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All Journal Jurnal Pengabdian Kepada Masyarakat Jurnal Cakrawala Ilmiah JEBD Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Media Akademik (JMA) JURNAL MULTIDISIPLIN ILMU AKADEMIK Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin Indonesia Economic Journal
Ita Rifiani Permatasari
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Penerapan Strategi Promosi di Media Sosial Instagram Feed dalam Memperluas Jangkauan Pasar UMKM Foodnaku di Kota Malang Khusnia Fitriani; Ita Rifiani Permatasari
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 5b (2025): SEPTEMBER (Edisi Spesial)
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/h6q2st84

Abstract

This research examines the promotional strategies of UMKM (MSME) Foodnaku, a kimbab business in Malang, to identify how this culinary startup can improve its marketing effectiveness and expand its customer reach. Founded in November 2022 by students Nabilla and Khusnia, Foodnaku offers unique kimbab variants topped with specialty sauces (spicy mayo, cheese mayo, bbq mayo) and five filling options. While the business initially gained traction through WhatsApp promotion and event participation, their Instagram account (@foodnaku_) remains underutilized with limited customer engagement, highlighting the need for enhanced digital marketing strategiesThis study employed a descriptive qualitative method to analyze how promotional strategies on Instagram Feed could expand Foodnaku's market reach and using SWOT analysis as a method for analyzing MSME problems. The research focused on the Foodnaku UMKM business, with the owner serving as the primary informant. Data were collected through interview, direct observation of Foodnaku's Instagram activities, and analysis of Instagram insight data. The results showed a 15.28% increase in followers, 30% higher average likes per post, and an 88.89% boost in reach. Paid promotions reached over 7,000 accounts in a month. These findings demonstrated that an improved Instagram Feed strategy effectively expanded Foodnaku's market reach. The study concludes with the right digital marketing approach, UMKM like Foodnaku can signifiantly enhance customers engagement and business growth in the competitive culinary market of Malang.
Pengaruh Kualitas Produk dan Customer Experience Terhadap Kepuasan Pelanggan  Brand Erigo Ema Umiatul Chusna; Ita Rifiani Permatasari; Mohammad Maskan
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 1 No. 5b (2025): SEPTEMBER (Edisi Spesial)
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/b5ccgj98

Abstract

Competition in the digital fashion industry drives companies to ensure customer satisfaction as a key element of business sustainability. Erigo is one of the local Indonesian brands that has successfully entered the international market. As an active brand on the Shopee e-commerce platform, Erigo faces challenges related to customer complaints about product quality and shopping experience. The study aims to determine and analyze the extent of the influence of these two variables on customer satisfaction of Erigo brand.This study employed a quantitative approach with a survey method. The sampling technique used was non-probability sampling, specifically purposive sampling. The study obtained 100 respondents who had purchased Erigo products through Shopee. The data were collected through an online questionnaire and analyzed using multiple linear regression, assisted by statistical software, to examine both partial and simultaneous effects between variables.The findings showed that product quality and customer experience had a positive influence on customer satisfaction, both partially and simultaneously. The result of the partial test and multiple linear regression analysis showed that the calculated t-value was greater than the table t-value, which was 2.627 > 1.66071. The Coefficient of determination was 0.618, which meant that 61.8% of the variation in customer satisfaction could be explained by product quality and customer experience. Meanwhile, the remaining 38.2% was influenced by other factors not examined in this study.It can be concluded that product quality and customer experience positively influence customer satisfaction. Erigo is advised to enhance emotionally engaging product designs and strengthen digital interaction and customer service to create a more optimal shopping experience.
Co-Authors Afandi, Yosi Ayu Sulasari David Orlando Dimas Aji Khoirul Anam Eko Boedhi Santoso Ellyn Eka Wahyu Ema Umiatul Chusna Hilmy Fajariandi, Muhammad Isna Binti Kholifah Jatrifia Ongga Sinatrya Joko Samboro Khusnia Fitriani Mohammad Maskan Muhammad Yusuf Hilmy Putri Ayu Wanda Putri Nurhidayah Raniah Marwa Andhini Salsabila Rahmantia Sumartuti Tri Yulistyawati Evelina Tri Yulisyawati Evelina Yekie Senja Oktora