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All Journal Jurnal Abdi Insani Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan EPIGRAM (e-journal) Jurnal Sosial Humaniora dan Pendidikan (JUSHPEN) Neo Journal of economy and social humanities Jurnal Masyarakat Madani Indonesia Journal of Economics, Assets, and Evaluation Journal of Environmental Economics and Sustainability
Hertin, Revita Desi
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Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences

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The Effect of Social Media Campaign Adoption: Content and Message Quality to Brand Image as a Competitive Advantage Hertin, Revita Desi; Wijaya, Hadi; Maghfuriyah, Alfi
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 5 No. 3 (2024): July
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v5i3.1834

Abstract

The development of the digital world encourages business actors to innovate in the process of introducing brands to the public. Brand image greatly influences how consumers view a product, this also greatly influences the decision to purchase a product. This brand introduction process is carried out using several methods including using social media marketing. Several factors influence the process of introducing this brand, the use of the wrong message and the use of poor-quality content will affect the results. This study aims to analyze the Influence of Content Quality and Message Quality on Brand Image Brand in MSMEs in Tirtajaya Village. With a total of 50 respondents from MSME actors, data was collected using a questionnaire which made this research method Quantitative. Based on data analysis, it was found that Content Quality and Message Quality had a positive effect on how the public views the brand. Further research can be improved by measuring other variables such as the selection of marketing media.
PENGARUH DIGITAL MARKETING: SOCIAL MEDIA CAMPAIGN TERHADAP MINAT MENDAFTAR DI PERGURUAN TINGGI (STUDY KASUS: UNIVERSITAS GLOBAL JAKARTA) Hertin, Revita Desi; Ahmad Pitra
Jurnal Sosial Humaniora dan Pendidikan Vol. 3 No. 2 (2024): Agustus : Jurnal Sosial Humaniora dan Pendidikan
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/jushpen.v3i2.1508

Abstract

Technological developments in the modern era are currently increasing and spreading widely. These technological changes also have an impact on the business in Indonesia, including the world of marketing. From brand awareness, sales and transactions, everything has been done digitally. In the Education Sector, some of the problems currently faced by universities are in the marketing process, several marketing methods must be maximized because their benefits are enormous. Choosing the type of advertising, market targeting that does not match the target market (consumers) makes the use of social media marketing work not optimally and goes over budget. Marketing content such as the use of catchy words, promotions, image quality and product information are part of this marketing content. The number of Enrolled students each year will have an impact on University Sustainability. The aim of this research is to analyze the impact of digital marketing, especially social media campaigns in higher education institutions on the New Student Admissions process. A quantitative research approach was used in this research as the method used, through questionnaires as a data collection method. The results of this research show that there is a positive relationship between the variables tested. Based on the results of data analysis, the variables Targeting Socio Economy, Distance and marketing content have a positive effect on digital marketing performance and have a positive effect on University Sustainability. In future research, it is hoped that other researchers will be able to highlight other variables or use different targets such as MSMEs.
ANALYSIS OF THE INFLUENCE OF DIGITAL MARKETING: SOCIAL MEDIA MARKETING AS AN EFFORT TO IMPROVE MARKETING METHODS FOR BUSINESS SUSTAINABILITY IN MSMES IN CILODONG DISTRICT Hertin, Revita Desi; Ahmad Pitra; Hadi Wijaya
Epigram Vol 21 No 2 (2024): Epigram Volume 21 Nomor 2 Tahun 2024
Publisher : Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/epi.v21i2.7207

Abstract

Micro, Small and Medium Enterprises (MSMEs) in Indonesia have made a huge contribution to the nation's economic condition. Digital marketing has brought about world changes, especially in the business world. Some of the issues faced by MSMEs today are in the product marketing process, from several marketing methods that must be maximized because of their huge benefits. This study aims to determine the influence of distance targeting, behavior targeting and content marketing on social media marketing performance and its influence on Business Sustainability in Cilodong District. The research method used is the survey method, using a questionnaire instrument distributed to 50 MSMEs as the target of the research. The determination of the sample in this study uses non-probability sampling, specifically for MSMEs that have used social media marketing. The data analysis process uses SPSS 26 software. The data analysis in this study used multiple linear regression analysis to provide a test for the relationship between hypotheses. The results of the determination coefficient show that digital content, distance targeting, and behavior marketing have a positive effect on social media marketing performance, and social media marketing has a positive effect on Business Sustainability. This research is expected to be able for MSME actors to determine the media in the product marketing process. Future research on social media marketing can be proposed using several other variables and a wider regional reach.
Digital Transformation: A Strategic Imperative for Modern Enterprises Musahid, Fayza Namira; Fawzi, Fiddini Sharika; Maghfuriyah, Alfi; Hertin, Revita Desi; Wijaya, Hadi; Anjara, Febria; Nugroho, Feri; Listiana, Nora; Istiqomah, Nurul Aslamiah
Journal of Economics, Assets, and Evaluation Vol. 2 No. 1 (2024): September
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jeae.v2i1.456

