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All Journal Jurnal Ilmiah Manajemen Kesatuan Paradoks : Jurnal Ilmu Ekonomi Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Pengabdian Kepada Masyarakat Indonesia
Deni Marsha
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Borneo Tarakan, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Public Health Social Sciences

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CUSTOMER ENGAGEMENT DI MARKETPLACE: STUDI KASUS PADA SHOPEE LIVE DAN KEPUTUSAN PEMBELIAN ULANG Deni Marsha; Erick Karunia; Syahran Syahran; Aswan Aswan
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 1 (2025): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i1.6723

Abstract

This study aims to analyze the influence of customer engagement through the Shopee Live feature on repurchase decisions. In the digital era, live commerce has emerged as a new medium for creating real-time interactions between sellers and buyers. Using a quantitative approach, data were collected through an online questionnaire distributed to 100 active Shopee users who had made purchases via Shopee Live. The analysis was conducted using multiple linear regression to examine the effects of interactivity, trust in the host/seller, and satisfaction with the live shopping experience on repurchase decisions. The results show that the three independent variables simultaneously have a significant effect on repurchase decisions, with an adjusted R² of 0.604. Partially, trust and satisfaction have significant effects, while interactivity does not. These findings imply that consumer loyalty in live streaming commerce is more strongly influenced by trust and experience than by interaction alone.
Peran Media Sosial: Employer Branding Terhadap Minat Kerja Mahasiswa Tingkat Akhir di Kalimantan Utara Aswan Aswan; Deni Marsha; Erick Karunia; Shalahuddin Shalahuddin; Muh. Irfandy Azis; Suryaningsih Suryaningsih
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 1 (2025): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i1.7296

Abstract

In the competitive digital era, companies are required to build an image as an attractive workplace to capture the attention of young talent, especially generation Z who will enter the job market. This study aims to analyze the effect of employer branding on the interest in applying for jobs of final year students in North Kalimantan, and to examine the role of social media as a moderating variable in the relationship. The study used a quantitative approach with an explanatory design through a survey method of 350 students from two universities, with data analysis using Structural Equation Modeling-Partial Least Squares (SEM-PLS) techniques. Employer branding was measured based on five dimensions of organizational attractiveness, while job application interest and social media exposure were measured using a Likert scale. The results showed that employer branding has a positive and significant effect on job application interest (β = 0.506; p = 0.002), and social media also has a significant direct effect on job application interest (β = 0.573; p = 0.000). However, the moderating effect of social media on the relationship between employer branding and interest in applying was not statistically significant (β = -0.088; p = 0.969). The findings conclude that while social media is effective as a direct communication channel, its success in strengthening employer brand image depends on the quality of content and consistency of the organization's narrative. The implication of this study suggests that local companies should strengthen their employer branding strategy and utilize social media more purposefully and contextually to attract young talent in frontier regions.
Pemberdayaan UMKM Berbasis Digital melalui Penguatan Strategi Pemasaran, Literasi Keuangan, dan Ketahanan Ekonomi Lokal Erick Karunia; Muh.Irfandy Azis; Mohamad Nur Utomo; Shalahuddin Shalahuddin; Deni Marsha; Aswan Aswan; Olivia Pamilangan Andilolo; Nursia Nursia; Suryaningsih Suryaningsih; Adhy Satya Pratama
Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Vol. 5 No. 1 (2025): April : Jurnal Pengabdian Kepada Masyarakat Indonesia (JPKMI)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpkmi.v5i1.6044

Abstract

This community service program aims to empower Micro, Small, and Medium Enterprises (MSMEs) in Tarakan City, North Kalimantan, by enhancing their capacity in digital marketing strategies, financial literacy, and strengthening local economic resilience. The program was implemented using a participatory and practical approach through a series of activities including needs assessment, integrated training, workshops, and direct mentoring for MSMEs actors. The results indicate a significant improvement in participants' skills, particularly in utilizing social media and marketplaces for product promotion, maintaining basic financial records using digital applications, and conducting structured financial planning for their businesses. Furthermore, this initiative successfully fostered a shift in mindset—from traditional business management toward more strategic and data-driven decision-making. The success of this program demonstrates that well-targeted educational interventions can enhance the competitiveness of UMKM, especially in the face of digital transformation and economic uncertainty. However, sustainable impact requires ongoing assistance and multi-stakeholder collaboration. This program is expected to serve as a replicable model for similar initiatives in other regions.
Pendampingan Pengembangan Model Bisnis Mahasiswa Dengan Business Model Canvas (BMC) Erick Karunia; Nursia Nursia; Roni Padliansyah; Suryaningsih Suryaningsih; Deni Marsha; Nurul Hidayat; Nizhammuddin A.B; Syahran Syahran; Ahmad juliana; Sudarto Sudarto
Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Vol. 5 No. 3 (2025): Desember: Jurnal Pengabdian Kepada Masyarakat Indonesia (JPKMI)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpkmi.v5i3.8834

