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All Journal Kinerja MODUS-Jurnal Ekonomi dan Bisnis Jurnal Manajemen Jurnal Manajerial Dan Kewirausahaan International Journal of Application on Economics and Business Aksi Kita: Jurnal Pengabdian Kepada Masyarakat Jurnal Serina Abdimas
Saktiana, Galuh Mira
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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THE EFFECT OF GREENWASHING ON BRAND EQUITY AND GREEN PURCHASE INTENTION AT GARNIER IN JAKARTA Rahayu, Herawati; Saktiana, Galuh Mira
International Journal of Application on Economics and Business Vol. 1 No. 4 (2023): November 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i4.2626-2638

Abstract

Climate change and global warming are causing various natural disasters. One of the causes is packaging waste from consumer-packaged goods products (in the form of food, drinks, and dairy products such as soap, cosmetics, etc.) which are difficult to decompose. Public awareness is needed to preserve the environment, one of which is by using environmentally friendly products such as Garnier through the "green beauty" movement. The purpose of this research is to examine how greenwashing affects brand equity, including brand trust and brand association with Garnier products, and to examine the effect of brand equity on green purchase intention. The quantitative and descriptive method was used by distributing questionnaires via Google form to 128 respondents in Jakarta using the Structural Equation Model (SEM) analysis tool to test the hypothesis. The results showed that the five hypotheses proved significant and acceptable, namely, green brand equity has a positive effect on green purchase intention, brand credibility, and brand associations are also proven to have a positive effect on green brand equity, while greenwashing has a negative effect on brand credibility and brand associations, especially in consumer-packaged goods. Thus, Garnier is expected not to do greenwashing so that it can maintain consumer trust in Garnier products and continue to improve campaign programs that invite people to care about the environment, one of which is by buying environmentally friendly packaging products such as Garnier.
THE ROLE CORPORATE SOCIAL RESPONSIBILITY, CORPORATE ASSOCIATION AND BRAND LOVE TOWARDS WORD OF MOUTH INTENTION IN SUSTAINABLE RELATIONS IN THE INDONESIAN CELLULAR INDUSTRY Emmanuel, Sandy; Saktiana, Galuh Mira; Nataherwin, Nataherwin
International Journal of Application on Economics and Business Vol. 2 No. 1 (2024): February 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i1.3034-3043

Abstract

This research aims to examine the influence of corporate social responsibility (CSR), corporate association (CA) mediated by brand love on word of mouth (WOM) intention which has an impact on sustainable relationships in the cellular industry in Indonesia. This research only receives and manages data from respondents who use telecommunications services from 4 providers, namely XL, Indosat, Telkomsel and Three and are domiciled in JABODETABEK. Sampling used a non-probability sampling technique, namely convenience sampling, on 126 respondents, who live in JABODETABEK, users of telecommunications services from 4 providers, namely XL, Indosat, Telkomsel and TRI, using a questionnaire instrument in the form of a Google form . Then proceed with testing the validity test and reliability test as well as testing the hypothesis with the SEM-AMOS 22 analysis tool. The results of this research are that CSR has no effect on WOM Intention; CSA has no effect on WOM Intention; Brand Love influences WOM Intention; Brand Love does not mediate CSR on WOM; and Brand Love is proven to mediate CA on WOM Intention.
PENDAMPINGAN PEMASARAN DIGITAL UNTUK UMKM MUJA-MUJU UMBULHARJO Saktiana, Galuh Mira
Jurnal Serina Abdimas Vol 1 No 2 (2023): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v1i2.26089

