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All Journal Jurnal Pariwisata Pesona Jurnal Media Wahana Ekonomika International Journal of Artificial Intelligence Research Fokus Ekonomi Abdimas Dewantara SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Journal on Education JURNAL EKONOMI SAKTI (JES) Jurnal Mantik JURNAL LENTERA BISNIS International Journal of Financial, Accounting, and Management FIRM: Journal of Management Studies JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Literatus Masyarakat Berdaya dan Inovasi Community Development Journal: Jurnal Pengabdian Masyarakat ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING Jurnal Ilmiah Manajemen Ubhara SPEKTA (Jurnal Pengabdian Kepada Masyarakat : Teknologi dan Aplikasi) Unri Conference Series: Community Engagement Jurnal Nuansa Akademik: Jurnal Pembangunan Masyarakat Jurnal Kewarganegaraan Abdimas Awang Long: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Pengabdian Multidisiplin Indonesian Community Journal Batara Wisnu : Indonesian Journal of Community Services Jurnal Inovasi Pengabdian Masyarakat Pendidikan Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Jurnal Pengabdian Pada Masyarakat Indonesia (JPPMI) Jurnal Manajemen BULETIN BISNIS & MANAJEMEN (BBM) Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Jurnal Pengabdian Masyarakat dan Penelitian Thawalib NUSANTARA: Jurnal Pengabdian Kepada Masyarakat KREATIF: Jurnal Pengabdian Masyarakat Nusantara Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA) Jurnal Pengabdian Masyarakat Nusantara Sewagati: Jurnal Pengabdian Masyarakat Indonesia Gemilang: Jurnal Manajemen dan Akuntansi Safari : Jurnal Pengabdian Masyarakat Indonesia Optimal: Jurnal Ekonomi dan Manajemen Mamangan Social Science Journal Journal of Artificial Intelligence and Digital Business Student Scientific Creativity Journal Innovative: Journal Of Social Science Research Jurnal Nusantara Berbakti Jurnal Nusantara Mengabdi Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) Jurnal Kajian dan Penelitian Umum Amal: Jurnal Ekonomi Syariah Journal of Business Management and Economic Development Jurnal Pengabdian dan Pemberdayaan Masyarakat Indonesia Jurnal Mahasiswa Kreatif Jurnal Sains dan Teknologi Jurnal Pengabdian Masyarakat dan Riset Pendidikan Moneter : Jurnal Ekonomi dan Keuangan Mengabdi: Jurnal Hasil Kegiatan Bersama Masyarakat Gudang Jurnal Pengabdian Masyarakat Harmoni Pendidikan: Jurnal Ilmu Pendidikan Jurnal Intelek Dan Cendikiawan Nusantara Commodities, Journal of Economic and Business E-Amal: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Ekonomi, Manajemen dan Bisnis (EKMABIS) Jurnal Ekualisasi Jurnal Multidisiplin Indonesia Diversity Guidance and Counseling Journal Journal of Community Research & Engagement (JCRE) International Journal of Research in Education (IJRE) Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis GURUPEDIA: Journal of Teacher and Education Proceeding of The International Conference on Social Sciences and Humanities Innovation Proceeding of The International Conference on Management, Entrepreneurship, and Business Journal Of Applied Multidisciplinary Studies (JAMS) KREATIF: Jurnal Pengabdian Masyarakat Nusantara Proceeding of The International Conference on Electrical Engineering and Informatics
Aep Saefullah
STIE Ganesha
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Building Brand Equity through Viral TikTok Content Strategies: A Phenomenological Study of MSME Entrepreneurs Farhat Abas; Annisa Hardini; Mira Mira; Nurul Faisah A.S; Tuti Herawati; Aep Saefullah
Journal Of Applied Multidisiplinary Studies Vol 2 No 1 (2025): November 2025
