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All Journal Journal of Innovation in Business and Economics Jurnal Manajemen dan Pemasaran Jasa Jurnal Pengabdian Masyarakat Bangsa International Journal of Digital Marketing Science
Izzati, Astika Ulfah
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Loyalty to influencers and brands: Does negative publicity matter? Bari, Andriansyah; Angguna, Welan Mauli; Izzati, Astika Ulfah; Anindea, Frianka
Journal of Innovation in Business and Economics Vol. 8 No. 01 (2024): Journal of Innovation in Business and Economics
Publisher : Faculty of Economics and Business, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jibe.v8i01.26400

Abstract

This study examines the critical role of trust in influencer marketing, focusing on how influencers' expertise, authenticity, and homophily affect followers' trust and subsequently their loyalty to influencers and brands. Utilizing an explanatory quantitative cross-sectional non-experimental design, data were collected from 202 consumers who purchased products such as cosmetics, skincare, and gadgets after watching influencer reviews. The data were analyzed using structural equation modeling (SEM). The results indicate that authenticity, expertise, and homophily significantly contribute to building trust among followers, with authenticity being the most influential factor. Meanwhile, physical attractiveness does not significantly impact trust. Furthermore, trust serves as a crucial mediator, enhancing the effects of influencers' expertise, authenticity, and homophily on both influencer and brand loyalty. Interestingly, negative publicity does not significantly moderate the relationship between trust and loyalty, suggesting that cultural and emotional factors in the Indonesian context may mitigate its impact.
Membangun Brand Identity melalui Perancangan Logo pada UMKM Makanan Izzati, Astika Ulfah; Anindea, Frianka; Angguna, Welan Mauli; Nurcahaya, Claudya; Kumalaputri, Septini
Jurnal Pengabdian Masyarakat Bangsa Vol. 2 No. 9 (2024): November
Publisher : Amirul Bangun Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59837/jpmba.v2i9.1617

Abstract

Logo adalah salah satu elemen yang mencerminkan identitas kuat dari suatu bisnis. Membangun identitas usaha pada suatu bisnis merupakan usaha yang dapat dilakukan untuk meningkatkan citra dari merek dan membantu konsumen dan calon konsumen untuk mengingat suatu brand dan menjadi pembeda produk dari brand satu dan lainnya. Tentunya logo dibutuhkan oleh setiap jenis usaha salah satunya UMKM khususnya UMKM bidang kuliner dikarenakan saat ini bidang kuliner merupakan kelompok UMKM yang banyak diminati. Sehingga tujuan dari kegiatn pengabdian kepada masyarakat yang dilakukan adalah untuk membantu UMKM bidang kuliner yang memiliki prospek usaha yang bagus dalam membangun brandy identity dengan melalui perancangan logo. Mitra target dari kegiatan ini adalah UMKM bidang kuliner yang belum memiliki logo. Dipilh Bebby Gourmet sebagai mitra pengabdian masyarakt berdasarkan hasil observasi dan wawancara mitra belum memiliki logo usaha dan belum paham akan pentingnya logo dalam bisnisnya. Sehingga dirancang kegiatan sosialisasi untuk mensosialisasikan pentingnya logo dalam membangun identitas usaha, dengan luaran berupa adanya logo usaha untuk mitra
Pelatihan dan Pendampingan Pembuatan Konten Sosial Media sebagai Bentuk Literasi Digital bagi Siswa Anindea, Frianka; Izzati, Astika Ulfah; Yuvita, Heni; Permatasari, Imas; Setiagraha, Dika; Muharramah, Ulfah; Andriansyah, Andriansyah
Jurnal Pengabdian Masyarakat Bangsa Vol. 3 No. 4 (2025): Juni
Publisher : Amirul Bangun Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59837/jpmba.v3i4.2422

