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All Journal Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Enrichment : Journal of Management
Soviasari, Maya
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Nursing

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New strategy to increase sales in the post pandemic era (case of ivan gunawan cosmetics) Soviasari, Maya; Dung Do, Anh
Enrichment : Journal of Management Vol. 13 No. 6 (2024): February
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i6.1809

Abstract

Ivan Gunawan Cosmetics (IGC), a local cosmetic brand established in 2017 and owned by a renowned Indonesian celebrity and fashion designer, experienced a sales decline during the pandemic. This study aims to identify challenges and propose authentic solutions for enhancing post-pandemic sales. Utilizing both qualitative and quantitative research, internal management interviews and loyal consumer feedback were collected through original questionnaires. Primary and secondary data were employed for a comprehensive analysis, integrating Porter's Five Forces, Value Chain Analysis, Competitor Analysis, SWOT, and Consumer Analysis. The proposed approach suggests adopting the Business Model Canvas as the foundational framework. The BMC encompasses product innovation, distribution expansion, revenue diversification, and improved customer relationships. Recognizing the competitive advantage of association with a public figure, must adeptly navigate heightened competition in both local and global markets with integrity. Chapter 5 offers concise recommendations for precise and authentic execution, including maintaining brand consistency, responsibly expanding distribution channels, and creating original, interactive, educational, and inspirational promotional content. As competition intensifies within the Indonesian cosmetic industry, the study underscores the pivotal role of authentically establishing a robust brand value and fostering genuine customer loyalty. Through survey methodologies, the research delves into an authentic analysis of consumer attitudes, incorporating original brand analysis variables and genuine consumer sentiments toward brand impressions.Implications of this research lie in the formulation of original marketing strategies for authentically fortifying post-pandemic sales, solidifying brand positioning with integrity, and genuinely nurturing customer loyalty amidst the competitive landscape, ensuring the sustained and ethically sound success of IGC's business.
Pelatihan Pengelolaan Konten Media Sosial Dalam Upaya Meningkatkan Brand Awareness dan Penjualan Produk Secara Online Ningsih, Rita; Juriah, Siti; Soviasari, Maya
Abdimas Galuh Vol 8, No 1 (2026): Maret 2026
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ag.v8i1.23042

Abstract

Pemanfaatan media sosial sebagai sarana pemasaran digital menjadi kebutuhan strategis bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) dalam menghadapi persaingan pasar yang semakin kompetitif. Namun, masih banyak pelaku UMKM yang belum memiliki kemampuan dalam merencanakan dan mengelola konten media sosial secara efektif. Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan pemahaman dan keterampilan pelaku UMKM dalam pengelolaan konten media sosial guna meningkatkan brand awareness dan penjualan produk secara online. Metode pelaksanaan kegiatan meliputi pelatihan, diskusi interaktif, praktik langsung penyusunan kalender konten, serta evaluasi melalui pretest dan posttest. Hasil evaluasi menunjukkan adanya peningkatan pemahaman peserta pada seluruh indikator yang diukur, yaitu pemahaman tujuan konten, penggunaan kalender konten, riset audiens, konsistensi perencanaan konten, serta strategi konten penjualan. Dengan demikian, kegiatan pelatihan ini terbukti efektif dalam meningkatkan kapasitas digital pelaku UMKM dan berpotensi mendukung keberlanjutan usaha di era digital.
Co-Authors Dung Do, Anh Juriah, Siti Rita Ningsih, Rita