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All Journal DERIVATIF Jurnal Manajemen & Keuangan JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI Journal Of Management Science (JMAS) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Ekonomi Dan Bisnis Jurnal Berdaya Mandiri Bakti Cendana: Jurnal Pengabdian Masyarakat Pena : Jurnal Ilmu Pengetahuan dan Teknologi Jurnal Mandala Pengabdian Masyarakat Jurnal Litbang Kota Pekalongan Entrepreneur : Jurnal Bisnis Manajemen dan Kewirausahaan Jurnal Arastirma Jurnal Minfo Polgan (JMP) CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Society: Jurnal Pengabdian Masyarakat PENA ABDIMAS : Jurnal Pengabdian Masyarakat NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis International Journal of Management, Economic, Business and Accounting Journal Of Resource Management, Economics And Business (REMICS) Indonesian Research Journal on Education Innovative: Journal Of Social Science Research Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan DIMASEKA SOCIRCLE : Journal Of Social Community Services Jurnal Bisnis Inovatif dan Digital
Wenti Ayu Sunarjo
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Pekalongan
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Transportation Veterinary Other

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Strategi Promosi Digital dan Keputusan Pembelian Konsumen TikTok Shop Wenti Ayu Sunarjo; Siti Nurhayati; Choliq Sabana
Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan Vol. 7 No. 2 (2026): JULI
Publisher : Program Studi Manajemen Fakultas Ekonomika dan Bisnis Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/entrepreneur.v7i2.18844

Abstract

The rapid growth of social commerce has transformed consumer purchasing behavior in the online fashion industry. TikTok Shop, which integrates social media and e-commerce features, has become an effective marketing platform for local fashion brands, including Jiniso. This study aims to examine the effects of flash sales, free shipping, and content marketing on consumer purchase decisions for Jiniso products through TikTok Shop. A quantitative approach was employed using survey data collected from 97 consumers who had previously purchased Jiniso products via TikTok Shop. Multiple linear regression was utilized to analyze the data. The results reveal that flash sales significantly influence purchase decisions. Free shipping also exerts a positive and significant effect on purchase decisions. Furthermore, content marketing emerged as the strongest predictor of consumer purchase decisions. Simultaneously, all three variables significantly affect purchase decisions. These findings indicate that successful marketing in social commerce environments is not solely driven by price promotions but also by the ability to create engaging and informative content that strengthens consumer involvement. This study provides practical implications for local fashion businesses in optimizing digital marketing strategies to enhance competitiveness in the digital economy era.
Pemetaan dan Penentuan Produk Unggulan Daerah Kota Pekalongan Wenti Ayu Sunarjo; Ari Muhardono; Amalia Ilmiani
JURNAL LITBANG KOTA PEKALONGAN Vol. 23 No. 2 (2025)
Publisher : Badan Perencana Pembangunan, Riset dan Inovasi Kota Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54911/litbang.v23i2.962

Abstract

Development focuses on sectors that are capable of driving regional progress that can be detailed into superior regional products. This study uses a mix method approach, with analysis techniques in data collection using intramethod mixing and intermethod mixing through questionnaire, interview, and documentation techniques. Data were obtained by means of secondary surveys and questionnaires to 108 people as respondents, obtained as many as 21 candidate superior products selected by the community and selected 10 products that are community priorities and agreed upon by experts including; traditional batik, megono, fish processing, canting tulis and cap crafts, woven crafts, tauco, oriental lemonade drinks, processed tempeh, tea products, and convection. Based on the results of the calculation of the projection for the next 5-20 years using the exponential method, it was found that all products had an increase, but the analysis results were dominated by several superior products that showed rapid development. The order of the results of the projection of superior regional products from the most developed to the least developed products is; (1) traditional batik, (2) tea products, (3) convection, (4) megono, (5) processed tempeh, (6) tauco, (7) oriental lemonade drinks, (8) weaving crafts, (9) fish processing, (10) canting tulis and stamp crafts.
Building Trust and Convenience: How Online Reviews, Ratings, and Ease of Use Drive Fashion Purchase Decisions Wenti Ayu Sunarjo; Siti Nurhayati; Faillah Salwa Adn; Danang Satrio; M. Sigit Taruna
International Journal of Management, Economic, Business and Accounting Vol. 5 No. 1 (2026): International Journal of Management, Economic, Business and Accounting (IJMEBA)
Publisher : PT. Berkah Digital Teknologi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58468/ijmeba.v5i1.219

