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<![CDATA[Implementation of Conversational Marketing as a Strategy to Improve Business Performance for Micro, Small and Medium Enterprises (MSMEs) ]]>
<![CDATA[Khalik, Idham]]>;
<![CDATA[Perdana Siregar, Ade]]>;
<![CDATA[Malinda SB, Istiqomah]]>
<![CDATA[ Dinasti International Journal of Digital Business Management Vol. 6 No. 5 (2025): Dinasti International Journal of Digital Business Management (August - Septembe ]]>
Publisher : <![CDATA[Dinasti Publisher ]]>
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DOI: 10.38035/dijdbm.v6i5.5431
<![CDATA[Corresponding Author: The fact that fewer micro, small, and medium-sized enterprises (MSMEs) are operating in Jambi Province suggests that their subpar performance is causing them to fail and have a negative effect on the province's GDP. In order to fulfill their goals of sustaining and growing their firm, business organizations employ marketing tactics. Unlike big corporations, micro, small, and medium-sized enterprises (MSME) pitch their products and services around the idea of entrepreneurship.One approach to implementing marketing for MSMEs is entrepreneurial marketing. Utilizing technology for online transactions, implementing a community-focused strategy is very important because the key to the success of this strategy is interaction. Conversational marketing is an innovative approach to understanding and meeting consumer requirements through two-way communication with consumers. Because technology is advancing at such a quick pace, MSMEs need to employ innovative marketing methods that are based on technology. By examining the effect of entrepreneurial marketing on business success via conversational marketing mediation, this study addresses a significant knowledge vacuum. The objectives of this research are (1) the influence of entrepreneurial marketing on business performance in MSMEs; (2) examine the influence of conversational marketing on business performance in MSMEs; (3) examine the influence of entrepreneurial marketing on conversational marketing in MSMEs; (4) examine the role of conversational marketing in mediating the influence of entrepreneurial marketing on business performance in MSMEs. This research uses quantitative research methods which are carried out by forming and testing models. The data analysis method used is Structural Equation Modeling (SEM) measurements using SmartPLS software]]>
<![CDATA[The Impact of Implementing Social Commerce Marketing on Purchasing Jambi Batik Products ]]>
<![CDATA[Sari, Novita]]>;
<![CDATA[Rosyid, Garry Yuesa]]>;
<![CDATA[Setiawan, Wahyu Juari]]>;
<![CDATA[Perdana Siregar, Ade]]>
<![CDATA[ Dinasti International Journal of Digital Business Management Vol. 6 No. 5 (2025): Dinasti International Journal of Digital Business Management (August - Septembe ]]>
Publisher : <![CDATA[Dinasti Publisher ]]>
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DOI: 10.38035/dijdbm.v6i5.5432
<![CDATA[The challenge for business people in the era of globalization is to be able to survive and have an advantage over competition. Consumers' consumption patterns have shifted from shopping at conventional stores to online stores. Social commerce marketing is the best marketing strategy to do at this time considering that with internet use there is more focus on social media. Jambi Batik products are typical products from Jambi Province because their motifs and colors are the first impression for consumers when choosing a product. In online transactions, consumers need confidence that Batik Jambi products meet their expectations. Marketing strategies that implement social commerce marketing need to have support from communication channels through social presence from customers to help attract new or existing consumers to make repeat purchases. The objectives of this research are (1) to examine social commerce marketing on continuous purchase intention; (2) examine the influence of social commerce marketing on social presence; (3) examine the influence of social presence on continuous purchase intention; (4) examine the role of social presence as a mediating influence of social commerce marketing on continuous purchase intention. The research is research using quantitative methods, where data is collected through surveys and distribution of questionnaires and data measurement is based on measurement instruments from questionnaire data obtained from respondents. The analytical method used is Structural Equation Modeling (SEM) measurements using SmartPLS software. The measurement method used is Structural Equation Modeling (SEM) which utilizes data processing tools, namely SmartPLS software]]>
<![CDATA[DIGITAL CONTENT STRATEGY: HOW SOCIAL PROOF INFLUENCES PURCHASING DECISIONS ]]>
<![CDATA[Siregar, Ade Perdana]]>;
<![CDATA[Setiawan, Wahyu Juari]]>
<![CDATA[ Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025 ]]>
