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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 Ekonomi Kreatif Indonesia Jurnal Pengabdian Tri Bhakti Jurnal Media Akademik (JMA) Inovasi Gagasan Abdimas & Kuliah Kerja Nyata Jurnal Transformasi Bisnis Digital Jurnal Riset Multidisiplin Edukasi Jurnal Ekonomi, Manajemen, Akuntansi
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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PEMANFATAN APLIKASI “PARTO JAMBE” BAGI UMKM KULINER DI KOTA JAMBI Rosmeli, Rosmeli; Ekasari, Novita; Wiralestari, Wiralestari; Friyani, Rita; Achmad, Erni
Abdimas Galuh Vol 5, No 2 (2023): September 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ag.v5i2.12036

Abstract

UMKM Kuliner merupakan sector yang terus mengalami perkembangan. Jumlah UMKM kuliner di Kota Jambi terus mengalami peningkatan setiap tahunnya. Sampai pada tahun 2022 jumlah UMKM berjumlah 21.186 unit. Pemanfaatan digital marketing masih belum dimanfaatkan secara maksimal oleh UMKM. Untuk memperluas hasil produksi ke pemerintah Provinsi Jambi maka para UMKM harus menjadi mitra dengan aplikasi Parto Jambe. Aplikasi ini merupakan satu satunya marketplace lokal yang dimiliki oleh Provinsi Jambi. Aplikasi ini mulai ada dari keprihatinan ada UMKM lokal yang mengalami kemunduran penjualan akibat Covid-19 yang lalu. Sampai saat ini sudah terdapat 396 mitra dengan 2.693 variasi produk. Pemanfaatan aplikasi Parto Jambe bagi para UMKM akan memberikan dampak pada  para UMKM untuk memperluas hasil penjualan dan meningkatkan pendapatan UMKM.
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 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.
Pengaruh Gender Dan Orientasi Kewirausahaan Terhadap Minat Berwirausaha Mahasiswa Program Mahasiswa Wirausaha Universitas Jambi Rosa Octo; Novita Ekasari
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 4: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i4.15641

Abstract

Minat berwirausaha mahasiswa Program Mahasiswa Wirausaha (PMW) Universitas Jambi fluktuatif, dipengaruhi gender dan orientasi kewirausahaan (EO), meskipun studi sebelumnya inkonsisten. Penelitian ini bertujuan menganalisis pengaruh gender dan EO terhadap minat berwirausaha. Jenis penelitian kuantitatif deskriptif dengan analisis regresi linier berganda. Populasi 935 mahasiswa PMW 2023-2025, sampel 90 responden purposive sampling. Instrumen kuesioner Likert (validitas Sig<0,05; reliabilitas α>0,85), diuji asumsi klasik (normalitas Sig=0,200; VIF=2,755; heteroskedastisitas acak). Hasil menunjukkan gender berpengaruh signifikan (t=2,110; Sig=0,038), EO dominan (t=8,958; Sig=0,000), simultan 77,9% (F=158,259; Sig=0,000; Adj. R²=0,779). Kesimpulan: Kedua variabel mendorong minat berwirausaha, EO lebih kuat; saran pelatihan inklusif PMW untuk tingkatkan partisipasi perempuan.
Pengaruh Pemanfaatan Sosial Media Marketing dalam Meningkatkan Penjualan Usaha Mikro Kecil (UMK) di Kota Jambi Sari, Mustika; Ekasari, Novita; Tialonawarmi, Fenny
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 4: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i4.16036

