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All Journal Jurnal Informasi dan Teknologi Jurnal Pengabdian Masyarakat
Muhamad Ruzaini Abdi
Universitas Palangka Raya
Computer Science & IT Education Environmental Science Social Sciences Other

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The Influence of Digital Promotion Strategies on Consumer Purchase Intentions for Culinary Products at Kampoeng Lauk Palangka Raya Noorjaya Nahan; Aston Pakpahan; Muhamad Ruzaini Abdi
Jurnal Informasi dan Teknologi 2025, Vol. 7, No. 1
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jidt.vi0.619

Abstract

The increasing reliance on digital media has transformed how consumers search for information, evaluate products, and make purchase decisions, especially in the food and beverage industry. Local culinary businesses must now adapt to a digital environment where effective promotional strategies can determine their competitiveness and sustainability. In response to this shift, this study examines the effectiveness of digital promotion strategies in influencing consumer purchase intention, with Kampoeng Lauk Palangka Raya serving as the case study. A quantitative approach was employed by distributing structured questionnaires to consumers exposed to Kampoeng Lauk's digital marketing efforts through social media and online platforms. Multiple linear regression analysis assessed the influence of various digital strategies, including social media content, endorsements, and paid advertisements, on consumer behavior. The results indicate that digital promotion strategies have a statistically significant impact on purchase intention. Among the variables, informative and engaging social media content was the most influential factor in motivating consumers to consider purchasing. These findings emphasize the importance of using digital tools strategically to build customer interest and brand loyalty. The study recommends that small and medium-sized culinary enterprises (SMEs) develop creative, audience-tailored content and utilize digital analytics to refine their marketing efforts. Ultimately, this research contributes to the growing discourse on digital marketing in the local business context and provides actionable insights for culinary entrepreneurs aiming to compete in a dynamic digital marketplace.
PERAN DOSEN DALAM PELATIHAN KEWIRAUSAHAAN DI WISATA KERENG BANGKIRAI PALANGKA RAYA Noorjaya Nahan; Muhamad Ruzaini Abdi
BESIRU : Jurnal Pengabdian Masyarakat Vol. 3 No. 4 (2026): BESIRU : Jurnal Pengabdian Masyarakat, April 2026
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/besiru.v3i4.2524

Abstract

This community service activity aims to increase the knowledge, skills, and motivation of entrepreneurship of the community and business actors in the Kereng Bangkirai Palangka Raya Tourism area. Kereng Bangkirai is one of the leading tourist destinations in Palangka Raya City which has black water tourism attractions, river trails, local culture, and the potential of the community's creative economy. The location is in Kereng Bangkirai Village, Sebangau District, Palangka Raya City, and is known as one of the entrances to the Sebangau National Park area. The problems faced by the community around the tourist area include limited business management skills, digital marketing, product innovation, simple financial management, and tourism service strategies. Therefore, lecturers have an important role as facilitators, educators, motivators, and companions in entrepreneurship training activities. The method of the activity is carried out through lectures, discussions, business idea preparation practices, marketing simulations, and evaluation of participants' understanding. The results of the activity show that entrepreneurship training can increase participants' understanding of the importance of innovation, service, branding, financial recording, and the use of digital media to support businesses in tourist areas. This activity is expected to encourage the economic independence of local communities and strengthen the development of tourism based on community empowerment.
Co-Authors Aston Pakpahan Noorjaya Nahan