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All Journal Target : Jurnal Manajemen Bisnis Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Business Management Jurnal Pengabdian Masyarakat STIE Surakarta (DIMASETA) Jurnal Sains Student Research Jurnal Akademik Pengabdian Masyarakat Jurnal Salingka Nagari Public Resource Innovation Management and Excellence (PRIME) Jurnal Media Digital
Febisatria, Andhi
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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Optimalisasi Instagram sebagai Strategi Pemasaran Digital untuk UMKM Kepepes Febisatria, Andhi; Putri, Ainin Syukuria; Stefan, Yonatan Alvin
Jurnal Pengabdian Masyarakat STIE Surakarta Vol 4 No 1 (2025): Juni 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56456/dimaseta.v4i1.164

Abstract

Perkembangan teknologi digital telah mendorong pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk mengadopsi strategi pemasaran yang lebih modern dan adaptif. Salah satu pendekatan yang relevan adalah pemanfaatan media sosial sebagai sarana pemasaran digital, khususnya platform Instagram yang memiliki daya tarik visual dan jangkauan luas. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pelaku UMKM “Kepepes”, sebuah usaha kuliner berbasis pepes ikan, dalam mengelola akun Instagram sebagai alat pemasaran produk. Metode pelaksanaan kegiatan berupa pelatihan langsung kepada pemilik UMKM. Materi pelatihan meliputi perencanaan konten, teknik copywriting, manajemen unggahan, dan analisis insight Instagram. Hasil pelatihan menunjukkan adanya peningkatan pemahaman dan keterampilan peserta dalam membuat konten yang menarik, serta menyusun strategi komunikasi pemasaran digital yang lebih terarah. Peserta juga mampu menyusun kalender konten dan memahami waktu optimal untuk melakukan promosi di media sosial. Dengan pelatihan ini, UMKM diharapkan dapat meningkatkan jangkauan pasar dan daya saingnya melalui optimalisasi media sosial. Kegiatan ini membuktikan bahwa edukasi digital kepada pelaku UMKM sangat penting untuk mendorong pertumbuhan usaha yang berkelanjutan di era transformasi digital.
Analisis Persepsi Konsumen terhadap Penggunaan Aplikasi Livin by Mandiri Febisatria, Andhi; Adwishanty, Putu Ruth
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 2 (2025): Juni : Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v5i2.1078

Abstract

This study aims to analyze consumer perceptions regarding the use of the Livin by Mandiri mobile banking application. The research is grounded in the Technology Acceptance Model (TAM), focusing on two main constructs: perceived usefulness and perceived ease of use. Data were collected using a qualitative content analysis approach, with user comments on the Google Play Store serving as the primary data source. The findings reveal that while many users express positive attitudes toward the functionality and features of the application, a significant portion also reports dissatisfaction with system performance, user interface, and customer service response times. The study contributes theoretically by validating the applicability of TAM in the context of mobile banking, and practically by offering insights for developers to enhance the user experience of Livin by Mandiri. Furthermore, this research introduces a novel methodological approach by utilizing digital user reviews as a primary data source. It is recommended that future studies incorporate broader data sources, including social media comments and surveys, to strengthen the generalizability of the findings.
Analisis SWOT Implementasi Penggunaan Aplikasi Livin by Mandiri Febisatria, Andhi
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 2 (2025): Juni : Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v5i2.1168

Abstract

This study aims to evaluate the implementation of the Livin’ by Mandiri application using the SWOT analysis approach (Strengths, Weaknesses, Opportunities, Threats). The application represents a digital transformation of Bank Mandiri’s banking services, designed to provide easy access and efficiency in financial transactions. Despite offering various advantages such as a wide range of features, a user-friendly interface, and the backing of Bank Mandiri’s trusted reputation, the application also faces several challenges, including technical issues, reliance on internet connectivity, and varying levels of digital literacy among users.The research uses a qualitative descriptive approach with a case study method, focusing on active users of the Livin’ application. Data were collected through interviews, direct observations, and documentation studies, with data validity ensured through triangulation.The analysis results show that the application has strong growth potential in line with the increasing public interest in digital banking services. To address the existing challenges, strategies are needed to improve security systems, develop innovative features, and collaborate with external parties such as fintech companies. Proper management of internal strengths and external opportunities, along with mitigation of weaknesses and threats, can help strengthen Livin’ by Mandiri’s position amid the growing competition in digital financial services.
Digital Banking Adoption in Indonesia: The Role of Perceived Usefulness and Ease of Use Febisatria, Andhi; Zulfahmi; Try Zarazwanty R. Laega, Eureka; Davidsi Sipayung, Leonardo Davidsi Sipayung; Agus Pratama, Aryan
Target : Jurnal Manajemen Bisnis Vol. 7 No. 2 (2025): Target : Jurnal Manajemen Bisnis
Publisher : Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/target.v7i2.5868

