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Institut Sains Dan Bisnis Atma Luhur
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The Digital Platform Promotion Strategy To Support UMKM In Bangka Belitung Province Hengki Hengki; Bambang Adiwinoto; Sarwindah; Jonari Pandia; Rismar Yanti
International Journal Of Community Service Vol. 1 No. 1 (2021): May 2021 (Indonesia - Malaysia )
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v1i1.13

Abstract

Since the COVID-19 pandemic entered Indonesia in early March 2020, theeconomy had stopped, thus affecting the socio-economic life of the community.With the pandemic, people's lives are mostly done at home (Work from Home)so that the use of digital platform technology in helping companies work on alarge and small scale, especially in small and medium enterprises in the startupworld. In the promotion strategy by utilizing it is also necessary to use a businessintelligence model which is an analytical tool in the form of business informationthat is used to consolidate, analyze, store and access a lot of data in the contextof business processes that lead to making decisions and actions with the aim ofimproving the performance of business or business strategies in the future.UMKM, especially in the province of Bangka Belitung. Therefore, we intend tocarry out service in educating the public with the theme "digital platformpromotion strategy to support UMKM in Bangka Belitung Province" which aimsto review the use of digital platform technology and the benefits of BusinessIntelligence in the digital business era.      
Pengaruh Live Streaming Shopping Terhadap Impulsive Buying Behavior Pada Generasi Z: Studi Kasus Pengguna Tiktok Shop di Kota Pangkal Pinang Hengki Hengki; Desvira Afsari
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 7 (2026): SENTRI : Jurnal Riset Ilmiah, Juli 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i7.6940

Abstract

Live shopping through social media and e-commerce platforms has become a major driver of digital marketing transformation, fundamentally changing the way consumers shop and businesses promote their products. One of the key advantages of live streaming shopping is its interactive nature, which bridges the gap between digital and physical shopping experiences by allowing consumers to view products in real time, communicate directly with sellers, and access exclusive promotional offers and discounts. These interactive features are believed to stimulate consumers' spontaneous purchasing decisions. This study aims to examine the influence of live streaming shopping on consumers' impulse buying behavior. A quantitative approach was employed by distributing questionnaires to respondents who had previously used live streaming shopping features. The collected data were analyzed using SPSS, including validity and reliability tests, simple linear regression, hypothesis testing, and coefficient of determination analysis to ensure data quality and evaluate the proposed relationship. The findings indicate that live streaming shopping has a positive and statistically significant effect on impulse buying behavior. High-quality interactive communication and frequent real-time engagement between sellers and consumers during live streaming sessions were identified as the primary factors encouraging spontaneous purchasing decisions. Furthermore, the coefficient of determination demonstrates that live streaming shopping accounts for a substantial proportion of the variation in consumers' impulse buying behavior. This study contributes to the growing body of knowledge on consumer behavior and digital marketing by providing empirical evidence that live streaming shopping serves as an effective marketing stimulus capable of triggering consumers' impulsive purchasing responses.
Pengaruh Kualitas Konten dan Kepercayaan terhadap Keputusan Pembelian Produk terhadap Affiliate Marketing pada Penggunaan Shopee di Sungailiat Oktariyanti Oktariyanti; Hengki Hengki
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 7 (2026): SENTRI : Jurnal Riset Ilmiah, Juli 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i7.6941

Abstract

This study was conducted to determine the effect of content quality and trust on product purchasing decisions through Shopee affiliate marketing among users in Sungailiat. The research employed a quantitative approach with an associative method by distributing questionnaires to 106 active Shopee users in Sungailiat as research respondents. The collected data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, f-tests, and coefficient of determination analysis with the assistance of SPSS software. The findings revealed that content quality and trust had a positive and significant influence on purchasing decisions, both partially and simultaneously. The results also indicated that affiliate content that is informative, attractive, relevant, and credible can strengthen consumer confidence in making online purchases through the Shopee platform. This study is expected to contribute to the development of digital marketing research, especially in understanding consumer behavior on e-commerce platforms, and to provide insights for affiliates and business actors in developing more effective digital marketing strategies.
The Role of the Effectiveness of Social Media Utilization by the Pangkalpinang City Tourism Office as an Information Medium on Tourist Visit Interest Sarwindah Sarwindah; Marini Marini; Hengki Hengki; Indah Padilah
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 6 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i6.9497

Abstract

This study aims to analyze the role of social media effectiveness used by the Pangkalpinang City Tourism Office as an information medium in increasing tourist visit interest. The background of this research is based on the growing importance of social media as an interactive, informative, and wide-reaching communication and tourism promotion tool. The research method employed is a quantitative approach, with data collected through questionnaires distributed to tourists and social media users who follow the official accounts of the Pangkalpinang City Tourism Office. The findings indicate that the effectiveness of social media usage has a positive and significant influence on increasing tourist visit interest. The regression coefficient value shows that an improvement in social media effectiveness contributes to an increase in visit interest by 0.524. Furthermore, the Adjusted R-Square test result reveals that the effectiveness of social media explains 64.3% of the variation in tourist visit interest, while the remaining 35.7% is influenced by other factors outside the research model. Therefore, it can be concluded that the more effectively social media is utilized as an information and promotional medium, the higher the level of tourist interest in visiting tourism destinations in Pangkalpinang City.    
EKONOMI KREATIF: STRATEGI UMKM KABUPATEN BANGKA BARAT GO NASIONAL DENGAN PENDEKATAN PERILAKU KONSUMEN Hengki Hengki; Laurentinus Laurentinus; Sarwindah Sarwindah; Okkita Rizan; Hamidah Hamidah
Jurnal Ilmiah Hospitality Vol 12 No 1: Juni 2023
Publisher : Sekolah Tinggi Pariwisata Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47492/jih.v12i1.2710

Abstract

Ekonomi kreatif menggambarkan bagaimana suatu kegiatan ekonomi dilakukan secara out of the box sehingga berbeda dengan kegiatan sebelumnya. Strategi UMKM kabupaten Bangka Barat memantapkan diri menuju Go nasional dengan memanfatkan digital marketing dengan pendekatan perilaku konsumen. Perilaku konsumen akan berfokus pada input, proses, dan output dari customer behavior berupa motivasi dan persepsi. Hasil yang diharapkan dari penelitian ini adalah para pelaku UMKM kabupaten Bangka Barat mampu mendeskripsikan penggunaan platform digital marketing sesuai dengan tipe perilaku konsumen yaitu Dominance (dominasi), influence (pengaruh), steadiness (kemantapan), dan Concientiousness (kehati-hatian).
Co-Authors Bambang Adiwinoto Bambang Adiwinoto Desvira Afsari Fransiskus Panca Juniawan Hamidah Hamidah . Hamidah Hamidah Hamidah Hamidah Hamidah Hamidah Indah Padilah Jonari Pandia Laurentinus Laurentinus Laurentinus Laurentinus Laurentinus, Laurentinus Marini Marini Muhammad Irfan Syahputra Novalia Novalia Okkita Rizan Okkita Rizan Okkita Rizan Okkita Rizan Oktariyanti Oktariyanti R Burham Isnanto Rismar Yanti Sarwindah Sarwindah Sarwindah . Sarwindah Sarwindah Sarwindah Sarwindah Sarwindah Sarwindah Sarwindah Sarwindah Seno Hadi Saputro Tri Sugihartono