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All Journal Among Makarti Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Maneggio: Jurnal Ilmiah Magister Manajemen Jurnal Masyarakat Merdeka (JMM) Jurnal Ekonomi, Manajemen, dan Akuntansi Universitas Ngudi Waluyo Journal of Sustainable Business Hub (JSBH) International Journal of Business, Law, and Education Jurnal Pengabdian Kepada Masyarakat JSSM International Journal of Applied Finance and Business Studies Jurnal Pustaka Mitra : Pusat Akses Kajian Mengabdi Terhadap Masyarakat Jurnal Akuntansi dan Keuangan Abdi Makarti Return : Study of Management, Economic and Bussines Golden Ratio of Data in Summary Journal of Artificial Intelligence and Digital Business Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce ARMADA : Jurnal Penelitian Multidisiplin Jurnal Abdimas Sosek (Jurnal Pengabdian dan Pembardayaan Masyarakat) Jurnal Ekonomi dan Kewirausahaan West Science ABDI UNISAP: Jurnal Pengabdian Kepada Masyarakat Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Jurnal Ilmiah Bisnis, Manajemen, dan Akuntansi Jurnal Bakti Humaniora International Journal of Law Social Sciences and Management Proceeding International Collaborative Conference on Multidisciplinary Science
Irsal Fauzi
Universitas Ngudi Waluyo
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Building brand awareness for local skincare brand glad2glow: The role of UGC, testimonials, and audience engagement on tiktok Efendi, Faturahman; Fauzi, Irsal
International Journal of Applied Finance and Business Studies Vol. 13 No. 4 (2026): March: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i4.468

Abstract

This study seeks to investigate the impact of User Generated Content (UGC) and testimonials on brand awareness, with engagement serving as a mediating variable, for the skincare company Glad2Glow on TikTok. This study utilizes a quantitative methodology through the implementation of a survey technique. Data were gathered via questionnaires administered to respondents TikTok users and have encountered Glad2Glow’s digital marketing content. Sampling technique was purposive sampling, with the respondent count established according to predetermined study criteria. The investigation utilized Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings demonstrate that testimonials have a significant effect on engagement and brand awareness, with engagement effectively mediating the relationship between testimonials and brand awareness. These findings indicate that genuine, experience-driven testimonials enhance audience engagement and bolster brand awareness. The study reveals that User Generated Content (UGC) does not significantly influence brand awareness, neither directly nor indirectly via engagement as a mediating variable. This suggests that broad or low-credibility user-generated content may inadequately facilitate meaningful connections and is insufficient for establishing robust brand perceptions in consumers' thoughts. The findings offer managerial insights for organizations to develop more effective digital marketing strategies by emphasizing credible testimonial-based material to improve brand awareness on social media platforms.
Green marketing and omnichannel strategies on purchase decisions: The mediating role of disruptive marketing innovation Herawati, Novita; Fauzi, Irsal
International Journal of Applied Finance and Business Studies Vol. 13 No. 4 (2026): March: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i4.470

Abstract

This study aims to analyze the effect of green marketing and omnichannel on purchasing decisions with disruptive marketing innovation as a mediating variable in environmentally friendly batik MSMEs. This study uses a quantitative approach with a survey method targeting Zie Batik Semarang consumers who have purchased products online and offline. Primary data were collected through a five-point Likert scale questionnaire and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results show that green marketing does not have a significant effect on purchase decisions. Omnichanel have a significant effect on purchase decision. Green marketing does not have a significant effect on disruptive marketing innovation. Omnichanel have a significant effect on disruptive marketing innovation. Disruptive marketing innovation have a significant effect on purchase decision. Disruptive marketing innovation is unable to mediate the effect of green marketing on purchase decisions. Disruptive marketing innovation is able to mediate the effect of omnichannel on purchase decisions. These findings indicate that the implementation of sustainable marketing strategies integrated with omnichannel systems and adaptive marketing innovations can increase consumer purchasing decisions in environmentally friendly batik SMEs. This study is expected to serve as a reference for SME players in designing relevant marketing strategies in the era of digital disruption.
Exploring The Role of Self-Compassion and Psychological Capital on the Performance of Gunungkidul Batik MSMEs in the Digital Era Wulan, Ayu; Margarena, Agung Novianto; Irsal Fauzi
ARMADA : Jurnal Penelitian Multidisiplin Vol. 4 No. 4 (2026): ARMADA : Jurnal Penelitian Multidisplin, April 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/armada.v4i4.2003

