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.

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

Bridging Theory and Practice: Applying Vrio and Pest to Foster Digital Transformation in Kadin Bandung City Msmes Asmara, Maisa Azizah; Arissaputra, Rivaldi; Sabila, Sherly Nur; Arrizki, Aril Lyan
Jurnal Kreativitas Pengabdian Kepada Masyarakat (PKM) Vol 7, No 11 (2024): Volume 7 No 11 (2024)
Publisher : Universitas Malahayati Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33024/jkpm.v7i11.17480

ABSTRACT The data indicates that approximately 70% of MSMEs in Indonesia operate within the food and beverage sector, with 99.5% falling under the MSME classification. Despite being perceived as having numerous advantages, MSMEs face several limitations that hinder their ability to enhance competitiveness and growth. The PKM program is designed to equip participants with relevant knowledge and skills, aiming to improve product quality, expand market access, and implement effective digital strategies. The approach employed involved direct counseling and mentoring sessions for 20 women-led MSMEs supported by KADIN Bandung City. The most notable improvement was observed in participants' understanding of the benefits of digital transformation, along with a strong motivation to apply it within their business practices. Overall, the counseling and mentoring activities demonstrated their effectiveness in enhancing participants' comprehension and motivation to implement the three concepts presented in a practical business context. Keywords: PEST Analysis, VRIO Analysis, Digital Transformation

The Impact Of Work Environment And Employee Satisfaction On Organizational Success With A Humanism In Management Asmara, Maisa Azizah; Budiwati, Neti; Abdurahman, Fairuz Rifqi; Maulana, Yono; Purwanto, Heri
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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

Employee dissatisfaction and turnover pose significant challenges in Indonesia, with nearly 7.2 million individuals unemployed as of February 2024. This research explores the factors causing job dissatisfaction and strategies to enhance employee well-being and satisfaction. The study emphasizes the importance of a humanistic management approach that prioritizes individual dignity and well-being in creating a conducive work environment. Categorized as descriptive research with a quantitative approach, this study employs non-probability sampling using the purposive sampling method, with a sample size of 20 individuals. The research also applies multiple linear regression analysis methods, with data processed using IBM SPSS version 26.0. The research findings indicate that job satisfaction (X1) significantly affects organizational success (Y) at Arromanis Corner Store Bandung, while the work environment (X2) does not have a significant impact on organizational success (Y). Therefore, it can be concluded that the variables of job satisfaction (X1) collectively and significantly influence organizational success (Y) at Arromanis Corner Store Bandung.

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