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All Journal Ekonomi Bisnis Jurnal Ekonomi Modernisasi JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Ekonomi Bisnis 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
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

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The Influence of Celebrity Endorsers and Social Media Marketing on Purchase Decisions through Brand Image of Le Mineral Rohmah, Yaumi; Siswanto, Ely; Wilujeng, Ita Prihatining
Jurnal Ekonomi Balance Vol. 21 No. 2 (2025): December 2025
Publisher : Perpustakaan dan Penerbitan Unismuh Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26618/v9ethj97

Abstract

The rapid growth of digital marketing has intensified the use of celebrity endorsers and social media platforms as strategic tools to influence consumer purchasing behavior. This study investigates the influence of celebrity endorsers and social media marketing on purchase decisions, with brand image examined as an intervening variable, focusing on consumers of Le Minerale bottled mineral water in Indonesia. The study is motivated by the consistent increase in Le Minerale’s Top Brand Index from 2021 to 2024, indicating the effectiveness of its marketing strategies amid intense competition in the fast-moving consumer goods (FMCG) industry. A quantitative research design was employed using purposive sampling, involving 180 respondents who had purchased Le Minerale products and actively used social media. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that celebrity endorsers and social media marketing have a positive and significant direct effect on purchase decisions and brand image. However, brand image does not significantly influence purchase decisions and fails to mediate the relationship between celebrity endorsers, social media marketing, and purchase decisions. These results suggest that consumers are more directly influenced by celebrity endorsements and social media exposure rather than by brand image formation. The study contributes to digital marketing literature by highlighting the limited mediating role of brand image in FMCG purchase decisions. Practically, the findings imply that firms should prioritize direct engagement strategies through credible celebrity endorsers and effective social media campaigns to stimulate consumer purchases in the digital era.
Mendorong inovasi produk dan digitalisasi UMKM melalui challenge based learning Ita Prihatining Wilujeng; Titis Shinta Dhewi; Mohammad Hari; Shafa' Annisa Puspasari; Farhani Shauma Wiyana Putri
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 9, No 4 (2025): Juli
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v9i4.32318

Abstract

Abstrak UMKM memegang peranan penting dalam perekonomian nasional. Namun pada era Society 5.0 seperti saat ini, UMKM harus menghadapi tantangan dalam pemanfaatan teknologi digital dan inovasi produk. Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kemampuan pelaku UMKM melalui kegiatan pelatihan dan pendampingan. Metode yang digunakan adalah Challenge Based Learning (CBL), di mana metode ini mendorong pelaku UMKM dalam mengidentifikasi masalah yang dihadapi, merancang solusi, dan mengimplementasikan solusi tersebut di bisnis mereka. Kegiatan pengabdian masyarakat ini meliputi pelatihan inovasi produk dan pelatihan strategi digital marketing. Kegiatan ini dilaksanakan pada pelaku UMKM kerajinan rumah tangga. Hasil kegiatan ini menunjukkan bahwa melalui pendekatan Challenge Based Learning (CBL) yang diterapkan dapat membantu pelaku UMKM dalam menemukan solusi terbaik untuk usahanya, salah satunya melalui pemanfaatan  platform media sosial. Kegiatan ini juga berhasil meningkatkan kemampuan pelaku UMKM baik secara strategis maupun teknis. Melalui pelaksanaan kegiatan ini, tidak hanya berimbas pada peningkatan kemampuan individu saja, tetapi juga berkontribusi dalam memperkuat daya saing UMKM di pasar digital yang makin kompetitif. Kata kunci: UMKM; pemasaran digital; inovasi produk; media sosial; challenge based learning Abstract MSMEs play an important role in the national economy. However, in the current era of Society 5.0, MSMEs must face challenges in utilizing digital technology and product innovation. This community service activity aims to improve the capabilities of MSME actors through training and mentoring activities. The method used is Challenge Based Learning (CBL), where this method encourages MSME actors to identify problems faced, design solutions, and implement these solutions in their businesses. This community service activity includes product innovation training and digital marketing strategy training. This activity was carried out on MSME household craft actors. The results of this activity show that through the Challenge Based Learning (CBL) approach that is applied, it can help MSME actors find the best solutions for their businesses, one of which is through the use of social media platforms. This activity also succeeded in improving the capabilities of MSME actors both strategically and technically. Through the implementation of this activity, it not only has an impact on improving individual capabilities, but also contributes to strengthening the competitiveness of MSMEs in the increasingly competitive digital market. Keywords: SMEs; digital marketing; product innovation; social media; challenge based learning
From Transactional to Partnership: The Strategic Role of "Rembug Pawon” in CRM Implementation for Customer Loyalty in Koperasi Sridonoretno Bintang Permata Putri; Natasya Ika Suryaningsih; Sudarmiatin Sudarmiatin; Ita Prihatining Wilujeng
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 3 (2025): Desember : Jurnal Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v5i3.6259

Abstract

The growth of the Indonesian coffee industry has seen increased competition among business actors, including farmer cooperatives that play a strategic role in the agribusiness supply chain. Koperasi sridonoretno faces challenges in maintaining customer loyalty and increasing product value amidst intense market competition and volatile coffee prices. This study aims to analyze the strategic role of the "Rembug Pawon" forum in implementing Customer Relationship Management (CRM) to strengthen customer loyalty and relationships at the Sridonoretno Cooperative. A qualitative descriptive approach was used through observations and in-depth interviews with the cooperative's chairman and members. Data were then analyzed using the IDIC (Identify, Differentiate, Interact, Customize) Model. The research findings indicate that Rembug Pawon serves as an interactive and collaborative platform between the cooperative, farmers, and customers, and plays a crucial role in transforming relationships from transactional to partnership-based. Through this forum, the cooperative identifies key customers, differentiates services according to their needs, maintains intensive interactions, and customizes products based on customer preferences. The implementation of community-based CRM through Rembug Pawon has proven effective in fostering sustainable partnerships and building emotional strength from customers based on trust and loyalty. These results indicate that a community-oriented CRM strategy can strengthen customer relationships and increase cooperative competitiveness in the dynamic coffee industry.
Co-Authors Abel Widi Astuti Adela Shabrina Prameka 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 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