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All Journal Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Terapan Manajemen dan Bisnis
Arweni Arweni
Universitas Panca Bhakti
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Role of Digital Content in the Sustainability of the Food and Beverage (F&B) Industry Arweni Arweni; Angga Hendharsa; Dami Dami
JURNAL TERAPAN MANAJEMEN DAN BISNIS Vol 11, No 1 (2025): Volume 11 Number 1 (2025)
Publisher : STKIP Singkawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26737/jtmb.v11i1.7472

Abstract

The Food and Beverage (F&B) industry is experiencing dynamic growth, particularly in the coffee shop sector. The rapid expansion of coffee shops has intensified competition, influencing consumer purchase decisions. The evolving digital marketing landscape has enabled consumers to engage with digital content—namely Firm Generated Content (FGC) and User Generated Content (UGC)—which can enhance perceived value and subsequently drive purchasing behavior. Although both FGC and UGC have become increasingly prevalent, their distinct impacts merit further investigation. This study employed a survey method targeting individuals who have purchased coffee shop products in Pontianak. Quantitative data were collected and analyzed to support generalization through statistical evidence. A purposive sampling technique was used, requiring respondents to meet specific criteria. The analytical tool applied was Structural Equation Modeling (SEM) using the Partial Least Squares (PLS) approach. The findings indicate that both FGC and UGC have a positive and significant influence on perceived value. Furthermore, FGC, UGC, and perceived value each positively and significantly affect purchase decisions. In terms of mediation, perceived value is proven to mediate the relationship between FGC and UGC with purchase decisions
Penguatan Pemasaran Digital UMKM Kopi Majas 1990 Melalui Pendampingan dan Pemanfaatan Teknologi Artificial Intelligence Angga Hendharsa; Ricola Dewi rawa; Arweni Arweni
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 7 No. 2 (2026): Edisi Mei - Agustus
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v7i2.9254

Abstract

Kegiatan Pengabdian kepada Masyarakat (PKM) ini bertujuan meningkatkan kapasitas dan kemandirian mitra UMKM, khususnya Kopi Majas 1990 di Kota Pontianak, dalam menerapkan strategi pemasaran digital (digital marketing) yang efisien, terencana, dan berkelanjutan dengan dukungan teknologi kecerdasan buatan (Artificial Intelligence/AI). Kopi Majas 1990 merupakan coffee shop lokal berkonsep vintage tahun 1990-an yang selama ini memasarkan produk secara sederhana melalui media sosial, terutama Instagram, tanpa perencanaan strategis dan tanpa memanfaatkan data analitik sebagai dasar pengambilan keputusan. Metode pelaksanaan menggunakan pendekatan partisipatif dan kolaboratif melalui sosialisasi, pelatihan intensif, penerapan teknologi AI, serta pendampingan dan evaluasi. Untuk mengukur ketercapaian, mitra diberikan pra-test sebelum kegiatan dan post-test setelah kegiatan. Hasil menunjukkan adanya perubahan yang signifikan pada tingkat pemahaman mitra terkait pemanfaatan AI untuk promosi digital. Sampai dengan penyusunan laporan kemajuan ini, kegiatan telah terlaksana dengan baik dan mendapat respons positif dari mitra serta dihadiri langsung oleh pengawas dari LPPKM Universitas Panca Bhakti.
Co-Authors Angga Hendharsa Dami Dami Ricola Dewi Rawa