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All Journal Jurnal Ilmiah Edunomika (JIE) SEMINAR NASIONAL PENELITIAN DAN PENGABDIAN KEPADA MASYARAKAT Perwira Journal of Economics and Business (PJEB) Perwira Journal of Community Development (PJCD)
Salsabela, Riska Nadiya
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Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Nursing

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Enhancing Consumer Brand Engagement in Social Media Marketing for Wedding Organizer Services Salsabela, Riska Nadiya; Widadi, Budi
JURNAL ILMIAH EDUNOMIKA Vol 8, No 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.16177

Abstract

This study aims to examine the impact of Value Co-Creation on Consumer Brand Engagement within the context of social media marketing for wedding organizer (WO) services. The sample was selected using purposive sampling, with a total of 120 respondents who are WO service users and active on social media. The data analysis technique employed is Structural Equation Modeling (SEM) using the AMOS software, and data was collected through a questionnaire. The findings reveal that five hypotheses have a positive and significant influence: entertainment on value co-creation, interactivity on value co-creation, EWOM on value co-creation, trendiness on value co-creation, and value co-creation on consumer brand engagement . However, one hypothesis, concerning customization's effect on value co-creation, was found to be insignificant.
Enhancing Consumer Brand Engagement in Social Media Marketing for Wedding Organizer Services Salsabela, Riska Nadiya; Widadi, Budi
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.16177

Abstract

This study aims to examine the impact of Value Co-Creation on Consumer Brand Engagement within the context of social media marketing for wedding organizer (WO) services. The sample was selected using purposive sampling, with a total of 120 respondents who are WO service users and active on social media. The data analysis technique employed is Structural Equation Modeling (SEM) using the AMOS software, and data was collected through a questionnaire. The findings reveal that five hypotheses have a positive and significant influence: entertainment on value co-creation, interactivity on value co-creation, EWOM on value co-creation, trendiness on value co-creation, and value co-creation on consumer brand engagement . However, one hypothesis, concerning customization's effect on value co-creation, was found to be insignificant.
PENGARUH DIGITAL LEADERSHIP DAN WORK ENGAGEMENT PADA INNOVATION WORK BEHAVIOUR PADA GEN Z JAWA TENGAH Chandra Sari, Kartika Dwi; Jaya, Yadi Fakhruzein Terang; Salsabela, Riska nadiya
Perwira Journal of Economics & Business Vol 4 No 2 (2024)
Publisher : UNPERBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54199/pjeb.v4i2.414

Abstract

This study aims to asses the relationship between Innovation Work Behavior with Digital Leadership and Work Engagement. The method to select the responden using purposive sampling, and it was conducted on 80 people Gen Z in Jawa Tengah. Further, the study using SEM-PLS with WrapPLS ver 7.0. The result support that Digital Leadership has a positif significant relationship with Innovative Work Behavior and Work Engagement. But, the findings found that the work engagement gen Z in Jawa Tengah didn’t affected Innovative Work Behavior. Gen Z in Indonesia has a realistic trait to face the work life, and the gen Z generally have a low rate of work engagement, but they have an innovative character. It is indicated that gen Z in Jawa Tengah probably didn’t need engage with the work to show innovative behaviour in organization
PENGEMBANGAN KNOW-HOW MAHASISWA MELALUI FIELDTRIP KE PERUSAHAAN LOKAL DAN UMKM DI WONOSOBO Chandra Sari, Kartika Dwi; Jaya, Yadi Fakhruzein Terang; Salsabela, Riska Nadiya
Perwira Journal of Community Development Vol 4 No 2 (2024)
Publisher : Unperba Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54199/pjcd.v4i2.371

