Garuda - Garba Rujukan Digital

Positive vs. Negative E-WOM: Understanding the More Significant Role in Mediating E-Commerce Quality on Online Impulse Buying Arissaputra, Rivaldi; Sultan, Mokh Adib; Hurriyati, Ratih; Gaffar, Vanessa; Asmara, Maisa Azizah; Sentika, Sarah
Jurnal Aplikasi Manajemen Vol. 22 No. 2 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.02.11

Electronic Word-of-Mouth (e-WOM) can convey product information about ratings, desires, requests and experiences. Therefore, it plays an important role in influencing purchases. This study aims to identify e-commerce quality, positive e-WOM and negative e-WOM on online impulse buying. E-commerce users sometimes act impulsively in purchasing after seeing some responses contained in e-WOM as information about the products. Positive product responses are not enough to convince e-commerce users to act impulsively, considering negative product responses is also an essential consideration for e-commerce users. This research uses a quantitative approach using a survey method of 315 respondents sampled from the population of e-commerce users in West Java, which was processed using smartPLS. This study found that e-commerce quality directly impacts online impulse buying, positive e-WOM, and negative e-WOM. Positive e-WOM does not directly impact online impulse buying, while negative e-WOM does. Another result shows that negative e-WOM successfully mediates the relationship between e-commerce quality and online impulse buying, while positive e-WOM fails to moderate the relationship between e-commerce quality and online impulse buying. This research contributes to e-commerce and consumer behaviour knowledge, serving as a reference for scholars by exploring how e-commerce quality relates to online impulse buying through positive and negative e-WOM among e-commerce users.

Improving Market Access for Leather SMEs through Marketplace and Franchise Training Wahyu Nurjaya WK; Hamidah; Muhtarudin; Maisa Azizah Asmara
ABDIMAS: Jurnal Pengabdian Masyarakat Vol. 8 No. 1 (2025): ABDIMAS UMTAS: Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Muhammadiyah Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35568/abdimas.v8i1.5557

Micro, Small, and Medium Enterprises (MSMEs) in the leather and snack processing sector in Garut Regency play an important role in the Indonesian economy, especially in creating jobs and supporting regional economic growth. However, these MSMEs face challenges such as limited market access and minimal knowledge of digital marketing and franchise business models, which impact their competitiveness. This community service program aims to empower leather and snack MSMEs by training them to utilize marketplace platforms and introducing franchise models to expand their market access. The main target is to help MSMEs under the auspices of CV. Eka Jaya Mandiri Putra in Garut by increasing their marketing capacity and expanding their reach through digital technology. The program includes needs assessment, digital marketing and marketplace training on platforms such as Tokopedia and Shopee, and guidance on franchise models as a sustainable growth strategy. Participants are trained to create accounts, optimize online stores, and analyze market trends to increase visibility and sales. In addition, they receive instructions on the concept, benefits, and risks of franchising. By improving digital skills and franchise knowledge, MSMEs are expected to be able to manage online accounts independently, expand market access, and reduce capital constraints. This initiative supports local economic growth by creating a more inclusive and competitive business ecosystem. Ultimately, this training aims to address market access limitations, helping MSMEs in Garut increase income, improve competitiveness, and thrive in an increasingly digital economy, with sustainable benefits for the local economy.

Improving Market Access for Leather SMEs through Marketplace and Franchise Training Wahyu Nurjaya WK; Hamidah; Muhtarudin; Maisa Azizah Asmara
ABDIMAS: Jurnal Pengabdian Masyarakat Vol. 8 No. 1 (2025): ABDIMAS UMTAS: Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Muhammadiyah Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35568/abdimas.v8i1.5557

