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Social media marketing and purchase decision: Insights from Indonesian MSMEs Negara, Wana Pramudyawardana Kusuma
Journal of Enterprise and Development (JED) Vol. 6 No. 2 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i2.10942

Purpose — This study aims to examine and analyze the effects of various social media marketing dimensions—entertainment, customization, interaction, and trendiness—on purchase decisions.Method — The study focuses on micro-, small-, and medium-sized enterprises (MSMEs) in Indonesia. Data were collected through an online survey of 245 consumers who actively use social media and follow at least one MSME social media account. Purposive sampling methods were used to select respondents. The data were analyzed and hypotheses tested using Structural Equation Modeling—Partial Least Squares (SEM-PLS).Result — The study confirmed that customization, interaction, and trendiness have a positive and significant effect on purchase decisions. Conversely, entertainment was found to have a non-significant effect. Among the variables, interaction had the greatest impact on driving purchase decisions.Novelty — This study focuses on micro-, small-, and medium-sized enterprises (MSMEs) in Indonesia within the context of social media marketing. MSMEs are increasingly recognizing the advantages of leveraging social media to promote their products and brands. Additionally, this research directly examines the impact of social media marketing on purchasing decisions among MSMEs in Indonesia.

Naive Bayes Sentiment Analysis Study On Street Boba And Gildak Kediri Consumer Reviews Prasentya, Cindy Aprilia Wijaya; Hermanto, Didik; Negar, Wana Pramudyawardana Kusuma; Isinkaye, Folasade Olubusola
(JAIS) Journal of Applied Intelligent System Vol. 9 No. 1 (2024): Journal of Applied Intelligent System
Publisher : LPPM Universitas Dian Nuswantoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62411/jais.v9i1.10309

Streetboba & Gildak Kediri outlet is a restaurant that serves a variety of Korean food menus and various kinds of drinks with boba and jelly toppings that are sold at low prices that suit the student's budget. This restaurant is located in East Java province which is precisely on Jalan Yos Sudarso No.43, Kediri City. With technological advances that continue to grow to affect various aspects, especially in the business and industrial world. Sentiment analysis is a technology that extracts or manages text to be expressed using text that can also be classified into positive and negative polarity. Consumer reviews are a form of communication that occurs in the sales process, the stage where potential buyers receive an explanation of the product posted and buyers receive reviews that explain the advantages or disadvantages of purchasing the product. In this study, sentiment analysis was conducted based on consumer opinions regarding social media accounts. The study aimed to use social media data to assess the service, cleanliness and quality of products offered by categorizing companies as having positive and negative reviews. To classify sentiment, the Naive Bayes method is used, which combines survey data collection methods, questionnaires, and observation data.

Pemberdayaan Kelompok Nelayan Pesisir Pantai Tamperan Pacitan Melalui Pengembangan Teknologi Informasi Esti Rahayuningtyas, Tri; Umam, Choerul; Widyatmoko, Widyatmoko; Pramudyawardana Kusuma Negara, Wana; Pradipta Himawan, Mahadika; Ibnu Fitroh Sukono Putra, Febrianur; Rachmawansyah, M. Sandia; Rifqi Ardiansyah, M. Jihatur; Anjasari, Triska
Jurnal Pengabdian Masyarakat Nusantara (JPMN) Vol. 4 No. 1 (2024): Februari-Juli 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jpmn.v4i1.2941

The lives of communities on the coast are mostly active in port areas with extraordinary natural resources and the potential to be empowered through programs to improve the quality of life of fishing communities on the coast. Of the many ports for empowering fishing communities is the Tamperan Pacitan coastal fishing port. The area used for fishermen's activities has an infrastructure capable of anchoring small, medium-sized, and large-scale fishing boats. Pacitan's Tamperan Port, although at a traditional level, can maximize its existing potential and will have a significant impact on fishermen to improve their economic standard of living. One of the problems faced by fishermen groups on Pacitan's Tamperan coast is the lack of promotion or information about the fishermen's catches in the form of fish species that are known to the wider community. It is hoped that this service will increase knowledge for fishermen groups so that their activities and activities are known to the public through the development of information technology in the form of websites. This community service activity includes website application development activities for fishermen and ship owners. It is hoped that in the future this website will be able to provide changes to the economic growth of the fishermen themselves. However, attention needs to be paid to the field of human resources so that it can keep pace with technological developments that are necessary and beneficial for fishermen. In this way, port management and fishermen can run optimally. Support from various parties must of course be supported, including from the local government, to create a port that has great benefits based on information technology.

