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All Journal Ekonomi Bisnis Jurnal Ekonomi Modernisasi JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Ekonomi Bisnis SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Dinasti International Journal of Management Science eCo-Buss Jurnal Karinov Management Studies and Entrepreneurship Journal (MSEJ) Open Access Indonesia Journal of Social Sciences Jurnal Ilmu Manajemen Profitability Journal of Management and Bussines (JOMB) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal Of Science, Technology & Management (IJSTM) EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Open Access Indonesia Journal of Social Sciences Jurnal Abdi Masyarakat Indonesia Jurnal Pengabdian Inovasi dan Teknologi Kepada Masyarakat Jurnal Pengabdian Masyarakat Sains dan Teknologi J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Jurnal Ekonomi, Bisnis dan Pendidikan (JEBP) International Journal Business, Management and Innovation Review
Ita Prihatining Wilujeng
Universitas Negeri Malang
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

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Pengaruh E-Marketing dan Customer relationship management terhadap Loyalitas Melalui Perceived Value pada Nasabah Pengguna Internet Banking Bank BCA Dewi Sinta Puspitasari; Ita Prihatining Wilujeng; Ely Siswanto
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 3 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i3.7675

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh E-Marketing dan Customer relationship management (CRM) terhadap loyalitas nasabah pengguna internet banking Bank BCA dengan Perceived Value sebagai variabel mediasi pada pengguna layanan Internet Banking Bank BCA.Perkembangan teknologi informasi telah mendorong industri perbankan untuk beradaptasi menggunakan layanan digital, salah satunya Internet Banking. Bank Central Asia (BCA) merupakan salah satu dengan skala besar di Indonesia yang sudah mengadopsi atau memanfaatkan E-Marketing dan Customer relationship management (CRM) untuk mempermudah menjangkau nasabahnya. Metode penelitian yang digunakanmerupakan metode kuantitatif dengan pendekatan survei terhadap 100 responden yang merupakan pengguna aktif layanan Internet Banking BCA. Analisis menggunakan aplikasi SMART PLS. Hasil penelitian menunjukkan bahwa E-Marketing berpengaruh signifikan terhadap loyalitas nasabah. Namun customer relationship management tidak berpengaruh terhadap loyalitas konsumen.Temuan ini menegaskan pentingnya strategi digital dan manajemen hubungan pelanggan dalam membangun loyalitas di era perbankan digital.
Pengaruh Content Marketing Dan Customer Relationship Management Terhadap Repurchase Intent Dan Trust Sebagai Variabel Mediasi Pada Usaha TORTUIL Dynda Prista; Ita Prihatining Wilujeng; Ely Siswanto
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 3 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i3.7733

Abstract

Penelitian memiliki tujuan untuk menganalisis pengaruh Content Marketing (Video Pendek) dan Customer Relationship Management (CRM) terhadap Repurchase Intent dengan Trust sebagai variabel mediasi pada Tortuil yang merupakan sebuah platform layanan konsultasi akademik digital. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan sampel sebanyak 100 mahasiswa yang telah menggunakan layanan Tortuil. Data diperoleh melalui kuesioner yang mengukur pengaruh Content Marketing dan CRM terhadap Trust dan Repurchase Intent. Hasil analisis menunjukkan bahwa Content Marketing dan CRM memiliki pengaruh signifikan terhadap Trust, yang berfungsi sebagai variabel mediasi. Namun, pengaruh langsung kedua variabel tersebut terhadap Repurchase Intent tidak terbukti signifikan. Kepercayaan yang terbentuk melalui pemasaran konten dan manajemen hubungan yang baik berperan dalam meningkatkan loyalitas pelanggan, tetapi tidak cukup untuk mendorong niat pembelian ulang tanpa adanya faktor lain seperti kualitas layanan. Berdasarkan temuan tersebut yang dilaksanakan oleh peneiti ini disarankan agar Tortuil fokus pada peningkatan kualitas layanan dan konsistensi pengalaman pelanggan untuk mendorong peningkatan Repurchase Intent. Penelitian ini diharapkan dapat memberikan kontribusi bagi perusahaan layanan digital dalam mengelola hubungan pelanggan dan merancang strategi pemasaran yang lebih efektif.
Digitalisasi UMKM Produk Kerajinan Berbasis Ekonomi Sirkular Melalui Website BiruMarket: Studi Kasus UD Semar Biru Wilujeng, Ita Prihatining; Wahyudi, Handri Dian; Zutiasari, Ika; Putri, Farhani Shauma Wiyana; Rahayu, Arti Putri Septi
JDISTIRA - Jurnal Pengabdian Inovasi dan Teknologi Kepada Masyarakat Vol. 5 No. 2 (2025)
Publisher : Yayasan Rahmatan Fidunya Wal Akhirah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58794/jdt.v5i2.1501

