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All Journal MABIS: Manajemen dan Bisnis Ihsan: Jurnal Pengabdian Masyarakat
Hasyim, Alwi Fu'ad
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Religion Humanities Economics, Econometrics & Finance Education Social Sciences

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Penguatan Branding UMKM melalui Sosialisasi Unique Selling Point (USP) pada Pelaku Usaha di Kampung Kue Rungkut Surabaya Fardani, Aprissa Ega; Hasyim, Alwi Fu'ad; Imaniar, Sabrina; Ramadhan, Ahmad Dhuha; Fitriana, Nisa Hafi Idhoh
IHSAN : JURNAL PENGABDIAN MASYARAKAT Vol 6, No 2 (2024): Ihsan: Jurnal Pengabdian Masyarakat (Oktober)
Publisher : University of Muhammadiyah Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/ihsan.v6i2.20564

Abstract

Saat ini, UMKM menjadi salah satu pilar utama yang mendukung perekonomian di Indonesia. Namun, banyak UMKM yang mengalami persaingan cukup berat di era globalisasi ini, termasuk para pelaku UMKM di Kampung Kue Rungkut Surabaya. Tujuan dari kegiatan pengabdian masyarakat ini ialah untuk memperkuat branding produk UMKM di Kampung Kue Rungkut Surabaya melalui penciptaan Unique Selling Point (USP). Metode yang digunakan dalam pengabdian ini melibatkan diskusi dan sosialisasi bersama para pelaku UMKM. Kegiatan berlangsung dari tanggal 27 Mei hingga 9 Juni 2024 dengan diikuti oleh 9 pelaku UMKM. Hasil dari kegiatan ini menunjukkan bahwa para pelaku UMKM telah mengetahui dan memahami pentingnya USP pada setiap produk yang dijual. Selain itu, para pelaku UMKM mendapatkan desain logo, brand tag, dan banner yang telah dicetak. Dengan bantuan yang diberikan ini, para pelaku diharapkan dapat meningkatkan daya saing produk serta menarik banyak konsumen. Kegiatan ini berhasil dalam memberikan dampak positif terhadap pemahaman dan penerapan branding yang efektif oleh para pelaku UMKM di Kampung Kue Rungkut Surabaya.
Customer engagement mediates the effect of content marketing on customer retention among mie sedaap consumers in surabaya Hasyim, Alwi Fu'ad; Winarno, Sri Tjondro; Wijayati, Prasmita Dian
Manajemen dan Bisnis Vol 24, No 2 (2025): September 2025
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v24i2.960

Abstract

The transformation to digital marketing has significantly changed the competitive landscape of Indonesia's instant noodle industry. New brands have gained traction through effective content marketing (CM), challenging Mie Sedaap to adapt in order to retain its customers. This study aims to examine how CM influences customer retention (CR), with customer engagement (CE) as a mediating variable. Utilizing WarpPLS 8.0 and the Structural Equation Modeling-Partial Least Square (SEM-PLS) method, primary data was gathered using purposive sampling. A total of 130 respondents completed the questionnaire. Four hypotheses were tested to explore both direct and mediating effects. All hypotheses were supported, confirming significant relationships among the variables. The findings reveal that CM positively impacts CR, both directly and indirectly through CE. Customers who engage by liking, commenting, or sharing branded content are more emotionally connected to the brand, enhancing loyalty, repeat purchases, and word-of-mouth promotion. These results underscore the strategic importance of engaging and emotionally resonant content in fostering long-term customer relationships. For companies in the fast-moving consumer goods (FMCG) sector, particularly instant noodles, crafting interactive, relevant, and emotionally appealing content is critical. Investing in such strategies can strengthen customer loyalty and provide a competitive edge in the increasingly digital marketplace.
Co-Authors Fardani, Aprissa Ega Idhoh Fitriana, Nisa Hafi Imaniar, Sabrina Prasmita Dian Wijayati Ramadhan, Ahmad Dhuha Sri Tjondro Winarno, Sri Tjondro