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All Journal Jurnal Ekonomi Jurnal Wira Ekonomi Mikroskil JURNAL MANAJEMEN MOTIVASI EQIEN - JURNAL EKONOMI DAN BISNIS Journal Of Management Science (JMAS) Enrichment : Journal of Management JURNAL ILMIAH KOHESI JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Golden Ratio of Finance Management Jurnal Akuntansi dan Keuangan Jurnal Manajemen International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Golden Ratio of Data in Summary All Fields of Science Journal Liaison Academia and Sosiety Journal Liaison Academia and Society Jurnal Multidisiplin Sahombu Jurnal ABDIMAS MUTIARA EMPOWERMENT: Journal of Community Practice JURNAL TEKNOLOGI, KESEHATAN DAN ILMU SOSIAL
Tulim, Anto
Universitas Mikroskil
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The Influence of Content Marketing Strategy on Consumer Engagement on Social Media Platforms Sugito, Sugito; Anto Tulim; Erbin Sitorus; Taufiq Azmi Harahap; Rayu Sri Wahyuni
Jurnal Multidisiplin Sahombu Vol. 5 No. 07 (2025): Jurnal Multidisiplin Sahombu, November (2025)
Publisher : Sean Institute

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

Abstract

Study This aim is to analyze influence strategy marketing content towards engagement consumers on the TikTok platform in context fashion industry. TikTok as a short video- based media own strong visual characteristics and level high interaction, so​ strategy content become factor determinant in interesting attention as well as build involvement users. Research This use approach quantitative with method survey through distributed Likert 1–5 questionnaire to users TikTok active 18–40 years old​ follow and consume fashion content. The sampling technique used is combined purposive sampling with stratified sampling based on gender and group age. Data analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) to test influence variables quality content, consistency uploads, relevance content, and visual elements on consumer engagement. Research results show that all over dimensions strategy marketing content has influence positive and significant on engagement. Visual elements and quality content proven become the most dominant factor, followed by relevance content and consistency uploads. In addition, engagement was found play a role as an important mediator that connects strategy marketing content with purchase intention. Findings This support the theory of Media Richness, Source Credibility, Uses and Gratifications, and the Hierarchy of Effects Model in context short video- based digital marketing. In practical, research This give recommendation for fashion brands to prioritize visual quality, storytelling, and design encouraging content​ interaction organic use increase engagement and potential purchase. Research this also provides opportunity to study advanced with enter variables moderation and behavioral data current TikTok.
DIGITAL MARKETING TRAINING TO INCREASE INDUSTRIAL SALES IN MARINDAL VILLAGE Sugito; Dina Hastalona; Anto Tulim; Rayu Sri Wahyuni; Taufik Azmi Harahap; Purnaa Sari Tarigan
International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Vol. 5 No. 3 (2025): November 2025 - February 2026
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19442324

Abstract

This Community Service (PKM) activity aims to increase the capacity of small and medium enterprises (SMEs) in Marindal Village to utilize digital marketing as a marketing strategy to expand their market and increase sales. The methods used included situational analysis, training, mentoring, and evaluation using pre- and post-test instruments. The results of the activity showed a significant increase in participants' understanding of digital marketing concepts (28% to 90%), business account creation skills (15% to 80%), and digital content creation skills (10% to 75%). In addition, there was a shift in marketing patterns from conventional to digital-based systems, which resulted in increased product visibility and business confidence in managing their businesses. However, challenges such as limited internet infrastructure, low digital literacy among some participants, and a lack of consistent promotions remain obstacles that need to be overcome. This PKM activity concluded that implementing digital marketing is an effective strategy in increasing the competitiveness of SMEs, with the note that ongoing mentoring and digital infrastructure support are needed.
The Transformation of Augmented Reality (AR) Technology Utilization in the Retail Industry: A Case Study of ZARA Online Store Pelawi, Pioneer; Tulim, Anto; Siregar, Ekun Melki Mozart
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.8213

Abstract

This study investigates the implementation of Augmented Reality (AR) in enhancing customer experience and influencing purchase decisions in ZARA’s online fashion store. Using a quantitative approach and convenience sampling of 206 respondents, the findings reveal that Presence, Convenience, and Usefulness significantly affect purchase decisions, while Enjoyment does not. The regression model used is proven valid and reliable, explaining 64.2% of the variance. These results suggest that AR technology, particularly when focused on functionality and convenience, can effectively increase consumer engagement and purchase conversion in the fashion retail industry.
Co-Authors Adriansyah Adriansyah Agustina, Risky Mulya Amra, Ricca Nophia Andi Andi Asmaiyani, Asmaiyani Benni Purba Chairina Chairina, Chairina Desliani Zalukhu Dina Hastalona Dwi Wahyono Edy Firmansyah Elisabeth Sitepu Endah Andriani PratiwI Erbin Sitorus Erma, Zetria Ermawy, Ardi Felliciali, Selvi Fransiskus Gultom, Fransiskus Gregorius Jarot Windarto Gulo, Yona Halim, Tiffani Jolie Hanna Damanik Hanny Siagian Helman Helman, Helman Hutagaol, Jarungjung Iskandar Muda Ismayani Ismayani Karim, Ahmad Karo Karo, Selamat Kelvin Meidi Khairuddin Tampubolon lasma siagian Magdalena Magdalena Manullang, Marihot Masitah, Tina Herianty Monika Ellis Sukma Napitupulu, Dea Okviar Egano Nasrul Efendi Nasution, Ridwan Pangeran, Pangeran Pantas Sianturi, Pantas Pardede, Marioga Pelawi, Pioneer Petrus Mongol Pioner Pelawi Purnaa Sari Tarigan Purnaya Sari Tarigan Rahmaniah, Rahmaniah Rayu Sri Wahyuni Ria Sintha Devi RINI RINI Rufi'i Sahid, Muhammad Samah, Eri Siagian, Sarmauli Hanny Silalahi, Alistraja Dison Siregar, Ekun Melki Mozart Siregar, Ilhamsyah Siregar, Imanuddin Situmeang, Mahyudin Sriyanto, Darmawan SUGITO Sugito Sugito Suhelmi, Suhelmi Sunday Ade Sitorus Suwianto, Suwianto Syaukani, Arham Tampubolon, Manner Tarigan, Purnaya Sari Taufik Azmi Harahap Taufiq Azmi Harahap Wahyuni, Rayu Sri Winda Ardiani Yayuk Suprihartini Yoga Yuniadi Yuanita, Yuanita Zetria Erma