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All Journal GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Pareto : Jurnal Riset Manajemen dan Bisnis Proceeding of The International Conference on Management, Entrepreneurship, and Business
Mas Intan Purba
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Physics Social Sciences Other

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AI-Powered Social Media Marketing and Digital Wallet Adoption for SMEs in Tanjung Morawa District Esther Praja Anggriany Panggabean; Mas Intan Purba; Isna Asdiani Nasution; Rafida Khairani; Tantri Octora Dwi Syah Putri; Jholant Bringg Luck Amelia Br Sinaga; Nurul Wardani Lubis
GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Vol. 6 No. 2 (2025): GANDRUNG: Jurnal Pengabdian Kepada Masyarakat
Publisher : Fakultas Olahraga dan Kesehatan, Universitas PGRI Banyuwangi

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Abstract

Digital transformation has opened opportunities for Small and Medium Enterprises (SMEs) through innovative technology utilization. However, many SME operators in Tanjung Morawa District, Deli Serdang Regency, have limited understanding of social media marketing strategies and digital wallet benefits. This community service activity aims to enhance SME operators' knowledge in utilizing AI-supported social media marketing and digital wallet usage to improve business competitiveness. The method is participatory approach with socialization, training, and practice mentoring conducted at Tanjung Morawa District Head Office on May 26, 2025, targeting 15-20 SME operators. Activity stages included preparation, implementation (social media marketing socialization, AI training for business storytelling, and digital wallet benefits socialization), and closing. Results showed significant changes in participants' understanding. Pre-training surveys revealed 78% of participants never used AI for business purposes, and 65% relied on conventional marketing methods. After training, there was 45% increase in post-test scores, 85% successfully created business storytelling content using AI, and 90% expressed interest in using digital wallets. This activity successfully transformed SME operators' understanding of digital marketing from limited to comprehensive and practical, enabling active participation in competitive digital economy.
ANALISIS KEMAMPUAN KEUANGAN DAERAH DALAM MENDUNGKUNG PELAKSANAAN OTONOMI DAERAH DI KABUPATEN NIAS SELATAN Mas Intan Purba; Titisman Dakhi; Jhon Firman Fau
PARETO : Jurnal Riset Bisnis dan Manajemen Vol 10 No 2 (2025): PARETO: Jurnal Riset Manajemen dan Bisnis
Publisher : LPPM Universitas Nias Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57094/pareto.v10i2.3827

Abstract

The scope of this research is a study of the analysis of regional financial capacity to support the implementation of regional autonomy in South Nias Regency. The purpose of this study is to determine the level of regional financial capacity to support the implementation of regional autonomy in South Nias Regency. The research method used is ratio analysis using the 2011-2017 Budget Realization Report. The results show that the financial capacity of South Nias Regency to support the implementation of regional autonomy from 2011-2017, as seen from the financial independence ratio, is very inadequate to support the implementation of regional autonomy, as it falls below the 10% criterion. The regional financial dependency ratio is very inadequate, as it falls below the 10% criterion. The degree of physical decentralization ratio is very inadequate, as it falls below the 10% criterion. The financial effectiveness ratio is quite effective, as it falls below the 90% criterion. The regional financial efficiency ratio is very inefficient, as it falls above 100%.
Determinants of Brand Loyalty in Social Media Marketing: The Impact of Influencer Marketing and Content Quality on TikTok Users Mas Intan Purba; Darwin Lie; Sofiyan Sofiyan
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 3 No. 1 (2026): Proceeding of the International Conference on Management, Entrepreneurship, and
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v3i1.384

Abstract

The rapid growth of social media has transformed digital marketing strategies, particularly through TikTok as a platform for fashion product promotion. Influencer marketing and content quality have become important factors that may influence consumer brand loyalty. This study aims to examine the effect of influencer marketing and content quality on brand loyalty among TikTok users who consume fashion products in Medan, Indonesia. This research uses a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 385 active TikTok users in Medan who had experienced fashion product promotions through influencers. The sampling method combined purposive and accidental sampling techniques. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLLS software. The findings indicate that influencer marketing has a positive and significant effect on brand loyalty, with a path coefficient of 0.622, t-statistic of 10.850, and p-value of 0.000. Content quality also has a positive and significant effect, with a path coefficient of 0.189, t-statistic of 3.474, and p-value of 0.001. The R² value of 0.616 shows that influencer marketing and content quality simultaneously explain 61.6% of the variation in brand loyalty. The results highlight that influencer marketing has a stronger influence than content quality in building brand loyalty among fashion consumers on TikTok. Therefore, fashion businesses should focus on collaborating with credible influencers and developing engaging, relevant, and high-quality content to strengthen customer relationships and maintain long-term loyalty.
Co-Authors Darwin Lie Esther Praja Anggriany Panggabean Fau, Jhon Firman Idah Liana Lumbantobing Isna Asdiani Nasution Nurul Wardani Lubis Rafida Khairani Sinaga, Jholant Bringg Luck Amelia Br Sofiyan Tantri Octora Dwi Syah Putri Titisman Dakhi