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All Journal Jurnal Dinamika Pengabdian (JDP) JOURNAL OF INFORMATICS AND TELECOMMUNICATION ENGINEERING Jurnal Pengelolaan Perikanan Tropis (Journal Of Tropical Fisheries Management) Journal TEPAT: Teknologi Terapan untuk Pengabdian Masyarakat Jambura Journal of Electrical and Electronics Engineering J-SEA (Journal Socio Economic Agricultural) Sinergitas Multidisiplin Ilmu Pengetahuan dan Teknologi (SMIPT) Community Development Journal: Jurnal Pengabdian Masyarakat East Asian Journal of Multidisciplinary Research (EAJMR) Jurnal Agribis JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian Jurnal Saintifik National Multidisciplinary Sciences International Journal of Business and Quality Research International Journal of Economics, Business and Innovation Research Jurnal Ilmiah Pertanian dan Peternakan
Irninthya Nanda Pratami Irwan
Universitas Muhammadiyah Parepare
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Pengaruh Strategi Pemasaran Konten Media Sosial Dan E-WoM(Electronic Word Of Mouth) Terhadap Keputusan Pembelian Generasi Z (Studi Kasus Bebs Cake Di Kota Parepare) Alfira, Alfira; Nurhapsa, Nurhapsa; Pratami Irwan , Irninthya Nanda
National Multidisciplinary Sciences Vol. 4 No. 5 (2025): Proceeding SEMARTANI 4
Publisher : Universitas Muhammadiyah Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32528/nms.v4i5.801

Abstract

Alfira (221170005). Pengaruh Strategi Pemasaran Konten Media Sosial dan E-WoM(Electronic Word Of mouth) Terhadap Keputusan Pembelian Generasi Z (Studi Kasus Bebs Cake Di Kota Parepare. Dibawah Bimbingan Nurhapsa dan Irninthya Nanda Pratami Irwan.Persaingan bisnis di era digital menuntut pelaku usaha untuk lebih kreatif dalam menarik perhatian konsumen, khususnya Generasi Z yang aktif menggunakan media sosial. Bebs Cake, sebagai pelaku UMKM di Kota Parepare, memanfaatkan strategi pemasaran konten dan electronic word of mouth (E-WoM) guna menarik minat beli konsumen. Namun demikian, UMKM menghadapi sejumlah tantangan dalam persaingan digital, seperti keterbatasan sumber daya, perubahan tren media sosial yang cepat, tingginya intensitas persaingan dengan merek besar maupun UMKM lain, serta risiko reputasi akibat ulasan negatif yang tersebar melalui E-WoM. Penelitian ini bertujuan untuk mengetahui pengaruh content marketing dan E-WoM(electronic word of mouth) baik secara parsial maupun simultan terhadap keputusan pembelian generasi Z pada toko kue bebs cake Kota Parepare. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan jumlah sampel sebanyak 30 responden yang dipilih menggunakan teknik purposive sampling. Teknik pengumpulan data menggunakan kuesioner, wawancara, observasi dan dokumentasi, sedangkan teknik analisis data menggunakan analisis linear berganda. Hasil penelitian menunjukkan bahwa: (1) variabel content marketing berpengaruh signifikan terhadap keputusan pembelian konsumen bebs cake dengan kontribusi sebesar 0,372 (2) variabel E-WoM(electronic word of mouth) berpengaruh signifikan terhadap keputusan pembelian konsumen bebs cake dengan kontribusi sebesar 0,208 (3) variabel content marketing dan E-WoM(electronic word of mouth) secara bersama-sama berpengaruh terhadap keputusan pembelian konsumen bebs cake dengan kontribusi sebesar 0,820 . Kesimpulannya, strategi content marketing dan E-WoM terbukti menjadi faktor penting yang dapat meningkatkan keputusan pembelian konsumen, sehingga UMKM seperti Bebs Cake perlu mengelola konten media sosial secara konsisten dan mendorong ulasan positif dari konsumen untuk memperkuat kepercayaan serta loyalitas pasar.
Generation Z Agriculture: Agrarian Literacy as a Pillar of Economic and Ecological Sustainability Irmayani, Irmayani; Adnin, Jannatul; Irwan, Irninthya Nanda Pratami
Jurnal Ilmiah Pertanian dan Peternakan Vol 3 No 1 (2025): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jipper.v3i1.3320

