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All Journal Dinasti International Journal of Digital Business Management BERNAS: Jurnal Pengabdian Kepada Masyarakat Governors
Arizka, Putri
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Sosialisasi Pentingnya Sertifikasi P-IRT dan Halal pada Produk Makanan UMKM di Kota Padang Arizka, Putri; Enjela, Dwi Kiki; Rahmat, Azhari
BERNAS: Jurnal Pengabdian Kepada Masyarakat Vol. 6 No. 3 (2025)
Publisher : Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/jb.v6i3.13719

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan sektor yang memiliki peranan vital dalam mendorong pertumbuhan ekonomi nasional dan memperluas lapangan pekerjaan. Namun, rendahnya kesadaran pelaku UMKM terhadap pentingnya Sertifikat Produksi Pangan Industri Rumah Tangga (SPP-IRT) dan sertifikasi halal menjadi kendala dalam meningkatkan daya saing produk makanan. Sertifikasi bukan hanya sebagai persyaratan legalitas usaha, tetapi juga sebagai jaminan keamanan dan kehalalan produk yang beredar di masyarakat. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kesadaran dan pemahaman UMKM Kuliner Bunda Alif terkait urgensi sertifikasi P-IRT dan halal, serta langkah-langkah dalam proses pengajuannya. Metode kegiatan meliputi tahap persiapan, pelaksanaan sosialisasi, serta evaluasi efektivitas kegiatan. Hasil kegiatan menunjukkan bahwa sosialisasi yang dilakukan berhasil meningkatkan pemahaman dan mendorong pelaku usaha untuk mengurus sertifikasi P-IRT dan halal. Sertifikasi memungkinkan UMKM untuk memperkuat daya saing, memperluas jangkauan pasar, dan membangun kepercayaan dari konsumen. Keberhasilan kegiatan ini juga dapat menjadi contoh bagi UMKM lain dalam meningkatkan legalitas dan kualitas produk. Kata Kunci: Sosialisasi; UMKM; SPP-IRT; Sertifikasi Halal; Kepercayaan Konsumen
The Influence of TikTok Social Media on Increasing Shoe Sales through Live Marketing Enjela, Dwi Kiki; Arizka, Putri
Dinasti International Journal of Digital Business Management Vol. 7 No. 2 (2026): Dinasti International Journal of Digital Business Management (February - March
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v7i2.6247

Abstract

This study examines the effect of TikTok as a social media platform on shoe sales through live marketing. The rapid growth of social commerce has transformed consumer purchasing behavior, particularly through interactive video-based platforms. This research aims to analyze the role of TikTok in enhancing live marketing effectiveness and its impact on increasing shoe sales. The study adopts a quantitative approach using a survey method involving 165 TikTok Shop users in Desa Suka Maju, Kecamatan Kp. Lalang, Deli Serdang, North Sumatra. Data were analyzed using Partial Least Squares Structural Equation Modeling. The results indicate that TikTok has a positive and significant effect on live marketing, and live marketing significantly influences shoe sales. These findings demonstrate that live marketing acts as a key mechanism in converting social media engagement into purchasing decisions. The study contributes to digital marketing management by providing empirical evidence on the strategic integration of social media content and live streaming to enhance sales performance in social commerce environments
Fear Of Missing Out (FoMO) Mediates Live Shopping Effects On Gen-Z Impulsive Buying Arizka, Putri; Enjela, Dwi Kiki; Rahma, Anita Ade
GOVERNORS Vol. 4 No. 3 (2025): December 2025-March 2026 issue
Publisher : Yayasan Cita Cendekiawan Al Khwarizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/governors.v4i3.7900

Abstract

This study aims to analyze the influence of live shopping on impulsive buying with Fear of Missing Out (FoMO) as a mediating variable in Generation Z consumers. This research is based on the theory of Stimulus–Organism–Response (S-O-R) which explains that external stimuli can affect an individual's psychological state and induce certain behavioral responses. The research approach used is quantitative with a survey method. Data was collected through an online questionnaire distributed to 150 Generation Z respondents in Padang City who had experience participating in live shopping. Data analysis was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with the help of SmartPLS 4 software. The results of the study show that live shopping has a positive and significant effect on Fear of Missing Out and impulsive buying. In addition, Fear of Missing Out also has a positive and significant effect on impulsive buying. Other findings suggest that Fear of Missing Out acts as a mediating variable in the relationship between live shopping and impulsive buying. These results indicate that impulse buying behavior in the context of live shopping is not only influenced by marketing stimuli, but also by consumers' emotional and psychological responses.
Co-Authors Anita Ade Rahma Enjela, Dwi Kiki Rahmat, Azhari