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All Journal Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Cakrawala Repositori Imwi
Ni Ketut Yuliani Pramesti
Universitas Pendidikan Nasional
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Nursing

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PENGEMBANGAN UMKM MELALUI PELATIHAN E–COMMERCE DI KABUPATEN BADUNG Ni Ketut Yuliani Pramesti; I Putu Dharmawan Pradhana
Abdimas Galuh Vol 5, No 1 (2023): Maret 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ag.v5i1.8699

Abstract

Data dari Kemenkopukm (Kementerian Koperasi dan UKM) menunjukan bahwa 1.785 koperasi dan 163.713 pelaku UMKM telah mengalami dampak dari pandemi (Kementerian Komunikasi dan Informatika, n.d.). Kebanyakan yang terdampak adalah sektor UMKM yang bergerak pada bidang kebutuhan sehari-hari. Hal ini merupakan permasalahan yang penting bagi UMKM dalam mengembangkan usahanya. Peran dari UMKM sangatlah penting dalam perekonomian Negara, sekaligus memiliki paling banyak menyerap lapangan pekerjaan, serta relatif tahan terhadap krisis keuangan. UMKM di Kabupaten Badung ini sebagian masih menggunakan cara pemasaran secara konvensional dengan pemasaran dari mulut ke mulut, sehingga dibutuhkan pemasaran produk yang baik dengan strategi pemasaran yang tepat sehingga dapat berkembang pemasarannya. Dalam mengembangkan serta meningkatkan penjualan UMKM di Badung, kami mengadakan pelatihan e-commerce di Kabupaten Badung. Pelatihan e-commerce bagi UMKM bertujuan untuk memperluas jangkauan pemasaran produk pelaku UMKM melalui e-commerce mengingat pasarnya sangat menjanjikan dan besar. Tujuan dari laporan ini memperoleh pengalaman dan perluasan terhadap ilmu-ilmu di tempat Kerja Praktek Lapangan yang belum dikenal oleh mahasiswa/I, dan mengetahui tujuan diadakannya pelatihan e-commerce yang dilakukan bagi para UMKM di Kabupaten Badung.
Understanding Gen Z: The Role of Emotional Engagement, Promotion, and Social Influence on Purchase Intention Toward a Local Beauty Brand, Mediated By Product Scarcity Ni Ketut Yuliani Pramesti; Putu Dyah Permatha Korry
Cakrawala Repositori IMWI 515-523
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

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

Abstract

This research examined how emotional engagement, promotion, and social influence shaped Generation Z’s purchase intention toward a local Indonesian beauty brand, Somethinc, with product scarcity tested as a mediating variable. Grounded in the Theory of Planned Behavior, this study addressed inconsistencies in previous consumer behavior research by proposing perceived scarcity as a psychological mechanism that links marketing stimuli to purchase intention. A quantitative causal-associative research design was applied to 230 Generation Z consumers in Denpasar City, selected through purposive sampling based on the Slovin formula from a population of 227,000 individuals. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The measurement model confirmed convergent validity, discriminant validity, and construct reliability. The structural model results showed that emotional engagement, promotion, and social influence each had positive and significant direct effects on purchase intention and product scarcity. Furthermore, product scarcity positively influenced purchase intention and significantly mediated the relationships between emotional engagement, promotion, social influence, and purchase intention. The model explained 75.7% of the variance in purchase intention. These findings extend the Theory of Planned Behavior by positioning perceived scarcity as a mediating mechanism and provide practical implications for local beauty brands in integrating emotional branding, promotional strategies, and social proof approaches with appropriate scarcity marketing strategies. Future research should examine the model across different cities, product categories, and additional variables, such as brand trust and fear of missing out.
Co-Authors I Putu Dharmawan Pradhana Putu Dyah Permatha Korry