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All Journal Journal of Economic, Bussines and Accounting (COSTING) Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Jurnal Informasi dan Teknologi Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Syntax Transformation Komitmen : Jurnal Ilmiah Manajemen International Journal of Education, Social Studies, And Management (IJESSM) AJAD : Jurnal Pengabdian kepada Masyarakat JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Indonesian Journal of Multidisciplinary Science Journal of Innovation Research and Knowledge Proceeding Applied Business and Engineering Conference Proceeding International Applied Business and Engineering Conference Innovative: Journal Of Social Science Research JIPITI: Jurnal Pengabdian kepada Masyarakat
Kespandiar, Tengku
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Store Atmosphere Strategy in Micro, Small, and Medium Enterprises TikTok as a Marketing Strategy Supporter Setiawan Jodi, I Wayan Gede Antok; Kespandiar, Tengku; Hamzah, Ramadhani; Munizu, Musran; Erna, Erna
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.793

Abstract

The business world in Indonesia is growing very rapidly, which is indicated by the sharp competition. Understanding consumer behavior is a key skill needed by business actors so that consumers can buy the goods or services they offer. Digital marketing enables micro, small, and medium enterprises to reach wider consumers at a more efficient cost than traditional marketing methods. TikTok supports micro, small, and medium enterprises in various ways, such as through the TikTok Shop feature, partnership programs, and digital training. TikTok Shop allows micro, small, and medium enterprises to sell their products online on the TikTok platform. The purpose of this study is to determine how Micro, Small, and Medium Enterprises on TikTok use the store atmosphere strategy as a marketing strategy supporter. This study uses an observational research type that will help achieve the research objectives. Observational research analysis requires the help of quantitative data, such as books, journals, and mass media articles. The research results show that the atmosphere in TikTok Shop is an e-commerce platform that allows users to shop for products directly within the TikTok application. Users can browse and purchase products from their feed or through the Shop tab.
Analysis of The Influence of Logistics Performance, Tax Structure, Technology Adoption on Value Chain Performance of Commodity Product Judijanto, Loso; Efendi, Bahtiar; Alam, Nur; Kespandiar, Tengku; Dharmawan, Donny
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.11131

Abstract

Penelitian ini bertujuan untuk menganalisis permasalahan yang dihadapi perusahaan komoditas dalam hal perdagangan. Penelitian ini menggunakan analisis komprehensif. Sumber data primer diperoleh melalui indepth interview. Pengembangan klaster produk dapat memberikan nilai tambah yang signifikan bagi perekonomian negara secara keseluruhan. Integrasi seluruh pelaku di sektor ini, termasuk perusahaan rintisan, Usaha Kecil Menengah, dan perusahaan yang lebih stabil dapat menciptakan keseimbangan berkelanjutan dalam rantai nilai, sehingga meningkatkan ekspor secara signifikan. Dukungan kebijakan negara, kolaborasi antar pihak, dan pengembangan teknologi diperlukan untuk meningkatkan nilai dan daya saing cluster produk komoditas di pasar global.
DIGITAL MARKETING STRATEGY ANALYSIS OF PRODUCT PURCHASING DECISIONS AT THE TIKTOK SHOP Kespandiar, Tengku; Mokhamad Arwani; Saida Zainurossalamia ZA; Silvia Ekasari; Donny Dharmawan
Journal of Innovation Research and Knowledge Vol. 3 No. 10: Maret 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v3i10.7553

Abstract

The aim of this research is to analyze digital marketing strategy analysis of product purchasing decisions at the TikTok Shop. This type of research is survey research. The population in this research are buyers who have a TikTok account and have shopped at the TikTok Shop. Because the population is so large, the sample taken was limited to 50 respondents. Data analysis in research uses simple linear regression using the partial (t) test. The research results show that electronic word of mouth has a positive and significant effect on product purchasing decisions at the TikTok Shop.
Penguatan Brand Awareness UMKM Melalui Pengelolaan Konten Kreatif dan Konsisten Kespandiar, Tengku; Jati, Prihatina; Astuti, Indri; Nengsih, Widya; Ratnawita, Ratnawita
JIPITI: Jurnal Pengabdian kepada Masyarakat Vol. 2 No. 4 (2025): November 2025 - JIPITI: Jurnal Pengabdian kepada Masyarakat
Publisher : PT. Technology Laboratories Indonesia (TechnoLabs)

