Garuda - Garba Rujukan Digital

KEBIJAKAN STRATEGI GUNA MENINGKATKAN MINAT BELI KONSUMEN PADA PEMBELANJAAN ONLINE MELALUI PERTIMBANGAN CONSUMER PERCEIVED VALUE Rena Feri Wijayanti; Lina Budiarti; Tri Yulistyawati Evelina
Adbis: Jurnal Administrasi dan Bisnis Vol 16, No 2 (2022): JURNAL ADMINISTRASI DAN BISNIS 2022
Publisher : Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33795/j-adbis.v16i2.157

Naskah publikasi ini bertujuan pada eksplorasi dan mendeskripsikan aspek nilai yang dipersepsikan oleh konsumen sehingga sehingga mendapatkan rekomendasi strategi yang dapat diterapkan dalam mengelola bisnis, khususnya untuk menarik minat beli secara online. Tahun belakangan ini konsumen begitu dimanjakan dengan adanya berbagai kemudahan yang dapat digunakan untuk memenuhi berbagai macam kebutuhan dan keinginan konsumen. Tentu hal ini menjadi sebuah tantangan bagi pelaku usaha untuk bisa beradptasi dan mengikuti perkembangan dan perubahan perilaku konsumen. Terlebih lagi era saat ini yang telah memasuki era pemasaran 4.0 Era tersebut mengedepankan perubahan dari era tradisional ke era digital, sehingga penyesuian dalam dunia digital tidak lagi bisa dielakkan. Metode analisis yang digunakan yakni review literatur dan pendekatan deskriptif untuk menjelaskan konsep dan melakukan pembahasan. Nilai bagi konsumen bisa dipandang dari aspek nilai secara fungsional dan juga aspek nilai secara socio psycological. Dalam publikasi ini penjelasan yang berkaitan dengan aspek nilai konsumen dipaparkan dengan kaitannya pada minat beli konsumen yang dilakukan secara online. Dari hasil pembahasan maka direkomendasikan beberapa strategi yang dapat diterapkan guna menarik minat beli secara online, salah satunya yakni aktifitas belanja dapat ditampilkan sebagai sarana hiburan

BIMBINGAN DAN PELATIHAN KONTEN INSTAGRAM SEBAGAI PENERAPAN DIGITAL MARKETING PADA USAHA KECIL DI USAHA KERIPIK BAROKAH KOTA BATU Rena Feri Wijayanti; Lina Budiarti; Tri Yulistyawati Evelina; Joni Dwi Pribadi
Jurnal Pengabdian Kepada Masyarakat (J-ABDIMAS) Vol 9 No 2 (2022): JURNAL PENGABDIAN KEPADA MASYARAKAT 2022
Publisher : Publisher UPT P2M Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33795/jabdimas.v9i2.187

This activity aims to guide small businesses, especially Keripik Barokah in Batu City. By completing this activity, Keripik Barokah can take advantage and maximize the Instagram platform by presenting content related to the Keripik Barokah or content that is closely related to any information about Keripik Barokah. Through Content uploaded to Instagram, it will provide awareness about products from Barokah Chips and encourage consumers to purchase products in the Batu City area and other cities. The approach used by providing guidance step by step from the first by creating an official Instagram business account from Keripik Barokah, namely @barokahchips_batu, and provides the next step about various examples of creating contents that are possible to be uploaded on a business account. In addition, to maximize the analysis of the use of business Instagram, an explanation of the benefits of Instagram Insight is also given to see the response of account visitors so they can keep up with the increasingly rapid development of digital marketing nowadays.

Pengaruh Emotional Value dan Social Value pada Minat Pembelian Online Rena Feri Wijayanti; Lina Budiarti
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 6 No. 1 (2023): Februari 2023
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37112/bisman.v6i1.2368

The development of consumer shopping patterns has shown a phenomenon where activities went through online. This study focuses on examining the behavior of consumers' interest in making purchases by looking at the influence of socio-physiological value aspects, namely social value ??, and emotional values. The process of collecting data by distributing questionnaires to the consumer in the Generation Z category is based on purposive sampling. Multiple Linear Regression was used to analyze the data. The result that online purchase intention has explained from the variables included in the emotional and social value has the contribution of 44.1%.

PENGARUH STRATEGI CO-BRANDING TERHADAP KEPUTUSAN PEMBELIAN Lina Budiarti; Rena Feri Wijayanti
J-MACC Vol 6 No 1 (2023): April
Publisher : Fakultas Ekonomi Universitas Islam Darul Ulum Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/j-macc.v6i1.4149

Co-branding is often striven by marketers. There are many advantages of co-branding for a brand that makes many companies do joint branding. This research was conducted with the aim of knowing the effect of co-branding strategy on purchasing decisions. Consumers who use the co-branding product Dear Me Beauty with KFC were chosen as the population of this study, with a sample of 62 people selected by purposive sampling technique. The hypothesis was tested using simple linear regression analysis which resulted in the finding that co-branding had an effect on purchasing decisions.