Strategi Inovasi Produk Berbasis Bahan Lokal di Era 4.0 Untuk Meningkatkan Ekonomi Desa Gadungan Kecamatan Wates Kabupaten Kediri Esti Rahayuningtyas, Tri; Widyatmoko, Widyatmoko; Pramudyawardana Kusuma Negara, Wana; Pradipta Himawan, Mahadika
Jurnal Pengabdian Masyarakat Nusantara (JPMN) Vol. 4 No. 2 (2024): Agustus 2024 - Januari 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jpmn.v4i2.3339

Gadungan Village, located in Wates District, Kediri Regency, is a major producer of sweet potatoes, with challenges including sandy soil and reliance on rainfed agriculture. This study aims to evaluate the village’s potential for developing sweet potato-based products, such as sweet potato brownies, and explore solutions to optimize its utilization through training and mentoring. The main issues identified include the limited use of sweet potatoes with traditional methods and a lack of knowledge on innovative processing and marketing through social media. This research employs a qualitative approach using a case study method, with data collected through interviews, observations, and documentation. The results indicate that the training successfully enhanced participants' skills in making sweet potato brownies and understanding product marketing via social media. This intervention is expected to increase the community's income and optimize the use of local resources. Prior to the training, only 40% of participants understood how to develop innovative and attractive product variants. After the training, this figure increased to 80%. The sustainability of the business post-training is ensured through ongoing support in production management, finance, and digital-based marketing.

Pemberdayaan Kelompok Nelayan Pesisir Pantai Tamperan Pacitan Melalui Pengembangan Teknologi Informasi Esti Rahayuningtyas, Tri; Umam, Choerul; Widyatmoko, Widyatmoko; Pramudyawardana Kusuma Negara, Wana; Pradipta Himawan, Mahadika; Ibnu Fitroh Sukono Putra, Febrianur; Rachmawansyah, M. Sandia; Rifqi Ardiansyah, M. Jihatur; Anjasari, Triska
Jurnal Pengabdian Masyarakat Nusantara (JPMN) Vol. 4 No. 1 (2024): Februari-Juli 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jpmn.v4i1.2941

The lives of communities on the coast are mostly active in port areas with extraordinary natural resources and the potential to be empowered through programs to improve the quality of life of fishing communities on the coast. Of the many ports for empowering fishing communities is the Tamperan Pacitan coastal fishing port. The area used for fishermen's activities has an infrastructure capable of anchoring small, medium-sized, and large-scale fishing boats. Pacitan's Tamperan Port, although at a traditional level, can maximize its existing potential and will have a significant impact on fishermen to improve their economic standard of living. One of the problems faced by fishermen groups on Pacitan's Tamperan coast is the lack of promotion or information about the fishermen's catches in the form of fish species that are known to the wider community. It is hoped that this service will increase knowledge for fishermen groups so that their activities and activities are known to the public through the development of information technology in the form of websites. This community service activity includes website application development activities for fishermen and ship owners. It is hoped that in the future this website will be able to provide changes to the economic growth of the fishermen themselves. However, attention needs to be paid to the field of human resources so that it can keep pace with technological developments that are necessary and beneficial for fishermen. In this way, port management and fishermen can run optimally. Support from various parties must of course be supported, including from the local government, to create a port that has great benefits based on information technology.

Strategi Inovasi Produk Berbasis Bahan Lokal di Era 4.0 Untuk Meningkatkan Ekonomi Desa Gadungan Kecamatan Wates Kabupaten Kediri Esti Rahayuningtyas, Tri; Widyatmoko, Widyatmoko; Pramudyawardana Kusuma Negara, Wana; Pradipta Himawan, Mahadika
Jurnal Pengabdian Masyarakat Nusantara (JPMN) Vol. 4 No. 2 (2024): Agustus 2024 - Januari 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jpmn.v4i2.3339

Gadungan Village, located in Wates District, Kediri Regency, is a major producer of sweet potatoes, with challenges including sandy soil and reliance on rainfed agriculture. This study aims to evaluate the village’s potential for developing sweet potato-based products, such as sweet potato brownies, and explore solutions to optimize its utilization through training and mentoring. The main issues identified include the limited use of sweet potatoes with traditional methods and a lack of knowledge on innovative processing and marketing through social media. This research employs a qualitative approach using a case study method, with data collected through interviews, observations, and documentation. The results indicate that the training successfully enhanced participants' skills in making sweet potato brownies and understanding product marketing via social media. This intervention is expected to increase the community's income and optimize the use of local resources. Prior to the training, only 40% of participants understood how to develop innovative and attractive product variants. After the training, this figure increased to 80%. The sustainability of the business post-training is ensured through ongoing support in production management, finance, and digital-based marketing.

Enhancing Trust and Purchase Intention through Optimized Seller Pages and Experience Features: Insights from Indonesia’s E-Marketplaces Ayu Rinestri, Titis; Nur Kolilah, Fatma; Lusdianingrum, Sitista Silvi; Syaifulloh, Naf’an Kharis; Kusuma Negara, Wana Pramudyawardana
Journal of Business and Management Review Vol. 6 No. 3 (2025): (Issue-March)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/jbmr.v6i3.1498

Research Aims: this ponder explores the impact of vender page and customer encounter highlights on shopper believe and buy deliberate inside the quickly extending Indonesian e-marketplace . Grounded in the Stimulus-Organism-Response (S-O-R) framework, the research examines how these features act as stimuli, shaping consumer trust (organism) and subsequently influencing purchase intention (response). Design/methodology/approach: Data from 323 Indonesian e-marketplace users (aged 18-45), gathered via an online survey with purposive sampling, were analyzed using SEM-PLS. Research Findings: This study found a positive relationship between seller page features and consumer trust, consumer experience features and consumer trust, and consumer trust and purchase intention. Seller page features demonstrated the strongest influence on trust, likely due to their role in conveying seller credibility. Theoretical Contribution/Originality: The findings contribute theoretically by extending the S-O-R framework to the unique context of emerging markets, where trust remains important to e-commerce. Practically, the study provides actionable insights for e-marketplace operators and sellers in Indonesia, offering guidance on optimizing e-marketplace adoption to foster trust and drive purchase intention. Keywords: Seller Pages, Experience Features, Trust in Seller, Purchase Intention.

