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Exploring the Impact of Advertising Appeal on Consumer Brand Awareness and Purchase Decisions in the Ready-to-Drink Packaged Tea Market: A Case Study of Teh Pucuk Harum in Pekanbaru Azmi, Fauzan; Samsir, Samsir; Widayatsari, Any; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 2 No. 02 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i02.411

This study investigated the influence of advertising appeal on the brand image of Teh Pucuk Harum in Pekanbaru. This study was conducted quantitatively, using causal and descriptive research designs. A survey was conducted by distributing questionnaires; then, the data or information obtained were processed by statistical methods using SEM PLS analysis. The results show that advertising appeal significantly influences a company’s brand image (TBI). The quality of the advertising message does not have a direct effect on TBI. Advertising appeals do not affect the purchasing decision-making process. Advertising creativity does not influence the purchasing decisions of a company, and the quality of advertising messages has no significant effect on purchasing decisions. It is hoped that the company can convince consumers that the appeal of the caterpillar/endorse-shaped advertisement in the Teh Pucuk Harum advertisement is trustworthy and honest in conveying the message of the product.

Exploring the Impact of Advertising Appeal on Consumer Brand Awareness and Purchase Decisions in the Ready-to-Drink Packaged Tea Market: A Case Study of Teh Pucuk Harum in Pekanbaru Azmi, Fauzan; Samsir, Samsir; Widayatsari, Any; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 2 No. 02 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i02.411

This study investigated the influence of advertising appeal on the brand image of Teh Pucuk Harum in Pekanbaru. This study was conducted quantitatively, using causal and descriptive research designs. A survey was conducted by distributing questionnaires; then, the data or information obtained were processed by statistical methods using SEM PLS analysis. The results show that advertising appeal significantly influences a company’s brand image (TBI). The quality of the advertising message does not have a direct effect on TBI. Advertising appeals do not affect the purchasing decision-making process. Advertising creativity does not influence the purchasing decisions of a company, and the quality of advertising messages has no significant effect on purchasing decisions. It is hoped that the company can convince consumers that the appeal of the caterpillar/endorse-shaped advertisement in the Teh Pucuk Harum advertisement is trustworthy and honest in conveying the message of the product.

Consumer Satisfaction and Loyalty Towards Chatime Beverage Products: Evidence from Pekanbaru, Indonesia Noviasari, Henni; Junaidi, Andi; Wildah, Sri Wahyuni; Azmi, Fauzan; Ishadi, Ishadi; Siregar, Prima Andreas
West Science Business and Management Vol. 2 No. 01 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i01.691

This study examines the influence of taste, price, and service quality on consumer satisfaction and loyalty towards Chatime beverage products in Pekanbaru, Indonesia. Understanding consumer behavior is crucial for sustaining business growth in the rapidly growing food and beverage industry. By leveraging theories of consumer satisfaction and loyalty, this study adopts a quantitative approach through multiple regression analysis of data collected from 108 respondents. The findings revealed that taste, price, and service quality significantly affect consumer satisfaction and loyalty. Interestingly, while satisfaction significantly fosters loyalty, it does not mediate the relationship between price and loyalty, suggesting price sensitivity among students’ demographics. Despite perceiving Chatime's products as relatively expensive, their willingness to recommend the brand indicates recognition of quality. This study contributes to a nuanced understanding of the factors driving consumer loyalty in the competitive beverage industry, emphasizing the need for strategic pricing and quality enhancement to foster consumer satisfaction and loyalty.

