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All Journal International Journal of Artificial Intelligence Research Jurnal EMT KITA EKUITAS (Jurnal Ekonomi dan Keuangan) Jurnal Ilmiah Edunomika (JIE) Al-Kharaj: Journal of Islamic Economic and Business International Journal of Economics Development Research (IJEDR) Jurnal Abdimas Ilmiah Citra Bakti (JAICB) Jurnal Bisnisman : Riset Bisnis dan Manajemen ABDIMASY: Jurnal Pengabdian dan Pemberdayaan Masyarakat International Journal of Engineering, Science and Information Technology PROFICIO: Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat (ABDIRA) Kontigensi: Jurnal Ilmiah Manajemen Jurnal Abdi Masyarakat Indonesia JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Ilmiah Manajemen dan Bisnis (JIMBis) KREATIF: Jurnal Pengabdian Masyarakat Nusantara Jurnal Teknologi dan Manajemen Industri Terapan Jurnal Sistim Informasi dan Teknologi Sanskara Ekonomi dan Kewirausahaan Jurnal Multidisiplin West Science Benefit : Journal of Bussiness, Economics, and Finance Indo-Fintech Intellectuals: Journal of Economics and Business Jurnal Ekonomi dan Kewirausahaan West Science INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS) West Science Social and Humanities Studies El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam EKOBIS ABDIMAS : Jurnal Pengabdian Masyarakat Journal of Ekonomics, Finance, and Management Studies KREATIF: Jurnal Pengabdian Masyarakat Nusantara
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Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya
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Shopping Lifestyle As A Moderating Variable Of The Influence Of Hedonic Shopping Value On Impulse Buying Sulistyo Budi Utomo; Rudy Irwansyah; Asriany; Dikky Mooy; Risca Kurnia Sari
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8557

Abstract

This study aims to analyze and test the role of Shoppng Lifestyle variables as moderating variables in strengthening or weakening the influence of Hedonic Shopping Value (HSV) on Impulsive Buying (IB). Impulsive buying is a consumer behavior phenomenon characterized by lack of planning, quick decisions, and strong emotional drives, which often have significant financial consequences, especially in the context of e-commerce and stimulation-rich retail environments. Previous research has confirmed that hedonic value, namely the aspects of pleasure, excitement, and fantasy obtained from the shopping process, is a strong predictor of impulsive tendencies . However, the magnitude of this influence is believed not to be universal, but rather depends on the individual context, one of which is the internalized consumption pattern, namely shopping lifestyle. This study adopts the StimulusOrganismResponse (S-O-R) framework, where HSV serves as an internal stimulus (O) that triggers an impulsive buying response (R), and this interaction is moderated by shopping lifestyle. This study employed a quantitative design with a survey of active online shoppers in Indonesia. The target population was individuals with moderate to high levels of hedonic consumption. The analytical technique used was Moderated Regression Analysis (MRA) to test the moderation hypothesis. It is hoped that the findings of this study will provide theoretical contributions by validating shopppng lifestyle as an important contextual variable in consumer behavior models and provide practical implications for retailers in designing marketing strategies that target consumers based on their lifestyle profiles.
Utilization Social Media for MSME Development Henky Hendrawan; Soni Suharmono; Sulistyo Budi Utomo; Sonny Santosa; Rini Novianti
KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 3 No. 4 (2023): Desember : Jurnal Pengabdian Masyarakat Nusantara
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/kreatif.v3i4.2259

