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All Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) IIJSE Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Santosa, Muhammad Hery
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Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Other

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Analisis Pengaruh Promosi pada Media Sosial, Digital Branding dan Influencer Marketing Terhadap Purchase Intention Jasa Perjalanan Wisata Mancanegara Ibrahim, Mozart Malik; Nurbakti, Rezky; Purwati, Sri; Santosa, Muhammad Hery; Mulyana, Hadi; Nugraha, Jefri Putri
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 3 (2025): Juni 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i3.4076

Abstract

This study examines how influencer marketing, digital branding, and social media promotion affect consumers' intentions to buy foreign travel services. Due to shifts in customer behavior in the digital age, digital marketing tactics are now crucial for influencing decisions about what to buy. Two hundred fifty respondents interested in traveling abroad and frequent social media users made up the study's sample. Multiple linear regression was the analysis technique to ascertain how each independent variable affected the dependent variable. The findings demonstrated that purchase intention was highly impacted by all three independent variables simultaneously. Influencer marketing was somewhat more powerful than digital branding and social media promotion. This demonstrates how crucial prominent figures are in creating favorable opinions about tourism services. Players in the tourism sector should use these findings as a guide when creating focused and successful marketing campaigns in the current digital environment.
Pelatihan Dan Penguatan Literasi Digital Untuk Meningkatkan Kapasitas Umkm Menuju Pasar Internasional: Pengabdian Susilowati, Tri; Mustafa, Fahrina; Hendratni, Tyahya Whisnu; Santosa, Muhammad Hery; Nugraha, Jefri Putri; Windreis, Christ
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i1.2001

Abstract

Di era globalisasi dan perdagangan bebas, keikutsertaan UMKM dalam pasar internasional berkontribusi besar terhadap perekonomian nasional, terutama melalui peningkatan devisa dan penciptaan lapangan kerja. Berdasarkan uraian tentang urgensi dan pentingnya masuk dalam pasar internasional bagi keberlanjutan UMKM di Indonesia, serta bagaimana menjadi adaptif terhadap perubahan lingkungan bisnis yang menuntut pelaku UMKM dan SDM yang bekerja di sektor UMKM untuk memiliki literasi yang baik dan mampu menggunakan perangkat digitalisasi untuk meningkatkan efektivitas dan efisiensi kerja, sehingga kemudian diadakan pelatihan dan penyuluhan bagi pelaku UMKM di beberapa kota di Indonesia. Kesimpulan dari kegiatan ini adalah kesiapan UMKM untuk menembus pasar internasional sangat ditentukan oleh kemampuan memanfaatkan teknologi digital dan penguasaan literasi digital yang memadai. Pemanfaatan teknologi digital membuka peluang besar bagi UMKM untuk memperluas jangkauan pasar, meningkatkan efisiensi operasional, dan memperkuat daya saing di tingkat global. Namun, tanpa literasi digital yang baik, pelaku UMKM berisiko tertinggal dan tidak mampu mengoptimalkan potensi teknologi yang ada.
The Role of Digital Readiness and AI Skills in MSME Business Sustainability in the Era of Digital Transformation Santosa, Muhammad Hery; Setiawan, Muhammad Akbar
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9211

Abstract

Digital transformation and the adoption of Artificial Intelligence (AI) are becoming increasingly urgent for Micro, Small, and Medium Enterprises (MSMEs) to maintain competitiveness in a technology-driven economy. This study aims to examine a structural model that explains the influence of digital readiness, AI skills, and policy support on MSME business sustainability using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach. Data were collected from 155 MSMEs in Purbalingga Regency engaged in the culinary, fashion, and handicraft sectors. The findings show that digital readiness has a significant effect on AI skills and business sustainability, whereas AI skills and policy support do not yet demonstrate a significant influence on business sustainability. These results highlight the importance of digital readiness as the primary foundation for adapting AI-based marketing strategies, as well as the need to strengthen AI skills and provide more targeted policy support to optimize the benefits of technology. This study contributes practically by offering recommendations for MSMEs, support institutions, and policymakers, and theoretically by reinforcing the concept of Dynamic Capability in the context of AI adoption.
Co-Authors Hadi Mulyana Ibrahim, Mozart Malik Jefri Putri Nugraha Muhammad Akbar Setiawan, Muhammad Akbar Mustafa, Fahrina Nurbakti, Rezky Sri Purwati, Sri Tri Susilowati Tyahya Whisnu Hendratni Windreis, Christ