Publisher : <![CDATA[Management Department, Faculty of Economics and Business, Universitas Jambi ]]>
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DOI: 10.22437/jbsmr.v8i2.46134
<![CDATA[The growth of the creative industry in Indonesia has become a pillar in the economy, this phenomenon has illustrated that human resources have the potential to be ready for competitiveness towards foreign countries. Marketing through online media has become an idol for business actors, in addition to being very easy to use, it is supported by small promotional costs. Managing information content on social media is very important, in addition to creating attraction, it also fosters consumer trust to choose to transact to buy a product. The objectives of this study are (1) To examine the influence of smart digital content marketing on purchasing decisions; (2) To examine the influence of smart digital content marketing on social proof; (3) To examine the influence of social proof on purchasing decisions; (4) To examine the role of social proof in mediating the influence of smart digital content marketing on purchasing decisions. The data analysis method used is Structural Equation Modeling (SEM) measurement using SmartPLS software. The results of the analysis show that Smart Digital Content Marketing has a positive and significant effect on Purchasing Decisions. In addition, Social Proof also has a significant effect on Purchasing Decisions and mediates the relationship between Smart Digital Content Marketing and Purchasing Decisions. This finding confirms the importance of the presence of social proof as a reinforcement of the effectiveness of digital marketing strategies in driving consumer purchasing decisions.]]>
<![CDATA[Crowdfunding on Financial Well-Being in Micro, Small and Medium Enterprises (MSMEs) ]]>
<![CDATA[Ihsan, Mohammad]]>;
<![CDATA[Firmansyah, Firmansyah]]>;
<![CDATA[Syafri, Rista Aldilla]]>;
<![CDATA[Siregar, Ade Perdana]]>
<![CDATA[ Dhana Vol. 2 No. 3 (2025): DHANA-SEPTEMBER ]]>
Publisher : <![CDATA[Pt. Anagata Sembagi Education ]]>
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DOI: 10.62872/exws1t52
<![CDATA[The role of MSMEs in Indonesia is expected to improve welfare for society by contributing to Gross Domestic Product (GDP). MSMEs in Indonesia have the largest number in ASEAN countries, but the contribution of MSMEs to Gross Domestic Product (GDP) is still below other countries with fewer MSMEs. The biggest factor hindering MSMEs in their business is capital problems. Technology-based innovation by distributing profits according to the composition of capital provided is called equity crowdfunding. The level of achievement of financial well-being in a business organization is based on a person's initial goal for doing business which is referred to as business financial orientation. This research answers problems based on existing facts regarding the financial well-being of MSMEs. This type of research is research using quantitative methods, namely by testing the influence of the variables in this research. This research tests the relationship or influence by connecting and providing an explanation of the phenomena related to this research. The measurement method uses Structural Equation Modeling with the use of SmartPLS software data processing tools]]>
<![CDATA[Transformasi Kuliner Lokal: Pemberdayaan UMKM Pempek Sambal Khas Jambi Melalui Pendekatan Manajemen Usaha dan Teknologi: Pengabdian ]]>
<![CDATA[Ade Perdana Siregar]]>;
<![CDATA[Yayuk Sriayudha]]>;
<![CDATA[Garry Yuesa Rosyid]]>;
<![CDATA[Fitri Chairunnisa]]>;
<![CDATA[Wahyu Juari Setiawan]]>;
<![CDATA[Dica Lady Silvera]]>
<![CDATA[ Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 - ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian Masyarakat ]]>
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DOI: 10.31004/jerkin.v4i1.2867
<![CDATA[Makanan khas daerah Jambi memiliki potensi untuk dikembangkan menjadi produk unggulan. Pempek sambal merupakan inovasi dari produk lokal yang berkembang di Kota Jambi, pempek sambal memiliki potensi sebagai produk unggulan. Manajemen usaha dan pemanfaatan teknologi dapat membantu mengembangkan produk lokal yang dapat meningkatkan kinerja binis dan berdampak terhadap perekonomian. Mitra menghadapi beberapa hambatan dan tantangan untuk mengelola usahanya, sehingga usaha sulit untuk berkembang yaitu pada aspek produksi, aspek manajemen, dan aspek teknologi. Kegiatan pengabdian kepada masyarakat ini diharapkan dapat membantu mitra mengatasi hambatan dan tantangan sehingga dapat meningkatkan kinerja usaha mitra dan mampu mendorong pertumbuhan perekonomian. Metode yang digunakan dalam pencapaian tujuan tersebut adalah metode sosial memberikan pelatihan kepada mitra mengenai peningkatan kemampuan pada aspek manajemen, aspek produksi dan aspek teknologi. Hasil dari kegiatan pengabdian ini memberikan peningkatan kemampuan dan keterampilan mitra dalam aspek produksi, aspek manajemen, dan aspek teknologi.]]>
