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All Journal Jurnal Manajemen dan Keuangan Jurnal Pengabdian Kepada Masyarakat Sakai Sambayan EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Patrawidya: Seri Penerbitan Penelitian Sejarah dan Budaya JURNAL PEMASARAN KOMPETITIF Journal of Tropical Marine Science Al-Kharaj: Journal of Islamic Economic and Business Jurnal Ilmiah Manajemen Kesatuan Intervensi Komunitas: Jurnal Pengabdian Masyarakat Nusantara Hasana Journal Open Science and Technology Open Community Service Journal Indonesian Journal of Community Services Cel Jurnal Pengabdian dan Pemberdayaan Masyarakat Inovatif Harmoni Sosial : Jurnal Pengabdian Dan Solidaritas Masyarakat International Journal of Economics and Management Sciences Dinamika Sosial: Jurnal Pengabdian Masyarakat Dan Transformasi Kesejahteraan International Journal Business, Management and Innovation Review Harmony Management: International Journal of Management Science and Business Global Management: International Journal of Management Science and Entrepreneurship Journal of Social Sciences and Technology for Community Service Journal Tafkirul Iqtishodiyyah Global Economics: International Journal of Economic, Social and Development Sciences
Rinaldi Bursan
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Lampung
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Medicine & Pharmacology Nursing Social Sciences Other

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PEMBERDAYAAN IBU RUMAH TANGGA MELALUI PELATIHAN EKONOMI KREATIF: PRODUKSI DAN PEMASARAN PRODUK RAJUTAN jimad, habibullah; yuningsih, yuningsih; Bursan, Rinaldi; Mardiana, Nova
Jurnal Pengabdian Kepada Masyarakat Sakai Sambayan Vol. 4 No. 1 (2020)
Publisher : Lembaga Penelitian dan Pengabdian Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jss.v4i1.171

Abstract

Masih banyaknya perempuan yang tidak bekerja membuat perempuan hanya mengandalkan pendapatan dari suami sebagai kepala keluarga. Kegiatan ini bertujuan untuk memberdayakan perempuan untuk meningkatkan ekonomi keluarga melalui pelatihan pembuatan dan pemasaran produk rajutan. Tujuan kegiatan pelatihan pembuatan dan pemasaran produk rajutan adalah meningkatkan pendapatan ibu rumah tangga dengan cara membuat dan memasarkan produk rajutan yang telah dihasilkan. Metode yang digunakan dalam kegiatan ini adalah: (1) kegiatan pelatihan yang dilakukan dengan demonstrasi membuat produk rajutan dan memasarkan produk melalui media sosial Instagram, (2) pelatihan dan pendampingan pemasaran produk rajutan melalui Instagram, yang bertujuan membantu mitra yang memiliki masalah dalam memasarkan produk rajutan melalui media sosial Instagram. Hasil kegiatan adalah dihasilkannya produk rajutan dalam berbagai bentuk dan ukuran serta mulai dipasarkannya produk rajutan melalui media sosial Instagram.
The Effect of Price and Brand Image on Purchase Intention on Elizabeth Women's Work Bags Products : (Consumer Study in Bandar Lampung) Miranda Miranda; Satria Bangsawan; Rinaldi Bursan
International Journal Business, Management and Innovation Review Vol. 2 No. 4 (2025): International Journal Business, Management and Innovation Review
Publisher : Universitas Veteran Bangun Nusantara Sukoharjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijbmir.v2i4.177

Abstract

This reseach determine the effect of price and brand image on purchase intention for Elizabeth women's work bag products (a consumer study in Bandar Lampung). Elizabeth women's work bag products were chosen because this brand is quite popular among consumers, known as a long-standing player in the Indonesian bag industry with affordable prices and a positive brand image. The phenomenon underlying this research is the current trend regarding fashion as an important aspect when traveling, as well as a decrease in sales of Elizabeth women's work bag products, which were previously known to hold the first position in the Top Brand Index for the women's work bag category. This study uses a quantitative approach with a survey method through questionnaires distributed online to 120 respondents. The sampling technique used was purposive sampling with the criteria: domiciled in Bandar Lampung, aware of Elizabeth women's work bag products, and having the intention to purchase Elizabeth women's work bag products. Data were analyzed using multiple linear regression with the aid of SPSS. The results show that price and brand image have a significant effect on purchase intention for Elizabeth women's work bag products (Consumer Study in Bandar Lampung). This finding interprets that consumers who intend to buy Elizabeth women's work bag products will consider the factors of price and brand image in making a purchase. Thus, this research can serve as a basis for the Elizabeth brand in setting a competitive price and maintaining its quality or excellence to keep the positive brand image of the product.
RESILIENSI 4.0 DAN DAYA SAING GLOBAL: STUDI INTERNASIONALISASI UMKM BERBASIS PRODUK LOKAL LAMPUNG Rinaldi Bursan; Tiara Prisca Sabilla
Nusantara Hasana Journal Vol. 5 No. 7 (2025): Nusantara Hasana Journal, December 2025
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v5i7.1802

