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All Journal Kinerja: Jurnal Ekonomi dan Manajemen Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen JURNAL MANAJEMEN International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Ilmu Manajemen Mulawarman (JIMM) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Ekopedia: Jurnal Ilmiah Ekonomi Journal of Social Sciences and Technology for Community Service
Heni Rahayu Rahmawati
Faculty Of Economics And Business Mulawarman University, Samarinda
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Other

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Strategi Content Marketing Untuk Meningkatkan Loyalitas Konsumen Pada Usaha Mikro: Pengabdian Heni Rahayu Rahmawati; Wirasmi Wardhani; Saida Zainurossalamia ZA; Anggi Oktawiranti
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 4 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 4 April - Juni
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i4.5891

Abstract

Pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pelaku usaha mikro dalam memanfaatkan strategi content marketing sebagai salah satu pendekatan pemasaran yang dapat mendukung terbentuknya loyalitas konsumen. Pelaksanaan kegiatan dilakukan melalui beberapa tahapan, meliputi sosialisasi, penyampaian materi, pelatihan, dan pendampingan. Hasil kegiatan menunjukkan adanya peningkatan pemahaman pelaku usaha mengenai konsep dan fungsi content marketing sebagai sarana komunikasi yang tidak hanya berorientasi pada promosi produk, tetapi juga pada upaya membangun hubungan yang lebih dekat dengan konsumen. Selain itu, kegiatan ini juga mendorong tumbuhnya kesadaran pelaku usaha mengenai pentingnya loyalitas konsumen bagi keberlanjutan usaha. Dari sisi keterampilan, pelaku usaha mulai mampu menyusun konten pemasaran yang lebih menarik, informatif, serta relevan dengan kebutuhan konsumen. Pemanfaatan media digital sebagai sarana pemasaran juga mengalami perkembangan yang cukup positif, ditandai dengan mulai adanya perencanaan dalam publikasi konten serta meningkatnya interaksi antara pelaku usaha dan konsumen. Meskipun demikian, implementasi strategi content marketing masih menghadapi beberapa tantangan, seperti keterbatasan literasi digital, keterbatasan waktu dalam mengelola konten, serta keterbatasan fasilitas pendukung. Secara umum, kegiatan pengabdian ini memberikan kontribusi dalam meningkatkan kapasitas pelaku usaha mikro dalam memanfaatkan pemasaran berbasis konten sebagai bagian dari strategi pengembangan usaha di era digital.
Pengembangan Produk Unggulan Desa Sebagai Potensi Peningkatan Ekonomi Masyarakat Desa Sidorejo di Kecamatan Penajam, Kabupaten Penajam Paser Utara Herning Indriastuti; Syarifah Hudayah; Rahmawati Rahmawati; J. Kuleh; Heni Rahayu Rahmawati; Budi Nugroho
Journal Social Science And Technology For Community Service Vol. 7 No. 1 (2026): Volume 7 Nomor 1 Maret 2026
Publisher : Universitas Teknokrat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33365/jsstcs.v7i1.1186

Abstract

Sidorejo, adalah desa tranmigrasi dari Jawa gelombang pertama di Kalimantan Timur yang berada di Kabupaten Penajam Paser Utara. Sekarang mempunyai jumlah penduduk 4000 dengan 2.600 atau 70% adalah petani. Desa Sidorejo berhasil memaksimalkan lahan seluas 1 Hektare (Ha) hingga menghasilkan 6,6 ton padi dalam sekali panen dengan luas hamparan sawah 365 Ha. Masalahnya apakah desa Sidorejo mampu memenuhi kapasitas produksi yang besar sebagai support system IKN ? Apakah masyarakat Sidorejo mampu meningkatkan nilai tambah (value added) hasil pertaniannya untuk meningkatkan perekonomian daerah? Pengabdian Masyarakat ini untuk memberikan solusi bagi masalah yang dihadapi masyarakat Sidorejo, yaitu berhubungan dengan lumbung pangan, mengajarkan untuk memberikan nilai tambah bagi perekonomian masyarakat dengan mengembangkan produk unggulan. Solusi yang ditawarkan untuk menyelesaikan permasalahan mitra adalah pengembangan produk unggulan yaitu dengan mengadakan Pelatihan Pengembangan Produk Unggulan seperti cara pembuatan brand, logo dan kemasan, digitalisasi, manajerial, kewirausahaan serta pemasaran.
ORGANIZATIONAL SUPPORT AND INNOVATION CULTURE AS DRIVERS OF JOB SATISFACTION AND EMPLOYEE PERFORMANCE IN INAPORTNET UTILIZATION Maria Sampe; Irsan Tricahyadinata; Heni Rahayu Rahmawati
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 1 (2026): February
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19482884

