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Strategi Pemasaran Digital Berbasis Live Streaming TikTok: Dampaknya terhadap Penjualan dan Brand Engagement Avoskin di Indonesia Winda Kartika; Ratu Chaterine Fajri; Dini Safitri; Valdi Mughni Budiman
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 3 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i3.10362

Abstract

Live streaming telah dimanfaatkan menjadi menjadi salah satu saluran belanja daring yang diminati, dengan fitur yang memungkinkan komunikasi dua arah secara langsung antara host dan audiens. AVOSKIN memanfaatkan fitur TikTok Live untuk memperkenalkan produknya dengan pendekatan edukatif—host tidak hanya menawarkan produk, tetapi juga menjelaskan manfaat bahan alami seperti ekstrak kiwi dan centella asiatica, serta komitmen brand terhadap kemasan ramah lingkungan. Melalui metode observasi kualitatif, penelitian ini menemukan bahwa sesi live streaming AVOSKIN berhasil meningkatkan penjualan sekaligus memperkuat citra merek karena konsumen merasa lebih percaya setelah mendapat penjelasan langsung dan bisa bertanya secara interaktif. Hasilnya, live streaming terbukti menjadi strategi pemasaran digital yang efektif, terutama bagi brand yang ingin membangun hubungan jujur dan transparan dengan pelanggan di era belanja daring.
Digitalisasi Digitalisasi Pertanian Melalui Platform Online untuk Meningkatkan Pendapatan KWT Sedap Malam Ratu Chaterine Fajri Ratu; Dini Safitri; Putri Irmala Sari; Supri Yanto; Valdi Mughni Budiman; Winda Kartika
JURNAL ABDIMAS DOSMA (JAD) Vol. 4 No. 1 (2025): JANUARI
Publisher : IKATAN ALUMNI DOSEN MAGANG KEMENRISTEKDIKTI TAHUN ANGKATAN 2017

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70522/jad.v4i1.110

Abstract

Agricultural digitalization has become a strategic step in enhancing the competitiveness and income of farmers in the digital era. The method was used in participatory action, involving 25 members of the Sedap Malam KWT. The training is conducted in three stages: introduction to the concept of digital marketing, practical use of e-commerce platforms, and evaluation of online sales results. Data collection techniques include observation, interviews, and analysis of sales reports during the month prior to the training. The results of the dedication show a significant increase in the average income of KWT members by 66,87% after implementing online marketing strategies. In addition, digital literacy among participants increased by 90,83%. Therefore, agricultural product marketing training through online platforms is effective in increasing the income and digital capacity of the Sedap Malam KWT. This dedication recommends the expansion of similar programs to other farmer groups to encourage digital transformation in the agricultural sector.
Digitalisasi Digitalisasi Pertanian Melalui Platform Online untuk Meningkatkan Pendapatan KWT Sedap Malam Ratu Chaterine Fajri Ratu; Dini Safitri; Putri Irmala Sari; Supri Yanto; Valdi Mughni Budiman; Winda Kartika
JURNAL ABDIMAS DOSMA (JAD) Vol. 4 No. 1 (2025): JANUARI
Publisher : IKATAN ALUMNI DOSEN MAGANG KEMENRISTEKDIKTI TAHUN ANGKATAN 2017

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70522/jad.v4i1.110

Abstract

Agricultural digitalization has become a strategic step in enhancing the competitiveness and income of farmers in the digital era. The method was used in participatory action, involving 25 members of the Sedap Malam KWT. The training is conducted in three stages: introduction to the concept of digital marketing, practical use of e-commerce platforms, and evaluation of online sales results. Data collection techniques include observation, interviews, and analysis of sales reports during the month prior to the training. The results of the dedication show a significant increase in the average income of KWT members by 66,87% after implementing online marketing strategies. In addition, digital literacy among participants increased by 90,83%. Therefore, agricultural product marketing training through online platforms is effective in increasing the income and digital capacity of the Sedap Malam KWT. This dedication recommends the expansion of similar programs to other farmer groups to encourage digital transformation in the agricultural sector.
Brand Authenticity Dalam Perspektif Konsumen: Analisis Kualitatif Dan Regresi Logistik Ulasan Shopee Di Indonesia Valdi Mughni Budiman; Dini Safitri; Ratu Chaterine Fajri; Winda Kartika
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 3: Maret 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i3.15803

Abstract

The rapid growth of e-commerce in Indonesia has transformed the dynamics of consumer–brand relationships in digital environments. In such contexts, brand authenticity becomes a critical factor influencing consumer perception, trust, and evaluation. This study aims to analyze consumer perceptions of brand authenticity within the Shopee platform by integrating qualitative thematic analysis and quantitative logistic regression. The research employed a mixed-method approach using 2,937 Shopee user reviews consisting of review texts, ratings, and sentiment labels. Thematic analysis was conducted to identify dimensions of brand authenticity reflected in consumer narratives, while logistic regression was used to examine the influence of rating on sentiment polarity. The findings reveal that rating significantly affects the probability of positive sentiment. Furthermore, brand authenticity in Shopee is constructed through three dominant dimensions: credibility (consistency between product description and reality), integrity (transparency and system reliability), and continuity (consistency of user experience over time). The results indicate that authenticity in e-commerce is experience-based rather than solely identity-based, where user-generated reviews and ratings function as credibility signals under conditions of information asymmetry. This study contributes to the literature by extending the concept of brand authenticity into a digital marketplace context and provides practical implications for e-commerce platforms in managing system consistency, transparency, and consumer trust.
Strategi Pemasaran Digital Berbasis Live Streaming TikTok: Dampaknya terhadap Penjualan dan Brand Engagement Avoskin di Indonesia Winda Kartika; Ratu Chaterine Fajri; Dini Safitri; Valdi Mughni Budiman
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 3 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i3.10362

