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All Journal Management Analysis Journal Journal of Management and Digital Business Empowerment Journal
Belligo Agra
Universitas 'Aisyiyah Surakarta
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Public Health Other

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Building Consumer Buying Interest through Content Marketing and Consumer Engagement Agra, Belligo; Prakoso, Sajiwo Tri
Management Analysis Journal Vol 11 No 1 (2022): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v11i1.54277

Abstract

Content marketing has become the most popular marketing tool in recent years. content marketing can trigger consumer engagement and furthermore can stimulate consumer buying interest. however, there is a bias in previous research. Previous research generally used big brands as the research context. content distributed by big brands loses credibility, because there are questions whether they are viral because of the brand or the content itself. This study tries to fill the gap by examining the effect of satisfaction on small business content on brand trust and purchase intention. This research was conducted in Surakarta and Yogyakarta during the end of 2021. The respondents were Millennials and Gen- z. These two generations have a high intensity on social media so they are considered reliable to fill out the questionnaire. Samples were taken by non-probability sampling method. The type of non-probability sampling technique used is purposive sampling because there are certain criteria that are required in order to fill out the questionnaire in this study. This research is carried out with a quantitative approach because it intends to test the relationship between variables. Data testing was carried out using the SEM-PLS method. PLS was chosen because this study tested a new model. The results of this study indicate that consumer satisfaction with content has an important role in buying interest.
Adopsi teknologi sebagai alternatif untuk peningkatan daya saing UMKM Surakarta pasca Covid-19 Frendy Wibowo; Belligo Agra; Fida Husain
Journal of Management and Digital Business Vol. 1 No. 3 (2021): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (262.443 KB) | DOI: 10.53088/jmdb.v1i3.262

Abstract

The rapid development of technology in the last few decades has impacted the business world. Information technology is one of the best examples of that rapid development. Large companies aware of the importance of information technology seek to increase its use to increase competitiveness in the market. In contrast to the conditions in the SME sector, it has not significantly comprehensively adopted information technology to increase competitiveness in the industry. This study uses a qualitative method. The respondents of this study were MSMEs who were randomly selected using snowball sampling by previous informants from various sectors regardless of the size of their business. Informants from the MSMEs are business owners with different educational backgrounds and experiences. We will only look at the status of MSMEs in deciding whether or not they are ready to use information technology to increase competitiveness in the industry. We found that four main factors become the basic considerations for SMEs in Surakarta to use or not to use information technology to increase competitiveness in the industry
PENYULUHAN INOVASI PENGEMASAN PRODUK USAHA DARING PADA KOMUNITAS WIRAUSAHA CARIMITRABISNIS SURAKARTA Belligo Agra
Empowerment Journal Vol. 1 No. 1 (2021): September
Publisher : Universitas 'Aisyiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (260.716 KB) | DOI: 10.30787/empowerment.v1i1.752

Abstract

During the Covid-19 pandemic, many MSMEs experienced a decline in sales. One of the main problems is the shift in consumer shopping styles to online shopping and the decline in consumer buying interest. The solution offered for this problem is packaging innovation and product design. This community service aims to provide counseling and assistance to partners regarding packaging innovation and product design. This community service partner is the Carimitrabisnis entrepreneurial community. This community consists of 35 entrepreneurs from various business fields in Surakarta. The expected outcome of this community service activity is for partners to gain knowledge about the importance of trademark design, packaging, and direction to partners in terms of promotion through the internet to increase the number of sales.
Co-Authors Fida’ Husain Frendy Wibowo Sajiwo Tri Prakoso