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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Proceeding International Conference on Information Technology and Business Jurnal Kebijakan dan Administrasi Publik JURNAL EKONOMI DAN BISNIS AIRLANGGA JURNAL PENGABDIAN KEPADA MASYARAKAT JURNAL AKUNTANSI DAN BISNIS : Jurnal Program Studi Akuntansi Jurnal Manajemen Indonesia JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Primanomics : Jurnal Ekonomi & Bisnis J-MAS (Jurnal Manajemen dan Sains) Computer Based Information System Journal Jurnal Manajemen Pemasaran Magisma: Jurnal Ilmiah Ekonomi dan Bisnis eCo-Buss SABDAMAS BENING JURNAL ILMIAH MAKSITEK Journal of Community Service and Empowerment Jurnal Disrupsi Bisnis Dynamic Management Journal Jurnal Abdimas Bina Bangsa Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Jurnal Puan Indonesia Dinamika Proceeding National Conference Business, Management, and Accounting (NCBMA) Journal of Entrepreneur and Business e-Jurnal Apresiasi Ekonomi International Journal of Multidisciplinary Approach Research and Science Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Jurnal Pengabdian Barelang JKAP (Jurnal Kebijakan dan Administrasi Publik) Jurnal Bisnis Dan Manajemen: Bisman SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa Prosiding Seminar Nasional Ilmu Sosial dan Teknologi (SNISTEK)
Husda, Nur Elfi
Universitas Putera Batam
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Pengaruh Citra Merek, Kepercayaan Dan Nilai Pelanggan Terhadap Kepuasan Pelanggan Pengguna Gojek Di Kota Batam Devy Anggraini; Husda, Nur Elfi
SCIENTIA JOURNAL Vol 6 No 1 (2024): Scientia Journal
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/scientiajournal.v6i1.8580

Abstract

This research seeks to explore the influence of brand image, trust and customer value on customersatisfaction of Gojek users in Batam City. This research is an associative type with a quantitative approach.Focus on the Gojek consumer population in Batam City, with a total of 6,180 customers. The samplingtechnique chosen was based on the Slovin formula, producing 376 respondents. By using a multiple linearregression approach, the data analysis process includes various tests, such as data quality tests, classicalassumption tests, influence tests, and hypothesis tests. The results of multiple linear regression analysishave been able to show that brand image has an influence of 23.7% on customer satisfaction. Trust showsan influence of 27.9% on customer satisfaction. Customer value can have a big influence of 28.3% oncustomer satisfaction. The test results contained in the analysis of the coefficient of determination (R2)underline the collective explanatory power of brand image, trust and customer value, which accounted for70.7% of the observed variation in customer satisfaction of Gojek users in Batam City. Apart from that, thefindings are also strengthened by using the t test and F test showing that brand image, trust and overallcustomer value have a positive and significant influence both partially and simultaneously on customersatisfaction of Gojek users in Batam City
Digital Marketing Sosial Media Gaming Berbayar Kiki Sumanti; Nur Elfi Husda; Juwintar Febriani Arwan
Prosiding Vol 4 (2022): SNISTEK
Publisher : LPPM Universitas Putera Batam

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Abstract

Sosial media is very effective and efficient in digital marketing in this modern era. In the world of gaming, sosial media is also functioned as an additional facility to give additional comfort and function to user. This paper is written to discuss and understand the concept of paid sosial media gaming, the right strategy to paid sosial media gaming, implantation of marketing mix to paid sosial media gaming, and marketing communication to paid sosial media gaming. The methodology used in this paper is descriptive analysis with literature research to describe the purpose of this research. The result of this study discusses about the characteristics of paid sosial media gaming, marketing strategy of paid sosial media gaming, marketing mix of paid sosial media gaming, and marketing communication for paid sosial media gaming. The result of this paper also discuesses about the design of canvas model of paid sosial media gaming and the SOSTAC of the application of the paid sosial media gaming called MaYo!! so that the business can be launched. MaYo!! is made for gamers to interact with one other as other sosial medias do which are adding friends and chatting with other gamers. Through MaYo!! players account can also be played by jockey until a certain level that customer requested and players can also pick other available MaYo pro-players to play along with to gain victory
Pengaruh Brand Image, Promosi Penjualan Dan Duta Merek Terhadap Minat beli Konsumen E-Commerce Blibli Pada Masyarakat Kota Batam Billy Fransiscus; Nur Elfi Husda
Prosiding Vol 4 (2022): SNISTEK
Publisher : LPPM Universitas Putera Batam

