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All Journal PROFICIO: Jurnal Pengabdian Masyarakat PENA ABDIMAS : Jurnal Pengabdian Masyarakat Jurnal Pengabdian dan Pengembangan Masyarakat Indonesia Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Ar Ro'is Mandalika (Armada) PENG: Jurnal Ekonomi dan Manajemen KREATIF: Jurnal Pengabdian Masyarakat Nusantara Profixa: International Journal of Economic and Business Research
Pustap, El Shaddai Sandhy
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Innovative Digital Marketing Strategies to Enhance Customer Loyalty in the E-Commerce Era Pustap, El Shaddai Sandhy; Saling, Saling; Damayanti, Yenie Eva
Jurnal Ar Ro'is Mandalika (Armada) Vol. 5 No. 1 (2025): JURNAL AR RO'IS MANDALIKA (ARMADA)
Publisher : Institut Penelitian dan Pengembangan Mandalika Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/armada.v5i1.5343

Abstract

The rapid advancement of digital technologies has reshaped marketing dynamics, prompting businesses to adopt innovative strategies to foster customer loyalty in the increasingly competitive e-commerce environment. Traditional marketing paradigms are being replaced by personalized, data-driven, and omnichannel approaches that cater to the evolving expectations of digital consumers. This study aims to explore and synthesize innovative digital marketing strategies that significantly enhance customer loyalty in the digital commerce landscape. Using a qualitative literature review method, this research analyzes academic sources from 2019 to 2025 to identify prevailing trends and strategic patterns in digital marketing innovation. Findings reveal five critical strategies: AI-powered personalization, omnichannel integration, gamified loyalty programs, emotionally resonant storytelling, and CRM with marketing automation. These techniques not only increase customer engagement but also strengthen brand trust and emotional attachment. For instance, companies like Amazon and Sephora use AI and CRM systems to personalize customer experiences, while brands like Starbucks and Dove leverage gamification and storytelling to drive loyalty. These strategies collectively form a framework that underscores the importance of technology, emotional connection, and data intelligence in cultivating sustainable consumer relationships. The research contributes by offering a comprehensive model for businesses aiming to enhance customer lifetime value through adaptive and personalized digital engagement. It highlights the necessity of innovation in both content and delivery mechanisms within e-commerce ecosystems.
PKM Pendampingan Dan Pelatihan Sistem Perizinan, Digital Branding, Packaging, Dan Digital Marketing Produk UMK Roti Bakar Nax Di Distrik Heram Arif Budiman, Eren; Fitrianita, Ika; Sandhy Pustap, El Shaddai; Pawan, Elvis
PENA ABDIMAS : Jurnal Pengabdian Masyarakat Vol 6 No 2 (2025): Juli 2025
Publisher : LPPM Universitas Pekalongan

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

Abstract

Roti Bakar Nax is one of the Micro, Small, and Medium-Sized Enterprises (MSMEs) in Jayapura City. It is owned and run by a group of young Nabire residents who are passionate about business. They began operating this business with very little money, using funds from the town and having very little experience with entrepreneurship. The purpose of this community service project was to assist business actors in boosting the economy. One method is to sell business items using information technology, process business permits to ensure legal protection for a company, and optimize product packaging design to improve a company's reputation and draw in clients. The growth of Roti Bakar Nax in Jayapura City has benefited from this scheme. Effective financial bookkeeping and sales reporting using an information system, brand identity and storytelling strategies, product packaging design optimization, business permits, and digital marketing-based promotional strategies through creative video content on Instagram and TikTok were all areas where business owners showed improved comprehension
Pelatihan Teknis dan Pendampingan Manajemen Usaha Untuk Meningkatkan Penjualan Produk Di Unit Pengolahan Ikan (UPI) Distrik Sentani, Kabupaten Jayapura: Technical Training and Business Management Assistance to Increase Product Sales at The Fish Processing Unit (FPU) In Sentani District, Jayapura Regency Sitompul, Fanny Kristin Tantyah; Hutajulu, Halomoan; Ahlia, Isma Shalihi; Wijaya, Iriando; Pustap, El Shaddai Sandhy; Wanma, Johanis R; Samosir, Rasi Kasim; Siregar, Anggrainy Togi Marito
Jurnal Pengabdian dan Pengembangan Masyarakat Indonesia Vol. 4 No. 2 (2025)
Publisher : Media Publikasi Cendekia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56303/jppmi.v4i2.998

