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All Journal Among Makarti EQIEN - JURNAL EKONOMI DAN BISNIS JOURNAL OF APPLIED BUSINESS ADMINISTRATION Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming JOBS (Jurnal Of Business Studies) Dinasti International Journal of Education Management and Social Science Jurnal Abdi Insani TECHNO-SOCIO EKONOMIKA Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Yumary: Jurnal Pengabdian kepada Masyarakat Jurnal Bisnis Mahasiswa Journal of Accounting and Finance Management (JAFM) Best Journal of Administration and Management Journal of Artificial Intelligence and Digital Business Eastasouth Journal of Positive Community Services Klabat Journal of Management Journal of Innovative and Creativity PEMIMPIN - Pengabdian Masyarakat Ilmu Pendidikan Aksi Kita: Jurnal Pengabdian Kepada Masyarakat
Dwi Rachmawati
Universitas Global Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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The Role of Digital Marketing in Influencing Patient Interest to Visit Prodia Clinical Laboratory Through Corporate Image Widodo, Djoko Setyo; Rachmawati, Dwi; Wijaya, Hadi; Dewi, Nur Fitri; Udriya, Udriya
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 5 (2024): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i5.3583

Abstract

In the digital era, digital marketing strategies have become a key factor in influencing consumer behavior, including in healthcare services. Prodia Clinical Laboratory, as one of the leading laboratories, leverages digital marketing to enhance its corporate image and attract patient interest. This study aims to analyze the role of digital marketing in influencing patient interest in visiting Prodia Clinical Laboratory through corporate image. The research employs a quantitative method using surveys of Prodia’s patients and prospective patients. The results show that digital marketing has a positive and significant impact on patient interest, mediated by a strong corporate image. A positive corporate image plays a crucial role in building trust and increasing patients' decisions to choose Prodia. These findings suggest that Prodia should continue improving the quality of its digital marketing efforts to maintain and enhance its corporate image and attract more patients.
Analysis of Digital Transformation Strategies and Product Innovation to Enhance Competitive Advantage in Fisheries MSMEs to Support the Blue Economy in Kendal Regency Ridho, Ali; Rachmawati, Dwi
Journal of Accounting and Finance Management Vol. 6 No. 3 (2025): Journal of Accounting and Finance Management (July - August 2025)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v6i3.2209

Abstract

This study aims to analyze the influence of digital transformation and product innovation on the competitive advantage of fish processing MSMEs in Kendal Regency to support the Blue Economy. Kendal has significant potential in aquaculture, particularly milkfish, but faces challenges such as marketing, technology adoption, and business management. A deductive approach with a survey method was employed to collect primary data through questionnaires distributed to 278 MSME actors. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results indicate that product innovation significantly influences competitive advantage with a coefficient of 0.831 (p < 0.05), and digital transformation also has a significant influence with a coefficient of 0.060 (p < 0.05). Together, product innovation and digital transformation explain 74.6% of the variability in competitive advantage. Therefore, it is recommended that MSMEs enhance their product innovation capacity through diversification and added value development, as well as leverage digital transformation using e-commerce platforms and social media to expand market access. This study contributes to the development of strategies for Kendal’s fishery MSMEs to support the Blue Economy and achieve sustainable competitive advantage.
BERKEMBANG.ID: A Digital Technology Innovation to Enhance MSME Capacity in Supporting Digital Economic Growth in Depok City Hadi Wijaya; Rachmawati, Dwi; Suprihadi, Untung; Desi Hertin, Revita
Journal of Accounting and Finance Management Vol. 6 No. 3 (2025): Journal of Accounting and Finance Management (July - August 2025)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v6i3.2210