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

Abstract

Along with the rapid development of technology and computer communication networks and become a medium to meet and make it easier for people to find their needs. The development of this technology is in the form of e-commerce. E-commerce refers to the processing of agreements in the sale and purchase of a commodity by utilizing computer networks or the internet. This makes e-commerce competition very tight, especially on the influence of the company's brand image, sales promotions and brand ambassadors will have an impact on consumer buying interest. The purpose of this study is to understand whether there is an influence between the variables of brand image, sales promotion, and brand ambassadors on the buying interest of Blibli e-commerce consumers in the Batam city community. The data collection technique was by distributing questionnaires to 100 respondents. The data analysis method used is descriptive analysis using SPSS version 26 program tools, namely validity test, reliability test, coefficient of determination test, multiple linear regression analysis, t test, F test. The results of this study indicate that brand image (X1) has an effect negative and significant effect on buying interest (Y), while sales promotion (X2) and brand ambassadors (X3) have a positive and significant effect on buying interest (Y). Simultaneously, the variable brand image (X1), sales promotion (X2) and brand ambassadors (X3) have a positive and significant effect with an F table value of 14,887 > 2.70 F table with a significance value of 0.00 less than 0.05 on interest buying (Y) consumers in the city of Batam.
Analisis Implementasi Strategi Pemasaran Digital dengan Pendekatan Model SOSTAC di Universitas Putera Batam Tussi Sulistyowati; Nur Elfi Husda
Prosiding Vol 5 (2023): SNISTEK
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/psnistek.v5i.8062

Abstract

Digital marketing has become a crucial element in the marketing strategy of higher education institutions. This research, adopting a qualitative descriptive research approach and conducted on September 2-3, 2023, aims to provide an in-depth understanding of the practical application of the SOSTAC Model within the framework of Universitas Putera Batam. The research results indicate that the social media performance of Universitas Putera Batam is excellent. On YouTube, there are 428 videos ranking first in terms of video content quantity, along with 1,970 subscribers ranking third among private universities in the Riau Islands. On Instagram, there are 2,887 posts and 11,400 followers, while the Facebook account has 7,500 likes and 7,900 followers, demonstrating excellent performance across all platforms. To enhance engagement, Universitas Putera Batam can take several strategic steps. On the YouTube channel, they can create more informative content that piques the interest of prospective students, such as admission announcement videos. On Instagram, the focus can be directed towards increasing the number of likes by organizing contests or campaigns involving followers to boost engagement. Meanwhile, on Facebook, it is crucial to respond promptly to comments and follower messages and consider sharing more diversified content to improve user interaction. By leveraging the SOSTAC Model and continuously monitoring digital media performance, Universitas Putera Batam can maximize the impact of digital marketing strategies in achieving marketing goals and maintaining attractiveness in the competitive higher education market.
PENGARUH DIGITAL MARKETING, EELCTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN THE ORIGINOTE DI KOTA BATAM Belan, Monika Samanthawina; Husda, Nur Elfi
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 4 No. 2 (2024): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/e4c76018

