Article Per Year (5 Year)
p-Index From 2021 - 2026
2.17
P-Index
This Author published in this journals
All Journal Daya Saing : Jurnal Ilmu Manajemen Procuratio : Jurnal Ilmiah Manajemen Management Studies and Entrepreneurship Journal (MSEJ) Prosiding Seminar Nasional Universitas Serambi Mekkah Jurnal Pengabdian Kepada Masyarakat Ekonomi, Pendidikan, dan Sosial Humaniora Prosiding Seminar Nasional Unimus IJTIMA': Jurnal Pengabdian Masyarakat
Fitrien Ayuda
Prodi Manajemen, Universitas Muhammadiyah Riau
Agriculture, Biological Sciences & Forestry Humanities Astronomy Chemical Engineering, Chemistry & Bioengineering 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 Law, Crime, Criminology & Criminal Justice Mechanical Engineering Nursing Public Health Other

Published : 13 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 13 Documents
Search

 1   2 
ANALISIS SWOT UNTUK MENINGKATKAN DAYA SAING ANGKRINGAN DI KOTA PEKANBARU Ayuda, Fitrien; Hamsal, Hamsal
IJTIMA': JURNAL PENGABDIAN MASYARAKAT Vol. 2 No. 1 (2025): April
Publisher : UIR Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25299/ijtima.2025.21652

Abstract

Angkringan ialah tempat makan dengn harga yang cukup murah serta Identik dengan kebersamaan serta kesederhanaan nya buat sekedar makan, minum kopi, serta nongkrong. Angkringan telah banyak ditemukan di Kota Pekanbaru. Angkringan sebagai bentuk perekonomian kecil yang bisa bertahan dan bersaing dengan Rumah Makan cepat saji juga warung-warung lain di Kota Pekanbaru. Salah satu angkringan yang berada di Kota Pekanbaru ialah Angkringan PODOMORO yang berada di Jl.Air dingin, Marpoyan namun Angkringan – angkringan serupa yang berada di dekat Angkringan Podo Moro pun semakin bersaing dalam merebut pelanggan terdapat beberapa Angkringan yang lain dan Warung kopi lain nya. Banyak menu makanan dan minuman yang tersedia di Angkringan Podo Moro dan memiliki ciri khas menu yaitu Nasi Goreng Rempah Krakatau yang sangat diminati bagi para pelanggan angkringan tersebut. Angkringan Podo Moro ini berada didalam ruangan jadi ketika hujan pelanggan tidak merasa kawatirdan dan sangat menikmati, disaat weekend angkringan ini ramai di datangi para pelanggan namun disaat weekday angkringan ini kurang ramai di datangi pelanggan. Strategi manajemen pemasaran untuk mengatasi perubahan lingkungan eksternal juga internal dapat dilihat dengan kekuatan, kelemahan, ancaman dan peluang. Analisis SWOT merupakan cara yang tepat untuk mengatasi permasalahan dalam manajemen pemasaran tersebut
Masculinity and Femvertising: A Qualitative Study of Male Consumers in the Skincare Industry Fitrien Ayuda; Bayu Fajar Susanto; Abunawas Abunawas; Yuslim Yuslim; Hamsal Hamsal; Hidayat Hidayat
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 6 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/0hxzhg88

