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All Journal Ekonomi Bisnis Jurnal Ekonomi Modernisasi JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Ekonomi Bisnis Journal of Economic, Bussines and Accounting (COSTING) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Dinasti International Journal of Management Science eCo-Buss Jurnal Karinov Management Studies and Entrepreneurship Journal (MSEJ) Open Access Indonesia Journal of Social Sciences Jurnal Ilmu Manajemen Profitability Journal of Management and Bussines (JOMB) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal Of Science, Technology & Management (IJSTM) EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Open Access Indonesia Journal of Social Sciences Jurnal Abdi Masyarakat Indonesia Jurnal Pengabdian Inovasi dan Teknologi Kepada Masyarakat Jurnal Pengabdian Masyarakat Sains dan Teknologi J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Jurnal Ekonomi, Bisnis dan Pendidikan (JEBP) International Journal Business, Management and Innovation Review Balance: Jurnal Ekonomi Jurnal Manajemen, Bisnis dan Kewirausahaan
Ita Prihatining Wilujeng
Universitas Negeri Malang
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Peningkatan Daya Saing UMKM melalui Pelatihan Pembuatan dan Optimasi Konten Media Sosial Wilujeng, Ita Prihatining; Fitri, Raisa; Wahyudi, Handri Dian; Sungkar, Alifia Ratna; Wahyuningtyas, Dea Lestari
Jurnal KARINOV Vol 6, No 3 (2023): September
Publisher : Institute for Research and Community Service (LP2M), Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um045v6i3p149-155

Abstract

Perkembangan industri UMKM memberikan pengaruh yang signifikan terhadap perekonomian di Indonesia. Adanya perkembangan teknologi khususnya di bidang pemasaran digital melalui media sosial dan e-commerce merupakan salah satu strategi pemasaran yang memiliki dampak signifikan bagi pelaku usaha UMKM. Media sosial adalah platform yang memiliki pengaruh signifikan untuk meningkatkan penjualan khususnya UMKM di Indonesia. Besarnya jumlah dan jenis UMKM di Indonesia saat ini tentunya memberikan dampak yang positif bagi masyarakat Indonesia. Penggunaan media sosial dan e-commerce yang tepat dan optimal akan mampu meningkatkan daya saing UMKM di era persaingan digital saat ini. Sebagai salah satu UMKM potensial di Kota Malang yang memiliki kualitas produk yang sangat baik dan bervariasi, UMKM produsen makanan ringan yang dituju masih belum mampu mengoptimalkan kegunaan dari media sosial untuk kepentingan bisnis mereka. Kegiatan pengabdian ini bertujuan untuk memberikan pembekalan keterampilan dan pelatihan bagi UMKM terkait pembuatan dan optimalisasi konten media sosial guna meningkatkan daya saing bisnis. Tahapan kegiatan pengabdian meliputi tahap persiapan, perencanaan, pelaksanaan, dan evaluasi. Adapun output dari kegiatan ini adalah keterampilan dan pengetahuan bagi UMKM terkait pembuatan dan optimasi konten media sosial untuk meningkatkan daya saing. Kata kunci— UMKM, Konten, Optimasi, Media sosial Abstract The development of the MSMEs industry has a significant influence on the economy in Indonesia. Social media is a platform that has a significant influence on increasing sales, especially MSMEs in Indonesia. The existence of technological developments, especially in the field of digital marketing through social media and e-commerce, is marketing that has a significant impact on MSMEs business actors. The large number and types of MSMEs in Indonesia today certainly have a positive impact on Indonesian society. Appropriate and optimal use of social media and e-commerce will be able to increase the competitiveness of MSMEs in the current era of digital competition. As one of the potential MSMEs in Malang which had very good and varied product quality, MSMEs targeted snack food producers are still not able to optimize the use of social media for their business interests. This service activity aims to provide skills and training for MSMEs regarding the creation and optimization of social media content in order to increase business competitiveness. The stages of community service activities include the preparation, planning, implementation, and evaluation stages. The output of this service activity is skills and knowledge for MSMEs related to creating and optimizing social media content to increase competitiveness. Keywords—MSME, Content, Optimization, Social media
The Effect of Gamification on Customer Satisfaction through Customer Engagement on the Marketplace Puspasari, Shafa' Annisa; Wilujeng, Ita Prihatining; Ali, Asiah
Ekonomi Bisnis Vol 29, No 1 (2024): EKONOMI BISNIS March 2024
Publisher : Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um042v29i1p%p

