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All Journal Journal of Development Research JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi ADI Bisnis Digital Interdisiplin (ABDI Jurnal) ADI Pengabdian kepada Masyarakat Jurnal (ADIMAS Jurnal) SINDA: Comprehensive Journal of Islamic Social Studies Izdihar : Jurnal Ekonomi Syariah JANITA Business, Entrepreneurship, and Management Journal Jurnal At-Tamwil: Kajian Ekonomi Syariah Synergy In Economic & Business Management (SEBM) Jurnal Pengabdian Masyarakat Berdampak
Gautama Sastra Waskita
Universitas Tulungagung
Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Library & Information Science Social Sciences Other

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Integrasi Strategi Pemasaran Digital dalam Peningkatan Kinerja Operasional UKM Kreatif: Studi Kasus Martha Onyx Tulungagung Eldon, Mokhamad; Waskita, Gautama Sastra; Saputra, Dhio; Nurani; Rakhmad Widi Ashari, Denny; Rahman Hakim, Aulia
Jurnal Pengabdian Masyarakat Berdampak Vol. 2 No. 1 (2026): Januari 2026
Publisher : Raskha Media Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64803/jupemba.v2i1.121

Abstract

UMKM kreatif berbasis kerajinan tradisional sering menghadapi keterbatasan literasi digital dan pengelolaan pemasaran digital yang belum terstruktur. Program pengabdian kepada masyarakat ini bertujuan untuk merancang dan mengimplementasikan strategi digital marketing secara kolaboratif pada Martha Onyx Tulungagung, UMKM kreatif di sektor kerajinan marmer dan onyx. Metode yang digunakan adalah pendekatan partisipatif berbasis pendampingan yang melibatkan dosen, mahasiswa magang, dan mitra UMKM, melalui pendampingan digital marketing, pendidikan berkelanjutan, serta peningkatan pemahaman industri kreatif. Pengumpulan data dilakukan melalui pre-test dan post-test, observasi, dokumentasi, dan umpan balik mitra. Hasil kegiatan menunjukkan peningkatan pengetahuan digital marketing, konsistensi konten, interaksi digital, serta kepercayaan diri mitra dalam mengelola platform digital. Program ini juga menghasilkan luaran digital yang meningkatkan visibilitas produk dan jangkauan pasar. Temuan ini menegaskan efektivitas pendekatan co-creation dalam memperkuat daya saing dan keberlanjutan UMKM kreatif. Program lanjutan disarankan menerapkan pendampingan jangka panjang.
Platform-Driven Operations: Rethinking Supply Chain Dynamics in Affiliate-Based Digital Ecosystems Ashari, Denny Rakhmad Widi; Waskita, Gautama Sastra; Bakti, Nurimansyah Setivia; Rizkaputra, Fergiawan Alfianto; Rahmawati, Desi
Journal of Development Research Vol. 10 No. 1 (2026): Volume 10, Number 1, May 2026
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Nahdlatul Ulama Blitar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28926/jdr.v10i1.525

Abstract

The rapid rise of TikTok Affiliate has transformed how businesses in emerging markets organize operations, yet little is known about its impact on supply chain practices in technically complex sectors. This study aims to explore how TikTok Affiliate marketing reshapes operational dynamics within Indonesia’s motorcycle spare parts ecosystem. Using a qualitative phenomenological design, data were collected through in-depth interviews with affiliators, SME owners, and consumers, complemented by document analysis and field observations. The findings reveal that algorithmic mediation drives unpredictable demand shifts, affiliators act as cultural mediators influencing customer engagement, and SMEs adopt agile, platform-responsive supply chain strategies. Trust and informal governance mechanisms emerged as crucial in sustaining operations, while infrastructural gaps highlight the challenges of digital integration in Indonesia. The study contributes to operations management literature by framing affiliate marketing as an operational phenomenon and provides practical insights for SMEs, policymakers, and digital ecosystem stakeholders.
Pentahelix Collaboration for MSME Entrepreneurship Ecosystem Development during National Santri Day Gautama Sastra Waskita; Denny Rakhmad Widi Ashari; Samlatul Izzah; Desi Rahmawati; Andrean Permadi
ADI Pengabdian Kepada Masyarakat Vol 6 No 2 (2026): ADI Pengabdian Kepada Masyarakat
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/adimas.v6i2.1463

