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All Journal Jurnal Ilmiah Komunikasi Makna Jurnal Pengabdian UNDIKMA Community Empowerment Journal
Martina, Dannia Ayu
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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Mediating Role of Artificial Intelligence to Impact Purchase Decisions Martina, Dannia Ayu; Kurdaningsih, Dian Marhaeni; Trimanah, Trimanah
Jurnal Ilmiah Komunikasi Makna Vol 13, No 1 (2025): Februari 2025
Publisher : Program Studi Ilmu Komunikasi FBIK Unissula

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/jikm.v13i1.45555

Abstract

AbstractAlong with the development of digital technology, Artificial Intelligence (AI) plays a role as a mediator in understanding consumer preferences and behavior more deeply, so as to influence purchasing decisions. This study seeks to understand how AI can strengthen the relationship between consumer motivation and brand image with purchase decisions, which can provide new insights for companies in designing more effective and data-driven marketing strategies. Therefore, this study examines how AI as a technology can mediate the influence of consumer motivation and brand image on purchasing decisions for Garnier products. The type of research used is explanatory research using non-probability sampling with purposive sampling method, which allows sample selection based on certain criteria. Primary data was collected using a questionnaire distributed to respondents who met the research criteria. Furthermore, the collected data will be tested using the validity and reliability of the instrument, and analyzed using appropriate statistical techniques to test the relationship between variables. Based on the results of the t-test and Sobel test analysis, this study shows that all hypotheses proposed are proven significant. The t test indicates that consumer motivation and brand image have a significant effect on purchasing decisions and the use of AI Skin Coach. The Sobel test results reinforce these findings by showing that AI Skin Coach acts as a significant mediating variable in the relationship between consumer motivation and purchasing decisions. In addition, AI Skin Coach also acts as a significant mediating variable in the relationship between brand image and purchasing decisions. AbstrakArtificial Intelligence (AI) telah menjadi elemen penting dalam memahami perilaku konsumen dengan menyediakan wawasan berbasis data yang lebih mendalam. Penelitian ini mengeksplorasi peran AI sebagai mediator dalam hubungan antara motivasi konsumen sebagai aspek penting dalam psikologi konsumen, citra merek, dan keputusan pembelian dengan menggunakan Self-Determination Theory, Decision-Making Theory, Technology Acceptance Model (TAM), dan konsep Brand Image. Studi ini berfokus pada bagaimana AI dapat memperkuat pengaruh motivasi konsumen dan citra merek terhadap keputusan pembelian produk Garnier. Metode penelitian yang digunakan adalah penelitian eksplanatori dengan pendekatan non-probability sampling dan metode purposive sampling, di mana data primer dikumpulkan melalui kuesioner yang disebarkan kepada responden yang memenuhi kriteria penelitian. Data yang diperoleh dianalisis menggunakan uji validitas, reliabilitas, uji t, dan uji Sobel untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa motivasi konsumen dan citra merek berpengaruh signifikan terhadap keputusan pembelian dan penggunaan AI Skin Coach. Selain itu, uji Sobel mengonfirmasi bahwa AI Skin Coach berperan sebagai mediator signifikan dalam hubungan antara motivasi konsumen serta citra merek terhadap keputusan pembelian. Temuan ini memberikan implikasi bahwa AI tidak hanya mendukung personalisasi strategi pemasaran, tetapi juga meningkatkan efektivitas pengambilan keputusan konsumen melalui data yang lebih akurat dan relevan.
Membangun kesadaran hukum digital: Edukasi undang-undang informasi dan transaksi elektronik Martina, Dannia Ayu; Irawan, Hikmal Abrar; Sugiarto, Krisna Aryaputra; Almafitri, De Nova; Cavalera, M. Marshall Priska; Fajria, Nilam Cahya; Eswaran, Gouldy Johana Aulis Makitalo; Maulidya, Anggraeni Jelita; Zuhaila, Wardah; Amalia, Sela Nur; Adzkiya, Azka
Community Empowerment Journal Vol. 3 No. 3 (2025)
Publisher : CV. Yudhistt Fateeh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61251/cej.v3i3.176

