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All Journal Jurnal EMT KITA International Journal of Education, Social Studies, And Management (IJESSM) Innovative: Journal Of Social Science Research Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Community Empowerment
Butarbutar, Dicky Jhon Anderson
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Investigasi Dampak Harga dan Variety Seeking pada Keputusan Pembelian Online Elizabeth; Rahayu, Betty; Utiarahman, Nurnaningsih; Pradiptha, Anindya Putri; Butarbutar, Dicky Jhon Anderson
Jurnal EMT KITA Vol 9 No 2 (2025): APRIL 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v9i2.4007

Abstract

The purpose of this research is to test the influence of price and variety seeking on purchasing decisions for Zalora products. This research uses a quantitative method with regression analysis. The sampling technique uses purposive sampling and a sample size of 94 respondents was obtained by distributing questionnaires to consumers who have purchased Zalora products. The data was analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of this research indicate that price and variety seeking, both partially and simultaneously, have a positive and significant effect on purchasing decisions for Zalora products. The R-Square Adjusted value of purchasing decisions is 0.791, which means that purchasing decisions are influenced by price and variety seeking variables by 79.1%, the remaining 20.9% is influenced by other factors outside this research, such as: location, buying interest, and others. The results of this research can be used as evaluation material for companies that trade fashion products to pay more attention to price and variety seeking so that purchasing decisions for their products can be optimized.
Analysis of The Relationship Between Informal Labor Market Growth, Availability of Job Opportunities and Wage Structure Using A Multidimensional Perspectives Dharmawan, Donny; Karyadi, Sugeng; Irvan, Muhammad; Butarbutar, Dicky Jhon Anderson; Munizu, Musran
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.10806

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana fenomena terkait dengan defisit pekerjaan yang layak mempengaruhi struktur pasar tenaga kerja. Penelitian ini menggunakan metode ekonometrik dengan tiga metode utama yaitu matriks transisi, estimasi kesenjangan pendapatan dan model campuran. Hasil analisis menunjukkan bahwa meskipun terdapat upaya pertumbuhan ekonomi dan formalisasi, ketersediaan lapangan kerja informal masih merupakan permasalahan yang signifikan. Hasil estimasi kesenjangan pendapatan antara pekerja sektor formal yang mengalami defisit di berbagai dimensi dan yang tidak mengalami defisit menunjukkan perbedaan yang signifikan.
MEMBANGUN CITRA BERKELANJUTAN GREEN BATIK PEKALONGAN: PEMBERDAYAAN SINERGIS BRANDING, EKOLOGI DAN DIGITALISASI MENUJU PASAR FASHION BERKELANJUTAN Ngatindriatun, Ngatindriatun; Butarbutar, Dicky Jhon Anderson; Aini, Nurul; Udin, Noor; Sriwidadi, Teguh; Ni'mah, Fadhilatun; Ferdinand, Samuel Alvin; Hardi, Laura Emmanuela; Wibowo, Iqbal Andika; Atmaja, Mario Rafael
Journal of Community Empowerment Vol 4, No 3 (2025): Desember
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jce.v4i3.36638

Abstract

ABSTRAK                                                                                     Industri batik Pekalongan menghadapi tantangan signifikan terkait rendahnya literasi branding berkelanjutan, keterbatasan kemampuan digital, serta belum optimalnya pemanfaatan nilai ekologis sebagai keunggulan kompetitif. Pengabdian kepada masyarakat ini bertujuan memberdayakan UMKM Green Batik Pekalongan melalui integrasi strategi branding hijau, penguatan ekologi produksi, dan digitalisasi pemasaran untuk meningkatkan daya saing di pasar fashion berkelanjutan. Kegiatan dilakukan melalui sosialisasi, pelatihan green marketing, workshop digital marketing, pendampingan pendaftaran ecolabel, serta pengembangan storytelling dan strategi komunikasi merek. Mitra terdiri dari 20 pelaku UMKM batik di Kecamatan Pekalongan Utara. Evaluasi dilakukan melalui pre-test, post-test, observasi, dan analisis hasil produksi konten. Hasilnya menunjukkan peningkatan kapasitas signifikan: pemahaman green marketing meningkat 97,6%, kemampuan produksi konten digital meningkat lebih dari 500%, 18 UMKM memiliki akun bisnis aktif, dan 10 produk memperoleh draft ecolabel, dengan 4 di antaranya memasuki tahap pengajuan awal. Selain itu, peserta menghasilkan 15 narasi storytelling dan satu dokumen Strategi Komunikasi Merek Berkelanjutan yang siap diterapkan. Program ini membuktikan bahwa pemberdayaan sinergis antara branding, ekologi, dan digitalisasi efektif dalam memperkuat citra Green Batik Pekalongan serta relevan untuk direplikasi di sentra batik lainnya.Kata kunci: Green Marketing; Ecolabel; Green Batik Pekalongan; Digital Marketing; Pemberdayaan UMKM. ABSTRACTThe batik industry in Pekalongan faces significant challenges related to the low literacy of sustainable branding, limited digital capabilities, and the suboptimal utilization of ecological value as a competitive advantage. This community engagement program aims to empower Green Batik Pekalongan MSMEs through the integration of green branding strategies, ecological production enhancement, and marketing digitalization to strengthen their competitiveness in the sustainable fashion market. The program activities included socialization, green marketing training, digital marketing workshops, ecolabel registration assistance, and the development of cultural storytelling and sustainable brand communication strategies. The beneficiaries consisted of 20 batik artisans in Pekalongan Utara District. Evaluation was conducted through pre-tests, post-tests, observations, and analysis of digital content outputs. The results show significant capacity improvements: green marketing understanding increased by 97.6%, digital content production improved by more than 500%, 18 MSMEs established active business accounts, and 10 products obtained ecolabel drafts, with 4 progressing to the initial verification stage. Additionally, participants produced 15 storytelling narratives and one comprehensive Sustainable Brand Communication Strategy document ready for implementation. This program demonstrates that synergistic empowerment combining branding, ecological practices, and digitalization is effective in strengthening the sustainable image of Green Batik Pekalongan and is highly relevant for replication in other batik production centers.Keywords: Green Marketing; Ecolabel; Green Batik Pekalongan; Digital Marketing; MSME Empowerment.
Analysis of the Marketing Creativity Training Program in the Digital Era Butarbutar, Dicky Jhon Anderson; Kusnady, Diding; Rudianto, Maikel; Siregar, Irma Hariyanti; Dharmawan, Donny
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 3 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i3.967

