4 research outputs found
Peran Mediasi E-satisfaction Dan E-trust Terhadap E-loyalty
Get PDFAs the number of female customers shopping in online clothing stores increases, understanding how female customers' e-loyalty is formed and fostered in this type of online store becomes very important. The purpose of this paper is to focus on female online clothing shoppers and to examine the mediating of e-loyalty in the context of online clothing stores: e-satisfaction and e-trust. The number of respondents is 196 persons who have online clothing shopping experience in Jakarta. The structural equation modeling was performed to analyze the measurement and structural models. The results show that both Online Satisfaction and Online Security are positively associated with e-trust, whereas web design is not. Furthermore, Online Satisfaction turns positively influence e-loyalty for female online clothing shoppers
Identifying factors affecting user acceptance of Web search engine :: The Case of Google.com
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IMPROVING DIGITAL MARKETING PROFICIENCY FOR MSMES VIA COMMUNITY ENGAGEMENT: A CASE STUDY OF ISLAMIC ENTREPRENEURSHIP BOARDING SCHOOL PURWAKARTA
Get PDFThis community engagement program was implemented to enhance the digital marketing skills of micro, small, and medium enterprises (MSMEs) managed by the Islamic Entrepreneurship Boarding School Purwakarta, Global Cahaya Nubuwwah Insani (GCNI). Considering the increasing role of social media as a cost-efficient and wide-reaching marketing channel, the program provided contextual training tailored to the needs of GCNI’s coffee shop business unit. The activities included comprehensive needs assessment, situational analysis, and interactive workshops focusing on social media optimization, digital branding, and practical content creation. Evaluation results indicated strong benefits, with 84.38% of participants rating the program as highly useful and 15.63% as moderately useful. A key contribution of this initiative was its ability to integrate digital marketing strategies with institutional identity and local cultural branding, thereby strengthening both business visibility and community relevance. Despite these achievements, challenges were observed in terms of varying levels of digital literacy among participants and the limited duration of the program, which restricted opportunities for long-term skill reinforcement. To improve future outcomes, blended learning approaches and collaborations with digital practitioners are recommended to provide sustained mentoring and broader impact. Overall, this program demonstrates how community engagement can effectively empower institutionally managed MSMEs by embedding digital marketing capabilities into their entrepreneurial ecosystem
