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All Journal Ekonomi Bisnis Budimas : Jurnal Pengabdian Masyarakat Journal of Business Studies and Management Review Jurnal Ilmiah Manajemen dan Kewirausahaan Jurnal Pengabdian Masyarakat Unama Jurnal manajemen dan bisnis (Performa)
Laras Sabrina, Hanan
Universitas Dinamika Bangsa
Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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IMPACT OF ONLINE CUSTOMER REVIEWS AND RATINGS ON ELECTRONIC PRODUCT PURCHASES: A TOKOPEDIA PLATFORM SURVEY AMONG PRODUCTIVE AGE CONSUMERS IN JAMBI CITY Ikhsan, Feyza Muhammad; Yacob, Syahmardi; Suleman, Dede; Sabrina, Hanan Laras
Journal of Business Studies and Management Review Vol. 7 No. 1 (2023): JBSMR, Vol 7 No.1 December 2023
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i1.27980

Abstract

This research aims to elucidate the impact of Online Customer Reviews and Online Customer Ratings on the decision-making process for online purchases on the E-Commerce platform Tokopedia. The study focuses on residents of Jambi City who are of productive age. A purposive sampling method was employed to select 100 respondents as the sample size for this study. Data collection was conducted through a survey questionnaire, and this primary data was analysed using multiple linear regression techniques, utilising the SPSS software for Windows. The findings of this analysis reveal that Online Customer Reviews positively influence purchasing decisions. In contrast, Online Customer Ratings were found to have no significant effect on these decisions. This suggests that while the content of customer reviews plays a crucial role in shaping consumer behaviour and choices on the Tokopedia platform, the numerical ratings assigned by customers do not significantly sway purchasing decisions. These results offer valuable insights into consumer behaviour in the digital marketplace, particularly in the context of e-commerce platforms like Tokopedia, and can inform strategies for online retailers and marketers in optimising customer engagement and sales conversion.
SYNERGY OF STORE ATMOSPHERE AND BRAND IMAGE: ANALYSIS OF ITS INFLUENCE ON CONSUMER PURCHASING DECISIONS AT SOCIOLLA JAMBI CITY Pangestu, Mira Gustiana; Fahdillah, Yosi; Sabrina, Hanan Laras
Journal of Business Studies and Management Review Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i2.35233

Abstract

The changing landscape of e-commerce businesses is the result of rapid technological advancements and changes in customer behavior. One of the largest beauty e-commerce businesses in Indonesia, PT Socio Bella, also known as Sociolla, is a platform that faces intense competition to develop and retain its online consumers to offline consumers in stores. This study aims to see how the influence of store atmosphere and brand image on consumer purchasing decisions partially and simultaneously. This study uses quantitative research methodology with an associative approach to see the effect of store atmosphere and brand image on purchasing decisions at Sociolla in Jambi City. The population used in this study were consumers who had made purchases or visited Sociolla in Jambi City while the sampling method used in the process was purposive sampling which involved a total of 100 respondents using the Lemeshow formula. The results showed that at Sociolla Jambi City, store atmosphere has a significant and positive influence on purchasing decisions and brand image has a significant and positive influence on purchasing decisions while both have a simultaneous effect on consumer purchasing decisions. So it can be concluded that these two factors go hand in hand with the emergence of consumer purchasing decisions at Sociolla Jambi City.
EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT AND BRAND AWARENESS ON CONSUMER BEHAVIOR: A CASE STUDY OF ES TEH INDONESIA IN KOTA BARU JAMBI Sabrina, Hanan Laras; Fahdillah, Yosi; Pangestu, Mira Gustiana
Journal of Business Studies and Management Review Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i2.35234

Abstract

This For entrepreneurs, the internet is useful for promoting their business to consumers. The development of digital technology and the growth of the business world in the current era is increasingly heading towards a global direction which makes a company required to establish the right marketing strategy in order to win marketing and be able to compete competitively with competitors. The purpose of this study was to determine the effect of celebrity endorsement and brand awareness on purchasing decisions for Indonesian iced tea, Kota Baru Jambi branch. The population of this study were consumers of Indonesian iced tea, Kota Baru Jambi branch with a sample size of 100 respondents using the lameshow formula. The sampling technique used purposive sampling technique using several criteria. This study uses quantitative methods and the data source used is primary data and data collection using a questionnaire distributed via google form. While the scale in this study uses a Likert scale. The data processing method uses multiple linear regression analysis, determination coefficient, partial t test and simultaneous F test. The results showed that celebrity endorsement had a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi.Brand awareness has a significant positive effect on purchasing decisions at the Indonesian iced tea branch of the new city of Jambi. And simultaneously celebrity endorsement and brand awareness have an effect on purchasing decisions on Indonesian iced tea in the new city branch of Jambi.
NAVIGATING INTERGENERATIONAL TENSIONS IN DIGITAL MARKETING ADOPTION AND IMPLEMENTATION: EVIDENCE FROM INDONESIAN FAMILY MICRO-ENTERPRISES Fatricia, Raja Sharah; Ramadhan, Raihan Fajri; Sabrina, Hanan Laras
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.50789

