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Ahmad Salman Farid
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ahmadsalmanfarid@stain-madina.ac.id
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Huta Baringin, Kec. Panyabungan Barat Kab. Mandailing Natal 22911 Indonesia
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Help: Journal of Community Service (HJCS)
Published by PT Agung Media Publisher
ISSN : -     EISSN : 30483069     DOI : https://doi.org/10.62569/hjcs
Core Subject : Humanities, Health, Education, Social,
Humanities Languange, Linguistic, Communication & Media Public Health Social Sciences Other
Help: Journal of Community Service (HJCS) is a peer-reviewed and multidisciplinary journal dedicated to publishing high-quality research and practical applications in community service and community development across various fields of study. HJCS provides a scholarly platform for researchers, academics, practitioners, and policymakers to share innovative approaches, best practices, case studies, reflections, and lessons learned in community engagement, empowerment, capacity building, and professional development. Through the dissemination of rigorous research articles, case studies, and critical reflections, HJCS promotes knowledge exchange and contributes to the advancement of theory and practice in community service. HJCS particularly welcomes community-based and multidisciplinary approaches, including Participatory Action Research (PAR), Community-Based Research (CBR), Service Learning (SL), and Asset-Based Community Development (ABCD). These approaches emphasize collaboration with communities, local problem-solving, knowledge exchange, capacity building, and sustainable community development.
Arjuna Subject : Umum - Umum
Articles 62 Documents
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Applying Consumer Behavior Insights through Service Learning to Strengthen Digital Marketing Practices among Culinary MSMEs Arief Ansori; Dewisri Wulandari
Help: Journal of Community Service Vol. 3 No. 2 (2026): September 2026
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/hjcs.v3i2.286

Abstract

Micro, small, and medium enterprises (MSMEs) face increasing challenges in adapting their marketing practices to changing consumer behavior and the growing use of social media. This community service initiative aimed to analyze consumer behavior and develop relevant digital marketing strategies for Moresto Dimsum, a culinary MSME in Bandar Lampung, Indonesia, through a service learning approach that connects academic knowledge with practical community needs. The activity employed a qualitative descriptive approach involving direct observation, interviews with 15 consumers, and mentoring activities with the business partner. Consumer behavior was analyzed using the Five-Stage Consumer Purchase Process Model and the AISAS framework (Attention, Interest, Search, Action, and Share). The findings were used to formulate digital marketing recommendations tailored to consumer preferences and the partner's marketing challenges. The findings indicated that strategic location, product taste, and affordable prices were the primary factors influencing purchasing decisions, accounting for 36.36%, 33.33%, and 21.21% of the reported responses, respectively. Although consumers demonstrated interest in the products, digital promotional exposure and electronic word-of-mouth activities remained limited. Based on these findings, the proposed marketing strategy emphasized consistent Instagram content, brand storytelling, short-form video optimization, clearer product and promotional information, and conversion-oriented communication. These recommendations provide a practical framework for aligning digital marketing activities with consumer behavior. Integrating consumer behavior analysis with service learning offers an opportunity to connect academic learning with the practical needs of culinary MSMEs. The activity generated context-specific digital marketing recommendations for Moresto Dimsum and highlighted the importance of understanding consumer preferences when developing social media strategies.
Participatory Service Innovation for Strengthening Family Dining Experience at Ayam Bebek Haji Soleh Pahoman Deni Pambudi; Vania Amanda
Help: Journal of Community Service Vol. 3 No. 2 (2026): September 2026
Publisher : PT Agung Media Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62569/hjcs.v3i2.290

Abstract

Culinary micro, small, and medium enterprises (MSMEs) face increasing competition that requires them to strengthen not only product quality but also customer experience and service innovation. This community service activity aimed to strengthen the family dining experience at Ayam Bebek Haji Soleh Pahoman through participatory service innovation using a Participatory Action Research (PAR) approach. The activity involved participatory identification of customer preferences, service conditions, unmet needs, and improvement priorities through direct observation and semi-structured interviews with 17 dine-in customers. The findings revealed that the partner had strong service and product assets, particularly the distinctive “Bumbu Bakar Medok” identity, Bebek Bakar as a signature menu, spacious lesehan areas, an anjungan, and a mini playground. However, several service gaps were identified, including limited beverage variation, insufficient children-oriented menu options, air circulation problems, limited waiting facilities, playground limitations, cleanliness concerns, and parking constraints during peak hours. Through the participatory process, these findings were translated into service innovation priorities, including the development of children-oriented meal packages, beverage diversification, facility improvement, enhanced cleanliness management, parking and waiting-area management, and digital promotion emphasizing the family dining experience. The activity strengthened the partner’s understanding of customer needs and provided a practical framework for customer-oriented service improvement without changing the partner’s core culinary identity. The activity demonstrates that participatory service innovation can help culinary MSMEs transform customer insights into practical strategies for strengthening family dining experiences and sustainable competitiveness.

Page 7 of 7 | Total Record : 62

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