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh digital marketing, electronic word of mouth dan brand image terhadap keputusan pembelian skincare The Originote di Kota Batam. Penelitian ini menggunakan teknik kuantitatif dan sampel diambil dari 105 responden yang pernah membeli sunscreen The Originote. Teknik pengumpulan data melalui kuesioner dan menggunakan software SPSS versi 29 untuk analisis data meliputi uji kualitas, uji asumsi klasik, uji pengaruh dan uji hipotesis. Nilai Adjusted R Square sebesar 82,1% menunjukkan bahwa faktor digital marketing, electronic word of Mouth dan brand image secara bersama-sama mempunyai pengaruh yang signifikan terhadap keputusan pembelian. Adanya variabel lain yang tidak diperhitungkan dalam penelitian ini ditunjukkan oleh sisanya sebesar 17,9%. Hasil uji parsial menunjukkan bahwa ketiga variabel independen yaitu digital marketing, electronic word ofmouth dan brand image mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian The Originote di Kota Batam.
PENGARUH MEDIA SOSIAL, WORD OF MOUTH, DAN EFEKTIVITAS IKLAN TERHADAP MINAT BELI PADA TEH GELAS DI KOTA BATAM Sitompul, Nova Julianti Br; Husda, Nur Elfi
Dinamika: Jurnal Manajemen Sosial Ekonomi Vol. 5 No. 1 (2025): DINAMIKA : Jurnal Manajemen Sosial Ekonomi
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi - Studi Ekonomi Modern

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/3whvr933

Abstract

The rise of technology and social media has transformed product promotion and marketing in the digital era. Social media, word of mouth (WOM), and advertising effectiveness significantly influence consumer buying interest. This study examines their impact on buying interest in Teh Gelas products in Batam City using a quantitative descriptive approach. With a sample size of 100 respondents determined via the Lameshow formula, the study targeted Teh Gelas consumers who had tried the product at least once in 2023. Data was collected through an online questionnaire and analyzed using SPSS. Results indicate that social media, WOM, and advertising effectiveness each positively and significantly affect buying interest in Teh Gelas.
The Effectiveness of Customer Experience and Customer Value on Customer Loyalty at Cinepolis Batam with Customer Satisfaction as an Intervening Variable Rexy Mainaki; Nur Elfi Husda
JURNAL AKUNTANSI DAN BISNIS : Jurnal Program Studi Akuntansi Vol. 11 No. 1 (2025): Mei 2025
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jab.v11i1.14162

Abstract

The entertainment industry is currently experiencing significant growth and is increasingly in demand by both individuals and society. This study applies the theory of service marketing and customer behavior, which focuses on marketing concepts and the behavior of customers during transactions. The purpose of this research is to assess the impact of customer experience and customer value on customer loyalty, with customer satisfaction acting as an intervening variable at Cinepolis Mall Botania 2 Batam during March 2024. The population for this study consists of individuals who purchased tickets, food, and beverages during March 2024, totaling 9,083 people. The sample includes 293 respondents, representing the average audience for that period. The data analysis method involves a quantitative approach used a questionnaire and SmartPLS analysis tool. The tests conducted include validity and reliability assessments using the outer model and inner model. The findings from the data tests indicate that while customer experience does not influence customer loyalty, other hypotheses examined in the study do show a significant impact
THE INFLUENCE OF WORK DISCIPLINE, TURNOVER INTENTION AND WORK MOTIVATION ON EMPLOYEE PERFORMANCE AT PT PAN BARUNA BATAM Tio, Frankie; Husda, Nur Elfi
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Volume 13 Nomor 2 Tahun 2025
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v13i2.9523

Abstract

This study aims to determine whether work discipline, turnover intention, and work motivation are influenced by employee performance at PT Pan Baruna Batam. The research method uses a descriptive quantitative method with a population and samples taken from respondents at PT with the approach used in the form of purposive sampling with a total sample of 102 people using saturated samples taken from all respondent results. The tests used in this study are validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, coefficient determinants, and partial tests using the SPSS tool with version 29. The results of this test indicate that discipline has a significant and positive effect on employee performance, turnover intention has a significant and positive effect on employee performance, and work motivation has a significant and positive effect on employee performance.  
PENGARUH VIRAL MARKETING, BRAND AMBASSADOR, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN NATASHA SKINCARE DI KOTA BATAM Artika Mulia Sari; Nur Elfi Husda
Prosiding Vol 7 No 1 (2025): SNISTEK
Publisher : LPPM Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/psnistek.v7i1.10705

