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All Journal Jurnal Pengabdian Masyarakat AbdiMas JURNAL LENTERA BISNIS RESLAJ: Religion Education Social Laa Roiba Journal
Regina Deka Sofia
Universitas Esa Unggul
Religion Economics, Econometrics & Finance Education Environmental Science Social Sciences

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PENGARUH PERSEPSI NILAI DAN ELECTRONIC WORD OF MOUTH TERHADAP INTENSI MENONTON FILM LOKAL DI BIOSKOP MELALUI MEDIASI SIKAP Regina Deka Sofia
JURNAL LENTERA BISNIS Vol. 14 No. 1 (2025): JURNAL LENTERA BISNIS, JANUARI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i1.1317

Abstract

The objective of this study is to examine the impact of perceived value and electronic word of mouth on the intention to watch local films in cinemas, both directly and through attitude mediation. A survey-based data collection approach was employed, utilizing a questionnaire administered to 437 respondents in the city of Banten, Tangerang. The data were analyzed using Multiple Regression Analysis and the PROCESS Mediation Test. The findings indicate a positive effect of perceived value, both directly and indirectly through attitude mediation, on the intention to watch local films in cinemas. Additionally, the study reveals that the effect of electronic word of mouth on the intention to watch local films in cinemas is fully mediated by attitude. This research offers managerial insights, suggesting that marketers and stakeholders within the Indonesian film industry should develop marketing strategies that enhance consumers' perceptions of value and foster positive attitudes toward the behavior of watching local films in cinemas.
PEREMPUAN DAN TRANSFORMASI DIGITAL: PENGUATAN KAPASITAS SUMBER DAYA MANUSIA, PEMASARAN DAN PENGELOLAAN KEUANGAN DI UMK KELURAHAN DURI KEPA Sofia, Regina Deka; Meria, Lista; Rojuaniah, Rojuaniah; Djunaedi, Mira Kartika Dewi; Rahmawati, Wulan
Jurnal Pengabdian Masyarakat AbdiMas Vol 11, No 5 (2025): Jurnal Pengabdian Masyarakat Abdimas
Publisher : Universitas Esa Unggul

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47007/abd.v11i5.9469

Abstract

AbstrakDigitalisasi proses bisni memberikan peluang sekaligus tantangan bagi pelaku usaha mikro dan kecil (UMK) perempuan di Indonesia. Untuk dapat bertahan dan berkembang, UMK perempuan dituntut memiliki kemampuan adaptif terhadap perkembangan teknologi. Namun, rendahnya literasi digital dan keterbatasan akses informasi membuat banyak pelaku UMK perempuan belum optimal dalam memanfaatkan teknologi. Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan pemahaman dan keterampilan UMK perempuan di Kelurahan Duri Kepa Jakarta Barat melalui penyuluhan tentang penguatan karakter kewirausahaan dan sumber daya manusia adaptif, pemasaran digital, serta pencatatan keuangan berbasis aplikasi digital. Metode pelaksanaan meliputi ceramah interaktif. Hasil kegiatan menunjukkan adanya peningkatan pemahaman peserta terhadap pentingnya digitalisasi dalam pengelolaan usaha, meskipun penerapan praktis masih memerlukan pendampingan lanjutan. Program ini membuktikan pentingnya peran aktif perguruan tinggi dalam mendukung pemberdayaan ekonomi berbasis digital bagi pelaku UMK perempuan. Kata kunci : pemasaran digital, keuangan digital, usaha mikro dan kecil, sumber daya manusia
Pengaruh Persepsi Kualitas, Persepsi Nilai dan Kenyamanan Terhadap Minat Beli Street Food di Tangerang Tri Kris Meidy; Regina Deka Sofia
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 7 (2025): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v7i7.8213

Abstract

Potential street food buyers can be interested in buying a product based on perceived quality, perceived value and convenience. So that the attitude of potential buyers to buy the product arises. This study aims to determine the effect of perceived value, perceived quality and convenience and attitudes on the interest in buying street food. The research plan is explanatory research using a sample of 130 respondents, namely potential street food buyers. This study is purposive sampling. Multiple linear regression analysis is assisted by the IBM SPSS statistic 25 application and model and hypothesis analysis with Smart SEM PLS. The results of data processing show that perceived quality has a positive effect on attitudes. Perception of value has a positive effect on attitudes. Convenience does not have a positive effect on attitudes. Attitude has a positive effect on the interest in buying street food in Tangerang.
Co-Authors Djunaedi, Mira Kartika Dewi Meria, Lista Rahmawati, Wulan Rojuaniah Rojuaniah Tri Kris Meidy