Garuda - Garba Rujukan Digital

Pengaruh Content Marketing dan Review Produk terhadap Keputusan Pembelian di Tiktok: Peran Live Streaming sebagai Faktor Pendukung Kuswoyo, Chandra; Pangestu, Clarissa Nathania
Jurnal PASTI (Penelitian dan Aplikasi Sistem dan Teknik Industri) Vol 19, No 1 (2025): Jurnal PASTI
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/pasti.2025.v19i1.005

Para pengusaha perlu memberikan perhatian khusus pada cara memasarkan produk mereka untuk menarik minat konsumen dalam membuat keputusan pembelian melalui media sosial TikTok. Berdasarkan laporan APJII (asosiasi penyelenggara jasa internet Indonesia) tahun 2022, sebanyak 87,43% UMKM memanfaatkan teknologi internet dan 89,15% penduduk Indonesia aktif menggunakan media sosial, salah satunya adalah Tiktok dengan pertumbuhan tercepat di Indonesia yaitu sebanyak 99,1 juta pengguna aktif. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran berbasis konten dan ulasan produk terhadap keputusan pembelian di TikTok dengan streaming langsung sebagai variabel moderasi. Data primer dikumpulkan melalui survei menggunakan kuesioner. Teknik sampling yang diterapkan adalah purposive sampling, dengan jumlah sampel minimum yang dihitung menggunakan rumus Lemeshow, menghasilkan total 120 responden dari masyarakat Jawa Barat yang memiliki akun TikTok, pernah membeli produk karena konten promosi di TikTok, dan pernah menyaksikan live streaming penjualan produk di platform tersebut. Analisis data dilakukan menggunakan metode Smart PLS. Temuan penelitian menunjukkan bahwa pemasaran berbasis konten dan ulasan produk memiliki pengaruh positif terhadap keputusan pembelian. Namun, streaming langsung tidak mampu memoderasi hubungan antara pemasaran konten dan ulasan produk terhadap keputusan pembelian. Meski demikian, streaming langsung sebagai variabel independen tetap memberikan dampak positif terhadap keputusan pembelian di TikTok.

Peningkatan literasi keuangan dan keterampilan public speaking melalui gamification smart pocket dan metode C.A.N Saragih, Susanti; Margaretha, Yolla; Kristine, Fanny; Margaretha, Meily; Nursalin, Kezia Kurniawati; Sherlywati, Sherlywati; Kuswoyo, Chandra
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 9, No 4 (2025): Juli
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v9i4.31925

AbstrakLiterasi keuangan dan keterampilan public speaking merupakan kompetensi penting bagi siswa dalam menghadapi era digital. Kegiatan Pengabdian kepada Masyarakat (PKM) ini bertujuan meningkatkan kedua keterampilan tersebut di kalangan siswa kelas IX SMPK BPK Penabur Holis Bandung melalui pendekatan edukatif interaktif. Kegiatan dilaksanakan dalam satu hari melibatkan 114 siswa dan delapan guru pendamping. Pemetaan kebutuhan dilakukan melalui survei daring sebelum pelatihan. Materi literasi keuangan menggunakan konsep SMART POCKET, sedangkan keterampilan berbicara menerapkan metode C.A.N (Creative, Artikulasi, Nada) dengan pendekatan gamification. Evaluasi menggunakan pre dan post-test serta survei kepuasan. Hasil menunjukkan peningkatan pemahaman signifikan dengan rata-rata skor meningkat dari 83,2 menjadi 100. Survei kepuasan menunjukkan peserta menilai kegiatan relevan, bermanfaat, dan mampu meningkatkan kepercayaan diri. Meskipun terbatas waktu pelaksanaan, kegiatan ini berhasil mencapai tujuan dan mencerminkan komitmen Tri Dharma Perguruan Tinggi serta berkontribusi pada pencapaian SDGs No. 8. Kata kunci: pengabdian; pelatihan; literasi digital; public speaking; generasi z Abstract Financial literacy and public speaking skills are essential competencies for students in facing the digital era. This Community Service (PKM) activity aims to enhance both skills among ninth-grade students at SMPK BPK Penabur Holis Bandung through an interactive educational approach. The activity was conducted in one day involving 114 students and eight accompanying teachers. Needs mapping was conducted through an online survey before the training. Financial literacy material used the SMART POCKET concept, while speaking skills applied the C.A.N method (Creative, Articulation, Tone) with a gamification approach. Evaluation used pre and post-tests as well as satisfaction surveys. Results showed significant improvement in understanding with average scores increasing from 83.2 to 100. Satisfaction surveys indicated that participants found the activity relevant, beneficial, and capable of boosting their confidence. Despite time constraints in implementation, this activity successfully achieved its objectives and reflects the commitment to Tri Dharma Perguruan Tinggi while contributing to the achievement of SDGs No. 8. Keywords: community service; training; digital literacy; public speaking; generation z

PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN PRODUK ADIDAS DI INDONESIA Kuswoyo, Chandra; Kristianto, Aldo
Referensi : Jurnal Ilmu Manajemen dan Akuntansi Vol 13, No 1 (2025)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/ref.v13i1.7065

