. The data collection techniques included observation, interviews, documentation, and questionnaires. The effectiveness of the logo design was measured based on Carter’s theory in Sitorus et al., (2022), which includes six key indicators: Original & Distinctive, Legible, Simple, Memorable, EasilyAssociated with the Company, and Easily Adaptable for All Graphic Media. The results showed that the redesigned logo fulfilled all the indicators and was considered effective and suitable to be used as Tureno’s corporate identity. The respondents agreed that the new logo successfully represents the character of the business, is easy to remember, and can be applied across various media. Thus, the logo can serve as the official identity that supports Tureno's brand image and enhances its competitiveness in the laundry perfume industry.
PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP KINERJA PEMASARAN KEDAI KOPI MODERN DI MALANG Heru Utomo; Umi Khabibah; Fatkhur Rochman
Jurnal Akuntansi Bisnis dan Humaniora Vol. 9 No. 1 (2022): Jurnal Akuntansi Bisnis dan Humaniora
Publisher : Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33795/jabh.v9i1.3634

Abstract

This study aims to determine the effect of entrepreneurship orientation and market orientation on marketing performance at Modern Coffee Shops in Malang. This type of research is explanatory research with the population of this study are all managers or business owners of modern coffee shops in Malang. This total population includes all modern coffee shop businesses in Malang where the exact number is not known. This study used a sample of 30 modern coffee shops in Malang which were taken randomly with cluster sampling technique. From the results of data collection using a questionnaire and analyzed using Multiple Linear Regression analysis, the results obtained are Entrepreneurship Orientation and Marketing Performance have a significant effect on is accepted and hypothesis 2, namely Market Orientation partially has a significant effect on Marketing Performance. The results of the analysis of this study have implications that entrepreneurs need to pay attention to policies that support Entrepreneurship Orientation and Market Orientation, to improve Marketing Performance. Bold and proactive innovation and paying attention to changing consumer desires and competitors' strategies must continue to be carried out to achieve better marketing performance.
Pembuatan Media Promosi Video Konten Menggunakan Aplikasi Capcut di Tiktok untuk Meningkatkan Brand Awareness Pelumas  PT Pertamina Lubricants Kota Malang Delvia Imayuri Rudianto; Umi Khabibah; Heru Utomo
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/sr2f3j62

Abstract

This research aims to evaluate the effectiveness of using video content on TikTok as a digital promotional media to increase brand awareness of Enduro and Fastron lubricant products from PT Pertamina Lubricants in Malang City. Previously, promotions in this region relied on conventional media like banners which were less optimal in reaching wide consumers. Through the Kemmis and Taggart action research cycle approach, two promotional videos were produced utilizing the CapCut application and uploaded to TikTok. Data collection involved observation, interviews, and questionnaires distributed to fifteen respondents per video using purposive sampling techniques. Quantitative data analysis was conducted to measure effectiveness using the EPIC Model alongside the Guttman scale for brand awareness dimensions. The research results indicate that both promotional videos are categorized as highly effective based on Empathy, Persuasion, Impact, and Communication dimensions. Furthermore, measurements utilizing the Guttman scale prove that all brand awareness aspects, including brand recall, brand recognition, brand choice, and top of mind, gained excellent results. In conclusion, utilizing video content on the TikTok platform is a highly crucial and effective digital marketing strategy to expand overall audience reach. This significantly elevates consumer brand awareness towards superior PT Pertamina Lubricants products, ultimately attracting broader market segments.
Pembuatan Desain Kemasan Sebagai Corporate Identity Untuk Promosi Menggunakan APlikasi Corel Draw X8 Di UPPKS Sumber Rahayu Tumpang Kabupaten Malang Kartika Chandra Devi Witjaksono; Heru Utomo
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 2 (2024): Oktober - Desember
Publisher : CV. ITTC INDONESIA

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

Abstract

UPPKS Sumber Rahayu Tumpang, Kabupaten Malang, menggunakan desain kemasan sebagai alat promosi, namun desain yang kurang menarik mengurangi efektivitas promosi. Penelitihan ini bertujuan mengembangkan desain kemasan yang lebih menarik, informatif, dan unik menggunakan aolikasi CorelDraw X8. Penelitihan dilakukan dengan metode action research dan melibatkan 20 responden, termasuk pemilik, karyawan, ahli desain, dan calon konsumen. Hasil analisis menggunakan EPIC Rates menunjukan bahwa desain kemasan sangat efektif dalam menarik perhatian dan menyampaikan pesan perusahaan. Kesimpulannya, desain kemasan yang di buyat dengan CorelDraw X8 efektif sebagai identitas perusahaan untuk promosi dan disarankan agar UPPKKS Sumber Rahayu konsisten memperbarui desain untuk promosi yang lebih.
Analisis Efektivitas Konten Video Promosi di Media Sosial Instagram pada UMKM Kaikaiqu Dua Puteri Kabupaten Malang Silka Putrismi; Dwi Sudjanarti; Heru Utomo
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/x5hnwz58

