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All Journal JURNAL ILMU SOSIAL Jurnal Ilmu Administrasi Bisnis PROFIT : Jurnal Administrasi Bisnis Sketsa Bisnis JKIE (Journal Knowledge Industrial Engineering) MALIA Journal of Public Administration Studies Community Engagement and Emergence Journal (CEEJ) Jurnal Pengabdian, Pendidikan dan Teknologi ATRABIS: Jurnal Administrasi Bisnis (e-Journal) JTAM ROTARY Jurnal Mandala Pengabdian Masyarakat PROFICIO: Jurnal Pengabdian Masyarakat AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Economic Reviews Journal MES Management Journal Jurnal Ekonomi, Bisnis dan Manajemen The South East Asian Journal of Management Kasta: Jurnal Ilmu Sosial, Agama, Budaya dan Terapan Journal of Artificial Intelligence and Digital Business Jurnal Pengabdian Masyarakat Bangsa Journal of Multidisciplinary Science: MIKAILALSYS Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah As-Syirkah: Islamic Economic & Financial Journal Global Review of Tourism and Social Sciences Synergy: Journal of Collaborative Sciences Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Any Urwatul Wusko
Universitas Yudharta Pasuruan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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The Influence of Social Media and Customer Engagement on Competitive Advantage and Marketing Performance of UMKMs in Prigen Nila Arbiatur Rohmah; Any Urwatul Wusko
Synergy: Journal of Collaborative Sciences Vol. 1 No. 2 (2025): Interdisciplinary Perspectives on Education, Governance, Law, and Socio-Economi
Publisher : Yayasan Penelitian dan Pengabdian Masyarakat Sisi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69836/synergy.v1i2.117

Abstract

This study aims to analyze the influence of social media use and customer engagement on competitive advantage and marketing performance in Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector in Prigen District. This study used a quantitative approach with a survey of 100 MSMEs, and data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The test results indicate that social media use has a positive and significant effect on competitive advantage (β = 0.623; p < 0.05), and customer engagement has a positive and significant effect on competitive advantage (β = 0.557; p < 0.05). Furthermore, social media use and customer engagement also significantly influence marketing performance. The R² value of 0.557 indicates that competitive advantage and marketing performance can be adequately explained by the research variables. The practical implications of this research demonstrate that this theme emphasizes the importance of social media-based marketing strategies and strengthening customer engagement as an effort to improve the competitive advantage and marketing performance of MSMEs amidst the dynamics of the digital market.
Pentahelix Model to Create Shared Value in Empowering the People of Winong Village, Gempol District, Pasuruan Regency Aminullah Aminullah; Any Urwatul Wusko
Global Review of Tourism and Social Sciences Vol. 1 No. 2 (2025): Global Review of Tourism and Social Sciences
Publisher : Yayasan Ghalih Pelopor Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/grtss.v1i2.348

Abstract

This study addresses the gap in understanding how such policies influence local economies, specifically in Winong Village. The research introduces a novel application of the pentahelix model, focusing on private actors' role in fostering "Creating Shared Value" (CSV), an evolution of Corporate Social Responsibility (CSR). Unlike traditional CSR initiatives, CSV emphasizes collaborative value creation that benefits both businesses and communities. This qualitative descriptive research aims to explore and develop collaboration among pentahelix actors—government, private sector, academia, media, and society—who play pivotal roles in economic development. Through in-depth analysis of social realities, the study identifies the unique characteristics and potential of the pentahelix model in enhancing community economic empowerment. Field findings reveal that the pentahelix model, integrated with the CSV approach, effectively supports sustainable economic growth in Winong Village. These results highlight the importance of fostering public-private partnerships and innovative strategies for post-pandemic economic recovery, offering valuable insights for broader applications in similar contexts.
Drivers of Tourist Satisfaction and Revisit Intention at Selecta Recreation Park Any Urwatul Wusko; Afiifah Nuur Kharisma
Global Review of Tourism and Social Sciences Vol. 2 No. 1 (2025): Global Review of Tourism and Social Sciences
Publisher : Yayasan Ghalih Pelopor Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/grtss.v2i1.441

