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All Journal JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Wijayanti, Renata
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Economics, Econometrics & Finance Education Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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DIGITAL LITERACY AS A MODERATOR OF THE INFLUENCE OF INFLUENCER AND DIGITAL MARKETING ON CONSUMER PURCHASE DECISIONS IN THE HIJABQA FASHION BUSINESS Wijayanti, Renata
Jurnal MBE Manajemen Bisnis, Equilibrium Vol 11 No 2 (2025): Jurnal Manajemen dan Bisnis Equilibrium
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47329/jurnal_mbe.v11i2.1550

Abstract

The purpose of this study is to investigate how customer purchasing decisions are impacted by digital and influencer marketing, as well as how digital literacy functions as a moderating factor in the HijabQA fashion industry. The research used a quantitative approach with purposive sampling involving 50 Shopee customers who met specific purchase criteria. The Structural Equation Modeling–Partial Least Square (SEM–PLS) method was used to evaluate the Likert-scale questionnaire that was disseminated online. The findings indicate that purchasing decisions are significantly impacted by influencer marketing, while digital marketing has no significant effect. Furthermore, the association between the two marketing methods and purchase decisions is not moderated by digital literacy. These findings indicate that consumer trust in influencers plays a stronger role in influencing buying behavior than traditional digital promotions. The implication is that fashion businesses like HijabQA should focus more on building strategic collaborations with relevant influencers as a more effective marketing approach.
Creating Shared Value Svara Resonance: Digitalisasi Musisi Jalanan Surabaya Teno, Jenny Putri Yunlin; Yusuf, Muhammad Azizi; Wijayanti, Renata; Duhita, Amanda Ridha Pradya
KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 6 No. 1 (2026): Jurnal Pengabdian Masyarakat Nusantara
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/kreatif.v6i1.10559

Abstract

The creative economy plays a crucial role in building the national economy, yet many creative economy players, particularly street musicians, remain untouched by digitalization. Svara Resonance is a Creating Shared Value (CSV) initiative organized by Airlangga University Master of Management students aimed at enhancing the capacity of street musicians through a digitalization and personal branding workshop combined with auditions and media publications. The implementation method included preparation, workshop implementation, and auditions. The results demonstrated the active participation of five selected international musicians, an increased understanding and application of personal branding during performances, and economic benefits in the form of financial appreciation for participants. The initiative also garnered publicity from ten online media outlets and one television channel, expanding the reach of social impact and exposure for the organization. Discussions demonstrated that Svara Resonance successfully integrated social interests with the university’s core business, in line with the principle of creating shared value. This initiative demonstrates that CSV activities can be social investment that benefits both the community and the organization.  
Co-Authors Duhita, Amanda Ridha Pradya Teno, Jenny Putri Yunlin Yusuf, Muhammad Azizi