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All Journal JOIV : International Journal on Informatics Visualization SEIKO : Journal of Management & Business Community Engagement and Emergence Journal (CEEJ) Jurnal Ilmu Manajemen Terapan (JIMT) Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Charity : Jurnal Pengabdian Masyarakat Jurnal Pengabdian kepada Masyarakat International Journal of Community Service Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Golden Ratio of Mapping Idea and Literature Format Journal of Digital Marketing and Communication Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Inkubis: Jurnal Ekonomi dan Bisnis eProceedings of Applied Science BINA CIPTA Jurnal Manajemen dan Pemasaran Digital Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Danadyaksa: Post Modern Economy Journal Jurnal Siber Multi Disiplin Journal Development Manecos Proceeding of Community Service and Engagement
Riska Aprilina
Telkom University
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Pengaruh Kegiatan Pemasaran Instagram Terhadap Peningkatan Penjualan Produk Mirukiway Annisa Bunga Heryana; Riska Aprilina
Community Engagement and Emergence Journal (CEEJ) Vol. 6 No. 5 (2025): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v6i6.8847

Abstract

Kemajuan di bidang teknologi digital telah mendorong usaha mikro kecil dan menengah (UMKM ntuk memaksimalkan pemanfaatan media sosia, khususnya Instagram, Sebagai metode pemasaran yang efisien. Namun, UMKM Mirukiway masih menghadapi tantangan dalam menciptakan interaksi audiens yang optimal, meskipun konten yang mereka unggah telah menjangkau banyak pengguna. Situasi ini menggambarkan adanya perbedaan antara seberapa jauh konten dapat menjangkau dan berapa banyak interaksi serta penjualan yang di hasilkan. Penelitian ini bertujuan untuk mengevaluasi pengaruh aktivitas pemasaran di Instagram terhadap peningkatan penjualan produk Mirukiway dan mengenali faktor-faktor yang menyebabkan rendahnya keterlibatan pengguna meskipun jumlah tampil konten tinggi. Metode yang di terapkan adalah pendekatan kuantitatif dengan desain asosiatif, melibatkan 100 orag responden yang merupakan pengikut aktif Instagram @id_mirukiway serta konsumen yang telah melakukan pembelian. Data dikumpulkan melalui kuesioner, serta uji validitas, dan reliabilitas guna memastikan kualitas instrumen yang digunakan, dan analisis regresi linier sederhana untuk menguji hubungan variabel. Hasik penelitian menunjukan bahwa semua instrumen yang digunakan telah teruji valid dan reliabel, serta berbasis pendekatan Attention, Interest, Desire, Action (AIDA) untuk meningkatkan ketelibatan audiens dan mendorong konversi secara lebih efisien.
PENGARUH IKLAN LUAR RUANG DAN SOCIAL MEDIA MARKETING TIKTOK TERHADAP MINAT BELI SUNSCREEN AZARINE MELALUI BRAND AWARENESS PADA GENERASI Z DI KOTA BANDUNG Muhammad Rizky Saefullah; Leni Cahyani; Riska Aprilina
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.660

Abstract

Kemajuan pemasaran digital mendorong perusahaan memadukan kanal promosi offline dan online supaya komunikasi merek tersampaikan kepada konsumen dengan lebih optimal. Penelitian ini bertujuan mengkaji pengaruh Iklan Media Luar Ruang dan Social Media Marketing TikTok terhadap Minat Beli sunscreen Azarine melalui Brand Awareness pada Generasi Z di Kota Bandung. Penelitian ini menerapkan metode kuantitatif dengan rancangan penelitian eksplanatori. Data diperoleh melalui distribusi angket daring kepada 212 partisipan Generasi Z yang bertempat tinggal di Kota Bandung, mengenal produk Azarine sunscreen, serta pernah menyaksikan promosi Azarine sunscreen melalui TikTok dan media promosi luar ruang. Data diolah menggunakan metode Partial Least Squares Structural Equation Modeling atau PLS SEM dengan dukungan SmartPLS. Hasil penelitian memperlihatkan bahwa Iklan Media Luar Ruang dan Social Media Marketing TikTok memberikan pengaruh positif serta signifikan terhadap Brand Awareness dan Minat Beli. Brand Awareness turut memberikan dampak konstruktif terhadap Minat Beli dan sanggup menjadi perantara keterkaitan antara sarana promosi dengan Minat Beli. Kajian ini menyimpulkan bahwa sinergi promosi offline dan digital mampu mengokohkan pengenalan merek sekaligus menumbuhkan Minat Beli konsumen pada produk skincare lokal.
Pengaruh Efektivitas Instagram Organik terhadap Peningkatan Penjualan UMKM Astaphora Rifdah Husnul Khotimah; Riska Aprilina; Alma Syifa Maulidina
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 7 No. 4 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Juni- Juli 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v7i4.9429

