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All Journal Dedikasi : Jurnal Ilmiah Sosial, Hukum, Budaya Pendas : Jurnah Ilmiah Pendidikan Dasar JMM (Jurnal Masyarakat Mandiri) Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora (KAGANGA) SEIKO : Journal of Management & Business Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Mantik Al-Khidmat : Jurnal Ilmiah Pengabdian Kepada Masyarakat Risenologi Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Riset Mahasiswa Dakwah dan Komunikasi (JRMDK) EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) PLAKAT : Jurnal Pelayanan Kepada Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Management and Bussines (JOMB) Jurnal Indonesia : Manajemen Informatika dan Komunikasi Jurnal Ilmiah Wahana Pendidikan Journal La Sociale Jurnal Media Informatika Journal of Communication Studies Jurnal Komunikasi Korporasi dan Media (JASIMA) Jurnal Ilmu Komunikasi Balayudha (JIKOBA) JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Jurnal Riset Inossa : Media Hasil Riset Pemerintahan, Ekonomi dan Sumber Daya Alam Dulang: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Artificial Intelligence and Digital Business Eduvest - Journal of Universal Studies Moneter : Jurnal Keuangan dan Perbankan Indonesian Journal of Advanced Research (IJAR) MDP Student Conference Jurnal Indonesia : Manajemen Informatika dan Komunikasi Conference Proceedings International Conference on Education Innovation and Social Science Jurnal Bisinis Digital Business, Entrepreneurship, and Management Journal Jurnal Cendekia Ilmiah Jurnal Pengabdian Masyarakat Manage Proceedings National Conference Sisi Indonesia EKONOMIKA: Manajemen, Akuntansi dan Perbankan Syari’ah Proceedings of The International Indonesia Conference on Interdisciplinary Studies
Arsyad, Annisa Wahyuni
Administrasi Bisnis, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Mulawarman
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Public Health Social Sciences Other

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Pengaruh Brand Awareness, Brand Image, dan Brand Trust Terhadap Keputusan Pembelian Nurlita, Febi; Arsyad, Annisa Wahyuni
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 6 No 3 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v6i3.6975

Abstract

Ventela is a local shoe brand that is increasingly popular in Indonesia, known for its modern design and superior product quality, as well as affordable prices. This brand has succeeded in attracting the attention of young consumers, especially students and schoolchildren, with comfortable and stylish shoe products. Ventela focuses on developing shoes for everyday use that prioritize a balance between functionality and aesthetics. In the midst of increasingly tight shoe market competition, Ventela strives to strengthen its position and continues to innovate to attract more consumers. This study aims to analyze the effect of brand awareness, brand image, and brand trust on purchasing decisions for Ventela brand shoes among students of the Faculty of Social and Political Sciences, Mulawarman University. Sampling in this study used the purposive sampling method with a sample size of 100 respondents. The testing methods used are instrument testing, classical assumption testing, multiple linear regression analysis testing, and hypothesis testing with the help of the SPSS version 26 application. This research method is quantitative research with data collection through online questionnaire distribution. The results of this study show that (1) brand awareness has a significant positive effect on purchasing decisions, (2) brand image does not have a significant effect on purchasing decisions, and (3) brand trust has a significant effect on purchasing decisions for Ventela shoes and (4) the three independent variables (brand awareness, brand image, and brand trust) simultaneously influence purchasing decisions for Ventela shoes.
Pengaruh Harga dan Kualitas Pelayanan Terhadap Loyalitas Pasien Melalui Kepuasan Pasien Sebagai Variabel Intervening Sari N, Anisa Sasmita; Arsyad, Annisa Wahyuni
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 6 No 3 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v6i3.6976

Abstract

This study aims to determine the effect of price and service quality on patient loyalty through patient satisfaction as an intervening variable in patients of the NN Dental Care Muara Jawa Clinic. This study uses a quantitative approach using an empirical research method. The population of this study were patients of the NN Dental Care Clinic located in the Muara Jawa District area, while the sample used was 100 respondents in the age range of 20-45 years. In this study, sampling used the non-probability sampling method, especially the purposive sampling approach method. In this study, the data collection technique used was a questionnaire in the form of a google form link. The data that has been collected was then processed using the SmartPLS 3.2.9 analysis tool with the Structural Equation Modeling (SEM)-PLS method. The results of the study showed that there was a positive and significant effect on price and service quality on patient satisfaction. However, price has a positive but not significant effect on patient loyalty. And service quality shows a positive and significant effect on patient loyalty. Based on the results of the specific indirect effect, patient satisfaction successfully mediates positively and significantly the effect of price and service quality on patient loyalty.
Pengaruh Celebrity Endorser, Content Marketing dan Brand Love Terhadap Purchase Decision Melalui Purchase Intention Sebagai Intervening Marlinda, Nanda; Arsyad, Annisa Wahyuni
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 6 No 3 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v6i3.6977

Abstract

This research aims to find out whether there is an influence of celebrity endorser, content marketing and brand love on purchase decisions through purchase intention as an intervention for consumers of Azarine Sunscreen Series products in Samarinda City. This research uses quantitative methods by collecting data by distributing questionnaires to respondents. The research was conducted on 150 respondents aged 17 - 41 years who live in Samarinda City and have purchased Azarine Sunscreen Series products. The sampling technique used in this research is non-probability sampling with a purposive sampling method. The data that has been collected is then processed using the SmartPLS 4.1.0.9 analysis tool with the Structural Equation Modeling (SEM)-PLS method which consists of testing the measurement model (outer model), testing the structural model (inner model) and testing hypotheses. The results of this research show that: (1) Celebrity endorser have a significant and negative effect on purchase intention, (2) Content marketing has a significant and positive effect on purchase intention, (3) Brand love has a significant and positive effect on purchase intention, (4) Celebrity endorser significant and negative influence on purchase decisions, (5) Content marketing has a significant and positive influence on purchase decisions, (6) Brand love has a significant and positive influence on purchase decisions, (7) Purchase intention has a significant and positive influence on purchase decisions, (8) Celebrity endorser have a significant and negative influence on purchase decisions through purchases intention, (9) