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All Journal JURNAL ILMU EKONOMI & SOSIAL JUSIM (Jurnal Sistem Informasi Musirawas) Jurnal IPTEK Bagi Masyarakat Global Advances in Business Studies Journal of International Conference Proceedings Jurnal Ilmiah Pengabdian dan Inovasi Priviet Social Sciences Journal Abdimas Mandalika Jurnal Akademik Pengabdian Masyarakat JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi Engagement: Jurnal Pengabdian Kepada Masyarakat AGROLAND: The Agricultural Sciences Journal Papsel Journal of Humanities and Policy Jurnal Cendekia Ilmiah
Dodhy Hyronimus Ama Longgy
Departement Of Management, Faculty Of Economic And Business, Universitas Musamus,
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Physics Public Health Social Sciences

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Pemberdayaan Masyarakat Melalui Inovasi Manajemen, Pemasaran dan Teknik Produksi Noken pada UMKM Gaz Rajut Awotkay, Apolinaris Sapuk; Siamsa, Simon; Nggego, Dedy Abdianto; Longgy, Dodhy Hyronimus Ama
Abdimas Mandalika Vol 5, No 2 (2026): Februari
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/am.v5i2.37279

Abstract

Abstract: This Community Service Program (Pengabdian kepada Masyarakat/PPM) aims to enhance the capacity and competitiveness of MSMEs engaged in noken craftsmanship in Merauke, South Papua, through the implementation of innovations in management, marketing, and production techniques. The implementation methods include socialization activities, training sessions, technology demonstrations, and continuous mentoring for the MSME partner, Gaz Rajut. The results indicate a significant improvement in productivity, time efficiency, and business professionalism. The partner is now able to utilize modern production technologies, maintain digital financial records, and market products through online platforms such as Instagram and Shopee. In addition, the newly developed packaging design and logo have strengthened the brand identity of local noken products. This program has had a positive impact on improving skills, income, and market reach of the partner MSME. Furthermore, the activity serves as a tangible example of creative economy empowerment based on local wisdom that can be replicated in other areas of South Papua as well as in other regions of Indonesia.Abstrak: Program Pengabdian kepada Masyarakat (PPM) ini bertujuan untuk meningkatkan kapasitas dan daya saing UMKM pengrajin noken di Merauke, Papua Selatan melalui penerapan inovasi di bidang manajemen, pemasaran, dan teknik produksi. Metode pelaksanaan mencakup sosialisasi, pelatihan, demonstrasi teknologi, serta pendampingan berkelanjutan kepada mitra UMKM Gaz Rajut. Hasil kegiatan menunjukkan peningkatan signifikan dalam produktivitas, efisiensi waktu, dan profesionalisme usaha. Mitra kini mampu menggunakan teknologi produksi modern, melakukan pencatatan keuangan secara digital, serta memasarkan produk melalui platform daring seperti Instagram dan Shopee. Selain itu, desain kemasan dan logo baru berhasil memperkuat identitas merek noken lokal. Program ini memberikan dampak positif terhadap peningkatan keterampilan, pendapatan, dan jangkauan pasar UMKM mitra. Kegiatan ini juga menjadi contoh nyata pemberdayaan ekonomi kreatif berbasis kearifan lokal yang dapat direplikasi di wilayah lain di Papua Selatan maupun daerah lain di Indonesia.
The influence of store atmosphere and service quality on purchase decisions at Muslimah store in Merauke Regency Wenny Aniwandari; Florentina Blandina Parapaga; Dodhy Hyronimus Ama Longgy; Suddin Lada
Global Advances in Business Studies Vol. 5 No. 1 (2026): Global Advances in Business Studies (GABS)
Publisher : Ifma Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55584/gabs.v5i1.57

