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All Journal Jurnal Media Wahana Ekonomika Indonesian Journal of Business and Entrepreneurship (IJBE) EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Journal of Economic, Management, Accounting and Technology (JEMATech) Jurnal Samudra Ekonomi dan Bisnis Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat Indonesian Journal of Innovation Studies Sasambo: Jurnal Abdimas (Journal of Community Service)
Hesti Evrianti
Universitas Tadulako
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Kepuasan dan Loyalitas Konsumen pada Lembaga Kursus Bahasa Inggris: Perspektif Experiential Marketing Evrianti, Hesti; Fadjar, Adfiyani; Anisah, Anisah
Jurnal Samudra Ekonomi dan Bisnis Vol 15 No 3 (2024): JSEB
Publisher : Fakultas Ekonomi Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v15i3.9801

Abstract

The research examines the impact of experiential marketing on customer satisfaction and loyalty towards the services provided by MEC Palu, as well as the impact of this satisfaction on consumer loyalty. This research used a descriptive associative approach, and involved 155 MEC Palu members as a sample selected through a stratified random sampling technique. The sample was divided into three different groups. For data analysis, the structural equation modeling (SEM) method was used. The findings show that experiential marketing has a positive and significant influence on both consumer satisfaction and consumer loyalty. Furthermore, there is evidence that shows consumer satisfaction has a positive and significant impact on customer loyalty. This shows that the implementation of experiential marketing strategies is very important to increase customer satisfaction and loyalty at MEC Palu as an effective marketing strategy to maintain and increase customer loyalty through satisfying experiences.
Edukasi Pariwisata Berkelanjutan dalam Meningkatkan Daya Saing Pelaku Usaha Wisata di Desa Masaingi Munawarah, Munawarah; Idris, Idris; Mahardiana, Lina; Evrianti, Hesti; Hilal, Nur; Fera, Fera
Lumbung Inovasi: Jurnal Pengabdian kepada Masyarakat Vol. 9 No. 4 (2024): December
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/linov.v9i4.2174

Abstract

Pelaku usaha wisata di daerah pedesaan sering menghadapi tantangan dalam mengadopsi praktik pariwisata berkelanjutan, yang berdampak pada daya saing dan keberlanjutan destinasi. Penelitian ini bertujuan meningkatkan pemahaman dan implementasi pariwisata berkelanjutan di kalangan pelaku usaha wisata di Desa Masaingi. Permasalahan utama meliputi rendahnya pemahaman konsep pariwisata berkelanjutan, terbatasnya adopsi praktik ramah lingkungan, dan kurangnya pelibatan masyarakat lokal dalam pengembangan wisata. Metode pemecahan masalah menggunakan pendekatan participatory action research (PAR) dan experiential learning, melibatkan 30 pelaku usaha wisata dalam program edukasi. Program ini mencakup workshop, mentoring, dan praktik lapangan. Hasil menunjukkan peningkatan signifikan dalam pemahaman konsep pariwisata berkelanjutan sebesar 44,95%, melebihi target awal 30%. Tingkat adopsi praktik berkelanjutan mencapai 78%.Program ini berdampak positif terhadap peningkatan pendapatan pelaku usaha, dengan rata-rata kenaikan sebesar 35% dalam 6 bulan setelah implementasi. Jumlah kunjungan wisatawan meningkat 25% dan rata-rata lama tinggal wisatawan bertambah dari 1,2 hari menjadi 2,5 hari.Meskipun menghadapi tantangan infrastruktur digital dan dampak pandemi COVID-19, program ini berhasil meningkatkan kapasitas dan daya saing pelaku usaha wisata. Simpulannya, pendekatan PAR dan experiential learning efektif dalam memfasilitasi adopsi pariwisata berkelanjutan di destinasi wisata pedesaan, berkontribusi signifikan terhadap pencapaian Tujuan Pembangunan Berkelanjutan terkait pariwisata. Sustainable Tourism Education in Enhancing the Competitiveness of Tourism Business Operators in Masaingi Village Abstract Tourism business operators in rural areas often face challenges in adopting sustainable tourism practices, which impacts destination competitiveness and sustainability. This research aims to enhance understanding and implementation of sustainable tourism among tourism business operators in Masaingi Village. The main issues include limited understanding of sustainable tourism concepts, minimal adoption of environmentally friendly practices, and insufficient local community involvement in tourism development. The problem-solving methodology employed participatory action research (PAR) and experiential learning approaches, engaging 30 tourism business operators in an educational program. The program encompassed workshops, mentoring, and field practices. Results demonstrated a significant 44.95% improvement in understanding sustainable tourism concepts, exceeding the initial target of 30%. The adoption rate of sustainable practices reached 78%. The program positively impacted business operators' revenue, with an average increase of 35% within 6 months post-implementation. Tourist arrivals increased by 25%, and the average length of stay extended from 1.2 days to 2.5 days. Despite challenges in digital infrastructure and COVID-19 pandemic impacts, the program successfully enhanced the capacity and competitiveness of tourism business operators. In conclusion, the PAR and experiential learning approach effectively facilitated sustainable tourism adoption in rural tourism destinations, contributing significantly to achieving tourism-related Sustainable Development Goals.
Peran Perilaku Perpindahan Merek Dalam Memoderasi Hubungan Persepsi Harga, Varian Menu dan Kualitas Produk Terhadap Minat Beli Ulang Minuman Yotta di Kota Palu Nirmalisa, Nirmalisa; Ponirin, Ponirin; Syarifuddin, Umar; Evrianti, Hesti
Journal of Economic, Management, Accounting and Technology (JEMATech) Vol 8 No 1 (2025): Februari
Publisher : Fakultas Teknik dan Ilmu Komputer, Universitas Sains Al-Qur'an (UNSIQ) Wonosobo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32500/jematech.v8i1.8817

