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All Journal Majalah Ekonomi WAKTU: Jurnal Teknik UNIPA Neraca EKOBIS ABDIMAS : Jurnal Pengabdian Masyarakat
Teguh Purwanto
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Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Materials Science & Nanotechnology Mechanical Engineering Other

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Pemberdayaan Masyarakat Melalui Pelatihan Pemasaran Online Bagi UMKM Desa Banjarsari – Gresik Ferry Hariawan; Taudlikhul Afkar; Fauziyah; Teguh Purwanto
Ekobis Abdimas Vol 3 No 2 (2022): Desember
Publisher : Fakultas Ekonomi, Universitas PGRI Adi Buana Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36456/ekobisabdimas.3.2.6506

Abstract

The aim of this community service activity program is to empower Micro, Small and Medium Enterprises (MSMEs) in the village of Banjarsari-Gresik through online marketing training of products that are characteristic of the area. This online marketing training is actually a continuation of the previous community service program that was carried out before the pandemic, for that now when the endemic is starting to be empowered again in the hope of increasing MSMEs income. This online marketing training technique was chosen because of the need and seeing the problems that occur. The intended need is to provide benefits to MSMEs actors so they can use online media, as well as problems that occur in the form of conventional marketing due to a lack of understanding of the use of online media for marketing. The results of this activity program show that there is enthusiasm for MSMEs actors to use online media in a simple way through applications that are closest to daily activities such as WhatsApp, Facebook, Instagram.
ANALISIS PERAN IMPULSE BUYING DALAM MEMEDIASI HUBUNGAN ANTARA PENGARUH SHOPEE AFFILIATE PROGRAM, VISUAL ATTRACTIVENESS DAN EXPERTISE TERHADAP MINAT BELI KONSUMEN BATIK KHAS PEKALONGAN Teguh Purwanto; Amir Amir
Neraca Vol. 22 No. 1 (2026): NERACA
Publisher : FEB Universitas Muhammadiyah Pekajangan Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.48144/neraca.v22i1.2473

Abstract

Perkembangan pemasaran digital melalui program afiliasi mempengaruhi perilaku konsumen dalam pembelian produk fashion lokal, seperti batik Pekalongan, yang mendorong terjadinya pembelian impulsif dan berdampak pada minat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Shopee Affiliate Program, Visual Attractiveness, dan Expertise terhadap minat beli dengan impulse buying sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner online yang disebarkan kepada 147 responden generasi Milenial dan Gen Z di Pekalongan yang pernah melakukan pembelian batik melalui tautan Shopee Affiliate. Teknik analisis data yang digunakan adalah PLS-SEM dengan bantuan aplikasi SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Shopee Affiliate Program, Visual Attractiveness, Expertise, dan Impulse Buying berpengaruh positif dan signifikan terhadap minat beli. Impulse buying tidak memediasi pengaruh Shopee Affiliate Program dan Visual Attractiveness terhadap minat beli, namun mampu memediasi pengaruh Expertise terhadap minat beli. Kesimpulan penelitian ini menunjukkan bahwa peningkatan keahlian affiliator berperan penting dalam mendorong pembelian impulsif dan meningkatkan minat beli konsumen terhadap batik Pekalongan.   REFERENSI Afif, M., & Purwanto. (2020). Pengaruh Motivasi Belanja Hedonis, Gaya Hidup Berbelanja dan Promosi Penjualan terhadap Pembelian Impulsif pada Konsumen Shopee ID. Jurnal Aplikasi Manajemen dan Inovasi Bisnis, 34-50. Ajzen. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes. 179-211. Amelia Valentina Hartono, D. M. (2022). PENGARUH EXPERTISE, TRUSTWORTHINESS, LIKABILITY, INFORMATION QUALITY, ENTERTAINMENT VALUE INFLUENCER TERHADAP PURCHASE INTENTION PADA PRODUK MERCHANDISE. Jurnal Manajemen dan Start-Up Bisnis, 15. Annisa, F. N., & Apriyana, N. (2025). 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Co-Authors Aji Prasetyo Albin Sayyid Agnar Caesar Purwanto Amir Amir Djauhar Edi P Edy Sulistiyawan, Edy F Fatkhurrokhmah FAUZIYAH Ferry Hariawan Firdausia, Yuli Kurnia I Made Bagus Dwiarta Leni Susanti Luqmanul Hakim Mochammad Munir Rachman muh fuad muh yusuf Mutiara Rachma Ardhiani Nashrudin Latif Noerchoidah Panca Kurniati rini hidayah Setyo Purwoto Sugijanto Taudlikhul Afkar Tri Ariprabowo Untung Lasiyono Wira Yudha Alam yuni sukamdani Yuni Sukandani