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Azwar Anas Idris, Andi
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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Halal Branding dan Emotional Marketing: Membangun Citra Produk UMKM Kolaka: Pendekatan Mixed Methods Pindasari, Nanang; Azwar Anas Idris, Andi
Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH) Vol. 7 No. 2 (2025): August, Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH)
Publisher : LP3M, Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51454/jimsh.v7i2.1365

Abstract

Penelitian mengenai pengaruh halal branding dan emotional marketing terhadap citra produk telah banyak dilakukan, namun masih terdapat kesenjangan pada konteks Usaha Mikro, Kecil, dan Menengah (UMKM) daerah serta kurangnya integrasi antara kedua strategi tersebut. Sebagian besar studi terdahulu menggunakan pendekatan kuantitatif semata, sehingga belum mampu mengungkap interaksi dan dinamika mendalam di balik hubungan antar variabel. Penelitian ini bertujuan untuk menganalisis secara komprehensif pengaruh halal branding dan emotional marketing terhadap citra produk UMKM di Kabupaten Kolaka dengan menggunakan metode campuran (mixed methods). Sebanyak 150 responden ditentukan melalui teknik purposive sampling dan dianalisis menggunakan pendekatan kuantitatif melalui PLS-SEM, serta dilengkapi dengan wawancara kualitatif terhadap pelaku UMKM. Hasil penelitian menunjukkan bahwa halal branding berpengaruh positif dan signifikan terhadap citra produk, sedangkan emotional marketing turut memberikan kontribusi melalui penguatan kedekatan emosional antara produsen dan konsumen. Hasil wawancara mendukung temuan tersebut dengan menunjukkan bahwa label halal meningkatkan kepercayaan konsumen, sementara narasi tradisional dan pelayanan ramah menciptakan ikatan emosional yang kuat. Temuan ini menegaskan pentingnya integrasi antara halal branding dan emotional marketing dalam memperkuat daya saing UMKM halal serta memberikan masukan bagi pemerintah daerah dalam merancang program pendampingan sertifikasi halal dan pelatihan digital marketing yang berorientasi emosional.
Peran Pemasaran Digital dan Kreativitas dalam Membangun Minat Konsumen UMKM Berbasis Kearifan Lokal: Pendekatan PLS-SEM dan Kualitatif Azwar Anas Idris, Andi; Pindasari, Nanang; Sukrin, Sukrin; Awaluddin, Awaluddin
Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH) Vol. 8 No. 1 (2026): February, Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH)
Publisher : LP3M, Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51454/jimsh.v8i1.1445

Abstract

MSMEs in Kolaka Regency, such as Patowonua weaving and Tolaki Robusta coffee, play a strategic role in the economy and preservation of local wisdom. However, they face challenges of low digital literacy and communication creativity. This study aims to analyze the influence of digital marketing and creativity on consumer interest in order to formulate innovative marketing strategies based on local wisdom. The methods used are a quantitative survey of 75 consumers (analyzed with PLS-SEM) and qualitative interviews with MSME actors and experts. The results prove that digital marketing and creativity have a positive and significant effect on consumer interest. Strategies such as social media and creativity in products have proven effective in expanding market reach and building loyalty. The novelty of this research lies in the integration of a mixed method approach and the development of a strategy model that specifically combines digital marketing technology with creativity based on unique local potential, such as woven motifs and culinary specialties. The implications of this research are as a practical reference for MSME actors to adopt creative digital strategies, as well as a theoretical basis for the development of marketing literature that is contextual with local wisdom. The integration of these two things is the key to increasing the competitiveness of MSMEs.
Meningkatkan Keterlibatan Mahasiswa dan Kompetensi Bisnis Properti melalui Pembelajaran Berbasis Proyek di Perguruan Tinggi Awaluddin, Awaluddin; Azwar Anas Idris, Andi; Pindasari, Nanang; Ermawati, Elly; Kumalasari, Vita; Afdhal Adiharma, Mohammad; Santrio, Adam; Rahmi Diah Fatmi, Anggun; Mu’min Z., Nurul; Sirniawan, Sirniawan
Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH) Vol. 8 No. 2 (2026): August, Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH)
Publisher : LP3M, Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51454/jimsh.v8i2.1354