Abstract

Penelitian ini penting dilakukan karena minuman Yotta di Kota Palu menghadapi tantangan dalam meningkatkan minat beli ulang, sehingga diperlukan pemahaman tentang bagaimana faktor persepsi harga, varian menu, dan kualitas produk memengaruhi perilaku perpindahan merek. Penelitian ini memiliki tujuan untuk membuktikan peran perilaku perpindahan merek dalam memoderasi hubungan persepsi harga, varian menu, dan kualitas produk terhadap minat beli ulang minuman Yotta di Kota Palu. Penelitian ini menggunakan metode kuantitatif. Populasi pada penelitian ini adalah konsumen Yotta di Kota Palu, dengan jumlah sampel sebanyak 150 responden dengan Teknik pengambilan sampel menggunakan teknik purposive sampling dengan kriteria sampel yaitu konsumen Yotta yang telah melakukan pembelian minimal sebanyak dua kali. Teknik analisis data dilakukan menggunakan metode Structural Equation Model (SEM) berbasis Partial Least Square (PLS) dengan bantuan aplikasi Smart PLS 4.0. Hasil dalam penelitian ini variabel persepsi harga dan kualitas produk memiliki pengaruh signifikan terhadap minat beli ulang. Namun, varian menu tidak memengaruhi minat beli ulang. Tetapi, perilaku perpindahan merek memoderasi hubungan antara persepsi harga terhadap minat beli ulang. Sedangkan perilaku perpindahan merek tidak memoderasi hubungan antara varian menu terhadap minat beli ulang. Perilaku perpindahan merek memoderasi hubungan antara kualitas produk terhadap minat beli ulang.
Identifikasi Dan Pengembangan Diversifikasi Produk Kuliner Tradisional Di Desa Wisata Towale, Kabupaten Donggala, Sulawesi Tengah Hesti Evrianti; risnawati risnawati; Syahir Natsir; Farid Farid; Fera Fera; Faruq Lamusa; Adfiyani Fadjar; Fatlina Zainuddin; Husnah Husnah; Wiri Wirastuti
Sasambo: Jurnal Abdimas (Journal of Community Service) Vol. 5 No. 4 (2023): November
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/sasambo.v5i4.1410

