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All Journal DIGEST MARKETING Value Added: Majalah Ekonomi & Bisnis JBTI : Jurnal Bisnis : Teori dan Implementasi Jurnal EMT KITA Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam EBSJ JURNAL MANAJEMEN BISNIS Jurnal Samudra Ekonomi dan Bisnis AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Manajerial International Journal of Economics Development Research (IJEDR) JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Advanced Multidisciplinary Research DEDIKASI PKM Anindyaguna Ekonobisnis : Jurnal Ekonomi dan Bisnis STIE Anindyaguna Jurnal Bingkai Ekonomi (JBE) Jurnal PKM Manajemen Bisnis International Journal of Management Science and Information Technology (IJMSIT) Society: Jurnal Pengabdian Masyarakat Business Perspective Journal Studi Akuntansi, Keuangan, dan Manajemen Mafaza : Jurnal Pengabdian Masyarakat JURNAL AKUNTANSI DAN BISNIS Journal of Artificial Intelligence and Digital Business ARMADA : Jurnal Penelitian Multidisiplin Jurnal Manajemen Bisnis Era Digital International Journal of Economics and Management Sciences IECON: International Economics and Business Conference Jurnal Abdimas UM Jambi
Firdaus Firdaus
Universitas Muhammadiyah Semarang
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Introducing Internet Technology to Indonesian Migrant Children at SB At-Tanzil Hicom, Malaysia: Exploring its Benefits and Challenges Firdaus Firdaus; Andro Dewantara Noegroho; M. Sufi Ali Imran; Ari Dwi Astono; Sri Sulistiyaningsih; Martini Martini; Meizar Effendi; M. Rully Sjahirul Alim
Jurnal PKM Manajemen Bisnis Vol. 6 No. 1 (2026): Jurnal PKM Manajemen Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/pkmb.v6i1.1773

Abstract

Indonesian migrant children in Malaysia often have limited access to digital resources, which restricts their opportunities to develop essential internet and information-literacy skills. Responding to this issue, this community service program was designed to introduce basic internet technology and promote safe, responsible, and purposeful digital use among students at SB At-Tanzil Hicom. The program aimed to strengthen their understanding of online safety, digital ethics, and the use of internet-based learning tools. A participatory approach was adopted through interactive workshops, guided practice sessions, and mentoring activities. Data were collected through observations, pre- and post-tests, and feedback from participants and teachers. The results show a clear improvement in students’ ability to navigate websites, identify credible information, and recognize online risks. Knowledge scores increased significantly, reflecting stronger digital awareness and confidence in using technology for learning. Despite challenges related to limited devices and unstable connectivity, the program effectively introduced internet literacy in a way that was accessible, contextual, and engaging for migrant learners. These outcomes highlight the importance of sustained support and collaborative efforts to ensure digital inclusion within migrant education settings.
Introduction to Technology and Its Impact on the Indonesian Migrant Children in Malaysia Firdaus Firdaus; Andro Dewanta Noegroho; Aldiva Qolby Tiara; Fiderius Ismanto; M. Roby Jatmiko; Wa Ode Sitti Nurrahmah; Kukuh Mulyanto; Asepta Hendriyanto; Alis Arifa Rahman; Ellen Proborini; Heru Yulianto; Nuruddin Mahmud
Jurnal PKM Manajemen Bisnis Vol. 6 No. 1 (2026): Jurnal PKM Manajemen Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/pkmb.v6i1.1823

Abstract

This community service program addressed the digital literacy gap among Indonesian migrant children at SB Pandan Jaya, Malaysia, who face limited access to digital resources and online safety education. The initiative aimed to strengthen students’ foundational digital skills, promote safe and ethical internet use, and equip teachers with practical tools to facilitate sustained digital literacy. The program was implemented in October 2025 at SB Pandan Jaya, involving 43 students aged 8–15 and 8 teachers, with 12 facilitators from Universitas Muhammadiyah Semarang, STIE Anindyaguna, and STT Pati. A mixed-method participatory approach was employed, combining pre- and post-assessments, classroom observations, reflective interviews, hands-on workshops, and simulated online scenarios. The intervention followed four stages: needs assessment, capacity building and training, guided practice and mentoring, and evaluation and monitoring. Findings indicate significant improvements in student competencies: basic internet knowledge increased by 94%, device operation by 80%, digital safety by 113%, and educational application use by 76%. Teachers’ capacity to integrate ICT and monitor students’ online safety also improved by 61% on average. High attendance and active engagement demonstrated the relevance and effectiveness of the program. Practical sessions and structured guidance enabled students to apply digital skills confidently while fostering safe online behavior. Overall, this program highlights the importance of community-based digital literacy initiatives in enhancing technological readiness and promoting safe internet practices among marginalized migrant children.
Implementasi Konsep Marketing 5.0 dalam Strategi Pemasaran UMKM: Studi Kasus pada Adaptasi Teknologi dan Human-Centered Approach Baskara, Andika; Nurhayati, Nurhayati; Firdaus, Firdaus
Jurnal EMT KITA Vol 10 No 2 (2026): APRIL 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i2.5920

