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Model of Impulsive Buying Behavior in Shopee Live: Study of Demand, Convenience, Interactivity, and Playfulness Through Perceived Usefulness Nursyamsiah, Amalia; Pradana, Mahir; Widodo, Arry
JOURNAL OF MANAGEMENT, ACCOUNTING, GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES Vol. 4 No. 3 (2025): JUNE
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/marginal.v4i3.1745

Abstract

Indonesia has seen significant growth in the e-commerce sector, characterized by rapid growth rates. E-commerce gives businesses a new feature with the aim of stimulating consumers to buy products. The live shopping feature on e-commerce platforms is now seen as the latest trend that also serves as a new channel, method, and experience for consumers in doing shopping activities. This research uses the SOR theory derived from the field of environmental psychology which explains how environmental stimuli can influence a person's response and impact the person's behavior. The objective of this research is to examine how live streaming shopping activates impulsive purchases through cognitive processes involving perceived usefulness, as influenced by factors like demand, convenience, interactivity, and playfulness. Through data analysis, demand, convenience, interactivity, and playfulness have a positive and significant influence on impulsive buying through perceived usefulness. It is important to keep in mind that since this study only examined Shopee Live users in Indonesia, the findings may not apply in other countries or circumstances. To examine the influence of demand, convenience, interactivity, and playfulness on impulsive buying through perceived usefulness in various contexts, further research can be conducted in other countries or focusing on several regions in Indonesia. A deeper insight into consumer behavior in the realm of live streaming shopping can be achieved by exploring other elements that might impact impulsive purchases. This can be done by thoroughly analyzing the various factors at play.
The Influence of Brand Image and Customer Satisfaction on Loyalty and Repurchase: A Study on Samsung Electronics Customers in The Context of E-Waste Issues Desianti Ramadhan, Putri; Widodo, Arry; Rubiyanti, Nurafni
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 4 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i4.416

Abstract

This study aims to analyze the influence of brand image and customer satisfaction on brand loyalty and repurchase decision among Samsung Electronics consumers in Indonesia, within the context of electronic waste (e-waste) management issues. The phenomenon of increasing global e-waste volume and the low recycling rate in Indonesia encourage electronics companies, including Samsung, to implement sustainability strategies to maintain brand image and customer satisfaction. The research method used is quantitative with a Structural Equation Modeling–Partial Least Square (SEM-PLS) approach. Data were collected through an online questionnaire distributed to 200 Samsung Electronics consumers in Indonesia. The variables in this study include brand image, customer satisfaction, brand loyalty, repurchase decision, and demographics as moderating variables. The results show that brand image and customer satisfaction have a positive and significant effect on brand loyalty and repurchase decision. Furthermore, brand loyalty mediates the influence of brand image and customer satisfaction on repurchase decision. However, demographic factors do not moderate the relationship between brand image and customer satisfaction with brand loyalty. These findings indicate that Samsung's sustainability strategy through its e-waste recycling program plays an important role in strengthening brand image, increasing satisfaction, and encouraging repurchase behavior. This research is expected to provide theoretical contributions to the green marketing and consumer behavior literature, as well as practical recommendations for Samsung brand managers to enhance the effectiveness of sustainability programs in Indonesia.
Expolation Of The Relationship Between Live Host And Audience On Shopee Live Nurhayati, Lina; Widodo, Arry; Rubiyanti, R. Nurafni
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 4 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i4.417

Abstract

This study aims to explore the influence of Interactional Element and Audience Characteristic on Purchase Intention within the context of Shopee Live, while also examining the mediating roles of Perceived Influencer and Consumer attitude. A quantitative approach was employed through a survey conducted among active Shopee Live users in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The findings indicate that Interactional Element has a positive and significant effect on both Perceived Influencer and Purchase Intention. Audience Characteristic significantly influences both Consumer Attitude and Purchase Intention. Additionally, both Perceived Influencer and Consumer Attitude have positive effects on Purchase Intention. Mediation analysis confirms that Perceived Influencer and Consumer Attitude mediate the relationship between Interactional Element and Audience Characteristic with Purchase Intention, respectively. This study contributes theoretically to the understanding of digital interaction and audience alignment in shaping consumer behavior in live commerce. Practically, the results offer insights for developing more interactive and personalized digital marketing strategies for e-commerce businesses.
Investigation the Influence of Green Brand Knowledge and Attitude towards Green Brands on Purchase Intention Corkcicle: The Mediating Role of Brand Equity Udayanti, Imel; Madiawati, Putu Nina; Widodo, Arry
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.14803

