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All Journal APPA : Jurnal Pengabdian Kepada Masyarakat Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial
Suparningsih
Akademi Bisnis 11 Oktober Kendari
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology

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Digital Marketing Innovation And Marketing Capability Moderating Effects On Sme Sales Performance Suparningsih; Syahra; Astil Harli Roslan
Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial Vol. 3 No. 3 (2025): Vol. 3 No. 3 (2025): Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial Volume 3 Nom
Publisher : PT PUSTAKA CENDEKIA GROUP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70292/pchukumsosial.v3i3.226

Abstract

This study aims to analyze the influence of Digital Marketing Innovation on Sales Performance with Marketing Capability as a moderation variable in MSMEs in Kendari City. The study used a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS) on 165 MSMEs selected through purposive sampling techniques. The sample criteria include MSMEs that have been operating for at least two years, actively utilizing digital media in marketing, and owners or managers are directly involved in marketing decision-making. Data was collected through a five-point Likert scale questionnaire and analyzed using SmartPLS through the evaluation of measurement models (outer model) and structural models (inner model) with bootstrapping procedures. The results of the study show that Digital Marketing Innovation does not have a significant effect directly on Sales Performance. On the other hand, Marketing Capability has a positive and significant effect on Sales Performance. In addition, Marketing Capability has been proven to positively and significantly moderate the relationship between Digital Marketing Innovation and Sales Performance, thus acting as a pure moderator. These findings indicate that the effectiveness of digital marketing innovation is highly dependent on the level of marketing capabilities possessed by MSMEs. Thus, digital transformation in marketing cannot stand alone as a determining factor in sales performance, but must be supported by strong marketing capabilities to be able to generate continuous sales increases.
Pemberdayaan Siswa Melalui Pemanfaatan Artificial Intelligence dalam Kreasi Konten Digital Syahra; Dahlia Surahmawati; Nurfa Muharlisa; Prayoga Oksa Perkasa; Suparningsih; Muliadin Salenda; Nonik Latifah; Rahmatia; Rohsita Amalyah Rasyid; Astil Harli Roslan
APPA : Jurnal Pengabdian Kepada Masyarakat Vol 4 No 2 (2026): APPA : Jurnal Pengabdian kepada Masyarakat 
Publisher : Shofanah Media Berkah

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan memperkuat pemahaman dan keterampilan praktis siswa dalam memanfaatkan Artificial Intelligence (AI) sebagai alat bantu kreasi konten digital. Kegiatan dilaksanakan pada 29–30 Juni 2026 di SMAN 2 Kendari melalui pendekatan interaktif yang memadukan pengenalan konsep, demonstrasi, praktik terbimbing, diskusi, dan pendampingan langsung. Materi mencakup literasi dasar AI, penggunaan generative AI secara bertanggung jawab, penyusunan prompt, pengembangan ide konten, penyusunan caption dan pesan, serta penyempurnaan keluaran AI. Siswa diarahkan untuk menilai dan memodifikasi keluaran AI sesuai tujuan komunikasi dan target audiens. Kegiatan menunjukkan bahwa penggunaan AI secara terbimbing dapat mendukung kreativitas, evaluasi kritis, dan partisipasi digital yang bertanggung jawab. Program ini menempatkan AI bukan sebagai pengganti kreativitas manusia, melainkan alat bantu agar siswa berkembang dari pengguna teknologi yang pasif menjadi kreator digital yang produktif.
Co-Authors Astil Harli Roslan Dahlia Surahmawati Muliadin Salenda Nonik Latifah Nurfa Muharlisa Prayoga Oksa Perkasa Rahmatia Rohsita Amalyah Rasyid Syahra