Abstract

Purpose: This study aimed to explore the understanding of agricultural literacy among Generation Z (Gen Z) in Kecamatan Bacukiki Barat, Parepare, and to compare their understanding based on direct experience and literature. Methodology/approach: This research utilizes a descriptive qualitative approach, employing data triangulation for validity testing. In-depth interviews and participatory observations were conducted to collect data from the research participants. Results: The results show that Gen Z's agricultural literacy is moderate. Although they have a basic understanding of agricultural concepts, there is a lack of practical application. Understanding gained from direct experiences, such as involvement in agricultural activities or field visits, had a greater impact on encouraging real actions than knowledge gained solely from literature or written sources. Conclusions: Strengthening practical experiences in agricultural education is essential to enhance Gen Z’s understanding and participation in the agricultural sector. This can be achieved through internship programs, field practice, and collaboration with local farmers and educational institutions. Limitations: The research is limited to participants in Kecamatan Bacukiki Barat, Parepare, which may limit the generalization of the findings to other regions or populations. Contributions: This study contributes to understanding the agricultural literacy of Gen Z and emphasizes the importance of practical learning experiences for improving engagement and sustainability in the agricultural sector.
Pengaruh Literasi Teknologi Pertanian Berbasis Augmented Reality terhadap Minat dan Kesadaran Generasi Z pada Modern Farming di Kota Parepare Irninthya Nanda Pratami Irwan; Ashadi Amir; Wahyuddin Wahyuddin
JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian Vol. 10 No. 2 (2025)
Publisher : Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37149/jia.v10i2.1702

Abstract

Regeneration in the agricultural sector is not going well because Generation Z is more interested in working in technology and creative industries, resulting in an aging workforce among farmers. The aim of this research is to create agricultural literacy media using Augmented Reality technology as an effort to enhance the interest and understanding of Generation Z towards the agricultural sector. The initial stage of the research involves creating a technology literacy media for agriculture using an Augmented Reality-based application. The second stage is carried out by providing literacy to Generation Z engaged in the agricultural sector in the form of introducing agricultural technology through the use of Augmented Reality-based literacy media. Data analysis from the research was conducted to measure the level of understanding and the increase in interest and awareness of Generation Z towards the modern agricultural sector after technology literacy was implemented. The results of the multiple linear regression test indicate that interest in modern farming is influenced by agricultural knowledge, interest in agriculture, and awareness of modern farming, with a value of 71.2%.
Co-Authors Adnin, Jannatul Ahmad Rosyid alfira, alfira Arman Arman Arman Arman Ashadi Amir Bahruddin, Bahruddin Edi Kamil Farhana, Sy.Fathya Ferry Awal Firsyah Vani Ameliza Fitri Indah Yani, Fitri Indah Fitriyanti Mayasari Iradhatullah Rahim Irmayani Irmayani Irmayani Irmayani Irmayani Irmayani Irmayani JUNAEDI Mitra Djamal Muhira Dzar Faraby, Muhira Dzar Nur Fadillah Nur Faizah J Nur Ismirawati, Nur Nurhaedah Nurhaedah Nurhapsa Rahmat Hidayat Rusdi, Rismawaty Salmia Salmia Saputra, Muhammad Rizaldi Siti Aminah, Nina Sukmawati, Sukmawati Untung Suwardoyo Usman Usman Wahyu Rasyid Wahyuddin Wahyuddin Yunita Palinggi Yusriadi Yusriadi Yusriadi Zaenab Muslimin