Abstract

Latar belakang penelitian ini didasari oleh pentingnya pemanfaatan Instagram sebagai instrumen promosi organik dalam rangka mengoptimalkan volume penjualan merek Astaphora. Secara spesifik, penelitian ini bertujuan untuk mengevaluasi dan menganalisis pengaruh efektivitas penggunaan Instagram organik terhadap peningkatan penjualan produk tersebut. Pendekatan kuantitatif dengan desain survei diaplikasikan sebagai metode penelitian. Pengumpulan data primer dilakukan melalui penyebaran kuesioner kepada para pengikut akun Instagram Astaphora. Penelitian ini menempatkan efektivitas Instagram organik sebagai variabel independen dan pertumbuhan penjualan sebagai variabel dependen. Pengukuran data menggunakan instrumen skala Likert yang dikembangkan dari indikator dimensi relevan. Selanjutnya, data yang dihimpun melalui Google Forms dianalisis secara statistik menggunakan perangkat lunak SPSS untuk menguji hubungan serta pengaruh antarvariabel. Hasil analisis empiris mengindikasikan bahwa efektivitas Instagram organik berkontribusi positif terhadap pertumbuhan penjualan. Kontribusi tersebut tercermin dari meningkatnya keterikatan (engagement), stimulasi minat konsumen, serta tingginya kecenderungan pembelian pasca-paparan konten promosi. Dengan demikian, dapat disimpulkan bahwa fungsi optimalisasi Instagram organik merupakan strategi pemasaran yang efektif dalam memacu penjualan produk.
Digital Content Implementation as a Transformation of Digital Marketing Strategy for Computer Service MSMEs: A Community Service Program for Alify MSME in Pananjung Village, Pangandaran, West Java Astri Wulandari; Riska Aprilina
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 3 (2026): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i3.2502

Abstract

Digital technology has transformed MSME marketing, yet many Indonesian micro-enterprises still rely on conventional promotion. This Community Service Program implemented digital content creation to strengthen Alify MSME’s marketing strategy in Pananjung Village, Pangandaran, using an Appropriate Technology approach integrated with Participatory Action Research. Activities included a pre-survey of 30 customers, needs assessment, content design, practical training, mentoring, and post-evaluation. The validated instrument measured digital brand awareness, content quality, promotional affordability, and customer interaction satisfaction. The average score increased from 1.87 to 4.12, with a 120.3% improvement, an N-Gain of 0.75, and significant paired t-test results across all dimensions. Alify also independently managed two social media accounts, gained 127 followers, achieved 4.8% engagement, and produced a practical digital marketing guide sustainably.
PELATIHAN DAN PENDAMPINGAN IMPLEMENTASI CANVA DI DESA BATUKARUT, KECAMATAN ARJASARI, KABUPATEN BANDUNG Riska Aprilina; Astri Wulandari; Bethani Suryawardani
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 6, No 4 (2026): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v6i4.2347

