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All Journal CHEMISTRY PROGRESS METANA Agrointek Jurnal Pengkajian dan Pengembangan Teknologi Pertanian Jurnal Penelitian dan Pengembangan Pertanian Akuisisi : Jurnal Akuntansi IKRA-ITH ABDIMAS JURNAL PANGAN International Journal of Education, Social Studies, And Management (IJESSM) Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Batara Wisnu : Indonesian Journal of Community Services Pharmacy Reports Journal Of Human And Education (JAHE) Journal of Comprehensive Science Journal of Islamic Economics and Business The International Journal of Education Management and Sociology Jurnal Manajemen, Akuntansi, Ekonomi Innovative: Journal Of Social Science Research Enrichment: Journal of Multidisciplinary Research and Development Jurnal Internasional Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Pengabdian Masyarakat KINERJA : Jurnal Ekonomi dan Bisnis Journal of Management
Heny Herawati
Balai Besar Penelitian dan Pengembangan Pascapanen Pertanian
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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Study of Consumer Behavior on TikTok: Motivations, Preferences, and their Impact on Marketing Trends Safrianto, Arief Syah; Herawati, Heny; Fauzan, Rusydi
Journal of Management Vol. 3 No. 2 (2024): July - December
Publisher : Yayasan Pendidikan Belajar Berdikari

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

Abstract

This study seeks to investigate the impact of fashion content, content inventiveness, and user interaction on consumer behavior, as well as the moderating role of consumer motivation in enhancing these interactions. Data was obtained from active social media users who were exposed to fashion content. Statistical tests were used in the analysis, as well as Moderated Regression Analysis (MRA). The study found that fashion content (X1) had a significant positive impact on customer behavior (Y), with a significance value of 0.000 (p < 0.05). Content inventiveness (X2) has a considerable beneficial impact on consumer behavior (Y) with a significance level of 0.000 (p < 0.05). Furthermore, user interaction (X3) has a considerable beneficial impact on customer behavior (Y) with a significance value of 0.000 (p < 0.05). Furthermore, the MRA results suggest that consumer motivation (M1) moderates the effect of fashion content on customer behavior, with a p-value of 0.01. Customer motivation, with a significance value of 0.00, likewise moderates the effect of content innovation on customer behavior, as does user interaction. Thus, consumer motivation enhances the link between the independent factors (fashion content, content creativity, and user engagement) and the dependent variable (consumer behavior).This study emphasizes the importance of customer motivation in enhancing the efficiency of marketing tactics using fashion content on social media. The findings have practical implications for marketers and content providers in the fashion sector to pay more attention to customer motivation factors in order to promote favorable consumer behavior toward their brands.
Pemanfaat Literasi Digital dalam Pengembangan UMKM di Wilayah Cikarageman: Pengabdian Herawati, Heny; Lestari, Sri; Bandawaty, Euis; Suldina, Farida; Sanjoyo; Siddiq, Achmad
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 2 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 2 (October 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i2.3690

Abstract

The rapid advancement of technology in the digital era has significantly simplified business operations. However, not all entrepreneurs possess adequate understanding and skills to optimally utilize digital technology in their business processes. This condition highlights the importance of enhancing digital literacy among business actors, particularly in the areas of business management and marketing. In response to this need, the Management Study Program of the Faculty of Economics, Universitas Islam As-Syafi’iyah conducted a digital literacy training program for 20 housewives and MSME entrepreneurs in Cikarageman Village, Setu District, East Bekasi. The program aimed to facilitate participants’ transformation from conventional business practices to digitally based systems. The training focused on implementing digital marketing strategies through the use of social media and the Shopee marketplace platform. Participants were trained to create engaging promotional content, such as photos, videos, and persuasive copywriting, to attract online consumers. The results of the activity showed that participants were able to understand and directly apply digital media utilization in their business activities. This improvement positively affected marketing effectiveness, market reach expansion, and potential income growth through more systematic financial management.
Co-Authors AGUS NURAWAN Ahyar, Miftahul Akhmad Endang Zainal Hasan Amalia, Lathifah Anglia Banda Sutomo, Woro Arief Syah Safrianto Arifin, Moh. Samsul Armiati, Reni Arsilenda Asman Asman Azara, Ekta Bandawati, Euis Bisri Merduani Chandra, Dharnita chusnah, Chusnah Dede R. Adawiyah Desvina, Della Dian Gustina, Dian Dwi Nugraheni EKA RAHAYU Elmi Kamsiati Ermawati, Dwi Euis Bandawaty Farida Farida Fauzan, Rusydi Fauzizah, Adillah Febrianti, Reni Feri Kusnandar G. Gunawan Halim, Mohd Handoko, Ari Iswahyuningsih, Iswahyuningsih Juliana Kartika Sari Dewi Kendrianto khairiyah, Anisah M.M, Besse Faradiba Meindro, Meindro Muarief, Fahrurozi Muhammad Asir Novandra, Rio Pangeran, Pangeran Pramana Putra, Nanda Purnomo Purnomo Rafliansyah, Rafliansyah Rasty Yulia ristanto ristanto, ristanto Riyona Desvy Pratiwi, Riyona Desvy Sabilla, Nazwa Zahra Sanjoyo Sanjoyo, Sanjoyo Santhoso, Agus Santhuso, Agus Scorita, Kurnia Budhy Siddiq, Achmad Slamet Budijanto Soraya, Elly Suheriyatmono Sukatmadjaya, Ahmad Suldina, Farida Sunardi Sunardi Sunaryo Sunaryo Suroso, Amat Teguh Prasetya Viddy Agustian Rosyidi Violin, Vivid Wardani, Dewi Ratih Kusuma Waskito, Meindro Windi Atika Ningrum Yayan Hendayana Zanjabilla, Sabighoh