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IRA NURIYA SANTI
Jurusan Manajemen, Fakultas Ekonomi, Universitas Tadulako
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Branding Dan Digital Marketing Pada KTM Baturoko Muslimin Muslimin; Zakiyah Zahara; Darman Darman; Ira Nuriya Santi; Wiri Wirastuti
Sasambo: Jurnal Abdimas (Journal of Community Service) Vol. 5 No. 4 (2023): November
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/sasambo.v5i4.1460

Abstract

Pelaku usaha KTM (Kelompok Tani Mangrove) Baturoko Kabupaten Donggala, terkendala pada pemasaran produk, sebagian besar belum memahami manfaat dari branding, dan rendahnya ilmu pengetahuan tentang digital marketing. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memberikan pengetahuan dan keterampilan kepada masyarakat yang tergabung dalam KTM Baturoko terkait Branding dan Digital Marketing. Target khusus yang diharapkan dari kegiatan ini adalah 20 orang anggota KTM Baturoko, memahami proses pembuatan branding dan menggunakan digital marketing sebagai sarana promosi, terutama dalam design merek produk sehingga mampu secara mandiri mengembangkan usahanya dengan memperhatikan apa yang dibutuhkan dan diinginkan konsumen. Kegiatan abdimas ini menggunakan metode pelatihan, desain merek dan penerapannya, diawali dengan diskusi tentang pentingnya branding, kemudian membuat brand/merek, dan menerapkannya pada produk usaha, selain itu diajarkan cara memasarkan produk menggunakan digital marketing melalui media sosial.  Hasil kegiatan pengabdian ini memberikan dampak yang signifikan bagi mitra yaitu mitra memiliki tambahan pengetahuan tentang branding, penerapannya adalah memliki logo dan label usaha yang baru untuk mendukung peningkatan penjualan produk usaha mereka agar lebih menarik dan diminati konsumen. Branding and Digital Marketing at KTM Baturoko  The business actors of the Mangrove Farmer Group (Kelompok Tani Mangrove) in Baturoko, Donggala Regency, face challenges in marketing their products. Most of them do not yet understand the benefits of branding and have limited knowledge of digital marketing. This community engagement activity aims to provide knowledge and skills to the members of the Baturoko Mangrove Farmer Group related to Branding and Digital Marketing. The specific target for this activity is 20 members of the Baturoko Mangrove Farmer Group, who will gain an understanding of the branding process and the use of digital marketing as a means of promotion, especially in product brand design. This will enable them to independently develop their businesses while considering the needs and desires of consumers. The community engagement activity utilizes training methods, brand design, and its implementation, starting with discussions on the importance of branding, followed by creating a brand and applying it to their products. In addition, they will be taught how to market their products using digital marketing through social media. The results of this community engagement activity have had a significant impact on the partners, as they have gained additional knowledge about branding. They have applied this knowledge by creating new logos and labels for their businesses to enhance the sales of their products, making them more attractive and appealing to consumers.
Edukasi Financial Intelligence pada UMKM di Desa Lero Kecamatan Sindue Kabupaten Donggala Ira Nuriya Santi; Muslimin Muslimin; Zakiyah Zahara; Darman Darman; Wiri Wirastuti; Farid Farid; Sri Wanti
Sasambo: Jurnal Abdimas (Journal of Community Service) Vol. 6 No. 4 (2024): November
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/sasambo.v6i4.2160