Abstract

The advancement of the digital era can drive improved business performance, such as through the use of digital tools and also platforms. Batukarut Village, located in Bandung Regency, boasts a wealth of potential. Community service activities were conducted to optimize the potential of existing MSMEs. Observations and interviews were conducted to identify training and mentoring needs in Batukarut Village. The materials and training covered Canva implementation, from creating account and use of various design features to uploading content to social media to optimize content and promotion. ABSTRAKPerkembangan era digital dapat mendorong peningkatan performansi usaha seperti pemanfaatan tools dan platform digital. Desa Batukarut merupakan salah satu desa yang terletak di Kabupaten Bandung, dengan berbagai potensi yang dimiliki. Kegiatan pengabdian masyarakat dilakukan guna mengoptimalkan potensi UMKM yang ada. Tahapan observasi hingga wawancara dilakukan guna mengetahui kebutuhan kegiatan pelatihan dan pendampingan di Desa Batukarut. Penyampaian materi dan pelatihan terkait dengan implementasi Canva mulai dari pembuatan akun, penggunaan berbagai fitur desain di Canva, hingga tahapan upload konten di sosial media guna optimalisasi konten dan strategi promosi.
The Effect of Brand Image on Consumer Buying Interest (Case Study of Tenth Avenue Mall Bandung 2025) Yulia Nurhayati; Riska Aprilina; Astri Wulandari
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.536

Abstract

The increasing competition among shopping malls in Bandung requires each mall to have a strong Brand Image in order to attract consumers’ purchase intention. Brand Image is an important factor as it influences consumers’ perceptions, attitudes, and interest in choosing a shopping destination. This final project aims to analyze the Brand Image, consumers’ purchase intention, and the effect of Brand Image on consumers’ purchase intention at Tenth Avenue Mall Bandung. The research method used in this final project is a quantitative method with descriptive and verificative research types. Data were collected through questionnaires distributed to consumers who have visited or are familiar with Tenth Avenue Mall Bandung. The data analysis techniques applied include descriptive analysis and simple linear regression analysis using statistical software. The results show that the Brand Image of Tenth Avenue Mall Bandung is categorized as good, while consumers’ purchase intention is at a moderate to high level. Furthermore, the verificative analysis indicates that Brand Image has a positive and significant effect on consumers’ purchase intention. The conclusion of this final project is that a better Brand Image leads to a higher level of consumers’ purchase intention. The results of this final project are expected to provide useful input for management in improving marketing strategies and to serve as a reference for future research.
Scrolling Scrolling, Watching, Buying: The Influence of TikTok User-Generated Content (UGC) Videos on Purchase Decisions through Customer Reviews of Eser Perfume Products Allya Nihayah; Astri Wulandari; Riska Aprilina
Journal of Digital Marketing and Communication Volume 6 - Issue 1 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i1.1240

Abstract

The emergence of TikTok as a social commerce platform has transformed the way consumers search for and evaluate products. This phenomenon is particularly interesting in the context of fragrance products (perfumes), as their primary attribute—the scent—cannot be experienced through a digital screen. Consequently, consumers face a unique challenge when making purchase decisions. Therefore, it is important to investigate how user-generated video content and customer reviews on TikTok influence consumers' purchasing decisions. This study aims to examine the effect of User-Generated Content (UGC) videos on TikTok on consumers' purchase decisions regarding Eser Perfume, with customer reviews serving as a mediating variable. An explanatory quantitative approach based on the Stimulus–Organism–Response (S–O–R) theory was employed. Data were collected through an online questionnaire administered to 200 active TikTok users in Indonesia selected using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that UGC videos have a positive and significant direct effect on purchase decisions (β = 0.659, p < 0.001) and strongly encourage consumers to read customer reviews (β = 0.890, p < 0.001). In addition, customer reviews positively influence purchase decisions (β = 0.310, p = 0.001) and serve as a partial mediating variable (indirect effect = 0.276). Overall, the proposed model explains 89.4% of the variance in purchase decisions (R² = 0.894). These findings suggest that organic TikTok videos influence consumers' perfume purchase decisions through two complementary mechanisms: direct visual appeal and the verification of product information through customer reviews. Accordingly, local perfume businesses are encouraged to optimize the creation of engaging UGC videos while maintaining the credibility and authenticity of customer reviews on TikTok to strengthen consumer trust and increase purchase intentions.
Pengaruh Electronic Word of Mouth (E-WOM) terhadap Persepsi Kualitas dan Minat Beli Konsumen Generasi Milenial dan Generasi Z (Studi Kasus: Brand Parfum HMNS pada Aplikasi X) Zafira Fitri Saliha; Riska Aprilina; Ganjar Mohamad Disastra
Jurnal Ilmu Manajemen Terapan Vol. 7 No. 6 (2026): Jurnal Ilmu Manajemen Terapan (Juli - Agustus 2026)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v7i6.9565

