Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal JURNAL MANAJEMEN (EDISI ELEKTRONIK) Jurnal AbdiMas Nusa Mandiri
Az Zahra, Sabrina Aulia
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Education Energy Environmental Science Mathematics Physics Social Sciences Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
PEMBUATAN E-KATALOG SEBAGAI MEDIA PROMOSI DIGITAL UMKM WARGA RW 03 KELURAHAN MANYAR SABRANGAN Az Zahra, Sabrina Aulia; Remalya, Asiel Bernike; Rahmatin, Leily Suci
Jurnal AbdiMas Nusa Mandiri Vol. 7 No. 1 (2025): Periode April 2025
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33480/abdimas.v7i1.5836

Abstract

Indonesia, with a population of around 270 million, has great potential to develop its economy through the utilization of existing resources. However, the challenges in strengthening the economy are still great, especially with the rapid development of technology 4.0 which affects the dissemination of information. Digital marketing strategies are key to driving economic growth, especially for MSMEs that often still use conventional marketing methods. Observation results show that many MSMEs face difficulties in implementing digital marketing due to lack of knowledge and skills. This community service activity was carried out in RW 03, Manyar Sabrangan Village, Surabaya, to help MSMEs switch to digital marketing by creating an e-catalog that can be accessed via QR code. The method used is a participatory method with a community approach. Community service activities involve collecting product data, creating designs using digital devices, and handing over and assisting in the use of e-catalogs to MSMEs. Evaluation was carried out to assess the effectiveness of the use of e-catalogs by MSMEs. The implementation of e-catalogs showed an increase in operational efficiency and market reach for MSMEs. This program is expected to provide a significant positive impact, strengthen the position of MSMEs through effective promotional strategies, and increase the capacity of human resources in business management and digital marketing.
The Influence of Influencer Endorsement and Instagram ads on Purchase Intention Hijab Local Product : Case Study on Lozy Hijab in Surabaya Az Zahra, Sabrina Aulia; Izaak, Wilma Cordelia
Jurnal Manajemen (Edisi Elektronik) Vol. 16 No. 3 (2025): Jurnal Manajemen (Edisi Elektronik)
Publisher : UPT Jurnal & Publikasi Ilmiah SPs Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/jm-uika.v16i2.20502

Abstract

The development of social media has encouraged the fashion industry, including the hijab trend as representation of modern Muslim fashion. Pashmina has become one of the most popular hijab styles, and local brands such as Lozy Hijab are utilizing digital marketing strategies, particularly influencer endorsement and Instagram ads to attract consumer purchase intention. This study aims to analyze the influencer endorsement and Instagram ads on the purchase intention of Lozy Hijab’s pashmina products in Surabaya. This research uses a quantitative methods through non-probability sampling with a population of people who live in Surabaya and know Lozy Hijab pashmina products. This research employed purposive sampling method involving 112 respondents. This research uses a likert scale variable measurement technique. The study gathered data through online questionnaires distributed using GoogleForm. The analysis employed Structural Equation Modelling (SEM) using the Partial Least Square (PLS) with SmartPLS software. The analysis involved examining the outer model (including convergent validity, discriminant validity, and composite reliability) alongside the inner model evaluation (r square test, path coefficients). The results of the study that influencer endorsement and Instagram ads had a positive and significant effect on the purchase intention with a significance value 0.000 < 0.05. This means that a relevant influencers and effective Instagram ads, can increase consumer purchase intention in buying pashmina Lozy Hijab products.
Co-Authors Izaak, Wilma Cordelia Rahmatin, Leily Suci Remalya, Asiel Bernike