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All Journal Lentera Jurnal Pengabdian Maysarakat
Dea Eka Andriani
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Education Languange, Linguistic, Communication & Media Social Sciences

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Urgensi Sertifikasi Halal dalam Mendukung Performa Penjualan UMKM: Tinjauan Literatur Sistematis Dea Eka Andriani; Devina Apriliyanti; Kamila Luna Annabil; Rini Siva Aulia
Lentera Jurnal Pengabdian Masyarakat Vol. 2 No. 3 (2024): LENTERA JURNAL PENGABDIAN MASYARAKAT
Publisher : Lentera Ilmu Madani

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Penelitian ini bertujuan untuk menganalisis urgensi sertifikasi halal dalam mendukung performa penjualan Usaha Mikro, Kecil, dan Menengah (UMKM). Banyak UMKM mengalami kendala dalam meningkatkan daya saing pasar, terutama saat menyasar konsumen Muslim atau ingin memasuki segmen pasar yang lebih luas. Sertifikasi halal diyakini dapat meningkatkan kepercayaan konsumen, akses pasar, dan keberlanjutan bisnis. Penelitian ini menggunakan metode Systematic Literature Review (SLR) dengan mengikuti panduan PRISMA untuk memastikan proses seleksi literatur yang transparan dan akurat. Sebanyak enam belas artikel relevan yang diterbitkan antara tahun 2019 hingga 2024 dianalisis menggunakan pencarian kata kunci terstruktur melalui database Google Scholar. Hasil penelitian menunjukkan bahwa sertifikasi halal berperan penting dalam meningkatkan penjualan UMKM, khususnya bagi pelaku usaha yang ingin masuk ke pasar modern, ekspor, atau pasar dengan mayoritas konsumen Muslim. Sertifikasi halal juga terbukti memengaruhi keputusan pembelian konsumen, meningkatkan citra bisnis, dan memperkuat daya saing. Namun, manfaat sertifikasi halal tidak akan optimal apabila UMKM tidak melakukan inovasi produk, strategi pemasaran, dan peningkatan pemahaman terhadap proses sertifikasi halal secara bersamaan. Kesimpulannya, sertifikasi halal merupakan alat strategis penting bagi UMKM untuk meningkatkan penjualan dan memperkuat posisi pasar. Meskipun demikian, efektivitasnya sangat bergantung pada kesiapan dan kesadaran pelaku usaha dalam memanfaatkan sertifikasi sebagai nilai tambah produk.
The Impact of Instagram Social Media Marketing Activities on Customer Engagement for a Product Dea Eka Andriani; Devina Apriliyanti; Jeremia Joel Sutjianto; Meili
Lentera Jurnal Pengabdian Masyarakat Vol. 4 No. 1 (2026): LENTERA JURNAL PENGABDIAN MASYARAKAT
Publisher : Lentera Ilmu Madani

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This study aims to examine the impact of Instagram Social Media Marketing Activities (SMMA) and Visual Communication on Customer Engagement and Purchase Intention among Instagram users. The research is based on Engagement Theory and the Stimulus–Organism–Response (S-O-R) framework, where Visual Communication and SMMA act as stimuli, Customer Engagement acts as the organism, and Purchase Intention acts as the response. A quantitative research design with a causal approach was applied in this study. Data were collected through an online questionnaire distributed to active Instagram users who follow brand accounts and interact with brand-related content. A total of 50 valid responses were analyzed using IBM SPSS Statistics. The analysis methods included descriptive statistics, validity and reliability tests, classical assumption tests, multiple regression analysis, and mediation analysis. The findings reveal that Visual Communication and Customer Engagement significantly influence Purchase Intention, while Social Media Marketing Activities (SMMA) do not significantly affect either Customer Engagement or Purchase Intention. In addition, Customer Engagement does not mediate the relationship between Visual Communication, SMMA, and Purchase Intention. The study concludes that visual appeal and emotional connection are more influential in driving purchase intention compared to the intensity of social media marketing activities. These findings provide practical implications for businesses to focus more on high-quality visual content and meaningful customer relationships in digital marketing strategies.
Co-Authors Devina Apriliyanti Jeremia Joel Sutjianto Kamila Luna Annabil Meili Rini Siva Aulia