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All Journal Jurnal Penyuluhan Jurnal Ilmu Sosial dan Humaniora DE JURE JDM (Jurnal Dinamika Manajemen) Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora Trikonomika: Jurnal Ekonomi Jurnal Pekommas JAM : Jurnal Aplikasi Manajemen Menara Riau: Jurnal Ilmu Pengetahuan dan Pengembangan Masyarakat Islam JPBM (Jurnal Pendidikan Bisnis dan Manajemen) JOIV : International Journal on Informatics Visualization Jurnal Ilmiah Peuradeun Asia-Pacific Management and Business Application Analitika : Jurnal Magister Psikologi UMA AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat LLT Journal: A Journal on Language and Language Teaching JWP (Jurnal Wacana Politik) Journal of Economic, Bussines and Accounting (COSTING) Jurnal Biologi Tropis IKRA-ITH Humaniora : Jurnal Sosial dan Humaniora Sebatik SEIKO : Journal of Management & Business CARADDE: Jurnal Pengabdian Kepada Masyarakat JURNAL PENDIDIKAN TAMBUSAI OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton Bantenese Jurnal Pengabdian Masyarakat Imajiner: Jurnal Matematika dan Pendidikan Matematika Jurnal Wacana Ekonomi JMECS (Journal of Measurements, Electronics, Communications, and Systems) International Journal of Communication and Society Al-Kharaj: Journal of Islamic Economic and Business Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Ilomata International Journal of Management Jurnal Kependidikan: Jurnal Hasil Penelitian dan Kajian Kepustakaan di Bidang Pendidikan, Pengajaran dan Pembelajaran SABBHATA YATRA : Jurnal Pariwisata dan Budaya Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Journal of English Language and Education Jurnal Abdimas Indonesia : Jurnal Abdimas Indonesia Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Golden Ratio of Marketing and Applied Psychology of Business Prosiding Konferensi Nasional PKM-CSR Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Golden Ratio of Mapping Idea and Literature Format Mauriduna : Journal of Islamic studies Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi BISMA (Bisnis dan Manajemen) Journal of Agri-Food Science and Technology (JAFoST) Journal of Governance, Taxation, and Auditing Padma: Jurnal Pengabdian Kepada Masyarakat Inkubis: Jurnal Ekonomi dan Bisnis eProceedings of Applied Science eProceedings of Management Madani: Multidisciplinary Scientific Journal Al-Zayn: Jurnal Ilmu Sosial & Hukum Engagement: Jurnal Pengabdian Kepada Masyarakat JGEN : Jurnal Pengabdian Kepada Masyarakat JER Jurnal Kawistara Prosiding Dedikasi: Pengabdian Mahasiswa Kepada Masyarakat JSES Jurnal Pendidikan Progresif
Astri Wulandari
Telkom University
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry 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 Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Transportation Other

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The Impact of Human Resource Innovation and Creativity on the Marketing Effectiveness of MSMEs in the Tourism Sector in Indonesia Astri Wulandari; Riska Aprilina; Bethani Suryawardani
Inkubis : Jurnal Ekonomi dan Bisnis Vol. 8 No. 1 (2026): INKUBIS Jurnal Ekonomi Dan Bisnis
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/inkubis.v8i1.203

