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All Journal JURNAL ILMIAH GLOBAL EDUCATION Jurnal Pengabdian Masyarakat - Teknologi Digital Indonesia Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha Jurnal Pengabdian Masyarakat
Bhikuning, Dixian
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Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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PENGEMBANGAN KOMPETENSI DIGITAL MARKETING BERBASIS PROFIL PELAJAR PANCASILA DI SMAN 1 PAJANGAN BANTUL Bhikuning, Dixian; Kusumawati, Dara; Ardhana, Yosef M.K.; Purwani, Avik Putri; Ayuki, Kireyna
BESIRU : Jurnal Pengabdian Masyarakat Vol. 2 No. 4 (2025): BESIRU : Jurnal Pengabdian Masyarakat, April 2025
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/besiru.v2i4.1141

Abstract

Era pendidikan modern dan digitalisasi menuntut siswa untuk mumpuni dari segi akademis dan keterampilan teknis, salah satunya yakni kemampuan digital marketing. Hal ini dibutuhkan untuk mengoptimalkan promosi agar bisa menjangkau pasar yang lebih luas melalui teknologi digital. Dengan potensi kuliner, budaya, wisata, dan kerajinan, siswa SMAN 1 Pajangan  di Kabupaten Bantul perlu memiliki keterampilan tersebut. Akan tetapi, pengetahuan dan keterampilan tersebut masih belum dikuasai oleh seluruh siswa. Oleh sebab itu,, penelitian ini bertujuan untuk menjelaskan pengabdian penulis dalam mengembangkan kompetensi digital marketing berbasis Profil Pelajar Pancasila di SMAN 1 Pajangan Bantul. Metode yang digunakan yakni berbasis pada edukasi-simulasi-evaluasi. Hasil penelitian menunjukkan bahwa pengembangan ini berhasil meningkatkan pengetahuan dan keterampilan digital marketing siswa bahwa 24% dari siswa telah mendapatkan keuntungan dari TikTok Affiliate. Siswa juga telah mengadopsi nilai-nilai Pancasila dalam implementasi digital marketing yang telah diajarkan
Perbandingan Efektivitas Digital Marketing Melalui Platform Instagram dan Tiktok Pada Ritel Makanan dan Minuman Bhikuning, Dixian; Wasiati, Hera; Radinka, Ivanda Davin; Satria, Noval
Jurnal Ilmiah Global Education Vol. 6 No. 2 (2025): JURNAL ILMIAH GLOBAL EDUCATION, Volume 6 Nomor 2
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v6i2.3676

Abstract

This research analyzes the comparative effectiveness of digital marketing through Instagram and TikTok platforms in the food and beverage retail sector using a quantitative survey-based approach involving 50 business owners. The research objective is to identify the strategic advantages of each platform based on three key indicators: Engagement Rate, Reach, and Conversion Rate. Descriptive analysis results demonstrate TikTok's superiority in Engagement Rate (8.7% vs 5.2%) and Conversion Rate (3.8% vs 2.1%), while Instagram excels in Reach (12,000 vs 9,500). Multiple linear regression analysis confirms the significant influence of all three indicators on digital marketing effectiveness, with Conversion Rate as the dominant predictor (β=0.41), followed by Engagement Rate (β=0.38) and Reach (β=0.29). The constructed model shows substantial predictive power (R²=0.72). The findings suggest differentiated marketing strategies based on each platform's unique characteristics, with TikTok optimized for interaction and conversion through interactive and trend-responsive content, while Instagram focused on maximizing reach through premium visual content and e-commerce integration. The implications of this research contribute to the development of a data-driven strategic framework for optimizing digital marketing resource allocation.
PENGENALAN FUNGSI DIGITAL MARKETING BAGI SISWA MAN 2 KLATEN Bhikuning, Dixian; Wasiati, Hera; listyani, Indah Putri; Pratama, Guntur B L
Jurnal Pengabdian Masyarakat - Teknologi Digital Indonesia. Vol 3, No 1 (2024): Maret 2024
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat - Universitas Teknologi Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26798/jpm.v3i1.1282

