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All Journal Equator Journal of Management and Entrepreneurship International Journal of Supply Chain Management Jurnal Ilmiah Edunomika (JIE) Jurnal Ilmiah Permas: Jurnal Ilmiah STIKES Kendal International Journal of Environmental, Sustainability, and Social Science Nusantara Hasana Journal Jurnal Ekonomika Dan Bisnis Devotion: Journal Corner of Community Service J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) International Journal of Business, Economics & Financial Studies Journal of Social Sciences and Technology for Community Service
Mahrinasari MS
Universitas Lampung
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Nursing Public Health Social Sciences Transportation Veterinary

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Digitalisasi Pemasaran Produk untuk Peningkatan Pengetahuan dan Keterampilan UMKM Lanting Mini Mana Lagi di Desa Kalirejo MS, Mahrinasari; Purnomo, Joko; Maesa, M. Pemie Ricotama; Putra, Nofri Kurnia; Hadi, Yovita Yuantari Christi; Putri, Tiara Anggina; Muslih, Diena Izzaty
J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Vol. 8 No. 1 (2024): April 2024
Publisher : IKIP PGRI Bojonegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30734/j-abdipamas.v8i1.4024

Abstract

One of the challenges faced by MSME players is the need for more knowledge regarding technology. Many MSMEs have little expertise in digital marketing and need to realize the importance of using digital marketing as a means to develop their business. This problem also occurs in Kelanting MSMEs in Adimulyo 2 Hamlet, Kalirejo Village, Pesawaran Regency, with the business name Lanting Mini Mana Lagi. The business has been established since 2020 but still uses traditional marketing without using digital marketing. Marketing digitalization aims to increase MSME income and increase product sales market share. In this community service program, a direct outreach and training approach is used by looking for problems that become obstacles in managing a business and determining solutions. From the results of the activities carried out during the community service program, the logo was changed to rebrand the product, repackaged using a new logo design and added several types of packaging, created several social media (Facebook, Instagram) and also a marketplace account (Shopee) as a platform digital marketing, as well as carrying out evaluation and monitoring to ensure the sustainability of the use of digital marketing.  Salah satu tantangan yang dihadapi pelaku UMKM adalah adanya kesenjangan pengetahuan mengenai teknologi. Banyak UMKM yang hanya mempunyai sedikit keahlian dalam pemasaran digital dan belum menyadari pentingnya penggunaan pemasaran digital sebagai sarana untuk mengembangkan usahanya. Permasalahan tersebut juga terjadi pada UMKM Kelanting di Dusun Adimulyo 2, Desa Kalirejo, Kabupaten Pesawaran dengan nama usaha Lanting Mini Mana Lagi. Usahanya sudah berdiri sejak tahun 2020 namun masih menggunakan pemasaran tradisional tanpa menggunakan pemasaran digital. Digitalisasi pemasaran bertujuan untuk meningkatan pendapatan UMKM dan menambah pangsa pasar pejualan produk. Pada program pengabdian masyarakat ini digunakan pendekatan penyuluhan dan pelatihan yang dilakukan secara langsung dengan mencari masalah yang menjadi kendala dalam melakukan pengelolaan bisnis serta menentukan solusinya. Dari hasil kegiatan yang dilakukan selama program pengabdian kepada masyarakat, dilakukan perubahan logo untuk rebranding produk, melakukan pengemasan ulang menggunakan desain logo yang baru dan menambah beberapa jenis kemasan, membuat beberapa media sosial (Facebook, Instagram) dan juga akun marketplace (Shopee) sebagai platform pemasaran digital, serta melakukan evaluasi dan monitoring untuk memastikan keberlanjutan penggunaan pemasaran digital.   
Pembelian Impulsif Melalui Keterlibatan Siaran Langsung: Perspektif Gen Z Haura, Qorina Qurrota 'Aina; MS, Mahrinasari
Equator Journal of Management and Entrepreneurship (EJME) Vol 12, No 1 (2024): Equator Journal of Management and Entrepreneurship
Publisher : Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/ejme.v12i1.75920

Abstract

Kemajuan teknologi yang semakin pesat telah mengubah sistem penjualan menjadi siaran langsung. Kemudahan dalam menyiarkan promosi penjualan di perangkat seluler dapat meningkatkan pendapatan. Belanja melalui siaran langsung dapat mengurangi hambatan jarak dan ketidakjelasaan informasi dengan memberikan pengalaman berbelanja yang imersif, menarik dan menyenangkan. Siaran langsung dapat menjangkau pembeli dari setiap kalangan termasuk Generasi Z. Platform siaran langsung yang menawarkan pengalaman belanja yang unik, menarik, memiliki kenyamanan, koneksi, dan memenuhi kebutuhan dapat berdampak terhadap perilaku pembelian impulsif terutama di kalangan Generasi Z Penelitian ini menginvestigasi bagaimana keterlibatan dalam siaran langsung dapat mempengaruhi perilaku pembelian secara impulsif terhadap Generasi Z. Penelitian ini merupakan penelitian kuantitatif. Penelitian ini menggunakan metode survei dengan menggunakan kuesioner untuk mengumpulkan data. Penelitian ini menggunakan 320 responden dari umur 18-25 tahun yang pernah terlibat dalam siaran langsung dan melakukan pembelian secara impulsif. Analisis data dalam penelitian ini menggunakan SEM-LISREL v8.8. Hasil penelitian menunjukkan bahwa keterlibatan dalam siaran langsung yang terdiri dari imersif dan kehadiran dapat mempengaruhi perilaku pembelian secara impulsif pada Generasi Z.
The Effect of Utilitarian and Hedonic Values on Consumption Behavior in Online Purchase of Fashion Sneakers among Generation Z Yusa, Viola De; MS, Mahrinasari; Bangsawan, Satria
International Journal of Business, Economics & Financial Studies Vol. 1 No. 1 (2023): May 2023
Publisher : Indonesia Academia Research Society

