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All Journal Journal of Economics, Management, Business And Accounting (JEMBA) Padma: Jurnal Pengabdian Kepada Masyarakat
Ramdani Rakasiwi, Gama
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Public Health Social Sciences Other

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Strategi Pemasaran Digital Branding untuk UMKM Berbasis TikTok Bandawaty, Euis; Gunardi; Kartikaningsih, Dewi; Ramdani Rakasiwi, Gama; Sunaryo; Mujiani, Sari
PADMA Vol 4 No 2 (2024): JURNAL PENGABDIAN KEPADA MASYARAKAT (PADMA)
Publisher : LPPM Politeknik Piksi Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56689/padma.v4i2.1581

Abstract

Strategi pemasaran digital telah menjadi salah satu pendekatan utama untuk meningkatkan daya saing UMKM di era globalisasi. TikTok, sebagai platform media sosial yang sedang naik daun, menawarkan peluang besar bagi UMKM untuk memanfaatkan fitur kreatifnya dalam membangun branding digital. Artikel ini bertujuan untuk mengeksplorasi implementasi strategi pemasaran digital berbasis TikTok dalam pengabdian masyarakat untuk meningkatkan branding UMKM. Metode penelitian yang digunakan adalah deskriptif kualitatif melalui pendekatan partisipatif, melibatkan 15 UMKM di wilayah Jawa Barat. Hasil penelitian menunjukkan bahwa TikTok dapat meningkatkan kesadaran merek hingga 60% melalui konten kreatif, kolaborasi dengan influencer, dan optimalisasi algoritma platform. Pembahasan lebih lanjut menggarisbawahi tantangan teknis dan strategi yang relevan untuk memaksimalkan manfaat TikTok bagi UMKM. Kesimpulan menekankan pentingnya edukasi dan pendampingan yang berkelanjutan untuk meningkatkan keberlanjutan usaha
Keterkaitan Diklat, Budaya Organisasi, dan  Integritas Terhadap Kinerja Pegawai dengan Kompetensi Sebagai Variabel Mediasi (Studi Kasus Pada Badan Nasional Penanggulangan Terorisme) Ramdani Rakasiwi, Gama; Bandawaty, Euis; Sunaryo; Waskito, Meindro
JEMBA Vol 5 No 2 (2025): Journal of Economics, Management, Business and Accounting
Publisher : Fakultas Ekonomi dan Bisnis Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jemba.v5i2.18467

Abstract

This study examines both the direct and mediated effects of education and training, organizational culture, and integrity on employee performance, with competence positioned as an intervening variable at the National Counterterrorism Agency. A quantitative research design was employed, involving 130 employees as research respondents. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the support of SmartPLS version 4. The findings indicate that education and training, integrity, and competence have a positive and statistically significant direct effect on employee performance, whereas organizational culture does not demonstrate a significant direct influence. In addition, education and training, organizational culture, and integrity were found to significantly and positively affect employee competence. The mediation analysis further reveals that these three variables indirectly influence employee performance through competence. Competence fully mediates the relationship between education and training as well as integrity on employee performance, while partially mediating the relationship between organizational culture and employee performance.Overall, the results highlight that strengthening employee competence plays a critical role in enhancing the effectiveness of education and training, organizational culture, and integrity in improving employee performance within the National Counterterrorism Agency.
Co-Authors Euis Bandawaty Gunardi Kartikaningsih, Dewi Mujiani, Sari Sunaryo Waskito, Meindro