Garuda - Garba Rujukan Digital

MANAJEMEN RISIKO PASAR PADA UMKM: MENGHADAPI TANTANGAN DAN MEMANFAATKAN PELUANG DI ERA DIGITAL BINAAN BAZNAS MICROFINANCE DESA (BMD) MALANG Nailul, Muhammad
Buletin Abdi Masyarakat Vol 5, No 2 (2025): Edisi Februari 2025
Publisher : Universitas YPPI Rembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47686/bam.v5i2.754

Program pengabdian masyarakat ini bertujuan untuk membantu pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) yang dibina oleh Baznas agar lebih siap dalam mengelola risiko pasar di era digital. Meskipun sekitar 70% UMKM di Indonesia sudah menggunakan teknologi digital, banyak di antaranya yang masih kesulitan dalam memahami dan menerapkan cara-cara untuk mengurangi risiko yang muncul di pasar. Beberapa tantangan utama yang dihadapi adalah ancaman terhadap keamanan data, perubahan perilaku konsumen, serta fluktuasi harga yang tidak menentu, yang semuanya bisa memengaruhi produktivitas dan kelangsungan hidup UMKM. Program ini dirancang dengan pendekatan yang melibatkan partisipasi aktif dari para pelaku UMKM melalui pelatihan dan pendampingan. Pelatihan ini mencakup cara-cara menggunakan data penjualan untuk memprediksi permintaan, bagaimana mengurangi ketergantungan pada satu saluran pemasaran, serta cara menghadapai perubahan tren konsumen. Selain itu, pelatihan juga mengajarkan bagaimana teknologi digital dapat digunakan untuk mengatasi masalah-masalah yang dihadapi UMKM, seperti mengurangi risiko pasar. Hasil yang diperoleh dari program ini menunjukkan bahwa penggunaan teknologi dalam pelatihan dapat membantu UMKM menjadi lebih tahan terhadap perubahan pasar yang cepat dan meningkatkan kemampuan mereka dalam mengelola risiko yang ada. Dengan pendekatan yang lebih fokus pada pengelolaan risiko pasar, program ini memberikan manfaat lebih dibandingkan pelatihan digitalisasi yang hanya mengajarkan penggunaan teknologi saja. Harapannya, program ini tidak hanya membantu UMKM untuk bertahan hidup, tetapi juga untuk berkembang dalam dunia digital, menciptakan dampak yang berkelanjutan, memperkuat perekonomian lokal, serta meningkatkan daya saing UMKM di pasar global. Kata kunci: UMKM, manajemen risiko pasar, digitalisasi, mitigasi risiko.

Improving Impulse Buying Through Store Environment: The Roles of Shopping Enjoyment and Money Availability Nailul, Muhammad; Thoyib, Armanu; Wahdiatmoko
Jurnal Aplikasi Manajemen Vol. 23 No. 1 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2025.023.1.02

Impulsive buying behavior has become a fascinating area of study in consumer behavior, particularly in today's highly competitive retail landscape, where spontaneous purchases often play a pivotal role in driving sales. This study delves into how the store environment influences impulsive buying, both directly and indirectly, by examining the sense of shopping enjoyment it creates and the moderating role of money availability. Rooted in the Stimulus-Organism-Response (S-O-R) Model, Flow Theory, and existing insights on impulsive buying, this study adopts a quantitative approach through surveys. Feedback was gathered from 200 participants who frequent three popular clothing stores in Malang, capturing their authentic experiences and purchasing dynamics. Using purposive sampling, the study focuses on individuals whose shopping habits reflect the nuances of impulsive buying, aiming to uncover how emotional, environmental, and financial factors interplay to shape their decisions. The structural relationships between variables were analyzed using SmartPLS 3.0, revealing compelling insights into the consumer experience. The findings highlight that the store environment significantly enhances impulsive buying behavior, with shopping enjoyment as a partial bridge in this relationship. Moreover, the availability of money strengthens the connection between the store environment and impulsive buying, magnifying the impact of an engaging atmosphere on spontaneous purchase decisions. What sets this study apart is its exploration of shopping enjoyment as a fleeting emotion and a meaningful link in the consumer decision-making process, coupled with the pivotal role of money availability as a moderating factor. These insights provide actionable guidance for retailers to craft inviting and enjoyable store environments while being mindful of customers’ financial realities, which can create moments of delight that translate into increased sales. This approach underscores the power of understanding the human side of consumer behavior in shaping memorable shopping experiences.

