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All Journal Jurnal Ilmiah Mahasiswa FEB JEM17: Jurnal Ekonomi Manajemen JURNAL PENDIDIKAN TAMBUSAI Jurnal Pengabdian Kepada Masyarakat MEMBANGUN NEGERI JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi MANAJEMEN DEWANTARA Management Studies and Entrepreneurship Journal (MSEJ) Bubungan Tinggi: Jurnal Pengabdian Masyarakat Jurnal Scientia ARSY : Jurnal Aplikasi Riset kepada Masyarakat Manajemen dan Kewirausahaan Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) RISK : Jurnal Riset Bisnis dan Ekonomi Jurnal Pengabdian Masyarakat Manage
Wahyu Dede Gustiawan
Universitas Kadiri
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Mathematics Social Sciences Other

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Pelatihan Mengatur Tampilan Toko Di Akun Tokopedia Pada Kelompok Dasawisma RT04/RW04 Rejomulyo Kota Kediri Wahyu dede gustiawan; Andy Chandra Pramana
ARSY : Jurnal Aplikasi Riset kepada Masyarakat Vol. 5 No. 1 (2024): ARSY : Jurnal Aplikasi Riset kepada Masyarakat
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/arsy.v5i1.849

Abstract

UMKM yang ada di Kota kediri bukan hanya tahu saja, namun sekarang ini banyak variasi UMKM berkembangan di desa-desa yang ada di Kota Kediri, kelompok dasawisma desa Rejomulyo memiliki beberapa jenis UMKM yang bergerak pada industry makanan dan minuman, permasalahan dihadapi ketika para pelaku belum memahami pentingnya memperbaiki tampilan toko di akun Tokopedia mereka untuk menarik minat konsumen, selain itu mitra juga belum mengetahui cara mengubah tampilan toko di akun Tokopedia masing-masing. Pengabdian ini dilakukan dengan metode pelaksanaan langsung turun kelapangan atau mitra, dengan memberikan pretest dan posttest kepada peserta untuk mengukur pemahaman mereka terkait pentingnya tampilan toko di Tokopedia dan cara mengeditnya, dari hasil pelaksanaan pengabdian, diperoleh adanya peningkatan pemahaman dari peserta, namun diperlukan pendampingan secara berkala agar dapat maksimal hasilnya.
Analysis of MSME Digital Marketing Strategy "kripik.t_mpe” on Instagram Wahyu Dede Gustiawan; Budi Rahayu
Manajemen dan Kewirausahaan Vol. 5 No. 1 (2024): Manajemen & Kewirausahaan
Publisher : Manajemen FEB Unima

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

Abstract

This research discusses digital marketing carried out by Kripik.t_mpe MSMEs located in Kediri, East Java, considering the importance of using online marketing media today, cannot be maximized by MSME actors. How to create the right and quality content is rarely noticed by business owners so that the impact has not been felt optimally either. This study used qualitative research methods. with researchers interviewing MSME owners directly, using data analysis methods by collecting data, reducing and concluding data. The result of this study is that MSMEs Kripik.t_mpe have run several ways to make their marketing content quality such as relevance, creativity, visual quality, storytelling, interaction, consistency, and authenticity. Although in some ways such as improving visual quality and consistency has not been carried out properly.
Service Quality and Promotion on The Customer Satisfaction CAFÉ AWOR Jannah, Della Qoyimatul; Putra, Yudiarto Perdana; Gustiawan, Wahyu Dede
JEM17: Jurnal Ekonomi Manajemen Vol 9 No 1 (2024)
Publisher : Fakultas Ekonomi dan Bisnis, Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jem17.v9i1.10946

Abstract

The rapid advancement of global business has impacted the coffee shop industry in Indonesia, including Awor Coffee, which has experienced rapid growth. The primary objective of this study is to thoroughly explore and dissect the influence of advanced service quality and promotional strategies on customer satisfaction levels at Café Awor. This research utilizes a quantitative research method. The sample for this study consists of customers who have engaged in transactions at Café Awor in the City of Kediri, with an unspecified population size and an advanced sample size of 100 individual. The sampling method utilized in this study is purposive sampling. The data analysis technique applied in this research is advanced multiple linear regression. Data manipulation in this study utilizes SPSS 23.. The outcomes of the t-test reveal that the service quality variable (X1) with a probability value of 0.00 < 0.05 implies that service quality significantly influences customer satisfaction on a partial level. The promotional factor (X2) with a probability value of 0.00 < 0.05 indicates that promotion exerts a substantial partial influence on customer satisfaction. The concurrent examination findings, indicating an F-value of 98.664 > F-table 3.09 (98.664 > 3.09), demonstrate a significant result. The F-test outcome displays a significance value of 0.000, falling below α 0.05 (0.000 < 0.05). Consequently, the null hypothesis (H0) is dismissed while the alternative hypothesis (Ha) is upheld, denoting a noteworthy concurrent influence of service quality (X1) and promotion (X2) on customer satisfaction (Y) at Café Awor located in Kediri City. Keywords : service quality, promotion, customer satisfaction
Understanding Consumer Decisions: Factors Influencing Men's Choice of Premium Barbershops in Kediri City" Gustiawan, Wahyu Dede; Sudarmiatin, Sudarmiatin; Rahayu, Wening Patmi
RISK : Jurnal Riset Bisnis dan Ekonomi Vol. 5 No. 2 (2024): Volume 05 Nomor 02 Tahun 2024
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/risk.v5i2.6271