Abstract

This Community Service Program was carried out to enhance students’ abilities in designing and developing business models using the Business Model Canvas (BMC). The program was implemented through several stages, including the introduction of entrepreneurial concepts, training on the preparation of business models, intensive mentoring sessions, and final presentations of the developed business plans. The participants consisted of students who have an interest in entrepreneurship and were in the early stages of formulating their business ideas. Throughout the mentoring process, students were guided to identify customer segments, formulate value propositions, determine marketing channels and customer relationship strategies, and structure cost components and revenue streams. The results of the program indicate an improvement in students’ understanding and skills in applying the BMC framework in a comprehensive and practical manner. Students were able to organize their business ideas more systematically and became more prepared to proceed to market validation and initial implementation. This program contributes to strengthening the entrepreneurial mindset in higher education and supports the role of universities as facilitators in developing student-led business initiatives.
Menuju Sekolah Tanpa Bullying: Program Edukasi dan Pencegahan Bullying pada Siswa Sekolah Dasar Nursia Nursia; Erick Karunia; Muh.Irfandy Azis; Roni Padliansyah; Rahmi Nur Islami; Deni Marsha; Aswan Aswan; Nurjannatul Hasanah; Widyastuti Cahyaningrum; Indah Sari; Muhammad Syahril
Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Vol. 5 No. 3 (2025): Desember: Jurnal Pengabdian Kepada Masyarakat Indonesia (JPKMI)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpkmi.v5i3.8849

Abstract

This Community Service (PKM) activity aimed to create a bullying-free school environment at SDN Utama 2 Tarakan by enhancing students' knowledge and awareness. The program, executed in November 2025, employed an participatory-educational approach that included needs analysis, preparation of interactive materials (visuals and videos), execution of socialization, and roleplay simulations designed to foster empathy and courage among students. The results indicate that the interactive and relevant educational program successfully led to a significant increase in understanding of bullying categories and consequences among elementary school students, along with success in cultivating their commitment to becoming active upstanders. Furthermore, dedicated mentoring effectively strengthened the teachers' role in early detection. Overall, the program successfully instilled anti-bullying values, and it is recommended that the school internalize these materials periodically and establish an anti-bullying task force to ensure the sustained positive impact within the school environment.
The Role of Intellectual Capital in Improving Employee Performance through Employee Engagement in the Hybrid Work Era Budi Hasyim; Aswan; Erick Karunia; Shalahuddin; Muh. Irfandy Azis; Riyans Ardiansyah; Deni Marsha
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4613

Abstract

This research is motivated by changes in the post-pandemic work system that have encouraged the implementation of hybrid work in the education sector, requiring organizations to optimally manage intellectual capital while maintaining employee engagement to improve performance. This study aims to analyze the effect of intellectual capital on employee performance, with employee engagement as a mediating variable, in the education industry in North Kalimantan. The research method used a quantitative approach with a survey technique of lecturers and education staff at several universities in North Kalimantan. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that intellectual capital has a positive and significant effect on employee performance. Employee engagement has also been shown to have a positive and significant effect on employee performance. In addition, employee engagement significantly mediates the relationship between intellectual capital and employee performance. These findings confirm that intellectual capital development will have a stronger impact on performance when supported by a high level of employee engagement. This study concludes that integrating intellectual capital management strategies and increasing employee engagement are key to improving performance in the hybrid work era in the education sector.
Advertising on Social Media Influences Purchase Intent: The Role of Mediating Consumer Engagement and Brand Trust Kadarisman Kadarisman; Erick Karunia; Syahran Syahran; Ahmad Juliana; Muh. Irfandy Azis; Deni Marsha
Paradoks : Jurnal Ilmu Ekonomi Vol. 9 No. 2 (2026): February - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v9i2.2345

Abstract

This study aims to analyze the influence of social media advertising on consumer purchase intention, with trust in brands and consumer involvement in MSMEs in Malinau Regency as mediating variables. This study uses a quantitative approach with an explanatory research design. Data were collected by distributing questionnaires to social media users and MSME consumers in Malinau Regency. The study used purposive sampling with 110 respondents. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test relationships among variables in structural models. The variables studied included social media advertising as the independent variable, brand trust and consumer engagement as mediating variables, and purchase intent as the dependent variable. The results show that social media advertising has a positive and significant effect on brand trust, consumer engagement, and purchase intent. Trust in brands has a positive and significant effect on purchase intent, whereas consumer involvement has no significant effect. These findings show that trust in brands is a key factor in increasing consumer purchase intent among MSMEs. The implications of this study emphasize the importance of social media marketing strategies that focus on building brand trust to increase the effectiveness of consumer promotion and purchase decisions. In terms of policies and practices, MSME actors need to optimize the credibility, transparency, and quality of digital communication. Further research is recommended to include additional relevant variables and broaden the research scope to improve the generalizability of the findings.
Co-Authors Adhy Satya Pratama Ahmad Juliana Ahmad Juliana Aswan Aswan Budi Hasyim Cahyaningrum, Widyastuti Erick Karunia Erick Karunia Indah Sari Kadarisman Kadarisman karunia, Erick Muh. Irfandy Azis Muh. Irfandy Azis Muh.Irfandy Azis Muhammad Syahril Nizhammuddin A.B Nurjannatul Hasanah Nursia Nursia Nurul Hidayat Olivia Pamilangan Andilolo Rahmi Nur Islami Riyans Ardiansyah Roni Padliansyah Shalahuddin Sudarto Sudarto Suryaningsih syahran syahran Syahran Syahran Utomo, Mohamad Nur