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All Journal Jurnal Manajemen Bisnis Jurnal Media Wahana Ekonomika Jurnal Intelektualita: Keislaman, Sosial, dan Sains DIJB (Diponegoro International Journal of Business) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Sricommerce: Journal of Sriwijaya Community Services Jurnal Nasional Manajemen Pemasaran dan SDM Journal of Management and Digital Business Reviu Akuntansi, Manajemen, dan Bisnis
Mavilinda, Hera Febria
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences

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Pengaruh Dimensi Word Of Mouth Terhadap Keputusan Pembelian Smartphone Samsung Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya (Studi Kasus D3 dan S1 Kelas Indralaya dan Palembang) Kristian, Dery; Mavilinda, Hera Febria; Nofiawaty, Nofiawaty
Jurnal Media Wahana Ekonomika Vol. 21 No. 3 (2024): Jurnal Media Wahana Ekonomika, Oktober 2024
Publisher : Universitas PGRI Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmwe.v21i3.16278

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dimensi word of mouth terhadap keputusan pembelian smartphone Samsung pada mahasiswa Fakultas Ekonomi Universitas Sriwijaya. Penelitian ini memiliki populasi sebanyak 3412 dan Teknik pengambilan sampel menggunakan rumus slovin sehingga mendapatkan sampel 100 responden yang memiliki kriteria mahasiswa Fakultas Ekonomi Universitas Sriwijaya yang menggunakan Smartphone Samsung. Metode pengumpulan data yang digunakan dalam penelitian ini didapat melalui kuesioner. Teknik analisis data yang digunakan adalah analisis regresi berganda. Berdasarkan hasil analisis disimpulkan bahwa dimensi word of mouth yaitu talker, topics, tools, talking part, dan tracking berpengaruh positif dan signifikan terhadap keputusan pembelian Smartphone Samsung secara parsial maupun simultan. Kata Kunci: Word of Mouth, Keputusan Pembelian.   ABSTRACT This research aims to determine the influence of word of mouth dimensions on Samsung smartphone purchasing decisions among students at the Faculty of Economics, Sriwijaya University. This research has a population of 3412 and the sampling technique uses the Slovin formula to obtain a sample of 100 respondents who meet the criteria of students at the Faculty of Economics, Sriwijaya University who use Samsung Smartphones. The data collection method used in this research was obtained through a questionnaire. The data analysis technique used is multiple regression analysis. Based on the results of the analysis, it was concluded that the dimensions of word of mouth, namely talker, topics, tools, talking part and tracking, had a positive and significant effect on the decision to purchase Samsung smartphones partially or simultaneously. Keywords : Word of Mouth, Purchasing Decisions.
Pengaruh E-Service Quality Dan E-Trust Terhadap E-Satisfaction Pada E-Commerce Lazada (Studi Pada Mahasiswa S1 Indralaya Universitas Sriwijaya) Abrar, Muhammad Iqbal; Yunita, Dessy; Mavilinda, Hera Febria
Jurnal Media Wahana Ekonomika Vol. 21 No. 4 (2025): Jurnal Media Wahana Ekonomika, Januari 2025
Publisher : Universitas PGRI Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmwe.v21i4.16689

Abstract

ABSTRAK   Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality dan e-trust terhadap e-satisfaction pada e-commerce lazada (studi pada Mahasiswa S1 Indralaya Universitas Sriwijaya). Data yang digunakan ialah data primer yang diperoleh dari hasil penyebaran kuesioner kepada responden. Sampel yang digunakan pada penelitian ini yaitu sebanyak 100 responden dengan kriteria Mahasiswa S1 Indralaya Universitas Sriwijaya yang berumur 17-24 tahun dan pernah bertransaksi di lazada minimal 6 bulan terakhir. Teknik analisis yang digunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa e-service quality dan e-trust berpengaruh positif dan signifikan terhadap e-satisfaction. Kata Kunci : E-Service Quality, E-Trust, E-Satisfaction.   ABSTRACT   This research aims to determine the effect of e-service quality and e-trust on e-satisfaction in Lazada e-commerce (a study on S1 students of Indralaya, Sriwijaya University). The data used are primary data obtained from questionnaires distributed to respondents. The sample for this research consists of 100 respondents, specifically S1 students of Indralaya, Sriwijaya University, aged 17-24 years who have made transactions on Lazada within the last 6 months. The analysis technique used is multiple linear regression. The results show that e-service quality and e-trust have a positive and significant effect on e-satisfaction. Keywords : E-Service Quality, E-Trust, E-Satisfaction.
The Impact of Sales Promotion and Electronic Word-of-Mouth on Originote Products via the TikTok Shop Application on Purchasing Decisions in Palembang City Annisa, Audi Rizky; Putri, Yulia Hamdaini; Mavilinda, Hera Febria
Reviu Akuntansi, Manajemen, dan Bisnis Vol. 4 No. 2 (2024): Desember
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v4i2.4212

