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All Journal Jurnal Media Wahana Ekonomika JURNAL LENTERA BISNIS FIRM: Journal of Management Studies Batara Wisnu : Indonesian Journal of Community Services Jurnal Ilmu Sosial dan Humaniora Jurnal Pengabdian Masyarakat dan Riset Pendidikan INTEGRATIF: Jurnal Pengabdian Kepada Masyarakat Journal of Community Research & Engagement (JCRE) Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Journal Of Applied Multidisciplinary Studies (JAMS) Jurnal Ekonomi, Manajemen, dan Bisnis Cakrawala: Jurnal Penelitian Mahasiswa
Farhat Abas
Sekolah Tinggi Ilmu Ekonomi Ganesha
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Building Brand Equity through Viral TikTok Content Strategies: A Phenomenological Study of MSME Entrepreneurs Farhat Abas; Annisa Hardini; Mira Mira; Nurul Faisah A.S; Tuti Herawati; Aep Saefullah
Journal Of Applied Multidisiplinary Studies Vol 2 No 1 (2025): November 2025
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60023/jq9bdx71

Abstract

The rapid development of social media has fundamentally transformed digital marketing practices, particularly for Micro, Small, and Medium Enterprises (MSMEs). Among various platforms, TikTok has emerged as a prominent medium due to its strong viral potential, short-form video format, algorithm-driven content distribution, and dynamic trend culture. These characteristics position TikTok as a strategic tool for MSMEs in building and strengthening brand equity. This study aims to explore how MSME entrepreneurs interpret and implement viral TikTok content strategies in their efforts to develop brand equity. Employing a qualitative approach with a phenomenological method, this research investigates the subjective experiences of MSME actors who actively utilize TikTok as a marketing platform. Data were collected through in-depth interviews and systematic observations of TikTok content produced by MSMEs. The findings reveal that viral TikTok content strategies play a significant role in enhancing brand awareness, shaping positive brand associations, strengthening perceived quality, and fostering consumer brand loyalty. Content that is authentic, aligned with current trends, and delivered consistently is perceived as effective in creating emotional connections between brands and audiences. These results suggest that TikTok functions not only as a promotional channel but also as a strategic medium for constructing brand value among MSMEs. This study contributes to both theoretical discussions on brand equity and practical insights for MSME digital marketing strategies
Penguatan Ekonomi Masyarakat Melalui Pemilahan Sampah: Model Manajemen Berbasis Komunitas di Tangerang Selatan Yandi Asmana; Cinta Rahmi; Farhat Abas; Aditya Purnomo; Iftihal; Safina
INTEGRATIF: Jurnal Pengabdian Kepada Masyarakat Vol 4 No 1 (2026): INTEGRATIF: Jurnal Pengabdian Kepada Masyarakat
Publisher : Kilau Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60041/integratif.v4i1.508

Abstract

This study aims to empower the Cipayung Subdistrict community through strengthening the community-based waste management system (TPS3R) to enhance economic productivity and environmental sustainability. A participatory approach involving observations, community meetings, focus group discussions, and capacity-building programs in waste processing, management, and digital marketing was applied. The intervention improved institutional capacity, technical skills, organizational management, and community participation despite initial challenges. Although conducted in a single TPS3R unit, the study demonstrates that institutional strengthening and continuous capacity development can effectively support sustainable waste management. It offers a practical, replicable empowerment model for policymakers, practitioners, NGOs, and researchers promoting sustainable urban development.
Peningkatan Kapasitas Manajemen Risiko Keuangan UMKM Berbasis Wisata melalui Penyuluhan dan Pendampingan di Pantai Carita Aep Saefullah; Ahmad Fadli; Ramadani Pardian; Devid Putra Arda; Nizar Zulkarnain; Farhat Abas; Fahri Fahri; Fuad Gagarin Siregar; Tuti Herawati; Neila Aisha; Moh. Tahang; Cinta Rahmi; Tetty Nur Intan Rifia; Abdul Muhaimin
Journal of Community Research & Engagement Vol. 3 No. 1 (2026): July 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60023/b8nat239

Abstract

Tourism-based micro, small, and medium enterprises (MSMEs) play a crucial role in supporting local economic activities, particularly in coastal tourism areas such as Pantai Carita. However, their high dependence on tourist arrivals exposes them to significant financial risks, including income instability, rising operational costs, and cash flow constraints. This community service activity aims to strengthen the financial risk management capacity of MSME actors through practical and context-based interventions. The program was conducted on 15–17 December 2025, involving 50 tourism MSME actors from culinary, rental, and service sectors. A participatory approach was applied through counseling and direct mentoring. Counseling sessions covered financial risk concepts and simple bookkeeping, while mentoring focused on the practical implementation of daily cash flow recording and risk identification. The results show significant quantitative improvements: understanding of financial risk increased from 22% to 78%, daily cash flow recording from 18% to 72%, and emergency fund allocation from 10% to 60%. In addition, the ability to identify business risks rose from 25% to 80%, while financial-based decision making improved from 28% to 73%. These results indicate that simple and practical interventions effectively enhance financial awareness, managerial capability, and adaptive behavior of MSMEs in managing business risks
Disrupsi Komunikasi Generasi Z (Mahasiswa) vs Generasi X (Dosen/Pimpinan) di Lingkungan Kampus Farhat Abas; Asep Surya Lesmana; Budi Prajogo; Fuad Gagarin Siregar; I Dewa Ketut Suharjana
Cakrawala : Jurnal Penelitian Mahasiswa Vol 1 No 2 (2026): Juli: Cakrawala: Jurnal Penelitian Mahasiswa
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60023/7kt6tj08

