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All Journal Ekonomi Bisnis Jurnal Pendidikan dan Pemberdayaan Masyarakat SENTRALISASI JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN Budimas : Jurnal Pengabdian Masyarakat Portofolio: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi Journal of Business Studies and Management Review Jurnal Ilmiah Manajemen dan Kewirausahaan Jurnal Informatika Ekonomi Bisnis JIMP: Jurnal Ilmiah Manajemen Pancasila Jurnal Pengabdian Masyarakat Unama
Mira Gustiana Pangestu
Universitas Dinamika Bangsa
Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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SYNERGY OF STORE ATMOSPHERE AND BRAND IMAGE: ANALYSIS OF ITS INFLUENCE ON CONSUMER PURCHASING DECISIONS AT SOCIOLLA JAMBI CITY Pangestu, Mira Gustiana; Fahdillah, Yosi; Sabrina, Hanan Laras
Journal of Business Studies and Management Review Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i2.35233

Abstract

The changing landscape of e-commerce businesses is the result of rapid technological advancements and changes in customer behavior. One of the largest beauty e-commerce businesses in Indonesia, PT Socio Bella, also known as Sociolla, is a platform that faces intense competition to develop and retain its online consumers to offline consumers in stores. This study aims to see how the influence of store atmosphere and brand image on consumer purchasing decisions partially and simultaneously. This study uses quantitative research methodology with an associative approach to see the effect of store atmosphere and brand image on purchasing decisions at Sociolla in Jambi City. The population used in this study were consumers who had made purchases or visited Sociolla in Jambi City while the sampling method used in the process was purposive sampling which involved a total of 100 respondents using the Lemeshow formula. The results showed that at Sociolla Jambi City, store atmosphere has a significant and positive influence on purchasing decisions and brand image has a significant and positive influence on purchasing decisions while both have a simultaneous effect on consumer purchasing decisions. So it can be concluded that these two factors go hand in hand with the emergence of consumer purchasing decisions at Sociolla Jambi City.
EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT AND BRAND AWARENESS ON CONSUMER BEHAVIOR: A CASE STUDY OF ES TEH INDONESIA IN KOTA BARU JAMBI Sabrina, Hanan Laras; Fahdillah, Yosi; Pangestu, Mira Gustiana
Journal of Business Studies and Management Review Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i2.35234

Abstract

This For entrepreneurs, the internet is useful for promoting their business to consumers. The development of digital technology and the growth of the business world in the current era is increasingly heading towards a global direction which makes a company required to establish the right marketing strategy in order to win marketing and be able to compete competitively with competitors. The purpose of this study was to determine the effect of celebrity endorsement and brand awareness on purchasing decisions for Indonesian iced tea, Kota Baru Jambi branch. The population of this study were consumers of Indonesian iced tea, Kota Baru Jambi branch with a sample size of 100 respondents using the lameshow formula. The sampling technique used purposive sampling technique using several criteria. This study uses quantitative methods and the data source used is primary data and data collection using a questionnaire distributed via google form. While the scale in this study uses a Likert scale. The data processing method uses multiple linear regression analysis, determination coefficient, partial t test and simultaneous F test. The results showed that celebrity endorsement had a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi.Brand awareness has a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi. And simultaneously celebrity endorsement and brand awareness have an effect on purchasing decisions on Indonesian iced tea in the new city branch of Jambi.
The Impact of AI-Based Marketing, Chatbots, and Social Media on Customer Satisfaction and the Economic Behavior of MSMEs Consumers in Jambi City Prasasti, Laura; Fahdillah, Yosi; Pangestu, Mira Gustiana
SENTRALISASI Vol. 15 No. 1 (2026): January
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v15i1.4952

Abstract

This study investigates the influence of AI-based marketing, chatbot services, and social media activities on customer satisfaction and consumer economic behavior among Micro, Small, and Medium Enterprises (MSMEs) in Jambi City. A quantitative approach was applied, and data were collected from 400 respondents using a structured questionnaire. The analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS 4. The results indicate that AI-based marketing, chatbot services, and social media engagement each have a significant positive effect on customer satisfaction. Furthermore, customer satisfaction significantly influences consumer economic behavior. The study also finds that customer satisfaction mediates the relationship between digital marketing strategies and consumer behavior. These findings highlight the strategic role of digital technologies in enhancing customer experiences and shaping consumer engagement in the MSME sector. 
PEMBINAAN USAHA KELOMPOK MASYARAKAT OLAHAN KERUPUK IKAN PUTRI BUNGSU DI KELURAHAN TALANG BAKUNG JAMBI MELALUI DIGITALISASI MARKETING DAN SMART PACKAGING Mira Gustiana Pangestu; Hassandi, Irfan; Despita Meisak
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol. 7 No. 3 (2025): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/budimas.v7i3.18453

