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Pengaruh Content Marketing dan Elektronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian yang di Mediasi oleh Kepercayaan pada Toko RDSMHRB Irawan Herdiyanto; Yolanda Mohungo; Nikita Astria
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.8917

Abstract

Irawan Herdiyanto, 2026. Pengaruh Content Marketing dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian melalui Kepercayaan Konsumen sebagai Variabel Mediasi pada Toko Rdsmhrb. Penelitian ini bertujuan untuk menganalisis pengaruh Content Marketing dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian melalui Kepercayaan Konsumen sebagai variabel mediasi pada toko Rdsmhrb di Kota Ternate. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori yang bertujuan menjelaskan hubungan kausal antarvariabel penelitian. Populasi dalam penelitian ini adalah seluruh konsumen yang pernah melakukan pembelian pada toko Rdsmhrb. Teknik pengambilan sampel menggunakan metode purposive sampling dengan jumlah responden sebanyak 130 orang yang diperoleh melalui penyebaran kuesioner menggunakan Google Form. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan bantuan perangkat lunak SmartPLS versi 4 untuk menguji hubungan langsung maupun tidak langsung antarvariabel. Hasil penelitian menunjukkan bahwa: (1) Content Marketing tidak berpengaruh signifikan terhadap Keputusan Pembelian; (2) Electronic Word of Mouth (E-WOM) tidak berpengaruh signifikan terhadap Keputusan Pembelian; (3) Content Marketing berpengaruh signifikan terhadap Kepercayaan Konsumen; (4) Electronic Word of Mouth (E-WOM) berpengaruh signifikan terhadap Kepercayaan Konsumen; (5) Kepercayaan Konsumen berpengaruh signifikan terhadap Keputusan Pembelian; (6) Kepercayaan Konsumen mampu memediasi pengaruh Content Marketing terhadap Keputusan Pembelian; dan (7) Kepercayaan Konsumen mampu memediasi pengaruh Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian.
REVITALIZING MULU BEBE BANANA PEEL WASTE FROM NORTH MALUKU INTO ECONOMICALLY VALUABLE HEALTH PRODUCTS THROUGH THE EMPOWERMENT OF PKK WOMEN IN JATI Hesti Trisnianti Burhan; Nikita Astria; Nur Asma S Somadayo
International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Vol. 6 No. 2 (2026): July-October 2026
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22255831

Abstract

Communicable diseases such as tuberculosis (TB), acute respiratory infections (ARI), dengue hemorrhagic fever (DHF), and malaria remain major public health problems in Ternate City, partly due to low community awareness of Clean and Healthy Living Behaviors (Perilaku Hidup Bersih dan Sehat/PHBS). Meanwhile, the abundant waste of Mulu Bebe banana peels in the area has the potential to be utilized because it contains bioactive compounds with antibacterial and antioxidant activities. Based on these conditions, a Community Service Program (Pengabdian kepada Masyarakat/PkM) was conducted to empower members of the Family Welfare Empowerment (Pemberdayaan Kesejahteraan Keluarga/PKK) group in Jati Subdistrict through the utilization of Mulu Bebe banana peels to produce economically valuable hand sanitizer and herbal tea products. The program was implemented in five stages: (1) socialization on PHBS, the benefits of Mulu Bebe banana peels, hand sanitizer and herbal tea formulations, packaging, marketing, and business management; (2) training in the production of hand sanitizer and herbal tea, packaging design, product marketing, and business management; (3) application of appropriate technology in the production process using standardized equipment; (4) intensive assistance and evaluation through monitoring business development; and (5) program sustainability through consultation facilitation and digital promotion. The results demonstrated an increase in participants' knowledge based on comparisons between pre-test and post-test scores, with the number of participants achieving scores above 80 increasing from 19 in the pre-test to 30 in the post-test. The participants also developed practical skills in producing 50 bottles of hand sanitizer and 25 boxes of herbal tea using the appropriate formulations, as well as the ability to create attractive and marketable packaging designs. Furthermore, the participants began to demonstrate the ability to implement both digital and non-digital marketing strategies and maintain simple financial records. In conclusion, the PkM program successfully improved the participants' knowledge and enhanced their social and economic capacities. Hand sanitizer and herbal tea products derived from Mulu Bebe banana peels not only contribute to efforts to promote PHBS and prevent communicable diseases but also create opportunities for sustainable new businesses for members of the PKK group in Jati Subdistrict.