Abstract:The rapid advancement of information technology has encouraged companies to adopt digital marketing as a strategic approach to enhancing consumer brand awareness. Amanda Brownies Samarinda has utilized various digital platforms;…
atforms; however, the effectiveness of the implemented strategies requires further examination. This study aims to analyze the digital marketing strategies employed by Amanda Brownies Samarinda, their role in enhancing brand awareness, and the factors that support and hinder their effectiveness. A qualitative descriptive approach was employed in this research. Data were collected through observation, structured interviews, and documentation, and subsequently analyzed using the Miles, Huberman, and Saldaña model. The findings reveal that Amanda Brownies Samarinda implements an integrated digital marketing strategy through seven platforms, namely Instagram, Facebook, TikTok, WhatsApp Business, GoFood, GrabFood, and ShopeeFood. These strategies contribute to enhancing brand awareness through four dimensions: recognition, recall, purchase, and consumption. Consistency in visual identity, promotional intensity, ease of access to information, transaction convenience, product quality, and consumer engagement were identified as the primary factors supporting the success of digital marketing implementation. Nevertheless, the utilization of TikTok has not yet been optimized compared to the other platforms. The novelty of this study lies in its comprehensive analysis of the role of integrating seven digital platforms in enhancing brand awareness through the dimensions of recognition, recall, purchase, and consumption, thereby providing a more holistic understanding of digital marketing effectiveness within the culinary industry, particularly at Amanda Brownies Samarinda.
Abstract:Abstract: Tosari District, Pasuruan Regency is one of the access areas to the tourist area of Mount Bromo. One of the local products in this area is potatoes. However, potatoes are only sold as raw products and have not…
been widely used as a processed food product. The aim of this community service is to improve skills related to the diversification of processed potato products and knowledge of types of food packaging. This community service method includes counseling regarding the packaging of souvenir products, demonstrations on making potato ronde, potato brownies and potato galantine as well as several participants who practice directly making these products. This activity took place at the Tosari village hall, Tosari District, Pasuruan Regency. The community service participants totaled 30 pokdarwis members from all over Pasuruan Regency. Participants were enthusiastic and active during the community service activities. The participants asked many questions to the speakers and were active in direct practice of making potato-based products. Pokdarwis members in Pasuruan Regency have skills in making various kinds of potato-based processed products such as potato brownies, potato galantine and potato ronde and they have knowledge about food packaging that can increase the economic value and the shelf life of product.
Keywords: brownies; galantine; packaging; potatoes
Abstrak: Kecamatan Tosari Kabupaten Pasuruan merupakan salah satu daerah akses menuju kawasan wisata Gunung Bromo. Hasil bumi di daerah ini yaitu kentang. Namun kentang hanya sebatas dijual sebagai produk mentah dan belum banyak dimanfaatkan sebagai olahan produk jadi. Tujuan dari pengabdian masyarakat ini adalah untuk meningkatkan ketrampilan terkait diversifikasi produk olahan kentang dan pengetahuan jenis pengemas makanan. Metode pengabdian masyarakat ini yaitu penyuluhan terkait pengemasan produk oleh-oleh, demonstrasi tentang pembuatan ronde kentang, brownies kentang dan galantin kentang serta beberapa pe-serta praktik langsung membuat produk tersebut. Kegiatan ini berlangsung di balai desa Tosari, kecamatan Tosari, kabupaten Pasuruan. Peserta pengabdian masyarakat ini berjumlah 30 orang anggota pokdarwis se-kabupaten Pasuruan. Peserta antusias dan aktif selama kegiatan pengabdian masyarakat berlangsung. Peserta banyak mengajukan pertanyaan kepada nara-sumber dan aktif dalam praktik langsung pembuatan produk berbasis kentang. Anggota pokdarwis se-Kabupaten Pasuruan telah memiliki ketrampilan dalam membuat berbagai macam produk olahan berbasis kentang seperti brownies kentang, galantine kentang dan ronde kentang serta anggota pokdarwis tersebut telah memiliki pengetahuan tentang pengemas makanan yang dapat meningkatkan nilai ekonomi produk dan mendukung umur simpan produk.
Kata kunci: brownies; galantine; kentang; ronde; pengemasan
Abstract:Brownies Edamame merupakan makanan yang memiliki potensi untuk dijadikan sebagai oleh-oleh khas dari kota Jember dengan keunikannya yang berbahan dasar edamame. Brownies Edamame ini dikemas menggunakan kertas Ivory dengan…
n bentuk persegi panjang yang dirancang dengan menggunakan warna hijau untuk menonjolkan citra berbahan dasar 100% edamame. Untuk memberikan positioning tersebut, maka dirancang kemasan sebagai oleh-oleh dengan bentuk yang mudah dibawa dan dengan tampilan visual yang mencitrakan karakteristik kota Jember. Proses pemasaran yang kami lakukan adalah melakukan penjualan secara online dan offline. Analisis kelayakan usaha untuk usaha ini yaitu dengan menggunakan Harga Pokok Produksi, Break Event Point, Hasil Penjualan (omset), Benefit and Cost Ratio, Pay Back Period, dan Keuntungan.