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All Journal Jurnal Ekonomi Dan Bisnis NUSANTARA: Jurnal Pengabdian Kepada Masyarakat
Wafa Khansa Fadhilah
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Economics, Econometrics & Finance Social Sciences

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G Green Marketing di Era Digital: Implikasi Green Subjective Norm dan Lifestyle terhadap Minat Pembelian Konsumen Wenti Ayu; Muhardono, Ari; Wafa Khansa Fadhilah; Supajar Bayu Aji
Jurnal Ekonomi dan Bisnis Vol. 28 No. 1 (2025): JURNAL EKONOMI DAN BISNIS MARET 2025
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31941/jebi.v28i1.6016

Abstract

This study focuses on consumer purchasing interest in green products, with the aim of the study being to test a model that presents the influence of green subjective norm and green lifestyle on purchase intention through social media marketing on green products that are currently trending in an environmentally friendly lifestyle (go green). This research uses a quantitative method with a conclusive research design through a causal approach, with an analysis technique using SEM PLS with Smart PLS devices. The study population includes the people of Pekalongan City, and the research was conducted through a non-probability sampling method in the form of accidental sampling with a sample of 100 respondents to represent consumer purchasing interest in green products. The results of the study showed that the green subjective norm and green lifestyle had a positive and significant effect on consumer purchasing interest. Social media marketing had a significant positive effect on consumer purchasing interest. Furthermore, the results showed that there was no significant positive effect between green subjective norm and green lifestyle on social media marketing. The results of the analysis found that the mediation variable social media marketing did not mediate the relationship between green subjective norm and purchase intention through social media marketing, but in the relationship between green lifestyle and purchase intention through social media marketing, the results mediated fully or were said to be significantly positive.
Pemberdayaan Karang Taruna dalam Pengembangan Ekosistem UMKM melalui Media Website di Desa Purworejo Wenti Ayu Sunarjo; Wibowo, Ari Putra; Amalia Ilmiani; Audrey Elvina Khoirunnisa; Supajar Bayu Aji; Agus Setiawan; Wafa Khansa Fadhilah; Sara Silvia
Nusantara: Jurnal Pengabdian kepada Masyarakat Vol. 6 No. 1 (2026): Februari: NUSANTARA Jurnal Pengabdian Kepada Masyarakat
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/nusantara.v6i1.7598

Abstract

The community service program in Purworejo Village, Sragi District, Pekalongan Regency, was implemented to enhance the capacity of local MSME actors in utilizing digital technology as a modern marketing tool. The program adopted a participatory approach involving youth organizations, business actors, village authorities, and the implementation team in every stage of the activity. Assistance included field observation, data collection, content development training, and the creation of a dedicated MSME website as a shared promotional platform. The results indicate significant social changes within the community, including improved digital literacy, stronger awareness of the importance of technology-based marketing, the emergence of local youth as digital facilitators, and the development of collaborative working patterns in managing digital media. These findings reinforce that participatory-based mentoring can strengthen community capacity in adopting technology, consistent with theoretical perspectives that position the community as key agents of local development. Therefore, the program not only produced a functional digital product in the form of an MSME website but also laid the foundation for a more adaptive, competitive, and sustainable village economic ecosystem..
Co-Authors AGUS SETIAWAN Amalia M.Si SE. Ilmiani Ari Muhardono Audrey Elvina Khoirunnisa Sara Silvia Supajar Bayu Aji Wenti Ayu Wenti Ayu Sunarjo WIBOWO, ARI PUTRA