Abstract

Pemasaran digital merupakan strategi untuk mempromosikan produk atau layanan melalui media sosial, yang telah menjadi sangat penting dalam konteks saat ini. Sebelumnya, perubahan signifikan dalam pendidikan di Indonesia dan di seluruh dunia terjadi setelah situasi pasca pandemi yang mengubah cara siswa dan siswi beroperasi. Sekarang, penggunaan platform digital menjadi semakin umum.Pengabdian Kepada Masyarakat (PKM) Universitas Teknologi Digital Indonesia memberikan kesempatan kepada siswa dan siswi Madrasah Aliyah Negeri 2 Klaten untuk memahami konsep pemasaran digital lebih dalam. Ini tidak hanya mencakup aspek teknis, tetapi juga penerapannya dalam proses belajar mengajar. PKM diadakan di MAN 2 Klaten, Provinsi Jawa Tengah, dengan tujuan memperluas wawasan siswa dan siswi tentang pemasaran digital. Selain itu, kegiatan ini juga memberikan pandangan tentang cara membangun bisnis di era digital dengan memanfaatkan potensi yang ada di Klaten dan sekitarnya. Dengan demikian, diharapkan siswa dan siswi dapat memberikan kontribusi yang lebih besar, tidak hanya bagi diri mereka sendiri dan keluarga, tetapi juga untuk masyarakat di sekitarnya. Metodepelaksanaanyangdigunakandalamkegiatanpengabdianiniadalahmelakukanpelatihandasar-dasar pengetahuan serta membangun mindset yang benar pada digital marketing denganmateriyangdikhususkanuntukmembangun mindset para siswa dan siswi bahwa dengan teknik digital marketing akan jauh lebih mudah dan efisien dalam melakukan penjualan produk maupun jasa ,misalnya bagaimana cara mengetahui produk atau jasa apa yang sedang trending di daerah tertentu, bagaimana dengan menggunakan digital marketing bisa menjadi lebih mudah dalam memasarkan produk maupun jasa secara lebih luas dansebagainya.Selainituakandilakukanpelatihandalammenggali mindset positif dari para siswa tentang betapa mudahnya menjual melalui digital marketing .
Dampak Keputusan Investasi, Kinerja Keuntungan dan Komposisi Modal Terhadap Pencapaian Nilai Entitas Ritel (Sektor Supermarket dan Convenience Store) Yang Terdaftar di BEI Periode 2011-2022 Bhikuning, Dixian; Wasiati, Hera; Rahmadani, Anggita Novita
Jurnal Ilmiah Global Education Vol. 5 No. 1 (2024): JURNAL ILMIAH GLOBAL EDUCATION, Volume 5 Nomor 1, Maret 2024
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v5i1.2101

Abstract

This quantitative study seeks to assess the impact of Investment Decisions (PER), Profitability (ROE), and Capital Composition (DER) on the Company Value (PBV) of five retail companies in the supermarket and convenience store industry Included in the Indonesia Stock Exchange's listings from 2011 onward 2022. Classic assumption tests, multiple linear regression analysis, correlation coefficients, determination coefficients, t-tests, and F-tests were employed to analyze the data. The results of the t-test reveal that there is no connection between profitability and the valuation of retail companies, at a significance level of 0.318 or higher. Another t-test demonstrates a significance level of 0.00, which is less than 0.05. This suggests that investment decisions and capital composition have an impact on the valuation of retail companies in the supermarket and convenience store industry. Conversely, the outcomes of the F-test, achieved at a significance level of 0.00, are below 0.05, indicate that profitability, investment decisions, and capital composition collectively impact the value of retail companies in the supermarket and convenience store industry.
UTILIZATION OF INTERNET OF THINGS (IoT) FOR ENERGY EFFICIENCY IN SMALL AND MEDIUM RETAIL BUSINESSES Librado, Dison; Bhikuning, Dixian; Kusumawati, Dara
Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha Vol 4 No 1 (2025): International Seminar Proceedings and Call for Paper STIE Widya Wiwaha
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/semnas.v4i1.1297

