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All Journal J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) International Journal of Asian Business and Management (IJABM) InJEBA : International Journal of Economics, Business and Accounting JER International Journal of Economics, Business and Innovation Research
Mahrinasari MS
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Pemberian Literasi Digital Marketing dan Pendampingan Penjualan Produk UMKM di Lampung melalui Aplikasi Platform Digital, Periklanan dan Konten Marketing Mahrinasari MS; Remy Yudha Saputra; Ayu Gita Permata; Apridalia Apridalia; Haysi Muliyana; Lusia Dewi Sulistiati; M. Fahrudin
J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Vol 8, No 1 (2024): April 2024
Publisher : IKIP PGRI Bojonegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30734/j-abdipamas.v8i1.4018

Abstract

ABSTRACTThe Community Service Activities carried out are Providing Digital Marketing Literacy and Product Sales Assistance to MSMEs through the Digital Platform Application, Advertising, and Marketing Content with the aim of providing the community, especially MSME business actors, with literacy related to digital marketing and can increase sales of their products using the Digital Platform so that they can open up opportunities to increase customer potential with "suspect" customer level and increase the opportunity for many customers to appear at the "active” customer level because of the ease of ordering on the digital platform used. The Digital Marketing literacy provided can be the basis for MSME players to always innovate in marketing their products.Keywords: MSMEs, Digital Marketing, Digital Platforms, Advertising, Content Marketing ABSTRAKKegiatan Pengabdian Masyarakat yang dilakukan adalah Pemberian Literasi Digital Marketing dan Pendampingan Penjualan Produk pada UMKM melalui Aplikasi Platform Digital, Periklanan dan Konten Marketing bertujuan agar masyarakat khususnya pelaku usaha UMKM mendapatkan literasi terkait digital marketing dan dapat meningkatkan penjualan produknya menggunakan Platform Digital  sehingga dapat membuka peluang untuk menambah potensi pelanggan dengan level “suspect” dan memperbesar peluang munculnya banyak pelanggan dengan level “active customer” karena kemudahan pemesanan pada platform digital yang digunakan. Literasi Digital Marketing yang diberikan dapat menjadi dasar pelaku UMKM untuk selalu berinovasi dalam pemasaran produknya.Kata Kunci: UMKM, Digital Marketing, Platform Digital, Periklanan, Konten Marketing
The Effect of Enterprise Risk Management Implementation on the Sustainable Business Performance of MSME Tapis in Bandar Lampung Nurkasya, Muhammad Luthfi; Mahrinasari MS
InJEBA : International Journal of Economics, Business and Accounting Vol. 2 No. 3 (2024): InJEBA (September)
Publisher : Basecamp Economics PubMed

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.13845670

Abstract

The Tapis industry MSMEs in Bandar Lampung City frequently encounter challenges that hinder their survival, growth, and development. These challenges include issues related to human resource capabilities, product innovation, financing, and marketing, which impede their ability to compete, particularly against larger companies. This study aims to assess the impact of various dimensions of Enterprise Risk Management (ERM) on the performance of the creative Tapis industry in Bandar Lampung. Data for the study were collected through a questionnaire and analyzed using simple linear regression analysis, with a sample of 100 MSMEs in Bandar Lampung City. Descriptive analysis of each ERM dimension indicates that, in general, the Tapis MSMEs studied have implemented ERM practices to a satisfactory degree. The results from the simple linear regression analysis reveal a coefficient of determination of 0.191, indicating that 19.1% of the sustainable performance of Tapis MSMEs can be attributed to ERM practices. The significance level obtained is notably low at 0.001, suggesting that the implementation of ERM is effective in enhancing sustainable performance. In conclusion, Enterprise Risk Management (ERM) has a positive and significant effect on the sustainable business performance of Tapis industry MSMEs in Bandar Lampung, particularly in the dimensions of the internal environment, information and communication, and monitoring.
The Influence of Live Streaming and Online Customer Reviews on Purchase Intention on Shopee Live Ningrum, Natasya Dwi Puspita; Mahrinasari MS; Nabila, Nuzul Inas
Jurnal Economic Resource Vol. 8 No. 1 (2025): March-August
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i1.1342