Abstract

Digital transformation has become essential for businesses across various sectors, significantly impacting customer relationships, internal processes, and value creation. This paper reviews the critical insights and frameworks related to digital transformation, focusing on strategic alignment, digital maturity, and implementation challenges. It synthesizes findings from recent studies to offer a comprehensive understanding of the process and its implications. Key literature highlights the necessity of a clear, well-defined strategy that integrates digital initiatives with broader business objectives. The study employs a systematic literature review method, collecting data from scientific articles, industry reports, and conference proceedings. It analyzes this data through thematic and comparative approaches to develop a structured roadmap for digital transformation. The findings emphasize the importance of assessing digital maturity, addressing resistance to change, and ensuring interoperability between new and existing systems. Challenges such as organizational resistance and lack of strategic direction are discussed, along with recommendations for a phased implementation approach. Additional insights into the unique challenges faced by SMEs, advocating for tailored digital strategies. The paper concludes that successful digital transformation requires a holistic approach that encompasses strategy, technology, and organizational culture. Future research should focus on providing detailed guidelines for SMEs and exploring the long-term effects of digital transformation on organizational culture and employee engagement.
Green Technology Innovation and Its Impact on Financial Performance with the Moderation of Green Image and Green Subsidies in SMEs in Depok City Maghfuriyah, Alfi; Hertin, Revita Desi; Wijaya, Hadi; Anjara, Febria; Nugroho, Feri; Listiana, Nora; Istiqomah, Nurul Aslamiah
Journal of Environmental Economics and Sustainability Vol. 1 No. 4 (2024): August
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jees.v1i4.449

Abstract

This study aims to explore the impact of green technology innovation on the financial performance of SMEs in Depok City, Indonesia. With a focus on green process and product innovations, the research also examines the moderating effects of green image and green subsidies. The study employs Structural Equation Modeling (SEM) to analyze data collected from 387 SMEs, offering insights into the complex relationships between these variables. The results reveal that green process innovation significantly influences green product innovation, which in turn, positively impacts financial performance. The mediating role of green product innovation underscores the importance of integrating process and product innovations for financial success. Additionally, the study finds that a strong green image enhances the positive relationship between green product innovation and financial performance, highlighting the importance of environmental branding. However, contrary to expectations, green subsidies do not significantly moderate the relationship between green product innovation and financial performance.
MEMBANGUN JALAN MENUJU KEBERHASILAN SDGS DAN KEUNGGULAN DIGITAL UMKM 2030 MELALUI LITERASI DIGITAL DAN LITERASI MEDIA PADA UMKM ASINAN BETAWI 88 DI KOTA DEPOK Wijaya, Hadi; Andri, Chairil; Rachmawati, Dwi; Dewi, Nur Fitri; Hertin, Revita Desi
Jurnal Abdi Insani Vol 12 No 6 (2025): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v12i6.2650

Abstract

Program pengabdian kepada masyarakat ini bertujuan untuk meningkatkan literasi digital dan literasi media pada UMKM Asinan Betawi 88, usaha mikro yang berlokasi di Kota Depok, Indonesia. Program ini dirancang untuk menjawab berbagai tantangan yang dihadapi mitra, seperti keterbatasan pengetahuan dalam pemasaran digital, strategi branding yang kurang optimal, rendahnya keterampilan dalam manajemen keuangan, serta minimnya pemanfaatan alat digital. Pendekatan partisipatif diterapkan dalam kegiatan ini, meliputi analisis kebutuhan, pelatihan, dan lokakarya langsung mencakup topik pemasaran digital, branding, fotografi produk, manajemen keuangan, serta pengembangan website yang dioptimalkan dengan Search Engine Optimization (SEO). Program ini juga menekankan pentingnya pendampingan berkelanjutan untuk menjamin keberlangsungan hasil kegiatan. Evaluasi dilakukan melalui pre-test dan post-test untuk mengukur efektivitas program. Hasil evaluasi menunjukkan peningkatan kompetensi yang signifikan dari peserta, dengan nilai rata-rata pre-test sebesar 2,3 (dari skala 5) meningkat menjadi 4,2 pada post-test. Peserta menunjukkan peningkatan nyata dalam pengelolaan media sosial, pembuatan konten, dan penggunaan alat bantu manajemen keuangan. Program ini juga menghasilkan luaran berupa website berbasis SEO, konten pemasaran digital, serta portofolio fotografi produk yang secara signifikan meningkatkan branding dan kehadiran daring UMKM. Selain itu, kegiatan ini memberikan pengalaman belajar praktis bagi mahasiswa yang terlibat dalam program Merdeka Belajar Kampus Merdeka (MBKM), dengan mengintegrasikan pembelajaran ke dalam praktik dunia nyata. Inisiatif ini berhasil memberdayakan UMKM Asinan Betawi 88 dalam memanfaatkan teknologi digital untuk pertumbuhan bisnisnya, serta turut mendorong daya saing di era ekonomi digital. Program ini menunjukkan potensi untuk direplikasi pada UMKM lainnya sebagai langkah strategis dalam mendukung Sustainable Development Goals (SDGs) 2030 melalui transformasi digital.
PELATIHAN DIGITAL MARKETING: PEMBUATAN CONTENT MARKETING DAN SOCIAL MEDIA UNTUK MENDUKUNG PROGRAM KEWIRAUSAHAAN SISWA BMW (BEKERJA, MELANJUTKAN DAN WIRAUSAHA) DI SMKN 1 CILEUNGSI Hertin, Revita Desi; Zuhriyah, Halimatuz; Pitra, Ahmad; Istiqomah, Nurul Aslamiah; Nadam, Filan; Arzika, Chika; Amalia, Ninda; Islam, Ichsani Nurul; Iqbal, Januar
Jurnal Abdi Insani Vol 12 No 4 (2025): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v12i4.2240