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The rapid development of social media has fundamentally transformed digital marketing practices, particularly for Micro, Small, and Medium Enterprises (MSMEs). Among various platforms, TikTok has emerged as a prominent medium due to its strong viral potential, short-form video format, algorithm-driven content distribution, and dynamic trend culture. These characteristics position TikTok as a strategic tool for MSMEs in building and strengthening brand equity. This study aims to explore how MSME entrepreneurs interpret and implement viral TikTok content strategies in their efforts to develop brand equity. Employing a qualitative approach with a phenomenological method, this research investigates the subjective experiences of MSME actors who actively utilize TikTok as a marketing platform. Data were collected through in-depth interviews and systematic observations of TikTok content produced by MSMEs. The findings reveal that viral TikTok content strategies play a significant role in enhancing brand awareness, shaping positive brand associations, strengthening perceived quality, and fostering consumer brand loyalty. Content that is authentic, aligned with current trends, and delivered consistently is perceived as effective in creating emotional connections between brands and audiences. These results suggest that TikTok functions not only as a promotional channel but also as a strategic medium for constructing brand value among MSMEs. This study contributes to both theoretical discussions on brand equity and practical insights for MSME digital marketing strategies
A Contextual Financial Risk Management Model for Tourism-Based MSMEs: Evidence from Carita Beach Aep Saefullah; Tetty Nur Intan Rifia; Nurdin Nurdin; Nizar Zulkarnain; I Dewa Ketut Suharjana
Journal of Business Management and Economic Development Том 4 № 01 (2026): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v4i01.2324

Abstract

Tourism-based micro, small, and medium enterprises (MSMEs) play a crucial role in supporting local economic activities; however, they are highly exposed to financial risks due to fluctuations in tourist arrivals, weather uncertainty, and the seasonal nature of tourism destinations. This study aims to identify the types of financial risks faced by tourism-based MSMEs, examine their impact on business sustainability, and develop a practical financial risk management model suited to small-scale enterprises. A qualitative descriptive approach was employed, with data collected through in-depth interviews, direct observations, and field studies conducted during an edu-tourism program in the Carita Beach area from 1–17 December 2025. The findings reveal that the main financial risks include revenue risk, operational cost risk, and cash flow and liquidity risk. Among these, revenue instability and cash flow constraints are the most significant factors affecting business continuity, particularly during periods of declining tourist activity. MSME actors tend to manage these risks through informal, experience-based strategies such as adjusting production levels, reducing operational expenses, and relying on short-term financial coping mechanisms. This study contributes by proposing a simplified and context-based financial risk management model that aligns with the operational realities of tourism MSMEs. The model emphasizes practical risk identification, prioritization, and adaptive mitigation strategies that can be implemented without requiring complex financial systems. The findings provide implications for policymakers and practitioners in designing more inclusive and applicable financial support and risk management frameworks for tourism-based MSMEs.
Co-Authors A.R, Rasmawati Abas, Farhat Abdul Hafidz Abdul Hamid Abdul Kohar Abdul Kohar Abdul Kohar Abdul Muhaimin, Abdul Adam Samsudin Noor Adam Samsudin Noor Adhy Firdaus Adi Wicaksono Adiguna, Patria Adinda Novita Andhini Adinda Putri Aulia Agustina, Annisa Agya Mutia Alifta Ahhari, Ayu Ahmad Fadli Ahmad Fadli Ahmad Fadli Ahmad Nursodik Aini, Emizatul Akhyar, Inzalul Akmas, Nabila Albert Albert Amalia, Fisy Amalia Amelia Meisyah Putri Ananda Adam Naufal Yahya Anggoro Dwi Swasono Annisa Hardini Aprih Santoso AR, Rasmawati Arda, Devid Putra Ardianto, Marsidi Arief Sahreza Arief Syahreza Asep Riandi Asep Surya Lesmana Astanto, Tri As’ad, Ihwana