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Hidayati, Arifah
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HEDONIC VALUE, PENGALAMAN BERBELANJA, TERHADAP MINAT BELI SITUS SHOPEE DENGAN TRUST SEBAGAI VARIABEL INTERVENING Lakoni, Idham; Hidayati, Arifah
Creative Research Management Journal Vol 5 No 1 (2022): June
Publisher : Universitas Prof. Dr. Hazairin SH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32663/crmj.v5i1.2263

Abstract

The proliferation of internet use has created a new phenomenon of consumer behavior,consumer attention has been diverted to online purchases. Increasing confidence in thetechnology and online payment sector is leading to changes in consumer behavior, away fromtraditional methods. This trend has shown that online shopping has a lot of potential as wellas benefits for consumers and businesses around the world. The purpose of this study was toanalyze hedonic value, shopping experience, on the interest in shopping on shopee sites withtrust as an intervening variable in the city of Bengkulu. This research will be conducted bydistributing 100 questionnaires to students in Bengkulu City as respondents who have madetransactions on the site. shopee. The analysis that will be used is quantitative analysistechniques with path analysis methods (path analysis) with processing using SmartPLS.
The Influence of Influencer Marketing and Brand Awareness on Purchase Decisions of Chatime in Bengkulu City Wahyuni, Aisyah Arista; Hidayati, Arifah; Syofian, Syofian
Journal of Research in Social Science and Humanities Vol 4, No 2 (2024)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v4i2.127

Abstract

This study aims to analyze the influence of influencer marketing on purchase decisions, the influence of brand awareness on purchase decisions, and the influence of both influencer marketing and brand awareness on purchase decisions. The population of this study is Generation Z who purchase Chatime in Bengkulu City. The sample consists of 100 respondents, selected through purposive sampling and non-probability sampling using the Cochran formula. Data analysis was performed using multiple regression and hypothesis testing, employing SPSS version 25. The results of this study conclude that (1) influencer marketing has a positive influence on purchase decisions with a significance of 0.018 0.05, (2) brand awareness has a positive influence on purchase decisions with a significance of 0.000 0.05, and (3) influencer marketing and brand awareness simultaneously have a positive influence with a significance of 0.000 0.05.
Use Of Digital Media In Developing Umrah Packages At PT Tisaga Multazam Utama Tour Bengkulu Soleha, Anggriani; Syofian, Syofian; Hidayati, Arifah
Journal of Research in Social Science and Humanities Vol 4, No 1 (2024)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v4i1.123

Abstract

In this era of ever-growing globalization, it cannot be avoided that the development of Information Technology is experiencing rapid progress. Business people are now taking advantage of this technology to promote and market their products so that they are better known in society. The digital era has made it easier for people to get information, communicate, and even carry out transactions. This change in behavior also affects company marketing strategies, which are now increasingly shifting towards digital marketing. The use of digital media has become a solution for companies in marketing and promoting their products. PT. Tisaga Multazam Utama Tour in Bengkulu uses various digital media platforms such as Facebook, Instagram, WhatsApp and TikTok. Through this media, companies can effectively convey information about various promotional packages, including prices and types of packages offered. The presence of social media makes it easier for prospective pilgrims to obtain information about Umrah travel packages provided by companies. This research uses a descriptive approach that describes phenomena with data that is accurate and arranged systematically. Based on the interview results, it can be seen that the majority of Umrah pilgrims access social media, with 69 people following, while only 13 people do not follow. The research results also show that the digital media platform is most widely used by pilgrims to find out about PT Umrah packages. Tisaga Multazam Utama Tour is Facebook and WhatsApp, with a total of 28 respondents. SWOT analysis is carried out to identify the company's internal factors (strengths and weaknesses) and external factors (opportunities and threats). The results of the analysis show that the company's internal strengths are more dominant than weaknesses, and from the external side, opportunities are more significant than threats. This shows that the company has strengths that can be utilized to optimize the opportunities around it.
MARKETING ANALYTICS IN THE ERA OF DIGITAL-BASED MARKETING STRATEGY Hidayati, Arifah; Susanti, Evi; Jamalong, Ahmad; Ginting, Dafid; Suwanto, Witri; Arifin, Ardian
Jurnal Ilmiah Ilmu Terapan Universitas Jambi Vol. 8 No. 1 (2024): Volume 8, Nomor 1, June 2024
Publisher : LPPM Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jiituj.v8i1.31908