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are the main drivers of Indonesia's economic growth, but many face challenges in adopting digital technology. This study aims to develop and evaluate the impact of the BERKEMBANG.ID digital platform in enhancing the capacity of MSMEs in Depok City, in line with achieving Sustainable Development Goal (SDG) 8. Using a mixed-methods approach, the study involves 100 MSMEs with a focus on three main indicators: digital knowledge (human resources), operational efficiency, and sales performance. The results show a significant improvement in MSMEs' capacity after using the BERKEMBANG.ID platform. Digital literacy among MSMEs increased from 40% to 75%, operational efficiency rose from 45% to 80%, and sales performance increased from 50% to 85%. These improvements were supported by the platform’s features, such as digital training modules, analytical dashboards, and marketing tools, which effectively addressed key challenges faced by MSMEs, including limited digital skills and market access. This study highlights the transformative role of digital platforms in empowering MSMEs and the importance of tailored digital solutions to meet their specific needs. By enhancing digital technology adoption, BERKEMBANG.ID not only improves MSME performance but also supports inclusive and sustainable economic growth. Future research could focus on replicating this platform in other regions and integrating advanced analytics to optimize its impact.
MEMBANGUN JALAN MENUJU KEBERHASILAN SDGS DAN KEUNGGULAN DIGITAL UMKM 2030 MELALUI LITERASI DIGITAL DAN LITERASI MEDIA PADA UMKM ASINAN BETAWI 88 DI KOTA DEPOK Wijaya, Hadi; Andri, Chairil; Rachmawati, Dwi; Dewi, Nur Fitri; Hertin, Revita Desi
Jurnal Abdi Insani Vol 12 No 6 (2025): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v12i6.2650

Abstract

Program pengabdian kepada masyarakat ini bertujuan untuk meningkatkan literasi digital dan literasi media pada UMKM Asinan Betawi 88, usaha mikro yang berlokasi di Kota Depok, Indonesia. Program ini dirancang untuk menjawab berbagai tantangan yang dihadapi mitra, seperti keterbatasan pengetahuan dalam pemasaran digital, strategi branding yang kurang optimal, rendahnya keterampilan dalam manajemen keuangan, serta minimnya pemanfaatan alat digital. Pendekatan partisipatif diterapkan dalam kegiatan ini, meliputi analisis kebutuhan, pelatihan, dan lokakarya langsung mencakup topik pemasaran digital, branding, fotografi produk, manajemen keuangan, serta pengembangan website yang dioptimalkan dengan Search Engine Optimization (SEO). Program ini juga menekankan pentingnya pendampingan berkelanjutan untuk menjamin keberlangsungan hasil kegiatan. Evaluasi dilakukan melalui pre-test dan post-test untuk mengukur efektivitas program. Hasil evaluasi menunjukkan peningkatan kompetensi yang signifikan dari peserta, dengan nilai rata-rata pre-test sebesar 2,3 (dari skala 5) meningkat menjadi 4,2 pada post-test. Peserta menunjukkan peningkatan nyata dalam pengelolaan media sosial, pembuatan konten, dan penggunaan alat bantu manajemen keuangan. Program ini juga menghasilkan luaran berupa website berbasis SEO, konten pemasaran digital, serta portofolio fotografi produk yang secara signifikan meningkatkan branding dan kehadiran daring UMKM. Selain itu, kegiatan ini memberikan pengalaman belajar praktis bagi mahasiswa yang terlibat dalam program Merdeka Belajar Kampus Merdeka (MBKM), dengan mengintegrasikan pembelajaran ke dalam praktik dunia nyata. Inisiatif ini berhasil memberdayakan UMKM Asinan Betawi 88 dalam memanfaatkan teknologi digital untuk pertumbuhan bisnisnya, serta turut mendorong daya saing di era ekonomi digital. Program ini menunjukkan potensi untuk direplikasi pada UMKM lainnya sebagai langkah strategis dalam mendukung Sustainable Development Goals (SDGs) 2030 melalui transformasi digital.
Pengaruh Social Media Marketing Terhadap Brand Loyalty Melalui Brand Trust Produk Telkomsel by.U Firmansyah, Hadi; Sudari, Suci Ayu; Rachmawati, Dwi
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1480

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap Brand Loyalty melalui Brand Trust sebagai variabel mediasi pada produk Telkomsel by.U di Depok. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada 100 responden yang merupakan pengguna aktif Telkomsel by.U. Teknik pengambilan sampel yang digunakan adalah sampling insidental. Analisis data dilakukan dengan menggunakan perangkat lunak SmartPLS 4.0, melalui pendekatan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Tahapan analisis meliputi pengujian model pengukuran (outer model) untuk menilai validitas dan reliabilitas, serta model struktural (inner model) untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh terhadap Brand Trust, dan Brand Trust berpengaruh terhadap Brand Loyalty. Selain itu, Social Media Marketing juga memiliki pengaruh terhadap Brand Loyalty melalui Brand Trust sebagai variabel mediasi. Temuan ini mengindikasikan pentingnya strategi pemasaran melalui media sosial untuk membangun kepercayaan merek yang pada akhirnya dapat meningkatkan loyalitas konsumen terhadap produk Telkomsel by.U.
Pengaruh Promo Event Dan Influencer Terhadap Pembelian Impulsif Pada Brand Kahf Dikalangan Generasi Z Kota Depok Pramono, Agung; Rachmawati, Dwi; Sudari, Suci Ayu
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1616

