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All Journal Journal Of Management Science (JMAS) Bantenese Jurnal Pengabdian Masyarakat Budimas : Jurnal Pengabdian Masyarakat Abdiformatika: Jurnal Pengabdian Masyarakat Informatika Journal of Social Research IJCOSIN : Indonesian Journal of Community Service and Innovation Safari : Jurnal Pengabdian Masyarakat Indonesia Journal of Management and Social Sciences Prosiding Seminar Nasional Teknologi Informasi dan Bisnis eProceedings of Management Indo-Fintech Intellectuals: Journal of Economics and Business Jurnal Riset dan Inovasi Manajemen Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Journal of Digital Business Innovation Journal of Society, Community and Business Development
Chusnul Maulidina Hidayat
Institut Teknologi Telkom Purwokerto, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Empowering Businesses: Introducing Digital Marketing Strategies and Human Endeavors Chusnul Maulidina hidayat; Irawan Randikaparsa; Prasetyo Budi Wicaksana
Journal of Society, Community and Business Development Vol. 2 No. 1 (2024): April
Publisher : Universitas Muhammadiyah Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30595/scbd.v2i1.170

Abstract

Addressing the challenges faced by housewives in Pabuaran, Banyumas, this study focuses on the pressing need to empower them with digital marketing knowledge and the integration of Islamic values into their business endeavors. In many rural areas, including Pabuaran, traditional business practices often encounter obstacles in reaching broader markets and adapting to the rapidly evolving digital landscape. Despite being skilled entrepreneurs, housewives may lack access to resources and knowledge regarding effective digital marketing strategies. Additionally, there is a growing recognition of the importance of incorporating ethical and moral principles, such as those derived from Islamic teachings, into business practices. However, there is a gap in understanding how to effectively integrate these principles into modern business operations. Thus, this study aims to bridge these gaps by providing participants with practical knowledge and skills in digital marketing while exploring the application of Islamic values in entrepreneurship. By addressing these challenges, the study seeks to empower housewives in Pabuaran to overcome barriers to market access and enhance the sustainability and ethical integrity of their businesses. Through this empowerment initiative, participants will be equipped to leverage digital marketing tools effectively and align their business practices with Islamic principles, thereby fostering economic growth and social development within their community.
Pengaruh Perilaku Konsumen terhadap Keputusan Pembelian melalui Impulsive Buying saat Live Streaming pada Platform Tiktok Sumunar, Kurnia Indah; Chusnul Maulidina Hidayat
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 5 No. 4 (2025): Indo-Fintech Intellectuals: Journal of Economics and Business (2025)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v5i4.4878

Abstract

Perkembangan teknologi digital dan media sosial telah mengubah sudut pandang pemasaran, khususnya dengan munculnya fitur live streaming. Fenomena ini menciptakan dinamika baru dalam perilaku konsumen, di mana keputusan pembelian sering kali terjadi secara impulsif pada live streaming. Penelitian ini bertujuan untuk menganalisis pengaruh perilaku konsumen terhadap keputusan pembelian, dengan perilaku impulsive buying sebagai variabel mediasi pada aktivitas live streaming di platform TikTok. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner online yang disebarkan kepada 101 responden pengguna TikTok di Indonesia yang pernah menonton live streaming dan melakukan pembelian. Stata 14 digunakan sebagai software untuk melakukan analisis jalur. Hasil penelitian menunjukkan bahwa perilaku konsumen memiliki pengaruh positif terhadap keputusan pembelian namun peran impulsive buying sebagai variabel mediasi tidak terbukti terhadap pengaruh positif perilaku konsumen dan keputusan pembelian. Perilaku konsumen memiliki pengaruh positif terhadap impulsive buying dan impulsive buying memiliki pengaruh positif terhadap keputusan pembelian. Penelitian ini mengkonfirmasi bahwa live streaming TikTok merupakan saluran pemasaran yang efektif dalam membangkitkan perilaku impulsif yang akhirnya mendorong keputusan pembelian. Implikasi teoritis memperkuat teori Stimulus-Organism-Response dalam konteks digital. Bagi pelaku bisnis, temuan ini menekankan pentingnya memilih streamer yang kredibel, mampu berinteraksi, dan menyajikan konten yang informatif untuk memaksimalkan penjualan.
Co-Authors Adi Nugroho, Irfan Afif Darmawan, Defandi Ahmad Fahreza Aswan Munang Azzam, Abyan Naufal Cahyo, Heru Chlorita, Stania Gilbryan Ibrahim, Ramadhan Graciela Putri Wengkau Irawan Randikaparsa Irfan, M.Dzakki Irwan Susanto Lina Fatimah Lishobrina Livia Irene Widianty Magdalena BR Pasaribu, Ichanita Maliana Puspa Arum Marsally, Silvia Van Maulid, Dhijar Mevadianti, Ersya MIFTAHOL ARIFIN, MIFTAHOL Muhammad Eka Purbaya Muntahanah, Siti Munthe, Adrian Wismar Pambudi, Muhammad Rizki Paradise, Paradise Pasaribu, Yulia Rahman Prasetyo Budi Wicaksana Prasetyo Hartanto Ratih Windu Arini Rezky Ramadhan B.K, Muh Putra Selin Lestari Br Karo Silvia Van Marsally Sumunar, Kurnia Indah Wijanarko, Ramafaiz Yusrina, Farah