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All Journal Perwira Journal of Community Development (PJCD) FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi
Anggriyani, Windi
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Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance

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OPTIMALISASI PEMASARAN DIGITAL UMKM MELALUI STRATEGI MEDIA SOSIAL INTERAKTIF Ariswati, Lusiana Desy; Azzahra, Aji Sophia; Nabila, Selvi Intan; Pratiwi, Wanda Aulia; Anggriyani, Windi
Perwira Journal of Community Development Vol 5 No 2 (2025)
Publisher : Unperba Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54199/pjcd.v5i2.498

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) menghadapi tantangan dalam mengadopsi strategi pemasaran digital yang efektif, terutama dalam meningkatkan visibilitas dan keterlibatan pelanggan. Kegiatan ini bertujuan untuk mengoptimalkan pemasaran digital UMKM melalui strategi berbasis media sosial dengan studi kasus pada Kedai Yumyum, sebuah bisnis kuliner di Samarinda. Kegiatan dilakukan dengan menggunakan pendekatan kualitatif-deskriptif melalui metode partisipatif dalam bentuk pengabdian masyarakat. Implementasi dilaksanakan dalam beberapa tahap, termasuk analisis awal media sosial, perancangan konten visual, serta penerapan strategi interaktif untuk meningkatkan keterlibatan pelanggan. Data dikumpulkan melalui analitik media sosial dan survei pelanggan, kemudian dianalisis secara deskriptif-kualitatif. Hasilnya menunjukkan terjadi peningkatan jumlah pengikut (+76%), engagement rate (+176%), dan jumlah pesanan (+85,7%) setelah dilakukan implementasi strategi pemasaran digital. Desain visual yang lebih profesional serta interaksi pelanggan yang lebih aktif terbukti meningkatkan daya tarik bisnis. Selain itu, penggunaan kartu ucapan dan kartu terima kasih berkontribusi dalam membangun loyalitas pelanggan. Temuan ini menegaskan pentingnya strategi pemasaran berbasis media sosial bagi UMKM dalam meningkatkan daya saing dan pertumbuhan bisnis. Kegiatan lebih lanjut disarankan untuk mengeksplorasi dampak jangka panjang strategi pemasaran digital serta penerapannya dalam sektor industri lain.
The Effect of Ingratiation and Inspirational Appeals on Customer Trust Salsabila, Andini; Fitriastuti, Triana; Riyadi, Sri Wahyuni; Anggriyani, Windi; Sayidina, Nabilla Azzahra
FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 27 No. 4 (2025): Oktober
Publisher : FEB Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jfor.v27i1/4360

Abstract

This study aims to investigate how interpersonal influence tactics employed by salespeople, specifically inspirational appeals and ingratiation, impact customer trust. A quantitative approach was employed by distributing questionnaires to 202 customers in Indonesia who had interacted with salespeople to obtain product information or recommendations. Multiple linear regression analysis was conducted to assess the impact of each tactic on customer trust. The results show that inspirational appeal has a negative and significant effect on customer trust, indicating that emotionally driven or value-oriented messages delivered by salespeople can reduce customer trust, possibly because they are misaligned with customer expectations or needs. In contrast, ingratiation has a negative but not statistically significant effect on customer trust, suggesting that compliments, flattery, or excessive and insincere attempts to win customers’ favor are insufficient to influence their level of trust. These findings suggest that interpersonal influence tactics must be matched to customer characteristics, and not all approaches are equally effective in building trust.
Co-Authors Ariswati, Lusiana Desy Azzahra, Aji Sophia Nabila, Selvi Intan Pratiwi, Wanda Aulia Riyadi, Sri Wahyuni Salsabila, Andini Sayidina, Nabilla Azzahra Triana Fitriastuti