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

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Product Marketing to Increase Knowledge and Skills of ME Smoothies MSMEs in Bandar Lampung Intan Lidiya Widuri; Mahrinasari MS; Yuniarti Fihartini; Khairunnisaa Khairunnisaa; Sri Hartati; Afrida Jayanti; Ranti Dwi Octaviani
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.v1i1.10

Abstract

The purpose of this paper is to explore the impact of community service activities in the form of product marketing digitalization on increasing the knowledge and skills of ME Smoothies MSME players in Bandar Lampung. This study aims to assist MSME players in utilizing digital media to increase competitiveness and expand market reach. The approach used is a participatory approach through a series of activities in the form of needs analysis, intensive training, and mentoring in the use of digital technologies such as social media, e-commerce, and marketing software. This activity involves MSME participants who are actively running their businesses and is evaluated through observation, interviews. The findings show that this program succeeded in improving the ability of participants in managing social media accounts and digital platforms, creating promotional content, and registering their products on food delivery services. Within one month, partners experienced a 30% increase in sales turnover as well as a significant increase in digital interactions. This study is still limited to one MSME partner and does not include a long-term evaluation of the sustainability of the use of digital technology. Nevertheless, this activity provides a real picture of the importance of digital education to improve the competitiveness of MSMEs. This program directly contributes to the empowerment of MSMEs through applicable digitalization strategies. The results of the activity can be used as a training model for other MSMEs that have limited access to technology and marketing. This activity encourages the economic independence of MSME actors and strengthens the community's adaptation to technological changes in the digital era. This approach also strengthens the position of MSMEs as drivers of the local economy. Keywords Digitalization, Product Marketing, MSMEs
THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARENESS ON PURCHASE INTENTION WITH FOMO AS A MEDIATING VARIABLE: A STUDY OF ADIDAS SAMBA PRODUCTS Khairunnisaa Khairunnisaa; Roslina Roslina; Yuniarti Fihartini
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 3 (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/tqpz8t10

Abstract

The purpose of this study is to examine the influence of social media marketing and brand awareness on purchase intention, with Fear of Missing Out (FoMO) as a mediating variable, among consumers of Adidas Samba products. This study employs a quantitative approach using purposive sampling. 260 respondents were selected based on the criteria of having knowledge about Adidas Samba product information obtained through social media and being aware of Adidas Samba as part of the Adidas brand. Data analysis was conducted using SEM-PLS. The results found that social media marketing and brand awareness have a positive and significant influence on purchase intention, brand awareness has a positive and significant influence on FoMO, whereas social media marketing has no significant influence on FoMO. FoMO was found to have a positive and significant influence on purchase intention. The mediation test results showed that FoMO does not mediate the effect of social media marketing on purchase intention but is able to positively and significantly mediate the relationship between brand awareness and purchase intention.
Co-Authors Afrida Jayanti Intan Lidiya Widuri Mahrinasari MS Ranti Dwi Octaviani Roslina Sri Hartati Yuniarti Fihartini