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All Journal Jurnal Pengabdian Masyarakat Information Technology (JPM ITech) Asian Journal of Management Analytics
Afriansyah, A.
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Engineering

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Strategi Branding dan Digital Marketing UMKM Amaliz Cake Desa Pipa Putih Afriansyah, A.; Agustian, Wiwin; Mellita, Dina; Rasmila, Rasmila; Rayhan, M.
Jurnal Pengabdian Masyarakat Information Technology Vol. 3 No. 1 (2024): Jurnal Pengabdian Masyarakat Information Technology - Maret 2024
Publisher : Universitas Bina Darma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33557/jpm_itech.v3i1.3046

Abstract

Program pengabdian masyarakat ini bertujuan untuk meningkatkan pemasaran dan daya saing produk UMKM, khususnya Amaliz Cake, melalui penerapan branding produk dan digital marketing. Metode pelaksanaannya melibatkan pelatihan, pendampingan, dan optimalisasi penggunaan teknologi informasi. Temuan dari kegiatan ini mencakup partisipasi 30 peserta, yang mengalami peningkatan pengetahuan dan keterampilan dalam branding produk, desain produk, dan strategi pemasaran digital. Peserta juga mendapatkan manfaat langsung berupa kemampuan baru dalam memanfaatkan teknologi digital untuk pemasaran produk. Kesimpulannya, keterlibatan masyarakat dalam program ini memberikan dampak signifikan dalam meningkatkan visibilitas dan penjualan produk UMKM, serta memperkuat kontribusi UMKM terhadap perekonomian lokal.
The Influence of Influencer Marketing, Content Marketing, and Online Advertising on Skincare Product Purchase Decisions on the Tiktok Application (Case Study on Palembang City Students) Afriansyah, A.; Helmi, Sulaiman; Trisninawati, Trisninawati; Roni, Mukran
Asian Journal of Management Analytics Vol. 3 No. 4 (2024): October 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v3i4.11088

Abstract

This study aims to analyze the influence of Influencer Marketing, Content Marketing, and Online Advertising on the purchase decision of skincare products on the TikTok application, with a focus on students in the city of Palembang. Using quantitative methods and accidental sampling techniques from a population of 80 people, the data was collected through questionnaires and analyzed using SEM-Smart-PLS 3.0 for Windows. The findings of the study show that Influencer Marketing has a positive but insignificant effect, while Content Marketing and Online Advertising have a positive and significant influence on purchase decisions. Simultaneously, these three variables influenced the purchase decision with an R Square value of 0.841, indicating that 84.1% of the purchase decision variables could be explained by these three factors.
Co-Authors H. Mukran Roni, H. Mukran Mellita, Dina Rasmila, Rasmila Rayhan, M. Sulaiman Helmi Trisninawati, Trisninawati Wiwin Agustian