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All Journal Jurnal Mirai Management Seminar Nasional FISIP Unila Economics and Digital Business Review Buguh: Jurnal Pengabdian Kepada Masyarakat Jurnal Bisnis dan Manajemen (JBM) Indonesian Community Journal Journal of Social And Economics Research Devotion: Journal Corner of Community Service Asian Journal of Economics and Business Management Jurnal Pemberdayaan Ekonomi International Journal of Business and Applied Economics (IJBAE) Innovative: Journal Of Social Science Research Amkop Management Accounting Review (AMAR) Jurnal Nusantara Mengabdi Journal of Business Management and Economic Development JEBD Digital Innovation : International Journal Of Management Epaper Bisnis: International Journal Entrepreneurship and Management journal of social and economic research Harmony Management: International Journal of Management Science and Business Global Management: International Journal of Management Science and Entrepreneurship Jurnal Ilmiah Manajemen Dan Kewirausahaan Journal of Social Sciences and Technology for Community Service
Yuniarti Fihartini
Universitas Lampung
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Strategi Personalisasi Konten dan Produk dalam Meningkatkan Visibilitas dan Konversi di Platform Digital Gama Textile Ikhtiarini, Shalwa Putri; Ayu, Rivi Tiara; Febrian, Angga; Fihartini, Yuniarti; Nugroho, Dwi; Rosita, Rosita; Yandes , Jufri; Saputra, Pindo Riski
I-Com: Indonesian Community Journal Vol 5 No 3 (2025): I-Com: Indonesian Community Journal (September 2025)
Publisher : Fakultas Sains Dan Teknologi, Universitas Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70609/i-com.v5i3.7659

Abstract

Industri tekstil Indonesia menghadapi dinamika pasar yang tidak menentu, mendorong pelaku usaha untuk beradaptasi dengan strategi pemasaran digital. Pengabdian ini bertujuan untuk membantu Gama Textile menjangkau audiens yang sesuai segmentasinya. Kegiatan ini berfokus pada penyusunan konten yang menarik, pengoptimalan gambar produk, penggunaan Facebook Ads, pembangunan landing page dengan Facebook Pixel, serta peningkatan tampilan Shopee. Metode pengabdian yang digunakan adalah Defusi Ipteks berbasis pendekatan partisipatif, dimana tim pengabdi bersama mitra secara aktif merancang dan merealisasikan solusi melalui observasi, wawancara, diskusi, pelatihan teknis, dan pendampingan langsung.  Landasan teori Uses dan Gratifications (UGT) dan prinsip komunikasi efektif digunakan untuk meningkatkan nilai konten. Hasil kegiatan menunjukkan peningkatan keterlibatan pengguna, kualitas dan relevansi konten, dan peningkatan efektivitas promosi digital mitra. Pendampingan ini diharapkan dapat memperkuat posisi Gama Textile di pasar digital dan menjadi model praktik terbaik bagi UMKM lainnya.
Factors Influencing Purchase Intention and Purchase Decision in Health Services at Zona.Gizi Ekaputra, Rismoyo; Bangsawan, Satria; Fihartini, Yuniarti
Amkop Management Accounting Review (AMAR) Vol. 5 No. 1 (2025): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i1.2509

Abstract

This study aims to analyze the influence of price perception, brand image, service quality, promotion, perceived ease of use, and perceived usefulness on purchase intention and purchase decision of Zona Gizi health services. The research was conducted on 358 respondents selected based on their experience and knowledge regarding Zona Gizi services. The questionnaires were distributed both directly using a survey method and via Google Form links shared through WhatsApp and Instagram social media platforms. The data analysis technique used in this study was Structural Equation Modeling (SEM) operated through IBM SPSS AMOS 21 software. The results show that the variables of price perception, brand image, service quality, promotion, perceived ease of use, and perceived usefulness have a significant positive effect on the purchase intention of Zona Gizi health services. Furthermore, purchase intention has a significant positive influence on the purchase decision of Zona Gizi health services.
The Influence of Beauty Influencers, Electronic Word of Mouth, and Brand Image on Purchase Intention of Skintific Products in Bandar Lampung Maulia Putri; Yuniarti Fihartini
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 4 No. 3 (2025): September: Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v4i3.4835

