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All Journal Asia-Pacific Management and Business Application International Journal of Engagement and Empowerment (IJE2) Journal of Social Research
Nurhasanah, Ade
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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CAPACITY BUILDING FOR WOMEN MSMEs: TRAINING ON THE PREPARATION OF FINANCIAL STATEMENTS AND FINANCIAL HEALTH ANALYSIS FOR EFFECTIVE BUSINESS DECISION-MAKING Rahmawati, Teti; Jumantini, Entin; Nurhasanah, Ade; Poornawan, Defichril Hidah; Anwar, Khairul
International Journal of Engagement and Empowerment (IJE2) Vol. 5 No. 1 (2025): International Journal of Engagement and Empowerment
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije2.v5i1.189

Abstract

The COVID-19 pandemic has a significant impact on the sustainability of MSMEs, especially those managed by women in Pajambon Village, Kuningan Regency. Limitations in the preparation of financial statements and business health analysis are the main challenges faced by female MSME actors in making effective business decisions. This service program aims to increase the capacity of women MSMEs through training in the preparation of financial statements and financial health analysis. The method used is Participatory Action Research (PAR) which involves socialization, technical training, hands-on practice, and the application of digital technology in the form of Android-based financial applications. The results of the training showed that participants improved their skills in compiling financial statements accurately and systematically, analyzing business health, and utilizing financial software to improve the efficiency of financial management. Participants were also able to identify business opportunities and risks through more structured financial data analysis. This program is expected to strengthen the competitiveness of women MSMEs in Pajambon Village, increase business resilience, and encourage local economic growth after the pandemic
Impactful Kol Marketing For B2C In Social Commerce: Create Powerful, Viral And Long-Lasting Campaign In Various Medium And Industries Nurhasanah, Ade; Djuniardi, Dede
Journal of Social Research Vol. 3 No. 8 (2024): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v3i8.2183

Abstract

In today's digital era, marketing through Key Opinion Leaders (KOLs) has become a very effective strategy in reaching a wider audience and building consumer trust. KOLs, or often known as influencers, have the unique ability to influence the purchasing decisions of their followers through the content they share on various social media platforms. This article aims to achieve significant success in KOL marketing, especially in B2C (Business-to-Consumer) in the realm of social commerce, a well-planned strategy and proper execution are required. This study uses a qualitative approach by means of an in-depth literature review related to KOL Marketing for B2C in social commerce. The results of research on Impactful KOL Marketing for B2C in Social Commerce which includes the creation of strong, viral, and sustainable campaigns across various mediums and industries and efforts to measure their impact comprehensively may not be found in many specifics. In the use of Key Opinion Leaders (KOLs) for B2C marketing strategies in social commerce, it is evident that this approach has great potential to increase brand exposure, consumer engagement, and ultimately, sales.
Unveiling the Power of Authenticity: How Can Influencer and Brand Authenticity Drive Gen Z’s Purchase Intention Through Customer Involvement in Indonesia Fitriani, Lili Karmela; Nurhasanah, Ade; Rahmantya, Yanneri Elfa Kiswara
APMBA (Asia Pacific Management and Business Application) Vol. 14 No. 2 (2025)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2025.014.02.5

Abstract

Digital disruption in business has reshaped the way consumers access, process, and respond to information, and this shift has significantly changed shopping behavior, especially in the beauty industry, which depends on trends, visual presentation, and personal trust. TikTok has become a major interactive platform for Generation Z in Indonesia, where lifestyle interests, entertainment, and product references are explored and developed. Through TikTok Shop, purchasing activities are directly connected to consumed content, and influencers function as key actors who shape purchase intention. The growing use of promotional content with exaggerated claims in beauty marketing has increased consumer concern because misleading information and unrealistic expectations can cause financial and health-related risks and gradually reduce trust in beauty brands. This study analyzes the influence of influencer authenticity and brand authenticity on purchase intention with customer involvement as a moderating variable. Using a quantitative approach, data were collected from 600 individuals from Generation Z active TikTok user analyze using SEM PLS. The findings show that influencer authenticity and brand authenticity have a positive and significant effect on brand attitude and purchase intention, which highlights authenticity as an essential factor in building consumer trust and credibility. 
Co-Authors Dede Djuniardi Jumantini, Entin Khairul Anwar Lili Karmela Fitriani Poornawan, Defichril Hidah Rahmantya, Yanneri Elfa Kiswara Sri Rahayu