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All Journal Journal Of Applied Multidisciplinary Studies (JAMS)
Farhat Abas
Sekolah Tinggi Ilmu Ekonomi Ganesha
Religion Humanities Computer Science & IT Education Energy

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PENGARUH KEPEMIMPINAN TERHADAP KINERJA CLEANING SERVICE DI PUSKESMAS MAMPANG PRAPATAN Aceng Muchtarudin; Fuad Gagarin Siregar; Tuti Herawati; Farhat Abas
Journal Of Applied Multidisiplinary Studies Vol 2 No 1 (2025): November 2025
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

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This research is entitled "The Influence of Leadership on Cleaning Service Performance at the Mampang Prapatan Community Health Center". This study aims to examine the influence of leadership on the performance of cleaning services at the Mampang Prapatan Community Health Center. The sample taken in this research was 33 people. Data was collected using a questionnaire and then the data that had been collected was analyzed using the SPSS application program. In this research, the SPPS program used is version 25. The variables used are 2 variables. Dependent variable: leadership and Independent Variable: performance of cleaning service officers. The research results indicate that leadership (X) has a significant effect on the performance (Y) of officers working at the Mampang Prapatan Community Health Center. Leadership has a positive and significant effect on performance, namely 0.673 or 67.3%. Thus, the higher/better the leadership, the performance of the cleaners will increase, and conversely, the more leadership they follow, the performance will decrease.
Building Brand Equity through Viral TikTok Content Strategies: A Phenomenological Study of MSME Entrepreneurs Farhat Abas; Annisa Hardini; Mira Mira; Nurul Faisah A.S; Tuti Herawati; Aep Saefullah
Journal Of Applied Multidisiplinary Studies Vol 2 No 1 (2025): November 2025
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

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The rapid development of social media has fundamentally transformed digital marketing practices, particularly for Micro, Small, and Medium Enterprises (MSMEs). Among various platforms, TikTok has emerged as a prominent medium due to its strong viral potential, short-form video format, algorithm-driven content distribution, and dynamic trend culture. These characteristics position TikTok as a strategic tool for MSMEs in building and strengthening brand equity. This study aims to explore how MSME entrepreneurs interpret and implement viral TikTok content strategies in their efforts to develop brand equity. Employing a qualitative approach with a phenomenological method, this research investigates the subjective experiences of MSME actors who actively utilize TikTok as a marketing platform. Data were collected through in-depth interviews and systematic observations of TikTok content produced by MSMEs. The findings reveal that viral TikTok content strategies play a significant role in enhancing brand awareness, shaping positive brand associations, strengthening perceived quality, and fostering consumer brand loyalty. Content that is authentic, aligned with current trends, and delivered consistently is perceived as effective in creating emotional connections between brands and audiences. These results suggest that TikTok functions not only as a promotional channel but also as a strategic medium for constructing brand value among MSMEs. This study contributes to both theoretical discussions on brand equity and practical insights for MSME digital marketing strategies
Co-Authors Aceng Muchtarudin Aep Saefullah Annisa Hardini Fuad Gagarin Siregar Mira Mira Nurul Faisah A.S Tuti Herawati Tuti Herawati