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All Journal International Journal Management and Economic (IJME) Jurnal Pengabdian Kepada Masyarakat Darma Saskara
Ratri Purwaningtyas
Gunadarma University
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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ANALYSIS OF PREFERENCES ON PURCHASE INTENTION OF THE COMMUNITY IN THE TIKTOK SHOP APPLICATION BASED ON E-WOM, ADVERTISING, AND LIVE ONLINE IN GENERATION Y Ratri Purwaningtyas; Ismayanti Rahmi; Rahmayanti
International Journal Management and Economic Vol. 5 No. 2 (2026): May: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v5i2.2818

Abstract

Generation Y is a demographic group born between 1981 and 1996. This generation grew up during the digital era and rapid technological development, making them proficient in using the internet, social media, and digital devices. Generation Y is also known for their tendency to care about social and environmental issues as well as seeking a balance between work and personal life. This study will analyze the influence of three variables, namely e-WOM, advertising, and live online, on the purchase intention of Generation Y consumers in the TikTok Shop application. A quantitative method was employed by distributing samples to 97 TikTok Shop users born between 1981 and 1996, determined using the Lemeshow formula. The data analysis process began with validity testing to determine data validity, followed by reliability testing, normality testing, heteroscedasticity testing, multicollinearity testing, partial hypothesis testing (t-test), and simultaneous hypothesis testing (F-test). Subsequently, the partial and simultaneous effects on the independent and dependent variables were measured. The results showed that e-WOM, advertising, and live online partially and simultaneously have a significant and positive effect on the purchase intention of Generation Y consumers on TikTok.
Program IPTEKS : Pelatihan Pengenalan Aplikasi Pengolahan Kata untuk Siswa Yayasan Karang Widya, Cianjur, Jawa Barat Ana Kurniawati; Tavipia Rumambi; Ratri Purwaningtyas; Dyah Mieta Setyawati
Jurnal Pengabdian Kepada Masyarakat Darma Saskara Vol. 5 No. 2 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/abdimasug.2025.v5i2.212

Abstract

Penerapan program IPTEKS pada kegiatan Pengabdian kepada Masyarakat untuk siswa Yayasan Karang Widya, Cianjur berlokasi di Kampung Rawabenceuh, Desa Kawungluwuk, Kec. Sukaresmi, Kab. Cianjur, Jawa Barat berupaya untuk memberdayakan pemuda- pemudi rentan dan kurang beruntung secara ekonomi serta masih dalam usia produktif (15 - 25 tahun) melalui program pelatihan pertanian organik berasrama selama 100 hari per angkatan. Peserta pelatihan berasal dari seluruh Indonesia. Pada semester pertama dalam satu tahun pertama, melalui pendekatan ABCD yang diterapkan telah berhasil melatih dan meluluskan 41 siswa didik dengan kajian aplikasi pengolah data menggunakan Microsoft Word Basic sehingga dapat bekerja dengan menggunakan komputer sebagai alat bantu pekerjaannya atau menjalankan kegiatan wirausaha. This study presents the implementation of the IPTEKS program as part of community service activities for students of the Karang Widya Foundation in Cianjur, West Java. The program, conducted in Kampung Rawabenceuh, Kawungluwuk Village, Sukaresmi District, aims to empower economically disadvantaged and vulnerable youth aged 15–25 years through a 100-day residential organic farming training initiative. Participants are recruited from various regions across Indonesia. During the first semester of the inaugural year, the program successfully applied the Asset-Based Community Development (ABCD) approach to train and graduate 41 students. The training included the introduction and practical application of word processing software, specifically Microsoft Word Basic, equipping participants with essential digital literacy skills to support employment opportunities and entrepreneurial activities.
Co-Authors Ana Kurniawati Dyah Mieta Setyawati Ismayanti Rahmi Rahmayanti Tavipia Rumambi