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All Journal HUMAN FALAH: Jurnal Ekonomi dan Bisnis Islam Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah KITABAH: Jurnal Akuntansi dan Keuangan Syariah Jurnal Mantik JURNAL LENTERA BISNIS Jurnal Ilmiah Edunomika (JIE) EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat International Journal of Economics (IJEC) Innovative: Journal Of Social Science Research Jurnal Pengabdian Masyarakat dan Riset Pendidikan Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam RESLAJ: Religion Education Social Laa Roiba Journal JER Journal of Ekonomics, Finance, and Management Studies Advance Sustainable Science, Engineering and Technology (ASSET)
Irwansyah, Rudy
Universitas Muhammadiyah Asahan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Other

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THE INFLUENCE OF LIVE STREAMING ENGAGEMENT ON CONTINUOUS WATCHING INTENTION WITH ELECTRONIC-WORD OF MOUTH AS A MODERATING VARIABLE Irwansyah, Rudy; Nggandung, Yeheskial; Maulina, Evaf; Adi Nugroho, Cahyo; Irdhayanti, Efa
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.13157

Abstract

This research is quantitative research with an exploratory approach which uses a number of previous studies as a reflection of the old to form an element of novelty in future research . The data that researchers used was obtained from 300 Muhammadiyah students spread throughout Indonesia who already had smartphones. The data obtained was distributed through an online questionnaire containing 5 choices of statements for questions, namely statements of strongly agree, agree, disagree, strongly disagree, and normal/so-so. The data used was analyzed using the Samrt PLS 4.0 analysis tool. The result in this article show the Live Streaming Engagement variable can have a positive relationship and a significant influence on Continuous Watching Intention. This can be proven because the P-Values value is positive and is below the 0.05 significance level, namely 0.006. . This is because Live Streaming's collaboration can make live creativity continue to increase with new innovations and new objects that can make live streaming viewers not bored and decide to watch live continuously. Apart from the results of the first hypothesis above, in the second row of the third table the path coefficients in this study show similar results if the Electronic-Word of WOuth variable can moderate the influence of the Live Streaming Engagement variable on Continuous Watching Intention because the P-Values value is positive and is at below the significance level of 0.05, which is 0.000, is more significant than the direct assessment of 0.006. Thus the first and second hypotheses in this research can be accepted. Keywords: Live Streaming Engagement, Continuous Watching , Electronic-Word Of Mouth
User Generated Content as a Moderating Variable of the Influence of Brand Trust on Customer Satisfaction: Penelitian Johannes P. Kumagaya; Jeanne Senduk; Rudy Irwansyah; Bambang Amir Alhakim; Franciscus Dwikotjo Sri Sumantyo
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 2 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 2 (October 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i2.4156

Abstract

Increasingly fierce market competition, driven by digitalization and social connectivity, places Brand Trust as the most critical non-financial asset an organization possesses. Brand Trust has long been proven to directly influence Customer Satisfaction because it reduces risk and uncertainty in purchasing decisions and service usage. However, the digital era has introduced a new dynamic variable, namely User Generated Content (UGC)- content created by consumers (such as reviews, testimonials, unboxing vlogs , and social media comments) rather than by the brand itself—which serves as a source of information that is inherently perceived as more credible and authentic. This study aims to examine and analyze the role of UGC as a moderating variable in the causal relationship between Brand Trust and Customer Satisfaction, specifically in the context of the [Specify specific context, e.g., e-commerce or hospitality industry] market. Using a quantitative approach with a hierarchical regression model (Moderated Regression Analysis), this study tests the hypothesis that the positive impact of Brand Trust on Customer Satisfaction will be strengthened (positive moderation) when Customers are exposed to high and consistent volume and quality of UGC, or conversely, the impact can be weakened by negative UGC.
Analisis Penerapan Digital Marketing sebagai Strategi Pemasaran UMKM Eva Yuniarti Utami; Kartika Sari; Eva Desembrianita; Basnendar Herry Prilosadoso; Rudy Irwansyah
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 2 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i2.7140

Abstract

Marketing strategy for MSMEs (Micro, Small, and Medium Enterprises) is a plan designed to promote and sell products or services offered by MSMEs. This study aims to analyze the application of digital marketing as a marketing strategy for MSMEs. This research method uses qualitative techniques, which can be applied in journals that consider the application of digital marketing as a marketing strategy for Micro, Small, and Medium Enterprises (MSMEs) can include a case study approach. The data used in this study are interview data, as well as internal documents such as sales reports and operational changes, which can provide a deep understanding of the real impact of digital marketing on MSME operations and competitiveness. The results of the study found that digital marketing strategies for MSMEs (Micro, Small, and Medium Enterprises) are very important for increasing visibility, expanding reach, and attracting new customers. By implementing this digital marketing strategy, MSMEs can more easily develop their business, reach a wider audience, and increase sales effectively. The key is consistency and a deep understanding of the target market you want to reach.
ASSESSMENT OF READINESS OF FARMERS AND MSMES FOR MEDICINAL PLANT-BASED BUSINESS DEVELOPMENT IN KABUPATEN ASAHAN Adetia Azmi Tanjung; Windi Triana; Rudy Irwansyah; Rahmawani
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 4 (2026): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21636552

