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All Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Comvice : Journal of community service JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Bisman (Bisnis dan Manajemen): The Journal of Business and Management Jurnal Manajemen Universitas Bung Hatta Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Inovasi Penelitian Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Prosiding Conference on Research and Community Services Jurnal Abdimas Ilmiah Citra Bakti (JAICB) JPM: JURNAL PENGABDIAN MASYARAKAT Journal Economic and Strategy (JES) Jumat Ekonomi: Jurnal Pengabdian Masyarakat Jumat Informatika: Jurnal Pengabdian Masyarakat Jumat Pertanian: Jurnal Pengabdian Masyarakat Jurnal Bisnis Mahasiswa Jurnal Administrasi Kantor Income: Innovation Of Economics And Management JoEMS : Journal of Education and Management Studies Margin Eco : Jurnal Ekonomi dan Perkembangan Bisnis Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Bussman Journal : Indonesian Journal of Business and Management Jurnal Manajemen Jurnal Ekonomika Dan Bisnis Formosa Journal of Applied Sciences (FJAS) Jurnal Ekonomika Manajemen Dan Bisnis KOLONI Pena Dimas: Jurnal Pengabdian Masyarakat JAKBS Riset Ilmu Manajemen Bisnis dan Akuntansi Business and Economic Publication Journal of Information Systems Management and Digital Business Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis RISK : Jurnal Riset Bisnis dan Ekonomi Darma Diksani: Jurnal Pengabdian Ilmu Pendidikan, Sosial, dan Humaniora Business Management Research Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Journal of Community Empowerment Aktiva: Jurnal Manajemen dan Bisnis Jurnal Ilmiah Ekonomi, Akuntansi dan Pajak JIMEK
Mahendri, Wisnu
Universitas KH. A. Wahab Hasbulah
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Pelatihan Digital Marketing Produk UMKM Pada Masyarakat Desa Betek Guna Meningkatkan Kesejahteraan Masyarakat Nasrulloh, Muhammad Farid; Mahendri, Wisnu; Fadhli, Khotim; Maksum, Muhammad Jafar Sodiq
Jumat Ekonomi: Jurnal Pengabdian Masyarakat Vol. 4 No. 2 (2023): Agustus
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/abdimasekon.v4i2.4019

Abstract

Electronic Commerce (e-commerce) is a new behavior that can be described as the process of transactions for goods or services in the process of buying and selling or exchanging products, services and information via information networks, including the internet or cyberspace, in line with the very rapid development of the internet world. Service implementers observed that marketing of UMKM products in Betek village, Mojoagung subdistrict is still limited and still uses the WoM (Word of Mouth) marketing method so that sellers only rely on buyers who come. The problem with partners is that marketing is still done traditionally, namely by word of mouth and only relies on consumers who come to get turnover and offers to close friends and the surrounding environment and there is a lack of understanding and use of digital marketing to increase sales. The problems faced must immediately find a solution. One alternative solution is to use digital marketing media. The objectives of this digital marketing-based UMKM product marketing assistance program are as follows: (1) UMKM owners in Betek village can increase their understanding of digital marketing; (2) UMKM owners in Betek village can increase the use of digital marketing more effectively; (3) MSME owners in Betek village can expand their marketing area; (4) Betek village UMKM owners can increase their income. With this digital marketing training, sales of Betek Village UMKM products increased by 60% from before the intensive assistance was implemented.
Transformasi Digital bagi UMKM di Desa Ngusikan: Sosialisasi dan Pendampingan Penggunaan Digital Marketing Husen, Muhammad; Bayhaki, Imam; Anandita, Septian Ragil; Mahendri, Wisnu; Taqiyuddin, Akhmad; Zhaki, M. Nur; Ibrahim, Muhammad; Andi, Muhammad; Musthofiyah, Ayu; Dianingsih, Nila
Jumat Ekonomi: Jurnal Pengabdian Masyarakat Vol. 5 No. 3 (2024): Desember
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/abdimasekon.v5i3.5255

Abstract

This community service project was aimed at increasing the sales turnover of MSMEs (Micro, Small, and Medium Enterprises) in Ngusikan Village through digital marketing and administrative assistance. The project involved training and hands-on assistance in optimizing social media usage, improving branding, and completing business administration such as obtaining business licenses (NIB) and halal certification. The approach taken was a combination of workshops and field assistance with the MSMEs. The results indicate a significant improvement in the knowledge and practices of MSME actors in digital marketing, leading to a substantial increase in sales turnover and market visibility.
Seminar Digital Marketing Terhadap Produk UMKM untuk Meningkatkan Kesejahteraan Masyarakat Desa Randuwatang Nasrulloh, Muhammad Farid; Hidayatulloh, Faisol; Mahendri, Wisnu; Fadhli, Khotim; Zalianti, Putri Marsella; Maksum, Mohammad Jafar Sodiq
Jumat Ekonomi: Jurnal Pengabdian Masyarakat Vol. 5 No. 3 (2024): Desember
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/abdimasekon.v5i3.5299

