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All Journal MATAPPA: Jurnal Pengabdian Kepada Masyarakat Jurnal Riset Bisnis dan Manajemen Educenter: Jurnal Ilmiah Pendidikan Jurnal Pengabdian Masyarakat Akademisi Jurnal Manajemen dan Pemasaran Jasa West Science Journal Economic and Entrepreneurship Dirkantara Indonesia DIGIBE: Digital Business and Entrepreneurship Journal EDUCENTER JURNAL PENDIDIKAN Journal of Indonesia Marketing Association
Hermanto Yaputra
Universitas Trisakti
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Strategi Positif e-WOM dalam Meningkatkan Purchase Intention Kurniawati; Yaputra, Hermanto; Aryati, Titik
Dirkantara Indonesia Vol. 3 No. 1: Maret-Agustus 2024
Publisher : PT. Cendekia Sapta Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55837/di.v3i1.117

Abstract

Artikel ini menguraikan pelaksanaan kegiatan Pengabdian kepada Masyarakat (PkM) yang dilakukan oleh Fakultas Ekonomi dan Bisnis Universitas Trisakti, yang bertujuan untuk meningkatkan pemahaman dan kemampuan pelaku UMKM Rufata dalam memanfaatkan Electronic Word of Mouth (e-WOM) dan media sosial untuk promosi usaha. Tujuan dari kegiatan ini adalah untuk membantu UMKM yang mengalami kesulitan dalam meningkatkan penjualan akibat keterbatasan akses pasar dan sumber daya. Dalam konteks persaingan bisnis kuliner yang semakin ketat, penerapan teknologi digital dan media sosial menjadi kunci untuk memperluas jangkauan pasar dan meningkatkan visibilitas. Metode pelaksanaan PkM terdiri dari beberapa tahap. Pertama, observasi dilakukan untuk mengidentifikasi kebutuhan dan masalah yang dihadapi UMKM Rufata. Selanjutnya, sosialisasi dan koordinasi dilakukan untuk memastikan semua pihak terkait memahami program yang akan dijalankan. Tahap berikutnya adalah pelatihan dan pendampingan, di mana peserta diberikan materi tentang e-WOM dan strategi pemasaran digital, diikuti dengan sesi tanya jawab dan praktik langsung. Terakhir, dilakukan evaluasi untuk mengukur efektivitas program melalui pre-test dan post-test, serta kuesioner kepuasan peserta. Hasil dari kegiatan ini menunjukkan peningkatan signifikan dalam pemahaman peserta, dengan skor rata-rata pre-test meningkat 68.48% setelah pelatihan. Kuesioner kepuasan juga menunjukkan hasil positif, dengan mayoritas peserta merasa puas terhadap materi dan pelaksanaan pelatihan. Keberlanjutan program ini diharapkan dapat tercapai melalui penerapan pengetahuan yang telah diperoleh dalam promosi dan penjualan produk mereka, serta memperluas dampak positif dari pelatihan ini untuk pengembangan UMKM di masa depan.
Service creativity, service excellence, and digital marketing on repeat purchase behavior mediated by customer satisfaction: Educational insights from wellness yoga programs Ramdhani, Rommy Mochamad; Usman, Bahtiar; Yaputra, Hermanto; Rosadi , Barkah
Educenter : Jurnal Ilmiah Pendidikan Vol. 3 No. 2 (2024): Educenter: Jurnal Ilmiah Pendidikan
Publisher : ARKA INSTITUTE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55904/educenter.v3i2.1256

Abstract

This study explores the influence of service creativity, service excellence, and digital marketing on repeat purchase behavior, with a focus on the educational aspects of wellness yoga programs. Conducted across various regions including Bandung, Klaten, Mojokerto, and Ubud, with a sample of 200 respondents, the research employed AMOS 24 for data analysis. The findings reveal that service excellence, digital marketing strategies, customer satisfaction, and brand image significantly affect repeat purchase behavior. Notably, brand image has a strong influence, potentially fostering customer loyalty and repeat purchases. The study highlights the importance of understanding the educational needs of yoga practitioners, suggesting that yoga studio managers should directly engage with practitioners to tailor services to their specific learning needs. This research contributes to the educational field by offering insights into how service-dominant logic can enhance the learning experience within wellness yoga programs. It underscores the necessity for yoga programs to prioritize service quality, thereby enhancing the educational value and overall effectiveness of yoga health tourism.
Destination Image Meets Digital Promotion: Shaping Sustainable Tourist Choices at Big Farmer for Food Security Sindrawati Sindrawati; Bachtiar Usman; Hermanto Yaputra
West Science Journal Economic and Entrepreneurship Vol. 4 No. 02 (2026): West Science Journal Economic and Entrepreneurship
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsjee.v4i02.2844

