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All Journal JAM : Jurnal Aplikasi Manajemen Journal of Consumer Science Journal of Management and Business Innovations Bisman (Bisnis dan Manajemen): The Journal of Business and Management Jurnal Penelitian Manajemen Terapan (Penataran) Jurnal Scientia Jurnal Pengabdian kepada Masyarakat Nusantara Oikonomia: Jurnal Manajemen Jurnal Development GANESHA: Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat (ABDIRA) Jurnal Ilmu Ekonomi Manajemen dan Akuntansi JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Ilmu Komunikasi Dan Media Jurnal Manajemen dan Bisnis Journal of Social And Economics Research Jurnal Sistim Informasi dan Teknologi Malcom: Indonesian Journal of Machine Learning and Computer Science Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) The International Journal of Education Management and Sociology Journal of Artificial Intelligence and Digital Business Jurnal Pengabdian West Science Jurnal Ekonomi, Bisnis, dan Humaniora Journal of Placemaking and Streetscape Design Jurnal Internasional Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management International Journal of Management and Digital Business Horizon: Indonesian Journal of Multidisciplinary Indonesian Journal of Innovation Science and Knowledge Jurnal Pengabdian Masyarakat Ekonomi dan Bisnis Digital Jurnal Manajemen Bisnis Digital Terkini journal of social and economic research Bata Ilyas Educational Management Review Ulil Albab
Febri Sari Siahaan
Universitas Tangerang Raya Banten, Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Physics Public Health Social Sciences Transportation Other

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Driving Brand Evangelism through Social Media Marketing Activities and Experiential Marketing: The Roles of Customer-Based Brand Equity and Customer Engagement Lesna Purnawan; Ulfah Ulfah; Caesar Rismanto; Ayi Krisnha, W.A.N; Febri Sari Siahaan; Sutomo Sutomo
Oikonomia: Jurnal Manajemen Vol. 22 No. 2 (2026): Oikonomia: Jurnal Manajemen
Publisher : Fakultas Ekonomi dan Bisnis Universitas Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47313/oikonomia.v22i2.4374

Abstract

Purpose This study examines how Social Media Marketing Activities and Experiential Marketing drive Brand Evangelism through the dimensions of Customer-Based Brand Equity and Customer Engagement among Generation Z coffee shop consumers. Methodology Using a quantitative cross-sectional design, data were collected through an online questionnaire from 350 purposively selected respondents in Jabodetabek and analyzed using PLS-SEM with SmartPLS 4. Findings The results show that both marketing approaches significantly strengthen Brand Awareness, Brand Image, Perceived Quality, and Brand Loyalty. Experiential Marketing has the strongest effect on Brand Loyalty. Brand Awareness and Brand Loyalty significantly increase Customer Engagement, whereas Brand Image and Perceived Quality do not. Customer Engagement, in turn, strongly increases Brand Evangelism. Sequential indirect-effect analysis further shows that the pathways through Brand Awareness and Brand Loyalty are significant, while those through Brand Image and Perceived Quality are not. These findings indicate that familiarity and sustained preference are more effective than favorable impressions or quality evaluations alone in transforming marketing activities into active advocacy. Suggestions The study contributes by clarifying the unequal roles of Customer-Based Brand Equity dimensions in the pathway toward Brand Evangelism. Practically, coffee shop managers should combine responsive social media communication with loyalty-building experiences, including community events, coffee-tasting activities, personalized service, consistent product delivery, and visually shareable store environments.
Rancang Bangun Marketplace Jasa Ilustrasi Digital Berbasis Web pada Komunitas Discord Bayu Samudra; Irawan; Febri Sari Siahaan
Indonesian Journal of Innovation Science and Knowledge Vol. 3 No. 3 (2026): IJISK 2026
Publisher : Fakultas Pendidikan Ilmu Keguruan, Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijisk.v3i3.391

Abstract

Perkembangan layanan kreatif digital mendorong illustrator untuk memanfaatkan media daring dalam promosi, pemesanan, dan penyelesaian komisi. Komunitas Talantlivyy Tertulia menggunakan Discord sebagai media komunikasi, tetapi proses promosi layanan, pengelolaan portofolio, pemesanan komisi, revisi, dan dokumentasi transaksi masih tersebar pada beberapa media. Penelitian ini bertujuan merancang dan membangun marketplace jasa ilustrasi digital berbasis web yang mengintegrasikan proses tersebut dalam satu platform. Penelitian menggunakan model Waterfall. Data dikumpulkan melalui observasi, wawancara, dokumentasi, dan studi pustaka. Sistem diimplementasikan menggunakan PHP, framework CodeIgniter 3, dan MySQL. Perancangan sistem menggunakan UML dan pengujian dilakukan dengan Black box testing. Hasil penelitian menunjukkan bahwa sistem menyediakan fungsi untuk mengelola pengguna, layanan, portofolio, gallery, pemesanan komisi, proposal, wallet, progres pengerjaan, revisi, refund, withdraw, dan ulasan. Hasil pengujian menunjukkan seluruh skenario utama menghasilkan keluaran sesuai yang diharapkan. Sistem yang dibangun mengintegrasikan aktivitas yang sebelumnya dilakukan secara manual melalui Discord sehingga proses transaksi dan dokumentasi menjadi lebih terstruktur.
THE IMPACT OF DIGITAL LITERACY AND TECHNOLOGY ADAPTATION ON EMPLOYEE PERFORMANCE OF 'BASO ACI OGUT' IN THE INDUSTRY 4.0 ERA Irwanda Ferliana Maharani; Siti Munawaroh; Anis Kharismawati; Dewi Nur Hapijah; Sonya Trikandi; Dadah muliansyah; Febri Sari Siahaan
Journal of Social and Economics Research Vol 8 No 1 (2026): JSER, June 2026
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v8i1.1560