Abstract

Dalam era digital yang semakin berkembang, pemasaran digital telah menjadi salah satu komponen penting dalam strategi bisnis. Kemampuan untuk memanfaatkan platform digital dan media sosial untuk mempromosikan produk dan layanan menjadi keterampilan yang krusial bagi generasi muda. Oleh karena itu, pelatihan digital marketing, pembuatan konten marketing, dan social media marketing di SMKN 1 Cileungsi sangat diperlukan untuk mempersiapkan siswa agar dapat bersaing di dunia kerja yang semakin kompetitif. Pelatihan digital marketing yang dilaksanakan di SMKN 1 Cileungsi bertujuan untuk meningkatkan keterampilan siswa dalam pembuatan content marketing dan strategi pemasaran media sosial. Program ini mendukung inisiatif kewirausahaan siswa yang dikenal sebagai BMW (Bekerja, Melanjutkan, Wirausaha), di mana banyak produk telah dihasilkan oleh siswa, tetapi masih kurang dalam hal pemahaman pemasaran digital. Metode pelaksanaan mencakup observasi untuk mengidentifikasi kebutuhan, sosialisasi program kepada guru dan siswa, serta pelatihan praktik yang terdiri dari sesi teori dan praktik langsung. Pada sesi teori, peserta mempelajari dasar-dasar content marketing dan social media marketing, sementara sesi praktik berfokus pada teknik fotografi produk. Hasil dari evaluasi menunjukkan peningkatan signifikan dalam pengetahuan peserta, dengan nilai rata-rata pretest meningkat dari 35,1 menjadi 68,5 pada posttest. Selain itu, pelatihan ini juga dilengkapi dengan pemberian alat fotografi yang diperlukan untuk mendukung kegiatan pembelajaran di masa mendatang. Diharapkan, program ini tidak hanya meningkatkan keterampilan siswa dalam digital marketing, tetapi juga menciptakan ekosistem yang mendukung keberlanjutan kewirausahaan di lingkungan sekolah, sehingga siswa dapat lebih siap menghadapi tantangan di dunia usaha yang semakin kompetitif.
The Influence of Social Media Marketing and Influencer Marketing on Consumen Behaviour (Case Study of Gen-Z In Kota Depok, West Java) Wijaya, Hadi; Listiana, Nora; Nugroho, Feri; Hertin, Revita Desi; Istiqomah, Nurul Aslamiah; Maghfuriyah, Alfi; Anjara, Febria
Neo Journal of economy and social humanities Vol 3 No 2 (2024): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v3i2.203

Abstract

This study examines the influence of Social Media Marketing (SMM) and Influencer Marketing on the consumer behavior of Generation Z (Gen Z) in Depok City, West Java. Utilizing a quantitative research approach, data were collected from 100 respondents through an online questionnaire. The findings from the multiple linear regression analysis indicate that both Social Media Marketing and Influencer Marketing significantly affect consumer behavior. Social Media Marketing, which is measured through variables such as content engagement, brand awareness, interactive features, and ad recall, has been shown to increase consumer engagement and influence purchasing decisions among Gen Z. Meanwhile, Influencer Marketing, which encompasses trust in influencers, influencer credibility, purchase intention, and content quality, plays a critical role in shaping the attitudes and behaviors of Gen Z consumers, leading to increased brand loyalty and purchase intentions. The study's coefficient of determination (R²) value of 78.1% suggests that these variables collectively explain the majority of the variability in consumer behavior among Gen Z in Depok City. These results align with previous research, underscoring the effectiveness of digital marketing strategies in shaping consumer behavior and offering valuable insights for businesses targeting Gen Z through social media and influencer channels.
SOSIALISASI PENGARSIPAN DIGITAL PADA SEKOLAH SMK NEGERI 3 DEPOK Nugroho, Feri; Ulfah, Rahmawati; Dewi, Nur Fitri; Salamah, Ummy Gusti; Islami, Agnemas Yusoep; Wijaya, Hadi; Maghfuriyah, Alfi; Hertin, Revita Desi; Ridho, Ali; Udriyah; Rachmawati, Dwi
Jurnal Abdi Insani Vol 11 No 1 (2024): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v11i1.1286