Micro, Small, and Medium Enterprises (MSMEs) in the leather and snack processing sector in Garut Regency play an important role in the Indonesian economy, especially in creating jobs and supporting regional economic growth. However, these MSMEs face challenges such as limited market access and minimal knowledge of digital marketing and franchise business models, which impact their competitiveness. This community service program aims to empower leather and snack MSMEs by training them to utilize marketplace platforms and introducing franchise models to expand their market access. The main target is to help MSMEs under the auspices of CV. Eka Jaya Mandiri Putra in Garut by increasing their marketing capacity and expanding their reach through digital technology. The program includes needs assessment, digital marketing and marketplace training on platforms such as Tokopedia and Shopee, and guidance on franchise models as a sustainable growth strategy. Participants are trained to create accounts, optimize online stores, and analyze market trends to increase visibility and sales. In addition, they receive instructions on the concept, benefits, and risks of franchising. By improving digital skills and franchise knowledge, MSMEs are expected to be able to manage online accounts independently, expand market access, and reduce capital constraints. This initiative supports local economic growth by creating a more inclusive and competitive business ecosystem. Ultimately, this training aims to address market access limitations, helping MSMEs in Garut increase income, improve competitiveness, and thrive in an increasingly digital economy, with sustainable benefits for the local economy.

Mastering The Concept of Live Shopping Strategy at Kamar Dagang dan Industri Kota Bandung in Order to Increase Sales Volume Arissaputra, Rivaldi; Azizah Asmara, Maisa; Felinda Amalia, Tiara
Jurnal ABDIMAS-HIP Pengabdian Kepada Masyarakat Vol. 6 No. 1 (2025): Jurnal ABDIMAS-HIP Pengabdian Kepada Masyarakat
Publisher : LPPM Akbid Harapan Ibu Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37402/abdimaship.vol6.iss1.365

Live shopping is one approach to marketing methods. However, this strategy requires a deep understanding of the conditions of its partners, especially for those who are just starting out, requiring technological knowledge as well as an understanding of consumer behavior and regional market dynamics. This Community Service activity aims to improve the understanding and skills of MSMEs in Bandung City in utilizing digital marketing strategies through live shopping. A total of 16 MSME partners participated in this program, the research method designed included two stages, namely needs analysis and counseling related to business model changes and digital consumer behavior. The evaluation results showed that 80% of the partners successfully surpassed the post-test threshold score of 70, with an average understanding above 70%. From the 15 questions asked, feedback shows that partners have a good understanding of the concept of live shopping, the influence of technology in marketing, and the importance of understanding consumer behavior. This activity is expected to make a significant contribution in improving the competitiveness of MSMEs, as well as encouraging innovation in marketing local products in the digital era.

SMART CATERING SEBAGAI STRATEGI PEMBERDAYAAN PEREMPUAN DALAM USAHA KATERING: INTEGRASI TRANSFORMASI DIGITAL DAN HIGIENITAS PENJAMAH MAKANAN Asmara, Maisa Azizah; Ferdiansyah, Fahmi Reza; Rahmawati, Endah Yuliany; Azzahra, Fanny Fatimah; Jelita, Hanifa Nida
Journal of Community Empowerment Vol 4, No 2 (2025): September
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jce.v4i2.34133

ABSTRAK Giga Catering, unit usaha berbasis pesantren yang bergerak di bidang jasa boga, menghadapi berbagai kendala dalam pengelolaan usaha, antara lain keterbatasan pemasaran digital, ketiadaan SOP higienitas, pencatatan pesanan secara manual, serta keterbatasan peralatan produksi. Kegiatan dilaksanakan pada Juli–Agustus 2025, melibatkan 18 peserta yang terdiri atas pengurus koperasi dan penjamah makanan Giga Catering. Intervensi dilakukan melalui tiga sesi pelatihan terintegrasi, meliputi sosialisasi, penyuluhan, workshop, dan praktik langsung. Evaluasi dilakukan melalui pre-test dan post-test yang menilai tiga dimensi utama: pengetahuan, perilaku, dan implementasi. Hasil menunjukkan peningkatan signifikan, yaitu pengetahuan naik 20% pada aspek digitalisasi dan higienitas, perilaku meningkat 25% pada kedua aspek, serta implementasi bertambah 45% untuk digitalisasi dan 25% untuk higienitas. Hasil ini menegaskan peningkatan kompetensi teknis sekaligus perubahan perilaku peserta yang konsisten dengan standar operasional. Program ini berhasil mewujudkan konsep smart catering berbasis pesantren yang profesional, higienis, dan adaptif, serta berpotensi direplikasi pada unit usaha serupa dalam ekosistem ekonomi pesantren. Kata kunci: Transformasi Digital; Higienitas Penjamah Makanan; Smart Catering; Pemberdayaan UMKM ABSTRACTGiga Catering, a pesantren-based culinary enterprise, faces various management challenges, including limited digital marketing, the absence of hygiene standard operating procedures (SOP), manual order recording, and limited production equipment. The program was implemented from July to August 2025, involving 18 participants, comprising cooperative administrators and food handlers of Giga Catering. Interventions were conducted through three integrated training sessions, including socialization, counseling, workshops, and hands-on practice. Evaluation was carried out using pre-tests and post-tests assessing three main dimensions: knowledge, behavior, and implementation. The results indicated significant improvements, with knowledge increasing by 20% in digitalization and hygiene aspects, behavior improving by 25% in both areas, and implementation rising by 45% for digitalization and 25% for hygiene. These findings confirm the enhancement of technical competencies alongside behavioral changes consistent with operational standards. The program successfully established a professional, hygienic, and adaptive pesantren-based smart catering model, which holds potential for replication in similar business units within the pesantren economic ecosystem. Keywords: Digital Transformation; Food Handler Hygiene; Smart Catering; MSME Empowerment