Abstract

This investigation assesses the consequence of self-compassion on the performance of Batik micro, small, and medium enterprises (MSMEs) in Gunungkidul Regency, with psychological capital serving as an intermediary variable. The findings are intended to facilitate the development of MSME mentoring interventions that integrate both technical and psychological components, particularly to support MSMEs owners in addressing the challenges associated with digitalization. We conducted quantitative research involving 70 batik MSMEs in Gunung Kidul. By using a total sampling technique and online questionnaires, we were able to capture a comprehensive data set. These responses, measured on a Likert scale, were then analyzed through path analysis using SPSS 25 to ensure statistical precision. The study reveals a deep connection between a person's outlook and their career path output. Specifically, self-compassion was found to significantly boost psychological capital (0.619, p=0.000). In turn, this psychological strength translates into better work performance (0.326, p=0.008). Interestingly, while self-compassion directly improves performance (0.381, p=0.002), psychological capital is key and acts as a vital bridge, mediating the relationship between the two with a value of 0.202. By positioning psychological capital as a mediator, this research offers a fresh perspective on MSMEs success, a niche that remains largely unexplored. The takeaway is clear: sustainable performance isn't just built on hard skills. We recommend that policymakers and mentors prioritize the "inner game" of entrepreneurs, fostering psychological strengths and self-compassion as fundamental pillars for business excellence.
Pengaruh Inovasi Digital Marketing dan User Generated Content Terhadap Kinerja Penjualan Melalui Electronic Word Of Mouth Nazara, Johnifrah Putra; Fauzi, Irsal
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.7301

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Inovasi Digital Marketing dan User Generated Content terhadap Kinerja Penjualan melalui Electronic Word of Mouth (e-WOM). Perkembangan teknologi digital yang pesat mendorong pelaku usaha untuk mengadopsi strategi pemasaran berbasis digital guna meningkatkan daya saing dan kinerja penjualan. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Data dikumpulkan melalui penyebaran kuesioner kepada konsumen dan dianalisis menggunakan teknik analisis jalur (path analysis) untuk menguji hubungan langsung maupun tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa Inovasi Digital Marketing dan User Generated Content berpengaruh positif dan signifikan terhadap Electronic Word of Mouth. Hal ini menunjukkan bahwa strategi pemasaran digital yang inovatif serta partisipasi aktif konsumen dalam menghasilkan konten mampu meningkatkan interaksi dan penyebaran informasi secara online. Selain itu, Electronic Word of Mouth terbukti berpengaruh positif dan signifikan terhadap Kinerja Penjualan, yang berarti komunikasi elektronik antar konsumen memiliki peran penting dalam memengaruhi keputusan pembelian serta meningkatkan kepercayaan pasar. Lebih lanjut, Electronic Word of Mouth berperan sebagai variabel mediasi yang memperkuat hubungan antara Inovasi Digital Marketing dan User Generated Content terhadap Kinerja Penjualan. Dengan demikian, efektivitas strategi pemasaran digital dan konten yang dihasilkan pengguna akan semakin optimal apabila didukung oleh komunikasi elektronik yang kuat. Secara keseluruhan, penelitian ini menegaskan bahwa optimalisasi inovasi digital marketing dan pemanfaatan user generated content merupakan strategi penting dalam meningkatkan kinerja penjualan melalui penguatan e-WOM  
Optimalisasi Kinerja Tim melalui Rekrutmen dan Kompetensi Digital di PT Pertiwi Indo Mas: Peran Employee Engagement Digital sebagai Variabel Mediasi Waruwu, Lisnawati; Fauzi, Irsal
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.7303

