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All Journal Dinasti International Journal of Digital Business Management International Journal of Science and Society (IJSOC) Jurnal Karya Abdi Masyarakat
Rosyid, Garry Yuesa
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Development of the Flywheel Marketing Model as a Performance Improvement Strategy for Micro, Small and Medium Enterprises (MSMEs) Khalik, Idham; Siregar, Ade Perdana; Rosyid, Garry Yuesa
Dinasti International Journal of Digital Business Management Vol. 4 No. 6 (2023): Dinasti International Journal of Digital Business Management (October-November
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v4i6.2102

Abstract

Economic growth in Indonesia will increase by 3.69% (YoY) in 2021. The increase in economic growth in Indonesia is in line with the growth of the retail business, both direct and online retail businesses. The development of the retail business in Indonesia is in line with technological advances, where internet users in Indonesia have increased. The dominant factor that increases the growth of the e-commerce market value is the increase in the participation of MSMEs. The number of MSMEs in Jambi Province in 2020 decreased 2019, and the resilience of MSMEs to compete in improving their business performance is an essential factor in the growth of MSMEs. The development of digital technology should be able to open up opportunities for MSMEs to be able to improve their business performance. MSME business actors have the potential to develop a more comprehensive marketing network. Business organizations carry out activities intending to maintain and develop themselves, one of which is the implementation of marketing strategies. The success of UMKM as a business organization is seen in its performance with the implementation of the right marketing strategy. The aims of this study are (1) to examine the effect of flywheel marketing on MSME business performance; (2) To examine the effect of marketing flywheel on social presence; (3) to assess the effect of social presence on MSME business performance; (4) Assessing the role of social presence that can mediate the influence of marketing flywheel on MSME business performance; (5) To examine the dominant dimension of social presence that mediates the influence of marketing flywheel on MSME business performance. The data analysis method used is Structural Equation Modeling (SEM) measurements using SmartPLS software. The results of the research are (1) Marketing flywheel shows a significant positive effect on MSME business performance, it is proven that the higher the flywheel marketing implementation in MSMEs, MSME business performance will increase; (2) marketing flywheel shows a significant positive effect on social presence, it is proven that the higher the implementation of marketing flywheel in SMEs, the social presence will increase; (3) social presence shows a significant positive influence on MSME business performance, the more social presence in MSMEs, the MSME business performance will increase; (4) social presence as a mediating influence on the marketing flywheel shows a significant positive effect on MSME business performance, where social presence is considered a variable that strengthens the marketing flywheel in improving MSME business performance.
Pelatihan Strategi Pemasaran Produk Berbasis Digital Marketing Bagi Wirausaha Muda Perempuan untuk Meningkatkan Kinerja Bisnis Iwapi Muda Jambi Octavia, Ade; Nifita, Ade Titi; Sriayudha, Yayuk; Siregar, Ade Perdana; Rosyid, Garry Yuesa
Jurnal Karya Abdi Masyarakat Vol. 6 No. 2 (2022): Jurnal Karya Abdi Masyarakat
Publisher : LPPM Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (306.427 KB) | DOI: 10.22437/jkam.v6i2.21534

Abstract

Mitra dalam kegiatan PPM ini adalah wirausaha muda perempuan, bekerjasama dengan IWAPI muda Provinsi Jambi yang merupakan salah satu organisasi yang bertujuan sebagai wadah inovasi bagi wirausaha muda perempuan untuk mengembangkan diri sebagai wirausaha tangguh. Berdasarkan analisis situasi permasalahan utama yang dihadapi mitra saat ini pada aspek pemasaran dan aspek manajemen usaha. Aspek pemasaran meliputi rendahnya daya saing dan kinerja bisnis karena kurangnya inovasi, branding yang belum kuat, positioning yang belum kuat dan belum optimalnya pemanfaatan internet dalam pemasaran. Sementara aspek manajemen usaha meliputi manajemen usaha yang belum professional, belum dimilikinya ijin usaha/PIRT dan sertifikasi halal, pelaporan keuangan yang konvensional. Berdasarkan permasalahan tersebut melalui kegiatan ini akan diberikan beberapan solusi penyelesaian masalah. Metode pelaksanaan kegiatan menggunakan pendekatan partisipatif melalui kegiatan pelatihan, dengan target capaian yang terukur. Melalui kegiatan pelatihan ini mitra sangat antusias mengikuti kegiatan terlihat dari pertanyaan-pertanyaan yang diajukan. Pemahaman peserta terlihat dari pertanyaan yang diajukan narasumber. Selanjutnya peserta akan mengimplementasikan hasil pelatihan. Sebagai aspek monitoring, tim PPM melakukan kunjungan ke mitra untuk melihat implementasi dari pelatihan yang diberikan.
Development of a Shopping Well-Being Model for Purchasing Jambi Batik Products Sari, Novita; Rosyid, Garry Yuesa; Perdana Siregar, Ade
Dinasti International Journal of Digital Business Management Vol. 6 No. 2 (2025): Dinasti International Journal of Digital Business Management (February - March
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v6i2.4185

