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All Journal Psikologika : Jurnal Pemikiran dan Penelitian Psikologi TEKMAPRO Journal of Industrial Engineering and Management Syntax Literate: Jurnal Ilmiah Indonesia Journal of Psychological Science and Profession CARADDE: Jurnal Pengabdian Kepada Masyarakat Psychocentrum Review Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Abdi Insani Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Penelitian dan Pengukuran Psikologi: JPPP Journal Of World Science Psyche 165 Journal
Nugraha, Yus
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PELATIHAN OPTIMASI PLATFORM SOSIAL MEDIA SEBAGAI MEDIA PEMASARAN PRODUK UMKM DI DUSUN SUKANEGLA, DESA MEKARSARI Kadiyono, Anissa; Nugraha, Yus; Surwangi, Lilis; Imam, Muhammad; Ghassani, Fildzah; Angelica, Arwen; Fathia, Raina; Gasman, Muhammad
Jurnal Abdi Insani Vol 11 No 2 (2024): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v11i2.1543

Abstract

Mekarsari Village, as the object of the Integrative KKN-PPM program, has various potential micro, small, and medium enterprises (SMSE). However, their development is hindered due to the lack of understanding of the business owners regarding product marketing through social media. The external parties are required to encourage the community, so it can enhance their motivation and capabilities in managing SMSE. Because of this phenomenon, the discussions, including with all of the SMSE owners in the Mekarsari Village. Consequently, training about socialization activities and social media training are the most effective solutions to increase community awareness and interest in marketing products. This socialization and service program resulted in a better community to the urgencies of social media and online marketplaces. It even successfully motivated the community to create online stores on marketplaces, enabling them to market products with appropriate descriptions, content, and pricing techniques.
The Culturally-Anchored Entrepreneurship: The Mediating Role of Kasundaan Values in Driving Business Behavior in West Java Nugraha, Yus; Harding, Diana; Suryana, Yuyus; Safira, Nadia Ayu; Cahyono, Aryo Bima
Psikologika: Jurnal Pemikiran dan Penelitian Psikologi Vol. 31 No. 1 (2026)
Publisher : Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/psikologika.vol31.iss1.art5

Abstract

Entrepreneurship is not a cultural vacuum; it is deeply embedded in the social values of the community. This study challenges Western-centric models by examining how Kasundaan (Sundanese) values drive entrepreneurial behavior among 417 business owners in West Java, Indonesia. Utilizing Path Analysis, we investigate a complex mediation framework involving entrepreneurial intention, self-efficacy, and orientation. Our findings reveal that Kasundaan values act as a powerful cognitive driver, with the most profound impact observed on Entrepreneurial Orientation. This suggests that Sundanese cultural philosophy provides a robust strategic compass for risk-taking and proactiveness. Interestingly, the mediation through self-efficacy was the weakest, indicating that these cultural values influence strategic vision more than individual task-specific confidence. This research establishes a roadmap for "ethno-entrepreneurship" and provides empirical evidence for policy-makers to develop culture-based business interventions that leverage local wisdom to foster sustainable regional economic growth.
Co-Authors Angelica, Arwen Anissa Lestari Kadiyono Azhar El Hami Cahyono, Aryo Bima Diana Harding Ezranta, Zefanya Fasha, Adinda Fathia, Raina Gasman, Muhammad Ghassani, Fildzah Gunawan, Gianti Harumi, Kitara Jaelani, Ahmad Sandi Kadiyono, Anissa Kuds, Salsa Bilkis Larasati, Mikania Vita Lukmanul Hakim Maimunah, Faatin Marina Sulastiana Muhammad Imam, Muhammad Nurul Yanuarti Puti Zandani, Balqis Safira, Nadia Ayu Silviana, Rachmi Surwangi, Lilis Valentina Nami Cane Siburian Wipangga, Tova Yuyus Suryana