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HOW INTERACTIVITY OF INSTAGRAM ADS THROUGH HEDONIC MOTIVATION CAN AFFECT PURCHASE INTEREST Mustikasari, Ati; Thaha, Abdurrahman Rahim; Wulandari, Astri
Jurnal Aplikasi Manajemen Vol. 20 No. 1 (2022)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2022.020.01.10

Abstract

As the number of internet users and social media users grows, it has a beneficial influence on businesses in attracting various types of business possibilities to market and launch their products via the internet or social media. Instagram is a social network frequently used by businesses in Indonesia to launch, advertise, and update their customers about their products. The Instagram advertising function can give a new option for businesses to help sell their products. This study aimed to determine the effect of interactivity on advertising on social media Instagram through hedonic motivation on consumer purchase intention in the Bandung. The quantitative research approach utilized the SEM (Structural Equation Model) analytical methodology and SmartPLS software. This study's participants were 400 Instagram social media users in Bandung who had viewed advertising presented on Instagram. According to the findings of this study, the interaction that comes from advertising material via hedonic motivation has little influence on the purchase intention of Instagram users who have seen commercials promoted in Bandung. Further researchers can add more unknown factors to determine the impact of interaction on customer purchase intention in Instagram advertising via hedonic motivation. Furthermore, other researchers can do the same research but with other research objects, and the findings can be utilized to compare with this research.
Digital Capability, Promotion Strategy and AR-Based Social Media for Indonesian Businesswomen in West Java Suryawardani, Bethani; Marcelino, Dandy; Wulandari, Astri; Prawita, Fat’hah Noor
Jurnal Penyuluhan Vol. 21 No. 01 (2025): Jurnal Penyuluhan
Publisher : Department of Communication and Community Development Sciences and PAPPI (Perhimpunan Ahli Penyuluhan Pembangunan Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25015/21202552989

Abstract

IWAPI West Java is a center for community collaboration which has an impact on increasing the creativity of residents, therefore the various programs it implements need support from all levels of society. Functionally, IWAPI activation is expected to be a means of locating the activities of women entrepreneurs in West Java Province as well as a means of providing and increasing access and mastery of technology for its users. Their role is also very potential for development in the Creative Economy sector, so these creative economy actors need to be continuously nurtured and empowered in a sustainable manner so that they can develop and progress further, considering that the female business actors who are members of IWAPI West Java still have very little knowledge, especially regarding with digital marketing and business management. Based on the description of target partner problems that has been described in the previous sub-chapter, the solutions offered by our team can be categorized into two aspects, namely the technology side and the management side regarding business management aspects and digital marketing tools which can be described as follows. First, providing workshops and assistance regarding how to manage a business effectively by implementing an integrated financial and operational management and integration system. Second, develop and implement a digital promotion strategy to promote and improve organizational operational optimization. Digital tools will be developed through providing workshops on social media marketing and other promotion tools. Third, providing a workshop on Augmented Reality Based Social Media Content. It is hoped that by creating interesting information and promotional content on social media using AR technology, the promotions created will be able to attract the attention and interest of potential consumers.
The Influence of Content Marketing and Live Shopping on Purchasing Decisions via TikTok Shop: A Quantitative Study of @UneilHijab Consumers in Indonesia Salsabiila, S.; Wulandari, Astri
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i1.1242

Abstract

This study employs a quantitative methodology to examine how content marketing and live shopping features on TikTok Shop influence purchasing decisions for Uneil Hijab products in Indonesia. A structured questionnaire was administered to 100 respondents, comprising Uneil Hijab customers on the TikTok Shop. The findings demonstrate that content marketing and live shopping significantly and positively affect consumer purchase decisions. These factors explain 71.4% of the purchase decision variance, indicating their substantial role in shaping consumer behavior. The results suggest that strategically leveraging engaging content and interactive live shopping sessions can enhance customer engagement and boost sales. This study offers actionable insights for fashion brands aiming to optimize their marketing strategies on TikTok Shop.  
Analysis of Instagram Ads on Consumer Behavior: Empirical Study of Villa Melayang in Bogor, Indonesia Wulandari, Astri; Makarim, M. Dhafin
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i1.1258

