Garuda - Garba Rujukan Digital

Lerak Detergen Campaign sebagai Utilization of Social Media Content dalam Green Awareness serta Green Lifestyle Purnama, Susan; Pujianto, Anang Bambang; Sarifiyono, Aggi Panigoro; Hendriani, Ade Sintia
Jurnal Maps (Manajemen Perbankan Syariah) Vol. 8 No. 2 (2025)
Publisher : Masoem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/maps.v8i2.1383

This research aims to analyze the influence of social media content on green awareness and its impact on green lifestyle, specifically through the campaign of Lerak detergent as an environmentally friendly household product. The background of this study is the increasing urgency of environmental sustainability and the low level of public awareness regarding the use of natural-based cleaning products. The study uses a quantitative approach with a causal design, involving 300 respondents selected using cluster sampling across six regions in Indonesia. Data were collected through questionnaires, interviews, and field observations. The analysis was conducted using PLS-SEM. The results show that social media content has a significant positive effect on green awareness (path coefficient = 0.72; p < 0.001), which in turn significantly affects green lifestyle (path coefficient = 0.58; p < 0.001). Social media content also directly influences green lifestyle (path coefficient = 0.36; p < 0.001). These findings highlight the role of digital campaigns in increasing public understanding and adoption of sustainable consumption behaviors. Lerak detergent, as a local natural product, demonstrates strong potential when promoted through well-structured social media content.

MENINGKATKAN BRAND AWARENESS UMKM DI WILAYAH KECAMATAN BOJONGLOA KIDUL BANDUNG MELALUI SOCIAL MEDIA ADS MENGGUNAKAN VIDEO PROMOSI Nichi Hana Karlina; Budiman; Aggi Panigoro
Journal of Empowerment Community Vol. 5 No. 2 (2023): Oktober 2023
Publisher : Universitas Perjuangan Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36423/jec.v5i2.1481

Pengembangan sektor UMKM sangat penting dalam meningkatkan perekonomian, terutama di negara-negara berkembang. UMKM dapat menjadi alternatif solusi untuk mengatasi permasalahan sosial seperti kemiskinan dan pengangguran. Permasalahan yang dihadapi oleh para pelaku UMKM adalah adanya kendala dalam pemasaran. Pengelolaan pemasaran secara online sudah dilakukan, namun dalam hal teknis belum menggunakan teknik pemasaran yang sesuai dengan konsep digital marketing. Tujuan kegiatan ini adalah untuk meningkatkan kesadaran merek atau brand awareness dari UMKM dengan memanfaatkan media sosial dan video promosi sebagai alat yang efektif untuk memperkenalkan dan memasarkan produk dan layanan UMKM. Metode pelaksanaan pengabdian kepada masyarakat terkait pendampingan pembuatan social media ads berupa video promosi akan dilakukan melalui pendekatan Metode Participatory Action Research (PAR) dan Asset-Based Community Development (ABCD). Dalam memastikan keberlanjutan program, tim melakukan koordinasi dan kunjungan untuk mendapatkan laporan dari para pelaku UMKM terkait dengan program yang diimplentasikan, melalui assessment dan monitoring berkala program yang sudah berjalan sehingga mampu mendorong pengembangan ekonomi lokal dan meningkatkan kualitas hidup masyarakat melalui pemberdayaan UMKM. Hasil kegiatan menunjukkan peningkatan yang signifikan dalam brand awareness UMKM di wilayah tersebut, terutama melalui kampanye video promosi media sosial. Para UMKM yang telah dilibatkan dalam program mengalami peningkatan penjualan dan pendapatan, sehingga berdampak positif terhadap ekonomi lokal.

Mitigasi Dampak Negatif Sosial Media terhadap Penjualan Suatu Produk Pujianto, Anang Bambang; Sarifiyono, Aggi Panigoro; Purnama, Susan; Sinaga, Johnson
Jurnal Dimamu Vol. 4 No. 3 (2025)
Publisher : Ma'soem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/dimamu.v4i3.1485

The development of social media has had a significant impact on product marketing and sales. While social media provides opportunities for companies to increase brand exposure and expand market reach, it also serves as a source of negative information that can damage brand image and reduce sales performance. This study aims to analyze mitigation strategies for addressing the negative effects of social media on product sales. A quantitative approach was employed using a survey of 100 respondents, analyzed with multiple linear regression. The results show that negative social media exposure decreases sales by 1.85%, whereas mitigation strategies increase sales by 2.14%. The coefficient of determination (R²) of 0.72 indicates that 72% of the variation in sales changes can be explained by negative social media effects and mitigation strategies. Furthermore, t-tests and F-tests confirm that both variables have a significant impact on sales performance. These findings demonstrate that structured mitigation strategies are effective in helping companies counter the negative impact of social media and maintain sales stability.