Azahra, Hanum Azizah Musyafia Azzahra, Syifa Budi Prajogo Cinta Rahmi Darwanti, Dhenok Delima Indah Permatasari Diah Afrianti Rahayu DINDA WULANDARI Djafri, Intan Arsitia Eka Dea Safitri Ekky Noviar Eko Sutrisno, Eko Elvira Sitna Hajar Elvira Sitna Hajar Elya Nurzanah Emizatul Aini Evi Fauziah Mitagani Fachry Abda El Rahman Fahri Fahri Fahri Fahri Farhat Abas Farhat Abas Farhat Abas Firmansyah Firmansyah Fisy Amalia Fuad Gagarin Siregar Fuad Siregar Fuad Siregar Hajarudin Hajarudin Hakim, Melati Puspita Halim Tjiwidjaja Haria Saputri Hartoto, Witjaksono Eko Haryono Haryono Hendra Candra Hendy Tannady Heni Pujiastuti Hilda Fariha Hilda Fariha Hilda Fariha I Dewa Ketut Suharjana Ibah Misbah Ibah Misbah Ibah Misbah Ichsan Gaffar Idrisi Raliya Putra Ika Agustina Ika Agustina Ika Fatmasari Imelda Krisanti Indriyani Iskandar Iskandar Ismail, Zakki Istiningsih, Nurmayani Iwan Henri Kusnadi Iwan Kurnia Gea Jayaun Jayaun Jayaun, Jayaun Jazuli, Khanif Joned C. Saksana Joned Ceilandra Saksana Khaila, Putri Khoirul Anam Khoirul Ibad Kuraesin, Arlis Dewi Kusnadi, Iwan Henri Laela Punky Azzahra Lailani, Evi Okli Lena Farsiah Lestari, Wiwin Lidyawati, Anna Lilla Puji Lestari Lina Maulidiana Lusi Fitriyani M Khairul Umam M. Islah M. Tafsiruddin M. Tafsiruddin M.Tafsiruddin Magdalena Magdalena Magdalena Magdalena Mahilan, Ahdan Mar'atus Sholehah Melati Suci Anjar Kusuma Meriza, Hayuna Miftah Febrianti Mira Mira Moeljono Moeljono Moeljono Moeljono Moh Islah Moh. Tahang Mohammad Ruvi Mohammad Sofyan Muhammad Arief Noor Muhammad Arief Noor Muhammad Ramdhan Muhammad Ridwan Muharifah, Isnaini Muksin, Muhamad Muriany, Elvita Nabila Akmas Neila Aisha Nilna Fauza Nizar Zulkarnain Noor, , M. Arief Noor, M. Arief Noor, M.Arief Nova Safira Noviar, Ekky Novitara Anggraeni Nur Aisyah Nurasiah Nurasiah Nurdin Nurdin Nurdin Nurdin Nurdin Nurdin Nurdin Nurdin Nurdin Nurhakim, Rahman Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhidayat, M. Nurhidayat, Muhamad Nurhidayati Nuriyatun Rizkiyah Nurul Faisah A.S Nuryahati Nyimas Ema Holiza Pagiling, Sarwan Pambudi, Ryan Paokuma, Hasbibi Patria Adiguna Pratama, Kelvin Putra Primadi Candra Susanto Putera, Alifi Restu Putera, Idrisi Raliya Putra, Devid Putra, Idrisi Raliya Putri Lolyta Putri Noor Ramayanti Putri, Amelia Meisya Putrizain, Salwa Syuja Raden Mohamad Herdian Bhakti Radjawane, Louise Elizabeth Rahayu, Diah Afrianti Rahmadini, Amelia Suci Rahman Nurhakim Rahman Upe Rahman Upe Rahmawati, Rahmawati Ramadani Pardian Ramadhanna, Ramadhanna Ramadhinna, Ramadhinna Ramayanti, Putri Noor Ranto Ranto Rasmawati A. R. Rasmawati AR Rianti Salima Rianti Salima Rita Rita, Rita Rombouw, Sahrul Ronny Marthin Sitohang Rosliana Rosliana Rosliana, Rosliana Rumua, Yasir Ruvi, Muhammad Safitri, Desy Yana Saksana, Joned Ceilandra Salima, Rianti Sari, Yuniva Sarkum Sarkum, Sarkum Sartika Aini Sattar Sattar, Sattar Selamet Selnistia Hidayani Setiningrum, Hesti Shofwah Badiyah Leksono Siregar, Fuad Siska Dwi Rahayu Siswanto, Arik Siti Helmyati Siti Mulasih Sitohang, Ronny Marthin Sitohang, Rony Marthin Sitti Aliyah Azzahra Sonia Destiana Sri Budyartati sri murtini . Suharmanto Suhermanto Suhermanto Suhermanto, Suhermanto Sukardi Sukardi Sutariyono Sutariyono Sutaryono Sutiharni Syafirlah, Ambar Syafran Nurrahman Syafran Syafran Syahrani, Elvira Syahreza, Arief Syaifullah, Aef Syaputra, Riawan Syarif Hidayatullah Syarif Hidayatullah Tafsiruddin, M Tafsiruddin, M. Tafsiruddin, Muh Tedi Supriadi Tetti Nur Intan Rifia Tetty Nur Intan Rifia Tetty Nur Intan Rifia Tjiwijdjaja, Halim Tohhiroh Tohhiroh Tohiroh Tohiroh Tohiroh, Tohiroh Tuti Herawati Tuti Herawati Tuti Herawati Ujang Kusnaedi Ujang Kusnaedi Umar Syahid Fatahillah Usman Ali Vuthy, Ith Wahdi, Nirsetyo Wawan Hermawan Wawan Hermawan Wheny Khristianto Wheny Khristianto WICAKSONO, ADI Yandi Asmana Yandi Asmana Yanti Apriyani Yohanes Totok Suyoto Yolita, Reva Putri Yulaeli, Tri Yuliansyah, Muhammad Fadly Zahra Widdatul Awwaliyah Zainuddin, Zulkifli Zakki Ismail Zubair Arza Zulkarnain, Nizar Zulkifli Zainudidin