Abstract

Perkembangan era Industri 4.0 menuntut pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk memanfaatkan teknologi digital agar dapat bertahan dan berkembang di tengah persaingan yang ketat. Penelitian ini bertujuan untuk menganalisis pengaruh literasi digital dan adaptasi teknologi secara parsial maupun simultan terhadap kinerja karyawan pada UMKM "Baso Aci Ogut" di era Industri 4.0. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan asosiatif. Populasi dalam penelitian ini adalah seluruh karyawan UMKM Baso Aci Ogut. Pengambilan sampel dilakukan menggunakan teknik sampling jenuh (sensus) dengan melibatkan seluruh anggota populasi yang berjumlah 31 orang karyawan sebagai responden. Data dikumpulkan melalui kuesioner, observasi, dan studi pustaka, kemudian dianalisis menggunakan regresi linear berganda melalui program SPSS. Hasil penelitian berdasarkan uji t menunjukkan bahwa secara parsial, variabel Literasi Digital memiliki pengaruh positif dan signifikan terhadap kinerja karyawan dengan nilai signifikansi 0,000 (< 0,05). Sementara itu, variabel Adaptasi Teknologi secara parsial memiliki koefisien negatif dan tidak berpengaruh signifikan terhadap kinerja karyawan dengan nilai signifikansi 0,617 (> 0,05). Hasil uji F menunjukkan bahwa secara simultan, Literasi Digital dan Adaptasi Teknologi berpengaruh signifikan terhadap kinerja karyawan dengan nilai signifikansi 0,000 (< 0,05). Nilai Adjusted R Square sebesar 0,722 mengindikasikan bahwa variasi kinerja karyawan dapat dijelaskan oleh kedua variabel independen sebesar 72,2%, sedangkan sisanya sebesar 27,8% dipengaruhi oleh faktor lain di luar model penelitian.
CONTENT ANALYSIS OF RAYMOND CHIN YOUTUBE VIDEO "WHY YOUR INVESTMENTS MAKE YOU POOR – WARREN BUFFETT" Dimas Hafizah Abimanyu; Hilman Fariz Alfaridzi; Muhamad Fauzi; Arif Nur Suryo Hadi; Lintar Huzein Rumasoreng; Sonya Trikandi; Febri Sari Siahaan
Journal of Social and Economics Research Vol 8 No 1 (2026): JSER, June 2026
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v8i1.1574

Abstract

This study aims to analyze the key messages, moral values, and crucial quotes contained in Raymond Chin’s YouTube video titled “Why Your Investments Make You Poor – Warren Buffett”. Amidst the prevalence of instant-gratification culture and social media pressures that drive the younger generation to make impulsive investment decisions, the video serves as a counter-narrative highlighting Warren Buffett’s long-term investment philosophy. The study employs a qualitative approach with a descriptive design, utilizing qualitative content analysis and document study methods. Data collection was conducted in three stages: comprehensive observation of the video content, verbatim transcription, and the identification of quotes based on timestamps. The analysis reveals that Raymond Chin’s video consistently emphasizes three fundamental pillars of financial success: strategic patience, a focus on one’s "circle of competence," and emotional discipline. These findings underscore that the investment failures experienced by many individuals stem not from a lack of knowledge, but rather from a psychological inability to persevere through a long-term process fraught with uncertainty. The study concludes that sustainable financial success requires consistency, emotional control, and a deep understanding of the compounding effect, rather than speed in achieving results.
Implementasi Bauran Pemasaran dan E-Service Quality terhadap Loyalitas yang Dimediasi oleh Kepuasan Pelanggan Open Trip Agenda Tahunan Tigaraksa Kabupaten Tangerang Muhamad Irwansyah Ramadani; Febri Sari Siahaan; Novi Irwansyah
Jurnal Manajemen Bisnis Digital Terkini Vol. 3 No. 3 (2026): Juli: Jurnal Manajemen Bisnis Digital Terkini
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumbidter.v3i3.1491