Abstract

Distrik Sentani memiliki Potensi sumber daya manusia produktif, kekayaan sumber daya alam, dukungan kebijakan pemerintah dan keberadaan infrastruktur menciptakan peluang besar bagi pengembangan ekonomi yang berkelanjutan di Distrik Sentani, termasuk dalam pengembangan Unit Pengolahan Ikan yang dapat meningkatkan ekonomi masyarakat setempat. Unit Pengolahan Ikan di Distrik Sentani menghadapi masalah seperti kurangnya pengetahuan tentang manajemen usaha, diantaranya manajemen produksi mencakup cara-cara produksi yang baik/Good Manufacturing Practices dan manajemen pemasaran mencakup pemasaran digital, yang berdampak pada rendahnya produktivitas dan daya jual produk. Tujuan pengabdian masyarakat ini guna meningkatkan pemahaman mengenai cara-cara produksi yang baik/Good Manufacturing Practices, dan meningkatkan keterampilan melakukan pemasaran secara digital. Pengabdian masyarakat melibatkan 8 Pemilik Unit Pengolahan Ikan yang berada di Distrik Sentani. Metode yang digunakan dalam pelatihan adalah ceramah/sosialisasi dengan tatap muka langsung & pendampingan yakni dengan melakukan praktek langsung. Perbaikan : Hasil evaluasi menunjukkan peningkatan pemahaman peserta mengenai GMP dari 31,8% menjadi 100% setelah pelatihan, seluruh peserta juga berkomitmen menerapkannya dan mendaftarkan produk ke BPOM. Selain itu, seluruh peserta (100%) telah memahami strategi pemasaran digital, serta seluruh UPI telah memiliki akun pemasaran digital (Facebook Marketplace dan Google Business), meningkat dari sebelumnya yang hanya 1 UPI saja
Pelatihan Penggunaan Access Live Media Social dalam Peningkatan Penjualan pada Generasi Muda Pengrajin Noken di Jayapura: Training on the Utilization of Social Media Live Access to Improve Sales among Young Noken Artisans in Jayapura Wijaya, Iriando; Pustap, El Shaddai Sandhy; Sitompul, Fanny Kristin Tantyah; Ahlia, Isma Shalihi
Jurnal Pengabdian dan Pengembangan Masyarakat Indonesia Vol. 4 No. 2 (2025)
Publisher : Media Publikasi Cendekia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56303/jppmi.v4i2.999

Abstract

Kerajinan Noken khas Papua memiliki nilai budaya dan ekonomi yang tinggi, namun pemasarannya oleh generasi muda pengrajin di Jayapura masih sangat bergantung pada metode konvensional. Keterbatasan dalam menjangkau pasar yang lebih luas menjadi kendala utama. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas penjualan para pengrajin muda melalui pelatihan pemanfaatan fitur live streaming di media sosial. Metode yang digunakan adalah pelatihan dan pendampingan langsung yang diikuti oleh 30 peserta generasi muda pengrajin noken. Materi mencakup dasar-dasar pemasaran digital, pengenalan platform media sosial, hingga tutorial teknis dan praktik live streaming. Evaluasi dilakukan menggunakan pre-test dan post-test untuk mengukur peningkatan pengetahuan. Hasilnya menunjukkan peningkatan pemahaman peserta secara signifikan, dengan skor rata-rata naik dari 70% pada pre-test menjadi 92% pada post-test. Selain itu, 100% peserta berhasil mempraktikkan secara langsung sesi live streaming untuk memasarkan produk mereka selama pelatihan. Pelatihan ini terbukti efektif dalam meningkatkan keterampilan dan kepercayaan diri pengrajin untuk beralih ke pemasaran digital, sehingga berpotensi memperluas jangkauan pasar dan meningkatkan penjualan
Pelaksanaan Pelatihan Pemetaan Minat Karir dalam Memilih Konsentrasi Perkuliahan Mahasiswa Fanny kristin Tantyah Sitompul; Isma Shalihi Ahlia; Sheilla Putri Agustin; Iriando Wijaya; Palti Maretto Caesar Manalu; El Shaddai Sandhy Pustap; Musa Kris Payokwa; Rasi Kasim Samosir
KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 5 No. 1 (2025): Jurnal Pengabdian Masyarakat Nusantara
Publisher : AMIK Veteran Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/kreatif.v5i1.7280