This study was conducted to examine the influence of brand image and product quality on customer loyalty toward Adidas Indonesia apparel products. The respondents involved in this research consisted of 110 individuals who had made more than one purchase of Adidas Indonesia products. Data were collected using an online questionnaire and analyzed using SPSS version 27.The results of the data analysis indicate that both brand image and product quality have a positive and significant effect on customer loyalty, both individually and jointly. The research model shows that these two variables explain 9% of the variation in customer loyalty. This suggests that many other factors beyond brand image and product quality also influence customer loyalty.The findings reinforce the importance for companies to develop strategies that enhance brand image through creatively packaged campaigns and collaborations with influencers. Additionally, maintaining product quality is essential to meeting customer expectations and sustaining long-term customer loyalty.

Membentuk Pemimpin Masa Depan Melalui Pelatihan Pengelolaan Keuangan Saragih, Susanti; Margaretha, Yolla; Kristine, Fanny; Margaretha, Meily; Nursalin, Kezia Kurniawati; Sherlywati, Sherlywati; Kuswoyo, Chandra
Yumary: Jurnal Pengabdian kepada Masyarakat Vol. 6 No. 1 (2025): September
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/yumary.v6i1.3837

Purpose: This community service initiative aims to support educational institutions in fostering the social and emotional development of adolescents by promoting awareness of saving, enhancing understanding of personal finance concepts, and equipping adolescents with essential financial skills to navigate future financial challenges. Methodology: The methodology employed in this initiative involved simulations and role-playing activities structured as a training program. The training focuses on the "Gerakan SMART" (Simpan, Mengurutkan kebutuhan, Atur pengeluaran, Realisasikan, dan Tercatat), a framework designed to assist individuals in creating, managing, and effectively utilizing personal finances. Results: A total of 97 junior high school students participated in this study. Evaluation based on three key indicators revealed that the community service activity was successful in achieving its objectives. The "Gerakan SMART" game improved the participants’ knowledge of financial management. Conclusion: Financial management is a crucial skill for adolescents, preparing them to face future financial challenges and ensuring their well-being. Training programs focused on financial management for young people are expected to cultivate future leaders equipped to thrive in competitive workplace environments that demand these skills, thereby contributing to the achievement of the Sustainable Development Goals (SDGs). Limitations: Owing to time and resource limitations, the program had difficulty ensuring that participants fully understood the material and assessing the training’s long-term effects. Contribution: By promoting the "Gerakan SMART" framework, the program equips young generations with the tools to navigate future financial challenges and prepares them to be leaders in the future.

Social Media Marketing Memoderasi Brand Image dan Word of Mouth terhadap Keputusan Pembelian Kuswoyo, Chandra; Lu, Cen; Abednego, Felicia; Hasanah, Roudhoh Nanda
Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton Vol. 10 No. 1 (2024): Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton
Publisher : Lembaga Jurnal dan Publikasi Universitas Muhammadiyah Buton

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35326/pencerah.v10i1.4783

Persaingan bisnis di industri pendidikan tinggi khususnya perguruan tinggi swasta menuntut dilakukannya strategi pemasaran yang tepat untuk menarik minat calon mahasiswa baru masuk ke perguruan tinggi tersebut. Berdasarkan riset terdahulu, penulis mendapatkan bahwa ada pengaruh posotif dan kuat dari citra merek dan word of mouth terhadap keinginan calon mahasiswa memilih suatu perguruan tinggi swasta. Tujuan dari riset ini ialah menyelidiki bagaimana pengaruhnya citra merek dan rekomendari dari mulut ke mulut pada keputusan pembelian, dengan penekanan khusus pada peran moderasi dalam pemasaran sosial media. Pada penelitian ini, pendekatan kuantitatif explanatory causal digunakan. Mahasiswa Universitas Kristen Maranatha Bandung Angkatan 2022 adalah subjek studi ini. Data primer dikumpulkan dengan menyebarkan kuesioner kepada 196 responden melalui Google Forms. Analisis regresi moderat digunakan untuk mengumpulkan data. Penelitian ini menunjukkan bahwa pemasaran sosial media dapat berfungsi sebagai faktor moderasi yang dapat meningkatkan hubungan antara citra merek dan rekomendasi dari mulut ke mulut dengan keputusan pembelian konsumen. Diharapkan penelitian ini akan meningkatkan pemahaman kita tentang cara-cara pemasaran perguruan tinggi swasta dalam lingkungan persaingan yang ketat, khususnya tentang cara menarik perhatian siswa melalui platform sosial.

