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 Januar Ida Wibowati
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Sosialisasi Manajemen Pemasaran Berkelanjutan Melalui Edukasi Branding dan Digital Marketing pada UMKM Kuliner di Kota Palembang Maiza Fikri; Fartina Destikarini; Faridatul Munawaroh;  Hasan Pratama Putra;  Januar Ida Wibowati
ABDIKAN: Jurnal Pengabdian Masyarakat Bidang Sains dan Teknologi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/abdikan.v4i4.6568

Abstract

This community service activity aims to strengthen the capacity of sustainable marketing management through branding and digital marketing education for culinary MSMEs in Pempek Village 26 Ilir, Palembang City, South Sumatra Province. The background to this activity is the condition of MSMEs that still face challenges in branding, limited digital literacy, and low awareness of sustainable practices. The implementation method was a participatory approach, including needs analysis, branding education, digital marketing training, mentoring, and evaluation using pre- and post-test instruments. The results of the activity showed a significant increase in participant understanding. The average pre-test score of 45 increased to 80 in the post-test, indicating an increase of over 30%. In terms of branding, participants began to understand the importance of business identity, brand narrative, and eco-friendly packaging design. In terms of digital marketing, MSMEs that were previously passive in their use of social media are now more active with consistent content strategies, utilization of marketplaces, and the use of QRIS-based digital payment systems. The integration of sustainability values ​​is also being implemented through brand narratives that emphasize tradition and environmental awareness. This activity has positive implications for increasing the competitiveness of culinary MSMEs in Palembang, both economically, socially, and environmentally. These findings confirm that academic intervention through community service can have a real impact on empowering MSMEs in the digital era.
Pengaruh Kepemimpinan Transformasional terhadap Kinerja Karyawan pada Sektor E-Commerce: Studi Kasus pada Perusahaan Start-up di Kota Palembang Indonesia Maiza Fikri; Fartina Destikarini;  Januar Ida Wibowati; Basron,  Basron; Efniar,  Efniar
MAMEN: Jurnal Manajemen Vol. 4 No. 4 (2025): Oktober 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/mamen.v4i4.6567

Abstract

This study aims to analyze the influence of transformational leadership on employee performance by considering the role of digital competence in the e-commerce start-up sector in Palembang, Indonesia. Using a quantitative approach, data were obtained through a survey with 120 respondents who are start-up employees in Palembang. Analysis was conducted using validity and reliability tests, one-way ANOVA, and two-way ANOVA to examine the interaction between variables. The results show that transformational leadership has a significant effect on employee performance, with the inspirational motivation dimension as the dominant factor. Digital competence has also been shown to improve performance, especially in the aspects of digital literacy and digital communication, although technology adaptation remains a challenge. Furthermore, the interaction between transformational leadership and digital competence produces a significant synergistic effect, where the combination of high levels of transformational leadership and high digital competence results in the highest average performance. These findings provide practical implications that e-commerce start-ups in Palembang need to integrate transformational leadership training programs with employee digital competence development as a strategy to improve performance and competitiveness. This study enriches the modern leadership literature with empirical evidence from the local Indonesian context.
Co-Authors Basron,  Basron Efniar,  Efniar Faridatul Munawaroh Fartina Destikarini Maiza Fikri  Hasan Pratama Putra