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All Journal Jurnal Ilmiah Manajemen "E M O R" SEIKO : Journal of Management & Business JURNAL PENDIDIKAN TAMBUSAI Eksis: Jurnal Ilmiah Ekonomi dan Bisnis Journal on Education YUME : Journal of Management FIDUSIA : JURNAL KEUANGAN DAN PERBANKAN Widya Balina :Jurnal Ilmu Pendidikan dan Ekonomi Jurnal MEBIS (Manajemen dan Bisnis) Jurnal Riset dan Inovasi Pembelajaran JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen JES (Jurnal Ekonomi STIEP) ProBisnis : Jurnal Manajemen Dinamika Jurnal Ekonomi, Bisnis dan Manajemen Bestari: Jurnal Pendidikan dan Kebudayaan Innovative: Journal Of Social Science Research ECONOMIST: Jurnal Ekonomi dan Bisnis Jurnal Social Society Cakrawala: Jurnal Ekonomi, Manajemen dan Bisnis Inflasi : Jurnal Ekonomi, Manajemen dan Perbankan ECONOMETRICS: Journal of Sustainable Economics and Management
Noviyanti, Indah
Unknown Affiliation
Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : Innovative: Journal Of Social Science Research

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Analisis Strategi Promosi Media Sosial Pada UMKM Coffee Shop (Studi Kasus Markoka Café Pangkalpinang) Mailani, Mery; Tasyah, Tasyah; Pratama, M.Tafril; Noviyanti, Indah
Innovative: Journal Of Social Science Research Vol. 5 No. 4 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i4.19514

Abstract

The purpose of this research is to examine how Micro, Small, and Medium Enterprises (MSMEs) in the coffee shop industry, specifically Markoka Cafe Pangkalpinang, utilize social media marketing. The research method employed a descriptive qualitative approach with data collection techniques including direct observation, interviews with business owners, and promotional documentation. The results indicate that Markoka Cafe actively utilizes social media such as Instagram and WhatsApp as digital marketing tools. This strategy is effective in increasing consumer engagement and brand awareness, thereby strengthening Markoka Cafe's position in the local Pangkalpinang coffee shop market and enhancing business exposure and interaction with customers.
Pengaruh Citra Merek, Kepercayaan Merek Dan Kualitas Produk Terhadap Kepuasan Konsumen Gen Z Perempuan Produk Emina Di Pangkalpinang Naibaho, Marco Veril Hamonangan; Sumar, Sumar; Noviyanti, Indah
Innovative: Journal Of Social Science Research Vol. 5 No. 4 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i4.20039

Abstract

The growing trend of local cosmetic use among female Gen Z consumers has prompted companies to better understand the factors influencing consumer satisfaction. Emina, as one of the leading local brands, faces challenges in maintaining consumer satisfaction despite its high popularity. This study aims to examine the influence of brand image, brand trust, and product quality on the satisfaction of female Gen Z consumers who use Emina products in Pangkalpinang. The research employs a descriptive quantitative approach with a sample size of 100 respondents, selected through purposive sampling. The independent variables in this study are brand image, brand trust, and product quality, while the dependent variable is consumer satisfaction. Data were collected through questionnaires and analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The analysis results show that brand image does not have a significant partial effect on consumer satisfaction. Meanwhile, brand trust and product quality have a positive and significant partial effect. Simultaneously, all three independent variables have a significant influence on consumer satisfaction, with an R² value of 77.9%. This research contributes to the development of marketing strategies for local products, especially Emina, by emphasizing the importance of brand trust and product quality to enhance the satisfaction and loyalty of Gen Z consumers. These findings are also valuable for academics as a reference for similar studies.
Co-Authors Abror, Muhamad Agustini, Putri Trisa Alfani, Fauza Alifa Bintang Defana, Muhammad Angellina, Felisia Grace Aryansyah, Ary Fakturrachman Asih, Hasti Dewi Athifah Dzakirah, Nur Attala, Firzyl Ayu Wulandari Azzahra, Salma Dian Prihardini Wibawa Dianasari Dianasari, Dianasari Duha, Duha Eritawana, Eritawana Fadilah, Marsha Fasya, Muhamdad Danda Zafilla Felicia Felicia Ferdyan, Ferdyan Fitari, Tiara Floryan, Floryan Georgina, Jessica Ghani , Adli Al Guspian, Iza Harindra, Fitria Puteri Herlissha, Novita Idopati, Idopati Indriyani, Ismi Safitri Irwana, Natasia Iryanti, Iryanti Izza, Nurul Jannah, Syifaul Juniyati, Lara Juwita Juwita, Juwita Karmila, Ella Sri Khadijah Khadijah Krisna Rendi Awalludin Kusila, Kusila Lathifah, Nur Leonardo, Refina Maharani, Aulia Hari Mahendra, Fazaldi Mailani, Mery Marhamah, Nur Hadianti Maya Yusnita Meliya, Meliya Meriyanti, Meriyanti Nabilla, Hana Naibaho, Marco Veril Hamonangan Nashobi, M. Zaki Nugra, Evan Subhia Nurul Nurul Octorany Tampubolon, Melda Oktariani, Dini Oktavia Pebianti, Katrina Pransisca, Siti Rhinka Pratama, M.Tafril Prayoga, Dimas Putri, Mirza Hidayah Putri, Restu Novrianda Putri, Tisya Angela Ramadhani, Siska Romadia, Romadia Royan, Muhammad Andi Alfin Sabila, Enggel Dwi Salwa, Nezha Sanjaya, Hengky Sarmawati, Sarmawati Septiawan, Soni Serlyta, Serlyta Sumar, Sumar Sunari, Nunung Suntara, Fajar Wilandra Syahrani Amelia, Nayla Tambunan, Martulus Tasyah, Tasyah Triyana Ulima, Sinda Indira, Zhafirah Nuur Urdha, Farand Qolbi Venesha, Reva Wahyuni, Desy Putri Wati, Mulia Wulandari, Maharani Zahrani, Shafa Zaila, Felly