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All Journal Jurnal Pengabdian kepada Masyarakat JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Indonesian Journal of Business Analytics (IJBA) Journal of Innovation Research and Knowledge Jurnal Sistim Informasi dan Teknologi Prosiding Seminar Nasional Indonesia
SILVIA EKASARI
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Analysis of The Influence of Social Media Use and Social Behavior of Millennial and Z Generations on The Growth of Tourism Industry Maksimilianus Gai, Ardiyanto; Silvia Ekasari; Ratnawita; Aglis Andhita Hatmawan; Ita Nurcholifah
Jurnal Sistim Informasi dan Teknologi 2024, Vol. 6, No. 2
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jsisfotek.v6i2.372

Abstract

This study aims to determine how tourism relates to millennials and Z generations by analyzing their motivations for travel experiences and social media use. This study employs a hybrid methodology, primarily focusing on qualitative aspects. We conducted a bibliographic review and descriptive survey analysis by collecting data from 100 respondents through an online survey using Google Forms. The results of the analysis show that millennials and Z generations are highly dependent on smartphones to connect to the internet and social media, with Instagram as the main platform. They spend six to nine hours per day online, and their phones are often considered an extension of themselves. Millennials and Z generations tend to publish their travel photos on Instagram, focusing on experiences that feature stunning natural scenery and expressions of joy, to strengthen their positive image. Millennials and Z generations primarily travel to explore new cultures and interact with people, and their inclination to capture and share photos serves as a social status indicator. Overall, millennials and Z generations use social media as a tool to build and communicate their social identity, focusing on experiences that can strengthen their positive image and gain recognition. Thus, this phenomenon reflects a shift in the way millennials and Z generations interact with the world and seek to influence and inspire others through the digital content they share
Analysis Of The Influence Of Digital Brand Perception And E-Wom On Repurchase Intention Of Internet Protocol Television Service Product Kuspriyono, Taat; Silvia Ekasari; Arifai Ilyas; Donny Dharmawan; Musran Munizu
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 10 No. 2 (2024): April 2024
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v10i2.2252

Abstract

The purpose of this study is to determine whether brand image and unfavorable electronic word-of-mouth factors have an impact on repurchase intentions. The study's population consists of social media users in a few Indonesian cities. With a sample size of 100 respondents, researchers employed a non-probability sampling method with a purposive sampling strategy. This study use questionnaires and literature reviews as data collection methods. Researchers employed quantitative techniques in this study. The path analysis method was applied by researchers. Based on the findings, it was determined that the negative electronic word-of-mouth variable had a direct impact on the brand image variable. The purchasing choice variable is directly impacted by the unfavorable electronic word-of-mouth variable. The repurchase intention variable is directly impacted by the brand image variable. Negative brand perception and electronic word-of-mouth have an impact on the repurchase intention variable. Via the brand image variable, the negative electronic word-of-mouth variable indirectly affects the repurchase intention variable. The aforementioned points provide an explanation for how brand image influences repurchase intentions when it comes to electronic word-of-mouth. It is intended that these findings would help the business sustain and improve electronic word-of-mouth on social media in the future.
PELATIHAN STRATEGI PEMASARAN DIGITAL DI MEDIA SOSIAL TIKTOK UNTUK MENINGKATKAN PENJUALAN DAN MEMPERLUAS PANGSA PASAR Luh Komang Candra Dewi; Silvia Ekasari; Syamsul Hadi; Erna, Erna; Uli Wildan Nuryanto
J-ABDI: Jurnal Pengabdian kepada Masyarakat Vol. 4 No. 8: Januari 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jabdi.v4i8.9331

Abstract

Tujuan dari kegiatan pengabdian kepada masyarakat ini adalah memberikan pelatihan strategi pemasaran digital di media sosial TikTok untuk meningkatkan penjualan dan memperluas pangsa pasar bagi Usaha Mikro, Kecil, dan Menengah Indonesia. Metode yang digunakan dalam kegiatan pengabdian ini adalah metode ceramah dan metode tanya jawab. Strategi pemasaran digital di media sosial TikTok untuk meningkatkan penjualan dan memperluas pangsa pasar adalah penggunaan hashtag yang tepat untuk brand, menyediakan konten video yang menarik perhatian atau sedang tren, serta rutin melakukan posting video di TikTok.
SOSIALISASI PENTINGNYA MANAJEMEN PELATIHAN KERJA SEBAGAI PENGEMBANGAN JENJANG KARIER KARYAWAN BERBASIS DIGITAL Silvia Ekasari; Susilo Utomo; Balla Wahyu Budiarto; Endah Pujiastuti; Roy Setiawan
J-ABDI: Jurnal Pengabdian kepada Masyarakat Vol. 4 No. 9: Februari 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jabdi.v4i9.9612

