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All Journal Jurnal Manajemen eProceedings of Applied Science
Yasmin, Namira Fisilmi
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

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THE INFLUENCE OF LEADERSHIP STYLE ON GROUP MOTIVATION TO INNOVATE DIGITALLY AT COFFEE PUNTANG WANGI BANDUNG DISTRICT Azzahra, Calista Luky; Junipriansa, Donni; Yasmin, Namira Fisilmi
Jurnal Manajemen Vol 13 No 1 (2025): Jurnal Manajemen
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36546/jm.v13i1.1491

Abstract

Campakamulya Village, situated at the base of Mount Puntang in Bandung Regency, is a prominent producer of high-quality coffee with a distinctive flavor profile. The Ormawa Membangun Negeri (POMN) Program is strategically positioned to facilitate digital transformation and foster innovation within the Puntang Wangi Coffee group amid the difficulties of the digital age. The Head of the Forest Village Community Institution (LMDH) facilitates this change process by fostering cooperation between students and the coffee group, therefore establishing a pleasant synergy.This research seeks to examine the impact of leadership style on group motivation in the adoption of digital technologies. This research, using a quantitative methodology and data analysis via SPSS software, found that leadership style significantly influences group motivation. The study instrument demonstrated substantial validity and reliability, indicating strong internal consistency.The findings of this research affirm that leaders who proficiently enable cross-group communication may enhance the adaption of digital technologies. Recommendations include enhancing the role of group leaders in facilitating collaboration-oriented digital transformation. Future study should investigate organizational culture variables and intergroup interactions to enhance the durability of digital innovation.
Pengaruh Digital Branding Untuk Meningkatkan Brand Awareness Pada Sosial Media Tiktok Caru Matcha Bar Yasmin, Namira Fisilmi; Aprilina, Riska
eProceedings of Applied Science Vol. 11 No. 4 (2025): Agustus 2025
Publisher : eProceedings of Applied Science

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh digital branding terhadap brand awareness pada platform TikTok akun Caru Matcha Bar. Perkembangan media sosial, khususnya TikTok, membuka peluang besar bagi merek untuk meningkatkan kesadaran merek melalui konten kreatif. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif, di mana data dikumpulkan melalui distribusi kuesioner kepada 100 responden yang ditentukan dengan teknik random sampling. Variabel utama yang dianalisis meliputi pemasaran media sosial, produksi konten, dan pengembangan keterlibatan pelanggan. Hasil penelitian menunjukkan bahwa digital branding memiliki pengaruh signifikan terhadap brand awareness (F = 84,911; p = 0,000), dengan indikator-indikator seperti brand recall, brand recognition, purchase decision, dan consumption yang berada pada kategori sangat baik. Kesimpulannya, digital branding melalui platform TikTok terbukti efektif dalam meningkatkan brand awareness, serta membangun hubungan yang kuat dengan konsumen melalui konten yang relevan dan interaktif Kata kunci: digital branding, brand awareness, tiktok, konten kreatif, strategi pemasaran
Co-Authors Azzahra, Calista Luky Donni Junipriansa Riska Aprilina