Social Brand Dynamics in Green Marketing Literacy Sudirjo, Frans; Nailul, Muhammad
West Science Interdisciplinary Studies Vol. 3 No. 07 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i07.2084

This study explores the evolving relationship between social brand dynamics and green marketing literacy through a comprehensive bibliometric analysis. Drawing on data from the Scopus database and visualized using VOSviewer, the research maps the intellectual structure, thematic clusters, temporal trends, and global collaboration networks within the field. The co-occurrence analysis reveals that core concepts such as green marketing, sustainability, and corporate social responsibility are central to the discourse, while recent attention has shifted toward social media, brand image, and trust-building strategies. Temporal mapping indicates a growing interest in digital engagement and participatory branding, suggesting that green marketing literacy is increasingly shaped by consumer interaction within online ecosystems. The author co-citation network highlights both foundational contributors and emerging thought leaders, while country collaboration mapping reflects a globalizing research agenda led by the United States, India, and China. The findings underscore the interdisciplinary and socially constructed nature of green marketing literacy and call for future research to examine the digital, behavioral, and contextual factors that influence consumer understanding and trust in green branding practices.

Festivals and Music as a Tourism Attraction: A Bibliometric Analysis Judijanto, Loso; Nailul, Muhammad
West Science Interdisciplinary Studies Vol. 3 No. 07 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i07.2086

Festivals and music events have become integral components of tourism development, offering cultural enrichment, economic stimulation, and unique visitor experiences. This study conducts a comprehensive bibliometric analysis to map the intellectual, conceptual, and geographical landscape of academic research on festivals and music as tourism attractions. Using data retrieved from the Scopus database and analyzed through VOSviewer, the study examines the co-occurrence of keywords, co-citation patterns among authors, and international collaboration networks. The results identify central themes such as cultural tourism, tourist behavior, and event marketing, with emerging interest in sustainability, music tourism, and digital engagement. Influential authors including Getz, Gibson, and Richards are highlighted as key intellectual contributors, while dominant research hubs are located in the United States, United Kingdom, and Australia. The findings reveal a dynamic and evolving field, with strong interdisciplinary linkages and opportunities for expanded research in underrepresented regions and novel event formats. This analysis provides a foundational reference for scholars, practitioners, and policymakers aiming to advance the understanding and strategic development of festival and music tourism.

Do Digital Competence and Learning Culture Drive Agility and Innovation Capability through Knowledge Sharing? Fildansyah, Rully; Nailul, Muhammad
West Science Interdisciplinary Studies Vol. 3 No. 07 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i07.2110

This study examines the impact of digital competence and learning culture on organizational agility and innovation through the mediating role of knowledge sharing in Indonesia. Utilizing a quantitative approach, data were collected from 100 respondents across diverse industries using a structured questionnaire measured on a 5-point Likert scale. Structural Equation Modeling–Partial Least Squares (SEM-PLS 3) was employed to analyze the relationships between the variables. The results reveal that both digital competence and learning culture have a significant positive effect on knowledge sharing. In turn, knowledge sharing significantly influences both agility and innovation. Furthermore, knowledge sharing mediates the effects of digital competence on agility and of learning culture on innovation. These findings underscore the strategic importance of fostering digital capabilities and a learning-oriented culture to drive knowledge-based organizational performance in the context of Indonesia’s digital transformation.

Packaging Aesthetics and Brand Personality as Factors Shaping Consumer Preferences for Modern Snack Products in Indonesia Andiani, Paramita; Nailul, Muhammad
West Science Interdisciplinary Studies Vol. 3 No. 07 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i07.2111

This study investigates the influence of packaging aesthetics and brand personality on consumer preferences for modern snack products in Indonesia. As the snack industry becomes increasingly competitive, visual appeal and emotional branding have become key differentiators. Using a quantitative approach, data were collected from 160 respondents through an online questionnaire based on a 5-point Likert scale. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS 3.0). Results show that both packaging aesthetics and brand personality have significant and positive effects on consumer preferences. Brand personality demonstrated a slightly stronger influence, indicating that emotional connection plays a crucial role in shaping consumer choices. The study highlights the importance of integrating visually compelling packaging with a relatable brand personality to enhance consumer appeal and build loyalty in Indonesia’s fast-growing snack market.