Abstract

Students’ confusion in selecting a study concentration presents a significant challenge in early career planning. The Management Study Program (S1) at Cenderawasih University faces an imbalance in student interest across concentrations, indicating a limited understanding of individual interests, personality traits, and career prospects. To address this issue, a community service initiative in the form of a career interest mapping workshop was conducted. This training equipped students with interest assessments, personality tests, and skill evaluations. A total of 59 second-semester students participated, facilitated by faculty members from each concentration and HR practitioners. The evaluation results revealed a significant improvement in participants’ understanding of the interrelation between personal interests, personality types, and study concentration choices. The training proved effective in enhancing students’ self-awareness and supporting more informed academic decisions aligned with their potential and personal career goals.
Pengaruh Consumer Self-Confidence dan Hedonic Shopping Motivations Terhadap Purchase Intention pada Konsumen Produk Skincare Generasi Z di Jayapura Palti Maretto Caesar Manalu; Neni Setiarini; Iriando Wijaya; El Shaddai Sandhy Pustap; Fanny Kristin Tantyah Sitompul
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 2 (2026): May 2026
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/ph4tbf65

Abstract

This study aims to examine the influence of consumer self-confidence and hedonic shopping motivations on the purchase intention of Generation Z toward skincare products in Jayapura. The study employed a quantitative approach using an associative method. Data were collected through questionnaires distributed to 122 Generation Z respondents in Jayapura. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, and f-tests with the assistance of SPSS. The results revealed that consumer self-confidence had a positive and significant effect on purchase intention, with a t-value of 7.294 and a significance level of 0.000. In addition, hedonic shopping motivations also had a positive and significant effect on purchase intention, with a T-value of 2.216 and a significance value of 0.029. Simultaneously, consumer self-confidence and hedonic shopping motivations were proven to significantly influence purchase intention, with an F-value of 112.295 and a significance level of 0.000. The findings indicate that the higher the level of consumer self-confidence and hedonic shopping motivations among Generation Z, the higher their tendency to develop purchase intention toward skincare products.
AI personalization in marketing management: Consumer trust and purchase behavior in social commerce El Shaddai Sandhy Pustap
International Journal of Economic and Business Research Vol. 1 No. 2 (2026): : April: Profixa: International Journal of Economic and Business Research
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/rsyee128

Abstract

The rapid diffusion of artificial intelligence (AI) in social commerce platforms has fundamentally transformed how brands engage consumers through personalized marketing interventions. Despite growing scholarly interest in AI-driven personalization, the mediating role of consumer trust between AI personalization mechanisms and actual purchase behavior remains insufficiently examined, particularly within the social commerce context of developing economies. This study investigates the effects of AI personalization and perceived personalization on consumer trust and subsequent purchase behavior, with privacy concern as a moderating variable. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed with data collected from 287 active social commerce users in Indonesia. Results reveal that AI personalization and perceived personalization positively and significantly influence consumer trust, which in turn mediates the relationship with purchase behavior. Privacy concern exerts a significant negative effect on consumer trust. These findings extend the Personalization-Privacy Paradox theory to the social commerce context and offer actionable implications for marketers deploying AI-based personalization systems.
PKM PENDAMPINGAN DAN PELATIHAN UMK KRIUK NUSANTARA DI KOYA TIMUR UNTUK MENINGKATKAN PENDAPATAN MELALUI PEMANFAATAN TEKNOLOGI INFORMASI DAN DIGITAL MARKETING Pawan, Elvis; Pustap, El Shaddai Sandhy; Budiman, Eren Arif
Jurnal Pengabdian Masyarakat FKIP UTP Vol 7 No 2 (2026): PROFICIO : Jurnal Abdimas FKIP UTP
Publisher : Fakultas Keguruan dan Ilmu Pendidikan Universitas Tunas Pembangunan Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36728/jpf.v7i2.7027