Abstract

Transformasi digital merupakan elemen krusial dalam peningkatan daya saing Usaha Mikro, Kecil, dan Menengah (UMKM) di era modern. UMKM UD Semar Biru di Desa Jabalsari, Kabupaten Tulungagung, yang bergerak di bidang kerajinan rumah tangga berbasis bahan lokal dan daur ulang, menghadapi kendala dalam pemanfaatan teknologi digital, khususnya dalam aspek pemasaran. Tujuan dari kegiatan pengabdian masyarakat ini adalah untuk memberdayakan mitra melalui pengembangan model bisnis digital berbasis ekonomi sirkular melalui platform website BiruMarket. Metode Pelaksanaan kegiatan dilaksanakan dalam tiga tahap, yaitu persiapan (observasi kebutuhan dan pengembangan platform), pelaksanaan (pelatihan digital marketing serta pendampingan teknis), dan evaluasi (umpan balik mitra serta refleksi pelaksanaan). Hasil program menunjukkan bahwa penggunaan BiruMarket berdampak signifikan terhadap peningkatan citra profesional usaha mitra, memperluas jangkauan pasar, serta mengoptimalkan pemanfaatan WhatsApp Business dalam transaksi. Mitra menunjukkan peningkatan literasi digital dan kepercayaan diri dalam mengelola pemasaran berbasis website. Program ini menggarisbawahi bahwa integrasi teknologi digital dengan pendekatan berkelanjutan dapat menjadi strategi efektif dalam penguatan UMKM lokal. Platform BiruMarket juga memiliki potensi untuk direplikasi secara lebih luas dalam konteks pemberdayaan UMKM dengan tantangan serupa.
The Influence of Digital Marketing and Consumer Behavior on Purchase Decisions at Mega Akbar Regency Housing Naja Jessyka Maulani Putri; Ely Siswanto; Ita Prihatining Wilujeng
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 2 (2025): Dinasti International Journal of Economics, Finance & Accounting (May-June 2025
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i2.4304

Abstract

In today's digital era, marketing strategies in the property industry have undergone significant changes. Digital marketing has become a primary tool for developers to reach potential buyers more easily and widely. However, besides digital marketing strategies, consumer behavior also plays a crucial role in determining home purchase decisions. Buying property is a major decision influenced by various factors, such as psychological, social, economic, and personal experiences. This study aims to determine the extent of the influence of digital marketing and consumer behavior on home purchase decisions at Mega Akbar Regency Housing. Using a quantitative method, this research involves 70 respondents who have completed a questionnaire. The collected data is then analyzed using various statistical tests, including multiple linear regression, correlation, and significance tests with the help of SPSS. The results indicate that digital marketing and consumer behavior significantly influence purchase decisions. However, consumer behavior has a more dominant influence compared to digital marketing. This means that while digital marketing strategies are highly effective in attracting potential buyers' attention, psychological factors, recommendations from others, and how consumers search for and compare information play a more decisive role in their final decision to purchase a home.
Pengaruh Seo dan Content Marketing terhadap Brand Awareness Melalui Customer Engagement (Studi pada Brand Iqos) Gozi, Ahmad; Ita Prihatining Wilujeng; Ely Siswanto
Journal of Management and Bussines (JOMB) Vol. 7 No. 3 (2025): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/rrm3kh81