Abstract

Tujuan kegiatan pengabdian kepada masyarakat ini adalah memberikan sosialisasi pentingnya manajemen pelatihan kerja sebagai pengembangan jenjang karier karyawan berbasis digital. Metode kegiatan pengabdian kepada masyarakat ini dalam bentuk sosialisasi kepada karyawan yang mengikuti jalannya kegiatan. Hasil kegiatan pengabdian kepada masyarakat ini memberikan pemahaman mengenai pelatihan kerja digital yang dilakukan secara online, luring, atau gabungan, diantaranya seperti pelatihan digital marketing, pelatihan content creator, dan pelatihan desain grafis. Tujuan dari manajemen pelatihan kerja berbasis digital adalah untuk meningkatkan keterampilan, pengetahuan, dan kemampuan karyawan, selain itu sebagai sarana pengembangan jenjang karier karyawan di mana pun berada
ANALYSIS OF CONSUMER DECISION FACTORS FOR MAXRIDE USAGE Silvia Ekasari; Revi Sesario; Donny Dharmawan; Musran Munizu; Ramadhani Kirana Putra
Journal of Innovation Research and Knowledge Vol. 4 No. 9: Februari 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v4i9.9690

Abstract

Maxride is an online transportation application that provides motorcycle taxi and taxi services based on bajaj. Maxride's passion lies in revolutionizing the landscape of three-wheeled transportation that is safe, comfortable, and accessible to everyone, while empowering local tricycle drivers. The purpose of this study is to describe the explanation of consumer decision factors for Maxride usage. The types of research used are qualitative and descriptive research. The data sources used in this study use secondary data. The results of the study indicate that consumer decisions to use Maxride Bajaj are the flexible seating capacity of MaxRide Bajaj and the agile cruising range of MaxRide Bajaj in overcoming traffic jams.
DIGITAL MARKETING STRATEGY ANALYSIS OF PRODUCT PURCHASING DECISIONS AT THE TIKTOK SHOP Kespandiar, Tengku; Mokhamad Arwani; Saida Zainurossalamia ZA; Silvia Ekasari; Donny Dharmawan
Journal of Innovation Research and Knowledge Vol. 3 No. 10: Maret 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v3i10.7553

Abstract

The aim of this research is to analyze digital marketing strategy analysis of product purchasing decisions at the TikTok Shop. This type of research is survey research. The population in this research are buyers who have a TikTok account and have shopped at the TikTok Shop. Because the population is so large, the sample taken was limited to 50 respondents. Data analysis in research uses simple linear regression using the partial (t) test. The research results show that electronic word of mouth has a positive and significant effect on product purchasing decisions at the TikTok Shop.
EFFECT OF FINANCIAL LITERACY ON HOUSEWIVES' FINANCIAL PLANNING Nurhasanah, Nurhasanah; Anggita Permata Yakup; Silvia Ekasari; Donny Dharmawan; Ufi Rumefi
Journal of Innovation Research and Knowledge Vol. 3 No. 10: Maret 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jirk.v3i10.7555

Abstract

The aim of this research is to analyze effect of financial literacy on housewives' financial planning. This type of research uses descriptive associative research with an ex-post facto approach. The population in this study were housewives in Medan City. Sampling in this study used random sampling. From random sampling, the sample was 50 respondents. Data collection obtained in this research was observation, documentation, and questionnaire. The data analysis tool in this research uses simple linear regression. The research results show that financial literacy is positive and significant in housewives' financial planning.
VIRAL MARKETING SUCCESS SECRETS: OPTIMISING SOCIAL MEDIA Silvia Ekasari; Johni Eka Putra; Iwan Kusnadi
Prosiding Seminar Nasional Indonesia Vol. 2 No. 1 (2024): Prosiding Seminar Nasional Indonesia
Publisher : CV. Adiba Aisha Amira