Abstract

Studi berangkat dari maraknya ulasan konsumen di media sosial diduga membentuk persepsi terhadap kualitas produk sekaligus mendorong minat beli, namun hubungan tersebut belum banyak ditelaah dari sisi empiris pada produk parfum lokal. Penelitian ini tujuannya menganalisa pengaruh Electronic Word of Mouth terhadap Persepsi Kualitas dan Minat Beli, dan menelaah peran Persepsi Kualitas sebagai variabel mediasi. Metode memanfaatkan pendekatan kuantitatif berteknik Partial Least Squares Structural Equation Modeling terhadap seratus responden Generasi Milenial dan Generasi Z yang aktif memakai Aplikasi X dan pernah membaca ulasan terkait parfum Hmns. Hasil dari penelitian ini menunjukkan bahwa Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Persepsi Kualitas dan Minat Beli, Persepsi Kualitas berpengaruh positif dan signifikan terhadap Minat Beli, serta Persepsi Kualitas terbukti memediasi secara parsial hubungan antara Electronic Word of Mouth dan Minat Beli. Model penelitian ini mempunyai sebuah kecakapan prediktif yang kuat terhadap kedua variabel dependen. dapat diambil kesimpulan bahwa ulasan konsumen berperan sentral dalam membentuk persepsi kualitas sekaligus mendorong minat beli terhadap produk parfum lokal.  
The Influence of Gen Z Consumer Perceptions in Bandung City on Consumer Satisfaction with Raecca Cosmetics Dinda Febdinayu; Riska Aprilina; ⁠Donni Junipriansa
Journal Development Manecos Vol. 4 No. 2 (2026): Journal Development Manecos
Publisher : Scieclouds Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71435/741623

Abstract

The development of the cosmetic industry in Indonesia has experienced substantial growth, accompanied by increasing awareness of self-care and personal appearance, particularly among Generation Z. In an increasingly competitive cosmetic market, understanding consumer perception is essential because consumers' evaluations of product quality, price, brand image, and product benefits may influence their satisfaction. This study aims to examine the effect of Generation Z consumer perception on consumer satisfaction toward Raecca cosmetic products in Bandung City. This study employed a quantitative explanatory research design. The population consisted of Generation Z consumers who had used Raecca Cosmetics in Bandung City. A total of 96 respondents were selected using a purposive sampling technique based on predetermined inclusion criteria. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using IBM SPSS Statistics through descriptive analysis and simple linear regression. The findings show that Consumer Perception obtained an average score of 82.57%, categorized as High, while Consumer Satisfaction achieved an average score of 82.76%. The regression analysis demonstrates that Consumer Perception has a positive and significant effect on Consumer Satisfaction, with a regression coefficient of 0.433, a calculated t-value of 14.227, and a significance value of 0.000 < 0.05. The coefficient of determination (R² = 0.683) indicates that Consumer Perception explains 68.3% of the variation in Consumer Satisfaction. These findings confirm that positive consumer perceptions contribute substantially to satisfaction among Generation Z consumers of Raecca Cosmetics and highlight the importance of maintaining product quality, value, brand consistency, and consumer experience in strengthening satisfaction.
Pelatihan Pemanfaatan Generative AI untuk Siswa dan Guru Dalam Pembelajaran di SMK Telkom Sugondo Hadiyoso; Robbi Hendriyanto; Heru Nugroho; Muhamad Yusuf Ramadhan; Riska Aprilina; Donni Junipriansa; Vany Octavianny
Charity : Jurnal Pengabdian Masyarakat Vol. 9 No. 3 (2026): Charity-Jurnal Pengabdian Masyarakat
Publisher : PPM Universitas Telkom

