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All Journal JURNAL PENDIDIKAN TAMBUSAI Jurnal Sains Sosio Humaniora Indonesian Journal of Innovation Studies
Evanita , Susi
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Arts Humanities Computer Science & IT Education Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Analisis Strategi Pemasaran Online Untuk Meningkatkan Daya Saing UMKM ( Studi Keju Lasi) Ulfah , Fadilla; Nur, Khofifah; Salsabila, Salsabila; Safitri , Yunia; Evanita , Susi; Friyatmi, Friyatmi
Jurnal Pendidikan Tambusai Vol. 5 No. 2 (2021): 2021
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (385.553 KB) | DOI: 10.31004/jptam.v5i2.1277

Abstract

Strategi pemasaran adalah salah satu cara memenangkan keunggulan bersaing yang berkesinambungan baik itu untuk perusahaan yang memproduksi barang atau jasa. Strategi pemasaran dapat dipandang sebagai salah satu dasar yang dipakai dalam menyusun perencanaan perusahaan secara menyeluruh (Setiawati, 2017). Dipandang dari luasnya permasalahan yang ada dalam perusahaan, maka diperlukan adanya perencanaan yang menyeluruh untuk dijadikan pedoman bagi segmen perusahaan dalam menjalankan kegiatannya. Alasan lain yang menunjukkan pentingnya strategi pemasaran adalah semakin kerasnya persaingan yang dihadapi oleh perusahaan pada umumnya. Dalam situasi yang demikian, tidak ada lagi pilihan lain bagi perusahaan kecuali berusaha untuk menghadapinya atau sama sekali keluar dari arena persaingan. Keadaan ini tidak terkecuali akan dihadapi oleh UMKM Sumatera Barat, seperti Keripik Sanja Ane, Sanjai Ummi Aufa Hakim, Rumah Susu Padang Panjang dan Keju Lasi. Sehingga tertarik untuk mengangkat judul Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UMKM di Sumatera Barat.
Analisis Strategi Pemasaran Online Untuk Meningkatkan Daya Saing UMKM ( Studi Keju Lasi) Ulfah , Fadilla; Nur, Khofifah; Salsabila, Salsabila; Safitri , Yunia; Evanita , Susi; Friyatmi, Friyatmi
Jurnal Pendidikan Tambusai Vol. 5 No. 2 (2021): 2021
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v5i2.1277

Abstract

Strategi pemasaran adalah salah satu cara memenangkan keunggulan bersaing yang berkesinambungan baik itu untuk perusahaan yang memproduksi barang atau jasa. Strategi pemasaran dapat dipandang sebagai salah satu dasar yang dipakai dalam menyusun perencanaan perusahaan secara menyeluruh (Setiawati, 2017). Dipandang dari luasnya permasalahan yang ada dalam perusahaan, maka diperlukan adanya perencanaan yang menyeluruh untuk dijadikan pedoman bagi segmen perusahaan dalam menjalankan kegiatannya. Alasan lain yang menunjukkan pentingnya strategi pemasaran adalah semakin kerasnya persaingan yang dihadapi oleh perusahaan pada umumnya. Dalam situasi yang demikian, tidak ada lagi pilihan lain bagi perusahaan kecuali berusaha untuk menghadapinya atau sama sekali keluar dari arena persaingan. Keadaan ini tidak terkecuali akan dihadapi oleh UMKM Sumatera Barat, seperti Keripik Sanja Ane, Sanjai Ummi Aufa Hakim, Rumah Susu Padang Panjang dan Keju Lasi. Sehingga tertarik untuk mengangkat judul Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing UMKM di Sumatera Barat.
Perceived Usefulness as a Mediator in Social Commercial Intention to Use: Perceived Usefulness sebagai Mediator dalam Niat Menggunakan Sosial Komersial Rahmona, Fitria; Fadliyah, Chairati; Nabillah, Salsa; Haryati, Resti; Evanita , Susi
Indonesian Journal of Innovation Studies Vol. 26 No. 3 (2025): July
Publisher : Universitas Muhammadiyah Sidoarjo

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

Abstract

General Background: The rise of digital platforms and social media has led to the rapid growth of social commerce (s-commerce), reshaping consumer behavior in emerging markets like Indonesia. Specific Background: While many users engage with platforms like TikTok Shop and Instagram Shopping, sustained intention to use such systems remains varied. Knowledge Gap: Prior research on the Technology Acceptance Model (TAM) often overlooks how Perceived Usefulness (PU) mediates the relationship between Perceived Ease of Use (PEOU) and Intention to Use (IU) in s-commerce contexts, particularly in regions with high digital engagement. Aims: This study investigates whether PU mediates the effect of PEOU on IU among university students with experience using s-commerce platforms. Results: Using SEM-PLS on data from 100 respondents, findings reveal that PEOU has no significant direct effect on IU but significantly affects PU, which in turn significantly influences IU. An indirect path from PEOU to IU via PU is statistically significant. Novelty: The study emphasizes that ease of use alone is insufficient; perceived benefit is critical in motivating continued use in socially driven e-commerce environments. Implications: These findings guide platform developers to prioritize usefulness-oriented features, suggesting that perceived functionality is more influential than interface simplicity in fostering user loyalty.Highlight : Perceived Ease of Use does not directly affect Intention to Use but influences it indirectly. Perceived Usefulness significantly mediates the relationship between ease of use and intention. User intention in social commerce is shaped more by usefulness than technical simplicity. Keywords : Perceived Ease of Use, Perceived Usefulness, Intention to Use, Social Commerce, Mediation Model
Understanding Repeat Purchase Intention in Emerging E-Commerce Markets: A Systematic Review of Trust, Satisfaction, and Cultural Contexts Susanti, Febsri; Wardi , Yunia; Abror, Abror; Dwita, Vidyarini; Evanita , Susi
Jurnal Sains Sosio Humaniora Vol. 10 No. 1 (2026): Volume 10, Nomor 1 Juni 2026 (In Progress)
Publisher : LPPM Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jssh.v10i1.56602

Abstract

This systematic review aims to confirm trust, satisfaction and cultural contexts form the primary foundation for repeat purchase intentions in the current e-commerce market growing. Adopting the PRISMA guidelines, this study searched the ScienceDirect database using the string (repurchase intention AND local culture). From an initial pool of 1,873 publications, the systematic application of five inclusion criteria (2021–2025 timeframe, article type, subject area, and access type) narrowed the selection down to 24 final articles. The finding highlights that trust play role as main factor to reduces perception risk at a time increase belief consumer to the platform. While satisfaction ensure experience positive that encourages loyalty. On the other hand, the context culture strengthens relevance authenticity and experience effective, so that consumer feel more connected with product and services offered. The interaction of these three factors demonstrates how repurchase behavior is driven by engaging consumer experiences. The primary contribution of this research is the development of a novel conceptual framework integrating cultural dimensions into e-commerce behavior. Consequently, this study provides a comprehensive overview showing that repurchase intentions depend not only on technical service aspects but also heavily on the experiential and cultural dimensions that shape consumer decision-making.
Co-Authors Abror Abror Dwita, Vidyarini Fadliyah, Chairati Friyatmi Friyatmi Haryati, Resti NABILLAH, SALSA Nur, Khofifah Rahmona, Fitria Safitri , Yunia Salsabila, Salsabila Susanti, Febsri Ulfah, Fadilla Wardi , Yunia