Abstract

This study aims to explore the application of the Marketing 5.0 concept in Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, with a focus on the challenges and strategies faced in adopting advanced technology in digital marketing. This study employs a descriptive–qualitative approach using a case study design in the city of Semarang, the research involved 10 participants (business owners, marketing managers, and digital marketing staff). Using thematic analysis, the study identifies key themes, including the adoption of basic digital technologies as the foundation of marketing; early use of AI such as customer service chatbots and automated product recommendations; utilisation of simple analytics from social media and e-commerce platforms to map consumer behaviour; and the strengthening of human-centred approaches through storytelling and personalised content. Practical examples include the use of simple IoT tools for stock monitoring and Instagram insights to determine optimal posting times. The findings reveal that major challenges, limited digital infrastructure, low technological literacy, and constrained human resources can be addressed through gradual technology adoption and external support, particularly government-led digital training and technical assistance from technology companies. The study underscores that a mindset shift towards greater openness to technology is essential for MSMEs to fully harness the potential of Marketing 5.0.
Enhancing Purchase Decisions of Mie Sukses in Semarang through Brand Image and Brand Ambassador Martini Martini; Firdaus Firdaus; Sri Sulistiyaningsih; Rusmiyatun Rusmiyatun; Fiderius Ismanto; Kukuh Mulyanto; Asepta Hendriyanto; Meizar Effendi; Alis Arifa Rahman; Wa Ode Sitti Nurrahmah; Muhammad Roby Jatmiko
Value Added : Majalah Ekonomi dan Bisnis Vol 21, No 2 (2025): VALUE ADDED : MAJALAH EKONOMI DAN BISNIS (Periode Oktober)
Publisher : Universitas Muhammadiyah Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26714/vameb.v21i2.19448

Abstract

This study aims to examine the influence of brand image and brand ambassador on purchase decisions of Mie Sukses in Semarang. The research problem is based on the question of how brand image and brand ambassador, both directly and indirectly, affect consumer purchasing behavior. A quantitative research design was applied with a structured questionnaire distributed to 144 consumers of Mie Sukses who were selected using purposive sampling, ensuring that respondents had purchased the product at least twice in the past three months. The collected data were analyzed using structural equation modeling to test the relationships between the studied variables. The results reveal that brand image has a strong positive effect on purchase decision, confirming its role as the most important factor in shaping consumer behavior. Meanwhile, brand ambassador shows a significant but negative effect on purchase decision, indicating a possible mismatch between the ambassador’s credibility and consumer expectations. Furthermore, brand image significantly affects brand ambassador, while the indirect effect of brand image on purchase decision through brand ambassador is negative. These findings highlight the dominant role of brand image and the importance of aligning ambassador selection with target consumer perceptions.
Influence of Brand Ambassador and Brand Image on Shopee Purchases with Brand Trust Mediation Firdaus Firdaus; Wa Ode Sitti Nurrahmah; M. Roby Jatmiko; Kukuh Mulyanto; Asepta Hendriyanto
Value Added : Majalah Ekonomi dan Bisnis Vol 21, No 1 (2025): VALUE ADDED : MAJALAH EKONOMI DAN BISNIS (Periode April)
Publisher : Universitas Muhammadiyah Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26714/vameb.v21i1.17383

Abstract

This study aims to examine the influence of brand ambassadors and brand image on purchase decisions in the Shopee application, with brand trust as an intervening variable. A quantitative approach was used, involving 100 respondents selected through purposive sampling. Data were collected via an online questionnaire using a Likert scale of 1-5 and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that brand ambassadors have a significant positive effect on brand trust but do not significantly influence purchase decisions. Meanwhile, brand image has a significant positive effect on both brand trust and purchase decisions. However, brand trust does not significantly influence purchase decisions. Additionally, brand trust does not significantly mediate the relationship between brand ambassadors and purchase decisions, nor between brand image and purchase decisions. These findings highlight the importance of brand image in driving consumer trust and purchase behavior, while the role of brand ambassadors appears to be more indirect. This research provides valuable insights for e-commerce platforms and businesses in optimizing their marketing strategies by focusing on brand image development and strategic brand ambassador selection.
The Mediating Role of Brand Image in Celebrity Endorser and E-WOM Effects on Gen Z's MS GLOW Purchase Decisions in Semarang Syafaq, Shandya Aissy; Firdaus, Firdaus; Abdullah, Zailani
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6625