Abstract

Tujuan kegiatan ini untuk mengedukasi dan mempelajari keahlian dasar yang berkaitan dengan pendapatan, pengeluaran, tabungan, dan pinjaman. Metode yang digunakan adalah ceramah dan pendampingan pencatatan keuangan. Temuan utama kegiatan ini adalah masih rendahnya pemahaman tentang kecerdasan mengelola keuangan (financial intelligence) di Desa Lero Kecamatan Sindue Kabupaten Donggala disebabkan oleh tingkat pendidikan mereka yang rendah, keterbatasan ekonomi dan lingkungan tempat tinggal sehingga menjadikan mereka kekurangan pengetahuan terhadap keuangan. Implikasi kegiatan pengabdian ini memberikan pemahaman kepada pelaku usaha mikro, kecil dan menengah (UMKM) serta dapat meningkatkan kemampuan literasi terkait pencatatan keuangan. Dari kegiatan tersebut diharapkan masyarakat Desa Lero memiliki kecerdasan dalam mengelola keuangan. Financial Intelligence Education for SMEs in Lero Village, Sindue District, Donggala Regency The purpose of this activity is to educate and learn basic skills related to income, expenses, savings, and loans. The methods used are lectures and financial recording assistance. The main findings of this activity are the low understanding of financial intelligence in Lero Village, Sindue District, Donggala Regency due to their low level of education, economic limitations, and residential environment, which makes them lack knowledge about finance. The implications of this community service activity provide understanding to micro, small, and medium enterprises (MSMEs) and can improve literacy skills related to financial recording. From this activity, it is hoped that the people of Lero Village will have intelligence in managing finances.
Analysis Analisis Relationship Marketing dan Word Of Mouth dalam Upaya Menciptakan Loyalitas Pelanggan Annaliah, Febrizha; Santi, Ira Nuriya; Rombe, Elimawaty; Evrianti, Hesti
Jurnal Media Wahana Ekonomika Vol. 22 No. 2 (2025): Jurnal Media Wahana Ekonomika, Juli 2025
Publisher : Universitas PGRI Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmwe.v22i2.17806

Abstract

ABSTRAK   Penelitian ini bertujuan untuk menganalisis peran Relationship Marketing dan Word of Mouth (WoM) dalam meningkatkan loyalitas pelanggan pada peternak babi di Desa Ambawang, Kabupaten Kubu Raya. Dengan pendekatan deskriptif kualitatif, data dikumpulkan melalui wawancara mendalam terhadap lima responden yang memenuhi kriteria tertentu, dan dianalisis menggunakan metodologi Miles dan Huberman. Hasil penelitian menunjukkan bahwa kepercayaan, kualitas produk, dan harga yang kompetitif menjadi kunci dalam membangun hubungan jangka panjang dengan pelanggan. Kombinasi kedua strategi ini terbukti efektif, bahkan dalam skala usaha kecil. Penelitian ini menyimpulkan bahwa kombinasi Relationship Marketing dan Word of Mouth berkontribusi signifikan dalam membangun dan mempertahankan loyalitas pelanggan, bahkan dalam skala usaha kecil.   Kata Kunci: Relationship Marketing, Word of Mouth, Loyalitas Pelanggan, Peternak babi.     ABSTRACT   This study aims to analyze the role of Relationship Marketing and Word of Mouth (WoM) in increasing customer loyalty at pig farmers in of Mouth (WoM) in increasing customer loyalty in pig farmers in Ambawang Village, Kubawang Regency. Ambawang Village, Kubu Raya Regency. With a qualitative descriptive approach, data was collected through in-depth interviews with five respondents who meeting certain criteria, and analyzed using the Miles and Huberman methodology. Huberman methodology. The results showed that trust, product quality, and competitive prices are key to building long-term relationships. competitive prices are key in building long-term relationships with customers. with customers. The combination of these two strategies has proven to be effective, even in small-scale businesses. small business scale. This research concludes that the combination of Relationship Marketing and Word of Mouth contribute significantly to building and and maintaining customer loyalty, even on a small business scale   Keywords : Relationship Marketing, Word of Mouth, Customer Loyalty, Pig Farmers.
THE EFFECT OF SOCIAL MEDIA TIKTOK SHOP ON IMPULSE PURCHASES MEDIATED BY EMOTIONAL RESPONSE IN GENERATION Z IN PALU CITY Ramadhani, Jihan; Parani, Syamsul Bahri Dg.; Santi, Ira Nuriya
JURNAL INTERNASIONAL UNIVERSITAS TADULAKO Vol 6 No 2 (2024): August : Tadulako International Journal of Applied Management
Publisher : Master of Management Study Program, Faculty of Economics and Business, Tadulako University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59769/tajam.v6i2.140

