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All Journal Indonesian Journal of Economics and Bussiness BERNAS: Jurnal Pengabdian Kepada Masyarakat Jurnal Dharma Bhakti Ekuitas Terbuka Journal of Economics and Business Journal of Innovation in Management, Accounting and Business Science Information System and Technology
Heppy Agustiana Vidyastuti
Sekolah Tinggi Ilmu Ekonomi Ekuitas
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Neuroscience Nursing Public Health Social Sciences Veterinary Other

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Analisis Content Marketing Pada Tiktok Berdasarkan Persepsi Buyer Vidyastuti, Heppy Agustiana
Journal of Innovation in Management, Accounting and Business Vol. 3 No. 3 (2024)
Publisher : Papanda Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56916/jimab.v3i3.978

Abstract

This study aims to gather insights on buyer perceptions of content marketing on TikTok in order to improve content marketing strategies. The research method employed was quantitative research with a descriptive approach, involving 200 buyer respondents in the city of Bandung. The study focuses on TikTok marketing, with dimensions derived from various reviewed journals. A questionnaire was used as the research instrument, distributed to buyers through accidental sampling. Descriptive statistical analysis was conducted to analyze the data. The research findings indicate that TikTok marketing on content marketing is well-received, with the lowest value observed in the accuracy dimension and the highest value in the easy-to-find aspect. The three dimensions with the highest average value are ease of finding content marketing, collaboration with influencers, and the level of interest in TikTok content marketing. This research provides valuable input for the improvement of content marketing strategies on TikTok, benefiting TikTok shops and contributing to the development of content marketing in the field of digital marketing.
Integration of Content Marketing and Live Streaming of Purchase Intention through Online Customer Review as a Moderating Variable on Market place Users in West Java Agustiana, Heppy
Terbuka Journal of Economics and Business Vol. 6 No. 1 (2025)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarkat-Universitas Terbuka

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

Abstract

 This research is a quantitative study, namely the effect of independent variables, namely content marketing (X1) and live streaming (X2) on purchase intention (Y2) as the dependent variable and online customer review as a moderating variable (Y1). The population in this study were shopee marketplace users in West Java whose number was unknown using the Cochrun formula obtained a sample size of 322 respondents. Respondent samples have age criteria of more than 17 years who use the Marketplace application, have experience seeing firsthand the shopping offered by the Marketplace.  SmartPLS version 4 used to process and analyse  data collection result and its results are: 1 The Online Reviews variable  affected significantly by Content Marketing variable, 2 The Purchase Intention variable  affected significantly by Content Marketing variable, 3 the Online Reviews variable affected significantly by The Live Streaming variable, 4 Variable of Purchase Intention affected significantly by variable of Live Streaming, 5 The Online Review variable no effect on Purchase Intention, 6 Variable of Content Marketing affect to variable of Purchase Intention which mediated by the Online Reviews variable does not meet the requirements in this study, 7 Effect of Live Streaming variable to the variable of Purchase Intention mediated by the Online Reviews variable does not meet the requirements in this study
Development of a Data-Based Customer Relationship Management (CRM) Model to Increase Customer Loyalty in the E-commerce Sector Judijanto, Loso; Vidyastuti, Heppy Agustiana; Hadiyati, Rini; Masela , Mesak Yandri
West Science Information System and Technology Vol. 2 No. 03 (2024): West Science Information System and Technology
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsist.v2i03.1523

Abstract

The rapid growth of the e-commerce sector has intensified the need for effective Customer Relationship Management (CRM) systems to enhance customer loyalty. This study aims to develop a data-based CRM model tailored for the e-commerce industry, emphasizing the integration of personalized communication, data-driven insights, and responsiveness. A quantitative approach was employed, with data collected from 60 respondents using a Likert scale of 1 to 5. The data were analyzed using SPSS version 25. Findings reveal significant positive relationships between CRM components and customer loyalty, with data-driven insights emerging as the most influential predictor. This study contributes to the literature by providing actionable insights and a validated framework for leveraging CRM practices in e-commerce. The findings underscore the importance of data integration, personalization, and responsive customer engagement to foster loyalty and gain a competitive advantage in the evolving digital marketplace.
Co-Authors Annisa Nurfitriana Dagustiani, Dani Dani Dagustani Dani Dagustani Erlynda Yuniarti Kasim HADIYATI, RINI Henny Utarsih Judijanto, Loso Loso Judijanto Masela , Mesak Yandri Mesak Yandri Masela RINI HADIYATI Sari, Wiendy Puspita