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All Journal JURNAL PENDIDIKAN TAMBUSAI Majalah Ilmiah Pelita Ilmu Journal of Artificial Intelligence and Digital Business PRAGMATIS Jurnal Manajemen dan Bisnis
Irawan, Wahyu Purno
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences

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Social Media Engagement Strategy in the Match Industry: A Case Study of PT. Lintas Cindo Bersama Irawan, Wahyu Purno
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.3319

Abstract

This study explores how PT. Lintas Cindo Bersama, a traditional match manufacturing company in Indonesia, adopts social media engagement strategies to strengthen its communication and organizational responsiveness in the digital era. Using a qualitative case study approach, data were collected through in-depth interviews, online observations, and document analysis conducted over one year. The findings reveal that engagement in a low-involvement product industry is structured around three interrelated dimensions: maintaining consistency in managing social interactions, creating audience-specific content, and utilizing social media as a source of strategic insight. These strategies enable the company to cultivate authenticity, reliability, and responsiveness, fostering a meaningful relationship with audiences and reinforcing brand legitimacy. The study highlights that social media engagement, when systematically managed, functions not only as a marketing tool but also as a relational and strategic capability that supports organizational adaptation and learning. Theoretically, this research extends the Social Media Engagement Framework of Panagiotopoulos et al into the traditional manufacturing context, emphasizing the multidimensional nature of engagement as communication, sensing, and value co-creation. Practically, the results offer insights for legacy industries on how to leverage digital platforms to maintain relevance, innovate communication processes, and build sustainable stakeholder relationships. Overall, this study demonstrates that even in low-engagement sectors, strategic and authentic social media use can transform brand identity and organizational responsiveness in the face of ongoing digital transformation.
PEMBERDAYAAN UMKM PENGOLAH HASIL LAUT MELALUI PELATIHAN DIGITAL MARKETING DAN PENERAPAN GREEN-BLUE BUSINESS MODEL DI KABUPATEN LAMONGAN Zebua, Martin; Manafe, Leonard Adrie; Supriadi, Iman; Susanti, Lanny Regina; Nurwanti, Lathifah Aisha; Emmywati; Chamid, Abdul; Irawan, Wahyu Purno
Majalah Ilmiah "PELITA ILMU" Vol 8 No 2 (2025): PELITA ILMU (DESEMBER 2025)
Publisher : STIA Pembangunan Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37849/mipi.v8i2.479

Abstract

Kegiatan pengabdian kepada masyarakat ini dilatarbelakangi oleh permasalahan yang dihadapi oleh pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) pengolah hasil laut di Kabupaten Lamongan, Jawa Timur, yang masih mengalami keterbatasan dalam pemasaran digital, inovasi produk, dan kesadaran terhadap praktik bisnis berkelanjutan. Tujuan utama kegiatan ini adalah untuk meningkatkan kemampuan pelaku UMKM dalam memanfaatkan teknologi digital untuk promosi dan penjualan produk, sekaligus menumbuhkan kesadaran terhadap penerapan prinsip Green-Blue Business Model dalam pengelolaan usaha berbasis hasil laut. Kegiatan dilaksanakan pada tanggal 22 Oktober 2025 di Ruang Pertemuan Bandeng Lele, Dinas Perikanan Kabupaten Lamongan, dengan melibatkan sepuluh pelaku UMKM sebagai peserta. Metode pelaksanaan dilakukan melalui pendekatan partisipatif yang meliputi empat tahapan, yaitu persiapan, pelatihan, pendampingan, dan evaluasi. Pelatihan difokuskan pada peningkatan kemampuan pemasaran digital melalui media sosial dan marketplace, serta penerapan konsep bisnis berkelanjutan dengan pengemasan produk ramah lingkungan. Hasil kegiatan menunjukkan adanya peningkatan signifikan pada pengetahuan dan keterampilan peserta dalam penggunaan media digital, pembuatan konten promosi, dan kesadaran terhadap kelestarian lingkungan. Evaluasi kegiatan juga menunjukkan bahwa peserta lebih percaya diri dalam memasarkan produk secara daring dan mulai mengadopsi kemasan yang lebih ramah lingkungan. Kegiatan ini disimpulkan berhasil mencapai tujuan yang direncanakan serta memberikan kontribusi terhadap penguatan kapasitas ekonomi pesisir yang inovatif dan berkelanjutan.
Exploring Social Media Strategies For Enhancing Competitiveness In SMEs: A Case Study Of CV Wunggul Sejahtera Bersama Chamid, Abdul; Irawan, Wahyu Purno; Emmywati, Emmywati
PRAGMATIS Vol. 6 No. 2 (2025): September
Publisher : Faculty of Economic and Business Wijaya Kusuma Surabaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/pragmatis.v6i2.4973

Abstract

Small and Medium Enterprises (SMEs) are important contributors to the Indonesian economy, but many of them face challenges in maintaining competitiveness in the digital age. This study aims to explore how social media strategies can strengthen the competitiveness of SMEs by analyzing the case of CV Wunggul Sejahtera Bersama (WSB), a creative industry company in Surabaya. The approach used is qualitative with a single case study design. Data was collected through online observation, document analysis, and semi-structured interviews involving informants from internal parties (owners and marketing staff) and external parties (active followers of the company's social media). The data was analyzed using thematic analysis to identify patterns of digital engagement and effective communication strategies. The results of the study show that WSB's success in utilizing social media is influenced by perceptions of the usefulness and ease of use of technology, which encourages continuous innovation on platforms such as Instagram, Facebook, and TikTok. The integration of the Technology Acceptance Model (TAM) and the Resource-Based View (RBV) confirms that competitiveness stems not only from technological adoption, but also from creative abilities and the strategic utilization of internal resources.
Strategi Sustainable Branding dalam Pendidikan Dasar: Analisis Program Lingkungan sebagai Pembeda Kompetitif Nurwidianti, Alfiatul Chusniah; Manafe, Leonard Adrie; Irawan, Wahyu Purno
Jurnal Pendidikan Tambusai Vol. 10 No. 2 (2026): Agustus
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v10i2.38388

Abstract

Persaingan lembaga pendidikan yang semakin kompetitif menuntut sekolah membangun citra dan kepercayaan publik secara strategis. Penelitian ini mengkaji penerapan green branding di SDN Kutisari 1 Surabaya sebagai upaya memperkuat identitas sekolah dan meningkatkan daya saing. Pendekatan kualitatif dengan studi kasus digunakan melalui wawancara, observasi, dan dokumentasi pada periode Maret–Mei 2026. Analisis data dilakukan secara interaktif dengan triangulasi untuk menjamin validitas temuan. Hasil penelitian menunjukkan bahwa program Jumat Bersih, Jumat Sehat, Jumat Berkah, serta pengelolaan limbah telah menjadi budaya dan identitas khas sekolah. Implementasi green branding mampu membangun brand equity sekaligus meningkatkan kepercayaan masyarakat terhadap kualitas sekolah. Meski demikian, penguatan branding melalui media digital masih belum optimal. Penelitian ini menegaskan bahwa green branding dapat menjadi strategi efektif bagi sekolah dasar negeri dalam menciptakan diferensiasi, memperkuat reputasi, dan meningkatkan daya saing di tengah kompetisi pendidikan yang terus berkembang.
Co-Authors Chamid, Abdul Emmywati Iman Supriadi Leonard Adrie Manafe Martin Zebua Nurwanti, Lathifah Aisha Nurwidianti, Alfiatul Chusniah Susanti, Lanny Regina