Abstract

The rapid growth of the internet has led to the rise of the marketplace industry in Indonesia. Quite a few of these companies are competing to engage with their users and satisfy their customer, one of which is through gamification. This research aims to determine the effect of gamification on customer satisfaction through customer engagement on marketplace users, both directly and indirectly. The method used is a quantitative approach with a descriptive and explanatory research types. The data collection technique uses a questionnaire whose validity and reliability have been tested. The research sample was 200 respondents. The analysis technique used descriptive statistical analysis and Partial Least Square (PLS). Through this research, it is proven that gamification directly has a positive and significant effect on customer satisfaction and customer engagement. Customer engagement also has a direct, positive and significant effect on customer satisfaction. Gamification indirectly has a positive and significant effect on customer satisfaction through customer engagement. Thus, it can be concluded that gamification influences customer satisfaction both directly and indirectly through customer engagement in the marketplace.
Pengaruh Online Review Dan Corporate Image Terhadap Purchase Intention Melalui Brand Image Pada Calon Konsumen Produk Skincare Lokal Azlita, Reza Nur; Wilujeng, Ita Prihatining
Ekonomi Bisnis Ekonomi Bisnis, Volume 27, No.1, March 2022
Publisher : Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um042v27i1p58-71

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana potensi purchase intention pelanggan skincare lokal dipengaruhi oleh online review dan corporate image melalui brand image. Teknik penelitian yang digunakan adalah teknik pendekatan kuantitatif dengan menggunakan SEM-PLS dan analisis deskriptif statistik. Pengumpulan data dilakukan melalui kuesioner terstruktur yang dikembangkan sesuai dengan literatur. Data dikumpulkan dari 410 responden, menggunakan media online dari follower’s skincare lokal. SEM digunakan untuk mengetahui online review dan corporate image berpengaruh terhadap brand image yang mengarah ke minat beli konsumen. Analisis deskripsi statistik membantu dalam mendeskripsikan dan memberikan uraian variabel yang diteliti. Hasilnya menunjukkan online review dan corporate image memiliki peran penting dalam mempengaruhi brand image serta purchase intention secara langsung. Brand image juga memiliki pengaruh terhadap purchase intention secara langsung. Sedangkan online review dan corporate image dapat berpengaruh terhadap purchase intention secara tidak langsung melalui brand image pada calon konsumen skincare lokal. Temuan ini akan membantu perusahaan untuk meningkatkan purchase intention konsumen melalui brand image yang di bangkitkan melalui online review dan corporate image.
MEMAHAMI PERAN VALUE CONSCIOUSNESS DAN BRAND CONSCIOUSNESS DALAM MENCIPTAKAN LOYALITAS PADA PRODUK SKINCARE Saivana, Vinka Alfatena; Wilujeng, Ita Prihatining
Jurnal Ilmiah Ekonomi Bisnis Vol 29, No 2 (2024)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/eb.2024.v29i2.9284

Abstract

Perkembangan teknologi informasi yang semakin pesat mendorong berbagai perusahaan bersaing dengan menerapkan strategi pemasaran melalului media sosial khususnya bagi perusahaan perawatan kulit di Indonesia. Strategi tersebut juga diterapkan oleh salah satu brand perawatan kulit pendatang baru asal Kanada. Melalui strategi social media marketing activities, brand tersebut mampu menjadi top brand perawatan kulit terlaris di e-commerce. Hal tersebut terjadi karena konsumen loyal terhadap brand tersebut. Selain itu, terdapat beberapa faktor yang menyebabkan konsumen memiliki brand loyalty. Tujuan penelitian ini yaitu mengetahui faktor yang dapat mempengaruhi kesetiaan merek seperti aktivitas pemasaran sosial media, value consciousness, dan brand consciousness. Untuk mengetahui pengaruh tersebut maka dilakukan survei secara daring menggunaan Google form kepada 422 responden melalui media sosial. Hasil penelitian dianalisis dengan Partial Least Square (PLS)-SEM melalui software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa aktivitas pemasaran sosial media memberikan pengaruh positif dan signifikan terhadap brand loyalty, value consciousness, dan brand consciousness. Selain itu, brand consciousness dapat mempengaruhi brand loyalty konsumen secara positif dan signifikan namun hubungan antara value consciousness dan brand loyalty berpengaruh negatif dan signifikan. Selain itu, social media marketing activities dapat mempengaruhi brand loyalty secara positif dan signifikan dimediasi oleh brand consciousness namun tidak dengan value consciousness.
Pelatihan dan Pendampingan Penerapan Digital Marketing bagi Pelaku UMKM Pengrajin Batik Tulis di Lingkungan Cungking, Kabupaten Banyuwangi, Provinsi Jawa Timur Wilujeng, Ita Prihatining; Zutiasari, Ika; Dewi, Dr. Titis Shinta; Sungkar, Alifia Ratna; Gandono, Arnela Ladyatma
Jurnal Abdi Masyarakat Indonesia Vol 4 No 5 (2024): JAMSI - September 2024
Publisher : CV Firmos

