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All Journal Kinerja JAM : Jurnal Aplikasi Manajemen Wacana, Jurnal Sosial dan Humaniora Berdikari: Jurnal Pengabdian Masyarakat Indonesia JURNAL ILMIAH FEASIBLE (JIF) PINISI Discretion Review DEDIKASI PKM Jurnal Disrupsi Bisnis Jurnal Ekonomi Efektif BISMA (Bisnis dan Manajemen) Jurnal Mahasiswa Mengabdi (JIMAWAbdi)
Nuralam, Inggang Perwangsa
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Membangun Keunggulan Destinasi Melalui Brand Equity: Tinjauan Sistematis Brand Familiarity, Perceived Quality, dan Brand Image Nuralam, Inggang Perwangsa; Ramadhan, Hanifa Maulani; Aini, Edlyn Khurotul; Jagad, Dyya Ayu Sinta Sekar; Ruwaida, Hifni Bahiroh
Jurnal Disrupsi Bisnis Vol. 8 No. 6 (2025): Jurnal Disrupsi Bisnis
Publisher : Prodi Manajemen, Fakultas Ekonomi, Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/drb.v8i6.54761

Abstract

Penelitian ini bertujuan untuk meninjau secara sistematis hubungan antara brand familiarity, perceived quality, dan brand image terhadap destination brand equity serta implikasinya terhadap daya saing destinasi wisata di pasar global. Kajian ini menggunakan pendekatan Systematic Literature Review (SLR) dengan metode Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). Data diperoleh dari basis data Scopus dengan kombinasi kata kunci yang relevan dan disaring berdasarkan kriteria inklusi, yaitu tahun publikasi 2020–2025, dokumen artikel final, berbahasa Inggris, serta berstatus open access. Dari 510 artikel yang teridentifikasi, 19 artikel akhir memenuhi syarat untuk dianalisis secara sistematis. Hasil penelitian menunjukkan bahwa brand familiarity, perceived quality, dan brand image secara simultan berpengaruh positif terhadap pembentukan overall brand equity destinasi. Brand familiarity berperan membangun keakraban dan kepercayaan terhadap destinasi, perceived quality memperkuat persepsi nilai dan kepuasan wisatawan, sedangkan brand image mempertegas diferensiasi serta keunggulan emosional destinasi. Sinergi ketiganya berkontribusi terhadap peningkatan loyalitas wisatawan dan reputasi destinasi yang pada akhirnya memperkuat daya saing di pasar internasional. Secara teoretis, hasil penelitian memperluas model Customer-Based Brand Equity (CBBE) dengan mengintegrasikan dimensi pengalaman wisata (experiential value) dan reputasi digital. Sementara itu, secara praktis, penelitian ini menekankan pentingnya strategi pengelolaan merek destinasi yang menyeimbangkan paparan, kualitas layanan, dan diferensiasi citra guna menciptakan keunggulan kompetitif yang berkelanjutan di industri pariwisata global.
Mapping the Intellectual Structure and Emerging Frontiers of AI-Driven Social Media Marketing: A Bibliometric Analysis of Recent Research Adelia, Winalda; Nuralam, Inggang Perwangsa
PINISI Discretion Review Volume 9, Issue 1, September 2025
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v1i1.82506

Abstract

The rapid integration of artificial intelligence (AI) into social media marketing has generated a growing and fragmented body of scholarly research, creating a need for systematic knowledge consolidation. Despite the increasing volume of publications, a comprehensive understanding of the intellectual structure, thematic evolution, and emerging research directions in AI-driven social media marketing remains limited. Addressing this gap, this study aims to map the development, dominant themes, and future trajectories of AI-driven social media marketing research through a bibliometric analysis.Using data retrieved from the Scopus database on 7 January 2026, a total of 161 journal articles were analyzed. Bibliographic coupling, co-occurrence (co-word) analysis, and citation analysis were conducted using VOSviewer to examine publication growth, scientific influence, intellectual structures, and conceptual themes. The results reveal a significant upward trend in research output over the past five years, accompanied by increasing citation impact. The analysis identifies four core intellectual clusters and five dominant thematic clusters, highlighting key research streams such as AI-enabled marketing analytics, consumer engagement and personalization, automation and conversational AI, performance measurement, and ethical governance.This study contributes by providing a structured and data-driven overview of AI-driven social media marketing research, offering valuable insights for scholars and practitioners. The findings also highlight emerging themes, including generative AI and responsible AI practices, which offer promising directions for future research.
Designing Effective Entrepreneurship Education Programs To Cultivate Long-Term Entrepreneurial Mindsets In Generation Z Nuralam, Inggang Perwangsa; Aini, Edlyn Khurotul; Ruwaida, Hifni Bahiroh; Anapah, Maria Goreti Ilmiana
JURNAL ILMIAH FEASIBLE: Bisnis, Kewirausahaan dan Koperasi Vol 7 No 2 (2025): Jurnal Ilmiaf Feasible (JIF): Bisnis, Kewirausahaan, dan Koperasi
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/fb.v7i2.2025.154-166.54656

