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All Journal Asia-Pacific Management and Business Application International Journal of Engagement and Empowerment (IJE2)
Nurhasanah, Ade
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Humanities 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
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 Jumantini, Entin Khairul Anwar Lili Karmela Fitriani Poornawan, Defichril Hidah Rahmantya, Yanneri Elfa Kiswara Sri Rahayu