Abstract

This study investigates the influence of Beauty Influencers, Electronic Word of Mouth, and Brand Image on the Purchase Intention of Skintific products in Bandar Lampung. Skintific, a Canadian skincare brand, has gained popularity in Indonesia, especially among younger consumers, through social media-based digital marketing. The research employs a quantitative method with a descriptive approach. The population includes individuals in Bandar Lampung who are aware of and intend to purchase Skintific products. A purposive sampling technique was used to obtain 126 respondents. Data were gathered using a Likert-scale questionnaire and analyzed through multiple linear regression with SPSS software. The findings reveal that Beauty Influencer, Electronic Word of, and Brand Image each have a positive and significant effect on Purchase Intention, both partially and simultaneously. Among these variables, Electronic Word of has the most dominant influence, followed by Beauty Influencer and Brand Image. The coefficient of determination (R²) is 0.512, indicating that the three variables explain 51.2% of the variance in purchase intention, with the remaining 48.8% influenced by other factors. These results highlight the effectiveness of digital marketing through credible influencers, positive online reviews, and a strong brand image in driving consumer purchase intention.
Strategi Pemasaran Pempek Central 19 di Era Digital: Pengaruh Inovasi Digital terhadap Preferensi Konsumen Jaya Sironi, Alifya Zahra; Raghid D, M Marshall; Fihartini, Yuniarti; Andriyani, Lis; sari, Aida; Erlina, R.R.; Ramelan, Mudji Rachmat; Bursan, Rinaldi
Journal Social Science And Technology For Community Service Vol. 6 No. 1 (2025): Volume 6, Nomor 1, March 2025
Publisher : Universitas Teknokrat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33365/jsstcs.v6i1.99

Abstract

Pempek Central 19 adalah usaha kuliner di Lampung yang memiliki potensi besar di Pasar Indonesia. Dalam beberapa tahun terakhir, perkembangan teknologi informasi telah membawa perubahan signifikan dalam cara perusahaan memasarkan produk mereka. Pemanfaatan teknologi digital dalam pemasaran menjadi hal yang sangat penting bagi kelangsungan bisnis. Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital Pempek Central 19 dan pengaruh inovasi digital terhadap preferensi konsumen. Melalui metode pengabdian kepada masyarakat, tim pengabdian memberikan edukasi dan implementasi teknologi pemasaran digital yang inovatif untuk membantu meningkatkan daya saing usaha ini. Hasil dari pengabdian menunjukkan bahwa penggunaan platform digital yang efektif, seperti media sosial dan pemasaran online, berhasil meningkatkan interaksi dengan pelanggan serta memperluas jangkauan pasar.
Difusi Ipteks Pemasaran Digital Dalam Membangun Kehadiran Merek Dan Menjangkau Konsumen Baru Pt Almas Dwi Nugroho; Angga Febrian; Yuniarti Fihartini; Mutiasari Nur Wulan; Sri Asmirani; M Ghatan Dinata; Dzaki Oktarian
Journal Social Science And Technology For Community Service Vol. 6 No. 2 (2025): Volume 6, Nomor 2, September 2025
Publisher : Universitas Teknokrat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33365/jsstcs.v6i2.661