Abstract

This study aims to determine the effect of TikTok Shop on impulse purchases mediated by emotional responses. This type of research is quantitative research which is one type of research whose specifications are systematic, planned and clearly structured from the beginning to the creation of its research design. The population in this study is an element of Generation Z in Palu City whose number is unknown. In this study using purposive sampling technique, which is a sampling technique with certain considerations so that the number of samples obtained was 90 people who were Generation Z in Palu City. Hypothesis testing was carried out using the Structural Equation Model (SEM) method using Partial Least Square (PLS) software, namely SmartPLS 3.0 software. So that the results showed that the TikTok Shop Social Media Variable had a positive and significant effect on Generation Z Impulse Purchases in Palu City. The TikTok Shop Social Media variable has a positive and significant effect on the Emotional Response of Generation Z in Palu City. The Emotional Response variable has a positive and significant effect on Generation Z Impulse Purchases in Palu City. The Emotional Response variable mediates the effect of Social Media TikTok Shop on Generation Z Impulse Purchases in Palu City.
THE INFLUENCE OF INFORMATION TECHNOLOGY AND TRAINING ON EMPLOYEE PERFORMANCE THROUGH COMPETENCE YUYUN DESTI INDRAWATI; YOBERTH KORNELIUS; IRA NURIYA SANTI
JURNAL INTERNASIONAL UNIVERSITAS TADULAKO Vol 7 No 1 (2025): Tadulako International Journal of Applied Management
Publisher : Master of Management Study Program, Faculty of Economics and Business, Tadulako University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59769/tajam.v7i01.159

Abstract

This study aims to assess and analyze the effect of information technology on competence, the effect of training on competence, the effect of competence on employee performance, the effect of information technology on employee performance, the effect of training on employee performance through competence, and the effect of training on employee performance through competence. The research in question is quantitative. There were 47 participants in this study who were employees of the Tora Belo Regional General Hospital in Sigi Regency. The SEM-PLS approach was used to conduct hypothesis testing, and the descriptive analysis method was used to analyze the data. Competence has a substantial and favorable influence on employee performance, as shown by the analysis results. In addition, employee performance is significantly and favorably affected by information technology. However, training has a minimal and adverse effect on employee performance. In addition, employee competencies facilitate the favorable and substantial impact of information technology on employee performance. Employee performance is significantly and directly influenced by training, which is also influenced by the level of competence.
Pengaruh E-Servqual Terhadap E-Loyalty Pada Pelanggan Traveloka Ira Nuriya Santi; Muzakir Muzakir; Wahyuningsih Wahyuningsih
e-Journal Ekonomi Bisnis dan Akuntansi Vol. 7 No. 2 (2020): e-JEBA Volume 7 Nomor 2 Tahun 2020
Publisher : UPT Penerbitan Universitas Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/ejeba.v7i2.18429

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh e-servqual yang sudah dimodifikasi dengan tambahan 2 variabel terhadap e-loyality, menggunakan pendekatan riset kuantitatif, populasinya adalah pengguna jasa layanan Traveloka di Indonesia dan jumlah sampel 262 responden, analisis regresi liner berganda digunakan sebagai metode analisis data, hasil kajian mengungkapkan e-servqual berpengaruh terhadap e-loyality, dan implikasi penelitian adalah hendaknya Traveloka memberikan perhatian lebih terhadap segmen yang ditemukan dalam penelitian ini, sehingga dapat membuat strategi pemasaran yang tepat agar tidak salah sasaran .
PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH WORD OF MOUTH PADA PRODUK SKINCARE NEWFIVEZ idiljan, Desri komala sari; Nuriya Santi, Ira; Zahara, Zakiyah; Tambaru, Rachman
Eqien - Jurnal Ekonomi dan Bisnis Vol 14 No 03 (2025): Journal Of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v14i03.2194

Abstract

This study aims to determine the effect of Digital Marketing on purchasing decisions for Newfivez skincare products in Palu City which is mediated by Word of Mouth. This study uses a quantitative approach with a survey method through distributing questionnaires to 100 Newfivez consumers. Data analysis was carried out using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) with the help of SmartPLS 4.1 software. The results showed that Digital Marketing has a positive and significant effect on Word of Mouth, and Word of Mouth has a significant effect on purchasing decisions. In addition, Word of Mouth is proven to mediate the relationship between Digital Marketing and purchasing decisions. These findings suggest that proper implementation of Digital Marketing can drive purchasing decisions indirectly through increasing Word of Mouth among consumers.
Peran Promosi melalui Instagram, Kualitas Layanan dan Fasilitas Wisata terhadap Minat Berkunjung Kembali Wisatawan Dianafakroh, Dianafakroh; Santi, Ira Nuriya; Syarifuddin, Umar; Evrianti, Hesti
Jurnal Samudra Ekonomi dan Bisnis Vol 16 No 3 (2025): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v16i3.10741

