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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) JURNAL PENGABDIAN MASYARAKAT AKADEMISI
Caecillia Hartatdji
Universitas Ciputra
Religion Humanities Economics, Econometrics & Finance Social Sciences

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SOCIAL INNOVATION PROJECT “EMPOWERMENT AND TRAINING FOR E-COMMERCE FOR SMALL AND MEDIUM ENTERPRISES (SMES) SPECIALIZING IN TRADITIONAL COOKIES FROM KAMPUNG SAWAHAN”: EMPOWERMENT AND TRAINING FOR E-COMMERCE FOR SMALL AND MEDIUM ENTERPRISES (SMES) SPECIALIZING IN TRADITIONAL COOKIES FROM KAMPUNG SAWAHAN Clarensia Sharlyn Wijaya; Caecillia Hartatdji; Ni Putu Febriana Eka S; Jessica Felicia Soesanto; Kathleen Alexandra
JURNAL PENGABDIAN MASYARAKAT AKADEMISI Vol. 2 No. 1 (2024): Januari : JURNAL PENGABDIAN MASYARAKAT AKADEMISI
Publisher : CV. ALIM'SPUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jpma.v2i1.581

Abstract

. This social innovation project is centered on empowering and providing e-commerce training for Small and Medium Enterprises (SMEs) specializing in traditional cookies from Kampung Sawahan. With a focus on the “Kampung Kue Sawahan” in Surabaya, the project aims to address marketing challenges, enhance online presence, and broaden sales channels for local businesses. Key objectives encompass leveraging social media and e-commerce platforms, as well as offering training in product photography. The project's ultimate goal is to benefit the community by resolving marketing issues, expanding business reach, and fostering economic empowerment. The comprehensive implementation involves a two-day program targeting mothers residing in rural areas, local entrepreneurs, and potential resellers. Activities include product photography, content creation, TikTok account setup, and e-commerce training on platforms like Shopee. The anticipated tangible outcomes include an enhancement of online business skills within the "Kampung Kue Kering" community, contributing to the overall development of small and medium-sized enterprises in the region.
THE INFLUENCE OF REVIEWS AND TIKTOK INFLUENCER CREDIBILITY ON PURCHASE DECISIONS FOR BITTERSWEET BY NAJLA WITH EXPECTATIONS AS A MEDIATING VARIABLE Caecillia Hartatdji; Clarensia Sharlyn Wijaya; J.E Sutanto
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i2.19564

Abstract

This study aims to analyze the influence of influencer reviews and influencer credibility on purchase decisions for Bittersweet by Najla products, with consumer expectations as a mediating variable. This study employs a quantitative approach using Google Forms as the data collection instrument, with a causal-explanatory research design to analyze the relationships among variables. The data were distributed to active TikTok users in Indonesia who had watched influencer reviews of Bittersweet by Najla products and had either purchased or had the intention to purchase the products. A total of 336 valid respondents were obtained through purposive sampling. The analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method through SmartPLS version 4. The findings indicate that influencer reviews and influencer credibility significantly affect consumer expectations. Both variables are also proven to influence consumer purchase decisions both directly and indirectly through consumer expectations as a mediating variable. The results suggest that marketing strategies involving influencers can enhance consumer expectations and purchase decisions for Bittersweet by Najla products. This study also contributes to the influencer marketing literature by highlighting the role of consumer expectations as a mediating factor in digital marketing strategies, particularly in the food and beverage industry through the TikTok platform. This research is also related to Sustainable Development Goals (SDGs) 8, particularly in the aspect of economic growth. The utilization of digital marketing through influencers is considered capable of encouraging increased purchasing activities while supporting business growth in the current digital economy era.
Co-Authors Clarensia Sharlyn Wijaya Clarensia Sharlyn Wijaya J.E. Sutanto Jessica Felicia Soesanto Kathleen Alexandra Ni Putu Febriana Eka S