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All Journal BARAKATI: Journal of Community Service Scientia: Journal of Multi-Disciplinary Science
Koja, Nur Akbar A.
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Education Nursing Public Health Social Sciences Other

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Peningkatan Daya Saing Usaha Mikro Kecil Melalui Pelatihan Komunikasi Pemasaran Ariani Simabur, Lisda; Syahrir; Koja, Nur Akbar A.
BARAKTI: Journal of Community Service Vol. 3 No. 1 (2024): Agustus
Publisher : PT. Sangadji Media Publishing

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Abstract

Program pengabdian kepada masyarakat (PKM) ini bertujuan untuk meningkatkan daya saing Usaha Mikro Kecil (UMK) melalui pelatihan komunikasi pemasaran sebagai media promosi. UMK di Indonesia sering menghadapi tantangan dalam memanfaatkan strategi pemasaran modern, terutama dalam hal penggunaan media sosial dan alat pemasaran digital. Untuk mengatasi masalah ini, pelatihan dirancang untuk memberikan pengetahuan dan keterampilan yang diperlukan agar pelaku UMK dapat memanfaatkan komunikasi pemasaran secara efektif. Kegiatan ini dimulai dengan identifikasi kebutuhan pelaku UMK, diikuti dengan pengembangan materi pelatihan yang mencakup konsep dasar komunikasi pemasaran, teknik promosi digital, dan analisis data konsumen. Pelatihan dilaksanakan dalam bentuk workshop yang mencakup sesi teori, diskusi, dan praktik langsung. Hasil dari kegiatan ini menunjukkan peningkatan pemahaman peserta mengenai strategi komunikasi pemasaran, dengan banyak peserta yang berhasil menerapkan teknik baru dalam kampanye pemasaran mereka. Peningkatan terlihat dalam hal visibilitas produk dan interaksi konsumen melalui media sosial. Namun, tantangan seperti perbedaan tingkat kemampuan teknis dan keterbatasan sumber daya juga teridentifikasi. Program ini menekankan pentingnya dukungan dan pendampingan berkelanjutan untuk membantu peserta dalam mengatasi kendala dan memaksimalkan hasil pemasaran
Understanding How Marketing Communication Shapes Purchase Intention: The Case of Herbalife in Tidore Koja, Nur Akbar A.; Mahifa, Fahria
SCIENTIA: Journal of Multi Disciplinary Science Vol. 4 No. 1 (2025): January - June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/scientia.v4i1.240

Abstract

This study investigates the impact of marketing communication on consumers’ purchase intention toward Herbalife products in Tidore. The research was conducted to understand how marketing communication efforts—such as message clarity, credibility, and channel effectiveness—affect consumers’ behavioral intentions in a localized market context. Using a quantitative approach, data were collected through a structured questionnaire distributed to Herbalife consumers in Tidore. A simple linear regression analysis was employed to test the hypothesized relationship between marketing communication and purchase intention. The results revealed a positive but statistically insignificant relationship, indicating that while effective communication contributes to forming consumer awareness and interest, it may not directly lead to purchase intention without the support of other influencing factors such as trust, satisfaction, or perceived product value. Theoretically, the findings reinforce the importance of Integrated Marketing Communication (IMC) principles, which emphasize consistency and credibility across multiple communication channels. Practically, the study suggests that Herbalife distributors should focus on relationship-based communication, transparent product education, and authentic testimonials to build stronger consumer trust and engagement. Limitations of this study include the narrow geographical scope and the use of a single independent variable, which may not capture the full dynamics of consumer purchase behavior.
Co-Authors Ariani Simabur, Lisda Mahifa, Fahria Syahrir