Abstract

This classroom action research examines the effectiveness of implementing Project-Based Learning (PjBL) to enhance student engagement and competencies in the Property Business course. The research subjects consisted of 28 sixth-semester students of the Entrepreneurship Study Program at ITBM Kolaka in the 2024/2025 academic year. The study was conducted in two cycles, each comprising planning, implementation, observation, and reflection stages. Research instruments included student engagement observation sheets, project report assessment rubrics, and learning process documentation. The results revealed a significant improvement in student engagement, with active participation increasing from 78% in the first cycle to 88% in the second cycle. Analysis of specific project components showed quality improvements in location analysis by 25.8%, cost estimation and Return on Investment (ROI) capabilities by 35.6%, and project report structure by 18.1%. These findings were reinforced by statistical analysis using paired sample t-test, indicating a significant increase in the average score from 3.22 to 4.03 (t(27) = 8.167, p < 0.001). The implementation of PjBL proved effective not only in enhancing conceptual understanding but also in developing analytical, financial, and professional communication skills essential in the property business world.
Halal Branding dan Emotional Marketing: Membangun Citra Produk UMKM Kolaka: Pendekatan Mixed Methods Pindasari, Nanang; Azwar Anas Idris, Andi
Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH) Vol. 7 No. 2 (2025): August, Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH)
Publisher : LP3M, Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51454/jimsh.v7i2.1365

Abstract

Penelitian mengenai pengaruh halal branding dan emotional marketing terhadap citra produk telah banyak dilakukan, namun masih terdapat kesenjangan pada konteks Usaha Mikro, Kecil, dan Menengah (UMKM) daerah serta kurangnya integrasi antara kedua strategi tersebut. Sebagian besar studi terdahulu menggunakan pendekatan kuantitatif semata, sehingga belum mampu mengungkap interaksi dan dinamika mendalam di balik hubungan antar variabel. Penelitian ini bertujuan untuk menganalisis secara komprehensif pengaruh halal branding dan emotional marketing terhadap citra produk UMKM di Kabupaten Kolaka dengan menggunakan metode campuran (mixed methods). Sebanyak 150 responden ditentukan melalui teknik purposive sampling dan dianalisis menggunakan pendekatan kuantitatif melalui PLS-SEM, serta dilengkapi dengan wawancara kualitatif terhadap pelaku UMKM. Hasil penelitian menunjukkan bahwa halal branding berpengaruh positif dan signifikan terhadap citra produk, sedangkan emotional marketing turut memberikan kontribusi melalui penguatan kedekatan emosional antara produsen dan konsumen. Hasil wawancara mendukung temuan tersebut dengan menunjukkan bahwa label halal meningkatkan kepercayaan konsumen, sementara narasi tradisional dan pelayanan ramah menciptakan ikatan emosional yang kuat. Temuan ini menegaskan pentingnya integrasi antara halal branding dan emotional marketing dalam memperkuat daya saing UMKM halal serta memberikan masukan bagi pemerintah daerah dalam merancang program pendampingan sertifikasi halal dan pelatihan digital marketing yang berorientasi emosional.
Peran Pemasaran Digital dan Kreativitas dalam Membangun Minat Konsumen UMKM Berbasis Kearifan Lokal: Pendekatan PLS-SEM dan Kualitatif Azwar Anas Idris, Andi; Pindasari, Nanang; Sukrin, Sukrin; Awaluddin, Awaluddin
Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH) Vol. 8 No. 1 (2026): February, Jurnal Ilmu Manajemen Sosial Humaniora (JIMSH)
Publisher : LP3M, Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51454/jimsh.v8i1.1445

Abstract

MSMEs in Kolaka Regency, such as Patowonua weaving and Tolaki Robusta coffee, play a strategic role in the economy and preservation of local wisdom. However, they face challenges of low digital literacy and communication creativity. This study aims to analyze the influence of digital marketing and creativity on consumer interest in order to formulate innovative marketing strategies based on local wisdom. The methods used are a quantitative survey of 75 consumers (analyzed with PLS-SEM) and qualitative interviews with MSME actors and experts. The results prove that digital marketing and creativity have a positive and significant effect on consumer interest. Strategies such as social media and creativity in products have proven effective in expanding market reach and building loyalty. The novelty of this research lies in the integration of a mixed method approach and the development of a strategy model that specifically combines digital marketing technology with creativity based on unique local potential, such as woven motifs and culinary specialties. The implications of this research are as a practical reference for MSME actors to adopt creative digital strategies, as well as a theoretical basis for the development of marketing literature that is contextual with local wisdom. The integration of these two things is the key to increasing the competitiveness of MSMEs.
Co-Authors Afdhal Adiharma, Mohammad Ermawati, Elly Mu’min Z., Nurul Pindasari, Nanang Rahmi Diah Fatmi, Anggun Santrio, Adam Sirniawan, Sirniawan Sukrin, Sukrin Vita Kumalasari, Vita