Abstract

This study aims to examine the impact of Search Engine Optimization (SEO) and content marketing on brand awareness, with customer engagement serving as a mediating variable, focusing on the IQOS brand in Indonesia. SEO and content marketing are two integral components of digital marketing, both designed to enhance brand visibility and foster consumer interaction. Data for this study were collected digitally through questionnaires distributed to active IQOS consumers who participate in the digital space and represent specific demographic segments. The relationships between variables were analyzed in two stages using Structural Equation Modeling with Partial Least Squares (SEM-PLS), both for path analysis and to measure the direct and indirect effects among variables. The findings indicate a positive and significant influence of both SEO and content marketing on customer engagement, which in turn significantly contributes to brand awareness. These results reinforce the importance of optimizing content through SEO to increase market visibility and brand recognition for IQOS. Practically, the findings suggest that SEO and content marketing should be strategically integrated into digital marketing efforts to maximize their effectiveness.   Keywords: Search Engine Optimization (SEO), Content Marketing, Brand Awareness
Mendorong inovasi produk dan digitalisasi UMKM melalui challenge based learning Wilujeng, Ita Prihatining; Dhewi, Titis Shinta; Hari, Mohammad; Puspasari, Shafa' Annisa; Putri, Farhani Shauma Wiyana
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 9, No 4 (2025): Juli
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v9i4.32318

Abstract

Abstrak UMKM memegang peranan penting dalam perekonomian nasional. Namun pada era Society 5.0 seperti saat ini, UMKM harus menghadapi tantangan dalam pemanfaatan teknologi digital dan inovasi produk. Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kemampuan pelaku UMKM melalui kegiatan pelatihan dan pendampingan. Metode yang digunakan adalah Challenge Based Learning (CBL), di mana metode ini mendorong pelaku UMKM dalam mengidentifikasi masalah yang dihadapi, merancang solusi, dan mengimplementasikan solusi tersebut di bisnis mereka. Kegiatan pengabdian masyarakat ini meliputi pelatihan inovasi produk dan pelatihan strategi digital marketing. Kegiatan ini dilaksanakan pada pelaku UMKM kerajinan rumah tangga. Hasil kegiatan ini menunjukkan bahwa melalui pendekatan Challenge Based Learning (CBL) yang diterapkan dapat membantu pelaku UMKM dalam menemukan solusi terbaik untuk usahanya, salah satunya melalui pemanfaatan  platform media sosial. Kegiatan ini juga berhasil meningkatkan kemampuan pelaku UMKM baik secara strategis maupun teknis. Melalui pelaksanaan kegiatan ini, tidak hanya berimbas pada peningkatan kemampuan individu saja, tetapi juga berkontribusi dalam memperkuat daya saing UMKM di pasar digital yang makin kompetitif. Kata kunci: UMKM; pemasaran digital; inovasi produk; media sosial; challenge based learning Abstract MSMEs play an important role in the national economy. However, in the current era of Society 5.0, MSMEs must face challenges in utilizing digital technology and product innovation. This community service activity aims to improve the capabilities of MSME actors through training and mentoring activities. The method used is Challenge Based Learning (CBL), where this method encourages MSME actors to identify problems faced, design solutions, and implement these solutions in their businesses. This community service activity includes product innovation training and digital marketing strategy training. This activity was carried out on MSME household craft actors. The results of this activity show that through the Challenge Based Learning (CBL) approach that is applied, it can help MSME actors find the best solutions for their businesses, one of which is through the use of social media platforms. This activity also succeeded in improving the capabilities of MSME actors both strategically and technically. Through the implementation of this activity, it not only has an impact on improving individual capabilities, but also contributes to strengthening the competitiveness of MSMEs in the increasingly competitive digital market. Keywords: SMEs; digital marketing; product innovation; social media; challenge based learning
Pengaruh Influencer Marketing dan Content Marketing Terhadap Purchase Intention Melalui Brand Awareness Studi Pada Instagram Pocari Sweat Oktaviani, Fadhilah Nur; Wilujeng, Ita Prihatining; Siswanto, Ely
eCo-Buss Vol. 8 No. 1 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i1.2311

