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The Influence of Celebrity Endorsement on the Customer Decision-Making Process Based on the AISAS Model with the Hedonic Value and Functional Value Approaches Faisal Sa'ban; Yayan Anggriani; Nurwahidah Nurwahidah; Imam Akbar; Khairunnisah Khairunnisah
JURNAL ECONOMINA Vol. 5 No. 6 (2026): JURNAL ECONOMINA, Juni 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i6.2991

Abstract

This study aims to analyze the decision-making process of customers towards celebrity endorsement-based promotions using the AISAS (Attention, Interest, Search, Action, Distribution) model by including hedonic value and functional value as factors influencing attention. Unlike previous studies that generally focus on the impact of celebrity endorsement on interest or purchase decisions, this study develops the AISAS model by establishing hedonic value and functional value as antecedents of attention. The study uses a quantitative approach with the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method. Data were collected through an online survey of 314 respondents who are members of the outdoor product enthusiast community in Indonesia. The results show that most of the relationships between the stages in the AISAS model are significant in explaining the customer decision-making process up to the separation stage. However, hedonic value and functional value do not show a significant impact on attention. This finding indicates that customers’ attention to celebrity endorsement-based promotions is not solely determined by consumers’ perceived emotional or functional value. This study contributes to the development of the consumer behavior-based digital marketing literature by testing the AISAS model integrated with the consumption value approach. Practically, the research results can be used as input for companies in designing the most effective celebrity endorsement-based promotional strategies according to the characteristics of consumer digital behavior.
Community Economic Empowerment Model Through Digitalization of Tembe Nggoli Business Based on Local Wisdom in Bima: Model Pemberdayaan Ekonomi Masyarakat Melalui Digitalisasi Usaha Tembe Nggoli Berbasis Kearifan Lokal Di Bima Yayan Anggriani; Filiana Filiana; Muh. Khaerul Anas; Nurfa'niansah Nurfa'niansah; Nurwahidah Nurwahidah; Imam Akbar; Asrah Mulyati
SWARNA: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 1 (2026): SWARNA : Jurnal Pengabdian Kepada Masyarakat, Januari, 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Pemberdayaan ekonomi Masyarakat di Bima melalui tembe nggoli, sebuah tenunan tradisional bernilai budaya, memerlukan pendekatan yang menggabungkan digitalisasi usaha dengan kearifan lokal (rimpu budaya). Penelitian ini Menyusun model pemberdayaan ekonomi Masyarakat berbasis digitalisasi pemasaran, pelatihan literasi digital komunitas (Rimpu), serta penguatan identitas budaya dalam pemasaran online. Penelitian ini menggunakan pendekatan kualitatif dengan observasi partisipatif, wawancara mendalam, dan analisis dokumentasi. Hasil penelitian menunjukkan bahwa digitalisasi promosi melalui media social dan pasar meningkatkan visibitas dan pemasaran tembe nggoli, sedangkan pelatihan komunitas (rimpu) memperkuat kapasitas pelaku usaha serta pelestarian nilai budaya. Model ini dapat meningkatkan daya saing produk lokal sekaligus mempertahankan kearifan lokal sebagai modal pemberdayaan ekonomi Masyarakat.
Peningkatan Pengetahuan dan Keterampilan Peternak melalui Penyuluhan Manajemen Pemeliharaan Sapi Potong di Desa Lanta Kecamatan Lambu Kabupaten Bima Kharismafullah Kharismafullah; Andy Hermawan; Masnah Masnah; Baharudin Baharudin; Imam Akbar; Faisal Sa'ban; Yayan Anggriani; Nurwahidah Nurwahidah; Khairunnisah Khairunnisah
SWARNA: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 7 (2026): SWARNA : Jurnal Pengabdian Kepada Masyarakat, Juli, 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/swarna.v5i7.3633

