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All Journal Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Global Leadership Organizational Research in Management
Nathania Ariyani Paramesti Anindya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Peningkatan Inovasi Olahan Buah Menjadi Produk Yang Memiliki Daya Saing Tinggi Pada UKM Pejuang Rasa Nathania Ariyani Paramesti Anindya; Ni Made Ida Pratiwi
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 2 No. 1 (2024): JANUARI: Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v2i1.518

Abstract

Small and Medium Enterprises (SMEs) are one of several pillars that support the economy in Indonesia. The aim of community service through the Merdeka Entrepreneurial Internship activity is to provide assistance to SME partners, regarding innovation menus, flavors, products, as well as marketing methods via social media. With this service, it is hoped that it can be a solution in improving the welfare of SMEs. The partners who receive assistance in this service are UKM Pejuang Rasa which is located on Jalan Semolowaru No VIII, Sukolilo District, Surabaya City, East Java Province. The methods used in this activity are interviews, problem analysis, production planning, production and promotion. Their Entrepreneurship Internship activities are carried out by approximately 4-5 people per group for a total of 30 working days. After going through the observation stage during the activity, a product was produced in the form of a smoothie bowl which had environmentally friendly paperbowl packaging to become an innovation related to fruit processing at Pejuang Rasa UKM. It is hoped that the results of this product innovation can increase sales and business competitiveness with other SMEs.
Pengaruh Viral Marketing, Online Customer Review, Impulse Buying terhadap Keputusan Pembelian Produk Glad2Glow di TikTok Shop pada Remaja di Surabaya Nathania Ariyani Paramesti Anindya; Ayun Maduwinarti; Ni Made Ida Pratiwi
Global Leadership Organizational Research in Management Vol. 3 No. 3 (2025): Global Leadership Organizational Research in Management
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/glory.v3i3.2815

Abstract

In today’s digital era, social media platforms like TikTok are not only used for entertainment but have also become popular shopping platforms, especially among teenagers. One product that has gained significant attention is Glad2Glow, which utilizes TikTok Shop to market its products. The marketing strategies employed include viral marketing, online customer reviews, and the stimulation of spontaneous purchases (impulse buying).This study aims to determine whether these three variables have a significant influence on the purchasing decisions of teenagers in Surabaya regarding Glad2Glow products on TikTok Shop. A quantitative approach was used, with questionnaires distributed to teenagers in Surabaya as respondents. The data analysis technique applied was multiple linear regression to test the influence of each independent variable on purchasing decisions as the dependent variable. The results show that viral marketing, online customer reviews, and impulse buying all have a significant impact on purchasing decisions. This indicates that digital marketing strategies that are engaging, informative, and capable of triggering spontaneous purchases can enhance teenagers’ purchasing decisions on platforms like TikTok Shop.
Co-Authors Ayun Maduwinarti Pratiwi, Ni Made Ida