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All Journal UPI YPTK Journal of Business and Economics Jurnal Pengabdian Masyarakat Indonesia
Najwa Aulia Putri
Universitas Islam Negeri Sumatera Utara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Transformasi Promosi UMKM Tape Ketan dan Ubi Berbasis Hybrid: Efektivitas Pembuatan Spanduk dan Digitalisasi Lokasi pada Google Maps di Desa Balai Kasih Ryan Rauzan; Amal Hayati; Tiara Devi Yanti Lestari; Fitri Khairani; Najwa Aulia Putri
JURNAL PENGABDIAN MASYARAKAT INDONESIA Vol. 4 No. 3 (2025): Oktober : Jurnal Pengabdian Masyarakat Indonesia (JPMI)
Publisher : Politeknik Pratama Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpmi.v4i3.6014

Abstract

The Community Service Program (KKN) in Balai Kasih Village focuses on transforming the promotion of local Micro, Small, and Medium Enterprises (MSMEs) through a hybrid strategy that effectively combines traditional and digital media platforms. The selected target MSMEs in this program are Tape Ketan and Tape Ubi Pak Permadi, located specifically in Dusun IV. Prior to the intervention, these businesses lacked a clear location identity, official branding, and digital connectivity, which hindered customer accessibility and recognition. To address this issue, The KKN team facilitated the installation of informative identity banners and successfully registered the businesses on Google Maps on August 30, 2025. Using a participatory approach, this intervention demonstrated an increase in business visibility, making it easier for consumers to find locations online while strengthening trust at the local level. This study confirms that combining physical and digital promotion can improve the accessibility of village SMEs, open up broader market access, and provide a practical model for inclusive digital transformation-based economic empowerment.
The Effect Of Social Presence And Scarcity On Impulsive Buying With Pleasure As An Intervening Variable In The Tiktok Live E-Commerce Application Najwa Aulia Putri; Atika; Imam El Islamy
UPI YPTK Journal of Business and Economics Vol. 11 No. 3 (2026): September 2026
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Putra Indonesia YPTK

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35134/jbe.v11i3.338

Abstract

The expansion of live-streaming commerce features, particularly TikTok Live, has reshaped the digital shopping environment and contributed to the emergence of spontaneous online purchasing. This research examines the effects of social presence and scarcity on impulse buying by placing pleasure as an intervening variable among TikTok Live e-commerce users in Medan. A quantitative survey design was applied to 100 Generation Z respondents aged 20–24 years who were selected through purposive sampling. The data were processed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings show that social presence positively and significantly affects both pleasure and impulse buying. Scarcity also has a positive and significant effect on pleasure, whereas its direct effect on impulse buying is not significant. Pleasure, in turn, has a positive and significant effect on impulse buying and mediates the relationship between social presence and impulse buying. In addition, pleasure serves as a full mediator in the relationship between scarcity and impulse buying. The findings suggest that sellers can strengthen spontaneous purchasing by improving social interaction and developing scarcity-based strategies that are accompanied by an enjoyable emotional experience.
Co-Authors Amal Hayati Atika Fitri Khairani Imam El Islamy Ryan Rauzan Tiara Devi Yanti Lestari