Abstract

This research aims to explain the importance of socialization and social media utilization in the development of micro, small, and medium-sized enterprises (MSMS) in Sukabumi district. Social media has become a very effective tool in building customer relationships, marketing products, and increasing business visibility. However, there are still many MSMSs in Sukabumi district that have not exploited the potential of social media optimally. Through socialization, MSMS owners will be given a better understanding of social media and how to use it as an effective marketing tool. This socialization will involve training and enhancement of knowledge about relevant social media platforms, online marketing strategies, creating interesting content, as well as measurement and analysis of social media performance. It is expected that with the socialization of this social media utilization, the MSMS in Sukabumi district will be able to use social media better to promote their products and services, reach a wider audience, and increase their online presence. With increasing online presence, it is anticipated that there will be an increase in MSMS's turnover and overall growth in the Sukabomi district.
Program Pendampingan Bagi Koperasi Berkah Sejahterah Bersama Dalam Membangun Lingkungan Digital dan Sistem Pembukuan Berbasis Teknologi Utomo, Sulistyo Budi; Dewi, Mega Arisia; Sidharta, Yudi; Zulfikar, Mochammad Reza; Widiarma, In’am
Benefit: Journal of Bussiness, Economics, and Finance Vol. 3 No. 3 (2025): BENEFIT: Journal Of Business, Economics, and Finance
Publisher : Lembaga Penelitian Dan Publikasi Ilmiah (lppi) Yayasan Almahmudi Bin Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/benefit.v3i3.1549

Abstract

UMKM sangat berperan penting terhadap perekonomian nasional, oleh sebab itu banyak program-program pemerintah untuk kemasyarakatan misalnya meningkatkan minat kewirausahaan semenjak dini bagi kalangan pemuda. Koperasi Berkah Sejahterah Bersama beserta civitas akademika dari STIESIA Surabaya memfasilitasi untuk para UMKM memiliki kemampuan dalam menyusun Business Plan bagi para pelaku usaha untuk memulai dan mengembangkan usahanya. Business Plan seringkali dianggap rumit karena keterbatasan akses dan pengetahuan untuk memahami dan melaksanakannya. Kegiatan Pengabdian Kepada mansyarakat yang dilaksanakan bersama Dekopinda Surabaya yang melibatkan civitas akademika STIESIA Surabaya melaksanakan rangkaian peningkatan kapasitas wirausaha muda dengan menggagas pelatihan Business Plan sebagai langkah awal dari program tersebut. Kegiatan ini bertujuan untuk meningkatkan kemampuan pelaku UMKM dalam menyusun Business Plan yang efektif dan realistis. Kegiatan ini memungkinkan terjadinya pembelajaran aktif diantara para peserta, diskusi yang membangun, serta mampu melakukan simulasi dalam menyususn Business Plan, peserta diberikan kemampuan dasar dan teknis yang esensial, diantaranya kemampuan untuk menganalisa pasar, proyeksi keuangan, strategi pemasaran dan operasional. Hasil dari PKM ini menunjukkan bahwa peserta tidak hanya mengalami peningkatan atas pemahaman yang berarti terhadap usaha yang dijalankan, melainkan terbentuknya jejaring yang dapat mendukung usaha mereka serta mampu melihat peluang dan tantangan usaha, pengabdian ini terdapat kesamaan persepsi dalam penyusunan Business Plan yang lebih tetap sasaran dengan mendayagunakan melalui Koperasi untuk menjembatani pinjaman modal usaha, disamping itu juga bermitra dengan pihak luar yang kredibel dimasa yang akan datang. Kesimpulan pada kegiatan ini adalah pentingnya pelatihan pengetahuan praktis yang berkelanjutan bagi pemberdayaan UMKM dalam meningkatkan kapasitas dan sumber daya yang dimiliki
The Impact of Digital Content Quality and Short-Video Marketing on Brand Awareness and Engagement Rate among Fashion MSMEs in West Java Utomo, Sulistyo Budi; Andiani, Paramita; Nurhasanah, Dila Padila
West Science Social and Humanities Studies Vol. 4 No. 02 (2026): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v4i02.2650