Abstract

Tourism is widely acknowledged as a catalyst for economic development and social progress, while also serving as a strategic instrument to strengthen food security and support the achievement of the Sustainable Development Goals (SDGs). Within this scope, agro-tourism plays a critical role in connecting tourism with agricultural sustainability, providing benefits for local communities, rural economies, and environmentally responsible consumption. This study investigates the extent to which destination image and digital promotion influence visiting decisions at Big Farmer, an agro-tourism site in West Bandung, with particular attention to Generation Z as the dominant respondent group. Grounded in consumer behavior and sustainable tourism theories, the study applied a quantitative research design, using a structured questionnaire distributed to 99 respondents. Data analysis employed descriptive statistics, validity and reliability testing, as well as multiple regression through SPSS 25. Results confirm that both destination image and digital promotion significantly and positively impact visiting decisions, while Generation Z demonstrated strong responsiveness to authentic digital narratives emphasizing local food identity, cultural heritage, and sustainable practices. These findings highlight the importance of enhancing destination branding and interactive digital strategies as tools not only to improve tourism competitiveness but also to reinforce community-based food systems. The study concludes that tourism stakeholders and policymakers should prioritize digital innovation and agricultural integration in tourism promotion, ensuring that agro-tourism contributes to SDG 2 (Zero Hunger), SDG 8 (Decent Work and Economic Growth), and SDG 12 (Responsible Consumption and Production).
DINAMIKA PERILAKU KONSUMEN DIGITAL PADA E-COMMERCE DAN SOCIAL COMMERCE: SEBUAH STUDI KUALITATIF DALAM KONTEKS PASAR INDONESIA Arnolt Kristian Pakpahan; Ayu Ekasari; Hermanto Yaputra
Digital Business and Entrepreneurship Journal Vol. 4 No. 2 (2026): Digital Business and Entrepreneurship Journal
Publisher : PRODI BISNIS DIGITAL FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KUNINGAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/digibe.v4i2.529

Abstract

Perkembangan teknologi digital telah mendorong perubahan signifikan dalam perilaku konsumen, khususnya dalam aktivitas belanja melalui platform e-commerce dan social commerce. Kedua model perdagangan digital tersebut menawarkan karakteristik yang berbeda dalam memengaruhi proses pengambilan keputusan konsumen. Penelitian ini bertujuan untuk mengeksplorasi dinamika perilaku konsumen digital dengan membandingkan peran e-commerce dan social commerce dalam membentuk keputusan pembelian di konteks pasar Indonesia. Penelitian ini menggunakan pendekatan kualitatif dengan desain deskriptif-eksploratif, yang berfokus pada analisis tematik terhadap fenomena perilaku konsumen digital sebagaimana tercermin dalam praktik pemasaran online, interaksi pengguna, serta pola konsumsi di berbagai platform digital. Hasil penelitian menunjukkan bahwa e-commerce cenderung mendorong keputusan pembelian berbasis rasionalitas, seperti efisiensi transaksi, kemudahan akses, keamanan sistem, dan kelengkapan informasi produk. Sebaliknya, social commerce lebih menonjol dalam membangun keputusan pembelian melalui interaksi sosial, keterlibatan emosional, kepercayaan berbasis komunitas, serta pengaruh konten visual dan figur sosial. Temuan ini mengindikasikan bahwa perilaku konsumen digital di Indonesia tidak dapat dipahami secara parsial, melainkan sebagai hasil dari kombinasi faktor fungsional dan sosial-emosional. Penelitian ini memberikan kontribusi teoretis dengan memperkaya kajian perilaku konsumen digital berbasis pendekatan kualitatif, serta implikasi praktis bagi pelaku bisnis digital dalam merancang strategi pemasaran yang adaptif terhadap perubahan preferensi konsumen. Kata kunci: perilaku konsumen digital; e-commerce; social commerce; keputusan pembelian; studi kualitatif
ANTECEDENTS OF REVISIT INTENTION OF GENERATION Z AT COFFEE SHOPS IN INDONESIA Windy Feriyawati; Willy; Hermanto Yaputra; Bayu Setia
Jurnal Riset Bisnis dan Manajemen Vol. 19 No. 1 (2026): February Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v19i1.38365

Abstract

This study analyzes the effects of Brand Attachment, Brand Characteristics, Service Quality, Servicescape, and Food and Beverage Quality on Revisit Intention, mediated by Customer Brand Attitude and Customer Satisfaction. The sample consists of 500 Generation Z consumers from five coffee shop brands in Jakarta. Data were analyzed using Structural Equation Modeling (SEM) with AMOS. The findings show that Brand Attachment and Brand Characteristics significantly influence Customer Brand Attitude, while Service Quality and Food and Beverage Quality positively affect Customer Satisfaction. Both mediating variables significantly influence Revisit Intention and mediate the relationships between antecedent variables and Revisit Intention. In contrast, Servicescape does not significantly affect Customer Satisfaction among Generation Z consumers. This study contributes to service marketing literature by integrating branding and quality perspectives. However, the cross-sectional design and geographic focus limit generalizability.
Co-Authors Albertha Dwi Setyorini Anis , Idrianita Arnolt Kristian Pakpahan Arsjah , Regina Jansen Ayu Ekasari Bachtiar Usman Bahtiar Usman, Bahtiar Bayu Setia Egabetha Amirah Yudhaputri Elang Kusumo Ellyana Amran Erny Tajib Febria Nalurita Harmaini Harmaini Hasnah, Melda Nur Krisna Prabowo Sukarno Kurniawati Kurniawati Nico Lukito Renny Risqiani Renny Risqiani Robert Kristaung rohayati rohayati Rommy Mochamad Ramdhani Rosadi , Barkah Rustam, Rinaldi Sindrawati Sindrawati Sutoha . Titik Aryati Ulfi Naria Rahmawati Wildan Wildan Willy Windy Feriyawati Yvonne Augustine Sudibyo