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All Journal Media Ekonomi dan Manajemen Jurnal Pengabdian Kepada Masyarakat Patikala
Syafaruddin Z, Syafaruddin
Program Pascasarjana Fakultas Ilmu Admnistrasi, Universitas Mrawijaya, Malang
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Tailoring Service Delivery Innovation Architecture: A Service-Dominant Logic Theory Perspective for Micro Small and Medium Enterprises Yogia, Moris Adidi; Z, Syafaruddin; Wahyudi, Septian; Suyastri, Cifebrima
Media Ekonomi dan Manajemen Vol 39, No 1 (2024): January 2024
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v39i1.4298

Abstract

Although extensively discussed in previous studies, social media adoption has yet to consistently translate into improved business performance, revealing a significant research gap. In light of this, our study seeks to bridge this gap by investigating the relationship between social media adoption and performance in 261 micro-businesses within the food and beverage sector. We aim to explore the role of distinctive competencies in marketing as a mediating variable and examine the influence of service delivery innovation architecture from the perspective of service-dominant logic theory. We employ SEM-Amos as our analytical tool to test the formulated hypotheses to achieve this. The result show that this study significantly advances SDL theory by elucidating the pivotal role of social media adoption in understanding customer behavior and gaining valuable insights. In the context of SDL, this contributes to the understanding of how services are co-created between businesses and customers in a digitally connected environment. The outcomes of this research offer valuable insights for small businesses on leveraging social media adoption to enhance their distinctive competencies in marketing and service delivery innovation architecture.
Membangun Brand Trust, Brand Preference dan Brand Equity Terhadap Niat Membeli Produk Wahyudi, Septian; Meirina Suri, Dia; z, Syafaruddin; Munir, Abdul; Rahma Yuli, Annisa; Khairunnisa, Elma
Jurnal Pengabdian Kepada Masyarakat Patikala Vol. 5 No. 4 (2026): Jurnal PkM PATIKALA (On Progress)
Publisher : Pusat Pengembangan Pendidikan dan Bakat Indonesia/Education and Talent Development Center of Indonesia (ETDC Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51574/patikala.v5i4.4927

Abstract

This community service activity was motivated by the low level of understanding among micro business actors in building brand strength, which has an impact on low consumer purchase intention. The main objective of this activity was to improve the knowledge and capabilities of the community in developing brand trust, brand preference, and brand equity in order to increase product purchase intention. The activity was conducted with the Program Keluarga Harapan Sekuntum Bunga group in Pekanbaru City, consisting of micro-entrepreneurs with home-based businesses. The implementation method applied a participatory and educational approach through several stages, including preparation, socialization, training, mentoring, and interactive discussion. Evaluation was carried out using a quantitative approach through pre-test and post-test as well as Likert-scale questionnaires to measure changes in participants’ understanding and perceptions of the studied variables. The results showed that out of a total of 18 participants, most experienced an improvement in their understanding of branding concepts. Approximately 72% of participants were able to create or improve their product brand identity, while the level of active participation exceeded 80%. The analysis results indicated that brand trust and brand preference had a positive and significant effect on purchase intention, whereas brand equity did not show a significant effect. The benefits obtained by participants included improved ability to build brand identity, apply simple marketing strategies, and increased confidence in promoting their products. In conclusion, strengthening brand trust and brand preference is a key factor in increasing purchase intention in micro businesses and represents an effective approach for community empowerment through marketing-based interventions.
Co-Authors Abdul Munir Cifebrima Suyastri Dia Meirina Suri Khairunnisa, Elma Rahma Yuli, Annisa Wahyudi, Septian Yogia, Moris Adidi