Abstract

Femvertising refer to an advertising approach that incorporates feminist-oriented or women-empowerment messages. Although numerous studies explored its impact on female consumers, limited research has examined the role of femvertising as a predictor of male consumer' behavior, (particularly in relation to men's skincare products) and how male lifestyle can be incorporated as a mediating variable in the model. Purpose: In this study, we comprehensive examine previous studies to enhance understanding of more about the influence of femvertising on men's skincare purchase intention toward purchasing skincare and with particular attention to the mediating role of male lifestyle.  Design/methodology/approach: This study, conducts a systematic literature review is conducted to synthesize and critically assess existing knowledge on femvertising, male consumer behavior, changing masculine norms and lifestyle factors that influence men's skin-care purchases decisions. Key themes, recurring trends in the literature, and research gaps. Findings: The review suggests that femvertising may shape impact men’s attitudes and purchase intention toward skincare product. Specifically, this relationship appears to be influenced by several factors such as social comparison processes and evolving definitions of masculinity, and shifting standards in men's lifestyles. Related studies indicate that contemporary men often integrate grooming practices with their self-concept, which may enhance the positive relationship among femvertising, hedonic motivation, and purchase intention. Limitations and Directions for Future Research: Prior investigations on femvertising have predominantly focused on male respondents, with particular emphasis on their social class. Future empirical studies should broaden the scope to include a more diverse male population, encompassing varied socioeconomic backgrounds, to develop a comprehensive understanding of how lifestyle factors influence consumption behavior. Additionally, subsequent research could examine relevant constructs as potential mediators within the context of femvertising. Practical Implications: Insight into the social comparison processes elicited by alternative masculinity norms can assist companies in devising more effective femvertising strategies for marketing skincare products targeted at male consumers. Originality/value: This literature review synthesises current scholarship around communication and gendered consumption, offer new perspectives on femvertising and further examines men’s responses to marketing of traditionally feminised products. This study explores masculinity in American cultural contexts, particularly in relation to dominant masculine ideology and evolving lifestyles. This leads to a more sophisticated understanding of how men use the consumption process and identifies potential directions for future research considering the evolving nature of gender roles (as boundaries between masculinity and femininity become increasingly blurred) within marketing and consumer culture.
Strategi Branding dan Packaging sebagai upaya Peningkatan Daya Saing UMKM di Kota Siak Ayuda, Fitrien; Hardilawati, Wan Laura; Bakaruddin, Bakaruddin; Rahmayanti, Sri; Suriyanti, Linda Hetri; Misral, Misral; Ramadhan, Rian Rahmat; Arief, Ronny Firdiansyah
Jurnal Pengabdian Kepada Masyarakat Sosial Humaniora Vol 6 No 1 (2026): Juni 2026
Publisher : Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

UMKM Kota Siak memiliki potensi besar berbasis budaya Melayu, namun mayoritas produk dikemas secara sederhana tanpa identitas merek sehingga sulit bersaing di pasaran. Kegiatan pengabdian kepada masyarakat ini dilaksanakan dalam bentuk seminar untuk memberikan pemahaman kepada pelaku UMKM Kota Siak mengenai pentingnya strategi branding dan packaging dalam perluasan pemasaran produk. Materi yang disampaikan mencakup konsep dasar branding, fungsi packaging, pemilihan desain sesuai karakter produk, serta strategi pemasaran sederhana melalui platform digital. Metode pelaksanaan meliputi persiapan, pelaksanaan seminar, diskusi interaktif, dan evaluasi pemahaman peserta. Hasil kegiatan menunjukkan peningkatan pemahaman peserta, kesadaran akan pentingnya identitas merek, serta motivasi memperbaiki tampilan kemasan produk. Seminar ini diharapkan menjadi pemicu penerapan strategi branding dan packaging secara bertahap oleh pelaku UMKM Kota Siak untuk meningkatkan daya saing produk lokal.
Co-Authors Abunawas, Abunawas Aprila, Bord Nandre Arief, Ronny Firdiansyah Bakaruddin Bakaruddin Bakaruddin Bakaruddin Bayu Fajar Susanto Dede Iskandar Siregar Dimas Naufal Alfaiz Dwi Dewisri Kinasih Dwi Hastuti Febblina Daryanes Fikri, Khusnul Firli Musfar, Tengku Fitri Ayu Nofirda Gatot Wijayanto Ginting, Yanti Mayasari Hamsal Hamsal Hamsal, Hamsal Hardilawati, Wan laura Hidayat Hidayat Intan Diane Binangkit Kusumah, Alum Mashur Fadli Misral, Misral Nandre Aprila, Bord Perdana, Riky Rahadi, Johan Rahayu Setianingsih Rahmi Hidayati Ramadhan, Rian Rahmat Ridwan Mahmudi Samsir Samsir Setianingsih, Rahayu SRI RAHMAYANTI Sri Rahmayanti, Sri Suriyanti, Linda Hetri Susi Hendriani Tengku Firli Musfar Yulia Efni Yuslim Yuslim Zaki, Hammam