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All Journal SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Journal Of World Science
Safitri, Della Ayu
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Agriculture, Biological Sciences & Forestry Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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The Influence of Marketing Content, Online Customer Review, EWOM on the Decision to Purchase Moisturizer Products on the Tiktok Application Safitri, Della Ayu; Sobari, Rafly Alfikri; Dedu, May
Journal of World Science Vol. 4 No. 4 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i4.1388

Abstract

This study investigates the influence of content marketing, online customer reviews, and Electronic Word of Mouth (E-WOM) on purchasing decisions for moisturizer products via TikTok, a platform increasingly pivotal in consumer behavior. Employing a quantitative approach, data were collected from 247 active TikTok users in Indonesia through online questionnaires and analyzed using SPSS Version 27 (multiple linear regression). Results revealed that online customer reviews (?=0.479) exerted the strongest influence, followed by E-WOM (?=0.359) and content marketing (?=0.159), collectively explaining 47.3% of purchasing decisions (R²=0.473). The findings underscore the critical role of peer-generated content in building trust and reducing uncertainty, while TikTok’s interactive format amplifies E-WOM’s impact. The study contributes to the Technology Acceptance Model (TAM) by validating TikTok-specific drivers of consumer behavior. Practical implications suggest businesses prioritize authentic reviews and E-WOM strategies on TikTok to enhance consumer engagement and sales. Unexplained variance (52.7%) calls for future research on influencer marketing and cross-platform comparisons.
Pengaruh Sosialisasi Perpajakan, Modernisasi Sistem Dan Insentif Pajak Terhadap Kepatuhan Wajib Pajak Badan Safitri, Della Ayu; Syafitri, Lili; Meiriasari, Vhika
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 6 No 4 (2025): May 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v6i4.7098

Abstract

This study was conducted to determine whether tax socialization, system modernization, and tax incentives affect corporate taxpayer compliance at KPP Pratama Ilir Barat Palembang City. This study involved 100 respondents selected through purposive sampling technique, which is a sample selection method based on certain criteria relevant to the research objectives. Data analysis uses Partial Least Square Structural Equation Modeling (PLS-SEM), which is assisted by SmartPLS 4.0 software to process and analyze data more accurately. The test results that have been carried out prove that tax socialization has a positive and significant effect on corporate taxpayer compliance with a sample average value of 0.208. System modernization also has a positive and significant effect on corporate taxpayer compliance with a sample average value of 0.333. Meanwhile, tax incentives show a positive and significant effect on corporate taxpayer compliance with an average value of 0.375. The research is expected to support the government's plan to increase corporate taxpayer compliance by optimizing a comprehensive socialization program, accelerating the modernization of the tax system, and increasing the effectiveness of providing targeted and sustainable tax incentives to encourage active participation of taxpayers.
Optimalisasi labeling, packaging, dan branding potensi produk desa Alai untuk peningkatan nilai jual Nurfitri, Faradilla Ayang; Safitri, Della Ayu; Amanda, Cahya Gita; Saputra, Andi; Ayuningsih, Desti; Emilda, Emilda; Mutaqin, Zenal
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 8, No 3 (2024): September
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v8i3.25986

Abstract

Abstrak Desa Alai yang terletak di Kecamatan Lembak Kabupaten Muara Enim merupakan salah satu desa yang berada di Provinsi Sumatera Selatan dengan potensi UMKM produk tahu dan singkong. Namun, UMKM di Desa Alai belum berkembang dan UMKM yang ada masih terbatas dengan kemasan yang kurang memberikan identitas produk. Kegiatan sosialisasi ini bertujuan untuk meningkatkan nilai jual produk potensial Desa Alai, Sumatera Selatan melalui labeling, packaging, dan branding. Metode pelaksanaan kegiatan yang digunakan adalah metode ceramah yang terdiri dari tiga tahapan yaitu persiapan, pelaksanaan, dan evaluasi. Kegiatan sosialisasi ini dilaksanakan selama dua hari dengan jumlah peserta 32 orang yang merupakan pelaku UMKM tahu dan petani singkong di Desa Alai. Hasil pelaksanaan Kegiatan menunjukkan 85% peserta merasa pelatihan sangat bermanfaat, mudah dipahami, dan memberikan wawasan baru. Kegiatan ini meningkatkan kesadaran bagi peserta tentang pentingnya pemasaran visual dalam persaingan pasar. pemberdayaan pelaku UMKM tahu dan petani singkong di Desa Alai juga dapat mengoptimalkan pemasaran produk mereka agar dapat bersaing di pasar yang lebih luas. Kata kunci: label; kemasan; merek; nilai jual. Abstract  Alai Village, located in Lembak District, Muara Enim Regency, is one of the villages in South Sumatra Alai Village, located in Lembak District, Muara Enim Regency, is one of the villages in South Sumatra Province with the potential for tofu and cassava product MSMEs. However, MSMEs in Alai Village have not developed and existing MSMEs are still limited with packaging that does not provide product identity. This socialization activity aims to increase the selling value of potential products in Alai Village, South Sumatra through labeling, packaging, and branding. The method of activity implementation used is the lecture method which consists of three stages, namely preparation, implementation, and evaluation. This socialization activity was carried out for two days with 32 participants who were tofu MSME players and cassava farmers in Alai Village. The results of the activity showed that 85% of participants felt that the training was very useful, easy to understand, and provided new insights. This activity increases awareness about the importance of visual marketing in market competition. empowerment of tofu MSME players and cassava farmers in Alai Village can also optimize the marketing of their products in order to compete in a wider market. Keywords: labeling; packaging; branding; selling value.
Co-Authors Amanda, Cahya Gita Andi Saputra Ayuningsih, Desti Emilda, Emilda Lili Syafitri, Lili May Dedu Meiriasari, Vhika Mutaqin, Zenal Nurfitri, Faradilla Ayang Sobari, Rafly Alfikri