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All Journal Efisiensi : Kajian Ilmu Administrasi INOTEKS : Jurnal Inovasi Ilmu Pengetahuan, Teknologi, dan Seni JURNAL ILMU SOSIAL Indonesian Perspective International Journal of Social Science and Business SULTANIST: Jurnal Manajemen dan Keuangan Maker: Jurnal Manajemen FIRM: Journal of Management Studies Jurnal ABDINUS : Jurnal Pengabdian Nusantara Yumary: Jurnal Pengabdian kepada Masyarakat Mitra Mahajana: Jurnal Pengabdian Masyarakat International Journal of Business, Law, and Education International Journal of Management Science and Information Technology (IJMSIT) Indonesian Perspective Jurnal Pemberdayaan Umat Innovative: Journal Of Social Science Research PANDITA: Interdisciplinary Journal of Public Affairs Scientific Journal of Informatics
Chusnu Syarifa Diah Kusuma
Universitas Negeri Yogyakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Penguatan kapasitas manajemen UMKM pemula melalui program pengabdian masyarakat di Kalurahan Sidorejo, Kabupaten Gunung Kidul Siregar, Marakhilda Namora Hana; Diah Kusuma, Chusnu Syarifa; Santoso, Ricky
INOTEKS: Jurnal Inovasi Ilmu Pengetahuan,Teknologi, dan Seni Vol 30, No 1 (2026)
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/ino.v30i1.89696

Abstract

Kegiatan pengabdian kepada masyarakat ini dilaksanakan di Kalurahan Sidorejo, Kapanewon Ponjong, Kabupaten Gunung Kidul, Daerah Istimewa Yogyakarta, dengan tujuan meningkatkan kapasitas pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) pemula dalam mengelola usaha secara lebih efektif. Permasalahan yang dihadapi pelaku UMKM di wilayah ini meliputi pencatatan keuangan yang belum tertib, strategi pemasaran yang masih terbatas, produksi yang belum konsisten, serta pembagian peran dalam usaha yang kurang jelas. Kegiatan dilaksanakan pada bulan Mei 2025 melalui tiga tahap, yaitu perencanaan, pelaksanaan, dan evaluasi. Metode yang digunakan adalah edukasi, diskusi partisipatif, serta praktik langsung, dengan fokus pada empat aspek utama: manajemen produksi, keuangan sederhana, pemasaran digital, dan pengelolaan sumber daya manusia. Hasil kegiatan menunjukkan bahwa peserta antusias mengikuti pelatihan dan mampu memahami materi yang diberikan, khususnya terkait pencatatan keuangan harian dan penggunaan media sosial untuk promosi produk. Evaluasi menunjukkan adanya peningkatan pemahaman dan inisiatif peserta untuk membentuk kelompok usaha di tingkat desa sebagai tindak lanjut. Dengan demikian, pengabdian ini dapat disimpulkan berhasil memberikan dampak positif dalam meningkatkan kapasitas manajemen UMKM pemula dan berpotensi berkontribusi terhadap penguatan ekonomi lokal
THE ROLE OF JOB CRAFTING, WORK AUTONOMY, PSYCHOLOGICAL EMPOWERMENT IN ENHANCING INNOVATIVE WORK BEHAVIOR AMONG EMPLOYEES IN TECH STARTUP INDONESIA Djurubassa, Gloria Miagina Palako; Waliah, Siti; Kusuma, Rr. Chusnu Syarifa Diah; Idrees, Rana Nadir; Raymunde JR, Pedro P.
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 13 No. 2 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v13i2.763

Abstract

This research aims to analyse the role of job crafting, work autonomy, and psychological empowerment in increasing innovative work behaviour among technology startup employees in Indonesia. The research population includes employees working in various technology startup companies, with a sample of 200 respondents selected using purposive sampling techniques to ensure representation of individuals directly involved in innovation-based work processes. Data was collected through a structured questionnaire and analyzed using quantitative methods with a Structural Equation Modelling (SEM) approach to test the relationship between variables. The research results show that job crafting and psychological empowerment positively and significantly affect innovative work behaviour. This research also confirms that work autonomy does not significantly influence innovative work behaviour. These findings confirm that when employees can adapt their tasks, gain autonomy in decision making, and feel psychologically empowered, they are more likely to generate new ideas that support organizational growth. Theoretically, this research enriches the literature regarding the determinants of innovative work behaviour in the context of startups in Indonesia.
SOCIAL MEDIA MARKETING INTENSITY, BRAND AUTHENTICITY, AND ELECTRONIC WORD OF MOUTH AS PREDICTORS OF PURCHASE INTENTION OF PRODUCT BRANDS ON TIK TOK SHOP Emilia Septiani; Farida Farida; Rr. Chusnu Syarifa Diah Kusuma; Ighomereho O. Salome; Javad Karimi
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 14 No. 1 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v14i1.873

