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All Journal Jurnal Pengabdian Masyarakat (ABDIRA) Motivasi: Jurnal Manajemen dan Bisnis
Shally Rizkiyanti
Politeknik Negeri Sriwijaya
Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Nursing Social Sciences Other

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Efek Mediasi Persepsi Kegunaan terhadap Pengaruh Daya Tarik terhadap Dorongan Belanja Impulsif: Welan Mauli Angguna; Astika Ulfah Izzati; Frianka Anindea; Claudya Nurcahaya; Andriansyah; Shally Rizkiyanti; Ardelia Suharmanto
MOTIVASI Vol. 10 No. 1 (2025): MOTIVASI: JURNAL MANAJEMEN DAN BISNIS
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/motivasi.v10i1.684

Abstract

Purpose – The purpose of this study is to understand how attractiveness (affective reaction) influenced urge to buy impulsively through the mediation of perceived Usefulness (cognitive reaction). The research hypothesis is that there is an indirect effect between attractiveness and urge to buy impulsively through mediation of perceived usefulness. Design/methodology – This study used a one-time non-experimental quantitative research design that was tested on 165 respondents who had shopped in live streaming commerce. The survey was carried out online through non-randomized convenience sampling techniques. A measuring tool used in the form of a questionnaire that asks for an assessment of several statements. The statistical analysis was used to test mediation effect by using mediation PROCESS MACRO for SPSS by Hayes (Model 4). Findings – The results of the analysis showed that usability acceptance had a mediating effect on the effect of attraction on impulsive shopping impulses in consumers who had shopped on live streaming commerce. The immediate effect became insignificant when controlled with the mediation variable. The next study is suggested to be tested on different groups of respondents to test universality, test more specifically by differentiating e-commerce and so-commerce with more comprehensive variables and then can be tested with experimental methods to improve the internal validity of the study results.
Peningkatan Daya Saing Produk UMKM melalui Pelatihan Pengemasan pada Rantie Bakery Palembang Titi Andriyani; Ardelia Suharmanto; Shally Rizkiyanti; LydiaRoma Junita Munthe; M. Aidil Rafansyah; Alya Nurhalimah
Jurnal Pengabdian Masyarakat (ABDIRA) Vol 6, No 1 (2026): Abdira, Januari
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/abdira.v6i1.1135

Abstract

This community service program aimed to support Rantie Bakery, a microenterprise in Palembang, in strengthening its competitiveness through packaging innovation. Previously, the business relied on simple packaging that neither conveyed brand identity nor provided essential product information, limiting its market value. Using a Participatory Action Research (PAR) approach, the program involved preparation, training, mentoring, evaluation, and follow-up. Through Canva-based training, the bakery owner gained new knowledge and skills, recognizing packaging as both a visual communication tool and a branding strategy. The outcomes show enhanced capacity in designing packaging aligned with the Visibility, Information, Emotional Appeal, Workability (VIEW) framework. The new packaging is visually appealing, informative, functional, and eco-friendly. This initiative is expected to improve brand image, boost sales, and better position Rantie Bakery to compete in local and digital markets.
Co-Authors Alya Nurhalimah Andriansyah Bari Ardelia Suharmanto Astika Ulfah Izzati Claudya Nurcahaya Frianka Anindea LydiaRoma Junita Munthe M. Aidil Rafansyah Titi Andriyani Welan Mauli Angguna