Abstract

Purpose: This study examines the impact of sales promotions and electronic word of mouth (e-WOM) about The Originate items in the TikTok Shop application on purchasing decisions in Palembang. This study aims to elucidate the significance of promotional methods and electronic word-of-mouth in enhancing customer purchasing decisions for companies.Methodology: This research used quantitative methods with data collection techniques through questionnaires involving 100 respondents. The data obtained were analyzed using multiple linear regression analysis to test the influence of each independent variable on the dependent variable.Result: The research shows that sales promotions and electronic word-of-mouth (e-WOM) have a big effect on people's decisions to buy Originote products in the TikTok Shop app at the same time. Sales promotions exert a greater influence on purchasing decisions than electronic word-of-mouth.Conclusions: The study concludes that promotion (X?) and e-WOM (X?) positively influence purchasing decisions for The Originote products on TikTok Shop in Palembang City. The F-test results show that both variables together significantly impact purchasing decisions. In the digital marketing era, a strong promotion strategy combined with positive e-WOM can significantly boost consumer buying interest.Limitations: This research only focuses on users of the TikTok Shop application in Palembang City, so the results cannot be generalized to other regions and only research Sales Promotion and e-WOM. Future research should consider other variables, such as price and product quality, for a more comprehensive analysis.Contribution: This research offers ideas for business professionals, particularly The Originate, to optimize sales promotion methods and leverage e-WOM as an efficient digital marketing instrument. These findings constitute an academic addition to the examination of digital marketing in the e-commerce era.
Ephemeral marketing trends as a digital marketing strategy: Analyzing FOMO, gratification and user engagement in driving purchase intention Mavilinda, Hera Febria; Rosa, Aslamia Rosa; Putri, Yulia Hamdaini
Diponegoro International Journal of Business Vol 7, No 2 (2024)
Publisher : Department of Management | Faculty of Economics and Business | Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/dijb.7.2.2024.115-132

Abstract

The purpose of this study is to explore and analyze the influence of ephemeral marketing content in motivating users through Fear of Missing Out (FOMO) behaviors and its impact on user engagement and purchase intentionamong millennials on social media platforms, adopting the uses and gratifications theory (U&G). Furthermore, the mediating impact of gratification between Fomo and user engagement was also tested. The study utilized primary data collected via online questionnaires distributed to 200 respondents who are active users of instagram. The method employed is quantitative, with PLS-SEM data analysis technique. The results indicate that ephemeral marketing content significantly affects FOMO and customer engagement. Moreover, FOMO impacts customer engagement directly and indirectly through user satisfaction as a mediating variable. The findings also reveal that customer engagement significantly influences purchase intention. Based on these findings, it is recommended that business practitioners and marketers create and enhance digital marketing strategies through appealing ephemeral marketing content to boost consumer engagement with a brand or product, which can subsequently influence their purchasing interest.
Pengaruh Social Media Marketing terhadap Keputusan Pengunjung di 3D Stable Palembang Lusfia, Tiara Kemala; Yunita, Dessy; Mavilinda, Hera Febria
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 4 No. 4 (2023): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v4i4.1588

Abstract

    This research aims to determine the influence of Social Media Marketing on visitor decisions at 3D Stable Palembang. The research method used is a quantitative method. The population in this study were all visitors to 3D Stable Palembang using a sample of 100 respondents. The data collection method used in this research is a questionnaire using a 5 point Likert scale. The analysis technique used is multiple linear regression and uses the SPSS application. Based on the results of the analysis, it is concluded that Social Media Marketing simultaneously influences visitors' decisions at 3D Stable Palembang.  
APPLICATION OF SMART PRODUCTION AND DIGITAL EDUCATIONAL MARKETING TO STRENGTHEN THE COMPETITIVENESS OF MOCAF IN KWT GEMILANG II Andaiyani, Sri; Mavilinda, Hera Febria; Defira, Citra
Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Vol. 9 No. 3 (2025): SEPTEMBER
Publisher : LPPM Univ. Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/abdidos.v9i3.3030

Abstract

Food security is a major challenge for Indonesia, particularly due to its heavy reliance on imported food commodities. In this context, community groups such as the Women Farmers Group (Kelompok Wanita Tani/KWT) play an essential role in supporting local food self-sufficiency. This Community Service Program (PKM) under the Community Partnership Empowerment scheme was implemented with KWT Gemilang II in Palembang to improve the added value and competitiveness of mocaf flour as a local substitute for wheat. The program emphasized three aspects: enhancing production capacity, strengthening business management, and optimizing branding and digital marketing. Activities included training on digital business adoption, promotional content creation, and educational content marketing to raise consumer awareness of healthy local food. Smart production practices were introduced to increase efficiency and hygiene through the use of modern equipment such as sealers, ovens, mixers, and blenders. Branding and packaging improvements were also carried out, including logo, label, and design development aligned with the values of local food innovation. The results show improved knowledge of efficient and hygienic production, stronger brand identity, better digital marketing skills, and more professional packaging. Digital outreach has expanded through Instagram, WhatsApp Business, and Shopee. These achievements are expected to enhance competitiveness, strengthen local economic independence, and contribute to food security in South Sumatra.
Co-Authors Abrar, Muhammad Iqbal Ahmad MAULANA Akhmad Nazaruddin, Akhmad Andaiyani, Sri Andriana, Isni Annisa, Audi Rizky Aslamia Rosa Defira, Citra Dhiya’ulhaq, Muhammad Daffa Hikmah, Nur Suci Iisnawati Karimudin, Yos Kristian, Dery Lina Dameria Siregar Lusfia, Tiara Kemala Melinia, Fitri Nofiawaty Nofiawaty Nofiawaty Puteri, Fatimah Eka Rosa, Aslamia Rosa Sadikin, Rahmad Thamrin, Kemas Muhammad Husni Yulia Hamdaini Putri Yunita, Dessy