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All Journal SEIKO : Journal of Management & Business JURNAL LENTERA BISNIS Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Reswara: Jurnal Pengabdian Kepada Masyarakat Madaniya Majalah Ilmiah UPI YPTK JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah Jurnal Pelita Pengabdian Jurnal Ragam Pengabdian
Wiyarno
Universitas Pelita Bangsa
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THE MEDIATING ROLE OF ELECTRONIC WORD OF MOUTH IN THE RELATIONSHIP BETWEEN CONTENT MARKETING AND PURCHASE DECISIONS ON TIKTOK SHOP Rustianah Rustianah; Nur'Aeni Nur'Aeni; 3Riski Eko Ardianto; Wiyarno Wiyarno; Lisa Sri Kartika
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 13, No 2 (2026): ECOBISMA
Publisher : Published by the Faculty of Economics and Business, University of Labuhanbatu, North Sumat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v13i2.9186

Abstract

PURPOSE - This study aims to analyze the influence of content marketing on purchase decisions and to test the role of E-WOM as a mediating variable in this relationship among TikTok Shop users. Conceptually, this study employs the Stimulus–Organism–Response (SOR) framework, positioning content marketing as the stimulus, E-WOM as the socio-psychological mechanism, and purchase decisions as the behavioral response.METHODOLOGY - The research method used is a quantitative approach with an explanatory design. Data were collected via an online questionnaire administered to TikTok Shop users selected using purposive sampling, with 100 respondents. Data analysis was conducted using SEM-PLS with the assistance of SmartPLS software to test direct and indirect relationships among variablesFINDING - The results revealed that content marketing significantly influenced purchase decisions (β = 0.265, p = 0.006) and E-WOM (β = 0.595, < 0.001). Furthermore, E-WOM significantly influenced purchase decisions (β = 0.561, p < 0.001). Regarding indirect relationships, E-WOM significantly mediated the relationship between content marketing and purchase decisions, with an indirect effect coefficient of β = 0.334 (p < 0.001). These findings indicate that E-WOM strengthens the influence of content marketing on purchase decisions among TikTok Shop users
Pendampingan Penyusunan Prosedur Pengeluaran Kas Kecil di PT Fuji Ironwork Teknologi edi.tri triwibowo; Agus Fuadi; Wiyarno; Anisa Anggraeni
Jurnal Pelita Pengabdian Vol. 1 No. 1 (2023): Januari 2023
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jpp.v1i1.1604

Abstract

Kas kecil merupakan sejumlah kas yang disediakan perusahaan untuk membayar pengeluaran yang relatif kecil. Perusahaan mengalokasikan dana kas kecil dalam rangka membantu opersional perusahaan. Dalam pengelolaannya, PT Fuji Ironwork Teknologi selaku mitra mengalami permasalahan lemahnya pengelolaan dana kas kecil dari sisi prosedur, dokumentasi dan pencatatan. Untuk mengatasi permasalahan tersebut, tim PKM Universitas Pelita Bangsa memberikan solusi diantaranya dengan pelatihan dan pendampingan penyusunan prosedur pengeluaran kas kecil. Adapun metode yang digunakan diawali dari tahapan survey, wawancara, pelatihan dan pendampingan mengenai prosedur pengeluaran dana kas kecil. Proses penyusunan, pendampingan dan implementasi prosedur yang dilakukan, pihak mitra sangat kooperatif sehingga implementasi atas prosedur pengeluaran kas kecil dapat dilakasanakan dengan baik. Hal tersebut dibuktikan dengan laporan yang diberikan oleh mitra terkait pengendalian kas kecil dan laporan harian yang cukup efektif untuk pengelolaan kas kecil sehingga menunjang peningkatan kinerja mitra.
Co-Authors 3Riski Eko Ardianto Abdul Latif Agus Fuadi Ahmad Amrullahalhafizh Amali Amali Anisa Anggraeni Antika Zahrotul Kamalia edi.tri triwibowo Erna Apriani Fachrial Banyu Asmoro Indra Permana Indra Permana Isarianto Isarianto Lisa Sri Kartika Mahesa Rezky Ramadhan Nur&#039;Aeni Nur&#039;Aeni Qoriah Ar Raudhatul Hasanah Rustianah Rustianah Yefta Ondi Spalanzani Simatupang Zaenur Rozikin Zulfa Zakiatul Hidayah