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All Journal JIPTEK : Jurnal Ilmiah Pendidikan Teknik dan Kejuruan Jurnal Manajemen dan Kewirausahaan (JMDK) Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Mantik Al-Kharaj: Journal of Islamic Economic and Business International Journal of Economics Development Research (IJEDR) Jurnal Industri Kreatif dan Kewirausahaan Enrichment : Journal of Management Economics and Digital Business Review Informatics and Digital Expert (INDEX) Indonesian Journal of Digital Business CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Jurnal Ilmiah Pengabdian dan Inovasi Jurnal E-bussiness Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar DIGIBE: Digital Business and Entrepreneurship Journal Jurnal Pengabdian Nasional (JPN) Indonesia kawanad Jurnal Transformasi Bisnis Digital Jurnal Cendekia Ilmiah Ulil Albab Journal of Business and Information System
Btari Mariska Purwaamijaya
Universitas Pendidikan Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences Other

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Pelatihan Optimalisasi Pemasaran Produk UMKM melalui Sosial Media Tiktok Btari Mariska Purwaamijaya; Oding Herdiana; Syti Sarah Maesaroh; Rangga Gelar Guntara
Jurnal Ilmiah Pengabdian dan Inovasi Vol. 1 No. 2 (2022): Jurnal Ilmiah Pengabdian dan Inovasi (Desember)
Publisher : Insan Kreasi Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (848.037 KB) | DOI: 10.57248/jilpi.v1i2.37

Abstract

Digital marketing has many advantages over traditional marketing. With digital marketing, business actors and potential consumers do not need to always meet face to face. This is certainly a very good thing, especially in the midst of the dangers of the current pandemic. In addition, marketing in the digital world has a very wide reach without being limited by space and time. So that the wider the marketing reach, the wider the opportunity to reach potential consumers. One type of digital marketing that is currently becoming a trend is marketing on social media. There are so many social media that can be used for marketing. One of them is Tiktok social media. training activities for optimizing the marketing of MSME products through social media Tiktok have been running smoothly. participants can already make marketing videos on Tiktok. The output of this research is in the form of articles published in national journals.
Pengaruh E-CRM dan E-Service Quality terhadap Customer Loyalty melalui Customer Experience Velisa Stevannie; Btari Mariska Purwaamijaya; Rangga Gelar Guntara
Jurnal E-bussiness Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar Vol 5 No 1 (2025): Jurnal E-bussiness Institut Teknologi dan Bisnis Muhammadiyah Polewali Mandar
Publisher : Pusat Penelitian dan Pengabdian Masyarakat ITBM Polman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59903/ebussiness.v5i1.179

Abstract

Pertumbuhan pesat industri transportasi online di Indonesia menimbulkan tantangan besar bagi perusahaan untuk mempertahankan loyalitas pelanggan, terutama di tengah persaingan ketat dengan layanan serupa seperti Gojek dan Grab. Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Customer Relationship Management (E-CRM) dan kualitas layanan elektronik (e-service quality) terhadap loyalitas pelanggan (customer loyalty), dengan pengalaman pengguna (customer experience) sebagai variabel mediasi, dalam konteks penggunaan aplikasi MyBluebird milik PT Blue Bird Tbk. Pendekatan penelitian yang digunakan adalah kuantitatif dengan jenis penelitian kausal. Data diperoleh melalui penyebaran kuesioner online kepada 228 responden yang merupakan pengguna aktif aplikasi MyBluebird. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa E-CRM dan e-service quality memiliki pengaruh positif dan signifikan terhadap customer loyalty baik secara langsung maupun tidak langsung melalui customer experience. Selain itu, customer experience terbukti memiliki pengaruh positif terhadap customer loyalty, sekaligus memediasi hubungan antara E-CRM dan e-service quality terhadap customer loyalty. Temuan ini mempertegas bahwa pengalaman pelanggan yang positif merupakan faktor krusial dalam membentuk loyalitas di era digital. Penelitian ini memberikan kontribusi teoretis dalam memperluas kajian loyalitas pelanggan dalam konteks transportasi online serta memberikan rekomendasi praktis bagi PT Blue Bird Tbk untuk meningkatkan strategi E-CRM dan kualitas layanan digital melalui penciptaan pengalaman pengguna yang lebih personal, aman, dan memuaskan
Pengaruh Marketing Mix Terhadap Repurchase Intention Pada Kopi Dan Rempah Trem Di Tasikmalaya Azizah Azhar; Btari Mariska Purwaamijaya; Adi Prehanto
ULIL ALBAB : Jurnal Ilmiah Multidisiplin Vol. 3 No. 10: September 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jim.v3i10.5001

