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All Journal EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Transekonomika : Akuntansi, Bisnis dan Keuangan Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan
Marninda, Caroline
Unknown Affiliation
Economics, Econometrics & Finance Other

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PERANCANGAN DAN IMPLEMENTASI KONTEN MEDIA SOSIAL UMKM RUMPUT TETANGGA Kesumahati, Erilia; Marninda, Caroline
Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan Vol. 2 No. 4 (2024): Juli 2024
Publisher : LPPM Universitas Internasional Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37253/madani.v2i4.9533

Abstract

Rumput Tetangga atau yang lebih dikenal dengan sebutan RUTE adalah UMKM yang menhadirkan hidangan chinese fushion halal seperti mala xiang guo dan shaokao/BBQ di Kota Batam. Permasalahan yang harus segera ditindaklajuti agar RUTE Batam tidak kalah saing dengan persaingan F&B di Kota Batam yaitu dari aspek media sosial yang belum terorganisir dengan baik. Kegiatan ini dilakukan dengan metode wawancara dengan pemilik UMKM secara langsung untuk mengetahui informasi yang dibutuhkan untuk implementasi. Penulis merancang beberapa luaran yang sesuai untuk permasalahan yang dialami seperti pemotretan produk, pembuatan konten, desain konten, posting konten, caption dan hastag yang relevan.
ANALISIS DAN IMPLEMENTASI PEMASARAN DIGITAL PADA UMKM TINY PRESENT Sentoso, Antony; Lady; Marninda, Caroline; Angela; Wijaya, Charlie; Martinus, Titan
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 3 No. 3 (2023): May 2023
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v3i3.423

Abstract

A celebration is always associated with giving hampers as a means of socializing. Often, there are many businesses engaged in this field, one of which is Tiny Present. In an increasingly digital era that makes business people also adapt to the use of social media in its operations. Tiny Present has used the Instagram platform as a means of promotion and required the development of other platforms to optimize this business. The author conducted an interview with the owner and literature study on the implementation that is suitable for this MSME and the author decided to implement the use of LinkTree, WhatsApp Business, and landing pages that are considered capable of increasing brand awareness and sales from Tiny Present.
Peningkatan Purchase Intention Dalam Peran e-WOM dan Celebrity Endorser Pada Produk Skincare Internasional Marninda, Caroline; Kesumahati, Erilia
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 5 No 2 (2023): November 2023
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v5i2.4465

Abstract

This research was conducted to determine the impact of e-WOM and celebrity endorsers in influencing purchase intention, which is consumer behavior in showing interest in purchasing international skincare brands mediated by brand awareness which focuses on the people of Batam City. The variables tested in this study include e-WOM, celebrity endorser, purchase intention, and brand awareness. This study tested 244 out of 267 respondent data with the help of the SmartPLS application. After the data was analyzed with the application, several tests were carried out to obtain the required research results. The results of the analysis state that e-WOM and celebrity endorsers can influence brand awareness positively as evidenced by the t-statistic value which reaches more than 1.96 and the p-value which is less than 0.05. E-WOM, celebrity endorsers, and brand awareness have also been proven to be able to influence purchase intention positively. The mediating role of brand awareness is proven to have a positive influence between the relationship between e-WOM and purchase intention. However, mediation by brand awareness does not have a significant influence on the relationship between celebrity endorsers and purchase intention, as evidenced by the t-statistic value which does not reach 1.96 and the p-value which is more than 0.05.
Co-Authors Angela Charlie Wijaya Erilia Kesumahati Lady Martinus, Titan Sentoso, Antony