PENGARUH FAKTOR PSIKOLOGIS KONSUMEN SEBAGAI PENDORONG KEPUTUSAN PEMBELIAN ONLINE Rena Feri Wijayanti; Tri Yulistyawati Evelina; Lina Budiarti; Joni Dwi Pribadi
J-MACC Vol 6 No 2 (2023): Oktober
Publisher : Fakultas Ekonomi Universitas Islam Darul Ulum Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/j-macc.v6i2.4773

The research's purpose is to examine the effect of consumers' psychological factors consist of motivation, perception, learning, beliefs, and attitudes toward online purchase decisions. This research focuses on Gen Z in the Malang Raya that have made purchases through the marketplace especially Shopee which is not deeply studied yet on previous research. The sample of this research is 97 respondents by purposive sampling. Data analysis has conducted by multiple linear regression. Finding of this research is a phycological factor has a significant effect on online purchase decisions.

Pengaruh Inovasi Produk dan Persepsi Harga terhadap Minat Beli Produk Ms Glow di Kota Lamongan Berlian Putri Maghfiroh; Rena Feri Wijayanti; Joko Samboro
Innovative: Journal Of Social Science Research Vol. 3 No. 6 (2023): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v3i6.5242

Industri kosmetika di Indonesia terus berkembang dengan pesat karena tingginya permintaan dari konsumen dan meluasnya pasar produk kosmetika. Menurut Badan Pusat Statistik (BPS) pada tahun 2021, kosmetik yang meliputi bidang industri farmasi, kimia, dan obat tradisional mengalami pertumbuhan sampai 9,61%. Kecuali itu, BPOM juga mencatat perkembangan industri kosmetika meningkat sampai dengani 20,6%. Dari 2021 hingga Juli 2022, jumlah industri kosmetika meningkat dari 819 menjadi 913 perusahaan. Peningkatan produksi kosmetik ini di sebabkan oleh jumlah penduduk Indonesia yang cukup besar dan iklim tropis yang ada di Indonesia juga berperan mendorong orang menggunakan kosmetik untuk melindungi kulitnya dari iklim tersebut, dilansir dari website suara.com (2022). Penelitian ini bertujuan untuk mengetahui pengaruh inovasi produk dan persepsi harga terhadap minat beli produk MS Glow di Kota Lamongan. Penelitian ini menggunakan penelitian kuantitatif dan teknik pengambilan sampel yang digunakan adalah Purposive Sampling dengan cara penyebaran kuisioner kepada responden. Dalam penelitian ini diperoleh hasil bahwa, pengaruh inovasi produk dan persepsi harga terhadap minat beli sebesar 66,6% dan sisanya sebesar 33,4% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Hasil penelitian ini dapat disimpulkan bahwa terdapat pengaruh antara inovasi produk dan persepsi harga terhadap minat beli pada Official Distributor MS Glow di kota Lamongan.

Pengaruh Social Media Marketing Instagram Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Di Cafe Gartenhutte Mojokerto Dewi Jaiz Siangsari; Rena Feri Wijayanti
JOURNAL OF ADMINISTRATIVE AND SOCIAL SCIENCE Vol. 5 No. 2 (2024): Juli: Journal of Administrative and Social Science
Publisher : Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jass.v5i2.1170

Mojokerto's Gartenhutte Cafe is one of the recommended cafes which is considered a contemporary place to relax with a hidden gem concept. To introduce its products to consumers, the Gartenhutte cafe uses Instagram as its marketing social media and also carries out electronic word of mouth promotions. Research was conducted to determine the impact of Instagram social media marketing and electronic word of mouth on purchasing decisions at Gartenhutte café Mojokerto. The research approach was carried out quantitatively. Researchers used questionnaires, interviews and observations to collect research data. This research used purposive sampling to obtain 100 consumer respondents at the Gartenhutte Mojokerto cafe. The data obtained were analyzed using multiple linear regression methods and hypothesis testing. Analysis of these data illustrates that social media marketing and electronic word of mouth variables have a significant influence on purchasing decisions at Gartenhutte café Mojokerto. The coefficient of determination of 0.625 shows that marketing using these two methods influences purchasing decisions by 62.5% while the remaining 37.5% represents other influential factors which are not discussed in this research. Based on this evidence, researchers suggest that companies maximize uploaded content to interact more with consumers and increase the use of Instagram social media for promotions so that it is discussed more often by the public.

