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All Journal JURNAL PENDIDIKAN TAMBUSAI International Journal of Social Science and Business EKONOMIKA SYARIAH : Journal of Economic Studies JURNAL AKTUAL AKUNTANSI KEUANGAN BISNIS TERAPAN (AKUNBISNIS) International Journal of Social and Management Studies (IJOSMAS) JUSIE (Jurnal Sosial dan Ilmu Ekonomi) Journal Of World Science Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik) Jurnal Educative: Journal of Educational Studies EKONOMIKA SYARIAH : Journal of Economic Studies ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar Al-Masraf: Jurnal Lembaga Keuangan dan Perbankan Journal of Artificial Intelligence and Digital Business Indonesian Research Journal on Education Socius: Social Sciences Research Journal Krigan: Journal of Management and Sharia Business Jurnal Bisnis, Ekonomi Syariah dan Pajak Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Ilmiah Manajemen Dan Kewirausahaan Al-Amal: Jurnal Manajemen Bisnis Syariah
Era Sonita
Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi, Sumatera Barat, Indonesia
Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Social Sciences Other

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Strategi Experiential Marketing dalam Membangun Brand Awarennes Lembaga Penyelenggara Ibadah Haji dan Umrah Pada PT Bonita Anugrah Pratama Ardhana, Kelvin; Sonita, Era
Jurnal Pendidikan Tambusai Vol. 10 No. 1 (2026)
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v10i1.37880

Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya persaingan antar biro perjalanan ibadah haji dan umrah serta rendahnya tingkat kepercayaan masyarakat akibat maraknya kasus penipuan oleh oknum travel. PT. Bonita Anugrah Pratama sebagai salah satu penyelenggara perjalanan ibadah umrah berupaya membangun kepercayaan dan meningkatkan kesadaran merek (brand awareness) melalui penerapan strategi experiential marketing. Strategi ini berfokus pada penciptaan pengalaman yg berkesan bagi jamaah melalui lima elemen utama, yaitu sense, feel, think, act, dan relate. Penelitian ini menggunakan pendekatan kualitatif deskriptif dngan teknik pengumpulan data melalui observasi, wawancara mendalam, dan dokumentasi. Informan dalam penelitian ini terdiri dari pimpinan, staf, serta jamaah PT. Bonita Anugrah Pratama yg telah menggunakan layanan perusahaan. Analisis data dilakukan melalui proses reduksi, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi experiential marketing yg diterapkan mampu menciptakan pengalaman spiritual dan emosional yg mendalam bagi jamaah. Pengalaman positif tersebut membentuk kepuasan dan loyalitas, serta mendorong terjadinya promosi dari mulut ke mulut (word of mouth) yg secara signifikan memperkuat brand awareness PT. Bonita Anugrah Pratama. Dngan demikian, experiential marketing terbukti efektif sebagai strategi pemasaran dalam membangun citra dan kepercayaan masyarakat terhadap biro perjalanan ibadah haji dan umrah.
Analisis Strategi Pengembangan Usaha Petani Kakao dalam Meningkatkan Pendapatan Dikenagarian Padang Gelugur Kabupaten Pasaman Asiyah, Siti; Zulhelmi, Zulhelmi; Sonita, Era; Elmizan, Gina Havieza
Jurnal Pendidikan Tambusai Vol. 10 No. 2 (2026): Agustus
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v10i2.38343