Abstract

This study examines the mediating role of Brand Image in the relationship between Celebrity Endorsers, Electronic Word of Mouth (E-WOM), and purchasing decisions among Generation Z consumers of MS GLOW skincare products in Semarang, Indonesia. Employing a quantitative approach with twenty measurement indicators across four constructs and using an accidental sampling technique, the study investigates how different communication sources influence Gen Z consumers’ perceptions and purchase behavior in the local skincare market. The findings reveal that Celebrity Endorsers neither significantly shape Brand Image nor directly influence purchasing decisions, indicating that celebrity-based persuasion has limited effectiveness for this consumer segment. In contrast, E-WOM exerts a positive and significant effect on both Brand Image and purchasing decisions, underscoring the importance of peer-generated information in building trust and guiding consumer choice. Brand Image is also found to significantly influence purchasing decisions and partially mediate the relationship between E-WOM and purchase behavior, while no mediating effect is observed in the relationship between Celebrity Endorsers and purchasing decisions. These results empirically demonstrate that, within the context of Gen Z skincare consumption in Semarang, peer communication plays a more decisive role than celebrity endorsement. Theoretically, this study refines branding and consumer behavior literature by clarifying the differentiated influence pathways of E-WOM and endorsement cues. Practically, the findings suggest that skincare brands targeting Gen Z should prioritize peer-based digital engagement strategies over celebrity-driven promotion.
Pengembangan Potensi Pasar Tradisional BUMDes Ngareanak, kecamatan singorojo, kabupaten kendal Ari Dwi Astono; Firdaus Firdaus; Nurhayati Nurhayati; Nisa Amalia Wulandari; Elina Felda
Jurnal Abdimas UM Jambi Vol. 1 No. 2 (2024): Jurnal Abdimas UM Jambi
Publisher : LPPM Universitas Muhammadiyah Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53978/jaum.v1i2.388

Abstract

Badan Usaha Milik Desa (BUMDesa) merupakan lembaga yang bergerak di bidang ekonomi dan sosial, yang berfungsi sebagai sarana memberikan pelayanan kepada masyarakat pedesaan dalam pengembangan unit usaha yang dilakukan oleh masyarakat dan desa. BUMDesa di desa Ngareanak Kecamatan Singorojo Kabupaten Kendal telah terbentuk dan telah memiliki program pengembangan pasar desa yang berpotensi dalam mengembangkan perekonomian di desa Ngareanak, terkait dengan SDM di BUMDes Ngareanak masih kurang membutuhkan pihak lain untuk menggarapnya. bersama. Oleh karena itu melalui program PKM dengan melakukan bimbingan teknis dan penyuluhan mengenai peraturan dan langkah-langkah pengembangan pengelolaan dan pengelolaan dampak pasar dan sanitasi di Desa Ngareanak, diharapkan lembaga-lembaga yang ada di Desa bersama dengan tokoh masyarakat dapat bersinergi untuk menciptakan kesejahteraan bagi masyarakat. masyarakat Desa Ngareanak
Examining the Role of Customer Engagement in Mediating the Effect of Product Knowledge on Purchase Intention in E-Commerce Firdaus; M. Roby Jatmiko; Jumai; Martini; Wa Ode Sitti Nurrahmah; Sri Sulistiyaningsih; Meizar Effendi
ARMADA : Jurnal Penelitian Multidisiplin Vol. 4 No. 3 (2026): ARMADA : Jurnal Penelitian Multidisplin, March 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/armada.v4i3.1881

