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All Journal AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Journal of Community Service and Society Empowerment
Angin, Pettia Weharima Perangin
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Public Health Social Sciences

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Memperkuat Kesadaran Merek Ramah Lingkungan dan Jangkauan Pemasaran UMKM Bumbu Rempah Ratoeh Indah dengan Pemasaran Digital Rimadias, Santi; Angin, Pettia Weharima Perangin; Masithah, Siti Nur; Komalasari, Ratna
Journal of Community Service and Society Empowerment Том 2 № 03 (2024): Journal of Community Service and Society Empowerment
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jcsse.v2i03.970

Abstract

Digital marketing plays an important role in strengthening brand awareness and expanding the marketing reach of Micro, Small, and Medium Enterprises (MSMEs). Realizing this important role, the STIE Indonesia Banking School community service team carried out community service activities to support Ratoeh Indah, an MSME, in utilizing digital marketing tools and strategies. The results of initial observations and interviews show that Ratoeh Indah has not utilized the potential of social media for product promotion, nor has she used online shopping platforms or digital advertising to achieve competitive advantage and innovation. Historically, Ratoeh Indah relied on conventional door-to-door sales methods, limiting its reach and growth potential. To address this gap, our intervention includes a comprehensive approach that utilizes SWOT analysis, interviews, observation, and direct mentoring. The main activities include creating and optimizing an Instagram account for product promotion, creating targeted advertisements on Instagram, establishing an online shop on the e-commerce platform Shopee, and implementing more environmentally friendly packaging solutions. The results of the service activities carried out are very significant. There has been a marked increase in brand awareness, evidenced by the growth of Instagram followers and engagement metrics. Additionally, newly established Shopee stores experienced increased visitor traffic, indicating successful penetration into the online shopping realm. The community service undertaken underscores the transformative impact of digital marketing on MSMEs, providing a model for similar companies seeking to strengthen brand awareness and expand marketing reach.
Dampak Keterkaitan Emosional dan Informasi Influencer dalam Mendorong WOM dan Niat Pembelian Produk Short Course Angin, Pettia Weharima Perangin; Andriani, Meta
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 5 No. 3 (2025): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v5i3.1523

Abstract

This study investigates the influence of emotional attachment and perceived information value of an influencer on the intention to purchase short course products. Drawing upon Social Influence Theory and the Theory of Reasoned Action, this research also examines perceived influence as a mediating variable. Data were collected through an online survey targeting followers of Ferry Irwandi, an educational and social issue-focused influencer. A total of 95 valid responses were analyzed using Structural Equation Modeling with the PLS-SEM approach. The results reveal that emotional attachment and behavioral loyalty significantly affect perceived influence, while perceived information value does not show a significant impact. Furthermore, perceived influence positively influences both word-of-mouth (WOM) behavior and purchase intention. Mediation analysis shows that emotional attachment indirectly affects purchase intention through perceived influence and WOM, whereas behavioral loyalty and perceived information value do not have a significant indirect effect. These findings suggest that emotional connection with an influencer plays a critical role in shaping followers’ perception and behavioral responses toward digital educational products. The study highlights the strategic importance of building strong emotional ties and perceived credibility in influencer marketing, particularly for promoting non-formal learning services. Marketers and digital learning providers are advised to prioritize influencers who resonate with their audience’s values to enhance recommendation behaviors and increase conversion intentions.
Co-Authors Andriani, Meta Masithah, Siti Nur Ratna Komalasari, Ratna Santi Rimadias