Abstract

The goals of marketing in the digital era are to reach a wider audience with precision, build brand awareness, increase conversions and sales, build strong customer relationships through direct interactions, accurately measure campaign results, and improve cost efficiency by leveraging digital platforms such as social media, search engines, and email to promote products or services. The purpose of this study was to understand analysis of the marketing creativity training program in the digital era. This research was analyzed using a descriptive analysis approach. To assist in the presentation of this descriptive analysis approach, secondary data is required in the form of books containing theories and other sources, such as journals and media articles. The results of this study provide insight into the need to analyze the marketing creativity training program in the digital era, as they demonstrate an impact on improving sales performance and business competitiveness. An effective the marketing creativity training program in the digital era equips participants with core competencies in digital media mastery and the ability to adapt to market trends. An effective the marketing creativity training program in the digital era is achieved through mastery of digital platforms, creative content development, digital data analysis, and adaptation and innovation.
Penerapan Analisis SWOT dan ROWS dalam Penguatan Kapasitas Manajerial UMK Multi-Sektor di Era Ekonomi Digital Butarbutar, Dicky Jhon Anderson; Daniel Lukito; Ngatindriatun; Samuel Alvin Ferdinand; Ghian Rafif Alre Bimantyo; Audrey Tristan Hendriawan; Shanna Olivia Tan; Raphael Kristo Lukito
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.2828

Abstract

Pelaku Usaha Mikro dan Kecil (UMK) di Indonesia menghadapi tantangan manajerial dan pemasaran dalam persaingan di era digital. Program pengabdian kepada masyarakat ini bertujuan meningkatkan kapasitas manajerial UMK multi-sektor melalui pelatihan analisis SWOT dan ROWS, serta didanai oleh Kementerian Pendidikan Tinggi, Sains, dan Teknologi (KEMDIKTISAINTEK). Kegiatan dilaksanakan pada 2 September 2025 di Jordan Training Center, Semarang, dengan melibatkan 28 peserta dari 16 UMK anggota Komunitas Bisnis Cendekia. Metode kegiatan meliputi penyampaian materi, praktik analisis, dan pendampingan langsung oleh dosen dan mahasiswa Universitas Bina Nusantara. Hasil kegiatan menunjukkan peningkatan pemahaman perencanaan bisnis dan kemampuan menyusun strategi adaptif, dengan metode ROWS dinilai lebih aplikatif. Kegiatan ini mendukung pencapaian SDG 4 dan SDG 8.
Digitalisasi UMK Multi-Sektor melalui Pendampingan Manajerial dan Pemasaran Digital Berbasis Komunitas: Pengabdian Butarbutar, Dicky Jhon Anderson; Daniel Lukito; Ngatindriatun; Samuel Alvin Ferdinand; Ghian Rafif Alre Bimantyo; Audrey Tristan Hendriawan; Shanna Olivia Tan; Raphael Kristo Lukito
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.4667

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kapasitas manajerial dan pemasaran digital Usaha Mikro dan Kecil (UMK) melalui pendampingan berbasis komunitas. Program yang didanai KEMDIKTISAINTEK ini dilaksanakan selama empat bulan (September–November 2025) dengan melibatkan 16 pelaku UMK multi-sektor, dosen, dan mahasiswa Program Studi Bisnis Digital Universitas Bina Nusantara. Metode pendampingan meliputi analisis SWOT–TOWS, penyusunan Business Model Canvas, analitik media sosial, integrasi content marketing, serta pengenalan kecerdasan buatan. Hasil kegiatan menunjukkan peningkatan pemahaman UMK terhadap strategi bisnis dan pemasaran digital berbasis data, sehingga mendukung penguatan UMK yang adaptif dan berkelanjutan di era ekonomi digital.
Co-Authors Aini Nurul Atmaja, Mario Rafael Audrey Tristan Hendriawan Daniel Lukito Donny Dharmawan Elizabeth Ferdinand, Samuel Alvin Ghian Rafif Alre Bimantyo Hardi, Laura Emmanuela Karyadi, Sugeng KUSNADY, DIDING Muhammad Irvan Musran Munizu Ngatindriatun Ngatindriatun Ngatindriatun Ni'mah, Fadhilatun Pradiptha, Anindya Putri Rahayu, Betty Raphael Kristo Lukito Rudianto, Maikel Samuel Alvin Ferdinand Shanna Olivia Tan Siregar, Irma Hariyanti Teguh Sriwidadi, Teguh Udin, Noor Utiarahman, Nurnaningsih Wibowo, Iqbal Andika