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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Educational Management Research
Dila Novita Sari
Universitas Tanjungpura
Humanities Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences

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STRATEGI PEMBERDAYAAN UMKM MADU KELULUT BAHAGIA MELALUI TRANSFORMASI DIGITAL MARKETING Evi Safitri; Ramadania Ramadania; Dila Novita Sari; Ervina Almaira; Adhistya Venus Sandra
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 6 No. 2 (2025): Volume 6 No. 2 Tahun 2025
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v6i2.36880

Abstract

Program pengabdian ini dilaksanakan untuk meningkatkan keterampilan digital pelaku UMKM, khususnya UMKM Madu Kelulut Bahagia di Desa Arang Limbung, Kecamatan Sungai Raya, Kabupaten Kubu Raya. Selama periode 1 Juli hingga 1 Agustus 2024, program ini memberikan pelatihan intensif mengenai pemanfaatan media sosial, e-commerce, dan fintech, serta pengembangan produk melalui desain ulang kemasan dan materi promosi. Metode yang digunakan dalam program ini adalah pelatihan personal (one-on-one coaching), yang mana pemilik UMKM Madu Kelulut Bahagia mendapatkan pendampingan intensif secara khusus. Tujuan pelaksanaan kegiatan ini adalah untuk membantu UMKM Madu Kelulut Bahagia agar dapat mengoptimalkan pemasaran penjualannya dengan menerapkan strategi pemasaran digital. Kegiatan ini mencakup sesi pelatihan personal, pendampingan intensif, dan monitoring berkala, yang diikuti dengan evaluasi terhadap kemajuan digital UMKM. Hasilnya, pelaku UMKM mampu memanfaatkan platform digital baru, meningkatkan pendapatan usaha, dan memperbaiki strategi pemasaran. Meskipun waktu pelaksanaan terbatas, program ini berhasil mendukung transformasi digital bagi UMKM. Disarankan adanya pelatihan lanjutan dengan durasi yang lebih panjang serta monitoring berkelanjutan untuk memastikan keberlanjutan dari dampak positif yang telah dicapai.
Marketing Ethics and Negative e-WOM as Predictors of Switching Intention: The Mediating Role of Customer Trust in a Black Campaign Context Dila Novita Sari; Heriyadi; Helma Malini; Bintoro Bagus Purmono; Ahmadi
Journal of Educational Management Research Vol. 5 No. 5 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i5.3119

Abstract

The rapid growth of the beauty industry has intensified digital marketing competition, while unethical marketing practices may negatively influence consumer perceptions and brand relationships. Allegations of a Black Campaign involving White Inc have generated Negative electronic word of mouth (Negative e-WOM), potentially undermining Customer Trust and increasing Switching Intention. This study aims to examine the effects of Marketing Ethics and Negative e-WOM on Switching Intention, with Customer Trust as a mediating variable. A quantitative approach was employed using purposive sampling to collect data from 200 respondents who were familiar with the Black Campaign issue and exposed to related marketing information and Negative e-WOM. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that Marketing Ethics positively affects Customer Trust and negatively affects Switching Intention, whereas Negative e-WOM negatively affects Customer Trust and positively affects Switching Intention. Customer Trust also negatively affects Switching Intention and significantly mediates the relationships between Marketing Ethics, Negative e-WOM, and Switching Intention. These findings imply that ethical marketing practices and effective management of Negative e-WOM are important for maintaining consumer trust and reducing switching tendencies.
Co-Authors Adhistya Venus Sandra Ahmadi Bintoro Bagus Purmono Ervina Almaira Evi Safitri Helma Malini Heriyadi Ramadania Ramadania, Ramadania