Abstract

Perkembangan teknologi yang kian pesat membawa pengaruh besar bagi kehidupan masyarakat saat ini. Salah satu platform jejaring sosial yang dipergunakan dalam mempromosikan produk secara efektif yaitu instagram. Studi ini bermaksud guna mengetahui pengaruh influencer marketing dan content marketing terhadap purchase intention melalui brand awareness. Data yang terhimpun berupa kuesioner yang disebar pada responden dengan jumlah sebanyak 101 responden. Penentuan sampling pada studi ini mengaplikasikan teknik purposive sampling dengan pertimbangan tertentu untuk bisa menjadi sampel pada studi ini. Adapun pertimbangannya ialah responden yang mengoperasikan plikasi Instagram dan mengetahui influencer Fadil Jaidi. Penelitian ini mempergunakan Partial Least Square (PLS) dengan software SmartPLS. Temuan ini mengindikasikan variabel influencer marketing berpengaruh secara positif dan signifikan terhadap brand awareness, tetapi tidak signifikan terhadap purchase intention. Pada content marketing memiliki pengaruh positif dan siginifikan terhadap brand awareness dan purchase intention. Kemudian pada variabel brand awareness berpengaruh positif tetapi tidak signifikan terhadap purchase intention. Selain itu brand awareness tidak menjadi mediator yang signifikan antar variabel.
Reliability and Perceived Ease of Use Mediate Customer E-Trust Towards Customer E-Retention Fitriani, Nur Afika; Siswanto, Ely; Wilujeng, Ita Prihatining
Jurnal Ilmu Manajemen Profitability Vol. 9 No. 2 (2025): AGUSTUS 2025
Publisher : Universitas Muhammadiyah Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26618/9khs5y85

Abstract

This study investigates the mediating role of reliability and perceived ease of use in shaping customer e-trust and its subsequent influence on customer e-retention within the TikTok Shop platform. Grounded in the Technology Acceptance Model (TAM), the research employs a quantitative explanatory approach with a purposive sampling method, involving 80 respondents from TikTok Shop consumers in Malang City. Data were collected using structured online questionnaires and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 3.0. The findings reveal that both reliability and perceived ease of use exert a positive and significant effect on customer e-trust, underscoring the importance of consistent system performance and user-friendly features in strengthening customer confidence. Moreover, reliability demonstrates a direct and significant influence on customer e-retention, indicating that customers who perceive the platform as dependable are more likely to remain loyal. In contrast, perceived ease of use does not directly affect customer e-retention, suggesting that while ease of navigation and interaction enhance trust, they are insufficient on their own to secure long-term retention. Importantly, customer e-trust significantly mediates the relationship between both reliability and perceived ease of use toward customer e-retention, highlighting trust as a critical mechanism for sustaining loyalty. These findings contribute to the literature on digital consumer behavior and provide practical implications for e-commerce platforms to prioritize trust-building strategies through system reliability and ease of use.
The Effect of Mobile Advertising on Purchase Intention through Advertising Value and Flow Experience on Smartphone Users Ita Prihatining Wilujeng; Handri Dian Wahyudi; Raisa Fitri; Alifia Ratna Sungkar
Dinasti International Journal of Management Science Vol. 5 No. 3 (2024): Dinasti International Journal of Management Science (January-February 2024)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijms.v5i3.2319

