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All Journal Ekonomi Bisnis Jurnal Pendidikan Ekonomi (JURKAMI) Jurnal Pengabdian Kepada Masyarakat Darma Saskara
Sri Murtiasih
Gunadarma University
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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DIGITAL MARKETING COMMUNICATION: A CASE STUDY OF COVID-19 PURCHASING DECISION RELATED TO SOCIAL MEDIA AND E-WOM Sri Murtiasih; Erny Pratiwi; Masodah Masodah; Purnawarman Musa
Jurnal Ilmiah Ekonomi Bisnis Vol 28, No 2 (2023)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/eb.2023.v28i2.7931

Abstract

The COVID-19 pandemic that occurred all across the globe affected the economy. The firm is responsible for promotions, and clients use different types of technology to make purchases. Digital marketing employs social media to promote a product using electronic communication tools, which assist customers in making better-educated buying choices and persuade them to purchase a product or service. This study used purposeful sampling to acquire data, and the sample size was computed using answers from 441 participants who completed online surveys. Participants must be at least 20 years old and active purchasers in the retail internet industry. The suggestion indicates that customers may obtain a product or service via social media or e-WOM. Our SEM-based analysis revealed conformity with the value CFI is 0.954, the value RFI is 0.918, the value NFI is 0.931, and the value RMSEA is 0.066.  Consequently, advertising using digital marketing on social media during the COVID-19 epidemic has substantially influenced consumers' purchasing decisions.
ANALISIS TINGKAT KESENJANGAN ANTARA HARAPAN DAN KENYATAAN KUALITAS PELAYANAN PADA NASABAH BANK KB BUKOPIN PASCA AKUISISI Wijayanti Nugraeni; Sri Murtiasih
Jurnal Pendidikan Ekonomi (JURKAMI) Vol 11, No 1 (2026): JURKAMI
Publisher : STKIP Persada Khatulistiwa Sintang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31932/jpe.v11i1.6152

Abstract

Business acquisitions in the banking industry aim to expand markets, strengthen capital structures, and enhance institutional competitiveness. However, structural changes resulting from acquisitions often impact customer perceptions and satisfaction with the services provided. In this context, it is important to evaluate how the quality of post-acquisition services is received by customers, particularly in the case of Bank KB Bukopin, which has officially merged with KB Kookmin Bank from South Korea.  This study aims to analyze customer perceptions of the quality of Bank KB Bukopin's services after the acquisition process, using the SERVQUAL approach, which covers five main dimensions, namely Tangibles, Reliability, Responsiveness, Assurance, and Empathy. This research is quantitative in nature, with data collected through questionnaires distributed to Bank KB Bukopin customers.  The analysis was conducted using the GAP Analysis method to determine the difference between customer expectations and the actual perceived service performance. Furthermore, the analysis results were mapped into a Cartesian Diagram to identify service improvement priorities. The results showed that several indicators were still below customer expectations, especially in the dimension of responsiveness. Therefore, KB Bukopin Bank needs to focus primarily on improving service speed, complaint handling effectiveness, and more efficient communication. These findings are expected to form the basis for a service quality improvement strategy that is more targeted and relevant to the dynamic needs of customers.
Program Edukasi Implementasi Digital Marketing Untuk Peningkatan Pemahaman Dan Kemampuan Kewirausahaan Bagi Siswa Administrasi Perkantoran Di SMK Yadika 13 Tambun Septi Mariani; Sri Hermawati; Christera Kuswahyu Indira; Lies Handrijaningsih; Iman Murtono Soenhadji; Sariyati; Sri Murtiasih; Anisah; R. Hermana
Jurnal Pengabdian Kepada Masyarakat Darma Saskara Vol. 5 No. 2 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/abdimasug.2025.v5i2.210

Abstract

Pengabdian kepada masyarakat merupakan lanjutan dari kegiatan sebelumnya yang bertujuan untuk memperluas wawasan para siswa dan siswi di berbagai disiplin ilmu, termasuk di dalamnya ilmu manajemen. Kegiatan pengabdian kepada masyarakat ini bertujuan memperkenalkan konsep digital marketing kepada siswa sekolah menengah kejuruan, dengan harapan lulusan dapat menjadi mandiri melalui jalur wirausaha. Tujuan utama dari kegiatan ini adalah memberikan pemahaman awal tentang kewirausahaan melalui digital marketing kepada pelajar tingkat SMK. Kegiatan ini dilaksanakan di SMK Yadika 13 Tambun dengan metode yang mencakup penyampaian materi melalui presentasi, sesi diskusi, serta praktik pembuatan konten digital marketing, sesuai bidang manajemen. Materi yang disampaikan meliputi pengenalan peran digital marketing, perbandingan antara pemasaran tradisional dan digital, serta elemen konten digital. Secara keseluruhan, seperti pada di bidang manajemen kegiatan ini memberikan dampak positif dalam meningkatkan wawasan dan keterampilan peserta dalam memulai wirausaha sejak dini. Community service is a continuation of the previous activity that aims to broaden the horizons of students in various disciplines, including management science. This community service activity aims to introduce the concept of digital marketing to vocational high school students, with the hope that graduates can become independent through entrepreneurship. The main objective of this activity is to provide an initial understanding of entrepreneurship through digital marketing to vocational high school students. This activity was carried out at SMK Yadika 13 Tambun with a method that included delivering material through presentations, discussion sessions, and practical digital marketing content creation, according to the management field. The material presented included an introduction to the role of digital marketing, a comparison between traditional and digital marketing, and elements of digital content. Overall, as in the management field, this activity had a positive impact in increasing the insight and skills of participants in starting entrepreneurship from an early age.
Co-Authors Anisah Christera Kuswahyu Indira Erny Pratiwi Iman Murtono Soenhadji Lies Handrijaningsih Masodah Masodah Musa, Purnawarman R. Hermana Sariyati Septi Mariani Sri Hermawati Wijayanti Nugraeni