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All Journal Journal of Marketing Management and Innovative Business Review Jurnal Ragam Pengabdian
Nira Dewi Susanti
Universitas Balikpapan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Pengaruh Digital Marketing dan Online Customer Review Terhadap Keputusan Pembelian Mahasiswa Universitas Balikpapan di E-Commerce Shopee Nur Sa’diyah; Nira Dewi Susanti; Riza Tri Permadi; Diah Anggraini; Syahril Hasan
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus (Inprogress)
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/94ssaq37

Abstract

This study aims to examine how digital marketing and online customer reviews influence purchasing decisions. The data used in this study were obtained through questionnaires distributed to students at Balikpapan University. There were 167 respondents involved in this study. The sampling method used in this research is non-probability sampling. This study utilizes a Likert scale for measurement and analyzes the data using Smart PLS. Based on the research findings, it is concluded that digital marketing and online customer reviews have a positive effect on purchasing decisions on the Shopee e-commerce platform.
Analisis Manajemen Risiko pada UMKM  Frozen Mas Isal di Kota Balikpapan Wiwin Pebriana; Wiwik Saraswati; Nira Dewi Susanti; Diah Anggraini
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus (Inprogress)
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/3vfnd931

Abstract

This study examines the implementation of risk management at the Mas Isal Frozen Food UMKM in Balikpapan using a qualitative case study approach. Data were collected through interviews, observations, and document analysis to identify the main risks faced by the business, including financial, operational, and reputational risks. The results indicate that financial risks are related to cash management, expansion financing, and fluctuations in imported raw material prices; operational risks arise from limited raw material supplies, late deliveries, and labor shortages during peak periods; while reputational risks are related to product quality consistency, personal branding, and customer service effectiveness. The UMKM has implemented several mitigations such as the use of POS and expense recording, contracts with several distributors, cold chain maintenance, and employee incentives, but challenges such as price volatility, power outages, internal coordination, and potential fraud continue to impact business sustainability. Strategic recommendations are developed to improve operational resilience and reputation
Strategic Development of Local Coffee SMEs: A Force Field Analysis of Growth Drivers and Constraints Lady Hatita Breby Perangin Angin; Muhammad Irfan; Nira Dewi Susanti; Indrayani Indrayani
Journal of Marketing Management and Innovative Business Review Vol. 4 No. 1 (2026): Mariobre, June 2026 (ISSN : 3031-4208)
Publisher : Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v4i1.464

Abstract

This study aims to analyze the strategic development of local coffee SMEs in Balikpapan using a Force Field Analysis (FFA) approach to identify growth drivers and constraints. A qualitative-descriptive design was employed, with data collected through in-depth interviews, observations, and documentation from selected SME actors and stakeholders. The analysis reveals that the total weighted score of driving forces (6.87) exceeds restraining forces (5.58), indicating a positively inclined but fragile growth condition. Key driving forces include increasing coffee consumption and the availability of digital marketing platforms, while major constraints consist of limited access to capital and weak managerial capability. The findings highlight a critical growth–capability gap, where strong market opportunities are not fully supported by internal readiness. This study contributes by demonstrating the usefulness of FFA in capturing the dynamic interaction between enabling and constraining factors, offering more actionable insights compared to linear approaches. The results suggest that strengthening internal capabilities and optimizing digital adoption are essential to achieving sustainable growth. The study provides practical implications for SME actors and policymakers in formulating targeted development strategies.
Co-Authors Diah Anggraini Indrayani Indrayani Lady Hatita Breby Perangin Angin Muhammad Irfan Nur Sa’diyah Riza Tri Permadi Syahril Hasan Wiwik Saraswati, Wiwik Wiwin Pebriana