Abstract

The use of technology has become a crucial element in various sectors, including in the realm of education. In the scope of education, technology plays an integral role in various aspects of learning and school operations. The focus of technology lies not only in the learning process, but also in the administrative and managerial aspects that underlie the daily life of school organizations. In this context, the use of technology helps achieve educational goals in a more efficient way, expands accessibility, and increases the effectiveness of educational activities. To make data management more organized and make it easier for users to manage documents. The activity method used in community service is qualitative, carried out by organizing teaching to socialize digital archives at SMK Negeri 3 Depok. Various communication techniques such as lectures and discussions are used: lectures for structured exposure, discussions for active participation of participants in discussions and questions and answers. From the results of the socialization of digital archives at SMK Negeri 3 Depok, 14 OTKP grade 12 students were actively involved. Students are invited to get to know various digital archive storage platforms such as g-Drive, spreadsheets, OneDrive, iCloud, and E-Library. From the various aspects discussed in the socialization of digital archives at SMK Negeri 3 Depok, participants have gained a broad understanding of digital archive storage platforms and services such as g-Drive, spreadsheets, OneDrive, iCloud, and E-Library. This introduction provides provisions for participants in managing digital archives, improves their skills in technology, and broadens their understanding of the benefits of digital archives in work. Participants have gained a lot of understanding and know how to organize data using various digital archiving platforms.
Entrepreneurship Dan Social Media Promotion Dalam Transformasi Digital 4.0 Di SMK Bina Rahayu Hertin, Revita Desi; Wijaya, Hadi; Maghfuriyah, Alfi; Anjara, Febria; Listiana, Nora; Nugroho, Feri; Istiqomah, Nurul Aslamiah
Jurnal Masyarakat Madani Indonesia Vol. 3 No. 3 (2024): Agustus
Publisher : Alesha Media Digital

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59025/cj4ypm14

Abstract

Kemampuan berwirausaha dan pemasaran dengan media sosial sangat penting bagi generasi muda untuk berkembang di tempat kerja dan menjalankan bisnis dalam ekonomi digital yang berkembang saat ini. Sebagai sekolah yang menekankan pengembangan keterampilan praktis, Sekolah Menengah Kejuruan (SMK) Bina Rahayu memahami pentingnya membekali siswa dengan kemampuan yang diperlukan untuk menghadapi tantangan dunia kontemporer. Salah satu program yang dikembangkan sekolah yakni kewirausahaan. Tujuan dari program kewirausahaan di SMK Bina Rahayu adalah untuk memberikan siswa pemahaman menyeluruh tentang dasar-dasar kewirausahaan, termasuk cara mengembangkan konsep perusahaan, merumuskan rencana tindakan dan menjalankan perusahaan serta memberikan pelatihan mengenai cara promosi di sosial media. Pelatihan ini dilakukan dalam 2 fase yaitu pemberian materi langsung dan pelatihan pembuatan dan penggunaan sosial media untuk menunjang kegiatan pemasaran usaha. Kegiatan ini berlangsung dengan sukses dan mendapatkan timbal balik yang baik dari siswa maupun guru. Pelatihan ini diharakan menjadi awal untuk kegiatan lebih dalam mengenai pemahaman penggunaan social media dalam program kewirausahaan terutama di kalangan siswa
Co-Authors Agnemas Yusoep Islami Ahmad Pitra Alfi Maghfuriyah Ali Ridho Amalia, Ninda Arzika, Chika Dewi, Nur Fitri Fachry Abda El Rahman Fawzi, Fiddini Sharika Febria Anjara Hadi Wijaya Hadi Wijaya Iqbal, Januar Islam, Ichsani Nurul Istiqomah, Nurul Aslamiah Musahid, Fayza Namira Nadam, Filan Nora Listiana Nugroho, Feri Pitra, Ahmad Rahmawati Ulfah RM Chairil Andri Salamah, Ummy Gusti Udriyah Zuhriyah, Halimatuz