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All Journal RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL Community Development Journal: Jurnal Pengabdian Masyarakat Darmabakti : Junal Pengabdian dan Pemberdayaan Masyarakat Innovative: Journal Of Social Science Research Management Studies and Business Journal
Marasabessy, Nabila Cecilia
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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The Influence Of Electronic Word Of Mouth On Purchasing Decisions With Customer Reviews As A Moderating Variable Daud, Anshar; Marasabessy, Nabila Cecilia; Utami, Eva Yuniarti; Hulu, Fatolosa; Baene, Eduar
Reslaj : Religion Education Social Laa Roiba Journal Vol 6 No 3 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : LPPM Institut Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i3.6200

Abstract

ABSTRACT Researchers believe that word of mouth communication carried out online can influence employee purchasing decisions because it can attract the enthusiasm of other consumers and has broad, even infinite boundaries. Apart from that, researchers also believe that this influence will be more significant if it is accompanied by good customer reviews. Therefore, the research aims to analyze the influence of the Electronic-Word of Mouth variable on Purchasing Decisions with Customer Reviews as a moderating variable. This research is quantitative research with an explanatory approach. The data used in this research was distributed using an online questionnaire method to 100 sellers on TikTok and 200 consumers on TikTok with the minimum criteria of having shopped once. The questionnaire contains 14 question items containing statements of agree, strongly agree, normal, disagree, and strongly disagree on a number of questionnaires asked. This data can also be called primary data. The collected data was analyzed using the smart PLS 4.0 analysis tool. The result in this this research show word of mouth communication using the internet has its own advantages in increasing consumer purchasing decisions due to its wide reach, as informative material for consumers who are not familiar with the product, and increasing consumer enthusiasm. In line with this, the results of the first researcher's hypothesis and beliefs show that the Electronic Word of Mouth variable has a positive relationship and has a significant influence on purchasing decisions because the P-Values value is positive and is below the significance level of 0.05, namely 0.002. The second belief and also the second hypothesis in this research shows that good reviews from consumers can increase the influence of Word of Mouth Communication via the internet on Consumer Purchasing Decisions due to Word of Mouth Communication with quality product information, a comfortable place, and good service. from Consumer Reviews can make that influence even more significant. This can be proven from the results of the second hypothesis which shows the direction of the relationship is positive and the influence is more significant, namely 0.000 below 0.05, which is more significant than direct testing, namely 0.003. Thus, the first and second hypotheses in this research can be proven and accepted.
Penyuluhan Terkait Pemanfaatan Media Sosial Sebagai Alat Promosi Bagi UMKM Masyarakat Desa Denwet, Kabupaten Maluku Tenggara Marasabessy, Nabila Cecilia; Tuarita, Mirna Zena
Darmabakti : Jurnal Pengabdian dan Pemberdayaan Masyarakat Vol 5 No 01 (2024): Darmabakti : Junal Pengabdian dan Pemberdayaan Masyarakat
Publisher : Lembaga Peneliian dan Pengabdian Masyarakat (LPPM) Universitas Islam Madura (UIM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31102/darmabakti.2024.5.01.59-65

Abstract

Perkembangan era digitalisasi menuntut UMKM untuk mampu memanfaatkan teknologi yang ada dalam proses pemasaran produknya, salah satunya ialah pemanfaatan media sosial. Kegiatan Pengabdian Masyarakat ini dilaksanakan dalam 3 tahapan, (1) Perkenalan dengan masyarakat, sekaligus evaluasi awal terkait pemahaman masyarakat akan digital marketing; (2) Penyuluhan terkait pemanfaatan media sosial sebagai alat promosi; (3) Sesi tanya-jawab sekaligus evaluasi akhir terkait pemahaman masyarakat setelah dilakukannya penyuluhan. Hasil evaluasi awal terkait pemahaman pemanfaatan media sosial memperoleh nilai rata-rata sebesar 83,53%; sedangkan nilai rata-rata evaluasi akhir setelah diadakannya penyuluhan ialah sebesar 98,33%; ini menunjukkan bahwa terjadi peningkatan sebesar 14,8%. UMKM Masyarakat Desa Denwet hampir seluruhnya memberikan respon positif, sehingga dapat ditarik kesimpulan bahwa kegiatan Pengabdian Masyarakat telah berhasil dilaksanakan.
PERSONALIZATION IN DIGITAL MARKETING: EXPLORING ITS IMPACT ON CONSUMER TRUST AND LOYALTY Marasabessy, Nabila Cecilia; Hidayat, Muhammad
Management Studies and Business Journal (PRODUCTIVITY) Vol. 2 No. 1 (2025): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/vtnpq392

