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All Journal Jurnal Riset Akuntansi dan Bisnis Indonesia Precise: Journal of Economic Compile: Journal of Society Service MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Agus Purwanto
Institut Ilmu Hukum Dan Ekonomi Lamaddukelleng
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Pemberdayaan UMKM Melalui Optimalisasi Media Sosial Sebagai Strategi Pemasaran Digital di Desa Salobulo, Kecamatan Sajoanging Kabupaten Wajo Andi Yuniarti; Siardin Andi Djemma; Faisal; Akbar; Agus Purwanto; Muh Resky
Compile Journal of Society Service Vol 4 No 1 (2026): September 2026
Publisher : YP-SDI Lamaddukelleng

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Abstract

Micro, Small, and Medium Enterprises (MSMEs) are vital pillars of the local economy, including in Salobulo Village, Sajoanging District, Wajo Regency. However, the majority of MSME operators in this area still rely on conventional marketing methods, which limit their market reach and business growth potential. This article discusses an outreach initiative regarding the use of social media as a digital marketing strategy for MSME operators in Salobulo Village. The activity aimed to provide a basic understanding of utilizing social media platforms for business purposes, covering digital marketing features, visual content creation techniques, and online transaction security. The implementation methods included lectures, Q&A sessions, discussions, and practical guidance involving students from the Digital Business and Management study programs at the Lamaddukelleng Institute of Law and Economics. Observations revealed that while most MSME operators possessed personal social media accounts, they had not yet optimized them for business use. Participants generally lacked an understanding of the distinction between personal and business accounts and were unfamiliar with specific digital marketing features. Content creation techniques also fell short of adequate standards, characterized by inconsistencies in posting frequency and visual quality. Limited understanding of social media algorithms posed a barrier to leveraging digital platforms as marketing tools. This outreach activity provided participants with a fundamental understanding of using social media for MSME marketing. Although digital technology adoption remains in the early stages, this program is expected to serve as a foundation for future community empowerment initiatives aimed at enhancing the capacity and competitiveness of MSMEs in the digital economy era.
Pengaruh Tren Viral dan Fear of Missing Out (FOMO) dalam Mendorong Keputusan Pembelian Mahasiswa pada Tiktok Shop Agus Purwanto; Sitti Maryam; Andi Dian Panca Lestari
Precise Journal of Economic Vol 5 No 2 (2026): October 2026
Publisher : Yayasan Pengembangan Sumber Daya Insani Lamaddukelleng

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67032/pje.v5i2.195

Abstract

This study aims to analyze the influence of viral trends and the "fear of missing out" (FOMO) on students' purchasing decisions on Tiktok Shop, both individually and simultaneously. A quantitative approach was employed, involving 87 students from the Lamaddukelleng Institute of Law and Economics who use Tiktok Shop as respondents. The data were analyzed using multiple linear regression with the aid of SPSS software. The results indicate that viral trends have a positive and significant effect on purchasing decisions, with a regression coefficient of 0.656, a calculated t-value of 7.625, and a significance level of p < 0.001. FOMO also exerts a positive and significant influence on purchasing decisions, with a regression coefficient of 0.222, a calculated t-value of 3.029, and a significance level of 0.003. Simultaneously, viral trends and FOMO significantly influence purchasing decisions, as evidenced by a calculated F-value of 144.332 and a significance level of p < 0.001. The coefficient of determination (R²) of 0.775 indicates that these two variables explain 77.5% of the variation in purchasing decisions, while the remaining 22.5% is attributable to factors outside the research model. These findings demonstrate that product popularity on social media and consumer anxiety about missing out on specific trends or opportunities are factors linked to students' purchasing decisions on Tiktok Shop. The study offers implications for business practitioners, highlighting the importance of understanding the role of digital trends and consumer psychological responses when designing effective marketing strategies and encouraging more rational purchasing decisions
Co-Authors Ahmad Akbar - Amelia Bahmiranda Andi Dian Panca Lestari Andi Firgha Nurul Putri Andi Nurwana Andi Patotori Arismunandar Andi Sumangelipu Andi Yuniarti Ardi Aryati Arfah Baharuddin Semmaila Baso Amang Dandi Saputra Faisal Hariani Indra Heri Rukmana Muh Resky Muh. Arif Nurman Dai Nurman Dai Basri Putri Gita Syahrani Reza Resita Siardin Andi Djemma Sitti Maryam Suharjum Tenriwaru Tenriwaru