Abstract

The premium barbershop industry in Indonesia continues to grow in line with the increasing consumer awareness of the modern lifestyle that prioritizes quality and aesthetics. This study aims to analyze the factors that affect male consumers with middle to upper income in choosing premium barbershop services in Kediri City. The study uses a qualitative approach with an in-depth interview method with seven respondents who have a monthly income between Rp5 million to Rp7 million. The results show that consumer decisions are influenced by five main factors: service quality, venue atmosphere, price as a status symbol, and social validation through social media. Income and also lifestyle. Service quality, particularly reliability and empathy, plays a key role in building customer satisfaction. In addition, the atmosphere of the place is attractive and comfortable, as well as the perception of prices that reflect quality, encouraging consumers to choose premium services. Social media is also an important element in shaping positive consumer perceptions through visual content and customer reviews. The research's contributions include strengthening SERVQUAL's theory and customer experience in the context of local services, as well as providing practical recommendations for premium barbershop businesses to improve their services and marketing strategies. This research is expected to be the basis for further studies on consumer behavior in the premium service sector.
Akselerasi Transformasi Digital UMKM melalui Pelatihan Tokopedia di Desa Purwokerto Ngadiluwih Kabupaten Kediri Wahyu Dede Gustiawan; Ria Lestari P
ARSY : Jurnal Aplikasi Riset kepada Masyarakat Vol. 6 No. 1 (2025): ARSY : Jurnal Aplikasi Riset kepada Masyarakat
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/arsy.v6i1.1273

Abstract

Program pengabdian masyarakat ini bertujuan meningkatkan kapasitas pelaku usaha industri rumah tangga di Desa Purwokerto Ngadiluwih melalui sosialisasi e-commerce dan pelatihan teknis pembuatan akun toko di Tokopedia. Latar belakang kegiatan didasari fakta bahwa 85% pelaku usaha belum memahami pemanfaatan platform digital, sementara 92% di antaranya tidak memiliki akun toko online, sehingga menghambat perluasan pasar. Metode pelaksanaan melibatkan tiga tahap: (1) persiapan (koordinasi dengan mitra dan penyusunan modul berbasis bahasa lokal), (2) implementasi (sosialisasi konseptual, workshop praktik langsung, dan pendampingan via WhatsApp), serta (3) evaluasi (pre-test/post-test dan monitoring bulanan). Hasilnya menunjukkan 91% peserta (32 dari 35 anggota UMKM) berhasil mengoperasikan toko Tokopedia dengan peningkatan omset rata-rata 200% (dari Rp400.000 menjadi Rp1.200.000/bulan) dan perluasan jangkauan pasar hingga 12 kabupaten. Dampak sosial mencakup peningkatan kolaborasi antaranggota industri rumah tangga (75% aktif berbagi strategi pemasaran) dan terbentuknya koperasi digital untuk efisiensi distribusi. Keberhasilan program ini didukung pendekatan andragogi dan experiential learning, serta penggunaan modul visual berbahasa Jawa yang adaptif. Evaluasi keberlanjutan pada bulan ke-3 menunjukkan 73% peserta tetap aktif dengan penambahan produk baru, sementara replikasi program di dua desa tetangga membuktikan model ini efektif untuk wilayah pedesaan. Implikasi teoretis program memperkaya konsep pemberdayaan masyarakat berbasis digital, sedangkan rekomendasi praktis mencakup integrasi kurikulum e-commerce dalam program UMKM nasional dan penyediaan infrastruktur internet berkecepatan tinggi. Program ini menjadi bukti bahwa transformasi digital dapat diakselerasi melalui pendampingan terstruktur yang memadukan aspek teknis dan sosio-kultural.
Analysing AIDA Model Implementation On Instagram: A Case Study Of Smes In The Service Sector In Enhancing Consumer Purchase Decisions Wahyu Dede Gustiawan; Budi Rahayu; Nindi Vaulia Puspita; Priyo Priyantoro; Priyo Prasetyo
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 2 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i2.7418

