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All Journal Jurnal Manajemen Bisnis Journal of Business & Banking Social Engagement: Jurnal Pengabdian Kepada Masyarakat
Shevia, Shevia
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Economics, Econometrics & Finance Other

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Strategi Pengembangan UMKM Games in Your Area melalui Optimalisasi Digital Marketing Shevia, Shevia; Christiarini, Renny
Social Engagement: Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 1 (2023): Desember 2023
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Internasional Batam

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

Abstract

In the era of the fourth industrial revolution in Indonesia, it is crucial for Micro, Small, and Medium Enterprises (MSMEs) to continuously update themselves to survive in the midst of intense competition. This study explores a development strategy for the MSME "Games in Your Area" through the optimization of digital marketing. This Community Service is implemented through three stages: survey, implementation, and evaluation. The objective of this Community Service is to enhance the number of customers, social media engagement, and product sales at Games in Your Area. Implementation involves optimizing Instagram and increasing the number of reviews on Google Review. The results indicate a significant improvement, with a 50% increase in the number of customers, a 20% rise in Game Rate sales, and an 80% increase in Game Rental sales. Thus, the digital marketing strategy proves effective in enhancing the performance and engagement between consumers and the MSME “Games in Your Area”
Green marketing & environmental concern: Minat beli generasi z terhadap personal care products Shevia, Shevia; Christiarini, Renny; Qadri, Rizni Aulia
Journal of Business & Banking Vol 13 No 1 (2023): Mei - Oktober 2023
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jbb.v13i1.3976

Abstract

Beauty and Personal Care Industry merupakan salah satu sektor industri yang ber-kembang pesat dan memberikan kontribusi signifikan terhadap pertumbuhan ekonomi Indonesia. Namun, pertumbuhan sektor ini juga membawa tantangan baru, khususnya terkait timbunan sampah plastik dan dampaknya terhadap lingkungan. Penelitian ini bertujuan untuk menguji pengaruh green marketing dan environmental concern terhadap purchase intention generasi Z terhadap green personal care product. Peneliti menggunakan partial least squares (PLS) untuk menganalisis data yang berasal dari kuesioner didistribusikan secara purposive sampling kepada  generasi Z di Indonesia yang berusia 17-26 tahun dan berwawasan green personal care product. Diperoleh 408 data, kemudian Model penelitian dikembangkan melalui ABC Theory. Temuan penelitian menunjukkan bahwa green marketing dan environmental concern memiliki pengaruh positif dan signifikan terhadap minat beli generasi z pada green personal care product. Namun, penelitian ini tidak menemukan pengaruh positif antara green product dan purchase intention yang dimediasi oleh environmental attitude. Penelitian ini diharapkan dapat membantu pembaca untuk meningkatkan pemahaman dalam bidang manajemen pemasaran, terutama dalam konteks green marketing. Selain itu, diharapkan pula dapat memberikan panduan praktis bagi perusahaan dalam mengembangkan strategi dan menciptakan keunggulan kompetitif dalam pasar yang semakin peduli terhadap isu lingkungan.
Exploring Gen-Z Online Fashion Purchase Intention Using SOR Model: The Moderating Role of Gender Lady, Lady; Shevia, Shevia; Melsen, Fandion; Purwianti, Lily; Liu, ChangBo
Jurnal Manajemen Bisnis Vol. 16 No. 2: September 2025
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v16i2.25591

Abstract

Research aims: This study aimed to investigate Gen-Z online fashion purchase intention in Indonesia using the Stimulus-Organism-Response (SOR) model. In this model, social media marketing (SMM), electronic word-of-mouth (e-WoM), trust, and price served as stimuli, brand image (BI) functioned as the organism, and purchase intention (PI) represented the response, with gender acting as a moderating variable.Design/Methodology/Approach: A causal-comparative research design was used, collecting data from 384 Gen-Z respondents through structured questionnaires. Data analysis was conducted using SmartPLS 4.0, involving measurement model testing for validity and reliability, followed by structural model testing to evaluate path coefficients and hypothesis testing.Research findings: The results showed that trust, e-WoM, and SMM positively influenced PI, both directly and through BI mediation. Gender significantly moderated the effects of e-WoM and SMM on BI but did not affect the influence of trust or price. Furthermore, price showed no significant impact on PI, either directly or through BI mediation, confirming that non-price factors played a greater role in brand perception and purchase behavior among Gen-Z consumers.Theoretical Contribution/Originality: This study integrated BI as a mediating factor within the SOR model, providing deeper insights into Gen-Z brand perception in Indonesia's digital market. The incorporation of gender as a moderating variable showed distinct consumers responses to e-WoM and SMM, challenging the conventional role of price in brand engagement and PI formation.Practitioners/Policy Implications: Online fashion retailers targeting Gen-Z in Indonesia should prioritize trust-building, positive reviews, and authentic social media engagement to strengthen BI and PI. Given price’s limited influence, brands should focus on product quality, experience, and long-term value. Gender-sensitive strategies were also essential, as women responded to relational engagement, while men preferred direct, information-driven content.Research Limitations/Implications: The limitations of this study included a small sample size that might not capture the full range of Indonesian Gen-Z preferences, an exclusive focus on Gen-Z limiting broader applicability, and ambiguous gender effects. Therefore, future studies were recommended to explore technology, influencer marketing, and utilize qualitative methods for deeper insights. 
Strategi Pengembangan UMKM Games in Your Area melalui Optimalisasi Digital Marketing Shevia, Shevia; Christiarini, Renny
Social Engagement: Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 1 (2023): Desember 2023
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Internasional Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37253/se.v2i1.8688

Abstract

In the era of the fourth industrial revolution in Indonesia, it is crucial for Micro, Small, and Medium Enterprises (MSMEs) to continuously update themselves to survive in the midst of intense competition. This study explores a development strategy for the MSME "Games in Your Area" through the optimization of digital marketing. This Community Service is implemented through three stages: survey, implementation, and evaluation. The objective of this Community Service is to enhance the number of customers, social media engagement, and product sales at Games in Your Area. Implementation involves optimizing Instagram and increasing the number of reviews on Google Review. The results indicate a significant improvement, with a 50% increase in the number of customers, a 20% rise in Game Rate sales, and an 80% increase in Game Rental sales. Thus, the digital marketing strategy proves effective in enhancing the performance and engagement between consumers and the MSME “Games in Your Area”
Co-Authors Christiarini, Renny Lady, Lady Lily Purwianti Liu, ChangBo Melsen, Fandion Qadri, Rizni Aulia