Abstract

This study investigates the role of Resiliency 4.0 in enhancing the global competitiveness of small and medium enterprises (SMEs) in Lampung Province, Indonesia, focusing on local-based products such as coffee, processed fruits, and fisheries. Drawing upon the theoretical foundation of dynamic capabilities, organizational adaptation, and cyber-physical resilience, this research develops and tests a structural model linking Digital Capability (DC), Organizational Adaptation Capability (OAC), Cyber Resilience (CR), and Resiliency 4.0 (R40). Using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, the findings demonstrate that DC and OAC significantly contribute to R40 both directly and indirectly through CR. Among the predictors, CR emerges as the strongest determinant, highlighting the pivotal role of digital asset protection, incident detection, and recovery planning in ensuring organizational resilience. The model explains 58% of the variance in R40 with acceptable predictive relevance, suggesting that Resiliency 4.0 offers a robust framework for SME survival and growth in the digital era. The study underscores the importance of integrating digital investment, adaptive culture, and cybersecurity readiness for SMEs in Lampung to achieve sustainable internationalization. Policy implications include strengthening digital infrastructure, promoting cybersecurity literacy, and fostering cooperative digital ecosystems.
DARI ORIENTASI ESG KE WORD OF MOUTH: PERAN MEDIASI KEPERCAYAAN KONSUMEN DAN PENCIPTAAN NILAI PELANGGAN Rinaldi Bursan; Prakarsa Panjinegara; Faila Shofa; Doni Sagitarian Warganegara
Nusantara Hasana Journal Vol. 5 No. 9 (2026): Nusantara Hasana Journal, February 2026
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v5i9.1926

Abstract

Environmental, Social, and Governance (ESG) orientation is increasingly being adopted by companies as a sustainability strategy, yet understanding how this orientation translates into consumer behavioral responses remains limited. This study aims to explain the processual mechanisms linking ESG orientation to consumer word of mouth through the mediating role of consumer trust and customer value creation. Drawing on commitment–trust theory and the customer value creation literature, this study develops a conceptual model that positions customer trust and value as key mechanisms in this relationship. Data were collected through a survey of consumers who had experience with companies that actively communicate ESG practices and were analyzed using partial least squares structural equation modeling (PLS-SEM). The analysis results indicate that ESG orientation positively influences consumer trust, which in turn drives customer value creation. Customer value creation proved to be a significant predictor of word of mouth. Furthermore, the results of the indirect effects test confirmed that consumer trust and customer value creation, respectively, mediate the relationship between ESG orientation and word of mouth. This study contributes to the sustainable marketing literature by demonstrating that ESG orientation does not operate solely as a symbolic signal, but rather as a relational mechanism that shapes consumer values ​​and behavior. From a managerial perspective, these findings emphasize the importance of managing ESG as a trust-based and customer experience strategy to drive sustainable consumer advocacy.
Gen Z Consumer Behavior in Consuming Local Products in the Era of Digital Hyperreality Rinaldi Bursan
Global Economics: International Journal of Economic, Social and Development Sciences Vol. 2 No. 3 (2025): September: Global Economics - International Journal of Economic, Social and Dev
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globaleconomics.v2i3.332

Abstract

This research explores the symbolic consumption patterns of Generation Z in engaging with local products during the digital hyperreality era, emphasizing the roles of ethical consumption, hyperreality values, and digital identity in shaping purchase intentions. Using a quantitative design through PLS-SEM complemented by qualitative evidence, the study shows that both ethical consumption and hyperreality significantly shape digital identity (β = 0.42; β = 0.53, p < 0.001). Digital identity strongly drives purchase intention (β = 0.65, p < 0.001), while ethical consumption does not directly affect it. Mediation analysis demonstrates that digital identity fully mediates the relationship between ethical consumption and purchase intention, and partially mediates the impact of hyperreality. Qualitative findings highlight that Gen Z’s buying decisions are influenced by symbols and imagery showcased on social media, where ethical aspects only become relevant when they align with digital aesthetics. These results strengthen the postmodernist perspective that consumption in the digital era is primarily about signs, images, and symbols that go beyond mere utility. The study suggests that MSMEs should strategically embed symbolic narratives, ethical dimensions, and visual aesthetics into digital marketing to appeal to Gen Z while promoting sustainability.
Simulacra and the Aesthetics of Fashion Marketing on In-stagram: A Case Study of Indonesian Local Brands Rinaldi Bursan
Harmony Management: International Journal of Management Science and Business Vol. 3 No. 1 (2026): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v3i1.527

