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All Journal Jurnal Informasi Pengabdian Masyarakat Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi
Ayu Putri Mungkasih
Unknown Affiliation
Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Re-branding UMKM Dalam Meningkatkan Penjualan Hasil Produksi Pertanian Pada Kelompok Wanita Tani Pamulang Barat Najma Tashifya Siroj; Ghina Fitriyana; Salwa Rizka Rabadi; Velda Ardia; Yulia Rahmawati; Ayu Putri Mungkasih; Nurbaiti Dewi; Nadhira Amanda Putri
Jurnal Informasi Pengabdian Masyarakat Vol. 2 No. 1 (2024): Februari : Jurnal Informasi Pengabdian Masyarakat
Publisher : Institut Nalanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47861/jipm-nalanda.v2i1.831

Abstract

Women Farmers Groups have a central role in supporting food security and sustainable development in rural areas. However, challenges in marketing, branding and market access often hinder their economic potential. This article analyzes how re-branding can be an empowerment tool for Women Farmers groups in the context of Micro, Small and Medium Enterprises (MSMEs). Using a case study approach, this study examines the experiences of several women farmer groups who have successfully implemented re-branding strategies. This analysis covers the strategic steps undertaken by the Women Farmers group in their re-branding process, including market analysis, identification of product added value, design and packaging changes, and improvement of brand communication. This research also explores the impact of re-branding on increasing market access, increasing income, and economic empowerment of group members. In addition, this article discusses the key factors that influence the success of the re-branding of the Women Farmer group, such as the involvement of group members, branding training, and support from the government or related institutions. The practical implications of this research provide guidance for Women Farmers groups in planning and implementing effective re-branding, as well as providing valuable information for stakeholders who wish to support empowerment.
Pengaruh Live Streaming Tiktok Sajodo Snack terhadap Keputusan Pembelian: Survei pada Followers Akun Tiktok @Sajodosnack Ayu Putri Mungkasih; Jamiati KN
Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi Vol. 2 No. 4 (2025): Agustus: Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/konsensus.v2i4.1234

Abstract

The number of micro, small, and medium-sized businesses (MSMEs) active on social media is on the increase. Because of this, many Indonesian MSMEs advertise their wares on social media. The snack food MSME industry is one that is seeing expansion. In recent times, TikTok has gained popularity as a promotional medium that offers cost-effective information delivery. The impact of TikTok on live streaming engagement, which mixes entertainment aspects with commercial messaging, has been the subject of several studies in the marketing literature. The purpose of this research is to find out how much of an effect the TikTok Live streaming account @sajodosnack has on people's inclination to buy. This research used a quantitative technique based on a survey method. The theory utilized includes Live streaming with the dimensions of Perceived Product Quality, Real-Time Interaction, and Host Credibility, and Purchasing Decisions with the dimensions of Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior. Using a random sample approach, 105 respondents who were fans of the TikTok account @sajodosnack were given questionnaires to fill out in order to gather data. According to the findings, those who participated in the study agreed with the claims made about the TikTok live streaming variable (X). On top of that, all statements pertaining to the purchase choice variable (Y) in the survey were met with favorable responses from respondents. The impact of TikTok live streaming on purchase choices for Sajodo Snack is strongly correlated (r=0.710); live streaming accounts for 50.3% of the total, while other variables account for the remaining 49.7%.
Co-Authors Ghina Fitriyana KN, Jamiati Nadhira Amanda Putri Najma Tashifya Siroj Nurbaiti Dewi Salwa Rizka Rabadi Velda Ardia YULIA RAHMAWATI