Abstract

Perkembangan media sosial mendorong transformasi pemasaran UMK di Kota Jambi, meskipun pemanfaatan sering belum optimal. Penelitian ini bertujuan menganalisis pengaruh social media marketing melalui dimensi konten, interaksi, dan hubungan pelanggan terhadap peningkatan penjualan UMK. Menggunakan pendekatan kuantitatif asosiatif, data primer dikumpul via kuesioner Likert dari 100 responden UMK (sampel purposive, rumus Lemeshow) yang aktif media sosial. Analisis SEM-PLS dengan SmartPLS mencakup validitas (AVE>0,5, loading>0,7), reliabilitas (rho_c>0,70), dan hipotesis bootstrapping. Hasil tunjukkan ketiga dimensi berpengaruh positif signifikan (hubungan pelanggan paling kuat, koefisien 0,498; R²=0,600). Kesimpulan merekomendasikan optimalisasi hubungan pelanggan untuk loyalitas dan omzet berkelanjutan.
PENGARUH KEPERCAYAN DAN PERCEIVED VALUE TERHADAP MINAT PEMBELIAN PRODUK PINKFLASH PADA GENERASI Z DI KOTA JAMBI Melda, Melda; Ekasari, Novita; Saputra, Muhammad Haris
Jurnal Ekonomi Kreatif Indonesia Vol. 4 No. 2 (2026): April
Publisher : PT. Tangrasula Tekno Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61896/jeki.v4i2.209

Abstract

ABSTRAK Minat pembelian konsumen pada produk kosmetik tidak hanya dipengaruhi oleh pertimbangan nilai yang dirasakan, tetapi juga oleh tingkat kepercayaan terhadap produk, terutama dalam konteks meningkatnya perhatian konsumen terhadap kualitas dan keamanan. Meskipun kedua faktor tersebut telah banyak dikaji, pengujian pada objek spesifik dengan karakteristik konsumen tertentu masih relevan untuk dilakukan. Oleh karena itu, penelitian ini bertujuan untuk menguji pengaruh kepercayaan dan perceived value terhadap minat pembelian produk PinkFlash pada Generasi Z di Kota Jambi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa kepercayaan dan perceived value secara parsial berpengaruh positif dan signifikan terhadap minat pembelian. Selain itu, kedua variabel tersebut juga terbukti berpengaruh secara simultan terhadap minat pembelian. Temuan ini menunjukkan bahwa kepercayaan dan perceived value merupakan faktor yang relevan dalam menjelaskan minat pembelian konsumen pada objek penelitian yang diteliti. ABSTRACT Purchase intention in cosmetic products is influenced by consumers’ evaluative considerations, particularly trust and perceived value. In the context of increasing consumer attention to product quality and safety, these factors become important in shaping purchasing decisions. Although both variables have been widely examined, empirical testing within a specific product context and consumer segment remains relevant. This study aims to examine the effect of trust and perceived value on the purchase intention of PinkFlash cosmetic products among Generation Z consumers in Jambi City. A quantitative approach was employed using a survey method, with data collected from 100 respondents through purposive sampling. The data were analyzed using multiple linear regression. The results indicate that trust and perceived value each have a positive and significant effect on purchase intention. Furthermore, both variables simultaneously have a significant effect on purchase intention. These findings suggest that trust and perceived value are relevant factors in explaining consumer purchase intention within the context of the studied object
Co-Authors Ade Octavia Akhmad Habibi, Akhmad Alvaro, Rakan Amaliatul Mar’atus Sholekhah Aurora, Claudia Ernestina Dahmiri Desta Fitriana Erni Achmad F. Husni Hasbullah, F. Husni Fathiyah Fathiyah FRIYANI, RITA Garry Yuesa Rosyid Gracella Sophia Haryadi Johannes johannes johannes Karyanto, Budi Lintang Venusita M. Yofi febrianto Mar Atun Saadah Melda, Melda Muhammad Alkubbarul Hafiz Muhammad Haris Saputra Musnaini Mustika Sari, Mustika Novita Sari Novitasari Novitasari Nurhayani Nurhayani dan Rosmeli Nurhayani Rosmeli Nurhayani nurhayani Nurlianna Manik Rizky Hartono, Rizky Romi Kurniadi Rosa Octo Sigit Indrawijaya Simarmata, Lusiana Pransisca Siregar, Ade Perdana Suci Mardiana, Citra Sulistiyo, Urip Surya Hartati, Dwi Suswita Roza Syahmardi Yacob Tialonawarmi, Fenny Wiralestari, Wiralestari Yaldi , Destri Yayuk Sriayudha Yenny Christine, Yenny Yossinomita