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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Manajemen Bisnis Jurnal Social Economic of Agriculture Media Wisata PROFIT : Jurnal Administrasi Bisnis EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Mirai Management Journal of Accounting and Management Innovation Jurnal Manajemen dan Bisnis Indonesia Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi IJBE (Integrated Journal of Business and Economics) EKONOMIS : Journal of Economics and Business Management and Economics Journal (MEC-J) REKAMAN (Jurnal Riset Ekonomi Bidang Akuntansi dan Manajemen) SENTRALISASI SEIKO : Journal of Management & Business Sketsa Bisnis Jurnal Manajemen Strategi dan Aplikasi Bisnis YUME : Journal of Management Almana : Jurnal Manajemen dan Bisnis Jurnal Samudra Ekonomi dan Bisnis EKUITAS (Jurnal Ekonomi dan Keuangan) Jemasi Jurnal Ekonomi Manajemen dan Akuntansi Jurnal Administrasi dan Manajemen JURNAL PEMASARAN KOMPETITIF Profit : Jurnal Kajian Ekonomi dan Perbankan Syariah Maker: Jurnal Manajemen Value: Jurnal Manajemen dan Akuntansi Performance : Jurnal Bisnis dan Akuntansi Journal of Global Business and Management Review Jurnal Sains dan Teknologi Prosiding National Conference for Community Service Project JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Management Studies and Entrepreneurship Journal (MSEJ) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Jurnal Pengabdian kepada Masyarakat Nusantara Economics and Digital Business Review Jurnal Disrupsi Bisnis Jurnal Manajemen Bisnis dan Keuangan Jurnal Ekonomi Efektif Journal of Accounting and Management Innovation Jurnal Kolaboratif Sains Wiga : Jurnal Penelitian Ilmu Ekonomi Jurnal Minfo Polgan (JMP) Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Pengabdian Masyarakat Akademisi Journal of Management and Digital Business Jurnal Cakrawala Ilmiah Jurnal Riset Manajemen Komunikasi JWM (JURNAL WAWASAN MANAJEMEN) Jurnal Manajemen dan Pemasaran Jasa Journal of Business Studies and Management Review JAMAS: Jurnal Abdi Masyarakat Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Conference on Community Engagement Project (Concept) Conference on Business, Social Sciences and Technology (CoNeScINTech) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Journal of Ekonomics, Finance, and Management Studies Jurnal Manajemen Maranatha
Lily Purwianti
Universitas Internasional Batam, Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Transportation Other

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Analysis of Factors Influencing Purchase Intention of Local Skincare Products: Mediated by Brand Awareness Qadri, Rizni Aulia; Waty, Indah; Purwianti, Lily
Profit: Jurnal Adminsitrasi Bisnis Vol. 20 No. 1 (2026): Profit: Jurnal Administrasi Bisnis
Publisher : FIA UB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.profit.2026.020.01.10

Abstract

Indonesia’s skincare market is expanding quickly, yet ongoing concerns about overstated claims continue to threaten consumer trust and the effectiveness of digital persuasion. Using the Stimulus–Organism–Response (S–O–R) framework, this study examines how influencer credibility, trustworthiness, and attractiveness, along with online customer reviews, influence purchase intention, while positioning brand awareness as a mediator. The research adopted a quantitative, causal-comparative approach with non-probability, judgmental sampling. Data were gathered from 366 residents of Batam City who had purchased, or planned to purchase, local skincare products after encountering influencer content and online reviews between December 2024 and March 2025. Analysis was conducted using SEM-PLS in SmartPLS 4.0. Findings show that all stimulus variables significantly and positively enhance brand awareness, with online customer reviews emerging as the strongest driver of this effect. Brand awareness has a significant positive influence on purchase intention and fully mediates the relationships between each stimulus factor and purchase intention. The results highlight brand awareness as a key cognitive pathway that translates digital marketing inputs into consumer intent to purchase. In practice, local skincare firms should collaborate with credible influencers and strategically cultivate genuine reviews to enhance long-term brand awareness and mitigate skepticism associated with overclaiming.
Penerapan Strategi Digital Marketing pada UMKM Family Car Wash: Implementation of Digital Marketing Strategies in Family Car Wash MSMEs Christella; Lily Purwianti
Jurnal Kolaboratif Sains Vol. 8 No. 12: Desember 2025
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/jks.v8i12.9665