Abstract

Background: The tourism sector is one of the mainstays of Indonesia's economy. Micro, small, and medium enterprises (MSMEs) dominate both income generation and employment in this sector, contributing significantly to regional development. However, most tourism MSMEs still adopt conventional marketing methods, thus reducing their competitiveness in an increasingly digital and dynamic market environment. Objective: This study examines the impact of human resource (HR) innovation and HR creativity on the marketing effectiveness of tourism MSMEs in Indonesia. Methods: A quantitative cross-sectional survey of 300 MSME owners and managers across major tourism destinations—Bali, Lombok, and Yogyakarta—was carried out. Data were collected through a structured survey questionnaire and analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. Results: HR Innovation (Mean = 4.09) and HR Creativity (Mean = 4.23) received high scores but showed no significant relationship with marketing effectiveness (r ≈ −0.03; p > 0.05; R² = 0.002), indicating a very weak predictive model. This finding contradicts previous studies that found positive innovation–performance relationships. Conclusion: HR innovation and HR creativity are not significant predictors of marketing effectiveness. Organizational leadership, culture, and technological support are the key structural and systemic factors. Theoretical Contributions: This study highlights the need for an integrated HR development approach and theoretically contributes by demonstrating that creative resources require systemic mechanisms to translate into measurable marketing outcomes.
Adolescents’ Perceptions of AI Chatbots as Interpersonal Communication Partners in Bandung Aurelius Pradipa Sean Aplhafiano; Astri Wulandari; Cut Anindita Pudianti; Jeniver Alleta Tigauw
Lingkar Studi Komunikasi (LISKI) Vol 12 No 1 (2026): FEBRUARI 2026
Publisher : Universitas Telkom

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/liski.v12i1.10909

Abstract

Artificial intelligence (AI) chatbots have increasingly become part of adolescents’ everyday communication practices. This research examines how adolescents in Bandung perceive interpersonal communication with AI chatbots and how these technologies are positioned beyond their functional role as digital tools. Using a qualitative phenomenological approach and purposive sampling, this study involved ten adolescents aged 18–23 years who actively use AI chatbots. Data were collected through in-depth interviews and analyzed using thematic analysis through coding and categorization processes. The findings reveal that adolescents perceive AI chatbots not only as information providers, but also as personal assistants, discussion partners, and emotionally comfortable communication spaces. The speed, flexibility, and non-judgmental nature of AI chatbots responses encourage users to engage in repeated interactions for academic, personal, and daily-life purposes. However, participants also expressed concerns regarding privacy, dependency, and the artificial nature of chatbot empathy. The novelty of this research lies in its exploration of AI chatbots as perceived interpersonal communication partners among adolescents. The study contributes to contemporary communication studies by showing how AI-mediated interaction reshapes communication patterns, openness, and perceptions of social comfort in digital society.
MARKETING COMMUNICATION STRATEGIES IN DEVELOPMENT BRAND IMAGE OF THE PERSIB BANDUNG CLUB Elsa Rina Permatasari; Astri Wulandari
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 10 No 1 (2025): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Universitas Pasundan

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

Abstract

Dalam sepak bola, hal-hal yang harus dilakukan untuk menjadi sebuah klub profesional tidak hanya dengan menunjukkan skill para pemainnya yang apik di dalam lapangan semata, namun juga harus berusaha menunjukkan citra yang baik dari klub tersebut kepada para penggemar sepakbola. Dalam sepakbola, membangun sebuah brand merupakan salah satu hal yang penting dilakukan demi mencapai pertumbuhan yang baik di masa depan dan keberhasilan jangka panjang yang bertahan lama. Brand yang sukses sering kali  menempati posisi unik di benak konsumen. Untuk menciptakan keunikan dari brand maka suatu perusahaan perlu membangun sebuah brand image (citra merek). Dengan brand image yang positif maka penawaran nilai perusahaan menjadi lebih beremosi dan menarik bagi konsumen maupun pemangku kepentingan lainnya. Penelitian ini juga bertujuan untuk mengetahui strategi komunikasi yang layak digunakan dalam mempromosikan Persib Bandung. Penelitian menggunakan metode kuantitatif dengan jumlah responden sebanyak 100 orang. Sampel yang diambil merupakan seluruh supporter Persib Bandung. Teknik pengambilan sampel menggunakan nonprobability Sampling. Hasil penelitian mendapatkan hasil sebesar 75% dengan kategori baik pada masing-masing dimensi variabel yang telah diteliti.
Strategic Decision-Making Agility and Organizational Resilience During Economic Uncertainty: Evidence from a Quantitative Corporate Survey Sanco Simanullang; Leni Cahyani; Yeyen Subandi; Ratna Rintaningrum; Astri Wulandari
Ilomata International Journal of Management Vol. 7 No. 3 (2026): July 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i3.2351