Abstract

Penelitian ini bertujuan untuk menganalisis strategi pengembangan usaha petani kakao dalam meningkatkan pendapatan di Kenagarian Padang Gelugur, Kabupaten Pasaman. Latar belakang penelitian ini didasarkan pada kondisi pendapatan petani kakao yang berfluktuasi akibat perubahan harga, penurunan produksi, serta keterbatasan modal dan kualitas sumber daya manusia. Melalui penelitian ini, diharapkan dapat diperoleh gambaran strategi pengembangan yang tepat dalam meningkatkan produktivitas dan kesejahteraan petani kakao.Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan tujuan menggambarkan fenomena secara mendalam berdasarkan pengalaman, pandangan, dan kondisi nyata di lapangan. Informan penelitian berjumlah sepuluh orang petani kakao yang dipilih secara purposive sampling, yakni petani yang dinilai memiliki pengalaman dan keterlibatan langsung dalam usaha kakao. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi. Analisis data dilakukan menggunakan model interaktif Miles dan Huberman, yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan.Hasil penelitian menunjukkan bahwa strategi pengembangan usaha petani kakao meliputi lima aspek utama: pengembangan produk melalui peningkatan mutu biji kakao; pengembangan pasar dengan memperluas jaringan distribusi; penguatan modal usaha melalui dukungan pemerintah dan kelompok tani; peningkatan kualitas sumber daya manusia melalui pelatihan dan penyuluhan; serta peningkatan pendapatan melalui efisiensi produksi dan pengolahan hasil pascapanen. Penelitian ini merekomendasikan perlunya kolaborasi antara petani, pemerintah, dan lembaga pendukung agar usaha kakao dapat berkembang secara berkelanjutan.
Analisis Pemasaran Produk Perbankan Syariah secara Online dengan Model The Circular Model of SOME (Share, Optimize, Manage, Engange) di BSI Panyabungan Sumatera Utara Ummi Latifah; Era Sonita
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.8827

Abstract

Penelitian ini dilatar belakangi oleh rendahnya penggunaan jasa bank syariah di wilayah Panyabungan dibandingkan dengan bank konvensional, meskipun mayoritas penduduknya beragama Islam. Fenomena ini disebabkan oleh kurangnya pengetahuan masyarakat mengenai produk dan prinsip syariah, serta adanya kesenjangan antara layanan digital yang tersedia dengan literasi masyarakat. Penelitian ini bertujuan untuk mengevaluasi efektivitas penerapan The Circular Model of SoMe (Share, Optimize, Manage, Engage) dalam strategi pemasaran online di Bank Syariah Indonesia (BSI) KCP Panyabungan serta menganalisis integrasi prinsip-prinsip syariah di dalamnya. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif melalui penelitian lapangan (field research). Data primer diperoleh melalui wawancara mendalam dengan pihak manajemen bank dan nasabah, serta observasi langsung terhadap aktivitas media sosial BSI Panyabungan. Teknik analisis data meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa implementasi model SOME di BSI KCP Panyabungan telah berjalan dengan dominasi pada platform Facebook dan WhatsApp. Pada tahap Share, konten masih didominasi oleh promosi komersial (70%) dibandingkan edukasi syariah, sehingga aspek Tabligh (edukasi) belum optimal. Pada tahap Engage, BSI Panyabungan menunjukkan kinerja sangat baik dengan kecepatan respon (Service Level Agreement) di bawah 30 menit, yang mencerminkan nilai Fathanah dan Amanah. Secara keseluruhan, strategi pemasaran digital efektif dalam konversi penjualan (khususnya produk Gadai Emas dan Griya), namun perlu ditingkatkan dalam aspek literasi ideologis syariah dan penggunaan konten lokal untuk membangun kepercayaan masyarakat secara lebih mendalam.
Strategi Keunggulan Bersaing Berdasarkan Metode Porter’s Five Forces pada Ayam Geprek Geprekkin Jl. Gurun Aua Kec. Buanuhampu, Kubang Putiah Kabupaten Agam Rani Monika; Era Sonita
ARZUSIN Vol 6 No 2 (2026): APRIL
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i2.9607

