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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat International Journal of Management Science and Information Technology (IJMSIT) Majalah Ilmiah Olahraga (MAJORA)
Kurnia Wulandari
Universitas Negeri Yogyakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Nursing Public Health Social Sciences

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The Effect of Perceived ROI on Perceived Value and Adoption Intention Rizki Pratama Johanis Paransa; Rr. Chusnu Syarifa Diah Kusuma; Fajar Wahyu Nugroho; Kurnia Wulandari
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6926

Abstract

This study aims to examine the role of perceived return on investment (ROI) in shaping perceived value and its impact on adoption intention toward digital branding among small and medium-sized enterprises (SMEs). A quantitative approach with an explanatory research design was employed, involving 100 SME owners in the Special Region of Yogyakarta, Indonesia. Data were collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived ROI has a positive and significant effect on perceived value with a t-statistic of 4.562 and a p-value of 0.000 (<0.05) and the path coefficient is 0.513, suggesting that SMEs evaluate digital branding based on the economic benefits gained relative to the costs incurred. Furthermore, perceived value has a positive and significant effect on adoption intention with a t-statistic of 8.781 and a p-value of 0.000 (<0.05) and the path coefficient is 0.625, indicating that perceived value is a determinant in technology adoption decisions. Theoretically, this study provides insights into the importance of value-based evaluation in the context of digital branding adoption among SMEs. Practically, the results suggest that improving SMEs’ understanding of digital branding performance, particularly in terms of ROI, can enhance perceived value and encourage broader adoption of digital branding strategies.
RESEARCH TRENDS IN PEER FEEDBACK IMPLEMENTATION IN EFL WRITING CLASSES Kurnia Wulandari
Majalah Ilmiah Olahraga Vol. 31 No. 2 (2025): September
Publisher : Universitas Negeri Yogyakarta

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Abstract

This systematic review aimed to present a systematic summary of the trends in the implementation of peer feedback, particularly in teaching writing skills in the EFL context. Research articles were collected from two different databases, namely Scopus and Web of Science. After being reviewed based on selected inclusion and exclusion criteria, 50 out of 162 collected articles were then further examined. The present study shows how peer feedback implementation is discussed in research articles published from 2022 to 2024. The majority of studies were conducted in 2022, most of the reviewed studies were developed based on the quantitative research design, and most of the feedback was delivered in direct face-to-face interaction.
PENGUATAN STRATEGI BRANDING, DIGITAL MARKETING, DAN INOVASI PENJUALAN UNTUK UMKM DUSUN KEPUH Kurnia Wulandari; Rr Chusnu Syarifa Diah Kusuma; Fajar Wahyu Nugroho; Rizki Pratama Johanis Paransa
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 7 No. 3 (2026): Vol. 7 No. 3 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v7i3.56942

Abstract

Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan kapasitas pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Dusun Kepuh, Kelurahan Pacarejo, Kecamatan Semanu, Kabupaten Gunungkidul dalam menerapkan strategi pemasaran yang efektif di era digital. Program ini difokuskan pada tiga aspek utama, yaitu optimalisasi branding, penerapan digital marketing, dan inovasi penjualan produk. Metode kegiatan meliputi pelatihan, diskusi interaktif, serta evaluasi melalui pre-test dan post-test untuk mengukur peningkatan pemahaman peserta. Sebelum pelatihan, hasil pre-test menunjukkan bahwa mayoritas peserta memiliki tingkat pemahaman rendah terhadap strategi pemasaran digital, dengan skor rata-rata hanya 1,9 dari skala 4. Setelah pelatihan, hasil post-test meningkat secara signifikan. Peningkatan tertinggi terjadi pada aspek pemahaman “Konsep Branding” yang naik dari 2,10 menjadi 3,13. Sedangkan, aspek lain seperti “Langkah Membangun Branding” naik dari 1,93 menjadi 2,97. Aspek “Strategi Pemasaran yang Efektif” naik dari 1,97 menjadi 2,67. Aspek yang berhubungan dengan platform digital yaitu kemampuan menggunakan WhatsApp Business yang meningkat dari 1,93 menjadi 2,67. Selain itu, pemahaman terhadap penggunaan Facebook Marketplace juga naik dari 1,80 menjadi 2,53. Hasil ini menunjukkan bahwa pelatihan berhasil meningkatkan kompetensi peserta dalam mengoptimalkan teknologi digital untuk pemasaran. Kegiatan ini diharapkan menjadi langkah awal dalam membangun ekosistem UMKM digital yang berkelanjutan dan meningkatkan daya saing usaha di Dusun Kepuh, Gunungkidul.
Co-Authors Chusnu Syarifa Diah Kusuma Fajar Wahyu Nugroho Rizki Pratama Johanis Paransa Rr Chusnu Syarifa Diah Kusuma