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All Journal Jurnal Teknologi dan Manajemen Industri Terapan Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Sherly Ernawaty Susanto
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Other

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User-Generated Content as A Moderating Variable of the Influence of Brand Trust on Purchasing Decisions Sumarwanto; Sulistyo Budi Utomo; Rahmat Aji Nur Yakin; Sherly Ernawaty Susanto; Eva Desembrianita
Jurnal Teknologi dan Manajemen Industri Terapan Vol. 4 No. 2 (2025): Jurnal Teknologi dan Manajemen Industri Terapan
Publisher : Yayasan Inovasi Kemajuan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55826/jtmit.v4i2.1182

Abstract

The primary data used in this research were obtained directly from Bank Malaysia employees across Indonesia. The data obtained was analyzed using the smart PLS 4.0 analysis tool. The results of the first row of the third table show that the Brand Trust variable can have a positive relationship direction and a significant influence on Purchasing Decisions because the P-Values ​​are positive and below the significance level of 0.05, namely 0.005. These results indicate that the Brand Trust variable can widen market share, increase sales quantity, and ultimately influence Purchasing Decisions. In addition, the User Generated Content variable can also moderate the influence of the Brand Trust variable on the Purchase Decision variable because the same thing is that the P-Values ​​value is positive and is below the significance level of 0.05, namely 0.000. After all, the  ​​P-value is positive and below the significance level of 0.05, 0.000. Thus, it can be concluded that this article's first and second hypotheses can be accepted and proven.
Pemanfaatan Digital Marketing Melalui Website dan Pelatihan untuk Peningkatan Pemasaran Produk Rumah Panggung di Kelurahan Woloan Kota Tomohon: Pengabdian Gede Erik Aktama; Marcelitha Tabita Montolalu; Sherly Ernawaty Susanto
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5007

Abstract

This Community Partnership Program (PKM) was implemented to enhance the digital marketing capacity of the Woloan Jaya Traditional House Craftsmen Group in Tomohon City, North Sulawesi. The main problem identified was that the marketing activities were still mostly conventional, limiting market reach. This program aimed to support the digital transformation of the business through a participatory approach. The implementation method consisted of: (1) initial situation analysis, (2) development of a product marketing website using the WordPress CMS platform, (3) three training sessions (basic digital marketing, website development and management, marketing management), (4) production of digital promotional content, and (5) ongoing mentoring and monitoring. The results indicate that the website www.woloanjaya.com is active and has begun to be accessed by potential customers. Digital promotional content has been created and utilized as part of the initial campaign, and the partners’ skills in managing social media and website content have improved significantly. The initial impact observed includes increased product visibility online, greater customer interaction through WhatsApp Business, and stronger motivation from partners to utilize digital technology independently. This program is expected to increase sales turnover and expand market reach while contributing to the achievement of university Key Performance Indicators (IKU) through the active involvement of students.
Co-Authors Eva Desembrianita Gede Erik Aktama Marcelitha Tabita Montolalu Rahmat Aji Nur Yakin Sulistyo Budi Utomo Sumarwanto