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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat IIJSE
Saharani, Nabila
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Humanities Economics, Econometrics & Finance Education Health Professions Public Health

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Effects of Responsiveness, Professionalism, Informativeness, and Personalization on Purchase Intentions Via Product Trust in Skintific Shopee Livestream Saharani, Nabila; Ridanasti, Erlita
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7924

Abstract

The popularity of live streaming features in the e-commerce industry is steadily increasing and has become one of the most favored marketing strategies, as it facilitates two-way communication between streamers and consumers. Through this interaction, consumers not only receive product information but also develop perceptions, enhance trust, and eventually form purchase intentions. This study aims to examine how communication elements in live streaming influence consumer trust in products and their intentions to make continuous purchases. The theoretical framework employed in this research is the Stimulus Organism Response (S-O-R) Theory. A quantitative research method was applied using purposive sampling, involving 186 respondents who had purchased Skintific products through Shopee’s live streaming feature. Data were collected through an online questionnaire distributed via Google Forms and analyzed using SPSS and Partial Least Square Structural Equation Modeling (PLS-SEM). This study investigated six main variables: responsiveness, professionalism, informativeness, personalization, product trust, and continuous purchase intention. The results revealed that responsiveness, professionalism, and informativeness had positive effects on product trust. Furthermore, product trust was found to have a significant and positive impact on continuous purchase intention. Conversely, personalization did not show a meaningful effect on either product trust or purchase intention.
PELATIHAN PEMANFAATAN MEDIA SOSIAL DALAM UPAYA MELAKUKAN BRANDING BAGI PELAKU UMKM DI DESA SIKUNANG, WONOSOBO, JAWA TENGAH. Pradhana, Yudha; Putra, Ariandi; Kadarsih, Dinar; Kurniawati, Risky; Zahra, Jihan Nur; Salma, Darin; Saharani, Nabila
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 2 (2024): Volume 5 No. 2 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i2.26341

Abstract

Desa Sikunang, Wonosobo, Jawa Tengah merupakan sebuah desa yang memiliki alam yang indah serta potensi hasil tani yang berlimpah. Namun kurangnya pemahaman masyarakat terhadap media sosial membuat para pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) tidak maksimal dalam memasarkan hasil usaha mereka ke luar Desa Sikunang. Melalui kegiatan Pengabdian Kepada Masyarakat diharapkan dapat memberikan kontribusi mengenai pentingnya branding dan juga pemanfaatan media sosial dalam hal membangun branding terutama bagi UMKM masyarakat setempat. Pelatihan ini bertujuan untuk memberikan pengetahuan dan keterampilan kepada para pelaku UMKM bagaimana memanfaatkan media sosial dalam hal melakukan branding usaha masyarakat Desa Sikunang dapat terdengar setidaknya keluar wilayah Wonosobo. Selain itu kegiatan ini diharapkan dapat memberikan edukasi mengenai literasi media sosial. Hasil yang didapatkan dari Pengabdian Kepada Masyarakat ini di antaranya masyarakat sebagai pelaku UMKM dapat menyadari bahwa mereka kurang memaksimalkan media sosial dalam melakukan branding dari usaha atau produk yang mereka ingin pasarkan serta kurangnya pemahaman dari masyarakat dalam memanfaatkan media sosial seperti Instagram. Kesimpulan dari Pengabdian Kepada Masyarakat ini adalah masyarakat khususnya pelaku UMKM di Desa Sikunang, Wonosobo, Jawa Tengah diharapkan akan lebih memaksimalkan media sosial dalam melakukan branding sehingga produk dari usaha mereka dapat terpasarkan dengan baik ke luar Desa Sikunang.
Co-Authors Kadarsih, Dinar Kurniawati, Risky Pradhana, Yudha Putra, Ariandi Ridanasti, Erlita Salma, Darin Zahra, Jihan Nur