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All Journal Jurnal Pengabdian Mandiri Jurnal Ekonomi, Manajemen, Akuntansi
M Syafnur
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Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Daya Tarik Brand Ambassador dan Intensitas Komunikasi Electronic Word Of Mouth (E-Wom) Terhadap Minat Bertransaksi Di Tokopedia Rahmi Rahmi; Betty Leindarita; M Syafnur; Herman Herman; Marina Lidya
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 2: Januari 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i2.7014

Abstract

Penelitian ini bertujuan untuk mengetahui pengarih Daya Tarik Brand Ambassador dan Intensitas Komunikasi Electronic Word Of Mouth (E-WOM) terhadap Minat Bertransaksi di Tokopedia. Penelitian ini menggunakan sampel sebanyak 100 orang responden dengan menggunakan teknik non probability sampling yaitu sampling incidental. Hasil penelitian menunjukkan bahwa variabel Daya Tarik Brand Ambassador (X1) berpengaruh secara parsial dan signifikan terhadap Minat Bertransaksi (Y) dengan nilai koefisien regresi 0,724 dimana nilai thitung 9,997 > ttabel 1,984 dengan nilai signifikansi sebesar 0,001 < 0,05. Variabel Intensitas Komunikasi Electronic Word Of Mouth (X2) berpengaruh secara parsial dan signifikan terhadap Minat Bertransaksi (Y) dengan nilai koefisien regresi 0,303 dimana nilai thitung 5,445 > ttabel 1,984 dengan nilai signifikansi sebesar 0,001 < 0,05. Variabel Daya Tarik Brand Ambassador (X1) dan Intensitas Komunikasi Electronic Word Of Mouth (X2) berpengaruh secara simultan dan signifikan terhadap Minat Bertransaksi (Y) dengan nilai Fhitung 135,178 > Ftabel 3,09 dan nilai signifikasi 0,001 < 0,05.
PENERAPAN STRATEGI PEMASARAN DAN REBRANDING PADA UMKM DESA TOAPAYA UTARA Eka Kurnia Saputra; M Syafnur; Herman, Herman; Eko Murti Saputra; Indra Bastian Tahir; Muhammad Mu’azamsyah
JURNAL PENGABDIAN MANDIRI Vol. 4 No. 7: Juli 2025
Publisher : Bajang Institute

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Abstract

This research discusses the implementation of marketing and rebranding strategies in Micro, Small and Medium Enterprises (MSMEs) in North Toapaya Village. Against the background of the village's economic potential, this research aims to improve the competitiveness of MSMEs through training and mentoring in marketing management and product branding. The methods used include observation, interviews, and training that focuses on developing packaging designs, logos, and product legality such as PIRT Certificates. The results of this program show an increase in turnover, expansion of market reach, and increased consumer confidence in local products. It is hoped that the implementation of this strategy can be the first step to better economic growth for MSMEs in North Toapaya Village.
Co-Authors Betty Leindarita Eka Kurnia Saputra Eko Murti Saputra Herman Herman Indra Bastian Tahir Jayawarsa, A.A. Ketut Marina Lidya Muhammad Mu’azamsyah Rahmi Rahmi Rahmi Rahmi Sugeng, Santoso