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All Journal AMAR (Andalas Management Review) JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Ensiklopedia Research and Community Service Review Jurnal Indonesia Sosial Sains Journal of Economic and Social Empowerment
Chairunnisya Chairunnisya
Universitas Andalas
Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Immunology & microbiology Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mechanical Engineering Neuroscience Physics Public Health Social Sciences Other

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Brand Equity of A Tourist Destination: An Analysis of Domestic Tourists' Perspectives Chairunnisya Chairunnisya; Hapsari Setyowardhani
AMAR (Andalas Management Review) Vol 5 No 1 (2021)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.5.1.93-106.2021

Abstract

According to the Ministry of Tourism's performance in 2019, an increase in international tourist visits to 16.1 million persons resulted in a Rp 280 trillion increase in foreign exchange earnings. This industry currently provides 5.5 % to the national gross domestic product and is expected to grow to 9.9 % by 2025. The purpose of this study is to ascertain tourist behavior by evaluating the application of the Bukittinggi City Brand Equity as a tourist destination from the perspective of domestic tourists who have visited the Bukittinggi City and identifying the Brand Equity dimensions, namely brand awareness, brand loyalty, perceived quality, and brand image. This study employs a quantitative methodology. Explanatory studies utilizing hypothesis testing and descriptive analysis are the types of study. The data for this study came from an online survey of 150 domestic visitors that visited Bukittinggi. A one-sample T-test and mean ranking are used to determine how each dimension of Brand Equity is formed. The One-Sample T-Test revealed that the four dimensions had an effect on the behavior of tourists in Bukittinggi City.
Strategi Pengembangan Usaha Kerupuk Kamang Melalui Inovasi Produk dan Pemasaran Digital Ratih Ramadhani; Adila Adisti; Chairunnisya
JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Vol 5 No 2 (2024)
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/jurpikat.v5i2.1481

Abstract

Ubi kayu merupakan komoditas unggulan di Kabupaten Agam, Sumatera Barat. Sejak puluhan tahun masyarakat setempat di Kecamatan Kamang Magek telah melakukan penganekaragaman produk olahan untuk meningkatkan nilai tambah ubi kayu yaitu usaha kerupuk kamang. Usaha ini merupakan warisan tradisi ekonomi masyarakat setempat. Namun, eksistensinya belum sepopuler olahan ubi kayu lainnya, seperti kerupuk sanjai dan karak kaliang. Kerupuk kamang memiliki potensi besar untuk dikembangkan karena daerah produksi memiliki comparative advantage. Namun, produksi, manajerial, pemasaran dan penjualan masih bersifat konvensional. Sehingga, pentingnya pembinaan yang berkelanjutan untuk membantu mengembangkan usaha kerupuk kamang menjadi industri rumah tangga yang berdaya saing di era digitalisasi. Tujuan pengabdian ini untuk memberdayakan UMKM Kerupuk Kamang DUA SAUDARA yang telah ada sejak 20 tahun lalu. Kegiatan ini membantu mitra menyelesaikan masalah produksi dan pemasaran yaitu dengan menambah pengetahuan mitra tentang pentingnya inovasi produk dan pemasaran digital serta recreate logo. Metode yang digunakan adalah metode pendekatan, seperti metode disksui interaktif dan metode pendampingan.
Development of Sme Based Opinion Leadership Model in Indonesia Chairunnisya Chairunnisya
Jurnal Indonesia Sosial Sains Vol. 6 No. 1 (2025): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v6i1.1573

Abstract

The decline in sales is one of the impacts of the Covid 19 pandemic on SME, and another impact is a decrease in production and a decrease in the total income of SME. Opinion leadership can solve consumer behavior in Indonesian society, especially after the Covid 19 pandemic. This research aim to determine the SME-based opinion leadership model in Indonesia during the Covid 19 pandemic and to analyze the relationship between opinion leadership and consumer behavior in SMEs during the Covid 19 pandemic. This research is quantitative through an online survey, the data analysis and hypothesis testing method use the Structural Equation Model - Partial Least Square (SEM-PLS). It was found that opinion leadership significantly affects consumer behavior in SMEs in Indonesia with four characteristics, professional, innovative, involved, and socialized. This research can be used for SME to start digitalizing by having a social media account to share information alongside the efforts of opinion leaders. Opinion leaders have a specialty depending on their capability, so they can promote SME products that match their personality. In addition, having many followers can make opinion leaders lead a community.
Ekspansi Pasar Batik Jembatan Akar Melalui Optimalisasi Produksi dan Pemasaran Digital Adila Adisti; Chairunnisya; Musbatiq Srivani
JOURNAL OF ECONOMIC AND SOCIAL EMPOWERMENT Vol. 5 No. 1 (2025): JOURNAL OF ECONOMIC AND SOCIAL EMPOWERMENT
Publisher : Program Studi Ekonomi Pembangunan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/joesment.v5i1.38382

Abstract

Batik Jembatan Akar is one of the MSMEs located in West Sumatra and is known for its batik products, which display unique motifs typical of Minangkabau culture. This community service activity aims to improve production quality by applying technology, broadening the insights and skills of partners in batik using natural dyes, and strengthening marketing strategies through growth hacking innovation by utilizing digital marketing, sustainable and environmentally friendly packaging. The methods used in this activity are socialization, application of technology, and mentoring and evaluation. The results of this activity show an increase in batik production every month from 10 pieces to 30 batik cloths and the products produced have consistent quality. In terms of marketing, the viewer reach has reached 436 views in each post. Through this community service, the team helps partners expand market share by producing good product standards and using environmentally friendly packaging and marketing through Instagram Ads to reach consumers according to the market share of Jembatan Akar batik.
PENGUATAN MANAJEMEN DAN PRODUKSI BATIK JEMBATAN AKAR DI PESISIR SELATAN Adila Adisti; Chairunnisya Chairunnisya; Imam Gracia Marshall
Ensiklopedia Research and Community Service Review Vol 5, No 2 (2026): Vol. 5 No. 2 Februari 2026
Publisher : Lembaga Penelitian dan Penerbitan Hasil Penelitian Ensiklopedia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33559/err.v5i2.3790

Abstract

The development of the creative batik industry in Pesisir Selatan Regency faces challenges regarding production and marketing, particularly within the Jembatan Akar Batik Artisan Group. This community service program aimed to enhance the partners' self-reliance and competitiveness in navigating business competition. Implementation methods included Focus Group Discussions (FGD) for problem mapping, training on motif design and batik coloring techniques, digital marketing mentoring, and the provision of production equipment. The results demonstrated an improvement in the partners' ability to create new batik motif compositions based on local wisdom. The partners were successfully able to rebrand their products and actively manage marketing through Instagram, resulting in expanded market reach and an increased volume of orders from new customers. This community service program proved effective in strengthening the production capacity and marketing strategies of the Jembatan Akar Batik Artisan Group.Keywords: Jembatan Akar Batik, FGD, Product Innovation, Digital Marketing, Community Empowerment.
Co-Authors Adila Adisti Hapsari Setyowardhani Imam Gracia Marshall Musbatiq Srivani Ratih Ramadhani