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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Pengabdian Kepada Masyarakat Indonesia
Ariati Anomsari
Universitas Dian Nuswantoro
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Public Health Social Sciences

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User Generated Content, Firm Generated Content, Celebrity endorser terhadap Kepercayaan Merek pada overclaim Serum Azarine di TikTok Vivi Gusfiani; Diana Aqmala; Ariati Anomsari; Rudi Kurniawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 8 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i8.8116

Abstract

This study aims to analyse the influence of User generated content (UGC), Firm generated content (FGC), and Celebrity endorser on brand trust with a case study of Azarine's OVERCLAIM Serum product on the TikTok platform. TikTok, as a social media with rapid growth, is a strategic place for companies to utilise creative content so that it can influence brand trust. The research method used is quantitative method. The population of this study were TikTok users and users of Azarine Niacinamide 10% + Dipotassium Glycyrrhizate Glorious Serum products. The sample used was 100 respondents. The sample technique used was purposive sampling which was obtained from distributing online questionnaires. The type of data used are primary and secondary data. The data collected will be analysed through IBM SPSS version 25.0. The results showed that user generated content has a positive and significant effect on brand trust, firm generated content has a significant positive effect on brand trust, and celebrity endorsers have a significant positive effect on brand trust.
Peran Brand Trust dalam Memediasi Dampak Brand Image, Electronic Word of Mouth, dan Influencer terhadap Purchase Desicion Sunscreen Facetology Nayla Salsabila Putri Arshinta; Piji Pakarti; Ariati Anomsari; Tito Aditya Perdana
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 8 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i8.8853

Abstract

This study analyzes the role of brand trust in mediating the influence of brand image, electronic word of mouth, and influencer on the purchase decision of Facetology products in Semarang. Using a quantitative approach, this study involved 149 Facetology consumers as respondents selected through purposive sampling. The results showed that brand image, electronic word of mouth, and influencer had a positive and significant effect on brand trust and purchase decision. Brand trust was also proven to have a positive and significant effect on purchase decision with the strongest influence compared to other variables. In addition, brand trust effectively mediated the relationship between the third independent variable on purchase decision. This study reveals Facetology's success in addressing the "comedogenic" issue through clarification based on scientific evidence, which strengthens brand image and builds consumer trust. These findings emphasize the importance of building and maintaining brand trust as a strategic asset in the beauty industry, especially in the digital era with a variety of product choices and information sources available.
Dari Ladang ke Layar Kaca: Pemberdayaan Technopreneurship pada UMKM Erawadee dan Bee Farm Thailand Menuju Industri Digital Mahmud Mahmud; Aulia Nurul Hidayah; Ariati Anomsari; Febrianur Ibnu Fitroh Sukono Putra; Tubagus Achmad Darodjat
Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Vol. 5 No. 1 (2025): April : Jurnal Pengabdian Kepada Masyarakat Indonesia (JPKMI)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpkmi.v5i1.7386

Abstract

Transformasi digital telah membuka peluang besar bagi pelaku usaha mikro, kecil, dan menengah (UMKM) untuk memperluas jangkauan pasar dan meningkatkan efisiensi operasional melalui technopreneurship. Kegiatan pengabdian ini bertujuan untuk memberdayakan UMKM agrobisnis Erawadee dan Bee Farm di Thailand agar mampu beradaptasi dan berkembang dalam ekosistem digital. Pendekatan yang digunakan melibatkan pelatihan intensif mengenai pemanfaatan teknologi digital dalam kewirausahaan, termasuk penguatan pola pikir kewirausahaan digital, identifikasi peluang berbasis data, strategi pemasaran digital, serta optimalisasi platform daring sebagai kanal distribusi. Meskipun prinsip dasar kewirausahaan tetap relevan, kewirausahaan digital menuntut pelaku usaha untuk terhubung secara aktif dengan masyarakat digital serta mampu mengelola dan mengombinasikan berbagai sumber daya digital seperti data terbuka, konten daring, layanan cloud, dan kontribusi komunitas. Hasil kegiatan menunjukkan bahwa pelatihan technopreneurship secara signifikan meningkatkan pemahaman dan kesiapan digital para pelaku UMKM, serta membuka potensi kolaborasi lintas platform yang lebih luas. Dengan demikian, kegiatan ini menjadi langkah strategis dalam meminimalisir hambatan kewirausahaan sekaligus mendorong UMKM menuju industri digital yang lebih adaptif dan kompetitif.
Co-Authors Aulia Nurul Hidayah Diana Aqmala Febrianur Ibnu Fitroh Sukono Putra Mahmud Mahmud Nayla Salsabila Putri Arshinta Perdana, Tito Aditya Piji Pakarti Rudi Kurniawan Tubagus Achmad Darodjat Vivi Gusfiani