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All Journal SABAJAYA Jurnal Pengabdian Kepada Masyarakat Neraca Manajemen, Akuntansi, dan Ekonomi JGEN : Jurnal Pengabdian Kepada Masyarakat
Istiono, Istiono
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Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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PENGARUH LIVE STREAMING, CELEBRITY ENDORSER, DAN CUSTOMER TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI MARKETPLACE (STUDI PADA MAHASISWA EKONOMI DAN BISNIS UNIVERISTAS 17 AGUSTUS 1945 SURABAYA) Imatul Komariyah; Istiono, Istiono
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 4 No. 3 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v4i3.2301

Abstract

Penelitian ini berfokus pada variabel-variabel yang mempengaruhi keputusan konsumen untuk membeli produk. yang melibatkan kepercayaan pelanggan, dukungan selebriti, dan live streaming. Sebanyak 101 responden dipilih sebagai sampel untuk penelitian ini berdasarkan algoritma Lemeshow, dan populasinya terdiri dari mahasiswa Universitas 17 Agustus 1945 Surabaya yang sedang menempuh pendidikan di bidang bisnis dan ekonomi. Regresi linier berganda adalah strategi yang digunakan dalam penelitian ini, yang mengolah data menggunakan SPSS 25 dan pendekatan analisis kuantitatif deskriptif. Berdasarkan uji t, kesimpulan penelitian menunjukkan bahwa live streaming, dukungan selebriti, dan kepercayaan konsumen secara signifikan dan parsial mempengaruhi keputusan konsumen untuk membeli produk. Uji F menunjukkan bahwa ketiga variabel tersebut memiliki dampak yang besar dan menguntungkan terhadap keputusan pembelian secara bersamaan. Studi ini memajukan pengetahuan kita tentang variabel yang mempengaruhi pilihan konsumen di pasar, terutama bagi mahasiswa yang terlibat.
ANALISIS STRUKTUR MODAL, KEBIJAKAN DIVIDEN, DAN PROFITABILITAS SERTA PENGARUHNYA TERHADAP NILAI PERUSAHAAN Rahmawati, Dewi; Istiono, Istiono
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 7 No. 1 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v7i1.4801

Abstract

This research aims to determine the influence of capital structure, dividend policy, and profitability on company value. This research was conducted on banking sub-sector companies in the LQ45 category listed on the Indonesia Stock Exchange for the 2018-2023 period. The sample used is a saturated sample where the entire population is sampled. Data collection techniques used company annual report documentation and the data collected was analyzed using multiple linear regression and IBM SPSS Version 25 tools. The research results show that simultaneously capital structure, dividend policy and profitability have a significant effect on company value in banking sub-sector companies in the LQ45 category listed on the Indonesia Stock Exchange for the 2018-2023 period. Meanwhile, partially the capital structure variable has a significant effect on company value. The dividend policy variable does not have a significant effect on company value. The profitability variable has a significant negative effect on company value. The recommendation from this research is that companies need to optimize their capital structure to increase company value and attract investors. Even though dividend policy does not have a significant effect, maintaining a consistent dividend policy is still important to maintain investor confidence. The main focus must remain on increasing profitability because it has a significant influence on company value. It is recommended that further research expand the sample and add other variables such as asset structure, company size, liquidity and solvency in order to obtain more comprehensive and accurate results. Keywords: Capital Structure, Dividend Policy, Profitability, and Firm Value
PENGARUH BRAND AMBASSADOR, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK SKINCARE SKINTIFIC Oktavia, Silvia Selsa; Istiono, Istiono
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 7 No. 1 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v7i1.4808

Abstract

ABSTRACT Based on data from the Compas Dashboard (2023) regarding local and imported skincare sales, it shows that of the five top brands in that period, three of them implemented a branding strategy involving Korean artists, while Skintific, as an imported brand, did not implement the same strategy. This strategy has proven effective for other brands such as Whitelab, which managed to record its best performance in the period 1-15 September. This phenomenon indicates that competition does not only occur between local skincare brands, but also between imported brands in the market. Therefore, several brands have begun to optimize special strategies to increase consumer buying interest in Skintific skincare products. This research aims to test and analyze the influence of Brand Ambassador, Brand Image and Product Quality on Purchase Interest in Skintific Skincare Products, both partially and simultaneously. This research was conducted on students of the Management Study Program, Faculty of Economics and Business, University of 17 August 1945 Surabaya. This research was conducted on a sample size of 100 respondents who were collected using a questionnaire and the data tests used were instrument tests, classical assumption tests, t tests and F tests. Data analysis used multiple linear regression coefficient of determination (R2) with SPSS 27. The results of this research are that Brand Ambassador, Brand Image and Product Quality simultaneously have a significant effect on Interest in Buying Skincare Products, Brand Ambassador has a positive and significant effect on Interest in Buying Skincare Products, Brand Image has a positive effect on Interest in Buying Skincare Products, Quality Products have a significant positive effect on Purchase Interest in Skintific Skincare Products. Keywords: Brand Ambassador, Brand Image and Product Quality, Purchase Interest.
ANALISIS PENGARUH STRUKTUR MODAL, KEBIJAKAN DIVIDEN, DAN PROFITABILITAS TERHADAP NILAI PERUSAHAAN: STUDI PADA PERUSAHAAN LQ45 NON KEUANGAN PERIODE 2020-2022 Fardiana, Fardiana; Istiono, Istiono
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 7 No. 9 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v7i9.5187

