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Pengaruh Komunikasi Pemasaran dan Kualitas Pelayanan terhadap Loyalitas Pelanggan di Shopee Asmita Wulansari Dg. Liwang
YUME : Journal of Management Vol 5, No 3 (2022)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v5i3.806

Abstrak Penelitian ini menguji pengaruh Komunikasi Pemasaran Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan. Jenis penelitian yang digunakan adalah kuantitatif dengan menggunakan metode survey dalam pengumpulan datanya. Kuesioner disebarkan sebanyak 35 kepada Pelanggan Shopee di Kabupaten Banggai Laut. Teknik pengambilan sampel menggunakan snowball sampling dengan metode non-probabilitas. Hasil penelitian menunjukkan bahwa Komunikasi Pemasaran berpengaruh positif terhadap Loyalitas Pelanggan dan Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. Kata Kunci: Komunikasi pemasaran, Kualitas Pelayanan, Loyalitas pelanggan.AbstractThis study examines the effect of Marketing Communication and Service Quality on Customer Loyalty. The type of research used is quantitative by using survey methods in data collection. 35 questionnaires were distributed to Shopee Customers in Banggai Laut Regency. The sampling technique used was snowball sampling with a non-probability method. The results showed that Marketing Communication had a positive effect on Customer Loyalty and Service Quality had a positive and significant effect on Customer Loyalty. Keywords: Customer loyalty, Marketing communication, Service Quality

Training on Digital Product Branding for MSMEs Irwan Moridu; Rini Hadiyati; Khas Sukma Mulya; Asmita Wulansari Dg. Liwang; Nurcahya Hartaty Posumah
SAFARI :Jurnal Pengabdian Masyarakat Indonesia Vol. 3 No. 3 (2023): Juli : Jurnal Pengabdian Masyarakat Indonesia
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/safari.v3i3.852

The purpose of community service activities is to stimulate the target audience's potential and creativity by including them in the development of Generation Z's creative economy through digitalization in the social age 5.0. The creative economy, developed as a concept in the social period 5.0, is a mainstay of technology and creativity, ideas, and human resources (HR) knowledge base. Creative industries in the social era 5.0, according to government programs, can become a reality if resources are available to meet digital, human, local, global, and balanced factors. Education, training, and mentorship are some of the methods used in this activity. This community service is intended at a group of Initiation (Muhammadiyah Luwuk University's Business Incubator) students. Among the programs implemented are those that explore student potential as a business goal, MSME innovation materials, and then training and mentorship related to product branding that encourages digital technical assistance. The findings demonstrated that the level of absorption (utilisation) of innovative MSMEs in Gen Z was high enough that they could be manufactured under private labels, notably in startup student groups (Muhammadiyah Luwuk University Business Incubator). As a result, students can unleash their potential and innovation in the creative economy sector before the complete digital society 5.0 phase.

The Influence Of Work Life Balance On Employee Performance With Work Ethic As A Moderating Variable Wulandari; Asmita Wulansari Dg. Liwang; Adrian Polim; Muhamad Risal Tawil; Muhammad Prasha Risfi Silitonga
Jurnal Teknologi dan Manajemen Industri Terapan Vol. 4 No. I (2025): Jurnal Teknologi dan Manajemen Industri Terapan
Publisher : Yayasan Inovasi Kemajuan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55826/jtmit.v4iI.1099

This study is a quantitative study with an explanatory approach, namely an approach that is backed by previous research to create hypotheses, modify hypotheses, and prove them. The data used in this study are primary data that researchers obtained from employees working at Bugland Furniture spread throughout Indonesia totaling one hundred and seventy-five employees. The data obtained were analyzed using the smart PLS 4.0 analysis tool. The result in this article show that the P-Values leading to positive and below the 0.05 significance level, namely 0.002. These results indicate that a good Work Life Balance of an employee can improve physical health, mental health, and financial stability. Ultimately, the three indicators mentioned above can affect Employee Performance. In addition, the Work Ethic variable in this article can also strengthen the influence of the Work Life Balance variable on Employee Performance because of the same thing, namely the P-Values leading to positive and below the 0.05 significance level, namely 0.000. These results indicate that the Work Ethic variable can help the Work Life Balance variable in influencing Employee Performance. On this basis, it can be concluded that the first and second hypotheses in this article can be accepted and proven.

