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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Prapanca : Jurnal Abdimas
Muhammad Aththur Shadiq
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pelatihan Pemasaran Instagram untuk UMKM Nasi Tumpeng Kang Ca'di: Pemanfaatan ChatGPT dan Canva Muhammad Aththur Shadiq; Ariell Goldina Suciawan; Fedianty Rosalynda Rante Tasak; Ronny Wijaya; Aileen Chandra; William Tan; Davin Endri Setiawan; Yuyun Karystin Meilisa Suade
Prapanca : Jurnal Abdimas Vol. 4 No. 2 (2024): Prapanca : Jurnal Abdimas
Publisher : LPPM Stikosa - AWS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37826/prapanca.v4i2.650

Abstract

Marketing through social media, particularly Instagram, plays a vital role in developing Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. In this context, content consistency and understanding of generative AI technology (ChatGPT) and graphic design applications (Canva) are essential factors for MSMEs. This service activity study aims to train Nasi Tumpeng Kang Ca'di MSMEs in optimizing digital marketing through ChatGPT and Canva. The training method was conducted online through Zoom, involving initial interviews, visits to MSME locations, MSME showcases, and preparation and implementation of training materials. The evaluation was conducted through questionnaires to measure the understanding and effectiveness of the training. The results showed increased MSMEs' understanding and skills in creating attractive and consistent marketing content on Instagram. This activity is expected to strengthen MSMEs' digital marketing strategies and positively impact business development in the digital era.
INSTAGRAM-ABLE ATAU LOYAL PERAN BRAND AWARENESS & BRAND IMAGE DALAM MENENTUKAN RE-USE INTENTIONS PENIKMAT KOPI Muhammad Aththur Shadiq; Erwin Erwin; Fernando Laurence Chandra; Tjan Tjan; Amelya Poaler
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.5435

Abstract

This study aims to analyze the role of Instagram in enhancing marketing activities, particularly in shaping brand awareness, brand image, and driving Brand Instagram Re-usage Intentions (BIRI) within the coffee industry in Makassar. In the digital age dominated by social media, Instagram has emerged as a highly influential platform in digital marketing strategies. With its distinctive features, Instagram serves not only as a communication tool but also as a strategic platform to build and reinforce brand image and brand awareness. This research employs a descriptive quantitative approach using a survey method. Data were collected from 211 respondents who are active Instagram-using patrons of coffee shops in Makassar. The sampling technique used was purposive sampling with specific criteria. A 5-point Likert scale questionnaire was used as the research instrument to measure respondents' perceptions of the research variables. The collected data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the aid of WarpPLS 8.0 software. The results of the study indicate that Instagram Marketing Activities (IMA) have a positive and significant effect on BIRI, both directly and through the mediation of Brand Awareness (BA) and Brand Image (BI). This study makes a significant contribution to the development of digital marketing strategies, especially for those in the coffee industry seeking to leverage Instagram to enhance brand awareness, brand image, and customer loyalty. The findings of this study are expected to provide guidance for coffee industry players in designing effective marketing strategies through the Instagram platform.
Co-Authors Aileen Chandra Amelya Poaler Ariell Goldina Suciawan Davin Endri Setiawan Erwin Erwin Fedianty Rosalynda Rante Tasak Fernando Laurence Chandra Ronny Wijaya Tjan Tjan William Tan Yuyun Karystin Meilisa Suade