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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN)
Nabila Aprilia
Universitas Pembangunan Panca Budi
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health

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The Influence of Influencer Marketing, Fast Beauty and Buzzer on Purchase Decisions of Glad2Glow Among Female Management Students at Universitas Pembangunan Panca Budi 2022 Nabila Aprilia; Ocdy Amelia; Slamet Widodo
Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien) Vol. 6 No. 2 (2026): Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (Jasmien)
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/jasmien.v6i2.2583

Abstract

This study aims to analyze the influence of Influencer Marketing, Fast Beauty and Buzzer on the purchase decisions of Glad2Glow products among female students of the Management Study Program, Class of 2022, at Universitas Pembangunan Panca Budi. This research employs a quantitative approach with purposive sampling technique, involving 73 respondents drawn from a total population of 268 active female students. Data were collected through a structured questionnaire and analyzed using multiple linear regression with the assistance of SPSS version 20, encompassing validity and reliability tests, classical assumption tests, hypothesis testing (t-test and F-test), and the coefficient of determination (R²). The findings reveal that Influencer Marketing (X1) has a positive and significant effect on purchase decisions, with a t-value of 6.511 (sig. 0.000). Fast Beauty (X2) similarly demonstrates a positive and significant effect, with a t-value of 8.112 (sig. 0.000). Likewise, Buzzer (X3) exhibits a positive and significant effect, with a t-value of 7.405 (sig. 0.000). Simultaneously, all three variables exert a significant effect on purchase decisions, yielding an F-value of 53.817 (sig. 0.000). The R-Square value of 0.701 indicates that the three variables collectively account for 70.1% of the variation in purchase decisions. These results suggest that influencer-based digital marketing strategies, fast beauty trends, and buzzer activities are critical factors that substantially drive the purchase decisions of young consumers toward Glad2Glow beauty products.
OPTIMALISASI PEMANFAATAN E-COMMERCE DAN MEDIA SOSIAL SEBAGAI STRATEGI PEMASARAN PRODUK LOKAL DI DESA SEI MENCIRIM Ocdy Amelia; Sulardi Sulardi; Nabila Aprilia
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 7 No. 3 (2026): Vol. 7 No. 3 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v7i3.59782

Abstract

Potensi produk lokal Desa Sei Mencirim belum dimanfaatkan secara optimal karena sebagian pelaku UMKM masih mengandalkan pemasaran konvensional, memiliki literasi digital yang terbatas, dan belum mengelola media sosial serta e-commerce sebagai saluran pemasaran produktif. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kapasitas pelaku UMKM dalam memanfaatkan e-commerce dan media sosial sebagai strategi pemasaran produk lokal. Kegiatan dilaksanakan di Desa Sei Mencirim, Kecamatan Sunggal, Kabupaten Deli Serdang, pada September 2025 dengan sasaran kelompok masyarakat dan pelaku UMKM. Metode pelaksanaan meliputi observasi lapangan, wawancara awal, pengkajian masalah, penyusunan solusi, ceramah, diskusi, praktik, pendampingan, serta evaluasi melalui observasi kembali. Materi kegiatan mencakup literasi digital, pengelolaan toko online, pemanfaatan Instagram, Facebook, TikTok, pembuatan konten produk, penguatan branding, dan strategi pemasaran digital. Hasil kegiatan menunjukkan peningkatan pemahaman peserta terhadap pemasaran digital, terbentuknya kesadaran untuk menggunakan akun bisnis dan toko online, serta meningkatnya kemampuan peserta dalam menyusun strategi promosi produk lokal. Program ini menegaskan bahwa pendampingan yang terstruktur dapat memperluas akses pasar, memperkuat daya saing produk lokal, dan mendukung kemandirian ekonomi masyarakat desa.
Co-Authors Mr Sulardi Ocdy Amelia Slamet Widodo