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All Journal eCo-Buss PINISI Discretion Review Jurnal Pengabdian Masyarakat (ABDIRA) NEAR: Jurnal Pengabdian kepada Masyarakat
Risnawati Risnawati
Politeknik Negeri Ujung Pandang
Aerospace Engineering Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Nursing Public Health Social Sciences Transportation Other

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Impulse Buying Era Sustainable Fashion: Peran Green Atmosphere dan Positive Emotion pada Generasi Z di Toko Pakaian Bekas Risnawati Risnawati; Tri Wahyu Septyani; Maududi Lamparawi Magenda; Andi Indra Saputra Alamsyah; Kurniati Asmar
eCo-Buss Vol. 8 No. 2 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i2.3321

Abstract

The background of this study is grounded in the fluctuating trend of second-hand clothing purchases, which is marked by unplanned buying among teenagers when visiting second-hand stores. Preliminary findings indicate that low impulse buying is not driven by frugal lifestyles but is influenced by store services and the overall store atmosphere. This is in line with with several studies showing, which states that shopping experience and store atmosphere are key factors in the second-hand clothing market, especially for Generation Z, who use fashion as a means of expressing themselves. This study seeks to address the existing research gap related to the relationship between store environment and impulse buying by focusing on the effect of atmosphere on impulse buying through positive emotion. The study employs an explanatory research approach with a sample of 267 customers of second-hand clothing stores in Makassar. The data were analyzed with WarpPLS version 7.0. The results show that green atmosphere has a positive yet insignificant impact on positive emotion, and also a positive but insignificant impact on impulse buying. Meanwhile, positive emotion has a positive and significant impact on impulse buying. The study concludes that although atmosphere does not produce a significant effect, consumers’ emotional factors remain the main driver of impulse buying.
Penguatan Kompetensi Sumber Daya Manusia dalam Optimalisasi Media Sosial sebagai Strategi Branding dan Promosi Digital pada Maka Coffe Makassar Andi Indra Saputra Alamsyah; Kurniati Asmar; Tri Wahyu Septyani; Risnawati Risnawati; Maududi Lamparawi Magenda
Jurnal Pengabdian Masyarakat (ABDIRA) Vol 6, No 3 (2026): Abdira
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/abdira.v6i3.1989

Abstract

 Strengthening human resource (HR) capacity in digital marketing is essential for micro, small, and medium enterprises (MSMEs) in responding to digital transformation. Maka Coffee faces challenges in managing social media, including inconsistent content creation, limited use of analytics, and suboptimal digital branding. This community service program aims to enhance HR competencies through training, mentoring, and simulation. The program was implemented in four stages: preparation (observation and analysis), practice-based training, mentoring, and social media simulation. Evaluation used pre-test and post-test methods across five indicators: digital branding, social media management, content creation, use of digital tools (Canva), and engagement and analytics. The results show a significant improvement in participants’ competencies, with an average increase of more than 40%. The highest improvement occurred in content creation (45.16%). These findings indicate that practice-based training and mentoring effectively improve MSMEs’ digital marketing skills in a structured and practical manner.
Green Servicescape and Impulse Buying Behavior: The Mediating Role of Positive Emotion Risnawati Risnawati; Maududi Lamparawi Magenda; Syahriah Sari; Tri Wahyu Septyani
PINISI Discretion Review Volume 9, Issue 2, March 2026
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v1i2.85767