Memahami Pesan Dakwah Dalam Siaran Efendi, Erwan; Perdana , Fatwa; Azmi, Fauzan
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 3 No. 4 (2023): Da'watuna: Journal of Communication and Islamic Broadcasting
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v3i4.451

Dakwah, which initially only used traditional media, has developed by incorporating elements of contemporary technology, such as radio and television. One of the modern media that can be used for preaching today is radio and television. The purpose of television is to attract people's attention to the content of the message. Television has the potential to be an attractive medium for communicating positive messages to society. contains religious messages commonly called da'wah. The superiority of da'wah conveyed through broadcast media is not the only factor that plays a role. In this study, content analysis was used. Likewise, a da'i who wants to utilize broadcast media must have a deep understanding of how to do so, including how to determine the methods and techniques of his da'wah. Because the use of inappropriate broadcast media will not only waste time and money, but will also complicate the distance between da'wah activities and the community.

Penerapan Pembelajaran Tahfidzul Al-Qur’an untuk Meningkatkan Kecerdasan Spiritual Siswa d MTs Teladan Gebang Rahmayani, Putri; Saleh, Muhammad; Azmi, Fauzan
At-Tadris: Journal of Islamic Education Vol. 1 No. 1 (2022): At-Tadris: Journal of Islamic Education
Publisher : Ikatan Dai Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56672/r6gn3897

This research is motivated by a phenomenon that occur in schools where most of the students have high intellectual intelligence and emotional intelligence but do not have good morals. Thus, through tahfidz learning, they are expected to be able to realize that spiritual intelligence is important for their morals so that they can growup to be a generation that has good potential and also good morals. Based on this background, the writer wishes to discuss it in his thesis and take the title of tahfidzqur'an learning to improve students' spiritual intelligence at MTs Exampel Gebang. This research focused on:(1) How is the concept of tahfidzqur'an learning to improve the spiritual intelligence of students at MTs Exampel Gebang? (2) How is the implementation of tahfidzqur'an learning to improve students' spiritual intelligence at MTs Exampel Gebang? (3) How is the implications of tahfidzqur'an learning to improve students' spiritual intelligence at MTs Exampel Gebang. The purposes of this researchare (1) To describe the concept of tahfidzqur'an learning to improve the spiritual intelligence of students at MTs Exampel Gebang; (2) To describe the implementation of tahfidzqur'an learning to improve students' spiritual intelligence at MTs Exampel Gebang; (3) To describe the implications of tahfidzqur'an learning to improve students' spiritual intelligence at MTs Exampel Gebang. This research uses a qualitative approach. The data collection technique uses observation, interviews, and documentation. The data analysis technique uses data reduction, data presentation, and data verification. Check the validity of the data using extension of participation, observer perseverance, and triangulation. The results of the research are (1) The concept of tahfidzqur'an learning aims to train students to love the Qur'an and become a superior person from within themselves in the form of personality and spiritual intelligence; (2) The implementation of tahfidz learning includes arranging sincere intentions, with parental permission, diligent and patient in memorizing, leaving any immorality behind and keep away from harm. There are two methods used by the tahfidz teacher, namely the bin nadzar method and the murajaah method; (3) The implications of tahfidzqur'an learning make students have a high sense of empathy and always be grateful.

Analisis Pengaruh Psychological Safety terhadap Keberanian Karyawan Menyampaikan Ide Azmi, Fauzan; Hidayat, Novit
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4895

Penelitian ini bertujuan untuk mendeskripsikan pengalaman psychological safety karyawan dalam tim kreatif serta mengidentifikasi faktor-faktor yang memengaruhinya. Psychological safety dipahami sebagai kondisi psikologis di mana karyawan merasa aman untuk mengekspresikan ide, pendapat, maupun kesalahan tanpa takut akan konsekuensi negatif. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode pengumpulan data berupa wawancara semi-terstruktur dan observasi partisipatif. Subjek penelitian terdiri atas 15 karyawan yang tergabung dalam tiga tim kreatif di sebuah perusahaan desain digital, yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan analisis tematik untuk mengidentifikasi pola dan makna pengalaman partisipan. Hasil penelitian menunjukkan bahwa psychological safety tercermin melalui keberanian karyawan dalam menyampaikan ide kreatif, adanya dukungan sosial, komunikasi terbuka, serta umpan balik yang konstruktif antar anggota tim. Selain itu, budaya tim yang inklusif dan kepemimpinan yang suportif turut memperkuat rasa aman psikologis. Namun, penelitian ini juga menemukan bahwa tekanan deadline yang tinggi, konflik interpersonal, serta keberadaan hierarki informal dapat menurunkan psychological safety dalam situasi tertentu. Penelitian ini menyimpulkan bahwa psychological safety dalam tim kreatif bersifat dinamis dan dibentuk oleh interaksi sosial, budaya tim, serta kondisi kerja. Temuan ini memberikan kontribusi teoretis dalam memperkaya pemahaman psychological safety sebagai pengalaman subjektif karyawan serta implikasi praktis bagi organisasi dalam menciptakan lingkungan kerja yang mendukung kreativitas dan kolaborasi.

