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All Journal Jurnal Pengabdian Masyarakat Multidisiplin Sawala Cendekia: Jurnal Peneiltian Multidisiplin
Noornissa Sarah Ginanjar
Universitas Linggabuana PGRI Sukabumi
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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BRAND EXPERIENCE DAN SOCIAL MEDIA MARKETING : KUNCI PEMBELIAN PRODUK KECANTIKAN SHOPEE Rizky Maulana; Eva Fathussya Adah; Noornissa Sarah Ginanjar
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

This study aims to analyze the influence of Brand Experience and Social Media Marketing on purchasing decisions for beauty products among Shopee e-commerce users in Sukabumi. The research method used is quantitative with an associative approach. The sample consists of 96 respondents, determined using Cochran's formula. Data were collected through a questionnaire. Data analysis was conducted using multiple linear regression, t-test (partial), and F-test (simultaneous), with the assistance of SPSS. The results show that Brand Experience (X1) has a positive and significant partial effect on purchasing decisions (Y) for beauty products on Shopee in Sukabumi (t-value 5.386 > t-table 1.986; sig. 0.000 < 0.05). Social Media Marketing (X2) also has a positive and significant partial effect on purchasing decisions (t-value 5.234 > t-table 1.986; sig. 0.000 < 0.05). Simultaneously, Brand Experience and Social Media Marketing have a significant influence on purchasing decisions (F-value 604.194 > F-table 3.09; sig. 0.000 < 0.05). The Adjusted R Square value of 0.927 indicates that 92.7% of the variation in purchasing decisions can be explained by the two independent variables. In conclusion, Brand Experience and Social Media Marketing are significant key factors influencing purchasing decisions for beauty products on Shopee in Sukabumi.
PENGEMBANGAN KAPASITAS SUMBER DAYA MANUSIA MELALUI PELATIHAN MANAJEMEN BERBASIS KOMUNITAS Agus Sobar; Eva Fathussya'adah; Noornissa Sarah Ginanjar
HARUPAT: Jurnal Pengabdian Masyarakat Multidisiplin Vol. 2 No. 1 (2026): Mei
Publisher : PT. ABIG RIZKY PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/harupat.v2i1.89

Abstract

Human resource (HR) development is a crucial pillar in driving the social and economic progress of society, particularly through participatory approaches at the local level. This article aims to describe the implementation and analyze the impact of a community service program titled “Human Resource Capacity Development through Community-Based Management Training”. The primary problem underlying this activity is the managerial limitations faced by micro-entrepreneurs, such as a low understanding of business planning, financial management, and marketing strategies. The implementation method utilized a participatory and need-based approach, conducted on January 24, 2026, for a community of MSME (Micro, Small, and Medium Enterprises) actors. The stages of the activity included preparation (needs identification), training implementation through interactive classes (lectures, discussions, case studies, and simulations), as well as evaluation and follow up. The results of the activity show a significant increase in participants' knowledge and practical skills, particularly in developing business plans, simple financial recording, and structured decision-making. Furthermore, this training successfully strengthened social capital in the form of cooperation and trust among community members. Despite constraints such as varying levels of participant understanding, this program proved to be an effective community empowerment model capable of enhancing the independence and competitiveness of HR at the local level.
Co-Authors Eva Fathussya Adah Eva Fathussya'adah Rizky Maulana Sobar, Agus