Abstract

Current technological developments are in line with the development of increasingly sophisticated mobile phone technology and have an influence on people's lifestyles. The sophistication of smartphones is also accompanied by the high number of smartphone users in Indonesia, which has resulted in several brands dominating the Indonesian market until 2021. As smartphone sophistication continues to develop, customers who watch an advertisement will find the value of the advertisement and feel it when the message of the advertisement matches the customer's needs. Advertising value can be the main predictor in the context of smartphone mobile advertising. Apart from advertising value, it can also be influenced by Flow experience. Flow experience or flow experience is a positive emotion that individuals feel when carrying out activities with full involvement. This research will present the results of the quantitative analysis regarding the impact of mobile advertising on purchase intentions mediated by advertising value and flow experience. Data analysis in this study used 350 respondents by using PLS SEM analysis tools. The research results show that there is a positive and significant influence from the five hypotheses, including the influence of mobile advertising on purchase intention through advertising value and flow experience on smartphone users.
Strategic Adaption to Marketing Failures: A Case Study of PohonCoklat.co Abel Widi Astuti; Auramila Divana Esfandiari; Sudarmiatin Sudarmiatin; Ita Prihatining Wilujeng
International Journal Business, Management and Innovation Review Vol. 2 No. 4 (2025): International Journal Business, Management and Innovation Review
Publisher : Universitas Veteran Bangun Nusantara Sukoharjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijbmir.v2i4.175

Abstract

This case study examines the business discontinuity of PohonCoklat.co and reconsiders the widely accepted notion that a strong digital marketing strategy alone is sufficient to secure long-term business sutainability. Although the brand achieved notable digital performance–reflected in a steady 4.5% engagement rate accross social media and sustained visibility on major online marketplaces–the business ultimately ceased operations in mid-2023. Using a retrospective qualitative approach that incorporates document analysis and semi-structured interviews, this study reveals that the discontinuity was rooted not in marketing shortcomings, but in critical operational weaknesses. The main contributing factors included owner burnout driven by overly centralized decision-making, intensifying operational burdens caused by rising raw material prices and platform commission fees, and the lack of a scalable, decentralized system to distribute tasks effectively. These structural limitations progressively undermined profitability and constrained the company’s ability to respond to shifts in market demand. The findings highlight that digital marketing success cannot offset core operational deficiencies. Thus, this study asserts that sustainable digital business performance requires a strategic blend of marketing strength, robust operational frameworks, adaptive resource management, and long-term planning. The experience of PohonCoklat.co demonstrates that without these essential components, even digitally strong ventures remain vulnerable to stagnation and eventual closure.
Co-Authors Abel Widi Astuti Adela Shabrina Prameka Ali, Asiah Alifia Ratna Sungkar Arum Prasasti Aulia Fazhra Yuninda Auramila Divana Esfandiari Azlita, Reza Nur Berliana Septi Anggraini Cesya Rizkika Parahiyanti Dewi Sinta Puspitasari Dewi, Dr. Titis Shinta Dynda Prista Ely Siswanto Fitriani, Nur Afika Fulgentius Danardana Murwani Gandono, Arnela Ladyatma Gozi, Ahmad Handri Dian Wahyudi Kusdianti, Salsabila Esya Latif, Sahraman D. Hadji Mohammad Hari, Mohammad Naja Jessyka Maulani Putri Naofal, Ahmad Oktaviani, Fadhilah Nur Puji Handayati Puspasari, Shafa' Annisa Putri, Farhani Shauma Wiyana Rahayu, Arti Putri Septi Raisa Fitri Rizka Dewi Auliya Rizkie Ramadhan Ariyanto Saivana, Vinka Alfatena Shafa' Annisa Puspasari Sopiah Sopiah Sudarmiatin Sungkar, Alifia Ratna Titis Shinta Dhewi, Titis Wahyuningtyas, Dea Lestari Wardhana, Ery Tri Yana Respati Dewi Zutiasari, Ika