SOSIALISASI STRATEGI MANAJEMEN SEKOLAH DALAM MENANGANI BULLYING DAN KEKERASAN DI LINGKUNGAN SEKOLAH SMAN 1 XIII KOTO KAMPAR Irawan, Dika; Primadayani, Syurti; Azmi, Fauzan; Hidayat, Novit; Nurhayati, Nurhayati
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 9 No. 3 (2025): JURNAL DIKLAT REVIEW
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v9i3.2561

The socialization of school management strategies in handling bullying and violence at SMA N 1 XIII Koto Kampar is an important step in creating a safe, comfortable, and conducive learning environment. Based on the results of the study, socialization has been carried out through various approaches, such as homeroom teacher meetings, student coaching, counseling from Az Zuhra Institute lecturers, and the use of school information media. The school management strategy involves the prevention, handling, and evaluation of bullying and violence cases with a collaborative approach between the principal, teachers, and students. This shows that socialization needs to be carried out more intensively and structured so that the designed strategy can be implemented optimally. At the end of the community service activity, we held a group photo session and presented a certificate of appreciation to the principal who had helped run this community service activity. We also held a friendly gathering with the principal to discuss how to continue this program. According to the principal, we saw the enthusiasm of the students in listening to the presentation. Furthermore, we from the community service team also hoped that students understood the importance of preventing bullying starting from themselves. We, the community service team, welcomed this warmly and, God willing, we will follow up on the principal's good wishes, until finally, precisely at 12:00 noon, the community service event was completed and ran smoothly

Akselerasi Pelatihan Manajemen Sumber Daya Industri ( Digital Marketing ) Aprila, Bord Nandre; Purnama, Intan; Prihastomo, Arih Dwi; Novrizal, Dedy; Martias, Fery; Handoyo, Leonardus Teguh; Azmi, Fauzan; Farhas, Rizqon Jamil
JUDIKAT: Jurnal Pengabdian Kepada Masyarakat Vol 5 No 2 (2025): JUDIKAT: Jurnal Pengabdian Kepada Masyarakat
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/judikat.v5i2.5738

The development of digital technology has driven changes in marketing patterns. This community service activity aims to accelerate the improvement of industrial human resource (HR) capacity through digital marketing-based industrial resource management training. The training focuses on strengthening the application of management functions in the context of digital marketing, emphasizing the optimization of industrial resources, including human, financial, material, machine, method, and market aspects. The implementation method is participatory training, integrating concept presentations, interactive discussions, and hands-on practice. The training materials covered the basics of digital management, the use of social media and digital platforms as marketing tools, the implementation of segmentation strategies, market targeting and positioning (STP), and the development of a marketing mix in the digital era. The results of the activity showed an increase in participants' abilities in designing and managing digital-based promotions, optimizing the use of e-commerce platforms, and building a more adaptive and competitive brand image. These findings indicate that accelerating industrial resource management training through digital marketing is an effective strategy for increasing the competitiveness and readiness of industrial human resources in facing the challenges of the Industry 4.0 era.

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