The research aimed to examine the intention of Generation Z when using e-wallet for payments and the influence of discounts towards using e-wallet in the time of pandemics. The research used the qualitative method with total data of 22 students, collected using in-depth interviews through WhatsApp free call. The result shows that discount gives an impact on Generation Z in choosing the e-wallet, but a long-term loyalty is not guaranteed. The finding demonstrates that there are other influential factors for Generation Z to choose e-Wallet, namely ease of use, interrelated apps with the e-wallet, the security system, and cashless society. The limitations of the research lie in the relatively small numbers of respondents. Due to pandemics with physical distancing requirements, the research only carries out on data collected from 22 students from Economics Faculty in the State University of Malang, Indonesia. However, the research provides an insightful analysis for digital payments industry as a reference. It is expected that fellow researchers and academicians use the research as a fundamental to further investigate digital payments, especially amongst Generation Z in Indonesia or other parts of the world.

This study aims to find out how social media marketing activities influence consumer equity through brand equity in a culinary brand. The study sample is men and women, 200 respondents, within the age range of 18 to 30 years old This study uses quantitative methods and questionnaires as data collections tools. The data was then analyzed using SmartPLS with the Structural Equation Modelling approach. It is found that social media marketing activities positively influence consumer equity through brand equity in culinary brands. Customer equity is also indirectly affected by brand equity. Therefore, this research can be a basis for future research in social media marketing activities within the scope of culinary brands especially in the context of small-medium enterprises.

The countries in the Association of Southeast Asian Nations (ASEAN) are one of the main tourist destinations in the world. Indonesia became the fourth country in ASEAN with the highest number of arrivals. The existence of COVID-19 pandemic has a direct impact on Indonesia's tourism sector. The respondent of this research is millennial and post millennial. This study determines to found out the correlation of pandemic COVID-19 with the intention to travel from these two generations. This research examines the influence of perceived travel risk, travel motivation, and affect toward travel intention in ecotourism are for millennial traveller during the new normal phase five. This study is using quantitative methods and collecting data from 334 respondents that represents the sample criteria. These research findings only confirmed that only one of perceived risk dimensions or safety risk has significant effect on travel intention in ecotourism area during the new normal phase five. In addition, the level of negative affect and the level of positive affect had the positive effect on travel motivation. Finally, travel motivation can positively influence the travel intention in ecotourism area.

Indonesia has an active number of social media users, as many as 191 million people in January 2022 which rise significantly during the pandemic. This study aims to understand how social media marketing activities affect consumer purchase intention that is mediated by brand trust in a go-global, local clothing brand. This study uses a quantitative method on 200 respondents through an online questionnaire that is distributed to the Instagram followers of one of the go-global brands that showcase their product in New York Fashion Week in 2021. The results of this study indicate that social media marketing activities and brand trust have a significant effect on purchase intention. Brand trust mediates the relationship between social media marketing and purchase intention. Four dimensions of social media marketing activities namely word-of-mouth, entertainment, customizations, and trendiness, are the indicators that have the most significant influence in influencing purchase intention through brand trust. This research found two main things. First, social media marketing activities affect consumer purchase intentions to buy the product. Second, brand trust strengthens the influence of social media marketing activities on purchase intention.

Salah satu masalah yang dihadapi oleh UMKM di Malang adalah menciptakan kemasan yang menarik khususnya produk makanan dan oleh-oleh khas Malang. Padahal peran kemasan sangat penting karena menciptakan kesan pertama bahkan sebelum produk dikonsumsi. Kemasan telah mendukung penciptaan nilai tambah bagi sebuah produk dari segi bentuk, warna, hingga grafisnya. Kemasan juga berfungsi dalam membangun indentitas sebuah produk. Indentitas yang tidak konsisten dapat menyebabkan konsumen kesulitan dalam mengenal produk tersebut. Program pengabdian ini akan melakukan proses redesign kemasan dari produk oleh-oleh khas di Malang. Program pengabdian ini akan dilakukan di Desa Gajahrejo terletak di Kecamatan Gedangan di Kabupaten Malang. Program pengabdian ini akan fokus bagaimana mendampingi pelaku UMKM di Desa Gajahrejo untuk mengembangkan desain kemasan yang diharapkan mampu meningkatkan tingkat daya saing produk tersebut. Program pendampigan pada pelaku UMKM di Desa Gajahrejo yang terdiri dari: persepsi dan harapan UMKM terhadap kemasan yang ingin dihasilkan untuk produk dengan pengisian data. Luaran yang diharapkan dalam program ini adalah desain baru dari produk peserta pelatihan. Proses pemetaan produk-produk Desa Gajahrejo menemukan bahwa produk-produk yang dihasilkan disana memiliki kualitas yang baik dan potensial untuk dikembangkan. Pendampingan pembuatan kemasan produk Desa Gajahrejo sementara hanya fokus pada dua produk yaitu kopi dan nugget kulit pisang yang diyakini memiliki potensi untuk diterima di pasar. “Gajahrejo” merupakan merek (brand) yang akan digunakan untuk produk-produk Desa Gajahrejo. Meskipun hanya dua produk yang dikembangkan, pengemasan dengan berbagai volume dilakukan untuk produk-produk bervariasi.