Abstract

This groundbreaking study delves into the intricate realm of digital marketing analysis, which entails the systematic collection and scrutiny of data pertaining to digital marketing endeavors. With a novel focus on elucidating the economic ramifications of digital marketing on sales augmentation, the research employs an innovative approach. Leveraging an exhaustive literature review drawn from national and international journals, the study illuminates the transformative impact of digital marketing, particularly in the context of burgeoning online markets. Employing the PRISMA methodological framework, researchers meticulously navigated through the identification, screening, feasibility, and finalization phases to distill a comprehensive understanding of the topic's scope. With a laser focus on "Marketing Analytics," the study hones in on publications resonating with this thematic emphasis, culminating in the identification of 330 pertinent publications devoid of duplicates. Delving deeper into the findings, the study unveils a notable surge in sales success amidst the Covid-19 era, underscoring the pivotal role of digital marketing in navigating unprecedented market dynamics. Furthermore, the research uncovers a nuanced interplay between various elements of the e-marketing mix e-product, e-price, and e-promotion and their influence on e-trust, offering valuable insights into consumer behavior in digital marketplaces. As the study draws to a close, it advocates for a visionary paradigm shift in digital marketing strategies, emphasizing the imperative of enhancing customer engagement and trust-building initiatives. Ultimately, the research underscores the indispensability of digital marketing in contemporary business landscapes, reaffirming its efficacy in fostering consumer engagement, driving sales, and nurturing enduring brand-consumer relationships.
PENGARUH BRAND EXPERIENCE, FITUR, KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA PENGGUNA APLIKASI GRAB DI KOTA BENGKULU Restu, Muhammad; Hidayati, Arifah; Safrianti, Sintia
Ekonomi & Bisnis Vol 22 No 2 (2023): Jurnal Ekonomi & Bisnis Desember 2023
Publisher : Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/eb.v22i2.5853

Abstract

study aims determine effect of brandexperience, features and servicequality on consumer satis factionin Grabapplication users inBengkulu City. quantitative descriptiveresearch. The population this study usersGrab application inthe city ofBengkulu with sample sizeof 150 respondents using non-probability samplingtechnique. The analysis used SPSSversion 25. The results showed that (1) BrandExperience had a significanteffect on ConsumerSatisfaction using the GrabApplication inBengkulu City (2) Ease had a significant effect Consumer Satisfaction the GrabApplication inBengkulu City (3) ) ServiceQuality has a significant effect ConsumerSatisfaction the Application on Grab inbengkulu City (4) The Effect of BrandExperience, Features, ServiceQuality, significant effect on ConsumerSatisfaction the ApplicationGrab inBengkulu City.
Pengaruh Beban Kerja,Lingkungan Kerja Dan Disiplin Kerja Terhadap Kinerja Karyawan PT .Tirtakencana Juliani, Enti; Hidayati, Arifah; ., Fauzan
Ekonomi & Bisnis Vol 22 No 2 (2023): Jurnal Ekonomi & Bisnis Desember 2023
Publisher : Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/eb.v22i2.5874