Abstract

This study aims to analyse the Instagram content strategy of Defaros Barbershop in Kediri City using the AIDA model (Attention, Interest, Desire, Action) to enhance consumer purchasing decisions. The research background is rooted in the importance of social media optimisation for SMEs in the digital era, where 71% of Indonesian businesses use Instagram, but only 30% utilise it effectively. A qualitative case study design was employed, including content analysis of 60 Instagram posts (January 2022–December 2023), interviews with account managers, and AIDA-based thematic coding. Results revealed that Defaros Barbershop successfully captured attention through aesthetic visuals (78% of posts), retained interest with educational content (40% of posts), and built desire via visual testimonials (30% of posts). However, FOMO-based promotions were only executed 4 times/year, and Instagram Shopping integration was suboptimal. The action stage was supported by clear CTAs (85% of captions) and an average DM response time of 15 minutes. The study concludes by emphasising the need to improve geolocation hashtags, interactive features (polls/Q&A), and promotion frequency to boost conversions. These findings serve as a practical guide for service-orientated SMEs to optimise Instagram with a structured and low-cost approach.
Cultural Heritage as a Branding Strategy: How Malang’s SMEs Leverage Local Identity for Authentic Marketing Gustiawan, Wahyu Dede; Sudarmiatin
RISK : Jurnal Riset Bisnis dan Ekonomi Vol. 6 No. 1 (2025): Mei 2025
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/risk.v6i1.6352

Abstract

This study examines the strategy of using cultural heritage as a branding tool by MSMEs in Malang, with a focus on building brand authenticity through the integration of local identity. The qualitative method of case studies was applied to 7 MSMEs in the batik, culinary, and handicraft sectors that actively raised cultural elements such as Malangan batik motifs meaning Majapahit history, the narrative of Malang's meatball philosophy, and the cultural destination of the Jodipan Colorful Village. The findings revealed that MSMEs have succeeded in increasing the perception of brand authenticity by 35-40% through: (1) collaboration with local communities in validating historical narratives, (2) incorporation of tangible cultural symbols (product design) and intangible (folklore), and (3) limited adaptation of digital technologies such as augmented reality (AR) and micro-influencer content. However, the main challenge lies in the dichotomy between the depth of cultural narratives and the algorithmic demands of digital platforms—viral content on TikTok conveys only 12-18% of key cultural information, well below 58% of website content. This research introduces a layered storytelling model as a solution, where cultural narratives are spread in stages from concise content on social media to in-depth articles on specialized platforms. Policy implications include recommendations for Cultural Authenticity Label certification by local governments and AR/VR technology subsidy schemes for MSMEs. 
The Role of Leadership and Organizational Culture in Driving Digital Transformation in indonesia SMEs: A Systematic Literature Review Gustiawan, Wahyu Dede; Pramana, Andy Chandra; Widyaningrum, Santi; Hermawan, Agus; Handayati, Puji
RISK : Jurnal Riset Bisnis dan Ekonomi Vol. 6 No. 1 (2025): Mei 2025
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/risk.v6i1.6354

Abstract

Digital transformation has become a strategic imperative for small and medium-sized enterprises (SMEs), especially in emerging economies like Indonesia. While much attention has been placed on technology adoption, the internal organizational factors—particularly leadership and culture—remain insufficiently examined, despite their critical role in shaping digital readiness and sustainability. This study aims to systematically investigate how transformational leadership and organizational culture interact to influence digital transformation in Indonesian SMEs. It also explores how dynamic capabilities and contextual conditions contribute to digital maturity and resilience. A systematic literature review (SLR) was conducted based on 48 peer-reviewed articles published between 2018 and 2023 in Scopus Q1/Q2 journals. The articles were selected using keyword combinations related to “digital transformation,” “leadership,” “organizational culture,” “dynamic capability,” “TOE Framework,” “SMEs,” and “Indonesia.” Thematic content analysis was used to extract and synthesize core themes. Four dominant themes emerged: (1) transformational leadership enables digital vision, motivation, and adaptive change; (2) adaptive organizational cultures support innovation and reduce resistance; (3) dynamic capabilities—sensing, seizing, transforming—act as strategic mechanisms; and (4) the Technology–Organization–Environment (TOE) framework provides a useful structure for assessing digital readiness. These factors are interdependent and collectively shape the success of SME digital transformation. The study integrates multiple theoretical perspectives—Transformational Leadership Theory, Organizational Culture Theory, Dynamic Capabilities Theory, and the TOE framework—into a comprehensive model of SME digital transformation. It offers practical guidance for leaders and policymakers to design more holistic and context-sensitive digital strategies that extend beyond mere technology adoption
Teknik Dasar Pemasaran Untuk Meningkatkan Daya Tarik Produk Lokal Pada Pedagang PKL Di Simpang Lima Gumul Laely, Nur; Wahyu Dede Gustiawan; Bothy Dewandaru; Eunike Sintia; Nurul Fitri
Jurnal Pengabdian Masyarakat Manage Vol. 6 No. 1 (2025): Februari
Publisher : Universitas Muhammadiyah Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32528/manage.v6i1.2641

