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All Journal Indonesian Community Journal PANDITA: Interdisciplinary Journal of Public Affairs
Mulyani, Adinda Dwi
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Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Public Health Social Sciences Other

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Membangun UMKM Tangguh dan Berdaya Saing di Era Digital untuk Meningkatkan Perekonomian Keluarga Kartika, Rika; Saefullah, Encep; Dayurni, Popi; Mulyani, Adinda Dwi; Dina, Aufa
I-Com: Indonesian Community Journal Vol 5 No 3 (2025): I-Com: Indonesian Community Journal (September 2025)
Publisher : Fakultas Sains Dan Teknologi, Universitas Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70609/i-com.v5i3.8009

Abstract

Kelurahan Sukalaksana, Kecamatan Curug, Kota Serang, didominasi oleh UMKM rumah tangga yang menghadapi tantangan digitalisasi, manajemen usaha, dan akses pasar. Keterbatasan literasi digital dan pelatihan menjadi hambatan utama. Program ini bertujuan meningkatkan kapasitas UMKM melalui pelatihan digital marketing, manajemen keuangan, desain kemasan, dan teknologi tepat guna. Metode meliputi observasi FGD, seminar, pelatihan, pendampingan, serta evaluasi partisipatif. Hasilnya adalah peningkatan pemahaman literasi digital melalui pre- test dan post- test dari semula di skala 45-50 menjadi 70-80, menghasilkan akun marketplace UMKM Berkah Jaya, kemasan produk lebih inovasi, dan mampu membuat dan memahami pencatatan keuangan. Sehingga UMKM mitra mengetahui nilai laba usaha dan efektivitasnya. Program ini sukses mendorong transformasi digital dan manajerial UMKM serta pemberdayaan ekonomi lokal berkelanjutan.
Penggunaan Brand Ambassador Produk Scarlett Whittening Sebagai Strategi Komunikasi Pemasaran dalam Membangun Brand Image Mulyani, Adinda Dwi; Suryasuciramdhan, Arfian; Sodikin, Sahrul; Suheti, Suheti; Rachmawati, Annisa Putri
PANDITA: Interdisciplinary Journal of Public Affairs Vol. 8 No. 2 (2025): Juli - Desember
Publisher : Fakultas Ilmu Administrasi Universitas Krisnadwipayana Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61332/ijpa.v8i2.302

Abstract

This research concludes that brand ambassadors play a crucial role in marketing communications to build a strong brand image. The success of the brand ambassador strategy heavily relies on selecting the right individuals. The ideal brand ambassador should align with the characteristics of the brand being promoted, possess strong credibility in the public's eyes, have an appealing charm to consumers, and hold significant influence in shaping positive consumer perceptions. More than just the 'face' of the brand, brand ambassadors shape consumer perceptions of the marketed brand. The personality and image of the brand ambassador greatly influence how consumers perceive the brand's value, quality, and identity. Thus, this study emphasizes the close relationship between brand ambassadors and the brand image of a product. The selection of an appropriate and effective brand ambassador can significantly enhance the brand image desired by a company.To broaden understanding of this topic, further research is recommended to conduct comprehensive studies on the effectiveness of brand ambassadors across various industrial sectors. This aims to identify best practices and specific challenges within each industry. Additionally, understanding the diverse characteristics of consumers can help companies better tailor their brand ambassador strategies to different target markets. By applying these recommendations, future research can provide deeper insights into the role of brand ambassadors in shaping and strengthening brand image. Brand ambassadors play a vital role in marketing communication strategies as they can build and enhance the brand image of a product. Choosing the right brand ambassador, who aligns with the brand's character, credibility, appeal, and significant influence, can increase consumer trust, expand market reach, and drive purchase decisions.
Co-Authors Dayurni, Popi Dina, Aufa ENCEP SAEFULLAH, ENCEP Rachmawati, Annisa Putri RIKA KARTIKA Sodikin, Sahrul Suheti, Suheti Suryasuciramdhan, Arfian