Abstract

Penelitian ini bertujuan untukmengetahui seberapa besarnya pengaruh BebanKerja,LingkunganKerja Dan DisiplinKerja Terhadap KinerjaKaryawan DiPT. Tirtakencana. populasi dalampenelitian ini 35 karyawan. sampel penelitian ini 35karyawan, teknik pengambilansampel digunakan ialah tekniktotal sampling, metode analisispenelitian ini metodekuantitatif dengan menggunakan alatanalisis regresi linierberganda, korelasiberganda, determinasi, uji t dan uji f yang diolah denganmenggunakan software, IBMSPSS 16 Dari hasilpenelitian dapat disimpulkan bahwa secaraparsial, bebankerja tidak berpengaruh terhadap kinerjakaryawan, lingkungamkerja berpengaruh terhadap kinerjakaryawan dan disiplinkerja tidak berpengaruh terhadap kinerjakaryawan, secara simultan, BebanKerja,Lingkungan Kerja Dan DisiplinKerja berpengaruh terhadap kinerjakaryawan diPT, Tirtakencana.
Pengaruh Influencer Marketing , Service Features , dan Live Streaming Terhadap Keputusan Pembelian Skincare Skintific Pada Tiktok Shop Dengan Costumer Review Sebagai Variabel Moderasi Susetio, Alvin; Hidayati, Arifah; Safrianti, Sintia
IKRAITH-EKONOMIKA Vol. 8 No. 2 (2025): IKRAITH-EKONOMIKA Vol 8 No 2 Juli 2025
Publisher : Universitas Persada Indonesia YAI

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

Abstract

Revolusi digital telah mendorong pergeseran perilaku konsumen ke arah belanja daring melalui platform e-commerce berbasis media sosial, seperti TikTok Shop. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing, service features, dan live streaming terhadap keputusan pembelian skincare Skintific pada TikTok Shop, dengan customer review sebagai variabel moderasi. Metode penelitian ini adalah kuantitatif dengan penyebaran kuesioner kepada 100 mahasiswa di Kota Bengkulu. Teknik analisis menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa influencer marketing, service features, dan live streaming berpengaruh signifikan terhadap keputusan pembelian. Selain itu, customer review tidak memoderasi pengaruh ketiga variabel tersebut yang hasilnya tidak signifikan. Temuan ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi digital marketing di era e-commerce
Pengaruh Recruitment Strategy, Selection Proses, Dan Onboarding Program Terhadap Employee Performance Hotel Madeline Kota Bengkulu Putri, Sarah Sephia; Hidayati, Arifah; Waliamin, Janusi
Jurnal Multidisiplin Dehasen (MUDE) Vol 4 No 3 (2025): Juli
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/mude.v4i3.8829

Abstract

This study aims to determine the influence between X1 (Recruitment Strategy), X2 (Selection Process), X3 (Onboarding Program) on Y (Employee Performance). This study is explanatory research to determine the influence between independent variables and dependent variables. The sample in this study amounted to 34 people, taken using the Total Sampling technique. where the entire population became the research sample. Data collection using a questionnaire. The analysis technique used to see whether or not there is an influence is the Hypothesis test (t Test and F Test) to see the magnitude of the influence the researcher used the Correlation Test. The results of this study are: Recruitment Strategy has a significant effect on Employee Performance with a fairly strong degree of relationship, Selection Process has a significant effect on Employee Performance with a low degree of relationship, Onboarding Program has a significant effect on Employee Performance with a fairly strong degree of relationship and the results of the F test between the Recruitment Strategy, Selection Process and Onboarding Program variables have a significant effect on Y Employee Performance
PENGARUH SERVANT LEADERSHIP, HUMAN CAPITAL MANAGEMENT, DAN PENGEMBANGAN SDM TERHADAP KINERJA ANGGOTA DI POLRES LEBONG Rahayu, Rani; Hidayati, Arifah; Waliamin, Janusi
Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Vol. 12 No. 3 (2025): Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi, dan Pelayanan Publ
Publisher : Universitas Bina Taruna Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37606/publik.v12i3.1982