Abstract

ABTRACT The community service activities carried out were carried out as an effort to assist MSME actors, especially trading businesses carried out around Mondoliko Street, Yogyakarta City. This MSME is engaged in the culinary field. The problem that often occurs is how to do good marketing via the internet or often referred to as digital marketing. These MSMEs usually only rely on word of mouth marketing which is considered quite cheap and good. The problem faced by partners is the lack of knowledge about how to do marketing via the internet and how to apply it in real terms in the world of buying and selling. The solution needed is training on how to do digital marketing so that sales levels can be higher with the right promotions through digital marketing. The training provided is by giving lectures on digital marketing. The lecture began with the definition of digital marketing, its importance, process and selection of tools used for digital marketing through existing platforms on social media. Furthermore, partners also practice creating and selecting platforms from social media that suit their needs. The result obtained is that partners understand and can practice promotions through digital marketing selected from the appropriate platforms from social media, such as Instagram, Facebook and also TikTok. ABSTRAK Kegiatan pengabdian kepada masyarakat yang dilaksanakan dilakukan sebagai upaya untuk pendampingan para pelaku UMKM khususnya usaha dagang yang dilakukan di sekitar jalan mondoliko, kota Yogyakarta. UMKM ini bergerak dalam bidang kuliner. Masalah yang sering terjadi adalah bagaimana melakukan pemasaran yang baik melalui internet atau sering disebut dengan pemasaran digital. Pelaku UMKM ini biasanya hanya mengandalkan pemasaran dari mulut ke mulut saja yang dirasa cukup murah dan baik. Permasalahan yang dihadapi mitra adalah masih minimnya pengetahuan mengenai bagaimana melakukan pemasaran melalui internet dan bagaimana mengaplikasikannya secara riil dalam dunia jual beli. Solusi yang dibutukan adalah pelatihan mengenai bagaimana melakukan pemasaran digital supaya tingkat penjualan bisa lebih tinggi dengan adanya promosi yang tepat melalui pemasaran digital. Pelatihan yang diberikan adalah dengan diberikan ceramah mengenai pemasaran digital. Ceramah tersebut dimulai dengan pengertian pemasaran digital, pentingnya, proses dan pemilihan sarana yang digunakan untuk pemasaran digital melalui platform yang ada dalam media sosial. Selanjutnya mitra juga melakukan praktek membuat dan memilih platform dari media sosial yang sesuai kebutuhan. Hasil yang diperoleh adalah mitra menjadi paham dan bisa mempraktekkan promosi melalui pemasaran digital yang dipilih dari platform yang sesuai dari media sosial, seperti Instagram, facebook dan juga tiktok.
PENDAMPINGAN UMKM LINA BATIK UNTUK PACKAGING, LOGO DAN LABEL Saktiana, Galuh Mira
Jurnal Serina Abdimas Vol 1 No 4 (2023): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v1i4.28327

Abstract

This community service activity will provide assistance and training on packaging, labeling and logos which is carried out as an effort to assist MSME actors in Jogja. This assistance will be provided to trading businesses engaged in the convection sector which are based on Batik cloth. The location is on Jalan Purbayan Gang Janoko, Kotagede, Yogyakarta city, which is known as a place for garment production in Jogja. This MSME operates in the convection sector and has been established since 1997 before the monetary crisis in Indonesia. The products they sell are garment products with batik motifs. The problem that often occurs is that there are many sellers operating in the same field, which creates very strong competition between sellers. The solution needed is how to keep consumers choosing products from Lina Batik. The solution is to conduct training on packaging and labeling as well as logos that are easy to remember and designs that are quite attractive but easy for consumers to remember. The training provided was a lecture on the importance of packaging and labeling. The lecture will start from the meaning of packaging, the function of packaging and labels, making attractive packaging and logos, and giving advice on how to make good packaging and labels. Then proceed with making a design to determine the right color, writing and size for the packaging, logo and label and add to it the creation of a neon box. Kegiatan pengabdian kepada masyarakat ini akan memberikan pendampingan dan pelatihan packaging dan pelabelan serta logo yang dilakukan sebagai upaya untuk pendampingan pelaku UMKM yang ada di Jogja. Pendampingan ini akan dilakukan pada usaha dagang bergerak dalam bidang konveksi yang berbadan dasar kain Batik. Adapun lokasinya berada di jalan Purbayan Gang Janoko, Kotagede kota Yogyakarta yang dikenal sebagai tempat memproduksi garmen di Jogja. UMKM ini bergerak dalam bidang konveksi yang sudah berdiri sejak tahun 1997 sebelum krisis moneter di Indonesia. Adapun produk yang mereka jual adalah produk garmen yang bermotif batik. Masalah yang sering terjadi adalah banyaknya penjual yang bergerak dalam bidang yang sama sehingga membuat persaingan sangat kuat antar penjual. Solusi yang dibutuhkan adalah bagaimana agar konsumen tetap memilih produk dari Lina Batik. Adapun solusinya adalah dengan melakukan pelatihan mengenai packaging dan pelabelan serta logo yang mudah diingat dan desain yang cukup menarik tetapi mudah diingat oleh konsumen. Pelatihan yang diberikan adalah pemberian ceramah mengenai pentingnya packaging dan pelabelan. Ceramah itu akan dimulai dari arti dari packaging, fungsi dari packaging dan label, pembuatan packaging dan logo yang menarik, dan memberi saran bagaimana membuat packaging dan label yang baik. Kemudian dilanjutkan dengan membuat desain menentukan warna, tulisan dan ukuran yang tepat untuk packaging, logo dan label dan ditambah dengan pembuatan neon box.
MENAIKKAN LABA USAHA DENGAN MENGGUNAKAN PEMASARAN DIGITAL UNTUK BATIK LINA JOGJA Saktiana, Galuh Mira
Jurnal Serina Abdimas Vol 2 No 3 (2024): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jsa.v2i3.32079

