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All Journal SYUKUR (Jurnal Inovasi Sosial dan Pengabdian Masyarakat) Jurnal Ilmiah Manajemen Kesatuan
Ulza, Emaridial
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENINGKATAN KOMPETENSI WIRAUSAHA WANITA DI KELURAHAN CISALAK PASAR KECAMATAN CIMANGGIS KOTA DEPOK Zamzany, Faizal Ridwan; Sumaryanto, Bambang; Muiz, Enong; Ulza, Emaridial
SYUKUR (Jurnal Inovasi Sosial dan Pengabdian Masyarakat) Vol 2 No 1 (2019): April
Publisher : Faculty of Economics and Business, University of Muhammadiyah Prof. DR. HAMKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (250.266 KB)

Abstract

Perkembangan era bisnis global menuntut inovasi dan kreatifitas para pelaku usaha, baikdari aspek teknologi maupun kualitas sumberdaya manusia, agar produk yang dihasilkanbisa sesuai dengan permintaan pasar. Sekali lagi disini terlihat perlunya informasi pasartermasuk permintaan pasar dan selera pasar. Metode yang digunakan dalam pengabdianini dengan transfer IPTEKS yang dilakukan Tim Pelaksana PKM dilakukan pada tiaptahapan dengan menggunakan prinsip bahwa setiap inovasi yang diterima oleh Mitrasebaiknya melalui proses, mendengar, mengetahui, mencoba, mengevaluasi, menerima,meyakini, dan melaksanakan. Melalui proses-proses tersebut diharapkan inovasi dapatdiadopsi secara berkesinambungan, serta target sasaran mempunyai kemampuan untukmelakukan analisis terhadap perkembangan usahanya, serta mampu mengembangkaninovasi yang telah dikuasainya. Supaya setiap proses berlangsung dengan baik, makapenyampaian inovasi kepada Mitra ditempuh melalui tahapan penjelasan, diskusi, praktekserta dilakukan tahapan pendampingan.
Exploring Brand Activism Through Psychometric and Demographic Lenses in Emerging Markets Ulza, Emaridial
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3577

Abstract

In the evolving global marketplace, brands are increasingly evaluated based on their social and environmental contributions, particularly in emerging economies like Indonesia. This study explores how Indonesian consumers perceive brand activism, philanthropy, emotional connection, authenticity, purchase intention, and brand social activity using Rasch Model Analysis. Based on responses from 617 participants, the Wright maps reveal nuanced patterns in item-person alignment across six brand-related constructs. While most respondents demonstrate high support for brand activism and philanthropy, item-level analysis indicates cautious endorsement, reflecting skepticism about the sincerity of brand initiatives. Emotional connection and perceived authenticity emerged as key mediators in driving purchase intention, yet their depth varies by item. Differential Item Functioning analysis highlights significant perception differences based on age, occupation, gender, education, and region. Older participants and those outside the urban Jabodetabek region show stronger reactions to boycott-related messaging, while younger and student respondents report higher emotional brand identification. The findings underscore the importance of culturally resonant and demographically sensitive branding strategies, offering empirical insights into how social initiatives influence consumer behavior in emerging markets.
Co-Authors Muiz, Enong Sumaryanto, Bambang Zamzany, Faizal Ridwan