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All Journal Enrichment : Journal of Management AMMA : Jurnal Pengabdian Masyarakat
Made Putri Ariasih
Universitas Pendidikan Ganesha, Indonesia
Humanities Chemistry Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Nursing

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Exploring the influence of visual content quality marketing on impulse buying in tiktok shop the mediating role of copywriting Made Putri Ariasih; Ni Luh Laksmi Rahmantari; Gede Surya Mahendra
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1448

Abstract

This study aims to examine the extent of the influence of visual content quality in marketing on impulse buying on TikTok Shop, mediated by copywriting. The study will employ a causal design approach as a statistical approach to test the constructs and hypotheses developed. The sample size for this study is 110 respondents across Bali who actively use TikTok Shop as their shopping platform. The research findings indicate that visual content quality in marketing does not have a direct significant effect on increasing impulse buying. However, copywriting effectively mediates the relationship between visual content quality in marketing and impulse buying. This research provides valuable insights into the importance of high-quality visual content, the role of copywriting, and their relationship with impulse buying. The implications and contributions of this research can help enhance understanding and marketing practices in the era of online social commerce platforms like TikTok Shop.
Implementasi Sosial Media Marketing Pada UMKM Bata Press UD Intan Desa Pejaten Kabupaten Tabanan Ni Luh Laksmi Rahmantari; Ni Komang Mela Tri Utari; Made Putri Ariasih
AMMA : Jurnal Pengabdian Masyarakat Vol. 1 No. 09 (2022): AMMA : Jurnal Pengabdian Masyarakat
Publisher : CV. Multi Kreasi Media

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Abstract

Pejaten Village is one of the villages in Kediri District, Tabanan Regency, Bali Province which is famous in the clay craft sector. One of the industrial products is press brick. From the results of the research conducted, press brick products should be more widely known outside the island of Bali to foreign countries, but because the marketing techniques used are still conventional, namely word of mouth marketing, making brick press products less well known to the wider community. Based on this potential, the researchers implemented training and mentoring strategies for MSMEs in Pejaten Village, namely at UD. Diamond. The purpose of training and mentoring for SMEs in Pejaten Village is to introduce the press brick industry more broadly. From the results of this study, a solution emerged in the form of an invitation to press brick craftsmen to find out more about the right marketing techniques using social media.   
Co-Authors Gede Surya Mahendra I Nengah Suarmanayasa Komang Krisna Heryanda Made Amanda Dewanti, Made Amanda Ni Komang Mela Tri Utari Ni Luh Laksmi Rahmantari