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All Journal YUME : Journal of Management International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Medika: Medika
Sitorus, Sunday Ade
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Dentistry Economics, Econometrics & Finance Health Professions Medicine & Pharmacology Nursing Public Health Social Sciences

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Optimalisasi Komunikasi dan Branding Untuk UMKM: Upaya Go Digital Melalui Pengabdian Masyarakat Sitorus, Sunday Ade; Liana, Tri Melda Mei; Simanjuntak, Agus Nakkok
Jurnal Medika: Medika Vol. 4 No. 3 (2025)
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/b5ftpz93

Abstract

Transformasi digital menjadi keniscayaan dalam pengembangan usaha mikro, kecil, dan menengah (UMKM), terutama dalam menghadapi era ekonomi digital. Kegiatan pengabdian masyarakat ini bertujuan untuk mengoptimalkan komunikasi dan strategi branding pelaku UMKM di Desa Purwodadi, Kabupaten Deli Serdang agar siap go digital. Metode pelaksanaan mencakup pelatihan partisipatif, pendampingan teknis, dan evaluasi langsung yang melibatkan 30 pelaku UMKM lokal. Materi difokuskan pada pemanfaatan media sosial, desain logo, storytelling digital, serta penggunaan alat bantu digital branding seperti Canva dan WhatsApp Business. Hasil kegiatan menunjukkan peningkatan signifikan dalam pemahaman peserta terhadap konsep komunikasi digital dan implementasi strategi branding visual. Sebagian besar peserta mampu membuat konten digital mandiri dan membangun citra produk secara konsisten. Pembentukan komunitas UMKM digital juga menjadi dampak sosial positif dari kegiatan ini. Kegiatan ini mempertegas bahwa strategi komunikasi yang efektif dan branding yang adaptif merupakan fondasi penting dalam keberhasilan UMKM bertransformasi secara digital. Oleh karena itu, dukungan berkelanjutan melalui pelatihan dan infrastruktur digital sangat dibutuhkan untuk memastikan keberlanjutan transformasi ini..
Mendiasi Adopsi Informasi Pada Kegunaan Informasi, Kualitas Argumen, dan Kredibilitas Sumber Terhadap Perilaku Pembelian Konsumen Aplikasi Online Travel Wisata Danau Toba Gibrel, Disaya; Silaban, Pantas H; Sitorus, Sunday Ade
YUME : Journal of Management Vol 8, No 3 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i3.10006

Abstract

Penelitian ini bertujuan menganalisis peran mediasi adopsi informasi pada pengaruh kegunaan informasi, kualitas argumen, dan kredibilitas sumber terhadap perilaku pembelian konsumen pada aplikasi online travel wisata Danau Toba. Metode yang digunakan adalah penelitian kuantitatif dengan purposive sampling terhadap 100 responden pengguna online travel agent. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan SEM-PLS melalui SMARTPLS 4.0. Hasil penelitian menunjukkan bahwa kegunaan informasi, kualitas argumen, dan kredibilitas sumber berpengaruh positif terhadap adopsi informasi. Selain itu, adopsi informasi berpengaruh positif terhadap perilaku pembelian konsumen. Namun, adopsi informasi tidak memediasi pengaruh ketiga variabel independen terhadap perilaku pembelian.Keywords:  Kegunaan Informasi, Kualitas Argumen, Kredibilitas Sumber, Adopsi Informasi, Perilaku Pembelian Konsumen di OTA
BIG DATA ANALYSIS IN MARKETING DECISION MAKING INDUSTRIAL REVOLUTION ERA 4.0: CASE STUDY ON FASHION INDUSTRY IN INDONESIA Efendi, Bahtiar; Sitorus, Sunday Ade; Firdaus, Firdaus; Indrianti, Merita Ayu; Kraugusteeliana, Kraugusteeliana
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12886

Abstract

The Industrial Revolution 4.0 era has changed the landscape of the world of manufacturing and technology with the integration of digital technology, automation and sophisticated data communications. The fashion industry in Indonesia is also not immune from the major impact of these changes, especially in marketing decision making. Big data analysis is crucial in optimizing marketing strategies by understanding consumer preferences, market trends and competition. However, the use of big data also brings challenges, especially regarding the security and privacy of consumer data. This research adopts a qualitative method with a literature review approach to investigate the use of big data in marketing decision making in the Indonesian fashion industry. The research results show that big data plays an important role in customer segmentation, consumer behavior analysis, trend prediction, and product innovation. The benefits companies gain from implementing big data include deep understanding of consumer behavior, fast decision making, operational efficiency, better risk management, product and service innovation, improved customer experience, and dynamic price adjustments. However, the challenges faced include data security risks, personal identification risks, and compliance with global privacy regulations. Assessment of the readiness of Indonesian fashion industry companies to adopt big data involves evaluating technology infrastructure, data analysis skills, awareness of big data concepts, data security and privacy, understanding customer behavior, technology adoption, ability to process real-time data, budget availability, readiness for innovation, and acceptance of organizational culture. By considering these aspects, companies can evaluate the extent to which they are ready to integrate big data in marketing decision making to achieve success in the Industrial Revolution 4.0 era.
Co-Authors Bahtiar Efendi Firdaus Firdaus Gibrel, Disaya Kraugusteeliana Kraugusteeliana Merita Ayu Indrianti Pantas H Silaban Simanjuntak, Agus Nakkok