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54082/jamsi.1350

Abstract

Industri UMKM yang menjamur memberikan kontribusi signifikan terhadap perekonomian di Indonesia. Namun terjadinya wabah Covid-19 dua tahun lalu ternyata memberikan dampak negatif terhadap berjalannya UMKM dimana kebanyakan konsumen kehilangan daya belinya, sehingga para pelaku UMKM diharuskan bisa beradaptasi dengan keadaan yang ada, disinilah akhirnya peran digital dibutuhkan. Di era society 5.0 ini, hampir seluruh Masyarakat dari segala usia menggunakan smartphone dalam kehidupan sehari-hari, melihat peluang ini banyak pelaku UMKM yang melakukan peralihan pemasaran produknya ke pemasaran digital atau yang biasa disebut dengan digital marketing karena dirasa lebih efektif. Namun sayangnya masih banyak pelaku UMKM yang belum menggunakan platform digital untuk pemasarannya, salah satunya adalah UMKM pengrajin batik yang ada di Cungking Banyuwangi yang disayangkan melihat Batik merupakan salah satu produk khas Indonesia yang cukup menjanjikan apabila bisa mencapai target pasar yang lebih luas. Sehingga, pelaksanaan penelitian ini bertujuan untuk memberikan pelatihan pengoptimalan promosi pada penjualan di platform media digital seperti penguatan melalui social media sehingga UMKM sasaran memiliki keahlian dalam pembuatan konten dan penguatan branding pada e-commerce dan media sosial. Tahapan yang dilaksanakan penelitian ini meliputi tahapan persiapan hingga pelaksanaan kegiatan. Adapun Output dalam penelitian ini adalah kemaksimalan UMKM dalam melakukan penjualan digital sehingga bisa meraup target yang lebih besar. Setelah melakukan pelatihan dan pendampingan ini, pelaku UMKM di Lingkungan Cungking, Kabupaten Banyuwangi, Provinsi Jawa Timur mendapatkan insight baru mengenai bagaimana pengelolaan media social mereka supaya dapat bekerja dengan lebih optimal dan maksimal dengan digital marketing, dengan kegiatan ini, para pelaku UMKM akhirnya juga dapat melakukan pembuatan konten secara mandiri dan penyebarluaskan konten di social media dengan lebih efektif.
Exploration and Existence of Local Wisdom as a Marketing Strategy for Sustainable Tourism Development in Banyuwangi Wilujeng, Ita Prihatining; Zutiasari, Ika; Dhewi, Titis Shinta; Sungkar, Alifia Ratna
Dinasti International Journal of Management Science Vol. 6 No. 1 (2024): Dinasti International Journal of Management Science (September - October 2024)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijms.v6i1.3285

