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All Journal Jurnal Manajemen Terapan dan Keuangan AKRUAL: Jurnal Akuntansi Jurnal Ilmiah Universitas Batanghari Jambi IJBE (Integrated Journal of Business and Economics) EKONOMIS : Journal of Economics and Business Anterior Jurnal Dinasti International Journal of Management Science Jurnal Abdi: Media Pengabdian Kepada Masyarakat Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Jurnal Karya Abdi Masyarakat Journal of Business Studies and Management Review PROCURATIO: Jurnal Manajemen dan Bisnis Jurnal Pengabdian Tri Bhakti Jurnal Media Akademik (JMA) Inovasi Gagasan Abdimas & Kuliah Kerja Nyata Jurnal Transformasi Bisnis Digital Jurnal Manajemen Kewirausahaan dan Teknologi Jurnal Manajemen Bisnis Digital Terkini Jurnal Riset Multidisiplin Edukasi
NOVITA EKASARI
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Penguatan Produksi Dan Pemasaran Melalui Platform Media Sosial pada Usaha Sale Pisang JA3R di Desa Pudak Nurhayani; Tan, Syamsurijal; Haryadi; Rosmeli; Musnaini; Ekasari, Novita
Jurnal Pengabdian Tri Bhakti Vol 7 No 2 (2025): Jurnal Pengabdian Tri Bhakti
Publisher : Lembaga Pengabdian kepada Masyarakat Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70825/jptb.v7i2.2380

Abstract

The JA3R banana sale business is one of the businesses located in RT 01 Pudak Village, Kumpeh Ulu District, Muaro Jambi Regency, Jambi Province. Although the banana sale business has been established for a long time, in its marketing it does not yet have a Google Business account to facilitate marketing with a wide reach and as a medium for customers to search for relevant products or services. On the other hand, the JA3R banana sale business in the production process, the drying stage is a key stage that determines the quality and durability of the product. The purpose of this community service is to increase production by using a digital marketing platform and focusing on the revitalization of the greenhouse as a place for drying bananas. The community service was carried out on August 28, 2025. The community service ran smoothly, partners worked together and actively during the community service implementation so that the goals that had been set were achieved. Business partners are now not only found by local customers through IG and Google Business, but have also succeeded in expanding their market reach outside the region. The key innovation in the form of implementing a greenhouse as a drying tool has overcome the fundamental problem of dependence on the weather, while ensuring product quality, consistency, and hygiene.
bahasa inggris M. Yofi febrianto; Ekasari, Novita; Siregar, Ade Perdana
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.51575

Abstract

This study examines the effect of influencer marketing on purchase intention for Ventela shoes on the TikTok Shop platform, with brand image serving as a mediating variable. The rapid expansion of social media, particularly TikTok, has driven businesses to utilize influencer marketing strategies to attract consumers and enhance brand perception. This research aims to provide empirical evidence on the role of influencer marketing in shaping brand image and increasing consumers’ purchase intention. Data were collected through a questionnaire consisting of 16 statement items representing influencer marketing, brand image, and purchase intention constructs. The study population included active TikTok users who had seen Ventela shoe promotions by influencers. A total of 112 respondents were selected using a purposive sampling technique based on predetermined criteria. Data analysis involved descriptive analysis to outline respondent characteristics and inferential analysis using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The findings reveal that influencer marketing has a positive and significant impact on both brand image and purchase intention. Additionally, brand image was confirmed to mediate the relationship between influencer marketing and purchase intention for Ventela shoes on TikTok Shop.
The MEDIATING ROLE OF SELF-EFFICACY IN THE RELATIONSHIP BETWEEN FAMILY ENVIRONMENT, MOTIVATION, AND ENTREPRENEURIAL INTENTION AMONG EMPLOYEES OF THE JAMBI HIGH PROSECUTOR’S OFFICE Aurora, Claudia Ernestina; Dahmiri; Ekasari, Novita
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.53356