Abstract

This study explores how Green Brand Knowledge and Attitude Toward Green Brand influence Purchase Intention, with Brand Equity acting as a mediating variable. The research is contextualized within Corkcicle, an eco-friendly lifestyle tumbler brand, and targets environmentally conscious Gen Z consumers. A quantitative approach was employed using Structural Equation Modeling (SEM-PLS). Data were collected from 300 Gen Z respondents in Bandung, Indonesia, who are familiar with Corkcicle through social media and online platforms. The findings indicate that both Green Brand Knowledge and Attitude Toward Green Brand significantly and positively influence Purchase Intention. Furthermore, Brand Equity plays a significant mediating role in this relationship, reinforcing its importance in green brand strategies. These results suggest that sustainability-oriented branding, particularly when supported by strong brand equity, can effectively drive green purchase intention among younger consumers. The study contributes to green marketing literature by validating the mediating role of Brand Equity and offers practical insights for brands aiming to foster eco-friendly buying behavior through digital engagement and value-based branding.
PENGARUH KUALITAS PELAYANAN TRAVELOKA DALAM APLIKASI ONLINE TRAVEL AGENCY TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA TELKOM UNIVERSITY Anwar, Muhammad Athallah Makkah; Widodo, Arry
eProceedings of Management Vol. 11 No. 6 (2024): Desember 2024
Publisher : eProceedings of Management

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Abstract

Pertumbuhan internet yang pesat telah memberikan dampak signifikan pada dunia bisnis, termasuk lahirnya ecommerce.Traveloka, sebagai salah satu perusahaan e-commerce terbesar di Indonesia dalam industri Online TravelAgency (OTA), mengalami penurunan drastis pada market share di kuartal pertama 2023. Penurunan ini diduga akibatkualitas pelayanan yang sering dikeluhkan konsumen, seperti ketidaksesuaian informasi tiket, lambatnya customer care,dan proses refund yang lama. Penelitian kuantitatif dengan analisis SEM PLS menggunakan sampel 387 orangmenunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Disarankanagar Traveloka menawarkan opsi harga ekonomis atau diskon khusus untuk mahasiswa, guna membantu merekamemilih dan membeli sesuai kemampuan finansial.Kata Kunci : Kualitas Pelayanan,dan Keputusan Pembelian
The Influence of Social Media Marketing Activities (SMMas) on Purchase Decisions is Mediated by Electronic Word of Mouth (E-WOM) and Perceived Value in Compass Shoe Brands Abdullah Sufyan, Bagja; Madiawati, Putu Nina; Widodo, Arry
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 5 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i5.428

Abstract

This study examines the influence of Social Media Marketing Activities (SMMAs) on purchase decisions, mediated by Electronic Word of Mouth (E-WOM) and perceived value, in the context of Compass as one of the leading local sneaker brands in Indonesia. The rapid growth of the creative economy in Indonesia and the dominance of digital platforms in consumer behavior make understanding the role of social media in shaping purchasing decisions even more important. This study uses a quantitative approach with the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method to analyze data from 384 respondents who knew about the existence of Compass on social media. The results show that Social Media Marketing Activities (SMMAs) have a significant effect on Electronic Word of Mouth (E-WOM) and perceived value, where interactive content and following trends are the main drivers of consumer engagement. Furthermore, Electronic Word of Mouth (E-WOM) has been proven to have a significant mediating effect between Social Media Marketing Activities (SMMAs) and perceived value by strengthening consumer trust and perception of brands. Perceived value is also an important determinant in purchasing decisions, including functional, emotional, and social dimensions. While Compass already has a strong level of digital engagement, it has been found that there are gaps in functional value and price perceptions that are areas for strategic improvement. This research contributes theoretically by integrating the consumer behavior framework with the concept of digital marketing, as well as providing practical implications for fashion brands in utilizing social media to strengthen consumer decision-making pathways in the competitive sneakers market.
FACTORS THAT INFLUENCE PURCHASING DECISIONS FOR COSMETIC PRODUCTS AT GUARDIAN Nathania, Geovanni; Arry Widodo; Anita Silvianita; Nurafni Rubiyanti
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 2 (2025): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