Abstract

The advancement of digital technology has revolutionized the banking industry, enabling greater convenience, speed, and efficiency in financial transactions. This study aims to analyze the influence of perceived usefulness and perceived ease of use on behavioral intention to use the Livin’ by Mandiri appli- cation, employing the Technology Acceptance Model (TAM) as the theoretical framework. A quantitative research approach was used through a survey of 100 active Bank Mandiri customers who have used the Livin’ by Mandiri application for at least 1 year. Purposive sampling was used to select respondents, and data were analyzed using multiple linear regression in IBM SPSS Statistics 22. The findings indicate that perceived usefulness and perceived ease of use both have a positive and significant impact on behavioral intention to use. These results confirm that user perceptions of benefits and ease of use are key drivers of digital banking adoption. Accordingly, this study reinforces the relevance of the TAM model in explaining the adoption behavior of digital banking technologies among urban communities in Indonesia, which are increasingly adaptive to digital transformation in the financial sector.
PENINGKATAN LITERASI DIGITAL MAHASISWA MELALUI PELATIHAN DIGITAL MARKETING DAN PEMBUATAN PERENCANAAN KONTEN SOSIAL MEDIA DI UNIVERSITAS PATOMPO MAKASSAR Febisatria, Andhi; Eureka Tri zarazwaty; Abd. Rahman Yus
JURNAL AKADEMIK PENGABDIAN MASYARAKAT Vol. 3 No. 6 (2025): November
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/japm.v3i6.7264

Abstract

Advances in digital technology have shifted marketing strategies and require students to develop digital marketing skills. Students of the Management Study Program at Patompo University still show limited understanding of digital strategies and content planning. This community service program aims to strengthen digital literacy through digital marketing training and mentoring in content planning. The activity was conducted on August 28, 2025, at the Faculty of Economics Auditorium, Patompo University. The results show improved student abilities in designing digital strategies, producing structured content, and using social media for promotional purposes. The program enhances students’ practical readiness for digital-based industry demands.
ANALISIS SWOT PENJUALAN KUE JALABIA DI DKI JAKARTA Putu Ruth Adwishanty; Febisatria, Andhi
Jurnal Media Digital Vol. 1 No. 01 (2025): Media Digital Mei 2025
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM) Universitas LIA

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan untuk menganalisis strategi penjualan kue Jalabia melalui pendekatan (Strengths, Weaknesses, Opportunities, Threats). Kue Jalabia merupakan salah satu produk kuliner tradisional yang memiliki nilai budaya tinggi dan potensi pasar yang cukup besar. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, wawancara informal dengan pelaku usaha, dan studi dokumentasi. Hasil penelitian ini adalah kekuatan dari kue jalabia berasal dari cita rasa yang khas, pembuatan yang tidak sulit dan bahan baku mudah didapatkan. Namun, masih terdapat kelemahan utamanya dari segi pemasaran yang masih konvensional serta pengemasan yang kurang menarik. Peluang dari usaha penjualan kue utamanya dari segi dukungan pemerintah pada pelaku usaha kuliner tradisional. Ancaman yang ada masih berkaitan dengan persaingan dengan kuliner modern. Penelitian ini menyarankan pelaku usaha kue jalabia untuk mengedepankan inovasi dari segi pemasaran.
The Role of Workload and Work Motivation in Shaping Employee Performance in Public Infrastructure Organizations in the Electricity Transmission Sector Zulfahmi, Zulfahmi; Pratama, Aryan Agus; Febisatria, Andhi; Zarazwanty R. Laega, Eureka Try; Sipayung, Leonardo Davidsi
Business Management Vol 5, No 1 (2026): Business Management Februari
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/bisnis.v5i1.10342

Abstract

Employee performance is a key factor in the success of public infrastructure organizations, particularly in the electricity transmission sector, which operates in a high-risk and highly regulated environment. This study aims to analyze the role of workload and work motivation in shaping employee performance in public infrastructure organizations in the electricity transmission sector. The study uses a quantitative approach with a causality design and was conducted at PT PLN's Makassar Transmission Implementation Unit. Data were collected through questionnaires administered to 60 permanent employees selected using purposive sampling. Data analysis was performed using multiple linear regression preceded by validity, reliability, and classical assumption tests. The results show that workload and work motivation each have a positive and significant effect on employee performance. In addition, these two variables simultaneously have a significant influence, explaining 57.4% of the variation in employee performance. These findings indicate that in the context of an electricity transmission organization as a high-reliability public organization, a proportionally managed workload supported by adequate work motivation can encourage improved employee performance. This study provides empirical contributions in clarifying the mechanism of employee performance formation in the electricity sector and serves as a basis for more effective human resource management in public infrastructure organizations.
Overconfidence and Trading Decisions of Novice Investors: A Mediation Analysis of Risk Propensity and the Moderating Role of Financial Literacy Laega, Eureka Try Zarazwanty R.; Rizky, Alifia Ainun; Fattah, Arsianita Nur; Zulfahmi, Zulfahmi; Febisatria, Andhi
Business Management Vol 5, No 1 (2026): Business Management Februari
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/bisnis.v5i1.10388

