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All Journal Jurnal Manajerial Dan Kewirausahaan Journal of Sustainable Community Service
Rosyada, Maulin Amrina
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Humanities Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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PELATIHAN PERILAKU PEMBELIAN KONSUMEN DALAM PEMASARAN MEDIA SOSIAL PADA UKM Rodhiah; Mahanani, Zenita Dian; Rosyada, Maulin Amrina
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 2 No. 3 (2022): JUNE
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v2i2.457

Abstract

Consumer purchasing behavior is an action that is directly involved in obtaining, consuming and spending products and services through various media including online social media. The use of social media marketing is described as an application, platform, or media that can facilitate communication, collaboration, or information sharing among users in general and direct sales, customer acquisition, and customer retention. The purpose of the activity is to help business owners have a stock of knowledge about the importance of understanding consumer purchasing behavior through social media. The partner who became the place of activity was a mute craft creative product business located in Serang, Banten. Based on initial observations through online with zoom meetings, partners do not understand about social media consumer behavior, as a medium for communicating partner products to consumers without large costs. The method offered in the activity is training/socialization on basic understanding of marketing consumer behavior and the use of social media marketing. The output of PKM activities is in the form of publications to journals and IPR.
Membangun Purchase Intention dengan Faktor Safety Ingredients, Online Customer Review, dan Brand Awareness pada Produk N'pure di Wilayah JABODETABEK Rosyada, Maulin Amrina; Saktiana, Galuh Mira
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 3 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i3.31616

Abstract

Di era millenial ini perkembangan industri kosmetik menjadi pusat perhatian, dimana industri kosmetika dibangun atas dasar produk dan jasa yang memberikan kepuasan bagi seseorang. Tujuan penelitian ini untuk menguji pengaruh safety ingredients, online customer review, dan brand awarenessterhadap purchase intention pada produk N’Pure di Jabodetabek melalui attitude. Sampel yang diambil adalah 200 responden dengan populasi orang yang mengetahui produk N’Pure di Jabodetabek. Metode purposive sampling digunakan dengn menyebarkan secara online yang kemudian dianalisis menggunakan smart-pls 4.0. Hasil dari penelitian ini adalah safety ingredients, online customer review, brand awareness, dan attitude berpengaruh positif dan signifikan terhadap purchase intention. Attitude secara positif dan signifikan memediasi safety ingredients dan brand awareness terhadap purchase intention. Attitude memediasi online customer review yang memiliki pengaruh positif namun tidak signifikan terhadap purchase intention. In this millennial era, the development of the cosmetic industry has become a center of attention, where the cosmetic industry is built on the basis of products and services that provide satisfaction to individuals. The purpose of this research is to examine the influence of safety ingredients, online customer review, and brand awareness on purchase intention for N’Pure products in Jabodetabek. The purposive sampling method was used by distribution it online and then analyzes using smart-pls 4.0. The results of this study indicate that safety ingredients, online customer review, brand awareness, and attitude have a positive and significant influences on purchase intention. Attitude positively and significantly mediates safety ingredients and brand awareness on purchase intention. Attitude mediates online customer reviews, which have a positive but not significant influence on purchase intention.
Co-Authors Mahanani, Zenita Dian Rodhiah Saktiana, Galuh Mira