Abstract

Tujuan program pengabdian ini adalah memberikan pengetahuan kepada 20 orang masyarakat Desa Towale, terdiri dari 7 pelaku usaha kuliner tradisional, 5 yang akan memulai usaha kuliner, dan 5 yang belum memiliki usaha kuliner, serta dihadiri oleh kepala desa, tokoh masyarakat, dan anggota pokdarwis. Program ini bertujuan untuk memberikan pemahaman mengenai  diversifikasi produk kuliner tradisional dengan sentuhan modern dan memberikan pendampingan untuk pengembangan usaha kuliner tradisional, yang akan mendukung perkembangan Desa Towale sebagai desa wisata.Program pengabdian ini dilakukan dalam 2 tahap: pertama, observasi lapangan untuk mengidentifikasi potensi dan kendala pelaku usaha kuliner, dan kedua, penyuluhan dan pendampingan dalam bentuk ceramah dan diskusi FGD oleh tim pengabdian.Manfaat dari program ini adalah meningkatkan pengetahuan kepada  pelaku usaha kuliner tradisional dalam  mendukung pengembangan desa wisata, meningkatkan kunjungan wisatawan lokal dan mancanegara. Hasil pengukuran pre-test dan post-test menunjukkan bahwa 92% peserta lebih memahami bagaimana mengidentifikasi potensi kuliner dan mengembangkan produk kuliner traditional daerah. Dengan pemahaman ini, diversifikasi produk menjadi faktor penting dalam pengembangan Desa Towale sebagai desa wisata yang terkenal, hal ini memerlukan peran serta dan partisipasi aktif dari seluruh elemen masyarakat dan pelaku usaha wisata di sekitar Desa Towale. The Identification and Development of Traditional Culinary Product Diversification in Towale Tourist Village, Donggala Regency, Central Sulawesi The purpose of this community service program is to provide knowledge to 20 people in Towale Village, consisting of 7 traditional culinary entrepreneurs, 5 individuals who are starting culinary businesses, and 5 who do not yet have culinary businesses. The program is also attended by the village head, community leaders, and members of the local community development group (pokdarwis). The objective of this program is to impart an understanding of diversifying traditional culinary products with a modern touch and to provide support for the development of traditional culinary businesses, which will contribute to the growth of Towale Village as a tourist destination.This community service program consists of two phases: first, field observations to identify the potential and challenges faced by culinary entrepreneurs, and second, education and support in the form of lectures and focus group discussions (FGD) conducted by the service team. The benefits of this program include enhancing the knowledge of traditional culinary entrepreneurs in supporting the development of the tourist village, increasing the number of local and international tourists visiting, and promoting traditional culinary products. Pre-test and post-test measurements show that 92% of the participants have a better understanding of how to identify culinary potential and develop local traditional culinary products. With this understanding, product diversification becomes a crucial factor in the development of Towale Village as a renowned tourist destination, requiring active participation and involvement from all community members and tourism entrepreneurs in the vicinity of Towale Village
Transformasi Pemasaran Menggunakan BMC Pada Industri Cokelat di Sulawesi Tengah Argenia, Yohana; Zahara, Zakiyah; Fadjar, Adfiyani; Evrianti, Hesti
Jurnal Media Wahana Ekonomika Vol. 22 No. 1 (2025): Jurnal Media Wahana Ekonomika, April 2025
Publisher : Universitas PGRI Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmwe.v22i1.17572

Abstract

ABSTRAK Penelitian ini bertujuan untuk menggambarkan penerapan (BMC) pada IKM Rapoviaka Simple, salah satu IKM cokelat di Sulawesi Tengah, dalam menghadapi kompetisi bisnis yang sangat ketat. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Wawancara dilakukan pada 5 informan termasuk direktur dan mitra bisnis. Teknik analisis data menggunakan model analisis interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa IKM Rapoviaka Simple telah berhasil menjalankan bisnis dengan mengimplementasikan sembilan elemen BMC, hal ini terlihat dari semakin meningkatnya income setiap tahunnya. IKM ini berhasil mengidentifikasi segmen pasar utama dan mengembangkan proposisi nilai berupa cokelat berkualitas tinggi yang terbuat dari bahan baku lokal. Melalui penerapan BMC, Rapoviaka Simple berhasil memperkuat posisinya di pasar lokal, melakukan inovasi, dan tumbuh ditengah yang persaingan semakin ketat. Kata Kunci: BMC , Strategi Pemasaran, IKM Rapoviaka Simple.   ABSTRACT This study aims to describe the application of the Business Model Canvas (BMC) to Rapoviaka Simple, one of the chocolate SMEs (Small and Medium Enterprises) in Central Sulawesi, in facing intense business competition. The study employs a descriptive qualitative approach, with data collection techniques including observation, interviews, and documentation. Interviews were conducted with five informants, including the director and business partners. Data analysis techniques utilize the interactive analysis model by Miles and Huberman. The results of the study indicate that Rapoviaka Simple has successfully operated its business by implementing the nine elements of the BMC, as evidenced by increasing income each year. The SME has successfully identified its main market segments and developed a value proposition in the form of high-quality chocolate made from local raw materials. Through the implementation of the BMC, Rapoviaka Simple has strengthened its position in the local market, fostered innovation, and achieved growth amidst increasingly fierce competition. Keywords : BMC, Marketing Strategy, IKM Rapoviaka Simple.
Analysis Analisis Relationship Marketing dan Word Of Mouth dalam Upaya Menciptakan Loyalitas Pelanggan Annaliah, Febrizha; Santi, Ira Nuriya; Rombe, Elimawaty; Evrianti, Hesti
Jurnal Media Wahana Ekonomika Vol. 22 No. 2 (2025): Jurnal Media Wahana Ekonomika, Juli 2025
Publisher : Universitas PGRI Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmwe.v22i2.17806

