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All Journal Agrokreatif Jurnal Ilmiah Pengabdian kepada Masyarakat Abdi Cendekia: Jurnal Pengabdian Masyarakat Innovative: Journal Of Social Science Research Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Dorothy Rouly Haratua Pandjaitan
Universitas Lampung
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Pengaruh Sikap, Positioning, Dan Pengetahuan Merek Terhadap Niat Beli Produk Hijau (Studi Pada Konsumen Uniqlo di Lampung) Ani Kurniawati; Dorothy Rouly Haratua Pandjaitan; Dwi Asri Siti Ambarwati
Innovative: Journal Of Social Science Research Vol. 3 No. 4 (2023): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v3i4.4206

Abstract

Penelitian Studi Kasus : konsumen Uniqlo di Lampung. “Pengaruh Sikap, Positioning, dan Pengetahuan Merek terhadap Niat Beli Produk Hijau”. Maraknya pencemaran yang terjadi di banyak lini mengakibatkan ekosistem lingkungan yang terganggu, beberapa penyebabnya antara lain perubahan suhu dan cuaca yang ekstrim, pencemaran lingkungan, pemanasan global hingga menjamurnya fast fashion. Uniqlo sebagai salah satu merek pakaian yang peduli akan hal tersebut ikut andil dalam mendukung green marketing dengan mengusung konsep sustainable fashion yang merupakan praktik di dalam fesyen dengan mengedepankan nilai-nilai dari berbagai pihak yang ada di dalamnya terlebih pada lingkungan dan kemanusiaan. Penelitian ini bertujuan untuk mengetahui pengaruh Sikap, Positioning, dan Pengetahuan terhadap Niat Beli Merek Hijau. Populasi dalam penelitian ini adalah masyarakat di Bandar Lampung yang mengetahui dan tertarik untuk membeli produk Uniqlo. Penelitian ini dikategorikan sebagai penelitian lapangan dimana instrumen penelitian ini berupa penyebaran kuesioner kepada responden. Sampel yang digunakan ialah sebanyak 180 responden yang ditentukan dengan teknik purposive sampling. Pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Analisis dalam penelitian ini menggunakan uji analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa Sikap, Positioning, dan Pengetahuan berpengaruh signifikan terhadap niat beli produk hijau.
Pelatihan Pembuatan Pakan Ikan Gabus (Channa striata), serta Manajemen Usaha dan Pemasaran Produk Budidaya pada Pokdakan Maju Bersama Mesuji, Kabupaten Mesuji, Lampung Munti Sarida; Hilma Putri Fidyandini; Dorothy Rouly Haratua Pandjaitan; Ari Yuliansyah
Agrokreatif: Jurnal Ilmiah Pengabdian kepada Masyarakat Vol. 10 No. 1 (2024): Agrokreatif Jurnal Ilmiah Pengabdian Kepada Masyarakat
Publisher : Institut Pertanian Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/agrokreatif.10.1.85-93

Abstract

The purpose of this community service activity is to improve the knowledge and skills of snakehead fish farmers in Sungai Badak Village, Mesuji District, Mesuji Regency, concerning the production of fish feed based on non-fishmeal ingredients, as well as business management and business planning in fish farming. The implementation method of the activity consists of several stages: preparation and coordination, implementation, monitoring, evaluation, and follow-up assistance. A focus group discussion (FGD) activity is conducted in the preparation and coordination stage. The implementation involves delivering materials and hands-on practice in independently producing snakehead fish feed using distillers, dried grains with solubles (DDGS) and taurine, and business management and marketing strategies for cultivation results. The monitoring stage involves technical guidance on using the feed produced in their business. Finally, the evaluation stage is conducted by filling out a questionnaire related to the technology transfer provided in the community service activity and following up with assistance in processing fisheries' products and water quality management to maintain continuous and high-quality production. The evaluation results indicate an improvement in the knowledge and skills of Pokdakan members regarding the materials provided during the community service activity, with an average increase of 30%. It is noted that Pokdakan members can independently produce fish feed and plan for further fish farming business. The hope is that Pokdakan members can continue the sustainability of the counseling and training results to produce snakehead fish with self-made feed. This activity aims to stimulate Pokdakan members to improve family economics. Additionally, in the future, it aims to establish Mesuji as a center for fish farming and establish a snakehead fish village in Sungai Badak Village, supporting food availability in Mesuji Regency.
Digitalpreneur Kids: Pemberdayaan Anak-anak Panti Asuhan As-Salam Melalui Pelatihan Bisnis dan Pemasaran Digital Dorothy Rouly Haratua Pandjaitan; Tazkiyah Sakinah; Tiara Prisca Sabilla; M. Ramadhani Sanjaya; Risda Marvinita
Abdi Cendekia : Jurnal Pengabdian Masyarakat Vol 5 No 4 (2026): Desember (In Press)
Publisher : Yayasan Zia Salsabila