Abstract

This study aims to examine the effect of store atmosphere and service quality on purchase decisions at Muslimah store, located in Kampung Harapan Makmur, Merauke Regency. The population in this research consists of end consumers who have made purchases at Muslimah store, with an unlimited and large population size. The sample of the study consists of 96 respondents, determined using Cochran’s formula and a purposive sampling technique based on specific criteria, such as having shopped within the last six months and having direct experience with the store atmosphere and staff service. This research applies a quantitative explanatory approach, utilizing both primary and secondary data. Data collection techniques include observation and the distribution of a Likert-scale questionnaire. Data were analyzed using SPSS version 25 through validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that the store atmosphere variable (X₁) has a positive and significant partial effect on purchase decisions (Y). The service quality variable (X₂) also has a positive and significant partial effect on purchase decisions (Y). The F-test shows that both store atmosphere and service quality simultaneously have a significant influence on purchase decisions. Therefore, it can be concluded that both partially and simultaneously, store atmosphere and service quality significantly affect purchase decisions at Muslimah store.
User-Generated Content, Electronic Word of Mouth, and Consumer Trust in Social Media Beauty Communities: A Netnographic Study DODHY HYRONIMUS AMA LONGGY; Florentina Blandina Parapaga; Intan Farida Khasanah; Rangga Laloan
Journal of International Conference Proceedings Vol 9, No 2 (2026): 2026 Vietnam ICPM Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v9i3.4760

Abstract

Instagram has become a critical digital space for local skincare businesses to promote products, interact with consumers, and build trust through visible online communication. This study aims to explore how User-Generated Content (UGC), Electronic Word of Mouth (e-WOM), and consumer trust are constructed within Instagram-based beauty communities involving two selected local skincare stores in Merauke, South Papua, Indonesia. This study employed a qualitative design with a pure netnographic approach. Data were collected from publicly available Instagram content from January to June 2026, including feed posts, reels, captions, consumer comments, admin responses, testimonials, reposted customer stories, and highlight content. The findings show that consumer trust is constructed through two complementary patterns. ALVE tends to build informational trust through product clarity, price confirmation, promotional consistency, stock information, and admin responsiveness. Meanwhile, MIYUKI tends to build relational trust through storytelling, humor, friendly communication, Reels-based content, consumer enthusiasm, and community-oriented engagement. This study implies that local skincare stores should manage Instagram as a trust-building platform by combining accurate product information, authentic consumer participation, positive e-WOM, and emotionally engaging content.
Preservation of Papua’s Local Food through Frozen Sagu Sep Innovation and Multichannel Marketing Strategy Dodhy Hyronimus Ama Longgy; Tini Adiatma; Cici Girik Allo; Fety Rochyawaty Qudrat Mulya
Engagement: Jurnal Pengabdian Kepada Masyarakat Vol. 10 No. 1 (2026): February 2026
Publisher : Asosiasi Dosen Pengembang Masyarajat (ADPEMAS) Forum Komunikasi Dosen Peneliti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/engagement.v10i1.2232

Abstract

This community service program was conducted in South Papua, focusing on the empowerment of the “Mama Juan” MSME, a local producer of the traditional food Sagu Sep. The program addressed key challenges such as limited product shelf life, manual financial management, and restricted marketing reach. The method used was Participatory Action Research (PAR), which encompassed socialization, training and technology implementation. The introduction of freezers, ovens, coconut graters, and vacuum sealers enabled the production of Frozen Sagu Sep with improved hygiene, durability, and market value. Financial management was strengthened through QRIS and simple accounting applications, while digital marketing and rebranding expanded market reach and visibility. The results show a significant transformation toward modern, technology-based business practices, providing a replicable empowerment model for local MSMEs in Southern Papua.
Analysis of referral marketing implementation in increasing online sales Semuel Batlajery; Dodhy Hyronimus Ama Longgy; Tini Adiatma; Marlyn E. Alfons
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1699

Abstract

This study aims to examine the implementation of referral marketing in increasing online sales in a social-media-based online retail business. A qualitative approach was employed to gain an in-depth understanding of how referral marketing operates in practice and how it contributes to sales growth. Data were collected through observation, in-depth interviews, and documentation, involving five informants selected through purposive sampling. The data were analyzed using the interactive model of Miles and Huberman, which consists of data reduction, data display, and conclusion drawing/verification. The findings show that referral marketing was implemented through a structured mechanism involving referral links, discounts, reward points, and purchase credits. Its effectiveness was further supported by the use of digital platforms such as Instagram, WhatsApp, Facebook, and TikTok, which enabled recommendations to spread more quickly and personally. The study also found that recommendations from friends and family were perceived as more credible than conventional promotional messages, thereby strengthening trust, encouraging new customer acquisition, increasing repeat purchases, and supporting customer loyalty. In addition, referral marketing was perceived as relatively cost-efficient because incentives were only provided when successful transactions occurred. Therefore, referral marketing can be understood as an effective relational digital strategy for supporting online sales growth.
Peran Ekuitas Merek dalam Memediasi Pengaruh Aktivitas Pemasaran Media Sosial terhadap Keputusan Memilih Sekolah Dodhy Hyronimus Ama Longgy; Okto Irianto; Henie Poerwandar Asmaningrum; Tini Adiatma; Tarsisius Kana
JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi Vol. 4 No. 1 (2026): July
Publisher : CV. Muris Global Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62421/jibema.v4i1.240