Influence of Influencer Credibility and Visual Content on Gen Z's TikTok Purchase Intention Nadya Aurelle Dwisyah; Defa Enggrina; Delta Pelangi; Asmita Wulansari Dg. Liwang
IECON: International Economics and Business Conference Vol. 3 No. 1 (2025): International Conference on Economics and Business (IECON-3)
Publisher : www.amertainstitute.com

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

This study investigates the impact of influencer credibility and visual content on the purchase intention of Generation Z users on TikTok. Given the rising influence of social media marketing and the unique behaviors of Gen Z, understanding these factors is critical for effective digital marketing strategies. The research aims to examine how perceived trustworthiness, expertise, and attractiveness of influencers, alongside the quality and appeal of visual content, affect purchase intentions. A quantitative approach was employed, utilizing a structured questionnaire distributed to 350 Gen Z TikTok users selected through purposive sampling. Data were analyzed using structural equation modeling (SEM) to assess the relationships between variables. The results reveal that both influencer credibility and visual content significantly influence purchase intention, with influencer credibility showing a stronger effect. The findings suggest that marketers should prioritize building authentic and trustworthy influencer partnerships, as well as optimizing visual content to engage Gen Z audiences effectively. This study contributes to the growing body of knowledge on social media marketing by highlighting the specific drivers of purchase behavior on emerging platforms like TikTok. The implications offer valuable insights for marketers seeking to enhance consumer engagement and drive sales through influencer collaborations and compelling visual storytelling. The study recommends further research on other social media platforms and additional factors affecting Gen Z’s consumer behavior.

Business To Business In Purchasing MSME Products Asmita Wulansari Dg. Liwang; Irwan Moridu
International Conference On Digital Advanced Tourism Management And Technology Vol. 1 No. 2 (2023): International Conference on Digital Advanced Tourism, Management, and Technolog
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/ictmt.v1i2.155

In the current digital environment, employees are urged to establish social media relationships with clients in order to boost trust and lower the possibility of transactions that can erode client loyalty. The purpose of this study is to evaluate and assess the predisposing factors for customer loyalty, including MSME customers' use of social media, level of trust, and purchase risk. Causal explanatory research is the methodology employed. The research sample consists of small and medium-sized companies that interact with suppliers and use social media for business purposes. A survey was used to gather data, and 212 respondents were given questionnaires. Regression with mediation is instead employed in the data analysis process. The findings indicate that purchase risk is not as effective at moderating the impact of social media use on consumer loyalty as trust is.

Makassar Wuling Car Marketing Strategy Wahyudin Rahman; Asmita Wulansari Dg. Liwang
International Conference On Digital Advanced Tourism Management And Technology Vol. 1 No. 1 (2023): International Conference on Digital Advanced Tourism, Management, and Technolog
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/ictmt.v1i1.159

This study focuses on marketing activities connected to advertising tactics in order to maximize the efficacy of advertising in influencing purchase choices. The purpose of this study is to collect empirical information on the efficacy of Wuling automobile advertising and advertising effectiveness indicators that impact Wuling car purchase choices. This study employed a descriptive analysis technique as well as quantitative analysis methods such as the EPIC model and multiple linear regression. The results of the analysis using the EPIC model show that Wuling car advertising is in the effective scale range, and statistical tests show that indicators of advertising effectiveness, namely advertising messages, brand recognition, consumer trust, and consumer attitudes, have a significant effect on purchasing decisions, then partially the indicators -Indicators of advertising effectiveness have a significant effect on Wuling car purchasing decisions. Meanwhile, consumer sentiments have a negative yet considerable effect on Wuling automobile purchase choices.

The Influence Of Work Life Balance On Employee Performance With Work Ethic As A Moderating Variable Wulandari; Asmita Wulansari Dg. Liwang; Adrian Polim; Muhamad Risal Tawil; Muhammad Prasha Risfi Silitonga
Jurnal Teknologi dan Manajemen Industri Terapan Vol. 4 No. I (2025): Jurnal Teknologi dan Manajemen Industri Terapan
Publisher : Yayasan Inovasi Kemajuan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55826/jtmit.v4iI.1099

This study is a quantitative study with an explanatory approach, namely an approach that is backed by previous research to create hypotheses, modify hypotheses, and prove them. The data used in this study are primary data that researchers obtained from employees working at Bugland Furniture spread throughout Indonesia totaling one hundred and seventy-five employees. The data obtained were analyzed using the smart PLS 4.0 analysis tool. The result in this article show that the P-Values leading to positive and below the 0.05 significance level, namely 0.002. These results indicate that a good Work Life Balance of an employee can improve physical health, mental health, and financial stability. Ultimately, the three indicators mentioned above can affect Employee Performance. In addition, the Work Ethic variable in this article can also strengthen the influence of the Work Life Balance variable on Employee Performance because of the same thing, namely the P-Values leading to positive and below the 0.05 significance level, namely 0.000. These results indicate that the Work Ethic variable can help the Work Life Balance variable in influencing Employee Performance. On this basis, it can be concluded that the first and second hypotheses in this article can be accepted and proven.

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