Abstract

This study examines the determinants of tourist satisfaction and revisit intention by integrating destination image, social media marketing, and customer experience as key influencing factors. Employing a quantitative explanatory design, data were collected from 120 visitors to Selecta Recreation Park in Batu City, Indonesia, who had visited at least once. The data were analyzed using Partial Least Squares Structural Equation Modeling (SmartPLS 4). The results indicate that destination image and customer experience exert positive and significant effects on satisfaction and revisit intention. Social media marketing, although not significantly associated with satisfaction, positively influences revisit intention. Satisfaction itself has a significant mediating effect on revisit intention, reinforcing its central role in maintaining tourist loyalty. The findings suggest that enhancing the quality of on-site experiences and strengthening the perceived image of the destination are crucial strategies for increasing visitor retention. Conversely, social media marketing should align more closely with the actual visitor experience to avoid expectation gaps. This research contributes to tourism behavior literature by providing empirical evidence on how cognitive and experiential factors jointly shape satisfaction and revisit intention in competitive tourism settings.
Security, Trust, and Transaction Convenience in Mobile Banking: A Moderated Mediation Model of Usage Decision and Satisfaction Any Urwatul Wusko
Global Review of Tourism and Social Sciences Vol. 2 No. 2 (2026): Global Review of Tourism and Social Sciences
Publisher : Yayasan Ghalih Pelopor Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/grtss.v2i2.443

Abstract

This study examines the structural relationships among security, trust, transaction convenience, usage decision, digital literacy, and user satisfaction in mobile banking. Drawing on Technology Acceptance Theory, trust theory in electronic commerce, and Expectation Confirmation Theory, the study develops a moderated mediation model to explain how and under what conditions mobile banking satisfaction is formed. Data were collected from 278 active users of Livin’ by Mandiri in Indonesia and analyzed using Structural Equation Modeling with Partial Least Squares. The results indicate that security strongly influences trust and directly enhances satisfaction, while transaction convenience and trust significantly affect usage decision. Usage decision is the strongest predictor of satisfaction and mediates the effects of trust and transaction convenience. Digital literacy strengthens the relationship between transaction convenience and usage decision, highlighting user capability as an important boundary condition. The findings provide theoretical advancement and practical insights for improving digital banking strategies in emerging markets.
Pengaruh Digital Financial Literacy, Hedonic Lifestyle, dan Self Control Terhadap Financial Well Being Melalui Impulsive Buying Behavior Sebagai Variabel Mediasi (Studi pada Generasi Z Pengguna Paylater di Kota Pasuruan) Mukhammad Ali Saputra; Any Urwatul Wusko
Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Vol. 2 No. 2 (2026): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/1ytrhn41

Abstract

The rapid development of digital financial technology has transformed consumer spending behavior, particularly among Generation Z, which is recognized as the most active group in utilizing financial technology services. One of the most widely used services is PayLater, which offers greater convenience in conducting financial transactions but may also influence individuals' financial well-being through impulsive buying behavior. This study aims to examine the effects of Digital Financial Literacy, Hedonic Lifestyle, and Self Control on Financial Well-Being, with Impulsive Buying Behavior serving as a mediating variable among Generation Z PayLater users in Pasuruan City This study employed a quantitative research approach using a purposive sampling technique. The respondents consisted of 385 Generation Z PayLater users residing in Pasuruan City. Data were collected through an online questionnaire using a Likert scale. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4.0 software The findings indicate that Digital Financial Literacy, Hedonic Lifestyle, and Self Control have a positive and significant effect on both Financial Well-Being and Impulsive Buying Behavior. Meanwhile, Impulsive Buying Behavior does not have a significant effect on Financial Well-Being, indicating that it does not mediate the relationship between the three independent variables and Financial Well-Being. Furthermore, the proposed research model explains 52.6% of the variance in Financial Well-Being and 66.7% of the variance in Impulsive Buying Behavior.
The Impact of Artificial Intelligence (AI) in Content Personalization on Customer Experience and Purchase Intention among Generation Z Users of Shopee Indonesia: A Study of Aerostreet Footwear Consumers Randy Satya Ramadhani; Any Urwatul Wusko
Journal of Multidisciplinary Science: MIKAILALSYS Vol 4 No 3 (2026): Journal of Multidisciplinary Science: MIKAILALSYS
Publisher : Darul Yasin Al Sys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/mikailalsys.v4i3.11998

