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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Journal Science Innovation and Technology (SINTECH) Proceeding of International Conference Health, Science And Technology (ICOHETECH) Innovative: Journal Of Social Science Research Jurnal Pengabdian Masyarakat Mentari
Afridhianika, Annisa Nugraheni
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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THE ROLE OF E-TRUST AND BRAND IMAGE ON REPURCHASE INTENTION SHOPEE FOOD Afridhianika, Annisa Nugraheni; Harisudin, Mohamad; Handayani, Sugiharti Mulya
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12446

Abstract

The objective of this study is to examine the impact of E-trust and brand image on the association between E-Service Quality and sales promotion about Shopee Food consumer repurchase intention. The research methodology used is quantitative, with the sampling technique being convenience sampling. A total of 105 students from universities in Surakarta were selected as the research subjects. Research analysis employs PLS-Structural Equation Modeling (SEM). The findings of this study indicate that E-Service Quality, sales promotion, brand image, and E-Trust have a favourable and statistically significant impact on repurchase intention. The association between E-Service Quality and sales promotion and Shopee Food consumer repurchase intention is influenced by Brand image and E-Trust. The findings of this study can inform marketing strategies for marketplace platforms by optimizing E-Service Quality, sales promotion, Brand Image, and trust. These characteristics have been empirically shown to enhance consumer repurchase intention.
Optimalisasi Pemasaran Hasil Pertanian melalui Digitalisasi Agribisnis bagi Kelompok Tani di Wilayah Perdesaan Afridhianika, Annisa Nugraheni; Yudhianto, Kresna Agung
Jurnal Pengabdian Masyarakat Mentari Vol. 1 No. 8 (2025): Maret
Publisher : Amirul Bangun Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59837/jpmm.v1i8.68

Abstract

Program optimalisasi pemasaran hasil pertanian melalui digitalisasi agribisnis merupakan langkah strategis dalam menghadapi tantangan pemasaran produk tani di wilayah perdesaan. Tujuan dari kegiatan ini adalah untuk memberdayakan kelompok tani agar mampu memanfaatkan teknologi digital sebagai sarana promosi dan distribusi hasil pertanian secara lebih luas dan efisien. Metode pelaksanaan yang dirancang meliputi edukasi literasi digital, pelatihan penggunaan media sosial dan platform agribisnis, serta pendampingan dalam pembuatan konten promosi. Rencana kegiatan ini berbasis pada pendekatan partisipatif dengan mengedepankan kolaborasi antara tim pengabdi dan kelompok tani sebagai mitra utama. Hasil yang diharapkan dari program ini adalah meningkatnya kapasitas petani dalam memasarkan produk mereka secara mandiri melalui kanal digital, serta terciptanya model pemasaran pertanian digital yang dapat direplikasi di wilayah perdesaan lainnya. Kegiatan ini menunjukkan potensi besar dari transformasi digital sebagai solusi untuk keterbatasan akses pasar di kalangan petani perdesaan.
Strategi Pemasaran Digital Di Bidang Agribisnis Pertanian Perbaikan Daya Saing Produk Lokal Afridhianika, Annisa Nugraheni; Lestari, Retna Dewi
Innovative: Journal Of Social Science Research Vol. 5 No. 2 (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.v5i2.18553

Abstract

Dalam era digital, pemasaran produk pertanian menghadapi tantangan dan peluang baru dengan berkembangnya teknologi informasi dan komunikasi. Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital yang efektif dalam meningkatkan daya saing produk pertanian lokal. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan studi kasus, yang melibatkan wawancara mendalam, observasi partisipatif, dan analisis dokumentasi terhadap pelaku usaha pertanian di Karanganyar, Indonesia. Hasil penelitian menunjukkan bahwa media sosial, marketplace, dan website merupakan kanal utama dalam pemasaran digital agribisnis. Media sosial seperti Instagram, Facebook, dan TikTok digunakan untuk menjangkau konsumen lebih luas, meskipun tantangan dalam pembuatan konten masih menjadi kendala. Marketplace seperti Tokopedia dan Shopee memberikan akses pasar yang lebih besar, namun persaingan harga menjadi tantangan utama. Sementara itu, pemanfaatan website dan optimasi SEO masih belum maksimal, meskipun berpotensi meningkatkan visibilitas bisnis secara signifikan. Hambatan lain yang ditemukan adalah keterbatasan waktu dan sumber daya manusia dalam mengelola pemasaran digital secara konsisten. Oleh karena itu, diperlukan edukasi lebih lanjut mengenai strategi pemasaran digital yang efektif, termasuk penggunaan alat otomatisasi pemasaran untuk meningkatkan efisiensi dan daya saing produk pertanian lokal.
THE ROLE OF E-TRUST AND BRAND IMAGE ON REPURCHASE INTENTION SHOPEE FOOD Afridhianika, Annisa Nugraheni; Harisudin, Mohamad; Handayani, Sugiharti Mulya
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12446

