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All Journal LOSARI: Jurnal Pengabdian Kepada Masyarakat IECON: International Economics and Business Conference
Valentino Aris
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Transportation Other

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Insight on Theoretical and Conceptual Review on the Diffusion of Innovative Marketing Digital Transformation Systems in Circular Economy Era Julius Jillbert; Andi Nur Baumassepe; Amaluddin Fatih Ghurron; Valentino Aris
IECON: International Economics and Business Conference Vol. 1 No. 1 (2023): International Conference on Economics and Business (IECON-1)
Publisher : www.amertainstitute.com

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65246/45t5f350

Abstract

This article is related to the diffusion of innovations, especially those known based on the Innovation Diffusion Theory or IDT which states that in general diffusion behaviour can be defined through individual perceptions regarding the use of certain innovations. The basic definition of diffusion gives rise to different understandings in two research streams. First, in economics and non-marketing disciplines, diffusion is seen as the spread of an innovation over time among different groups (Brown, 1981). While the second in the marketing discipline, diffusion refers to "the process of an innovation being communicated through certain channels over time to members of a social system" (Rogers, 2003,pp. 110-119). This article closes with suggestions for a more comprehensive innovation marketing system based on the framework of digital transformation that not only would be useful for the future researcher, but also for the real- world domain as it begins with people his/herself, the marketing process, and marketing application in real-world business practice as it gives them an advantage over their competitors to strive during the age of circular economy.
Pelatihan Dan Pendampingan Pemasaran Digital Pada UMKM Kebab Nusantara Makassar Rusmiati Rusdam; Valentino Aris; Airul Syahrif; Sri Asmirani; Adawiyah Asti Khalil
LOSARI: Jurnal Pengabdian Kepada Masyarakat Vol. 7 No. 2 (2025): Desember 2025
Publisher : LOSARI DIGITAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53860/losari.v7i2.518

Abstract

This Community Service Program (PKM) aims to enhance the digital marketing capacity of the micro, small, and medium enterprise (SMEs) Kebab Nusantara Makassar through a series of structured training and mentoring activities. The program was initiated in response to the low level of digital literacy among culinary entrepreneurs, which limits their promotional reach and competitiveness in the digital era. The method employed was a participatory action approach consisting of needs analysis, socialization, training, and mentoring in content creation, content planner development, and content distribution via social media, particularly Instagram. The program was conducted over three months, from June to September 2025, involving the owner and staff of the MSME as active participants. The results indicate a significant improvement in key digital marketing indicators: impressions increased by 424.8%, reach by 91%, interactions by 1,476%, profile visits by 254%, and follower growth by 56%. Furthermore, the partner demonstrated independence in managing their social media account by continuing to produce and publish content after the program ended. Therefore, this PKM program proved effective in improving digital literacy, strengthening social media marketing skills, and expanding market reach. The implementation of continuous training and mentoring is recommended as a replicable model for building digital capacity among MSMEs in the culinary sector.
Co-Authors Adawiyah Asti Khalil Amaluddin Fatih Ghurron Andi Nur Baumassepe Julius Jillbert Rusmiati Rusdam Sri Asmirani Syahrif, Airul