Abstract

This study examines the influence of Instagram advertisements on consumer purchasing decisions related to Villa Melayang, an accommodation facility near Taman Safari Bogor. In the digital era, where social media platforms play a vital role in marketing strategies, understanding how Instagram content affects consumer behavior is crucial. The primary objective of this research is to analyze the relationship between Instagram promotions and consumer decisions to stay at the villa. A quantitative approach was employed by distributing questionnaires to 100 respondents, selected using Slovin's formula. Data analysis was conducted using statistical tools, including correlation tests. The results revealed a significant positive correlation (r = 0.735, p < 0.05) between Instagram advertising and purchasing decisions, indicating that engaging and interactive content can enhance consumer interest. Although Villa Melayang's Instagram posts are visually appealing, user engagement remains relatively low, suggesting a need to improve content interactivity. These findings underscore the importance of visually attractive social media strategies, encouraging user interaction to influence purchasing behavior. This research offers valuable insights for businesses, particularly in the hospitality industry, aiming to optimize their digital marketing efforts.
The Reintegration Experiences of Young Indonesian Returnees in a Globalizing World Salsabila, Alifia; Wulandari, Astri
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
Publisher : eProceedings of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study, The Reintegration Experiences of Young Indonesian Returnees in a Globalizing World, examinesdifferences in communication styles, message interpretation, and attitudes between Indonesians living abroad andthose in Indonesia. As globalization drives migration and cultural exchange, understanding interculturalcommunication nuances becomes increasingly vital. The research explores reintegration challenges faced byreturning Indonesians, emphasizing shifts in communication dynamics, conflict management styles, and emotionalexperiences. Using a qualitative approach based on Cultural Communication Theory, in-depth interviews wereconducted with individuals who have lived both overseas and in Indonesia. These interviews reveal how culturalidentity evolves through expatriate experiences, significantly influencing interpersonal communication.Participants shared narratives highlighting notable changes in self-construal and interaction styles uponreturning. The study identifies key differences as potential sources of misunderstandings and conflicts whenreengaging with local communities that have evolved in their absence. The findings illustrate the complexinterplay between cultural context and individual identity, offering insights into the emotional aspects ofreintegration.This research contributes to intercultural communication discussions while providing practicalrecommendations for individuals, families, and organizations to facilitate smoother transitions. Ultimately, itpromotes a deeper understanding of cultural adjustment, fostering greater tolerance and harmony withinIndonesian society.Keywords4 Cultural Reintegration; Inter-Cultural Communication; Indonesian Returnees
The Application of Potato Starch-Based (Amylum solani) Edible Coating on Tomatoes (Solanum lycopersicum L.) Bimantio, Mohammad Prasanto; Wulandari, Astri; Partha, Ida Bagus Banyuro
Journal of Agri-Food Science and Technology Vol. 6 No. 2 (2025): June
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/jafost.v6i2.12123

Abstract

This study investigates the potential of potato starch-based edible coatings (Amylum solani) to extend the shelf life and preserve the quality of tomatoes (Solanum lycopersicum L.) during storage. The experiment contributed to evaluating the effect of the coating on critical quality parameters, including weight loss, firmness, color stability, moisture content, vitamin C retention, and sensory characteristics. Tomatoes with edible coatings exhibited a slower rate of weight loss compared to uncoated samples, which is attributed to the coating's ability to form a protective barrier that minimizes water evaporation and respiration rates. Coated tomatoes also retained firmness more effectively, delaying the softening process caused by metabolic and enzymatic activity. The study revealed that the edible coating reduced the rate of color degradation by slowing the loss of chlorophyll and the formation of lycopene, preserving the tomatoes' visual appeal. Moreover, the coating significantly delayed the decline in vitamin C content by inhibiting oxidation and maintaining structural integrity, which was further reflected in the higher sensory scores for coated tomatoes. Organoleptic tests indicated that panelists preferred coated tomatoes due to their glossy appearance, firmer texture, and sweeter taste, although these preferences gradually decreased over time. Analysis showed that the coating extended the shelf life of tomatoes to 13.64 days, compared to 9.76 days for uncoated samples. These results highlight the efficacy of potato starch-based edible coatings as an environmentally friendly and cost-effective solution for reducing postharvest losses, meeting consumer demand for fresh produce, and improving food security. This study provides valuable insights into the practical application of edible coatings for preserving climacteric fruits such as tomatoes, with implications for sustainable agricultural practices.
Digitalisasi dan Penguatan Identitas Desa Melalui KKN Tematik: Studi Kasus Pembuatan Website dan Tugu di Desa Kenantan, Kampar Raihana, Raihana; Alpito, Muhammad; Wulandari, Astri; Panjaitan, Maria Yunita Tianar Br; Susanto, Ragil Prasetyo; Sari, Lusi Nurlaila; Aulia, Nurul; Efriani, Efriani; Thaher, Abi Rizky; Pratama, Raihan Devi; Telaumbanua, Ordinet; R, Ariyanto
JGEN : Jurnal Pengabdian Kepada Masyarakat Vol. 3 No. 4 (2025): JGEN : Jurnal Pengabdian Kepada Masyarakat, Agustus 2025
Publisher : Lumbung Pare Cendekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60126/jgen.v3i4.1145

