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All Journal Jurnal Administrasi Bisnis Jurnal Bisnis dan Kewirausahaan
Kirana, Anggita Fadia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Dampak Dampak Covid-19 Terhadap Perubahan Perilaku Belanja Bahan Makanan Online Serta Konsumsi Makanan Laut Masyarakat Surabaya Hambalah, Febrina; Herman; Kirana, Anggita Fadia
Jurnal Bisnis dan Kewirausahaan Vol. 20 No. 3 (2024): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v20i3.123-132

Abstract

The COVID-19 pandemic has succeeded in causing panic in people all over the world. Changes in consumer spending behavior globally occur simultaneously, including in Indonesia. The level of consumer awareness to always increase their immunity by consuming fresh food ingredients also encourages online grocery shopping activity. However, amid pandemic situation, there is a dilemma between frugality in order to maintain consumer household stability or maintain the health of each family member. Research on the impact of COVID-19 on changes in online grocery shopping behavior and seafood consumption for the people of Surabaya is expected to answer the question of whether the impact of COVID-19 on changes in online grocery shopping behavior and whether this has an impact on consumer priorities in consuming seafood. The methodology used in this research is qualitative methods with phenomenological approach, namely through in-depth interviews. Respondents of this study are 8 women who are stay-at-home-mother and career women. These 8 women have responsibilities as decision makers in family spending. The results obtained from this study are the upper middle-income households in Surabaya made shift not only to shop offline, but also online during pandemic Covid-19.  Most of them have added the number of internet gadgets in their home to participate in Study-From-Home method for their children’s school activity. They bought more health supplements, better food ingredients, and fresh ones to maintain their health conditions during Covid times. The seafood consumptions is perceived as one of the ways to build better immunities, thus some of these households have increasing their seafood buying.
Implementation of the Content Marketing Process to Build Customer Engagement Through Instagram Social Media at Raja Pisang Keju Arjuna Pusat MSME Kirana, Anggita Fadia; Hambalah, Febrina
Jurnal Administrasi Bisnis Vol 14, No 1 (2025)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jab.v14i1.70438

Abstract

The role of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia is highly impactful on the economy. In 2023, MSMEs experienced significant growth, indicating increased competition within the sector. To remain competitive, utilizing social media as a marketing tool is crucial. Social media nowadays is not only being used for entertainment but has also become a key platform for business promotion. One commonly adopted strategy is content marketing. An example of an MSME applying this strategy on Instagram is Raja Pisang Keju Arjuna Pusat. This study aims to analyze the implementation of content marketing by Raja Pisang Keju Arjuna Pusat in building customer engagement. The research applied a qualitative method with a case study approach. Data were collected through in-depth interviews on 12 informants consisting of  the management of  Raja Pisang Keju Arjuna Pusat MSME and  its customers, observation, and document analysis. The findings reveal that the content marketing process is conducted through ten stages: Identifying the Goal or Objective, Defining the Audience, Understanding How the Audience Buys, Choosing Your Content Niche, Developing Your Content Marketing Mission Statement, Building an Editorial Calendar, Creating and Distributing the Content, Promoting the Content, Measuring Content Performance, and Optimizing Content. This strategy effectively fosters customer engagement, which includes affective, cognitive, and behavioral dimensions. Affective engagement stems from consumer enthusiasm and satisfaction, cognitive engagement from an interest in the content and its information, while behavioral engagement is reflected in actions such as sharing and supporting the content.
Dampak Dampak Covid-19 Terhadap Perubahan Perilaku Belanja Bahan Makanan Online Serta Konsumsi Makanan Laut Masyarakat Surabaya Hambalah, Febrina; Herman; Kirana, Anggita Fadia
Jurnal Bisnis dan Kewirausahaan Vol. 20 No. 3 (2024): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Badung Bali: Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v20i3.123-132

Abstract

The COVID-19 pandemic has succeeded in causing panic in people all over the world. Changes in consumer spending behavior globally occur simultaneously, including in Indonesia. The level of consumer awareness to always increase their immunity by consuming fresh food ingredients also encourages online grocery shopping activity. However, amid pandemic situation, there is a dilemma between frugality in order to maintain consumer household stability or maintain the health of each family member. Research on the impact of COVID-19 on changes in online grocery shopping behavior and seafood consumption for the people of Surabaya is expected to answer the question of whether the impact of COVID-19 on changes in online grocery shopping behavior and whether this has an impact on consumer priorities in consuming seafood. The methodology used in this research is qualitative methods with phenomenological approach, namely through in-depth interviews. Respondents of this study are 8 women who are stay-at-home-mother and career women. These 8 women have responsibilities as decision makers in family spending. The results obtained from this study are the upper middle-income households in Surabaya made shift not only to shop offline, but also online during pandemic Covid-19.  Most of them have added the number of internet gadgets in their home to participate in Study-From-Home method for their children’s school activity. They bought more health supplements, better food ingredients, and fresh ones to maintain their health conditions during Covid times. The seafood consumptions is perceived as one of the ways to build better immunities, thus some of these households have increasing their seafood buying.
Co-Authors Hambalah, Febrina Herman