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All Journal Journal of Educational Management Research El-Mujtama: Jurnal Pengabdian Masyarakat
Theodora, Cindy
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Religion Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Optimalisasi Strategi Pemasaran Berbasis Utilitarian Value dan Digital Marketing di Kampung Gambut Siantan Hilir Theodora, Cindy; Wendy, Wendy; Meisa, Meisa; Mita, Mita; Aini, Nurul; Mandjar, Sherlla Merlinda Laurencia
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 5 No. 1 (2025): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v5i1.5769

Abstract

Marketing strategy is an aspect that must be owned so that every business, both MSME products and agricultural products, can be optimized. Educational factors and suboptimal application of technology are obstacles that cause a lack of understanding of effective marketing strategies. This article aims to explain how optimizing marketing strategies based on utilitarian value and digital marketing can help UMKM and farmers in Kampung Gambut Siantan Hilir improve the competitiveness of their products, create stronger relationships with consumers, and encourage sustainable local economic growth. Through problem solving methods and data collection techniques through interviews, observations, and documentation studies, the implementation of the PKM program runs smoothly. Kampung Gambut community participation also plays an important role in driving the success of the PKM activities. The result of this activity is to ensure the community's understanding of the importance of optimizing marketing strategies based on utilitarian value and digital marketing. By emphasizing these aspects, UMKM products and agricultural products become more competitive in the market. With the right digital marketing strategy, local products in the Kampung Gambut Siantan Hilir can reach a wider range of consumers, which cannot be reached through traditional marketing methods.  
Understanding Repurchase Intention in Digital Consumption: The Role of Perceived Benefits, Gamification, Online Persuasion, and Consumer Attitude Theodora, Cindy; Barkah; Setiawan, Harry; Ramadania; Bagus Purmono, Bintoro
Journal of Educational Management Research Vol. 5 No. 3 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i3.2016

Abstract

This study aims to examine the influence of perceived benefits, gamification, and online persuasion on repurchase intention, with consumer attitude serving as a mediating variable. A quantitative survey approach was employed by collecting data from 294 respondents who had prior experience purchasing from digital-based coffee shop services. The sampling technique used purposive sampling, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results reveal that perceived benefits, gamification, and online persuasion have positive and significant effects on both consumer attitude and repurchase intention. Furthermore, consumer attitude significantly mediates the relationship between these three variables and repurchase intention, indicating that consumers’ evaluative responses play a crucial role in translating digital marketing stimuli into repeat purchase behavior. These findings highlight the importance of enhancing interactive digital features, emphasizing both functional and emotional value, and developing culturally relevant online communication strategies. Such strategies can strengthen consumer attitudes, improve engagement with digital platforms, and ultimately encourage stronger repurchase intention among consumers in increasingly competitive digital service environments.
Co-Authors Aini Nurul Bagus Purmono, Bintoro Barkah Harry Setiawan Mandjar, Sherlla Merlinda Laurencia Meisa, Meisa Mita Mita, Mita Ramadania Wendy