Abstract

Program pengabdian kepada masyarakat ini dilaksanakan untuk meningkatkan kapasitas usaha kelompok masyarakat olahan Kerupuk Ikan Putri Bungsu di Kelurahan Talang Bakung, Kota Jambi. Permasalahan utama mitra meliputi keterbatasan teknologi produksi, ketergantungan terhadap cuaca, pengemasan tradisional yang menurunkan kualitas produk, serta pemasaran yang masih manual. Kegiatan pengabdian ini bertujuan untuk meningkatkan efisiensi produksi, kualitas produk, dan jangkauan pemasaran melalui penerapan digitalisasi marketing dan smart packaging. Metode pelaksanaan mencakup analisis kebutuhan mitra, penyerahan alat teknologi (oven pengering, mesin kukus, dan mesin sealer), pelatihan operasional alat, serta pelatihan pemasaran digital berbasis media sosial, e-commerce, dan website usaha. Evaluasi dilakukan dengan metode pre-test dan post-test untuk mengukur peningkatan pengetahuan dan keterampilan mitra. Hasil kegiatan menunjukkan adanya peningkatan signifikan pada efisiensi proses produksi, daya tahan produk, serta perluasan pasar melalui media digital. Program ini berhasil menumbuhkan kemandirian mitra dalam mengelola usaha berbasis teknologi dan digital marketing, serta memberikan dampak sosial ekonomi positif bagi masyarakat sekitar.
Privacy Stress And Brand Trust Implication on Continuous Online Buying Intention Hassandi, Irfan; Pangestu, Mira Gustiana; Fadillah, Yosi
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i4.1309

Abstract

This study investigates how psychological and trust-related factors influence continuous online buying intention among consumers in Jambi City, Indonesia. The research integrates perceived internet risk, consumer self-efficacy, and platform trust as exogenous variables, with privacy stress and brand trust serving as mediating constructs. A quantitative research design was applied, and data were collected through an online survey of 384 active e-commerce users in Jambi. The dataset was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships among variables. The results show that perceived internet risk significantly increases privacy stress but does not directly diminish brand trust. Consumer self-efficacy and platform trust positively influence brand trust, although neither directly reduces privacy stress. Brand trust emerges as the most influential factor in shaping continuous online buying intention, whereas privacy stress shows no significant direct effect. However, both mediators privacy stress and brand trust play significant indirect roles, transmitting the influence of risk perception, digital confidence, and platform credibility toward behavioral loyalty. The model demonstrates substantial explanatory power, confirming its robustness and predictive validity. Overall, the findings highlight that sustained online purchasing behavior in Jambi’s digital market depends not only on technological reliability but also on emotional assurance and brand credibility. Strengthening consumer trust and reducing psychological discomfort are therefore essential strategies for ensuring long-term digital loyalty.
Co-Authors Agustin, Aini Tri Carissa Margaretha Despita Meisak Desy Ratna Wijaya Dwi Anggraini Fadhillah, Yosi Fadillah, Yosi Fahdillah, Yosi Febby Nanda Utami Irfan Hassandi Ivan Cristhian Johni Paul Karolus Pasaribu Kartika, Yulia Dwi Laras Sabrina, Hanan Marcel Rivaldo Marcellino Christian Muhammad Haris Saputra Nanda Utami , Febby Nelson Pandiangan Nia Rahayu Nia Rahayu Prasasti, Laura Qur’Aini, Thalya Rahayu , Nia Ramadhan, Raihan Fajri Septiawan Syaputra , Alfito Suratno, Eddy syahmardi yacob Syaputra, Alfito Septiawan Tri Agustin, Aini Usmayanti, Vivi Vivi Usmayanti Wahya Iffa Lubis Yosi Fadhillah yosi fahdillah Yossinomita Zhee Reylia Vauzan