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All Journal Jurnal Wira Ekonomi Mikroskil IJBE (Integrated Journal of Business and Economics) Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Nora Anisa Br Sinulingga
Universitas Mikroskil
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Privacy Concerns, Content Information and its impact on the Adoption and Use of Fintech in Indonesia: The Mediating Role of Functional Values Nora Anisa Br Sinulingga
Integrated Journal of Business and Economics (IJBE) Vol 9, No 4 (2025): Integrated Journal of Business and Economics
Publisher : Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/ijbe.v9i4.1350

Abstract

The aim of this study was to analyse privacy concern and content information on adoption and use Fintech among Generation Z and Y in Indonesia through functional value as mediation. This research uses a quantitative approach conducted by distributing questionnaires via google forms. The population of this study were all e-wallet users in generations Z and Y who were in Indonesia and the selection of respondent samples using the probability sampling methods, namely proportional random sampling, totals of 420 respondents. Data analysis methods and hypothesis testing used descriptive statistical analysis and inferential statistical analysis, namely Structural Equation Model (SEM) with Structural Partial Least Square (SEM-PLS) analysis method. The results of this study discover that privacy concern has a positive but insignificant effect on adoption and use FinTech. Content information, functional value reliability and customer interaction have a positive and significant influence. This research model can serve as a reference for researchers related to service dominant logic and the adoption and use of FinTech.
Optimalisasi Pemasaran Produk Olahan Makanan melalui Penerapan Strategi Digital Marketing bagi UMKM di Medan Hendra Jonathan Sibarani; Yenni; Nora Anisa Br Sinulingga; Sari Mariahma Nova Sipayung; Sri Ramadhany; Sahara Abdy; Denni; Errie Margery; Ali Syah Putra; Debora Tambunan
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.3827

Abstract

The development of digital technology has significantly changed product marketing patterns, including for Micro, Small, and Medium Enterprises (MSMEs). It is known that many MSME food processing actors in Medan Marelan District have not been able to take advantage of the potential of digital marketing optimally in developing their businesses. The main problems faced include limited knowledge about digital marketing strategies, lack of ability to manage business social media, and lack of understanding of the importance of digital content-based promotion. This Community Service Activity (PKM) aims to empower food processing MSME actors in Medan Marelan through training and assistance in the implementation of digital marketing strategies to increase marketing reach and product competitiveness. The method of implementing activities includes the socialization stage, theoretical training on the basic concepts of digital marketing, direct practice of creating business accounts, creating promotional content, using marketplaces and social media, and evaluating the results of mentoring. The results of the activity showed that participants experienced an increase in knowledge and skills in the application of digital marketing. Business actors are starting to be able to create and manage business accounts independently, create attractive promotional content, and utilize various digital platforms such as Instagram, Facebook, and TikTok to expand the market.
Dampak Butterfly Effect Terhadap Efektivitas Digital Marketing: Analisis Media Sosial UMKM Di Kota Medan Elizabeth Haloho; Nora Anisa Br Sinulingga; Fitria Halim; Hendra Jonathan Sibarani
Jurnal Wira Ekonomi Mikroskil Vol. 16 No. 01 (2026): Volume 16 Nomor 01 Edisi April 2026
Publisher : Fakultas Bisnis Universitas Mikroskil

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55601/jwem.v16i01.2016

Abstract

Transformasi digital telah mendorong bisnis, khususnya UMKM, untuk memanfaatkan media sosial sebagai saluran utama untuk menjangkau konsumen. Namun, dinamika media sosial yang kompleks dan tidak stabil sering membuat keberhasilan kampanye digital bergantung pada hal yang tampaknya kecil. Studi ini bertujuan untuk menganalisis Butterfly Effect—sebuah teori yang menunjukkan bahwa perubahan kecil dapat memicu dampak signifikan dalam sistem yang kompleks—mempengaruhi efektivitas pemasaran digital UMKM di Kota Medan. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Data dikumpulkan melalui kuesioner yang didistribusikan kepada 100 pelaku UMKM aktif di Medan yang menggunakan media sosial sebagai platform pemasaran utama. Instrumen penelitian diuji validitas dan keandalannya, dan data dianalisis menggunakan regresi linier sederhana dengan SPSS. Hasilmenunjukkan bahwa Butterfly Effect memiliki pengaruh positif dan signifikan terhadap efektivitas pemasaran digital dengan nilai koefisien regresi 0,685 dan tingkat signifikansi 0,000. Temuan ini menunjukkan bahwa variabel mikro seperti waktu posting, interaksi awal, dan elemen emosional dalam konten berpotensi memicu dampak besar pada jangkauan, keterlibatan, dan konversi kampanye digital. Studi ini menyimpulkan bahwa strategi pemasaran digital berbasis media sosial harus mempertimbangkan sensitivitas sistem digital terhadap perubahan kecil, dan bahwa Butterfly Effect dapat berfungsi sebagai kerangka kerja strategis dalam perencanaan promosi. Kata kunci: Butterfly Effect, Digital Marketing, Media Sosial, UMKM
Co-Authors Ali Syah Putra Debora Tambunan Denni Elizabeth Haloho Errie Margery Fitria Halim Hendra Jonathan Sibarani Sahara Abdy Sari Mariahma Nova Sipayung Sri Ramadhany Yenni