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All Journal International Journal of Management Science and Information Technology (IJMSIT) Jurnal Pengabdian Masyarakat Kesosi
Heru Yulianto
Sekolah Tinggi Ilmu Ekonomi Anindyaguna
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Neuroscience Nursing Public Health

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The Role of Customer Experience in Shaping Purchase Decisions: The Mediating Effect of Customer Engagement on Digital E-Commerce Platforms Firdaus Firdaus; M. Rully Sjahirul Alim; Kukuh Mulyanto; Abdullah Abdullah; Asepta Hendriyanto; Nuruddin Mahmud; Fiderius Ismanto; Heru Yulianto; Alis Arifah Rahman
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6627

Abstract

This study examines the effect of customer experience on purchase decisions, with customer engagement as a mediating variable in digital e-commerce platforms. Increasing competition in the e-commerce sector has shifted managerial focus toward experiential and relational factors influencing consumer decision-making. A quantitative approach was employed using survey data collected from e-commerce users through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that customer experience has a significant positive effect on both customer engagement and purchase decisions. Customer engagement also significantly mediates the relationship, indicating that improved experiences enhance purchasing outcomes indirectly through stronger engagement. However, the moderating effect between the variables is not statistically significant. The model demonstrates satisfactory explanatory power, indicating its robustness in explaining consumer behavior in digital platforms. These findings emphasize the importance of designing effective experience-based strategies to strengthen engagement and drive purchasing outcomes. This study provides practical insights for e-commerce managers and contributes to the literature on digital marketing and consumer behavior.
Strengthening the Brand Identity of MSME Products Through Socialization Activities in Wates Village Firdaus Firdaus; Nurhayati Nurhayati; Meizar Effendi; Alis Arifah Rahman; Muchammad Rully Alim; Annisa Salsabilla Ajrinaningtyas; Heru Yulianto; Ellen Proborini; Abdullah Abdullah
Jurnal Pengabdian Masyarakat Kesosi Vol. 9 No. 2 (2026): Juli: Jurnal Abdimas KESOSI
Publisher : Sekolah Tinggi Ilmu Kesehatan Kesetiakawanan Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57213/abdimas.v9i2.567

Abstract

Micro, small, and medium enterprises (MSMEs) play an important role in supporting local economic development, particularly in rural areas. However, many MSME actors still face limitations in building strong product identities, especially in terms of branding, packaging, and brand communication. These limitations often cause their products to have low competitiveness in broader markets. This community service activity aims to strengthen the brand identity of MSME products through a socialization program conducted in Wates Village. The objective of this activity is to increase the knowledge and awareness of MSME actors regarding the importance of branding as a strategy to improve product value and market competitiveness. The method used in this program was a participatory socialization approach, which included presentations, discussions, and practical guidance on branding elements such as brand name selection, logo design, packaging improvement, and product differentiation. The activity involved local MSME actors who produce various local products. The results of the activity show that participants demonstrated increased understanding of the importance of brand identity and its role in enhancing product attractiveness and consumer trust. Participants were also able to identify potential improvements in their product branding, including packaging design and brand positioning. The socialization program contributed to increasing the readiness of MSME actors to develop stronger product identities in order to compete in the wider market. In conclusion, strengthening MSME brand identity through socialization activities can be an effective strategy to enhance the competitiveness and sustainability of local MSME products in Wates Village.
Co-Authors Abdullah Abdullah Alis Arifah Rahman Annisa Salsabilla Ajrinaningtyas Asepta Hendriyanto Ellen Proborini Fiderius Ismanto Firdaus Firdaus Kukuh Mulyanto M. Rully Sjahirul Alim Meizar Effendi Muchammad Rully Alim Nurhayati Nurhayati Nuruddin Mahmud