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All Journal Jurnal Manajemen Bisnis Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Ekonomi dan Manajemen
Nurul Hidayatinnisa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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BIMBINGAN DAN PELATIHAN KELOMPOK ANEKA USAHA KEMITRAAN PERORANGAN UKM DI BHASKARA DS. KALISARI KEC.MULYOREJO SURABAYA JAWA TIMUR Rulirianto Rulirianto; Ayu Febriyanti P; Nurul Hidayatinnisa; Ika Kusumasasti
Jurnal Pengabdian Kepada Masyarakat (J-ABDIMAS) Vol 7 No 1 (2020): JURNAL PENGABDIAN KEPADA MASYARAKAT 2020
Publisher : Publisher UPT P2M Politeknik Negeri Malang

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Abstract

As it is known that knowledge and technology are very necessary and useful in an effort to help improve the quality of life of a nation. Knowledge and technology is not only beneficial for ordinary people but also very beneficial for people engaged in business. There are still many of our brothers and sisters who are less fortunate in the sense of doing business as just opening a business. But they don't have enough knowledge about how they should run their business, it's just product oriented, so it's not well known in the community. Therefore knowledge about marketing is very important as well as Product, Price, Place and Promotion. Products include the quality of how they choose good raw materials and good designs so that they get good results too.Surabaya is a large area and consists of many areas such as North Surabaya, East Surabaya, West Surabaya and South Surabaya. Besides that, it is necessary to introduce the location of the place where they are domiciled. So that many people know where the business is and what kind of business. Whether it's in the form of a group of shops, tailors, loundry or other similar businesses. Therefore, as an effort to improve their quality of life and form of care, it is necessary to provide counseling on how to live better by utilizing limited and basic knowledge and technology. In the end this program has the ultimate goal of improving the quality of life of business owners by means of management improvements in the business it owns.
PENGARUH SOSIAL MEDIA MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIP CREAM IMPLORA (STUDI PADA MAHASISWI DI KOTA MALANG) Selin Anggi Cahyani; Nurul Hidayatinnisa
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 2 No. 10 (2024): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM)
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v2i10.2634

Abstract

Tujuan riset untuk mengetahui pengaruh sosial media marketing dan brand awareness terhadap keputusan pembelian produk Lip Cream Implora. Jenis penelitian yang digunakan adalah eksplanasi berupa kuantitatif. Data dikumpulkan dengan teknik dokumen maupun angket kepada 100 orang yaitu mahasiswi 3 PTN di Kota Malang dengan pemberian kriteria atau bersyarat. Data dianalisis menggunakan uji kuesioner, analisis deskriptif, uji asumsi klasik, regresi berganda, analisis determinan dan uji hipotesis. Diperoleh hasil bahwa sosial media marketing dan brand awareness berdampak positif pada keputusan pembelian produk Lip Cream Implora baik secara parsial maupun bersama-sama dengan kontribusi kuat. Diharapkan Implora Cosmetics dapat meningkatkan ketertarikan dan kepercayaan konsumen terhadap konten social media marketing Instagram yang dibuat serta memperkuat strategi brand awareness sehingga dapat meningkatkan keputusan membeli.
The Role of Green Marketing and Brand Image in Building Consumer Loyalty in Environmentally Friendly Culinary MSMEs in Malang City: Sustainable Marketing Strategy for Business Continuity sanita; shohib muslim; Farida Akbarina; Evi Suwarni; nurul hidayatinnisa
Manajemen Bisnis Vol. 15 No. 2 (2025): October
Publisher : Universitas muhammadiyah malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/mb.v15i2.42112

Abstract

This study aims to analyze the role of green marketing and brand image in building consumer loyalty in environmentally friendly culinary Micro, Small, and Medium Enterprises (MSMEs) in Malang City. The emergence of sustainable consumerism has driven MSMEs to adopt eco-friendly practices such as the use of organic raw materials, biodegradable packaging, and sustainable production processes. Green marketing and a strong brand image are considered strategic levers to enhance consumer trust and loyalty. A quantitative explanatory approach was employed with a sample of 123 respondents, exceeding the targeted 100, selected through purposive sampling of consumers familiar with eco-friendly culinary products. Data were collected through structured questionnaires and analyzed using multiple regression in SPSS. Results indicate that both green marketing and brand image have significant positive effects on consumer loyalty, both partially and simultaneously. The coefficient of determination (R² = 0.751) demonstrates that 75.1% of consumer loyalty can be explained by green marketing and brand image, with brand image showing a stronger influence (β = 0.624) compared to green marketing (β = 0.289). The findings emphasize the importance of authentic sustainability practices and strong brand positioning for MSMEs to compete effectively in the growing eco-conscious market. Theoretically, the research contributes to sustainable marketing literature by confirming the relevance of green value and image in loyalty formation. Practically, it provides recommendations for MSMEs to enhance competitive advantage through green innovation and consistent branding.
Co-Authors Ayu Febriyanti P Evi Suwarni, Evi Farida Akbarina Ika Kusumasasti Rulirianto Rulirianto Sanita Selin Anggi Cahyani Shohib Muslim