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All Journal Jurnal Ilmiah Ekonomi, Manajemen dan Bisnis (EKMABIS) Journal of Community Research & Engagement (JCRE) Journal Of Applied Multidisciplinary Studies (JAMS)
Tuti Herawati
Sekolah Tinggi Ilmu Ekonomi Ganesha
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Social Sciences

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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

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60023/jq9bdx71

Abstract

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
Peningkatan Kapasitas Manajemen Risiko Keuangan UMKM Berbasis Wisata melalui Penyuluhan dan Pendampingan di Pantai Carita Aep Saefullah; Ahmad Fadli; Ramadani Pardian; Devid Putra Arda; Nizar Zulkarnain; Farhat Abas; Fahri Fahri; Fuad Gagarin Siregar; Tuti Herawati; Neila Aisha; Moh. Tahang; Cinta Rahmi; Tetty Nur Intan Rifia; Abdul Muhaimin
Journal of Community Research & Engagement Vol. 3 No. 1 (2026): July 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60023/b8nat239

Abstract

Tourism-based micro, small, and medium enterprises (MSMEs) play a crucial role in supporting local economic activities, particularly in coastal tourism areas such as Pantai Carita. However, their high dependence on tourist arrivals exposes them to significant financial risks, including income instability, rising operational costs, and cash flow constraints. This community service activity aims to strengthen the financial risk management capacity of MSME actors through practical and context-based interventions. The program was conducted on 15–17 December 2025, involving 50 tourism MSME actors from culinary, rental, and service sectors. A participatory approach was applied through counseling and direct mentoring. Counseling sessions covered financial risk concepts and simple bookkeeping, while mentoring focused on the practical implementation of daily cash flow recording and risk identification. The results show significant quantitative improvements: understanding of financial risk increased from 22% to 78%, daily cash flow recording from 18% to 72%, and emergency fund allocation from 10% to 60%. In addition, the ability to identify business risks rose from 25% to 80%, while financial-based decision making improved from 28% to 73%. These results indicate that simple and practical interventions effectively enhance financial awareness, managerial capability, and adaptive behavior of MSMEs in managing business risks
GROW Coaching as a Strategy to Enhance Personal Commitment in Professional Development a Literature Study Tuti Herawati; Neila Aisha
Jurnal Ilmiah Ekonomi Manajemen & Bisnis Vol. 4 No. 3 (2026): August 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60023/1stzqt55

Abstract

Professional development requires not only technical competence and increased knowledge, but also a strong personal commitment to achieving long-term goals. In various professional contexts, individuals often experience difficulties in maintaining consistency, motivation, and responsibility for their self-development and career. Therefore, an effective coaching approach is needed to strengthen individual commitment on an ongoing basis. This study aims to analyze the role of the GROW coaching model as a strategy in increasing personal commitment to professional development through a literature study approach. The study used a qualitative descriptive method with a narrative literature review approach through a review of various scientific journals, books, and academic publications related to GROW coaching, personal commitment, self-awareness, and professional development. The results of the study indicate that the GROW model, consisting of Goal, Reality, Options, and Will, contributes significantly to the formation of self-awareness, intrinsic motivation, a sense of responsibility, and ownership of personal goals. The "Will" stage in particular plays a crucial role in encouraging individuals to transform intentions into concrete actions and ongoing commitment. Furthermore, the literature shows that commitment tends to be stronger when solutions and action plans emerge from an individual's own awareness rather than from external direction. This study concludes that the GROW coaching model is not only a communication framework for coaching practice, but also a strategic development approach capable of strengthening personal commitment in professional and organizational contexts. This research also provides theoretical and practical implications for leadership, human resource development, education, and professional coaching practice
Co-Authors Abdul Muhaimin Aep Saefullah Ahmad Fadli Annisa Hardini Arda, Devid Putra Cinta Rahmi Fahri Fahri Farhat Abas Fuad Gagarin Siregar Mira Mira Moh. Tahang Neila Aisha Nizar Zulkarnain Nurul Faisah A.S Ramadani Pardian Tetty Nur Intan Rifia