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All Journal Neo Journal of economy and social humanities Ekopedia: Jurnal Ilmiah Ekonomi
Noviyanti Noviyanti
Universitas Global Jakarta
Humanities Economics, Econometrics & Finance Social Sciences

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Pemanfaatan Instagram dalam Pemasaran dan Pelayanan Pelanggan UMKM Pangkas Rambut di Kota Depok Nadya Nasywa Hanifah; Siti Mutiara Husna; Nur Fujianti; Afifah Latifah Turahma; Nuralisa Nuralisa; Putri Amelia; Suci Ayu Sudari; Dwi Rachmawati; Alfi Maghfuriyah; Noviyanti Noviyanti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/qzef1527

Abstract

Hair-cutting service MSMEs are one of the businesses growing rapidly in urban areas, yet most micro-scale business owners have not optimally utilised social media as a means of marketing and customer service. This condition results in low business visibility, a limited market reach, and a less optimal effort to build brand image amid increasingly tight competition. This community service activity aims to improve the competitiveness of hair-cutting service MSMEs through a seminar and Instagram social media management training for 15 hair-cutting MSMEs in Depok City. The method used was a seminar session held on Saturday, 18 July 2026, followed by direct one-on-one training and mentoring conducted offline at Jakarta Global University (JGU), covering the creation and optimisation of Instagram Business accounts, training in photo and video content creation using the CapCut application, and strengthening digital customer service through Direct Message and WhatsApp Business. The results showed an increase in partners' understanding and skills in managing their business Instagram accounts, the availability of ready-to-upload promotional content, and improved readiness among partners to respond to customer interactions digitally. Through this activity, hair-cutting MSMEs are expected to gain an initial foundation for independently strengthening their business branding and becoming better prepared to compete in the digital era.
The Effect of Shopeepay E-Wallet Use On Shopeepay User Satisfaction and Loyalty in Tangerang City Azzahra Baby Dwi Putri; Nur Fitri Dewi; Noviyanti Noviyanti
Neo Journal of economy and social humanities Vol 5 No 2 (2026): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v5i2.383

Abstract

This study aims to analyze the effect of e-wallet usage on ShopeePay user loyalty in Tangerang, mediated by user satisfaction. In this study, the researcher used a quantitative research type with a survey method. This study applied a questionnaire as the research instrument measured using a Likert scale. The sampling method for this study was non-probability sampling with a purposive sampling technique using sample criteria, namely ShopeePay users living in Tangerang City.The collected data were processed using Statistical Package for the Social Sciences (SPSS) software. The results of the study indicate that partially e-wallet usage (X) has a positive and significant effect on ShopeePay user satisfaction (Z) in Tangerang. However, user satisfaction (Z) has a positive and insignificant effect on ShopeePay user loyalty (Y) in Tangerang. Then, based on the results of the path analysis, it shows that e- wallet usage has a positive and significant effect on ShopeePay user loyalty in Tangerang through user satisfaction. The results of the coefficient of determination show that partially the use of e-wallet (X) has an effect on user loyalty (Y) of 15.7%, then simultaneously the variable of e-wallet use (X) through user satisfaction (Z) has an effect on user loyalty (Y) of 73.9%.
The Influence of Online Customer Reviews and Online Customer Ratings on Purchase Decisions on Shopee E-Commerce in Depok Naomi Ramadhia Amir; Alfi Maghfuriyah; Noviyanti Noviyanti
Neo Journal of economy and social humanities Vol 5 No 2 (2026): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v5i2.384

Abstract

This study aims to analyze the influence of Online Customer Review and Online Customer Rating on Purchase Decisions on the Shopee e-commerce platform, both individually and simultaneously. The research employs a quantitative approach with a questionnaire as the primary instrument, measured using a Likert scale. Data were collected through questionnaires distributed to 140 Shopee e-commerce consumers in Depok City as the sample. The collected data were subsequently processed using multiple linear regression analysis. The sampling method applied was Non-Probability Sampling with purposive sampling and Malhotra techniques, adjusted to the criteria of respondents who had previously made purchases on Shopee and considered the review and rating features in their decision-making process. Data analysis was conducted using SPSS version 27. The study’s findings indicate that the Online Customer Review variable (X₁) has significant effect on Purchase Decisions (Y), and the Online Customer Rating variable (X₂) also exerts a significant effect on Purchase Decisions. The results of the simultaneous test demonstrate that both variables collectively have a significant influence on Purchase Decisions on the Shopee e-commerce platform. Based on the coefficient of determination test, the R Square value is 0.260 and the Adjusted R Square value is 0.249, meaning that 24.9% of the variation in Purchase Decisions can be explained by Online Customer Review and Online Customer Rating, while the remaining 75.1% is influenced by other factors such as promotion, price, brand reputation, discounts, service quality, and consumers’ personal preferences.
Co-Authors Afifah Latifah Turahma Alfi Maghfuriyah Azzahra Baby Dwi Putri Dwi Rachmawati Nadya Nasywa Hanifah Naomi Ramadhia Amir Nur Fitri Dewi Nur Fujianti Nuralisa Nuralisa Putri Amelia Siti Mutiara Husna Suci Ayu Sudari