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All Journal Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Lahman, Salwa Nabila
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGOPTIMALAN KEGIATAN PEMASARAN PELAKU UMKM DI KOTA MALANG MELALUI MEDIA SOSIAL INSTAGRAM DAN TIKTOK Hussein, Ananda Sabil; Hapsari, Raditha; Ully, Clara Diandra; Agustin, Najla Amalina; Putri, Reyka Kurnia; Lahman, Salwa Nabila; Rohmah, Sukma Arum Maulidatu
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 1.1 (2024): Jurnal Pengabdian kepada Masyarakat Nusantara (JPkMN) SPECIAL ISSUE
Publisher : Lembaga Dongan Dosen

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Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memainkan peran krusial dalam pertumbuhan ekonomi Indonesia yang saat ini telah memberikan kontribusi sebesar 61% terhadap Produk Domestik Bruto (PDB) Nasional dan menyerap 97% tenaga kerja Indonesia. Akan tetapi, hanya 33,6% UMKM di Indonesia yang memanfaatkan teknologi dalam menjalankan bisnisnya. Hal tersebut menunjukkan terdapatnya peluang besar yang belum dioptimalkan. Untuk membantu menghadapi tantangan tersebut, Departemen Manajemen FEB UB menyelenggarakan kegiatan Pengabdian Kepada Masyarakat yang berkontribusi untuk membantu UMKM Kota Malang dan UMKM Taman Nasional Bromo Tengger Semeru (TNBTS) dalam memanfaatkan teknologi digital saat ini untuk menyongsong kegiatan pemasaran digital UMKM mereka, yaitu dengan cara melaksanakan program pelatihan dan pendampingan kepada pelaku UMKM yang berfokus pada pemanfaatan fitur sosial media Instagram dan TikTok. Selain itu, melalui kegiatan ini, para pelaku UMKM diajak untuk praktik secara langsung dalam penggunaan fitur sosial media dan mengidentifikasi kebutuhan mereka terkait penggunaan sosial media bagi peserta yang kurang berpengalaman melalui pendampingan. Hasil dari kegiatan ini menunjukkan peserta workshop mampu meningkatkan penjualan bisnis mereka, memperluas jangkauan bisnis, dan mengefisienkan biaya pemasaran bisnis mereka
The Role of Customer Engagement in Mediating Authenticity and Loyalty Lahman, Salwa Nabila; Hussein, Ananda Sabil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.17

Abstract

Purpose – This study aims to examine the effect of brand authenticity on customer loyalty among Toko Kopi Tuku customers in Malang City by investigating the mediating role of customer engagement. Design/Methodology/Approach – This study employed a quantitative explanatory research design based on relevant theoretical foundations. Data were collected through questionnaires from 212 customers residing in Malang City, Malang Regency, and Batu City who had made at least two purchases at Toko Kopi Tuku Malang. The respondents were selected using a purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through inner model and outer model assessments with SmartPLS 4. Findings – The results indicate that brand authenticity does not have a direct significant effect on customer loyalty. However, customer engagement significantly mediates the relationship between brand authenticity and customer loyalty. Furthermore, brand authenticity has a positive and significant effect on customer engagement, while customer engagement significantly influences customer loyalty. These findings suggest that brand authenticity strengthens loyalty indirectly by fostering deeper customer engagement. Originality/Value – This study contributes to the brand management and customer relationship literature by demonstrating the importance of customer engagement as a psychological mechanism linking brand authenticity to customer loyalty. The findings extend understanding of loyalty formation in the coffee shop industry and provide practical insights for businesses seeking to build sustainable customer relationships through authentic brand experiences and meaningful customer interactions.
Co-Authors Agustin, Najla Amalina Ananda Sabil Hussein Putri, Reyka Kurnia Raditha Dwi Vata Hapsari Rohmah, Sukma Arum Maulidatu Ully, Clara Diandra