Abstract

The second-hand fashion market has experienced fluctuating trends over the years and has been accompanied by increasing impulse buying tendencies, particularly among young consumers visiting second-hand clothing stores. Impulse buying is no longer solely influenced by economic motives but is increasingly shaped by shopping experiences and service environments. This study aims to examine the effect of green servicescape on impulse buying through the mediating role of positive emotion. The green servicescape construct consists of three dimensions: environmental concern, atmosphere, and human. This study employed an explanatory research design involving customers of second-hand clothing stores in Makassar City. A total of 267 respondents were selected using purposive sampling techniques, and the data were analyzed using WarpPLS 7.0. The results indicate that green servicescape positively affects positive emotion, which subsequently influences impulse buying. Furthermore, positive emotion mediates the relationship between green servicescape and impulse buying. These findings highlight the importance of sustainability-oriented service environments in shaping consumers’ emotional experiences and influencing impulse buying in the second-hand fashion market.
Transformasi Brand image pada UMKM Coffee Shop melalui Pendampingan Strategi Public Relations (Studi Kasus pada Maka Coffee) Risnawati Risnawati; Maududi Lamparawi Magenda; Tri Wahyu Septyani; Andi Indra Saputra Alamsyah; Kurniati Asmar
NEAR: Jurnal Pengabdian kepada Masyarakat Vol. 5 No. 2 (2026): NEAR
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/nr.v5i2.3752

Abstract

Maka Coffee merupakan salah satu usaha mikro di sektor food and beverage (F&B) di Kota Makassar yang masih berada pada tahap awal pengembangan. Dalam kondisi tersebut, usaha menghadapi tantangan dalam membangun citra usaha (brand image) yang kuat di tengah meningkatnya persaingan bisnis coffee shop. Permasalahan yang dihadapi meliputi belum optimalnya pengelolaan komunikasi usaha, ketidakkonsistenan dalam penyampaian pesan kepada pelanggan, serta rendahnya tingkat visibilitas dan interaksi dengan audiens. Kondisi ini berdampak pada belum terbentuknya brand image yang jelas dan berdaya saing. Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk mentransformasi brand image UMKM melalui pendampingan strategi Public Relations yang terstruktur dan berkelanjutan. Metode yang digunakan adalah pendekatan partisipatif dengan melibatkan mitra secara aktif dalam setiap tahapan kegiatan, mulai dari identifikasi permasalahan, perumusan strategi komunikasi, hingga implementasi dan evaluasi. Bentuk intervensi yang dilakukan mencakup penguatan identitas komunikasi usaha, peningkatan kualitas konten sebagai media komunikasi, serta optimalisasi interaksi dan hubungan dengan pelanggan. Hasil kegiatan menunjukkan adanya peningkatan pada aspek komunikasi usaha, yang ditandai dengan meningkatnya engagement dan jangkauan audiens, serta terbentuknya citra usaha yang lebih konsisten dan profesional. Selain itu, terjadi peningkatan interaksi dengan pelanggan yang berimplikasi pada meningkatnya ketertarikan dan kunjungan konsumen. Secara keseluruhan, kegiatan ini menunjukkan bahwa pendampingan strategi Public Relations dapat menjadi pendekatan efektif dalam membangun dan mentransformasi brand image UMKM, khususnya pada usaha yang masih berada pada tahap awal pengembangan.
Pendampingan Strategi Optimalisasi Instagram sebagai Media Branding dan Promosi pada Maka Coffee Tri Wahyu Septyani; Andi Indra Saputra Alamsyah; Risnawati Risnawati; Kurniati Asmar; Maududi Lamparawi Magenda
Jurnal Pengabdian Masyarakat (ABDIRA) Vol 6, No 2 (2026): Abdira
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/abdira.v6i2.1940

Abstract

This community service activity aims to optimize the use of Instagram as a branding and promotional medium for Maka Coffee, a micro, small, and medium enterprise (MSME) in Makassar City. The primary issue faced by the partner is the suboptimal management of its Instagram account, particularly in terms of bio optimization, visual content consistency, and customer engagement. The method employed is participatory mentoring, consisting of preparation, implementation, and evaluation stages. The results indicate improvements in the quality of the account profile, which has become more informative, more consistent and structured visual content, and increased digital interaction. Quantitatively, the number of followers increased by 35.7%, while reel content views showed a significant rise, reaching up to 123 thousand views. These findings demonstrate that optimizing Instagram-based digital marketing strategies is effective in enhancing the visibility and competitiveness of MSMEs.
Co-Authors Andi Indra Saputra Alamsyah Kurniati Asmar Maududi Lamparawi Magenda Syahriah Sari Tri Wahyu Septyani