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All Journal Jurnal Pengabdian Masyarakat Bhinneka Jurnal Ilmu Ekonomi dan Bisnis (JUKONI)
Zebua, Yuandra
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Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Education Public Health

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Efektivitas Promosi Media Sosial Dalam Meningkatkan Brand Awareness Pada Generasi Milenial (Studi Pada Pasar Nou, Kota Gunungsitoli) Lase, Siska Putri Cindian; Waruwu, Vinca Elvianty; Zebua, Yuendra; Zebua, Yuandra
Jurnal Ilmu Ekonomi dan Bisnis Vol. 2 No. 1 (2025): JUKONI - Februari
Publisher : CV. SINAR HOWUHOWU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70134/jukoni.v2i1.282

Abstract

The development of digital technology has changed the way businesses promote their products and services, including traditional markets. Social media is an effective marketing tool in reaching consumers, especially the millennial generation who are active in using digital platforms. This research aims to analyze the effectiveness of promotions via social media in increasing brand awareness of traditional markets, with a case study at Pasar Nou, Gunungsitoli City. The research method used is qualitative with data collection techniques through interviews, observation and documentation. The research results show that the use of social media as a promotional tool at Pasar Nou is still not optimal. Even though there is an increase in brand awareness among the millennial generation, factors such as traders' limited understanding of digital marketing, lack of consistency in content creation, and minimal interaction with the audience are the main obstacles to promotional effectiveness. This research concludes that social media has great potential in increasing brand awareness in traditional markets, but more targeted marketing strategies and education for traders are needed so that its use is maximized. The recommendations from this research are to increase digital marketing training for traders and optimize the use of interesting and interactive content to attract the attention of the millennial generation.
Strategi Pemasaran Dalam Meningkatkan Akses Pasar Bagi Pelaku UMKM Duha, Tiarni; Waruwu, Candra Jhonius; Halawa, Septin Srihardiyanti; Zebua, Agustina; Zebua, Yuandra; Gea, Julianus; Halawa, Febiana Feniman
Jurnal Pengabdian Masyarakat Bhinneka Vol. 3 No. 4 (2025): Bulan Juli
Publisher : Bhinneka Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58266/jpmb.v3i4.260

Abstract

Pengabdian masyarakat ini bertujuan untuk memberikan pemahaman praktis kepada pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) mengenai strategi pemasaran yang efektif guna meningkatkan akses pasar. Kegiatan ini menitikberatkan pada integrasi antara pendekatan pemasaran digital dan tradisional, yang disesuaikan dengan keterbatasan sumber daya UMKM. Fokus utama diarahkan pada optimalisasi media sosial, pemanfaatan platform e-commerce, dan penguatan jaringan komunitas lokal. Pendekatan dilakukan melalui pelatihan, pendampingan, dan demonstrasi langsung kepada pelaku UMKM. Hasil kegiatan menunjukkan peningkatan pemahaman dan kesiapan pelaku UMKM dalam menerapkan strategi pemasaran yang lebih efisien dan berdampak terhadap perluasan pasar mereka. Kegiatan ini diharapkan dapat menjadi model pemberdayaan berkelanjutan bagi pelaku UMKM dalam menghadapi tantangan pasar di era digital.
Co-Authors Duha, Tiarni Gea, Julianus Halawa, Febiana Feniman Halawa, Septin Srihardiyanti Lase, Siska Putri Cindian Waruwu, Candra Jhonius Waruwu, Vinca Elvianty Zebua, Agustina Zebua, Yuendra