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All Journal Community Engagement and Emergence Journal (CEEJ) Jurnal Abdi Insani
Husin, Sabrina Virgi
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics

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PELATIHAN PENYUSUNAN STRATEGI BISNIS MENGGUNAKAN ANALISIS SWOT PADA USAHA MIKRO KECIL MENENGAH (STUDI KASUS UMKM TANGERANG SELATAN, BANTEN) Vindiana, Afina Putri; O., Annurdiya Rosyidta P.; Tampubolon, Edward Sahat P.; Premana, Premana; Apriyanti, Riska; Husin, Sabrina Virgi
Jurnal Abdi Insani Vol 11 No 4 (2024): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v11i4.1783

Abstract

With the increasing number of SMEs, business competition among SMEs is intensifying, requiring business owners to develop targeted strategies to survive. Business strategies can be formulated by first analyzing a business's potential and weaknesses, then leveraging the potential and addressing the weaknesses. SMEs in South Tangerang face issues such as a lack of knowledge regarding strategic business analysis and an understanding of their strengths, weaknesses, threats, and opportunities. This has resulted in a decrease in monthly revenue for these SMEs. One solution to address these issues among SMEs in South Tangerang is a community service initiative conducted by lecturers and students from the Institut Teknologi Indonesia. This initiative involves training SMEs in strategy formulation using SWOT analysis. SMEs are educated on what SWOT analysis is and guided in identifying the strengths, weaknesses, opportunities, and threats in their businesses. After conducting a SWOT analysis, targeted strategies can be formulated by each SME. From the community's perspective, this activity results in increased knowledge among SME owners in analyzing their business's strengths, weaknesses, threats, and opportunities using the SWOT approach. From an academic perspective, this activity benefits lecturers and students by providing a learning platform and potential research opportunities through case studies of problems faced by SMEs in South Tangerang. As a result of the SWOT analysis training, 90 SMEs in South Tangerang have participated in the training to develop business strategies based on the SWOT approach. With the implementation of these strategies, it is hoped that SMEs will achieve their best business potential and experience an increase in revenue.
Peran Social Media Marketing, Influencer Marketing, dan Persepsi Harga dalam Membentuk Minat Beli Konsumen Generasi Z terhadap Produk Minuman Kesehatan: Studi Literatur Husin, Sabrina Virgi; Octasylva, Annuridya Rosyidta Pratiwi; Vindiana, Afina Putri; Tampubolon, Edward Sahat
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 2 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i2.10169

Abstract

Perkembangan media sosial telah mendorong perubahan signifikan dalam strategi pemasaran digital, khususnya dalam menjangkau konsumen generasi Z. Generasi ini dikenal sebagai kelompok yang aktif menggunakan media sosial dan menjadikannya sebagai sumber utama informasi sebelum melakukan keputusan pembelian. Penelitian ini bertujuan untuk mengkaji peran social media marketing, influencer marketing, dan persepsi harga dalam membentuk minat beli konsumen generasi Z terhadap produk minuman kesehatan. Metode penelitian yang digunakan adalah studi literatur dengan pendekatan kualitatif, yaitu mengkaji dan menganalisis berbagai hasil penelitian terdahulu yang relevan dengan variabel penelitian. Hasil kajian menunjukkan bahwa social media marketing berperan penting dalam meningkatkan kesadaran merek, keterlibatan konsumen, serta ketertarikan terhadap produk melalui konten yang informatif, visual, dan interaktif. Influencer marketing berkontribusi dalam membangun kepercayaan dan persepsi positif konsumen melalui kredibilitas dan kedekatan influencer dengan audiens. Selain itu, persepsi harga menjadi faktor evaluatif yang memengaruhi minat beli konsumen generasi Z, terutama dalam menilai kesesuaian antara harga dan manfaat produk. Secara keseluruhan, ketiga variabel tersebut saling berperan dalam membentuk minat beli konsumen generasi Z terhadap produk minuman kesehatan. Temuan ini diharapkan dapat memberikan kontribusi teoritis dalam pengembangan kajian pemasaran digital serta menjadi referensi praktis bagi pelaku usaha dalam merancang strategi pemasaran yang efektif bagi konsumen generasi Z.
Co-Authors Apriyanti, Riska O., Annurdiya Rosyidta P. Octasylva, Annuridya Rosyidta Pratiwi Premana, Premana Tampubolon, Edward Sahat Tampubolon, Edward Sahat P. Vindiana, Afina Putri