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All Journal International Journal of Business, Law, and Education Jurnal Masyarakat Madani Indonesia
Zulham Dwi Pratikto
Universitas LIA
Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Digitalisasi Bisnis Siswa: Strategi Branding dan Penjualan melalui Konvergensi Marketplace dan Linktree Chairilisa Azzahra; Putu Ruth Adwishanty; Zulham Dwi Pratikto; Novira Dian Antasari; Zulhamdani Zulhamdani
Jurnal Masyarakat Madani Indonesia Vol. 5 No. 3 (2026): Agustus
Publisher : Alesha Media Digital

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59025/2dqqvg87

Abstract

Pada era Revolusi Industri 4.0, kompetensi lulusan pendidikan masih belum sepenuhnya selaras dengan kebutuhan industri yang menuntut penguasaan talenta digital dan keterampilan kewirausahaan berbasis teknologi. Meskipun siswa telah terbiasa menggunakan media sosial dalam kehidupan sehari-hari, namun masih terdapat kesenjangan digital tingkat kedua. khususnya dalam aspek keterampilan digital produktif. Program Pengabdian kepada Masyarakat (PKM) ini bertujuan untuk meningkatkan literasi digital serta keterampilan kewirausahaan siswa melalui pengembangan dan pelatihan platform toko daring berbasis Linktree. Kegiatan PKM dilaksanakan dengan pendekatan multi-tahap berbasis pengalaman langsung yang mencakup tiga tahapan utama, yaitu: (1) peningkatan literasi digital terkait pemahaman konsep branding dan pemasaran digital; (2) pelaksanaan workshop pembuatan template promosi siap pakai; serta (3) proses digitalisasi, dan presentasi hasil karya peserta. Luaran utama dari kegiatan ini adalah terbentuknya minimal satu unit toko daring skala kecil yang dikelola secara kolaboratif oleh siswa. Hasil kegiatan menunjukkan adanya peningkatan pemahaman literasi bisnis digital, kreativitas dalam perancangan promosi, serta kemampuan siswa dalam mengintegrasikan teknologi digital ke dalam aktivitas kewirausahaan. Rata-rata skor pre-test peserta berada pada kisaran 77%, meningkat menjadi 91% pada post-test. Selain itu, tingkat kepuasan peserta mencapai 90% menyatakan ‘sangat puas’. Kegiatan PkM ini diharapkan dapat berkontribusi dalam menumbuhkan jiwa kewirausahaan muda yang adaptif terhadap perkembangan ekonomi digital.
Social Media Marketing, Brand Awareness, and Student Enrollment Decisions: The Mediating Role of Perceived Value Zulham Dwi Pratikto; Ratih Nur Setyaningsih
International Journal of Business, Law, and Education Vol. 7 No. 2 (2026): International Journal of Business, Law, and Education (on progres)
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v7i2.1510

Abstract

Private higher education institutions increasingly depend on digital communication to compete for prospective students, yet the mechanism through which social media marketing translates into enrollment decisions remains insufficiently understood. This study examined the direct effects of social media marketing and brand awareness on student enrollment decisions and assessed perceived value as a mediating mechanism. A cross-sectional survey was administered to 170 prospective students selected through purposive sampling. The constructs were measured using a five-point Likert scale, and the data were analyzed in SPSS using multiple linear regression and a causal-steps mediation procedure. Perceived value showed the strongest positive association with enrollment decisions (coefficient = 0.580, p < .001), followed by brand awareness (coefficient = 0.255, p < .001). Social media marketing did not have a statistically significant direct association with enrollment decisions (coefficient = 0.053, p = .233), although it significantly predicted perceived value. The model explained 69.7% of the variance in enrollment decisions (R² = .697; F(3, 166) = 127.485, p < .001). Under the mediation criterion adopted in this study, the results are consistent with complete mediation: social media marketing appears to influence enrollment decisions primarily by strengthening prospective students’ perceptions of institutional value. The findings indicate that universities should prioritize credible value communication and sustained brand salience rather than relying on promotional exposure alone.
Co-Authors Antasari, Novira Dian Chairilisa Azzahra Putu Ruth Adwishanty Ratih Nur Setyaningsih Zulhamdani Zulhamdani