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All Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) Altifani : Jurnal Pengabdian Masyarakat Ushuluddin, Adab, dan Dakwah
Angelia Pasaribu, Dian
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Religion Humanities Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Edukasi Literasi Manajemen Pemasaran dan Etika Bisnis sebagai Penguatan Karakter Kewirausahaan pada Siswa SMK Swasta 2 Mulia Medan Ginting, Maretta; De Pinto Simanjuntak, Owen; Solita Pasaribu, Eva; Angelia Pasaribu, Dian; H. Manao, Elwinna
Altifani : Jurnal Pengabdian Masyarakat Ushuluddin, Adab, dan Dakwah Vol. 5 No. 2 (2025): Desember
Publisher : Fakultas Ushuluddin, Adab, dan Dakwah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32939/altifani.v5i2.6454

Abstract

Penguatan karakter kewirausahaan pada siswa Sekolah Menengah Kejuruan (SMK) merupakan langkah strategis dalam mempersiapkan generasi muda yang mandiri, kreatif, dan berdaya saing di dunia kerja maupun usaha. Salah satu aspek penting dalam pengembangan kewirausahaan adalah pemahaman mengenai manajemen pemasaran dan etika bisnis. Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan literasi manajemen pemasaran dan etika bisnis sebagai upaya penguatan karakter kewirausahaan pada siswa SMK Swasta 2 Mulia Medan. Metode pelaksanaan kegiatan dilakukan dengan pendekatan edukatif fan partisipatif. Materi yang diberikan mencakup konsep dasar manajemen pemasaran, strategi bauran pemasaran, pemasaran digital, serta prinsip-prinsip etika bisnis dalam praktik kewirausahaan. Evaluasi kegiatan dilakukan melalui pre-test dan post-test untuk mengukur peningkatan pemahaman peserta, serta observasi keaktifan siswa selama kegiatan berlangsung. Hasil kegiatan menunjukkan adanya peningkatan pemahaman siswa terhadap konsep pemasaran dan etika bisnis, serta tumbuhnya sikap positif seperti kejujuran, tanggung jawab, dan kreativitas dalam berwirausaha. Kegiatan ini diharapkan dapat menjadi model edukasi kewirausahaan yang aplikatif dan berkelanjutan dalam mendukung pembentukan karakter wirausaha siswa SMK.
Identifying Brand Influencer and FOMO Marketing: Strategies Through Smart Buying Decision to Counter Impulsive Buying of Skincare Products Lani Purba, Mery; Tambunan, Elisabeth; Siregar, Marupa; Angelia Pasaribu, Dian; Ezer Sopater Saragih, Eben
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 6 No. 1 (2026)
Publisher : CV. RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19222430

Abstract

The skincare industry has experienced rapid growth, with an increasing number of consumers becoming more concerned about their skin health and beauty. This study examines the impact of influenced brand marketing strategies and the fear of missing out (FoMO) on impulsive purchases of skincare products, considering the mediating role of smart purchasing decisions. The uniqueness of this study lies in testing the interaction between psychological factors, such as FoMO with the influence of influencers as well as the level of consumer rationality in the ever-evolving beauty market. Using an explanatory quantitative research design, data were collected through questionnaires from 216 millennial and Gen Z consumers in Medan. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that brand influencers have a positive and significant effect on smart purchasing decisions, but do not have a direct effect on impulsive purchasing. Conversely, FoMO proved to be a very strong and significant driver of impulsive buying, while also negatively affecting consumers’ ability to make smart purchasing decisions. It was found that smart purchasing decisions did not act as a mediator in the relationship between brand influence and impulsive buying.
Co-Authors De Pinto Simanjuntak, Owen Elisabeth Tambunan Ezer Sopater Saragih, Eben Ginting, Maretta H. Manao, Elwinna Purba, Mery Lani Siregar, Marupa Solita Pasaribu, Eva