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All Journal Applied Quantitative Analysis (AQA) Jurnal Pengabdian kepada Masyarakat Multidisiplin (JUPENGEN)
Barkah, Risman
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Religion Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Mathematics Social Sciences

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Analyzing The Impact of Online Marketing on Students' Purchase Decisions on Shopee E-Commerce in Tasikmalaya, Indonesia Dewi, Lati Sari; Barkah, Risman
Applied Quantitative Analysis Vol. 4 No. 2 (2024): July - December 2024
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/quant.2440

Abstract

The study was driven by the growing trend of online shopping among students and the need to understand how digital marketing strategies impact their purchasing decisions on e-commerce platforms like Shopee. This research aims to evaluate the influence of online marketing on the purchasing decisions of students at STIE Latifah Mubarokiyah Suryalaya, in Tasikmalaya, Indonesia, specifically using the Shopee platform. Online marketing facilitates the transaction of goods and services via the Internet, providing the convenience of shopping without time and space constraints and allowing consumers to select products based on their preferences. The study employs a descriptive quantitative approach, involving 77 respondents selected through purposive random sampling. Data collection includes both primary and secondary sources, which are analyzed using simple regression, correlation analysis, determination analysis, and hypothesis testing. The findings reveal that online marketing strategies significantly influence students' purchasing behaviour on e-commerce platforms, with a correlation coefficient of 0.694 and a determination coefficient of 48.1%. This indicates that nearly half of the variability in student purchase decisions can be attributed to online marketing strategies. Moreover, the study offers new insights into how specific online marketing tactics, such as targeted advertisements and social media promotions, uniquely influence student preferences and purchasing patterns. These findings highlight the importance of personalized marketing approaches in shaping consumer behaviour. The study also suggests that further research should explore additional factors influencing consumer behaviour in e-commerce to achieve a more comprehensive understanding.
Pendidikan Kewirausahaan Berbasis Pengalaman Praktis: Sebuah Pendekatan Kolaborasi Universitas Dan Sekolah Dasar Dewi, Lati Sari; Barkah, Risman
Jurnal Pengabdian Kepada Masyarakat Multi Disiplin Vol. 2 No. 2 (2025): JUPENGEN - Mei
Publisher : CV. SINAR HOWUHOWU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70134/jupengen.v2i2.347

Abstract

Implementation of Community Service at SDN Panumbangan 1, Panumbangan District, Ciamis Regency aimed to develop entrepreneurship education based on practical experience through collaboration between the university and the elementary school. This activity was designed to introduce entrepreneurship concepts to students from an early age by integrating basic entrepreneurial theories with hands-on practice. The community service program was carried out through interactive teaching methods, group discussions, and direct practice in designing simple business ideas. The results showed an increased understanding among students of fundamental entrepreneurship concepts, enhanced creativity in generating business ideas, and improved teamwork skills. Evaluations indicated that the program successfully fostered entrepreneurial interest among students and improved their critical thinking and problem-solving abilities. The sustainability of this program requires further integration into the elementary school curriculum and continuous training for educators to support more effective entrepreneurship implementation.
Human Resource Management In The Digital Era: Community Empowerment Program For Msmes In Tasikmalaya Wibowo, Agoes Hari Edy; Sugianto, Iwan; Dewi, Lati Sari; Makarim, Siti Amirah; Fitriani; Sopian, Agus; Barkah, Risman
Jurnal Pengabdian Kepada Masyarakat Multi Disiplin Vol. 2 No. 3 (2025): JUPENGEN - Agustus
Publisher : CV. SINAR HOWUHOWU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70134/jupengen.v2i3.664

Abstract

The digital era has transformed the way organizations manage their human resources, demanding adaptive skills, digital competencies, and agile systems. Micro, Small, and Medium Enterprises (MSMEs), especially in rural and semi-urban areas, often struggle to adapt to these rapid changes due to limited knowledge, technology access, and workforce readiness. This community service program aimed to enhance the human resource management (HRM) capacity of MSME actors in Tasikmalaya through digital literacy training, workforce planning, and the introduction of simple HR digital tools. Using the IPOO framework (Input–Process–Output–Outcome), the program was attended by 30 MSME owners and managers and facilitated by faculty members from STIE Latifah Mubarokiyah. Results showed increased understanding of HRM principles, improved ability to manage digital workforces, and enthusiasm to adopt digital tools for employee data and task tracking. This initiative underscores the importance of equipping MSMEs with modern HR skills to remain competitive and sustainable in the digital age.
Co-Authors Fitriani Iwan Sugianto Lati Sari Dewi Makarim, Siti Amirah Sopian, Agus Wibowo, Agoes Hari Edy