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi kinerja tim pada PT Pertiwi Indo Mas, khususnya terkait proses rekrutmen, kompetensi digital, dan employee engagement di tengah tantangan digitalisasi industri garmen. Latar belakang penelitian ini didasarkan pada adanya penurunan hasil produksi yang mengindikasikan belum optimalnya kinerja tim, yang diduga dipengaruhi oleh ketidaksesuaian proses rekrutmen serta beragamnya tingkat kesiapan kompetensi digital karyawan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 120 responden yang merupakan karyawan perusahaan. Teknik analisis data yang digunakan adalah Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) untuk menguji hubungan antar variabel secara simultan. Hasil penelitian menunjukkan bahwa variabel rekrutmen tidak berpengaruh signifikan terhadap kinerja tim, sehingga kualitas proses rekrutmen belum mampu secara langsung meningkatkan performa kerja tim. Sebaliknya, kompetensi digital terbukti berpengaruh signifikan terhadap employee engagement, yang menunjukkan bahwa kemampuan digital karyawan dapat meningkatkan keterikatan mereka terhadap pekerjaan dan organisasi. Selain itu, employee engagement terbukti berperan sebagai variabel mediasi sempurna dalam hubungan antara kompetensi digital dan kinerja tim. Hal ini berarti bahwa pengaruh kompetensi digital terhadap kinerja tim akan optimal apabila didukung oleh tingkat keterikatan karyawan yang tinggi. Dengan demikian, peningkatan kinerja tim di era digital tidak hanya ditentukan oleh aspek teknis semata, tetapi juga oleh strategi perusahaan dalam membangun engagement karyawan berbasis digital. Temuan ini memberikan implikasi praktis bagi perusahaan untuk lebih fokus pada pengembangan kompetensi digital dan penguatan keterikatan karyawan guna meningkatkan produktivitas tim secara berkelanjutan. 
E-WOM Orientation Strategy as a Catalytic Dimension in Enhancing Brand Equity of Craftonesia Havif Wahyu Saputra; Irsal Fauzi
Return : Study of Management, Economic and Bussines Vol. 4 No. 3 (2025): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v4i3.361

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), digital marketing strategy, and innovation on the brand equity of Craftonesia, an MSME in Semarang that produces woven crafts from waste paper. The research method used is qualitative with a case study approach, which involves in-depth interviews and observation. The results showed that E-WOM plays a significant role in increasing brand awareness and consumer purchase intention. In addition, a digital marketing strategy that includes Search Engine Optimization (SEO) and Search Engine Marketing (SEM) helps Craftonesia reach a wider audience. The research also identified challenges facing Craftonesia, including limited human resources and digital marketing. The conclusion of this study is that a combination of E-WOM, consistent branding, and effective digital marketing strategies are key to Craftonesia's success in increasing brand equity. The implications of this study recommend Craftonesia to partner with micro-influencers and increase customer engagement through UserGenerated Content (UGC) and collaboration with local communities.
DARI GRATIS KE CUAN : PELATIHAN STRATEGI MONETISASI MEDIA SOSIAL BAGI SISWA SMK KANAAN UNGARAN Jaya Ramadaey Bangsa; Irsal Fauzi; Mufti Agung Wibowo; Prieza Dheva Tanti; Mahsya Aurelia Cesarani; Noor Laila Ramadhani
Jurnal Bakti Humaniora Vol. 6 No. 1 (2026): JUNI 2026
Publisher : Universitas Ngudi Waluyo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35473/jbh.v6i1.5052

Abstract

Media sosial telah membuka peluang ekonomi digital yang dapat dimanfaatkan tanpa memerlukan modal besar, namun pemanfaatannya oleh siswa SMK masih cenderung bersifat konsumtif. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan literasi dan keterampilan siswa dalam memonetisasi media sosial melalui strategi content marketing, affiliate marketing, dan social commerce. Pelatihan dilaksanakan melalui metode ceramah, diskusi interaktif, dan praktik langsung pembuatan konten serta simulasi monetisasi pada berbagai platform media sosial. Hasil kegiatan menunjukkan adanya peningkatan pemahaman siswa terkait strategi pengelolaan konten, pembangunan audiens, serta pemanfaatan fitur monetisasi digital. Selain itu, terjadi peningkatan motivasi siswa untuk memanfaatkan media sosial sebagai sarana produktif dan peluang kewirausahaan digital. Kegiatan ini diharapkan dapat mendorong peningkatan literasi ekonomi digital serta membentuk mindset kewirausahaan pada siswa dalam menghadapi perkembangan era digital
OPTIMALISASI SDM MUDA MELALUI PELATIHAN SOFT SKILLS DAN KEWIRAUSAHAAN DIGITAL Abdul Aziz; Irsal Fauzi; Jaya Ramadaey Bangsa
Jurnal Bakti Humaniora Vol. 6 No. 1 (2026): JUNI 2026
Publisher : Universitas Ngudi Waluyo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35473/jbh.v6i1.5065

