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All Journal Abdimas Talenta : Jurnal Pengabdian Kepada Masyarakat Jurnal Perikanan
Indra Cahyadinata
University of Bengkulu
Agriculture, Biological Sciences & Forestry Law, Crime, Criminology & Criminal Justice Social Sciences

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Empowering MSMEs Through Optimizing Social Media Content Creation Skills to Increase Sales in Pekik Nyaring Village, Pondok Kelapa District, Central Bengkulu Regency Apri Andani; Arma Putra; Indra Cahyadinata; Ketut Sukiyono; Melli Suryanty
ABDIMAS TALENTA: Jurnal Pengabdian Kepada Masyarakat Vol. 11 No. 1 (2026): ABDIMAS TALENTA: Jurnal Pengabdian Kepada Masyarakat
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/abdimastalenta.v11i1.23954

Abstract

This community service program aims to improve the skills of MSMEs in Pekik Nyaring Village, Pondok Kelapa District, Central Bengkulu, in creating social media content as a digital marketing strategy. This village, which has potential for processed agricultural products such as elephant ear chips, banana chips, rengginang (rice crackers), and various cassava products, still faces limitations in utilizing social media as a promotional tool. Activities were carried out through observation, digital content management counseling, content planning and creation training, and digital administration. The training emphasized hands-on practice in product photography, lighting, visual composition, image editing using mobile apps, as well as creating captions, hashtags, and content calendars. Results showed significant improvements in participants' ability to produce upload-ready content and understand basic digital marketing strategies. Despite obstacles such as varying device quality, limited internet access, and limited technical skills, the adaptive approach successfully ensured all participants could optimally follow the process. The program has had a positive impact on improving MSMEs' readiness to promote their products independently on social media. Going forward, further training in graphic design is essential so that participants can create more attractive, professional, and uniform content templates and frameworks to increase product competitiveness.
SOCIAL RESILIENCE OF SMALL SCALE FISHERMAN HOUSEHOLDS AND ITS INFLUENCING FACTORS IN BENGKULU CITY Pebi Fitria; Indra Cahyadinata; Gita Mulyasari; Eka Nurjati
Vol 15 No 1 (2025): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v15i1.1421

Abstract

Small-scale fishers in Bengkulu City play an important role in the production of capture fisheries, but many still live in poverty and face social challenges that threaten their welfare. This study aims to analyze the social resilience of small-scale fisher households and the factors that influence the social resilience of small-scale fisher households in Bengkulu City. The social resilience index of small-scale fisher households is based on four criteria, namely health, education, social capital and housing. The research location was chosen purposively, with a sample of 100 people selected using the accidental sampling method. The results showed that the social resilience index of small-scale fisher households in Bengkulu City was 66.65% because the index >50% was included in the socially resilient category with 89 households with socially resilient status. The dimensions of housing and health showed good results, while social capital and education needed to be improved. Factors that significantly influence the social resilience of small-scale fisher households in Bengkulu City are formal education, fisher income, and participation in fisher institutions. Policy implications include improving access and quality of education through training and improved facilities, as well as strengthening social capital through gotong royong and public space management. These efforts are important to sustainably improve the social resilience of fishermen.
THE INFLUENCE OF MARKETING MIX ON PURCHASING DECISIONS FOR GROUND MACKEREL AT UMKM EVI TENGGIRI Lilis Suriani Sianturi; Rahmi Yuristia; Indra Cahyadinata; Heny Sulistyawati Purwaning Rahayu; Reswita Reswita
Vol 15 No 2 (2025): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v15i2.1455

Abstract

Bengkulu City has abundant fishery resources, with total fishery yields reaching 32,757 tons. UMKM play an important role in local economic growth, one of which is Evi Tenggiri UMKM, which focuses on ground fish products. Problems in UMKM, such as the unknown influence of marketing to support the success of UMKM. This study aims to analyze the effect of the 4P marketing mix on purchasing decisions for ground mackerel at Evi Tenggiri UMKM. The research location was chosen purposively. Data was obtained from consumers who had bought ground mackerel, with a total sample of 96 respondents determined using the Lemeshow technique. The analysis was carried out descriptively quantitatively with multiple linear regression to measure the effect of the independent variable on the dependent variable. In addition, classical assumption tests such as normality, multicollinearity, heteroscedasticity, and hypothesis testing were carried out to ensure the validity of the model. The F test results obtained that the product, price, place, and promotion variables simultaneously affect purchasing decisions. The t test results for product and price variables show an influence on purchasing decisions. The t test results for the place and promotion variables have no effect on purchasing decisions.
Co-Authors Apri Andani Arma Putra Eka Nurjati Gita Mulyasari Heny Sulistyawati Purwaning Rahayu Ketut Sukiyono Lilis Suriani Sianturi Melli Suryanty Pebi Fitria Rahmi Yuristia Reswita Reswita