Pelatihan Pemasaran Digital Usaha Rumah Tangga dengan Penguatan Brand Story Melalui Instagram
DOI:
https://doi.org/10.31571/gervasi.v7i2.6047Keywords:
brand story, pemasaran digital, usaha rumah tanggaAbstract
Brand story melalui Instagram untuk produk makanan oleh usaha rumah tangga hanya terbatas pada social media mentions, social media likes, comments, testimoni konsumen, dan endorsement oleh selebgram. Tujuan pengabdian kepada masyarakat (PkM) ini adalah memberikan pelatihan pemasaran digital usaha rumah tangga dengan penguatan brand story melalui Instagram, pada Chef Gui di Kota  Pontianak, Kalimantan Barat. Metode pengabdian yaitu sosialisasi dan pendampingan. Hasil pengabdian menunjukkan tingkat ketercapaian pengetahuan yang tinggi, tetapi kesenjangan praktik adalah tinggi terkait direct website traffic dan branded search volume/traffic dalam brand awareness and recognition; social shares dan click-through rates dalam engagement and sentiment; customer retention rates, dan Net Promoter Score dalam customer loyalty; conversion rates, dan revenue growth dalam conversion and sales.
Downloads
References
Alfian, N., & Nilowardono, S. (2019). The influence of social media marketing instagram, word of mouth and brand awareness of purchase decisions on arthenis tour and travel. IJEBD (International Journal of Entrepreneurship and Business Development), 2(2), 218–226. https://doi.org/10.29138/ijebd.v2i2.770
Aripradono, H. W. (2020). Penerapan komunikasi digital storytelling pada media sosial instagram. Teknika, 9(2), 121–128. https://doi.org/10.34148/teknika.v9i2.298
Ayesha, I., Pratama, I. W. A., Hasan, S., Amaliyah, Effendi, N. I., Yusnanto, T., Diwyarthi, N. D. M. S., Utami, R. D., Firdaus, A., Mulyana, M., Fitriana, Norhidayati, & Egim, A. S. (2022). Digital marketing (tinjauan konseptual). In R. Wujarso (Ed.), PT. Global Eksekutif Teknologi. Global Eksekutif Teknologi Press. http://repository.ibik.ac.id/1470/1/DIGITAL MARKETING.pdf
Cuong, D. (2020). The impact of brand credibility and perceived value on customer satisfaction and purchase intention at fashion market. Journal of Advanced Research in Dynamical and Control Systems, 12(SP3), 691–700. https://doi.org/10.5373/JARDCS/V12SP3/20201308
DJPb-Kalbar. (2022). Kajian fiskal regional (KFR) triwulan I tahun 2022. https://djpb.kemenkeu.go.id/kanwil/kalbar/images/kfr/KFR_Triw_1_2022_kalbar.pdf
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2020.102168
Gerasimenko, V., Andreyuk, D., & Kurkova, D. (2021). Approach for management of brand positioning: Quantification of value matching between brand and target audience. Polish Journal of Management Studies, 24(1), 96–111. https://doi.org/10.17512/pjms.2021.24.1.06
Greatajoy, M., Fahmi, F., Kharisma, F., Fazlurrahman, H., & Rahman, M. (2023). The role of digital marketing for the home convection industry. BISTIC Business Innovation Sustainability and Technology International 2022, 36–41. https://doi.org/10.2991/978-94-6463-178-4_5
Gupta, S. (2022). Brand storytelling in digital media: An emerging perspective. International Journal of Advanced Research in Commerce, Management &Social Science (IJARCMSS), 5(2), 183–188. https://www.researchgate.net/publication/363851648_BRAND_STORYTELLING_IN_DIGITAL_MEDIA_AN_EMERGING_PERSPECTIVE
Haqimi, N., Rokhman, N., & Priyanta, S. (2019). Detection of spam comments on instagram using complementary naïve bayes. IJCCS (Indonesian Journal of Computing and Cybernetics Systems), 13(3), 263–272. https://doi.org/10.22146/ijccs.47046
Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of social media marketing activities in influencing customer intentions: A perspective of a new emerging era. Frontiers in Psychology, 12, 1–12. https://doi.org/https://doi.org/10.3389/fpsyg.2021.808525
Lund, N., Cohen, S., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of Destination Marketing and Management, 8, 271–280. https://doi.org/10.1016/j.jdmm.2017.05.003
Mesfar, S., & Ltifi, M. (2022). The Importance of the central role of the brand experience. In M. Gupta, P. Jindal, & S. Bansal (Eds.), Promoting Consumer Engagement Through Emotional Branding and Sensory (p. 298). IGI Global. https://doi.org/10.4018/978-1-6684-5897-6.ch007
Molinillo, S., Japutra, A., & Ekinci, Y. (2022). Building brand credibility: The role of involvement, identification, reputation and attachment. Journal of Retailing and Consumer Services, 64, 102819. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102819
