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All Journal Jurnal Ekonomi Proceeding of International Conference on Entrepreneurship (IConEnt)
Hananiel M. Gunawan
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Economics, Econometrics & Finance

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Analysis Of The Effect Of Social Media Marketing, Social Influence, Facilitating Conditions, Performance Expectancy, And Effort Expectancy Affect Brand Awareness Through Brand Loyalty As An Intervening Variable For Scarlett Whitening Consumers In Kupang City Trixi soraya haba; Yanuar dananjaya; Hananiel M. Gunawan
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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In today's modern era, the development of the beauty product business is multiplying. People, especially women, are increasingly aware of the importance of cosmetics as a daily necessity, and the demand for someone to look attractive in front of the public is one of the reasons the cosmetics industry is growing well in Indonesia. For women, appearance and beauty are essential because they are supported by popularity, social status, life, and career choices influenced by one's physical attractiveness. Beauty and body care products can meet women's needs for beauty, which is also a means for consumers to explain social self-identity in the eyes of society (Ferrinadewi, 2016). Google collected the data from this study from electronic questionnaires from 105 respondents who had purchased skincare at Scarlett Whitening in Kupang City. This study using SPSS was used to assess the relationship between variables. This study shows that Social Media Marketing, Social Influence and Facilitating Conditions, Performance Expectancy, and Effort Expectancy significantly affect Brand Awareness and Loyalty. This shows that retail businesses, especially sales, should consider these variables to increase sales.
Fostering Entrepreneurial Spirit: Building Business Plans Based On Creativity Oliandes Sondakh; Janice C. Siahaya; Hananiel M. Gunawan; Felicia Juliani Leliga
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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One form of the tridharma of higher education is carrying out Community Service (PKM). The UPH Surabaya campus Management study program conducts PKM in the form of an entrepreneurship workshop. This workshop, which is applied in community service, aims to increase the confidence of class X students to try new things and become entrepreneurs from an early age. This activity is designed to provide an in-depth understanding of the principles of becoming a true entrepreneur as well as training practical skills that can be directly applied in entrepreneurial activities. Through a participatory approach, participants are expected to be able to produce simple products with limited resources, and even promote the results of their business in an interesting way. The expected result is an increase in the capacity of participants who can then become young entrepreneurs who participate in efforts to boost the Indonesian economy in the future.
Co-Authors Felicia Juliani Leliga Janice C. Siahaya Oliandes Sondakh Trixi soraya haba Yanuar Dananjaya