BIMBINGAN DAN PELATIHAN KONTEN INSTAGRAM SEBAGAI PENERAPAN DIGITAL MARKETING PADA USAHA KECIL DI USAHA KERIPIK BAROKAH KOTA BATU Rena Feri Wijayanti; Lina Budiarti; Tri Yulistyawati Evelina; Joni Dwi Pribadi
Jurnal Pengabdian kepada Masyarakat Vol. 9 No. 2 (2022): JURNAL PENGABDIAN KEPADA MASYARAKAT 2022
Publisher : P3M Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar

This activity aims to guide small businesses, especially Keripik Barokah in Batu City. By completing this activity, Keripik Barokah can take advantage and maximize the Instagram platform by presenting content related to the Keripik Barokah or content that is closely related to any information about Keripik Barokah. Through Content uploaded to Instagram, it will provide awareness about products from Barokah Chips and encourage consumers to purchase products in the Batu City area and other cities. The approach used by providing guidance step by step from the first by creating an official Instagram business account from Keripik Barokah, namely @barokahchips_batu, and provides the next step about various examples of creating contents that are possible to be uploaded on a business account. In addition, to maximize the analysis of the use of business Instagram, an explanation of the benefits of Instagram Insight is also given to see the response of account visitors so they can keep up with the increasingly rapid development of digital marketing nowadays.

BIMBINGAN DAN PELATIHAN DESAIN LABEL KEMASAN PADA UKM KERUPUK DI DESA AMPELDENTO KARANGPLOSO Rena Feri Wijayanti; Lina Budiarti; Erlangga Andi Sukma; Joni Dwi Pribadi; Shinta Maharani Trivena
Jurnal Pengabdian kepada Masyarakat Vol. 7 No. 1 (2020): JURNAL PENGABDIAN KEPADA MASYARAKAT 2020
Publisher : P3M Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar

Small businesses such as home industries have to face various obstacles to expand their product markets. One of the obstacles is the products offered are not well known to the public because there is no brand label attached to the product packaging. Seeing the importance of brand labels on a product, it is important to be able to participate in small businesses to provide additional knowledge of the function and use of brand labels in product marketing. This community service aims to provide direction about the benefits of labels to introduce products to a wider market.

BIMBINGAN DAN PELATIHAN PEMBUATAN FEED INSTAGRAM UNTUK PENERAPAN RELATIONSHIP MARKETING PADA USAHA JASA ANALISIS DATA STATISTIK DI KELURAHAN MERJOSARI KECAMATAN LOWOKWARU KOTA MALANG Lina Budiarti; Rena Feri Wijayanti; Shinta Maharani Trivena; Tri Yulistyawati Evelina; Kartika Indah Permanasari
Jurnal Pengabdian kepada Masyarakat Vol. 8 No. 2 (2021): JURNAL PENGABDIAN KEPADA MASYARAKAT 2021
Publisher : P3M Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33795/jabdimas.v8i2.123

ABSTRAK Kegiatan menjalin hubungan dengan pelanggan merupakan hal yang penting, tidak hanya sebatas ketika transaksi selesai dilakukan. Pemasaran yang menekankan pentingnya membangun hubungan dengan pelanggan disebut relationship marketing. Salah satu upaya untuk membangun hubungan jangka panjang dengan pelanggan adalah dengan berkomunikasi dengan pelanggan. Periklanan merupakan salah satu cara berkomunikasi dengan pelanggan dalam komunikasi pemasaran terintegrasi. Periklanan dapat dilakukan melalui berbagai media baik itu televisi, radio, surat kabar, majalah, internet, maupun melalui sosial media seperti yang populer dilakukan belakangan ini. Usaha kecil dapat beriklan dengan biaya yang relatif lebih terjangkau yaitu dengan beriklan melalui sosial media salah satunya melalui instagram. Pengabdian masyarakat ini bertujuan untuk memberikan pengarahan tentang pembuatan feed instagram untuk penerapan relationship marketing. Kata Kunci: Relationship Marketing, Feed Instagram, Usaha Jasa ABSTRACT The activity of establishing relationships with customers is important, not only when the transaction is completed. Marketing that emphasizes the importance of building relationships with customers is called relationship marketing. One of the efforts to build long-term relationships with customers is to communicate with customers. Advertising is one way of communicating with customers in integrated marketing communications. Advertising can be done through various media, like for example, television, radio, newspapers, magazines, the internet, or through social media as is popular lately. Small businesses can advertise at a relatively more affordable cost, namely by advertising through social media, one of which is through Instagram. This community service aims to provide guidance on creating Instagram feeds for the application of relationship marketing. Keywords: Relationship Marketing, Feed Instagram, Service Business

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