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All Journal Jurnal Manajerial Jurnal ComunitA Servizio Jurnal Ekonomi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Management Science and Information Technology (IJMSIT)
Fitri Yutika
Institut Teknologi dan Bisnis Sabda Setia
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FACTORS INFLUENCING COFFEE SHOP ENTREPRENEUR’ INTENTION USING SHOPEE PARTNER APPLICATION Fitri Yutika
Jurnal Ekonomi Vol. 12 No. 01 (2023): Jurnal Ekonomi, 2023 Periode Januari - Maret
Publisher : SEAN Institute

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Abstract

Technological developments in marketing are a great opportunity for entrepreneurs to carry out business activities such as Coffee Shop. One of the innovations currently in development is Online Food Delivery service. ShopeeFood is an online food delivery service that connects buyers with food and beverage sellers through the Shopee Partner application. This study aims to determine the factors that influence the intention of Coffee Shop entrepreneurs using Shopee Partner application with Unified Theory of Acceptance and Use of Technology (UTAUT) theory. The research was conducted to 50 Coffee Shops in Pontianak City by distributing questionnaires. Data were analyzed using the Structural Equation Modeling method with SmartPLS software. The results of the study show that Effort Expectancy and Facilitating Conditions have a significant influence on shaping of Coffee Shop entrepreneurs' intentions to adopt the Shopee Partner application. It shows that Coffee Shop entrepreneurs in Pontianak City prioritize the level of ease of using Shopee Partner application and other supporting resources. Performance Expectancy and Social Influence variables did not affect the intentions of Coffee Shop entrepreneurs as they do not view digital transformation as an opportunity that provides benefits and less responsive to social factors that used and need online food delivery services.
Peningkatan Pengetahuan dan Praktikum Dasar-Dasar Microsoft Office di Panti Asuhan Abdi Agape Pontianak Daniel Oktodeli Sihombing; Fitri Yutika; Fry Melda Saragih
JURNAL Comunità Servizio : Jurnal Terkait Kegiatan Pengabdian kepada Masyarakat, terkhusus bidang Teknologi, Kewirausahaan dan Sosial Kemasyarakatan Vol. 5 No. 1 (2023): APRIL
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM), Univesitas Kristen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33541/cs.v5i1.4715

Abstract

Community Service (PKM) carried out by the PKM Team of the Sabda Setia Institute of Technology and Business (ITBSS) is a Microsoft Office Basic Training activity at the Abdi Agape Orphanage Pontianak. This activity has been carried out for three sessions over two days, namely on October 8 and 9, 2022. This Community Service activity was attended by 19 participants who are foster children at the Abdi Agape Orphanage Pontianak. This Microsoft Office Basic Training consists of three training topics on Microsoft Word, Microsoft Excel and Microsoft PowerPoint. These materials will be mentored by lecturers from the Sabda Setia Institute of Technology and Business. Based on the results of the evaluation and analysis of the Pre-test and Post-test scores, this Community Service activity succeeded in providing understanding for the training participants, as well as improving the abilities of the foster children at the Abdi Agape Orphanage, Pontianak. In this Microsoft Word Basic and Practical Training, the average Post-test score of the participants in the training increased by 30.05% from their Pre-test average. Then for Microsoft Excel Basic and Practical Training, the average Post-test score of participants in the training increased 21.82% from their Pre-test average score. Meanwhile, for the last session, namely Microsoft PowerPoint basic training, the average Post-Test score of participants in the training increased by 30.24%. Based on the test results that show this improvement, it can be said that the objectives and benefits of the Community Service Activities carried out at the Abdi Agape Orphanage Pontianak have been achieved. Keywords: Community Service; Microsoft Office; Word; Excel and PowerPoint.
ENHANCING MSME MARKETING PERFORMANCE THROUGH KNOWLEDGE MANAGEMENT: DIGITAL CAPABILITY AND DIGITAL INNOVATION AS MEDIATING VARIABLES Fitri Yutika; Febiwenesya Forever
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 4 No. 4 (2024): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i4.2367