Abstract

This study investigates the role of strategic decision-making agility in enhancing organizational resilience under conditions of economic uncertainty. Although prior studies have examined strategic agility and organizational performance, limited empirical research has explored the internal mechanisms linking strategic decision-making agility, dynamic capabilities, and organizational resilience in developing-country contexts. This study addresses that gap by examining the mediating role of dynamic capabilities and the moderating role of digital readiness. A quantitative approach was employed using survey data collected from 250 managers working in manufacturing, logistics, and service companies. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that strategic decision-making agility positively affects organizational resilience and significantly strengthens dynamic capabilities. Dynamic capabilities were also found to positively influence organizational resilience and partially mediate the relationship between strategic decision-making agility and organizational resilience. In addition, digital readiness significantly moderates the relationship between strategic decision-making agility and organizational resilience, indicating that organizations with stronger technological preparedness are better able to translate agile decision-making into resilience outcomes. This study contributes to strategic management literature by integrating strategic decision-making agility, dynamic capabilities, digital readiness, and organizational resilience into a single empirical framework within a developing-country context. The findings suggest that organizational resilience during periods of economic uncertainty depends not only on rapid and adaptive decision-making, but also on the organization’s capability development and technological preparedness.
Digital Content Implementation as a Transformation of Digital Marketing Strategy for Computer Service MSMEs: A Community Service Program for Alify MSME in Pananjung Village, Pangandaran, West Java Astri Wulandari; Riska Aprilina
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 3 (2026): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i3.2502

Abstract

Digital technology has transformed MSME marketing, yet many Indonesian micro-enterprises still rely on conventional promotion. This Community Service Program implemented digital content creation to strengthen Alify MSME’s marketing strategy in Pananjung Village, Pangandaran, using an Appropriate Technology approach integrated with Participatory Action Research. Activities included a pre-survey of 30 customers, needs assessment, content design, practical training, mentoring, and post-evaluation. The validated instrument measured digital brand awareness, content quality, promotional affordability, and customer interaction satisfaction. The average score increased from 1.87 to 4.12, with a 120.3% improvement, an N-Gain of 0.75, and significant paired t-test results across all dimensions. Alify also independently managed two social media accounts, gained 127 followers, achieved 4.8% engagement, and produced a practical digital marketing guide sustainably.
PELATIHAN DAN PENDAMPINGAN IMPLEMENTASI CANVA DI DESA BATUKARUT, KECAMATAN ARJASARI, KABUPATEN BANDUNG Riska Aprilina; Astri Wulandari; Bethani Suryawardani
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 6, No 4 (2026): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v6i4.2347

Abstract

The advancement of the digital era can drive improved business performance, such as through the use of digital tools and also platforms. Batukarut Village, located in Bandung Regency, boasts a wealth of potential. Community service activities were conducted to optimize the potential of existing MSMEs. Observations and interviews were conducted to identify training and mentoring needs in Batukarut Village. The materials and training covered Canva implementation, from creating account and use of various design features to uploading content to social media to optimize content and promotion. ABSTRAKPerkembangan era digital dapat mendorong peningkatan performansi usaha seperti pemanfaatan tools dan platform digital. Desa Batukarut merupakan salah satu desa yang terletak di Kabupaten Bandung, dengan berbagai potensi yang dimiliki. Kegiatan pengabdian masyarakat dilakukan guna mengoptimalkan potensi UMKM yang ada. Tahapan observasi hingga wawancara dilakukan guna mengetahui kebutuhan kegiatan pelatihan dan pendampingan di Desa Batukarut. Penyampaian materi dan pelatihan terkait dengan implementasi Canva mulai dari pembuatan akun, penggunaan berbagai fitur desain di Canva, hingga tahapan upload konten di sosial media guna optimalisasi konten dan strategi promosi.
PENGUATAN IDENTITAS KAMPUNG ADAT MELALUI EKSPLORASI NILAI LOKAL UNTUK PEMBERDAYAAN KOMUNITAS PARIWISATA DI KAMPUNG ADAT MIDUANA CIANJUR Adi Bayu Mahadian; Zalfa Qathrunnada; Yoka Prdana; Astri Wulandari; Astaria Eka Santi
BANTENESE : JURNAL PENGABDIAN MASYARAKAT Vol. 8 No. 1 (2026): Bantenese: Jurnal Pengabdian Masyarakat
Publisher : Pusat Studi Sosial dan Pengabdian Masyarakat Fisipkum Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/kh3cp571