Abstract

This research aims to explore how personalization in digital marketing influences consumer trust, focusing on factors that strengthen or weaken that trust. Using a systematic literature review approach with the PRISMA method, we analyzed findings from previous studies related to data-based personalization, transparency, and privacy. The results show that the level of transparency, relevance of content, as well as consumer control over their data play a key role in building trust, while intrusive personalization can undermine it. The practical implications of this research provide guidance for companies in designing ethical and effective digital marketing strategies.
Influence Artificial Intelligence To Customer Experiences (Study On DRAIV Users in Tual, Maluku) Marasabessy, Nabila Cecilia
Management Studies and Business Journal (PRODUCTIVITY) Vol. 1 No. 1 (2024): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/5emn1562

Abstract

Artificial intelligence (AI) technology gives marketers the ability to identify differences between consumers, understand various personas, and understand the factors that drive consumers to make purchasing decisions. Therefore, marketers use Artificial Intelligence to recognize and predict consumer habits. Information obtained from AI, marketers can provide a special experience for each consumer. The objective of this study is to determine and measure the impact of AI on customer experience using simple regression analysis. There are four AI indicators analyzed, namely mechanical intelligence, analytical intelligence, intuitive intelligence, and empathetic intelligence. In addition, there are four dimensions of customer experience that are evaluated, namely immersion, flow, cognitive fit, and emotional fit. From the results of observations of 116 people, it was concluded that Artificial Intelligence and Draiv's customer experience received a positive assessment, and Artificial Intelligence had a significant effect on customer experience.
Evolusi Strategi Pemasaran Digital dan Implementasinya pada UMKM di Kota Ambon Marasabessy, Nabila Cecilia; Ohoiwutun, Elisabeth Cory
Management Studies and Business Journal (PRODUCTIVITY) Vol. 1 No. 5 (2024): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/vrjsnt88

Abstract

Pemasaran digital merupakan aspek penting bagi Usaha Mikro, Kecil, dan Menengah (UMKM) di era bisnis saat ini. Namun, banyak UMKM di Kota Ambon menghadapi tantangan dalam memanfaatkan strategi pemasaran digital secara efektif, terutama karena keterbatasan sumber daya dan pengetahuan teknologi. Penelitian ini bertujuan untuk mengkaji peran media sosial dalam meningkatkan daya saing UMKM di Kota Ambon melalui strategi pemasaran digital. Metode penelitian yang digunakan adalah systematic literature review, yang menganalisis studi-studi terdahulu untuk mengidentifikasi pola, tantangan, dan peluang dalam implementasi media sosial sebagai bagian dari strategi pemasaran digital UMKM di Kota Ambon. Hasil penelitian menunjukkan bahwa integrasi media sosial dalam strategi pemasaran digital dapat signifikan meningkatkan visibilitas dan interaksi pasar bagi UMKM. Implikasi dari penelitian ini adalah pentingnya pelatihan dan pendampingan bagi UMKM dalam memanfaatkan teknologi digital untuk mendukung pertumbuhan dan daya saing bisnis UMKM.
Pengaruh Social Media Story terhadap Purchase Intention melalui KurirKu Tual Marasabessy, Nabila Cecilia; Ohoiwutun, Elisabeth Cory
Innovative: Journal Of Social Science Research Vol. 3 No. 5 (2023): Innovative: Journal of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v3i5.12246