Abstract

The continued stage of community service activities provides training on digital marketing and also the use of platforms that are in accordance with the needs of partners. The partners given by training are UD Batik Lina Jogja which produces and also sells batik in retail and wholesale. The problem that occurs is the increasing number of similar trading businesses and high competition makes it all more difficult to compete to get consumers. The solution needed is training and understanding of the importance of marketing through social media. Then proceed to an understanding of the platform used on the right social media. The platform chosen in this promotion is Instagram and the evaluation processes continue on the Tiktok platform using a live host. The results observed before this trading business training are still not understanding and clear about the social media platform. The lack of knowledge about social media has an impact on the lack of promotions that were previously carried out. After training Lina's trading business became understanding and began marketing her products through the Instagram platform and continued to Tiktok to raise profits. ABSTRAK Tahap lanjutan pada kegiatan pengabdian masyarakat ini memberikan pelatihan mengenai pemasaran digital dan juga penggunaan platform yang sesuai dengan kebutuhan mitra. Adapun mitra yang diberikan pelatihan adalah UD Batik LINA Jogja yang memproduksi dan juga melakukan penjualan batik secara eceran dan grosir. Masalah yang terjadi adalah semakin banyaknya usaha dagang yang sejenis dan persaingan yang cukup tinggi membuat semuanya semakin sulit untuk bersaing mendapatkan konsumen. Solusi yang dibutuhkan adalah pelatihan dan pemahaman mengenai pentingnya pemasaran melalui media sosial. Kemudian dilanjutkan pemahaman mengenai platform yang digunakan pada sosial media yang tepat. Platform yang dipilih dalam promosi ini adalah Instagram dan masih proeses evaluasi berlanjut pada platform TikTok dengan menggunakan host live. Hasil yang diamati sebelum dilakukan pelatihan usaha dagang ini masih belum paham dan jelas mengenai platform media sosial. Minimnya pengetahuan mengenai media sosial berdampak pada kurangnya promosi yang sebelumnya dilakukan. Setelah dilakukan pelatihan Usaha Dagang Lina menjadi paham
Pemberdayaan Usaha Rumahan melalui Pelatihan AI Marketing Prakosa, Adhi; Sudaryana, Arif; Saktiana, Galuh Mira
Aksi Kita: Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 6 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/ywjgeh57

Abstract

Artificial intelligence (AI) technology, when used by small and medium-sized businesses, can have a significant impact on them. This community service project provided workshops in Gandekan to help the community maximise digital marketing with AI. The workshop was held in the tourist village of Dewi Gumi with 35 participants. At the end of the workshop, the findings showed an increase in understanding and skills in digital marketing content creation.
Co-Authors Alvera, Tiffany Emmanuel, Sandy Ferdynand, Nicholas Ariesta Francois, David Kennilyn, Thio Lee, Patricia Claresta Lee, Steven Nataherwin, Nataherwin Puspita, Intan Dwinanda Rahayu, Herawati Rosyada, Maulin Amrina Sari, Dwi Sekar Shalbrenda, Violetta Siregar, Egie Pradana Siswanto, Halim Putera So, Filipus Soelaiman, Lydiawati Sudaryana, Arif Sukaman, John Victorino Tommy Setiawan Ruslim, Tommy Setiawan Witardjo, Jesselyn Angela Zabrina, Phoebe