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pengetahuan dan keterampilan peternak melalui penyuluhan manajemen pemeliharaan sapi potong di Desa Lanta, Kecamatan Lambu, Kabupaten Bima. Kegiatan ini dilatarbelakangi oleh masih terbatasnya pemahaman peternak mengenai penerapan manajemen pemeliharaan yang baik, khususnya dalam aspek pemberian pakan, perkandangan, kesehatan ternak, sanitasi, dan pengelolaan reproduksi. Metode pelaksanaan kegiatan meliputi observasi awal, penyuluhan, diskusi interaktif, demonstrasi, praktik langsung, serta evaluasi terhadap tingkat pemahaman peserta sebelum dan sesudah kegiatan. Materi penyuluhan disampaikan secara partisipatif dengan mengintegrasikan pengalaman peternak dan kondisi nyata usaha peternakan di wilayah Desa Lanta. Hasil kegiatan menunjukkan bahwa penyuluhan memberikan dampak positif terhadap peningkatan pengetahuan dan keterampilan peternak dalam mengelola usaha pemeliharaan sapi potong. Peternak memperoleh pemahaman yang lebih baik mengenai pentingnya penyediaan pakan yang berkualitas dan sesuai kebutuhan nutrisi ternak, penerapan kebersihan kandang, pencegahan dan pengendalian penyakit, serta pengelolaan pemeliharaan secara lebih terarah dan efisien. Selain itu, kegiatan ini mendorong peningkatan kesadaran peternak untuk menerapkan praktik pemeliharaan yang lebih baik sebagai upaya meningkatkan produktivitas dan kesehatan ternak. Kegiatan penyuluhan diharapkan dapat dilaksanakan secara berkelanjutan melalui pendampingan dan monitoring sehingga pengetahuan dan keterampilan yang diperoleh dapat diterapkan secara konsisten dalam kegiatan usaha peternakan. Dengan demikian, penyuluhan manajemen pemeliharaan menjadi salah satu strategi penting dalam mendukung peningkatan produktivitas dan keberlanjutan usaha peternakan sapi potong di Desa Lanta, Kecamatan Lambu, Kabupaten Bima.
IMPLEMENTASI GREEN MANAGEMENT PADA RANTAI PASOK JAGUNG: STUDI KASUS PT. SUL DI KECAMATAN BOLO, KABUPATEN BIMA. Nurwahidah Hidah
Jurnal Strategi dan Inovasi Bisnis Vol. 2 No. 1 (2026): Jurnal Strategi dan Inovasi Bisnis (JSIB)
Publisher : STIE YAPIS DOMPU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69666/zhedd290

Abstract

This study aims to analyze the implementation of Green Management in the corn supply chain at PT. Sul in Bolo District, Bima Regency, as well as to identify supporting and inhibiting factors in its application. This research uses a qualitative approach with a case study method. Data was collected through observation, in-depth interviews, and documentation, then analyzed using the interactive model of Miles, Huberman, and Saldaña through stages of data condensation, data presentation, and drawing conclusions.Research results show that PT. Sul has applied several Green Management principles in its corn supply chain activities, including implementing raw material quality standards, efficient warehouse management, optimizing distribution, utilizing organic waste, and strengthening partnerships with farmers. These implementations have had a positive impact on improving operational efficiency, reducing potential waste, and enhancing the quality of relationships between the company and suppliers.However, the implementation of Green Management still faces challenges such as limited eco-friendly technology, the absence of integrated environmental policies, and low understanding among some supply chain players regarding sustainable practices. This study recommends strengthening the Green Supply Chain Management system by applying environmental management standards, digitizing the supply chain, using energy-efficient technology, and improving farmers' capacity to support sustainable corn agribusiness.
Co-Authors Andy Hermawan Baharudin Baharudin Faisal Sa'ban Filiana, Filiana Imam Akbar Imam Akbar Khairunnisah Khairunnisah Khairunnisah Khairunnisah Kharismafullah Kharismafullah Masnah Masnah Muh. Khaerul Anas Mulyati, Asrah Nurfa'niansah Nurfa'niansah Yayan Anggriani