THE IMPACT OF CONSUMER ATTITUDES ON ONLINE SHOPPING, INCLUDING SOCIAL MOTIVATIONS, ESCAPISM MOTIVATIONS, AND VALUE MOTIVATIONS, IN RELATION TO ONLINE PURCHASE INTENTIONS Cen Lu; Chandra Kuswoyo; Reicheana Koesala Zirho
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 2 No. 6 (2024): December
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v2i6.389

The development of technology and the internet has changed people's shopping behavior, especially the millennial generation. This study aims to analyze the attitude on online shopping of the millennial generation and compare it with the population as a whole. This study also provides an explanation of the online shopping behavior of consumers in the millennial generation group, as well as being the basis for developing teaching materials in customer insight and consumer behavior courses. The Millennial generation is a group of individuals who have different awareness of the impact of historical events they experience. They tend to be more tech-savvy and spend less money on purchases. The study highlights the need to understand the Millennial generation further because they are not monolithic. Understanding generational differences and their impact on online shopping is important for effective target audience segmentation. Meanwhile, purchasing behavior describes whether consumers actually buy the products they want, with purchase intention as a proxy variable to measure purchasing behavior. This study is a type of quantitative research that uses a survey method to collect data from the West Java millennial generation who are involved in online purchase intention. The population is the West Java millennial generation, and the sample was taken using a purposive sampling technique. Testing of the research instrument was carried out with validity using the Pearson Correlation test and reliability with Cronbach's alpha. The data was processed using Moderate Regression Analysis (MRA) with SPSS version 25. The results of the study showed that attitudes on online shopping and value motives influence online shopping intention. Social motives and escapism motives do not affect online shopping intention.

Membentuk Pemimpin Masa Depan Melalui Pelatihan Pengelolaan Keuangan Saragih, Susanti; Margaretha, Yolla; Kristine, Fanny; Margaretha, Meily; Nursalin, Kezia Kurniawati; Sherlywati, Sherlywati; Kuswoyo, Chandra
Yumary: Jurnal Pengabdian kepada Masyarakat Vol 6 No 1 (2025): September
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/yumary.v6i1.3837

Purpose: This community service initiative aims to support educational institutions in fostering the social and emotional development of adolescents by promoting awareness of saving, enhancing understanding of personal finance concepts, and equipping adolescents with essential financial skills to navigate future financial challenges. Methodology: The methodology employed in this initiative involved simulations and role-playing activities structured as a training program. The training focuses on the "Gerakan SMART" (Simpan, Mengurutkan kebutuhan, Atur pengeluaran, Realisasikan, dan Tercatat), a framework designed to assist individuals in creating, managing, and effectively utilizing personal finances. Results: A total of 97 junior high school students participated in this study. Evaluation based on three key indicators revealed that the community service activity was successful in achieving its objectives. The "Gerakan SMART" game improved the participants’ knowledge of financial management. Conclusion: Financial management is a crucial skill for adolescents, preparing them to face future financial challenges and ensuring their well-being. Training programs focused on financial management for young people are expected to cultivate future leaders equipped to thrive in competitive workplace environments that demand these skills, thereby contributing to the achievement of the Sustainable Development Goals (SDGs). Limitations: Owing to time and resource limitations, the program had difficulty ensuring that participants fully understood the material and assessing the training’s long-term effects. Contribution: By promoting the "Gerakan SMART" framework, the program equips young generations with the tools to navigate future financial challenges and prepares them to be leaders in the future.

PENGARUH ULASAN PELANGGAN, INFLUENCER MARKETING, LIVE STREAMING, DAN CITRA MEREK TERHADAP MINAT BELI PRODUK GLAD TO GLOW Kuswoyo, Chandra; Susanto, Stevanus
Jurnal Riset Bisnis Vol. 9 No. 2 (2026): April
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pancasila Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65179/9vcxpf55

Studi ini dirancang untuk mengeksplorasi kontribusi evaluasi konsumen, strategi pemasaran berbasis kreator digital, siaran langsung interaktif, serta persepsi brand dalam membentuk intensi pembelian produk kecantikan Glad to Glow. Penelitian melibatkan 150 partisipan yang diseleksi melalui teknik pengambilan sampel non-probabilitas dengan pendekatan purposif. Riset ini mengadopsi paradigma kuantitatif dengan metode analisis regresi multipel, dimana pengolahan data statistik dieksekusi menggunakan aplikasi SPSS versi 25. Temuan empiris mengkonfirmasi bahwa keseluruhan konstruk independen: ulasan pelanggan, pemasaran melalui influencer (influencer marketing), siaran langsung (live streaming), dan citra merek secara konkuren memberikan dampak afirmatif dan bermakna statistik terhadap intensi pembelian. Secara parsial, setiap konstruk juga mendemonstrasikan kontribusi yang bermakna terhadap niat beli, dengan persepsi merek menunjukkan supremasi pengaruh dibandingkan prediktor lainnya. Dari hasil riset ini didapatkan bahwa dalam sudut pandang digital marketing di bidang produk kecantikan, strategi yang menggabungkan elemen sosial seperti ulasan dan pengaruh influencer, serta elemen visual-interaktif seperti live streaming, dapat secara efektif meningkatkan minat beli, khususnya di kalangan konsumen muda yang aktif secara digital. Kata Kunci : Minat Beli, Ulasan Pelanggan, Influencer marketing, Live streaming, Citra Merek, Glad to Glow

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