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All Journal International Journal of Economics and Management Sciences Karya Nyata: Jurnal Pengabdian Kepada Masyarakat International Journal Business, Management and Innovation Review
Lamriama Valintina Chrystina Siregar
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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The Effectiveness of Instagram Visual Campaigns on Brand Awareness Among Gen Z Lamriama Valintina Chrystina Siregar; Syafrizal Helmi Situmorang; Baby Karina Fawzeea Sembiring
International Journal of Economics and Management Sciences Vol. 2 No. 1 (2025): International Journal of Economics and Management Sciences
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijems.v2i1.392

Abstract

This study discusses the role of social media in enhancing brand awareness among Generation Z (Gen Z), a group known for their digital savvy and high reliance on technology. Gen Z, born between 1997 and 2012, are highly connected consumers on social media platforms such as Instagram, TikTok , and YouTube . Social media has become a major channel for building and increasing brand awareness due to its ability to reach a wide audience , interact directly, and provide a personalized experience. Through a literature review, this article identifies factors that influence the effectiveness of social media in increasing brand awareness. awareness , including choosing the right platform, relevant and engaging content, and user engagement. In addition, the study also discusses the challenges that brands face in building awareness among Gen Z, such as information overload and the tendency of audiences to be more critical of advertising. The results of this review can provide insights for marketers in designing more effective social media strategies for the younger generation and help brands stay relevant in an increasingly competitive market.
Implementasi Strategi Pemasaran Produk Melalui Packaging dan Kebersihan Produk untuk Menjamin Keberlangsungan Usaha Masyarakat Denai Lama Kecamatan Pantai Labu Kabupaten Deli Serdang Tety Novriyanti Zebua; Elva Citra Sari; Ikmal Husein Lubis; Siti Humaira; Johan Manurung; Lamriama Valintina Chrystina Siregar; Yeni Absah
Karya Nyata : Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 4 (2024): Desember : Karya Nyata : Jurnal Pengabdian kepada Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/karyanyata.v1i4.887

Abstract

To ensure the competitiveness and sustainability of community businesses, one strategy that needs to be implemented is to focus on packaging (product packaging) and product cleanliness. Denai Lama Village, located in Pantai Labu District, Deli Serdang Regency, is one of the tourist villages that has a traditional market that produces local products, especially in the food and handicraft sectors, so that it has its own appeal and can be a significant source of income for the local community. The main objective of this community service is to implement product marketing strategies through product packaging and cleanliness in order to support the desires of the community. In addition to conducting socialization to Traditional Market traders in the Denai Lama tourist village, namely Paloh Naga Market and Selayar Denai, a survey was also conducted using a questionnaire method to obtain data that would be analyzed descriptively. The results obtained were that 56 percent of traders in the Denai Lama tourist village, Pantai Labu District, had a final education of Elementary School or equivalent, with the majority of business actors being mothers aged 51 years and over as many as 44 percent, with approximately 16 types of merchandise, and There are 36 percent of traders who use banana leaves as their merchandise packaging.
The Effect of Advertisements and Consumer Reviews on Buying Interest in Wardah Cosmetic Products in Medan City with Social Media Involvement as a Moderation Variable Mey Ramayanti Tinambunan; Dwi Sakinah; Lamriama Valintina Chrystina Siregar; Syafrizal Helmi Situmorang
International Journal Business, Management and Innovation Review Vol. 1 No. 4 (2024): November : International Journal Business, Management and Innovation Review
Publisher : Universitas Veteran Bangun Nusantara Sukoharjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijbmir.v1i4.57

Abstract

Using social media engagement as a moderating variable, this research seeks to assess the impact of advertising and user reviews on purchasing interest in cosmetic items in Medan City. The data was gathered from 130 participants who filled out a survey using a Likert scale. To assess the link between variables, Partial Least Squares Structural Equation Modeling (PLS-SEM) is utilized for analysis. Both advertisements and customer reviews significantly impact consumers' propensity to make a purchase, while the former has a stronger impact. However, social media engagement has not been proven to moderate the relationship between advertising and consumer reviews and buying interest. This model successfully explains 98.1% of the variance of buying interest, which shows the high power of the model in predicting consumer buying interest. Based on these results, marketing strategies that focus on advertising and consumer reviews need to be optimized to increase consumer buying interest.
Co-Authors Baby Karina Fawzeea Sembiring Dwi Sakinah Elva Citra Sari Ikmal Husein Lubis Johan Manurung Mey Ramayanti Tinambunan Siti Humaira Syafrizal Helmi Situmorang Tety Novriyanti Zebua Yeni Absah