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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis J-MAS (Jurnal Manajemen dan Sains) Jurnal Administrasi dan Manajemen Jurnal Manajerial Revitalisasi : Jurnal Ilmu Manajemen Jurnal Inovasi Ekonomi EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Social Engagement: Jurnal Pengabdian Kepada Masyarakat Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan
Erilia Kesumahati
Departemen Farmasi, FMIPA - UI
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Social Sciences Other

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Perancangan Strategi Branding dan Social Media Marketing Pada Toko Crystalnkiss Kesumahati, Erilia; Jecki, Jecki
Social Engagement: Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 1 (2023): Desember 2023
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Internasional Batam

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Abstract

Crystalnkiss shop is a Micro, Small and Medium Enterprise (MSME) in Batam City that sells various clothes imported from China and Thailand. Sales from this store continue to decline even though COVID-19 has passed. Digital marketing carried out on social media has not provided satisfactory results. Thus, community service activities were carried out to increase sales by implementing branding strategies and conducting social media marketing. Promotional activities are carried out using social media, marketplaces, and registration of store locations on Google Map. The implementation results show business progress in terms of increasing the number of customers and sales.
STRATEGI PEMASARAN DIGITAL PADA TOKO SAYURAN KERING EGI VEGGIE Kesumahati, Erilia; Syukriansyah, Azizul
Social Engagement: Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 4 (2024): September 2024
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Internasional Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37253/se.v2i4.9866

Abstract

Program penerapan strategi pemasaran digital menjadi kunci utama dalam memperluas jangkauan, promosi dan meningkatkan eksposure untuk usaha kecil hingga menengah, termasuk toko sayuran seperti Toko Sayuran Kering Egi Veggie. salah satu tujuan program penerapan strategi pemasaran digital ini bertujuan untuk mengeksplorasi dan mengimplementasikan berbagai strategi pemasaran digital yang dapat diterapkan untuk meningkatkan visibilitas dan penjualan toko sayuran tersebut. Melalui pendekatan yang komprehensif, studi ini memfokuskan pada pemanfaatan platform-platform digital, seperti media sosial, situs web, dan Google Maps. Penggunaan media sosial sebagai alat untuk berinteraksi dengan pelanggan, mempromosikan produk, dan membangun pengetahuan pelanggan terhadap toko sayuran kering Egi Veggie. Hasil dari program penerapan strategi digital marketing ini sangat penting dikarenakan dapat berdampak baik bagi pelaku usaha UMKM untuk terus berkembang di dunia usaha yang mereka jalani. Dengan melakukan pemasaran melalui media sosial Instagram, terdapat pelanggan yang mengetahui dan datang langsung ke toko. Hal ini berpotensi untuk terus meningkatkan penjualan dari toko dan berefek terhadap omset penjualan toko. Strategi pemasaran digital yang dilakukan melalui media sosial dapat meningkatkan eksposure toko secara perlahan ditandai dengan jumlah like dan juga pengikut yang terus menanjak yang dapat memunculkan potensi profit yang akan didapat oleh toko, Strategi pemasaran digital yang dilakukan terbukti dapat memudahkan pelanggan dalam mengakses informasi toko secara mudah dan lengkap.
Pengaruh Marketing Mix terhadap Re-Visit Intention Melalui Patient Satisfaction pada Rumah Sakit Ibu dan Anak (RSIA) Di Kota Batam Syukriansyah, Azizul; Kesumahati, Erilia
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 1 (2024): April
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i1.1596

Abstract

This study aims to determine and analyze the effect of marketing mix on re-visit intention of patients at Mother and Child Hospitals in Batam City through patient satisfaction. The sample used in this study was 340 people. The results of the study showed that the product and promotion variabels, people did not have a significant positive effect on patient satisfaction. price, place, process, physical evidence variabels had a significant positive effect on patient satisfaction. The results study also show that the product, promotion, and people variabels did not have a significant positive effect on re-visit intention through patient satisfaction. While the price, place, process, physical evidence variabels have a significant positive effect on re-visit intention through patient satisfaction. In addition, patient satisfaction has a significant positive effect on re-visit intention. Mother and Child Hospitals) must be able to adapt the marketing mix in carrying out services to patients, in order to provide good and excellent service.
Strategi Pemasaran Digital pada UMKM Nuriza Snack di Kota Batam Kesumahati, Erilia; Syaharni, Dian Sabrina
Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan Vol. 2 No. 3 (2024): April 2024
Publisher : LPPM Universitas Internasional Batam

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Abstract

Nuriza Snack merupakan UMKM yang bergerak dibidang makanan ringan. Terdapat berbagai produk yang ditawarkan seperti keripik pisang, keripik sukun, keripik bayam, keripik singkong, dan lain-lain. Nuriza Snack melakukan pemasaran produk secara online ataupun offline. Faktor yang mempengaruhi latar belakang permasalahan adalah kurangnya pemanfaatan akan penggunaan sosial media sebagai media pemasaran dan juga diperlukan peningkatan brand awareness yang mampu mempengaruhi strategi pemasaran secara online. Adapun teknik yang digunakan dalam menjalankan program ini adalah mengunakan teknik kualitatif, yaitu wawancara, observasi, dan dokumentasi. Program yang dijalankan memiliki pengaruh yang positif, dimana terdapat perkembangan berupa insight dari promosi melalui media sosial, Shopee, dan GoFood. Rekomendasi untuk selanjutnya adalah dapat melakukan inovasi dari strategi lainnya seperti inovasi produk, promosi, dan harga pada UMKM Nuriza Snack sehingga dapat terus melanjutkan kegiatan pemasaran melalui online.
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.
Exploring determinants of purchase intent for chinese steel and iron goods in Batam Kesumahati, Erilia; Fernado, Fernado
Jurnal Inovasi Ekonomi Vol. 9 No. 01 (2024): April
Publisher : Center for Economics, Business and Entrepreneurship Development Faculty of Economics and Business, Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jiko.v9i01.23470

