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All Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan JURNAL AKADEMIK EKONOMI DAN MANAJEMEN
Suastiana Anja Kelauri
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Other

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Tantangan Pemasaran Produk Agribisnis pada UMKM Bunga Lestari: Analisis Hambatan dan Solusi Hendra Saputra; Enzelika Rosari Putri Hutasoit; Febri Milano Sagala; Khairur Rahmah Azjahra; Najha Nawanda Zhurfiy; Patricia Wanda Sianturi; Siti Fauziah; Siti Sahira; Suastiana Anja Kelauri; Fahmi Aditiya
JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Vol. 2 No. 1 (2025): JURNAL AKADEMIK EKONOMI DAN MANAJEMEN 
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jaem.v2i1.4210

Abstract

Bunga Lestari MSME faces various challenges in agribusiness product marketing amidst increasingly fierce competition. This study aims to analyze the marketing challenges encountered by the MSME and formulate appropriate solutions to enhance its competitiveness. The research method employed is a qualitative approach, with data collection through direct observation and semi-structured interviews with relevant stakeholders. The results indicate that the main obstacles faced are the lack of utilization of digital media, limited market access, and minimal product innovation. These findings suggest the necessity for developing a more effective digital marketing strategy and product innovation to increase the competitiveness and sales volume of Bunga Lestari MSME in a competitive market. Thus, this study provides recommendations that can assist the MSME in addressing the existing marketing challenges.
Analisis Faktor Sosial dan Budaya Terhadap Keputusan Pembelian Merchandise K-Pop oleh Gen Z: Penelitian Febri Milano; Patricia Wanda; Khairur Rahmah Azjahra; Suastiana Anja Kelauri; Aditia Warman; Fahmi Aditiya; Hendra Saputra
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 2 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 2 (October 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i2.3800

Abstract

This study aims to analyze the influence of social and cultural factors on K-Pop merchandise purchasing decisions by Generation Z in Indonesia. Using a quantitative descriptive associative method with 55 Gen Z respondents interested in K-Pop, data were collected through an online questionnaire. The results showed that both social and cultural factors have a significant influence on K-Pop merchandise purchasing decisions. Social factors proved to be the main external driver with an average percentage of 73.38%, driven by peer influence, social media influence (especially unboxing content), and reviews from fellow fans. Meanwhile, cultural factors exert a strong internal influence with an average of 62%, mainly because merchandise is considered a symbol of identity, a source of pride (especially for limited/official editions), and a way to feel close to favorite idols. K-Pop merchandise purchasing decisions among Gen Z are the result of a dynamic interaction between the external drives of social groups (validation and interaction) and the internal motivations of fandom culture (identity, emotional meaning, and loyalty).
Co-Authors Aditia Warman Enzelika Rosari Putri Hutasoit Fahmi Aditiya Febri Milano Febri Milano Sagala Hendra Saputra Khairur Rahmah Azjahra Najha Nawanda Zhurfiy Patricia Wanda Patricia Wanda Sianturi Siti Fauziah Siti Sahira