Abstract

The objective of this study is to examine the impact of E-trust and brand image on the association between E-Service Quality and sales promotion about Shopee Food consumer repurchase intention. The research methodology used is quantitative, with the sampling technique being convenience sampling. A total of 105 students from universities in Surakarta were selected as the research subjects. Research analysis employs PLS-Structural Equation Modeling (SEM). The findings of this study indicate that E-Service Quality, sales promotion, brand image, and E-Trust have a favourable and statistically significant impact on repurchase intention. The association between E-Service Quality and sales promotion and Shopee Food consumer repurchase intention is influenced by Brand image and E-Trust. The findings of this study can inform marketing strategies for marketplace platforms by optimizing E-Service Quality, sales promotion, Brand Image, and trust. These characteristics have been empirically shown to enhance consumer repurchase intention.
ANALYSIS OF FACTORS AFFECTING PURCHASING INTENTION ONLINE FOOD DELIVERY Afridhianika, Annisa Nugraheni; Harisudin, Mohamad; Handayani , Sugiharti Mulya
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2023: Proceeding of the 4th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/icohetech.v4i1.3411

Abstract

The purpose of this study was to determine the effect of E-Service Quality, sales promotion, and trust on the buying interest of Shopee Food consumers. Quantitative research methods, sampling using purposive sampling method techniques. The research subjects were 100 students from Sebelas Maret University, Universitas Muhammadiyah Surakarta, Universitas Surakarta, Universitas Slamet Riyadi and Universitas Duta Bangsa Surakarta. Analysis in research using Structural Equation Modeling (SEM). Based on the results of the analysis, it is known that there is a significant effect of E-Service Quality, sales promotion, and E-Trust on buying interest. This means that the variables E-Service Quality, sales promotion, and E-Trust, can measure buying interest. The better the E-Service Quality, sales promotion, and E-Trust, the higher the purchase intention. The results of the mediation test show that E-Trust affects the relationship between E-Service Quality and sales promotion with the purchase intention of Shopee Food consumers. The results of this study can be used as input material for a marketing strategy for market place platforms by optimizing aspects of E-Service Quality, sales promotion Brand Image and trust because these variables are proven to increase consumer buying interest.
KINERJA RANTAI PASOK DAN PEMASARAN BERBASIS E-COMMERCE DIPETERNAKAN GOATDAY: KINERJA RANTAI PASOK DAN PEMASARAN BERBASIS E-COMMERCE DIPETERNAKAN GOATDAY Lemboro, Faradila Fatwa Habela; Lestari, Retna Dewi; Afridhianika, Annisa Nugraheni
Journal Science Innovation and Technology (SINTECH) Vol. 6 No. 1 (2025): SINTECH JURNAL BULAN NOVEMBER 2025
Publisher : Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/ypxacf86

Abstract

Current digital technology advancements are driving the use of e-commerce in the livestock sector, including at Goatday Farm. Goatday Farm currently faces distribution challenges and market restrictions. This study aims to analyze the performance of its e-commerce-based supply chain and marketing, focusing on the principles of visibility and traceability to create an efficient and sustainable system. The research method used is the Supply Chain Network (FSCN) to measure supply chain efficiency and analyze marketing margins to assess distribution effectiveness. The results of this study indicate that with an e-commerce-based marketing and supply chain model/concept, the total supply chain is Rp. 10,500,000 with an output value of Rp. 25,000,000, resulting in a supply chain efficiency of 238%, which means the system is highly efficient. The marketing margin is Rp. 436,500 or 30%, and the farmers' share reaches 70%. By implementing an integrated e-commerce system and proper supply chain principles, Goatday Farm has been able to improve distribution efficiency, information transparency, and product competitiveness in the digital market. Therefore, it is highly recommended that Goatday utilize e-commerce to enhance supply chain efficiency and marketing.
Co-Authors Handayani , Sugiharti Mulya Harisudin, Mohamad Kresna Agung Yudhianto Lemboro, Faradila Fatwa Habela Lestari, Retna Dewi Sugiharti Mulya Handayani