Abstract

Intense business competition forces companies to demonstrate their best performance to attract investors and facilitate the acquisition of funds through the capital market. The Indonesia Stock Exchange (IDX) plays a crucial role in helping companies sell shares to investors, which in turn provides additional capital for the companies. Companies listed in the LQ45 index also face strategic decisions regarding capital structure, dividend policy, and profitability to maintain their company value. This study aims to analyze the influence of capital structure, dividend policy, and profitability on the value of non-financial LQ45 companies during the 2020-2022 period. Based on data analysis, it was found that capital structure significantly impact company value, while dividend policy and profitability does not have a significant effect. However, simultaneously, these three variables significantly influence company value. This research provides insights for management and shareholders in planning financial and business strategies to enhance company value in the future.
Pelatihan Strategi Manajemen Pemasaran pada UKM Kemilau Fajar Club Surabaya Prastiwi, Estik Hari; Istiono, Istiono; Astawinetu, Erwin; Ridwan, Muhammad Sihab
JGEN : Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 1 (2024): JGEN : Jurnal Pengabdian Kepada Masyarakat, Juni 2024
Publisher : Lumbung Pare Cendekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60126/jgen.v2i1.317

Abstract

Usaha Mikro, Kecil dan Menengah (UMKM) merupakan bentuk badan usaha yang menjadi andalan sebagai sumber pendapatan masyarakat baik di perkotaan maupun pedesaan. UKM perlu mengetahui strategi pemasaran supaya dapat mempertahankan maupun meningkatkan penjualan. Metode pelatihan dengan cara melakukan observasi pada UKM yang tergabung pada Fajar Kemilau Club sehingga pelatihan yang diberikan sesuai dengan kebutuhan UKM. Pelatihan yang dilakukan yaitu memberikan pengetahuan tentang manajemen pemasaran dan strategi manajemen pemasaran yaitu dengan menggunakan Analisa SWOT sehingga UKM dapat mengetahu analisa intern yaitu kekuatan dan kelemahan serta analisa ekstern yaitu peluang dan ancaman. Hasil pelatihan yang didapatkan yaitu UKM dapat mengimplementasikan analisa SWOT sesuai dengan produk yang dijual UKM.
Pelatihan Pembuatan Media Sosial Tiktok Rumah Bunga Kedamean Gresik Prastiwi, Estik Hari; Ridwan, M Sihab; Istiono, Istiono
SABAJAYA Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 06 (2024): SABAJAYA : Jurnal Pengabdian Kepada Masyarakat
Publisher : SABA JAYA PUBLISHER

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

Abstract

Pengabdian dilakukan pada petani bunga di Desa Banyu Urip Kecamatan Kedamaian Kabupaten Gresik. Pak faisal salah satu petani bunga di Desa Banyu Urip memiliki usaha membuat taman dan menjual pohon yang ukuran besar. Permasalahan yang dihadapi Pak Faisal yaitu tidak mempunyai mesin kretek yang berfungsi untuk mengangkut pohon yang besar dari lokasi stand bunga Pak Faisal ke tempat pembeli atau taman yang dibuat Pak Faisal. Metode PKM yang diberikan yaitu memberikan alat Ttg yaitu mesin kretek dan memberikan pelatihan dan pendampingan promosi lewat sosial media supaya jasa pembuatan taman pak Faisal lebih dikenal konsumen. Pendampingan dilakukan pada pak Faisal sehingga bisa membuat dan mengupload video rumah bunga pada Tiktok
Co-Authors Astawinetu, Erwin DEWI RAHMAWATI Estik Hari Prastiwi, Estik Hari Fardiana, Fardiana Imatul Komariyah Oktavia, Silvia Selsa RIDWAN, M SIHAB Ridwan, Muhammad Sihab