Garuda - Garba Rujukan Digital

Peningkatan Income Generating Paguyuban Kampung Kue Melalui Pendampingan Manajemen Usaha dan Pemasaran Digital Mochamad Nurhadi; Supriyati Supriyati; Yudha Herlambang Cahya Pratama; Haryo Yudhanto Akbar; Nouval Lazuardy; Lailatus Safinah
To Maega : Jurnal Pengabdian Masyarakat Vol 6, No 3 (2023): Oktober 2023
Publisher : Universitas Andi Djemma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35914/tomaega.v6i3.1741

Paguyuban kampung kue merupakan salah satu kelompok usaha beranggotakan produsen penghasil kue di wilayah Rungkut Surabaya. Sejak pandemi Covid-19, para produsen merasakan dampak penurunan omzet penjualan dikarenakan adanya pembatasan tatap muka. Hasil focus group discussion diperoleh informasi permasalahan mitra, yaitu rendahnya pengetahuan tentang manajemen usaha dan kemampuan memasarkan produk. Kegiatan pengabdian masyarakat bertujuan meningkatkan keterampilan mitra dalam mengelola usaha kue, mengelola keuangan, dan meningkatkan kemampuan memasarkan hasil produksi dengan memanfaatkan teknologi digital. Metode pelaksanaan pengabdian masyarakat dengan memberikan pelatihan, pendampingan, bantuan peralatan, komunikasi dengan instansi, dan evaluasi kegiatan. Hasil dari pelatihan dan pendampingan menunjukkan peningkatan keterampilan anggota paguyuban dalam mempromosikan hasil produksinya dengan memanfaatkan teknologi digital. Kegiatan pendampingan pengelolaan usaha menunjukkan peningkatan kemampuan anggota paguyuban dalam mengelola produk kue dan membuat laporan. Meningkatnya kemampuan manajemen usaha dan digital pemasaran berhasil meningkatkan volume produksi dan penjualan kue yang berdampak pada meningkatnya income generating anggota paguyuban kampung kue.

Analisis Kualitas Website Perguruan Tinggi Sebagai Second-Order Construct Menggunakan Pendekatan PLS-SEM Muhammad Septama Prasetya; Mochamad Nurhadi; Ari Cahaya Puspitaningrum; Clariza Arifianti; Ahmad Habib Hudzaifah
Teknika Vol. 12 No. 2 (2023): Juli 2023
Publisher : Center for Research and Community Service, Institut Informatika Indonesia (IKADO) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34148/teknika.v12i2.617

Website perguruan tinggi mengalami penurunan pemeringkatan Webometric, QS World University Ranking dan klasterisasi di tingkat nasional. Peneliti melakukan riset terkait dengan adanya gap pada performa website perguruan tinggi. Tujuan dilakukannya penelitian ini adalah untuk menganalisis faktor yang membentuk dimensi kualitas website (WebQual) dan pengaruhnya pada kepuasan pengguna dan niat mengunjungi kembali website perguruan tinggi. Jenis penelitian adalah kuantitatif dengan menggunakan data primer yang hasilnya diperoleh dari jawaban responden atas isian kuesioner. Penentuan sampel menggunakan teknik Purposive Sampling dengan total 379 responden. Teknik analisis menggunakan Explanatory Factor Analysis (EFA) untuk menentukan faktor pembentuk WebQual dan Partial Least Square dengan Structural Equation Model (PSL-SEM) untuk menguji model penelitian. Hasil penelitian menunjukkan bahwa EFA mampu mengelompokkan dari sepuluh variabel menjadi tiga variabel baru pembentuk dimensi WebQual sebagai second-order construct yaitu kualitas informasi, kualitas interaksi layanan, dan kemanfaatan website. Hasil PLS-SEM menunjukkan bahwa dimensi WebQual memiliki pengaruh positif terhadap kepuasan pengguna, dan kepuasan pengguna berpengaruh positif terhadap niat mengunjungi kembali website perguruan tinggi. Implikasi dari penelitian ini bahwa semakin bagus kualitas website perguruan tinggi dapat meningkatkan kepuasan penggunanya. Hal ini memberi dampak pada keinginan pengguna untuk melakukan kunjungan kembali ke website perguruan tinggi di masa yang akan datang.

