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All Journal Indonesian Journal of Business Analytics (IJBA) Jurnal Pengabdian Masyarakat Mabsya: Jurnal Manajemen Bisnis Syariah ATHENA: Journal of Social Culture and Society
Misbak
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Video Content Marketing as a Strategy to Increase Brand Awareness of PT Trusmi Group Properties on Social Commerce TikTok Nadya Fatia Mahendra; Rezha Dwi Lestari; Misbak; Tiara MusThiarsih
Indonesian Journal of Business Analytics Vol. 5 No. 3 (2025): June 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v5i3.14681

Abstract

In the digita$l era$, socia$l media$ ma$rketing ha$s become importa$nt for increa$sing bra$nd a$wa$reness a$nd expa$nding a$udience rea$ch. TikTok ha$s emerged a$s a$ popula$r pla$tform a$mong the people, known for its crea$tive a$nd intera$ctive content. Levera$ged TikTok to increa$se its bra$nd a$wa$reness. The compa$ny enga$ges in crea$ting releva$nt content a$nd exploring innova$tive digita$l ma$rketing stra$tegies, especia$lly through TikTok's intera$ctive content a$nd promotiona$l fea$tures, to rea$ch a$ wider a$udience. This resea$rch a$ims to exa$mine the role of TikTok in increa$sing bra$nd a$wa$reness a$t PT Trusmi Group Housing which opera$tes in the Property sector. By a$na$lyzing the va$rious ma$rketing stra$tegies used on TikTok, a$nd their impa$ct on consumer perception a$nd memory, this resea$rch is expected to provide va$lua$ble insights for compa$nies in designing more effective digita$l ma$rketing ca$mpa$igns. In a$ddition, this resea$rch will a$lso explore the fa$ctors tha$t influence the success of ca$mpa$igns on TikTok, including content crea$tivity, intera$ction with users, a$nd the use of influencers.
The Impact of Live Streaming and Influencer Marketing on Consumer Purchase Decisions on TikTok Shop Andreanto, Deo; Muhammad Reihan Maulana; Misbak
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 7 No. 1 (2025): Mabsya: Jurnal Manajemen Bisnis Syariah
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/mabsya.v7i1.13696

Abstract

The TikTok Shop platform is one example of how the advancement of digital technology has altered how consumers shop. Influencer marketing and live streaming are two increasingly common marketing techniques for drawing customers. The purpose of this study is to examine how TikTok Shop users' decisions to buy are impacted by live streaming and influencer marketing features. 95 respondents who regularly used TikTok Shop were surveyed as part of the quantitative research methodology. In addition to testing for normality, multicollinearity, heteroscedasticity, multiple linear regression analysis, F test, and T test to examine the relationships between variables, validity and reliability tests were performed to guarantee the quality of the data. The findings demonstrated that, with a regression coefficient value of 0.306 and a significant level of 0.000, the live streaming feature significantly influenced purchasing decisions. Influencer marketing, on the other hand, has a higher impact, as indicated by its regression coefficient value of 0.713 and significance level of 0.000. Also, the regression analysis revealed that, with an Adjusted R Square value of 0.852, both factors concurrently affected the choice to buy. Influencer marketing combined with live streaming features is therefore crucial for enhancing customer purchasing decisions. These findings illustrate that TikTok Shop’s success is not just about technology or features, but also about how influencing trust, community engagement, and live streaming create a unique, highly engaging shopping environment that drives both impulse and repeat purchases across generations. This study investigates the impact of live streaming and influences marketing features on consumer purchase decisions on TikTok Shop can also be the alternative marketing media. Also, the results of this research show that the influence of live streaming promotions and influences can have a significant positive impact on a person's purchasing decisions on an e-commerce platform.
Pemberdayaan Masyarakat Melalui Budidaya Tanaman Cabai Rawit Dalam Polybag Misbak; Firman Jonathan Sitanggang; Inayah Irawati Utami; Fatia Marsya Kamila
Jurnal Pengabdian Masyarakat - PIMAS Vol. 3 No. 4 (2024): November
Publisher : LPPM Universitas Harapan Bangsa Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35960/pimas.v3i4.1652

Abstract

Cabai rawit (Capsicum frutescens L.) merupakan komoditas hortikultura bernilai tinggi yang sering mengalami fluktuasi harga, sehingga sulit diakses masyarakat menengah ke bawah. Untuk mengatasi masalah ini, program pengabdian kepada masyarakat (KKN-T) dilaksanakan di Desa Suci, Kecamatan Mundu, dengan tujuan memberikan edukasi tentang budidaya cabai rawit di pekarangan rumah menggunakan polybag. Program ini melibatkan penyuluhan dan pelatihan yang diikuti oleh ibu-ibu KWT dan PKK. Metode yang digunakan meliputi pemilihan benih berkualitas, teknik penyemaian, penanaman, serta penggunaan pupuk organik. Hasil program menunjukkan bahwa para peserta memahami dan mempraktikkan teknik budidaya cabai rawit dalam polybag, yang berpotensi meningkatkan kemandirian pangan keluarga. Program ini juga menguatkan pentingnya pertanian organik untuk ketahanan pangan rumah tangga. Disarankan untuk memperluas jangkauan program ini ke wilayah lain dan memperkenalkan metode pertanian yang lebih berkelanjutan.
The Influence of Live Streaming on Flash Sale and ITS Impact on Impulse Buying of Shopee E-Commerce Users in Indonesia Ridwan Alif Nurfatria; Hakim Ramadhan; Muhammad Rifqi; Adi Setiawan; Misbak
Athena: Journal of Social, Culture and Society Vol. 2 No. 2 (2024): April 2024
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/athena.v2i2.288

Abstract

This study aims to analyze the influence of Live streaming and Flash sale variables on the Impulse Buying behavior of Shopee E-commerce users in Indonesia. The method used is quantitative with descriptive analysis techniques to explain the characteristics of the sample and inferential analysis techniques using SPSS and AMOS software analysis tools. The study population consisted of Shopee e-commerce users in Indonesia, with a sample of 140 respondents selected by non-probability methods with purposive sampling techniques and analysis methods used in this study namely validity test, reliability test, classical assumption test, cross-tabulation test and path analysis. Data was obtained by distributing google form questionnaires through social media. The results of the analysis show that the existence of Live Streaming and Flash Sale has a positive and significant effect on Impulse Buying. This research provides a deeper understanding of the factors that influence Impulse Buying behavior in the context of Live Streaming and Flash Sale of Shopee e-commerce users. The results of this study can provide guidance for Shopee and other e-commerce parties to design more effective marketing strategies and focus on Flash Sale to increase impulse purchases. The results of the validity test output show that the data of this study is declared valid and the reliability test shows that each variable in this study is declared reliable or consistent. The statistical assumption test shows a positive and significant influence, which means that quality Live Streaming can provide stimulus to the Flash Sale program which is a limited number of offers for a short period of time so that it can encourage users to make impulse purchases or unplanned purchases. The path analysis fit model test shows a match of several samples that can subsidize the population as a whole
Co-Authors Adi Setiawan Andreanto, Deo Fatia Marsya Kamila Firman Jonathan Sitanggang Hakim Ramadhan Inayah Irawati Utami Muhammad Reihan Maulana Nadya Fatia Mahendra Rezha Dwi Lestari Ridwan Alif Nurfatria Rifqi Muhammad Tiara MusThiarsih