<![CDATA[Penguatan UMKM Kue Tradisional di Kota Jambi melalui Optimalisasi Kemasan Produk dan Pengelolaan Keuangan Usaha: Pengabdian ]]>
<![CDATA[Tona Aurora Lubis]]>;
<![CDATA[Agus Solikhin]]>;
<![CDATA[Ida Masriani]]>;
<![CDATA[Ade Perdana Siregar]]>;
<![CDATA[Garry Yuesa Rosyid]]>
<![CDATA[ Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 - ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian Masyarakat ]]>
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DOI: 10.31004/jerkin.v4i1.2869
<![CDATA[Produk kue tradisional tidak hanya memiliki nilai budaya dan kearifan lokal, tetapi berpotensi untuk dikembangkan menjadi komoditas unggulan daerah. UMKM kue tradisional di Kota Jambi, khususnya di Kelurahan Olak Kemang Kecamatan Danau Teluk menghadapi berbagai tantangan yang menghambat pengembangan usahanya. Permasalahan utama pada aspek manajemen usaha, proses produksi, dan teknologi yang digunakan, terutama dalam pengemasan produk dan pengelolaan keuangan. Metode yang digunakan dalam pencapaian tujuan tersebut adalah metode sosial memberikan pelatihan kepada mitra mengenai peningkatan kemampuan manajerial dengan pelatihan pada aspek manajemen, aspek produksi dan aspek teknologi. Hasil dari kegiatan pengabdian ini memberikan peningkatan kemampuan dan keterampilan mitra dalam aspek manajemen, aspek produksi, dan aspek teknologi.]]>
<![CDATA[The Influence of Corporate Entrepreneurship on MSME Business Performance: The mediating role of Entrepreneurial Collaborative Capability ]]>
<![CDATA[Sumarni, Sumarni]]>;
<![CDATA[Chairunnisa, Fitri]]>;
<![CDATA[Malinda SB, Istiqomah]]>;
<![CDATA[Siregar, Ade Perdana]]>
<![CDATA[ Dinasti International Journal of Management Science Vol. 7 No. 1 (2025): Dinasti International Journal of Management Science (September - October 2025) ]]>
Publisher : <![CDATA[Dinasti Publisher ]]>
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DOI: 10.38035/dijms.v7i1.5433
<![CDATA[The growth of MSMEs should be a central focus for various stakeholders, particularly the government, as MSMEs play a vital role in driving economic growth in Indonesia, especially at the regional level such as in Jambi Province. In 2023, MSMEs in Jambi Province experienced a decline, which poses a potential threat to regional economic growth. Given this context, the performance of MSMEs must be prioritized to ensure their resilience also capacity for sustainable growth. Achieving optimal performance in meeting organizational objectives requires the implementation of corporate entrepreneurship. However, for corporate entrepreneurship to effectively enhance business performance, it must be supported by the entrepreneurial collaborative capability of business owners.A review of existing literature indicates a lack of studies investigating MSME business performance influenced by corporate entrepreneurship through the mediating role of entrepreneurial collaborative capability. Accordingly, this study aims to: (1) examine the effect of corporate entrepreneurship on MSME business performance; (2) examine the effect of corporate entrepreneurship on entrepreneurial collaborative capability; (3) examine the effect of entrepreneurial collaborative capability on MSME business performance; also (4) assess the mediating role of entrepreneurial collaborative capability in the relationship between corporate entrepreneurship also MSME business performance.This study adopts a quantitative research design to analyze the relationships also causal effects among variables. The analytical approach employs Structural Equation Modeling (SEM) using the SmartPLS software for data processing also hypothesis testing.]]>
<![CDATA[Equity Crowdfunding as a Performance Improvement Strategy for Micro, Small and Medium Enterprises (MSMEs) ]]>
<![CDATA[Mohammad Ihsan]]>;
<![CDATA[Perdana Siregar, Ade]]>
<![CDATA[ Dinasti International Journal of Economics, Finance & Accounting Vol. 3 No. 6 (2023): Dinasti International Journal of Economics, Finance & Accounting (January-Febru ]]>
Publisher : <![CDATA[Dinasti Publisher ]]>
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DOI: 10.38035/dijefa.v3i6.1620
<![CDATA[The growth of MSMEs is the result of the community's independent efforts and has a role to reduce poverty in the form of creating jobs for the community. The development of digital technology is currently growing rapidly, opening up opportunities for Micro, Small and Medium Enterprises (MSMEs) to be able to improve their business performance, including in overcoming capital problems. The application of the use of equity crowdfunding is influenced by internal factors of an organization, namely the financial resources of the organization. The objectives of this study are (1) to examine the influence of financial resources on the performance of MSMEs; (2) Assessing the effect of financial resources on equity crowdfunding; (3) To examine the effect of equity