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All Journal Journal of Management and Bussines (JOMB) El-Mujtama: Jurnal Pengabdian Masyarakat
Ericko, Ericko
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Religion Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Peningkatan Literasi Keuangan Desa: Peran Akademisi dalam Edukasi Teknologi Finansial dan Investasi Hansen, Hansen; Mufrihah, Mazayatul; Hendri, Fransiskus Deny; Prangestu, Yoga; Ericko, Ericko
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 5 No. 1 (2025): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v5i1.5650

Abstract

The low financial literacy in Penyeladi Village, Kapuas District, Sanggau Regency, has become a major barrier to effective financial management, especially in utilizing modern financial technology (fintech) and understanding investments. Most of the population, who work as farmers and small business owners, have not fully utilized financial technology, resulting in inefficient financial management and increased vulnerability to digital fraud. This community service program aims to enhance the understanding of financial management and investments through education and training tailored to local needs. The methods used include financial technology socialization, a workshop on creating Shopee Pay accounts, and investment management education for elementary school students and their parents. The results show an improvement in participants' knowledge in separating personal and business finances, as well as the ability to use fintech applications effectively and safely. This initiative is expected to have a positive impact on the community's economic stability, reduce fraud risks, and increase participation in the digital economy, supporting the village's future economic growth.  
Brand Image, Lifestyle dan Prestige  terhadap Keputusan Pembelian Starbucks oleh Generasi Z Ericko, Ericko; Marpaung, Fenny Krisna; Natasya, Natasya; Wilson Wijaya; Sherren Cokro; Christin Imelda Girsang
Journal of Management and Bussines (JOMB) Vol. 8 No. 3 (2026): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/qd9v1y02

Abstract

This study aims to analyze the influence of brand image, lifestyle, and prestige on Starbucks purchasing decisions by Generation Z. The research method used is quantitative research with an explanatory research approach. The population in this study were 1,229 students from the Faculty of Economics, Department of Management, Prima Indonesia University, in the 2019–2021 academic year, with a sample size of 93 respondents who consumed Starbucks. Data collection techniques were conducted through questionnaires, interviews, and documentation. Data analysis used multiple linear regression with the assistance of a statistical data processing program. The results showed that partially, brand image had a positive and significant effect on Starbucks purchasing decisions by Generation Z with a significance value of 0.001 < 0.05, lifestyle had a positive and significant effect on purchasing decisions with a significance value of 0.008 < 0.05, and prestige had a positive and significant effect on purchasing decisions with a significance value of 0.002 < 0.05. Simultaneously, brand image, lifestyle, and prestige had a positive and significant effect on Starbucks purchasing decisions by Generation Z with a significance value of 0.000 < 0.05. The conclusion of this study indicates that brand image, lifestyle, and prestige are factors that can increase Starbucks purchasing decisions among Generation Z.  Keywords: Brand Image, Generation Z, Purchasing Decisions, Lifestyle, Prestige  
Co-Authors Christin Imelda Girsang Hansen, Hansen Hendri, Fransiskus Deny Marpaung, Fenny Krisna Mazayatul Mufrihah B11212091 Natasya Natasya Prangestu, Yoga Sherren Cokro Wilson Wijaya