Analisa Kinerja Individu Berdasarkan Kepuasan Penggunaan E-Government di Indonesia (Studi Kasus DIKUPASI Diskopukmperindag Kota Mojokerto) Muhammad Abdullah; Mohammad Al Hafidz; Heri Supriyanto; Muhammad Septama Prasetya; Mochamad Nurhadi; Mochammad Anang Karyawan
Jurnal Sistem Informasi Bisnis Vol 14, No 1 (2024): Volume 14 Nomor 1 Tahun 2024
Publisher : Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21456/vol14iss1pp29-37

This study aims to determine the perceived usefulness of users of the DIKUPASI application at Diskopukmperindag in Mojokerto City by using the Usability model approach with 4 variables, namely Learnability, Flexibility, Effectiveness, and Attitude, and to analyze this usefulness on application user satisfaction and performance improvement. DIKUPASI is an institutional application that functions to monitor and update data on UKM in Mojokerto City. The research was conducted on surveyors in the City of Mojokerto using a sampling technique of 42 surveyors spread across the City of Mojokerto. The collection of research data was carried out by distributing questionnaires. Data processing is done with the SmartPLS application. The data processing that has been done shows that there are 2 hypotheses H4 and H5 obtained from the Usability model which have a significant and positive influence. Based on the results of hypothesis testing, the perception of satisfaction with the DIKUPASI application is positively and significantly influenced by user attitudes. Perceived performance improvement for DIKUPASI application users is significantly influenced positively by user satisfaction. Participation in research on the Department of Cooperatives, Small and Medium Enterprises, Industry and Trade in Mojokerto City which adopted the DIKUPASI application is necessary to pay attention to the perceptions of user attitudes so that users feel satisfied in using the application and can improve user performance. The perception of satisfaction can be created through encouragement of surveyors' willingness and how the DIKUPASI application has benefits that can help surveyors' work.

Pemanfaatan teknologi Artificial Intelligence (AI) dalam penyediaan bahan ajar pada guru SMAN 1 Waru Sidoarjo Ari Cahaya Puspitaningrum; Mochamad Nurhadi; Moch. Anang Karyawan; Abdullah Khoir Riqqoh; Syifa Karima
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 8, No 2 (2024): June
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v8i2.22996

Abstrak Di era digital ini, pemanfaatan teknologi terkini, yaitu kecerdasan buatan/Artificial Intelligence (AI) mengalami perkembangan yang pesat di dunia pendidikan. Berdasarkan penelitian sebelumnya, telah ditemukan beberapa kegiatan pengabdian yang dilakukan di sekolah tentang pemanfaatan teknologi AI dalam penyelenggaraan kegiatan pembelajaran. Dalam kegiatan PkM ini, dilakukan pelatihan dan pendampingan pada guru SMA Negeri 1 Waru Sidoarjo tentang pemanfaatan aplikasi AI, yang meliputi Humata.AI, Canva, dan Perplexity.AI. Jumlah guru yang mengikuti pelatihan dan pendampingan sebanyak 28 guru. Tujuan dari kegiatan PkM adalah meningkatkan kemampuan, keterampilan, dan kompetensi guru dalam bidang teknologi informasi. Pelaksanaan kegiatan PkM diawali dengan observasi dan wawancara, kemudian dilanjutkan persiapan kegiatan, pelaksanaan kegiatan, dan evaluasi. Evaluasi dilakukan dengan menyebarkan pre-test dan post-test kepada peserta untuk mengetahui peningkatan pemahaman dan pengetahuan peserta dalam menggunakan aplikasi AI. Berdasarkan hasil pre-test dan post-test menunjukkan bahwa terdapat peningkatan pengetahuan dan keterampilan guru dalam menggunakan AI sebesar 92,86%. Selain itu, selama pendampingan, menunjukkan bahwa guru SMAN 1 Waru semakin terampil dalam menggunakan aplikasi AI dalam menyediakan bahan ajar. Kegiatan PkM ini mampu memberikan kemudahan dan meningkatkan efektifitas dan efisiensi bagi guru dalam menyediakan bahan ajar. Kata kunci: artificial intelligence; kecerdasan bisnis; pelatihan; pendampingan; pendidikan; pengabdian. Abstract In this digital era, the use of the latest technology, namely artificial intelligence (AI), is experiencing rapid development in the world of education. Based on previous research, it has been found that several community service activities have been carried out in schools regarding the use of AI technology in organizing learning activities. In this PkM activity, training and assistance was provided to teachers at SMA Negeri 1 Waru Sidoarjo regarding the use of AI applications, which include Humata.AI, Canva, Perplexity.AI. The number of teachers who took part in this training and mentoring was 28 teachers. The aim of this PkM activity is to improve teachers' abilities, skills and competencies in the field of information technology. Implementation of PkM activities begins with observation and interviews, then continues with activity preparation, activity implementation, and evaluation. Evaluation is carried out by distributing pre-tests and post-tests to participants to determine the increase in participants' understanding and knowledge in using AI applications. Based on the results of the pre-test and post-test, it shows that there is an increase in teacher knowledge and skills in using AI by 92.86%. In addition, during mentoring, it was shown that SMAN 1 Waru teachers were increasingly skilled became more skilled in using AI applications in providing teaching materials. This PkM activity is able to provide convenience and increase effectiveness and efficiency for teachers in providing teaching materials. Keywords: artificial intelligence; business intelligence; education; mentoring; service; training.