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Abstract

Abstrak Upaya peningkatan daya saing Usaha Mikro, Kecil, dan Menengah (UMKM) memerlukan strategi komunikasi pemasaran yang efektif untuk memperkuat brand awareness di tengah persaingan digital. Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kemampuan pelaku UMKM dalam mengelola konten pemasaran secara kreatif dan konsisten melalui pemanfaatan media digital. Metode pelaksanaan meliputi pelatihan, pendampingan, serta evaluasi penerapan strategi konten oleh peserta. Pelatihan difokuskan pada perencanaan konten, teknik desain visual yang menarik, pemanfaatan platform media sosial, serta penyusunan jadwal unggah yang teratur. Pendampingan dilakukan untuk memastikan kemampuan peserta dalam menerapkan strategi yang telah dipelajari pada akun digital usaha masing-masing. Evaluasi keberhasilan dilakukan melalui pengukuran peningkatan interaksi pengguna, konsistensi unggahan, serta pemahaman peserta terhadap konsep branding. Hasil kegiatan menunjukkan bahwa peserta mengalami peningkatan kompetensi dalam merancang dan mengelola konten digital secara lebih terstruktur dan menarik. Selain itu, terjadi peningkatan visibilitas merek UMKM pada platform media sosial yang tercermin melalui peningkatan jumlah pengikut dan interaksi pengguna. Dengan demikian, kegiatan ini berkontribusi pada penguatan brand awareness UMKM melalui optimalisasi komunikasi digital yang kreatif dan berkelanjutan.
The Role of Social Marketing in Supporting Sustainability Marketing Arifin, Moh Samsul; Jodi, I Wayan Gede Antok Setiawan; Arisandi, Edi; Kespandiar, Tengku; Elizabeth, Elizabeth
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 3 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i3.959

Abstract

Technological developments have given rise to many new types of marketing. One of these is sustainable marketing. Sustainable marketing is not just about selling products or services, but also about how those products or services are developed, produced, and distributed in a responsible and sustainable manner. The purpose of this research is to understand the role of social marketing in supporting sustainability marketing. The research analysis in this study employed a descriptive theoretical approach. To support the theoretical explanations in this study, secondary data was obtained from books, e-books, and other relevant sources as reference materials. The research findings indicate that the role of social marketing in supporting sustainability marketing can shift consumer behavior toward a more pro-environmental and pro-social direction, increase awareness of sustainability issues, create long-term socio-economic value, and strengthen business commitment to sustainable development goals.
Analysis of Effective Marketing Strategies for Environmentally Friendly Products Kespandiar, Tengku; Dewi, Luh Komang Candra; Nurofik, Agus; Hidayati, Heny; Asnawati, Asnawati
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 3 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i3.961

Abstract

Companies that develop environmentally friendly products are closely connected to product development theory, which positions product development as a growth strategy through modified or new offerings for a defined target market. Product development applies to physical products and focuses on transforming initial ideas into more effective and competitive products. In parallel, marketing strategy functions as a planned effort to implement and control activities that influence market exchanges in order to achieve organizational objectives. A key stage in marketing strategy design is the marketing mix, which includes product, price, place, and promotion. This study aims to understand and analyze effective marketing strategies for environmentally friendly products. Using a narrative approach, the study synthesizes insights from relevant secondary sources to explain the relationship between green products and strategic marketing practices. The results indicate that effective marketing strategies for environmentally friendly products include highlighting sustainability values in branding, educating consumers about environmental and functional benefits, leveraging social media for green campaigns, collaborating with environmental influencers, and strengthening credibility through green certification and clear eco-labeling. These strategies help increase consumer trust and improve market acceptance of environmentally friendly products.
Green Marketing Study Analysis in Comprehensive Business Strategy Rudiawan, Hendri; Kespandiar, Tengku; Bakti, Surya; Elizabeth, Elizabeth; Putra, Halim Dwi
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 3 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i3.969

Abstract

A green marketing business strategy is a marketing approach that integrates environmental concerns into all aspects of a business, such as product, pricing, promotion, and distribution. It offers environmentally friendly products or services to build a positive brand image, consumer loyalty, and differentiation through the use of sustainable materials, low-pollution production processes, transparent promotions, recycling programs, and environmental partnerships. The purpose of this study is to analyze and examine green marketing in comprehensive business strategy. The research method in this study uses qualitative research and secondary data, such as books and journals, to answer the analysis of green marketing studies in comprehensive business strategies. The research results show that green marketing is a comprehensive business strategy that integrates environmental sustainability principles into the entire marketing process. To implement an effective green marketing strategy, companies can conduct an internal environmental analysis, clear goal setting, innovative product and process development, and transparent communication.
External and Internal Environmental Analysis of Strategic Management in the Digital Era Nasution, Nurjanah; Kespandiar, Tengku; Karyadi, Sugeng; Syailendra, Siera; Meliantari, Dian
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 6 No. 1 (2026): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v6i1.984