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62157/ijbefs.v1i1.11

Abstract

Today, the contemporary world offers a wide range of fashion products such as apparel, accessories, luggage, and shoes in Indonesia. All shoe firms try to make excellent items, which becomes a huge draw for Generation Z called internet generation. This study investigates the effect of utilitarian and hedonic values on Generation Z purchase of fashion sneakers. It was a quantitative review that used the causality technique and a total of 200 people who wore sneakers were selected as the participants. Data were then analyzed using SmartPLS and a measurement model technique (outer model). The results showed that utilitarian and hedonic values significantly affect Generation Z online purchasing of sneakers. This indicates that the two variables cause people to behave consumptively, starting with viewing artists or acquaintances, affiliations and associations, as well as others.
Influence of Marketing Mix and Consumer Attitudes Regarding Purchase Decisions Through Brand Image As a Mediating Variable to (Kentucky Fried Chicken Lampung) CAHAYA, Anggelina Tyo; MS, Mahrinasari; PANDJAITAN, Dorothy RH
International Journal of Environmental, Sustainability, and Social Science Vol. 5 No. 2 (2024): International Journal of Environmental, Sustainability, and Social Science (Mar
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v5i2.1025

Abstract

The research was conducted to determine the effect of the marketing mix on purchasing decisions, consumer attitudes towards purchasing decisions, marketing mix on brand image, consumer attitudes towards brand image and brand image mediating the marketing mix and consumer attitudes towards purchasing decisions, this research uses the SEM analysis tool- This PLS research is quantitative with a sample size of 387 with Stratified Random sampling. The empirical findings obtained are that the Marketing Mix is ??Positive and Significant to Purchasing Decisions at KFC in Lampung Province, which means that the Marketing Mix increases, which will increase purchasing decisions. Positive and Significant Consumer Attitudes towards KFC Purchasing Decisions in Lampung Province, can be interpreted as increasing Consumer Attitudes. this will increase Purchasing Decisions. The Marketing Mix is ??Positive and Significant to the brand image at KFC Lampung Province, which means that an Increased Marketing Mix will Improve Brand Image. Consumer Attitudes are Positive and Significant towards the Brand Image at KFC Lampung Province, which can be interpreted as increasing Consumer Attitudes which will increase the brand image of the Marketing Mix in the Mediating of Brand Image towards Positive and Significant Purchasing Decisions, which can be interpreted as Brand Image being able to mediate the Marketing Mix in purchasing decisions at KFC Lampung Province. Consumer attitudes mediated by brand image can be interpreted as positive and significant purchasing decisions, it can be interpreted as brand image being able to mediate consumer attitudes towards purchasing decisions at KFC Lampung Province.
GREENWASHING: INFLUENCE ON THE DEVELOPMENT AND SUSTAINABILITY OF TOURISM IN INDONESIA Wailmi, Khil; MS, Mahrinasari; Ahadiyat, Ayi
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.12790

Abstract

This research aims to determine (1) the influence of greenwashing on the image of tourism in Indonesia; (2) the influence of greenwashing on green consumer confusion in Indonesia, and (3) the influence of greenwashing on the development and sustainability of Indonesian tourism. This research is qualitative-descriptive research. The results of this research show that (1) Greenwashing practices have a negative effect on the image of tourism. Greenwashing practices represent inappropriate environmentally friendly claims that can create wrong perceptions about tourism and damage market demand; (2) Greenwashing practices negatively influence green consumer confusion. Tourists are confused when tourism destinations under the auspices of tourism stakeholders make environmentally friendly claims which turn out to be just marketing tactics, this slows down the movement towards sustainable consumption in the tourism industry; and (3) Greenwashing practices negatively influence the development and sustainability of tourism in Indonesia. The greenwashing phenomenon has been found in several cases in Indonesia, for example the practice of greenwashing by drinking water companies as a tourism requirement which claims to be environmentally friendly but does not match the facts on the ground. This can hinder the development and sustainability of Indonesian tourism.
Co-Authors Agustam, Tri Ahada F., M. Zakia Ahadiyat, Ayi Aprianti, Dian Ekasari Apridalia, Apridalia Barus, Kenny Abel Batara CAHAYA, Anggelina Tyo Deandra Putri Zahra Fajrin Satria Dwi Kesumah FEBRIAN, ANGGA Febrian, E Angga Forda Nama, Gigih Fortuna, Ghina Erza Gigih Forda Nama Hadi, Yovita Yuantari Christi Handayani, Fitri Melan Harmein, Harmein Haura, Qorina Qurrota 'Aina Irawan, Yanuar Joko Purnomo Keumala Hayati M. Fahrudin Maesa, M. Pemie Ricotama Muliyana, Haysi Muslih, Diena Izzaty Nabila Maram Pahlawan, Princhita Nadia Putri Pramudiyanto, Khashia Nikmah, Rokhimatun Nurazmi, Nadhiya Nurjannah, Ikke Nuzul Inas Nabila, Nuzul Inas PANDJAITAN, Dorothy RH Permata, Ayu Gita Purba, Irvan Eduardo Purwa, I Putu Putra, Nofri Kurnia Putri, Tiara Anggina Rohaeni, Dian Salwa AG, Raden Roro Saputra, Remy Yudha Satria Bangsawan Siregar, Maria Siregar, Rony Suci, Nanda Destyana Sulistiati, Lusia Dewi Wailmi, Khil Wulandari, Nadia Ayu Yaqin, Muharrom Ainul Yusa, Viola De