Abstract

The development of local entrepreneurship ecosystems requires collaborative engagement among multiple stakeholders to address the challenges faced by micro, small, and medium enterprises (MSMEs), particularly in digital marketing, business networking, and community-based economic empowerment. However, socio-cultural public events in regional contexts are often implemented only as ceremonial activities and have not been optimally utilized as platforms for entrepreneurship activation and collaborative ecosystem development. This community service program aimed to strengthen the local entrepreneurship ecosystem through a Pentahelix-based public engagement model during the National Santri Day 2025 celebration in Tulungagung, Indonesia. The program employed a participatory community development approach involving academia, business actors, community organizations, government institutions, and media partners. Activities included entrepreneurship campaigns, MSME exhibitions, digital marketing socialization, branding assistance, and stakeholder networking during a public walking event attended by 2,000 participants. The results indicate that the program successfully increased MSME product exposure, improved participants’ understanding of collaborative entrepreneurship and digital marketing, strengthened stakeholder networking, and enhanced public engagement in local economic activities. The findings suggest that socio-cultural community events can function as sustainable entrepreneurial activation platforms when integrated with collaborative governance and ecosystem-based empowerment strategies.
MSME Value Co-Creation Model in the Digital Gig Economy Ecosystem Gautama Sastra Waskita; Denny Rakhmad Widi Ashari; Mohammad Basid Al Haris; Akhmad Rifa'i; Samlatul Izzah
ADI Bisnis Digital Interdisiplin Jurnal Vol 7 No 1 (2026): ADI Bisnis Digital Interdisiplin (ABDI Jurnal)
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/54g0he22

Abstract

The rapid expansion of the gig economy has transformed collaborative practices among micro entrepreneurs, particularly within informal creative sectors in developing economies. However, existing studies largely focus on platform-based labor and formalized value co-creation, leaving the lived experiences of micro entrepreneurs in emerging creative hubs underexplored. This study aims to explore how micro entrepreneurs engage in value co-creation within Indonesia’s emerging creative ecosystems. Using a qualitative phenomenological approach, data were collected through in-depth interviews, participant observation, and document analysis involving 25 micro entrepreneurs from the F&B, barista, artisan, and creative sectors in Indonesian creative hubs. The findings reveal that value co-creation is deeply embedded in relational trust, community reciprocity, hybrid digital–community interaction, and identity formation. Co-creation practices were found to function not only as economic strategies but also as mechanisms for collective resilience, social belonging, and entrepreneurial legitimacy. The study extends the literature on Service-Dominant Logic and gig economy research by highlighting the socio-cultural and place-based dimensions of collaborative entrepreneurship in developing economies. Practically, the findings provide insights for policymakers, creative hub managers, and micro entrepreneurs in fostering sustainable and inclusive creative ecosystems.
Building Entrepreneurial Capabilities through Co-Creation Multiformat Branding and Omnichannel Marketing Denny Rakhmad Widi Ashari; Sawal Sartono; Bondan Subagyo; Gautama Sastra Waskita; Eko Santoso
ADI Pengabdian Kepada Masyarakat Vol 6 No 2 (2026): ADI Pengabdian Kepada Masyarakat
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/adimas.v6i2.1480

