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All Journal Priviet Social Sciences Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan Business and Applied Management Journal
Riy Dewantoro
Universitas Asahan
Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Transformation of Generation Z's consumption behavior in the digital ecosystem: A theoretical review of social media-based marketing strategies Riy Dewantoro; Sariani Sariani; Hadi Suriono
Priviet Social Sciences Journal Vol. 5 No. 5 (2025): May 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i5.619

Abstract

This study aims to examine the transformation of consumption behavior among Generation Z in Indonesia within the context of the digital ecosystem, focusing on how social media shapes consumption patterns and influences marketing strategies adopted by businesses. This transformation reflects a shift from conventional consumption patterns rooted in functional needs toward more emotional, symbolic, and digitally-driven behaviors. Employing a qualitative descriptive approach through literature review, data were collected from various secondary sources, including scholarly journals, books, and recent research reports. The findings indicate that social media particularly influencer content and visual trends on platforms such as Instagram, TikTok, and YouTube plays a dominant role in shaping self-image and consumption preferences among Generation Z. Impulsive buying behavior is driven by e-commerce promotions, fear of missing out (FOMO), and peer pressure within digital communities. The ease of transactions via digital wallets, instant promotions, and seamless access to diverse products further reinforces a fast and instant consumption pattern. Unfortunately, this trend is not yet balanced by adequate financial literacy. These findings provide a crucial foundation for developing more personalized, interactive, and educational social media marketing strategies, while also supporting the enhancement of financial literacy among Generation Z, who are navigating an ever-evolving digital era.
Pelatihan dan Pendampingan Pendaurulangan Limbah Tanaman Padi Melalui Proses Pengomposan di Desa Mekar Baru Kabupaten Batu Bara: Pengabdian Riy Dewantoro; Nurul Hikmatul Alawiyah Siregar; Tri Andriani; Leni Kurnia Optari; Hadi Suriono
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 4 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 4 April - Juni
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i4.6270

Abstract

Pelatihan dan pendampingan pengolahan limbah tanaman padi melalui proses pengomposan di Desa Mekar Baru Kabupaten Batu Bara dilaksanakan sebagai upaya pemberdayaan masyarakat dalam memanfaatkan potensi lokal dan mengurangi dampak lingkungan dari limbah pertanian. Program ini bertujuan meningkatkan keterampilan masyarakat dalam mengolah jerami padi menjadi pupuk organik sekaligus membuka peluang ekonomi baru. Metode kegiatan meliputi sosialisasi, pelatihan teknis, praktik langsung, pendampingan, dan evaluasi dengan pendekatan partisipatif. Hasil kegiatan menunjukkan adanya peningkatan pengetahuan masyarakat tentang bahaya pembakaran jerami serta manfaat pupuk organik bagi tanah. Peserta berhasil memproduksi pupuk kompos dengan kualitas baik melalui metode sederhana berbasis dekomposer. Dari sisi ekonomi, kegiatan ini mampu menekan biaya penggunaan pupuk kimia sekaligus membuka peluang usaha pupuk organik dalam skala rumah tangga maupun kelompok tani. Selain itu, kegiatan ini memperkuat solidaritas sosial masyarakat karena dilakukan secara gotong royong, serta memberikan dampak positif terhadap lingkungan dengan berkurangnya praktik pembakaran jerami. Dengan demikian, kegiatan pelatihan dan pendampingan pengomposan limbah padi terbukti efektif dalam meningkatkan keterampilan, memperkuat kemandirian, dan menciptakan peluang usaha baru bagi masyarakat Desa Mekar Baru.
Employee Branding and Owner Personal Branding as Drivers of Customer Engagement: Evidence from Digital Small and Medium-sized Enterprises Hadi Suriono; Riy Dewantoro
Business and Applied Management Journal Vol. 4 No. 2 (2026)
Publisher : Al-Qalam Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/bamj.v4i2.2289

Abstract

The integration of employee branding and owner personal branding to enhance customer engagement among small and medium-sized enterprises (SMEs) utilizing digital platforms is crucial to examine. This study analyzes the partial and simultaneous effects of employee branding and owner personal branding on customer engagement. A descriptive-quantitative survey design was employed. The population comprised 15,178 SME actors across 12 sub-districts; proportionate stratified random sampling using the Slovin formula (e = 10%) yielded 99 respondents. Data were collected via a five-point Likert-scale questionnaire and analyzed using multiple linear regression. Employee branding has a significant positive effect on customer engagement (β₁ = 0.589; t = 6.203; p < 0.001), as does owner personal branding (β₂ = 0.358; t = 3.693; p < 0.001). The integrated model explains 85.0% of the variance in customer engagement (R² = 0.850; F = 274.817; p < 0.001). These findings contribute to the employer branding literature in the SME-digital context and offer practical guidance for SME practitioners in designing integrated branding strategies that combine employee brand commitment with authentic owner communication on social media platforms.
Co-Authors Hadi Suriono Leni Kurnia Optari Nurul Hikmatul Alawiyah Siregar Sariani Sariani Tri Andriani