Abstract

Family micro-enterprises (FMEs) constitute the majority of business entities in Indonesia. Despite their vital role as the backbone of regional economies, FMEs face challenges in innovation, including intergenerational tensions during the adoption and implementation of digital marketing. Using a qualitative approach, this study involves 24 informants from 12 FMEs in Sumatra, Indonesia. By applying a dynamic capabilities (DCs) perspective, this study explores how FME successors can navigate intergenerational tensions and turn them into opportunities to adopt and implement digital marketing. The findings identify four sources of intergenerational tensions: (1) founders’ control and comparisons, (2) identity and value preservation, (3) digital literacy gaps, and (4) emotional decency. When strategically managed, these tensions can become spaces for relational negotiations among founders and successors. These negotiations depend on the successors’ DCs, which involve (1) sensing opportunities to engage, (2) seizing opportunities for experimentation, and (3) reconfiguring traditional routines for digital transformation. Therefore, this study contributes to family business and digital marketing literature by showing that DCs, in the context of FMEs, are socially embedded and developed through daily negotiations.
ANALISIS PERILAKU PEMBELIAN IMPULSIF PADA KONSUMEN ONLINE DI PROVINSI JAMBI Irfan Hassandi; Mardiana R; Hanan Laras Sabrina; Herry Mulyono; Felyx Marcelino
Jurnal Manajemen dan Bisnis Performa Vol. 21 No. 2 (2024)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v21i2.4441

Abstract

This research aims to find the variable that influences impulsive buying behavior for online customers in Jambi province. The model used for this research is Stimulus-organism-respond model. There are 2 independent variables, 2 mediating variables and 1 dependent variable interpret Stimulus-organism-respond model. To test the model this research used Structural Equation modelling. The result shows the variable that influences impulsive buying behavior of Jambi province buyers is arousal. SMEs in Jambi can develop more strategies to encourage the arousal of online customer such creating a periodical sales discount with the aim of the program to gain impulsive buying behavior from customer arousal and increasing sales from that behavior.
WHEN TASTE IS NOT ENOUGH: DETERMINANTS OF CUSTOMER LOYALTY IN GEROBAKMIE, A LOCAL CULINARY BUSINESS IN JAMBI CITY Ramadhan, Raihan Fajri; Sabrina, Hanan Laras; Wilona, Zora Anjas
Journal of Business Studies and Management Review Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i2.56513

Abstract

This study examines the effect of location, service quality, and product quality on customer loyalty at Gerobakmie, a local culinary business in Jambi City. Customer loyalty is a critical issue for local food businesses because intense competition requires firms to retain customers through more than product taste alone. A quantitative survey approach was employed, involving 240 Gerobakmie customers selected through purposive sampling. Data were collected using an online questionnaire and analyzed through validity and reliability tests, classical assumption tests, and multiple linear regression. The findings show that location, service quality, and product quality have positive and significant effects on customer loyalty, both partially and simultaneously. Service quality has the strongest influence, followed by product quality and location. The model explains 63.6% of the variation in customer loyalty, indicating that these three variables are important determinants of repeat purchase, customer recommendation, and emotional attachment. The results suggest that customer loyalty in local culinary businesses is shaped not only by taste, but also by accessibility, responsive service, and consistent product quality. Practically, Gerobakmie should improve service reliability, maintain taste consistency, strengthen product standardization, and enhance location-related convenience such as visibility and parking access. This study contributes to marketing management literature by providing empirical evidence on customer loyalty formation in a local culinary business context
MEMBANGUN KEMANDIRIAN EKONOMI SANTRI MELALUI SABLON DIGITAL DAN DIGITAL MARKETING DI PONPES BIDAYATUL ULUM Despita Meisak; Nurhadi; Hanan Laras Sabrina; Raka Jumersyah Pratama; Roro Refa Mauladiqta
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol. 7 No. 3 (2025): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/budimas.v7i3.15179

Abstract

Program Pengabdian kepada Masyarakat ini bertujuan memberdayakan santri Pondok Pesantren Bidayatul Ulum, Kabupaten Muaro Jambi, melalui pelatihan sablon digital dan digital marketing guna membangun kemandirian ekonomi berbasis teknologi kreatif. Permasalahan mitra meliputi keterbatasan alat produksi, rendahnya kemampuan desain grafis dan pemasaran digital, serta belum adanya sistem pencatatan keuangan usaha. Solusi yang diberikan mencakup pelatihan sablon digital berbasis desain grafis dan kecerdasan buatan (AI), penyediaan alat produksi lengkap, serta pelatihan digital marketing melalui pembuatan toko daring di Shopee, Instagram, dan website. Hasil kegiatan menunjukkan peningkatan keterampilan santri dalam produksi, promosi digital, dan pengelolaan usaha, yang mendorong terbentuknya unit usaha santri berbasis pesantren menuju kemandirian ekonomi dan penguatan ekonomi kreatif di lingkungan pesantren
Co-Authors Anggia Agustini Saputri Arina Rahmi Dede Suleman Despita Meisak Fadhillah, Yosi Fadillah, Yosi Fahdillah, Yosi Febby Nanda Utami Felyx Marcelino Herry Mulyono Ikhsan, Feyza Muhammad Irfan Hassandi Johni Paul Karolus Pasaribu Kadar, Melani Kartika, Yulia Dwi Mardiana R Mira Gustiana Pangestu Muhammad Haris Saputra Nia Rahayu Nurhadi Nurhadi R, Mardiana Rahayu , Nia Raja Sharah Fatricia Raka Jumersyah Pratama Ramadhan, Raihan Fajri Roro Refa Mauladiqta Septiawan Syaputra , Alfito Syahmardi Yacob Vivi Usmayanti Wahya Iffa Lubis Wilona, Zora Anjas yosi fahdillah Yossinomita