Abstract

Purpose of the study — This study aims to analyze the influence of Online Customer Review (X1), Online Customer Rating (X2), and Perceived Ease of Use (X3) on Purchasing Decisions (Y) among Henea.id. Research method—The research method used is a quantitative approach with a survey technique on 100 respondents selected purposively. The data obtained were tested through normality tests, heteroscedasticity tests, multiple linear regression tests, partial tests (t), and simultaneous tests (F). Result— The results of the study indicate that the three independent variables have a positive and significant effect on purchasing decisions. Online customer reviews have been shown to increase consumer trust in products. Online customer ratings play an important role in providing an overview of product quality and credibility. Meanwhile, Perceived Ease of Use is a dominant factor that encourages consumer comfort in making bold transactions. Simultaneously, these three variables have a strong contribution to influencing consumer purchasing decisions. Conclusion— This study emphasizes the importance of the role of consumer reviews, rating systems, and perceived ease of use in forming purchasing decisions in the digital era. The practical implications of this study can be a reference for business actors in designing more effective digital marketing strategies.
Product Packaging, Brand Equity, and Customer Experience as Drivers of Wardah Loyalty Wenti Ayu Sunarjo; Siti Nurhayati; Jihan Karimatus Sa`Diyyah
International Journal of Management, Economic, Business and Accounting Vol. 5 No. 2 (2026): International Journal of Management, Economic, Business and Accounting (IJMEBA)
Publisher : PT. Berkah Digital Teknologi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58468/ijmeba.v5i2.277

Abstract

Purpose of the study — This study evaluates the comparative associations of product packaging, brand equity, and customer experience with customer loyalty toward Wardah, a halal-positioned cosmetic brand, among consumers in Pekalongan City. Research Method: An explanatory cross-sectional survey was administered through Google Forms to 100 purposively selected Wardah users aged 17–45 years who had purchased or used the products at least three times. The data were analyzed using multiple linear regression in SPSS version 23. Result— The regression model was significant (F = 34.131, p < .001) and explained 51.6% of the variance in customer loyalty (adjusted R² = .501). Product packaging (β = .326, p = .001), brand equity (β = .314, p = .004), and customer experience (β = .188, p = .045) were positively associated with loyalty. Conclusion— Packaging was the strongest predictor, closely followed by brand equity, while customer experience retained a smaller positive association. Wardah should combine functional packaging improvements, consistent brand meaning, and coordinated customer touchpoints to sustain repeat purchase and advocacy. Limitations: The non-probability, single-city, single-brand, cross-sectional design and the concentration of young female respondents restrict generalization and causal interpretation. Contribution: The study compares functional, symbolic, and experiential loyalty drivers in one model and provides locally grounded evidence from consumers of an Indonesian halal-positioned cosmetic brand.
Pelatihan Optimalisasi Riset Dan Inovasi Akademik Mahasiswa Melalui Publikasi Artikel Terindeks Sinta 2 Sebagai Alternatif Pengganti Skripsi Wenti Ayu Sunarjo; Siti Nurhayati
SOCIRCLE : Journal Of Social Community Services Vol. 4 No. 3 (2025): SOCIRCLE: Journal Of Social Community Services
Publisher : PT. Berkah Digital Teknologi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58468/socircle.v4i3.45