Abstract

The tourism sector is one of the supports for the Indonesian economy as well as a major foreign exchange contributor to the country. However, the Covid-19 pandemic in 2020 caused the contribution of tourism to GDP to fall by 56%, namely to only 2.2% of the total economy. According to one online travel service platform in Indonesia, the cities of Bandung, Yogyakarta and Bali are areas that are frequently visited by tourists in Indonesia for domestic and foreign tourists. However, there is one area in East Java which is currently famous for its tourist destination, namely Banyuwangi Regency. Banyuwangi Regency is an area that has very broad tourism potential. However, unfortunately the number of tourists which experienced a decline until the Covid-19 period was over has not yet recovered to the number of visits before the pandemic. Several efforts have been made by Banyuwangi tourism managers in order to increase visits by local and foreign tourists. Several strategies implemented are still not able to increase the number of tourist arrivals in Banyuwangi. This research will focus on conducting exploration and existence as a marketing effort, especially on social media to provide a sustainable tourism impact in Banyuwangi district. A qualitative approach was taken to tourism visitors, tourism business people and tourism managers in Banyuwangi over the past year. Promotion via social media has been proven to be able to provide effective results in attracting tourist visits. Online promotion and maintenance of offline tourism facilities and infrastructure must be able to be carried out to produce sustainable and attractive tourism in the future. It is hoped that this research will be able to provide benefits in sustainable tourism development for the development of tourist cities, especially regarding the tourism sector in Banyuwangi.
Customer Engagement Memediasi Content Marketing Terhadap Brand Awareness pada Online Travel Agent: Customer Engagement Mediates the Effect of Content Marketing on Brand Awareness on Online Travel Agents Kusdianti, Salsabila Esya; Wilujeng, Ita Prihatining
EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Vol. 4 No. 02 (2023): Ekomabis Edisi Juli 2023
Publisher : LPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/ekomabis.v4i02.323

Abstract

Penelitian ini bertujuan menganalisis pengaruh content marketing terhadap brand awareness yang dimediasi customer engagement dengan online travel agent sebagai objek. Sebanyak 399 responden berkontribusi dalam pengisian kuesioner secara online melalui google form yang selanjutnya diolah menggunakan aplikasi partial least square (PLS). Sehingga penelitian ini dapat digolongkan sebagai penelitian kuantitatif. Dari hasil analisis menunjukkan adanya pengaruh content marketing terhadap brand awareness melalui customer engagament secara langsung positif dan signifikan. Demikian pula terdapat pengaruh yang signifikan antara content marketing terhadap brand awareness serta customer engagement dan juga ada pengaruh customer engagement terhadap brand awareness positif dan signifikan. Untuk itu, penelitian ini dapat menyempurnakan penelitian sebelumnya yang sangat jarang menunjukkan hubungan ketiga variabel tersebut utamanya peran customer engagement sebagai mediator. This study aims to analyze the effect of content marketing on brand awareness mediated by customer engagement with online travel agents as the object of research. A total of 399 respondents contributed in filling out the online questionnaire through the google form which processed using the partial least squares (PLS). This research can be classified as quantitative research. From the analysis results indicate that there is a direct positive and significant effect of content marketing on brand awareness mediated by customer engagement. Likewise, there is a significant influence between content marketing on brand awareness and customer engagement. There is also a positive and significant effect of customer engagement on brand awareness. This study can improve previous research which rarely shows the relationship between the three variables, especially the role of customer engagement as a mediator.
The Roles of Social Media Content Quality on Street Food Consumers Wilujeng, Ita Prihatining; Wardhana, Ery Tri; Murwani, Danardana; Handayati, Puji; Latif, Sahraman D. Hadji
JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Vol 10, No 3: November 2024
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um003v10i22024p313

Abstract

Online reviews continue fostering a renewed word-of-mouth spread in the food and beverage industry. Consumers increasingly use online reviews to inform them about food and beverage products. Therefore, it is critical to enhance comprehend of the behavioral consequences of e-WOM. This study examines the role of heavy/light social media user in the relationship between e-WOM on social media platforms, attitude toward information, and information usefulness. We adopt the conceptual model to identify what influences consumers to adopt information from online reviews in their decision-making. A self-administered questionnaire was used to collect data from 300 respondents. Data analysis has been conducted using PLS-SEM, which measures the influence of e-WOM, attitude, and subjective norms on information usefulness and purchase intention. The results of this study reveal that e-WOM, attitude, subjective norm, and information usefulness are strong predictors of consumers' purchase intention. These outcomes suggest that high-involvement consumers adopt online review information when they make decisions about making purchases. Keywords: E-WOM, Information usefulness, Attitude towards information, Subjective norm, Purchase intention
MENINGKATKAN PURCHASE INTENTION MELALUI BRAND EQUITY DENGAN STRATEGI CO-BRANDING DAN SOCIAL MEDIA MARKETING PADA BRAND FASHION INDONESIA Naofal, Ahmad; Wilujeng, Ita Prihatining
Jurnal Ilmiah Ekonomi Bisnis Vol 29, No 3 (2024)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/eb.2024.v29i3.10843

