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All Journal Yumary: Jurnal Pengabdian kepada Masyarakat International Journal of Entrepreneurship, Business, and Creative Economy Journal of Community Empowerment
Tuwanku Aria Auliandri, Tuwanku Aria
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Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Social Sciences Other

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What Drives the Purchase of MSME Products? The Role of Social Media Marketing in Emerging Markets Auliandri, Tuwanku Aria; Setyawan, Andhy; Djayapranata, Grace Felicia; Lestari, Yetty Dwi; Kartika, Nurullaily; Barinta, Dunga Dwi; Khaira, Nurul; Musthofa, Zainul
International Journal of Entrepreneurship, Business and Creative Economy Vol. 5 No. 1 (2025): January
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v5i1.2868

Abstract

This research aims to identify external factors that influence purchase intention in the use of social media for Micro, Small and Medium Enterprises (MSMEs) in emerging markets, focusing on how user attitudes towards social media marketing strategies can influence consumer intentions to purchase MSME products. Quantitative approach is used with an explanatory research type, by collecting survey data from 413 social media users who engage with MSME products in East Java, Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to determine the significance of each factor. The results show that interactivity, informativeness, word of mouth (WOM), personalization, trendiness, entertainment, usefulness, and flow experience significantly positively affect Purchase Intention. Conversely, Irritation has a negative effect. User attitude towards social media is an important mediating factor that strengthens the influence of these variables on purchase intention, suggesting that positive experiences on social media can increase consumers' likelihood of purchase. Limitation of this study is conducted only within specific geographical area (East Java), which may affect the generalizability of the results. Further research can be conducted with a broader sample to validate these findings in other regions and markets. This research provides insights into the role of social media attributes and user experience in driving Purchase Intention in the MSME sector in emerging markets. It highlights the importance of positive user attitudes, thus filling the research gap regarding the impact of social media on consumer behavior in the context of MSMEs.
GERAKAN PERISAI DIGITAL UMKM : EDUKASI TENTANG CYBER CRIME BAGI UMKM DI ERA SIBER Agustina, Tri Siwi; Ekowati, Dian; Komalasari, Puput Tri; Auliandri, Tuwanku Aria; Sulistyowati, Chorry; Amelia, Ratri; Kartika, Nurullaily; Qalby, Zahrin Haznina; Putri, Elsa Yustika; Khaira, Nurul
Journal of Community Empowerment Vol 4, No 1 (2025): Juni
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jce.v4i1.32228

