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All Journal Jurnal Riset dan Inovasi Manajemen Jurnal Akademik Pengabdian Masyarakat International Journal of Social, Economic, and Business
Andri Rizal Setiawan
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Penerapan Strategi Marketing Dalam Pembuatan Konten Menggunakan Softselling Dan Hardselling Pada Tiktok Untuk Meningkatkan Brand Awareness Kisana R. Yuniardi Rusdianto; Andri Rizal Setiawan
Jurnal Riset dan Inovasi Manajemen Vol. 2 No. 1 (2024): Februari : Jurnal Riset dan Inovasi Manajemen
Publisher : Universitas Katolik Widya Karya Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jrim-widyakarya.v2i1.2548

Abstract

Marketing strategy is an effective strategy to increase company brand awareness. As social media develops quite rapidly, many companies use social media to market and introduce their products. To be able to attract an audience on social media, one of which is Tiktok, you need content that is interesting and follows developments in trends. PT Otak Kanan is a company that operates in the creative industry sector and has subsidiaries, one of which is Kisana, which is a hair removal cream product brand. This brand has problems with branding that is not optimal because this brand is still relatively new. Therefore, this research aims to observe, find out, provide solutions, and be involved directly using the method of implementing active participant observation in creating content marketing using soft selling and hard selling on Tiktok to increase brand awareness. Social media also plays a key role in marketing for brand awareness. The results show that creating interesting creative content by implementing softselling and hardselling on social media platforms such as Tiktok can increase company brand awareness.
Penerapan Branding Dan Strategi Digital Marketing Umkm Desa Klurak Kecamatan Candi Kabupaten Sidoarjo Dea Rahmanda Putri; Salsa Alfina Zhahra; Lailatul Magfiroh; Favian Almer Kamal; Komang Tritya Purnama Dewi; Bunga Aura Putri Sulistyono; Chelsy Gisela Pitoyo; Yasmine Anisatul Lutfiah; Andri Rizal Setiawan; Dewi Puspa Arum
JURNAL AKADEMIK PENGABDIAN MASYARAKAT Vol. 2 No. 5 (2024): September : Jurnal Akademik Pengabdian Masyarakat
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/japm.v2i5.2393

Abstract

Sebagian pemilik UMKM di Desa Klurak, Kecamatan Candi, Sidoarjo, menghadapi tantangan dalam memperluas pasar dan meningkatkan daya saing produk mereka. Kebanyakan mengandalkan pemasaran secara konvensional dari mulut ke mulut tanpa mempertimbangkan pemasaran digital melalui media sosial serta strategi branding. Maka dari itulah penelitian ini dibuat untuk memberikan pemahaman dasar kepada pemilik UMKM mengenai legalitas atau sertifikasi halal, platform digital serta kemampuan dalam mengembangkan strategi branding seperti pembuatan desain logo produk dan foto produk. Hasil yang diharapkan adalah pemilik UMKM dapat memanfaatkan platform seperti Whatsapp Business dan Instagram untuk pemasaran, serta memiliki foto dan desain logo produk yang dapat menjadi ciri khas usahanya dan meningkatkan daya saing.
The Influence of Motivation, Self-Efficacy, and Social Media Utilization on Business Interest Among Generation Z Students in the Business Administrasion Program at UPN “Veteran” Jawa Timur Andri Rizal Setiawan; Acep Samsudin
International Journal of Social, Economic, and Business Vol. 1 No. 3 (2025): March 2025
Publisher : Lavish Opulent Education

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Abstract

This study aims to identify and analyze the influence of Motivation, Self-Efficacy, and the Social Media Utilization on the Entrepreneurial Interest of Generation Z among Business Administration students at UPN "Veteran" East Java. This research applies a quantitative method with an associative approach. The data analysis technique used is multiple linear regression analysis, with a total sample of 76 students collected through direct questionnaires. The sample was selected using a non-probability sampling method with a saturated sampling technique. The research findings indicate that, simultaneously, Motivation, Self-Efficacy, and the Social Media Utilization have a positive and significant influence on the Entrepreneurial Interest of Generation Z among Business Administration students at UPN "Veteran" East Java. Partially,Motivation and Self-Efficacy have a positive and significant effect, while the Social Media Utilization does not significantly impact Entrepreneurial Interest. Based on these findings, the study program and university can implement more strategic policies to enhance the Entrepreneurial Interest of Generation Z students in Business Administration at UPN "Veteran" East Java. This study provides theoretical implications by expanding knowledge about the relationships between variables, as well as practical implications that can serve as a reference for universities in optimizing students' Entrepreneurial Interest.
Co-Authors Acep Samsudin Arum, Dewi Puspa Bunga Aura Putri Sulistyono Chelsy Gisela Pitoyo Dea Rahmanda Putri Favian Almer Kamal Komang Tritya Purnama Dewi Lailatul Magfiroh R. Yuniardi Rusdianto Salsa Alfina Zhahra Yasmine Anisatul Lutfiah