Abstract

Para pedagang juga diajarkan tentang pentingnya pelayanan pelanggan yang baik, yang dapat menciptakan pengalaman positif bagi konsumen dan meningkatkan loyalitas pelanggan. Teknik-teknik praktis seperti komunikasi yang efektif dan penanganan keluhan pelanggan diintegrasikan dalam sesi pelatihan untuk memberikan keterampilan yang lebih holistik. Hasil dari pengabdian masyarakat ini menunjukkan adanya peningkatan signifikan dalam pemahaman dan keterampilan para pedagang. Banyak peserta melaporkan perubahan dalam strategi pemasaran mereka setelah mengikuti pelatihan. Misalnya, mereka mulai menggunakan media sosial untuk mempromosikan produk dan menarik pelanggan baru, serta mengimplementasikan teknik branding yang lebih menarik. Evaluasi yang dilakukan setelah pelatihan menunjukkan adanya peningkatan jumlah pelanggan dan penjualan produk, yang menjadi indikator keberhasilan dari kegiatan ini. Beberapa pedagang juga melaporkan bahwa mereka merasa lebih percaya diri dalam menghadapi konsumen dan bersaing di pasar
PENGARUH PERSEPSI HARGA DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK BUNDLING DI TIKTOK SHOP PADA GEN Z DI JAWA TIMUR Dagayu, Riris Devania; Satriyono, Gandung; Gustiawan, Wahyu Dede
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5812

Abstract

Studi ini bertujuan untuk mengidentifikasi pengaruh antara persepsi harga dan electronic word of mouth (e-WOM) dalam memengaruhi keputusan pembelian Gen Z Wilayah Jawa Timur. Penelitian ini dikategorikan sebagai penelitian kuantitatif dengan populasi yang mencakup individu yang lahir pada tahun 1997-2012 (gen Z) di Jawa Timur, yang datanya dikumpulkan dengan metode non-probability sampling untuk mengambil responden yang berjumlah 100 orang melalui kuesioner/survey. Data yang telah terkumpul dianalisis dengan metode uji asumsi klasik, analisis regresi linier berganda, dan uji hipotesis. Temuan dalam penelitian membuktikan bahwa dari hasil uji parsial persepsi harga tidak berpengaruh signifikan terhadap keputusan pembelian produk bundling (sig. 0,262 > 0,05; t=1,127). Koefisien negatif juga mengindikasikan harga bukan faktor penentu utama dalam pembelian produk bundling di TikTok Shop bagi konsumen Jawa Timur, melainkan lebih dipengaruhi faktor lain seperti rekomendasi sosial. Sementara dari hasil uji secara simultan, persepsi harga dan e-WOM diketahui memiliki dampak signifikan terhadap keputusan pembelian produk bundling, yang mengindikasikan bahwa kedua variabel secara bersama-sama mampu menjabarkan perubahan dari perilaku konsumen. Namun, secara parsial, persepsi harga tidak berpengaruh secara signifikan (sig. 0,262 > 0,05) dengan koefisien negatif, menunjukkan jika harga bukanlah faktor utama penentu keputusan pembelian.
Co-Authors Agus Hermawan Ajeng Rahayuningtyas Andy Chandra Pramana Bothy Dewandaru Budi Heryanto Budi Rahayu Budi Rahayu Budi Rahayu, Budi Dagayu, Riris Devania Dandy Yuliansyah Eka Putri Ani Enni Sustiyatik Eunike Sintia Gandung Satriyono, Gandung Jannah, Della Qoyimatul Kristianingsih, yuyun Laely, Nur Marina Dwi Astuti Muhammad Dian Ruhamak Nindi Vaulia Puspita Novi Choirul Nisa Nurul Fitri Prasetyo, Priyo Priyo Priyantoro Puji Handayati Ria Lestari P Ria Lestari Pangastuti Rukmini, Meme Sudarmiatin Suharyati Suharyati Syachnaz Putri Sagita Lestari Tantra, Pavel Yuda Taufiq Ismail Taufiq Ismail Untung Susilo Wening Patmi Rahayu Widyaningrum, Santi Yudiarto Perdana Putra, Yudiarto Perdana