Abstract

ABSTRAK                                                                                                                                                                            Kehadiran teknologi bagi UMKM bagai 2 sisi mata uang, satu sisi memberikan peluang, satu sisi mendatangkan tantangan. Salah satu tantangannya adalah maraknya terjadi penipuan, peretasan dan malware secara online dengan sasaran UMKM. Lemahnya pengetahuan akan hadirnya kejahatan siber dan kurangnya alokasi anggaran untuk mengatasi terjadinya kejahatan siber menjadi penyebab banyaknya korban kejahatan dari kalangan UMKM. Berdasarkan hal tersebut, dipandang perlu untuk mengadakan edukasi pada para pelaku usaha berkala UMKM agar mereka dapat lebih fokus dan meningkatkan kewaspadaan dalam menjalankan bisnis. Edukasi dikemas  dalam bentuk Talkshow  secara hybrid dengan mitra yang disasar adalah 65 UMKM di Kota Surabaya dan mahasiswa yang sedang menjalankan usaha. Tim pengabdian masyarakat terdiri dari 10 orang dosen Departemen Manajemen dan 24 orang mahasiswa Magister Manajemen FEB Universitas Airlangga.  Pelaksanaan pengabdian masyarakt ini terlaksana sesuai dengan tahapan yang direncanakan yaitu tahap perencanaan, pelaksanaan dan evaluasi serta tindak lanjut. Metode yang dilakukan adalah ceramah, tanya jawab dan agar materi ini dapat didengarkan kembali oleh peserta dan disebarluaskan pada UMKM lain, maka keseluruhan materi dikemas dalam 10 video yang diunggah pada kanal Youtube.  Hasil yang dicapai adalah terjadi peningkatan pengetahuan peserta tentang karakteristik, bentuk, cara mengenali, berikut mitigasi penanganan cyber crime yang diketahui dengan peningkatan prosentasi jawaban benar dari soal pre-test dan post-test . Peserta juga  antusias mengikuti kegiatan hingga akhir, aktif berpartisipasi dalam mengajukan pertanyaan. Kata kunci: kejahatan; siber; talkshow; UMKM; waspada ABSTRACTThe presence of technology for MSMEs is like 2 sides of a coin, one side provides opportunities, one side brings challenges. One of the challenges is the rise of online fraud, hacking and malware targeting MSMEs. The lack of knowledge of the presence of cybercrime and the lack of budget allocation to overcome the occurrence of cybercrime are the causes of the many victims of crime from MSMEs. Based on this, it is deemed important to educate MSMEs periodically so that they can focus and increase vigilance in running their business. Education is packaged in the form of a hybrid Talkshow with the targeted partners being 65 MSMEs in Surabaya City. The community service team consisted of 10 lecturers from the Department of Management and 24 Magister of Management students from FEB Universitas Airlangga. The methods used were lectures, questions and answers and so that this material could be listened to again by participants and disseminated to other MSMEs, the entire material was packaged in 10 videos uploaded on the Youtube channel. The results achieved were an increase in participants' knowledge about the characteristics, forms, how to recognize, and mitigation of cyber crime handling, which was known by the increase in the percentage of correct answers from the pre-test and post-test questions. Participants were also enthusiastic in following the activity until the end, actively participating in asking questions.Keywords: cyber; crime; MSME’s;  talkshow; vigilance
Pengayaan Kemampuan Pemasaran dan Kewirausahaan Peternak Domba Desa Sumbersawit Kabupaten Magetan Lestari, Yetty Dwi; Wurjaningrum, Febriana; Auliandri, Tuwanku Aria; Sridadi, Ahmad Rizki; Kartika, Nurullaily; Barinta, Dunga Dwi
Yumary: Jurnal Pengabdian kepada Masyarakat Vol. 5 No. 4 (2025): Juni
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/yumary.v5i4.3676

Abstract

Purpose: This study aimed to enhance the entrepreneurial mindset and marketing skills of goat farmers in Sumbersawit Village, Magetan, through a community service initiative focused on digital marketing, social media use, and innovative livestock product management. Research methodology: Conducted in Sumbersawit Village, the program involved 20 goat farmers. This approach includes workshops on entrepreneurial motivation, digital marketing, and social media tools. Canva was introduced for content creation, and Instagram Ads for market reach expansion. Participants also engaged in hands-on sessions and designed campaigns on platforms such as Instagram and Tokopedia. Results: The program significantly improved participants’ entrepreneurial awareness and digital marketing competencies. Farmers successfully learned to create promotional materials using Canva and were able to broaden their reach through Instagram Ads. Around 80% of participants expressed interest in diversifying their livestock businesses, 60% planned to utilize goat waste for organic fertilizer, and 50% applied Instagram Ads to promote products online. Conclusions: This initiative boosted local entrepreneurship and digital literacy. Farmers demonstrated improved skills in using Canva and Instagram Insights to develop creative and impactful content. These changes are expected to increase income and expand customer reach. However, continued mentoring is essential for sustained application and innovation. Limitations: Limited digital exposure among the participants required extended training times. Additionally, the scope of the study —goat farmers in a single village—may limit its applicability to other agricultural sectors or regions. Contribution: This study offers a model for applying digital marketing to rural entrepreneurship. This highlights how accessible technologies can empower farmers and bridge rural-to-urban market gaps.
Co-Authors Ahmad Rizki Sridadi Amelia, Ratri Andhy Setyawan, Andhy Ari Prasetyo Barinta, Dunga Dwi Chorry Sulistyowati, Chorry Dian Ekowati Djayapranata, Grace Felicia Kartika, Nurullaily Khaira, Nurul Musthofa, Zainul Puput Tri Komalasari Putri, Elsa Yustika Qalby, Zahrin Haznina Tri Siwi Agustina Yetty Dwi Lestari