Penguatan Kapasitas Wirausaha Islami Santri Wanita ‘Aisyiyah Boarding School melalui Business Model Canvas Menuju Peningkatan Pemberdayaan Perempuan Rivaldi Arissaputra; Maisa Azizah Asmara; Tiara Felinda
JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Vol. 6 No. 4 (2025)
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/jurpikat.v6i4.2727

Peran perempuan dalam pembangunan ekonomi keluarga dan masyarakat sangat penting, termasuk di lingkungan pesantren. Namun, santri perempuan masih menghadapi keterbatasan dalam pengetahuan dan keterampilan kewirausahaan Islami. Program pengabdian ini bertujuan untuk memperkuat kapasitas wirausaha Islami santri perempuan ‘Aisyiyah Boarding School melalui penyuluhan, simulasi, dan pelatihan penyusunan Business Model Canvas (BMC) berbasis syariah. Metode yang digunakan adalah pendidikan berbasis komunitas dengan pendekatan partisipatif, melibatkan santri sebagai subjek aktif serta mahasiswa sebagai fasilitator. Kegiatan meliputi penyuluhan kewirausahaan Islami dan pelatihan BMC. Hasil menunjukkan adanya peningkatan signifikan pada pemahaman santri mengenai prinsip-prinsip wirausaha Islami dan penerapannya dalam rancangan bisnis. Seluruh santri yang dibagi menjadi lima kelompok berhasil menyusun serta mempresentasikan model bisnis sesuai syariat, sehingga program ini berdampak pada peningkatan kemandirian ekonomi dan pemberdayaan perempuan berbasis pesantren

Analysis of Supporting Factors for Payment Technology Utilization in MSMEs using Technology Acceptance Model (TAM) Method Asmara, Maisa Azizah; Nurlia; Sari, Dina Fahma; Asrijal, Andi; Muafiqie, Humaidah
Journal of Applied Science, Engineering, Technology, and Education Vol. 5 No. 2 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.asci2396

This study aims to analyze the factors that influence the adoption of digital payment technology in micro, small and medium enterprises (MSMEs) using the Technology Acceptance Model (TAM) method. This research uses a quantitative approach with a sample of 85 MSMEs in Bandung City that have used QRIS mobile digital payment services. This research uses a quantitative approach with primary data obtained from MSME owners or managers in Bandung City who have used QRIS digital payment services. The results of the analysis show that factors such as perceived ease of use, perceived benefits, and security affect the intention to use QRIS payment technology. In addition, validity, reliability, normality, and multicollinearity tests are also carried out to ensure data reliability and validity. The results of hypothesis testing show that all independent variables, namely Perceive in Use, Perceive in Usefulness and Security in Use, have a significant effect on user behavior in using QRIS. This research contributes to analyzing the acceptance and use of digital payment technology in MSMEs.