Abstract

Currently, not many MSMEs are using this sophisticated digital platform, due to a lack of understanding about digital marketing which can boost people's economies. Based on the results of a pre-survey with several UMKM players, especially the food sector, that they do not yet have halal product certification, because: (1) They do not understand the importance of digital marketing and its impact on UMKM to improve the welfare of the Randuwatang community. (2) UMKM players do not yet know how to apply online platforms to produce interesting content to attract the target market. (3) UMKM players are still seasonal in opening businesses because other sources of livelihood are more dominant, such as drivers, craftsmen, etc., than UMKM. Based on the problems faced by partners, community service activities in the LPPM scheme are carried out through digital marketing seminars on UMKM products to improve the welfare of the Randuwatang village community. The method used in this digital marketing seminar is providing material regarding the importance of digital marketing for UMKM in the current millennial era. The method used is an interactive discussion in the form of questions and answers by participants who do not understand and answered directly by the resource person. From the implementation of socialization activities, it was concluded that digital marketing had proven to be an effective tool for improving the welfare of the community in Randuwatang Village.
Edukasi Pengetahuan Pajak Bagi Santri Di Pondok Pesantren Mamba'ul Ma'arif Jombang Dwi Ermayanti Susilo; Wisnu Mahendri; Ahmad Bihar Isyqi; Ina Nikmatul Chasanah; Liya Rizkiyah
JPM: Jurnal Pengabdian Masyarakat Vol. 4 No. 1 (2023): July 2023
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jpm.v4i1.1045

Abstract

This service activity was carried out at the Mamba'ul Ma'afif Islamic boarding school Denanyar Jombang where this activity included the socialization of an understanding of tax education, benefits and how to pay taxes. The purpose of this community service activity is so that the students know and are used to helping convey to the surrounding community, among other things, the function of taxes for state development and how the process of paying taxes is. This service activity was carried out using the method of socializing tax education and holding quizzes about taxes to measure the level of knowledge of grade 3 students. The results of this activity based on observations, the socialization process and the results of the tax quiz turned out that many class 3 students were very enthusiastic about participating in the activity. This can be seen from the achievements of this community service activity that the service program which is a form of strategic action on tax introduction to increase awareness of tax inclusion and conduct tax awareness literacy for the students of the Mamba'ul Islamic boarding school is very important because as we know today, there are many people who still don't understand about taxes and are also not happy with taxes, in fact they just don't know about the benefits of taxes and what can be obtained from paying them. Therefore knowledge about taxes is needed from an early age to fortify society from bad and wrong tax stereotypes. This kind of provision can be started from the family, school and community environment.
The Dual Pathways to Customer Recommendation: Service Quality and Perceived Value in the Car Wash Industry Wisnu Mahendri; Muhammad Sidiq
Business Management Research Vol. 4 No. 1 (2025): January 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/bismar.v4i1.15879

Abstract

This study examines the distinct mechanisms through which service quality and perceived value drive positive word-of-mouth (WOM), focusing on the mediating role of customer satisfaction among 120 customers of Papak Auto Care in Jombang, Indonesia, utilizing Structural Equation Modeling (SEM-PLS). Findings indicate that both service quality and perceived value significantly influence customer satisfaction, with perceived value exerting a more dominant effect (β=0.531) compared to service quality (β=0.409). Crucially, the study identifies two distinct pathways to WOM: service quality does not have a direct significant impact on WOM (P-value=0.396) but is fully mediated by customer satisfaction (β=0.122) , suggesting that satisfaction is a prerequisite for service quality-driven recommendations. Conversely, perceived value demonstrates a strong and direct significant influence on WOM (β=0.489) , indicating that superior value perception can spontaneously trigger customer advocacy. This research contributes by differentiating the impact of process-based evaluations (service quality) and holistic outcome-based evaluations (perceived value) on WOM, offering strategic implications for service providers to focus on service quality to build satisfaction and proactively enhance perceived value for direct WOM stimulation.
Juridical and Microeconomic Analysis of Franchise Agreements as Business Investment Instruments Moh. Ja’far Sodiq Maksum; Wisnu Mahendri
Business Management Research Vol. 4 No. 2 (2025): July 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/bismar.v4i2.15985

