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All Journal Jurnal Riset Ekonomi dan Akuntansi Jurnal Akademik Pengabdian Masyarakat
Febryantahanuji Febryantahanuji
Universitas Sains dan Teknologi Komputer Semarang
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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PEMBERDAYAAN UMKM PENJUAL NASI GORENG "NASI GORENG BENNY" MELALUI STRATEGI BRANDING VISUAL DAN PEMASARAN DIGITAL Benny Cuaca; Bambang Widjanarko Susilo; Edy Susanto; Zarah Dinul Khaq; Galuh Aninditiyah; Ayu Miranti Kusumaningrum; Rezky Eko Prasetyo; Febryantahanuji Febryantahanuji
JURNAL AKADEMIK PENGABDIAN MASYARAKAT Vol. 4 No. 2 (2026): Maret
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/japm.v4i2.8429

Abstract

The Student Creativity Program (PKM) is carried out to help improve the quality and competitiveness of MSMEs selling fried rice through an educational approach and the development of digital marketing strategies. The program integrates three main aspects: hygiene education, strengthening visual brand identity, and implementation of digital marketing strategies. The implementation method uses the Participatory Action Research (PAR) approach which includes field observation, hygiene training, business visual identity design, and promotional assistance through social media. The results of the program showed a significant increase in the number of customers (35% average), daily sales, and the level of public awareness of the brand. The implementation of hygiene standards also increases consumer confidence. This program proves that structured assistance can accelerate the growth of culinary MSMEs and is expected to be a reference for empowering similar MSMEs in urban areas.
Pengaruh Literasi Pajak Digital, Biaya Layanan, dan Voucher Diskon terhadap Keputusan Pembelian pada E-commerce Shopee di Kota Semarang Sinta Dewi Nugraheni; Febryantahanuji Febryantahanuji
Jurnal Riset Ekonomi dan Akuntansi Vol. 4 No. 3 (2026): September: JURNAL RISET EKONOMI DAN AKUNTANSI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jrea-itb.v4i3.4499

Abstract

This study aims to examine the effect of digital tax literacy, service fees, and discount vouchers on purchasing decisions among Shopee e-commerce users in Semarang City. The rapid growth of digital transaction activities has encouraged consumers to develop a deeper understanding of tax obligations, additional transaction costs, and promotional strategies that potentially influence their purchasing behavior. Therefore, this study employs a quantitative approach using a survey method. Research data were collected through the distribution of questionnaires to active Shopee users in Semarang City. The sampling technique used is purposive sampling, with respondents selected based on specific criteria, namely individuals who have prior experience conducting online transactions through Shopee. Subsequently, data analysis was carried out using multiple linear regression to examine the effect of digital tax literacy, service fees, and discount vouchers on purchasing decisions, both partially and simultaneously. The results show that all independent variables have a significant effect on purchasing decisions. Partially, discount vouchers constitute the most dominant variable, followed by service fees and digital tax literacy. Meanwhile, simultaneously, the three variables provide a positive contribution to consumer purchasing decisions. Thus, the findings of this study indicate that well-targeted promotional strategies, transparent disclosure of service fee information, and an adequate level of digital tax understanding are important factors in shaping consumer behavior and enhancing purchasing decisions in the e-commerce sector.
Co-Authors Ayu Miranti Kusumaningrum Bambang Widjanarko Susilo Benny Cuaca Edy Susanto Galuh Aninditiyah Rezky Eko Prasetyo Sinta Dewi Nugraheni Zarah Dinul Khaq