Abstract

The purpose of this study is to identify and analyze whether self-efficacy mediates the influence of the family environment and motivation on the entrepreneurial intention of employees at the High Prosecutor’s Office of Jambi. The population used in this study consists of all employees of the High Prosecutor’s Office of Jambi in 2024, totaling 224 individuals. Based on calculations using the Slovin method, the sample size for this study is 144 respondents. The data analysis technique employed is Partial Least Squares (PLS) analysis. Based on the research findings, it can be concluded that the family environment, motivation, and self-efficacy play very important roles in shaping the entrepreneurial intention of employees at the High Prosecutor’s Office of Jambi. The family environment was found to be in the “very good” category and serves as a strong supporting factor, in line with the high level of entrepreneurial motivation among employees, which is driven by the desire to improve welfare, independence, and self-actualization. In addition, self-efficacy was also categorized as “very good,” reflecting employees’ confidence in their ability to run a business. Entrepreneurial intention itself shows a positive tendency and falls into the “good” category. Empirically, the family environment and motivation have a positive and significant effect on entrepreneurial intention, both directly and indirectly through self-efficacy. Furthermore, self-efficacy has also been proven to have a positive and significant effect on entrepreneurial intention. These findings confirm that strong family support and high motivation enhance self-efficacy, which in turn strengthens the entrepreneurial intention of employees at the High Prosecutor’s Office of Jambi.
Pengaruh Legalitas Usaha dan Kualitas Produk terhadap Keputusan Pembelian Konsumen pada UMKM Binaan Dinas Koperasi dan UKM Provinsi Azzahra Ramadani Marsanda; Novita Ekasari; Yayuk Sriayudha
Jurnal Manajemen Bisnis Digital Terkini Vol. 3 No. 3 (2026): Juli: Jurnal Manajemen Bisnis Digital Terkini
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumbidter.v3i3.1372

Abstract

This study aims to analyze the effect of business legality and product quality on consumer purchase decisions at SMEs fostered by the Jambi Province Office of Cooperatives and SMEs. This study employed a quantitative approach with a sample of 96 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results indicate that business legality has a positive and significant effect on consumer purchase decisions, with a significance value of 0.043 (< 0.05). Product quality also has a positive and significant effect on purchase decisions, with a significance value of < 0.001. Simultaneously, business legality and product quality have a positive and significant effect on consumer purchase decisions, with a significance value of < 0.001. The coefficient of determination (R²) of 0.477 indicates that both variables explain 47.7% of the variation in consumer purchase decisions. Therefore, business legality and product quality are important factors influencing consumer purchase decisions at SMEs fostered by the Jambi Province Office of Cooperatives and SMEs.
Revitalisasi Perpustakaan Kampung Markisa untuk Peningkatan Minat Baca Masyarakat Budi Karyanto; Novita Ekasari
Jurnal Igakerta Vol. 1 No. 2 (2024): Jurnal Igakerta
Publisher : IGAKERTA Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70234/0964xn63

Abstract

Kegiatan Pengabdian kepada Masyarakat (PkM) di Kampung Markisa, Karawaci, Tangerang, bertujuan meningkatkan minat baca dan belajar melalui revitalisasi perpustakaan. Metode pelaksanaan meliputi persiapan yang melibatkan koordinasi dengan pihak terkait, observasi kondisi perpustakaan dan masyarakat, penyusunan program kerja yang komprehensif, serta pelaksanaan program yang mencakup pembersihan, pengecatan, penambahan rak buku, dan perbaikan fasilitas. Hasil menunjukkan peningkatan jumlah pengunjung perpustakaan dan minat baca masyarakat. Partisipasi aktif masyarakat dan mahasiswa dalam proses revitalisasi mempererat hubungan komunitas. Rekomendasi meliputi peningkatan koordinasi, alokasi sumber daya yang memadai, pengembangan program literasi berkelanjutan, dan pelibatan lebih banyak pihak.
Pengaruh Pelatihan Kewirausahaan terhadap Kinerja UMKM Binaan Dinas Koperasi dan UKM Provinsi Jambi di Kota Jambi Dewi Melati; Novita Ekasari; Dessy Elliyana
Jurnal Manajemen Kewirausahaan dan Teknologi Vol. 3 No. 2 (2026): Juni : Jurnal Manajemen Kewirausahaan dan Teknologi
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumaket.v3i2.1352

