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All Journal Jukerdi: Jurnal Kewirausahaan Cerdas Dan Digital Journal Of Applied Multidisciplinary Studies (JAMS) Cakrawala: Jurnal Penelitian Mahasiswa
Asep Surya Lesmana
Sekolah Tinggi Ilmu Ekonomi Ganesha
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy

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MARKETING STRATEGY THROUGH DIGITALIZATION TO INCREASE INCOME OF POTTERY MSMES IN KLATEN, CENTRAL JAVA Siti Mulasih; Asep Surya Lesmana
Journal Of Applied Multidisiplinary Studies Vol 2 No 1 (2025): November 2025
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60023/fvwye248

Abstract

The development of digital technology has brought significant changes to product marketing patterns, including for Micro, Small, and Medium Enterprises (MSMEs). This study aims to analyze marketing strategies through digitalization to increase the revenue of pottery MSMEs in Klaten, Central Java. Digitalization is considered an effective solution for expanding market reach, strengthening product image, and enhancing competitiveness amidst increasingly fierce global competition. The research method used was descriptive qualitative, with a case study approach involving several pottery MSMEs in Klaten. Data was obtained through interviews, observations, and documentation studies related to the implementation of digital marketing strategies, such as the use of social media, marketplaces, and creative content-based promotions. The results show that the implementation of digital marketing strategies has a positive impact on increasing sales and revenue for MSMEs. The use of social media such as Instagram and TikTok plays a crucial role in building brand awareness and attracting consumer interest, while the use of marketplaces helps expand market access beyond the region. However, obstacles remain, including limited digital literacy, a lack of ability to create engaging content, and minimal technological support. Therefore, ongoing training and mentoring from local governments and educational institutions are needed to improve the digital competency of MSMEs. Overall, digital marketing strategies have proven effective in increasing the revenue of pottery MSMEs in Klaten and have the potential to become a model for developing a creative economy based on local wisdom in the digital era.
Disrupsi Komunikasi Generasi Z (Mahasiswa) vs Generasi X (Dosen/Pimpinan) di Lingkungan Kampus Farhat Abas; Asep Surya Lesmana; Budi Prajogo; Fuad Gagarin Siregar; I Dewa Ketut Suharjana
Cakrawala : Jurnal Penelitian Mahasiswa Vol 1 No 2 (2026): Juli: Cakrawala: Jurnal Penelitian Mahasiswa
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60023/7kt6tj08

Abstract

Penelitian ini menganalisis disrupsi komunikasi antara mahasiswa Generasi Z dan dosen Generasi X di lingkungan STIE Ganesha, sebuah perguruan tinggi vokasi bisnis di Jakarta. Perbedaan gaya komunikasi yang kontras—Gen Z yang serba digital, informal, dan instan versus Gen X yang formal, hierarkis, dan linear—sering menimbulkan misinterpretasi dalam pembelajaran, komunikasi digital, serta bimbingan akademik dan magang. Penelitian ini bertujuan mengidentifikasi bentuk disrupsi, faktor penyebab, serta merumuskan strategi adaptif. Metode yang digunakan adalah kualitatif dengan desain studi kasus, melibatkan 12 mahasiswa Gen Z dan 8 dosen Gen X melalui wawancara mendalam, observasi partisipatif pasif, dan dokumentasi pesan digital. Analisis data menggunakan model interaktif Miles, Huberman, & Saldaña, dengan pisau analisis Model Komunikasi Shannon-Weaver dan Social Penetration Theory Altman & Taylor. Hasil penelitian menunjukkan tiga temuan utama: (1) disrupsi di kelas akibat metode ceramah satu arah memicu noise psikologis berupa Gen Z stare dan penggunaan ponsel; (2) disrupsi komunikasi digital akibat perbedaan interpretasi emoji, formalitas pesan, dan kecepatan respons; (3) disrupsi dalam bimbingan dan magang akibat perbedaan ekspektasi waktu respons dan otonomi. Pembahasan mengonfirmasi bahwa noise kultural dan kegagalan negosiasi kedalaman komunikasi menjadi akar masalah. Penelitian ini menyimpulkan perlunya strategi adaptif dua arah, pelatihan komunikasi lintas generasi, serta panduan etika komunikasi digital yang inklusif. Kontribusi penelitian ini memperluas aplikasi teori komunikasi klasik dalam konteks pendidikan vokasi multigenerasi
Live Streaming Commerce Interactivity and Social Presence in Driving Impulsive Buying through Perceived Enjoyment among Generation Z Consumers Elvira Sitna Hajar; Syarif Syarif; Asep Surya Lesmana
Jurnal Kewirausahaan Cerdas dan Digital Vol. 2 No. 3 (2025): Jurnal Kewirausahaan Cerdas dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jukerdi.v2i3.1515

Abstract

The rapid development of live streaming commerce has transformed online shopping behavior by integrating real-time interaction, social engagement, and entertainment into a single digital shopping environment. This study aims to examine the influence of live streaming commerce interactivity and social presence on impulsive buying through the mediating role of perceived enjoyment among Generation Z consumers. This research employed a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 120 Generation Z consumers who had watched and purchased products through live-shopping features. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) by evaluating the measurement model and structural model. The results indicate that live streaming commerce interactivity and social presence positively and significantly influence perceived enjoyment. Furthermore, both variables also have a direct positive effect on impulsive buying, while perceived enjoyment demonstrates the strongest influence on spontaneous purchasing behavior. The mediation analysis confirms that perceived enjoyment partially mediates the relationship between interactivity and social presence with impulsive buying. These findings support the Stimulus–Organism–Response (S-O-R) framework by demonstrating that technological and social stimuli within live-commerce environments shape consumers' emotional experiences, which subsequently influence purchasing responses. This study provides practical implications for live-commerce platforms and sellers to enhance interactive features, social engagement, and enjoyable shopping experiences to encourage consumer involvement and purchasing decisions.
Co-Authors Budi Prajogo Elvira Sitna Hajar Farhat Abas Fuad Gagarin Siregar I Dewa Ketut Suharjana Siti Mulasih Syarif Syarif