Abstract

Although competitive advantage strategies in culinary businesses have received attention in various studies, studies that specifically discuss the application of Porter’s Five Forces in increasing sales turnover in local culinary microenterprises remain limited. This study aims to analyze competitive advantage strategies based on Porter’s Five Forces in increasing sales turnover at Ayam Geprek Geprekkin Kubang Putiah, Agam Regency. This study employed a qualitative approach with a case study design, involving participants consisting of the business owner, employees, and consumers selected through purposive sampling. Data were collected through interviews, observation, and documentation, and were then analyzed using the interactive thematic analysis technique of the Miles and Huberman model. The results showed that the level of business competition was in the high category, with the threat of new entrants, the threat of substitute products, and buyers’ bargaining power as the dominant factors affecting the decline in sales turnover. The strategies that had been implemented, such as menu innovation, variations of sambal, promotion through social media, and the provision of discounts, had not been able to increase sales significantly. These findings contribute to the development of Porter’s Five Forces theory while broadening understanding of the competitive dynamics of microenterprises in the local culinary sector. This study concludes that sustainable product differentiation, improvement in service quality, and more effective marketing strategies are important factors in enhancing business competitiveness. The implications of this study include theoretical contributions to enriching the strategic management literature and practical contributions for business actors in formulating more adaptive business strategies, while also opening opportunities for further research related to internal business factors and the use of digital technology.
Implementasi Pelayanan Islami dalam Meningkatkan Citra Usaha Ayam Geprek Kejora La Vau Kitto di Kota Payakumbuh Ulqiyanur Husnah; Era Sonita
ARZUSIN Vol 6 No 3 (2026): JUNI
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i3.9722

Abstract

Although the implementation of Islamic service in culinary businesses has received attention in several studies, research that specifically discusses its application in improving business image in culinary micro, small, and medium enterprises (MSMEs) remains limited. This study aims to analyze and describe the implementation of Islamic service in improving the business image of Ayam Geprek Kejora La Vau Kitto in Payakumbuh City. This study employed a qualitative approach with a case study design involving 11 informants, consisting of 1 business owner, 3 employees, and 7 consumers selected through a purposive sampling technique. Data were collected through observation, in-depth interviews, and documentation, and were then analyzed using thematic analysis techniques through the stages of data reduction, data display, and conclusion drawing. The findings showed that the implementation of Islamic service had been carried out through the values of honesty, friendliness, responsibility, and justice in service, which contributed to increasing customer satisfaction and trust as well as forming a positive business image. However, the implementation of this service has not been fully consistent and is still influenced by other factors, such as price, facilities, and operational conditions. These findings contribute to the development of Islamic service theory in the context of sharia business and broaden understanding of the relationship between service quality and business image in culinary MSMEs. The conclusion of this study confirms the importance of consistency in implementing Islamic service to improve business image, and encourages business actors to strengthen service quality and operational management. The implications of this study include theoretical contributions to the development of the sharia business literature and practical implications for MSME actors, while also opening opportunities for further research on other factors influencing business image.
Analisis Strategi Pemasaran Pembiayaan KUR Syariah Berbasis Marketing Mix Dalam Mewujudkan UMKM Mandiri (Studi Kasus Bank BSI KCP Pangkalan) Jihan Silvia; Era Sonita
Jurnal Aktual Akuntansi Keuangan Bisnis Terapan (AKUNBISNIS) Vol. 9 No. 1 (2026): Vol. 9 No. 1 Mei 2026
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/akunbisnis.v9i1.7550

Abstract

Studi ini dilakukan untuk mengkaji strategi pemasaran pembiayaan Kredit Usaha Rakyat (KUR) Syariah yang diterapkan oleh Bank Syariah Indonesia (BSI) KCP Pangkalan dalam mendorong kemandirian Usaha Mikro, Kecil, dan Menengah (UMKM). Pendekatan yang digunakan bersifat kualitatif dengan metode studi kasus, sementara pengumpulan data dilakukan dengan teknik observasi, studi dokumentasi dan wawancara baik terhadap pihak bank maupun pelaku UMKM. Analisis penelitian difokuskan pada penerapan strategi pemasaran sejalan dengan konsep marketing mix 7P, yang meliputi produk, promosi, harga, tempat, proses, sumber daya manusia serta bukti fisiknya. Temuan penelitian ini menunjukkan bahwa penerapan unsur produk, proses, dan harga telah berjalan cukup baik dan memberikan kemudahan bagi UMKM dalam mengakses pembiayaan. Namun demikian, strategi promosi dan jangkauan pemasaran masih belum optimal sehingga pemahaman masyarakat terhadap KUR Syariah relatif terbatas. Oleh karena itu, diperlukan peningkatan strategi pemasaran yang lebih aktif dan terarah agar penyaluran KUR Syariah dapat lebih optimal serta berkontribusi dalam mewujudkan UMKM yang mandiri.
Analisis Dampak Penerapan Good Corporate Governance (GCG) terhadap Kinerja Perusahaan Bank Syariah (Studi Kasus: PT. Bank Tabungan Negara (Persero) Tbk, KCP Syariah Solok) Sintia Maulida; Era Sonita
ARZUSIN Vol 6 No 4 (2026): AGUSTUS
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i4.10719

