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All Journal Ekonomi Bisnis Jurnal Pendidikan dan Pemberdayaan Masyarakat SENTRALISASI TECHNOBIZ : International Journal of Business Journal of Business Studies and Management Review Jurnal Ilmiah Manajemen dan Kewirausahaan Economics, Business, Management, & Accounting Journal Jurnal Pengabdian Masyarakat Unama
Fahdillah, Yosi
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PEMANFAATAN SOSIAL MEDIA INSTAGRAM PEMASARAN DALAM UPAYA PROMOSI PRODUK UMKM PADA USAHA MOMOCI DESSERT fahdillah, yosi; Gustiana Pangestu, Mira; Yossinomita; Hassandi, Irfan; Septiawan Syaputra , Alfito
Jurnal Pengabdian Masyarakat UNAMA Vol 3 No 2 (2024): JPMU Volume 3 Nomor 2 Oktober 2024
Publisher : LPPM Universitas Dinamika Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33998/jpmu.2024.3.2.1829

Abstract

Pengabdianini mencoba mengatasi tantangan pemasaran yang dihadapi oleh Usaha Mikro, Kecil, dan Menengah (UMKM) khususnya "Momoci Dessert" di Kota Jambi. Dengan fokus pada pemanfaatan platform sosial media Instagram, proposal ini mengusulkan pelatihan yang difasilitasi melalui Focus Group Discussion (FGD) untuk meningkatkan kemampuan pemilik dan karyawan "Momoci Dessert" dalam menggunakan Instagram sebagai alat pemasaran. Pelatihan ini akan mencakup aspek-aspek seperti pembuatan konten yang menarik, penggunaan fitur-fitur Instagram, manajemen kampanye pemasaran, dan analisis kinerja. FGD akan memberikan ruang untuk berbagi pengalaman dan ide antara peserta, menciptakan kolaborasi, dan memberikan pemahaman mendalam tentang kebutuhan dan tantangan spesifik yang dihadapi oleh "Momoci Dessert". Hasil dari pelatihan ini diharapkan akan memberikan dampak positif dalam meningkatkan kehadiran online "Momoci Dessert" di Instagram, meningkatkan interaksi dengan pelanggan, dan pada akhirnya, meningkatkan penjualan produk mereka. Proposal ini juga akan mencakup evaluasi dan tindak lanjut untuk memastikan keberlanjutan manfaat dari pelatihan yang diselenggarakan.
PELATIHAN KONTEN DIGITAL UNTUK MENINGKATKAN PROMOSI PADA UMKM DIMME PLACE DI KOTA JAMBI Pangestu, Mira Gustiana; Karolus Pasaribu, Johni Paul; Fahdillah, Yosi; Laras Sabrina, Hanan; Septiawan Syaputra , Alfito
Jurnal Pengabdian Masyarakat UNAMA Vol 3 No 2 (2024): JPMU Volume 3 Nomor 2 Oktober 2024
Publisher : LPPM Universitas Dinamika Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33998/jpmu.2024.3.2.1854

Abstract

Pengabdian proposal ini bertujuan untuk mengimplementasikan pelatihan konten digital yang ditujukan untuk pemilik dan karyawan usaha mikro, kecil, dan menengah (umkm) di sektor coffeeshop dimme place. Pelatihan ini bertujuan untuk meningkatkan kemampuan umkm dalam menciptakan dan mengelola konten digital yang efektif untuk meningkatkan promosi dan visibilitas bisnis mereka. mplementasi pelatihan: menyelenggarakan sesi pelatihan interaktif dengan memanfaatkan materi yang relevan, studi kasus, dan praktik langsung dalam menciptakan konten digital.pemantauan dan evaluasi: menyusun metode pemantauan dan evaluasi untuk mengukur efektivitas pelatihan serta memperoleh umpan balik dari peserta.dukungan lanjutan: memberikan dukungan lanjutan setelah pelatihan berakhir, seperti konsultasi online atau sumber daya tambahan untuk mendukung penerapan keterampilan yang telah diperoleh. Manfaat dari pelatihan ini diharapkan dapat terlihat dalam peningkatan promosi dan daya saing bisnis umkm coffeeshop dimme place melalui media digital. Proposal ini juga akan mencakup anggaran, jadwal pelatihan, dan hasil yang diharapkan untuk memastikan keberhasilan implementasi program. Abstract This proposal dedication aims to implement digital content training aimed at owners and employees of micro, small and medium enterprises (MSMEs) in the dimme place coffeeshop sector. This training aims to improve MSMEs' abilities in creating and managing effective digital content to increase the promotion and visibility of their business. training implementation: holding interactive training sessions by utilizing relevant materials, case studies and direct practice in creating digital content. monitoring and evaluation: developing monitoring and evaluation methods to measure the effectiveness of the training and obtain feedback from participants. continued support: providing continued support after training ends, such as online consultations or additional resources to support the application of acquired skills. It is hoped that the benefits of this training can be seen in increasing the promotion and competitiveness of the MSME coffeeshop dimme place business through digital media. This proposal will also include a budget, training schedule, and expected results to ensure successful implementation of the program.
INTEGRATED MARKETING COMMUNICATION DAN PERSONAL BRANDING DALAM MENINGKATKAN BRAND EQUITY USAHA MAMITOKO Lubis, Wahya Iffa; Fahdillah, Yosi; Muryati
Jurnal Ilmiah Manajemen dan Kewirausahaan (JUMANAGE) Vol 4 No 1 (2025): Volume 4 Nomor 1 Januari 2025
Publisher : LPPM Universitas Dinamika Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33998/jumanage.2025.4.1.2057

