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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Jurnal Bisnis International conference on Information Technology and Business (ICITB) Akuisisi : Jurnal Akuntansi Prosiding Seminar Nasional Darmajaya International Journal of Economics Development Research (IJEDR) Jurnal Media Ekonomi (JURMEK) Jurnal Dharma Bhakti Ekuitas Studi Ilmu Manajemen dan Organisasi Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Journal of Management Analytical and Solution International Journal of Educational Research Excellence (IJERE) Jurnal Manajemen dan Bisnis (JMB) Jurnal Enterpreneur dan Bisnis (JEBI) Journal of Economics and Management Scienties Journal of Economics and Public Health Diteksi : Jurnal Pengabdian Kepada Masyarakat Jurnal Media Ekonomi (JURMEK) J-CEKI
Susi Indriyani
STIE Mitra Lampung, Jl. Z.A Pagar Alam No 7, Gedong Meneng Bandar Lampung, 0721 788960 Program Studi Manajemen STIE Mitra Lampung
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Peningkatan Literasi Digital Dalam Green Marketing Di Desa Wisata Way Tebing Cepa (WTC) Kabupaten Lampung Selatan Indriyani, Susi; Dirayati, Fadhilah; Enzovani, Senna; Reny WA, Armalia; Ekatama Surya, Renandi
Jurnal Dharma Bhakti Ekuitas Vol. 9 No. 2 (2025): Jurnal Dharma Bhakti Ekuitas
Publisher : STIE Ekuitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52250/p3m.v9i2.791

Abstract

Taman Baru Village is a village in Kalianda District, South Lampung Regency, Lampung Province, Indonesia. This village covers an area of approximately 1.13 km² with a population of about 2,500 people. Taman Baru is known for its promising natural tourism potential, especially with the presence of attractive beaches and waterfalls. In addition, this village offers various other tourist destinations, such as tourist parks and recreational areas. Transportation access to Taman Baru Village is relatively good, making it is easily accessible from the nearest city. This activity aims to enhance public understanding of various management aspects, especially green marketing and entrepreneurship. Furthermore, the activity provides education related to environmental health based on community health and health promotion, as well as strengthening community skills in information technology and law. The implementation of the Community Partnership Program (PKM) begins with a counseling session, followed by practical assistance based on the material that has been provided. The success of this activity is supported by experts from lecturers at Mitra Indonesia University, as well as students who serve as assistants. Additionally, the involvement of the community and local officials also contributed to the smooth implementation of PKM. The main benefit of this activity is to increase community awareness and ability in managing tourist villages in an integrated manner, so that the development of tourism potential in the village can be carried out harmoniously and sustainably, in line with the needs and welfare of the local population. Keywords : Green Marketing, Health Literacy, Legal Literacy, Technology Literacy.   Abstrak Desa Taman Baru merupakan salah satu desa di Kecamatan Kalianda, Kabupaten Lampung Selatan, Provinsi Lampung, Indonesia. Desa ini memiliki luas sekitar 1,13 km² dengan jumlah penduduk sekitar 2.500 jiwa. Taman Baru dikenal memiliki potensi wisata alam yang menjanjikan, terutama dengan keberadaan pantai dan air terjun yang menarik. Selain itu, desa ini juga menawarkan berbagai destinasi wisata lainnya, seperti taman wisata dan taman rekreasi. Akses transportasi menuju Desa Taman Baru tergolong baik, sehingga mudah dijangkau dari kota terdekat. Kegiatan ini bertujuan untuk meningkatkan pemahaman masyarakat mengenai berbagai aspek manajemen, khususnya green marketing (pemasaran hijau) dan kewirausahaan. Selain itu, kegiatan ini juga memberikan edukasi terkait kesehatan lingkungan berbasis kesehatan komunitas dan promosi kesehatan, serta memperkuat keterampilan masyarakat dalam penguasaan teknologi informasi dan hukum. Pelaksanaan Program Kemitraan Masyarakat (PKM) dimulai dengan sesi penyuluhan, yang kemudian dilanjutkan dengan pendampingan praktik berdasarkan materi yang telah diberikan. Keberhasilan kegiatan ini didukung oleh tenaga ahli dari dosen Universitas Mitra Indonesia, serta mahasiswa yang berperan sebagai pendamping. Selain itu, keterlibatan masyarakat dan pejabat setempat turut berkontribusi dalam kelancaran pelaksanaan PKM. Manfaat utama dari kegiatan ini adalah meningkatkan kesadaran dan kemampuan masyarakat dalam mengelola desa wisata secara terpadu, sehingga pengembangan potensi wisata di desa dapat dilakukan secara harmonis dan berkelanjutan, selaras dengan kebutuhan serta kesejahteraan penduduk setempat. Kata kunci: Pemasaran Hijau, Literasi Kesehatan, Literasi Hukum, Literasi Teknologi.
Decoding Virality: How Micro-Moments Drive Consumer Behavior in Social Media Marketing Yusda, Desi Derina; Silvia, Dewi; Indriyani, Susi; Meidasari, Evi; Bakti, Umar
Journal of Economics and Management Scienties Volume 7 No. 4, September 2025
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v7i4.161

Abstract

This study investigates how micro moments and content virality influence purchase intention among Generation Z social media users in Indonesia. Employing a mixed methods design, it integrates quantitative survey data from 215 respondents and qualitative insights from 15 in depth interviews. Micro moments categorized as “I want to know,” “I want to go,” “I want to do,” and “I want to buy” are examined alongside content virality elements such as emotional resonance and shareability. Structural Equation Modeling (SEM) confirms that both micro moments and content virality significantly affect purchase intention, with brand engagement serving as a mediating variable. Additionally, multigroup analysis reveals that digital literacy moderates the relationship between engagement and purchase outcomes. Qualitative thematic analysis further supports these findings by revealing cognitive and emotional pathways triggered by social media interactions. The research contributes to behavioral marketing literature by offering an integrative framework that links temporal triggers, emotional content dynamics, and user competencies. Practical implications suggest marketers must design real time, emotionally engaging, and literacy aware content strategies. This study not only fills a critical gap in Southeast Asian digital consumer behavior research but also provides strategic insights for businesses targeting Gen Z on platforms like TikTok and Instagram.
Co-Authors Alie, Maria Septijantini Amalia Mustika Amalia Mustika, Amalia Andi Surya, Andi Aprilia Hari Purnama Bakti, Umar Benny Setiawan, Benny Brajanoto, Destoprani Chotimah, Tri Husnul CN, Yudhinanto Derina Yusda, Desi Desmon, Desmon Dirayati, Fadhilah Ekatama Surya, Renandi Ekatama, M. Renandi Enzovani, Senna Hasbullah Hasbullah Helmita, Helmita Isabella, Astrid Aprica Kusuma, Desta Surya Livana Ph, Livana Loliyana, Rina Loliyani, Rini Marasabessy, Fachria Yamin Mardiana, Selvy Meidasari, Evi Nanda, Rizki Amri Octavia, Ria Oktaria, Eka Travilta Pitriani, Emi Ratna Rintaningrum Ratna Rintaningrum, Ratna Reny WA, Armalia Rizki Amelia Rizki Amelia Santoso, Wiwit Tabah Sari, Nuri Anjar Sari, Pipit Novila Silvia, Dewi Sri Mulyani Surya, M. Renandi Ekatama WA, Armalia Reny Yusda, Desi Derina