Pendekatan Syariah dalam Inovasi Pemasaran Produk Halal untuk Meningkatkan Loyalitas Pelanggan Pujianto, Anang Bambang; Sarifiyono, Aggi Panigoro; Purnama, Susan; Sinaga, Johnson
Jurnal Maps (Manajemen Perbankan Syariah) Vol. 9 No. 1 (2025)
Publisher : Masoem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/maps.v9i1.1527

The rapid growth of the halal market and the increasing awareness of Muslim consumers towards products that comply with sharia principles make innovation in halal marketing a strategic issue. The urgency of this research lies in the need to answer the challenges of the halal industry in combining marketing innovation with a sharia approach to increase customer loyalty. This study aims to analyze the effect of sharia-based halal product marketing innovation on customer loyalty, as well as identify the main factors that influence consumer engagement. The method used is quantitative with a survey approach. A sample of 171 respondents was obtained through purposive sampling technique, with a measuring instrument in the form of a 5-point Likert scale questionnaire. Data were analyzed using multiple linear regression and Structural Equation Modeling (SEM) to test the causal relationship between variables. The results of the analysis show that all indicators in the questionnaire are valid (r> 0.739) and reliable (Cronbach's Alpha = 0.9789). The regression model shows an R² value of 0.9336, which means that 93.36% of the variation in customer loyalty can be explained by sharia-based halal marketing innovation. SEM confirms the significant influence of halal product innovation on loyalty (path coefficient = 0.52; p = 0.001) and sharia approach on loyalty (path coefficient = 0.47; p = 0.001). Theoretically, this study strengthens Dick and Basu's (1994) concept regarding value-based loyalty and extends Teece's (2007) application of marketing innovation in the halal context. Practically, the results of this study provide guidance for halal business actors to integrate sharia values ??such as honesty, transparency, and ethics in marketing innovation in order to build long-term loyalty. The novelty of this study lies in the combination of sharia approach and marketing innovation in one empirical model that is statistically tested in the context of the Indonesian halal market

MENINGKATKAN BRAND AWARENESS UMKM DI WILAYAH KECAMATAN BOJONGLOA KIDUL BANDUNG MELALUI SOCIAL MEDIA ADS MENGGUNAKAN VIDEO PROMOSI Nichi Hana Karlina; Budiman; Aggi Panigoro
Journal of Empowerment Community Vol. 5 No. 2 (2023): Oktober 2023
Publisher : Universitas Perjuangan Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36423/jec.v5i2.1481

Pengembangan sektor UMKM sangat penting dalam meningkatkan perekonomian, terutama di negara-negara berkembang. UMKM dapat menjadi alternatif solusi untuk mengatasi permasalahan sosial seperti kemiskinan dan pengangguran. Permasalahan yang dihadapi oleh para pelaku UMKM adalah adanya kendala dalam pemasaran. Pengelolaan pemasaran secara online sudah dilakukan, namun dalam hal teknis belum menggunakan teknik pemasaran yang sesuai dengan konsep digital marketing. Tujuan kegiatan ini adalah untuk meningkatkan kesadaran merek atau brand awareness dari UMKM dengan memanfaatkan media sosial dan video promosi sebagai alat yang efektif untuk memperkenalkan dan memasarkan produk dan layanan UMKM. Metode pelaksanaan pengabdian kepada masyarakat terkait pendampingan pembuatan social media ads berupa video promosi akan dilakukan melalui pendekatan Metode Participatory Action Research (PAR) dan Asset-Based Community Development (ABCD). Dalam memastikan keberlanjutan program, tim melakukan koordinasi dan kunjungan untuk mendapatkan laporan dari para pelaku UMKM terkait dengan program yang diimplentasikan, melalui assessment dan monitoring berkala program yang sudah berjalan sehingga mampu mendorong pengembangan ekonomi lokal dan meningkatkan kualitas hidup masyarakat melalui pemberdayaan UMKM. Hasil kegiatan menunjukkan peningkatan yang signifikan dalam brand awareness UMKM di wilayah tersebut, terutama melalui kampanye video promosi media sosial. Para UMKM yang telah dilibatkan dalam program mengalami peningkatan penjualan dan pendapatan, sehingga berdampak positif terhadap ekonomi lokal.

