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All Journal International Journal of Global Operations Research Jurnal Dimamu Sinergi International Journal of Management and Business Jurnal Maps (Manajemen Perbankan Syariah) In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Commercium: Journal of Business and Management
Purnama, Susan
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Agriculture, Biological Sciences & Forestry Arts Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Mathematics Other

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Hospital Safety Box Monitoring: Building Brand Trust in Healthcare Business During Covid -19 Wave Johansyah, Muhamad Deni; Purnama, Susan
International Journal of Global Operations Research Vol. 2 No. 1 (2021): International Journal of Global Operations Research (IJGOR), February 2021
Publisher : iora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47194/ijgor.v2i1.64

Abstract

The health business is adjusting to a new reality where bargaining power has shifted to consumers. Consumers are now playing a key role in the commercialization process, making them important stakeholders to fulfill their needs. Health business reforms have convinced consumers to give protection a greater priority than ever since the COVID-19 pandemic escalated around the world. Health care businesses in Indonesia are no exception, should increase their brand trust, because of the huge responsibility to protect consumers from the prevention of COVID-19, and brand trust also gives added value to the hospital's own brand. A brand with the right value proposition can "prove" the true value of its product or service to patients in the minds of consumers, one of which is from medical waste management. Hospital waste is usually a contagious and toxic chemical that can affect human health and environmental impacts if not treated properly. Medical waste including sharp objects, infectious waste, pharmaceutical waste, and other waste is mostly generated in health facilities such as health centers and hospitals. such as intravenous lines, syringes, gloves, which after use must be handled and destroyed in such a way that they do not fall into the hands of the public or even injure medical personnel. The Smart Waste concept is here to answer the challenges of trust in hospital brands in Indonesia, especially in the city of Bandung, increasing the sense of security of consumers is the main goal of this concept where hospital safety boxes work together with sensors and microcontrollers, disposal of syringes can be done more intelligently. , safe and the risk of medical personnel punctured by infected needle waste can be reduced.
Pemanfaatan Media Digital Untuk Pemasaran Rusnendar, Elan; Musadat, Irfan Achmad; Pramayuda, Agung; Purnama, Susan
In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Vol 23 No 2 (2024): In Search
Publisher : LPPM UNIBI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37278/insearch.v23i2.1038

Abstract

Pemanfaatan media digital untuk pemasaran menjadi strategi yang penting dalam era digital saat ini, terutama bagi Usaha Mikro, Kecil, dan Menengah (UMKM) yang berusaha memperluas jangkauan pasar dan meningkatkan daya saing. Digital marketing, yang meliputi penggunaan media sosial, website, dan platform e-commerce, memungkinkan UMKM untuk mempromosikan produk dengan biaya yang lebih rendah dan menjangkau konsumen yang lebih luas dibandingkan dengan metode pemasaran tradisional. Meskipun demikian, banyak UMKM yang masih menghadapi kendala dalam memanfaatkan media digital secara optimal, seperti keterbatasan pengetahuan digital, akses infrastruktur yang terbatas, dan minimnya pemahaman tentang strategi pemasaran yang efektif. Penelitian ini bertujuan untuk mengkaji potensi pemanfaatan media digital dalam pemasaran UMKM, tantangan yang dihadapi, serta solusi yang dapat diterapkan untuk meningkatkan efektivitas penggunaan media digital. Dengan pendekatan kualitatif, penelitian ini mengumpulkan data melalui wawancara dan observasi terhadap pelaku UMKM yang telah atau berencana menggunakan media digital. Hasil penelitian menunjukkan bahwa meskipun digital marketing menawarkan berbagai manfaat, seperti peningkatan visibilitas produk dan efisiensi biaya, UMKM masih memerlukan dukungan berupa pelatihan dan peningkatan infrastruktur untuk memaksimalkan potensi media digital. Berdasarkan temuan ini, penelitian ini memberikan rekomendasi strategis bagi UMKM untuk meningkatkan pemanfaatan media digital dalam pemasaran, termasuk pelatihan digital marketing, perbaikan akses teknologi, dan penggunaan platform media sosial yang tepat.
Tourist Involvement in Creating Social Media Content on Tiktok and Its Impact on Destination Promotion Sarifiyono, Aggi Panigoro; Kusumawardhani, Aninditha Putri; Rusnendar, Elan; Priyana, Indarta; Pujianto, Anang Bambang; Purnama, Susan; Saberina, Sabilla
Commercium : Journal of Business and Management Vol. 2 No. 4 (2024): November 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v2i4.350