Abstract

The study aims to determine the role of promotion through Instagram, service quality, and tourist facilities on tourists' intention to revisit Pantai Kura-Kura tourist location. The population of this quantitative study is not precisely known, so the sample was determined based on the criteria of followers of the Pantai Kura-Kura account and having visited the location. 120 respondents were then selected as a sample using non-probability sampling with a purposive sampling technique. The results of partial multiple linear regression analysis indicate that promotion through Instagram has no effect on tourists' intention to revisit Pantai Kura-Kura, while service quality and tourist facilities are proven to have a significant influence on this intention. Simultaneously, promotion through Instagram, service quality, and tourist facilities are proven to have a significant influence on tourists' intention to revisit.
Peningkatan Kompetensi Sumber Daya Manusia (SDM) Usaha Mikro, Kecil, dan Menengah (UMKM) Dalam Pengelolaan Keuangan Dan Pemasaran Berbasis Digital Dipesisir Pantai Desa Masaingi K. Bidin, Cici Rianty; Natsir, Syahrir; Adda, Harnida Wahyuni; Rossanty, Niluh Putu Evvy; Santi, Ira Nuriya
Jurnal Pengabdian dan Pengembangan Masyarakat Indonesia Vol. 3 No. 2 (2024)
Publisher : Media Publikasi Cendekia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56303/jppmi.v3i2.298

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam pertumbuhan ekonomi Indonesia, namun masih menghadapi berbagai tantangan dalam pengembangannya. Tantangan utama yang dihadapi meliputi terbatasnya modal, manajemen yang lemah, kurangnya pemanfaatan teknologi informasi, dan lemahnya pengelolaan keuangan usaha. Pengabdian ini bertujuan untuk meningkatkan kompetensi SDM pelaku UMKM di kawasan wisata Pantai Pangi, Desa Masaingi, Kecamatan Sindue Donggala, khususnya dalam aspek pengelolaan keuangan dan pemasaran digital. Pantai Pangi merupakan destinasi wisata baru yang berkembang melalui gotong royong masyarakat setempat, dengan potensi signifikan untuk pengembangan ekonomi lokal. Kegiatan dilaksanakan menggunakan pendekatan participatory rural appraisal (PRA) dengan melibatkan 20 pelaku UMKM sebagai peserta. Metode pelaksanaan mencakup tiga tahap: persiapan (koordinasi dengan stakeholders dan analisis kebutuhan), pelaksanaan (penyuluhan dan pelatihan), dan evaluasi. Materi yang disampaikan meliputi pengembangan kompetensi SDM, pengelolaan keuangan UMKM, dan strategi pemasaran digital. Program dilaksanakan melalui kombinasi penyuluhan, workshop interaktif, dan pendampingan praktis. Hasil evaluasi menunjukkan peningkatan signifikan dalam pemahaman peserta, dengan kenaikan tertinggi pada aspek pemasaran digital (50%), diikuti pengelolaan keuangan (40%), dan manajemen usaha (35%). Antusiasme peserta terlihat dari partisipasi aktif dalam diskusi dan tanya jawab. Program ini menghasilkan peningkatan kapabilitas pelaku UMKM dalam mengelola usaha secara profesional, tercermin dari kemampuan pencatatan keuangan yang lebih terstruktur dan penggunaan platform digital untuk pemasaran. Keberlanjutan program didukung oleh terbentuknya komunitas pembelajaran antar pelaku UMKM dan komitmen pendampingan berkelanjutan dari tim pengabdi.
Peran Live Streaming, Flash Sale, dan Gratis Ongkir pada Pembelian Impulsif Gen Z Pravitasari, Dea; Santi, Ira Nuriya; Fadjar, Adfiyani; Wirastuti, Wiri
Jurnal Akuntansi, Keuangan, dan Manajemen Vol. 6 No. 4 (2025): September
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v6i4.4453

