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All Journal Jurnal Ilmu Manajemen dan Akuntansi Terapan Jurnal Akademik Pengabdian Masyarakat
Tri Sumiyanti
STIE Totalwin
Computer Science & IT Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Pendampingan Optimalisasi Media Sosial untuk Meningkatkan Penjualan UMKM Kuliner di Kabupaten Demak Abdullah Abdullah; Tri Sumiyanti
JURNAL AKADEMIK PENGABDIAN MASYARAKAT Vol. 3 No. 6 (2025): November
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/japm.v3i6.9107

Abstract

The development of digital technology requires MSMEs to adapt to marketing their products online, particularly through social media. However, culinary MSMEs in Demak Regency still face limitations in managing social media effectively. This community service activity aims to improve the ability of culinary MSMEs to utilize social media as a digital marketing tool. The activity methods include training, intensive mentoring, content creation, and social media performance evaluation. The results of the activity show significant improvements in account management, content quality, follower interaction, and sales. This community service program demonstrates that social media mentoring can increase the competitiveness of culinary MSMEs in the digital era.
Analisis Pengaruh Generative AI Terhadap Personalisasi Iklan Real-Time Dan Dampaknya Pada Loyalitas Konsumen Adhitya Yoga Prasetya; Dhian Andanarini Minar Savitri; Tri Sumiyanti; Anastasya Dina Hermalia Putri
Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT) Vol. 16 No. 2 (2025): Jurnal Ilmu Manajemen dan Akuntansi Terapan
Publisher : Sekolah Tinggi Ilmu Ekonomi Totalwin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36694/jimat.v16i2.759

Abstract

The rapid advancement of artificial intelligence, particularly Generative AI, has transformed the landscape of digital marketing by enabling firms to produce promotional content that is adaptive and personalized in real time. This study aims to examine the influence of Generative AI on real-time ad personalization and its subsequent impact on consumer loyalty. In addition, the study investigates the mediating role of real-time ad personalization in the relationship between Generative AI and consumer loyalty. A quantitative research approach with an explanatory research design was employed. Data were collected through questionnaires distributed to users of digital platforms who had previously received personalized advertisements. The data were then analyzed using Structural Equation Modeling (SEM). The findings are expected to demonstrate that Generative AI has a positive effect on both real-time ad personalization and consumer loyalty, and that real-time ad personalization functions as a mediating variable that strengthens this relationship. The results of the study are anticipated to contribute theoretically to the growing body of literature on AI-driven digital marketing. Moreover, the findings may serve as practical guidance for companies in designing more relevant, adaptive, and sustainable marketing communication strategies.
Co-Authors Abdullah Abdullah Adhitya Yoga Prasetya Anastasya Dina Hermalia Putri DHIAN ANDANARINI MINAR SAVITRI