Abstract

Penelitian ini menganalisis disrupsi komunikasi antara mahasiswa Generasi Z dan dosen Generasi X di lingkungan STIE Ganesha, sebuah perguruan tinggi vokasi bisnis di Jakarta. Perbedaan gaya komunikasi yang kontras—Gen Z yang serba digital, informal, dan instan versus Gen X yang formal, hierarkis, dan linear—sering menimbulkan misinterpretasi dalam pembelajaran, komunikasi digital, serta bimbingan akademik dan magang. Penelitian ini bertujuan mengidentifikasi bentuk disrupsi, faktor penyebab, serta merumuskan strategi adaptif. Metode yang digunakan adalah kualitatif dengan desain studi kasus, melibatkan 12 mahasiswa Gen Z dan 8 dosen Gen X melalui wawancara mendalam, observasi partisipatif pasif, dan dokumentasi pesan digital. Analisis data menggunakan model interaktif Miles, Huberman, & Saldaña, dengan pisau analisis Model Komunikasi Shannon-Weaver dan Social Penetration Theory Altman & Taylor. Hasil penelitian menunjukkan tiga temuan utama: (1) disrupsi di kelas akibat metode ceramah satu arah memicu noise psikologis berupa Gen Z stare dan penggunaan ponsel; (2) disrupsi komunikasi digital akibat perbedaan interpretasi emoji, formalitas pesan, dan kecepatan respons; (3) disrupsi dalam bimbingan dan magang akibat perbedaan ekspektasi waktu respons dan otonomi. Pembahasan mengonfirmasi bahwa noise kultural dan kegagalan negosiasi kedalaman komunikasi menjadi akar masalah. Penelitian ini menyimpulkan perlunya strategi adaptif dua arah, pelatihan komunikasi lintas generasi, serta panduan etika komunikasi digital yang inklusif. Kontribusi penelitian ini memperluas aplikasi teori komunikasi klasik dalam konteks pendidikan vokasi multigenerasi
Fiscal Effectiveness and Efficiency in Driving Regional Economic Development: Evidence from Banten Province Budi Prajogo; Farhat Abas
Jurnal Ekonomi, Manajemen, dan Bisnis Vol. 4 No. 2 (2026): Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Kalibra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/emis.v4i2.531

Abstract

This study examines the effect of expenditure effectiveness and efficiency on regional economic development in Banten Province. The research addresses a key issue in public financial management concerning how regional budgets can be optimally allocated and utilized to maximize development outcomes. A quantitative approach is applied using multiple linear regression based on regional budget data and economic indicators from official government sources for the period 2015–2023. The regression results indicate that expenditure effectiveness positively and significantly affects economic development (β = 0.052; p = 0.013), while expenditure efficiency also demonstrates a positive and significant influence (β = 0.038; p = 0.020). Simultaneously, both variables significantly explain regional economic growth (F = 19.72; p = 0.002), with a coefficient of determination (R²) of 0.842, indicating strong explanatory power. These findings imply that improving budget absorption, strengthening implementation efficiency, and adopting evidence-based planning are essential to enhance regional development performance. The study recommends reinforcing value-for-money principles and accelerating financial digitalization to improve public expenditure quality.
Co-Authors Abdul Kohar Abdul Kohar Abdul Muhaimin Aceng Muchtarudin Adi Wicaksono Aditya Purnomo Aep Saefullah Ahmad Fadli Annisa Hardini Arda, Devid Putra Asep Surya Lesmana Asep Surya Lesmana Budi Prajogo Budi Prajogo Budi Prajogo Cinta Rahmi Elvira Sitna Hajar Fahri Fahri Faroida Awalia Fuad Gagarin Siregar Haria Saputri Hendra Candra I Dewa Ketut Suharjana Idrisi Raliya Putra Iftihal Ika Agustina Joned C. Saksana Lena Farsiah Mira Mira Moh. Tahang Muhammad Muhammad Muharifah, Isnaini Neila Aisha Nizar Zulkarnain Nurdin Nurhayati Nurhayati Nurhayati Nurhayati Nurul Faisah A.S Nuryahati Putera, Alifi Restu Rahman Nurhakim Ramadani Pardian Ruvi, Muhammad Safina Salima, Rianti Siregar, Fuad Sitti Aliyah Azzahra sri murtini . Syafran Nurrahman Tetty Nur Intan Rifia Tohiroh Tohiroh Tuti Herawati Yandi Asmana Zulkifli Zainuddin Zulkifli Zainudidin