Abstract

Global public sector digital transformation emphasizes that the success of technology-based systems is determined not only by infrastructure readiness but also by organizational factors and employee psychological conditions. The current literature shows inconsistencies in explaining how organizational support and innovation culture translate into digital performance, particularly in the context of highly regulated bureaucracies. This study aims to integratively examine the influence of organizational support and innovation culture on employee job satisfaction and performance in the use of Inaportnet at KSOP Class I, Samarinda. A quantitative explanatory approach was used with a census method on 54 employees and analyzed using partial least squares (PLS)-based SEM. The results indicate that organizational support and innovation culture significantly affect job satisfaction and performance, with job satisfaction acting as the main mediator. Theoretically, this study integrates social exchange theory and dynamic capabilities in the context of public sector digital transformation. The novelty of this study lies in the confirmation of psychological mediation mechanisms in a high-risk port organization, which tests the limits of the theory's application to digital bureaucracy.
Pengaruh Celebrity Endorsement dan Brand Trust serta Brand Awareness Terhadap Keputusan Pembelian Skincare Skintific di Kota Samarinda Adelia Nur Adzki; Heni Rahayu Rahmawati
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/pgn7g734

Abstract

The purpose of this study was to determine the influence of celebrity endorsement, brand trust, and brand awareness on purchasing decisions for skincare products in Samarinda. This study employed a quantitative approach. The population was skincare product users. Purposive sampling was employed. Based on the existing criteria, 128 respondents met the sample criteria. The data source used in this study was primary data obtained through questionnaires. The data analysis technique used was multiple linear regression analysis using SPSS 26. The results of the study simultaneously showed that celebrity endorsement, brand trust, and brand awareness simultaneously influenced purchasing decisions. The partial results showed that celebrity endorsement and brand trust did not influence purchasing decisions, while brand awareness did influence purchasing decisions
Pengaruh Brand Ambassador dan Brand Awareness Terhadap Keputusan Pembelian Produk Kosmetik Wardah di Kota Samarinda Nurpianti Nurpianti; Heni Rahayu Rahmawati
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/ddx1g198

Abstract

This study aims to analyze the influence of brand ambassadors and brand awareness on the purchase decisions of Wardah cosmetic products in Samarinda City. The increasingly competitive cosmetics industry requires companies to implement effective marketing strategies to enhance consumer interest and purchasing decisions. Brand ambassadors serve as brand representatives who can build trust, create a positive brand image, and establish emotional connections with consumers, while brand awareness plays an essential role in improving consumers' ability to recognize and recall a brand. This research employed a quantitative approach using a survey method involving consumers of Wardah cosmetic products in Samarinda City. Data were collected through questionnaires and analyzed using multiple linear regression to examine the influence of the independent variables on purchase decisions. The findings indicate that both brand ambassadors and brand awareness have a positive and significant effect on purchase decisions, both partially and simultaneously. Furthermore, brand awareness demonstrates a more dominant influence than brand ambassadors in shaping consumers' purchase decisions. These findings suggest that companies should select credible brand ambassadors with positive public images while continuously strengthening brand awareness through consistent marketing communication strategies to enhance consumer trust and increase purchase decisions for Wardah cosmetic products in Samarinda City.
Co-Authors Adelia Nur Adzki Al Hidayah, Rahmawati Anggi Oktawiranti Budi Nugroho Herning Indriastuti Indah Dwi Lestari Irsan Tricahyadinata J. Kuleh Maria Sampe Mega Ningrum Suwarno Putri Moh. Reza Munandar Nabila Puji Astuti Novia Fitri Yanti Saragih Nurpianti Nurpianti Putra Adi Pradana Putri Zhafira Chairunnisa Rahmawati Rejib Ganda Satrio Robiansyah, Robiansyah Rosalinda Yeang Saida Zainurossalamia Sugeng Hariyadi Syarifah Hudayah Wirasmi Wardhani ZA, Saida Zainurossalamia