Abstract

Kuliah Kerja Nyata (KKN) Universitas Muhammadiyah Riau di Desa Kenantan, Kecamatan Tapung, Kabupaten Kampar merupakan bentuk pengabdian mahasiswa dalam rangka mendukung pembangunan berkelanjutan di wilayah pedesaan. Kegiatan ini dilaksanakan selama 40 hari dengan tema KKN Mencerahkan Semesta, yang mencakup berbagai program utama, kegiatan desa, dan kegiatan tambahan. Tujuan utama dari program ini adalah mendorong transformasi digital dan penguatan identitas desa. Program unggulan yang berhasil dilaksanakan adalah pembuatan website desa (www.desakenantan.com) sebagai sarana informasi, transparansi publik, dan promosi potensi lokal. Selain itu, program tambahan berupa pembangunan tugu batas desa berfungsi sebagai penanda wilayah dan simbol identitas geografis antara Desa Kenantan dan Desa Muara Mahat Baru. Metode pelaksanaan kegiatan menggunakan pendekatan kualitatif, melalui observasi, wawancara, dan dokumentasi. Keterlibatan aktif masyarakat dari berbagai lapisan usia menunjukkan dukungan dan antusiasme terhadap kegiatan mahasiswa KKN. Hasil kegiatan menunjukkan bahwa KKN tematik dengan fokus digitalisasi dan pembangunan fisik mampu mendorong partisipasi warga serta meningkatkan kapasitas desa dalam pengelolaan informasi dan identitas wilayah.
ANALISIS TINGKAT KEPUASAN PENGUNJUNG TERHADAP FASILITAS DAN LAYANAN (STUDI KASUS DI CIKAO PARK TAHUN 2024) Permana, Axel Adam; Wulandari, Astri
SABBHATÃ YATRA : Jurnal Pariwisata dan Budaya Vol 6 No 1 (2025): SABBHATA YATRA : Jurnal Pariwisata dan Budaya
Publisher : STABN Raden Wijaya Wonogiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/sabbhatayatra.v6i1.1863

Abstract

This study aims to analyze visitor satisfaction with facilities and services in Cikao Park, Purwakarta. The method used in this study is a quantitative approach with a survey using a Likert scale of 1-4 to 100 respondents who havevisited Cikao Park. The data was analyzed using validity, reliability, and linear regression tests to measure the relationship between facilities and services to visitor satisfaction. The results of the study show that facilities and services have a significant influence on visitor satisfaction. This finding is expected to be the basis for tourist destination managers to improve the tourist experience through improving the quality of facilities and services.
Peningkatan Potensi Produk Unggulan Kabupaten Bandung Melalui Manajemen Produk dan Branding Digital Wulandari, Astri; Suryawardani, Bethani; Wijaya, Dedy Rahman; Sari, Siska Komala; Suryatiningsih, Suryatiningsih
Aksiologiya: Jurnal Pengabdian Kepada Masyarakat Vol 5 No 1 (2021): Februari
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/aks.v5i1.4103