Abstract

The increase in entrepreneurial activity among Generation Z shows excellent potential to drive innovation and economic growth, but there remains a gap between long-term entrepreneurial intentions and behavior. Entrepreneurship education often fails to foster sustainable entrepreneurial passion because of its theoretical, less contextual approach. This study aims to analyse the influence of entrepreneurship education on entrepreneurial passion, identify the most effective types of programs, and formulate institutional strategies in designing sustainable entrepreneurship education for Generation Z. Using a Systematic Literature Review approach following the PRISMA protocol, this study selected 27 of 1,458 articles obtained through the Scopus database (2024–2025, English language, open access). The results of the thematic analysis show four main findings: (1) experiential learning effectively fosters passion through project-based learning; (2) integration of digital technology increases student relevance and engagement; (3) social support and the campus ecosystem strengthen sustainable entrepreneurial behavior; and (4) social value-based learning forms authentic passion. Effective entrepreneurship education for Generation Z needs to be oriented towards real experiences, social values, and digital technology.
Penguatan Kapasitas Komunikasi Bisnis UMKM Melalui Pelatihan Presentasi B2B Nuralam, Inggang Perwangsa; Wilopo; Said, Abdulah; Hutahayan, Benny; Maulinarhadi, Mirza; Puspita Ningrum, Lilyan; Sa'adah, Ulfi; Puja Dewi Ismawati, Ninik
Jurnal Ilmiah Mahasiswa Mengabdi Vol. 5 No. 3 (2025): Jurnal Ilmiah Mahasiswa Mengabdi (JimawAbdi)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/jmab.v5i3.54723

Abstract

Peningkatan kesadaran konsumen terhadap produk ramah lingkungan telah memicu pertumbuhan pesat industri bahan alami dan layanan maklon (white label) perawatan tubuh. Namun, banyak UMKM seperti Necerel menghadapi kendala komunikasi bisnis B2B akibat ketiadaan materi presentasi (pitch deck) yang profesional dan terintegrasi. Pengabdian ini bertujuan memperkuat strategi komunikasi bisnis UMKM melalui pelatihan intensif dan pengembangan materi presentasi yang efektif. Metode pelaksanaan menggunakan pendekatan partisipatif yang meliputi asesmen kebutuhan, workshop komunikasi bisnis, perancangan pitch deck kolaboratif, serta simulasi uji coba dengan calon mitra strategis. Evaluasi kuantitatif melalui pre-test dan post-test mencatat peningkatan kemampuan presentasi tim mitra sebesar 40,4%, sementara 80% responden uji coba menilai materi baru lebih jelas dan persuasif. Hasil menunjukkan bahwa pendekatan storytelling dan visualisasi data efektif meningkatkan profesionalitas serta memperluas peluang jejaring bisnis. Selain itu, program ini memicu perubahan sosial internal berupa pembentukan peran koordinator komunikasi dan budaya kerja yang lebih kolaboratif. Kegiatan ini dapat menjadi model replikasi bagi pengembangan UMKM berorientasi keberlanjutan. Secara spesifik, kontribusi kegiatan ini terletak pada integrasi strategi visual storytelling dalam komunikasi pemasaran B2B yang terbukti mampu meningkatkan kepercayaan mitra dan daya saing UMKM di sektor industri natural.
Co-Authors Abdullah Said Abdullah Said, Abdullah Achmad, Riza Putra Adelia, Winalda Aditya, Yahya Mulya Anapah, Maria Goreti Ilmiana Asmoro, Priandhita Sukowati Asmoro, Priandhita Sukowidyanti Benny Hutahayan Dian Eka Ratnawati Edlyn Khurotul Aini Fajri, Muhammad Nur Fitrotul Laili Hanifa Maulani Ramadhan Hasibuan, Herida Hafni Hutahayan, Benny Jagad, Dyya Ayu Sinta Sekar Kadarisman Hidayat Kartika, Annisa Wuri Khofifatunnabilah, Khofifatunnabilah Maulinarhadi, Mirza Mirza Maulinarhadi Ranatarisza Nafisa, Layyin Nurlita Novianti Puja Dewi Ismawati, Ninik Puspita Ningrum, Lilyan Raisha, Serefika Rizal Alfisyahr Ruwaida, Hifni Bahiroh Sa'adah, Ulfi Said, Abdulah Saparila Worokinasih Setyowati, Andri Tirus, Hilman Madani Trysna, Palguna Pamagath Utomo, Yoga Cahyo Wilopo Wilopo Wilopo, Wilopo