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All Journal Ekonomi Bisnis Jurnal Pengabdian kepada Masyarakat Nusantara
Rakhdiny Sustaningrum
Atma Jaya Catholic University of Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PURCHASE INTENTION GENERASI Z PADA PRODUK KOSMETIK DENGAN TEKNOLOGI AUGMENTED REALITY PADA MASA PANDEMI Rakhdiny Sustaningrum
Jurnal Ilmiah Ekonomi Bisnis Vol 28, No 3 (2023)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/eb.2023.v28i3.7170

Abstract

Adaptasi teknologi augmented reality selain memberikan pengalaman tersediri bagi konsumen dalam berbelanja yang direpresentasikan secara virtual dan membantu untuk mendapatkan detail informasi sebelum memutuskan membeli produk. Tidak semua retail, menerapkan teknologi ini ke dalam aplikasi mereka padahal adaptasi teknologi ini memberikan pengalaman untuk meningkatkan kecenderungan membeli (purchase intention). Penelitian disusun untuk melihat bagaimana teknologi augmented reality memberikan pengaruh terhadap keputusan membeli dengan melibatkan adanya perasaan positif yang timbul sebagai suatu response terhadap adaptasi teknologi dan bagaimana motivasi hedonic shopping motivation memberikan pengaruh didalamnya. Hasil pengolahan data terhadap 100 responden generasi Z menunjukkan bahwa penggunaan teknologi augmented reality mempengaruhi keputusan membeli dan berpengaruh terhadap perasaan positive affective response. Namun, perasaan positif yang muncul setelah menggunakan teknologi justru tidak dipengaruhi oleh hedonic shopping behavior sebagai suatu perasaan yang muncul sebagai suatu motivasi berbelanja karena didasarkan adanya motif hedonic ketimbang kebutuhan utilitarian. Hasil penelitian ini berkontribusi terhadap strategi pemasaran retail terhadap generasi Z bahwa adaptasi teknologi augmented reality mempengaruhi purchase intention namun motivasi berbelanja didasarkan keputusan secara cognitive, khususnya pada masa pandemi
From Local Products to Strong Brands: Empowering MSMEs Through Digital Branding and Business Innovation Erina Sovania; Stefanus Rumangkit; Baghas Budi Wicaksono; Rakhdiny Sustaningrum
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 7 No. 2 (2026): Edisi Mei - Agustus
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v7i2.8895

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting economic growth and community welfare in Indonesia; however, many MSMEs continue to face challenges in developing digital branding, content marketing, and effective social media utilization, which may limit brand awareness and competitiveness in digital markets. This community service program aimed to strengthen the digital branding capabilities and business competitiveness of CV Syabina Berkah Sejahtera through international collaborative business coaching and digital marketing mentoring. The program was conducted collaboratively by BINUS University, The Chinese University of Hong Kong, and Atma Jaya Catholic University of Indonesia, with CV Syabina Berkah Sejahtera as the partner. The activities employed observation, knowledge sharing, business coaching, mentoring, and practical implementation of digital branding and content marketing strategies. The results indicated that participants demonstrated improved understanding of branding consistency, social media optimization, visual content development, and the application of artificial intelligence for market research and business development. Participants also demonstrated greater awareness of the importance of transforming local products into distinctive and recognizable brands for digital markets. The program contributed to strengthening the partner’s digital marketing capabilities, strategic awareness, and readiness to adapt to digital market dynamics. Overall, the activity demonstrates that collaborative business coaching and practical digital marketing mentoring can support MSMEs in improving competitiveness, sustainability, and adaptability in the digital transformation era.
Co-Authors Baghas Budi Wicaksono Erina Sovania Stefanus Rumangkit