Abstract

The rapid growth of social media platforms has transformed marketing strategies among fashion Micro, Small, and Medium Enterprises (MSMEs), particularly through the use of digital content and short-form video promotion. This study aims to examine the impact of digital content quality and short video marketing on brand awareness and engagement levels among fashion MSMEs in West Java. A quantitative research design was employed using survey data collected from 155 MSME owners and managers through a structured questionnaire measured on a Likert scale. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS 3). The results indicate that digital content quality has a positive and significant effect on brand awareness and engagement levels, while short video marketing significantly enhances both brand visibility and audience interaction. Brand awareness also demonstrates a significant positive influence on engagement and acts as a partial mediating variable between digital marketing strategies and engagement outcomes. These findings suggest that visually appealing and informative content combined with short video formats can strengthen brand positioning and improve customer interaction in digital environments. This study contributes to digital marketing literature by providing empirical evidence from the fashion MSME sector in West Java and offers practical insights for businesses seeking to optimize their social media strategies in competitive markets.
Co-Authors Abid Ramadhan Ainil Mardiah Alfiana , Alfiana Amin, Al- Andiani, Paramita Andri Ardhiyansyah Arif MarjukI Arvin Hardian Asriany Astuti, Enny Diah Aulia Kusuma Wardani Burhanuddin Burhanuddin Burhanuddin Burhanuddin Caka Gatot Priambodo Devi Yuliantina Dikky Mooy Donny Juliandri Prihadi Edi Susilo Eka Hendrayani Elizabeth Elizabeth Endang Sri Wahyuningsih, Endang Sri Errie Margery Erwina Kartika Devi Eva Andriani Eva Desembrianita Eva Yuniarti Utami Feliks Anggia Binsar Kristian Panjaitan Garcia Krisnando Nathanael Hamka Hamka Hamka Hamka, Hamka Hendra Hendra Hening Widi Oetomo Henky Hendrawan Heru Suprihhadi Heru Suprihhadi Heru Suprihhadi Heru Suprihhadi Hisnol Jamali I Wayan Adi Pratama Ilham Arief Ilham Ilham In'am Widiarma In'am Widiarma In'am Widiarma Indra Wijaya Iswahyu Pranawukir Jefri Putri Nugraha Judijanto, Loso Karnawi Kamar Kusumawardhani, Trisnawati LISTIANA SRI MULATSIH Listiana Sri Mulatsih Loso Judijanto Luckhy Natalia Anastasye Lotte Lusiah Lusiah M Toyib M. Imron Mas’ud M. Novan Saputra Mahmudin, Tono Mazzlida Mat Deli Mega Arisia Dewi Minggar Anggri Prihati Muh. Zakaria Muhammad Syafri, Muhammad Musran Munizu Nathanael, Garcia Krisnando Ngurah Pandji Mertha Agung Durya Nurhasanah, Dila Padila Nurhayaty, Ety Nusyirwan Nusyirwan Pramudi Harsono Pujowati, Yenik R. Yudi Sidharta Rachmadi Indrapraja Rahmat Aji Nur Yakin Rahula Hananuraga Ratnawati Ratnawati Rendro Laksmono Rendro Laksmono Reza Nurul Ichsan Rini Novianti Rudi Kurniawan Rudy Irwansyah Sari, Risca Kurnia Setiadi, Bekti SETIAWAN JODI, I WAYAN GEDE ANTOK Sherly Ernawaty Susanto Sidharta, R Yudi Sidharta, R. Yudi Sidharta, Yudi Soni Suharmono Sonny Santosa Suharmono, Soni Sumarwanto Suprihhadi, Heru Suriadi Syarif, Azmi Tarigan, Miska Irani Tribowo Rachmat Fauzan Tugas Tri Wahyono Utami, Eva Yuniarti Wahyono, Tugas Tri Wahyuningratna, Ratu Nadya Widiarma, Inam widiarma, In’am Widiastuti Furbani Widyananta, Antonius Satria Wijaya, Indra Wiryawan, Dedik Yanti Setianti Yenik Pujowati Zulfikar, Mochammad Reza