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All Journal Indonesian Journal of Community Services in Engineering & Education (IJOCSEE) EKOBIS ABDIMAS : Jurnal Pengabdian Masyarakat Jurnal Komunikasi Massa
Tanti Hermawati
Universitas Sebelas Maret
Arts Humanities Economics, Econometrics & Finance Education Engineering Social Sciences Other

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Pelatihan Produksi Konten dan Pengelolaan Sosial Media untuk Pemula dan Pelaku UMKM di Desa Karangtalun Magelang Prahastiwi Utari; Tanti Hermawati; Chatarina Heny Dwi Surwanti; Adolfo Eko Setyanto; Firdastin Ruthnia Yudiningrum
Indonesian Journal of Community Services in Engineering & Education (IJOCSEE) Vol 2, No 2 (2022): October 2022
Publisher : Universitas Pendidikan Indonesia Kampus Purwakarta

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

Abstract

Peran sosial media dan media digital saat ini sudah semakin luas dan berkembang. Motif menggunakan sosial media sudah semakin bervariasi dari memenuhi kebutuhan informasi, hiburan hingga kebutuhan ekonomi. Beda jenis sosial media beda pula cara orang memproduksi konten yang akan di publikasikan di sosial media tersebut. Hadirnya platform sosial media seperti TikTok, Reels Instagram, Story Whatsapp dan lainnya menambah tingkat kreatifiktas pengguna dalam mengembangankan jenis konten yang diproduksi. Selain itu platform sosial media saat ini juga menyediakan analytic tools dimana biasanya seseorang atau sebuah brand dapat memonitor tingkat engagement konten di sosail medianya. Parameter ini memberikan informasi mengenai berapa banyak jumlah likes, comment dan share dalam rentang waktu tertentu. Engagement yang banyak tentunya menunjukkan bahwa audiens berminat dengan konten tersebut. Maka dari itu dengan berkembangnya fasilitas dari produsen media sosial dan semakin luasnya fungsi sosial media yang dapat meningkatkan keuntungan secara ekonomi baik personal maupun brand maka kami bermaksud membuat pelatihan produksi konten dan pengelolaan sosial media untuk pemula dan pelaku UMKM di Desa Karangtalun, Kecamatan Ngluwar, Kabupaten Magelang. Di mana lokasi tersebut dipilih karena adanya peluang bisnis desa wisata yang mulai berkembang daerah Kabupaten Magelang. Diharapkan dengan pelatihan tersebut dapat membantu masyarakat Desa Karangtalun, Kecamatan Ngluwar, Kabupaten Magelang untuk lebih kreatif dalam memasarkan desa wisatanya melalui pembuatan konten sosial media yang lebih menarik dan dapat menjual desa wisatanya tidak hanya untuk lingkup nasional tetapi juga internasional
Pelatihan Komunikasi Pemasaran Terpadu Kewirausahaan Olahan Ikan Nila di Desa Ponggok Kabupaten Klaten Prahastiwi Utari; Tanti Hermawati; Adolfo Eko Setyanto; Firdastin Ruthnia Yudiningrum; Chatarina Heny Dwi Surwanti; Likha Sari Anggreni; Annisaa Fitri; Eka Nada Shofa Alkhajar
Ekobis Abdimas Vol 2 No 1 (2021): Juni
Publisher : Fakultas Ekonomi, Universitas PGRI Adi Buana Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36456/ekobisabdimas.2.1.3918

Abstract

Kewirausahaan masyarakat memerlukan banyak dukungan dari institusi perguruan tinggi. Salah satunya adalah transfer pengetahuan untuk memberdayakan masyarakat. Kegiatan pengabdian kepada masyarakat ini dilaksanakan di Desa Ponggok. Kegiatan pengabdian ini melatih mitra untuk dapat menerapkan komunikasi pemasaran terpadu dalam usaha olahan ikan. Hasil yang dicapai dari kegiatan pengabdian kepada masyarakat ini adalah mitra menyadari pentingnya mengimplementasikan komunikasi pemasaran terpadu yang mana dapat membantu untuk meningkatkan penjualan dan meningkatkan kualitas usaha mereka.
Strategi Komunikasi Pemasaran Produk Kerajinan Anyaman Umkm Rumah Anyam Krisajo Di Desa Sambirejo Kecamatan Jiwan Kabupaten Madiun Mohamad Afwan Ghoffar; Tanti Hermawati
Jurnal Komunikasi Massa Vol 17, No 2 (2024): Jurnal Komunikasi Massa Volume 17 Nomor 2 Desember 2024
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v17i2.95624

