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All Journal Warta Pengabdian Andalas: Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks Proceeding Applied Business and Engineering Conference Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Jiptek : Jurnal Pengabdian Ilmu Pengetahuan dan Teknologi
Nurhayati
Politeknik Negeri Padang
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Pengaruh Electronic Word of Mouth, Kemudahan Penggunaan Teknologi, Manfaat dan Kepercayaan Terhadap Keputusan Pembelian pada Marketplace Shopee Adeani Suryani; Alhapen Ruslin Chandra; Nurhayati
ABEC Indonesia Vol. 10 (2022): 10th Applied Business and Engineering Conference
Publisher : Politeknik Caltex Riau

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Abstract

The development of technology and information and the increasing use of the internet have changed the situation to be completely instantaneous, one of which is in terms of meeting needs by shopping online through the marketplace. Shopee is the marketplace with the second most traffic usage in Indonesia. One of Shopee's customer segments comes from generation Z who have various considerations that make them confident in making purchasing decisions on the marketplace. This study aims to determine the effect of Electronic Word of Mouth, Ease of Use of Technology, Benefits, and Trust on purchasing decisions on the Shopee marketplace by students in Padang City. The population of this study is students in the city of Padang who use Shopee to do online shopping, with a sample of 100 respondents obtained using convenience sampling techniques. Data collection using an online questionnaire. Data were analyzed using multiple linear regression analysis. The results of the study show that electronic word of mouth, benefits and trust have a positive and significant effect on purchasing decisions on the Shopee marketplace by students in Padang City, while the ease of use of technology does not have a positive and significant effect on purchasing decisions on the Shopee marketplace by students in Padang City. Simultaneously, Electronic Word of Mouth, Ease of Use of Technology, Benefits, and Trust have a significant effect on Purchase Decisions on the Shopee marketplace by Students in Padang City.
Dynamic Marketing Strategy in Responding to Changes in Consumer Behavior during the Work from Home Era Eti Rahmawati; Iis Mariam; Rousdy Tamba; Nurhayati
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 3 (2026): July
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i3.4050

Abstract

The shift to Work from Home (WFH) practices has altered consumer behavior patterns and created new challenges for firms in adjusting their marketing approaches. This study examines how dynamic marketing strategy affects marketing effectiveness in the context of behavioral changes among WFH workers in Bandung City. A quantitative associative approach was employed using survey data collected from 120 formal sector employees who had implemented WFH for at least six months. Data were gathered through structured questionnaires and analyzed using multiple linear regression. The findings indicate that dynamic marketing strategy exerts a positive and significant effect on marketing effectiveness (β = 0.512) (p < 0.05). In contrast, changes in consumer behavior demonstrate a negative and significant impact when not properly anticipated (β = −0.287) (p < 0.05). The model explains 51.3% of the variance in marketing effectiveness. These results emphasize the importance of adaptive marketing capabilities, particularly market sensing and organizational agility, in responding to evolving consumer behavior patterns.
Enhancing the Market Competitiveness of a Curtain Small Business through Digital Marketing Mentorship Nurhayati; Yosi Suryani; Yudhytia Wimeina; Rahmat Eka Putra
Warta Pengabdian Andalas Vol 32 No 4 (2025)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/jwa.32.04.505-511.2025

Abstract

This community service program aims to enhance the competitiveness of a small curtain business through digital marketing assistance. The home-based enterprise faces challenges in effectively promoting its products, due to lack access to e-commerce platforms, or social media management tools essential for modern marketing. The program, conducted over a one-week period, employed methods including training, technical mentoring, and direct implementation of digital marketing strategies, such as creating social media business accounts, writing compelling descriptions, and utilizing e-commerce platforms to expand market reach. Success is evaluated through indicators such as increased partner knowledge, the number of digital interactions, and increased sales following the mentoring program. The program's results demonstrate significant improvements in partners' ability to manage their business's social media and produce engaging promotional content. This program demonstrates that implementing a practical training-based digital marketing strategy can be an effective solution to address promotional limitations for small home-based businesses and contribute to strengthening the digital-based local economy.
Pemanfaatan Microsoft To Do Sebagai Penunjang Work Life Balance Bagi Ibu Bekerja Meri Azmi; Nurhayati; Indri Rahmayuni; Salsabila Okta Kirana; Yance Sonatha
Jiptek : Jurnal Pengabdian Ilmu Pengetahuan dan Teknologi Vol 2 No 1 (2024)
Publisher : Society of Visual Informatics (SOTVI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62527/jiptek.2.1.7

Abstract

Maintaining a balance between their professional and personal lives can be difficult for working mothers in the modern era. Working mothers at the Karya Mulya Housing Complex receive significant benefits from using this application, which increases their efficiency and productivity. The main objective of this activity is to encourage the achievement of work-life balance for working mothers, by providing effective tools to organise their tasks. Through a hands-on approach and direct instruction, participants are directed to optimise their use of Microsoft To Do, reduce tension, and allocate their time between household and work obligations more effectively. This journal presents an overview of the implementation of Microsoft To Do introduction activities, details the positive reactions from participants, and highlights the anticipated impact in supporting the life balance of working mothers in the Karya Mulya Housing environment. Thus, this journal provides insight into real efforts to facilitate increased productivity and quality of life for mothers who perform dual roles as family members and workers
Co-Authors Adeani Suryani Alhapen Ruslin Chandra Eti Rahmawati Iis Mariam Indri Rahmayuni Meri Azmi Rahmat Eka Putra Rousdy Tamba Salsabila Okta Kirana Yance Sonatha Yosi Suryani Yudhytia Wimeina