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All Journal International Journal of Social and Management Studies (IJOSMAS) International Journal of Business, Law, and Education Jurnal Ekonomi Mediastima Jurnal Puan Indonesia Eastasouth Journal of Positive Community Services Indo-Fintech Intellectuals: Journal of Economics and Business
Muhammad Aria Wahyudi
Institut Bisnis Dan Informatika Kwik Kian Gie
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Peningkatan Strategi Pemasaran Digital pada UMKM Konveksi Melalui Pelatihan Pemanfaatan Media Sosial dan Marketplace Wahyudi, Muhammad Aria
Eastasouth Journal of Positive Community Services Vol 3 No 03 (2025): Eastasouth Journal of Positive Community Services (EJPCS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/ejpcs.v3i03.345

Abstract

Perkembangan teknologi informasi mendorong pelaku usaha mikro, kecil, dan menengah (UMKM) untuk beradaptasi dengan strategi pemasaran digital. Namun, sebagian besar UMKM konveksi di daerah masih menghadapi keterbatasan dalam pengetahuan dan keterampilan digital, terutama dalam memanfaatkan media sosial dan marketplace sebagai sarana pemasaran. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pemasaran digital UMKM konveksi melalui pelatihan dan pendampingan langsung serta individual. Metode pelaksanaan meliputi identifikasi kebutuhan, penyusunan modul pelatihan, pelatihan teknis media sosial dan marketplace, serta pendampingan praktik. Hasil kegiatan menunjukkan bahwa pelatihan mampu meningkatkan pemahaman peserta terhadap strategi pemasaran digital, dan sebagian besar mitra mulai aktif memanfaatkan media sosial seperti Instagram dan Facebook serta platform marketplace seperti Shopee dan Tokopedia. Diskusi menunjukkan bahwa pendekatan individual mempercepat adaptasi digital dan menumbuhkan kepercayaan diri pelaku UMKM. Kegiatan ini direkomendasikan untuk direplikasi dengan dukungan berkelanjutan agar proses digitalisasi UMKM dapat berjalan optimal dan merata.
The Impact of Short-Form Video Marketing, Influencer Relatability, and Trust Signals on Gen Z’s Purchase Intention Wahyudi, Muhammad Aria; Rahmadhani, May Vitha; Mu'is, Ahmad; Evelyna, Feby
International Journal of Business, Law, and Education Vol. 6 No. 1 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i1.1108

Abstract

This study examines the impact of short-form video marketing, influencer relatability, and trust signals on Generation Z’s purchase intention in Indonesia. Using a quantitative approach, data were collected from 400 respondents aged 18 to 27 who actively engage with short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts and have made recent online purchases. Multiple linear regression analysis revealed that all three variables significantly and positively influence purchase intention, with influencer relatability showing the strongest effect. The findings underscore the importance of authentic influencer connections, engaging video content, and transparent trust signals in shaping the purchasing decisions of digital-native consumers. This research offers valuable implications for marketers seeking to optimize digital marketing strategies tailored to Generation Z’s unique preferences and behaviors.
Co-Authors Abiyah, Indra Adib Ahmad Nurdin Hasibuan Arie Wahyu Prananta Bambang Purwoko Dharma, Dias Adhi Diah Nurdiana Dias Adi Dharma Evelyna, Feby Febryano Manggala Putra HADIYATI, RINI Hari Kurniawanto Herdinov, Adam Indra Setiawan Lina Maulidiana Mu'is, Ahmad Muhammad Firmansyah, Muhammad Pemadi, Syifa Febyca Nur Putra, Surya Dwi Rahmadhani, May Vitha Rayan Rayan, Rayan Rizqi, Az Zahroh Rokhilawati, Yeny Rowi, Armein Sjuhary Sri Mulyono Sufa, Siska Armawati Susetyawan, Angellina Merry Teddy Oswari Virandadipa, Dwika Widjanarko Widjanarko Yulianto, Kampono Imam Zara Tania Rahmadi