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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Penkomi : Kajian Pendidikan dan Ekonomi KARYA: Jurnal Pengabdian Kepada Masyarakat Jurnal Ekonomi dan Bisnis Samalewa: Jurnal Riset dan Kajian Manajemen Jurnal Literasi dan Pembelajaran Indonesia Jurnal Pengembangan Masyarakat Lokal
Sumbawati, Novi Kadewi
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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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Journal : Jurnal Penkomi : Kajian Pendidikan dan Ekonomi

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Dampak Strategi Pemasaran Digital terhadap Loyalitas Konsumen di E-Commerce: Studi Kasus Shopee Indonesia Muhajirin, Muhajirin; Purnama, Ita; Sumbawati, Novi Kadewi
Jurnal PenKoMi : Kajian Pendidikan dan Ekonomi Vol 8 No 1 (2025): Jurnal Penkomi : Kajian Pendidikan dan Ekonomi
Publisher : Sekolah Tinggi Keguruan dan Ilmu Pendidikan (STKIP) Bima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33627/pk.v8i1.2863

Abstract

This study aims to analyze the impact of digital marketing strategies on consumer loyalty in the Shopee Indonesia e-commerce platform. Digital marketing encompasses various methods such as digital advertising, social media, loyalty programs, and flash sales, which are employed to attract and retain consumers. The study uses a quantitative approach with a survey of 200 respondents who are active Shopee users. The results indicate that digital marketing has a significant influence on consumer loyalty, with loyalty programs having the greatest impact, followed by digital advertising, social media, and flash sales. A simple linear regression analysis shows that digital marketing accounts for 56% of the variation in consumer loyalty. This research highlights the importance of integrated digital marketing strategies to enhance consumer engagement and loyalty.
PENGARUH KECERDASAN EMOSIONAL DAN LITERASI DIGITAL TERHADAP KINERJA PEGAWAI GENERASI Z KOTA BIMA Jaenab, Jaenab; Sumbawati, Novi Kadewi; Mukminin, Amirul
Jurnal PenKoMi : Kajian Pendidikan dan Ekonomi Vol 8 No 1 (2025): Jurnal Penkomi : Kajian Pendidikan dan Ekonomi
Publisher : Sekolah Tinggi Keguruan dan Ilmu Pendidikan (STKIP) Bima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33627/pk.v8i1.2932

Abstract

The purpose of this study was to determine the positive and significant influence of emotional intelligence and digital literacy on the performance of Generation Z employees in Bima City. This research is a quantitative study. This type of research is associative with the population used in this study, namely all Generation Z employees in Bima City. The sample used in this study was Generation Z employees in Bima City totaling 100 employees. The sampling technique in this study used purposive sampling based on criteria, the research instrument used was a questionnaire with a Likert scale. The analysis tool used in this study used multiple linear regression analysis using SPSS version 21. The results of this study are: 1) Emotional Intelligence does not have a positive and significant effect on the Performance of Generation Z Employees in Bima City. 2) Digital Literacy has a positive and significant effect on the Performance of Generation Z Employees in Bima City. 3) Emotional Intelligence and Digital Literacy have a positive and significant effect on the Performance of Generation Z Employees in Bima City.
Co-Authors AA Sudharmawan, AA Abdul Rahim Amirul Mukminin Asmini, Asmini Ayunda, Irdian Okri Prio Darussalam, Marzuki Dewi, Sinar Laksamana Elvazira, Eda Evinnata, Dias Farsita, Firda Fitriani, F Fitriyani, Ika Haryadi, Wahyu Ismawati Ismawati Ismawati, I Ita Purnama, Ita Jaenab, Jaenab Kamal, Afina Aurellya Karmeli, Elly Muhajirin, Muhajirin Pamungkas, Binar Dwiyanto Pamungkas Purnamasari, Ita Tri Putri, Amelia Putri, Nurul Rahman, Rosydah Rosyidah Rachman SRI RAHAYU Sudiharti, Nining Sutanti, Marisa Syaifuddin Iskandar, Syaifuddin