The Power of Website and Social Media for Strengthening Brand Image, E-WoM, and Purchase Decision Mochamad Nurhadi; Tatik Suryani; Abu Amar Fauzi
Journal of Economics, Business, and Accountancy Ventura Vol. 25 No. 3 (2022): December 2022 - March 2023
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v25i3.3093

Nowadays, it becomes intriguing to observe the use of websites and social media by SMEs to market their products, especially in terms of seeing customer behavior. Some previous research found the effect of social media on attitude and consumer behaviors area, but less of the focus on website and social media quality and the effect on brand awareness, brand image, E-WoM, and purchase decision and the relationship among these concepts. This research examines the effect of websites and social media from the perspective of quality dimensions on brand awareness and the influence of brand awareness, E-WoM, and brand image on purchase decisions. In addition, this study has conducted purposive sampling for the 397 respondents who had transacted through the SMEsâ€™ website or social media in two major cities in Indonesia: Jakarta and Surabaya. The PLS-SEM analysis technique was conducted in this study. The result found that there is a positive influence of website quality and social media quality on brand awareness, as well as the influence of brand awareness on E-WoM, brand image, and purchase decisions. In addition, this study also found the influence of E-WoM and brand image on purchase decisions. The findings suggest that it is very important for SMEs to formulate a strategy for improving the quality of their website and social media to strengthen their brand awareness of consumers.

MODEL STRUKTURAL PENINGKATAN LOYALITAS KONSUMEN PADA PRODUK UMKM MEREK BITTERSWEET BY NAJLA DI INDONESIA Mochamad Nurhadi; Muchammad Ardafa Baihaqi; Arif Zeinfiki Djunaedi; Ali Soebijanto
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 14 No 1: Performance: Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v14i1.2939

Social media is a digital platform that is widely used in the business world, especially by Micro, Small and Medium Enterprises (MSMEs). Bittersweet by Najla is an MSME product that utilizes social media to increase brand loyalty. The research objective is to analyze the increase in brand loyalty based on social media marketing activities, brand trust, brand equity, and brand attachment to Bittersweet by Najla brand MSME products in Indonesia. This study is categorized as causal research using a survey method. The sampling technique used purposive sampling with 227 respondents as the research sample. The analysis technique used is Partial Least Square with Structural Equation Modeling (PLS-SEM) using the SmartPLS application. The results of the study show that an increase in brand loyalty is not directly determined by social media marketing activities, but through the mediation of brand trust, brand attachment, and brand equity shows a significant increase in the relationship. The research results concluded that the increase in consumer loyalty for Bittersweet by Najla is significantly determined by the amount of brand trust, brand attachment, and brand equity.