Abstract

Abstract Disruption is the background for rapid changes in several aspects of life, one of which is progress and the role of technology in human life. So that it affects the practice of the business world which is increasingly competitive. Cake By Nadia (CBN) is a business brand founded by Nadia Indah Pratiwi which focuses on selling cake and dessert products. Nadia takes advantage of technological sophistication in carrying out her business activities and marketing. The study was conducted using the basic of marketing mix and integrated marketing communication sciences to describe the process of marketing activities of CBN and by using the theory of the eight laws of personal branding to find out how the personal branding can be formed of CBN owners and its affect the brand equity of CBN businesses.The results of the study describe the practice of integrated marketing communication in fulfilling the eight elements in building Nadia's personal branding. Nadia uses Instagram, whatsapp, and Tiktok applications in the practice of integrated marketing communication (IMC) so that she is able to display online and offline activities on social media which ultimately affects the perception of many people towards her. There is a correlation between integrated marketing communication (IMC) and personal branding that is formed in increasing the brand equity of CBN business. Keywords: IMC, Instagram, Whatsapp, Cake By Nadia, Personal Branding, Brand Equity
SYNERGY OF STORE ATMOSPHERE AND BRAND IMAGE: ANALYSIS OF ITS INFLUENCE ON CONSUMER PURCHASING DECISIONS AT SOCIOLLA JAMBI CITY Pangestu, Mira Gustiana; Fahdillah, Yosi; Sabrina, Hanan Laras
Journal of Business Studies and Management Review Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i2.35233

Abstract

The changing landscape of e-commerce businesses is the result of rapid technological advancements and changes in customer behavior. One of the largest beauty e-commerce businesses in Indonesia, PT Socio Bella, also known as Sociolla, is a platform that faces intense competition to develop and retain its online consumers to offline consumers in stores. This study aims to see how the influence of store atmosphere and brand image on consumer purchasing decisions partially and simultaneously. This study uses quantitative research methodology with an associative approach to see the effect of store atmosphere and brand image on purchasing decisions at Sociolla in Jambi City. The population used in this study were consumers who had made purchases or visited Sociolla in Jambi City while the sampling method used in the process was purposive sampling which involved a total of 100 respondents using the Lemeshow formula. The results showed that at Sociolla Jambi City, store atmosphere has a significant and positive influence on purchasing decisions and brand image has a significant and positive influence on purchasing decisions while both have a simultaneous effect on consumer purchasing decisions. So it can be concluded that these two factors go hand in hand with the emergence of consumer purchasing decisions at Sociolla Jambi City.
EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT AND BRAND AWARENESS ON CONSUMER BEHAVIOR: A CASE STUDY OF ES TEH INDONESIA IN KOTA BARU JAMBI Sabrina, Hanan Laras; Fahdillah, Yosi; Pangestu, Mira Gustiana
Journal of Business Studies and Management Review Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i2.35234

Abstract

This For entrepreneurs, the internet is useful for promoting their business to consumers. The development of digital technology and the growth of the business world in the current era is increasingly heading towards a global direction which makes a company required to establish the right marketing strategy in order to win marketing and be able to compete competitively with competitors. The purpose of this study was to determine the effect of celebrity endorsement and brand awareness on purchasing decisions for Indonesian iced tea, Kota Baru Jambi branch. The population of this study were consumers of Indonesian iced tea, Kota Baru Jambi branch with a sample size of 100 respondents using the lameshow formula. The sampling technique used purposive sampling technique using several criteria. This study uses quantitative methods and the data source used is primary data and data collection using a questionnaire distributed via google form. While the scale in this study uses a Likert scale. The data processing method uses multiple linear regression analysis, determination coefficient, partial t test and simultaneous F test. The results showed that celebrity endorsement had a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi.Brand awareness has a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi. And simultaneously celebrity endorsement and brand awareness have an effect on purchasing decisions on Indonesian iced tea in the new city branch of Jambi.
The Impact of AI-Based Marketing, Chatbots, and Social Media on Customer Satisfaction and the Economic Behavior of MSMEs Consumers in Jambi City Prasasti, Laura; Fahdillah, Yosi; Pangestu, Mira Gustiana
SENTRALISASI Vol. 15 No. 1 (2026): January
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v15i1.4952

Abstract

This study investigates the influence of AI-based marketing, chatbot services, and social media activities on customer satisfaction and consumer economic behavior among Micro, Small, and Medium Enterprises (MSMEs) in Jambi City. A quantitative approach was applied, and data were collected from 400 respondents using a structured questionnaire. The analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS 4. The results indicate that AI-based marketing, chatbot services, and social media engagement each have a significant positive effect on customer satisfaction. Furthermore, customer satisfaction significantly influences consumer economic behavior. The study also finds that customer satisfaction mediates the relationship between digital marketing strategies and consumer behavior. These findings highlight the strategic role of digital technologies in enhancing customer experiences and shaping consumer engagement in the MSME sector. 
Co-Authors Diasti, Melly Irfan Hassandi Johni Paul Karolus Pasaribu Kadar, Melani Kartika, Yulia Dwi Laras Sabrina, Hanan Lubis, Wahya Iffa Mardiana R Mira Gustiana Pangestu Muhammad Haris Saputra Muryati Nanda Utami , Febby Novrianti, Rara Prasasti, Laura R, Mandasari Rahayu , Nia Septiawan Syaputra , Alfito Suratno, Eddy syahmardi yacob Tri Agustin, Aini Usmayanti, Vivi Utami, Febby Nanda Yossinomita Yuliana Yuliana