Indonesia's cosmetics industry has experienced significant growth in recent years, with an increase of 9.61% in 2021 and a CAGR increase of 5.81% in 2022-2027. This growth is due to the increasing demand for cosmetic products and services.  Each beauty brand markets its products both online and offline. Offline, many beauty brands are capitalizing on opportunities by working with retail stores in Indonesia. This is because currently the retail industry in Indonesia is experiencing very rapid growth. one of these retail stores is Guardian. Guardian sells more than 10,000 health and beauty products. because of the many products sold at guardian, consumers are confused in determining the items they want to buy because there are many items that have the same function but different brands, so this makes it possible or many factors that influence consumers in making purchasing decisions This study was to determine the factors that influence purchasing decisions for cosmetic products at Guardian and to determine the most dominant factor in influencing purchasing decisions for cosmetic products at Guardian. By examining 14 factors, according to Kotler & Keller (2016), Kotler (2022), and Tjiptono (2017). To gather primary data, a questionnaire will be disseminated via Google Forms through social media platforms. The questionnaire will employ a Likert scale with four gradations, ranging from "Strongly Disagree" to "Strongly Agree," facilitating respondents in expressing their opinions and preferences regarding beauty product purchases at Guardian. Data analysis will utilize Partial Least Square (PLS) version 3.9, enabling researchers to examine and ascertain the factors exerting the greatest influence on beauty product purchasing decisions at Guardian outlets. Through this comprehensive methodology, the study endeavors to contribute valuable insights into consumer behavior in the beauty retail sector within the Indonesian market.
EXPLORING A MODERATED MEDIATION MODEL OF SITUATIONAL CONTEXT AND BRAND IMAGE ON PURCHASE INTENTION VIA ELECTRONIC WORD OF MOUTH (EWOM) A CASE STUDY OF SHOPEE IN WEST JAVA Rahman, Abdul; Mahir Pradana; Arry Widodo
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 3 (2025): Vol. 2 No. 3 Edisi Juli 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i3.1040

Abstract

E-commerce has become one of the most dynamic industries in the digital era, and electronic word of mouth (eWOM) greatly influences consumer behaviour. Shopee, as a popular e-commerce platform in West Java, faces challenges in increasing user purchase intention, particularly with an approach based on review communication and brand image. The objective of this research is to examine how eWOM credibility, quantity, and quality impact purchase intention, with brand image as the mediating variable and situational context as the moderating variable in the study of the Shopee application in West Java. This study uses a quantitative approach with the Structural Equation Modelling-Partial Least Squares (PLS-SEM) method. Data were collected from 500 respondents who are users of the Shopee application in West Java. The research results show that eWOM quantity has the greatest influence on purchase intention, followed by brand image, which has been shown to be a significant mediator. On the other hand, eWOM credibility and quality do not have a direct impact on purchase intention. Furthermore, situational context as a moderating variable does not have a significant impact on the relationship between eWOM quantity and brand image. This study helps e-commerce businesses create better data-driven marketing strategies. To build trust and encourage customer purchasing decisions, it is important to increase the number of reviews, enhance brand reputation, and improve the quality and credibility of the reviews.
Pengaruh Brand Awareness & Brand Image Terhadap Purchase Decision Oleh Oleh Dessert Cheesecuit Bandung Dengan Brand Preference Sebagai Variabel Intervening Silitonga, Adella Stephania; Widodo, Arry
eProceedings of Management Vol. 12 No. 4 (2025): Agustus 2025
Publisher : eProceedings of Management