crowdfunding on the performance of MSMEs; (4) To examine the role of equity crowdfunding which is able to mediate the influence of financial resources on the performance of MSMEs. The data analysis method used is Structural Equation Modeling (SEM) measurements using SmartPLS software. The results of the study show that (1) equity crowdfunding shows a significant positive effect on MSME business performance, it is proven that the higher the equity crowdfunding from business actors, the MSME business performance will increase; (2) Financial resources show a significant positive effect on MSME business performance, it is proven that the better the financial resources owned by business actors, the MSME business performance will increase; (3) financial resources show a significant positive effect on equity crowdfunding, the better the financial resources owned by business actors, the better equity crowdfunding; (4) equity crowdfunding as a mediation of the influence of financial resources shows a significant positive effect on MSME business performance, where equity crowdfunding is considered a variable that strengthens financial resources in improving MSME business performance.]]>
<![CDATA[Peningkatkan Higher Order Thinking Skills (HOTS) melalui Penerapan Model Pembelajaran Berbasis Case Method ]]>
<![CDATA[Ekasari, Novita]]>;
<![CDATA[Octavia, Ade]]>;
<![CDATA[Sriayudha, Yayuk]]>;
<![CDATA[Siregar, Ade Perdana]]>
<![CDATA[ Jurnal Ilmiah Universitas Batanghari Jambi Vol 24, No 1 (2024): Februari ]]>
Publisher : <![CDATA[Universitas Batanghari Jambi ]]>
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DOI: 10.33087/jiubj.v24i1.5020
<![CDATA[In the learning process, complex problems are not only at the level of achievement of students' perseverance. Achievement in creating quality human resources is a priority goal for educational institutions by creating graduates who have positive values and character so that they can stimulate productivity in students. Learning methods with the aim of improving Higher Order Thinking Skills (HOTS) are considered to be able to provide solutions in learning by overcoming global problems. Project-based learning means experience in the form of reality where attitudes and skills become knowledge construction as a basis for its application. The case method can be a recommendation in learning by reducing errors in theory and practice, which is the use of the right model for the success of project based learning. This research aims to study the effect of implementing project based learning using the case method as an effort to improve Higher Order Thinking Skills (HOTS). This research is descriptive research using qualitative analysis, where the data collection process is based on interviews and observations in the learning process of international business courses. This research has 2 types of variables, namely independent variables and dependent variables. The independent variable in this research is project-based learning, while the dependent variable in this research is Higher Order Thinking Skills (HOTS) with indicators covering the ability to combine concept sharing, interpretation, problem solving, problem solving strategies, discovery of new methods, argumentation and decision making. The application of project-based learning using the case method in international business courses has increased Higher Order Thinking Skills (HOTS) so that students can analyze and make decisions according to phenomena in conditions covering the current global environment.]]>
<![CDATA[Peran Social Media Marketing dan Brand Awareness Terhadap Purchase Intention Produk Es Teh Indonesia ]]>
<![CDATA[Yuyun Taufik]]>;
<![CDATA[Ade Risna Sari]]>;
<![CDATA[Aminatus Zakhra]]>;
<![CDATA[Ivonne Ayesha]]>;
<![CDATA[Ade Perdana Siregar]]>;
<![CDATA[Iwan Henri Kusnadi]]>;
<![CDATA[Ratnawati]]>;
<![CDATA[Hendy Tannady]]>
<![CDATA[ Jurnal Kewarganegaraan Vol 6 No 2 (2022): Desember 2022 ]]>
Publisher : <![CDATA[UNIVERSITAS PGRI YOGYAKARTA ]]>
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DOI: 10.31316/jk.v6i2.3090
<![CDATA[Abstrak Penelitian ini membahas tentang pengaruh brand awareness dan social media marketing terhadap minat beli di es teh indonesia di Jakarta. Terdapat tiga variabel dalam penelitian ini, yaitu kesadaran merek, pemasaran media sosial sebagai variabel bebas dan niat beli sebagai variabel terikat. Maka objek penelitian ini adalah Es Teh Indonesia. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan google form sebagai alat penyebaran kuesioner dan SPSS 22 sebagai alat untuk menghitung data dengan sampel sebanyak 150 responden yang berdomisili di DKI Jakarta, menggunakan teknik non-probability sampling dan purposive sampling. Hasil penelitian ini menunjukkan bahwa kesadaran merek dan pemasaran media sosial berpengaruh terhadap minat beli Es Teh Indonesia. Kata Kunci: Brand Awareness, Social Media Marketing, Minat Beli, Es Teh Indonesia.]]>