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Promo Event dan Influencer terhadap Pembelian Impulsif produk Kahf di kalangan Generasi Z di Kota Depok. Penelitian ini dilakukan menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang sesuai dengan kriteria. Variabel Promo Event dan Influencer dianalisis terhadap Pembelian Impulsif menggunakan uji regresi linear berganda, uji t, dan uji F. Hasil penelitian menunjukkan bahwa baik Promo Event maupun Influencer berpengaruh positif dan signifikan terhadap Pembelian Impulsif, baik secara parsial maupun simultan. Temuan ini mengindikasikan bahwa strategi promosi melalui event promosi dan peran influencer efektif dalam mendorong keputusan pembelian spontan di kalangan Gen Z. Penelitian ini memberikan kontribusi penting dalam menyusun strategi pemasaran digital yang lebih relevan dengan karakteristik konsumen muda dan perilaku impulsif mereka.
Pemberdayaan Peningkatan Pelayanan Pelanggan dan Digitalisasi Usaha UMKM F&B Kota Depok Muhammad Fadilah; Yuni Pambreni; Suci Ayu Sudari; Ramzaqy Fadlililah; Fahri Faturahman; Tegar Firmansyah; Muhammad Qisthi Yovari; Najwa Sabrina; Panca Apriliani; Dwi Rachmawati
Aksi Kita: Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 4 (2025): JULI-AGUSTUS
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/snsc3443

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor makanan dan minuman (F&B) melalui peningkatan pelayanan pelanggan dan digitalisasi usaha di Kota Depok. Program ini melibatkan sosialisasi serta pendampingan teknis mengenai pentingnya pelayanan prima, legalitas usaha melalui izin PIRT, serta pemanfaatan platform digital seperti ShopeeFood dan sistem pembayaran QRIS melalui Shopee Partner. Metode yang digunakan mencakup pendekatan observasi awal, penyampaian materi secara langsung, serta distribusi informasi visual berupa pamflet. Hasil kegiatan menunjukkan bahwa peserta memperoleh pemahaman baru mengenai lima dimensi utama pelayanan pelanggan (tangible, reliability, responsiveness, assurance, dan empathy), serta terlibat aktif dalam proses pendaftaran PIRT dan layanan digital. Kegiatan ini terbukti meningkatkan kesiapan UMKM untuk bersaing secara legal, profesional, dan adaptif di era ekonomi digital.
Pengaruh Green Marketing terhadap Keputusan Pembelian melalui Keunggulan Bersaing pada Starbucks Depok Mumtaz, Nabila Asdianti; Rachmawati, Dwi; Udriyah , Udriyah
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2112

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi Green Marketing Starbucks Depok terhadap keputusan pembelian konsumen, dengan menguji peran Keunggulan Bersaing sebagai variabel mediasi. Metode yang digunakan adalah pendekatan kuantitatif melalui survei kuesioner kepada pelanggan Starbucks di Depok, yang dipilih menggunakan teknik purposive sampling. Data yang terkumpul dianalisis menggunakan metode Analisis Jalur (Path Analysis) dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa Green Marketing memiliki pengaruh positif dan signifikan terhadap Keunggulan Bersaing. Ditemukan pula bahwa Green Marketing berpengaruh langsung secara signifikan terhadap Keputusan Pembelian. Lebih lanjut, Keunggulan Bersaing terbukti berhasil memediasi hubungan antara Green Marketing dan Keputusan Pembelian. Ini mengindikasikan bahwa strategi pemasaran hijau tidak hanya secara langsung mendorong konsumen untuk membeli, tetapi juga membangun keunggulan kompetitif yang pada hakikatnya memperkuat keputusan pembelian tersebut.
Influence of Dynamic Pricing, UI, and UX on Gojek Usage Decisions among Gen Z in Depok Novitasari, Novitasari; Rachmawati, Dwi; Udriyah, Udriyah
Klabat Journal of Management Vol. 7 No. 1 (2026): Klabat Journal of Management (in progress)
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v7i1.1358.23-81

