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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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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.
BRAND EQUITY STRATEGY IN BUILDING BRAND IDENTITY FOR ACRYLIC FLOWER BOARD PRODUCTS Hapsari, Cecilia Indah; Afshana, Dida Maulidya Al; Sudarmiatin, Sudarmiatin; Wilujeng, Ita Prihatining
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/5xjac910

Abstract

The research problem is motivated by increasing business competition that requires MSMEs to strengthen brand identity and consumer trust through effective brand management. This study uses a qualitative approach with a case study method. Data collection techniques were carried out through interviews with business owners, direct observation, and documentation. Data analysis uses the Miles, Huberman, and Saldana model, which includes the stages of data condensation, data presentation, and conclusion drawing. The results show that Miracle Florist has successfully implemented the five main components of brand equity according to Aaker (1991): brand awareness, brand association, perceived quality, brand loyalty, and other proprietary. Brand awareness development is carried out through consistent digital promotions on Instagram and TikTok platforms. Brand association is reflected in the consistency of the logo, colors, and brand name. Perceived quality is maintained through premium product quality and responsive service. Brand loyalty is formed from customer satisfaction and word of mouth promotion. In addition, other proprietary rights are realized through legal protection of brand identity through Intellectual Property Rights (IPR). This study concludes that the implementation of brand equity strategy is able to strengthen product identity, increase consumer trust, and build sustainable brand loyalty at Miracle Florist MSME.
Content Diagnosticity dan Vicarious Expression dalam Memediasi Pengaruh Source Dynamism terhadap Purchase Intention pada Live Streaming Affiliator Shafa' Annisa Puspasari; Ita Prihatining Wilujeng; Ely Siswanto
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.  
Pengaruh Influencer Marketing dan Content Marketing Terhadap Purchase Intention Melalui Brand Awareness Studi Pada Instagram Pocari Sweat Fadhilah Nur Oktaviani; Ita Prihatining Wilujeng; Ely Siswanto
eCo-Buss Vol. 8 No. 1 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i1.2311

Abstract

Perkembangan teknologi yang kian pesat membawa pengaruh besar bagi kehidupan masyarakat saat ini. Salah satu platform jejaring sosial yang dipergunakan dalam mempromosikan produk secara efektif yaitu instagram. Studi ini bermaksud guna mengetahui pengaruh influencer marketing dan content marketing terhadap purchase intention melalui brand awareness. Data yang terhimpun berupa kuesioner yang disebar pada responden dengan jumlah sebanyak 101 responden. Penentuan sampling pada studi ini mengaplikasikan teknik purposive sampling dengan pertimbangan tertentu untuk bisa menjadi sampel pada studi ini. Adapun pertimbangannya ialah responden yang mengoperasikan plikasi Instagram dan mengetahui influencer Fadil Jaidi. Penelitian ini mempergunakan Partial Least Square (PLS) dengan software SmartPLS. Temuan ini mengindikasikan variabel influencer marketing berpengaruh secara positif dan signifikan terhadap brand awareness, tetapi tidak signifikan terhadap purchase intention. Pada content marketing memiliki pengaruh positif dan siginifikan terhadap brand awareness dan purchase intention. Kemudian pada variabel brand awareness berpengaruh positif tetapi tidak signifikan terhadap purchase intention. Selain itu brand awareness tidak menjadi mediator yang signifikan antar variabel.
Pengaruh Content Marketing dan eWOM di Media Sosial Terhadap Loyalitas Pelanggan Melalui Brand Engagement Pada Pengguna Shopee di Indonesia Enjelika Enjelika; Ita Prihatining Wilujeng; Ely Siswanto
eCo-Buss Vol. 8 No. 2 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i2.2319

Abstract

Penelitian ini bermaksud guna menganalisis pengaruh content marketing dan Electronic Word of Mouth (eWOM) di media sosial terhadap loyalitas pelanggan dengan mediasi brand engagement pada pengguna Shopee di Indonesia. Shopee sebagai platform e-commerce terkemuka menunjukkan perkembangan pesat dalam menjangkau konsumen melalui strategi digital marketing. Penelitian ini mempergunakan pendekatan kuantitatif melalui teknik purposive sampling dan mengikutsertakan 100 responden yang pernah bertransaksi di Shopee. Data dianalisis menggunakan metode Partial Least Square (PLS) mempergunakan bantuan software SmartPLS. Temuan penelitian memperlihatkan bahwasannya baik content marketing maupun eWOM memiliki pengaruh langsung yang positif dan signifikan terhadap brand engagement dan loyalitas pelanggan. Selain itu, brand engagement juga terbukti berpengaruh signifikan terhadap loyalitas pelanggan dan memediasi hubungan antara eWOM dan loyalitas secara signifikan. Namun, pengaruh content marketing terhadap loyalitas melalui brand engagement tidak signifikan secara statistik. Penelitian ini menegaskan pentingnya menciptakan keterlibatan emosional konsumen melalui strategi konten dan ulasan pengguna untuk memperkuat loyalitas terhadap merek. Temuan ini memberikan implikasi praktis bagi pelaku bisnis digital, khususnya e-commerce, dalam menyusun strategi pemasaran yang berfokus pada pengalaman dan interaksi pelanggan.
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 Enjelika Enjelika Fadhilah Nur Oktaviani 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 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