Abstract

Increasingly fierce business competition is driving companies to innovate in digital marketing strategies. One approach used is viral marketing, brand ambassadors, and building consumer trust to influence purchasing decisions. This study aims to determine whether influencer endorsements, customer reviews, and perceived quality influence purchasing decisions for Skintific products on TikTok Shop, both individually and collectively. A systematic and structured quantitative approach was used, located in Batu Aji District, Batam City. The population included all Natasha Skincare users in the area, and a sample of 100 people was determined using a purposive sampling method. Respondents were active users of Natasha Lightening Night Cream. Data were collected through a questionnaire and analyzed using multiple linear regression. Viral marketing has been proven effective in increasing purchase intention through the distribution of interactive content on social media. Brand ambassadors contribute to building a positive image and emotional attachment to the product. Consumer trust is formed from perceptions of quality, transparency, and previous experience, which strengthen the tendency to purchase. All three complement each other in forming stronger purchasing decisions
ANALISIS IMPLEMENTASI STRATEGI PEMASARAN DIGITAL MENGGUNAKAN MODEL SOSTAC PADA PT. ERHA KLINIK INDONESIA Sulistyowati, Tussi; Ansori, Ansori; Husda, Nur Elfi
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 12 No 2 (2024): Volume 12 Nomor 2 Tahun 2024
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v12i2.8707

Abstract

This research employs a qualitative, descriptive methodology to delve into PT. Erha Clinic Indonesia's digital marketing strategies. Through interviews, observations, and documentation, the study utilizes the SOSTAC model, analyzing Situation Analysis, Objectives, Strategy, Tactics, Actions, and Control to comprehensively assess the clinic's digital marketing strategy. The research begins by examining the current state of PT. Erha Clinic Indonesia's digital marketing efforts, aligning them with their objectives. The strategic plan outlines how the clinic targets middle to upper-class individuals throughout Indonesia, aiming to become a recognized leader in the beauty and skin health industry. Leveraging the 4Ps model, PT. Erha Clinic Indonesia offers dermatological services and beauty products with standardized pricing. Additionally, the clinic maintains a strong online presence, with multiple strategically located branches and promotional activities. The content creation process and advertising tools are integral to content dissemination. The clinic continuously monitors performance, ensuring alignment with objectives. In the suggestion section, recommendations are offered to enhance the clinic's digital marketing strategy, including responsive website development, localized social media profiles, content marketing, customer engagement, data analytics utilization, personalized services, and strategic online advertising. Recommendations for clinic customers emphasize staying connected through official platforms, sharing feedback, exploring informative content, and benefiting from seasonal offers. Future research suggestions encompass in-depth channel analysis, customer preference evaluation, competitive landscape exploration, offline marketing assessment, and a comprehensive study of digital marketing implications in the healthcare and skincare sector, including regulatory and ethical aspects.
Co-Authors Afriana, Afriana Angelika Rouli Sinaga ansori ansori Artika Mulia Sari Belan, Monika Samanthawina Billy Fransiscus CHAIRANI, SHERLY Darsono Darsono Deviyanti Deviyanti Devy Anggraini Diki Zukriadi Diksen, Diksen Fabiola, Fanie Febrianti, Rosi Feni Maryati Hairi, Muhammad Imam Akbar Hartadi, Nikie Hendrison Hendrison Jupriyatmoko Jupriyatmoko Juwintar Febriani Arwan Khairudin Khairudin Kiki Sumanti LA ODE MUHAMMAD TAUHA Lingga Angling Wulung Maryati, Feni Mayleni Muhammad Arif Rahman Muhammad Imam Akbar Hairi Nuramaliafitrah . Nurhabsyina, Nurhabsyina Oktavia, Yunisa Okto Nopita Girsang Prasetia, Budi Rasid Ridho, Muhammad Realize, Realize Rexy Mainaki Rorong, Michael Jibrael Septi Heksiana siregar, gusnaini Sitompul, Nova Julianti Br Suhardianto Suhardianto Suhardianto Suhardianto Sulistyowati, Tussi Tio, Frankie Tussi Sulistyowati Vira Aulia Zakna Wulung, Lingga Angling You, Hendry Yunisa Oktavia Yunisa Oktavia Zakina, Nurul Zukriadi, Diki