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All Journal Jurnal Pengabdian West Science West Science Interdisciplinary Studies West Science Interdisciplinary Studies
Aulia Abdul Rahman
Universitas Bina Mandiri Gorontalo
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Public Health Social Sciences

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Penguatan Kapasitas Aparatur Desa Melalui Transformasi Digital Pelayanan Publik Darman Darman; Maman Musa; Irfan Akadji; Aulia Abdul Rahman; Marsanda Hatiku; Nirva Agrianti; Farlian B Ma'u
Jurnal Pengabdian West Science Vol 5 No 06 (2026): Jurnal Pengabdian West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jpws.v5i06.3573

Abstract

Transformasi digital menjadi salah satu strategi penting dalam meningkatkan kualitas tata kelola pemerintahan dan pelayanan publik di tingkat desa. Namun, keberhasilan implementasi transformasi digital sangat dipengaruhi oleh kapasitas aparatur desa dalam memahami dan memanfaatkan teknologi informasi secara efektif. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pemahaman dan wawasan aparatur Desa Butu, Kecamatan Tilongkabila, Kabupaten Bone Bolango mengenai pentingnya transformasi digital dalam pelayanan publik serta memperkuat kesiapan mereka dalam menghadapi perkembangan teknologi di lingkungan pemerintahan desa. Metode pelaksanaan kegiatan dilakukan melalui penyampaian materi, simulasi, dan sesi tanya jawab yang melibatkan aparatur desa sebagai peserta utama. Materi yang diberikan mencakup konsep transformasi digital, pemanfaatan teknologi informasi dalam administrasi pemerintahan, pengelolaan data pelayanan, serta peningkatan kualitas pelayanan publik berbasis digital. Simulasi dilakukan untuk memberikan gambaran praktis mengenai penerapan teknologi digital dalam mendukung pelayanan publik yang lebih efektif, transparan, dan responsif. Hasil kegiatan menunjukkan bahwa peserta memiliki antusiasme yang tinggi selama pelaksanaan kegiatan dan memperoleh pemahaman yang lebih baik mengenai peran teknologi digital dalam mendukung penyelenggaraan pemerintahan desa. Melalui sesi simulasi dan tanya jawab, peserta juga mampu mengidentifikasi berbagai peluang serta tantangan yang dihadapi dalam implementasi RMAN transformasi digital di lingkungan kerja mereka. Kegiatan ini memberikan kontribusi positif dalam meningkatkan wawasan aparatur desa mengenai pentingnya digitalisasi pelayanan publik dan mendorong tumbuhnya kesadaran untuk terus mengembangkan kompetensi digital dalam mendukung pelayanan yang berkualitas. Dengan demikian, kegiatan pengabdian ini menjadi langkah strategis dalam mendukung penguatan kapasitas aparatur desa serta mendorong terwujudnya pelayanan publik yang lebih modern, transparan, dan berorientasi pada kebutuhan masyarakat.
The Effect of Social Media Marketing and Word of Mouth on Marketing Promotion with Brand Image as a Mediating Variable at Flamboyan MSMEs in Gorontalo Darman Darman; Aulia Abdul Rahman; Irfan Akadji
West Science Interdisciplinary Studies Vol. 4 No. 06 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i06.2929

Abstract

This study aims to analyze the influence of Social Media Marketing and Word of Mouth on Marketing Promotion with Brand Image as a mediating variable in Flamboyan Gorontalo MSMEs. This study is motivated by the importance of utilizing social media and word of mouth communication in increasing the effectiveness of MSME marketing promotion amidst increasingly competitive business competition. The research method used is a quantitative approach with a survey technique. Data were obtained by distributing questionnaires to consumers who have purchased Flamboyan Gorontalo MSME products. The sampling technique used was accidental sampling. Data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) through the SmartPLS application. The results of the study indicate that Brand Image has a positive and significant effect on Marketing Promotion. Word of Mouth has a positive and significant effect on Brand Image. Conversely, Social Media Marketing has no significant effect on Brand Image or Marketing Promotion. In addition, Word of Mouth also has no significant effect on Marketing Promotion. The results of the indirect effect test indicate that Brand Image is unable to mediate the effect of Social Media Marketing on Marketing Promotion or the effect of Word of Mouth on Marketing Promotion. The research findings indicate that the success of marketing promotions in the Flamboyan Gorontalo MSME is more determined by the strength of its brand image than by social media marketing activities and direct word-of-mouth communication. This research contributes to the development of digital marketing and brand management literature, and provides input for MSMEs in designing marketing strategies that focus on strengthening brand image to increase the effectiveness of marketing promotions and business competitiveness.
The Effect of Social Media Marketing and Word of Mouth on Marketing Promotion with Brand Image as a Mediating Variable at Flamboyan MSMEs in Gorontalo Darman Darman; Aulia Abdul Rahman; Irfan Akadji
West Science Interdisciplinary Studies Vol. 4 No. 06 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i06.2929

Abstract

This study aims to analyze the influence of Social Media Marketing and Word of Mouth on Marketing Promotion with Brand Image as a mediating variable in Flamboyan Gorontalo MSMEs. This study is motivated by the importance of utilizing social media and word of mouth communication in increasing the effectiveness of MSME marketing promotion amidst increasingly competitive business competition. The research method used is a quantitative approach with a survey technique. Data were obtained by distributing questionnaires to consumers who have purchased Flamboyan Gorontalo MSME products. The sampling technique used was accidental sampling. Data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) through the SmartPLS application. The results of the study indicate that Brand Image has a positive and significant effect on Marketing Promotion. Word of Mouth has a positive and significant effect on Brand Image. Conversely, Social Media Marketing has no significant effect on Brand Image or Marketing Promotion. In addition, Word of Mouth also has no significant effect on Marketing Promotion. The results of the indirect effect test indicate that Brand Image is unable to mediate the effect of Social Media Marketing on Marketing Promotion or the effect of Word of Mouth on Marketing Promotion. The research findings indicate that the success of marketing promotions in the Flamboyan Gorontalo MSME is more determined by the strength of its brand image than by social media marketing activities and direct word-of-mouth communication. This research contributes to the development of digital marketing and brand management literature, and provides input for MSMEs in designing marketing strategies that focus on strengthening brand image to increase the effectiveness of marketing promotions and business competitiveness.
Co-Authors DARMAN Farlian B Ma'u Irfan Akadji Maman Musa Marsanda Hatiku Nirva Agrianti