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam mendukung pertumbuhan ekonomi, namun masih banyak yang belum memanfaatkan teknologi digital secara optimal. Family Car Wash merupakan salah satu UMKM jasa cuci kendaraan di Kota Batam yang menghadapi permasalahan berupa rendahnya visibilitas digital, keterbatasan pemanfaatan media sosial sebagai sarana promosi, serta belum tersedianya sistem pemesanan layanan secara online. Kegiatan Pengabdian kepada Masyarakat (PKM) ini bertujuan untuk menerapkan strategi digital marketing guna meningkatkan daya saing dan efisiensi operasional UMKM Family Car Wash. Metode yang digunakan adalah pengumpulan data primer melalui wawancara dan observasi langsung terhadap aktivitas usaha mitra. Implementasi kegiatan meliputi pembuatan dan optimalisasi profil bisnis pada Google Maps, pengelolaan media sosial Instagram sebagai media promosi, serta penerapan sistem pemesanan online menggunakan Google Forms. Hasil kegiatan menunjukkan bahwa penerapan strategi digital marketing mampu meningkatkan kemudahan akses informasi lokasi usaha, meningkatkan brand awareness, memperluas jangkauan promosi, serta meningkatkan efisiensi pelayanan melalui pengurangan antrean. Selain itu, pemilik UMKM memperoleh pengetahuan dan keterampilan dalam mengelola pemasaran digital secara mandiri. Dengan demikian, penerapan strategi digital marketing memberikan kontribusi positif terhadap keberlanjutan dan pengembangan usaha Family Car Wash.
Penggunaan Media Digital Sebagai Sarana Promosi UMKM Nasi Campur: The Use of Digital Media as a Promotional Tool for Nasi Campur MSMEs Lily Purwianti; Randy
Jurnal Kolaboratif Sains Vol. 9 No. 1: Januari 2026 -In Progress
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/jks.v9i1.9800

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) Nasi Campur Nagoya Foodcourt menghadapi keterbatasan dalam memperluas jangkauan pasar dan meningkatkan daya saing akibat belum optimalnya pemanfaatan media digital. Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan visibilitas dan kesiapan digital UMKM melalui penerapan strategi promosi digital yang terstruktur dan mudah diterapkan. Metode yang digunakan meliputi pengumpulan data primer melalui wawancara dengan pemilik usaha, perancangan luaran berdasarkan analisis kebutuhan mitra, serta implementasi dan evaluasi strategi digital. Luaran utama yang dihasilkan mencakup optimalisasi akun Instagram sebagai media promosi, pembuatan Linktree sebagai pusat akses informasi digital, serta pendaftaran dan pengaktifan akun GoFood sebagai saluran penjualan online. Hasil implementasi menunjukkan peningkatan aktivitas dan interaksi media sosial, kemudahan akses informasi bagi pelanggan, serta mulai munculnya pemesanan melalui platform pesan-antar makanan. Kegiatan ini memberikan dampak positif terhadap kesiapan digital UMKM dan meningkatkan pemahaman mitra mengenai pentingnya pemasaran digital yang konsisten untuk mendukung keberlanjutan usaha.
Pengaruh E-Wom Terhadap Green Purchase Intention: Peran Mediator pada Produk Kosmetik di Kota Batam Randy, Randy; Purwianti, Lily; Nurjanah, Listia
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 1 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i1.10458

