Garuda - Garba Rujukan Digital

Student Entrepreneurship Training through Product Sales in the Politeknik Mardira Indonesia Campus Environment Muhammad Fikry Januar; Zulfikar Fauzi; Imma Ismaniar; Mochammad Anjar Albagja
Community Service Journal : Jurnal Pengabdian Masyarakat Mardira Vol. 1 No. 1 (2025): Community Service in Indonesia
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/mcsj.v1i1.36

This community service program is carried out with the aim of developing entrepreneurial spirit and potential among Politeknik Mardira Indonesia students through training activities and practice selling goods in the campus area. In this activity, students are given the subject matter of entrepreneurship, marketing principles, micro business financial management, and practical operational strategies. The implementation of the next process includes educational sessions, interactive training, sales simulations, and student business performance assessments. Based on the results of the evaluation, this activity succeeded in increasing students' understanding of the business world and training their skills in managing small-scale businesses. Furthermore, this program also fosters creativity, initiative, and confidence of students in starting a business independently. This activity is expected to be a sustainable means in producing a generation of young entrepreneurs from the university environment.

The Relationship between Customer Value with eWOM and Customer Satisfaction as an Intervening Variable for Generation Y and Generation Z Boba Drink Consumers Betarisha Putri; Zulfikar Fauzi
Journal of Applied Digital Business Management Vol. 1 No. 1 (2024): Human Resource and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/a1pqjr70

Boba drinks have become a contemporary beverage trend gaining popularity, particularly among Generation Y and Generation Z. These two generations coexist with technological advancements such as the internet. However, in this rapidly evolving industry, competition is becoming increasingly fierce, as reflected in the rising number of boba beverage outlets in Indonesia. This research aims to explore the relationship between Customer Value, Electronic Word of Mouth, and Customer Satisfaction as Intervening Variables among Generation Y and Generation Z Boba Drink Consumers. Customer Value encompasses four dimensions: emotional value, social value, quality value, and cost value. Customer satisfaction is measured through the dimensions of product and service attributes. Electronic Word of Mouth is assessed using three dimensions: intensity, content, and opinion valence. The research employs descriptive and verification methods, targeting consumers of boba drinks from Generation Y and Generation Z. Questionnaires were distributed to 165 respondents from each generation. Data were analyzed using path analysis. Hypotheses were tested using t-tests and Mann-Whitney tests to determine differences. The results indicate a strong relationship between customer value and customer satisfaction and a relationship between customer satisfaction and electronic word of mouth. Additionally, differences in boba drink consumer behavior between Generation Y and Generation Z were identified

Impact of Viral Marketing on Boosting Brand Awareness and Shaping Consumer Brand Preferences on Social Media Zulfikar Fauzi
Journal of Applied Digital Business Management Vol. 1 No. 1 (2024): Human Resource and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/je4hcg96

The rise in internet usage not only influenced Generation Z but also unexpectedly affected Generation X, as they turned to social media to find information about fashion. While the use of local fashion products in Indonesia was widespread, it wasn’t exclusive, presenting a challenge. The study sought to determine the relationship between Viral Marketing and Brand Awareness, as well as the connection between Brand Awareness and Brand Preferences among Generation X and Z consumers of local fashion. Viral marketing was analyzed through three aspects: informative, irritating, and entertaining. Brand awareness was divided into four categories: base of association, familiar-like, substance/commitment, and considered brand. Brand preference was evaluated based on three factors: price, quality, and packaging. The research used both descriptive and verification methods, targeting Generation X and Z local fashion consumers. A total of 170 questionnaires were distributed to each generation, and data were examined using path analysis. Hypotheses were tested using the t-test and the Whitney-Mann test to identify differences. The findings showed a strong connection between viral marketing and brand awareness, as well as between brand awareness and brand preference. Additionally, differences in behavior between Generation X and Generation Z were observed.