Abstract

In the rapidly evolving social commerce landscape, particularly through the TikTok platform and its TikTok Shop feature, understanding the determinants of consumer purchase intentions is becoming increasingly crucial. Still, it reveals conceptual gaps stemming from research approaches that are often partial. Previous studies generally examine social media marketing, brand authenticity, or electronic word of mouth (e-Wom) separately, and thus have not been able to explain the simultaneous interaction among these variables within a single integrative framework. This research aims to comprehensively analyze the influence of social media marketing intensity, brand authenticity, and e-WOM on purchase intention. Using a quantitative approach with structural equation modelling–partial least squares (SEM-PLS) analysis, data were collected from 110 respondents in Indonesia who had experience interacting with TikTok Shop. The research results show that social media marketing intensity has a significant positive effect on brand authenticity and e-Wom, which, in turn, strongly increases Purchase Intention, with brand authenticity acting as a key mediator. These findings make theoretical contributions by integrating digital marketing constructs and consumer perceptions into a holistic predictive model, as well as practical implications for businesspeople in designing marketing strategies based on content intensity and brand authenticity. The novelty of this research lies in the simultaneous testing of three variables in the context of the TikTok Shop, a relatively unexplored area in the digital marketing literature.
The Effect of Perceived ROI on Perceived Value and Adoption Intention Rizki Pratama Johanis Paransa; Rr. Chusnu Syarifa Diah Kusuma; Fajar Wahyu Nugroho; Kurnia Wulandari
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6926

Abstract

This study aims to examine the role of perceived return on investment (ROI) in shaping perceived value and its impact on adoption intention toward digital branding among small and medium-sized enterprises (SMEs). A quantitative approach with an explanatory research design was employed, involving 100 SME owners in the Special Region of Yogyakarta, Indonesia. Data were collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived ROI has a positive and significant effect on perceived value with a t-statistic of 4.562 and a p-value of 0.000 (<0.05) and the path coefficient is 0.513, suggesting that SMEs evaluate digital branding based on the economic benefits gained relative to the costs incurred. Furthermore, perceived value has a positive and significant effect on adoption intention with a t-statistic of 8.781 and a p-value of 0.000 (<0.05) and the path coefficient is 0.625, indicating that perceived value is a determinant in technology adoption decisions. Theoretically, this study provides insights into the importance of value-based evaluation in the context of digital branding adoption among SMEs. Practically, the results suggest that improving SMEs’ understanding of digital branding performance, particularly in terms of ROI, can enhance perceived value and encourage broader adoption of digital branding strategies.
Co-Authors Abdurohim Abdurohim, Abdurohim Acai Sudirman Agusthina Risambessy Agwa, Terwase Richard AMELIA SETYAWATI, AMELIA Anggraini, Raden Isma Ari Pradhanawati Ari Pradhanawati Augustinah, fedianty Barida Rakhma Nuranti Betanika Nila Nirbita Biso, Hernansi Christina Bagenda Christina Yanita Setyawati, Christina Yanita Christine Loist Deandra Vidyanata Djurubassa, Gloria Miagina Palako Entus Nuryana Ahmad Fajar Wahyu Nugroho Farida Farida Farida Farida Fitria Halim Fransisca, Felia Goyal, Mukta Handayani, Kristin Hariansyah, Mochammad Aditya Hendrayani, Eka Idrees, Rana Nadir Ighomereho O. Salome Irmal, Irmal Ita Musfirowati Hanika Javad Karimi Joko Kumoro Kiromim Baroroh Kistianingsih, Isti Kurnia Wulandari Kurnia Wulandari, Kurnia Lenny Dermawan Sembiring Lianggi, Willy Lumanauw, Nelsye Marto Silalahi Mochamad Hanafi Mustikarini, Carolina Novi Mustofa Agung Sardjono Mustofa Agung Sardjono Nani Nani Nita Kusumawardani Nuril Maghfirah Panggabean, Esther Praja Anggriany Putra, Ijai Pratama Rane, Melvin Krisdiana Djami Raymunde JR, Pedro P. Reni Shinta Dewi Respati, Yudit Ayu Rizki Pratama Johanis Paransa Romi, Mochamad Vrans Rostina, Cut Fitri Santoso, Ricky Sarwani Sarwani, Sarwani Sekarningtyas, Ayu Septiani, Emilia Seseli, Eka Merdekawati Seseli, Eka Merdekawati Imelda Setiyawami Setiyawami sherly sherly Siregar, Marakhilda Siregar, Marakhilda Namora Hana Siti Umi Khayatun Mardiyah Sophiana Widiastutie Suhartanto Suhartanto Suhartanto Suhartanto Sulasmi Sulasmi Titin Hera Widi Handayani Wahyu Rusdiyanto, Wahyu Waliah, Siti Widiastutie, Sophiana Wulandari, Kurnia` Yuliana Yuliana Zaki, Nur Amalina Mohamad Zhelia, Zhelia