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Marketing Mix terhadap Repurchase Intention pada Kopi dan Rempah Trem. Hal ini dikarenakan melihat banyaknya perubahan yang terjadi di Indonesia membuat masyarakat pelan-pelan mengenal budaya lain salah satunya adalah budaya minum kopi. Kopi dan Rempah Trem menawarkan cita rasa yang unik melalui racikan kopi dengan rempah-rempah Indonesia. Selain itu, Kopi dan Rempah Trem juga sedang menghadapi tantangan dalam mempertahankan konsumen baru menjadi konsumen loyal di Tengah persaingan yang semakin ketat. Penelitian ini dilakukan dengan metode kuantitatif deskriptif melalui survei data ke 114 responden. Hasilnya menyatakan bahwa Marketing Mix memiliki pengaruh positif dan signifikan terhadap Repurchase Intention.
Data-Driven Culinary Business: Analisis Google Maps Scraping untuk Menghadapi Fenomena FOMO di Tasikmalaya Rizki Nugraha, Muhammad; Gelar Guntara, Rangga; Mariska Purwaamijaya, Btari; Nazwa Aprilia, Nyra; Khairunisa, Alamanda
Informatics and Digital Expert (INDEX) Vol. 7 No. 2 (2025): INDEX, November 2025
Publisher : LPPM Universitas Perjuangan Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36423/index.v7i2.2350

Abstract

Fenomena Fear of Missing Out (FOMO) menciptakan siklus popularitas yang tidak stabil bagi UMKM kuliner di Tasikmalaya, sehingga menyulitkan keberlanjutan bisnis. Penelitian ini bertujuan untuk menyajikan model strategi berbasis data dengan memanfaatkan teknik web scraping dan klastering K-Means pada data Google Maps. Metodologi penelitian dimulai dengan proses scraping yang menghasilkan 72 data UMKM kuliner valid, yang kemudian dianalisis secara kuantitatif. Algoritma K-Means berhasil mengelompokkan UMKM ke dalam tiga klaster berbeda berdasarkan karakteristik digital (rating dan jumlah ulasan): Klaster Kualitas Tinggi (45 UMKM), Klaster Populer Berisiko (25 UMKM), dan Klaster Bintang Viral (2 UMKM). Temuan ini menjadi dasar perumusan Matriks Strategi 4 Kuadran yang memetakan posisi kompetitif setiap UMKM. Penelitian ini menyimpulkan bahwa integrasi teknik scraping dan klastering K-Means merupakan metode yang efektif untuk mengubah data ulasan publik menjadi wawasan strategis yang dapat ditindaklanjuti, membantu UMKM mengurangi ketergantungan pada tren sesaat dan membangun keberlanjutan jangka panjang.
The Influence of price value, hedonic motivation, and habit on Shopee users’ continuance intention Alya Syifa Mu'awwanah; Btari Mariska Purwaamijaya; Syti Sarah Maesaroh
Journal of Business and Information Systems (e-ISSN: 2685-2543) Vol. 7 No. 2 (2025): Journal of Business and Information Systems
Publisher : Department of Accounting, Faculty of Business, Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/jbis.v7i2.328

