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All Journal International Journal of Community Service & Engagement Manis : Jurnal Manajemen dan Bisnis Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Merry Pelupessy
Universitas Pattimura
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Influence of Brand Personality on Purchase Decisions: A Case Study of Nike Shoes in Ambon City Merry Pelupessy; Erlinda Tehuayo
International Journal of Community Service & Engagement Vol. 2 No. 4 (2021)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijcse.v2i4.518

Abstract

The purpose of the study was to analyze the influence of brand personality on purchasing decision for Nile shoes in the city of Ambon. this research is a descriptive research. The population in this study are users of nike  shoes in Ambon city. And The Number Of Sampel Is 100 respondents.By using a questionnaire as a data collection tool. Taking the sample using non probability sampling with the data analysis method used is multiple linear regression. Based on the results of multiple linear regression test that the brand personality variable has a positive and significant effect on the decision of 0,396 which means that the brand personality variable is considered important when consumers will make a decision to buy nike shoes.
THE EFFECT OF PRODUCT KNOWLEDGE AND SOCIAL MEDIA MARKETING ON THE BRAND SWITCHING OF FAST MOVING CONSUMERS GOODS PRODUCTS DURING THE COVID 19 PANDEMIC R.A. Aisah Asnawi; Etvin Rizal Tamher; Merry Pelupessy
Manis: Jurnal Manajemen dan Bisnis Vol 4 No 2 (2021): MANIS : Jurnal Manajemen dan Bisnis
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/manis.4.2.37-46

Abstract

This research aims to determine the effect of product knowledge and social media marketing on the brand switching of fast moving consumers goods (FMCG) products during the COVID-19 pandemic. The type of research is quantitative with the use of regression analysis techniques and SPSS analysis tools version 23. The number of respondents in this research are 100 FMCG users spread across five villages in Central Maluku Regency. Based on the research results, social media marketing has a negative effect on brand shifting, this is due to the more information received, the more selective consumers tend to be. The era of the internet today makes consumers more critical and think about the validity of information, especially related to health. Meanwhile, product knowledge is just the opposite. Product knowledge has a positive effect on brand switching. This is simply because product knowledge is more relevant and becomes a reference for shifting health product brands. People are increasingly educated and trusting brands that have a good reputation. A well-known brand is easy to gain the trust of the public or respondents.
Start Up Berbasis Digital: Pemanfaatan Teknologi AI dalam Pembuatan Konten Promosi Produk bagi Siswa SMA dan SMK: Pengabdian Aisah Asnawi; Etvin Rizal Tamher; Merry Pelupessy; Anggraini Chaniago; Hanifa Bennu Nur; Feky Reken
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 4 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 4 April - Juni
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i4.6424

Abstract

Transformasi digital telah mengubah cara pelaku usaha memasarkan produk, terutama melalui media digital yang membutuhkan konten promosi kreatif dan menarik. Kondisi ini menuntut generasi muda, termasuk siswa Sekolah Menengah Kejuruan (SMK), untuk menguasai teknologi sebagai bagian dari pengembangan keterampilan kewirausahaan. Salah satu teknologi yang mulai banyak digunakan dalam pemasaran adalah Artificial Intelligence (AI), yang membantu proses penciptaan desain promosi, penulisan caption, dan pengembangan ide konten digital secara lebih cepat dan efisien. Kegiatan Pengabdian Kepada Masyarakat (PKM) ini bertujuan meningkatkan pengetahuan dan keterampilan siswa SMK dalam memanfaatkan teknologi AI untuk membuat konten promosi digital. Metode pelaksanaan dilakukan melalui pelatihan dengan pendekatan partisipatif, meliputi penyampaian materi kewirausahaan digital, pengenalan aplikasi AI untuk desain dan copywriting promosi, praktik pembuatan konten digital, serta pendampingan dalam pengembangan ide promosi produk. Siswa aktif terlibat melalui diskusi, simulasi, dan praktik langsung menggunakan platform AI sederhana. Hasilnya, siswa menunjukkan peningkatan pemahaman tentang penggunaan teknologi AI dalam pemasaran digital dan mampu menghasilkan konten promosi yang lebih kreatif dan komunikatif. Selain itu, kegiatan ini juga mendorong minat dan motivasi siswa untuk mengembangkan usaha berbasis digital secara mandiri. Diharapkan, pelatihan ini dapat memperkuat kompetensi kewirausahaan digital siswa SMK dalam menghadapi era ekonomi digital yang semakin kompetitif.
Co-Authors Aisah Asnawi Anggraini Chaniago Etvin Rizal Tamher Feky Reken Hanifa Bennu Nur R.A. Aisah Asnawi Tehuayo, Erlinda