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All Journal Accounting Profession Journal (APAJI) Prapanca : Jurnal Abdimas
Aileen Chandra
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Arts Humanities 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.
The Influence of Brand Awareness, Brand Image, Product Quality, and Price on Purchasing Decisions on Eucalyptus Oil Products UD. Rejeki Jaya Revina A. Wilar; Aileen Chandra; Christianna Purnamasari; Monalisa
Accounting Profession Journal (APAJI) Vol. 7 No. 2 (2025): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35593/apaji.v7i2.292

Abstract

This research investigates the influence of brand awareness, brand image, product quality, and price on consumer purchasing decisions in the context of UD. Rejeki Jaya, a traditional medicine MSME that specializes in eucalyptus oil. A quantitative approach was used, with primary data collected from 53 respondents through a structured questionnaire. Data were analyzed using descriptive statistics, correlation, and regression analysis to identify relationships and test hypotheses. The data analysis technique was carried out using the Partial Least Square - Structural Equation Modeling (PLS-SEM) approach using WarpPLS version 6.0 software, to identify the significant influence of each variable. The research results show that brand awareness, brand image, product quality and price have a significant influence on purchasing decisions. This study contributes to existing knowledge by emphasizing the important role of brand awareness in MSMEs operating in niche markets. This study offers practical implications, including strategies for improving branding efforts, maintaining product quality, and optimizing prices to holistically meet consumer needs.
Co-Authors Ariell Goldina Suciawan Christianna Purnamasari Davin Endri Setiawan Fedianty Rosalynda Rante Tasak Monalisa Muhammad Aththur Shadiq Revina A. Wilar Ronny Wijaya William Tan Yuyun Karystin Meilisa Suade