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All Journal Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Sustainable Technology and Applied Science El-Mujtama: Jurnal Pengabdian Masyarakat East Asian Journal of Multidisciplinary Research (EAJMR) Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis Prosiding Seminar Nasional Ekonomi dan Bisnis Universitas Ma Chung International Journal of Applied and Advanced Multidisciplinary Research (IJAAMR)
Wahyono, Seno Aji
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Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Industrial & Manufacturing Engineering Social Sciences Other

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ANALYSIS OF THE EFFECT OF USING VIRTUAL TRY-ON BASED ON ARTIFICIAL INTELLIGENCE AND AUGMENTED REALITY ON FACIAL BEAUTY PRODUCTS ON PURCHASE INTENTION WITH ELECTRONIC WORD OF MOUTH AS A MEDIATION VARIABLE (CONSUMER PERSPECTIVE OF E-COMMERCE IN INDONESIA) Fenanda, Zakiah Intan; Triwijayanti, Anna; Wahyono, Seno Aji
Journal of Sustainable Technology and Applied Science (JSTAS) Vol. 5 No. 1 (2024): Journal of Sustainable Technology and Applied Science, May 2024
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat, Institut Teknologi Nasional (ITN) Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36040/jstas.v5i1.9344

Abstract

This research aims to determine the effect of Virtual Try On on consumer Purchase Intention mediated by eWOM. The method used in this research is quantitative explanatory research. The population in this research is Indonesian e-commerce consumers who use the virtual try-on feature for facial beauty products, an unknown number of which are unknown. The sample in this study was obtained from the Hair formula in the amount of 10 x the number of questionnaire items, namely 240 people. Data collection used a questionnaire survey with the pick-up survey method. Data analysis uses the SEM PLS (Partial Least Square) analysis technique. The research results show that the Virtual Try On variable has a significant positive effect on eWOM, eWOM has a significant positive effect on Purchase intention, Virtual Try On has a significant positive effect on purchase intention directly and is also mediated by eWOM and the effect is complementary (partial mediation).
Inovasi Strategi Developer The Araya di Tengah Resesi Ekonomi Global Kuswandana, Sheila Aryani; Lim, Alex Christian; Wahyono, Seno Aji
Prosiding Seminar Nasional Ekonomi dan Bisnis Vol. 3 (2023): Prosiding Seminar Nasional Ekonomi dan Bisnis
Publisher : Ma Chung Press

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The Araya merupakan salah satu developer perumahan di Kota Malang, Jawa Timur. Tulisan ini menjelaskan inovasi strategi yang digunakan The Araya saat menghadapi resesi ekonomi global. Strategi yang digunakan berdasarkan pada teori Strategic Management in the innovation economy approaches, dimana teori ini terdiri dari empat strategi yang digunakan oleh The Araya yaitu brand capital, working capital, human capital, dan physical capital. Ada dua faktor yang menyebabkan dilakukannya strategi ini, yaitu faktor internal dan faktor eksternal dari The Araya. Kedua faktor ini yang melatarbelakangi, diterapkannya strategi-strategi tersebut. Setelah menerapkan strategi yang dibuat, dapat diketahui bahwa strategi tersebut membuat The Araya mampu bertahan di tengah resesi ekonomi global, serta dapat mengatasi tantangan-tantangan dalam bisnisnya.
Optimalisasi Digital Marketing pada Komunitas Klinik Usaha Desa Kucur untuk Kemajuan Ekonomi Desa Kucur Basory, Hartomy Akbar; Hellyani, Catharina Aprilia; Cahyadi, Rino Tam; Wahyono, Seno Aji; Manalu, Sahala
El-Mujtama: Jurnal Pengabdian Masyarakat Vol 4 No 2 (2024): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v4i2.5508