Abstract

ABSTRAK   Penelitian ini bertujuan untuk menganalisis peran Relationship Marketing dan Word of Mouth (WoM) dalam meningkatkan loyalitas pelanggan pada peternak babi di Desa Ambawang, Kabupaten Kubu Raya. Dengan pendekatan deskriptif kualitatif, data dikumpulkan melalui wawancara mendalam terhadap lima responden yang memenuhi kriteria tertentu, dan dianalisis menggunakan metodologi Miles dan Huberman. Hasil penelitian menunjukkan bahwa kepercayaan, kualitas produk, dan harga yang kompetitif menjadi kunci dalam membangun hubungan jangka panjang dengan pelanggan. Kombinasi kedua strategi ini terbukti efektif, bahkan dalam skala usaha kecil. Penelitian ini menyimpulkan bahwa kombinasi Relationship Marketing dan Word of Mouth berkontribusi signifikan dalam membangun dan mempertahankan loyalitas pelanggan, bahkan dalam skala usaha kecil.   Kata Kunci: Relationship Marketing, Word of Mouth, Loyalitas Pelanggan, Peternak babi.     ABSTRACT   This study aims to analyze the role of Relationship Marketing and Word of Mouth (WoM) in increasing customer loyalty at pig farmers in of Mouth (WoM) in increasing customer loyalty in pig farmers in Ambawang Village, Kubawang Regency. Ambawang Village, Kubu Raya Regency. With a qualitative descriptive approach, data was collected through in-depth interviews with five respondents who meeting certain criteria, and analyzed using the Miles and Huberman methodology. Huberman methodology. The results showed that trust, product quality, and competitive prices are key to building long-term relationships. competitive prices are key in building long-term relationships with customers. with customers. The combination of these two strategies has proven to be effective, even in small-scale businesses. small business scale. This research concludes that the combination of Relationship Marketing and Word of Mouth contribute significantly to building and and maintaining customer loyalty, even on a small business scale   Keywords : Relationship Marketing, Word of Mouth, Customer Loyalty, Pig Farmers.
Kepuasan dan Loyalitas Konsumen pada Lembaga Kursus Bahasa Inggris: Perspektif Experiential Marketing Evrianti, Hesti; Fadjar, Adfiyani; Anisah, Anisah
Jurnal Samudra Ekonomi dan Bisnis Vol 15 No 3 (2024): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v15i3.10787

Abstract

The research examines the impact of experiential marketing on customer satisfaction and loyalty towards the services provided by MEC Palu, as well as the impact of this satisfaction on consumer loyalty. This research used a descriptive associative approach, and involved 155 MEC Palu members as a sample selected through a stratified random sampling technique. The sample was divided into three different groups. For data analysis, the structural equation modeling (SEM) method was used. The findings show that experiential marketing has a positive and significant influence on both consumer satisfaction and consumer loyalty. Furthermore, there is evidence that shows consumer satisfaction has a positive and significant impact on customer loyalty. This shows that the implementation of experiential marketing strategies is very important to increase customer satisfaction and loyalty at MEC Palu as an effective marketing strategy to maintain and increase customer loyalty through satisfying experiences.
Pembelian Impulsif di Kalangan Gen Z saat Flash Sale: Peran Mediasi Emosi dan Peran Moderasi Adiksi Media Sosial Asriadi, Asriadi; Tambaru, Rachman; Evrianti, Hesti
Jurnal Samudra Ekonomi dan Bisnis Vol 16 No 2 (2025): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v16i2.11010