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

Abstract

In today's increasingly competitive digital era, viral marketing through social media has become a key strategy for brands to increase their visibility and engagement. This research uses the literature study method. The results show that the success of viral marketing depends on several key factors: content creativity, a deep understanding of the target audience, good timing, and the ability to utilise the unique features of each social media platform. Major challenges include managing potential crises, maintaining brand consistency, and converting virality into measurable business results. As such, viral marketing through social media offers great potential for brands to achieve exponential growth in awareness and engagement. However, success depends on careful planning, precise execution, and the ability to adapt quickly to the platform's dynamics and ever-changing consumer behaviour. This research provides valuable insights for marketing practitioners and brand managers in designing and executing effective viral marketing strategies in today's digital age.
INCREASING BRAND AWARENESS THROUGH CONTENT MARKETING Silvia Ekasari; Oskar Hutagaluh
Prosiding Seminar Nasional Indonesia Vol. 2 No. 1 (2024): Prosiding Seminar Nasional Indonesia
Publisher : CV. Adiba Aisha Amira

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

Abstract

In an increasingly competitive digital age, increasing brand awareness is both a challenge and a vital necessity for every business. Content marketing has emerged as an effective strategy to address this challenge. The research method in this study uses literature. The results revealed that the success of content marketing depends on several key factors: a deep understanding of the target audience, consistency in the production and distribution of high-quality content, optimisation for search engines (SEO), and seamless integration with other digital marketing strategies. The study also identifies common challenges in content marketing implementation, including difficulties in measuring ROI, maintaining content consistency, and competing in an increasingly crowded content landscape.
A Study of Culinary Business Marketing Strategies Using Influencers Amidst Weakening Consumer Purchasing Power Luckhy Natalia Anastasye Lotte; Silvia Ekasari; Dadang Suhardi; Susanto; Halim Dwi Putra
Indonesian Journal of Business Analytics Vol. 6 No. 2 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i2.16463

Abstract

The culinary business economy operates within a highly complex environment where operational efficiency meets constantly evolving consumer psychology. A closer look reveals that the sector's economic foundation lies in managing production costs, which are highly sensitive to changes in fiscal policy and volatility in upstream food commodity prices.  The purpose of this study is to provide a study of culinary business marketing strategies using influencers amidst weakening consumer purchasing power. This research uses a qualitative approach in the form of a strategic study. This study is supported by secondary data such as books, journals, and related sources. The results of this study indicate that marketing strategies using influencers amidst weakening consumer purchasing power require a paradigm shift from simply creating desire to justifying spending on culinary businesses. Today's consumers are more selective and tend to seek real value rather than mere visual trends. The study of culinary marketing strategies using influencers in challenging economic conditions includes a shift in selection, content emphasis, strong call-to-action promotional strategies, utilization of short video platforms, and rigorous measurement of return on investment.
Co-Authors Adih Supriadi Aglis Andhita Hatmawan, Aglis Andhita Akbar Tanjung Anggita Permata Yakup Ani Kusumaningsih Ardiyanto Maksimilianus Gai Arifai Ilyas Armizi Arnes Yuli Vandika Balla Wahyu Budiarto Benediktus Rolando Dadang Suhardi Dakwan Soaloon Harahap Dedi Harianto Dinda Ayu Izmi Donny Dharmawan Eddy Silamat Eliagus Telaumbanua Endah Pujiastuti Erna Erna, Erna Fenny Noor Salam G. Gunawan Halim Dwi Putra Henny Noviany Indah Sulistiani Ita Nurcholifah Iwan Kusnadi Iwan Ridwan Johni Eka Putra Kespandiar, Tengku Kholid Ansori Loso Judijanto Luckhy Natalia Anastasye Lotte Luh Komang Candra Dewi Melyana R Pugu Mokhamad Arwani Musran Munizu Nurhasanah Nurhasanah Nurussama Oskar Hutagaluh Ramadhani Kirana Putra Ratnawita Revi Sesario Robby Cahyadi Septina Elida Shinta Dzauharoh Solly Aryza Sufia Widi Kasetyaningsih SUSANTO Susilo Utomo Syamsul Ph.D M.A. Hadi Taat Kuspriyono Teguh Prakoso Titis Nistia Sari Ufi Rumefi Uli Wildan Nuryanto ZA, Saida Zainurossalamia Zainal Arifin