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All Journal Mutiara : Jurnal Ilmiah Multidisiplin Indonesia Indonesia Berdampak: Jurnal Pengabdian Kepada Masyarakat
Mesja Dwika
Universitas Global Jakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Optimalisasi Layanan Pelanggan dan Pemasaran Digital UMKM Handmade Depok Khusni Faizah; Maylinda Nur Faizah; Felisya Pangi Wijaya; Meli Linda Sari; Mesja Dwika; Sultansyah Adira Putra; Suci Ayu Sudari; Udriyah; Ali Ridho; Nur Fitri Dewi; Alfi Maghfuriyah
Indonesia Berdampak: Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 2 (2025): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/tcb8f709

Abstract

The digital transformation era has significantly changed consumer behavior, demanding faster, more responsive, and accessible services. In response to these shifts, this community service program was conducted in the form of an educational seminar entitled "Optimizing Customer Service and Digital Marketing for Handmade MSMEs in Depok." This initiative aimed to enhance MSME actors’ understanding and skills in customer service and digital marketing through participatory methods combining lectures, interactive discussions, and practical training. The program was carried out by a team of management students at Jakarta Global University and involved selected handmade MSME participants. During the seminar, participants were equipped with knowledge about effective customer service strategies and the use of digital platforms such as Capcut, Instagram, and online marketplaces. The results showed increased participant awareness, improved ability to create promotional content, and readiness to apply digital marketing in their businesses. This initiative demonstrates the strategic role of higher education institutions in bridging theory and practice, while empowering MSMEs to become more competitive in the digital economy.
Pengaruh Key Opinion Leader (KOL) dan Content Marketing terhadap Keputusan Pembelian Steak Sultan 99 Mesja Dwika; Dwi Rachmawati; Sri Anawati
MUTIARA: Jurnal Ilmiah Multidisiplin Indonesia Vol. 4 No. 3 (2026): JIMI - JULI
Publisher : PT. PENERBIT TIGA MUTIARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61404/mutiara.v4i3.587

Abstract

Digital marketing increasingly influences how consumers search for information and choose products, particularly in the culinary industry, which faces intense competition. Key Opinion Leaders (KOLs) and Content Marketing are widely utilized to attract attention, provide information, and influence purchasing decisions, although previous research has reported mixed findings. This study aims to examine the partial and simultaneous effects of KOLs and Content Marketing on consumer purchasing decisions at Steak Sultan 99. The study employed an associative quantitative approach involving 100 respondents selected through purposive sampling, namely consumers aged at least 15 years, residing in Depok City, and having previously purchased Steak Sultan 99 products. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination through IBM SPSS Statistics 26. The results indicate that KOLs do not have a significant effect, whereas Content Marketing has a positive and significant effect and serves as the dominant predictor. Simultaneously, both variables have a significant effect, with an R Square value of 0.449 in the context of a local steak business.
Co-Authors Alfi Maghfuriyah Ali Ridho Dwi Rachmawati Felisya Pangi Wijaya Khusni Faizah Maylinda Nur Faizah Meli Linda Sari Nur Fitri Dewi Sri Anawati Suci Ayu Sudari Sultansyah Adira Putra Udriyah