Abstract

:  The rapid growth of e-commerce has intensified competition, encouraging businesses to better understand the factors influencing consumers’ purchase intention. Product knowledge is considered a crucial determinant, not only affecting purchase intention directly but also through customer engagement on digital platforms. This study aims to examine the role of customer engagement in mediating the effect of product knowledge on purchase intention in the e-commerce context. A quantitative approach was employed using a survey method involving 250 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that product knowledge has a positive and significant effect on customer engagement and purchase intention. Customer engagement also exerts a strong and significant influence on purchase intention. However, the interaction effect reveals that customer engagement does not significantly mediate the relationship between product knowledge and purchase intention. The R-square values demonstrate that the model explains a substantial proportion of variance in purchase intention. These findings highlight the importance of enhancing product knowledge and effectively managing customer engagement as key strategies for improving consumers’ purchase intention in e-commerce marketing.
Co-Authors Abdillah, Muhammad Husein Abdullah, Zailani Ade Octavia Adelia, Vita Adi Sucipto, Adi Agung Nusantara Ahmad Fahmi Akmal, Muhammad Rafi Aldiva Qolby Tiara Alif Rizky Bunganaen, Naufal Alim, Mucahmmad Rully Sjahirul Alis Arifa Rahman Alis Arifa Rahman Amalia Wulandari, Nisa Amelia Amrudin Mahfud Jumai Ananda, Fariz Andro Dewanta Noegroho Andro Dewantara Noegroho Any Setyarini Ariyanto, Ahmad As'ari, Fajar Husain Asepta Hendriyanto Asepta Hendriyanto Asepta Hendriyanto Asepta Hendriyanto Asepta Hendriyanto Bagus Abdillah Baskara, Andika Budiman Budiman Callista Cahya Waroka Choirul Marganis, Vedro Devanya Sonia Aulia Devi Dewantara Noegroho, Andro Dien Maulana Akbar Dina, Novia Rahma Dwi Yulian, Adinda Edy Purwanto Edy Purwanto Edy Purwanto Effendi, Meizar Elina Felda Elina Felda Andreani Ellen Proborini Endah Ratnasari Fatmawati, Azzahra Felda, Elina Fiderius Ismanto Fiderius Ismanto Fitri Amalia Pratama Fitria Ramadhani Haqq, Zulkifli Nurul Hari Murti Mahatma Putra Hartono, Joko Setyo Haryati, Fitri Hayati, Michelle Zuhrotul Heru Yulianto Hibatullah, Ziyad Ilham Yusuf, Ilham Irma Puspitasari, Irma ISMANTO, FIDERIUS Isna, Nova Jatmiko, M Roby Jatmiko, M.Roby Juma'i, A.M Jumai Jumai Jumai Jumai Jumai, Jumai Kukuh Mulyanto Kukuh Mulyanto Kukuh Mulyanto Kukuh Mulyanto Kukuh Mulyanto Lasmiatun, Lasmiatun Lelani, Siska M. Roby Jatmiko M. Roby Jatmiko M. Roby Jatmiko M. Roby Jatmiko M. Rully Sjahirul Alim M. Sufi Ali Imran MARTINI Martini Martini Martini Martini Martini Martini Martini Maulana, Satriyo Meizar Effendi Meizar Effendi Meizar Effendi Muhamad Roby Jatmiko Muhammad Roby Jatmiko Muhammad Syaiful Huda Nadia Ayu Nisa Amalia Wulandari Nisrina, Ghina Noegroho, Andro Dewantara Nofikasari, Nofikasari Nur Aini, Farikha Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurrahmah, Wa Ode Sitti Nuruddin Mahmud Nurul Dyah Ayu Fajrin Pradipta Risma Rukma Ardi Purwanto, Dedik Putri, Cut Wanda Cahya Raihan, M. Dhany Rizky, Rizky Novian Hariyadi Roos Kities Andadari Rully Sjahirul Alim , Mochammad Rusmiyatun Rusmiyatun Rusmiyatun Rusmiyatun Rusmiyatun Safitriani, Ayu Sekar Fitri Tengah Panuluh Septiana, Zulfa Shafiyah Ainur Rafi'ah Sherly Vera Ari Sabrina SITTI NURRAHMAH, WA ODE Sri Sulandjari Sri Sulistiyaningsih Sri Sulistiyaningsih Sri Sulistiyaningsih Sugiharti Sugiharti Suharti Suharti , Suharti Sulistiyaningsih, Sri Suwardi Suwardi Syafaq, Shandya Aissy Tiara, Aldiva Qolby Wa Ode Sitti Nurrahmah Wa Ode Sitti Nurrahmah Wa Ode Sitti Nurrahmah Wa Ode Sitti Nurrahmah Wa Ode Sitti Nurrahmah Wahyu Alfiana, Elsa Wulandari, Nisa Amelia Wulansari, Tutut Yasinta, Tiurman Zahro, Aimatuz