Article Per Year (5 Year)
p-Index From 2021 - 2026
0.751
P-Index
This Author published in this journals
All Journal Jurnal Pengabdian West Science Jurnal Pengabdian Masyarakat dan Riset Pendidikan Oikonomia : Journal of Management Economics and Accounting
Fahad Ramadhan
Universitas Muhammadiyah Ahmad Dahlan Cirebon
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 4 Documents
Search

 1 
Effectiveness of Content Marketing in Attracting Generation Z Consumer Loyalty Johni Eka Putra; Nuraida Wahyu Sulistyani; Fahad Ramadhan; Hilman Hidayat
Oikonomia : Journal of Management Economics and Accounting Vol. 2 No. 2 (2025): Oikonomia-February
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/oikonomia.v2i2.309

Abstract

Generation Z has unique characteristics in information consumption and decision-making, especially in the context of digital marketing. They prefer authentic, interactive, and social value-based content over conventional advertising. With the dominance of platforms such as TikTok, Instagram Reels, and YouTube Shorts, an effective marketing strategy should focus on storytelling, user-generated content (UGC), and collaboration with influencers to build deeper engagement. This research uses a qualitative approach with a case study method to analyze successful content marketing strategies in attracting the attention and building loyalty of Generation Z. The data was collected through in-depth interviews with 20 individuals. Data was collected through in-depth interviews with 20 Generation Z individuals and 10 digital marketing practitioners, as well as digital observation of several brands that have successfully adopted content-based marketing strategies. Thematic analysis was conducted to identify interaction patterns and audience preferences for different types of content. The results show that successful digital marketing for Generation Z depends on utilizing the right platform, brand transparency, and data-driven engagement measurement. With an appropriate strategy, companies can increase customer loyalty and strengthen emotional connections with audiences in an increasingly competitive digital era.
Brand Trust Can Moderates The Influence of Rating Reviews on Purchasing Decisions: Penelitian Muhamad Risal Tawil; Gilang Pranajasakti; Fahad Ramadhan; Dimas Realino; Nova Ch. Mamuaya
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5271

Abstract

Amidst the escalation of digital economic competition in 2026, this study aims to investigate the interaction mechanism between online rating reviews and consumer purchasing decisions by placing brand trust as a moderating variable. Integrating Signaling Theory and Trust-Transfer Theory , this quantitative study uses a causal-explanatory approach to 450 active e-commerce user respondents who were analyzed through the Moderated Regression Analysis (MRA) technique using E-Views 12 software . The empirical test results prove that although rating reviews are a significant external signal in reducing information asymmetry, their effectiveness in triggering transactions is highly dependent on the level of brand trust held by consumers; where brand trust functions as a psychological filter that validates the credibility of the review. These findings reveal a moderation phenomenon whereby for brands with high trust equity, the influence of positive reviews is significantly amplified, while for brands with low trust, positive reviews are often met with cognitive skepticism that hinders purchase conversion.The practical implications of this study emphasize that marketing managers should prioritize building long-term brand loyalty and trust over simply manipulating short-term ratings to ensure sustainable market value in an era of digital sentiment volatility.
Pemberdayaan UMKM melalui Green Packaging di Desa Tuk, Kabupaten Cirebon Diddo Adding Adove; Gilang Pranajasakti; Fahad Ramadhan; Ucha Indra Gunawan; Ruswati Ruswati; Firda Mokodongan; Mazi Nurazmi
Jurnal Pengabdian West Science Vol 5 No 09 (2026): Jurnal Pengabdian West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jpws.v5i09.3815

Abstract

Pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Desa TUK, Kabupaten Cirebon, masih menghadapi kendala daya saing produk akibat penggunaan kemasan konvensional yang kurang menarik dan belum memperhatikan aspek keberlanjutan lingkungan. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan pengetahuan, keterampilan, dan kemampuan pelaku UMKM dalam menerapkan green packaging. Metode kegiatan meliputi lima tahap, yaitu observasi dan analisis kebutuhan, edukasi green packaging, pendampingan desain kemasan, implementasi pada produk, serta monitoring dan evaluasi melalui pre-test dan post-test. Hasil kegiatan menunjukkan peningkatan pemahaman pelaku UMKM mengenai green packaging dan prinsip Reduce, Reuse, Recycle (3R), serta tersusunnya desain dan prototipe kemasan yang dilengkapi eco-label dan identitas merek. Implementasi kemasan baru turut meningkatkan tampilan, nilai tambah, dan citra produk. Kegiatan ini menunjukkan bahwa edukasi dan pendampingan partisipatif dapat meningkatkan kapasitas UMKM dalam mengadopsi kemasan ramah lingkungan sebagai bagian dari strategi keberlanjutan usaha.
Optimalisasi Digital Branding Berbasis AI sebagai Strategi Peningkatan Daya Saing UMKM: Pengabdian Diddo Adding Adove; Gilang Pranajasakti; Fahad Ramadhan; Ucha Indra Gunawan; Ruswati Ruswati; Firda Mokodongan; Mazi Nurazmi
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 5 No. 1 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 5 Nomor 1 (Juli 2026 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v5i1.7893

Abstract

Pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Desa Karangmangu, Kabupaten Cirebon, masih menghadapi kendala daya saing produk akibat belum memiliki identitas merek yang konsisten serta rendahnya literasi digital dalam memanfaatkan teknologi Artificial Intelligence (AI) untuk kebutuhan pemasaran. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan pengetahuan, keterampilan, dan kemampuan pelaku UMKM dalam mengoptimalkan digital branding berbasis AI. Metode kegiatan meliputi lima tahap, yaitu observasi dan analisis kebutuhan, edukasi digital branding dan AI, pendampingan optimalisasi branding berbasis AI, implementasi pada produk dan kanal pemasaran, serta monitoring dan evaluasi melalui pre-test dan post-test. Hasil kegiatan menunjukkan peningkatan pemahaman pelaku UMKM mengenai digital branding dan pemanfaatan perangkat AI generatif untuk pembuatan konten promosi, serta tersusunnya identitas visual dan prototipe konten pemasaran berbasis AI yang konsisten. Implementasi digital branding baru turut meningkatkan tampilan, efisiensi produksi konten, dan citra profesional produk. Kegiatan ini menunjukkan bahwa edukasi dan pendampingan partisipatif dapat meningkatkan kapasitas UMKM dalam mengadopsi digital branding berbasis AI sebagai bagian dari strategi peningkatan daya saing usaha.
Co-Authors Diddo Adding Adove Dimas Realino Firda Mokodongan Gilang Pranajasakti Hilman Hidayat Johni Eka Putra Mazi Nurazmi Muhamad Risal Tawil Nova Ch. Mamuaya Nuraida Wahyu Sulistyani Ruswati Ruswati Ucha Indra Gunawan