Abstract

The rapid advancement of internet technology has significantly transformed consumer behavior, particularly in the realm of online shopping. Among the most prominent digital marketing strategies utilized by e-commerce platforms is the integration of live streaming and online customer reviews. These tools not only enhance user engagement but also play a critical role in shaping consumer perceptions and influencing their purchase decisions. This study investigates the impact of live streaming and online customer reviews on purchase intention, focusing specifically on Shopee Live users in Bandar Lampung. A quantitative research design was adopted, employing a purposive sampling technique to select 120 respondents who have previously watched Shopee Live sessions. Data were gathered through a structured questionnaire and analyzed using multiple linear regression with the aid of SPSS version 26. The findings reveal that both live streaming and online customer reviews exert a positive and statistically significant influence on consumers' purchase intentions. These results underscore the strategic importance of interactive and user-generated content in enhancing consumer trust and encouraging online purchases. The study offers practical insights for e-commerce marketers seeking to optimize their live streaming features and leverage customer feedback to drive sales and improve customer engagement.
The Role of Country Origin and Product Knowledge in Wuling Electric Car Purchase Decision in Indonesia Ahmad Syaugi Al Gifary; Mahrinasari MS; Nuzul Inas Nabila
International Journal of Asian Business and Management Vol. 3 No. 4 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v3i4.10565

Abstract

In today's competitive marketing landscape, understanding factors influencing consumer purchase decisions is crucial. This study examines the impact of country-of-origin image and product knowledge on the purchasing decisions for Wuling electric vehicles in Indonesia. Employing a descriptive quantitative approach with a sample of 104 respondents, the research uses literature reviews and questionnaires to gather data. Multiple linear regression analysis reveals that both country-of-origin image and product knowledge significantly affect purchasing decisions, with positive coefficients indicating their substantial influence. Specifically, a favorable perception of China's technological advancements and product quality, alongside strong product knowledge, plays a vital role in shaping consumer choices. The findings suggest that Wuling should focus on enhancing its country image and leveraging social media to increase brand awareness. Future research could expand to include additional variables and countries for a broader understanding of purchase decision factors
The Effect Of Perceived Usefulness, Perceived Security Risk, Perceived Privacy Risk, And Perceived Ease Of Use On Trust And Usage Intention Of The Grabfood Dine-Out Deals Feature In Indonesia Maria Yohana Siregar; Mahrinasari MS; Roslina
International Journal of Economics, Business and Innovation Research Vol. 5 No. 01 (2026): December - January, International Journal of Economics, Business and Innovatio
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i01.2633

Abstract

The accelerated integration of digital technology into everyday consumer activities has transformed how individuals engage with food service platforms in Indonesia. One of the innovations introduced by Grab is the GrabFood Dine-Out Deals (DOD) feature, which enables users to purchase promotional dining vouchers directly through the application and redeem them at partner restaurants. Despite its functional benefits, user adoption of this feature remains limited, prompting questions regarding the determinants of users’ trust and behavioral intention. This study examines the influence of Perceived Usefulness, Perceived Security Risk, Perceived Privacy Risk, and Perceived Ease of Use on Trust and Usage Intention of the DOD feature. A quantitative approach was employed with 300 respondents meeting predetermined criteria. Structural Equation Modeling via SmartPLS was used for hypothesis testing. Empirical results show that Perceived Ease of Use, Perceived Security Risk, and Perceived Privacy Risk exert significant effects on Trust, whereas Perceived Usefulness does not. Furthermore, Trust and Perceived Ease of Use significantly influence Usage Intention. The findings underscore that users emphasize safety, privacy assurance, and ease when evaluating dine-in promotional technologies.
Co-Authors Ahmad Syaugi Al Gifary Apridalia Apridalia Ayu Gita Permata Haysi Muliyana Lusia Dewi Sulistiati M. Fahrudin Maria Yohana Siregar Ningrum, Natasya Dwi Puspita Nurkasya, Muhammad Luthfi Nuzul Inas Nabila Nuzul Inas Nabila, Nuzul Inas Remy Yudha Saputra Roslina