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All Journal Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen dan Kewirausahaan
Celestia, Aya
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Nursing

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Peningkatan Identitas Visual dan Strategi Branding pada UMKM Minuman Es Cao Bu Sofia Surabaya Loa, Gabrielle Delvia; Celestia, Aya; San, Phan Li; Indriyani, Ratih
Abdimas Galuh Vol 7, No 2 (2025): September 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ag.v7i2.21124

Abstract

Kegiatan ini bertujuan untuk meningkatkan kualitas identitas visual dan strategi branding sederhana pada UMKM tradisional Es Cao Ibu Sofia yang berlokasi di Surabaya. Kegiatan ini dilaksanakan dengan pendekatan kolaboratif dan partisipatif, yang melibatkan pelaku usaha langsung dalam setiap tahapan dari identifikasi masalah hingga implementasi solusi. Kegiatan ini dilaksanakan melalui tiga tahapan utama: tahap persiapan, tahap implementasi, dan tahap evaluasi. Pada tahap persiapan, dilakukan observasi lapangan dan wawancara dengan pemilik usaha untuk memahami kendala yang dihadapi serta karakteristik usaha. Pada tahap implementasi, solusi yang dirancang mencakup pembuatan logo, banner, poster menu, stiker kemasan, dan pendampingan penggunaan media sosial untuk promosi. Seluruh elemen desain disesuaikan dengan karakter usaha yang sederhana dan lokal. Hasil kegiatan menunjukkan bahwa perubahan pada identitas visual usaha, termasuk penggunaan media sosial, dapat meningkatkan daya tarik dan kepercayaan pembeli, serta mempercepat transaksi. Evaluasi kegiatan menunjukkan bahwa metode yang sederhana namun tepat sasaran memberikan dampak positif, baik dalam hal estetika maupun operasional usaha. Penelitian ini menyimpulkan bahwa branding yang efisien dapat dilakukan oleh UMKM tanpa biaya besar, asalkan sesuai dengan karakter usaha dan kebutuhan pasar.
THE INFLUENCE OF E-WOM ON PURCHASE DECISION, MEDIATED BY CUSTOMER TRUST AND PERCEIVED VALUE, AMONG MARKETPLACE USERS IN INDONESIA Celestia, Aya; Siagian, Hotlan; Setiawan, Roy
Jurnal Manajemen dan Kewirausahaan Vol. 28 No. 1 (2026): MARCH 2026
Publisher : Management Study Program, Faculty of Business and Economics, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/jmk.28.1.1-12

Abstract

This study aims to examine the influence of E-WOM on purchase decisions through the mediating role of customer trust and perceived value. This study was performed among Indonesian marketplace users. This research uses a quantitative approach, with survey data collected from 202 Generation Z individuals. Data were collected using a five-point Likert-scale questionnaire distributed via social media platforms WhatsApp, Instagram, and Facebook. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that E-WOM affects customer trust, perceived value, and purchase decisions. Customer trust influences purchase decisions and partially mediates the effect of E-WOM on them. In contrast, perceived value does not affect purchase decisions and does not mediate the relation of E_WOM on purchase decision. These findings suggest that customer trust plays a more critical role than perceived value in driving purchase decisions for Generation Z consumers. The study contributes to the digital consumer behavior literature by reinforcing the applicability of the S–O–R framework and highlighting the dominant mediating role of trust. Practically, the results imply that marketplace platforms and sellers should prioritize strategies that enhance credible E-WOM and strengthen consumer trust rather than relying solely on value-based or price-driven approaches.
Co-Authors Hotlan Siagian Loa, Gabrielle Delvia Ratih Indriyani Roy Setiawan San, Phan Li