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All Journal AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Journal of Community Service and Society Empowerment Jurnal Ilmiah Manajemen Dan Kewirausahaan
Masithah, Siti Nur
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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.
Strategi Pemasaran Digital: Dampak eWOM di TikTok terhadap Minat Pembelian Skintific Masithah, Siti Nur; Andriani, Meta
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 5 No. 2 (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.v5i2.1387

Abstract

This study aims to explore the impact of Electronic Word-of-Mouth (eWOM) on consumer purchase intention for Skintific beauty products through the social media platform TikTok. Using the Information Adoption Model (IAM) framework, the study examines independent variables such as information quality, quantity, and credibility; mediating variables including information usefulness and information adoption; and the dependent variable, purchase intention. The research sample consists of active TikTok users interested in beauty-related content and familiar with Skintific products. Data was collected through a survey of 157 respondents and analyzed using a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method via SmartPLS software. The findings reveal that eWOM on TikTok has a significant impact on purchase intention. Information quality, quantity, and credibility positively influence perceived information usefulness, which in turn enhances information adoption and ultimately drives purchase intention for Skintific products. This research provides practical insights for digital marketing strategies, especially in rapidly evolving social media platforms like TikTok. Additionally, the findings serve as a reference for marketers to effectively leverage eWOM in influencing consumer purchase decisions.
Peran Preferensi Influencer sebagai Sumber Kredibilitas pada Produk Make Up Wardah terhadap Niat Pembelian Konsumen Perangin Angin, Pettia Weharima; Masithah, Siti Nur
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 4 No. 3 (2025): September: Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v4i3.4803

Abstract

This study analyzes the influence of consumer preferences for influencers promoting Wardah makeup products on purchase intention. Social media influencers play a key role in shaping consumer perceptions and decisions, particularly in the beauty industry. The study applies the source credibility theory, which includes three main dimensions: attractiveness, trustworthiness, and expertise. A survey was conducted with 70 social media users in Indonesia aged 20–50, representing Wardah’s target market. The results show that all three dimensions have a positive impact on purchase intention, although not all are statistically significant. Influencer attractiveness captures consumer attention and encourages positive perceptions of the product. Trustworthiness is crucial, as consumers are more likely to follow recommendations from influencers perceived as honest and reliable. Expertise adds value, especially when consumers believe in the influencer’s knowledge in the beauty field. This study contributes to digital marketing literature by providing empirical evidence on how influencer credibility can effectively shape consumer purchasing decisions. The findings can help companies design more effective marketing strategies by leveraging high-credibility influencers to promote their products on social media.
Co-Authors Andriani, Meta Angin, Pettia Weharima Perangin Perangin Angin, Pettia Weharima Ratna Komalasari, Ratna Santi Rimadias