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All Journal Profit: Jurnal Manajemen, Bisnis dan Akuntansi Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia
Sutari Sri Rejeki
Universitas Sains dan Teknologi Komputer
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Engineering Health Professions

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Sosialisasi dan Pendampingan Hak Kekayaan Intelektual bagi Kelompok UMKM di Kota Semarang sebagai Strategi Perlindungan Bisnis Sri Yulianingsih; Endang Kustami; Daniel Adi Setya Rahardjo; Gibson Manalu; Dhevi Dadi Kusumaningtyas; Maulana Fahmi Idris; Herty Ramayanti Sinaga; Pindo Asti; Puteri Anindya Maulan; Sutari Sri Rejeki; Feri Lupiana; Heni Dwi Listiyaningrum; Putri Pratiwi; Sri Murtini
Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia Vol. 5 No. 2 (2026): Juni: Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia
Publisher : Fakultas Teknik Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/karunia.v5i2.4832

Abstract

MSMEs in Semarang City, particularly those affiliated with the Tembalang branch of the Muslim Women's Entrepreneurs Association (IPEMI), still face limited understanding of the importance of Intellectual Property Rights (IPR) as a business protection instrument. This community service activity aims to increase MSMEs' awareness and legal capacity through IPR socialization and mentoring. The implementation method includes interactive lectures, case discussions, and technical assistance for trademark and copyright registration. The activity was attended by 20 participants and took place at the English Café, Tembalang, Semarang City. The final evaluation results showed a 90% increase in participants' technical skills, indicated by a better understanding of IPR registration procedures, recognition of brand classification, and the ability to prepare simple registration documents. This mentoring contributed to strengthening business legality and MSME competitiveness. In conclusion, IPR socialization and mentoring are effective as business protection strategies. Recommendations include the need for a sustainable program in the form of regular IPR consultation clinics and collaboration with the Ministry of Law and Human Rights to expand access to registration.
Dampak Affiliate Marketing dan Online Customer Review sebagai Determinan Purchase Decision Gen Z pada E-Marketplace Shopee Putri Areycha; Edwin Zusrony; Tantik Sumarlin; Sutari Sri Rejeki
Profit: Jurnal Manajemen, Bisnis dan Akuntansi Vol. 5 No. 4 (2026): November: Profit : Jurnal Manajemen, Bisnis dan Akuntansi
Publisher : UNIVERSITAS MARITIM AMNI SEMARANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/profit.v5i4.4703

Abstract

The development of e-marketplaces in Indonesia, particularly Shopee, has driven increasingly fierce digital-based business competition, especially in targeting Generation Z as active users. This study aims to analyze the influence of affiliate marketing and online customer reviews on Generation Z's purchase decisions on the Shopee e-marketplace. Respondents in this study were Generation Z aged 18–25 years who resided in Central Java Province. The sampling technique used purposive sampling with a sample size of 75 people. Data collection was carried out through a questionnaire based on a 1–5-point Likert scale. The data analysis technique used was multiple linear regression with the help of SmartPLS 4.1.1.8 software. The results showed that affiliate marketing and online customer reviews, both partially and simultaneously, had a positive and significant effect on purchasing decisions. This finding indicates that the more effective the affiliate marketing strategy and the more positive customer reviews, the higher the tendency of Generation Z to make purchasing decisions on Shopee. This study provides theoretical contributions to the development of digital marketing literacy as well as practical implications for e-marketplace management in formulating strategies based on young consumer behavior.
Co-Authors Daniel Adi Setya Rahardjo Edwin Zusrony Endang Kustami Feri Lupiana Gibson Manalu Heni Dwi Listiyaningrum Herty Ramayanti Sinaga Kusumaningtyas, Dhevi Dadi Maulana Fahmi Idris Pindo Asti Puteri Anindya Maulan Putri Areycha Putri Pratiwi Sri Murtini Sri Yulianingsih Tantik Sumarlin .