Abstract

Hanya 10% dari total anggota Paguyuban Usaha Kecil Menengah Regional Kabupaten Bandung (PPKM) yang sudah menggunakan website dalam promosi penjualan produk yang diproduksi. Sedangkan sisanya 90% masih menggunakan media konvensional untuk mempromosikan produknya, seperti penggunaan brosur dan pameran. Adapun data keanggotaannya juga masih dikelola dan disimpan hanya menggunakan software aplikasi microsoft excel, sehingga data anggota tersebut belum berelasi satu sama lain, tidak up to date dan berpotensi mengakibatkan inkonsistensi dan duplikasi. Dengan dibangunnya website profil Organisasi Komunitas UMKM berbasis Content Management System yang menampilkan informasi profil produk dan anggota, serta diadakannya pelatihan pengelolaan konten informasi tersebut menjadi solusi yang tepat dalam mengatasi permasalahan pengelolaan data anggota dan aktivitas promosi produk serta juga dapat mengembangkan kemampuan kewirausahaan melalui website, sehingga mereka tidak perlu bergantung hanya pada kegiatan jual beli secara tatap muka langsung (offline). Adapun pembangunan web tersebut dilaksanakan melalui Kegiatan Pengabdian kepada Masyarakat yang diselenggarakan oleh tim dosen dan mahasiswa Fakultas Ilmu Terapan (FIT) beserta Fakultas Komunikasi dan Bisnis (FKB) Universitas Telkom. Dengan disediakan website ini, diharapkan pengelolaan data anggota menjadi tersentralisasi dan lebih berkualitas serta kegiatan promosi produk unggulan di Kabupaten Bandung dapat menjangkau pasar yang lebih luas lagi.Kata Kunci: digital branding; manajemen produk; produk unggulan. Increasing the Potential of Superior Products in Bandung Regency through Product Management and Digital Branding                                           ABSTRACT All members of Bandung Regency Small and Medium Enterprises Association (PPKM), only 10% have a website to improve the products produced. The rest (90%) still uses conventional media such as brochures and exhibitions in the competition for their products. Coverage data is still managed using Microsoft Excel so that the data is not related, still requires inconsistencies and duplication, also not up to date. Development of a MSME Community Organization profile website based on a Content Management System that provides product profiles and member profiles, as well as content training that is appropriate to overcome difficulties in managing member data and product promotion and can increase entrepreneurial skills through the website. The web development is carried out through Community Service Activities conducted by lecturers and students of the Faculty of Applied Sciences (FIT) and the Faculty of Communication and Business (FKB) Telkom University. With this website, it is hoped that promotional products can buy a wider market and data management for members is centralized and of better quality.Keyword: digital branding; product management; featured product.
Pengembangan Content Management System Untuk Media Branding Produk Paguyuban Usaha Kecil Menengah Regional Kabupaten Bandung Wijaya, Dedy Rahman; Suryatiningsih, Suryatiningsih; Wulandari, Astri; Suryawardani, Bethani; Sari, Siska Komala; Fazri, Irfan Moch
Aksiologiya: Jurnal Pengabdian Kepada Masyarakat Vol 5 No 2 (2021): Mei
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/aks.v5i2.4277

