Jurnal Pemberdayaan Ekonomi

Pendampingan dan Pemberdayaan UMKM OK OCE melalui Strategi Digital Marketing

Sri Suyarti — 2026-02-02

Purpose: This community service activity aims to provide mentoring and empowerment to OK OCE MSMEs through the implementation of digital marketing strategies.

Research Methodology: Using Training, Discussion, And Mentoring Methods.

Results: The results showed an increase in participants' understanding of the use of digital media as a means of product marketing.

Conclusions: The Community Service program, which provided mentoring and empowerment to OK OCE MSMEs through digital marketing strategies, has had a positive impact on increasing the capacity of MSMEs. Participants demonstrated an increased understanding of the importance of digital marketing and initial skills in identifying and utilizing digital media as a means of product promotion. The enthusiasm and active participation of participants throughout the program demonstrate that this mentoring program is aligned with the needs of MSMEs in facing marketing challenges in the digital era.

Limitations: This activity is limited by the short duration of the mentoring, so the impact is only visible in initial understanding, not in long-term changes in behavior and business performance. The evaluation is still descriptive without standardized instruments. Participants are limited to specific communities, making it unrepresentative. Differences in digital literacy, education, business type, as well as limited internet access, devices, time, and the lack of follow-up monitoring also influence the results.

Contributions: Through this activity, MSMEs gain not only conceptual knowledge but also practical understanding that can be directly applied in their daily business activities. The mentoring provided helps participants increase their confidence in using digital technology, potentially increasing the competitiveness and sustainability of MSME businesses.

Analisis Brand Awareness terhadap Loyalty pada Produk Minuman Kopi melalui Trust dan Image

Pahul Tri Wibowo — 2026-02-04

Purpose: This study aims to analyze the effect of Brand Awarenesson Brand Loyalty with Brand Trust and Brand Image as mediatingvariables in Coffee Jago coffee products.
Research Methodology: This quantitative study employed asurvey using a Likert-scale questionnaire among 225 Coffee Jagoconsumers in Jakarta aged 17 years or older, selected throughpurposive sampling. Data were analyzed using PLS-SEM withSmartPLS.
Results: The findings indicate that Brand Awareness has a positiveand significant effect on Brand Trust (t = 14.080; p = 0.000), BrandImage (t = 13.746; p = 0.000), and Brand Loyalty (t = 2.972; p =0.003). Furthermore, Brand Trust (t = 5.744; p = 0.000) and BrandImage (t = 3.453; p = 0.001) significantly contribute to increasingBrand Loyalty. The mediation analysis further confirms that BrandTrust and Brand Image significantly mediate the relationshipbetween Brand Awareness and Brand Loyalty, with mediation effectsof t = 5.259 (p = 0.000) and t = 3.207 (p = 0.001), respectively.
Conclusions: High brand awareness enhances consumer trustand strengthens brand image, which ultimately contributes toincreased customer loyalty toward Coffee Jago. Therefore, BrandAwareness, Brand Trust, and Brand Image are essential factors indeveloping sustainable customer loyalty.
Limitations: This study is limited to a single local coffee brandin Jakarta; therefore, the findings may not be generalized to thebroader coffee industry or other geographical contexts.
Contributions: This study contributes to brand managementliterature and offers insights into enhancing customer loyaltythrough effective branding strategies.

Household Financial Management Among the Community Within the Nyori or Passolo Tradition in Jeneponto Regency

Nabila Nabila — 2026-02-16

Purpose: This study analyzes how households in Jeneponto Regency manage their finances while meeting the demands of the Nyori or Passolo tradition, and identifies the effect of this tradition on family economic conditions.
Methodology: A descriptive qualitative approach grounded in phenomenology was used, focusing on households in Jeneponto Regency that actively practice the Nyori or Passolo tradition. Data were gathered through in-depth interviews and observation, then analyzed following the Miles, Huberman, and Saldana model, with source and technique triangulation to check consistency.
Results: Households in Jeneponto Regency apply several financial strategies, including setting money aside specifically for the tradition, curbing consumptive spending, and drawing on supplementary income such as harvest proceeds to meet Nyori or Passolo obligations. The tradition carries clear economic consequences while also reinforcing social solidarity and kinship ties.
Conclusions: A household's success in sustaining the Nyori or Passolo tradition depends heavily on its financial planning capacity, which allows economic needs and social obligations to be balanced.
Limitations: The study is confined to households in Jeneponto Regency with a limited number of informants, so the findings cannot yet be generalized to all communities with similar traditions.
Contribution: The study enriches scholarship on household financial management within a local cultural context and offers a reference point for government and community efforts to strengthen family financial literacy.