Abstract

Energy costs and sustainability pressures have encouraged retail businesses to adopt technologies that optimize electricity usage without reducing customer comfort. Internet of Things (IoT) enables real-time monitoring and control of electrical devices through sensors and network connectivity, offering new opportunities for energy management in retail stores. This paper aims to analyze the potential utilization of IoT for energy efficiency in small and medium retail businesses by discussing the conceptual design, implementation scenarios, and indicative benefits. The research employs a qualitative-descriptive approach based on literature review and scenario modeling for typical energy uses in retail, namely lighting, air conditioning, and main electrical equipment. The proposed IoT architecture consists of three layers: device layer (sensors and actuators), network and gateway layer, and application and analytics layer. Implementation scenarios include presence-based lighting control, schedule and temperature-based air conditioning control, and smart load monitoring to detect anomalies. A simple comparative illustration between conventional and IoT-enabled operations indicates that automation and data-driven control can reduce operating hours of selected devices, which translates into potential savings in kWh and electricity costs, while also supporting green business objectives. The findings provide a conceptual and practical reference for retail business owners, SME development programs, and technology providers to design digital green innovation initiatives in the retail sector.
DIGITAL CONTENT MARKETING FOR ENVIRONMENTAL AWARENESS: EFFECTIVENESS OF SOCIAL MEDIA CAMPAIGNS IN PROMOTING GREEN CONSUMERISM Bhikuning, Dixian; Kusumawati, Dara; Librado, Dison
Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha Vol 4 No 1 (2025): International Seminar Proceedings and Call for Paper STIE Widya Wiwaha
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/semnas.v4i1.1299

Abstract

Digital transformation has changed the landscape of environmental communication, where social media has become an important instrument in shaping people's ecological awareness. This study explores the effectiveness of digital content marketing campaigns in encouraging environmental awareness and green consumption behavior in Indonesia. The research uses a descriptive qualitative approach with a content analysis method on digital campaigns conducted by environmental organizations such as Greenpeace Indonesia, Zero Waste Indonesia, as well as various local eco-friendly brands on TikTok, Instagram, and YouTube platforms for the period January 2023 to December 2024. The findings show that content strategies that integrate educational, emotional, and actionable approaches result in significant audience engagement rates, with short video content achieving an engagement rate of 8-12%. Campaigns that successfully build emotional connections and provide practical solutions have proven to be more effective in turning awareness into sustainable consumption actions. Ecological and environmental awareness plays an important role as an important mediator in the adoption of green practices. This research makes a theoretical contribution to the development of sustainable digital marketing literature and practically serves as a guide for practitioners in designing more effective digital campaigns to drive the transformation of consumer behavior towards sustainability.
THE EFFECT OF DIGITAL MARKETING ON PURCHASING DECISIONS FOR MSME PRODUCTS IN THE SOCIETY 5.0 ERA: A STUDY OF SHOPEE USERS IN YOGYAKARTA Kusumawati, Dara; Bhikuning, Dixian; Librado, Dison
Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha Vol 4 No 1 (2025): International Seminar Proceedings and Call for Paper STIE Widya Wiwaha
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/semnas.v4i1.1316

Abstract

The Society 5.0 era is characterized by deep integration of digital technologies into everyday life, creating both opportunities and challenges for Micro, Small, and Medium Enterprises (MSMEs) in marketing their products. In Yogyakarta, many MSMEs utilize Shopee as a major e‑commerce platform to promote and sell their products to a wider market. Digital marketing activities on Shopee such as storefront and content management, product descriptions, platform‑based promotions, and the use of ratings and reviews have become key strategies to influence consumer purchasing decisions. This article conceptually analyzes the effect of Shopee‑based digital marketing on purchasing decisions for MSME products in the Society 5.0 era, focusing on Shopee users in Yogyakarta. Digital marketing is conceptualized through social media and Shopee‑based e‑commerce activities, while purchasing decision is measured through information search, alternative evaluation, purchase decision, and post‑purchase evaluation. The study employs a three‑step literature‑based method: identifying key concepts, reviewing empirical studies from Indonesia and abroad, and synthesizing findings into an integrated explanation. The review shows consistent evidence that digital marketing positively and significantly affects purchasing decisions and SME performance, with trust, perceived risk, and electronic word of mouth acting as important mechanisms. The synthesis suggests that for Shopee users in Yogyakarta, content quality and trust signals are likely more decisive than short‑term price promotions in driving MSME product purchases. This article contributes by offering a platform and location specific framework situated within the Society 5.0 paradigm, enriched with international literature, and by outlining implications, limitations, and directions for future empirical research.​
Co-Authors Ardhana, Yosef M.K. Ayuki, Kireyna Hera Wasiati Kusumawati, Dara Librado, Dison listyani, Indah Putri Pratama, Guntur B L Purwani, Avik Putri Radinka, Ivanda Davin Rahmadani, Anggita Novita Satria, Noval