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All Journal Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Bakti Masyarakat Indonesia International Journal of Application on Economics and Business
Natalya, Yenny
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Social Sciences Other

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INOVASI DESAIN KAOS: KREATIF DENGAN KECERDASAN BUATAN Cokki, Cokki; Putri, Angely Olivia; Natalya, Yenny; Tiffany, Fransisca
Jurnal Bakti Masyarakat Indonesia Vol. 7 No. 2 (2024): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v7i2.30335

Abstract

Creativity and innovation in design are key for fashion industry players to stay competitive. Especially in the textile and apparel (T&A) industry, it plays a vital role in the global economy, as well as being one of the sectors with the largest, longest, and most dynamic supply chains. This industry can expect a new approach to production and personalization through the application of artificial intelligence (AI). Pandaboo is a clothing business, especially t-shirts, located in Duri Kosambi, Cengkareng. Pandaboo offers various types of t-shirts with various materials and designs, and the design and production process is managed directly by the owner. This community service activity aims to enhance innovation in creating T-shirt designs for our partner, Pandaboo, a clothing business specializing in various types of T-shirts. Through observation, we found that Pandaboo's designs tend to be monotonous and lack variation, and have not yet reached their full potential in attracting consumer interest, thus proving ineffective in boosting sales. Therefore, the PKM team collaborates and works with the business owner to create more appealing, varied, and innovative design concepts through the utilization of artificial intelligence. Although the creation of T-shirt design concepts still requires human input, the presence of artificial intelligence can increase efficiency in production time with optimal design quality. The PKM team also provides recommendations to our partner in the form of actionable steps to ensure that the process of creating T-shirt designs in the future can be carried out maximally by the partner themselves. ABSTRAK Kreativitas dan inovasi dalam desain adalah kunci bagi pelaku industri mode untuk tetap bersaing.Terutama pada industri tekstil dan pakaian (T&A) memegang peranan yang vital dalam perekonomian global, sekaligus menjadi salah satu sektor dengan rantai pasokan terbesar, terpanjang, dan paling dinamis. Industri ini dapat mengharapkan pendekatan baru terhadap produksi dan personalisasi melalui penerapan kecerdasan buatan (AI). Pandaboo adalah usaha pakaian khususnya kaos yang berlokasi di Duri Kosambi, Cengkareng. Pandaboo menawarkan berbagai jenis kaos dengan beragam bahan dan desain, dan proses desain serta produksi dikelola langsung oleh pemiliknya. PKM ini bertujuan untuk meningkatkan inovasi dalam pembuatan desain kaos bagi mitra kami, yaitu Pandaboo, sebuah usaha pakaian yang khusus memproduksi berbagai jenis kaos. Melalui pengamatan, kami menemukan bahwa desain-desain yang dimiliki oleh Pandaboo cenderung monoton dan kurang bervariatif, serta belum mencapai potensi maksimal dalam menarik minat konsumen sehingga tidak efektif dalam meningkatkan penjualan. Oleh karena itu, tim PKM berkolaborasi dan bekerja sama dengan pemilik usaha untuk menciptakan konsep desain yang lebih menarik, bervariasi, dan inovatif melalui pemanfaatan kecerdasan buatan. Meskipun penciptaan konsep desain kaos masih membutuhkan kontribusi manusia, keberadaan kecerdasan buatan dapat meningkatkan efisiensi dalam waktu pembuatan dengan kualitas desain yang optimal. Tim PKM juga memberikan saran kepada mitra kami dalam bentuk langkah-langkah yang dapat diterapkan untuk memastikan bahwa proses penciptaan desain kaos di masa depan dapat dilakukan secara maksimal oleh mitra itu sendiri
THE INFLUENCE OF PRODUCT PLACEMENT ON VIRTUAL INFLUENCER: ANALYSIS OF AUDIENCE ATTITUDES Natalya, Yenny; Cokki, Cokki
International Journal of Application on Economics and Business Vol. 3 No. 1 (2025): February 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i1.333-345

Abstract

This study examines the influence of attitudes towards influencers on attitudes towards product placement and brands, as well as explores the relationship between attitudes towards product placement and Nike brand. Utilizing a sample of 273 students, the research leverages @allysagladys as a virtual influencer on Instagram. The results indicate that attitudes towards influencers affect attitudes towards product placement and brands, while attitudes towards product placement also influence attitudes towards brands. These findings provide valuable insights into understanding the interactions among consumers, influencers, and product placement in the context of social media marketing. The practical implications of these findings can help industry players to optimize their marketing approaches and increase the effectiveness of product promotions through influencers, especially virtual ones.
PRODUCT PLACEMENT ON THE VIRTUAL INFLUENCER’S INSTAGRAM TOWARDS BRAND RECALL Cokki, Cokki; Putri, Angely Olivia; Tiffany, Fransisca; Wijaya, Santrista; Natalya, Yenny
International Journal of Application on Economics and Business Vol. 3 No. 1 (2025): February 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i1.367-374

Abstract

This study aims to examine the influence of product placement on the virtual influencer’s Instagram account (@allysagladys) towards brand recall. The sample size for this study consists of 60 students from Tarumanagara University in West Jakarta. The method used in this study to collect the data is convenience sampling where questionnaires were distributed directly to the respondents. The results of this study shows that respondents brand recall is affected by product placement on the virtual influencer's account. Additionally, this study suggests that companies should enhance their social media promotion through collaborations with influencers to improve brand recall of their product.
Pengaruh influencer virtual terhadap sikap audiens dalam membentuk niat beli Nike di Jawa Timur Natalya, Yenny; Cokki, Cokki
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 5 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i5.35325

