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THE EFFECT OF SOCIAL MEDIA MARKETING AND SERVICE QUALITY ON PURCHASE DECISIONS ON NETFLIX STREAMING SERVICES WITH PERCEPTION MEDIATION Ranti Cahyati; Komsi Koranti; Aji Sukarno; Fani Yulia Rosyada
Jurnal Ekonomi Vol. 12 No. 01 (2023): Jurnal Ekonomi, 2023 Periode Januari - Maret
Publisher : SEAN Institute

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Abstract

The purpose of this study is to analyze the effect of social media marketing and service quality on purchasing decisions on Netflix streaming services by mediating brand perception. The analytical method in this study uses qualitative primary data. The data used in this study using a questionnaire instrument and valid data collected as many as 120 respondents. The sampling method in this research is purposive sampling. The analytical tool used is PLS (Partial Least Square). The test stages carried out are: convergent validity test, discriminant validity test, composite reliability test, Cronbach’s alpha test, coefficient of determination test (R2), predictive relevance (Q²), goodness of fit (GoF) and hypothesis testing. The testing tool used is SmartPLS. The results show that social media marketing and service quality affect brand perceptions, but social media marketing does not affect purchasing decisions, service quality and brand perceptions affect purchasing decisions, social media marketing and service quality affect purchasing decisions by mediating brand perceptions.
Program Peningkatan Kapasitas Masyarakat Kinerja Baca Tulis dan Berhitung Bidang Kelompok Bimbingan Belajar Anak Didik Rumah Baca ABADIBA, Pelatihan dan Orientasi Lapangan Pelaku Usaha Kecil dan Menengah, Kunciran Mas Permai Tangerang Herfita Libria Ursulawaty; Fani Yulia Rosyada; Perli Iswanto; Febrianti Dwianjani
Jurnal Pengabdian Kepada Masyarakat Darma Saskara Vol. 5 No. 2 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/abdimasug.2025.v5i2.216

Abstract

Universitas Gunadarma, Program Pengabdian kepada Masyarakat dilaksanakan untuk meningkatkan pengetahuan dan keterampilan masyarakat melalui tiga kegiatan utama: (1) pendampingan baca tulis dan berhitung bagi anak didik pada kelompok bimbingan belajar di Rumah Baca ABADIBA dan mitra; (2) pendampingan manajemen dan administrasi perpustakaan; serta (3) penyuluhan, pelatihan, dan pembekalan kewirausahaan bagi kelompok UMKM dan masyarakat umum. Kegiatan pembelajaran ditujukan bagi siswa tingkat sekolah dasar hingga menengah dengan pendekatan sesuai kebutuhan, sementara pelatihan kewirausahaan diarahkan untuk meningkatkan pemahaman, inovasi, dan keterampilan usaha berbasis teknologi. Target luaran program mencakup peningkatan kemampuan akademik anak didik, perbaikan tata kelola perpustakaan, serta peningkatan kapasitas dan kemandirian ekonomi masyarakat UMKM. Pelaksanaan kegiatan melibatkan lima fakultas dengan total 86 anggota tim dan menghasilkan luaran berupa publikasi ilmiah, pengembangan IPTEK terapan, model pembelajaran inovatif, serta pembentukan wirausaha baru. Secara keseluruhan, program ini berkontribusi pada peningkatan kualitas pendidikan, penguatan ekonomi masyarakat, dan optimalisasi peran dosen dalam kegiatan abdimas. Gunadarma University, Community Service Program, is carried out to improve community knowledge and skills through three main activities: (1) literacy and numeracy assistance for students in tutoring groups at ABADIBA Reading House and partners; (2) library management and administration assistance; and (3) counseling, training, and entrepreneurship briefings for MSME groups and the general public. Learning activities are aimed at elementary to secondary school students with an approach according to needs, while entrepreneurship training is directed to improve understanding, innovation, and technology-based business skills. The program output targets include improving students' academic abilities, improving library governance, and increasing the capacity and economic independence of the MSME community. The implementation of the activity involved five faculties with a total of 86 team members and produced outputs in the form of scientific publications, the development of applied science and technology, innovative learning models, and the formation of new entrepreneurs. Overall, this program contributes to improving the quality of education, strengthening the community's economy, and optimizing the role of lecturers in community service activities.