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All Journal Journal of Appropriate Technology for Community Services IIJSE Indonesian Journal of Economics, Business, Accounting, and Management
Sofyandi, Muhammad Saddam
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Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences

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Digital Persona vs Real Person: A Study on The Attractiveness of Human and Virtual Influencers in Social Media Advertising Junianta, Reynaldi Dwi; Sholihah, Masyithoh Annisaush; Andika, Binarin Tirto; Martutiningrum, Dwi; Sofyandi, Muhammad Saddam
Indonesian Journal of Economics, Business, Accounting, and Management (IJEBAM) Vol 2 No 6 (2024): August 2024
Publisher : PT SOLUSI EDUKASI BERDIKARI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63901/ijebam.v2i6.99

Abstract

This study aims to compare the differences in the attractiveness of product advertising content with human influencers and VTubers using the audience experience approach. The audience's experience is seen through an assessment of the pragmatic and hedonic qualities of the two advertisements viewed. Attrakdiff is used as a method to measure the assessment of both product advertisements. There are 20 respondents who are asked to view both advertisements and fill out two different questionnaires representing advertisements with human influencers and VTubers. The results show that the attractiveness of advertisements with human influencers and VTubers has almost the same attractiveness. There are differences in pragmatic and hedonic-identity quality (human influencers are superior) and hedonic-stimulation (VTubers are superior), which differentiate between the two. Although there are differences in the assessment of the audience's experience in watching content from human influencers and VTubers, both still have almost the same appeal.
Pelatihan Manajemen Sampah Berbasis Rumah Tangga melalui Penerapan Mini Komposter pada Kelompok PKK di Bantul Afraah, Sayyidah Maulidatul; Sofyandi, Muhammad Saddam; Mulyani, Maulidia; Ramadhan, Galih Dwi; Sajiwo, Bagus; Bakti, Gagas Nusa; Ahmadi, Win Fauzi; Rofiah, Siti; Nurjannah, Sianani; Wegayanti, Intan Ayu Nur
Journal of Appropriate Technology for Community Services Vol. 6 No. 1 (2025)
Publisher : Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jattec.vol6.iss1.art4

Abstract

In 2023, the waste production in D.I. Yogyakarta Province reached 440,267.76 tons per year, with household waste contributing the largest portion at 44.3% of the total. The continuous rise in waste is attributed to the increasing population and declining quality of life. Additionally, the local community's lack of awareness about effective waste management, such as composting food waste, exacerbates the problem, making it difficult for them to handle the waste they generate. This initiative aimed to educate the Padukuhan Sawit community, particularly RT.002, on household-based waste management practices. It included discussions and hands-on training on how to use mini composters. The methodology involved a field survey, discussions with community leaders, preparation and planning, socialization, distribution of mini composters, and an evaluation and demonstration of the proper use of mini composters. The program, conducted over two sessions, garnered significant enthusiasm from the participants. Out of the 10 mini composters distributed, only 4 were used independently. The main barrier preventing wider adoption was the fear of failure, such as unpleasant odors or other technical issues. Therefore, there is a need for strategic follow-up and mentoring to ensure the sustainability of the initiative. Such as monitoring each representative of the dasa wisma and distributing spare EM4 fluid to facilitate waste management for other residents.
The Role of STP Marketing Strategy in Enhancing the Marketing Performance of IKM Logam Tembaga, Cepogo Village, Boyolali Sofyandi, Muhammad Saddam
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9284

Abstract

This research investigates the role of Segmenting, Targeting, and Positioning (STP) strategies in enhancing the marketing performance of copper handicraft SMEs (IKM Logam Tembaga) in Cepogo Village, Boyolali. A mixed methods approach was used, beginning with a Focus Group Discussion (FGD) involving 15 business owners divided into three groups. The FGD explored the extent to which these entrepreneurs understood and implemented STP principles. Findings revealed that while 53.3% of participants demonstrated explicit awareness of STP, many others intuitively practiced its principles through segmentation, buyer targeting, and product differentiation. This was followed by a quantitative analysis using Structural Equation Modeling (SEM) via SmartPLS, involving 41 IKM respondents. The SEM results show that only Positioning had a statistically significant effect on marketing performance (β = 0.51, p = 0.025), while Segmenting (β = 0.20, p = 0.34) and Targeting (β = 0.07, p = 0.82) did not show significant effects. The measurement model met all validity and reliability thresholds (CR > 0.90, AVE > 0.68), and the model explained 50.1% of the variance in marketing performance. These findings suggest that SMEs with a strong brand narrative, product uniqueness, and storytelling capabilities perform better in the competitive craft market. The research recommends capacity-building programs in STP and digital branding to increase competitiveness among rural SMEs.
Co-Authors Afraah, Sayyidah Maulidatul Ahmadi, Win Fauzi Andika, Binarin Tirto Bagus Sajiwo, Bagus Bakti, Gagas Nusa Junianta, Reynaldi Dwi Martutiningrum, Dwi Mulyani, Maulidia Nurjannah, Sianani Ramadhan, Galih Dwi Sholihah, Masyithoh Annisaush Siti Rofiah, Siti Wegayanti, Intan Ayu Nur