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All Journal Jurnal Pengabdian Kepada Masyarakat RESLAJ: Religion Education Social Laa Roiba Journal
Dita Keysia Armelia Dwi Putri
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Religion Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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Optimalisasi Branding Produk dan Pengaplikasian Media Sosial sebagai Strategi Pengembangan pada UMKM di Kelurahan Rungkut Tengah Kota Surabaya Dita Keysia Armelia Dwi Putri; Lia Nirawati
Jurnal Pengabdian Kepada Masyarakat Vol. 3 No. 2 (2024): juni: Jurnal Pengabdian Kepada Masyarakat
Publisher : Sekolah Tinggi Pastoral Kateketik Santo Fransiskus Assisi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpkm.v2i3.183

Abstract

Currently, businesses in Indonesia are dominated by MSME players. Micro, Small and Medium Enterprises (MSMEs) are one of the main pillars in driving the Indonesian economy. The current technological development is a good momentum in increasing the business development of MSMEs. The use of technology that is currently in demand by all circles is social media, in a business social media has a very important role in the development of a business. The business also cannot be separated from branding, because branding also plays an important role in creating a business identity. The existence of this progress requires MSMEs to adapt to existing challenges, the challenge in this era is how producers can sell or promote their various products in conventional ways and also digitalization. Competition that is quite tight in the current era of social media forces entrepreneurs to always develop their business. The purpose of this study is to implement the application of product branding and the use of social media for MSMEs in Rungkut Tengah Village during the KKNT. From this implementation, the author gets several final results, namely the creation of outputs such as the brand formed, logos, banners, packaging, google maps, and social media development.
Pengaruh Korean Brand Ambassador Credibility, Social Media Marketing, dan Fear of Missing Out Terhadap Impulse Buying pada Kolaborasi Scarlett Whitening X EXO Dita Keysia Armelia Dwi Putri; Jojok Dwiridotjahno
Reslaj: Religion Education Social Laa Roiba Journal Vol. 6 No. 6 (2024): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i6.2122

Abstract

The study aims to find out and analyze the impact of Korean brand ambassador credibility, social media marketing, and fear of missing out (fomo) on impulse buying for the collaboration product Scarlett Whitening X EXO, both simultaneously and partially. This research uses a quantitative approach with the type of associative research. As for data collection using questionnaires with populations involving EXO fans who are active on social media and have purchased collaboration products like Scarlett Whitening X EXO, The sampling technique used is the Lemeshow formula, and samples of research were obtained from as many as 100 respondents. The data processing method in this study uses the SPSS 26 application. Instrument testing uses validity tests and reliability tests, with results showing that the entire instrument is declared valid and reliable. Data analysis techniques use double linear regression, classical assumption tests, f tests, t tests, and determination tests. The results of this study based on trial analysis showed that Korean brand ambassador credibility, social media marketing, and fear of missing out (fomo) partially had a significant influence on impulse buying, while simultaneously Korean brand ambassador credibility, social media marketing, and fear of missing out (fomo) had significant influences on impulsive buying. The determination coefficient is 0.590. That is, 59% indicated that impulse buying was influenced by Korean brand ambassador credibility, social media marketing, and fear of missing out (fomo) variables, while the remaining 41% were affected by other variables that have not been studied.
Co-Authors Jojok Dwiridotjahno Lia Nirawati