Abstract

Usaha Kriuk Nusantara merupakan usaha yang digerakkan oleh kelompok ibu-ibu rumah tangga di Kelurahan Koya Timur untuk membuat jajanan kerupuk peyek, kerupuk peyek merupakan suatu jajanan kesukaan masyarakat Indonesia. Jajanan tradisional memiliki potensi yang sangat baik untuk di kembangkan karena sudah memiliki target pasar khusus. Metode yang digunakan pada saat pelatihan antara lain ceramah, tanya jawab, dan penugasan. Tahap pendampingan dilakukan dalam semua kegiatan baik dari segi penjualan yaitu mulai dari tahap menerima pesanan hingga mengirim barang. Bentuk pendampingan yang dilakukan adalah memberikan kesempatan kepada pemilik UMKM melakukan ujicoba dari hasil pelatihan untuk mendapatkan penilaian awal dari hasil pelatihan yang sudah dilaksanakan. Pemasaran dan promosi yang dilakukan secara online melalui sosial media dan e-commerce seperti Instagram dan Facebook sehingga konsumen lebih mengenal tentang usaha UMKM Kriuk Nusantara yang berada di koya timur dan dapat meningkatkan penjualan dan pendapatan bagi mitra. Pelatihan pembukuan kas menggunakan sistem informasi sederhana dapat membantu mitra untuk lebih memahami mengelola keuangannya dengan lebih baik lagi karena antara pemasukan dan pengeluaran dapat tercatat dengan lebih terperinci. UMKM Kriuk Nusantara yang berlokasi di Koya Timur, Distrik Muara Tamu, Kota Jayapura sudah memiliki sertifikat Nomor Induk Berusaha (NIB).
ANALYSIS OF THE EFFECTIVENESS OF VISUAL STORYTELLING AND LOCAL WISDOM-BASED COPYWRITING ON SHORT-FORM VIDEO CONTENT: A CASE STUDY OF MAGIC COFFEE MSME JAYAPURA Pustap, El Shaddai Sandhy; Pawan, Elvis; Toii, Indra Eka Wardana
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 3 (2026): Juli-September, Social Innovation and Community Participation for Inclusive and
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/3jtbj305

Abstract

Penetration of short-form video platforms like TikTok and Instagram Reels demands culinary MSMEs in Jayapura to adopt authentic, culturally relevant digital marketing. This study analyzes the effectiveness of combining Visual Storytelling and local wisdom-based Copywriting in enhancing brand engagement and physical store visits for Magic Coffee Jayapura. Using a Netnographic qualitative approach with a 7-day post-launch observation window (September 8–15, 2026), quantitative metrics were extracted from TikTok Studio and Instagram Reel Insights, integrated with video narrative transcripts and in-depth owner interviews. Results show that a 3-second Dual-Hook Strategy (Sensory Visual Hook of cooking fried rice and Geo-Targeting Audio Hook 'DI SENTANI') effectively prevented scrolling, yielding average watch times of 15.7s on TikTok and 13.0s on Reels. Inclusive local dialect ('tong makan yuk') and interactive Call-to-Action ('tag kam pu teman di kolom komen') achieved an Engagement Rate (ER) of 8.56% on TikTok and 5.37% on Reels, reaching over 86% non-followers across both platforms. Qualitative evidence confirms this digital virality directly triggered a surge in physical visits, overloading store capacity. Culturally grounded video marketing paired with local media collaboration proves highly effective for MSME competitiveness.
Co-Authors Ahlia, Isma Shalihi Budiman, Eren Arif Damayanti, Yenie Eva Fanny kristin Tantyah Sitompul Halomoan Hutajulu Ika Fitrianita Iriando Wijaya Isma Shalihi Ahlia Musa Kris Payokwa Neni Setiarini Palti Maretto Caesar Manalu Pawan, Elvis Rasi Kasim Samosir Rasi Kasim Samosir, Rasi Kasim Saling, Saling Sheilla Putri Agustin Siregar, Anggrainy Togi Marito Sitompul, Fanny Kristin Tantyah Toii, Indra Eka Wardana Wanma, Johanis R