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All Journal Jurnal Manajemen dan Ekonomi Kreatif Jurnal Pengabdian Masyarakat Indonesia Sejahtera
Giyana Giyana
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health

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Pelatihan Penyusunan Business Model Canvas dalam Meningkatkan Jiwa Kewirausahaan Siswa SMK Kartini Surabaya Dwi Bhakti Iriantini; Husni indrawati2; Giyana Giyana; Randy Randy
Jurnal Pengabdian Masyarakat Indonesia Sejahtera Vol. 3 No. 4 (2024): Desember: Jurnal Pengabdian Masyarakat Indonesia Sejahtera
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/jpmis.v3i4.1792

Abstract

Vocational high school is an educational model that aims to prepare its graduates to work, be able to choose a career, compete and develop themselves, fill the needs of the business world and the industrial world (dudi), and be productive, adaptive and creative. Therefore, vocational high school graduates are not focused on working, but rather emphasize the desire to become entrepreneurs. The purpose of this community service activity is to increase entrepreneurial knowledge so that students are motivated to become entrepreneurs and provide skills training in compiling Business Model Canvas for students of SMK Kartini Surabaya. It is hoped that in the future students will become reliable and professional entrepreneurs. This activity was carried out by the FEB UWKS community service team and in collaboration with SMK Kartini Surabaya, from May 2024 to August 2024. The number of students trained in entrepreneurship was 40 students. The training began with entrepreneurship and Business Model Canvas materials, then the practice of compiling Business Model Canvas was carried out, and ended with a discussion. The implementation of this PKM activity needs to be carried out sustainably. The results of the community service activities are that students have a Business Model Canvas as a business pla
Analisis Peran Trend Fashion dan Fear of Missing Out terhadap Keputusan Pembelian Produk Von Dutch pada Mahasiswa-Mahasiswi Fikri Kamilia Ikhwanda; Giyana Giyana
Jurnal Manajemen dan Ekonomi Kreatif Vol. 3 No. 1 (2025): Jurnal Manajemen dan Ekonomi Kreatif
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jumek.v3i1.528

Abstract

The rapid growth of the fashion industry has significantly influenced consumer behavior, especially among university students. This study examines the role of fashion trends and Fear of Missing Out (FoMO) in purchasing decisions for Von Dutch products among students. Using a qualitative approach through literature review, the research integrates insights from academic sources to analyze these phenomena. Findings reveal that fashion trends create a sense of identity and belonging, while FoMO drives impulsive purchasing behavior due to social and emotional pressures. The combination of these factors significantly impacts students’ decisions to buy Von Dutch products, highlighting the importance of nostalgia-driven marketing strategies. These results provide valuable insights for marketers targeting young consumers.
Persepsi Gen Z terhadap Penggunaan Social Media Marketing sebagai Media Komunikasi dalam Proses Keputusan Pembelian Kopi Kenangan Olivia Efendi; Giyana Giyana
Jurnal Manajemen dan Ekonomi Kreatif Vol. 3 No. 1 (2025): Jurnal Manajemen dan Ekonomi Kreatif
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jumek.v3i1.529

Abstract

The advancement of digital technology has transformed marketing landscapes, with social media emerging as a strategic platform to engage consumers. Generation Z, born between 1997 and 2012, exhibits a strong connection to social media and is influenced by digital content during their purchasing decisions. This study investigates Generation Z's perception of social media marketing as a communication medium in the decision-making process for purchasing Kopi Kenangan products. Using a qualitative literature study method, data were gathered from scholarly articles, journals, and related documents published between 2020 and 2024. The findings highlight that interactive and personalized social media marketing strategies significantly impact Generation Z's perception and purchasing decisions. This research contributes to the understanding of effective digital marketing strategies for local coffee brands, providing insights into how Generation Z responds to and engages with such efforts.
Analisis Persepsi Konsumen terhadap Citra Merek dan Harga dalam Keputusan Pembelian Hand and Body Lotion Vaseline pada Mahasiswa Annas Wahyu Hertanti; Giyana Giyana
Jurnal Manajemen dan Ekonomi Kreatif Vol. 3 No. 1 (2025): Jurnal Manajemen dan Ekonomi Kreatif
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jumek.v3i1.531

Abstract

In the marketing domain, brand image and price are pivotal factors influencing consumer purchasing decisions. This study aims to analyze the perceptions of university students regarding the balance between brand image and price in purchasing Vaseline hand and body lotion. Using a qualitative approach, data were gathered through a systematic literature review and secondary sources, focusing on consumer behavior and skincare product preferences. The findings reveal that students perceive Vaseline as a high-quality brand offering clear skincare benefits. However, price remains a significant determinant due to the limited budgets typical of this demographic. This research contributes to theoretical understanding and provides practical insights for developing marketing strategies targeting university students by aligning brand communication and pricing strategies with their needs and preferences.
Co-Authors Annas Wahyu Hertanti Dwi Bhakti Iriantini Fikri Kamilia Ikhwanda Husni indrawati2 Olivia Efendi Randy Randy