Abstract

Dengan semakin berkembangnya teknologi, terjadi pergeseran tren dimana banyak orang memanfaatkan media sosial sebagai platform untuk dapat mengakses atau mencari informasi. Penggunaan media sosial ini telah semakin meluas khususnya di kalangan Generasi Z atau Gen Z. Para Gen Z menggunakan media sosial sebagai media untuk melakukan interaksi sosial sehari-hari. Mitra dalam pengabdian ini adalah SMK Muhammadiyah 1 yang beralamat di Jalan Jendral Sudirman KM 4,5 Balayuda, Kelurahan Ario kemuning Kecamatan Kemuning, Kota Palembang, Sumatera Selatan. SMK Muhammadiyah 1 memiliki tujuan untuk dapat menghasilkan generasi muda yang unggul, terdepan dan memiliki kemampuan wirausaha khususnya pengusaha di bidang teknologi. Tujuan pengabdian ini adalah meningkatkan keterampilan siswa-siswi SMK Muhammadiyah 1 Palembang dalam bidang digital khususnya dalam pembuatan konten di sosial media.
Swipe, Stream, and Splurge: Systematic Literature Review on The Triggers of Impulsive Buying in Live Streaming Commerce Izzati, Astika Ulfah; Anindea, Frianka; Angguna, Welan Mauli; Andriansyah, Andriansyah
International Journal of Digital Marketing Science Vol. 2 No. 2 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijdms.v2i2.1327

Abstract

Recently live streaming has become popular media that enabling public to broadcast their video content through numerous platform (i.e., social media and e-commerce). In live streaming, live streamer could have real-time and interactive communication to their audience. Hence many people including marketer use live streaming as essential marketing tools that can shorten customer’s purchase decision time, and provoke customer’s impulse buying urge. Given the popularity of live steaming in numerous platform and impulse buying behavior become imperative topic in consumer behavior study, synthetizing the existing literature related to impulse buying in live streaming is needed. This study occupies the past and present of impulse buying in live streaming to gain better understanding of impulse buying in live streaming, and also gives insight about prospective of impulse buying in live streaming study for the future research. The author used secondary data from Scopus database in doing systematic literature review. In term of data extracting process, Preferred Reporting Items for Systematic reviews and Meta-analyses (PRISMA) is used, and 30 papers that meet the criteria are included to be reviewed. Author synthesize articles reviewed and found some findings such as studies progression, research design and methodology adopted in the reviewed article, theories used, and research theme. The research contributes to enhance theoretical and practical implications that is needed by academician for future research directions, and practitioners to strengthen their marketing strategy using live streaming feature to trigger people buy their product impulsively.
Examining the impact of credibility and quality on electronic word-of-mouth (eWOM) and visit intention of tourists to culinary tourism destinations Setiawan, Heri; Rini, Rini; Izzati, Astika Ulfah; Sakti, Ilham Prawidi; Setiagraha, Dika; Putri, Septi Kumala; Nurcahya, Claudia
Jurnal Manajemen dan Pemasaran Jasa Vol. 16 No. 2 (2023): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/jmpj.v16i2.16584

Abstract

This study aims to examine the relationship between source credibility, message reliability, information quality, and visit intention to culinary tourism. Additionally, it assesses the mediating role of eWoM in relation to the variables investigated. Local tourists who are acquainted with culinary tourism destinations in Palembang City are the focus of the study. A purposive sampling methodwas used to select the respondents, resulting in the distribution of 180 participants evenly across 5 culinary tourism destinations in Palembang, namely the 26 Ilir, Kuto, Kapitan Village, Kuto Besak Fortress, and Kambang Iwak. The study used structural equation modeling (SEM) with the Maximum Likelihood (ML) estimation method to evaluate the proposed model. The results showed that source credibility can enhance eWoM, while message reliability and information quality do not have the same effect. Furthermore, eWoM can stimulate the intention of visitors to participate in culinary tours and strengthen the relationship between the variables. This study provides empirical insights that can assist culinary tourism managers in understanding the intention of visitors to participate in eWoM. Source credibility, message reliability, and the provision of high-quality information play crucial roles in determining the intention of visitors to partake in eWoM. Consequently, culinary tourism managers should ensure the continuous satisfaction of visitors to prevent the spread of negative eWoM on social media.
Co-Authors Andriansyah Bari Angguna, Welan Mauli Anindea, Frianka Dika Setiagraha, Dika Heri setiawan Kumalaputri, Septini Muharramah, Ulfah Nurcahaya, Claudya Nurcahya, Claudia Permatasari, Imas Putri, Septi Kumala RINI RINI Sakti, Ilham Prawidi Yuvita, Heni