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All Journal Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka JIM : Journal Of International Management
Juharsah
Jurusan Manajemen, Universitas Halu Oleo Kendari
Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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PERAN BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL MEDIASI PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PROPERTI (STUDI KASUS PADA PERUMAHAN MARGAHAYU KENDARI) Nita Septiani Rachman; Alida Palilati; Juharsah; Dzulfikri Azis Muthalib
JIM : Journal Of International Management Vol 5 No 01 (2026): JIM : Journal Of International Management
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jim.v5i01.2613

Abstract

This study aims to analyze the effect of digital marketing on property purchasing decisions, with brand image and Electronic e-WOM as mediating variables. The population of this study consisted of 302 consumers, with a sample of 172 respondents determined using the Slovin formula. The data analysis methods used were descriptive analysis and PLS with the assistance of the SmartPLS application. The results of the study indicate that digital marketing has a positive and significant effect on both brand image and e-WOM, but does not have a significant direct effect on purchasing decisions. Brand image also does not significantly affect purchasing decisions and is unable to act as a mediating variable in the relationship between digital marketing and purchasing decisions. In contrast, e-WOM is proven to have a positive and significant effect on purchasing decisions, and is able to act as a partial mediator in the relationship between digital marketing and purchasing decisions consumers. These findings indicate that digital marketing is more effective in influencing purchasing decisions indirectly through e-WOM rather than through brand image.
PENGUATAN KEWIRAUSAHAAN DAN MANAJEMEN USAHA PADA KOMUNITAS NELAYAN DESA BOKORI Sudirman Zaid; Juharsah; Wahyuniati Hamid; Harmiaty Bahar; La Harjoprawiro
Jurnal Pengabdian Masyarakat Sabangka Vol 5 No 01 (2026): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v5i01.2148

Abstract

This community service program aims to strengthen entrepreneurial capacity and marketing management in the fishing community of Bokori Village, Konawe Regency, Southeast Sulawesi. The main problems faced by partners include low understanding of fishery product branding, minimal knowledge of digital marketing, limited product packaging skills, and weak business management of fishery MSMEs. The implementation method uses a participatory approach through training, mentoring, and hands-on practice involving 30 fishery business actors. The program was implemented for 30 days with activities including branding and product identity training, digital marketing and social media workshops, value-added product packaging training, and business financial management assistance. Program results show significant improvements in understanding branding concepts, ability to use digital platforms for marketing, attractive product packaging skills, and better business financial management. From a marketing management perspective, this program successfully developed a comprehensive marketing mix strategy, created product differentiation through local branding, and opened wider market access through digitalization.
PERAN INOVASI PRODUK DALAM MEMEDIASI PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN UMKM DI KOTA KENDARI Dzulfikri Azis Muthalib; Juharsah; Laode Asfahyadin Aliddin
JIM : Journal Of International Management Vol 5 No 01 (2026): JIM : Journal Of International Management
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jim.v5i01.2815

Abstract

This study aims to examine the role of product innovation in mediating the effect of market orientation on the marketing performance of Micro, Small, and Medium Enterprises (MSMEs). The study employed an explanatory quantitative approach involving 110 MSME owners and managers selected through purposive sampling. Data were collected using a structured questionnaire measuring customer orientation, competitor orientation, interfunctional coordination, product innovation, and marketing performance. Data analysis was conducted using Structural Equation Modeling with Partial Least Squares (SEM-PLS) to examine direct and indirect relationships among the variables. The results show that market orientation has a positive and significant effect on product innovation and marketing performance. Furthermore, product innovation significantly mediates the relationship between market orientation and marketing performance. These findings strengthen the literature on market orientation and product innovation and provide practical implications for MSMEs in developing market-based innovation strategies to improve marketing performance and competitiveness.
Co-Authors Alida Palilati Dzulfikri Azis Muthalib Harmiaty Bahar La Harjoprawiro Laode Asfahyadin Aliddin Nita Septiani Rachman Sudirman Zaid Wahyuniati Hamid