Abstract

The study aims to explore the impact of flash sales that influence online impulse buying on ​​Gen Z, by placing emotions as a mediating variable and social media addiction as a moderating variable. Data collection was carried out using a purposive sampling technique, on 120 Gen Z people domiciled in Palu City. Data analysis processing utilized structural equation modeling (SEM) techniques processed through Smart PLS. Based on the results, it was revealed that flash sales showed a positive and significant relationship both on emotions and on online impulsive buying, while emotions showed a positive and significant impact on online impulsive buying. Furthermore, emotions were shown not to provide a significant mediating effect between social media addiction and online impulsive buying; meanwhile, social media addiction was shown to significantly moderate the effect of flash sales on online impulsive buying.
Influencer Marketing and Product Quality Shaping Customer Satisfaction via Purchase Decisions: Pemasaran Influencer dan Kualitas Produk Membentuk Kepuasan Pelanggan melalui Keputusan Pembelian Hasan, Fahri Abu; Muzakir, Muzakir; Wahyuningsih, Wahyuningsih; Evrianti, Hesti
Indonesian Journal of Innovation Studies Vol. 26 No. 3 (2025): July
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijins.v26i3.1500

Abstract

General background: In the digital marketing era, brands increasingly rely on social media to influence consumer behavior. Specific background: Roti John Surabaya leverages influencer marketing to build brand awareness, while product quality remains a core determinant of customer loyalty. Knowledge gap: However, limited research addresses how these two factors jointly influence satisfaction through consumer decision-making. Aims: This study investigates the influence of influencer marketing and product quality on consumer satisfaction, with purchase decision as a mediating variable. Results: Using a quantitative approach and data from 120 respondents, analysis via Partial Least Squares Structural Equation Modeling (PLS-SEM) reveals that both influencer marketing and product quality significantly and positively impact purchase decisions and consumer satisfaction. Moreover, purchase decisions significantly mediate these relationships. Novelty: The integration of influencer marketing and product quality as dual predictors, examined through the mediating role of purchase decision, offers a comprehensive model not widely explored in the local F&B industry context. Implications: These findings underscore the strategic value of collaborating with influencers and continuously enhancing product quality to drive consumer satisfaction and purchasing behavior, providing practical insights for marketing optimization in competitive digital marketplaces. Highlights: Highlights the dual impact of influencers and product quality on satisfaction. Demonstrates purchase decision as a key mediating factor. Offers actionable insights for digital marketing practices. Keywords: Influencer Marketing, Product Quality, Purchase Decision, Consumer Satisfaction, Marketing Strategy
Peran Promosi melalui Instagram, Kualitas Layanan dan Fasilitas Wisata terhadap Minat Berkunjung Kembali Wisatawan Dianafakroh, Dianafakroh; Santi, Ira Nuriya; Syarifuddin, Umar; Evrianti, Hesti
Jurnal Samudra Ekonomi dan Bisnis Vol 16 No 3 (2025): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v16i3.10741

Abstract

The study aims to determine the role of promotion through Instagram, service quality, and tourist facilities on tourists' intention to revisit Pantai Kura-Kura tourist location. The population of this quantitative study is not precisely known, so the sample was determined based on the criteria of followers of the Pantai Kura-Kura account and having visited the location. 120 respondents were then selected as a sample using non-probability sampling with a purposive sampling technique. The results of partial multiple linear regression analysis indicate that promotion through Instagram has no effect on tourists' intention to revisit Pantai Kura-Kura, while service quality and tourist facilities are proven to have a significant influence on this intention. Simultaneously, promotion through Instagram, service quality, and tourist facilities are proven to have a significant influence on tourists' intention to revisit.
Co-Authors Adfiyani Fadjar Anisah Annaliah, Febrizha Argenia, Yohana Asriadi Asriadi Asriadi Darman Darman Dianafakroh, Dianafakroh Elimawaty Rombe Farid Farid Faruq Lamusa Fatlina Z Fera Fera Fera, Fera Hasan, Fahri Abu Husnah Husnah Idris Idris IRA NURIYA SANTI Lina Mahardiana MUH. YUNUS KASIM, MUH. YUNUS KASIM Munawarah Munawarah, Munawarah Muzakir Nirmalisa, Nirmalisa Nur Hilal, Nur NURDIN, DJAYANI Ponirin Ponirin, Ponirin Pricylia Chintya Dewi Buntuang Raehatuliana, Raehatuliana Risnawati Risnawati Rizkiani Iskandar Syahir Natsir Tambaru, Rachman Umar Syarifuddin Utami, Ayu Putri Vitayanti Fattah Wahyuningsih Wahyuningsih Wanti, Sri Wiri Wirastuti Wulandari, Poppy Zakiyah Zahara