Abstract

The purpose of the study is to identify the factors that motivate tourists in creating content related to tourist destinations on TikTok and analyze their level of involvement in the process. In addition, this study also aims to assess the influence of content produced by tourists on the image and promotion of tourist destinations, as well as evaluate the impact of the content on other tourists' decisions in visiting these destinations. provide recommendations on effective destination promotion strategies through tourist engagement on TikTok. A quantitative method to analyze the relationship between tourist engagement in creating content on TikTok and its impact on the promotion of tourist destinations. The sampling technique was random sampling of 100 respondents. Smart PLS as a tool. The involvement of tourists in creating content on tiktok significantly increases the visibility and attractiveness of tourist destinations. Authentic and personalized content is more effective in influencing other travellers' intentions to visit the destination than formal promotional content. The implications of tourists in creating content on TikTok significantly increase the visibility and attractiveness of tourist destinations. This emphasizes the importance of a marketing strategy that leverages user-generated content to effectively strengthen destination promotion.
Emotional Connection, Social Interaction, and Content Performance Quality in Building Fan Loyalty on Indonesian Indie Music Streaming Platforms Sarifiyono, aggi Panigoro; Purnama, Susan; Anang Bambang Pujianto; Johnson Sinaga; Ade Sintia Hendrian
Sinergi International Journal of Management and Business Vol. 3 No. 1 (2025): February 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijmb.v3i1.411

Abstract

The rapid evolution of digital technologies has reshaped the global music industry, particularly through streaming platforms. This research examines the optimization of fan loyalty within Indonesia’s indie music scene on platforms like Spotify and YouTube Music by analyzing the influence of emotional connection, social interaction, and content performance quality. Using a descriptive-verifiable research design and Structural Equation Modeling (SEM) with 300 streaming platform users, the study finds that these factors significantly impact satisfaction, engagement, and perceived value, ultimately driving fan loyalty. Satisfaction acts as a critical mediator, reinforcing its role in loyalty formation. The findings offer strategic insights for indie artists and streaming platforms, emphasizing the importance of personalized content, community-driven features, and high-quality production in fostering deeper fan engagement and ensuring long-term sustainability in the digital music industry.
Lerak Detergen Campaign sebagai Utilization of Social Media Content dalam Green Awareness serta Green Lifestyle Purnama, Susan; Pujianto, Anang Bambang; Sarifiyono, Aggi Panigoro; Hendriani, Ade Sintia
Jurnal Maps (Manajemen Perbankan Syariah) Vol. 8 No. 2 (2025)
Publisher : Masoem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/maps.v8i2.1383

Abstract

This research aims to analyze the influence of social media content on green awareness and its impact on green lifestyle, specifically through the campaign of Lerak detergent as an environmentally friendly household product. The background of this study is the increasing urgency of environmental sustainability and the low level of public awareness regarding the use of natural-based cleaning products. The study uses a quantitative approach with a causal design, involving 300 respondents selected using cluster sampling across six regions in Indonesia. Data were collected through questionnaires, interviews, and field observations. The analysis was conducted using PLS-SEM. The results show that social media content has a significant positive effect on green awareness (path coefficient = 0.72; p < 0.001), which in turn significantly affects green lifestyle (path coefficient = 0.58; p < 0.001). Social media content also directly influences green lifestyle (path coefficient = 0.36; p < 0.001). These findings highlight the role of digital campaigns in increasing public understanding and adoption of sustainable consumption behaviors. Lerak detergent, as a local natural product, demonstrates strong potential when promoted through well-structured social media content.
Mitigasi Dampak Negatif Sosial Media terhadap Penjualan Suatu Produk Pujianto, Anang Bambang; Sarifiyono, Aggi Panigoro; Purnama, Susan; Sinaga, Johnson
Jurnal Dimamu Vol. 4 No. 3 (2025)
Publisher : Ma'soem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/dimamu.v4i3.1485

