Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
P-Index
This Author published in this journals
All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management Jurmas: Jurnal Pengabdian Masyarakat
Prasetyo Harisandi
Universitas Pelita Bangsa, Bekasi, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Peningkatan Kapasitas Umkm Melalui Digital Marketing Berkelanjutan Untuk Meningkatkan Daya Saing Umkm Di Era Industri 4.0 Prasetyo Harisandi; Wiyarno Wiyarno; Ratih Hurriyati; Dinda Helisa
JURMAS : Jurnal Manajemen Sumber Daya Manusia Vol 3 No 1 (2026): Jurmas: Jurnal Pengabdian Masyarakat
Publisher : STIE Miftahul Huda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70283/jpm.v3i1.188

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam mendorong pertumbuhan ekonomi nasional, namun masih menghadapi berbagai kendala dalam mengadopsi teknologi digital sebagai sarana pemasaran. Rendahnya literasi digital, keterbatasan kemampuan dalam memanfaatkan media sosial, serta belum optimalnya penggunaan platform e-commerce menjadi tantangan utama yang memengaruhi daya saing UMKM di era Industri 4.0. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pelaku UMKM melalui pelatihan dan pendampingan digital marketing berkelanjutan. Program dilaksanakan secara hybrid (offline dan online) pada 6 Mei hingga 6 Juli 2026 dengan melibatkan 100 pelaku UMKM dari berbagai sektor usaha. Metode yang digunakan meliputi identifikasi kebutuhan, pelatihan, praktik langsung, pendampingan implementasi, serta evaluasi menggunakan pendekatan deskriptif kualitatif. Materi pelatihan mencakup branding usaha, pengelolaan media sosial, pembuatan konten promosi, desain digital menggunakan Canva, serta pemanfaatan platform e-commerce. Hasil kegiatan menunjukkan bahwa seluruh peserta mampu membuat akun bisnis, mendesain materi promosi digital secara mandiri, mengelola media sosial sebagai media pemasaran, serta melakukan penjualan melalui platform e-commerce. Program ini terbukti efektif dalam meningkatkan kompetensi digital peserta dan mendorong pemanfaatan teknologi digital sebagai strategi peningkatan daya saing UMKM. Ke depan, kegiatan serupa perlu dilaksanakan secara berkelanjutan dengan pendampingan yang lebih intensif agar implementasi digital marketing dapat memberikan dampak yang lebih luas terhadap pengembangan usaha.
The Influence of Brand Awareness, Influencers, and Product Quality on Purchase Intention of Skintific Skincare Products on Tiktok Social Media Nisa Zhafira; Prasetyo Harisandi; Adibah Yahya
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 1 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i1.467

Abstract

This study aims to examine the effect of brand awareness, influencers, and product quality on consumer purchase intention towards Skintific skincare products on TikTok social media. The research method used is quantitative with a descriptive approach, and data collection was carried out through questionnaires to Skintific product users. The results of the analysis using SmartPLS showed that the three independent variables had a significant effect on purchase intention, with a path coefficient value for brand awareness of 0.45 (p <0.01), for influencers of 0.35 (p <0.05), and for product quality of 0.40 (p <0.01). The R-Square value of 0.685 indicates that the model built has strong predictive ability, explaining 68.5% of the variance in purchase intention. This study provides policy implications that the integration of effective digital marketing strategies through TikTok by strengthening brand awareness, influencer collaboration, and improving product quality can increase purchasing interest and competitiveness of Skintific products. The contribution of this study not only enriches the literature on digital marketing but also provides practical guidance for marketers in designing more effective strategies.
The Influence of Brand Awareness, Influencers, and Product Quality on Purchase Intention of Skintific Skincare Products on Tiktok Social Media Nisa Zhafira; Prasetyo Harisandi; Adibah Yahya
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 1 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i1.467

Abstract

This study aims to examine the effect of brand awareness, influencers, and product quality on consumer purchase intention towards Skintific skincare products on TikTok social media. The research method used is quantitative with a descriptive approach, and data collection was carried out through questionnaires to Skintific product users. The results of the analysis using SmartPLS showed that the three independent variables had a significant effect on purchase intention, with a path coefficient value for brand awareness of 0.45 (p <0.01), for influencers of 0.35 (p <0.05), and for product quality of 0.40 (p <0.01). The R-Square value of 0.685 indicates that the model built has strong predictive ability, explaining 68.5% of the variance in purchase intention. This study provides policy implications that the integration of effective digital marketing strategies through TikTok by strengthening brand awareness, influencer collaboration, and improving product quality can increase purchasing interest and competitiveness of Skintific products. The contribution of this study not only enriches the literature on digital marketing but also provides practical guidance for marketers in designing more effective strategies.
Co-Authors Dinda Helisa Nisa Zhafira Ratih Hurriyati Wiyarno Wiyarno Yahya, Adibah