Abstract

This study aims to examine the influence of Marketing Mix and E-Service Quality on Customer Loyalty, with Customer Satisfaction serving as a mediating variable in the context of Open Trip Agenda Tahunan.  The study was conducted based on the importance of maintaining customer loyalty in the increasingly competitive travel service industry. Customer loyalty is influenced by several factors, including the implementation of an effective marketing mix, the quality of electronic services provided, and the level of customer satisfaction gained after using the services. This research employed a quantitative approach using a survey method. The sampling technique applied was purposive sampling. A total of 140 questionnaires were collected, of which 140 met the research criteria and were subsequently analyzed. The data were processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with the assistance of SmartPLS 5 software. The analytical procedures included the evaluation of the outer model, inner model, hypothesis testing, and mediation analysis. The findings reveal that the Marketing Mix has a positive and significant effect on both Customer Satisfaction and Customer Loyalty. In addition, Customer Satisfaction significantly influences Customer Loyalty. Conversely, E-Service Quality does not have a significant effect on either Customer Satisfaction or Customer Loyalty. The mediation analysis further indicates that Customer Satisfaction mediates the relationship between the Marketing Mix and Customer Loyalty, whereas it does not mediate the relationship between E-Service Quality and Customer Loyalty.
Co-Authors Ahmad Rasyiddin Ahmad Rasyiddin Ahmad Rasyiddin Ahmad Rifai Ahmad Yudha Perdana Ainil Mardiah Amanda Sona Priscillia Amanda Sona Priscillia Amat Suroso Amelia Sholikhaq Ananda Rinjani Faatihah Andrian Haro Angga Saputra Anis Kharismawati Anita Bawaiqki Wandanaya Aprilia Rohmana Arif Nur Suryo Hadi Ayi Krisnha W.A.N Ayi Krisnha, W.A.N Azis, Nur Azmi Khalidah Prasmana Bayu Samudra Beryansyah, Beryansyah Budi Akhmad Tarigan Caesar Rismanto Caesar Rismanto Caesar Rismanto Dadah muliansyah Dadang Abdullah Daffa Daffa Dedianto Turnip Devika Nur Fadlin Dewi Husnul Mutmainnah Dewi Nur Hapijah Dewi Purwati Dharma, Budi Diksi Metris Diksi Metris Dimas Hafizah Abimanyu Dwi Maylani Pertiwi Eka cipta cendikia Naufal Etty Zuliawati Zed Etty Zuliawati Zed Eva Monika Eva Rostiana Hari Setia Putra Hasan, Raden Hilda Yuliastuti Hilman Fariz Alfaridzi Ibrahim Tri Nugroho Ibrahim Tri Nugroho Ignatius Joko Dewanto Ilham Arief Ima Arsyinda Indra Bakti Indra Setiawan Indri Amelia Putri Indriani Puji Astuti Intan Oktaviani Irawan Irdiana, Sukma Irma M. Nawangwulan Irwanda Ferliana Maharani Joko Ariawan Kade Birawan, I Gusti Khansa Rayyani Aulia Khodijah La Mema Parandy Lesna Purnawan Lesna Purnawan Lilik Suryaningsih Lintar Huzein Rumasoreng Mahrizal Maman Sulaeman Metris, Diksi Muanah Muanah Muarief, Fahrurozi Muhamad Fauzi Muhamad Irwansyah Ramadani Muhamad Syahrul Romdoni Muhamad Syawaludin Haris Muhammad Febrianto Muhammad Septyo Ajie Prihantoro Muhammad Yusuf Muhammad Yusuf Mulina, Rury Nihayah Nihayah Nining Yurista Prawitasari, S.H.,M.H. Novi Irwansyah Nugroho, Ibrahim Tri Nuhfendi Nuhfendi Nurhayaty, Ety Priscillia, Amanda Sona Purnawan, Lesna Rachman Hakim Raden Hasan Rahma Miftahul Jannah Rahmat Hidayat Rajendra Gading Pramudya Rasyiddin, Ahmad Rayyani Aulia, Khansa Restika, Dea Rinjani Faatihah, Ananda Rismanto, Caesar Riya Fitriyani Rofik Priyanto Rosyidin Erlangga Rury Mulina Rury Mulina Ryu Anggada Sabelita Ayu Wulandari Samuel PD Anantadjaya Santi Rahmawati Semuel, Semuel Seniorita Sesri Sellina Sesri Sellina Setyo Ferry Wibowo Silfatun Salsanabila Siti Munawaroh Siti Muslyhah Sofyan Oktavian Tubagus Sonya Trikandi Sonya Trikandi Sonya Trikandi Sonya Trikandi Suherdi Maulana Suherdi Maulana Susilowati Susilowati Sutomo Sutomo Sutomo Sutomo Syamsul, Albab Syarifuddin Syarifuddin Trikandi, Sonya Ulfah Ulfah Ulfah Ulfah Ulvia Bilqis Salsabila Usep Suhud W. A. N, Ayi Krisnha Wardah Aliyah Wulandari Wulandari Yudhi Esa Saputra Yunita Nur Afni Zaskia Putri Zelinda Syaifa Putri Zulfa Zakiatul Hidayah