Abstract

Persaingan dalam pasar perumahan subsidi semakin meningkat, sehingga menuntut pengembang untuk memiliki strategi pemasaran yang adaptif dan relevan secara digital. PT Almas Berkah Mandiri, sebagai pengembang proyek Arraz Residence, menghadapi tantangan besar akibat ketiadaan kehadiran digital, yang membatasi jangkauan mereka terhadap calon konsumen potensial. Kegiatan pengabdian masyarakat ini bertujuan untuk membangun strategi pemasaran digital komprehensif guna meningkatkan visibilitas merek dan mengakuisisi leads berkualitas. Solusi yang ditawarkan meliputi pembuatan konten kreatif dan terjadwal untuk Instagram dan TikTok, optimalisasi Facebook Marketplace sebagai media promosi, peluncuran kampanye Facebook Ads tersegmentasi dengan integrasi Facebook Pixel, serta pengembangan landing page informatif yang performanya dipantau melalui Google Analytics. Selama pelaksanaan pada April–Mei 2025, pendekatan ini berhasil membentuk kehadiran digital perdana Arraz Residence dengan capaian awal yang menjanjikan: peningkatan jangkauan konten Instagram sebesar 38,7%, peningkatan interaksi di TikTok sebesar 211%, dan 73 klik tautan dari kampanye iklan berbayar. Capaian ini memperlihatkan bahwa strategi digital mampu mengubah pola promosi tradisional menjadi pendekatan berbasis data dan target audiens. Hasil ini menunjukkan efektivitas digitalisasi sebagai solusi strategis bagi pengembang properti untuk beradaptasi dalam era disrupsi
The Influence of Online Promotion and Product Diversity on Customer Satisfaction with Purchase Decision as an Intervening Variable Febrianto, Denni; Fihartini, Yuniarti; Husna, Nurul
International Journal of Business and Applied Economics Vol. 3 No. 3 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v3i3.9186

Abstract

In the bustling fitness industry of Bandar Lampung, Club Verde Fitness Center stands out, utilizing online promotions via Instagram to engage potential and existing customers. This quantitative study aims to assess the impact of these online promotions and product diversity on consumer satisfaction through purchase decisions. With a sample size of 141 respondents who have utilized Club Verde's facilities, data was collected through questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings reveal that while online promotions alone didn't significantly affect consumer satisfaction, they did influence purchasing decisions. Additionally, product diversity positively impacted both purchase decisions and consumer satisfaction. These results underscore the importance of a multifaceted marketing approach and varied product offerings in enhancing consumer satisfaction and driving purchase decisions in the fitness industry.
Co-Authors Ahmad Surya Fadilah Aida Sari Aldiyana, Wayan Alfido Rafif Hapris Ambarwati, Dwi Asri Siti Andriyani, Lis Angelia Putri Kesuma Angga Febrian Anisa Safitri Ariani, Rizki Okti Aulia Shalsha Saharani Ayu, Rivi Tiara Bangun, Sanjaya Cahya Nur Imani Dera Nandia Dorothy RH. Pandjaitan Dwi Asri Siti Ambarwati Dwi Nugroho Dwi Nugroho Dwischa Ade Kinanti Dzaki Oktarian Ekaputra, Rismoyo ERLINA, R.R. FEBRIAN, ANGGA Febrianto, Denni Fitria, Nanda Hani Santika Huzaimah, RA. Fiska Ikhtiarini, Shalwa Putri Jaya Sironi, Alifya Zahra Jufri Yandes Lidya Ayuni Putri Lis Andriani M Ghatan Dinata Maulia Putri Muhammad Amar Nuurahdien Aji Muhammad Dhaffa Adz Zidqy Muji Rahmat Ramelan Mutiasari Nur Wulan Mutiasari Nur Wulan Nurul Husna Nuzul Inas Nabila Nuzul Inas Nabila, Nuzul Inas Octaviana, Nadhila Permana, Yoga Pujian S, Andreas Purbasari, Niken Putra, Joni Putri, Lidya Ayuni Qalbina Rifka Indraputri Raghid D, M Marshall Rahel Bela Krisna Br. Situmorang Rahmah, Prima Qonitha Ramelan, Mudji Rachmat Realita, Reza Rinaldi Bursan Rosita Rosita Saputra, Pindo Riski Saputra, Rangga Aldiansyah Satria Bangsawan Sri Asmirani Subing, Anjhely Mahera Aryan Syifa Hera Assegaf Tuti Adawiyah Vivi Vivi Yeni Nurpitasari Yolanda Bintang