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All Journal Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) International Journal of Environmental, Sustainability, and Social Science
Nirwan, Raslika Sharfina
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Humanities Economics, Econometrics & Finance Environmental Science Social Sciences

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Penguatan Komunikasi Pemasaran Digital Bagi Paguyuban UMKM Lakarsantri Monika Teguh; Aji, Imanuel Deny Krisna; Wono, Hilda Yunita; Viadi, Crista; Nirwan, Raslika Sharfina
Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Vol. 6 No. 1 (2024): Jurnal Leverage, Engagement, Empowerment of Community (LeECOM)
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/leecom.v6i1.4712

Abstract

Paguyuban UMKM Lakarsantri berlokasi di Kecamatan Lakarsantri, Surabaya. Dengan berkembangnya saluran penjualan, maka Paguyuban UMKM Lakarsantri ingin mengembangkan kemampuan anggotanya dalam memasarkan produk melalui media baru, khususnya aplikasi TikTok dan Shopee yang sedang digemari masyarakat. Menjawab kebutuhan tersebut, tim dari Universitas Ciputra Surabaya menyelenggarakan kegiatan pengabdian kepada masyarakat yang bertujuan untuk mengembangkan kemampuan kelompok masyarakat dalam memasarkan produk secara digital melalui aplikasi TikTok dan Shopee, serta mengembangkan fasilitas kelompok masyarakat untuk kebutuhan komunikasi pemasaran digital. Metode yang digunakan dalam program ini adalah pelatihan, pemberian alat penunjang, dan pendampingan. Hasil dari program ini adalah peningkatan kemampuan pemilik UMKM untuk menggunakan aplikasi TikTok dan Shopee, serta menghasilkan konten-konten komunikasi pemasaran melalui aplikasi tersebut. Keseluruhan program ini bermanfaat bagi peserta untuk meningkatkan kemampuan pemasaran mereka, sehingga dapat memberikan dampak positif bagi usaha mereka. Diharapkan program ini dapat menjadi acuan bagi penyelenggara lain yang menghadapi tantangan yang serupa.
Digital Marketing Communication Strategy at Gradin Agency in Building Brand Image Nirwan, Raslika Sharfina; Herdono, Ismojo; Wono, Hilda Yunita
International Journal of Environmental, Sustainability, and Social Science Vol. 7 No. 2 (2026): International Journal of Environmental, Sustainability, and Social Science (Mar
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v7i2.975

Abstract

The digital marketing communication strategy plays an important role in the era of rapid technological development. Companies must adapt to maintain consumer interest and drive sales. Many companies compete by promoting their products and brand to ensure consumer recognition. To achieve this, companies employ various digital tools to build brand recognition. This study aims to understand how digital marketing communication strategies shape brand image at Gradin agency. The research employs theories of communication strategy, marketing communication, digital marketing, and brand image. This quasi-qualitative research systematically describes the research object using communication strategy, digital marketing, and brand image theories. The method includes interviews and documentation to enhance data analysis related to organizational communication at Gradin agency. Researchers developed research instruments, including interview guidelines and questions based on research indicators. The result is an innovative digital marketing communication strategy, optimizing website features, creating interactive content on Instagram and TikTok, communicating with consumers through email marketing, and optimizing content and keywords for SEO. These strategies help Gradin create a positive brand image.
Co-Authors Hilda Yunita Wono Imanuel Deny Krisna Aji Ismojo Herdono Monika Teguh Viadi, Crista