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All Journal Jurnal Informatika Ekonomi Bisnis Jurnal Pengabdian UNDIKMA
Jana Sandra
Institut Ilmu Sosial dan Manajemen STIAMI Jakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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Influencer Marketing Strategies and Brand Image in Boosting Consumer Purchase Intent: The Role of Customer Support Intervention Jana Sandra; Sri Indrayanti; Ade Suryana
Jurnal Informatika Ekonomi Bisnis Vol. 6, No. 1 (March 2024)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v6i1.788

Abstract

This research explores the intricate relationships among influencer marketing strategies, brand image, customer support, and consumer purchase intent within the operational framework of PT. Len Industri (Persero) - Jakarta Office. Through path analysis, the study discerns direct and indirect effects, revealing significant findings. Marketing Strategies exhibit a notable direct impact on both Customer Support and Consumer Purchase Intent, underscoring the centrality of effective marketing initiatives in shaping customer interactions and purchase decisions. Conversely, Brand Image reveals a non-significant direct effect on Customer Support but demonstrates a marginally significant impact on Consumer Purchase Intent, indicating a nuanced relationship that warrants further investigation. The indirect effects analysis highlights the substantial influence of Marketing Strategies on Consumer Purchase Intent mediated by Customer Support. These findings underscore the importance of a holistic approach, integrating marketing strategies, brand image cultivation, and effective customer support to enhance overall consumer experiences and drive purchase intent in a competitive market landscape.
Optimalisasi Kinerja UMKM Tempe Melalui Skill Manajerial Kewirausahaan Jana Sandra; Nur Fitri Rachmawati; Samsudin Samsudin; Anita Maulina; Sri Indrayanti; Rahmani Fitra; Iqbal Firdaus
Jurnal Pengabdian UNDIKMA Vol. 4 No. 3 (2023): August
Publisher : LPPM Universitas Pendidikan Mandalika (UNDIKMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/jpu.v4i3.8566

Abstract

This service aims to improve the knowledge and skills of Tempe small and medium-sized enterprise (SME) entrepreneurs in effectively managing their businesses and enhancing competitiveness. This service activity is carried out through a series of workshops, motivational training, and group mentoring. The community partners involved in this project were the Tempe SMEs located in the Pejuang neighborhood, Bekasi. The results of this service showed a significant improvement in the knowledge and skills of the Tempe SME entrepreneurs after participating in the training and mentoring sessions. They successfully enhanced their business performance, expanded market access through digital marketing, and formed a group or association of Tempe SMEs to share knowledge and support each other in addressing business challenges. This initiative positively contributed to the welfare and local economic growth by strengthening the Tempe sector as a key pillar of the economy in the Pejuang neighborhood, Bekasi.
Co-Authors Ade Suryana Anita Maulina Iqbal Firdaus Nur Fitri Rachmawati Rahmani Fitra Samsudin Samsudin Sri Indrayanti Sri Indrayanti