Peran Social Media Marketing Activities dalam Membangun Brand Equity dengan Mediasi Brand Trust, Brand Image, Brand Awareness pada Produk SOMETHINC di Indonesia Mochamad Nurhadi; Alif Safira Salsabillah; Tatik Suryani; Abu Amar Fauzi
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 14 No 1: Performance: Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v14i1.2948

In the digital era, the existence of social media marketing activities is a strong driver for exclusive marketing trends in various industrial sectors, one of which is local product SOMETHINC. The research aims to analyze the role of social media marketing activities in building brand equity and the mediating role of brand awareness, brand image, and brand trust. The data collection method used purposive sampling and obtained data from 258 respondents. Data were analyzed using the Partial Least Square technique with Structure Equation Modeling (PLS-SEM). The results showed that brand trust, brand image, and brand awareness had a significant relationship to brand equity, but social media marketing activities did not significantly shape brand equity. However, the results of the study found that the mediating role of brand trust, brand image, and brand awareness can increase the effectiveness of the role of marketing activities through social media to form brand equity. The research results imply that brand awareness, brand image, and brand trust that consumers have towards SOMETHINC brand are proven to have a positive impact on increasing brand competitiveness in the market. Implementing a targeted and effective marketing strategy will strengthen brand equity in the market.

Peran Brand Image dalam Memediasi Pengaruh eWOM dan Pemasaran Digital terhadap Purchase Intention Aniek M Ilfitriah; Mochamad Nurhadi
Journal of Business & Banking Vol 15 No 2 (2025): November (2025) - April (2026)
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jbb.v15i02.5533

Industri perawatan kulit telah berkembang pesat, sehingga konsumen terpapar berbagai macam produk dan merek yang dipromosikan melalui strategi pemasaran online. Oleh karena itu, perusahaan harus menerapkan pendekatan pemasaran yang efektif untuk meningkatkan niat beli konsumen. Studi ini meneliti pengaruh electronic word of mouth (eWOM), content marketing, online customer review, online customer rating terhadap purchase intention pada produk perawatan kulit Scarlett, dengan brand image sebagai variabel mediasi. Pendekatan kuantitatif dengan data primer yang dikumpulkan melalui teknik purposive sampling melibatkan 233 responden. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan software SmartPLS 4.0. Hasil evaluasi model pengukuran mengkonfirmasi bahwa semua konstruk valid dan reliabel. Analisis model struktural menunjukkan bahwa eWOM, content marketing dan online customer rating memiliki pengaruh positif yang signifikan terhadap purchase intention, baik secara langsung maupun tidak langsung melalui brand image sebagai variabel mediasi. Sebaliknya, online customer review menunjukkan efek negatif tetapi tidak signifikan terhadap purchase intention, dan brand image tidak memediasi hubungan ini. Temuan ini menyoroti pentingnya strategis dalam mengelola eWOM, kualitas konten, dan sistem peringkat dalam memperkuat citra merek dan merangsang niat pembelian konsumen di industri perawatan kulit.

Peran Brand Image dalam Memediasi Pengaruh eWOM dan Pemasaran Digital terhadap Purchase Intention Aniek M Ilfitriah; Mochamad Nurhadi
Journal of Business & Banking Vol 15 No 2 (2025): Volume 15 Nomor 2
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jbb.v15i02.5533

Industri perawatan kulit telah berkembang pesat, sehingga konsumen terpapar berbagai macam produk dan merek yang dipromosikan melalui strategi pemasaran online. Oleh karena itu, perusahaan harus menerapkan pendekatan pemasaran yang efektif untuk meningkatkan niat beli konsumen. Studi ini meneliti pengaruh electronic word of mouth (eWOM), content marketing, online customer review, online customer rating terhadap purchase intention pada produk perawatan kulit Scarlett, dengan brand image sebagai variabel mediasi. Pendekatan kuantitatif dengan data primer yang dikumpulkan melalui teknik purposive sampling melibatkan 233 responden. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan software SmartPLS 4.0. Hasil evaluasi model pengukuran mengkonfirmasi bahwa semua konstruk valid dan reliabel. Analisis model struktural menunjukkan bahwa eWOM, content marketing dan online customer rating memiliki pengaruh positif yang signifikan terhadap purchase intention, baik secara langsung maupun tidak langsung melalui brand image sebagai variabel mediasi. Sebaliknya, online customer review menunjukkan efek negatif tetapi tidak signifikan terhadap purchase intention, dan brand image tidak memediasi hubungan ini. Temuan ini menyoroti pentingnya strategis dalam mengelola eWOM, kualitas konten, dan sistem peringkat dalam memperkuat citra merek dan merangsang niat pembelian konsumen di industri perawatan kulit.

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