Environmental management has become a major issue for Partner Groups, especially those in the Losari Beach area. Awareness regarding the importance of environmental cleanliness has been established with the existence of regulations that regulate environmental management, especially waste management. However, the socialization related to government programs has not touched business actors in Losari Beach. Therefore, this community service aims to provide socialization of PP No. 4 of 2011 regarding the waste management program as an effort to increase awareness of environmental cleanliness. A clean environment can attract domestic and foreign tourists which will directly have an impact on increasing the income of Micro, Small, and Medium Enterprises (MSMEs). The stages of implementing the activities are the preparation stage and the implementation stage using the socialization method. The result of the service is that the community understands the purpose of the PP Regional Regulation No. 4 of 2011 for MSMEs, one of which is protecting the environment as a tourist attraction. The high number of tourists visiting has an impact on purchasing power, thus Micro, Small, and Medium Enterprises (MSMEs) continue to exist to maintain their business.
Usaha mikro yang bergerak di bidang kuliner saat ini telah banyak bermunculan, eksistensinya seiring dengan tren perkembangan digitalisasi termasuk dalam promosi maupun proses penjualan produk. Media sosial menjadi saluran yang banyak diminati khususnya pelaku usaha kuliner dalam mengembangkan usahanya. Adapun tujuan pada penelitian ini yaitu menganalisis kontribusi marketing content dan efek penggunaan viral marketing campaigns dalam meningkatkan customer engagement usaha kuliner. Penelitian ini menggunakan responden sebanyak 156 pelaku usaha mikro yang bergerak di bidang kuliner dan saat ini memperhatikan marketing content dalam memasarkan produknya dan memanfaatkan viral marketing campaigns dalam media sosial mereka. Pengumpulan data menggunakan kuesioner berbasis skala Likert dengan 5 skala. Data yang diperoleh dianalisis dengan menggunakan Partial Least Square–Structural Equation Model (PLS-SEM) dan proses data menggunakan WarpPLS Versi 8.0. Hasil penelitian ini menunjukkan adanya pengaruh positif dan signifikan dari penggunaan marketing content dan viral marketing campaigns terhadap customer egagement usaha kuliner, namun viral marketing campaigns tidak dapat berkontribusi pada marketing content yang digunakan oleh usaha kuliner untuk meningkatkan customer engagement.
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