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All Journal JUMEBIN : Journal of Management, Economics, Business, and Investment RESPINARIA: Jurnal Pengabdian Kepada Masyarakat
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Personal Branding Strategy through TikTok in Increasing Interest in Purchasing MSME Products in Medan City Humairoh, Jihan; Tantia, Myrna Dwi; Regen
JUMEBIN : Journal of Management, Economics, Business, and Investment Vol. 1 No. 2 (2025): December 2025
Publisher : PT Katersi Minar Permata

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The development of social media has driven the transformation of MSME marketing strategies, including the use of TikTok as an interactive, content-based digital promotion platform. This study aims to analyze the role of personal branding strategies through TikTok in increasing interest in purchasing MSME products in Medan City. The approach used is participatory assistance with stages of needs identification, training and content creation practice, implementation of personal branding strategies, and evaluation of the impact on consumer response. The research subjects are SME actors who actively use TikTok as a promotional medium. The results of the study show that the consistent, authentic, and communicative application of personal branding can increase audience engagement, strengthen the credibility of business actors, and encourage an increase in consumer purchasing interest. The change in communication patterns from one-way promotion to two-way interaction through the comment and live streaming features has proven to strengthen the emotional closeness between MSME actors and consumers. In addition, the increase in the digital literacy of participants also supports the optimization of TikTok features in reaching a wider market. This study concludes that personal branding is an effective digital marketing strategy in strengthening the competitiveness of MSMEs in the creative economy era. These findings have practical implications for MSME players to integrate personal identity into digital marketing strategies, as well as enriching social media-based entrepreneurship studies at the local level.
The Influence of Product, Location and Service Quality On Purchasing Decisions Donuts Baby Sungai Penuh Fauzan, Muhammad; Saputra, Rizky Indra; Setiono, Agus; Regen
JUMEBIN : Journal of Management, Economics, Business, and Investment Vol. 1 No. 2 (2025): December 2025
Publisher : PT Katersi Minar Permata

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This study aims to determine: 1) Do product, location and service quality have partial and simultaneous influence on the decision to purchase baby donuts? 2). How big is the influence of product, location and service quality partially and simultaneously on the decision to buy baby donuts? The research methodology used is descriptive qualitative and descriptive quantitative approaches. The research results are; 1) Partially there is an effect of product on purchasing decisions, partially there is influence of location on purchasing decisions, partially there is no influence of service quality on purchasing decisions, and simultaneously there is influence of product, location, quality of service on purchasing decisions. 2) partially, the magnitude of the influence of the product on purchasing decisions is 17.18%., the magnitude of the influence of location on purchasing decisions is 12.83%, the magnitude of the influence of service quality on purchasing decisions is 1.71%. And Simultaneously the amount of influence between product, location and quality of service on purchasing decisions is 31.7%.
Optimalisasi Pengelolaan Dana BUMDes Melalui Sistem Keuangan Transparan dan Akuntabel Akbar, Aswin; Hasibuan, Elwardi; Fuad; Regen
RESPINARIA : Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 2 (2025): December 2025
Publisher : PT Katersi Minar Permata

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Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pengurus Badan Usaha Milik Desa (BUMDes) di Kabupaten Deli Serdang dalam menerapkan sistem manajemen keuangan yang transparan dan akuntabel. Permasalahan utama yang dihadapi mitra meliputi rendahnya literasi keuangan, pencatatan keuangan yang tidak terstandar, serta lemahnya mekanisme pelaporan publik. Metode pelaksanaan dilakukan melalui pelatihan partisipatif, pendampingan intensif selama tiga bulan, dan penerapan sistem pembukuan sederhana berbasis manual serta digital. Hasil kegiatan menunjukkan peningkatan signifikan dalam pemahaman peserta terhadap prinsip transparansi (dari 35% menjadi 82%) dan kemampuan penyusunan laporan keuangan (dari 28% menjadi 76%). Selain itu, tingkat kepercayaan masyarakat terhadap pengelolaan dana BUMDes meningkat hingga 79%. Kegiatan ini juga mendorong terbentuknya sistem audit internal sederhana dan praktik pelaporan keuangan triwulanan yang terpublikasi kepada masyarakat. Kesimpulannya, penerapan sistem manajemen keuangan yang adaptif dan partisipatif mampu memperkuat akuntabilitas serta meningkatkan kepercayaan publik terhadap lembaga ekonomi desa. Namun, keterbatasan waktu dan fasilitas teknologi menjadi tantangan dalam menjaga keberlanjutan praktik transparansi keuangan desa
Kolaborasi CSR dalam Mewujudkan Community Friendly Mosque: Integrasi Pemberdayaan Sosial, Lingkungan, dan Spiritual di Masjid Al-Ikhlas Medan Humairoh, Jihan; Tantia, Myrna Dwi; Regen
RESPINARIA : Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 2 (2025): December 2025
Publisher : PT Katersi Minar Permata

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Masjid memiliki peran strategis tidak hanya sebagai tempat ibadah, tetapi juga sebagai pusat pemberdayaan sosial dan pembangunan masyarakat. Penelitian pengabdian ini bertujuan untuk mengimplementasikan model community friendly mosque melalui kolaborasi program Corporate Social Responsibility (CSR) di Masjid Al-Ikhlas Komplek IDI Kwala Bekala, Medan. Metode yang digunakan adalah pendekatan kolaboratif dan edukatif-transformasional dengan tahapan perencanaan, koordinasi, pelaksanaan, serta evaluasi partisipatif. Kegiatan utama meliputi penanaman pohon, pembersihan lingkungan masjid, serta pembangunan rumah marbot. Hasil kegiatan menunjukkan adanya peningkatan kesadaran ekologis, penguatan kohesi sosial, peningkatan kualitas lingkungan fisik masjid, serta terbangunnya model kolaborasi antara perguruan tinggi, masyarakat, dan mitra CSR. Program ini membuktikan bahwa integrasi tanggung jawab sosial perusahaan dengan pemberdayaan berbasis masjid mampu menghasilkan dampak berkelanjutan secara sosial, spiritual, dan kelembagaan.
Co-Authors Akbar, Aswin Elwardi Hasibuan, Elwardi Fuad Humairoh, Jihan Muhammad fauzan Saputra, Rizky Indra Setiono, Agus Tantia, Myrna Dwi