Abstract

Mahasiswa membutuhkan berbagai pembelajaran serta pengalaman untuk dapat memiliki pengetahuan bertindak (know-how) yang baik di masa mendatang. Namun, dalam menciptakan pengetahuan tidak hanya memiliki pengalaman, tetapi juga mampu untuk melakukan kodifikasi pada pengetahuan baru tersebut secara implisit maupun eksplisit. Beberapa perusahaan memberikan banyak pandangan baru kepada mahasiswa untuk mengembangkan cakrawala ilmu praktis dan berbagai cerita yang nantinya dapat dimanfaatkan mahasiswa untuk mengasah kemampuan serta karakter pembelajar yang tangguh. Fieldtrip diadakan dalam 1 hari yang melibatkan PT Tambi Wonosobo, Sentras Carica, UMKM Batik Tulis. Dalam hasil perbandingan pre-test dan post-test mahasiswa mengalami pengembangan yang sangat signifikan dalam menjawab berbagai pertanyaan terkait dengan manajemen operasional dan kaidah penulisan dalam rangka kodifikasi pengetahuan dalam sebuah tugas akhir. Hingga mendapatkan kesimpulan akhir bahwa terjadi berbagai peningkatan pada hasil evaluasi sehingga kegiatan fieldtrip disarankan untuk terus dilanjutkan dimasa mendatang.
Financial Technology (Fintech) Adoption and Marketing Innovation: Strategies for Enhancing Competitive Advantage of SMEs in the Digital Era Yuttama, Faizal Rizky; Salsabela, Riska Nadiya
Seminar Nasional Penelitian dan Pengabdian Kepada Masyarakat 2025 Prosiding Seminar Nasional Penelitian dan Pengabdian Kepada Masyarakat (SNPPKM 2025)
Publisher : Universitas Harapan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35960/snppkm.v4i1.1367

Abstract

This study aims to analyze the effect of financial technology (fintech) adoption and marketing innovation on the competitive advantage of Small and Medium Enterprises (SMEs) in Banyumas Regency. The background of this research lies in the challenges faced by SMEs in the digital era, particularly limited access to financing, inadequate financial recording, and the dominance of conventional marketing strategies. This research employed a quantitative approach using a survey method involving 120 SME owners selected through purposive sampling. Data were collected using a Likert-scale questionnaire (1–5). The data were analyzed with SPSS software through validity and reliability tests, multiple linear regression analysis, and classical assumption tests. The findings reveal that (1) fintech adoption has a positive and significant effect on the competitive advantage of SMEs, (2) marketing innovation has a positive and significant effect on competitive advantage, and (3) fintech adoption positively affects marketing innovation, which in turn strengthens its indirect effect on competitive advantage. These results confirm that the integration of fintech-based financial management with digital marketing strategies enhances operational efficiency, broadens market reach, and strengthens the competitive position of SMEs in Banyumas. The study recommends improving digital literacy and providing local government policy support to accelerate fintech adoption and encourage marketing innovation for SMEs in the digital era.
Digitalisasi UMKM Inklusif di Kabupaten Banyumas sebagai Katalis Transformasi Sosial Menuju Ekonomi Berkelanjutan Putri, Puspita Lianti; Salsabela, Riska Nadiya
Seminar Nasional Penelitian dan Pengabdian Kepada Masyarakat 2025 Prosiding Seminar Nasional Penelitian dan Pengabdian Kepada Masyarakat (SNPPKM 2025)
Publisher : Universitas Harapan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35960/snppkm.v4i1.1376

Abstract

This community engagement program aims to foster social and economic transformation through the inclusive digitalization of Micro, Small, and Medium Enterprises (MSMEs) in Banyumas Regency. The program focuses on enhancing digital literacy and online marketing capabilities to enable entrepreneurs to adapt to a technology-driven economy. The implementation methods include a digital needs assessment, two-stage training on digital business management and creative marketing strategies, and four weeks of intensive mentoring using a need-based participatory approach. A total of 30 MSMEs from vulnerable groups and peri-urban areas participated actively in the program. Evaluation results show significant improvements in digital competencies, including an increase in understanding of digitalization concepts from 26% to 88% and the use of WhatsApp Business from 34% to 92%. The novelty of this program lies in the application of a context-based digital mentoring model rooted in local community engagement, integrating digital literacy with the strengthening of socio-economic networks. This inclusive and contextual approach has proven effective as a catalyst for social transformation and as a driver of inclusive and sustainable regional economic growth.
Co-Authors Chandra Sari, Kartika Dwi Faizal Rizky Yuttama Putri, Puspita Lianti Widadi, Budi Yadi Fakhruzein Terang Jaya