The aim of this study is to provide a market analysis based upon the case of severalnewly established Indonesian SMEs (Small-Medium Enterprise) in beauty and personal care especially in color cosmetics. The study is conducted with two main objectivesnamely; (1) To determine secondary sources for relevant data on the size and potential scope ofdemand in Indonesian market for local cosmetics, (2)To outline possiblemarket entry strategies fora new company in selected Indonesian regional markets. In achieving thisaim, the study is conducted by using qualitative research, in which the secondary data and primary data collection isutilized. This study is expected todiscover that there is potential market for local cosmetics albeit the fragmented market in Indonesia. However, this study contains certain limitationsbut hopefully it can beaddressed for future research. Nonetheless, this study will create a distinct addition to theknowledge of a Small Medium Entreprise looking to enter beauty and personal care market.

Community empowerment in the era of globalization is facing big challenges. Desa Kebontunggul also faces the same challenge. Desa Kebontunggul is one of the villages located in Gondang, Kabupaten Mojokerto, which becomes a concern for village community empowerment office in Mojokerto. This village has a lot of potential to be developed because its strategic geographical location on the slopes of Mount Anjasmoro. Desa Kebontunggul has some superior products to be developed such as family medicinal plants (toga), organic plants, mushrooms, tortillas, and eggs. Unfortunately, the popularity of those products could not be competed to its natural tourism which is Mbencirang Valley. This community service activity aims to provide training and assistance in making business plan, especially strengthening the marketing plan for micro, small and medium enterprises (MSMEs) in Kebontunggul. Through this training and mentoring, superior products of MSMEs in the village are expected having a good marketing plan, thus, they can increase the added value of the products.  ABSTRAKPemberdayaan masyarakat di era globalisasi sedang menghadapi tantangan yang besar. Kondisi ini juga tidak terkecuali untuk masyarat di desa. Desa Kebontunggul merupakan salah satu desa yang terletak di Kecamatan Gondang, Kabupaten Mojokerto yang menjadi perhatian bagi Dinas Pemberdayaan Masyarakat dan Desa di Kabupaten Mojokerto. Desa ini memiliki banyak potensi untuk dikembangkan karena letak geografisnya terbilang strategis di lereng Gunung Anjasmoro. Dari segi produk yang bisa dikembangkan, Desa Kebontunggul memiliki potensi produk unggulan diantaranya toga (tanaman obat keluarga), tanaman organik, jamur, tortilla, dan telur. Namun sayang, kepopuleran produk-produk tersebut belum bisa sebanding dengan wisata alam di Kebontunggul yaitu Wisata Lembah Mbencirang. Pengabdian masyarakat ini dilakukan untuk memberikan pelatihan serta pendampingan pembuatan proposal rencana bisnis khususnya penguatan pada rencana pemasaran kepada para pelaku usaha mikro kecil menengah (UMKM) di desa Kebontunggul. Dengan adanya pelatihan dan pendampingan ini, diharapkan masyarakat desa Kebontunggul, khususnya warga yang memiliki usaha di produk unggulan desa, akan memiliki rencana pemasaran bisnis yang baik sehingga dapat menambah nilai tambah dari produk yang dihasilkan.

COVID-19 has changed the way we live to the extent of many choices in our lives. Physical distancing measurement that took place months, followed by restriction to travel, to reduce mobility, has been gradually implemented by the government of Indonesia. The e-wallet transaction by volume during the pandemic accounts for 1,7 million times with 67 total users in Indonesia. This study is comprehensive on previous research on 2020 with a smaller sample. This research is aimed to find out 1) the usage intensity of e-wallet amongst them and 2) to understand the underlying factors of using such e-wallet. The data is collected by interviewing 100 students in Universitas Negeri Malang, Indonesia. The data was then analyzed using NVIVO and interpreted using content analysis to reach the objective of this research. It is found out that 1) undergraduate students use it quite frequently, and 2) three key factors as the determining factors, namely practicality efficiency, and discount. This research aims to contribute to the digital payment literature and future research agenda on e-wallet amongst undergraduate students during pandemic and post-pandemic.