Abstract

The development of higher education policies in Indonesia has opened new opportunities for undergraduate students to complete their studies not only through theses but also through publications in nationally accredited journals, particularly SINTA 2-indexed journals. However, students’ limited understanding of the fundamental differences between theses and journal articles often becomes an obstacle in determining an effective and efficient final project strategy. This community service activity aims to provide conceptual and practical insights into the characteristics, structure, procedures, and writing strategies of theses and SINTA 2 journal articles as alternative graduation pathways. The method used was academic socialization through seminars and interactive discussions. The results indicate an increased understanding among students regarding structural differences, assessment orientation, and academic opportunities offered by scientific publications. This activity is expected to assist students in choosing an appropriate final project pathway based on their interests, competencies, and future academic prospects, while also fostering a culture of scientific publication in higher education institutions.   ABSTRAK Perkembangan kebijakan pendidikan tinggi di Indonesia membuka peluang baru bagi mahasiswa untuk menyelesaikan studi sarjana tidak hanya melalui skripsi, tetapi juga melalui publikasi artikel ilmiah pada jurnal terakreditasi nasional, salah satunya jurnal terindeks SINTA 2. Namun demikian, minimnya pemahaman mahasiswa mengenai perbedaan mendasar antara skripsi dan artikel jurnal sering menjadi hambatan dalam menentukan strategi tugas akhir yang efektif dan efisien. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memberikan pemahaman konseptual dan praktis kepada mahasiswa mengenai karakteristik, sistematika, prosedur, serta strategi penyusunan skripsi dan artikel jurnal SINTA 2 sebagai alternatif kelulusan. Metode yang digunakan adalah penyuluhan akademik melalui seminar dan diskusi interaktif. Hasil kegiatan menunjukkan adanya peningkatan pemahaman mahasiswa mengenai perbedaan struktur, orientasi penilaian, serta peluang akademik yang ditawarkan oleh publikasi ilmiah. Kegiatan ini diharapkan dapat membantu mahasiswa dalam menentukan jalur tugas akhir yang sesuai dengan minat, kemampuan, dan prospek akademik ke depan, serta mendorong budaya publikasi ilmiah di lingkungan perguruan tinggi.
Co-Authors Abdul Khafid, Abdul ADITYA DIMAS WAHYU SASONGKO Adityaningrum, Fatimah AGUS SETIAWAN Alilisa Rahmawati Amalia M.Si SE. Ilmiani Anggraeni, Auliya Zakiatul Ari Muhardono ARI PUTRA WIBOWO Aria Mulyapradana, Aria Arum Ardianingsih Astuti, Vivi Puji Audrey Elvina Khoirunnisa Azzahra, Marisa Belo, Teresa Freitas Bunga Maulidya putri Choliq Sabana Choliq Sabana Danang Satrio Daru Anggara Murty Dewi Sinta Wati Dwi Edi Wibowo dwi hartanto Dwi Susilo Evi Latifah Fadhilah, Wafa Khansa Fadhilah, Wafa Khanza Faillah Salwa Adn Faiz Tyas Hanifah Farha Neha, Madhu Hanifah, Faiz Tyas Hanifah, Fika Fikrotul Harimurti Harimurti Hauro Insiyyah Isabela, Isabela Isnah Karimah Issabila Rosulika Istianah, Laili Jihan Karimatus Sa`Diyyah Khairuna, Raisa Rahma Laela Nur Fahmi Laelatul Maulida M. Sigit Taruna Maghfiroh Maghfiroh Maghfiroh Maghfiroh Meliza Meliza Milzam, Muhammad Muhammad Lukman Mukhamad Adzar Mukhamad Adzhar Sultan Mulyanto Munafisah, Siti Murdianingsih, Dian Mutadin Mutadin Mutadin, Mutadin Nadia Putri Kamila Nasution, Nur Baiti Nauval Rabbani Ni'mah, Syarifatun Nila Oktaviani Nur Ermawati Nur Rokhman Nur Susanti Putra, Gilang Kharisma Rachmawati Rengga Kusuma Putra Rika Adriyana Ristiawati Sara Silvia Sarah Rum Handayani Sari, Tarismha Winda Selviana, Natania Setia Dwi Wardhani Siti Nurhayati Siti Nurhayati Siti Nurhayati Siti Nurhayati Siti Nurhayati Siti Nurhayati Siti Nurlaela Supajar Bayu Aji Suryani Tri Suci Syafa, Muhammad Arju Syarifatun Ni'mah Tarismha Winda Sari Teresa Frietas Belo Titi Rahayu Prasetiani Tri Handayani Ubaidillah Ulfakhatun Ulfakhatun Victorianus Aries Siswanto Vivi Puji Astuti Vu Hung Dang Wafa Khansa Fadhilah Wafa Khanza Fadhilah Wahyuningsih Wahyuningsih Widunaini Yovita Christi Zahrani, Amalia Azra