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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Celebes Journal of Community Services
Nurfaisah Baharuddin
STIE Amkop Makassar
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Digital Marketing Strategies for Seaweed SMEs in South Sulawesi: An Application of the Technology Acceptance Model (TAM) Andi Putri Tenriyola; Nurfaisah Baharuddin; Tri Desi Lestari; Anis Anshari Mas'ud
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.14231

Abstract

This research expands the existing body of knowledge on e-commerce adoption among small and medium-sized enterprises (SMEs) by examining seaweed businesses in South Sulawesi, Indonesia, through the lens of the Technology Acceptance Model (TAM). The objective is to identify the factors influencing e-commerce adoption among seaweed SMEs, focusing on perceived ease of use, perceived usefulness, and self-efficacy. The study employs a quantitative approach, utilizing surveys distributed to seaweed business operators. Structural Equation Modeling (SEM) is used for data analysis to validate the relationships between the constructs proposed in the TAM framework. The findings reveal a significant positive relationship between perceived ease of use and e-commerce adoption. Furthermore, perceived usefulness and self-efficacy are identified as key mediators that enhance e-commerce adoption. This study also emphasizes the critical role of user attitude in mediating the relationship between ease of use, usefulness, self-efficacy, and e-commerce adoption. The results underscore the importance of raising awareness and understanding of e-commerce benefits among SMEs. Businesses should focus on providing high-quality, relevant information to boost user confidence and adoption rates. Consequently, this study makes a substantial contribution to the literature on digital management and marketing, offering practical guidance for SMEs to effectively leverage e-commerce.
Pelatihan Digitalisasi Kewirausahaan, Literasi Keuangan Sederhana, dan Pendampingan Legalitas Usaha bagi UMKM di Desa Libureng Kecamatan Tanete Riaja Kabupaten Barru Saharuddin Saharuddin; Amrullah Amrullah; Ambo Rappe; Nurfaisah Baharuddin; Rifaldi Rifaldi
Celebes Journal of Community Services Vol. 5 No. 1 (2026): December - May
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/celeb.v5i1.3435

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Desa Libureng, Kecamatan Tanete Riaja, Kabupaten Barru melalui pelatihan digitalisasi kewirausahaan, literasi keuangan sederhana, dan pendampingan perizinan usaha (NIB, PIRT, dan Sertifikasi Halal). Program ini dilatarbelakangi oleh rendahnya tingkat literasi digital dan keuangan pelaku UMKM serta keterbatasan akses terhadap legalitas usaha yang menjadi syarat penting dalam meningkatkan daya saing dan kepercayaan konsumen. Metode pelaksanaan kegiatan meliputi sosialisasi, pelatihan, pendampingan teknis, serta evaluasi hasil implementasi. Kegiatan dilaksanakan secara kolaboratif antara Dosen Pembimbing Lapangan dan Mahasiswa Sekolah Tinggi Ilmu Ekonomi (STIE) Amkop Makassar, Pemerintah Desa Libureng,. Hasil kegiatan menunjukkan peningkatan signifikan dalam pemahaman dan keterampilan peserta terkait digitalisasi usaha dan pengelolaan keuangan sederhana. Seluruh peserta berhasil memperoleh Nomor Induk Berusaha (NIB), sebagian telah memiliki izin PIRT melalui sistem OSS, dan beberapa produk telah memperoleh sertifikasi halal melalui pendampingan. Kegiatan ini berimplikasi positif terhadap penguatan daya saing UMKM melalui peningkatan literasi digital dan keuangan, serta penguatan legalitas usaha yang berorientasi pada keberlanjutan bisnis dan kepercayaan konsumen. Keberhasilan kegiatan ini juga menegaskan pentingnya kolaborasi multi-stakeholder antara perguruan tinggi, pemerintah daerah, lembaga pendamping halal, dan komunitas pelaku usaha dalam mendorong transformasi UMKM berbasis digital dan berdaya saing halal.
Co-Authors Ambo Rappe Amrullah Amrullah Andi Putri Tenriyola Masud, Anis Anshari Rifaldi Rifaldi Saharuddin Saharuddin Tri Desi Lestari