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All Journal Warmadewa Management and Business Journal (WMBJ) JUPADAI : Jurnal Pengabdian Kepada Masyarakat
Putu Laksmita Dewi Rahmayanti
Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PELATIHAN DAN PENDAMPINGAN PEMBUATAN SOCIAL MEDIA MARKETING UNTUK MENINGKATKAN KEMAMPUAN PROMOSI DAN OMSET PENJUALAN (Bagi Pelaku Bisnis UMKM Sektor Fashion Di Kota Denpasar) Ni Nyoman Kerti Yasa; I Made Wardana; I Gusti Ayu Dewi Adnyani; Gede Bayu Rahantha; Putu Laksmita Dewi Rahmayanti; Ni Luh Wayan Sayang Telagawathi; Ni Putu Dyah Krismawintari
JUPADAI : Jurnal Pengabdian Kepada Masyarakat Vol. 1 No. 1 (2022): Volume 1 Nomor 1 2022
Publisher : Asosiasi Dosen Akutansi Indonesia, KEPRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (744.05 KB)

Abstract

MSMEs engaged in the fashion sector in the last two years have faced such intense competition. This is because there are more and more players in the MSME industry in the fashion sector in Denpasar City. This has an impact on the achievement of declining sales turnover. One way to overcome this condition is to do social media marketing (Social media marketing). Based on the results of initial interviews with ten SMEs in the fashion sector, information was obtained about the decline in sales turnover and the solution was that they had done social media marketing. Only social media marketing that has been done has not been maximized, that is, it has not shown high intensity by using all existing social media platforms. This is due to their limitations in using social media. This condition encourages this community service activity to be carried out to equip MSME businessmen in the fashion sector in Denpasar City about the importance of marketing products digitally, one of which is using social media optimally using all existing social media platforms, following trends in consumer behavior in seeking information, and about designing its advertising content. The purpose of this community service is to equip MSME actors in the fashion sector in Denpasar City about the importance of social media marketing, getting to know various existing social media platforms, designing advertising content on social media, and assisting in making social media comprehensively including creating Facebook, Instagram, Line accounts, Tik Tok, WhatsApp, in order to increase its promotional capabilities and sales turnover.
PERAN BRAND LOVE MEMEDIASI PENGARUH BRAND SATISFACTION TERHADAP BRAND LOYALTY (Studi pada pelanggan Toko Buku Gramedia di Kota Denpasar) Putu Laksmita Dewi Rahmayanti; Ni Nyoman Kerti Yasa; I Gusti Ayu Tirtayani
Warmadewa Management and Business Journal (WMBJ) Vol. 6 No. 2 (2024)
Publisher : Fakultas Ekonomi Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/wmbj.6.2.2024.81-99

Abstract

The purpose of this study was to test and explain the role of brand love in mediating the effect of brand satisfaction on brand loyalty. The population of this study were people in Denpasar City who had shopped for books at least 2 times at Gramedia Bookstore in the past year. The sample size used was 110 people with purposive sampling method. The analysis technique used is Path Analysis using SEM-PLS. The results showed that brand satisfaction has no effect on brand loyalty, brand satisfaction has a positive and significant effect on brand love, and brand love has a positive and significant effect on brand loyalty, and brand love is able to fully mediate the effect of brand satisfaction on brand loyalty. This means that brand love is very important to exist between the influence of brand satisfaction on brand loyalty so that its influence becomes significant. Therefore, in the future, Gramedia bookstore really needs to build brand love from its customers.
Co-Authors Gede Bayu Rahantha I Gusti Ayu Dewi Adnyani I Gusti Ayu Tirtayani I Made Wardana Krismawintari, N.P.D. Ni Luh Wayan Sayang Telagawathi Ni Nyoman Kerti Yasa