Abstract

The advancement of digital technologies and the adoption of artificial intelligence (AI) on e-commerce platforms have transformed consumer–business interactions through increasingly personalized content delivery. However, the effectiveness of AI-driven personalization in enhancing customer experience and stimulating purchase intention among Generation Z e-commerce users in Indonesia remains insufficiently understood. This study examines the influence of AI-based content personalization on customer experience and purchase intention and investigates the mediating role of customer experience in this relationship. A quantitative approach with a causal-associative research design was employed. Data were collected through questionnaires administered to 384 Generation Z users of Shopee Indonesia who had interacted with Aerostreet footwear products and were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that AI-based content personalization positively influences both customer experience and purchase intention. Customer experience also positively influences purchase intention and mediates the relationship between AI-based content personalization and purchase intention. These findings demonstrate that customer experience represents an important mechanism through which AI-driven personalization shapes consumers’ purchase intentions. The study contributes to the digital marketing literature by clarifying the relationship among AI-based content personalization, customer experience, and purchase intention in the context of Generation Z consumers on an Indonesian e-commerce platform. Practically, the findings highlight the importance of relevant product recommendations and customer experience optimization in developing effective AI-driven digital marketing strategies.
Co-Authors Afida, Siti Nur Afiifah Nuur Kharisma Alfiatul Izzah Alfiatur Rohmania Amang Fathurrohman Aminullah Aminullah Aminullah Aminullah, Aminullah Amma Fazizah Andari Sonaria Andriani Kusumawati Ansori, Mochammmad Ayyub Bil Arsyi, Mokhammad Ryan As, Rofiq Saiful Hadi Azadhali, M H Badrus Sholeh Dian Fatimatuz Zuhro Dustin Tarinque Loreño dwian mukhsinin huda Eko Agus Alfianto Eko Agus Alfiantoro Fadillah, Amalia Nur Faizatul Wafiyah Faizin, Nabila Fatimah Nayyiratus Sadiyah Fernandito Putra Perdana Gabriela, Mahbubah El Handayani, Putri Meli Hapshoh, Nabilah Adawiyah Al Hidayatulloh, Muhammad Syarifuddin Ike Rahma Fitriya Inayatul Maula Irawan, Achmad Candra Kholid Mutadlo Kholifatul Auliyah kholila Mariyah Ulfa Maula, Inayatul Maulid Diana Sari Miftahul Huda Misbachudin, Misbachudin Muhammad Agus Muljanto Muhammad Nizar Muhammad Wardianto Muhammad, Alvi Nur Mukhammad Ali Saputra Nafiatul Islamiyah Nafisyah, Dina Putri Rif'atun Nila Arbiatur Rohmah Nova Verawati Nur, Raybian Nuraeni Nuraeni Prastyo, Eka Putra, Wahyu Maulana Putri Meli Handayani Rahmad Zainul Abidin Randy Satya Ramadhani Rizki Amalia shinta chamelia Silvi Nur Khoviyah Siti Nur Afida Siti Zulaikhah Suharyono Suharyono Vina Ainun Jariyah Wardianto, Muhammad Zahro, Shintya Mutimmatuz Zainul Arifin