Abstract

Purpose: This study explores the effects of live streaming, flash sales, and the free shipping tagline on Gen Z consumers impulse purchases of facetology products at Shopee. Research Methodology: Purposive sampling is one of the quantitative sampling strategies used in this study. In this study, the sample comprised 120 respondents. A Likert scale was used as a measurement tool in a questionnaire used to collect data SPSS. Results: The results of this study show that live streaming, flash sales, and the free shipping tagline, both partially and stimulatingly, contribute to and have a positive impact on impulse purchases. Marketing strategies using live streaming, flash sales, and free shipping taglines are effective in simulating impulse purchases, based on an R-squared of 58,9%. Conclusion: This study concludes that interactive promotional tools such as live streaming, limited-time flash sales, and attractive free shipping significantly drive Gen Z consumers’ impulse buying behavior on e-commerce platforms. These strategies enhance consumer engagement and create a sense of urgency that leads to higher spontaneous purchases, particularly of beauty and cosmetic products. Limitations: Sample capacity is one of the limitations of this study. The resulting findings may not fully reflect the behavior of all Shopee users or beauty product consumers in general. Contribution: This research examines Generation Z consumer behavior in e-commerce and provides insights that can be used by marketers to develop effective marketing strategies, particularly through the use of live streaming and free shipping tagline promotions to increase the sales of cosmetics products on digital platforms.
Co-Authors Abd. Rasyid Syamsuri Adfiyani Fadjar Akbar Riswandi Amier, Amran Nawir Amir, Mirna Andhika Dwitama Andi Indriani Ibrahim Andi Muhammad Fikri ANISAH Annaliah, Febrizha Asriadi Asriadi Asriadi Aulia, Nurul Aun Ramlah Maharani Barkat Ansari Benyamin Parubak Chalil Chalil CHALIL, CHALIL Cici Rianty K. Bidin Darman, Darman Dian Rahmawati Dianafakroh, Dianafakroh Dinda Maharani Djibran, Moch Aedil Elimawaty Rombe Erwan Sastrawan Farid Farid Farid Farid Farid Farid, Farid Fitriah Hartanti Fitrisam, Syarifah Aliyah Harnida Wahyuni Adda Hesti Evrianti Hilda Monoarfa idiljan, Desri komala sari Idris Idris Ihksan, Ihksan Isra Mawarni Tahir Stella Iwan Iwan Juliana Kadang KORNELIUS, YOBERTH Lamusa, Faruq Laorensia Yolanda Sundah LISTANTO, DEDE KURIANG Magfira Malarante, Narita Maskuri Sutomo Masliati Milany, Audy Putri Moh. Ali Murad Mohammad Ega Nugraha Mohammad Zeylo Auriza Monoarfa, Hilda Muhammad Faisal Muhammad Randi Satrio Muhammad Riswandi Palawa4 Muis, Yuyun Ramadhani Munawarah Muslimin Muslimin Muslimin Muslimin Muzakir Nada Afisa Ad’jen Nasyihah, Dzurotul Khoir Nazarina, Tiara Ni Luh Dita Yanti Niken Nazira Kinsky Niluh Putu Evvy Rossanty Novia Widyasari Nur Riski Islianty Nurdin, Jurana Nurmiati Nurmiati Oktavianus Palawa, Muh. Riswandi Parani, Syamsul Bachri Dg Parani, Syamsul Bahri Parani, Syamsul Bahri Dg. Parawangsa, Indra Ponirin Ponirin Ponirin Ponirin, Ponirin Pravitasari, Dea Pricylia Chintya Dewi Buntuang Rahmat Mubaraq Ramadhani, Jihan Ramli Hatma Randang, Viany Fransiska Razak, Abd Rian Risendy Riyanto, Wahyu Rosida P. Adam Ryan Ryan Setiawan Mandala Putra Siti Fajaria Siti Riskiana Sri Ayu Suci Maharani Sri Wahyuni Sri Wanti Suardi Suardi Sulaeman Miru Surayya SURYA NINGSIH Syafiqa Syahir Natsir Syamsul Bachri Syamsul Bachri Syamsul Bachri Syamsul Bahri Dg. Parani Syarifaini Tahyudin Tahyudin Talita, Febrina Tambaru, Rachman Thahir, Harifuddin Umar Syarifuddin USWATUN HASANAH Wahyunga, Wahyunga Wahyuningsih Wahyuningsih Wahyuningsih Wahyuningsih Wanti, Sri Wiri Wirastuti Yea Aprilia Silvana YUYUN DESTI INDRAWATI Zakiyah Zahara Zalyanti, Nur Afni Zeylo Auriza, Mohammad