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Program pengabdian masyarakat bertajuk “Menenun Inovasi: Transformasi Kelembagaan dan Bisnis Digital Berkelanjutan bagi UMKM Batik Khas Jember di Desa Sumberpakem” bertujuan memperkuat daya saing UMKM batik melalui transformasi digital dan penguatan kelembagaan kolektif. Kegiatan dilaksanakan secara partisipatif melalui tiga tahapan terintegrasi: pelatihan Digital Marketing dan E-Commerce, penerapan Business Model Canvas (BMC) terpadu, serta inisiasi pembentukan Koperasi Batik Sumberpakem. Hasil program menunjukkan peningkatan signifikan dalam literasi digital, kemampuan promosi daring, dan pengelolaan bisnis peserta. Seluruh UMKM mitra kini memiliki akun aktif di berbagai platform digital (Instagram, TikTok, dan Shopee) serta mampu menghasilkan konten promosi yang kreatif dan profesional. Selain itu, terbentuknya tim inisiator koperasi menjadi langkah konkret menuju kemandirian ekonomi kolektif yang berkelanjutan. Program ini tidak hanya mendorong adaptasi teknologi, tetapi juga membangun ekosistem kolaboratif antara akademisi, pemerintah desa, dan pelaku UMKM. Dampak keberlanjutan diarahkan pada pendampingan koperasi, penguatan jejaring pasar, serta peningkatan infrastruktur digital desa.

Perkembangan media sosial telah mengubah strategi pemasaran digital secara signifikan, dengan TikTok Shop menjadi salah satu kanal e-commerce yang berkembang pesat untuk memperkuat keterlibatan merek dan loyalitas konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran online, konten marketing, dan brand engagement terhadap loyalitas merek pada platform TikTok Shop dengan studi kasus merek lokal Shiyu Shopeu. Pendekatan penelitian bersifat kuantitatif dengan desain survei potong lintang terhadap 120 responden yang dipilih secara purposive, mencakup konsumen aktif yang telah melakukan pembelian melalui TikTok Shop. Data primer diperoleh melalui kuesioner skala Likert lima poin, sedangkan analisis dilakukan menggunakan regresi linier berganda setelah melalui uji validitas, reliabilitas, dan asumsi klasik. Hasil penelitian menunjukkan ketiga variabel independen memiliki pengaruh positif dan signifikan terhadap loyalitas merek (nilai F-hitung = 103,26; Sig. < 0,001), dengan brand engagement sebagai variabel dominan (t-hitung = 5,922; Sig. < 0,001), sementara nilai R² = 0,692 mengindikasikan bahwa 69,2% variasi loyalitas merek dapat dijelaskan oleh model. Temuan ini menegaskan pentingnya interaksi emosional dan keterlibatan aktif konsumen dalam membangun komitmen merek di lingkungan digital yang dinamis. Penelitian ini berkontribusi dalam memperkaya literatur pemasaran digital, serta memberikan rekomendasi strategis bagi pelaku usaha untuk mengoptimalkan komunikasi daring dan konten kreatif guna meningkatkan loyalitas pelanggan secara berkelanjutan.

The purpose of this study was to understand the effect of using Canva-based learning media on the creativity of eleventh-grade students in economics. The background of this study stems from the low level of student learning creativity caused by the minimal use of innovative and engaging media in the learning process. Creativity is an important aspect in economics learning because it encourages students to think critically, create solutions, and understand abstract concepts more contextually. Static and monotonous learning media such as blackboards and textbooks often do not sufficiently stimulate student interest and participation. Therefore, a more interactive and visual approach is needed, one of which is using Canva. Canva is an online graphic design platform that allows teachers and students to easily create presentations, infographics, and other visual materials. Using Canva in learning can provide a more enjoyable learning experience and motivate students to be actively involved. This study used a quantitative method with a one-group pretest-posttest pre-experimental design. Data analysis was carried out by comparing creativity scores before and after treatment. Student creativity was measured using a test instrument that included aspects of fluency, flexibility, originality, and elaboration. The study subjects were 34 11th-grade students at SMAN 1 Tulungagung. The results showed a significant difference in scores between the pretest and posttest results, indicating that the use of Canva-based learning media had a positive impact on increasing student creativity. Students became more active in expressing ideas, more daring to experiment with concepts, and better able to present learning outcomes visually and attractively. These findings support constructivism theory, which states that effective learning occurs when students actively construct knowledge through meaningful experiences.

Speech acts are communication activities that occur when someone delivers a speech to an interlocutor in a certain context and situation. Understanding the context and situation is very important to understand the intent of the speech. However, misunderstandings can occur, especially in indirect communication through digital media, such as YouTube channels. This study focuses on illocutionary speech acts that appear in 5 dare learning videos on the Ruangguru platform. Illocutionary speech acts contain the intent and function of speech, with various variations. The purpose of this study is to analyze the intent of speech in various illocutionary speech acts contained in the video. This study uses theoretical and methodological methods, with a qualitative descriptive approach. Data were collected by watching videos and recording illocutionary speech which was then analyzed. The results of the study showed five types of illocutionary speech acts: (1) assertive, (2) commissive, (3) directive, (4) expressive, and (5) declarative. These findings provide an understanding of the intent of the utterances spoken, so that the speaker's message can be understood well by the interlocutor.