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All Journal Indonesian Community Journal Indonesian Journal of Business and Entrepreneurship Research
Rosita Rosita
Politeknik Negeri Sriwijaya, Indonesia
Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Environmental Science Public Health Social Sciences Other

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Strategi Personalisasi Konten dan Produk dalam Meningkatkan Visibilitas dan Konversi di Platform Digital Gama Textile Shalwa Putri Ikhtiarini; Rivi Tiara Ayu; Angga Febrian; Yuniarti Fihartini; Dwi Nugroho; Rosita Rosita; Jufri Yandes; Pindo Riski Saputra
I-Com: Indonesian Community Journal Vol 5 No 3 (2025): I-Com: Indonesian Community Journal (September 2025)
Publisher : Fakultas Sains Dan Teknologi, Universitas Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70609/i-com.v5i3.7659

Abstract

Industri tekstil Indonesia menghadapi dinamika pasar yang tidak menentu, mendorong pelaku usaha untuk beradaptasi dengan strategi pemasaran digital. Pengabdian ini bertujuan untuk membantu Gama Textile menjangkau audiens yang sesuai segmentasinya. Kegiatan ini berfokus pada penyusunan konten yang menarik, pengoptimalan gambar produk, penggunaan Facebook Ads, pembangunan landing page dengan Facebook Pixel, serta peningkatan tampilan Shopee. Metode pengabdian yang digunakan adalah Defusi Ipteks berbasis pendekatan partisipatif, dimana tim pengabdi bersama mitra secara aktif merancang dan merealisasikan solusi melalui observasi, wawancara, diskusi, pelatihan teknis, dan pendampingan langsung.  Landasan teori Uses dan Gratifications (UGT) dan prinsip komunikasi efektif digunakan untuk meningkatkan nilai konten. Hasil kegiatan menunjukkan peningkatan keterlibatan pengguna, kualitas dan relevansi konten, dan peningkatan efektivitas promosi digital mitra. Pendampingan ini diharapkan dapat memperkuat posisi Gama Textile di pasar digital dan menjadi model praktik terbaik bagi UMKM lainnya.
Behavioral Control, Entrepreneurial Activity, and Entrepreneurship Education: The Mediating Role of Entrepreneurial Attitude in Shaping Entrepreneurial Interest Tika Handayani; Rosita Rosita
Indonesian Journal of Business and Entrepreneurship Research Vol. 3 No. 1 (2025): Vol. 3, No. 1, January 2025: Indonesian Journal of Business and Entrepreneurshi
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

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Abstract

Unemployment is a major issue in Indonesia. This is due to Indonesia being a country with a relatively high population growth rate, which impacts competition for job opportunities. One effective way to address unemployment is by creating or increasing the number of entrepreneurs. This study aims to determine the direct and indirect effects of entrepreneurship education, behavioral control, entrepreneurial activity, and entrepreneurial attitude on entrepreneurial interest. The sampling technique used was Proportional Random Sampling, with a total of 106 students at Politeknik Negeri Sriwijaya. The research results indicate that both directly and indirectly, entrepreneurship education, behavioral control, entrepreneurial activity, and entrepreneurial attitude have a significant impact on entrepreneurial interest. Based on the findings of this study, it can serve as a source of information or reference for educators or lecturers to guide and mentor students regarding the development of entrepreneurial skills. Students are expected to deepen their skills related to business management so that they focus not only on the products produced but also on marketing activities and decision-making regarding business evaluation, with the aim of developing their businesses. Furthermore, future researchers are encouraged to deepen and expand this research in terms of variables and the development of research methods.
Co-Authors Angga Febrian Dwi Nugroho Jufri Yandes Pindo Riski Saputra Rivi Tiara Ayu Shalwa Putri Ikhtiarini Tika Handayani Yuniarti Fihartini