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All Journal Paradigma: Jurnal Masalah Sosial, Politik, dan Kebijakan Jurnal Riset Pendidikan Ekonomi J-MAS (Jurnal Manajemen dan Sains) Gulawentah:Jurnal Studi Sosial Jurnal Sains Sosio Humaniora Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal Jurnal Samudra Ekonomi dan Bisnis Jambura Economic Education Journal Jurnal Pengabdian kepada Masyarakat Nusantara Nusantara Science and Technology Proceedings International Journal of Multidisciplinary Research and Literature (IJOMRAL) Bussman Journal : Indonesian Journal of Business and Management Journal Of Human And Education (JAHE) Formosa Journal of Multidisciplinary Research (FJMR) Formosa Journal of Applied Sciences (FJAS) PEMA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat BERBAKTI: Jurnal Pengabdian Kepada Masyarakat Al-Ijtimā: Jurnal Pengabdian Kepada Masyarakat Jurnal Publikasi Ekonomi dan Akuntansi
Mandasari, Virginia
Unknown Affiliation
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Analisis Proses Pendampingan UMKM Nasabah BTPN dalam Penguatan Brand Identity di Wiyung Prijatna, Ayesha Naima Zahra; Mandasari, Virginia
Jurnal Publikasi Ekonomi dan Akuntansi Vol. 6 No. 2 (2026): Mei : Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jupea.v6i2.6283

Abstract

Micro, Small, and Medium Enterprises (MSMEs) contribute over 60% to Indonesia’s GDP, yet most MSME actors face challenges in building strong brand identity due to limited branding knowledge and digital literacy. This research analyzes the business mentoring process in strengthening brand identity of BTPN MSME customers in Wiyung, Surabaya. A qualitative descriptive method was employed using participatory observation, in-depth interviews with five MSME actors. Findings reveal that participatory mentoring successfully enhanced MSME actors’ understanding of brand identity, produced tangible changes in visual elements such as logos and packaging design, and increased entrepreneurial confidence and motivation. MSME actors also demonstrated improved utilization of digital platforms for promotion. The mentoring effectively strengthened all six dimensions of Kapferer’s brand identity model. This research confirms that business mentoring plays a strategic role in building MSME independence and strengthening their market competitiveness.
The Influence of Brand Image, Perceived Value and Brand Trust on Repurchase Intention of Pinkflash Product on Shopee E-Commerce Saharani, Yannira Elda; Zawawi, Zawawi; Mandasari, Virginia
Jurnal Sains Sosio Humaniora Vol. 10 No. 2 (2026): Volume 10, Nomor 2 July - December 2026 (On Progress)
Publisher : LPPM Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jssh.v10i2.58169

Abstract

This study aims to analyze the influence of Brand Image, Perceived Value, and Brand Trust on the Repurchase Intention of Pinkflash products on the Shopee e-commerce platform. This research is motivated by the phenomenon of increasing e-commerce use for purchasing cosmetic products, as well as the issue of BPOM withdrawing the distribution permits for several Pinkflash products, which could potentially affect consumer perception and trust. The study uses a quantitative approach with data collected through questionnaires distributed to female consumers aged 17–30 who actively use Shopee and have previously repurchased Pinkflash products. The sample size in this study is 112 respondents, with a purposive sampling technique. The data analysis technique used is Structural Equation Modeling-Partial Least Square (SEM-PLS) with the help of SmartPLS application. The results show that Brand Image has a negative and significant effect. This shows that Pinkflash's image as a girly and trendy cosmetic product, with attractive packaging and affordable prices, hasn't fully been able to boost consumers' interest in repurchasing. Meanwhile, Perceived Value has a positive and significant effect on Repurchase Intention, which means the higher the perceived benefits, quality, comfort of use, and price appropriateness, the higher the tendency to repurchase. In addition, Brand Trust also has a positive and significant effect on Repurchase Intention, indicating that consumers' trust in Pinkflash's transparency, responsibility, and product safety can encourage them to repurchase.
Co-Authors Adesyafira, Bellananda Charisma Aji, Muhyiddin Indra Amalia Amin, Rizky Amalia, Holisatul Amanda, Astri Andriani, Rina Anggraeni, Eka Sulistya Anisa Fitria Utami Argawandani, Fiorentina Amanda Ayu Pramesti, Aulia Cabase, Daniar Casta Cahyanti, Noer Aini Mery Denita, Sabrina Putri Deti, Regina Dinarsiah Chendraningrum DR. CATUR MSI SURATNOAJI Dwiyanti, Novita Putri Elvarreta, Clarissa Diva Fadhlilhaq, Tsaqif Fadila, Fathiatul Eka Farikha Rachmawati Fernanda, Meylaffena Fitrinda, Tarrisya Durroh Gabriela, Elisabet Kirana, Nanda Wahyu Indah Machmuda, Insania Maghfiroh, Mutiara Lailatul Majid, Alfi Aulia Mawardi, Alfiandi Imam Maylaffazyza, Jessica Mentari Clara Dewanti, Mentari Clara Nanik Hariyana Naufal, Ilham Nisa, Fauzatul Laily Nurjanti Takarini Nurkholish Majid Pamungkas, Andhika Ressa Prijatna, Ayesha Naima Zahra Pudjoprastyono, Hery Purba, Ruth Agita Rivayanti, Tesa Putri Rizky Dermawan Roidha, Masrifatul Romadhona, Mahimma Rosyanti, Daisy Marthina Safitri, Dian Ayu Saharani, Yannira Elda Simatupang, Sarah Regina Soebiantoro, Ugy Widyah Perdana Putra, Aga Wiwik Handayani Wiwik Handayani Yafi Maulana, Bintang Zawawi Zawawi, Zawawi