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Abstract

Pesatnya perkembangan UMKM di Indonesia, khususnya di sektor kuliner, membuat persaingan antar pelaku usahaoleh-oleh khas daerah semakin ketat. Salah satu bisnis yang berkembang di Bandung adalah Cheesecuit Bandung,sebuah brand dessert berbasis keju yang mulai dikenal luas melalui media sosial dan content marketing terkenal. Meskidemikian, masih rendahnya brand awareness menjadi tantangan dalam memperkuat brand image juga mendorongkeputusan pembelian konsumen. Merujuk fenomena yang terjadi, penelitian ini dilakukan untuk mengkaji sejauhmana pengaruh brand awareness dan brand image terhadap keputusan pembelian produk Cheesecuit Bandung, melaluibrand preference sebagai variabel mediasi. Tujuan utama dari penelitian ini adalah untuk menggambarkan bagaimanakesadaran merek dan citra merek memengaruhi keputusan pembelian konsumen, serta mengevaluasi peran brandpreference sebagai perantara dalam hubungan antar variabel tersebut. Studi ini memakai pendekatan kuantitatif,dengan melibatkan 385 responden. Teknik pengambilan sampel dalam studi ini menggunakan metode non-probabilitysampling dengan pendekatan purposive sampling. Pengumpulan informasi dilakukan secara online melaluipenyebaran kuesioner menggunakan Google Form. Analisis data dilakukan dengan metode Structural EquationModeling (SEM) berbasis pendekatan Partial Least Squares (PLS) dengan menggunakan perangkat lunak SmartPLSversi 4.0.Hasil penelitian mengungkapkan bahwa brand awareness dan brand image memiliki pengaruh positif dansignifikan terhadaap brand preference maupun purchase decision. Selain itu, brand preference terbukti memediasisecara signifikan hubungan antara brand awareness dan brand image terhadap purchase decision. Temuan inimemperkuat pentingnya peningkatan kesadaran merek dan citra merek untuk mendorong preferensi konsumen yangberujung pada keputusann pembelian.Kata Kunci: Brand Awareness, Brand Image, Brand Preference, Purchase Decision, Bandung Cheesecuit
Pengaruh Green Advertising Dengan Brand Image Sebagai Variabel Intervening Terhadap Customer Loyalty Sensatia Botanicals Pada Generasi Z Kota Bandung Ginting, Betaria Angel br; Widodo, Arry
eProceedings of Management Vol. 12 No. 4 (2025): Agustus 2025
Publisher : eProceedings of Management