Abstract

Local fashion products have gained the trust of the Indonesian people through the LocalPride campaign with a survey of 40.2%. Brand The aim of this research is to determine the influence of co-branding and social media marketing strategies on purchase intentions through brand equity. The difference between this study compared to previous studies is the addition of social media marketing variables and considering mediating variables which act as a link in influencing purchase intention. The type of research used was descriptive research and explanatory research with a sample of 260 Instagram followers from the local brand. The analysis technique used is descriptive statistics and PLS analysis. The results show that co-branding and social media marketing (SMM) have a direct and significant influence on purchase intention and brand equity. It was also found that brand equity has a direct influence on purchase intention. Co-branding has an indirect, positive and significant effect on purchase intention through brand equity, but social media marketing does not have an indirect effect on purchase intention through brand equity.
Content Diagnosticity dan Vicarious Expression dalam Memediasi Pengaruh Source Dynamism terhadap Purchase Intention pada Live Streaming Affiliator Shafa' Annisa Puspasari; Wilujeng, Ita Prihatining; Siswanto, Ely
eCo-Buss Vol. 7 No. 3 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v7i3.2260

Abstract

Pada era transformasi digital, sejumlah marketplace telah menyediakan fitur live streaming sebagai strategi pemasaran inovatif. Kemunculan affiliator juga turut menambah keberagaman dalam live streaming pada marketplace. Tujuan penelitian ini yaitu untuk mengeksplorasi bagaimana source dynamism dalam affiliator live streaming berpengaruh terhadap purchase intention, dengan content diagnosticity dan vicarious expression sebagai mediasi. Untuk mengetahui pengaruh tersebut maka dilakukan survei mempergunakan kuesioner yang disebarkan pada 100 responden. Penentuan sampling di penelitian ini mempergunakan teknik purposive sampling, sehingga terdapat kriteria yang harus dipenuhi agar menjadi responden di penelitian ini. Adapun kriterianya ialah orang-orang yang pernah menonton affiliator live streaming pada salah satu platform marketplace dan memiliki niat pembelian melalui affiliator live streaming. Teknik analisis data dilaksanakan melalui Partial Least Square (PLS) mempergunakan softaware SmartPLS. Temuan penelitian memperlihatkan bahwasannya source dynamism berpengaruh baik secara langsung ataupun tidak langsung terhadap purchase intention yang dimediasi content diagnosticity. Namun, hubungan tidak langsung antara source dynamism terhadap purchase intention melalui vicarious expression serta hubungan  langsung vicarious expression terhadap purchase intention ditemukan tidak signifikan.  
Co-Authors Abel Widi Astuti Adela Shabrina Prameka Afshana, Dida Maulidya Al Ali, Asiah Alifia Ratna Sungkar Arum Prasasti Aulia Fazhra Yuninda Auramila Divana Esfandiari Azlita, Reza Nur Berliana Septi Anggraini Bintang Permata Putri Cesya Rizkika Parahiyanti Dewi Sinta Puspitasari Dewi, Dr. Titis Shinta Dynda Prista Ely Siswanto Farhani Shauma Wiyana Putri Fitriani, Nur Afika Fulgentius Danardana Murwani Gandono, Arnela Ladyatma Gozi, Ahmad Handri Dian Wahyudi Hapsari, Cecilia Indah Kusdianti, Salsabila Esya Latif, Sahraman D. Hadji Mohammad Hari Naja Jessyka Maulani Putri Naofal, Ahmad Natasya Ika Suryaningsih Nugraha, Diki Egie Oktaviani, Fadhilah Nur Puji Handayati Puspasari, Shafa' Annisa Putri, Farhani Shauma Wiyana Rahayu, Arti Putri Septi Raisa Fitri Rizka Dewi Auliya Rizkie Ramadhan Ariyanto Rohmah, Yaumi Saivana, Vinka Alfatena Shafa' Annisa Puspasari Shafa' Annisa Puspasari Sopiah Sopiah Sudarmiatin Sungkar, Alifia Ratna Titis Shinta Dhewi, Titis Wahyuningtyas, Dea Lestari Wardhana, Ery Tri Yana Respati Dewi Zutiasari, Ika