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All Journal Jurnal ABDIMAS-HIP Pengabdian Kepada Masyarakat Journal of Economics and Management Scienties
Arissaputra, Rivaldi
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences

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Mastering The Concept of Live Shopping Strategy at Kamar Dagang dan Industri Kota Bandung in Order to Increase Sales Volume Arissaputra, Rivaldi; Azizah Asmara, Maisa; Felinda Amalia, Tiara
Jurnal ABDIMAS-HIP Pengabdian Kepada Masyarakat Vol. 6 No. 1 (2025): Jurnal ABDIMAS-HIP Pengabdian Kepada Masyarakat
Publisher : LPPM Akbid Harapan Ibu Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37402/abdimaship.vol6.iss1.365

Abstract

Live shopping is one approach to marketing methods. However, this strategy requires a deep understanding of the conditions of its partners, especially for those who are just starting out, requiring technological knowledge as well as an understanding of consumer behavior and regional market dynamics. This Community Service activity aims to improve the understanding and skills of MSMEs in Bandung City in utilizing digital marketing strategies through live shopping. A total of 16 MSME partners participated in this program, the research method designed included two stages, namely needs analysis and counseling related to business model changes and digital consumer behavior. The evaluation results showed that 80% of the partners successfully surpassed the post-test threshold score of 70, with an average understanding above 70%. From the 15 questions asked, feedback shows that partners have a good understanding of the concept of live shopping, the influence of technology in marketing, and the importance of understanding consumer behavior. This activity is expected to make a significant contribution in improving the competitiveness of MSMEs, as well as encouraging innovation in marketing local products in the digital era.
Examining Muslim’s Boycott Behaviour toward Online Gambling Products: The Roles of Religious Beliefs, Product Judgment, and Digital Marketing Interactions Arissaputra, Rivaldi; Asmara, Maisa Azizah; Saputra, Tias Eka
Journal of Economics and Management Scienties Volume 8 No. 2, March 2026
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i2.355

Abstract

This study examines Muslim consumers’ boycott behaviour toward online gambling products by integrating religious beliefs, product judgment, and digital marketing interactions within a structural model. Although online gambling is explicitly prohibited in Islamic teachings, its prevalence in Indonesia continues to increase, indicating a gap between religious values and actual consumer behaviour. Using a quantitative approach, data were collected from 310 Muslim respondents in West Java through an online survey and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal that religious beliefs and product judgment have a significant positive effect on boycott behaviour. Furthermore, digital marketing interactions play a significant mediating role in the relationships between religious beliefs and boycott behaviour, as well as between product judgment and boycott behaviour. These findings indicate that exposure to digital marketing content does not merely influence acceptance of online gambling but can also intensify consumer resistance when the product conflicts with moral and religious values. This study contributes to the literature on Muslim consumer behaviour by highlighting the interaction between moral values, cognitive evaluation, and digital marketing dynamics in shaping boycott decisions toward prohibited products.
Co-Authors Aprila, Dikri Sillmi Asmara, Maisa Azizah Felinda Amalia, Tiara Maisa Azizah Asmara Nur Sabila, Sherly Saputra, Tias Eka