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All Journal Journal of Educational Management Research El-Mujtama: Jurnal Pengabdian Masyarakat
Septiarni, Marsa
Unknown Affiliation
Religion Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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PESONA: Strategi Promosi Efektif secara Online untuk Niaga dan Pariwisata Fathurrahman, Akhwal; Fitriana, Ana; Ramadhianti, Risa; Rivaldo, Karis; Septiarni, Marsa; Rizal, Fakhri
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 5 No. 1 (2025): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v5i1.5482

Abstract

Digital changes in marketing have created new opportunities for local businesses in villages to reach a wider market. Digital marketing is not only a promotional tool but also an effective strategy to increase the competitiveness of local products in the era of globalization. This research aims to increase the promotion of local products and village tourism by utilizing digital marketing, especially through social media. The method used is a qualitative participatory approach, where village communities are involved in training in content creation and social media account management. The research results show that the implementation of digital marketing strategies has succeeded in increasing public awareness of local products and village tourism, which is reflected in increased sales and tourist visits. This research also emphasizes the importance of branding through product labels to maintain consumer image and trust and increase consumer attraction to local products. Thus, this digital marketing strategy not only contributes to increasing sales and tourist visits, but also plays a role in supporting village economic growth.
The Influence of Environmental Knowledge and Perceived Value on Sustainable Fashion Purchase Intention: The Mediating Role of Attitude Septiarni, Marsa; Afifah, Nur; Fitriana, Ana; Haryadi; Ahmadi
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1944

Abstract

The rapid growth of fast fashion, which increasingly contributes to environmental degradation, has encouraged greater awareness of sustainable fashion consumption. This study aims to analyze the influence of environmental knowledge and perceived value on sustainable fashion purchase intention, with attitude serving as a mediating variable. Employing a causal associative quantitative approach, primary data were collected through an online questionnaire distributed to 200 respondents who met predetermined criteria using non-probability purposive sampling. The measurement used a five-point Likert scale, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that environmental knowledge and perceived value have a positive and significant effect on attitude, which in turn significantly mediates their influence on sustainable fashion purchase intention. These results imply that enhancing consumers’ environmental understanding and strengthening perceived value are essential strategies for fostering positive attitudes and increasing purchase intentions toward sustainable fashion products.
Co-Authors AHMADI Ana Fitriana Fathurrahman, Akhwal Haryadi Muhammad Afif Ramadhianti, Risa Rivaldo, Karis Rizal, Fakhri