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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mujtama: Jurnal Pengabdian Masyarakat
Pangestu, Gavin Satria
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Religion Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Sosialisasi Digital Marketing dan e-Commerce pada Siswa SMP-SMA Adi Sucipto di Desa Teluk Kapuas Pangestu, Gavin Satria; Atadius, Deodatus; Dharma, Dharma; Akbar, Tegar Surya; Adiloka, Mohammad Fonsitama; Sulistiowati, Sulistiowati
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.v5i1.5930

Abstract

Teluk Kapuas Village faces economic and environmental challenges, with the MSME sector still not developing and the low quality of the products produced. One of the main problems is students' lack of knowledge about digital marketing and e-commerce, which can support the development of MSMEs. The socialization program designed aims to provide education to students regarding digital marketing and e-commerce. It is hoped that this program will improve the skills of the younger generation in digital technology so that they can contribute to increasing the quality and quantity of MSMEs in villages. Through this program, students gain a better understanding of digital marketing strategies, the use of e-commerce platforms, as well as the importance of an online presence in business. Program results show increased student understanding of the topic, which is expected to support local economic growth. is expected to support local economic growth.
Pengaruh Social Media Marketing dan Fomo terhadap Purchase Intention Produk Cicil Emas pada PT Pegadaian Pontianak dengan Brand Trust sebagai variabel Moderasi Pangestu, Gavin Satria; Wendy, Wendy; Setiawan, Harry; Afifah, Nur; Bagus Purmono, Bintoro
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 3 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i3.11666

Abstract

The development of digital technology has driven changes in financial services marketing strategies, including for PT Pegadaian's Gold Installment product, which faces competition from digital investment platforms. This situation has prompted Pegadaian to optimize social media marketing and leverage the Fear of Missing Out to increase purchase intention, particularly among the younger generation. This study aims to analyze the influence of social media marketing and Fear of Missing Out on purchase intention for the Gold Installment product, with brand trust as a moderating variable. The study used a quantitative approach with explanatory research through online questionnaire data collection from respondents who met the research criteria. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling method with WarpPLS 8.0. The results show that social media marketing and Fear of Missing Out have a positive and significant effect on purchase intention. Furthermore, brand trust has been shown to strengthen the influence of both variables on purchase intention. This research is expected to provide theoretical contributions to the development of consumer behavior studies and practical implications for PT Pegadaian in strengthening its digital marketing strategy and increasing purchase interest in the Gold Installment product.
Co-Authors Adiloka, Mohammad Fonsitama Akbar, Tegar Surya Atadius, Deodatus Bagus Purmono, Bintoro Dharma, Dharma Harry Setiawan Muhammad Afif Sulistiowati Sulistiowati Wendy