Abstract

Micro, Small, and Medium Enterprises (MSMEs) face increasing challenges in improving their competitiveness in the digital economy, particularly in marketing communication, brand consistency, and digital platform utilization. This community engagement program aimed to strengthen MSMEs’ entrepreneurial and digital marketing capabilities through training in copywriting, multi-format content branding, and omnichannel marketing strategies. The program was conducted at the Integrated Business Service Center (PLUT) of Tulungagung Regency and involved 30 MSMEs supported by Bank Negara Indonesia (BNI) and PLUT from the culinary, coffee, creative industry, service, and retail sectors. The methods included needs assessment, training based on the AIDA (Attention, Interest, Desire, Action), PAS (Problem, Agitate, Solution), dan FAB (Features, Advantages, Benefits). Data were collected through participant observation, documentation, participant-generated outputs, and feedback. The results demonstrated improved understanding of brand identity, persuasive communication, and omnichannel marketing. Participants successfully developed promotional content, marketplace product descriptions, and practical branding plans that could be directly implemented in their businesses. The program effectively enhanced MSMEs’ digital readiness, entrepreneurial capacity, and long term competitiveness in the digital economy
The Art of Doing More with Less: Exploring Frugal Innovation Practices as Strategic Agility Drivers in SMEs Denny Rakhmad Widi Ashari; Gautama Sastra Waskita
SINDA: Comprehensive Journal of Islamic Social Studies Vol. 5 No. 2 (2025): Volume 5 Nomor 2 Agustus 2025
Publisher : Universitas Nahdlatul Ulama Blitar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28926/sinda.v5i2.2511

Abstract

Small and medium-sized enterprises (SMEs) operating in resource-constrained environments often struggle to remain adaptive amid volatility, prompting the need for innovation approaches that enable agility despite structural limitations. This study examines how frugal innovation functions as a strategic driver of agility in SMEs, moving beyond its conventional framing as a cost-saving tactic. Using a qualitative research design involving semi-structured interviews, non-participant observations, and document analysis across selected SMEs, the study investigates the mechanisms that connect frugal innovation with strategic agility. The findings reveal three core mechanisms—strategic improvisation, resource recombination, and ecosystem engagement—that collectively enhance SMEs’ capacity to sense opportunities, respond swiftly, and reconfigure organizational processes. These mechanisms demonstrate that constraints can act as catalysts for adaptive capability rather than barriers to innovation. The study contributes to the theoretical integration of frugal innovation and strategic agility while offering practical insights for SME leaders, policymakers, and development institutions seeking to strengthen resilience and competitiveness. Broader implications highlight the role of frugal–agile practices in promoting inclusive and sustainable entrepreneurial ecosystems.
Crafting the Perfect Cup: How Sustainable Barista Training Shapes Product Quality at Kedai Kosim, Indonesia Gautama Sastra Waskita; Denny Rakhmad Widi Ashari
SINDA: Comprehensive Journal of Islamic Social Studies Vol. 5 No. 3 (2025): Volume 5 Nomor 3 Desember 2025
Publisher : Universitas Nahdlatul Ulama Blitar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28926/sinda.v5i3.2514

Abstract

Sustainable service delivery has become increasingly critical for small coffee enterprises, yet the role of sustainability-oriented training in shaping product quality remains empirically underexplored. This study examines how Sustainable Barista Training influences beverage quality, operational performance, and sustainability behavior at Kedai Kosim, Indonesia. Using a qualitative case study design, data were collected through in-depth interviews, non-participant observations, and document review to capture the integration of sustainability principles into barista competencies and daily workflows. The findings reveal that sustainability-focused training enhances technical consistency, strengthens environmental awareness, and cultivates mindful resource use in coffee preparation processes. These improvements elevate key dimensions of service quality, including reliability, assurance, and responsiveness, while embedding sustainable practices into routine operations. The study contributes to the service management and sustainable hospitality literature by positioning sustainability competencies as a critical yet underrecognized driver of product quality in micro-scale coffee businesses. Practical implications highlight the importance of structured, experiential training to improve beverage consistency, reduce operational waste, and support SDG-oriented coffee shop management. Future research should explore multi-case comparisons and longitudinal assessments to evaluate the durability and scalability of sustainability-driven training models
STRENGTHENING ENTREPRENEURIAL CAPACITY THROUGH STRUCTURED BUSINESS IDEATION AND INCUBATION: A COMMUNITY ENGAGEMENT MODEL Gautama Sastra Waskita; Linggar Aura Damayanti; Sawal Sartono
JANITA : JURNAL PENGABDIAN KEPADA MASYARAKAT Vol. 6 No. 1 (2026)
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36563/e45rp394

