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All Journal Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam Indonesian Journal of Community Empowerment
Hibatul Azizi, Moch Farhan
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Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences Other

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Optimization Of Branding And Digital Marketing: Innovative Strategies to Improve The Competitiveness of Small and Medium Enterprises P roducing Banana Chips (In The Village of Pakenjeng) Auladinnursoba, Alvi; Hibatul Azizi, Moch Farhan
Indonesian Journal of Community Empowerment (IJCE) Vol 5 No 03 (2024): Indonesian Journal of Community Empowerment (August)
Publisher : Fakultas Kewirausahaan Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/ijce.v5i3.999

Abstract

This research aims to optimize the branding and digital marketing of UMKM Banana Chips "Teh Enda" in Pakenjeng Village with innovative strategies. With the increasingly fierce competition in the banana chips market, these UMKM face challenges in attracting buyers, especially because of the many similar products circulating in the market. This research focuses on implementing branding and digital marketing strategies using the Instagram platform to increase product competitiveness. Through the stages of problem identification, product labeling, social media marketing strategy development, and digital marketing implementation, the KKN team strives to strengthen the brand position and expand the market reach of UMKM. The results of this implementation are expected to make a significant contribution to increasing sales and brand awareness of "Teh Enda" Banana Chips.
Zeb Store Company Survey: The Effect of Fear of Missing Out (FoMO) and the Role of Social Media Marketing on Customer Satisfaction Moderated by Purchase Decision Variables Hibatul Azizi, Moch Farhan; Setiawan, Rahyuniati; Lindayani
Li Falah: Journal of Islamic Economics and Business Vol. 10 No. 2 (2025): December 2025
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/lifalah.v10i2.12264

Abstract

This study examines the combined effects of Fear of Missing Out (FoMO) and social media marketing on customer satisfaction, with purchase decisions serving as a mediating variable. Using a quantitative survey method, data were collected from 269 online shoppers and analyzed through Partial Least Squares Structural Equation Modeling (PLS SEM). The results reveal that both FoMO and social media marketing have significant positive impacts on purchase decisions and customer satisfaction. Moreover, purchase decisions play a crucial mediating role, strengthening the indirect influence of FoMO and social media marketing on satisfaction. The findings contribute to the understanding of digital consumer behavior by integrating psychological and strategic marketing perspectives. Practically, businesses are encouraged to leverage FoMO driven marketing campaigns and optimize social media engagement to enhance customer experience and brand loyalty in the digital marketplace.
Co-Authors Auladinnursoba, Alvi Lindayani Setiawan, Rahyuniati