Abstract

Live streaming telah dimanfaatkan menjadi menjadi salah satu saluran belanja daring yang diminati, dengan fitur yang memungkinkan komunikasi dua arah secara langsung antara host dan audiens. AVOSKIN memanfaatkan fitur TikTok Live untuk memperkenalkan produknya dengan pendekatan edukatif—host tidak hanya menawarkan produk, tetapi juga menjelaskan manfaat bahan alami seperti ekstrak kiwi dan centella asiatica, serta komitmen brand terhadap kemasan ramah lingkungan. Melalui metode observasi kualitatif, penelitian ini menemukan bahwa sesi live streaming AVOSKIN berhasil meningkatkan penjualan sekaligus memperkuat citra merek karena konsumen merasa lebih percaya setelah mendapat penjelasan langsung dan bisa bertanya secara interaktif. Hasilnya, live streaming terbukti menjadi strategi pemasaran digital yang efektif, terutama bagi brand yang ingin membangun hubungan jujur dan transparan dengan pelanggan di era belanja daring.
Pendampingan Pengembangan Ide Konten Kreatif Untuk Pembuatan Konten di Media Sosial pada Tapis Jejama Kham Dini Safitri; Ratu Chaterine Fajri; Winda Kartika; Valdi Mughni Budiman
Devotion: Jurnal Pengabdian Kepada Masyarakat Vol. 3 No. 1 (2025): December
Publisher : Lembaga Penelitian dan Publikasi Ilmiah, Yayasan Yuta Pendidikan Cerdas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62282/devotion.v3i1.13-22

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memegang peranan penting dalam perekonomian Indonesia, termasuk di Provinsi Lampung. Salah satu UMKM unggulan adalah Tapis Jejama Kham yang memproduksi kain tapis khas Lampung. Namun, pemasaran produknya melalui media sosial belum optimal akibat kurangnya pengetahuan dalam pengembangan konten kreatif. Kegiatan pengabdian ini bertujuan untuk meningkatkan kemampuan pemasaran digital melalui pendampingan pengembangan ide konten kreatif di media sosial. Metode pelaksanaan meliputi penyampaian materi, pelatihan praktik langsung, dan evaluasi. Hasilnya menunjukkan peningkatan pemahaman peserta mengenai strategi pemasaran digital, pentingnya storytelling, dan optimalisasi penggunaan platform seperti Instagram dan Tik-Tok. Peserta juga mampu menghasilkan konten yang lebih menarik dan relevan. Kegiatan ini berhasil mengatasi kendala seperti kurangnya pengetahuan digital marketing dan penggunaan media sosial yang belum maksimal. Simpulan dari kegiatan ini adalah strategi konten kreatif berbasis storytelling dan konsistensi dalam pengelolaan media sosial dapat meningkatkan engagement, memperluas jangkauan pasar, serta melestarikan nilai budaya kain tapis. Rekomendasi bagi UMKM adalah membentuk tim digital marketing untuk memastikan keberlanjutan strategi yang telah diajarkan.
Social Commerce Risk Management for Business Sustainability: A Qualitative Study of Batik SMEs in Lampung, Indonesia Ratu Chaterine Fajri; Winda Kartika; Khairunnisa Noviantari; Sinar Putri
ePaper Bisnis : International Journal of Entrepreneurship and Management Vol. 3 No. 3 (2026): ePaper Bisnis : International Journal of Entrepreneurship and Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/epaperbisnis.v3i3.761

Abstract

Batik SMEs in Lampung utilize social commerce to expand their markets and reach customers beyond the local region. However, the exposure of batik motifs and digital content creates risks to creative assets and brand identity. This study aims to identify the risks arising from social commerce use and analyze their management in supporting business sustainability. A qualitative approach was employed through in-depth interviews, digital observation, and documentation involving Batik SMEs that use social commerce for marketing and sales. Data were analyzed thematically to identify risk forms and management responses. The findings reveal three main risks: theft of batik motif ideas, imitation of batik motifs, and imitation of digital content. These risks challenge SMEs in maintaining product uniqueness and brand identity. Risk management strategies include continuous motif development, strengthening brand identity, using watermarks on digital content, monitoring digital activities, and developing new content concepts and designs. The findings indicate that social commerce risk management is not limited to preventing losses but also forms part of an adaptation and learning process to maintain competitiveness and support the sustainability of Batik SMEs.
Co-Authors Dini Safitri Khairunnisa Noviantari Ratu Chaterine Fajri Ratu Chaterine Fajri Ratu Sari, Putri Irmala Sinar Putri Supri Yanto Valdi Mughni Budiman