Abstract

This study aims to evaluate the influence of servant leadership, human capital management, and human resource development on the performance of members at the Lebong Police Department. The research employed a quantitative method with a population of 206 members, while the sample size was determined using the Slovin formula, resulting in 108 respondents. Data were collected through questionnaires, with primary data serving as the main source. The data were analyzed using multiple linear regression, including regression coefficient test, t-test, and F-test. The results showed that the coefficient of determination (R Square) was 81.4%, indicating that variations in members’ performance can be explained by servant leadership, human capital management, and human resource development. The F-test revealed that the regression model was significant simultaneously. The t-test results indicated that servant leadership had a negative and significant effect on performance, while HCM and human resource development had a positive and significant effect on members’ performance. The conclusion of this study is that human capital management and human resource development are the key factors in improving members’ performance, whereas servant leadership exerts a negative effect on the performance of members at the Lebong Police Department
Pengaruh E-Trust, Online Customer Review, Online Customer Rating dan Content Based Influencer terhadap Keputusan Pembelian Kosmetik Merek Skintific di Tiktok Shop (Studi Kasus Mahasiswa Unihaz Prodi Manajemen) Hidayati, Arifah; Syofian, Syofian; Sari , Diny okta
Journal Social Society Vol. 5 No. 2 (2025): Juli - Desember 2025
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.5.2.2025.816

Abstract

Urgensi dalam penelitian ini adalah semakin canggihnya teknologi tentu memberikan pengaruh besar kepada para industri content creator atau influencer dalam berbisnis secara online. Namun, berjualan secara online tentu banyak yang perlu di perhatikan seperti kepuasan pembelian atau konsumen, rating, view dan lain sebagainya. Tujuan dari penelitian ini yaitu untuk mengetahui seberapa besar Pengaruh E-Trust, Online Customer Review, Online Customer Rating dan Content Based Influencer terhadap Keputusan Pembelian Kosmetik Merek Skintific di Tiktok Shop. Metode dalam penelitian ini adalah penelitian kuantitatif. Teknik pengambilan sampel adalah purposive sampling. Dalam penelitian ini data bersumber dari penyebaran kusioner (Google Form) yang akan disebarkan secara online kepada mahasiswa unihaz prodi manajemen yang pernah melakukan pembelian kosmetik merek skintific di tiktok shop. Populasi penelitian ini adalah mahasiswa unihaz prodi manajemen yang pernah melakukan keputusan pembelian kosmetik merek skintific di tiktok shop, peneliti menggunakan rumus hair dimana 24 indikator x 5 = 120 responden. Penelitian ini menggunakan skala likert, dengan Alat bantu SPSS 25. Hasil dari penelitian ini adalah; (1) E-Trust berpengaruh terhadap  keputusan  pembelian Kosmetik Merek Skintific Di Tiktok Shop, (2) Online Customer Review berpengaruh terhadap keputusan  pembelian Kosmetik Merek Skintific Di Tiktok Shop, (3) Online Customer Rating berpengaruh terhadap keputusan  pembelian Kosmetik Merek Skintific Di Tiktok Shop, (4) Content Based Influencer berpengaruh terhadap keputusan  pembelian Kosmetik Merek Skintific Di Tiktok Shop dan (5) Ada pengaruh secara simultan variabel E-Trust, Online Customer Review, Online Customer Rating Dan Content Based Influencer Terhadap Keputusan Pembelian Kosmetik Merek Skintific Di Tiktok Shop. Dapat disimpulkan E-Trust berpengaruh secara signifikan terhadap Keputusan Pembelian Kosmetik Merek Skintific Di Tiktok Shop, hal ini menunjukkan bahwa tingkat kepercayaan konsumen terhadap toko online, informasi produk, ulasan pelanggan, dan reputasi penjual di TikTok Shop memainkan peran penting dalam mendorong konsumen untuk melakukan pembelian.
Co-Authors Ahmad Jamalong, Ahmad Ambarwati Arifin, Ardian Evi Susanti Fauzan . Ginting, Dafid Idham Lakoni Janusi Waliamin Juliani, Enti Lutfia, Anisya Lutfia Nurjanie, Ahmad Yoga Putri, Sarah Sephia Ramadan, Muhammad Fajar Rani Rahayu, Rani Restu, Muhammad Sari , Diny okta Sintia Safrianti Sipahutar, Mia Aprianita Soleha, Anggriani Susetio, Alvin Suwanto, Witri Syaputra, Rivaldo Yogi Syofian, Syofian Wahyuni, Aisyah Arista