Social media marketing and purchase decision: Insights from Indonesian MSMEs Negara, Wana Pramudyawardana Kusuma
Journal of Enterprise and Development (JED) Vol. 6 No. 2 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i2.10942

Purpose — This study aims to examine and analyze the effects of various social media marketing dimensions—entertainment, customization, interaction, and trendiness—on purchase decisions.Method — The study focuses on micro-, small-, and medium-sized enterprises (MSMEs) in Indonesia. Data were collected through an online survey of 245 consumers who actively use social media and follow at least one MSME social media account. Purposive sampling methods were used to select respondents. The data were analyzed and hypotheses tested using Structural Equation Modeling—Partial Least Squares (SEM-PLS).Result — The study confirmed that customization, interaction, and trendiness have a positive and significant effect on purchase decisions. Conversely, entertainment was found to have a non-significant effect. Among the variables, interaction had the greatest impact on driving purchase decisions.Novelty — This study focuses on micro-, small-, and medium-sized enterprises (MSMEs) in Indonesia within the context of social media marketing. MSMEs are increasingly recognizing the advantages of leveraging social media to promote their products and brands. Additionally, this research directly examines the impact of social media marketing on purchasing decisions among MSMEs in Indonesia.

Pengembangan Media Pemasaran dan Branding untuk Meningkatkan Daya Saing Kelompok Perikanan Mina Jaya Kediri Wana Pramudyawardana Kusuma Negara; Choerul Umam; Tri Esti Rahayuningtyas; Mahadika Pradipta Himawan; Victor Kurniawan Wijaya; Alek Zain Madani; Muhammad Jihatur Rifqi Ardiansyah
Joong-Ki : Jurnal Pengabdian Masyarakat Vol. 4 No. 4: Agustus 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/joongki.v4i4.10594

Tingkat persaingan yang tinggi di sektor budidaya perikanan di Kabupaten Kediri membutuhkan perhatian khusus, salah satunya kelompok perikanan Mina Jaya. Kegiatan pengabdian ini bertujuan untuk mengembangkan media pemasaran dan branding untuk meningkatkan daya saing kelompok perikanan Mina Jaya. Kegiatan pengabdian ini menghasilkan dua output antara lain, pengembangan brand (logo, brand identity, brand tone, mockup, dsb), dan media pemasaran (brosur, banner, neonbox, company profile, dan konten media sosial). Hasil evaluasi menunjukan bahwa program ini mampu meningkatkan awareness dan eksposur masyarakat mengenai kelompok perikanan Mina Jaya. Program ini memberikan kontribusi terhadap daya saing, serta meningkatkan kesempatan penjualan yang lebih baik.

Implementasi Supply Chain 4.0 Dalam Menghadapi Disrupsi Teknologi Di Berbagai Industri Di Indonesia Negara, Wana Pramudyawardana Kusuma; Himawan, Mahadika Pradipta
Synergy in Economic & Business Management Vol. 1 No. 1 (2024): Navigating the Disruption: Strategies for a Dynamic Business Environment
Publisher : Kreatif Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.2222/xd30p416

Perkembangan teknologi informasi yang pesat di era saat ini telah mengubah berbagai aspek kehidupan, termasuk dunia bisnis. Teknologi informasi tidak hanya memberikan kemudahan, tetapi juga menuntut masyarakat dan pelaku bisnis untuk mengikuti perkembangan terkini, yang sering disebut sebagai disrupsi teknologi. Disrupsi ini berdampak signifikan terhadap aktivitas bisnis, terutama dalam menciptakan lanskap baru yang dikenal sebagai revolusi industri 4.0. Di tengah revolusi ini, perusahaan-perusahaan berlomba mengimplementasikan teknologi terbaru ke dalam aktivitas bisnis mereka untuk mencapai keunggulan kompetitif. Studi ini menelaah tentang implementasi supply chain di 10 perusahaan besar yang tersebar di 4 industri (farmasi, retail, otomotif, dan logistik) di Indonesia. Hasil pengamatan studi ini mengungkapkan bahwa teknologi dalam industri 4.0 memberikan disrupsi yang besar dalam dunia bisnis. Supply chain management harus terlibat karena memiliki dampak yang signifikan dalam kegiatan operasi perusahaan. Selain itu, kebutuhan masyarakat yang makin beragam dapat teridentifikasi secara detail berkat adanya teknologi. Perusahaan harus terus membaca keinginan konsumen yang dinamis, namun disisi lain dituntut untuk merancang bagaimana supply chain management yang mampu merespon fenomena kebutuhan tersebut dengan cepat.

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