Abstract

Program Kuliah Kerja Nyata (KKN) Tematik 19 UNISSULA tahun 2025 mengangkat tema "Kesadaran Hukum yang Penting bagi Masyarakat dalam Memahami UU Informasi dan Transaksi Elektronik (UU ITE)" yang dilaksanakan di Kelurahan Bangetayu Wetan, Kecamatan Genuk, Kota Semarang. Kegiatan ini bertujuan untuk meningkatkan pemahaman hukum masyarakat mengenai penggunaan teknologi informasi secara bertanggung jawab serta mencegah kemungkinan pelanggaran hukum di dunia maya. Materi yang disampaikan meliputi pengenalan dasar hukum UU ITE, perubahan-perubahan yang telah terjadi, serta tindakan yang dilarang dalam UU ITE, seperti penyebaran konten ilegal, pencemaran nama baik, dan ujaran kebencian. Selain itu, program ini juga membahas manfaat dan dampak penerapan UU ITE bagi masyarakat, termasuk perlindungan hukum dalam transaksi elektronik dan tantangan yang dihadapi dalam penegakan hukum akibat multitafsir pasal- pasal yang ada. Melalui kegiatan ini, mahasiswa diharapkan dapat berperan sebagai agen perubahan dalam menyebarkan literasi digital dan kesadaran hukum kepada masyarakat, sehingga tercipta ruang digital yang aman dan bertanggung jawab. The 19th Thematic Community Service Program (KKN) of UNISSULA in 2025 carried the theme "The Importance of Legal Awareness for the Community in Understanding the Law on Information and Electronic Transactions (UU ITE)" and was conducted in Bangetayu Wetan Village, Genuk District, Semarang City. This program aimed to enhance the community's legal understanding of responsible use of information technology and to prevent potential legal violations in cyberspace. The delivered materials included an introduction to the legal basis of UU ITE, the amendments that have been made, as well as prohibited actions under UU ITE, such as the dissemination of illegal content, defamation, and hate speech. Additionally, the program discussed the benefits and impacts of implementing UU ITE for the community, including legal protection in electronic transactions and the challenges faced in law enforcement due to the ambiguous interpretation of certain articles. Through this activity, students are expected to act as agents of change in spreading digital literacy and legal awareness to the community, thereby creating a safe and responsible digital environment.
Pelatihan Brand Identity Sebagai Penguatan Promosi Digital Marketing bagi UMKM di Kabupaten Demak Jawa Tengah Martina, Dannia Ayu; Kurdaningsih, Dian Marhaeni; Trimanah, Trimanah
Jurnal Pengabdian UNDIKMA Vol. 6 No. 2 (2025): May
Publisher : LPPM Universitas Pendidikan Mandalika (UNDIKMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/jpu.v6i2.14759

Abstract

This community service aims to increase the knowledge and skills of Small and Medium Enterprise (SME) actors in Sarwo Ijo Village, Demak regarding the importance of brand identity in strengthening digital marketing promotions. The methods used in this activity included socialization, training, and mentoring, with a focus on logo making, template design, and the Canva design application as a tool. This community service evaluation instrument used a questionnaire with a Likert scale and is analyzed using frequency distribution analysis techniques with SPSS. The evaluation results showed that socialization, training, and mentoring were effective in improving the understanding and skills of SME. Socialization succeeded in building participants' awareness and interest, while training provided applicable materials and practical skills in creating brand identity and digital marketing strategies. Post-training mentoring helped participants overcome obstacles, increase confidence, and ensure optimal strategy implementation. The program encourages SME to implement the concepts learned and strengthen their business competitiveness through brand identity. In addition, the result of this activity was the realization of several product logos and design templates that are ready to be used for promotion on social media and other digital platforms.                                                                                               
Co-Authors Adzkiya, Azka Almafitri, De Nova Amalia, Sela Nur Cavalera, M. Marshall Priska Eswaran, Gouldy Johana Aulis Makitalo Fajria, Nilam Cahya Irawan, Hikmal Abrar Kurdaningsih, Dian Marhaeni Maulidya, Anggraeni Jelita Sugiarto, Krisna Aryaputra Trimanah, Trimanah Zuhaila, Wardah