Abstract

Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kapasitas sumber daya manusia muda, khususnya para pelaku UMKM di Kabupaten Salatiga, melalui pelatihan soft skills dan kewirausahaan digital. Program ini dilatarbelakangi oleh rendahnya kemampuan komunikasi bisnis, kreativitas, literasi digital, serta pemahaman strategi pengembangan usaha yang dimiliki oleh pelaku UMKM muda. Metode yang digunakan meliputi pelatihan interaktif, workshop praktis, simulasi kegiatan bisnis, serta pendampingan berkelanjutan yang dirancang secara partisipatif. Hasil kegiatan menunjukkan peningkatan signifikan pada aspek pengetahuan, sikap, dan keterampilan peserta. Peserta mampu menerapkan teknik komunikasi bisnis dengan lebih efektif, membuat konten pemasaran digital secara kreatif, serta merancang strategi pengembangan usaha berdasarkan kebutuhan pasar digital. Selain itu, evaluasi melalui pre-test, post-test, dan observasi menunjukkan adanya perubahan positif terhadap kemampuan analisis, kepercayaan diri, serta profesionalisme peserta dalam mengelola usaha. Kegiatan ini menunjukkan bahwa pelatihan soft skills dan kewirausahaan digital dapat menjadi strategi efektif dalam memperkuat kapasitas UMKM muda untuk menghadapi tantangan bisnis di era digital serta mendukung pembangunan ekonomi daerah secara berkelanjutan.
Pemanfaatan Teknik Ecopounding sebagai Peluang Wirausaha di PKK Kelurahan Beji Kecamatan Ungaran Timur Rina Purwanti; Swantyka Ilham Prahesti; Purwosiwi Pandansari; Irsal Fauzi
ABDI UNISAP: Jurnal Pengabdian Kepada Masyarakat Vol. 1 No. 1 (2023): ABDI UNISAP: Jurnal Pengabdian Kepada Masyarakat
Publisher : UPT Publikasi dan Penerbitan Universitas San Pedro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59632/abdiunisap.v1i1.59

Abstract

Tim Pengabdian Fakultas Komputer dan Pendidikan prodi Pendidikan Vokasional Desain Fashion melaksanakan Pengabdian Kepada Masyarakat di Kelurahan Beji Kecamatan Ungaran Timur, Kabupaten Semarang. Kegiatan ini bertujuan untuk Ibu –ibu PKK sebagai wanita aktif dalam berorganisasi untuk memotivasi agar bisa berwirausaha dengan menawarkan pelatihan ketrampilan ecoprint teknik pounding, wawasan tekstil dalam botani dan memberikan wawasan berwirausaha di bidang fashion agar peserta dapat memperoleh ketrampilan agar mendapatkan tambahan penghasilan. Adanya kegiatan pengabdian didukung oleh peserta ibu-ibu PKK RW 03 Citra Asri 3 Kelurahan Beji agar mendapatkan pengalaman baru dalam ketrampilan membuat ecoprint dengan teknik pounding serta wawasan baru mengenai botani dalam pemilihan media tanaman yang sesuai mengunkan teknik pounding yang ada di sekitar linkungan tempat tinggal. Proses pengabdian dilakukan dalam 3 tahap (1) persiapan, (2) pelatihan, dan (3) evaluasi. Kegiatan tersebut telah diikuti oleh ibu-ibu PKK RW 03 sebanyak 13 orang. Hasil dari kegiatan pengabdian ini adalah peserta mampu melakukan teknik ecopaunding berbahan dasar tumbuhan terutama daun yang ada di sekitar lingkukan rumah RW 03 Citra Asri 3. Produk eco-print yang dihasilkan berpontensi menjadi produk fashion seperti tas kain, mukena, hiasan lenan rumah tangga, serta pelatihan wirausaha.
Survival Strategies of Offline Pickup-Truck Culinary Vendors in the Digital Era: A Qualitative Study in East Ungaran District, Indonesia Shohib Maulana; Irsal Fauzi
Proceeding International Collaborative Conference on Multidisciplinary Science Vol. 3 No. 1 (2026): June : ICCMS (Proceeding International Collaborative Conference on Multidiscipl
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/iccms.v3i1.259