Abstract

Franchise agreements are modern business instruments that integrate legal, economic, and ethical aspects within a unified framework of partnership. This study aims to analyze the juridical aspects and microeconomic approach to franchise agreements in Indonesia, using a case study of the agreement between PT Indomarco Prismatama (Indomaret) and its partner. Employing a normative juridical approach and descriptive qualitative analysis, the study finds that franchise agreements are legally valid but often unilateral and marked by an imbalance of contractual power. From an economic perspective, the distribution of incentives and risks remains inefficient and inequitable. Furthermore, the implementation of business ethics remains challenging, particularly in terms of transparency and franchisor's social responsibility toward franchisees. This study recommends policy reform, fairer contract design, and strengthening legal capacity among franchisees to foster a more balanced and sustainable business partnership.
Impact of NCT Dream's Endorsement and Parasocial Interaction in Driving Purchase Decisions via Brand Awareness Wisnu Mahendri; Madinah Nur Aliyah Rahmah
Business Management Research Vol. 5 No. 1 (2026): January 2026
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to examine the influence of Brand Ambassador, in this case NCT Dream, and Parasocial Interaction on the purchasing decision of Tos Tos Tortilla Chips through the mediation of Brand Awareness. In the marketing context, Brand Ambassador serves to introduce and build brand image in the minds of consumers, while parasocial interaction deepens the emotional closeness between fans and idols, which can influence purchasing behavior. Data were collected through a survey involving 150 respondents who are NCT Dream fans and consumers of Tos Tos products. The results of the analysis using Structural Equation Modeling (SEM) show that Brand Ambassador and Parasocial Interaction have a positive and significant effect on Brand Awareness. Brand Awareness itself has a significant influence on purchasing decisions. Although Brand Ambassador does not have a direct effect on purchasing decisions, its influence can be felt through increased Brand Awareness which then drives purchasing decisions. Conversely, Parasocial Interaction has a direct and indirect effect on purchasing decisions through Brand Awareness. These findings provide insight that celebrity influence in marketing, especially through parasocial interaction, plays an important role in building brand awareness which ultimately influences consumer purchasing decisions.
Unveiling the Power of Social Media and FOMO: How Hedonic Motivation Drives Impulsive Purchases of Cosmetic Products Mahendri, Wisnu; Maulidiyah, Ananda Zahwa
RISK : Jurnal Riset Bisnis dan Ekonomi Vol. 6 No. 2 (2025): November 2025
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/risk.v6i2.7184

Abstract

This study examines the influence of Social Media Marketing (SMM) and Fear of Missing Out (FOMO) on impulsive purchasing behavior among Generation Z consumers, with hedonistic shopping motivation as an intervening variable. The rapid growth of the cosmetics industry in Indonesia, driven by social media, makes this topic highly relevant for analysis. A quantitative method with a Structural Equation Modeling (SEM) approach using SmartPLS was applied to test the proposed hypotheses. The sample in this study consisted of 100 people obtained through purposive sampling. The results showed that SMM had a significant effect on hedonistic shopping motivation, while FOMO also had a significant effect on this motivation. Hedonistic shopping motivation was found to influence impulsive buying, but the direct effect of SMM on impulsive buying was not significant. FOMO was found to directly influence impulsive buying. Additionally, hedonistic shopping motivation acted as a full mediator in the relationship between SMM and impulsive buying, and as a partial mediator in the relationship between FOMO and impulsive buying. These findings emphasize the importance of emotional involvement and psychological factors in influencing impulsive buying behavior. The practical implication of this study is that marketers need to design content that can evoke emotional responses and create a sense of exclusivity, which can encourage consumers to make impulsive purchases, especially for cosmetic products.
Descriptive Analysis of Brand Loyalty, Reputation, and Equity at Lantikya Store Heni Nurlia Fatmawati; Wisnu Mahendri
INCOME: Innovation of Economics and Management Vol. 4 No. 3 (2025): February
Publisher : LPPM Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/income.v4i3.6008