Abstract

Good Corporate Governance (GCG) has become an important issue in corporate governance studies, particularly in the Islamic banking industry, but studies that specifically discuss the implementation of GCG and its impact on corporate performance at the branch office level remain relatively limited. This study aims to analyze the implementation of GCG and its impact on corporate performance at PT. Bank Tabungan Negara (Persero) Tbk, KCP Syariah Solok. This study used a qualitative approach with a case study design. The research participants consisted of leaders and employees directly involved in the implementation of GCG within the company, selected through purposive sampling. Data were collected through observation, in-depth interviews, and documentation, and were then analyzed using the interactive model of Miles, Huberman, and Saldaña, which includes data condensation, data display, and conclusion drawing and verification. The results show that PT. Bank Tabungan Negara (Persero) Tbk, KCP Syariah Solok has implemented the principles of GCG, namely transparency, accountability, responsibility, independence, and fairness in the company’s operational activities. This implementation is reflected in information disclosure to customers, a clear division of duties and responsibilities, compliance with standard operating procedures and Islamic banking regulations, objective decision-making, and the provision of fair services to customers. The implementation of GCG also has a positive impact on corporate performance, particularly in improving work effectiveness, service quality, operational compliance, strengthening the internal control system, and public trust. The conclusion of this study affirms that GCG is an important factor in supporting improved corporate performance and organizational sustainability. The implications of this study provide theoretical contributions to the development of GCG studies, agency theory, and stakeholder theory in the context of Islamic banking, as well as practical implications for banking management in strengthening human resource competence, internal control systems, and operational supervision.
Pengaruh Promosi dan Kreativitas Produk terhadap Keputusan Pembelian pada Toko Sketsa Variasi di Kamang Tangah, Agam Elsa Sabrina; Era Sonita
ARZUSIN Vol 6 No 5 (2026): ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i5.11038

Abstract

Promotion and product creativity are important factors influencing consumer purchasing decisions, particularly among micro, small, and medium enterprises (MSMEs) in the creative services sector. Although these two factors have been widely studied, research that specifically analyzes the influence of promotion and product creativity on purchasing decisions in printing and vehicle customization service businesses remains relatively limited. This study aims to analyze the effect of promotion on purchasing decisions, the effect of product creativity on purchasing decisions, and the simultaneous effect of promotion and product creativity on purchasing decisions at Toko Sketsa Variasi in Kamang Tangah, Agam. This study employed a quantitative approach with a causal associative survey design, involving 105 consumers as respondents selected through saturated sampling. Data were collected using a Likert-scale questionnaire that had met validity and reliability tests, and were then analyzed through multiple linear regression with the assistance of IBM SPSS Statistics. The results show that promotion has a positive and significant effect on purchasing decisions, product creativity also has a positive and significant effect on purchasing decisions, and the two variables simultaneously have a significant effect on purchasing decisions, with the ability to explain 50.4% of the variation in purchasing decisions. These findings strengthen the application of the Theory of Planned Behavior in explaining consumer behavior in creative-service MSMEs and broaden the understanding of the role of promotion and product creativity in enhancing purchasing decisions. The conclusion of this study emphasizes that optimizing promotional strategies and strengthening product creativity are important factors in encouraging consumer purchasing decisions. The implications of the study include theoretical contributions to the development of consumer behavior studies and practical implications for MSME actors in optimizing digital marketing-based promotional strategies and improving product creativity to strengthen business competitiveness.
ANALISIS TINGKAT KEPUASAN MASYARAKAT TERHADAP PELAYANAN PADA DINAS KEPENDUDUKAN DAN PENCACATAN SIPIL DI KABUPATEN PADANG PARIAMAN Era Sonita
EKONOMIKA SYARIAH : Journal of Economic Studies Vol. 1 No. 1 (2017): Januari-Juni 2017
Publisher : Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/es.v1i1.445