Abstract

Dinas Ketahanan Pangan dan Perikanan (Dispakan) adalah salah satu lembaga teknis daerah di Kabupaten Bandung. Tugas utama Dispakan adalah menjadi unit pelaksana tugas pemerintah daerah dalam memastikan program-program ketahanan pangan dan perikanan bisa berjalan di Kabupaten Bandung. Saat ini terdapat delapan puluh empat mitra binaan yang tergabung dalam paguyuban usaha kecil menengah yang memproduksi olahan pangan. Jumlah tersebut adalah jumlah mitra yang sudah terdata dan masih mungkin akan bertambah. Terdapat enam puluh empat produk hasil diversifikasi usaha kecil dan menengah (UKM) sebagai upaya menciptakan keanekaragaman pangan agar dapat berpotensi menjadi produk unggulan Kabupaten Bandung. Namun, sebagian besar mitra binaan masih menggunakan media konvensional seperti pameran dan brosur untuk promosi produk. Selain itu, saat ini, pendataan anggota mitra binaan masih dilakukan menggunakan file MS Excel sehingga memiliki kelemahan seperti kerentanan duplikasi, konsistensi, dan kesulitan berbagi data. Berdasarkan permasalahan yang ada, kegiatan pengabdian masyarakat ini bertujuan membangun content management system sebagai media promosi sekaligus pendataan mitra binaan dan produk-produknya. Kegiatan terbagi menjadi tiga tahap yaitu pengumpulan data, pembangunan aplikasi, dan sosialisasi. Hasil evaluasi menunjukkan kepuasan masyarakat sasar terhadap pelaksanaan kegiatan.Kata Kunci: content management system; Dispakan; promosi produk, UKM Development of Content Management System for Product Branding Media Bandung Regency Regional Small and Medium Enterprises AssociationABSTRACTThe Department of Food and Fisheries (Dispakan) is one of the regional technical institutions in Bandung. The main task of the Dispakan is to become the representation unit of the local government in ensuring that food and fisheries security programs in Bandung Area. At present, there are eighty-four fostered partners who are members of the small and medium business community that produces foods. This number is the number of partners that have been recorded and may still increase. There are sixty four products from the diversification of small and medium enterprises (SMEs) as an effort to create food diversity so that it can potentially become a superior product in Bandung. However, most of the fostered partners still use conventional media such as exhibitions and brochures for product promotion. In addition, at present, the data collection of members of the fostered partners is still done using MS Excel files so that it has weaknesses such as duplication, consistency, and difficulty sharing data. Based on the existing problems, this community service activity aims to build a content management system as a media campaign as well as data collection of fostered partners and their products. The activities are divided into three stages, namely data collection, application development, and workshop. The evaluation results show the target community's satisfaction with the implementation of activities.Key words: content management system; Dispakan; product promotion, SME
Co-Authors Abdul Majid Abdurrahman Rahim Thaha Adithya, Donny Agus Rahayu Agus Rahayu Ahmad Jupri Ali Nina Liche Seniati Aliansyah, Riko Alifia Salsabila Alila Pramiyanti Alpito, Muhammad Andrieta Shintia Dewi Apriadi, Rhandy Asmi Arfah , Azka Awliya Ariani, Nurul Elda Ati Mustikasari Azhari, Dinda Aulya Baharta, Edwin Baiq Armellya Maharani Yuriawan Barus, Nabila Qhassy Br Bethani Suryawardani Bijaksana Prabawa Bimantio, Mohammad Prasanto Catur Nugroho Chairunnisa Widya Priastuty Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Dandy Marcelino Deddy Mulyana Dedy Rahman Wijaya Dendi Gusnadi Diko, M. Attila Ibest Moeslim J. Donni Junipriansa Edwin Rizal Efriani Efriani Fachry Abda El Rahman Fairuzanardi SA, Fidela Faisa Fanni Husnul Hanifa Faras , Abu Fat’hah Noor Prawita Fat’hah Noor Prawita Faudziah, Totum Aurora Fazri, Irfan Moch Febrianti, Rianda Fitrianti, Dini Gandeva Bayu Satrya Hasanah Putri Hendrawan, I Gede Donny Heny Hendrayati Hilman Ahyadi Husnida, Windy Annisa Husnul Hanifa, Fanni Ida Bagus Banyuro Partha Irfan Moch Fazri Isrowati, Isrowati Jasmine Alya Pramesthi Khairul Amri Khairunnisa, Dinda Puspita Leni Cahyani Lestari, Bening Sagita Lilik Ariyanto Lubis, Ocha Shafiqah Putri Lukito, Wahyu Madany, Lalu Riffadh Makarim, M. Dhafin Marcelino, Dandy Mochamad Yudha Febrianta Muna, Fatimath Nabil, Aisya Sucy Nachwan Mufti Adriansyah Nastain, M. Novita Sari Nursyirwan , Vivi Iswanti Ouda Teda Ena Panjaitan, Maria Yunita Tianar Br Permana, Axel Adam Pratama, Raihan Devi Prawita, Fat’hah Noor Purwanti Hadisiwi Puspitaloka, Damar Wulan Puspitasari, Danya Putri Putri Fatoni, Salwa Berliana Putri, Baiq Ega Zulqaidah R, Ariyanto Rabani, M. Restu Rahmadi Wijaya Rahmatullah, Dimas Rizky Raihana, Raihana Randi, Muhammad Sinar Regina Dwi Putri Lestari, Elsy Riska Aprilina Riza Taufiq Rizki Yantami Arumsari Rosmiati, Mia Ruth Mei Ulina Malau Sagita, Baiq Vira Emaliyana Salsabiila, S. Sari, Lusi Nurlaila Sastika , Widya Simamora, Lira Zufika Siska Komala Sari Sri Widaningsih, Sri Sugondo Hadiyoso Sunanta, Uswatun Khasanah Suryana Heryawan Achmad Suryana Suryana Suryatiningsih Susanto, Ragil Prasetyo Sutrisno, Sutrisno Syahduhan, Aan SYAHPUTRA, HERU Tarandhika Tantra Telaumbanua, Ordinet Thaher, Abi Rizky Uzma, Saadatul Vany Octaviany Vinsensius Sigit Widhi Prabowo Wa Ode Arsyiah Widhyasetyanti, Ghaisani Widya Sastika Wijdan, Ifad Yuniar Yuniar Zahid Ilyas, Muhammad Daffa Zoehirfan, Muhammad Farel