Social Brand Dynamics in Green Marketing Literacy Sudirjo, Frans; Nailul, Muhammad
West Science Interdisciplinary Studies Vol. 3 No. 07 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i07.2084

This study explores the evolving relationship between social brand dynamics and green marketing literacy through a comprehensive bibliometric analysis. Drawing on data from the Scopus database and visualized using VOSviewer, the research maps the intellectual structure, thematic clusters, temporal trends, and global collaboration networks within the field. The co-occurrence analysis reveals that core concepts such as green marketing, sustainability, and corporate social responsibility are central to the discourse, while recent attention has shifted toward social media, brand image, and trust-building strategies. Temporal mapping indicates a growing interest in digital engagement and participatory branding, suggesting that green marketing literacy is increasingly shaped by consumer interaction within online ecosystems. The author co-citation network highlights both foundational contributors and emerging thought leaders, while country collaboration mapping reflects a globalizing research agenda led by the United States, India, and China. The findings underscore the interdisciplinary and socially constructed nature of green marketing literacy and call for future research to examine the digital, behavioral, and contextual factors that influence consumer understanding and trust in green branding practices.

Festivals and Music as a Tourism Attraction: A Bibliometric Analysis Judijanto, Loso; Nailul, Muhammad
West Science Interdisciplinary Studies Vol. 3 No. 07 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i07.2086

Festivals and music events have become integral components of tourism development, offering cultural enrichment, economic stimulation, and unique visitor experiences. This study conducts a comprehensive bibliometric analysis to map the intellectual, conceptual, and geographical landscape of academic research on festivals and music as tourism attractions. Using data retrieved from the Scopus database and analyzed through VOSviewer, the study examines the co-occurrence of keywords, co-citation patterns among authors, and international collaboration networks. The results identify central themes such as cultural tourism, tourist behavior, and event marketing, with emerging interest in sustainability, music tourism, and digital engagement. Influential authors including Getz, Gibson, and Richards are highlighted as key intellectual contributors, while dominant research hubs are located in the United States, United Kingdom, and Australia. The findings reveal a dynamic and evolving field, with strong interdisciplinary linkages and opportunities for expanded research in underrepresented regions and novel event formats. This analysis provides a foundational reference for scholars, practitioners, and policymakers aiming to advance the understanding and strategic development of festival and music tourism.

Do Digital Competence and Learning Culture Drive Agility and Innovation Capability through Knowledge Sharing? Fildansyah, Rully; Nailul, Muhammad
West Science Interdisciplinary Studies Vol. 3 No. 07 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i07.2110

This study examines the impact of digital competence and learning culture on organizational agility and innovation through the mediating role of knowledge sharing in Indonesia. Utilizing a quantitative approach, data were collected from 100 respondents across diverse industries using a structured questionnaire measured on a 5-point Likert scale. Structural Equation Modeling–Partial Least Squares (SEM-PLS 3) was employed to analyze the relationships between the variables. The results reveal that both digital competence and learning culture have a significant positive effect on knowledge sharing. In turn, knowledge sharing significantly influences both agility and innovation. Furthermore, knowledge sharing mediates the effects of digital competence on agility and of learning culture on innovation. These findings underscore the strategic importance of fostering digital capabilities and a learning-oriented culture to drive knowledge-based organizational performance in the context of Indonesia’s digital transformation.

Packaging Aesthetics and Brand Personality as Factors Shaping Consumer Preferences for Modern Snack Products in Indonesia Andiani, Paramita; Nailul, Muhammad
West Science Interdisciplinary Studies Vol. 3 No. 07 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i07.2111

This study investigates the influence of packaging aesthetics and brand personality on consumer preferences for modern snack products in Indonesia. As the snack industry becomes increasingly competitive, visual appeal and emotional branding have become key differentiators. Using a quantitative approach, data were collected from 160 respondents through an online questionnaire based on a 5-point Likert scale. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS 3.0). Results show that both packaging aesthetics and brand personality have significant and positive effects on consumer preferences. Brand personality demonstrated a slightly stronger influence, indicating that emotional connection plays a crucial role in shaping consumer choices. The study highlights the importance of integrating visually compelling packaging with a relatable brand personality to enhance consumer appeal and build loyalty in Indonesia’s fast-growing snack market.

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