Abstract

This study investigates the psychological mechanisms underlying trading decisions among novice investors in Indonesia. Drawing upon behavioral finance and Prospect Theory, the research examines the effect of overconfidence on trading decisions, incorporating risk propensity as a mediating variable and financial literacy as a moderating variable. A quantitative explanatory approach was employed using primary data collected through an online survey of 220 novice investors with less than two years of investment experience. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test both direct and indirect relationships. The findings reveal that overconfidence has a positive and significant effect on trading decisions. Overconfidence also significantly increases risk propensity, which in turn positively influences trading decisions, indicating partial mediation. Furthermore, financial literacy weakens the positive relationship between overconfidence and trading decisions, suggesting that higher financial knowledge functions as a partial buffer against cognitive bias. This study contributes to the behavioral finance literature by clarifying how cognitive bias translates into actual trading behavior within an emerging market context. The results highlight the importance of strengthening financial literacy and behavioral awareness to improve the quality of investment decision-making among retail investors.
Integrasi Persepsi Kegunaan, Kualitas Sistem, dan Kredibilitas Algoritma dalam Mendorong Adopsi AI Marketing Febisatria, Andhi; Aryan Agus Pratama; Leonardo Davidsi Sipayung; Eureka Try Zarazwanty R. Laega; Zulfahmi
Jurnal Salingka Nagari Vol. 4 No. 2 (2025): Jurnal Salingka Nagari
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Provide The utilization of Artificial Intelligence (AI) in digital marketing has grown rapidly, yet adoption levels among business actors remain varied. This study aims to analyze the influence of perceived usefulness, system quality, and algorithm credibility on the intention to use AI marketing. The research sample consisted of 100 business actors who have experience using AI marketing, distributed across Indonesia. A quantitative approach was employed, with data collected through surveys and analyzed using simple and multiple regression to examine the effects of independent variables on the intention to use AI marketing. The results indicate that perceived usefulness, system quality, and algorithm credibility have both partial and simultaneous positive and significant effects on the intention to adopt AI marketing. These findings highlight the importance of enhancing understanding of technological benefits, system reliability, and algorithm transparency to promote AI adoption in digital marketing practices, providing strategic implications for AI developers and business actors. 
Digital Customer Engagement: A Systematic Review of Key Predictors Across Digital Platforms Febisatria, Andhi
JOURNAL SAINS STUDENT RESEARCH Vol. 4 No. 1 (2026): Februari
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jssr.v4i1.9149

Abstract

. The rapid advancement of digital technologies has intensified academic attention toward Digital Customer Engagement (DCE) as a strategic construct in digital marketing. This study aims to identify and synthesize the key determinants of DCE and to map variations in its predictors across different digital platforms using a Systematic Literature Review approach. The synthesis reveals that DCE represents a complex and multidimensional construct shaped by the interaction of technological factors, digital marketing strategies, user experience design, and customer psychological mechanisms. Empirical evidence confirms that platform quality, digital engagement activities, and customer experience design significantly influence customer engagement. Trust, emotions, and perceived value function as reinforcing mechanisms that mediate the relationship between digital stimuli and engagement responses. Clear differences in DCE predictors emerge across digital platforms, with social media and live-streaming emphasizing interactivity and real-time experience, while e-commerce and transactional digital services are more strongly influenced by ease of use, experience consistency, and digital service quality. In digital B2B contexts, relational approaches and activity-based engagement dominate as the primary determinants of customer engagement. These findings contribute theoretically by integrating DCE predictors across digital contexts and provide practical implications for developing more contextual and engagement-oriented digital marketing strategies.
Co-Authors Abd. Rahman Yus Adwishanty, Putu Ruth Ainin Syukuria Putri, Ainin Syukuria Aryan Agus Pratama Davidsi Sipayung, Leonardo Davidsi Sipayung, Leonardo Davidsi Sipayung Eureka Tri zarazwaty Eureka Try Zarazwanty R. Laega Fattah, Arsianita Nur Fitriana Fitriana Laega, Eureka Try Zarazwanty R. Leonardo Davidsi Sipayung Putu Ruth Adwishanty Rizky, Alifia Ainun Sipayung, Leonardo Davidsi Stefan, Yonatan Alvin Try Zarazwanty R. Laega, Eureka Zarazwanty R. Laega, Eureka Try Zulfahmi Zulfahmi Zulfahmi