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Abstract

Sampah plastik menjadi persoalan lingkungan yang serius, termasuk di Indonesia. Kota besar seperti Bandung menyumbangvolume sampah tinggi, salah satunya berasal dari industri kecantikan dengan kemasan sekali pakai. Meningkatnyakepedulian lingkungan, terutama di kalangan Generasi Z, mendorong perusahaan menerapkan strategi pemasaranberkelanjutan seperti green advertising. Sensatia Botanicals merupakan merek lokal yang konsisten mengusung nilaikeberlanjutan sejak awal. Penelitian ini mengkaji pengaruh green advertising terhadap loyalitas konsumen dengan brandimage sebagai variabel intervening pada Generasi Z pengguna Sensatia Botanicals di Bandung. Pendekatan kuantitatifdigunakan dengan teknik non-probability sampling dengan jenis purposive sampling terhadap 385 responden. Analisis datadilakukan melalui metode Structural Equation Modeling (SEM) mengaplikasikan SmartPLS 4. Riset menghasilkan greenadvertising berkontribusi positif kepada brand image, yang selanjutnya berdampak signifikan pada customer loyalty. Brandimage juga terbukti memediasi hubungan antara green advertising dan customer loyalty. Hasil ini menegaskan pentingnyastrategi pemasaran hijau yang didukung pencitraan merek kuat untuk membangun loyalitas di kalangan konsumen mudayang semakin sadar lingkungan.Kata kunci: Iklan Hijau, Citra Merek, Loyalitas Pelanggan
Co-Authors Aang Muhammad Nur Shidiq Abdul Rahman Abdullah Sufyan, Bagja Achmad Ramadhani Ade Irma Susanty Adib Alfikry Afwa, Intan Lailya Agus Maolana Hidayat Akhmad Yunan Akhmad Yunani Alfarisy, Ghifary Alfayza Diva Azra Alzena Fitriani Amalia Nursyamsiah Amjad Syarif Anak Agung Gde Agung Anak Agung Gde Agung Anisa Miftahul Jannah Anita Silvianita Anwar, Muhammad Athallah Makkah Aprilia Diahayu Ningtias Arianto, Mahdar Arlin Ferlina Moch. Trenggana Arya, Gusti Ayu Agung Deviana Astadi Pangarso Ayunabillah Syahvitrie Azdy Putri Azahra, Khanaya Clarista Eka Azhar Humaira Syabani Bagus Nugroho, Lazuardi Budi Prasetiyo Cahyani, Made Gita Dwi Candra Wijayangka Cicilia Stevanie Citra Kusuma Dewi Citra, Khansa Fairuz Desi Natalia Gultom Desianti Ramadhan, Putri Devie Ryana Suchendra Dinda Aulia Rahmah Dinda Azzahra Endah Kusmartiyah Fahimah Fitri Afifi Fahmi Renaldy Azzam Fahri, Muhammad Afdhal Fajriana Khayatul Zikra Fanisa Tris Wandani Faridzie, Muhammad Robby Reynaldy Al Farizka Shafa Nabila Fatizah Amanda Fauzan , Rizky Sani Fauzan Aziz Febrinancy Valencia Putri Fitriani, Alzena Gemuruh Chairul Umam Ghina Alya Audina Ghulam Ilmam H Ginting, Betaria Angel br Ginting, Eldita Giovani Antania Hanjani Gita Indah Hapsari Guevara, Inzagi Ramadhan Gunawan, Tedi Gusfi, Dhiya Athaya Helda Widyarani Lutviari Heru Nugroho Iman, Fathia Ahya Nur Imanuddin Hasbi Iranda Kayla Avania Isfansyah, Haikal Ayasya Jabir, Muh. Agung Jonneli, Halimah Husna Khaya Widelia Kristina Sisilia Kusuma, Tatiana Kuswalabirama, Teuku Muhammad Ridha Lianto, Fazrian Luh Putu Ratna Sundari M. Fariz Syahbani Mahir Pradana Marlindia Ike Sari Marsha Adilla Rahmani Maulana Rezi Ramadhan Meirissa Purwandani Mia Rosmiati Muhamad Fariz Ridwan Firdaus Muhamad Yusuf Ramadhan Muhammad Luthfi Muhammad Rizki Budimansyah Muhammad Robby Reynaldy Al Faridzie Murniati, Syifa Milenia Muzhofar, Rifky Surya Nabila, Farizka Shafa Nabsiah Abdul Wahid Nadia Tammy Wijaya Nadya Novandriani Karina Moeliono Nadya Novandriani Karina Mulyono Nathania, Geovanni Nurfalah, Alvi Febrian Nurhayati, Lina Nursyamsiah, Amalia Nurul Aulia Ramadhina Oktaviani, Prima Kusuma Patrick Adolf Telnoni Perdana, Nabil Rangga Permatasari, Intan Ayu Prajna Deshanta Ibnugraha Pramitha Aulia Pramuditha, Salsabillah Putri Rizky Amanda Pramuko Aji Purwandani, Meirissa Putri, Indriana Bella Putri, Mila Andini Putu Nina Madiawati R. Nurafni Rubiyanti Rafiansyah, Muhammad Rahmadhani, Annisa Vivit Rahmani, Marsha Adilla Rahmat, Dafrian Nur Ramadhani, Moch. Romy Rasyid, Rafika Isya Renda Puspita Dewi Rennyta Yusiana Retno Setyorini Ridwan Firdaus, Muhamad Fariz Rifa’atul Sri Aghnia Rini Handayani Rio Garia Aprillio Riska Apriliani Rixard George Dillak Rizqiningsih, Dwitriana Ulfi Rizza Indah Mega Mandasari Robbi Hendriyanto Roni Riandi Rubiyanti, R. Nurafn Rubyanti, Nurafni Saleh, Yusril Saragih, Romat Sari, Mutiara Kusuma Shaomi Fujiyanti Amalia Sihombing, Reni Pratiwi Silitonga, Adella Stephania Silviannita, Anita Simamora, Indah br Sri Widaningsih Sunandika, Tarisya Adzani Syahputra Syahputra Syarif, Amjad Tarisya Adzani Sunandika Taufan Umbara Udayanti, Imel Ulfa Azizah, Ulfa Umam, Gemuruh Chairul Umi Sumarsih Viony, Regya Wahyu Anggoro, Febrian Setyo yogi suprayogi Yudantri, Anindya Sukma Yulia Nur Hasanah