Abstract

Program pengabdian ini dilaksanakan di Kampung Adat Miduana, Cianjur, sebuah komunitas tradisional yang masih menjaga kearifan lokal namun mulai menghadapi peningkatan minat wisata budaya. Tujuan kegiatan adalah memperkuat kapasitas komunikasi masyarakat—khususnya kemampuan storytelling digital—agar potensi budaya dapat dipromosikan secara berkelanjutan dan berbasis komunitas. Pendekatan yang digunakan bersifat partisipatif, dengan pengumpulan data melalui observasi, wawancara mendalam, dan FGD bersama tokoh adat, pemuda, serta pengelola wisata. Hasil menunjukkan bahwa persoalan utama bukan terletak pada keterbatasan potensi, melainkan pada kapasitas pengelolaan: ketiadaan aturan tertulis, kelembagaan yang lemah, promosi digital yang terbatas, serta administrasi kunjungan yang masih manual. Analisis menegaskan pentingnya komunikasi partisipatif, peran opinion leader, proses difusi inovasi, dan sensemaking kolektif dalam membangun kesepahaman dan komitmen warga. Program menghasilkan beberapa langkah strategis, antara lain penyusunan SOP wisata, pengembangan paket wisata tematik, penataan media sosial, digitalisasi registrasi, serta penguatan organisasi pengelola. Intervensi ini menjembatani pelestarian budaya dengan pengelolaan destinasi modern tanpa mengabaikan nilai kesakralan. Secara keseluruhan, penguatan kapasitas komunikasi dan storytelling digital terbukti krusial dalam membangun tata kelola wisata berbasis komunitas yang inklusif, etis, dan berkelanjutan
Analysis of the Influence of the Utilization of Augmented Reality Technology on IKEA Planner on Purchase Decisions through the Technology Acceptance Model (TAM) Approach Della Rahman Ramadhani; Astri Wulandari; Rahmat Hidayat
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countrie
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.11954

