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All Journal WIDYA MANAJEMEN Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M)
Rahmawaty, Putri
Unknown Affiliation
Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Celebrity Endorser, E-Advertisement, dan E-Service Quality Terhadap Keputusan Pembelian Goddesskin by Athena di Shopee Rahmawaty, Putri; Hildayanti, Siti Komariah; Lazuarni, Shafiera
Widya Manajemen Vol. 7 No. 2 (2025): Widya Manajemen
Publisher : UNHI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32795/tn24pb04

Abstract

The shift in consumer behavior toward purchasing skincare products through e-commerce platforms presents challenges for companies in determining the most effective digital marketing strategies. This study aims to analyze the influence of celebrity endorsers, e-advertisement, and e-service quality on purchasing decisions, both partially and simultaneously. The research employed a descriptive quantitative method, with data collected through an online questionnaire. The population of this study consisted of consumers who had purchased Goddesskin by Athena products through the Official Online Store on Shopee, with a total sample of 140 respondents. Data analysis was carried out using multiple linear regression analysis. The results indicate that the three independent variables—celebrity endorsers, e-advertisement, and e-service quality—have a positive and significant effect on purchasing decisions. Simultaneously, these variables also contribute significantly to consumers’ decisions to purchase the product. These findings suggest that effective digital marketing strategies involving public figures, engaging online promotions, and quality online services can increase consumer purchasing tendencies for skincare products in the e-commerce environment.
Pengembangan kemandirian digital melalui workshop digital marketing bagi generasi Z Lazuarni, Shafiera; Asharie, Asmawati; Rahmawaty, Putri
Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Vol. 5 No. 2 (2024)
Publisher : Universitas Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/jp2m.v5i2.21773

Abstract

Kota Palembang mengalami perubahan besar dalam ranah teknologi informasi dan komunikasi. Namun masih banyak tantangan yang dihadapi generasi Z seperti kesenjangan keterampilan, kurangnya pemahaman tentang digital marketing, dan persaingan di pasar kerja. Hal ini menunjukkan perlunya pengembangan keterampilan digital marketing untuk mempersiapkan mereka masuk ke dalam pasar kerja yang semakin terdigitalisasi. Agar pelatihan berjalan efektif dan efisien, tim menggunakan metode ABCD. Audience: peserta diidentifikasi berdasarkan tingkat pengetahuan awal melalui survei. Behavior: peserta diharapkan memahami dan menerapkan channel digital marketing serta merencanakan kampanye digital yang efektif. Condition: materi disusun sesuai kebutuhan peserta, kegiatan dilaksanakan selama dua hari secara online menggunakan media presentasi, video tutorial, dan praktik langsung. Degree: Keberhasilan dievaluasi melalui penilaian sebelum dan sesudah pelatihan serta umpan balik untuk perbaikan kegiatan mendatang. Hasil kegiatan menunjukkan terjadi peningkatan pemahaman peserta dalam semua aspek yang dievaluasi. Pemahaman peserta meningkat menjadi baik atau sangat baik. Khususnya pada aspek channel marketing digital, perencanaan kampanye, analisis target audiens, strategi konten media sosial, struktur kampanye, dan penggunaan alat analisis digital meningkat dengan mayoritas peserta melaporkan pemahaman menjadi sangat baik di setiap aspek.
Co-Authors Asharie, Asmawati Lazuarni, Shafiera Siti Komariah Hildayanti, Siti Komariah