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All Journal Journal of Economic, Bussines and Accounting (COSTING) Journal Of Community Service for Economics and Business (JCSEB)
Selin Faradina
Universitas Lampung
Economics, Econometrics & Finance

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Utilization of Technology In Developing Digital Marketing for MSMEs at Sate Taichan Geh Bang Nut in Bandar Lampung City Selin Faradina; Febiola Efriani; Nelly Fitria; Vindi Millenia Putri; Rica Sherly Permatasari; Yuniarti Fihartini
Journal Of Community Service for Economics and Business Vol. 1 No. 1 (2025): June
Publisher : MINOVa Ditria Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66016/jcseb.v1i1.8

Abstract

The Industrial Revolution 4.0 era has encouraged MSMEs players to adopt digital marketing to reach the market. The purpose of the research is to optimize digital marketing in Sate Taichan Geh Bang Nut MSMEs in Bandar Lampung through the provision of Instagram-based social media-based marketing strategies. The method used is qualitative descriptive with observation, interviews, and documentation. The results show that the main challenges faced include suboptimal content design, engagement, and social media planning. To overcome this, the service program is designed with a debriefing on content design using Canva, creating a social media calendar, and effective hashtag strategies. The impact of this program has increased the number of Instagram account followers, the quality of interaction with the audience has increased, and the brand positioning is stronger. A planned digital marketing strategy is an important step to support the competitiveness of MSMEs in the digital era.
PENGARUH ENVIRONMENTAL KNOWLEDGE DAN GREEN MARKETING TERHADAP PURCHASE INTENTION DENGAN MEDIASI ENVIRONMENTAL ATTITUDE PADA KOPI STARBUCKS Selin Faradina; Yuniarti Fihartini; Roslina Roslina
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 4 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/31yyxn25

Abstract

This study aims to examine the effects of Environmental Knowledge and Green Marketing on Purchase Intention, with Environmental Attitude serving as a mediating variable among Starbucks consumers. This research employed a quantitative approach using a survey method. Data were collected from 210 respondents who met the predetermined criteria and were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that environmental knowledge has a positive and significant effect on both environmental attitude and purchase intention. Similarly, green marketing positively and significantly influences environmental attitude and purchase intention. Furthermore, environmental attitude has a positive and significant effect on purchase intention. The mediation analysis demonstrates that environmental attitude significantly mediates the relationships between environmental knowledge and purchase intention, as well as between green marketing and purchase intention. These findings indicate that increasing consumers’ environmental knowledge and implementing effective green marketing strategies can foster more positive environmental attitudes, which in turn enhance consumers’ intention to purchase Starbucks products. This study provides practical implications for companies to strengthen environmental education initiatives and consistently implement green marketing strategies to increase consumer purchase intention while supporting sustainable business practices.
Co-Authors Febiola Efriani Nelly Fitria Rica Sherly Permatasari Roslina Vindi Millenia Putri Yuniarti Fihartini