Abstract

The development of social media has had a significant impact on product marketing and sales. While social media provides opportunities for companies to increase brand exposure and expand market reach, it also serves as a source of negative information that can damage brand image and reduce sales performance. This study aims to analyze mitigation strategies for addressing the negative effects of social media on product sales. A quantitative approach was employed using a survey of 100 respondents, analyzed with multiple linear regression. The results show that negative social media exposure decreases sales by 1.85%, whereas mitigation strategies increase sales by 2.14%. The coefficient of determination (R²) of 0.72 indicates that 72% of the variation in sales changes can be explained by negative social media effects and mitigation strategies. Furthermore, t-tests and F-tests confirm that both variables have a significant impact on sales performance. These findings demonstrate that structured mitigation strategies are effective in helping companies counter the negative impact of social media and maintain sales stability.
Pendekatan Syariah dalam Inovasi Pemasaran Produk Halal untuk Meningkatkan Loyalitas Pelanggan Pujianto, Anang Bambang; Sarifiyono, Aggi Panigoro; Purnama, Susan; Sinaga, Johnson
Jurnal Maps (Manajemen Perbankan Syariah) Vol. 9 No. 1 (2025)
Publisher : Masoem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/maps.v9i1.1527

Abstract

The rapid growth of the halal market and the increasing awareness of Muslim consumers towards products that comply with sharia principles make innovation in halal marketing a strategic issue. The urgency of this research lies in the need to answer the challenges of the halal industry in combining marketing innovation with a sharia approach to increase customer loyalty. This study aims to analyze the effect of sharia-based halal product marketing innovation on customer loyalty, as well as identify the main factors that influence consumer engagement. The method used is quantitative with a survey approach. A sample of 171 respondents was obtained through purposive sampling technique, with a measuring instrument in the form of a 5-point Likert scale questionnaire. Data were analyzed using multiple linear regression and Structural Equation Modeling (SEM) to test the causal relationship between variables. The results of the analysis show that all indicators in the questionnaire are valid (r> 0.739) and reliable (Cronbach's Alpha = 0.9789). The regression model shows an R² value of 0.9336, which means that 93.36% of the variation in customer loyalty can be explained by sharia-based halal marketing innovation. SEM confirms the significant influence of halal product innovation on loyalty (path coefficient = 0.52; p = 0.001) and sharia approach on loyalty (path coefficient = 0.47; p = 0.001). Theoretically, this study strengthens Dick and Basu's (1994) concept regarding value-based loyalty and extends Teece's (2007) application of marketing innovation in the halal context. Practically, the results of this study provide guidance for halal business actors to integrate sharia values ??such as honesty, transparency, and ethics in marketing innovation in order to build long-term loyalty. The novelty of this study lies in the combination of sharia approach and marketing innovation in one empirical model that is statistically tested in the context of the Indonesian halal market
Co-Authors Ade Sintia Hendrian Aggi Panigoro Sarifiyono Agung Pramayuda Anang Bambang Pujianto Elan Rusnendar Hendriani, Ade Sintia Irfan Achmad Musadat Johnson Sinaga Kusumawardhani, Aninditha Putri Muhammad Deni Johansyah Priyana, Indarta Pujianto, Anang Bambang Saberina, Sabilla Sinaga, Johnson