Abstract

The rapid development of digital technology has increased the use of online transportation applications in Indonesia. From 2021 to 2023, Gojek maintained the highest number of downloads, although a significant decline was recorded, while competitors such as Maxim and inDrive experienced growth. This phenomenon highlights the urgency to analyze factors that influence usage decisions, particularly among Generation Z. This study aims to examine the influence of dynamic pricing, user interface (UI), and user experience (UX) on the decision to use the Gojek application among Generation Z in Depok City. A quantitative survey was conducted involving 100 respondents selected through incidental sampling. Data were analyzed using multiple linear regression with IBM SPSS version 27. The findings indicate that: (1) dynamic pricing significantly influences the decision to use Gojek; (2) user interface does not significantly influence usage decisions; (3) user experience is the strongest predictor with a significant influence; and (4) dynamic pricing, UI, and UX jointly have a significant influence on the decision to use Gojek.
The influence of brand image and promotion on purchase decisions of Eiger footwear products: A case study at the Eiger Grand Depok City branch Intan, Dewi; Widodo, Djoko Setyo; Rachmawati, Dwi
Jurnal Bisnis Mahasiswa Vol 5 No 5 (2025): Jurnal Bisnis Mahasiswa
Publisher : PT Aksara Indo Rajawali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/jbm.847

Abstract

This study aims to analyze the influence of brand image and promotion on purchasing decisions of Eiger shoes (Case Study at Eiger Branch Grand Depok City). The background of this research is based on the relatively low sales figures of Eiger shoe products compared to other Eiger product categories, despite Eiger being recognized as one of the top brands in Indonesia. This research employs a quantitative approach using a survey method. The data analysis technique used is multiple linear regression with the assistance of SPSS software. The results of the study indicate that, partially, brand image does not have a significant influence on purchasing decisions, whereas promotion has a significant effect on purchasing decisions. However, simultaneously, brand image and promotion have a significant influence on purchasing decisions. The coefficient of determination shows that brand image and promotion contribute 55.9% to purchasing decisions. This indicates that an effective promotional strategy can increase consumer purchase interest even if the brand image is not yet fully established. These findings imply that Eiger needs to strengthen its brand image, particularly in terms of product identity and differentiation, while maintaining and optimizing its promotional strategies effectively.
Co-Authors Agnemas Yusoep Islami Agung Pramono, Agung Alfi Maghfuriyah Alfi Maghfuriyah Ali Ridho Ali Ridho Anindya Hapsari Antono, Zakia Maulida Ayu Nurul Haryudiniarti Desi Hertin, Revita Djoko Setyo Widodo Djoko Setyo Widodo Fahri Faturahman Febria Anjara Feri Nugroho Gelaria Yaumal Akbar Hadi Firmansyah, Hadi Hadi Wijaya Halimatuz Zuhriyah Hazael Hazael Hertin, Revita Desi Intan, Dewi Jessica Adelia Joko Widodo M Nahar Muhammad Fadilah Muhammad Qisthi Yovari Mumtaz, Nabila Asdianti Najwa Sabrina Nora Listiana Novitasari Novitasari Nur Fitri Dewi Nur Indah Eka Andayani Nurfitridewi Oktaviati, Risna Onki Alexander Panca Apriliani Putra Tangguh Wisnuaji R.M. Chairil Andri Rahmawati Ulfah Rahmawati Ulfah Ramzaqy Fadlililah Ribut Nawang Sari Risma Ekawati Salaisah Almani Fatiha Salamah, Ummy Gusti Salma Dwi Rachmawati Sani Salsabil Siti Nur Barokah Suci Ayu Sudari Tegar Firmansyah Udriya Udriya Udriya, Udriya Udriyah Ummy Gusti Salamah Untung Suprihadi Untung Suprihadi, Untung Widodo Putra Manahuang Yerikho Amoz Hazael Yuni Pambreni Yuni Pammbreni