Abstract

UMKM Rumah Anyam Krisajo, located in Desa Sambirejo, Kecamatan Jiwan, Kabupaten Madiun, not only plays a role as a driver of the local economy by creating job opportunities and business prospects but also serves as a guardian of cultural heritage by introducing traditional weaving arts to a broader market. This study aims to analyze the marketing communication strategies employed by Umkm Rumah Anyam Krisajo in promoting their weaving products in Desa Sambirejo, Kecamatan Jiwan, Kabupaten Madiun. The research uses a qualitative method with a marketing communications mix theory approach. The study involves five key informants, including the manager of Rumah Anyam Krisajo, consumers, and partners involved in product marketing. Purposive sampling was used to select the informants. The findings reveal that in executing its marketing communication process, Rumah Anyam Krisajo undertakes several planning stages, including identifying communicators, analyzing audience needs, crafting messages, selecting media and communication channels, and evaluating communication effects. The implementation of marketing communication strategies encompasses six main aspects: sales promotion, events and experiences, public relations and publicity, interactive marketing, word-of-mouth marketing, and personal selling. This study is expected to provide deeper insights into the effectiveness of marketing communication strategies used by SMEs in reaching their market and promoting their products more broadly and efficiently.
Pengaruh Beauty Influencer terhadap Minat Beli Produk Kosmetik di Kalangan Followers Akun Tiktok @tasyafarasya Gendis Fahira Atsiilah; Tanti Hermawati
Jurnal Komunikasi Massa Vol 18, No 1 (2025): Jurnal Komunikasi Massa Volume 8 Nomor 1 Juni 2025
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v18i1.106986

Abstract

The development of technology and social media has provided new opportunities in marketing strategies, including through the use of beauty influencers on TikTok. This study aims to examine the effect of argument quality, source credibility, and source attractiveness of the @tasyafarasya TikTok account on purchase intention of cosmetic products among followers. This research framework is based on the Elaboration Likelihood Model (ELM) theory with a focus on the persuasion process through central and peripheral routes. This research uses a descriptive quantitative method with a questionnaire survey as a data collection instrument. The research sample involved 100 respondents who were followers of the @tasyafarasya TikTok account. The data obtained were analyzed using multiple linear regression statistical tests to measure the effect of each independent variable on purchase intention. The results showed that argument quality, source credibility, and source attractiveness have a significant positive effect on purchase intention of cosmetic products. Simultaneously, the three variables also have a significant influence on purchase intention. This finding confirms that marketing strategies through beauty influencers with convincing narratives, high credibility, and strong appeal can encourage an increase in consumer purchase intention.
Pengaruh E-WOM dan Brand Image Terhadap Keputusan Pembelian dengan Brand Trust sebagai Variabel Mediasi Produk Kosmetik di Kalangan Follower Akun Instagram @somethingofficial Janet Devagaluh Athalla; Tanti Hermawati
Jurnal Komunikasi Massa Vol 18, No 2 (2025): Jurnal Komunikasi Massa Volume 8 Nomor 2 Desember 2025
Publisher : Universitas Sebelas Maret (UNS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jkm.v18i2.115344

Abstract

The growth of digital platforms has changed how people behave as a consumers and opened new ways for brands to promote their products, especially on social media like Instagram. This study aims to analyze how electronic word of mouth (e-WOM) and brand image influence purchase decisions with brand trust as a mediating variable. The research focuses on followers of Somethinc’s official Instagram account. This study uses a descriptive quantitative method with data collected through questionnaire. A total of 100 respondents who follow Somethinc on Instagram participated. The data were analyzed using multiple linear regression and the Sobel test to examine both direct and indirect effects. The results show that e-WOM and brand image have a significant positive effect on brand trust. Brand trust also has a significant effect on purchase decisions. Moreover, brand trust plays a significant role in mediating the relationship between e WOM and brand image on purchase decisions. These findings highlight that building brand trust through positive e-WOM and a strong brand image can help increase consumers intention to buy.
Co-Authors Adolfo Eko Setyanto Annisaa Fitri Chatarina Heny Dwi Surwati Eka Nada Shofa Alkhajar Firdastin Ruthnia Yudiningrum Gendis Fahira Atsiilah Janet Devagaluh Athalla Likha Sari Anggreni Mohamad Afwan Ghoffar Prahastiwi Utari