Abstract

Digital micro, small, and medium enterprises are micro, small, and medium enterprises that adopt digital technology in their operations, such as online sales through e-commerce, social media promotions, digital payments like QRIS and e-wallets, and digital business management. This technology aims to expand market reach, improve efficiency, competitiveness, and business growth in the digital economy era. This program is supported by national programs such as micro, small, and medium enterprises go digital. The purpose of this study is to analyze the external and internal environmental of strategic management in the digital era in small, micro, and medium enterprises. This research uses a qualitative approach with a systematic literature analysis using secondary data such as books, journals, and other related sources. The research shows that small, micro, and medium enterprises in the digital era dynamically formulate adaptive strategies based on the internal environmental, such as strengths, weaknesses, resources, and culture, as well as the external environmental, such as opportunities, threats, technological trends, and competitors. The digital era is transforming the way small, micro, and medium enterprises interact, conduct business, and create new business models that leverage data and connectivity for competitive advantage.
DAMPAK KUALITAS PELAYANAN, KOMUNIKASI PEMASARAN DIGITAL DAN E-WOM PADA PERILAKU BELI JASA WISATA Wakhidah, Esti Nur; Kespandiar, Tengku; Nurlina, Nurlina; Saridi, Sarmoko; Butarbutar, Dicky Jhon Anderson
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/zzqxsj24

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, e-wom, komunikasi pemasaran digital pada perilaku beli jasa wisata pada destinasi Candi Prambanan. Penelitian menggunakan pendekatan kuantitatif melalui survei dengan kuesioner daring. Sampel sebanyak 250 responden dipilih menggunakan teknik purposive sampling, yaitu wisatawan yang pernah berkunjung ke Candi Prambanan dan mengakses informasi destinasi melalui media digital. Analisis data dilakukan dengan bantuan software IBM SPSS 26, meliputi uji validitas, reliabilitas, asumsi klasik (normalitas, multikolinearitas, heteroskedastisitas), serta analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa kualitas pelayanan, e-wom, komunikasi pemasaran digital berpengaruh positif dan signifikan terhadap perilaku beli jasa wisata pada destinasi Candi Prambanan. Nilai koefisien determinasi (R²) sebesar 0,663 menunjukkan bahwa model mampu menjelaskan 66,3% variasi perilaku beli jasa wisata pada destinasi Candi Prambanan. Temuan ini menegaskan pentingnya penguatan strategi pemasaran digital yang konsisten, membangun kualitas pelayanan yang baik, serta pengelolaan e-WOM positif untuk meningkatkan kepercayaan wisatawan sehingga mendorong keberlanjutan pariwisata di Candi Prambanan.
Co-Authors Abdul Malik Abdurohim Abdurohim Agnes Arum Budiana, Agnes Arum Agus Nurofik Akhmad Setyo Rahman Arifai Ilyas Arifin, Moh Samsul Arisandi, Edi Asnawati Asnawati Azlina, Yunidyawati Bahtiar Efendi Bakti, Surya Bord Nandre Aprila Butarbutar, Dicky Jhon Anderson Citra Arta, Deddy Novie Dhety Chusumastuti Diawati, Prety Donny Dharmawan Eki Candra Elizabeth Elizabeth Yohanes Endah Pujiastuti Erna Erna, Erna Esti Nur Wakhidah Faizatul Fajariah Fajri, Muhammad Iqbal Fani Sartika Frans Sudirjo Hamzah, Ramadhani Hastin Trustisari Helmi Ali Heny Herawati Hidayati, Heny Hilarius Wandan Imam Mukhlis Indri Astuti Ira Patriani Irwansyah Rezeki, Syailendra Reza Ita Nurcholifah Jati, prihatina Jihan Jihan Judijanto, Loso Karundeng, Deby Rita Karyadi, Sugeng Kus Yunanto, Mohammad Luh Komang Candra Dewi Meliantari, Dian Miranti Pradipta Utami Misrofingah Mokhamad Arwani Musran Munizu Nasution, Nurjanah Nengsih, Widya Ni Luh Kardini Nur Alam Nurlina Nurlina Permadi, Indra Pretti Ristra Purwanti Putra, Halim Dwi Putra, Halim Dwi Ramayanti Sinaga, Herty Ratnawita Ratnawita Rudiawan, Hendri Saputra, Eka Kurnia Saridi, Sarmoko Septianti Permatasari Palembang SETIAWAN JODI, I WAYAN GEDE ANTOK Siera Syailendra Sih Parmawati SILVIA EKASARI Sudarmiatin Sukirman Sukirman Syailendra Reza Irwansyah Rezeki Syech Idrus Taat Kuspriyono, Taat Teguh Setiawan Wibowo Trinandari Prasetyo Nugrahanti Umi Setyorini Violin, Vivid Wa Ode Nur Ainun Wakhidah, Esti Nur Wardana, Miko Andi Wenny Desty Febrian Febrian ZA, Saida Zainurossalamia