Abstract

This study to analyze the effect of Enterprenuership Training on the Performance of MSMEs fostered by the Jambi Provincial Cooperatives and SMEs Office. The 2025 training program focuses on the culinary sector, but its effectiveness in improving business performance has not been empirically measured. This study uses a quantitative approach by distributing questionnaires to 109 culinary MSMEs who participated in the training. The Entrepreneurship Training variable is measured through six dimensions, while MSME Performance through three dimensions. Data analysis was performed using Partial Least Square–Structural Equation Modeling (PLS-SEM). The results show that all variable indicators meet validity and reliability, with outer loading values ​​>0.7 and Composite Reliability >0.94. The R-Square value of 0.910 indicates that Entrepreneurship Training is able to explain 91% of the variation in MSME Performance. The hypothesis test yielded a path coefficient of 0.954 with a t-statistic of 56.97 and a p-value of 0.000, thus proving that Entrepreneurship Training has a positive and significant effect on MSME performance. This finding emphasizes that the quality of material delivery, trainer competence, and the relevance of training content contribute to increased sales, customer growth, and product competitiveness based on participant perceptions. This study emphasizes the importance of training as a strategy for strengthening MSMEs, although its scope is limited to culinary entrepreneurs. Further research is recommended to include other variables such as business experience, capital, and digital capabilities to understand the factors that influence MSME performance.
Optimization of Social Media and Product Photography as Promotional Media for Geopark Weaving Group in Supporting Air Batu Tourism Village, Renah Pembarap District, Merangin Regency, Jambi Province Nurhayani; Tan, Syamsurijal; Rahmadi, Selamet; Rosmeli; Ekasari, Novita
Jurnal Karya Abdi Masyarakat Vol. 10 No. 1 (2026): Jurnal Karya Abdi Masyarakat
Publisher : LPPM Universitas Jambi

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

Abstract

The Geopark Weaving Group is one of the business groups located in Air Batu Village. This weaving group supports the development of the tourist village by continuously developing and improving its products. However, the group faces several challenges, including the lack of social media accounts and limited skills in creating attractive product photography. The purpose of this community service activity was to improve marketing by focusing on the application of digital technology through social media and product photography. The implementation of these technologies is expected to enhance product promotion, expand the market in the digital era, and support the development of the tourist village through continuous product innovation. Following the community service activity, the weaving group successfully established social media accounts and acquired the ability to create attractive product photographs, although they are still in the learning stage. The weaving business group expressed great appreciation for the assistance provided by the KKNT students in supporting the development of Air Batu Tourism Village. In addition to implementing the community service program, the students also participated in various activities conducted by the village community, including teaching at schools, supporting community health services (Posyandu), participating in arts activities, and other community programs. The methods used in this community service activity were lectures, discussions, and training. It is expected that the partners will cooperate actively and participate throughout the implementation of the program so that the established objectives can be achieved.
PENGARUH SOCIAL MEDIA MARKETING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA SKINCARE GLAD2GLOW DI KOTA JAMBI Gracella Sophia; Novita Ekasari; Mar Atun Saadah
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 3 (2026): Jurnal Riset Multidisiplin Edukasi (Maret 2026)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i3.1795

Abstract

The development of the skincare industry in Indonesia has experienced significant growth along with increasing public awareness of skin care and the influence of social media in marketing activities. One of the emerging local skincare brands is Glad2Glow. This study aims to examine the effect of Social Media Marketing and Price on Purchase Decisions for Glad2Glow skincare products in Jambi City. This research employs a quantitative approach using a survey method by distributing questionnaires to consumers who have used Glad2Glow products. The data analysis technique used is multiple linear regression with the assistance of SPSS software. The results show that partially, Social Media Marketing has a positive and significant effect on Purchase Decisions, with a regression coefficient of 0.601 and a significance value of less than 0.05. In addition, Price also has a positive and significant effect on Purchase Decisions, with a regression coefficient of 0.599 and a significance value of less than 0.05. Simultaneously, Social Media Marketing and Price have a significant effect on Purchase Decisions. These findings indicate that social media marketing strategies and pricing that align with consumer perceptions are important factors in increasing consumer purchase decisions for Glad2Glow skincare products in Jambi City.
Co-Authors Ade Octavia Akhmad Habibi, Akhmad Alvaro, Rakan Amaliatul Mar’atus Sholekhah Aurora, Claudia Ernestina Azzahra Ramadani Marsanda Budi Karyanto Dahmiri Desta Fitriana Dewi Melati Elliyana, Dessy Erni Achmad F. Husni Hasbullah, F. Husni Fathiyah Fathiyah FRIYANI, RITA Garry Yuesa Rosyid Gracella Sophia Haryadi Johannes johannes johannes Lintang Venusita M. Yofi febrianto Mar Atun Saadah Muhammad Alkubbarul Hafiz Musnaini Novita Sari Novitasari Novitasari Nurhayani Nurhayani dan Rosmeli Nurhayani Rosmeli Nurhayani nurhayani Nurlianna Manik Rizky Hartono, Rizky Romi Kurniadi Selamet Rahmadi Sigit Indrawijaya Simarmata, Lusiana Pransisca Siregar, Ade Perdana Suci Mardiana, Citra Sulistiyo, Urip Surya Hartati, Dwi Suswita Roza Syahmardi Yacob Wiralestari, Wiralestari Yaldi , Destri Yayuk Sriayudha Yenny Christine, Yenny Yossinomita