Abstract

This study analyzes the effect of Electronic Word of Mouth (E-WOM) on Green Purchase Intention (GPI) by examining the mediating roles of Attitude, Environmental Concern, Health Concern, Perceived Behavioral Control, and Subjective Norm. This study is a quantitative study using a purposive sampling method with a population of 352 green product users in Batam City. Data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS). The results indicate that all variables have a significant influence on GPI, where E-WOM directly strengthens attitudes, environmental awareness, health concern, subjective norms, and perceived behavioral control. The indirect effect analysis shows that Environmental Concern, Health Concern, Perceived Behavioral Control, and Subjective Norm significantly mediate the relationship between E-WOM and GPI, whereas Attitude does not serve as a significant mediator. These findings reveal that digital information shared through social media plays a vital role in shaping ecological awareness and consumer confidence in purchasing green products. The study extends the Theory of Planned Behavior by incorporating health and environmental dimensions as cognitive–affective mediators. Practically, the findings highlight the importance of digital communication strategies that emphasize health benefits, ecological value, and ease of access to strengthen consumers’ intention to purchase green products in Indonesia
Co-Authors Adi Wilyanto agustin, isnaini nuzula Aliandrina, Dessy Ana Andi Andi Andina Fasha, Andina Andrew Andrew Andy Andy Andy Andy Angel Angel Angelina, Novi Angeline angeline Annisya Putri Nadhia Antoni Halim Arianto, Hepy Hefri Ariyanto , Hepy Hefri Ariyanto, Hepy Hefri Bendi Safero Calvin Owen Catherine Catherine Chan, Keltine Richelle Chandra, Budi Changbo, Liu Christella Christiarini, Renny Conny Agustin Cuandra, Fendy Daisy, Viona Danielson Dian Sabrina Syaharni Dyfan, Dyfan Edy Yulianto Edy Yulianto Elviana Elviana, Elviana Enjelica, Elvina Erika Gustian Fauzi Erilia Kesumahati Erlin Erlin Erni Erni Evelyn Claudia Evelyn Patricia Fahlevi, Renza Felby Jeslyn Felix Filbert Fidia Fidia, Fidia Fionna, Fionna Fitri Gabriella Andrea Castillinov Runtu Giorgyna, Giorgyna Gita Aulia Hernando Iman, R Iqratul Ivone, Ivone Jacky Jason, Jason Javita, Javita Jeffrey Andelson Jesty, Jesty Joevenno Pangestoe Jollin Jollin Joy Happy Jones Kalvin Lee Kamilatunnaimah, Mutiara Karen Tio Keltine Richelle Kenny Marcella Kevin Winata, Kevin Khesi, Khesi Lady Lady, Lady Leon, Winson Liana Ester Lidya Siska Khoviati Lidya Siska Khoviati Lie, Deviana Limanda, Kelfi Yanti Lionisa Verlinsya Liu, ChangBo Louis Hernandez lydia then Macnico, Peter Macnino, Peter Maggie, Maggie Marcelina Victoria Marcelina Victoria Mehdar Badrus Zaman Meliana Meliana Meliawati Melodya, Deslyn Melsen, Fandion Michelle Lim Muhamad Rizky Muhammad Adjie Muhammad Baharudin Nainggolan, Ferdinand Naufal Yusuf Widianto Nevi Ariyu De Utami Nia Rusiana Noviani, Metta Novilia, Vera Novita Novita Nurjanah, Listia Nuzula, Isnaini Ohanna, Nida Owen, Owen Putra, Chanda Vedalla Putra, Edy Yulianto Qadri, Rizni Aulia Ramadani, Arienda Gitty Randy Randy Randy Ratih Anggraini, Ratih Rio Fernando Rizni Aulia Qadri Rusiana, Nia Ryan Prastama Juliansyach Safitri, Destiana Salsabilah Sirait Sari Wahyuni, Lily Sudhartio, Sentoso, Antony Seren Seren Setyawan, Agustinus Shelby Esfandiany Shevia, Shevia Sia, Zendi Sihombing, Dame Afrina Sirait, Salsabilah Siti Shofiah Sri Intan, Debora Stefanie Stefanie, Stefanie Steven Steven Steven steven tay Stevie Gracia Kurniawan Suryani Suryani Suryani, Mey Susanto, Stefhani Susanty Susanty, Susanty Tan Phey Lien Tan, Charles Tan, Elvy Tan, Windra Tarekar, Wendy Wihue Tasya Gebee Hasvia Tommy Ricarto Valen Oktavianti Valeska Lilya Kevin Vannesa Flesya Vicky Anggrianto Viona Daisy Waty, Indah Widya Nurfa Dila Wijaya, Calvin William William Vanders Willien Agustian Winky Winky Winston Winston Wiyandi Wiyandi Yendiarti, Yendiarti Yulianty Ratna Dewi Lukito Yuyu Enjelia Zaman, Mehdar Badrus Zendi Sia