Optimization Of Micro, Small and Medium Enterprise Financial Management Through Android-Based Zazan Mobile Application for Efficiency of Digital Economy Sustainability Yoga, Titan Parama; Setiana, Elia; Hamzah, Encep; Budiman, Budiman; Sarifiyono, Aggi Panigoro
Jurnal Computech & Bisnis (e-journal) Vol. 18 No. 2 (2024): Jurnal Computech & Bisnis (e-Journal)
Publisher : LPPM STMIK Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56447/95x8j738

In order to sustain and grow a firm, financial management is essential. This procedure is essential for obtaining profit and loss data, preventing employee and business partner fraud, and separating personal and business funds to determine the company's financial situation accurately. Informal MSME actors multitask and operate as small business owners, entrepreneurs, and managers of all business issues. So, there is not enough time to document the financials of a corporation. Making financial records requires basic knowledge, which makes the work feel challenging, intricate, and time-consuming. One way to address this issue is making the Android mobile application "Zazan" to assist in managing the finances of medium-sized, tiny, and microbusinesses. A descriptive strategy was used to gather the data required for this investigation. An integrated application that could record business activity transactions, record business activity schedules, and connect with customers was required, as determined by the analysis and implementation findings. Furthermore, clients can quickly learn more about business players by accessing location information. Interaction between customers and business transaction activities facilitates the automation of business activity recording, enabling the application to complete financial recording. Entrepreneurs will find it easier to manage their financial spending with the help of the company's financial reports. Having employee and multi-store functionalities would be preferable because business actors occasionally have multiple business branches and employees. The implications of this research extend beyond merely providing a tool for financial management; they highlight the necessity of accessible financial solutions for MSMEs. By bridging the gap in financial literacy and time constraints, the "Zazan" application not only empowers business owners to maintain accurate financial records but also fosters better decision-making and strategic planning. This can lead to enhanced business performance, improved relationships with stakeholders, and ultimately, sustainable growth in the competitive market landscape.

The Role of Entrepreneurial Marketing in Strengthening Brand Image of E-Commerce SMEs: A Systematic Literature Review Aggi Panigoro Sarifiyono; Elan Rusnendar; Anang Bambang Pujianto; Sabilla Saberina; Susan Purnama; Rizki Gilang Fernando; Johnson Sinaga
CAKRAWALA : Management Science Journal Vol. 2 No. 3 (2026): Cakrawala Management Science Journal - January
Publisher : Yayasan Edukasi Cakrawala Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63541/1sfbsm05

This study identifies entrepreneurial marketing strategies that enhance brand image in e-commerce SMEs through a systematic literature review (SLR) of 73 Scopus-indexed articles published between 2015 and 2024. Using thematic analysis and narrative synthesis, the study uncovers three key mechanisms: integration of entrepreneurial and market orientations, creation of emotional connections through social media, and development of brand management capabilities. Customer focus and emotional engagement are the strongest drivers of brand image, supported by digital technologies such as e-commerce platforms, artificial intelligence, and social media marketing. The effectiveness of these strategies is influenced by organizational readiness, market turbulence, competitive intensity, cultural context, and owner-manager characteristics. Research gaps remain in integrating entrepreneurial marketing and brand management frameworks, reliance on cross-sectional studies, and limited understanding of brand articulation capabilities. Practically, enhancing organizational readiness and strategic digital adoption are essential to optimize entrepreneurial marketing’s impact on brand image and competitiveness in e-commerce SMEs.

