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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) JAIS (Journal of Applied Intelligent System) Journal of Enterprise and Development (JED) JBMR: Journal of Business and Management Review Jurnal Pengabdian Masyarakat Nusantara Jurnal Pengabdian Masyarakat Joong-Ki Synergy In Economic & Business Management (SEBM)
Negara, Wana Pramudyawardana Kusuma
Universitas Dian Nuswantoro
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Public Health Social Sciences Other

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Analisis Faktor-Faktor yang Mempengaruhi Niat Membeli Skincare Di Indonesia Tahira Natalia; Negara, Wana Pramudyawardana Kusuma
Synergy in Economic & Business Management Vol. 1 No. 3 (2025): Navigating the Disruption: Strategies for a Dynamic Business Environment
Publisher : Kreatif Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.2222/13kac050

Abstract

Penelitian ini bertujuan untuk menguji dampak kesadaran merek, kualitas yang dirasakan dan loyalitas merek terhadap niat pembelian skincare. Objek Penelitian ini adalah skincare. Penelitian ini mengukur pengaruh kesadaran merek, kualitas yang dirasakan dan loyalitas merek. Data dikumpulkan melalui survey online di Indonesia dengan responden 122. Penelitian ini menggunakan non probability sampling dengan metode purposive sampling dan regresi linear berganda untuk menguji hipotesis. Penelitian ini menemukan bahwa kesadaran merek mampu mendorong niat pembelian terhadap skincare, kualitas yang dirasakan mampu berdampak signifikan untuk niat pembelian skincare dan loyalitas merek mampu berpengaruh positif terhadap niat pembelian skincare di Indonesia.
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

Abstract

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

Abstract

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.
Co-Authors Alek Zain Madani Anjasari, Triska Ayu Rinestri, Titis Choerul Umam Didik Hermanto Febrianur Ibnu Fitroh Sukono Putra Isinkaye, Folasade Olubusola Lusdianingrum, Sitista Silvi Madany, Alek Zain Mahadika Pradipta Himawan Muhammad Jihatur Rifqi Ardiansyah Nur Kolilah, Fatma Prasentya, Cindy Aprilia Wijaya Rachmawansyah, M. Sandia Rifqi Ardiansyah, M. Jihatur Sahid Susilo Nugroho Syaifulloh, Naf’an Kharis Tahira Natalia Tri Esti Rahayuningtyas Umam, Choerul Uswatun Kasanah, Uswatun Victor Kurniawan Wijaya Widyatmoko Widyatmoko