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All Journal Jurnal Pengabdian Masyarakat Bumi Raflesia Business, Entrepreneurship, and Management Journal
Juan Kurnia
Universitas Mataram
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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PELATIHAN STRATEGI SOCIAL MEDIA ADVERTISING BAGI STUDENTPRENEUR: MENINGKATKAN VISIBILITAS DAN DAYA SAING DI ERA DIGITAL Zefanya Andryan Girsang; Mohammad Najib Roodhi; Baiq Handayani Rinuastuti; Siti Nurmayanti; Siti Aisyah Hidayati; Juan Kurnia
Jurnal Pengabdian Masyarakat Bumi Rafflesia Vol 8 No 1 (2025): APRIL: Jurnal Pengabdian Masyarakat Bumi Rafflesia
Publisher : Universitas Muhammadiyah Bengkulu

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Abstract

Pelatihan strategi social media advertising bagi studentpreneur di Kota Mataram merupakan suatu upaya yang dilakukan bertujuan untuk meningkatkan brand awareness dan daya saing bisnis melalui platform media sosial di dunia maya seperti contohnya Instagram, Facebook, dan WhatsApp. Peserta pelatihan diikuti atau terdiri dari mahasiswa wirausaha dari berbagai universitas yang ada di Kota Mataram. Kegiatan ini dilaksanakan dalam tiga tahap yang sudah dicanangkan yaitu: tahap pertama persiapan, tahap kedua pelaksanaan, dan tahap terakhir evaluasi. Tahap pelaksanaan mencakup sesi teori dan praktik, termasuk pengenalan konsep social media advertising, teknik desain konten, segmentasi pasar, serta praktik langsung pembuatan kampanye iklan menggunakan Meta Ads. Hasil pelatihan menunjukkan peningkatan signifikan dalam pemahaman peserta mengenai strategi pemasaran digital, kemampuan membuat konten menarik, dan pengoptimalan kampanye iklan berbasis data. Peserta juga mampu menerapkan keterampilan tersebut secara langsung dalam bisnis mereka. Kesimpulannya, pelatihan ini berhasil membekali studentpreneur dengan keterampilan praktis untuk memanfaatkan media sosial secara efektif, meningkatkan visibilitas bisnis, dan bersaing di era digital.
EXPLORING ALTRUISTIC BEHAVIOR AMONG GENERATION Z CONSUMERS IN SUPPORTING LOCAL PRODUCTS IN LOMBOK Tifani Dame Hasany; Dinis Cahyaningrum; Baiq Krisnina Maharani Putri; Khairul Mujahidi; Rishan Adha; Juan Kurnia
BEMJ: Business, Entrepreneurship, and Management Journal Vol. 5 No. 1 (2026)
Publisher : Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36563/kqtd0357

Abstract

Generation Z has emerged as an influential consumer group whose purchasing decisions are increasingly shaped by social, cultural, and ethical considerations alongside functional benefits. In the context of local-product consumption, purchasing decisions may represent a form of altruistic consumption when consumers perceive their choices as contributing to community welfare, cultural preservation, and local economic development. This study aims to explore how altruistic values are expressed among Generation Z consumers in supporting local products in Lombok and to identify the factors that encourage and limit such behaviour. This research employed a qualitative exploratory approach. Data were collected through in-depth interviews and focus group discussions involving 20 Generation Z consumers in Lombok with experience purchasing local products. The collected data were analyzed using thematic analysis to identify patterns related to consumer motivations, perceptions, barriers, and marketing implications. The findings reveal that local-product consumption among Generation Z is associated with economic prosociality, cultural identity, and support for local communities. Participants perceived local-product purchases as a way to support MSMEs, artisans, and the continuity of local traditions. However, altruistic intentions were not sufficient to guarantee purchasing decisions, as consumers also considered price, product quality, accessibility, packaging, and digital presence. This study highlights that local businesses should integrate social and cultural values with strong product performance and digital marketing strategies to enhance the attractiveness of local products among Generation Z consumers.
Co-Authors Baiq Handayani Rinuastuti, Baiq Handayani Baiq Krisnina Maharani Putri Dinis Cahyaningrum Khairul Mujahidi Mohammad Najib Roodhi Nurmayanti, Siti Rishan Adha Siti Aisyah Hidayati Tifani Dame Hasany Zefanya Andryan Girsang