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All Journal Engagement: Jurnal Pengabdian Kepada Masyarakat Heritage: Journal of Social Studies
Shidqi Saifuddin Hamzah
Universitas Yudharta Pasuruan
Religion Arts Humanities Education Social Sciences

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Enhancing Womenpreneurs' Digital Marketing Skills in Purutrejo Village, Purworejo District, Pasuruan Wiwin Ainis Rohtih; Shidqi Saifuddin Hamzah; Lailatul Sakdiyah
Engagement: Jurnal Pengabdian Kepada Masyarakat Vol 7 No 2 (2023): November 2023
Publisher : Asosiasi Dosen Pengembang Masyarajat (ADPEMAS) Forum Komunikasi Dosen Peneliti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/engagement.v7i2.1547

Abstract

Assistance in utilizing digital marketing for womenpreneurs in the Purutrejo Village is a strategy for female entrepreneurs to expand their market reach and enhance their product sales. This support takes place in the Purutrejo Village using the participatory action research (PAR) method, involving active participation of all stakeholders in planning, implementing and evaluating actions or changes within their bussiness environment. The outcome of this assistance is the acquisition of knowledge and skills necessary for womenpreneurs to confront the challenges and opportunities presented by the dynamic digital market. the mentored womenpreneurs also share their outcome and learning with the PKK and KRPL communities as well as other mothers, through discussions, thereby facilitating the exchange of knowledge and inspiration among womenpreneurs.
Yudharta University Branding Strategy Through Social Media Content Shidqi Saifuddin Hamzah; Ninuk Riswandari; Mohamad Nur Efendi
Heritage Vol. 5 No. 1 (2024): Heritage: Journal Of Social Studies
Publisher : Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35719/hrtg.v5i1.136

Abstract

University branding is key to increasing the attractiveness and image of an institution in the eyes of prospective students, especially in the digital era where social media plays an important role. This study analyzes the branding strategy of Yudharta University through social media content and evaluates students' perceptions of the content. Qualitative methods were used with data collection techniques through observation and in-depth interviews, involving the university's social media content manager and five sources from the 2021-2023 student intake. The results show that Yudharta University has implemented a branding strategy that involves various parties, including lecturers, the Student Executive Board (BEM), and influencers such as Inul Daratista, Maulana, and Gus Azmi. Content created and shared through platforms such as Yudharta TV and Ngalah TV with a creative approach that follows the latest trends, such as the use of Artificial Intelligence and 3D Pixar, is considered more effective by students, especially interactive and entertaining content. The Instagram account @ini.yudharta, managed by BEM 2023, shows higher engagement than the university's official account which is less interactive. The Islamic environment factor and the relationship with the Ngalah Islamic Boarding School also increase the university's attractiveness. This study emphasizes the importance of adapting social media content strategies that are in line with audience preferences to strengthen branding and attract more students. Yudharta University needs to continue to evaluate and adjust its approach to the development of social media trends so that branding strategies remain effective and relevant in facing competition in the higher education market.
Co-Authors Lailatul Sakdiyah Mohamad Nur Efendi Ninuk Riswandari Wiwin Ainis Rohtih