Abstract

One of the main functions of the government is to serve the community then the government needs to keep on improving the quality of service. The measure of the success of service delivery is determined by the level of satisfaction of the service recipient. Community satisfaction as a service recipient becomes a benchmark to assess the level of service quality provided. The participation of the public in assessing the quality of service of the government apparatus is the right step in the involvement of society towards the public service policy taken. Salah satu fungsi utama pemerintaha adalah melayani masyarakat maka pemerintah perlu terus berupaya meningkatkan kualitas pelayanan. Ukuran keberhasilan penyelenggaraan pelayanan ditentukan oleh tingkat kepuasan penerima pelayanan. Kepuasan masyarakat sebagi penerima pelayanan menjadi tolak ukur untuk menilai tinmgkat kualitas pelayanan yang diberikan. Partisipasi masyarakat dalam menilai kualitas pelayanan aparatur pemerintah merupakan langkah tepat dalam keterlibatan masyarakat terhadap kebijakan pelayanan publik yang diambil.
Sinergisitas Sikap dan Pengetahuan dalam Pengembangan Jiwa Kewirausahaan Mahasiswa Febi IAIN Bukittinggi Harfandi Harfandi; Era Sonita
EKONOMIKA SYARIAH : Journal of Economic Studies Vol. 4 No. 1 (2020): Januari-Juni 2020
Publisher : Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/es.v4i1.3266

Abstract

 The objective of this research to analysis deeply examine the synergy of attitude and knowledge to develop entrepreneurship spirit of the students of Faculty of Economics and Islamic Business (FEBI) IAIN Bukittinggi. After analyzed qualitatively using; SWOT analysis, SWOT Matrix, and Charge Table Score, it can be pointed out that the synergy of attitude and knowledge in the development of entrepreneurship of students namely; 1) To grow values: honesty, tolerance,  ideas and creativity, awareness of the norms and rules, a strong spirit in learning, a strong drive to excel, confidence, and independence, interest, perseverance, and motivation, the desire to explore and produce economic resources, entrepreneurial spirit and entrepreneurship, And, 2). Realizing knowledge about; entrepreneurship ideas that suits the needs of the market, the development of business prospects, and business management. This research contributed to prepare the graduates who can compete in both academic and non-academic fields 
Co-Authors Ahmad Wira Ahmad Wira, Ahmad Amsah Hendri Doni Anggraini, Resi Ardhana, Kelvin Cahyani, Indri Puji Elsa Sabrina Fathiniah, Khafifah Fauziah, Suci Febrimansyah, Rudi Gina Havieza Elmizan Harfandi, Harfandi Helmi Helmi Henmaid, Henmaidi Henmaidi, Henmaidi Islami, Elga Mayora Jihan Silvia Joni, Yefri Kartika Sari Khiara, Nadiatul Miswardi Miswardi, Miswardi Nadiatul Khaira Nasfi, Nasfi Nofialdi, Nofialdi Putrianti, Welli Rahma Zainatul Hasnah Raihan, Muhammad Fakhrul Rani Monika Reinhart, Rah Githa Ghaisa Restika Restika Restika, Restika Rini Elvira Sintia Maulida Siska Wulandari, Siska Siti Asiyah sumarni, nini susanti, septria Tiara Puspita sari Ulqiyanur Husnah Ummi Latifah Windari, Nala Wisca Nabila Huda Zulhelmi Zulhelmi Zulhelmi, Zulhelmi Zulhemi, Zulhemi