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All Journal Indonesian Community Journal Jurnal Ekonomi, Manajemen, Akuntansi
Yuniarti Fihartini
Universitas Lampung, Indonesia
Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Environmental Science Public Health Social Sciences Other

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Strategi Personalisasi Konten dan Produk dalam Meningkatkan Visibilitas dan Konversi di Platform Digital Gama Textile Shalwa Putri Ikhtiarini; Rivi Tiara Ayu; Angga Febrian; Yuniarti Fihartini; Dwi Nugroho; Rosita Rosita; Jufri Yandes; Pindo Riski Saputra
I-Com: Indonesian Community Journal Vol 5 No 3 (2025): I-Com: Indonesian Community Journal (September 2025)
Publisher : Fakultas Sains Dan Teknologi, Universitas Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70609/i-com.v5i3.7659

Abstract

Industri tekstil Indonesia menghadapi dinamika pasar yang tidak menentu, mendorong pelaku usaha untuk beradaptasi dengan strategi pemasaran digital. Pengabdian ini bertujuan untuk membantu Gama Textile menjangkau audiens yang sesuai segmentasinya. Kegiatan ini berfokus pada penyusunan konten yang menarik, pengoptimalan gambar produk, penggunaan Facebook Ads, pembangunan landing page dengan Facebook Pixel, serta peningkatan tampilan Shopee. Metode pengabdian yang digunakan adalah Defusi Ipteks berbasis pendekatan partisipatif, dimana tim pengabdi bersama mitra secara aktif merancang dan merealisasikan solusi melalui observasi, wawancara, diskusi, pelatihan teknis, dan pendampingan langsung.  Landasan teori Uses dan Gratifications (UGT) dan prinsip komunikasi efektif digunakan untuk meningkatkan nilai konten. Hasil kegiatan menunjukkan peningkatan keterlibatan pengguna, kualitas dan relevansi konten, dan peningkatan efektivitas promosi digital mitra. Pendampingan ini diharapkan dapat memperkuat posisi Gama Textile di pasar digital dan menjadi model praktik terbaik bagi UMKM lainnya.
The Influence of Tour Packages and Service Quality on Tourist Satisfaction Through Purchase Decisions as a Mediating Variable at Munajad Wisata Tour and Travel, Bandar Lampung Afrida Jayanti; Satria Bangsawan; Yuniarti Fihartini
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 5: Juli 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i5.18886

Abstract

Intensifying competition in the tourism travel service industry requires agencies to improve tour package quality and service delivery to sustain customer purchase decisions and satisfaction. This study examines the effects of tour packages and service quality on purchase decisions and tourist satisfaction at Munajad Wisata Tour and Travel in Bandar Lampung, while also assessing the mediating role of purchase decisions. A quantitative survey was conducted with 385 respondents selected through purposive sampling, and the proposed relationships were analyzed using Partial Least Squares–Structural Equation Modeling. The results show that tour packages and service quality positively influence purchase decisions and tourist satisfaction. Purchase decisions also exert a positive effect on tourist satisfaction and significantly mediate the relationships between tour packages, service quality, and satisfaction. These findings indicate that customer satisfaction is shaped through both direct service evaluations and the purchasing process. The study contributes to tourism marketing research by demonstrating the central role of purchase decisions in translating package and service attributes into tourist satisfaction. Managerially, travel agencies should strengthen package relevance, service reliability, and customer experience to improve both conversion and satisfaction.
Co-Authors Afrida Jayanti Angga Febrian Dwi Nugroho Jufri Yandes Pindo Riski Saputra Rivi Tiara Ayu Rosita Rosita Satria Bangsawan Shalwa Putri Ikhtiarini