Entrepreneurship education is very important to implement in order to prepare students to have entrepreneurial life skills that are creative, courageous, trained to become advanced individuals, and have a better quality of life. However, not all teachers understand the role of social media for marketing in increasing the engagement of prospective buyers, influencing consumer behavior and increasing sales of student work. The purpose of implementing this community service activity is to provide training on optimizing social media in project-based learning with local content, craft and entrepreneurship education for teachers. The method used in community service is in the form of integrated training which begins with the provision of material related to social media and Project-Based Learning to teachers. The target in this community service activity is 36 teachers at SMA. This community service shows good results with an increased understanding of social media marketing and training in the use of social media that is effective enough to provide technical skills in using social media in entrepreneurship subjects.
The increase in internet users encourages endorsers to market a product to shift to online media such as Youtube. The use of the online media Youtube by endorsers creates a unique attraction and can encourage consumers to make purchases. The purpose of this study is to determine the factors that need to be considered by marketers in marketing their products so that they can achieve a high level of consumer purchase intention. This research uses a quantitative survey method by distributing 210 questionnaires to Youtube viewers who have seen Atta Halilintar and know AHHA fashion products. Testing using structural equation models (SEM) shows the factors influencing consumer purchase intentions. The results show attitude homophily has a significant effect on endorser credibility. Attitude homophily, social attractiveness, and self-disclosure significantly affect parasocial interaction. Relationship with endorser credibility also has a significant impact on purchase intention. Social relationships have a significant effect on parasocial interactions. Interaction has a significant effect on Atta Halilintar's audience's purchase intention. This study implies that the endorsers who have the personality, credibility, and parasocial interactions that the audience likes will influence their purchase intention.
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