Pelatihan dan Pendampingan Strategi Branding Produk bagi UMKM di Kelurahan Gununganyar Kota Surabaya

Branding training and mentoring activities were carried out in Gununganyar District, Surabaya City. This activity is in the form of training and direct assistance for MSMEs. This training and mentoring activity combines aspects that can be used to support the branding process, such as packaging and labeling, product photography, and e-commerce. The initial stage in this activity is to know the obstacles and efforts that have been made by MSME actors. Then proceed with the process of socialization and training in the form of theory and practice and then carry out branding assistance directly at MSME locations. Based on the activities that have been carried out, several MSMEs can be encouraged to improve branding and develop their creativity so as to update product packaging designs and expand online sales. In its implementation, this activity received a positive response from both the community and village officials as partners, seen from the amount of enthusiasm and support given during the activity. The results of this activity are expected to be able to encourage the level of economy and creative entrepreneurial activities in Gununganyar District which in the end will also be able to have an influence on the process of empowering human resources.Kegiatan pelatihan dan pendampingan branding dilaksanakan di Kelurahan Gununganyar, Kota Surabaya. Kegiatan ini berupa pelatihan dan pendampingan secara langsung bagi para UMKM. Kegiatan pelatihan dan pendampingan ini mengkombinasikan aspek-aspek yang dapat digunakan utnuk menunjang proses branding seperti pada packaging dan labelling, fotografi produk, dan e-commerce. Tahapan awal dalam kegiatan ini adalah harus mengetahui kendala dan usaha yang telah dilakukan pelaku UMKM. Kemudian dilanjutkan dengan proses sosialisasi serta pelatihan berupa teori dan praktik kemudian melakukan pendampingan branding secara langsung di lokasi UMKM. Berdasarkan kegiatan yang telah dilakukan, beberapa UMKM dapat terdorong untuk meningkatkan branding dan mengembangkan kreativitasnya sehingga melakukan pembaruan desain kemasan produk dan merambah penjualan secara daring. Dalam pelaksanaannya kegiatan ini mendapatkan respon positif baik dari masyarakat maupun perangkat kelurahan sebagai mitra, dilihat dari besarnya antusias dan dukungan yang diberikan selama kegiatan. Hasil dari kegiatan ini diharapkan mampu mendorong tingkat perekonomian dan kegiatan wirausaha kreatif di Kelurahan Gununganyar yang pada akhirnya juga akan mampu memberikan pengaruh pada proses pemberdayaan sumber daya manusia yang dimiliki

Pengaruh Green Marketing terhadap Pembelian Ulang pada Produk Brand Avoskin

As public awareness of a sustainable environment grows in this century, several corporate organizations have begun to implement the sustainability principle in carrying out their firm activities. One of them is a marketing firm that uses a green marketing strategy. This will almost probably alter purchasers' motivation to consume a product repeatedly. The goal of this study is to learn about and investigate the concurrent and partial effects of green marketing, which comprises green product, green price, green promotion, and green location, on repurchasing items from the Avoskin brand in Surabaya. 100 respondents were sampled. Multiple linear regression analysis was utilized to process this data, which was supported by the SPSS 25.0 software. The study's findings indicate that green marketing has a favorable and significant impact on the simultaneous repurchase of Avoskin products in Surabaya. Keywords: Marketing, Green Marketing, Repurchas