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All Journal Applied Quantitative Analysis (AQA) Jurnal Pengabdian kepada Masyarakat Multidisiplin (JUPENGEN)
Risman Barkah
STIE Latifah Mubarokiyah
Religion Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Mathematics Social Sciences

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Analyzing The Impact of Online Marketing on Students' Purchase Decisions on Shopee E-Commerce in Tasikmalaya, Indonesia Lati Sari Dewi; Risman Barkah
Applied Quantitative Analysis Vol. 4 No. 2 (2024): July - December 2024
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/quant.2440

Abstract

The study was driven by the growing trend of online shopping among students and the need to understand how digital marketing strategies impact their purchasing decisions on e-commerce platforms like Shopee. This research aims to evaluate the influence of online marketing on the purchasing decisions of students at STIE Latifah Mubarokiyah Suryalaya, in Tasikmalaya, Indonesia, specifically using the Shopee platform. Online marketing facilitates the transaction of goods and services via the Internet, providing the convenience of shopping without time and space constraints and allowing consumers to select products based on their preferences. The study employs a descriptive quantitative approach, involving 77 respondents selected through purposive random sampling. Data collection includes both primary and secondary sources, which are analyzed using simple regression, correlation analysis, determination analysis, and hypothesis testing. The findings reveal that online marketing strategies significantly influence students' purchasing behaviour on e-commerce platforms, with a correlation coefficient of 0.694 and a determination coefficient of 48.1%. This indicates that nearly half of the variability in student purchase decisions can be attributed to online marketing strategies. Moreover, the study offers new insights into how specific online marketing tactics, such as targeted advertisements and social media promotions, uniquely influence student preferences and purchasing patterns. These findings highlight the importance of personalized marketing approaches in shaping consumer behaviour. The study also suggests that further research should explore additional factors influencing consumer behaviour in e-commerce to achieve a more comprehensive understanding.
Human Resource Management In The Digital Era: Community Empowerment Program For Msmes In Tasikmalaya Agoes Hari Edy Wibowo; Iwan Sugianto; Lati Sari Dewi; Siti Amirah Makarim; Fitriani; Agus Sopian; Risman Barkah
Jurnal Pengabdian Kepada Masyarakat Multi Disiplin Vol. 2 No. 3 (2025): JUPENGEN - Agustus
Publisher : CV. SINAR HOWUHOWU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70134/jupengen.v2i3.664

Abstract

The digital era has transformed the way organizations manage their human resources, demanding adaptive skills, digital competencies, and agile systems. Micro, Small, and Medium Enterprises (MSMEs), especially in rural and semi-urban areas, often struggle to adapt to these rapid changes due to limited knowledge, technology access, and workforce readiness. This community service program aimed to enhance the human resource management (HRM) capacity of MSME actors in Tasikmalaya through digital literacy training, workforce planning, and the introduction of simple HR digital tools. Using the IPOO framework (Input–Process–Output–Outcome), the program was attended by 30 MSME owners and managers and facilitated by faculty members from STIE Latifah Mubarokiyah. Results showed increased understanding of HRM principles, improved ability to manage digital workforces, and enthusiasm to adopt digital tools for employee data and task tracking. This initiative underscores the importance of equipping MSMEs with modern HR skills to remain competitive and sustainable in the digital age.
Digital Skills For Future Career: Penguatan Pemasaran Digital Profesional Bagi Mahasiswa Lati Sari Dewi; Fitriani; Adi Robith Setiana; Risman Barkah; Erna Maulida
Jurnal Pengabdian Kepada Masyarakat Multi Disiplin Vol. 2 No. 4 (2025): JUPENGEN - November
Publisher : CV. SINAR HOWUHOWU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70134/jupengen.v2i4.1025

Abstract

This Community Service Program (PKM) aims to enhance the knowledge, understanding, and skills of students majoring in marketing in the field of digital marketing as a crucial competency in the digital economy era. Although students are accustomed to using digital media and social media, its utilization as a professional marketing tool remains suboptimal. The PKM activities were carried out through structured training covering fundamental concepts of digital marketing, the use of social media for marketing purposes, Search Engine Optimization (SEO), Search Engine Marketing (SEM), and content-based marketing strategies. The training was implemented through material presentations and interactive discussions to encourage active student participation. The results indicate that students experienced an improvement in their understanding and skills in applying digital marketing strategies in a more directed and professional manner, particularly in social media management and search engine optimization. This program provides direct benefits to students and supports institutional efforts to prepare adaptive graduates who are ready to meet the demands of the digital-based industry.
Co-Authors Adi Robith Setiana Agoes Hari Edy Wibowo Agus Sopian Erna Maulida Fitriani Iwan Sugianto Lati Sari Dewi Siti Amirah Makarim