Abstract

This study aims to assess the readiness of farmers and micro, small, and medium enterprises (MSMEs) for medicinal plant-based business development in Kabupaten Asahan, North Sumatra, Indonesia. A quantitative descriptive design was employed involving 150 respondents, consisting of 90 farmers and 60 MSME actors selected through purposive sampling. Data were collected using structured questionnaires, field observations, and brief interviews. Farmer readiness was measured through land availability, cultivation knowledge, production resources, post-harvest capability, market access, financing, and willingness to collaborate. MSME readiness was assessed through raw-material availability, production capability, technology adoption, product innovation, financial management, licensing, packaging, marketing, and partnership readiness. Data were analysed using frequencies, percentages, mean scores, standard deviations, and a readiness index. The results showed that farmers achieved an average readiness score of 3.47 with a readiness index of 69.4%, while MSMEs obtained an average score of 3.39 with a readiness index of 67.8%. The combined readiness index reached 68.6%, indicating that both groups were generally ready to support medicinal plant-based business development. Farmers demonstrated strong readiness in land availability, farming experience, crop diversification, and collaboration. MSMEs showed strong entrepreneurial motivation, basic processing capability, product innovation, and partnership interest. However, weaknesses remained in post-harvest handling, technology, financing, market access, licensing, product standardization, branding, and digital marketing.The study concludes that Kabupaten Asahan has a favourable foundation for medicinal plant-based business development. Nevertheless, sustainable development requires an integrated value-chain approach involving farmers, MSMEs, local government, universities, financial institutions, and private-sector partners.
Integrating Digital Technologies for Sustainable Tourism: Quantitative Assessment of Tech-Enabled Organizational Practices Supiah Ningsih; Rudy Irwansyah; Danil Syahputra; Inda Arfa Syera; Muhammad Arief Tirtana
Advance Sustainable Science Engineering and Technology Vol. 8 No. 2 (2026): February-April
Publisher : Science and Technology Research Centre Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/asset.v8i2.2589

Abstract

This study examines how digital transformation technologies drive sustainability performance in the tourism sector by integrating Internet of Things (IoT), artificial intelligence (AI), and big data analytics into organizational culture and leadership. A mixed dataset of 300 tourism enterprises in Asahan Regency, Indonesia, complemented by technical indicators such as energy consumption (kWh) and IoT penetration, was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that Tech-Enabled Organizational Culture (TE-OC) (β = 0.487, p < 0.001) and Tech-Enabled Green Leadership (TE-GL) (β = 0.531, p < 0.001) significantly influence Smart Green Culture (SGC), which has the strongest effect on Technology-Supported Sustainable Tourism Performance (TS-STP) (β = 0.664, p < 0.001; R² = 0.651). While the direct effects of TE-OC and TE-GL on TS-STP are limited, their indirect effects through SGC are substantial, indicating that digitally enabled culture plays a key mediating role. The findings suggest that competitiveness in sustainable tourism depends not only on managerial orientation but also on measurable investments in digital technologies. Limitations include the cross-sectional design and reliance on self-reported data; future research should incorporate longitudinal sensor-based data and comparative analyses across destinations.
Co-Authors Adi Nugroho, Cahyo Annisa Nugraheni Afridhianika Anshar Daud Ayu Wirda Ningsih Bambang Amir Alhakim Basnendar Herry Prilosadoso Cahyo Adi Nugroho Damaris Y Koli Danil Syahputra Deri Apriadi Dewi Rafiah Pakpahan Efa Irdhayanti Eka Hendrayani Erry Donneli Eva Desembrianita Eva Yuniarti Utami Evaf Maulina Franciscus Dwikotjo Sri Sumantyo Hadiansyah Ma'sum Hasirah Irdhayanti, Efa Jeanne Senduk Jibrail Mado, Yohanes Johannes P. Kumagaya Kartika Sari kasnowo, kasnowo Khairatun Nazah Khairunnisa Khairunnisa Made Susilawati Maulina, Evaf Muhammad Arief Tirtana MULYADI Nadiya Yunan Nggandung, Yeheskial Nurjanna Ladjin Olivia Tahalele Purwaka Hari Prihanto Rahmawani Retnawati Siregar Septa Diana Nabella Siti Aisyah Supiah Ningsih Supiah Ningsih Suryawan, M. Alit Syahrial Hidayat Syahrijal Hidayat Syahrijal Hidayat Syahrijal Hidayat Syarifuddin Syera, Inda Arfa Tanjung, Adetia Azmi Umi Rahmawati wahid Windi Triana Yeheskial Nggandung Yeni Yeni Zunan Setiawan