Abstract

This study aims to explore the influence of attitudes toward virtual influencers on attitudes toward product placement, brand attitudes, and purchase intention, focusing on followers of Allysa Gladys as a virtual influencer promoting the Nike brand. A quantitative approach was employed by collecting data through questionnaires from 148 respondents. Data analysis was conducted using the PLS-SEM method. The results indicate that attitudes toward the virtual influencer significantly affect attitudes toward product placement and the brand but do not have a direct influence on purchase intention. On the other hand, attitudes toward product placement and the brand were found to have a significant impact on purchase intention. These findings suggest that the presence of virtual influencers such as Allysa Gladys can create positive perceptions of the brand through effective product placement strategies and a strong brand image. This study provides empirical insights into the effectiveness of virtual influencers in shaping consumer attitudes and serves as a reference for marketing practitioners in designing more relevant brand communication strategies in the digital era. Penelitian ini bertujuan untuk mengeksplorasi pengaruh sikap terhadap influencer virtual terhadap sikap terhadap penempatan produk, sikap terhadap merek, dan niat beli, dengan fokus pada pengikut Allysa Gladys sebagai virtual influencer yang mempromosikan merek Nike. Pendekatan kuantitatif digunakan dengan mengumpulkan data melalui kuesioner dari 148 responden. Analisis data dilakukan menggunakan metode PLS-SEM. Hasil penelitian menunjukkan bahwa sikap terhadap influencer virtual secara signifikan memengaruhi sikap terhadap penempatan produk dan merek, namun tidak memiliki pengaruh langsung terhadap niat beli. Di sisi lain, sikap terhadap penempatan produk dan merek terbukti memiliki pengaruh signifikan terhadap niat beli. Temuan ini menunjukkan bahwa kehadiran virtual influencer seperti Allysa Gladys dapat menciptakan persepsi positif terhadap brand melalui strategi penempatan produk yang efektif dan citra merek yang kuat. Penelitian ini memberikan wawasan empiris mengenai efektivitas virtual influencer dalam memengaruhi sikap konsumen, serta menjadi acuan bagi praktisi pemasaran dalam merancang strategi komunikasi merek yang lebih relevan di era digital.
PERAN KECERDASAN BUATAN DALAM PENCIPTAAN KONTEN MEDIA SOSIAL SALAD BOZ Cokki, Cokki; Putri, Angely Olivia; Tiffany, Fransisca; Wijaya, Santrista; Natalya, Yenny
Jurnal Bakti Masyarakat Indonesia Vol. 6 No. 3 (2023): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v6i3.26549

Abstract

Digital transformation changed the way marketers conduct marketing activities, namely social media content thatcreated using artificial intelligence. The collaboration between artificial intelligence and humans bringsopportunities for business owners to optimize their digital presence.Consequently, this community service activity isconducted with aim to improve our partner’s social media content management, Salad Boz, a culinary businessfocused on healthy food. Through observation, the partner’s social media content is still disorganized, the concept isnot optimal, and lacks consistency, making it less ef ective for promotion. Therefore, the community service activityteam collaborates and works together with the business owner to create more ef ective, organized, and consistentsocial media content by utilizing artificial intelligence. The utilization of artificial intelligence includes ideaplanning, content creation, photo editing, and creating captions for Instagram posts. The community service activityteam successfully assists the partner with consistent and engaging content posts. Even though, the content creationstill requires human contribution, but the presence of artificial intelligence enhances the ef iciency of the creationprocess, ensuring the quality of content uploaded on social media. The community service team also providessuggestions to partners in the form of actionable steps to ensure that future marketing content management can bemaximized by the partner itself. ABSTRAK: Transformasi digital mengubah cara pemasar dalam melaksanakan aktivitas pemasaran, salah satunya melalui kontenmedia sosial yang diciptakan menggunakan kecerdasan buatan. Kolaborasi antara kecerdasan buatan dan manusiamembawa peluang bagi pemilik usaha untuk mengoptimalisasi kehadiran digital. Dengan demikian, PKM inidilakukan dengan tujuan untuk meningkatkan efektivitas pengelolaan konten media sosial mitra, yaitu Salad Boz,sebuah usaha kuliner yang terfokus pada makanan sehat. Melalui pengamatan, konten media sosial Salad Boz belumterorganisir, konsep belum maksimal dan kurang konsisten sehingga kurang efektif untuk promosi. Oleh karena itu,tim PKM berkolaborasi dan bekerja sama dengan pemilik usaha untuk menciptakan konten media sosial yang lebihefektif, teratur, dan konsisten melalui pemanfaatan kecerdasan buatan. Penciptaan konten menggunakan kecerdasanbuatan meliputi, perencanaan ide, penciptaan konten, pengeditan gambar, serta pembuatan caption untuk unggahan diInstagram. Tim PKM berhasil membantu mitra dengan unggahan konten yang konsisten dan menarik. Pembuatankonten ini tetap membutuhkan kontribusi dari manusia, namun dengan adanya kecerdasan buatan dapat meningkatkanefisiensi waktu pembuatan dengan kualitas konten yang akan diunggah pada media sosial. Tim PKM turutmemberikan saran kepada mitra dalam bentuk langkah-langkah yang dapat diterapkan agar pengelolaan kontenpemasaran kedepannya dapat dilakukan secara maksimal oleh mitra sendiri.
Co-Authors Cokki, Cokki Putri, Angely Olivia Tiffany, Fransisca Wijaya, Santrista