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All Journal Sevaka: Hasil Kegiatan Layanan Masyarakat Jurnal Praba: Jurnal Rumpun Kesehatan Umum
Isnan Sarwo Prasetyo
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Agriculture, Biological Sciences & Forestry Humanities Education Engineering Health Professions Medicine & Pharmacology Nursing Public Health Veterinary

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Pendampingan Partisipatif Untuk Penguatan Kapasitas Manajerial Dan Digitalisasi UMKM Di Kelurahan Mencirim Binjai Timur Isnan Sarwo Prasetyo; Yoni Adelia
Sevaka : Hasil Kegiatan Layanan Masyarakat Vol. 4 No. 1 (2026): Februari : Sevaka : Hasil Kegiatan Layanan Masyarakat
Publisher : STIKES Columbia Asia Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62027/sevaka.v4i1.648

Abstract

This community service initiative aims to enhance the managerial capacity and digitalization skills of MSME owners in Mencirim Village, East Binjai. Initial observations revealed five structural issues: weak financial record-keeping, conventional marketing strategies, minimal use of social media for promotion, lack of brand identity, and limited understanding of pricing strategy. The methodology employed a Participatory Action Approach (PAA), encompassing needs identification, structured training, practical workshops, and six weeks of intensive mentoring for 25 MSME participants. Results indicate a substantial increase across all measured indicators: 84% of participants implemented simple bookkeeping, 76% actively used social media for promotion, 72% developed brand identities, and 80% demonstrated improved pricing strategies all surpassing the established targets. Wilcoxon Signed-Rank Test confirmed statistical significance (p < 0.05). The program also fostered entrepreneurial mindset shifts, the formation of local business networks, and the emergence of community-based local leaders. Continuous mentoring and cross-stakeholder collaboration are recommended to sustain long-term economic impact.
Pengaruh Strategi Pemasaran Digital Terhadap Keputusan Pembelian Produk Kesehatan Pada Masyarakat Kelurahan Mencirim Kecamatan Binjai Timur Isnan Sarwo Prasetyo
Jurnal Praba : Jurnal Rumpun Kesehatan Umum Vol. 3 No. 4 (2025): Desember : Jurnal Praba : Jurnal Rumpun Kesehatan Umum
Publisher : STIKES Columbia Asia Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62027/praba.v3i4.650

Abstract

This study focuses on an in-depth analysis of how digital marketing strategies influence the decisions of residents of Mencirim Village, East Binjai District in purchasing health products. The scope of digital marketing studied includes social media platforms, the effectiveness of online advertising, the depth of marketing content, and the role of electronic reviews or electronic word of mouth (e-WOM). Using a quantitative approach with a survey method, this study involved 100 respondents selected through a purposive sampling technique. The main criteria for respondents were residents aged at least 17 years who had actively transacted health products digitally in the last three months. Data were collected through a 5-point Likert scale questionnaire and processed using multiple linear regression analysis with the help of IBM SPSS Statistics 26. The research findings revealed that partially, social media (β = 0.312), online advertising (β = 0.287), marketing content (β = 0.241), and e-WOM (β = 0.198) had a positive and significant influence on consumer purchasing decisions (p < 0.05). Collectively, the integration of these four variables explains 68.4% (R² = 0.684) of the dynamics of local purchasing decisions.
Co-Authors Yoni Adelia