Abstract

A person's behavior in online shopping tends to be hodonistic, which is influenced by one factor, namely hedonic motives. Purchases made online include considerations that refer to the experiences of other consumers after making the transaction. The hedonic behavior of consumers in purchasing a product, especially Jambi Batik products, can consider the role of shopping well-being so that consumers can make continuous purchases. The aims of this research are (1) To examine the influence of hedonic behavior on continuous purchase intention (2) To examine the influence of hedonic behavior on shopping well-being (3) To examine the influence of shopping well-being on continuous purchase intention (4) To examine the role of shopping well-being -being is able to mediate the influence of hedonic behavior on continuous purchase intention. The data analysis method used is Structural Equation Modeling (SEM) measurements using SmartPLS software. The results of the research are that hedonic behavior has a positive effect on continuous purchase intention, hedonic behavior has a positive effect on shopping well-being, shopping well-being has a positive effect on continuous purchase intention, shopping well-being is able to play a positive role as a mediating influence of hedonic behavior on continuous purchase intention.
The Impact of Implementing Social Commerce Marketing on Purchasing Jambi Batik Products Sari, Novita; Rosyid, Garry Yuesa; Setiawan, Wahyu Juari; Perdana Siregar, Ade
Dinasti International Journal of Digital Business Management Vol. 6 No. 5 (2025): Dinasti International Journal of Digital Business Management (August - Septembe
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v6i5.5432

Abstract

The challenge for business people in the era of globalization is to be able to survive and have an advantage over competition. Consumers' consumption patterns have shifted from shopping at conventional stores to online stores. Social commerce marketing is the best marketing strategy to do at this time considering that with internet use there is more focus on social media. Jambi Batik products are typical products from Jambi Province because their motifs and colors are the first impression for consumers when choosing a product. In online transactions, consumers need confidence that Batik Jambi products meet their expectations. Marketing strategies that implement social commerce marketing need to have support from communication channels through social presence from customers to help attract new or existing consumers to make repeat purchases. The objectives of this research are (1) to examine social commerce marketing on continuous purchase intention; (2) examine the influence of social commerce marketing on social presence; (3) examine the influence of social presence on continuous purchase intention; (4) examine the role of social presence as a mediating influence of social commerce marketing on continuous purchase intention. The research is research using quantitative methods, where data is collected through surveys and distribution of questionnaires and data measurement is based on measurement instruments from questionnaire data obtained from respondents. The analytical method used is Structural Equation Modeling (SEM) measurements using SmartPLS software. The measurement method used is Structural Equation Modeling (SEM) which utilizes data processing tools, namely SmartPLS software
Social Media Advertising, Fear of Missing Out (FOMO), and Impulsive Purchase Decision of iPhone among Generation Z in Indonesia: Evidence from Jambi City B., Sylvia Kartika Wulan; Widiastuti, Fitri; Chairunnisa, Fitri; Rosyid, Garry Yuesa
International Journal of Science and Society Vol 7 No 4 (2025): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/ijsoc.v7i4.1543

Abstract

This research investigates the mediating role of Fear of Missing Out (FOMO) in the relationship between social media advertising and impulsive purchase decisions among Generation Z consumers in Jambi City, Indonesia. Using a quantitative survey and Structural Equation Modeling with Partial Least Squares (SEM–PLS), data from 199 respondents were analyzed. Results indicate that social media advertising exerts a weak direct influence on impulsive buying (β = 0.09, p > 0.05), while FOMO has a strong and significant positive effect (β = 0.62, p < 0.001). Furthermore, social media advertising significantly influences FOMO (β = 0.68, p < 0.001), which mediates its relationship with impulsive purchasing (indirect effect β = 0.42, p < 0.001). The findings demonstrate that emotional and social triggers outweigh direct marketing exposure in shaping impulsive consumption among Gen Z. The study contributes to the theoretical understanding of affective mechanisms in digital marketing and offers managerial insights for responsible and ethical branding.
Co-Authors Ade Octavia Ade Titi Nifita B., Sylvia Kartika Wulan Chairunnisa, Fitri Idham Khalik, Idham Novita Sari Setiawan, Wahyu Juari Siregar, Ade Perdana Widiastuti, Fitri Yayuk Sriayudha