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Rena Feri Wijayanti
Universitas Brawijaya
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGEMBANGAN KONTEN VISUAL MENARIK UNTUK MEMPERKUAT KESADARAN MEREK PRODUK “SARI KUNYIT ASEM WR9” DESA WRINGINSONGO, KABUPATEN MALANG Evelina, Tri Yulistyawati; Nugroho, Setyo; Anggara, Dimas Yos; Arjo, Tri Ramadani; Sulasari, Ayu; Wijayanti, Rena Feri; Unarto, Tirto; fauzi, Ahmad
INTEGRITAS : Jurnal Pengabdian Vol 9 No 2 (2025): AGUSTUS - DESEMBER
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat - Universitas Abdurachman Saleh Situbondo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/integritas.v9i2.7007

Abstract

“Sari Kunyit Asem WR9” berlokasi di Desa Wringinsongo, Kabupaten Malang, merupakan salah satu usaha yang memproduksi minuman tradisional berbasis rempah. Meskipun memiliki produk berkualitas, UMKM ini menghadapi berbagai kendala, seperti kurangnya kesadaran merek (brand awareness) di kalangan konsumen dan keterbatasan kemampuan dalam memanfaatkan media digital untuk pemasaran. Produk ini belum sepenuhnya dikenal secara luas, sehingga memengaruhi potensi penjualan dan pertumbuhan usaha. Permasalahan lain yang dihadapi adalah kurangnya kemampuan pelaku usaha dalam menciptakan konten visual yang menarik dan konsisten. Konten yang menarik dan relevan sangat diperlukan untuk menarik perhatian konsumen, terutama e-commerce yang menjadi platform utama dalam pemasaran digital. Selain itu, pengelolaan e-commerce yang tidak terencana menyebabkan pesan pemasaran sulit tersampaikan secara efektif. Berdasarkan tantangan tersebut, diperlukan pendampingan dalam pembuatan konten visual menarik untuk menciptakan konten pemasaran yang efektif guna meningkatkan daya tarik serta potensi penjualan produk. Hasil pengabdian telah menunjukkan bahwa konten yang informatif dan visual interaktif mampu meningkatkan respons konsumen secara luas. Strategi pengembangan konten yang adaptif dan berbasis kebutuhan audiens dapat menjadi pendekatan efektif dalam mengoptimalkan penjualan produk UMKM secara digital.
PENGARUH LIVE STREAMING DAN CONTENT MARKETING PADA PLATFORM TIKTOK TERHADAP IMPULSE BUYING PADA BRAND ELZATTA Shodiq, Aliffatur Akbar; Wijayanti, Rena Feri; Murtiyanto, Rizky Kurniawan
Jurnal Aplikasi Bisnis Vol. 11 No. 2 (2025)
Publisher : Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33795/jab.v11i2.9279

Abstract

The rapid advancement of digital technology has transformed consumer behavior, particularly by increasing impulsive purchasing on social media platforms such as TikTok. One strategic response to this shift is the use of live streaming and content marketing, approaches adopted by the local brand Elzatta through TikTok Shop. However, the effectiveness of these strategies remains limited due to the small number of viewers during live broadcasts and content that lacks distinctiveness. This study examines the influence of live streaming and content marketing on the impulsive buying behavior of TikTok users. A quantitative design with a descriptive approach was employed. Data were collected through purposive sampling from one hundred TikTok users who had viewed Elzatta’s live sessions and interacted with its content. The analysis involved multiple linear regression along with validity, reliability, classical assumption tests, t-tests, and F-tests. The findings show that both live streaming and content marketing have a positive and significant effect on impulsive buying. The coefficient of determination (R²) of 0.709 indicates that the model explains a substantial portion of the variance. The study suggests that audience engagement needs improvement; therefore, the use of moderators and consistent communication in Indonesian is recommended to enhance responsiveness and encourage impulsive purchases.
Optimizing Sensory Marketing and Brand Experience: The Case of Kajoetangan Heritage Village Budiarti, Lina; Wijayanti, Rena Feri; Samboro, Joko
Jurnal Administrasi Bisnis FISIPOL UNMUL Vol 14, No 1 (2026): Jurnal Administrasi Bisnis
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54144/jadbis.v14i1.24800

