Garuda - Garba Rujukan Digital

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.

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.

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.

UNDERSTANDING SOCIAL MEDIA MARKETING: CONSEQUENCES ON CONSUMER ENGAGEMENT AND REPURCHASE INTENTION AMONG SMEs IN INDONESIA Negara, Wana Pramudyawardana Kusuma; Nugroho, Sahid Susilo
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 14, No 1 (2025): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v14i1.85741

This study examines the influence of social media marketing activities (entertainment, customization, interaction, and trendy content) on consumer engagement and repurchase intention in the context of Indonesian Small and Medium Enterprises (SMEs). Using the COBRAs (Consumers"™ Online Brand-Related Activities) framework, this research analyzes three levels of engagement: content consumption, content contribution, and content creation. A total of 265 respondents were selected through purposive sampling, and the data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that entertainment and interaction significantly influence all engagement dimensions, while trendy content affects only content consumption. Customization, however, does not significantly impact any engagement level. Additionally, only content consumption and content creation are positively associated with repurchase intention. This study contributes theoretically by extending the application of the COBRAs framework to an emerging market context, addressing limitations in prior studies that primarily focused on Western consumers and large-scale enterprises. The findings offer practical insights for SMEs in developing more targeted social media strategies to strengthen consumer engagement and drive repurchase behavior. JEL: M31, M37.

Inovasi Briket Durian untuk Pemberdayaan Ekonomi Kreatif Desa Blimbing Kabupaten Kediri dengan Berbasis Digital Marketing Rahayuningtyas, Tri Esti; Himawan, Mahadika Pradipta; Negara, Wana Pramudyawardana Kusuma; Madany, Alek Zain; Kasanah, Uswatun
Jurnal Pengabdian Masyarakat Vol. 4 No. 2 (2025): Oktober : Jurnal Pengabdian Masyarakat
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/abdimas45.v4i2.5029

Blimbing Village, located in Mojo District, Kediri Regency, possesses superior horticultural potential in the form of durian. However, its utilization is still limited, which prevents it from generating a significant economic impact for the community. One of the main problems is the suboptimal management of the abundant durian peel waste after harvest, which leads to environmental issues. In reality, this waste has economic potential to be processed into environmentally friendly charcoal briquettes with broad market prospects. On the other hand, the limited use of digital technology prevents the marketing of local products from reaching a wider consumer base.This community service program aims to enhance the capacity of the Blimbing Village Youth Organization (Karang Taruna) in two main aspects: (1) production of charcoal briquettes based on durian peel waste, and (2) product marketing through a digital marketing strategy.The methods used include socialization, technical training on briquette production, entrepreneurship and digital marketing training (Instagram, TikTok, and Shopee), and implementation assistance in the field. The results of the activity show a significant increase in production skills, evidenced by the briquette quality being denser, more uniform, and having a longer burn time compared to wood charcoal. From a marketing perspective, the Youth Organization successfully created digital business accounts, uploaded educational content, and began marketing the product via Shopee.Overall, this program successfully integrated innovation based on local potential with a digital marketing strategy, thereby increasing the community's knowledge, skills, and entrepreneurial spirit.

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