Abstract

The rapid development of digital technology has significantly transformed business practices in the culinary sector, particularly through online food delivery platforms, social media marketing, and digital payment systems. While many culinary businesses have adopted digital technology to expand their market reach, some small-scale culinary vendors continue to operate using conventional business models. This study aims to analyze the survival strategies employed by offline pickup-truck culinary vendors in the digital era. A qualitative descriptive approach was employed to explore the experiences and business practices of culinary vendors operating without online marketing platforms in East Ungaran District, Semarang Regency, Indonesia. Data were collected through in-depth interviews, observations, and documentation involving one primary informant and two supporting informants selected using purposive sampling. Data were analyzed using the interactive model of data reduction, data display, and conclusion drawing, supported by MAXQDA software for coding and thematic analysis. The findings indicate that business sustainability is primarily maintained through consistent product quality, preserving food taste, providing friendly customer service, maintaining competitive pricing, and strengthening social relationships with customers. Although the vendors have not adopted digital marketing, they have selectively utilized QRIS as a digital payment method to facilitate transactions. The study concludes that business survival in the digital era is not solely determined by technological adoption but is also strongly influenced by product quality, customer trust, and social capital developed through direct interactions. These findings contribute to the understanding of survival strategies among informal culinary businesses operating outside digital platforms.
Co-Authors . Syamsulbahri Abdul Aziz Abdul Aziz Abdul Aziz Ade Onny Siagian Agung Mufti Wibowo Agung Wibowo, Mufti Alfredy Donny Haposan Harianja Ari Siswati Arteurt Yoseph Merung Bangsa, Jaya Ramadaey Dewi Ari Ani Dewi Ariani DEWI ARIANI Dini Rahmawati Dwi Lailatun Nisa Efendi, Faturahman Eko Nur Hermansyah Eliagus Telaumbanua Faturahman Efendi Ferdinand Raynanta Putra Fitriyanti, Hanifah Havif Wahyu Saputra Herawati, Novita Ignatius Bias Galih Prasadhya Indah Isnawati, Setya Isnawati, Setya Indah Isra Prihantini Jaya Ramadaey Bangsa Judijanto, Loso Kartikasari, Hayu Khumaeroh, Luk Lu'ul Kustiyono Kustiyono Loso Judijanto Maghfirah, Nur Mahmuddin Mahmuddin Mahmuddin Mahmuddin Mahsya Aurelia Cesarani Margarena, Agung Novianto Meida Rachmawati Meida Rachmawati Meida Rachmawati Merung, Arteurt Yoseph Mokhammad Khukaim Barkhowa Mona Inayah Pratiwi Mufidah, Luklu'ul Mufti Agung Wibowo Mufti Agung Wibowo Nazara, Johnifrah Putra Noor Laila Ramadhani Novita Herawati Prasadhya, Ignatius Bias Galih Prieza Dheva Tanti Prihantoro, Rigo Wahyu purwanti, rina Rahmawati, Vera Ramadaey Bangsa, Jaya Rina Purwanti Rina Purwanti Sabalius Uhai Sapti Damayanti Satria Avianda Nurcahyo Setiawan Setiawan Setiawan Setiawan Setya Indah Isnawati Setya Indah Isnawati Shohib Maulana Silvina Widyastuti  Siswati, Ari Sudiyono Sudiyono Swantyka Ilham Prahesti Ucta Pradema Sanjaya Ulfamiyati Ulfamiyati Ulfamiyati Waruwu, Lisnawati Wibowo, Mufi Agung Widagdo, Teguh Harso Wulan, Ayu Zakky Fahma Auliya