Abstract

Kajoetangan Heritage Village is a tourist destination in Malang City, East Java Province, Indonesia with a heritage concept that highlights cultural, historical and economic elements. The effective strategic actions of tourist destinations are essential to maintain relevancy amidst competition. One of the strategies that can be implemented is optimizing sensory marketing. Sensory marketing is a marketing strategy that maximizes the stimuli of various senses, namely visual, auditory, olfactory, tactile, and gustatory. This study aims to determine the role of sensory marketing on brand experience and loyalty. This study uses a quantitative approach. A total of 102 respondents who were visitors to Kajoetangan Heritage Village participated in this study utilizing purposive sampling as the sampling technique. Path analysis is used to examine the conceptual model of research. The results provide valuable insights for Kajoetangan Heritage Village to enhance loyalty through brand experience and optimized sensory marketing strategies. Furthermore, this study enriches the theoretical understanding of brand loyalty within the tourism sector by offering strategies to maintain a competitive edge. It demonstrates that marketing activities incorporating sensory stimuli, spanning visual, olfactory, auditory, tactile, and gustatory elements, the more it will enhance the brand experience, thereby fostering deeper loyalty.
The Influence of Online Customer Review and Online Customer Rating on Purchase Intention in TikTok Shop E-Commerce (A Study on TikTok Shop Online Consumers @Vivacosmetics) Mazidah, Athaya Faza; Wijayanti, Rena Feri; Rachmi, Asminah
Jurnal Ekonomi Vol. 15 No. 01 (2026): Jurnal Ekonomi
Publisher : SEAN Institute

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

Abstract

The rapid growth of e-commerce has led to the rise of social commerce platforms, including TikTok Shop, which has experienced significant user expansion in Indonesia. Among the most rapidly growing product categories on TikTok Shop is beauty, particularly brands like Viva Cosmetics. Two key factors that influence consumer purchase interest in this context are online customer reviews and online customer ratings. Therefore, this study aims to examine the effect of online customer reviews (X1) and online customer ratings (X2) on consumer purchase interest (Y) in Viva Cosmetics products on TikTok Shop. This study employed a quantitative approach with a survey research design. The sampling method used was probability sampling with a proportionate stratified random sampling technique. The sample consisted of 100 respondents who were TikTok Shop users residing in Malang City and had seen or shown interest in Viva Cosmetics products. Data were collected through online questionnaires, and the analytical methods used included multiple linear regression and hypothesis testing to analyze the influence between the independent and dependent variables. The results of the study indicate that both online customer reviews (X1) and online customer ratings (X2) have a positive and significant effect on consumer purchase interest. The partial hypothesis test results show that each variable independently influences purchase interest positively and significantly. Furthermore, the simultaneous test results reveal that online customer reviews and online customer ratings together have a significant and positive impact on consumer purchase interest. Based on these findings, it can be concluded that Viva Cosmetics consumers on TikTok Shop exhibit high purchase interest influenced by online reviews and ratings. Therefore, business operators should pay attention to the quality of customer reviews and maintain high product ratings to increase product attractiveness and strengthen consumer trust.
Co-Authors Achmad Zaini Anggara, Dimas Yos Arjo, Tri Ramadani Ayu Sulasari Cahayati, Fira Sabilillah Aprilia Dasuqie, Arif Alfaridzy Evelina, Tri Yulistyawati Fauzi Ahmad Muda Firdaus, Ridha Imam Suyadi Joni Dwi Pribadi Kartika Indah Permanasari Kusumasasti, Ika Lina Budiarti Lina Budiarti, Lina Lova, Evy Fajriantina Mazidah, Athaya Faza Mikona, Martina Putri Mufarikhatin, Khoiri Narasuci, Win Oktora, Yekie Senja Rachmi, Asminah Rizky Kurniawan Murtiyanto Samboro, Joko Sanita Dhakirah Setyo Nugroho Shodiq, Aliffatur Akbar Suharyono Suharyono Unarto, Tirto Wardani, Tri Istining Zhulvardyan Armayrishtya