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All Journal Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Yumary: Jurnal Pengabdian kepada Masyarakat International Journal of Entrepreneurship, Business, and Creative Economy
Nurul Khaira
Universitas Airlangga
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Peran Literasi Digital dan Kepemimpinan Digital terhadap Kinerja Karyawan: Studi Kasus Generasi Millenial dan Z di GoTo Group Nurul Khaira
INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia Vol. 7 No. 2 (2024): INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia
Publisher : Forum Inovasi Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31842/jurnalinobis.v7i2.314

Abstract

Perkembangan teknologi digital yang pesat di Indonesia telah memengaruhi berbagai sektor industri, termasuk sektor start-up yang semakin mendominasi ekonomi digital. Salah satu perusahaan start-up terbesar di Indonesia adalah GoTo Group, hasil penggabungan dari dua raksasa teknologi, Gojek dan Tokopedia. Peningkatan jumlah pengguna internet di Indonesia memicu percepatan transformasi digital. Penelitian ini bertujuan untuk mengidentifikasi pengaruh literasi digital, kepemimpinan digital, dan budaya digital terhadap kinerja karyawan GoTo Group. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling, di mana responden dipilih terdiri dari 140 karyawan GoTo Group yang merupakan generasi Millenial dan Z. Data dikumpulkan melalui survei kuesioner dan dianalisis menggunakan SEM-PLS untuk melihat peran budaya digital sebagai variabel moderasi. Hasil penelitian menunjukkan bahwa literasi digital, kepemimpinan digital, dan budaya digital berpengaruh positif dan signifikan terhadap kinerja karyawan. Selain itu, budaya digital terbukti tidak mampu memoderasi hubungan tersebut. Temuan ini menunjukkan bahwa, meskipun ketiga variabel tersebut berkontribusi secara langsung terhadap peningkatan kinerja, perlu ada perhatian lebih pada pengelolaan budaya digital yang efektif agar dapat mendukung interaksi yang lebih produktif antara literasi dan kepemimpinan digital.
What Drives the Purchase of MSME Products? The Role of Social Media Marketing in Emerging Markets Tuwanku Aria Auliandri; Andhy Setyawan; Grace Felicia Djayapranata; Yetty Dwi Lestari; Nurullaily Kartika; Dunga Dwi Barinta; Nurul Khaira; Zainul Musthofa
International Journal of Entrepreneurship, Business, and Creative Economy Vol. 5 No. 1 (2025): January
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v5i1.2868

Abstract

This research aims to identify external factors that influence purchase intention in the use of social media for Micro, Small and Medium Enterprises (MSMEs) in emerging markets, focusing on how user attitudes towards social media marketing strategies can influence consumer intentions to purchase MSME products. Quantitative approach is used with an explanatory research type, by collecting survey data from 413 social media users who engage with MSME products in East Java, Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to determine the significance of each factor. The results show that interactivity, informativeness, word of mouth (WOM), personalization, trendiness, entertainment, usefulness, and flow experience significantly positively affect Purchase Intention. Conversely, Irritation has a negative effect. User attitude towards social media is an important mediating factor that strengthens the influence of these variables on purchase intention, suggesting that positive experiences on social media can increase consumers' likelihood of purchase. Limitation of this study is conducted only within specific geographical area (East Java), which may affect the generalizability of the results. Further research can be conducted with a broader sample to validate these findings in other regions and markets. This research provides insights into the role of social media attributes and user experience in driving Purchase Intention in the MSME sector in emerging markets. It highlights the importance of positive user attitudes, thus filling the research gap regarding the impact of social media on consumer behavior in the context of MSMEs.
Peningkatan Kapasitas UMKM PT Semen Indonesia Gresik Melalui Standarisasi dan Branding Digital Nurul Khaira; Dunga Dwi Barinta; Jovi Sulistiawan; Yetty Dwi Lestari
Yumary: Jurnal Pengabdian kepada Masyarakat Vol 6 No 4 (2026): Juni
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/yumary.v6i4.5832

Abstract

Purpose: This community service program aims to strengthen the competitiveness of PT Semen Indonesia’s fostered Usaha Mikro, Kecil, dan Menengah (UMKM) by improving their skills in digital marketing, implementing simple Standard Operating Procedures (SOPs), and enhancing product branding, packaging, and presentation to support better business performance. Methodology: The program was conducted at the Sentra Kuliner/Pujasera Gresik involving 26 UMKM owners under PT Semen Indonesia’s guidance. The activities included training workshops, demonstrations, mentoring sessions, pre-test and post-test assessments, and field observations. Supporting tools such as presentation materials, social media examples, SOP templates, and packaging samples were used to facilitate the learning process. Results: The program improved participants’ understanding, especially in SOP development, digital marketing, and product presentation, though some gaps in digital literacy and creative design remained. Conclusions: The program strengthened managerial, operational, and marketing skills of the 26 UMKM participants; ongoing mentoring is recommended for lasting impact. Limitations: Short program duration, small sample, and no long-term impact measurement. Contributions: Demonstrates that integrated training in SOP, digital marketing, and branding enhances UMKM capabilities and supports effective empowerment.
Co-Authors Andhy Setyawan, Andhy Dunga Dwi Barinta Grace Felicia Djayapranata Jovi Sulistiawan, Jovi Kartika, Nurullaily Tuwanku Aria Auliandri Yetty Dwi Lestari Zainul Musthofa