Developing A Human Resource Development Model For Women Entrepreneurs In Indonesian MSMEs Harianto Simarmata; Aggi Panigoro Sarifiyono; Miftah Andita Abdurrohman
Journal of Business and Management Inaba Vol. 5 No. 1 (2026): Volume 5 Number 1, June 2026
Publisher : Universitas Indonesia Membangun (Inaba)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/c67y4q74

Women entrepreneurs in Indonesia hold a pivotal role in national economic resilience, yet they face complex structural and managerial challenges amidst post-pandemic digital transformation. While previous studies have addressed isolated aspects such as financial literacy or digital transformation, there is a significant research gap regarding a comprehensive framework that integrates human resource strategies with digital and psychological dimensions. This study aims to develop a Collaborative Human Resource Development (HRD) Ecosystem Model tailored for women-led MSMEs. Employing a qualitative integrative literature review approach, this study synthesizes findings from recent scholarly publications indexed in reputable academic databases. The literature was selected based on predefined inclusion criteria focusing on women entrepreneurship, human resource development, digital transformation, and MSME development. The results formulate a model consisting of four integrated dimensions: (1) entrepreneurial competency development, (2) digital capability enhancement—encompassing fintech and digital banking adoption, (3) collaborative social and institutional support systems to mitigate dual-role barriers, and (4) adaptive leadership and entrepreneurial resilience strengthening. The model emphasizes that successful digital transformation requires not only technical proficiency but also psychological readiness and supportive institutional ecosystems. Theoretically, this study bridges the gap between HRD and women's entrepreneurship literature in an emerging economy context. Practically, it provides a strategic roadmap for policymakers and financial institutions to design holistic empowerment programs that move beyond basic literacy toward sustainable digital ecosystem integration.

Penguatan Kompetensi Manajemen Media Digital dalam Meningkatkan Kreativitas Siswa SMKN 10 Bandung Mugi Puspita; Indarta Priyana; Aggi Panigoro; Agung Pramayuda
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 3 (2026): August 2026
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/srwpr698

This community service activity aimed to improve the understanding and skills of students at SMKN 10 Bandung in managing digital media creatively and productively as part of strengthening vocational competencies in the fields of creative industries and digital communication. The activity was conducted on May 26, 2026, at SMKN 10 Bandung, targeting students who required reinforcement in digital literacy, content planning, personal branding, and the use of digital media to support creativity and readiness to enter the digital work ecosystem. The implementation method used a participatory training approach consisting of interactive lectures, discussions, content idea mapping, simple content concept development practices, and collective reflection. The training materials covered the functions of digital media, content management strategies, digital media ethics, audience recognition, and the use of digital media as a space for expression, portfolio development, and collaboration. The results showed that students were able to understand the role of digital media not only as a means of entertainment but also as a productive medium for showcasing work, building self-image, and developing creative opportunities. Students also began to identify content opportunities, determine key messages, develop content ideas according to audience characteristics, and recognize the importance of digital responsibility in the publication process.

Pendampingan Implementasi Odoo untuk Pengelolaan E-Commerce Berbasis Entrepreneurship pada UMKM Aggi Panigoro Sarifiyono; Ratih Hadiantini; Fitriyani; Kurnia
Jurnal AbdiMU (Pengabdian kepada Masyarakat) Vol. 6 No. 1 (2026): Mei
Publisher : Ma'soem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/abdimu.v6i1.1976

Digital transformation has become an essential requirement for Micro, Small, and Medium Enterprises (MSMEs) to remain competitive in the rapidly evolving digital economy. However, many MSMEs still face challenges in managing their business operations, such as manual financial recording, inventory management, and limited utilization of digital marketing tools. Therefore, this community service program aims to enhance the digital entrepreneurship capacity of MSMEs through the implementation of the Odoo application as an integrated e-commerce and business management platform. The partners involved in this program are several MSMEs located in Sukapura and Bojongloa Kidul, Bandung City, operating in sectors such as culinary businesses, fashion, boarding house services, and agricultural products. The methods applied in this program include needs assessment, training on the use of the Odoo application, assistance in developing e-commerce websites, and evaluation of system utilization in the partners’ business operations. The results show that the implementation of Odoo successfully helped MSMEs develop e-commerce websites, display digital product catalogs, and improve business information management as well as communication with customers. In addition, this activity improved the digital literacy of MSME partners and provided practical learning experiences for students in implementing business technology. These findings indicate that the use of Odoo-based ERP technology can serve as a strategic solution to support the digital transformation of MSMEs, thereby improving business professionalism and expanding market reach sustainably.

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