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All Journal Martabe : Jurnal Pengabdian Kepada Masyarakat Creative Research Management Journal
Wahyuni Purbohastuti, Arum
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Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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PENGARUH PERSONAL BRANDING GREENFLUENCER TERHADAP GREEN PURCHASE BEHAVIOR DENGAN MEDIATOR GREEN TRUST Nur Bhakti Pertiwi, Widya; Putri Wenang Lusianingrum, Farah; Johan Widikusyanto, Muhammad; Wahyuni Purbohastuti, Arum
Creative Research Management Journal Vol 8 No 1 (2025): September
Publisher : Universitas Prof. Dr. Hazairin SH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32663/8tn7gj28

Abstract

This study aims to analyze the influence of greenfluencer personal branding on green purchase behaviour with green trust as a mediating variable. This research employs a quantitative approach using a survey method. A questionnaire was distributed to 100 respondents across five provinces on the island of Java. Data analysis was conducted using Structural Equation Modelling (SEM) with the AMOS 23 application. Personal branding has a positive effect on green trust. Green trust significantly influences green purchase behaviour. Personal branding does not have a direct effect on green purchase behaviour. Green trust fully mediates the influence of personal branding on green purchase behaviour. This study is limited to the geographic area of Java and the involvement of respondents who follow specific green influencers on Instagram. This research contributes to the fields of green marketing, consumer behaviour, and digital communication, particularly in building green trust through greenfluencer personal branding.
PEMBERDAYAAN PEMUDA DESA MELALUI PENGAYAAN SOFT SKILL PEMASARAN DIGITAL DAN KEWIRAUSAHAAN BERBASIS POTENSI LOKAL Johan Widikusyanto, Muhammad; Wahyuni Purbohastuti, Arum
Martabe : Jurnal Pengabdian Kepada Masyarakat Vol 8, No 10 (2025): MARTABE : JURNAL PENGABDIAN KEPADA MASYARAKAT
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jpm.v8i10.4085-4093

Abstract

Desa Lempuyang memiliki potensi pertanian dan perkebunan, khususnya pisang, namun masyarakat terutama pemuda mengalami keterbatasan soft skill dalam mengolah hasil panen menjadi produk bernilai jual. Kegiatan pengabdian ini bertujuan meningkatkan keterampilan pemuda dan pemudi Desa Lempuyang melalui pelatihan dan pendampingan olahan pisang, komunikasi pemasaran, serta pemanfaatan media sosial. Metode pelaksanaan meliputi sosialisasi, persiapan, pelatihan, dan monitoring-evaluasi. Hasil pre-test menunjukkan pemahaman peserta terhadap komunikasi pemasaran hanya 35 persen, pemasaran melalui media sosial 50 persen, dan kemampuan mengolah pisang 55 persen. Setelah pelatihan, terjadi peningkatan signifikan: pemahaman komunikasi pemasaran 75 persen, kemampuan pemasaran media sosial 95 persen, dan kemampuan mengolah pisang 90 persen. Seluruh peserta menyatakan puas terhadap kegiatan ini. Temuan ini menunjukkan bahwa pengayaan soft skill efektif dalam menumbuhkan jiwa kewirausahaan berbasis potensi lokal.
Co-Authors Johan Widikusyanto, Muhammad Nur Bhakti Pertiwi, Widya Putri Wenang Lusianingrum, Farah