Abstract

Universities are increasingly expected to foster student entrepreneurship, yet many campus-based incubation programs operate under highly compressed timelines, overstating financial milestones without evaluating operational failure modes or seasonal market biases. This community engagement program aimed to strengthen students’ entrepreneurial capacity through a structured business ideation and incubation model implemented within the Faculty of Economics, Universitas Tulungagung, while tracking quantitative competency improvements and operational variance across cohorts. Engaging 40 undergraduate students over a synchronized 8-week timeline, the intervention utilized a participatory community development approach integrating needs assessment, business ideation workshops, Business Model Canvas development, digital marketing training, a 4-week active incubation phase, and a final pitching evaluation. Data credibility was secured through the triangulation of field observations, documentation, semi-structured interviews with both high-performing and struggling cohorts, and paired pre- and post-test assessments. The results revealed significant quantitative competency gains, particularly in digital marketing (+29.30 points), alongside the operational deployment of student ventures like Racha Privat, Sakha Sweet, Dapur Santri, and Fresh Bite. While Racha Privat achieved a substantial revenue surge by the eighth week, this milestone was partially accelerated by seasonal market demands linked to academic examination periods. Conversely, product-based cohorts faced strategic friction, proving that high digital engagement does not automatically secure immediate transactional conversion. This study impacts future university-based entrepreneurial ecosystems by proving that sustainable student venture creation requires structured experiential models integrated with longitudinal post-incubation support and tailored financing.
CLICKING UNDER PRESSURE: A NETNOGRAPHIC INVESTIGATION OF FOMO AND IMPULSIVE BUYING IN FLASH SALE CAMPAIGNS Gautama Sastra Waskita; Sawal Sartono; Desi Rachmawati
BEMJ: Business, Entrepreneurship, and Management Journal Vol. 4 No. 2 (2025)
Publisher : Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36563/bemj.v4i2.1850

Abstract

Flash sale campaigns have become a dominant digital marketing tactic, yet their heightened temporal pressure often triggers consumers’ fear of missing out (FOMO), leading to unplanned and impulsive purchases. However, empirical understanding of how these psychological dynamics unfold within real consumer communities remains limited. This study aims to explore how FOMO is constructed, expressed, and translated into impulsive buying behavior during flash sale events. Employing a netnographic methodology, data were collected from online consumer forums and social media discussions to capture naturally occurring narratives and behavioral cues. The findings reveal three main patterns: collective emotional contagion that amplifies FOMO, heuristic-driven decision-making under time pressure, and social validation loops that normalize impulsive buying. These insights deepen theoretical understanding of digital consumer psychology and provide actionable implications for ethical marketing practices, particularly in managing persuasive design within flash sale environments.
Co-Authors Akhmad Rifa'i Al Haris, Mohammad Basid Andrean Permadi Aulia Rahman Hakim Bakti, Nurimansyah Setivia Basid Al Haris , Mohammad Basid, Mohammad Basid Al Haris Bondan Subagyo Denny Rakhmad Widi Ashari Desi Rachmawati Desi Rahmawati Dhio Saputra Eko Santoso Hidayati, Atina Linggar Aura Damayanti Loso Judijanto Mohammad Basid Al Haris Mokhamad Eldon Nijma Ilma, Ajeng Faizah Nurani Pambudi, Setyoadi Rifa’i, Akhmad Rizkaputra, Fergiawan Alfianto Samlatul Izzah Sawal Sartono Utami, Artanty