Abstract

By examining how visual aesthetics play a crucial role in creating a hyperreal symbolic reality, this study critically investigates the creation and consumption of simulacra in the Instagram marketing of regional Indonesian fashion firms. This study shows that local brands actively create representational worlds that negotiate identity between claims of locality and global aesthetic standards, in addition to selling products, using an interpretative qualitative approach that combines netnography, visual semiotic analysis, and in-depth interviews with brand managers and consumers. According to the research, rigorous visual curation techniques result in what are known as ethical simulacra, in which ideals like sustainability and community support are reduced to beautiful pictures divorced from tangible behaviors. In addition to examining ethical conundrums in netnographic research within ambivalent digital settings, this analysis emphasizes the critical role that Instagram's algorithms play as non-human actors that influence aesthetic canons. By highlighting distinctive dynamics including self-exoticization tactics and modernity paradoxes that influence symbolic consumption patterns, this study theoretically advances Consumer Culture Theory and critical marketing by concentrating on the Indonesian setting. The study's findings suggest a more ethical and thoughtful approach to marketing when confronting the logic of digital hyperreality.
Algorithmic Power in the Digital Economy: The Role of Machine Learning in Shaping Consumer Behavior and Culture Rinaldi Bursan
International Journal of Economics and Management Sciences Vol. 3 No. 2 (2026): May : International Journal of Economics and Management Sciences
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijems.v3i2.1206

Abstract

Algorithmic technologies are widely used in contemporary marketing strategies due to the growth of the digital economy. Digital companies can evaluate consumer activity data in real time and provide highly personalized digital experiences thanks to artificial intelligence-based solutions, especially machine learning. In addition to examining how algorithmic governance and surveillance capitalism affect algorithmic personalization, this study looks into how these mechanisms affect consumer engagement, purchase intention, and perceptions of hyperreality within the digital market ecosystem. 356 active users of digital platforms, such as social media and e-commerce, were surveyed as part of this study's quantitative methodology. The links between the constructs in the suggested conceptual model were examined through data analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that the development of algorithmic personalization systems is strongly influenced by data-driven capitalism practices and algorithmic governance. Additionally, it has been demonstrated that algorithmic personalization improves customers' sense of hyperreality and increases their interaction with digital platforms. Additionally, the study shows that the most powerful factor influencing purchase intention is consumer interaction. By combining viewpoints from technology, the political economics of data, and hyperreality theory into a thorough empirical framework, these findings add to the body of knowledge on digital marketing.
Strategi Pemasaran Pempek Central 19 di Era Digital: Pengaruh Inovasi Digital terhadap Preferensi Konsumen Alifya Zahra Jaya Sironi; M Marshall Raghid D; Yuniarti Fihartini; Lis Andriyani; Aida sari; R.R. Erlina; Mudji Rachmat Ramelan; Rinaldi Bursan
Journal Social Science And Technology For Community Service Vol. 6 No. 1 (2025): Volume 6, Nomor 1, March 2025
Publisher : Universitas Teknokrat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33365/jsstcs.v6i1.99

Abstract

Pempek Central 19 adalah usaha kuliner di Lampung yang memiliki potensi besar di Pasar Indonesia. Dalam beberapa tahun terakhir, perkembangan teknologi informasi telah membawa perubahan signifikan dalam cara perusahaan memasarkan produk mereka. Pemanfaatan teknologi digital dalam pemasaran menjadi hal yang sangat penting bagi kelangsungan bisnis. Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital Pempek Central 19 dan pengaruh inovasi digital terhadap preferensi konsumen. Melalui metode pengabdian kepada masyarakat, tim pengabdian memberikan edukasi dan implementasi teknologi pemasaran digital yang inovatif untuk membantu meningkatkan daya saing usaha ini. Hasil dari pengabdian menunjukkan bahwa penggunaan platform digital yang efektif, seperti media sosial dan pemasaran online, berhasil meningkatkan interaksi dengan pelanggan serta memperluas jangkauan pasar.
Strategi Pemanfaatan Konten TikTok sebagai Media Promosi UMKM Sami Sutra untuk Menjangkau Generasi Z Casrini Casrini; M. Annas Fauzi; M.Arizal A.S.; Firanti Sabila; Rina Fatimatuz Zahra; Rinaldi Bursan; Mudji Rachmat Ramelan; Tazkiyah Sakinah
Journal Social Science And Technology For Community Service Vol. 6 No. 2 (2025): Volume 6, Nomor 2, September 2025
Publisher : Universitas Teknokrat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33365/jsstcs.v6i2.835

