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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Economics and Business Letters Priviet Social Sciences Journal
Sariani Sariani
Universitas Asahan
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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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.
A strategic model to enhance the competitiveness of halal MSMEs through halal certification, digital marketing, and creative branding Surya Bakti; Tengku Syarifah; Nurul Hikmatul Alawiyah; M. Sandi Syahputa; Dea Mutia; Sariani Sariani
Journal of Economics and Business Letters Vol. 5 No. 6 (2025): December 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/jebl.v5i6.1600

Abstract

This community service program was conducted to enhance the competitiveness of halal MSMEs in Binjai Baru Village, Datuk Tanah Datar District, Batu Bara Regency, North Sumatera Province, Indonesia, through three key interventions: halal certification awareness, digital marketing training, and creative branding workshops. The primary issues faced by MSMEs in this area include a limited understanding of halal certification procedures, low utilization of digital platforms for promotion, and weak brand identity, which affects product attractiveness. The program’s implementation method consisted of preparation, execution, and evaluation stages involving field observation, awareness sessions, hands-on digital marketing practice, and branding assistance. The results indicate a significant improvement in the participants’ understanding of the benefits of halal certification, their ability to use social media for product promotion, and their initial skills in designing brand identities and product packaging. The participants demonstrated high enthusiasm and were able to gradually apply the materials provided. Overall, this program successfully strengthened the legal, digital marketing, and branding capacities of local MSMEs, forming a solid foundation for enhancing sustainable competitiveness in the halal industry.
PENINGKATAN KETERAMPILAN MENGOLAH KARPET DAUR ULANG BAGI MASYARAKAT DESA PASAR V Sariani Sariani; Henky Japina; Syahrijal Hidayat
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 7 No. 4 (2026): Vol. 7 No. 4 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v7i4.61806

Abstract

Pemanfaatan bahan sisa atau limbah lingkungan menjadi produk kerajinan tangan bernilai guna merupakan salah satu solusi potensial dalam memberdayakan kelompok ibu rumah tangga di kawasan pemukiman. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan keterampilan teknis kelompok ibu rumah tangga di Desa Pasar V Kebun Kelapa, Kec. Beringin, Kab. Deli Serdang dalam mengolah bahan sisa menjadi karpet daur ulang yang fungsional dan bernilai ekonomi. Metode pelaksanaan kegiatan menerapkan pendekatan learning by doing yang berfokus penuh pada demonstrasi langsung (direct demonstration) oleh tim pengabdi dan praktik mandiri (hands-on training) oleh peserta tanpa sesi materi formal di kelas. Evaluasi keberhasilan kegiatan diukur melalui observasi kinerja praktik (performance assessment) sebelum (pre-test) dan sesudah (post-test) pelatihan serta penilaian kualitas fisik produk akhir. Hasil kegiatan menunjukkan adanya peningkatan keterampilan teknis peserta secara signifikan, dengan rata-rata peningkatan di atas 60% pada indikator pemilahan bahan, teknik menganyam/menjahit, hingga kerapian produk. Selain itu, sebanyak 85% produk karpet daur ulang yang dihasilkan peserta memenuhi kriteria kelayakan fisik dan estetika visual. Pelatihan berbasis demonstrasi langsung ini terbukti efektif mempercepat transfer keterampilan vokasional sekaligus membuka peluang pengembangan wirausaha mikro berbasis kerajinan tangan bagi masyarakat di Desa Pasar V Kebun Kelapa, Kec. Beringin, Kab. Deli Serdang.
PEMBERDAYAAN MASYARAKAT NAGORI RAWA MASIN MELALUI PENDIDIKAN, KETAHANAN PANGAN, DAN DIGITALISASI UMKM Dailami Dailami; Muhammad Azwar Al Ayyub; Sariani Sariani; Nehemia Wili Aritra; Dimas Ari Pratama; Dinda Kartika; Dea Syahrani
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 7 No. 4 (2026): Vol. 7 No. 4 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v7i4.62615

Abstract

Rendahnya kesadaran pendidikan lanjut, belum optimalnya pemanfaatan lahan pekarangan untuk ketahanan pangan, minimnya adopsi teknologi digital pada usaha mikro kecil dan menengah (UMKM), serta rendahnya kesadaran kebersihan lingkungan merupakan persoalan mendasar yang dihadapi masyarakat Nagori Rawa Masin, Kecamatan Ujung Padang, Kabupaten Simalungun. Kegiatan pengabdian ini bertujuan membangun model pemberdayaan masyarakat terpadu berbasis potensi lokal melalui penguatan pendidikan, ketahanan pangan, dan digitalisasi UMKM. Metode pelaksanaan terdiri atas tiga tahap, yaitu persiapan melalui observasi lapangan dan koordinasi dengan pemerintah nagori; pelaksanaan berupa sosialisasi pendidikan tinggi dan bimbingan belajar, penyuluhan serta praktik pemanfaatan pekarangan, pendampingan digitalisasi UMKM melalui media sosial, dan penguatan sarana kebersihan lingkungan; serta evaluasi partisipatif terhadap perubahan perilaku masyarakat. Hasil kegiatan menunjukkan peningkatan motivasi belajar siswa, mulai dimanfaatkannya lahan pekarangan sebagai sumber pangan keluarga, adopsi pemasaran digital oleh pelaku UMKM seperti Zeze Bakery, serta meningkatnya kesadaran masyarakat terhadap kebersihan lingkungan. Pendekatan pemberdayaan berbasis potensi lokal dan partisipasi aktif masyarakat terbukti mampu meningkatkan kapasitas dan kemandirian masyarakat, meskipun keberlanjutannya memerlukan pendampingan lanjutan yang lebih terstruktur agar hasil yang telah dicapai dapat terus berkembang.
Co-Authors Dailami - Dea Mutia Dea Syahrani Dimas Ari Pratama Dinda Kartika Hadi Suriono Henky Japina M. Sandi Syahputa Muhammad Azwar Al Ayyub Nehemia Wili Aritra Nurul Hikmatul Alawiyah Riy Dewantoro Surya Bakti Syahrijal Hidayat TENGKU SYARIFAH