Loyal Customer Classification Using Fuzzy Logic Inference System Rosena Shintabella; Imma Ismaniar; Muhammad Fikry Januar; Zulfikar Fauzi
Journal of Applied Digital Business Management Vol. 1 No. 2 (2024): Human Resource and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/vrxmrn55

A company will be better if it can maintain its existence in the community, then the company is more oriented to acquire new customers.But one day it will lose customers if it is not managed properly. In this case there is a customer satisfaction variable that affects customer loyalty in a company. In this study apply fuzzy logic inference method to select customers with the highest level of loyalty. The extraordinary value of a customer towards a company certainly cannot be declared with certainty or exactness. So that the decision making is very suitable when using the concept of fuzzy logic, because it can represent variables that are vague or not exact. The case study in this study was conducted in a trading company or supermarket. The result of its implementation is that the system can determine who is the most loyal of several selected samples of customers.

The Influence Of Implementation Relationship Marketing Toward Customer Loyalty Nissan Mlati Yogyakarta Muhammad Fikry Januar; Rosena Shintabella; Zulfikar Fauzi
Journal of Applied Digital Business Management Vol. 1 No. 2 (2024): Human Resource and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/nhaczm37

The research was to determine the effect of trust, commitment, and communication as a key factor of relationship marketing either partially or simultaneously on customer loyalty Nissan Mlati Yogyakarta. In this study used non-probability sampling method with a sampling technique using purposive sampling and obtained a valid sample of 70. To find out how much the dependent variable changes in the independent variables used multiple linear regression analysis. Test instrument used in this study is to test the validity and reliability testing. As for the hypothesis test used the F test and t test. From the results of the hypothesis the variable trust, commitment, and communication significantly affect simultaneously on customer loyalty. Commitment and communication partially significant effect on customer loyalty while partial trust no significant effect on customer loyalty This suggests that customer loyalty will increase if the Nissan Mlati Yogyakarta improve relationship marketing variables, that include trust, commitment, and communication.

The Impact of Mobile Banking Applications on Customer Satisfaction: A Case Study of BSI Mobile Zulfikar Fauzi; Muhammad Fikry Januar; Rosena Shintabella
Journal of Applied Digital Business Management Vol. 2 No. 1 (2025): Human Resource and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/at8ap949

The Sharia economy continues to grow in Indonesia, particularly in the banking sector, such as BSI (Bank Syariah Indonesia). In addition, the era of Industrial Revolution 4.0 gave rise to many innovations in the field of financial services (financial technology). The high number of internet and mobile phone users in Indonesia supports the adoption of technology in the financial sector, which is facilitated by the BSI Mobile application, enabling customers to transact more easily. Therefore, this study looks at the impact of the BSI Mobile application on customer satisfaction in terms of speed, security, accuracy, and trust. This research collects primary data from 113 active bank customers of BSI in Majalengka, West Java. The findings show that the BSI Mobile application contributes to customers’ satisfaction. This research also found that customers with higher education are more likely to have higher satisfaction with the BSI Mobile application.

The Role of Brand Image and Brand Trust in Influenced Brand Loyalty (Survey of Matahari Department Store Cirebon Reward Card Users) Muhammad Fikry Januar; Rosena Shintabella; Zulfikar Fauzi; Dede Ibrahim Maulana; Solihin
Journal of Applied Digital Business Management Vol. 2 No. 1 (2025): Human Resource and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/rh8z2392

The problems identified in this study are the decreasing number of members using Matahari Reward member cards, as well as a decrease in sales which is suspected to indicate a decrease in customer loyalty to the Matahari Department Store brand in Cirebon. This study aims to examine the effect of brand image and brand trust on brand loyalty using quantitative methods. The population studied was 5,200,000 Matahari reward card users, with a sample of 200 respondents selected using probability sampling techniques, namely simple random sampling. Data analysis was carried out using descriptive and verification analysis. The results of the study indicate that brand image and brand trust have a significant influence on brand loyalty, both partially and simultaneously. This shows that consumers' positive perceptions of brand image and their level of trust in the brand contribute to influencing the level of consumer loyalty to the brand. This study provides an important contribution to the understanding of the factors that influence brand loyalty, especially in the context of Matahari Reward Card users. The implication of this finding is that companies can increase consumer loyalty by strengthening a positive brand image and building strong trust in the brand.

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