Abstract

This study aims to quantitatively describe the profile of customer loyalty, brand reputation, and brand equity at Lantikya Store Jombang. Amidst fierce competition in the retail business, a deep understanding of the actual condition of these key marketing variables is essential for formulating effective strategies. Using a descriptive research design with a quantitative approach, data was collected through questionnaires from 110 Lantikya Store customers selected using a probability sampling technique. Data analysis focused on descriptive statistics, including frequency, percentage, and mean values for each variable and its indicators. The results show that customer loyalty at Lantikya Store indicates a high level of agreement from respondents. Brand reputation is also strongly agreed upon by customers. Similarly, overall brand equity shows a high level of agreement. The demographic profile of respondents is dominated by female customers in the student age range. This research produces a detailed empirical portrait of Lantikya Store's customers, providing a data-driven basis for management to strengthen marketing strategies and maintain customer loyalty.
Co-Authors Abdullah Fajarul Munir Abdulloh Efendi , Fahmi Abdulloh Husnan Habibi Achmad Firdiansjah Afif Kholisun Nashoih Agustianingrum, Naning Farida Agustina, Dinda Eka Ahmad Bihar Isyqi Ahmad Taqiyuddin Ahmad Zakaria Ansori Ahmad, Nella Nur Nasyatul Aslina Akhmad Taqiyuddin Al-azizi, Firman Alfatih, Ahmad Daud Alwi, Joni Anandita, Septian Ragil Anggi Indah Yuliana Anggrena, Dania Fia Ansori, Ahmad Zakaria Ansori, M. Rizal Ma’ruf Aprilia, Yayang Inggrit Putri Auliya, Azizah Nur Ayunanda Retno Putri Azizah Azizah Azizah Nur Auliya Baitul Ainun Makin Bayhaki, Imam Bekti Widyaningsih Canggih Nailil Maghfiroh Dianingsih, Nila Dwi Ermayanti Susilo Dwi Ermayanti Susilo Eko Wicaksono Fadhli, Khotim Fahmi Arifin Fatmawati, Heni Nurlia Fauziya, Shofia Lailatul Firosulhaq, Muhammad Habibi, Abdulloh Husnan Hari, Rachmad Heni Nurlia Fatmawati Heru Totok Tri Wahono Hidayatulloh, Faisol Huda, Saihul Atho Alaul Husen, Siti Amilia Ifta Nur Azah Ilmi Nafiah Ilmi, Lutfia Warkhamna Mujizatul Ina Nikmatul Chasanah Isna Septiani Mariam Istaftihul Unailah Faz ITA RAHMAWATI Ita Rahmawati, Ita Izzudin, M. Husam Junianto Tjahjo Darsono Kartika, Defi Khasanah, Ummi Uswatun Khotim Fadhli Khotim Fadhli Khudzefi, Azam Kusumo, Ahmad Wasis Joyo Laila Nur Fatikha Laila, Lailatus Lailatus Laila Lailatus Sa'adah Lailatus Saadah Liya Rizkiyah Lubis Kurniawan Lubis Kurniawan Lutfiana, Nur Zulaikho M Abdul Rozak M Chafizh Nahdliyul I M Taufiqur Rahman Madinah Nur Aliyah Rahmah Maknun, Luklu'ul Maksum, Muhammad Jafar Sodiq Maratus Sholihah, Maratus Maria Ulfa Marsinem Mas Azzaqiatus Sholiha Maulidiyah, Ananda Zahwa Mochamad Alfianata Pradana Moh Iqlil Al-faqih Moh. Jafar Sodiq Maksum Moh. Ja’far Sodiq Maksum Mohammad Baharudin Muhammad Andi Muhammad Farid Nasrulloh Muhammad Husen, Muhammad Muhammad Ibrahim Muhammad Lutfi Muhammad Sidiq Muhammad Wahid, Abi Mukhammad Yusuf, Mukhammad Musthofiyah, Ayu Nafiah, Ilmi Nasrulloh, Muhammad Nerisa Agenesia Widiyanto Niken PujiAstutik Nur Alful Lailiyah Nur Ghusain Nurus Silfiyana Purba, Darwin Marasi QOMARIYAH, SITI NUR Refisa Gehniarta Rindi Andriyani Rizqiyah, Alfiyatur Rohmatulloh Rohmatulloh Rosita Ainurrochimah Rozzaak Annafi Sa'adah, Lailatus Sari, Dewi Inda Sari, Jihan Dhinar Pradeta Saropah Saropah Siti Amilia Husen Supriono Supriono Susi Indriyani Suwardani, Eka Syafa’ah, Alya Fitriani Talitha Zaidah Azmi Taqiyuddin, Ahmad Taqiyuddin, Akhmad Teguh Febriansyah, Toriq Andana Teguh Prasetyo Teguh Prasetyo Tri Lestari Ummi Uswatun Khasanah Usamah, Fahrezi Ustatik Ustatik Ustatik, Ustatik Vina Fauziah Zaidatur Rizkiyah Zakiah, Dayang Nur Fatihatuz Zalianti, Putri Marsella Zhaki, M. Nur Zulfatul Choiriyah