Garuda - Garba Rujukan Digital

Digital Transformation in Street Food Business in Malang: AI Application Training for Content Creation and Effective Promotion Strategies Yogatama, Ahmad Nizar; Sidi, Agus Purnomo; Anjaningrum, Widiya Dewi; Bukhori, Muhammad; Dura, Justita; Cahyaningtyas, Fadilla; Andriany, Lussia Mariesti; Hanif, Rifki
Jurnal Pengabdian Masyarakat Vol. 6 No. 1 (2025): Jurnal Pengabdian Masyarakat
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpm.v6i1.2299

Purpose: This study investigates the integration of Artificial Intelligence (AI) in digital marketing for street food businesses in Malang, focusing on training housewives to improve content creation and promotion strategies. The research aims to bridge the digital gap for small-scale food vendors by providing essential digital skills and AI tools. Method: The research employed a mixed-method approach, including pre-training assessments, online training sessions, and personalized mentoring. A total of 20 housewives running street food businesses participated in the training, which was conducted over three months. The AI tools used included Canva AI and Flair AI for photo editing, content creation, and social media optimization. Practical Applications: The study demonstrates how AI-driven tools can enhance social media engagement, brand visibility, and customer interaction for street food vendors. This initiative provides a model for empowering small business owners to leverage digital marketing tools effectively, contributing to their long-term success. Conclusion: The training resulted in significant improvements in participants' digital marketing capabilities, with increased confidence in using AI tools. The findings highlight the transformative potential of AI for MSMEs, particularly in enhancing the competitive edge of street food businesses in Malang.

Pengaruh Live Streaming dan Flash Sale Terhadap Impulsive Buying Dengan Trust Sebagai Variabel Intervening Pada TikTok Shop Fitria, Lailatul; Pradiani, Theresia; Hanif, Rifki
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 9 No 2 (2025): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v9i2.32017

The rise of social commerce such as TikTok Shop introduces live streaming and flash sale features that potentially trigger impulsive buying. This study aims to examine the effect of live streaming and flash sales on impulsive buying with trust as an intervening variable. A quantitative approach was employed by surveying 100 active TikTok Shop users who had made impulsive purchases within the past year. The sample was selected using purposive sampling, and data were collected through a Google Form questionnaire and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with SmartPLS 3.0. The results reveal that live streaming, flash sales, and trust significantly and positively affect impulsive buying. Furthermore, live streaming and flash sales significantly influence trust, while trust mediates the relationship between live streaming and flash sales with impulsive buying. These findings highlight the essential role of consumer trust in enhancing the impact of live streaming and flash sale strategies. This study offers practical implications for e-commerce managers to optimize interactive promotional strategies and build consumer trust to increase impulsive purchases.

The Influence of Product Quality, Religiosity, And Word of Mouth on Purchase Decisions Through Brand Trust: A Study of Dea Bakery in Malang Pangestu, Dimas; Pradiani, Theresia; Hanif, Rifki
Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) Vol. 4 No. 8 (2025): JETBIS : Journal of Economics, Technology and Business
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/jetbis.v4i8.195

In an increasingly competitive business environment, companies are required to retain customers and influence their purchasing decisions. This is especially relevant in the food and beverage industry, which faces intense market competition. For Dea Bakery, understanding the factors that influence consumer purchasing decisions is essential for formulating effective marketing strategies and fostering customer loyalty. This study aims to analyze the influence of product quality, religiosity, and word of mouth on purchase decisions, with brand trust serving as a mediating variable among Dea Bakery consumers in Malang City. The research employs a quantitative method using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The sampling technique used is purposive sampling, with criteria including respondents who have previously purchased Dea Bakery products. The final sample consists of 100 respondents, with data collected through the distribution of questionnaires. Data analysis includes validity and reliability testing, encompassing Measurement Model Evaluation (convergent validity, construct reliability using Composite Reliability [CR], and discriminant validity). The Structural Model Evaluation (Inner Model) involves R-Square (R²) testing, direct hypothesis testing (path coefficients and t-statistics), indirect hypothesis testing (mediation analysis), and significance testing via bootstrapping. The results indicate that: 1) Product quality, religiosity, and word of mouth each have a significant influence on brand trust; 2) Brand trust has a significant influence on purchase decisions; and 3) Product quality, religiosity, and word of mouth significantly influence purchase decisions through brand trust as a mediating variable.

The Influence of Product Quality, Religiosity, And Word of Mouth on Purchase Decisions Through Brand Trust: A Study of Dea Bakery in Malang Pangestu, Dimas; Pradiani, Theresia; Hanif, Rifki
Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) Vol. 4 No. 8 (2025): Jurnal Ekonomi, Teknologi dan Bisnis
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/jetbis.v4i8.195

In an increasingly competitive business environment, companies are required to retain customers and influence their purchasing decisions. This is especially relevant in the food and beverage industry, which faces intense market competition. For Dea Bakery, understanding the factors that influence consumer purchasing decisions is essential for formulating effective marketing strategies and fostering customer loyalty. This study aims to analyze the influence of product quality, religiosity, and word of mouth on purchase decisions, with brand trust serving as a mediating variable among Dea Bakery consumers in Malang City. The research employs a quantitative method using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The sampling technique used is purposive sampling, with criteria including respondents who have previously purchased Dea Bakery products. The final sample consists of 100 respondents, with data collected through the distribution of questionnaires. Data analysis includes validity and reliability testing, encompassing Measurement Model Evaluation (convergent validity, construct reliability using Composite Reliability [CR], and discriminant validity). The Structural Model Evaluation (Inner Model) involves R-Square (R²) testing, direct hypothesis testing (path coefficients and t-statistics), indirect hypothesis testing (mediation analysis), and significance testing via bootstrapping. The results indicate that: 1) Product quality, religiosity, and word of mouth each have a significant influence on brand trust; 2) Brand trust has a significant influence on purchase decisions; and 3) Product quality, religiosity, and word of mouth significantly influence purchase decisions through brand trust as a mediating variable.

Simple Bookkeeping Training at the Rembun Village Farmer Group, Dampit, Kabupaten Malang Yogatama, Ahmad Nizar; Hanif, Rifki; Sidi, Agus Purnomo; Anjaningrum, Widiya Dewi; Cahyaningtyas, Fadilla; Dura, Justita
Jurnal Pengabdian Masyarakat Vol. 5 No. 1 (2024): Jurnal Pengabdian Masyarakat
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpm.v5i1.2052

Purpose: The training activity entitled "Training on Simple Bookkeeping Preparation in Rembun Village Farmer Group" is an effort to provide basic understanding to Rembun Village farmer groups in managing their agricultural finances and bookkeeping more efficiently. Method: The training focuses on applying simple bookkeeping methods, which aim to help farmers record financial transactions, understand financial statements, and improve their financial management. Practical Applications: During the training, participants were taught the basic concepts of bookkeeping, cash management, recording agricultural transactions, using simple spreadsheets, and preparing financial statements. They are also introduced to mobile applications that can facilitate their bookkeeping process. The result of this training is expected to be an increase in the ability of farmer groups to manage their finances, optimize the use of resources, and produce more accurate financial reports. Conclusion: With this new understanding, Rembun Village farmer groups are expected to improve their operational efficiency and achieve sustainability in their agricultural business. This training is the first step in empowering the Rembun Village farmer group, with the hope that they can continue to improve their financial management and achieve greater success in agriculture.

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