Abstract

This study addresses the underexplored mediating role of user satisfaction in sustaining Shopee users’ continuance intention amid a 17% drop in site visits by mid-2025 and reduced Q2 2024 orders. Integrating the UTAUT2 and ECM frameworks, this study examines how price value, hedonic motivation, and habit shape satisfaction and long-term usage among 260 active Shopee users in West Java, Indonesia’s province with the highest internet penetration at 82.73% (APJII, 2023). Employing a quantitative explanatory design, data were collected via a five-point Likert-scale online questionnaire and analyzed using SEM-PLS in SmartPLS 4. Findings confirm that price value and hedonic motivation fully influence continuance intention through user satisfaction, whereas habit has the strongest direct effect and partially mediates this relationship. The model yields substantial predictive power (Adjusted R² > 0.70 for both endogenous constructs). These insights urge Shopee to strengthen retention through competitive pricing, gamified experiences, and habit-forming mechanisms, thereby bolstering Indonesia’s resilience in volatile markets
PENGEMBANGAN PESANTREN MANDIRI MELALUI PENDAMPINGAN UMKM BERKELANJUTAN BERBASIS DIGITAL DI PESANTREN ULUL ALBAB BOJONG KONENG Masri, Rina Marina; Muda Purwaamijaya, Iskandar; Mariska Purwaamijaya, Btari
Martabe : Jurnal Pengabdian Kepada Masyarakat Vol 4, No 2 (2021): Martabe : Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jpm.v4i2.734-740

Abstract

Agenda Pembangunan Berkelanjutan atau Sustainable Development Goals (SDGs) sebagai kesepakatan pembangunan global berisi seperangkat tujuan transformatif antara lain (1) Tidak ada kemiskinan dalam bentuk apapun di seluruh penjuru dunia, (2) Tidak ada lagi kelaparan, mencapai ketahanan pangan, perbaikan nutrisi, serta mendorong budidaya pertanian yangberkelanjutan, (3) Kesehatan yang baik dan Kesejahteraan yang menjamin kehidupan yang sehat serta mendorong kesejahteraan hidup untuk seluruh masyarakat di segala umur. Fakta di lapangan menunjukkan bahwa penanganan kemiskinan, kelaparan, kesehatan dan kesejahteraan hidup cenderung kurang efektif, terutama di masa pandemi Covid 19. Pondok pesantren sebagai lembaga pendidikan tidak hanya mengajarkan ilmu dan pengetahuan, namun membekali para santri dengan keterampilan kerja dan keterampilan sosial kemasyarakatan melalui pengabdian kepada masyarakat. Permasalahan pesantren perkotaan pada saat Pandemi Covid 19 semakin kompleks, sebagai lembaga produksi jika hanya mengandalkan pasar tradisional perkembangannya akan cenderung stagnan. Selain itu kurangnya stakeholder pesantren yang belum dilengkapi dengan keunggulan kompetitif terkini yang memahami, menguasai dan terampil dalam kompetensi sebagai lembaga produksi yang harus berinovasi agar dapat melanjutkan dalam dunia usaha terutama dimasa pandemi Covid 19. Hal ini memunculkan gagasan untuk melakukan Pengabdian kepada Masyarakat (PkM) Pengembangan Pesantren Mandiri melalui Pendampingan UMKM Berkelanjutan berbasis Digital di Pesantren Ulul Abab Bojongkoneng. PkM Bidang Ilmu dilandasi oleh pengembangan keilmuaan yang dilakukan oleh para dosen UPI di fakultas, kampus daerah, atau program studi. Lingkup bidang ilmu yang dikembangkan meliputi disiplin ilmu pendidikan, pendidikan disiplin ilmu, dan disiplin ilmu lainnya.
The Influence of Customer Experience and Brand Awareness on Customer Loyalty of the Muslim Fashion Brand Rabbani with Customer Retention as a Mediating Variable Sofia, Hagia; Btari Mariska Purwaamijaya; Syti Sarah Maesaroh
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8246