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61253/abdicendekia.v5i4.1318

Abstract

Perkembangan teknologi digital memberikan peluang bagi generasi muda untuk mengembangkan keterampilan kewirausahaan dan mempersiapkan menghadapi perubahan lingkungan ekonomi yang dinamis. Namun, pemanfaatan teknologi oleh anak-anak dan remaja di panti asuhan masih cenderung bersifat konsumtif dan belum diarahkan secara optimal untuk kegiatan yang bernilai ekonomi. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pengetahuan dan keterampilan dasar kewirausahaan digital serta kemampuan pemasaran digital anak-anak dan remaja Panti Asuhan As-Salam Hajimena, Kecamatan Natar, Kabupaten Lampung Selatan. Metode pelaksanaan menggunakan pendekatan partisipatif yang terdiri atas empat tahap, yaitu identifikasi kebutuhan, pelatihan, pendampingan, serta monitoring dan evaluasi. Pelatihan dilaksanakan melalui penyuluhan interaktif, diskusi, dan praktik langsung mengenai peluang kewirausahaan digital, pemanfaatan media sosial sebagai sarana pemasaran. Hasil kegiatan menunjukkan bahwa peserta memperoleh pemahaman yang lebih baik mengenai pemanfaatan teknologi digital untuk kegiatan kewirausahaan dan mampu mempraktikkan pembuatan konten promosi sederhana untuk media sosial. Peserta juga menunjukkan antusiasme dalam mengembangkan ide usaha, desain promosi, dan komunikasi pemasaran digital. Kegiatan ini menunjukkan bahwa pelatihan kewirausahaan digital dapat menjadi salah satu pendekatan pemberdayaan generasi muda dalam mengembangkan literasi digital, kreativitas, keterampilan pemasaran. Keberlanjutan program memerlukan pendampingan secara berkala agar keterampilan yang diperoleh dapat diterapkan secara konsisten dalam menuju kemandirian ekonomi.
Dampak Pengetahuan Lingkungan pada Generasi Z terhadap Perilaku Pembelian Ramah Lingkungan Studi pada Industri Fashion: Konsep Identitas Pribadi dan Sosial Muhammad Dikhya Rahman; Dorothy Rouly Haratua Pandjaitan; Angga Febrian
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 4 No. 3 (2026): Juni : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v4i3.2593

Abstract

Sustainable consumption practices, notably in the fashion sector, are being encouraged by growing environmental consciousness. However, there is still a disconnect between consumers' intentions to purchase environmentally friendly goods and their actual purchasing habits, particularly among Gen Z. This study investigates the relationship between Personal Identity and Social Identity and the intention to purchase eco-friendly products. It also investigates the role of Specific Environmental Knowledge as a moderator and the role of that desire as a mediator for green purchasing behavior. 260 Gen Z respondents who are concerned about the environment were surveyed as part of the study's quantitative methodology. Purposive sampling was used to choose the sample, and PLS-SEM with SmartPLS 4 was used to analyze the data. The study's findings demonstrate that social and personal identities significantly and favorably influence consumers' intentions to make green purchases. However, neither the association between personal identity nor social identity and green buy behavior is mediated by green purchase intention, nor does it significantly impact green purchase behavior. Furthermore, it has not been demonstrated that specific environmental knowledge moderates this link. These results point to an intention-behavior gap, where actual purchasing behavior has not yet been influenced by the intention to purchase eco-friendly products. This study contributes to the body of knowledge regarding Generation Z's green consumer behavior in the fashion sector.
Co-Authors Angga Febrian Ani Kurniawati Ari Yuliansyah Dwi Asri Siti Ambarwati Hilma Putri Fidyandini M. Ramadhani Sanjaya Muhammad Dikhya Rahman Munti Sarida Risda Marvinita Tazkiyah Sakinah Tiara Prisca Sabilla