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All Journal JURNAL MANAJEMEN MOTIVASI Empowering Humanity
Alda Kaniza, Yosy
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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THE ROLE OF DIGITAL MARKETING IN DINDA HAYU BATIK UMKM BY IMPLEMENTING 3N (NITENI, NIROKKE, NAMBAHI) Wahyu Firmansyah, Aditya; Indah, Uliyana; Mahardikaning Sari, Puput; Alda Kaniza, Yosy; Rambu Lemba, Retno; Ayu Rahma Putri, Astrid; Ratna Purnamarini, Tri; Fauzi, Fitriya
EMPOWERING HUMANITY Vol. 2 No. 2 (2024): Current Issues 4
Publisher : SMARTINDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58765/emhum.v2i2.221

Abstract

ABSTRACT The teachings of Tamansiswa 3N (Niteni, Nirokke, Nambahi) can not only be applied in the world of education. Part of the 3N concept (Niteni, Nirokke, Nambahi) can also be implemented in Dinda Hayu Batik MSMEs. This community service activity aims to examine the role of digital marketing in increasing the competitiveness of MSME Dinda Hayu Batik, a traditional batik business in Yogyakarta by implementing 3N (Niteni, Nirokke, Nambahi). The 3N approach, which means observing (niteni), imitating (nirokke), and modifying (nambahi) is used as the main strategy in optimizing digital marketing, especially on social media and e-commerce platforms. The research methods used are counseling, interviews, social media content analysis and observation. The nirokke and nambahi stages help Dinda Hayu Batik MSMEs recognize market trends and preferences, while nirokke and nambahi enable product adaptation and innovation to better suit the tastes of modern consumers without losing batik's cultural identity.
PENGARUH CONTENT MARKETING DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION DENGAN ATTITUDE SEBAGAI VARIABEL MEDIASI (Studi Pada Skincare Glad2Glow di Yogyakarta) Alda Kaniza, Yosy; Cahya, Agus Dwi; Indraswari, Nurul Myristica
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9283

Abstract

This study analyzes the influence of content marketing and celebrity endorsers on purchase intention, with attitude as a mediating variable among Glad2Glow skincare consumers in Yogyakarta. A quantitative approach was applied, with 183 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that content marketing and celebrity endorsers have a positive and significant effect on both purchase intention and attitude, and that attitude has a positive and significant effect on purchase intention. Attitude also mediates the effect of content marketing and celebrity endorsers on purchase intention. Keywords: Content Marketing; Celebrity Endorser; Attitude; Purchase Intention; Glad2Glow
Co-Authors Agus Dwi Cahya Ayu Rahma Putri, Astrid Fauzi, Fitriya Indah, Uliyana Mahardikaning Sari, Puput Nurul Myristica Indraswari Rambu Lemba, Retno Ratna Purnamarini, Tri Wahyu Firmansyah, Aditya