Abstract

Instagram has become one of the digital promotional media widely used by micro, small, and medium enterprises (MSMEs). However, the promotional video content of Kaikaiqu Dua Puteri MSME in Malang Regency has not effectively attracted audience attention or increased audience engagement. This study aims to analyze the existing promotional video content, design more effective promotional video content, and evaluate the effectiveness of promotional video content on the Instagram account of Kaikaiqu Dua Puteri MSME. This study employed an action research method with a descriptive qualitative approach conducted through two cycles: planning, acting, observing, and reflecting. All EPIC Model dimensions in Cycle II achieved the Very Effective category with mean scores ranging from 4.75 to 4.90, while the engagement rate reached 6.2%, classified as Very High. These findings indicate that improvements in the script, visuals, audio, call-to-action, and legal information increased audience engagement with the promotional content. This study concludes that the Instagram promotional video content developed for Kaikaiqu Dua Puteri MSME was proven to be effective based on the EPIC Model and engagement rate measurements, thereby providing a reference for MSMEs in developing effective digital promotional conten.
Pembuatan Video Iklan Untuk Meningkatkan Brand Awareness Pada UMKM Keripik Buah Dan Sayur Pandubima Malang Nanda Dian Pramesti; Dwi Sudjanarti; Heru Utomo
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/d6016397

Abstract

Instagram is one of the digital promotion media widely used by MSMEs; however, the Instagram account of PANDUBIMA Fruit and Vegetable Chips MSME in Malang has not utilized Reels video content, resulting in low brand awareness. This study aims to identify the condition of brand awareness before using advertising videos, produce an advertising video using the CapCut Pro application, and measure its effectiveness in building brand awareness. This study used the Action Research method following the Kemmis and McTaggart model through two cycles consisting of planning, acting, observing, and reflecting, involving 16 respondents consisting of the owner, employee, marketing experts, computer experts, and consumers. Data were collected through interviews, observation, documentation, and an EPIC Model questionnaire analyzed using mean scores and the EPIC Rate. The results show that the initial condition of PANDUBIMA's brand awareness was at the unaware of the brand level. In the second cycle, the expert EPIC Rate increased from 3.08 to 4.76 and the general respondent rate from 4.08 to 4.67, with the overall brand awareness score increasing from 3.89 to 4.67 (Very High category). This study concludes that producing an advertising video using CapCut Pro through the Action Research approach effectively increased PANDUBIMA's brand awareness through Instagram Reels and can serve as a reference for other MSMEs in improving digital marketing effectiveness.
Peningkatan Brand Awareness Melalui Konten Video TikTokMenggunakan Aplikasi CapCut Pro pada UMKM Larina Hijab Lintang Permata; Heru Utomo; Rr. Tri Istining Wardani
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/m9szz683

Abstract

TikTok has become an effective digital marketing platform for Micro, Small, and Medium Enterprises (MSMEs), including Larina Hijab, a Muslim fashion MSME in Pasuruan Regency. Its TikTok content had remained monotonous and provided limited product information, resulting in suboptimal brand awareness. This study aims to analyze the effect of TikTok video content on improving brand awareness and to examine the use of the CapCut Pro application in producing quality video content. This research used the action research method with a quantitative descriptive approach, covering four stages: planning, action, observation, and reflection. Data were collected through interviews, observation, documentation, and questionnaires involving 24 respondents, consisting of the owner, an employee, digital marketing experts, and consumers. TikTok Analytics data were analyzed descriptively, while video quality was analyzed using a 5-point Likert scale based on grammar of edit indicators. After five videos were uploaded, the TikTok account gained a 13.4% increase in followers, 172% in views, 252.8% in profile visits, 423.1% in likes, and 106.3% in shares, with 67.3% of traffic from the For You Page and 91% of viewers being non-followers. All grammar of edit indicators scored above 75%, categorized as very good, with sound design highest (90.4%) and color grading lowest (83.3%). The findings show that TikTok video content edited with CapCut Pro effectively improves brand awareness and produces quality content without requiring complex editing skills.
Co-Authors Abdullah Helmy Asminah Rahmi Bambang Irawan Bambang Suryanto Baroroh Lestari Delvia Imayuri Rudianto Diana Eka P. Diana Eka Poernamawati Drs. Joko Samboro Dwi Sudjanarti Ellyn Eka W Ellyn Eka Wahyu Erlangga Andi Sukma Esther Hesline Palandi Farika Nikmah Fatkhur Rochman Halid Hasan Ika Kusumasasti Joni Dwi Pribadi Kartika Chandra Devi Witjaksono LINA BUDIARTI Lintang Permata M Maskan Mahmudatul Himma Masitha Nisa Akmalia Maskur, M Mohammad Maskan Muhammad Zulfan Abiyyi Anwar Musthofa Hadi Nanda Dian Pramesti Pudji Herijanto Rr. Tri Istining Wardani Rulirianto Rulirianto Silka Putrismi Siti Nurbaya Suyono, Achmad Titien Indrianti Umi Khabibah Yosi Afandi Zubaidi Zubaidi