Mentoring on PESTEL Strategy and SWOT Analysis for KADIN Kota Bandung's MSMEs to Enhance Digital Transformation Asmara, Maisa Azizah; Ferdiansyah, Fahmi Reza; Rozak, Abdul; Sabila, Sherly Nur; Rizal, Muhammad Khoerul; Aprila, Dikri Sillmi; Buchori, Akbar
Jurnal Pengabdian UNDIKMA Vol. 5 No. 4 (2024): November
Publisher : LPPM Universitas Pendidikan Mandalika (UNDIKMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/jpu.v5i4.13145

This community service program aims to enhance the competitiveness of MSMEs through the implementation of digital transformation, PESTEL strategies, and SWOT analysis, as well as the development of digital marketing capabilities. Additionally, this program seeks to boost the confidence of MSME entrepreneurs under the guidance of KADIN Kota Bandung in achieving economic independence. The methods used include counseling and mentoring, focusing on increasing the participants' understanding of business strategies and their practical application. The evaluation instrument used is a questionnaire, and the data analysis technique involves quantitative analysis through descriptive statistics to assess the Likert scale-based responses, aimed at comparing pre-test and post-test results. As a result, participants' comprehension of PESTEL, SWOT strategies, and digital transformation improved significantly. MSMEs were able to identify both external and internal factors for strategic planning, and they became more prepared to adopt digital technologies to enhance business efficiency and innovation. This training provides a comprehensive strategic foundation for the growth of MSMEs in the digital era.

Halal Certification and Branding : Unlocking The Potential of SMEs in The Islamic Economy Asmara, Maisa Azizah; Arissaputra, Rivaldi; Nur Sabila, Sherly; Aprila, Dikri Sillmi
Jurnal Pengabdian UNDIKMA Vol. 6 No. 2 (2025): May
Publisher : LPPM Universitas Pendidikan Mandalika (UNDIKMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/jpu.v6i2.14990

This community service program aims to empower Micro and Small Enterprises (MSEs) under the guidance of MEK 'Aisyiyah Jawa Barat through halal certification and halal branding to enhance product competitiveness and expand market access. The implementation method consists of three stages: (1) Preparation, which includes needs assessment and material development; (2) Implementation, encompassing counselling, technical assistance, and training; and (3) Evaluation, involving pre-test and post-test analysis. The data collected is subsequently analyzed using descriptive methods by comparing pre- and post-test percentages to identify improvements in participantsâ€™ knowledge, attitudes, and skills. The core activities include counselling on halal certification, assistance in creating a self-declaration-based SIHALAL account, training in logo design using Canva, and support in setting up a GoBiz account for digital marketing. Post-test results demonstrated significant improvements in participants' knowledge, attitudes, and skills. The program successfully enhanced participantsâ€™ understanding of halal branding and certification while broadening market opportunities through the integration of digital technology. Key recommendations include sustained mentoring, in-depth technical training, and collaboration with relevant stakeholders to ensure the programâ€™s long-term impact and sustainability.

Introducing Entrepreneurship Knowledge for Generation Alpha as the Key to Shaping Independent Generations in the Digital Era Asmara, Maisa Azizah; Rifai, Muhammad Syakib Asqalami
Jurnal Kreativitas Pengabdian Kepada Masyarakat (PKM) Vol 7, No 8 (2024): Volume 7 No 8 (2024)
Publisher : Universitas Malahayati Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33024/jkpm.v7i8.15573

ABSTRACT Technological disruption is the greatest challenge that must be faced. Therefore, mental maturity is needed to understand and take advantage of its benefits while controlling oneself against its drawbacks. One way to achieve this is by fostering an entrepreneurial spirit from an early age. This effort aims to provide entrepreneurial knowledge to parents to create a generation that is independent, creative, and competitive in the future. By introducing the concept of entrepreneurship early on, it is hoped that Generation Alpha can develop the potential to become successful leaders and entrepreneurs in an increasingly complex era. This program uses counseling methods in the form of seminars and Q&A sessions. Community Service (PKM) was conducted at SB Kp. Pandan, Malaysia, with 36 participants. This PKM program successfully increased the participants' understanding of entrepreneurship by 64.38%, with 23 participants showing improved knowledge based on the questionnaires distributed before and after the counseling session. Overall, this program successfully enhanced the participants' entrepreneurial knowledge. Keywords: Knowledge, Entrepreneurship, Independence, Generation Alpha

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