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/charity.v9i3.11675

Abstract

Perkembangan pesat Artificial Intelligence (AI) menuntut adaptasi cepat di dunia pendidikan, namun guru dan siswa SMK Telkom di seluruh Indonesia masih menghadapi kendala dalam mengintegrasikan teknologi ini secara efektif. Menyikapi hal tersebut, Universitas Telkom melaksanakan program Pengabdian kepada Masyarakat (Abdimas) berupa pelatihan pemanfaatan generative AI untuk mendukung penyusunan materi ajar dan memperkaya pengalaman belajar. Program ini dijalankan melalui tiga tahapan utama, meliputi analisis kebutuhan, penyusunan modul AI, serta pelaksanaan pelatihan daring yang interaktif. Materi pokok yang disampaikan pada pelatihan meliputi: (1) Pemanfaatan NotebookLM dan Gemini untuk Mendukung Pembelajaran Siswa dan Guru, dan (2) Peran Teknologi AI dalam Inovasi Branding. Materi pertama mencakup penggunaan dan perbandingan NotebookLM dan Gemini dalam pembuatan konten pembelajaran, bagaimana merumuskan prompt yang baik serta memahami etika penggunaan AI. Untuk materi kedua difokuskan pada pembuatan media promosi menggunakan AI. Selain menghasilkan luaran berupa modul, publikasi jurnal, dan video dokumentasi, program ini diharapkan mampu menciptakan ekosistem pembelajaran yang adaptif, memperkuat sinergi antarinstitusi, serta berkontribusi nyata pada transformasi digital pendidikan di Indonesia.
Co-Authors Alfitra, Muhammad Alisa, Hilma Sharah Allya Nihayah Alma Syifa Maulidina Annisa Bunga Heryana Astri Wulandari Astri Wulandari Astri Wulandari Astri Wulandari Ati Mustikasari Bethani Suryawardani Damayanthi, Nurvaliza Dendi Gusnadi Dinda Febdinayu Donni Junipriansa Ersy Ervina Eva Mardiyana Fanni Husnul Hanifa Fathur Rahman Nur Fauzan Fajar Saputra Gabrelia Putri Cahyani Lingga Ganjar Disastra Ganjar Mohamad Disastra Giva Andriana HAKIM, IKHSAN Hasanah Putri Heriyanto, Ferdiansyah Alif Heru Nugroho Heryana, Annisa Bunga Hidayat , Rahmat Hikmal Maulana Ihsan Favian Nandra Khovi Nurhidayah Laksmi Saraswati Hadiansyah Leni Cahyani Marbun, Grathia Endivina Muhamad Tegar Fitrianto Muhamad Yusuf Ramadhan Muhammad Rizky Saefullah Nailla Agnia Noor Syiwan Naufa, Alfina Azka Nazila Rizqa Hidayati Nisaka, Aryas Nugraha Putra, Faisa Samdya Putri Fatoni, Salwa Berliana Rahmat Hidayat Rahmat Hidayat Ramadan, Muhammad Healthian Rennyta Yusiana Rifdah Husnul Khotimah Robbi Hendriyanto Rosmiati, Mia Sabitah Meilina Raharjo Sampurno Wibowo Siti zakiah Sri Widaningsih Sugondo Hadiyoso Tazkia Az-Zahra Vany Octavianny Vany Octaviany Widya Sastika Wildan Arief Nurzaman, Akhmad Wingga Nayshila Aura Putri Yasmin, Namira Fisilmi Yulia Nurhayati Zafira Fitri Saliha