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All Journal Sewagati: Jurnal Pengabdian Masyarakat Indonesia Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Eka Amelia Puspita
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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Pengaruh Celebrity endorser dan Iklan Produk Terhadap Brand awareness Produk Scarlett Whitenin di Surabaya Eka Amelia Puspita; Siti Ning Farida
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2418

Abstract

The aim of the research is to see the influence of celebrity endorsers and product advertising on Scarlett Whitening brand awareness. The selected population is Scarlett Whitening users in Surabaya and have purchased and used Scarlett whitening products. The sample was taken from 100 respondents who were consumers of Scarlett whitening products in Surabaya. The sampling technique uses a non-probability sampling technique with a purposive sampling approach. The type of research is associative research with a quantitative approach. Hypothesis testing includes Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Test, t Test, f Test and Coefficient of Determination Test. The research results show that celebrity endorsers and product advertisements simultaneously have a positive and significant effect on brand awareness by obtaining a fcount of 19.866. Meanwhile, partially, the two independent variables have a positive and significant effect on brand awareness by obtaining Celebrity Endorser tcount of 4.546 and product advertising tcount of 4.431.
Pelatihan Branding dan Pembukuan Digital Sebagai Pengabdian Masyarakat Terhadap Pengembangan UMKM Desa Tegalrejo Eka Amelia Puspita; Dra Siti Ning Farida
SEWAGATI: Jurnal Pengabdian Masyarakat Indonesia Vol. 2 No. 3 (2023): September : Jurnal Pengabdian Masyarakat Indonesia
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/sewagati.v2i3.800

Abstract

UMKM is a trading business that is managed individually. And from the survey results, it can be seen that there are more than 20 SMEs with various types of existing businesses. Most of the businesses that are run are designing or grocery stores. Apart from that, there are also many umkm with processed food. Of the many SMEs, many still lack knowledge about branding and bookkeeping. Therefore, the purpose of this service is to help SMEs in Tegalrejo Village, especially UMKM Bila Catering and UMKM Tahu Tempe Pantura in the business development process in the form of product branding and digital bookkeeping. The methods used are survey methods, socialization, and mentoring. The result of this activity program is that MSME actors understand and understand more about what needs to be done in the business development process. As well as MSME actors can develop the next product branding and can record finances easily and quickly independently by using digital bookkeeping through the shop book application.
Co-Authors Dra Siti Ning Farida Siti Ning Farida