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All Journal International Journal of Marketing and Human Resource Research Jurnal Hasil Pengabdian Masyarakat (JURIBMAS)
Vanessa Stephanie
Universitas Internasional Batam
Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Social Sciences

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Strategi Pemasaran Digital Terintegrasi untuk Meningkatkan Visibilitas dan Performa Bisnis UMKM Kuliner Vanessa Stephanie; Lady
JURIBMAS : Jurnal Hasil Pengabdian Masyarakat Vol 4 No 3 (2026): Maret 2026
Publisher : LKP KARYA PRIMA KURSUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62712/juribmas.v4i3.836

Abstract

The Micro, Small, and Medium Enterprises (MSMEs) sector is a primary pillar of the Indonesian economy; however, many business owners still face challenges in adapting to digital transformation. Kwecap Aceng Tuapo, a traditional culinary business in Batam, faced challenges such as limited market reach and low digital visibility. This Community Service project aims to implement an integrated digital marketing strategy to enhance the partner's competitiveness. The method used is descriptive qualitative, with data collection techniques through field observations and in-depth interviews. The implementation stages include preparation, digital platform optimization, and impact evaluation. The results indicate that through the optimization of Google Business Profile, the development of branding content on Instagram, and the activation of GrabFood services, the partner successfully increased location visibility and transactional accessibility for consumers. Beyond expanding market reach, this program also succeeded in improving the partner's digital literacy, achieving managerial independence in platform management. In conclusion, the integration of various digital marketing channels has proven effective in strengthening business performance and the brand image of traditional culinary businesses in the digital era.
Brand Trust over Price Consciousness: Driving Generation Z Brand Loyalty in Online Travel Agencies Lady Lady; Vanessa Stephanie; Wisnu Yuwono
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3388

Abstract

While digital platforms frequently employ aggressive pricing to capture the Generation Z market, prior research yields inconsistent evidence on whether economic incentives or psychological factors more effectively secure long-term commitment. This study addresses this gap by examining the interplay between brand communication, online reviews, and brand loyalty, with brand trust as a mediator and price consciousness as a moderator. Using a quantitative approach, data were collected from 193 Gen Z consumers and analyzed through partial least squares structural equation modeling (PLS-SEM). The novelty of this research lies in identifying a "full mediation" mechanism: the findings reveal that brand communication and online reviews have no direct effect on brand loyalty, as their influence is entirely mediated by brand trust. Furthermore, this study uncovers a significant resilience against price-driven strategies, as price consciousness demonstrated no significant direct or moderating effect on the trust-loyalty relationship. This contradicts the prevailing assumption that Generation Z's purely price-sensitive and highlights that, for digital natives, platform integrity and reliability serve as the ultimate anchors of loyalty. These insights suggest that online travel agencies must pivot from price-centric models toward trust-centric architectures to maintain competitive advantages.
Co-Authors Lady Lady Lady