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All Journal Kajian Bisnis STIE Widya Wiwaha AIWADTHU: Jurnal Pengabdian Hukum
Kemalasari, Putri
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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Pengaruh Kualitas Produk, Persepsi Harga, Social Media Marketing, Online Customer Review Terhadap Keputusan Pembelian: (Studi Pada Konsumen Produk Fashion Jiniso di Marketplace Shopee) Kemalasari, Putri; Suzy Widyasari
Kajian Bisnis Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Vol 32 No 2 (2024): JURNAL KAJIAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jkb.v32i2.944

Abstract

The development of the internet has significantly transformed nearly all aspects of human life, especially in shopping habits. This phenomenon is reflected in the shift from conventional or offline shopping to online shopping, driven by advances in digital technology. Consequently, this has created competition between online and offline retailers in their efforts to maintain and expand their market share. Therefore, effective marketing strategies are needed to reach consumers maximally and enhance purchasing decisions. The aim of this study is to examine and analyze how product quality, price perception, social media marketing, and online customer reviews influence purchasing decisions. The consumers of Jiniso fashion products are the subjects of this study. This research is quantitative and uses purposive sampling technique. The sample consists of 100 respondents, obtained through a Google Forms questionnaire. In this research, data testing techniques include validity testing with factor analysis based on KMO and loading factor values, as well as reliability testing with Cronbach's alpha analysis. Data analysis in this study uses multiple linear regression tests, the coefficient of determination, F-test, and t-test. Data is processed using IBM SPSS 26 software. The research results indicate that product price perception, product quality, social media marketing, and online customer reviews have a positive and significant influence on purchasing decisions.
Socialization and Legal Assistance on Intellectual Property Rights: A Risk Mitigation Strategy for MSMEs in West Aceh through Trademark Protection Effida, Dara Quthni; Kemalasari, Putri; Yuana, Adella
AIWADTHU: Jurnal Pengabdian Hukum Volume 5 Issue 3, November 2025
Publisher : Faculty of Law, Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47268/aiwadthu.v5i3.3420

Abstract

Introduction: West Aceh Regency in 2025 recorded a total of 2,011 MSMEs. However, not all of them have utilized intellectual property rights, particularly trademarks, which could provide legal protection for these businesses. Based on this condition, the implementation of this community engagement initiative is considered highly important to provide legal protection for MSMEs in West Aceh.Purposes of The Devotion: The purpose of this article is to provide outreach and legal assistance on intellectual property as a risk mitigation strategy for MSMEs in West Aceh through trademark protection. Method of The Devotion: The method of community engagement includes risk mitigation outreach through trademark legal protection, training on completing trademark registration forms, assistance with the registration process, and the application of technology through online consultations to monitor the progress of submitted trademark registrations.Results Main Findings of the Devotion: The results of the community engagement program indicate a significant increase in participants' understanding of trademark rights. Prior to the outreach activity, only 15% of participants were aware of the trademark registration procedures; following the program, this figure rose to 90%. The main obstacles identified include limited financial resources, similarity in brand names, lack of legal information and literacy, and restricted access to legal services. The post-activity improvement in legal awareness demonstrates that this community engagement initiative has had a positive impact on the legal consciousness of MSME actors.
Co-Authors Quthni Effida, Dara Suzy Widyasari Yuana, Adella