Abstract

The influence of attraction and social media presents several problems and benefits that will be discussed in this study. Social media is considered as one of the best ways for entrepreneurs to promote their products to attract potential customers. The increasing number of social media users makes entrepreneurs use social media influencers as one of the supporting elements in marketing their products. This study aims to analyze the effect of social network appeal on the sales level of Hanania Milk Pie products. This research methodology uses document reviews, interviews, and Instagram social media data insights that can be taken into consideration by food industry entrepreneurs. This research results in that food souvenir products can optimize digital marketing to achieve promotion in several major cities within the country and outside with promotional costs that are much cheaper than promotional models using print media or electronic media so as to increase public trust and increase purchases. The current trend for millennials is entering globalization, changes in consumer behavior, mobility, and accessibility of information. The growth of digitalization has impacted both the consumer and producer sides of the transaction market. One of them is the ability to now buy, sell, market, order, and pay for products online. This research applies the literature study method. In this journal, a series of interrelated activities are carried out by collecting library data, reading, storing data, and managing data materials for research. Based on the results and discussion, it can be said that, in the face of rivalry in business development, business actors, both micro, small and medium enterprises, MSMEs, must take into account digital marketing as one of the strategies. To support this, the majority of MSMEs agreed on three metrics for digital marketing, namely: providing clear information to consumers, assisting MSMEs in expanding market reach, and making it easier to communicate with consumers to better fulfill customer demands.
The Influence of E-Trust, Online Customer Review and E-Service Quality on the Purchase Decision of Products on the SOCO By Sociolla Application Koto, Fitriza Ferunita; Wahyono, Seno Aji; Widyaningrum, Santi
International Journal of Applied and Advanced Multidisciplinary Research Vol. 2 No. 7 (2024): July 2024
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijaamr.v2i7.2262

Abstract

This research aims to investigate the influence of e-trust, online customer reviews, and e-service quality on product purchases on the SOCO By Sociolla application. SOCO By Sociolla is a leading beauty e-commerce platform in Indonesia that offers a wide range of beauty products online. The research utilizes a survey method by collecting data through questionnaires distributed via social media for 100 samples. The collected data is analyzed using regression analysis to examine the impact of independent variables (e-trust, online customer reviews, and e-service quality) on the dependent variable (purchase decisions). The research sample consists of Indonesian users of the SOCO By Sociolla application. The analysis results indicate that e-trust does not significantly affect purchase decisions, but online customer reviews and e-service quality have a significant impact. Overall, e-trust, online customer reviews, and e-service quality collectively influence purchase decisions on the SOCO By Sociolla application.
IDENTIFIKASI UPAYA INOVATIF PADA SUPPLY CHAIN PT. MULTI BINTANG INDONESIA TBK Utami, Titah; Wahyono, Seno Aji
Parsimonia - Jurnal Ekonomi dan Bisnis Vol 12 No 1 (2025): Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis
Publisher : Ma Chung Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33479/parsimonia.v12i1.1203

Abstract

The supply chain is key to maintaining a company's competitive advantage amidst modern industrial competition. This makes innovation important to be carried out so that supply chain performance is maintained and the company grows. Each component in the supply chain is closely related, supports each other and needs each other, so innovation efforts must be applied evenly. This study examines the innovation efforts that have been carried out by PT. Multi Bintang Indonesia Tbk in its supply chain. This study is a literature review related to sources. Several aspects reviewed include location, global supply chain management, the role of operational managers, organizational structure and work environment, new product design and innovation in the context of operations, processes, and sustainability. Based on the identification of these aspects, it was found that PT. Multi Bintang Indonesia Tbk. has developed and implemented a strong culture of innovation. The company understands the importance of choosing the right location to establish a brewery because of the advantages such as workforce, geographic location, and demand conditions. As a subsidiary of Heineken B.V, PT. Multi Bintang Indonesia Tbk. has access to technology that facilitates end-to-end digitalization of the global supply chain. In terms of the role of operational managers, the company has a universal guide to forming a culture of innovation that is instilled in every employee through webinars, townhall meetings and e-learning. In terms of organizational structure and work environment, the company implements an organic model company structure indicated by the company's openness to socialization activities between employees, a lean organizational structure, and hybrid work implementation. The company also develops new products to adapt to changes in consumer preferences, such as Bintang Radler 0.0%. Cut The Tosh is the company's initiative to innovate in sustainability.
Optimalisasi Digital Bussiness Melalui Aktivitas Digital Marketing Pada UMKM “Depot Berkat” Hellyani, Catharina Aprilia; Basory, Hartomy Akbar; Wahyono, Seno Aji; Adriana, Erica; Cahyono, Giovanny Zefanya
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 1 (2025): Jurnal Pengabdian kepada Masyarakat Nusantara Edisi Januari - Maret
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v6i1.5247

