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All Journal JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Intan Muliana Rhamdhani
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Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Menguji Anteseden-Anteseden dari Online Impulse Buying Behaviour pada e-Commerce Intan Muliana Rhamdhani
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 4 No. 1 (2025): Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v4i1.4770

Abstract

The switching of consumer purchases from offline to online is an interesting phenomenon to conduct in-depth investigation. This triggers consumers to make impulsive purchases online. Thus, the purpose of this study is to investigate the antecedents that have the potential to increase online impulse buying behavior, namely, hedonic shopping motivation, urge to buy, and positive emotion. This study used 100 respondents who had made online impulse buying in e-commerce in Kebumen. Respondents were taken using purposive sampling technique, data was processed with the help of SPSS statistical software and analyzed using multiple regression analysis. The results of the study found that all hypotheses were accepted. Hedonoc shopping motivation, urge to buy, and positive emotion partially and simultaneously proved to have a positive effect on online impulse buying behavior. Another finding of this study is that urge to buy is the variable that has the greatest influence in increasing online impulse buying behaviour.
Pengaruh Social Media Marketing terhadap Peningkatan Kinerja Bisnis UMKM Larisshop Grosir dalam Mencapai Pertumbuhan Penjualan dan Keunggulan Kompetitif Sandra Dewi; Intan Muliana Rhamdhani
Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Vol. 2 No. 3 (2025): Agustus : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jimakebidi.v2i3.747

Abstract

This study aims to analyze the influence of social media marketing activities on the business performance of Larisshop MSMEs. A quantitative approach was employed using purposive sampling, involving 100 active resellers as respondents. The collected data were analyzed through multiple linear regression using SPSS software. The results indicate that the variables of social media marketing, consisting of context, communication, collaboration, and connection, simultaneously have a significant effect on business performance, as evidenced by the F-value of 47.053. Among these four variables, communication emerged as the most dominant factor influencing business performance, with a regression coefficient (β) of 0.393. This finding highlights that effective communication with customers—through product information, promotional activities, and daily interactions on social media platforms—plays a vital role in improving sales performance and sustaining business growth. Furthermore, the R-square value of 65% demonstrates that the independent variables examined in this study explained 65% of the variance in business performance, while the remaining 35% is influenced by other factors outside the model. This study emphasizes the importance of applying a social media marketing strategy based on the 4C concept (context, communication, collaboration, and connection) as a key effort to enhance MSME performance. The optimization of communication and connection should be prioritized by fostering intensive interactions, offering personalized services, and establishing long-term relationships with customers. By doing so, Larisshop MSMEs can strengthen customer loyalty while also expanding their market reach. In addition, this study provides recommendations for future research to explore other relevant variables, such as experiential marketing or consumer experience, as well as the utilization of emerging social media platforms to broaden the market. Such exploration is essential to offer a more comprehensive understanding of digital marketing strategies in supporting the growth and competitiveness of MSMEs in the digital transformation era.
Penerapan Participatory Action Research untuk Meningkatkan Strategi Pemasaran UMKM Alumni Inkubasi Pemkab Kebumen Feby Evelyna; Intan Muliana Rhamdhani; Heri Mahyuzar
JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Vol. 6 No. 4 (2025)
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/jurpikat.v6i4.2562

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pelaku UMKM alumni Inkubasi Pemerintah Kabupaten Kebumen 2024 melalui penguatan literasi digital, branding, dan manajemen usaha. Metode yang digunakan adalah Participatory Action Research (PAR) dengan menempatkan komunitas sebagai aktor aktif dalam setiap tahap perencanaan, pelaksanaan, hingga evaluasi program. Subjek kegiatan adalah pelaku UMKM di bidang kuliner, kerajinan, dan fesyen yang dilaksanakan di Universitas Putra Bangsa sebagai pusat pelatihan dan koordinasi. Kegiatan dilaksanakan melalui serangkaian tahapan, meliputi identifikasi kebutuhan, orientasi, penyampaian materi dasar UMKM, digitalisasi usaha, pelatihan branding, pendampingan teknis, simulasi, evaluasi, serta monitoring pasca-pelatihan. Hasil kegiatan menunjukkan adanya peningkatan pengetahuan dan keterampilan peserta dalam pemanfaatan teknologi digital, strategi pemasaran, serta penguatan identitas produk. Selain itu, terbentuk kelompok jejaring usaha produktif yang berfungsi sebagai wadah kolaborasi dan keberlanjutan program. Temuan ini menegaskan bahwa pendekatan PAR efektif dalam mendorong kemandirian dan daya saing UMKM lokal.
Co-Authors Feby Evelyna Heri Mahyuzar sandra dewi