Abstract

This study addresses inconsistent findings in previous research by analyzing the influence of customer experience and brand awareness on customer loyalty toward the Muslim fashion brand Rabbani, with customer retention as a mediating variable, grounded in the Stimulus-Organism-Response (S-O-R) framework. A quantitative survey of 257 Rabbani customers in Tasikmalaya,  Indonesia, was conducted using purposive sampling based on specific criteria: residing in Tasikmalaya, having monthly income, and purchasing Rabbani products at least once within the past year. Data were collected through an online questionnaire using a five-point Likert scale and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that customer experience demonstrates the strongest influence on customer retention (β = 0.517; T = 7.631; P = 0.000) and customer loyalty (β = 0.263; T = 3.816; P = 0.000). Brand awareness significantly affects customer retention (β = 0.328; T = 3.782; P = 0.000) but shows no direct effect on customer loyalty (β = 0.132; T = 1.373; P = 0.170). However, the effect becomes significant through full mediation of customer retention (β = 0.166; T = 2.886; P = 0.004). These findings validate the applicability of the S-O-R model in Muslim fashion contexts and resolve theoretical inconsistencies regarding brand awareness effects on loyalty. The results suggest that Rabbani should prioritize service excellence, implement retention-focused loyalty programs, and shift marketing resources from awareness campaigns toward personalized customer relationship management initiatives to reverse declining Top Brand Index performance and strengthen brand competitiveness in Indonesia's growing Muslim fashion market.
Analysis Of The Communication Style Of Tiktok Shop Live Streaming Hosts Based On The Aida Model Stages Nazwa Syahda Anisa; Btari Mariska Purwaamijaya; Asep Nuryadin
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8267

Abstract

The rapid growth of social commerce in Indonesia has given rise to live streaming commerce, an interactive marketing strategy that merges entertainment, communication, and real-time sales. Within this context, hosts act as cruciall role as the primary mediators between products and audiences. This study examines TikTok Shop hosts communication styles in relation to the AIDA model stages. A qualitative approach was employed using a case study of the TikTok Shop account @alamme.official, a brand specializing in healthy food products. Data were collected through audio-visual content observation, semi-structured interviews, and key data metrics. The audio-visual observation data were analyzed using the Reflexive Content Analysis (RCA) technique, while the interview and performance data were utilized to provide contextual and complementary insights for interpreting the results. The findings reveal three distinct communication style patterns which interaction-oriented with emotive characteristics (Host A), task-oriented with emotive characteristics (Host B), and a combination of task-oriented with supportive characteristics (Host C). Among these, the task-oriented and supportive communication style was most successful in optimizing all stages of the AIDA model, as reflected in the highest levels of audience interaction, product clicks, and transactions compared to other communication styles identified in this study. Base on findings, this study conclude that a warm, empathetic, and responsive communication style contributes significantly to enhancing marketing communication effectiveness within the live streaming commerce. This research contributes for developing effective live streaming commerce style communication and recommends further analysis to assess the scalability of task-oriented and supportive interactions across diverse live commerce environments.
Co-Authors Adam Hermawan Adam Hermawan Adi Prehanto Agra Fadhiila Tamara Aldrich Atha Rheza Hariyanto Alifia Fatimatun Nazya Alifia Fatimatun Nazya Alya Syifa Mu'awwanah Andrian Wijaya Anisa Sekar Ningrum Asep Nuryadin Aulia Marhamah Aulia Zahra Azizah Azhar Azizah Azhar Azizah Ghina Aulia Balebat Dwi Adisubagja Donny Karunia Pratama Erif Ramadansyah Fadhilah Fadhilah Gelar Guntara, Rangga Hani Pertiwi Herdiana, Oding I Wayan Putra Aditya Indra Satria Nugraha Irma Widianingsih Iskandar Muda Purwaamijaya Iskandar Muda Purwaamijaya Iswanto, Try Nurhayati Khairunisa, Alamanda Maesaroh, Syti Sarah Muhammad Dito Marcelino Muhammad Dzikri Ar Ridlo Mutiara Putri Utami Nadiyah Husniyah Namira Arafah Nazwa Aprilia, Nyra Nazwa Syahda Anisa Ni Made Ayu Natih Widhiarini Nina Nuraeni Oding Herdiana Rangga Gelar Guntara Rina Marina Masri Rina Marina Masri, Rina Marina Rizka Wahyudi Rizki Nugraha, Muhammad Rusani Jaelani Sofia, Hagia Syifa Nurul Aulia Velisa Stevannie Yani, Ni Wayan Mega Sari Apri yogi prasetyo