The Results of Using Food Review Content together with Game-Based Communication Activities to Promote the Sales of Small Entrepreneurs in Universities through Social Service Leaning

Abstract

The aims of this research were 1) to create and develop food review content together  with a game-based communication activity to promote the sales of small entrepreneurs in the university; 2) to evaluate the audiences' perception and satisfaction  to the media and activity developed; and;  3) to assess students' self-evaluation through social service learning. The tools employed in this research included: 1) food review content posted on social media, accompanied by a game-based communication activity, 2) quality assessment form,  3) Perception assessment form,  4) Satisfaction assessment form, and, 5) self-assessment form for social service learning as part of the ETM358 Marketing Communication course in the second semester of 2022. The data were collected through purposive sampling, selecting small entrepreneurs who had been involved in the project for a minimum of 1 month and were willing to respond to the questionnaire as the audiences. The statistical methods employed included mean, standard deviation, and t-test. The findings of the research were as follows: the design and development phase resulted in 30 food and beverage review posters, content from 30 different shops, 7 video contents, and 1 game-based communication activity. These materials were subsequently reviewed by 3 experts in each aspect to assess their quality. The results were as follow: 1) the evaluation indicated a very good level of quality in both the content and presentation media, as well as the activity itself, 2) he assessment of  audiences perception revealed the highest level of positive response. Moreover, the satisfaction assessment demonstrated a high level of satisfaction among the small entrepreneurs, 3) the self-assessment conducted through social service learning exhibited a significant increase in learning evaluation after the program, with statistical significance at the .05 level.