Abstract

This study aims to investigate the underlying reasons behind the heightened purchase inclination towards imported Chinese steel and iron products within Batam City. Given that iron and steel products emerged as one of the most extensively imported categories in 2020, they serve as the primary focus of this research. Data collection was conducted through Google Forms, completed by 211 building shop owners or managers. Analysis was carried out utilizing SPSS version 26.0.0, encompassing data quality assessment, classical assumption testing, and multiple linear analysis. The findings reveal that subjective norms and perceived behavioral control significantly and positively influence the purchase intention of Chinese steel and iron products.
Study of MSMEs Performance: Factors Affecting MSMEs Performance through Marketing Adoption with Social Media Lim, Desmond; Kesumahati, Erilia
JURNAL ADMINISTRASI & MANAJEMEN Vol 13, No 1 (2023): Jurnal Administrasi dan Manajemen
Publisher : Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/jam.v13i1.2618

Abstract

Technology has been growing rapidly recently. The close relationship and dependence between humans and social media, becomes an opportunity for companies to market their products through social media. This article discusses some of the things that influence companies to adopt social media as a company marketing tool. Some of these variables include the context of technology, organization, environment, perceived usefulness and perceived ease of use of social media, and attitudes towards technology and the ability to control technology. This study targets MSME players who sell imported products in the Riau Islands Province. The analysis was carried out by testing data from 200 respondents collected responses through Google Forms and data tested with the SEM-PLS model through the help of the SmartPLS application. It is known that the variables of technological context and environmental context have a significant positive relationship to the adoption of social media as a marketing tool. The environmental context also has a positive significant influence on the increasing performance of companies that use social media in marketing. Meanwhile, the adoption of social media in marketing is known to have a significant positive effect on improving company performance.
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.
Faktor yang Memengaruhi Purchase Intention melalui Brand Image pada Skincare Lokal di Kota Batam Ohanna, Nida; Kesumahati, Erilia
Jurnal Manajerial Vol 11 No 01 (2024): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v11i01.6490

Abstract

Background – During the COVID-19 epidemic, increased consumer interest in skincare is generating commercial potential for local skincare products in Batam City. Attractive and trustworthy brand ambassadors play an important role in influencing consumers' purchase intentions for products by enhancing brand image and increasing awareness of product quality, which will ultimately motivate purchases. Aim – The purpose of this study is to analyze the relationship between various factors (attractiveness, expertise, trustworthiness of brand ambassadors, E-WOM, and social media marketing) on purchase intention of local skincare products in Batam City. Design / methodology / approach – The purposive sampling method was used to collect data from 386 individuals who have used local skincare products in Batam City. The questionnaire was distributed using Google Form in April 2023. Findings – The results of the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis show a positive and significant influence of attractiveness, expertise, trustworthiness, E-WOM, social media marketing variables on purchase intention through brand image. Conclusion - The brand image of skin care products will increase if you use a brand ambassador, where this brand ambassador has a strong influence in increasing the desire to buy skin care products. Research implication – These findings provide insight that social media marketing approaches are efficient, brand ambassadors are influential, and E-WOM is effective in improving brand image and purchase intention of local skincare customers. Limitations – The limitation of this study is that the brand image variable can only be explained by 46.5% by variables such as attractiveness, knowledge, trustworthiness, E-WOM, and social media marketing. Other variables not studied, such as respect and similarity, can explain the remaining 53.5%. Similarly, the purchase intention variable can only be explained by 39.6% by the factors considered, with the remaining 60.4% possibly influenced by other variables such as sales promotion and product quality.
Faktor Yang Mempengaruhi Purchase Intention Smartphone Dengan Brand Image Sebagai Mediasi Di Kota Batam Julianto, Tri; Kesumahati, Erilia
Jurnal Manajerial Vol 11 No 02 (2024): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v11i02.6954

Abstract

Background – Nowadays there are many smartphone brands that make consumers confused when they have to choose what smartphone is good to buy and use everyday, therefore this research was conducted to prove what are the main factors for consumers when they want to buy a smartphone. Aim – The purpose of this research was to find out the factors that influence consumer purchase intentions when they want to make a purchase of a smartphone brand in Batam City. Design / Methodology / Approach – The research method used is the survey techniques by distributing questionnaires as a means of extracting data. The distribution of the questionnaires produced results in the form of 360 respondents from the people of Batam City who wanted or intended to purchase Smartphones in the future. This study uses validity and reliability tests to test the feasibility of the questionnaire and the results of the respondents. In addition, this study also uses path coefficient as a method of data analysis with the aim of seeing the direct and indirect relationships of each variable. Findings – Based on the results that have been analyzed, it proves that there are several factors that influence consumer Purchase Intention, such as Brand Trust and Service Quality, but there are also factors that do not affect consumers, such as Brand Image. Conclusion – This shows that Smartphone business must convince consumers so that they have a strong sense of trust in the product and services provided must be as good as possible with the aim that consumers will feel comfortable when they are in the store. Research Implication – The conduct of this research will have an impact, especially on smartphone companies where the company will know what factors consumers are looking for when visiting a store. Limitations – The limitation of this research only involves the area around the author in Batam City.
Co-Authors Dewi Ratnasari Fauzi, Erika Gustian Fernado, Fernado Jecki, Jecki Julianto, Tri Lim, Desmond Marninda, Caroline Ohanna, Nida Syaharni, Dian Sabrina Syukriansyah, Azizul Wan Lelly H Yahdiana Harahap