Nassaji, H. (2015). Qualitative and descriptive research: Data type versus data analysis. Language Teaching Research, 19(2), 129–132. https://doi.org/10.1177/1362168815572747
Nuseir, M., & Aljumah, A. (2020). The role of digital marketing in business performance with the moderating effect of environment factors among SMEs of UAE. International Journal of Innovation, Creativity and Change, 11(3), 310–324. https://www.researchgate.net/publication/339789814_The_Role_of_Digital_Marketing_in_Business_Performance_with_the_Moderating_Effect_of_Environment_Factors_among_SMEs_of_UAE
OECD. (2020). E-commerce in the times of COVID-19. In Unpacking e-commerce (Issue October). https://www.oecd.org/coronavirus/policy-responses/e-commerce-in-the-time-of-covid-19-3a2b78e8/
Ranfagni, S., Crawford Camiciottoli, B., & Faraoni, M. (2016). How to measure alignment in perceptions of brand personality within online communities: Interdisciplinary insights. Journal of Interactive Marketing, 35(1), 70–85. https://doi.org/10.1016/j.intmar.2015.12.004
Risanti, S. (2022). Catat! Ini Kelebihan dan kekurangan instagram untuk bisnis. https://www.fortuneidn.com/business/surti/kelebihan-dan-kekurangan-instagram
Santos, V., Augusto, T., Vieira, J., Mendes, L., Sousa, B., & Pontes, D. (2022). E-commerce: issues, opportunities, challenges, and trends. In B. M. Sousa & J. D. Santos (Eds.), Promoting organizational performance through 5G and agile marketing (pp. 224–244). IGI Global. https://doi.org/10.4018/978-1-6684-5523-4.ch012
Santoso, A., Sulistyawati, A. I., & Vydia, V. (2022). Instagram as social media and his role in the tourism promotion. Indonesian Journal of Business and Entrepreneurship, 8(3), 415–420. https://doi.org/10.17358/ijbe.8.3.415
Sheri, S., & Traoudas, B. (2017). Video Brand storytelling: The rise of content marketing. A qualitative study exploring the antecedents of brand perceptions. https://www.diva-portal.org/smash/get/diva2:1168039/FULLTEXT01.pdf
Silvia, S. (2019). The importance of social media and digital marketing to attract millennials’ behavior as a consumer. Journal of International Business Research and Marketing, 4(2), 7–10. https://doi.org/10.18775/jibrm.1849-8558.2015.42.3001
Sobrino, G. P. (2021). A study of instagram’s influence in today’s digital era: The influencer phenomenon. https://www.theseus.fi/bitstream/handle/10024/500142/A Study of Instagram´s Influence in Todays Digital Era .pdf?sequence=2&isAllowed=y
Sousa, V. (2021). Storytelling and retromarketing: strengthening brand communication. Redmarka. Revista de Marketing Aplicado, 25(2), 44–62. https://doi.org/10.17979/redma.2021.25.2.8752
Taan, H., Radji, D. L., Rasjid, H., & Indriyani. (2021). Social media marketing untuk meningkatkan brand image. Journal of Management & Business, 4(1), 315–330. https://doi.org/10.37531/sejaman.v4i1.1268
Tama, V. (2021). The influence of marketing communication through instagram on brand awareness of the pier restaurant. Jurnal Komunikasi Dan Bisnis, 9(2), 1–9. http://eprints.kwikkiangie.ac.id/4402/18/RESUME.pdf
Umami, Z., & Darma, G. S. (2021). Digital marketing: Engaging consumers with smart digital marketing content. Jurnal Manajemen Dan Kewirausahaan, 23(2), 94–103. https://doi.org/10.9744/jmk.23.2.94-103
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. In Sustainability (Vol. 13, Issue 1, p. 189). https://doi.org/10.3390/su13010189
Zainurossalamia ZA, S., Tricahyadinata, I., Robiansyah, R., Darma, D. C., & Achmad, G. N. (2021). Storytelling marketing, content marketing, and social media marketing on the purchasing decision. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(3), 3836–3842. https://doi.org/10.33258/birci.v4i3.2150%0Ahttps://www.bircu-journal.com/index.php/birci/article/view/2150
Zalani, I. L., & Zulkifly, M. I. (2022). Factors affecting purchase intentions of home-based food products. International Journal of Academic Research in Business and Social Sciences, 12(11), 975–991. https://doi.org/10.6007/ijarbss/v12-i11/15636
Downloads
View: 116
Download: 98
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors should sign the copyright transfer agreement when they have approved the final proofs sent by GERVASI prior to the publication.