Abstract

The development of digital technology has encouraged companies to present innovations that are able to improve the consumer experience in the purchasing decision-making process. One of the innovations that is growing is the use of Augmented Reality (AR) technology through IKEA Planner, which allows consumers to visualize the placement of furniture products virtually before making a purchase. This research seeks to explore the influence of the use of Augmented Reality technology in IKEA Planner on consumer purchase decisions using the Technology Acceptance Model (TAM) approach. The variables analyzed included Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, Behavioral Intention to Use, and Purchase Decision. The study used a quantitative approach with a survey method of IKEA Planner users who met the research criteria. Data was collected through questionnaire dissemination and analyzed using statistical analysis techniques to test the relationship between variables according to the research model. The results show that the use of Augmented Reality technology through IKEA Planner has a positive influence on purchasing decisions. The perception of usability, the perception of ease of use, attitude towards use, and the intention to use technology contribute to increasing consumer confidence in the purchase decision-making process. The findings of this study show that the application of Augmented Reality technology not only improves the digital shopping experience, but also becomes a marketing strategy that is able to strengthen consumer trust and support increased purchasing decisions. This research is expected to be a reference for companies in developing technology-based digital marketing strategies that are oriented towards improving consumer experience and behavior.
Co-Authors Abdurrahman Rahim Thaha Adhelia, Shafira Adi Bayu Mahadian Adithya, Donny Agus Rahayu Agus Rahayu Ahmad Jupri Al Gifran Sutardi Ali Nina Liche Seniati Aliansyah, Riko Alif, Wening Nur Habibah Alifia Salsabila Alila Pramiyanti Alpito, Muhammad Andrieta Shintia Dewi Apriadi, Rhandy Asmi Aprillianti, Linda Arfah , Azka Awliya Ariani, Nurul Elda Arie Hendra Saputro Astaria Eka Santi Astaria Eka Santi Ati Mustikasari Aurelius Pradipa Sean Aplhafiano Azhari, Dinda Aulya Baharta, Edwin Baiq Armellya Maharani Yuriawan Barus, Nabila Qhassy Br Bethani Suryawardani Bijaksana Prabawa Bilqis Rizki Vinaya Bimantio, Mohammad Prasanto Catur Nugroho Chairunnisa Widya Priastuty Clara Novita Anggraini Cut Anindita Pudianti Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Deddy Mulyana Dedy Rahman Wijaya Della Rahman Ramadhani Dendi Gusnadi Diko, M. Attila Ibest Moeslim J. Donni Junipriansa Dzaky Aly Ramdhani Edwin Rizal Efriani Efriani Elsa Rina Permatasari Elvi Berta Debora Fachry Abda El Rahman Fairuzanardi SA, Fidela Faisa Fanni Husnul Hanifa Faras , Abu Fat’hah Noor Prawita Fat’hah Noor Prawita Faudziah, Totum Aurora Fazri, Irfan Moch Febrianti, Rianda Gandeva Bayu Satrya Ganjar Mohamad Disastra Hasanah Putri Hendrawan, I Gede Donny Heny Hendrayati Hilman Ahyadi Huda, Muhammad Chairul Husnida, Windy Annisa Husnul Hanifa, Fanni Ida Bagus Banyuro Partha Irfan Moch Fazri Isrowati, Isrowati Jasmine Alya Pramesthi Jeniver Alleta Tigauw Kesha Batricia Khairul Amri Khairunnisa, Dinda Puspita Leni Cahyani Lestari, Bening Sagita Lilik Ariyanto Lubis, Ocha Shafiqah Putri Lukito, Wahyu Madany, Lalu Riffadh Makarim, M. Dhafin Marcelino, Dandy Mochamad Yudha Febrianta Muna, Fatimath Nabil, Aisya Sucy Nabila, Yasmin Nachwan Mufti Adriansyah Nastain, M. Nastain, Muhamad Novita Sari Nur Al Huda Ma’rifatullah Nursyirwan , Vivi Iswanti Ouda Teda Ena Panjaitan, Maria Yunita Tianar Br Permana, Axel Adam Pratama, Raihan Devi Prawita, Fat’hah Noor Purwanti Hadisiwi Puspitaloka, Damar Wulan Puspitasari, Danya Putri Putri Fatoni, Salwa Berliana Putri, Baiq Ega Zulqaidah R, Ariyanto Rabani, M. Restu Rahmadi Wijaya Rahmat Hidayat Rahmat Hidayat Rahmatullah, Dimas Rizky Raihana, Raihana Randi, Muhammad Sinar Ratna Rintaningrum Regina Dwi Putri Lestari, Elsy Riska Aprilina Riska Aprilina Riza Taufiq Rizki Yantami Arumsari Rosmiati, Mia Ruth Mei Ulina Malau Sagita, Baiq Vira Emaliyana Salsabiila, S. Sampurno Wibowo Sanco Simanullang Sari, Lusi Nurlaila Sastika , Widya Simamora, Lira Zufika Siska Komala Sari Sri Widaningsih, Sri Subandi, Yeyen Sugondo Hadiyoso Sunanta, Uswatun Khasanah Suryana Heryawan Achmad Suryana Suryana Suryatiningsih Susanto, Ragil Prasetyo Sutrisno Sutrisno Syahduhan, Aan SYAHPUTRA, HERU Tarandhika Tantra Telaumbanua, Ordinet Thaher, Abi Rizky Uzma, Saadatul Vany Octaviany Vinsensius Sigit Widhi Prabowo Wardati, Rifka Uzma Widhyasetyanti, Ghaisani Widya Sastika Wijdan, Ifad Yoka Pradana Yoka Prdana Yuniar Yuniar Zahid Ilyas, Muhammad Daffa Zalfa Qathrunnada Zalfa Qathrunnada Zoehirfan, Muhammad Farel