Abstract

Media sosial memudahkan semua orang untuk dengan mudah mengakses informasi yang menarik. Aktivitas pemasaran melalui media sosial dapat dilakukan menggunakan smartphone sehingga relative mudah untuk digunakan berbagai kalangan bahkan pelaku usaha UMKM. Pemilihan Instagram untuk UMKM baik karena minimnya biaya yang digunakan dan pengaplikasiannya sederhana. Depot Berkat merupakan salah satu UMKM yang bergerak dibidang makanan dan minuman. Depot ini telah beroperasional selama kurang lebih 10 tahun dengan Rujak Cingur sebagai menu andalannya. Melalui penggalian permasalahan diketahui bahwa Depot Berkat belum begitu dikenal oleh Masyarakat Malang (Brand Awareness masih lemah) dan literasi pemilik pada Digital Marketing masih terbatas. Salah satu cara meningkatkan kesadaran merek melalui media sosial dapat dilakukan melalui penggunaan kata kunci dan hastag yang sesuai, konsep gambar dan video yang menarik, isi konten bermanfaat, mampu berinteraksi dengan audiens, menggunakan influencer marketing, dan iklan berbayar pada media sosial. Penulis melalui pengabdian ini melakukan pendampingan dan membantu umkm Depot Berkat untuk melakukan aktivitas pemasaran digital melalui Instagram dan membuat link Web yang terhubung dengan nomer pemilik serta media sosial Instagram Depot Berkat. Pencapaian KPI pada kegiatan ini mencapai 100% dan berhasil mencapai engagement rate yang ditargetkan juga ke dalam KPI. Hal ini menunjukkan bahwa perencanaan konten yang baik akan mampu menjangkau audiens sesuai dengan target pasar yang telah ditetapkan. Selanjutnya Depot Berkat perlu melakukan pengunggahan konten secara teratur dengan pembuatan kalender konten yang rutin, serta penggunaan IG Ads dan Influencer (Food Blogger) dapat dipertimbangkan di kemudian hari karena mampu membawa dampak yang cukup besar pada penguatan kesadaran mereknya.
The Impact of Social Media Marketing and Brand Image on Purchasing Decisions at Babelmart Belitung Nugroho, Christephen Adi; Wahyono, Seno Aji; Widyaningrum, Santi
East Asian Journal of Multidisciplinary Research Vol. 3 No. 8 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i8.10389

Abstract

Currently, marketing via platforms has become important for companies to reach consumers and build a strong brand image. This research aims to analyze the impact of Social Media Marketing (SMM) and Brand Image (BI) on purchasing decisions at Babelmart Belitung using quantitative methods and collecting data through questionnaires distributed to 160 Babelmart Belitung customers. The results show that Social Media Marketing (SMM) and Brand Image (BI) simultaneously significantly influence purchasing decisions. Social Media Marketing (SMM) increases consumer engagement and interaction, while strong Brand Image (BI) increases trust and loyalty. Partially, Social Media Marketing (SMM) has a positive effect on purchasing decisions, but Brand Image does not. Babelmart Belitung is advised to continue optimizing marketing activities on social media and strengthening Brand Image (BI) to increase sales and customer satisfaction.
Co-Authors Adriana, Erica Basory, Hartomy Akbar Cahyono, Giovanny Zefanya Catharina Aprilia Hellyani Fenanda, Zakiah Intan Koto, Fitriza Ferunita Kuswandana, Sheila Aryani Lim, Alex Christian Nugroho, Christephen Adi Rino Tam Cahyadi, Rino Tam Sahala Manalu, Sahala Triwijayanti, Anna Utami, Titah Widyaningrum, Santi