Abstract

This study examines the impact of Knowledge Management (KM) on Marketing Performance in Micro, Small, and Medium Enterprises (MSMEs), with Digital Capability and Digital Innovation as mediating variables. A quantitative approach was employed, analyzing data from 150 MSMEs in West Kalimantan using Structural Equation Modeling (SEM) with SmartPLS software. The findings reveal that KM significantly influences Marketing Performance both directly and indirectly through Digital Innovation, which acts as a partial mediator. Conversely, Digital Capability does not significantly mediate the relationship between KM and Marketing Performance, indicating its limited role without effective integration into marketing strategies. The results underscore the crucial role of Digital Innovation in enhancing Marketing Performance, suggesting that MSMEs should prioritize innovation-driven strategies supported by robust KM practices. To achieve optimal outcomes, MSMEs are advised to integrate KM with a strong focus on Digital Innovation while improving the application of Digital Capability within their marketing frameworks. These insights provide valuable implications for managerial and policy-level interventions to bolster MSME competitiveness in the digital era.
Determinasi E-WOM Terhadap Reputasi Merek dan Kinerja Bisnis pada Ekosistem Social Commerce Fitri Yutika
Jurnal Manajerial Vol. 13 No. 01 (2026): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v13i01.11202

Abstract

Background – The emergence of TikTok Shop has shifted consumer trust from formal ads to peer-driven validation through Electronic Word of Mouth (e-WOM). Understanding this digital phenomenon is crucial as reputation now stems from continuous social interactions. Aim – This study analyzes e-WOM's influence on Brand Reputation and Business Performance within TikTok Shop using Resource-Based View (RBV) and Marketing Productivity theories. Methodology – A quantitative approach using SEM-PLS was applied to data from 155 active TikTok Shop users, predominantly Gen Z (63%), collected via purposive sampling. Findings – The analysis reveals that e-WOM has a positive and significant impact on Brand Reputation and Business Performance. These results confirm that digital validation serves as a primary trust signal that builds brand equity before driving economic outcomes. This evidence proves that in social commerce, reputation acts as a strategic gateway to market growth and long-term customer loyalty. Conclusion - This study concludes that e-WOM is the most dominant determinant of brand reputation within the TikTok Shop ecosystem. The high correlation between e-WOM and reputation suggests that for Gen Z, peer-driven credibility is more influential than formal advertising. Therefore, achieving a strong digital reputation through organic social interaction is a mandatory prerequisite for optimizing business performance in the social commerce era. Research implication – Theoretically, it reinforces digital reputation as a strategic intangible asset. Managerially, businesses must prioritize "authenticity over formality" in affiliate content and implement real-time sentiment management to maintain relationship quality with the dominant Gen Z market.   Limitations – This research is limited by its focus on a single platform (TikTok Shop) and a specific demographic (mostly students). Future studies should explore cross-platform dynamics and include additional variables such as FOMO or Price Sensitivity to broaden the understanding of business performance drivers.
Dual Pathways of e-WOM toward Perceived Marketing Performance through Brand Reputation and FOMO in Social Commerce Fitri Yutika
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.7669

Abstract

The rapid growth of social commerce has transformed electronic word-of-mouth (e-WOM) into a critical factor influencing consumer perceptions and business outcomes. This study aims to examine the influence of e-WOM on Perceived Marketing Performance through the mediating roles of Brand Reputation and Fear of Missing Out (FOMO) within the TikTok Shop ecosystem. Drawing on Signaling Theory and the Resource-Based View (RBV), the study proposes a dual-pathway framework consisting of a cognitive-rational pathway represented by Brand Reputation and an affective-social pathway represented by FoMO. A quantitative research design was employed using a survey method. Data were collected from 245 TikTok Shop users in Indonesia through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that e-WOM significantly influences both Brand Reputation and FOMO. Furthermore, Brand Reputation and FOMO were found to have significant positive effects on Perceived Marketing Performance. Mediation analysis reveals that both variables significantly mediate the relationship between e-WOM and Perceived Marketing Performance. However, Brand Reputation emerged as the dominant mediating mechanism, exhibiting a substantially stronger indirect effect than FOMO. The findings suggest that while emotional triggers contribute to consumer evaluations, reputation-based assessments remain the primary mechanism through which e-WOM translates into perceptions of marketing effectiveness.  Theoretically, this study advances social commerce research by integrating cognitive and affective pathways into a unified framework. Practically, the findings suggest that social commerce practitioners should prioritize long-term brand reputation management over short-term promotional hype, utilizing e-WOM to reinforce credibility while selectively employing FOMO-driven tactics during live-stream shopping events.
Co-Authors Daniel Oktodeli Sihombing Febiwenesya Forever Fry Melda Saragih