Abstract

Pemanfaatan media sosial berbasis video pendek seperti TikTok menjadi strategi potensial dalam meningkatkan visibilitas UMKM berbasis budaya lokal di kalangan Generasi Z. Kegiatan pengabdian ini bertujuan mendampingi UMKM Sami Sutra dalam produksi dan publikasi konten promosi berdurasi 2 menit 21 detik yang mengangkat nilai-nilai budaya tapis Lampung melalui pendekatan naratif. Metode Participatory Action Research (PAR) digunakan dalam tiga tahap: identifikasi kebutuhan, produksi konten, dan evaluasi awal. Konten yang diunggah pada 5 Mei 2025 pukul 23.16 WIB menunjukkan performa menjanjikan dalam 24 jam pertama, dengan 1.193 tayangan, total waktu tonton 6 jam 53 menit 58 detik, dan rata-rata durasi tonton 16,6 detik. Meskipun tingkat completion rate sebesar 1,63% tergolong rendah akibat durasi panjang, video ini tetap menunjukkan interaksi positif berupa 85 likes, 9 komentar, 61 shares, serta menghasilkan 13 pengikut baru. Temuan ini menegaskan bahwa strategi konten berbasis budaya lokal dapat meningkatkan ketertarikan audiens dan memperkuat keterlibatan digital. Rekomendasi lanjutan mencakup penguatan storytelling visual, konsistensi produksi, dan eksperimen durasi konten untuk menyesuaikan dengan karakteristik perilaku konsumsi Generasi Z di TikTok.
Pemberdayaan UMKM Desa Wisata melalui Digital Marketing, Artificial Intelligence, `Literasi Hukum Bisnis, dan Green Business untuk Meningkatkan Daya Saing Usaha di Kabupaten Pesawaran, Provinsi Lampung Rinaldi Bursan; Dina Safitri; Aida Sari; Driya Wiryawan; Prakarsa Panjinegara; Faila Shofa; Ramadhani Sanjaya; Doni Sagitarian Warganegara; Dita Febrianto
Harmoni Sosial : Jurnal Pengabdian dan Solidaritas Masyarakat Vol. 3 No. 3 (2026): Juli: Harmoni Sosial : Jurnal Pengabdian dan Solidaritas Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/harmoni.v3i3.3458

Abstract

In tourist village regions, micro, small, and medium-sized enterprises (MSMEs) play an important role in strengthening the local economy and supporting sustainable tourism. However, MSME players in Pesawaran Regency, Lampung Province, still face challenges in utilizing digital technology, artificial intelligence (AI), and green business practices. This community service program aims to improve MSME capabilities through training and mentoring in digital marketing, AI, and green business implementation. Thirty MSME players from tourist villages participated through coaching, experiential learning, asset-based community development (ABCD), and participatory rural appraisal (PRA). Evaluation was conducted using pre-tests and post-tests. The results showed increased participant knowledge from 29.5% to 88.7%, AI utilization skills from 13.3% to 86.7%, and Google Business Profile ownership from 16.7% to 83.3%. Participants also adopted environmentally friendly packaging, developed brand identities, expanded digital promotion networks, and implemented digital marketing strategies. Participant satisfaction reached an average score of 4.79 out of 5. These results demonstrate that integrating digital marketing, AI, and green business practices can improve MSME capabilities, competitiveness, and sustainability in tourist villages
Co-Authors Agus Hudoyo Agustina Bidarti Aida Sari Aida Sari Al Faris, Luthfi Naufal Ali Rahmat Alifya Zahra Jaya Sironi Astrid Veranita Indah, Astrid Veranita Ayu Agustina Berto, Ali Casrini Casrini Dhaniel J Chanerie Dina Safitri Dita Febrianto Doni Sagitarian Warganegara Faila Shofa Firanti Sabila Habibbullah Jimad Indah Listiana Indah Nurmayasari Jimad, Habibullah Lis Andriyani Lucky Lindu Antika M Marshall Raghid D M. Annas Fauzi M.Arizal A.S. Mahrinasari MS Mareta Karunia Alda Maruf, Chasan Maya Riantini, Maya Miranda Miranda Mudji Rachmat Ramelan Nik Adzrieman Bin Abdul Rahman Nova Mardiana Nova Mardiana, Nova Novriady Nurtanio, Ilham Nuzul Inas Nabila Prakarsa Panjinegara R.R. Erlina RAD Widyastuti Ramadhani Sanjaya Ramelan, Mudji Rachmat Reno Wikandaru, Reno Rhodiatul Haida Rina Fatimatuz Zahra Rio Tedi Prayitno Riska Gusti Rahmani Satria Bangsawan Shely Cathrin Shinta Tantriadisti Siswanto, Hidayat Puji Siti Ambarwati, Dwi Asri Sri Suningsih Tazkiyah Sakinah Tiara Prisca Sabilla Widyastuti, RA Diana Wiryawan, Driya Yuniarti Fihartini yuningsih yuningsih Yuningsih Yuningsih Zarfa Nuary, Fadhila