Abstract

This study examines the effect of Social Media Marketing Activities on Purchase Decision through Brand Equity in the context of Catholic educational institutions under Yayasan Pendidikan dan Persekolahan Katolik Merauke. A quantitative explanatory approach was applied by involving 100 parents whose children study at YPPK schools. Data were collected using a structured questionnaire with a five-point Likert scale. Social Media Marketing Activities were measured through social media understanding, entertainment, interaction, trendiness, customization, and word of mouth. Brand Equity was measured through brand awareness, brand association, brand loyalty, and perceived quality, while Purchase Decision was measured through school choice decision, confidence in school choice, and willingness to recommend the school. The findings show that Social Media Marketing Activities have a significant effect on Purchase Decision, although the direct relationship is negative. Social Media Marketing Activities have a positive and significant effect on Brand Equity, and Brand Equity has a positive and significant effect on Purchase Decision. Furthermore, Brand Equity partially mediates the relationship between Social Media Marketing Activities and Purchase Decision. This study contributes to educational marketing literature by positioning Brand Equity as a key mechanism that explains how social media activities influence parents’ school choice decisions. The study offers originality by examining digital marketing, brand equity, and school choice decisions in Catholic educational institutions, a context rarely examined in previous social media marketing studies. YPPK should manage social media not merely as promotional media, but as a strategic instrument to strengthen reputation, trust, perceived quality, and institutional values.
Development of the DriMe (Drive in Merauke) Application Based on Community Participation to Support Sustainable Business Management and Service Marketing for Courier and Driver Operators Tini Adiatma; Nurlela Pandiangan; Maichel Santo Wijaya Mita; Dodhy Hyronimus Ama Longgy
Jurnal IPTEK Bagi Masyarakat Vol 5 No 3 (2026)
Publisher : Ali Institute of Research and Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55537/j-ibm.v5i3.1589

Abstract

Informal transport services in Merauke face challenges in business management, service promotion, and digital access. A growing tension has emerged between existing app-based platforms and manual systems operated via WhatsApp, particularly regarding inconsistent fare structures and lack of transparency. This community service program addresses these issues by empowering local couriers and drivers through digital innovation. The objective is to develop and implement the DRIME application to improve operational efficiency, unify fare systems, and strengthen community-based digital literacy. Using a Participation Action Research (PAR) approach, the study involved drivers and couriers from the initial needs assessment through application design, testing, training, and evaluation. The program produced three mobile applications and one admin website. Training reached 48 participants, and participatory evaluation led to feature improvements, such as automated tax deduction and the official launch of the application on the Play Store.
Co-Authors Abdullah Adi Maulana Rachman Alrawahna, Ammar Awotkay, Apolinaris Sapuk Bako, Seven Marganda Cici Girik Allo Corry Lamtio Batubara Elly Noer Epin, Maria Natalia Wainip Fety Rochyawaty Qudrat Mulya Henie Poerwandar Asmaningrum hesty tambajong Intan Farida Khasanah Jacobus Rico Kuntag Lintang, M Maichel Santo Wijaya Mita Marlyn E. Alfons Mulawarman, Logi Nggego, Dedy Abdianto Ni Luh Putu Nita Yulianti Nur Jalal Nurlela Pandiangan Okto Irianto Okto Irianto Pandiangan, N Parapaga, Florentina Blandina Putu Priyudahari, Bhujangga Ayu Rangga Laloan Richard, Yumiad Fernando Semuel Batlajery Siamsa, Simon Simon Siamsa Suddin Lada Syahrabuddin Husen Enala Tamin, Masran Tarsisius Kana Tini Adiatma Wenny Aniwandari Widianingrum, Desy Cahya Yance Aima