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All Journal IIJSE As-Syirkah: Islamic Economic & Financial Journal
Ulinnuha, Unsiah Zulfa
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Pendampingan Aspek Legalitas Usaha dan Pemasaran Menuju UMKM Naik Kelas Pada Kecamatan Genteng Surabaya Ulinnuha, Unsiah Zulfa; Dwiridotjahjono, Jojok
As-Syirkah: Islamic Economic & Financial Journal Vol. 3 No. 3 (2024): As-Syirkah: Islamic Economic & Financial Journal 
Publisher : Ikatan Da'i Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56672/87mctc19

Abstract

This article will describe the Assistance with Business Legality and Marketing Aspects towards Upgrading MSMEs in Genteng District, Surabaya. The aim of this mentoring activity is to help and facilitate MSMEs, especially aspects of business legality and product marketing. The method used is participatory and descriptive with literature study. The results of this mentoring activity show the importance of the mentor's role in facilitating MSME actors in aspects of business legality and product marketing.  
THE INFLUENCE OF BRAND AMBASSADOR NEO BUDAYA TECHNOLOGY (NCT DREAM) AND PROMOTION ON IMPLUSIVE BUYING ON LEMONILO PRODUCTS Ulinnuha, Unsiah Zulfa; Kusumasari, Indah Respati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7721

Abstract

The Korean Wave phenomenon in Indonesia has significantly influenced consumer behavior, especially among K-Pop fans. This study aims to analyze the influence of Brand Ambassador and Promotion on consumers’ impulsive buying behavior toward Lemonilo products in collaboration with NCT Dream. This associative quantitative research used purposive sampling with 100 respondents who are NCT Dream fans and had previously purchased Lemonilo's special edition products. Data were collected through online questionnaires and analyzed using multiple linear regression with SPSS. The results indicate that both Brand Ambassador and Promotion simultaneously have a significant effect on impulsive buying. Partially, the Brand Ambassador variable shows a dominant influence, supported by indicators such as visibility, credibility, attractiveness, and persuasive power, which are embodied by NCT Dream as public figures. Promotional strategies involving social media, bonus gifts, and digital campaigns also play a role in triggering spontaneous purchasing behavior. These findings confirm that collaboration with popular public figures and creative promotional strategies can effectively increase impulsive buying among millennial and Gen Z markets.
Co-Authors Jojok Dwiridotjahjono Kusumasari, Indah Respati