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All Journal Jurnal Hasil Pengabdian Masyarakat (JURIBMAS) JEDBUS (Journal of Economic and Digital Business)
Ridha Raya Dinayah
Universitas Yatsi Madani
Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Social Sciences

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PENGARUH STRATEGI PEMASARAN DAN VIDEO PROMOSI DENGAN KONTEN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA APLIKASI TIKTOK YANTI SUSANTI; Ridha Raya Dinayah
JEDBUS (Journal of Economic and Digital Business) Vol. 3 No. 1 (2026): JEDBUS (Journal of Economic and Digital Business)
Publisher : Universitas Yatsi Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37048/jedbus.v3i1.714

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran dan video promosi berbasis konten terhadap keputusan pembelian konsumen pada aplikasi TikTok. Masalah utama yang diangkat adalah bagaimana elemen-elemen strategi pemasaran dan kualitas video promosi dapat memengaruhi perilaku pembelian konsumen. Metode penelitian yang digunakan adalah kuantitatif dengan analisis regresi linier berganda. Data dikumpulkan melalui kuesioner yang disebarkan kepada 45 pengguna aktif TikTok, menggunakan skala Likert untuk mengukur variabel penelitian.Hasil penelitian menunjukkan bahwa strategi pemasaran memiliki pengaruh signifikan terhadap keputusan pembelian, dengan nilai koefisien regresi sebesar 0,367. Video promosi juga memiliki pengaruh signifikan, dengan nilai koefisien yang lebih dominan sebesar 0,806. Pengujian hipotesis menunjukkan kedua variabel independen ini, baik secara parsial maupun simultan, memengaruhi keputusan pembelian konsumen secara signifikan. Hal ini dibuktikan dengan nilai uji F sebesar 40,799 dan nilai R² sebesar 0,660, yang mengindikasikan bahwa 66% variasi keputusan pembelian dapat dijelaskan oleh strategi pemasaran dan video promosi.Kesimpulan dari penelitian ini adalah bahwa video promosi yang kreatif dan relevan lebih berkontribusi dalam memengaruhi keputusan pembelian dibandingkan strategi pemasaran. Kombinasi keduanya memberikan dampak sinergis yang signifikan, menjadikan video promosi sebagai elemen utama dalam pemasaran digital pada platform media sosial seperti TikTok. Penelitian ini juga membuka peluang untuk pengembangan fitur interaktif di TikTok sebagai strategi peningkatan keterlibatan konsumen.
Pengaruh Strategi Pengelolaan Keuangan Dan Manajemen Risiko Keuangan Terhadap Kondisi Keuangan Dalam Kehidupan Sehari-Hari Bagi Masyarakat Perum 2 Prambanan Kota Tangerang Ridha Raya Dinayah; Aulia Kaila Rohmah; Alya Fitria Sari; Ela Nurlaela; Yanti Susanti
JURIBMAS : Jurnal Hasil Pengabdian Masyarakat Vol 4 No 2 (2025): Oktober 2025
Publisher : LKP KARYA PRIMA KURSUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62712/juribmas.v4i2.637

Abstract

Abstract This study aims to analyze the influence of financial management strategies and financial risk management on the financial condition of housewives in daily life. A quantitative approach with a descriptive method was used, implemented through a financial literacy-based educational training involving 40 housewives as respondents. Data were collected using pre-test and post-test questionnaires, then analyzed using multiple linear regression tests, t-tests, F-tests, and the coefficient of determination with the assistance of IBM SPSS Statistics 25. The results show that financial risk management strategies (X2) have a significant influence on the financial condition (Y), both before and after the training. In contrast, financial management strategies (X1) do not show a statistically significant effect, although there was an increase in the average score. However, when tested simultaneously, the combination of strategies X1 and X2 has a positive and significant influence on the respondents' financial condition. These findings emphasize the importance of synergy between financial planning and risk mitigation in strengthening household financial resilience.
Peningkatan Pengembangan SDM Dengan Membangun Karakteristik Berjiwa Wirausaha Dan Budaya Kerja Pada UMKM Mandiri Jaya Ela Nurlela; Yanti Susanti; Ridha Raya Dinayah; Melianti Melianti
JURIBMAS : Jurnal Hasil Pengabdian Masyarakat Vol 4 No 2 (2025): Oktober 2025
Publisher : LKP KARYA PRIMA KURSUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62712/juribmas.v4i2.716

Abstract

This community service program aims to enhance human resource development by fostering entrepreneurial characteristics and work culture within UMKM Mandiri Jaya. The main issue identified was the limited understanding among employees regarding the importance of work culture and entrepreneurial traits in sustaining business continuity. The proposed solution involved educational activities using lectures, interactive discussions, and comprehension assessments through pre-test and post-test instruments. Conducted in Rancailat Village, Kresek District, Tangerang Regency, the program engaged 24 participants. Results showed improved understanding of work culture and entrepreneurship, reflected in higher post-test scores and a statistically significant regression model. An R Square of 0.968 and F value of 315.222 indicate that the variables of HR development and entrepreneurial characteristics jointly explain 96.8% of the variance in work culture. In conclusion, this activity successfully enhanced participants’ knowledge and attitudes toward HR development, and strengthened UMKM competitiveness through the cultivation of a productive work culture and adaptive entrepreneurial mindset.
Co-Authors Alya Fitria Sari Aulia Kaila Rohmah Ela Nurlaela Ela Nurlela Melianti Melianti Yanti Susanti Yanti Susanti