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All Journal Resona : Jurnal Ilmiah Pengabdian Masyarakat Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Journal of Entrepreneurship & Business International Journal of Entrepreneurship, Business, and Creative Economy
Djayapranata, Grace Felicia
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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What Drives the Purchase of MSME Products? The Role of Social Media Marketing in Emerging Markets Auliandri, Tuwanku Aria; Setyawan, Andhy; Djayapranata, Grace Felicia; Lestari, Yetty Dwi; Kartika, Nurullaily; Barinta, Dunga Dwi; Khaira, Nurul; Musthofa, Zainul
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.
From Campus to Business: The Impact of University Support, Subjective Norms, and Attitudes On Students Entrepreneurial Intentions Setyawan, Andhy; Subali, Stefanus Budi Widjaja; Djayapranata, Grace Felicia
Journal of Entrepreneurship & Business Vol. 6 No. 2 (2025): Journal of Entrepreneurship and Business (June)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jeb.v6i2.7498

Abstract

Purpose: Entrepreneurship is one solution to overcome the problem of unemployment; therefore, this study aims to determine the factors that influence entrepreneurial intentions Method: This study using 208 data respondents. Collecting data through online survey with judgmental sampling. The data analyzed with SEM Methods. Result: Based on this findings, perceived university support plays important role to boost the subjective norm and positive attitude towards entrepreneurship. The subjective norm and positive attitude had effect on forming entrepreneurial intention. This result has effect on management decision making.
Community economic independence through essential oil product diversification and digital marketing in Jatijejer Village Gondokesumo, Marisca Evalina; Azminah; Suryaningsih, Dwie Retna; Djayapranata, Grace Felicia
Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Vol. 10 No. 4 (2025): November 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/abdimas.v10i4.16533

Abstract

Jatijejer Village has significant potential for developing essential oils from various aromatic plants. To increase the selling value of essential oil products and improve marketing effectiveness, training is needed in the diversification of essential oil derivative products and digital marketing training. This community service program aims to increase the economic independence of the Jatijejer Village community through training and mentoring in the diversification of essential oil-based products and digital marketing. The activity was implemented through participatory training, hands-on practice, and intensive mentoring in the production of derivative products, such as balms and hand sanitizers, as well as digital marketing training, including introducing marketplaces, social media, and digital promotions. Program evaluation indicated a significant improvement in participants’ knowledge and skills, with average pre-test scores of 56 percent increased to 97 percent in post-test assessments. There was an improvement in economic independence, demonstrated by the increasing variety of products, namely balms and hand sanitizers, and the start of product marketing through digital platforms. This program will be continued with the opening of the Jatijejer Essential Oil House and souvenir center, which will become an integrated tourist destination for the dissemination of knowledge and increasing sales of essential oil products.
IMPLEMENTASI METODE ENFLEURASI DALAM PRODUKSI MINYAK ATSIRI MELATI DI DESA JATIJEJER Gondokesumo, Marisca Evalina; Azminah, Azminah; Suryaningsih, Dwie Retna; Djayapranata, Grace Felicia
RESONA : Jurnal Ilmiah Pengabdian Masyarakat Vol 9, No 2 (2025)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/resona.v9i2.2670

Abstract

Desa Jatijejer di Mojokerto, Jawa Timur, memiliki potensi sumber daya alam yang besar, khususnya di sektor pertanian. Salah satu komoditas unggulan yang dibudidayakan adalah bunga melati (Jasminum sambac), yang memiliki aroma khas dan berpotensi diolah menjadi minyak atsiri dengan manfaat aromaterapi. Produksi minyak atsiri melati dilakukan menggunakan metode khusus, yaitu enfleurasi. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk mengenalkan metode enfleurasi kepada warga Desa Jatijejer. Kegiatan diawali dengan edukasi mengenai konsep dan tahapan enfleurasi, kemudian dilanjutkan dengan praktik langsung pembuatan minyak atsiri melati. Program ini diikuti oleh 30 peserta yang terdiri dari perangkat desa, perwakilan kelompok tani, PKK, BUMDes, serta tim pengabdi dari Universitas Surabaya (UBAYA) dan Universitas Wijaya Kusuma Surabaya (UWKS). Evaluasi dilakukan melalui pre-test, post-test, dan observasi langsung. Hasil kegiatan menunjukkan peningkatan pemahaman, keterampilan, serta antusiasme peserta, disertai komitmen untuk mengembangkan produksi minyak atsiri melati secara berkelanjutan. Abstract. Jatijejer Village, located in Mojokerto, East Java, has abundant natural resources, particularly in the agricultural sector. One of the cultivated plants is jasmine (Jasminum sambac), which is known for its distinctive fragrance and aromatherapeutic benefits when processed into essential oil. The production of jasmine essential oil requires a specific technique called enfleurage. This community service program aimed to introduce the enfleurage method for producing jasmine essential oil to the residents of Jatijejer Village. The activities began with an educational session explaining the enfleurage process, followed by hands-on practice in producing jasmine essential oil using this method. The program involved 30 participants, including village officials, representatives of farmer groups, the Family Welfare Empowerment group (PKK), the Village-Owned Enterprise (BUMDes), and service teams from the University of Surabaya (UBAYA) and Wijaya Kusuma University Surabaya (UWKS). Pre-tests and post-tests were administered to assess participants’ understanding, along with direct observation of practical skills. The results showed improved participant knowledge and skills, high enthusiasm, and a strong commitment to implementing the enfleurage method on a larger and more sustainable scale.
Co-Authors Andhy Setyawan, Andhy Azminah Azminah Azminah Barinta, Dunga Dwi Kartika, Nurullaily Khaira, Nurul Marisca Evalina Gondokesumo, Marisca Evalina Musthofa, Zainul Subali, Stefanus Budi Widjaja Suryaningsih, Dwie Retna Tuwanku Aria Auliandri, Tuwanku Aria Yetty Dwi Lestari