Abstract

Indonesia telah memasuki era digitalisasi, sehingga semua kalangan dituntut untuk mampu menerapkan pemanfaatan teknologi di dalam setiap kegiatannya. Salah satu tantangan di era digitalisasi ini ialah para pengusaha mulai dari UMKM hingga perusahaan besar harus melibatkan pemanfaatan teknologi dalam menjalankan bisnisnya, seperti penggunaan media sosial sebagai sarana promosi. Penelitian ini dilaksanakan untuk mengetahui apakah Social Media Story memiliki pengaruh terhadap Purchase Intention pengguna jasa KurirKu Tual. Populasi dalam penelitian ini sebanyak 266 orang yang merupakan pengguna jasa sekaligus pengikut facebook KurirKu Tual. Sampel ditentukan dengan menggunakan rumus Slovin, dan memperoleh sebanyak 160 responden. Penelitian ini menggunakan metode kuantitatif, dengan memanfaatkan program SPSS dalam pengolahan datanya. Hasil penelitian ditemukan bahwa Social Media Story berpengaruh terhadap Purchase Intention pengguna jasa KurirKu Tual.
The Influence Of Attractive Streamers On Purchasing Decisions With Brand Trust As A Moderating Variable Masrifah, Ifah; Marasabessy, Nabila Cecilia; Susanty, Ida I Dewa Ayu Raka; Susanto, Sherly Ernawaty; Gentari, Katri
Innovative: Journal Of Social Science Research Vol. 5 No. 3 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i3.19498

Abstract

This research is a qualitative study with an explanatory approach, namely an approach that makes previous research, especially the three studies mentioned above, a stepping stone for the development of the research being carried out. The data used in this study are primary data that researchers obtained through questionnaires on users of the Tiktokshop and Shopee platforms as many as three hundred people with each numbering one hundred and fifty people on each platform. The data used was analyzed using the smart PLS 4.0 analysis tool. The result in this article show that that each hypothesis used in this article can be proven and accepted. This is because the P-Values ​​in this article are below the significance level and are positive. In the hypothesis in this article, the P-Values ​​are at 0.014 below the significance level of 0.05. The meaning of these results is that the more attractive the live streaming, the more viewers will decide to make a purchase. The next hypothesis also shows similar results if the P-Values ​​in this article are positive and below the significance level of 0.05, namely 0.000, which is more significant than direct testing of 0.014. Thus it can be concluded that the first and second hypotheses in this article can be accepted.
TATA CARA PEMBUKUAN SEDERHANA UNTUK KELOMPOK PENGOLAHAN IKAN ASAP DESA FIDABOT Marasabessy, Nabila Cecilia; Marasabessy, Ismael; Royani, Dani Sjafardan
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 1 (2024): Volume 5 No 1 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i1.25119

Abstract

Jumlah UMKM di Indonesia telah mencapai angka puluhan juta, dan diprediksi akan terus meningkat berdasarkan sistem Online Single Submission (OSS) milik pemerintah. Akan tetapi kesuskesan setiap UMKM tentunya berbeda-beda, tergantung dari keterampilan pemilik dalam mengelola UMKM milik mereka. Salah satu keterampilan yang harus dimiliki oleh pemilik usaha ialah mengelola keuangannya, dengan cara mencatat pendapatan dan pengeluaran usaha dalam bentuk Pembukuan Sederhana setiap harinya. Namun kenyataannya salah satu UMKM di Kota Tual, Provinsi Maluku yakni Kelompok Pengolahan Ikan Asap Desa Fidabot masih ada yang belum pernah melakukan serta memahami cara melakukan Pembukuan Sederhana yang teratur. Sehingga dilaksanakan lah kegiatan Pengabdian kepada Masyarakat dalam bentuk Penyuluhan terkait Tata Cara Pembukuan Sederhana, yang terdiri atas 4 tahapan, yakni: (1) Wawancara dan Identifikasi Masalah; (2) Penyusunan Materi; (3) Pelaksanaan Penyuluhan; dan (4) Evaluasi Kegiatan. Berdasarkan hasil dari kegiatan yang telah dilaksanakan, kelompok Pengolahan Ikan Asap Desa Fidabot telah memahami betapa pentingnya mencatat pendapatan dan pengeluaran usahanya, serta berhasil mengerjakan Pembukuan Sederhana secara baik dan benar.
Co-Authors Anshar Daud Fatolosa Hulu Gentari, Katri Ida I Dewa Ayu Raka Susanty, Ida I Dewa Ayu Raka Marasabessy, Ismael Masrifah, Ifah Mirna Zena Tuarita Muhammad Hidayat Ohoiwutun, Elisabeth Cory Royani, Dani Sjafardan Susanto, Sherly Ernawaty Utami, Eva Yuniarti