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All Journal Journal of Economics and Management Scienties Jurnal Relawan dan Pengabdian Masyarakat REDI
Bobby Reza
Universitas 17 Agustus 1945 Jakarta
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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Pemanfaatan Media Sosial di Era Digitalisasi bagi Siswa-Siswi SMK Ass'adatul Abadiyah Muaragembong Kabupaten Bekasi Bobby Reza; Ronald Parulian; Muhammad Junaid Kamaruddin; Sheila Silvia Permatasari; Martin Purnama Chandra; Melani Angelina; Ahmad Taohid
Jurnal Relawan dan Pengabdian Masyarakat REDI Vol. 1 No. 2 (2023): November
Publisher : Yayasan REDI Tiga Monas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69773/hf3gzj96

Abstract

The Tri Dharma of Higher Education requires 3 main pillars, teaching, research and community service. Community service aims to increase the dignity and status of the community in the intended place of service. Community Service was at Muara Gembong, Bekasi Regency. which are predominantly farmers and fishermen, has not fully utilized social media to improve their social life, this has encouraged the realization of community service activities. Aimed high school age with the hope that they will become pioneers of change and pioneers of improving the quality of life through social media. This social media utilization activity aims to provide knowledge and understanding both theoretically and practically regarding the use of social media in the era of digitalization to students of Ass'adatul Abadiyah Muaragembong Vocational School, Bekasi Regency. Through this training, it is hoped that it can provide provisions and prepare vocational school graduates who can immediately enter the digital business world by utilizing social media. The method implemented in the implementation of community service activities is by holding socialization activities, providing an understanding of the in and out of social media. The method of implementing this service begins with the preparation stage, providing material and practicing using social media.
The Influence of Digital Marketing and Electronic Word of Mouth on Customer Retention in Generation Z Consumers in TikTok Shop with Brand Trust as a Moderator Nabilla Fitri Assy Farhah; Bobby Reza; Muhammad Junaid Kamaruddin
Journal of Economics and Management Scienties Volume 8 No. 2, March 2026
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i2.383

Abstract

This study was conducted in response to the growing phenomenon in which digital marketing gradually replaces traditional marketing, with TikTok shop exemplifying expertise in sustaining social commerce amid intense competition. The research aims to examine the influence of Digital Marketing (X1) and Electronic Word of Mouth (X2) on Customer Retention (Y), with Brand Trust (Z) positioned as a moderating variable. A quantitative approach was employed using Structural Equation Modeling (SEM) with SmartPLS software, as this method is suitable for testing complex relationships among latent constructs. Data were collected through surveys distributed to Generation Z consumers actively engaged with TikTok shop, ensuring representation of the population most immersed in social commerce. Measurement indicators included promotional strategies, SEO, social media, public relations, e-WOM intensity, valence, content, and trust dimensions. The findings revealed that Digital Marketing and Brand Trust significantly and positively affect Customer Retention, while the moderating role of Brand Trust was not statistically significant. These results imply that effective digital marketing strategies and trust-building initiatives are crucial for sustaining customer loyalty, though trust alone may not strengthen moderating effects.
Co-Authors Ahmad Taohid Martin Purnama Chandra Melani Angelina muhammad junaid kamaruddin Nabilla Fitri Assy Farhah Permatasari, Sheila Silvia Ronald Parulian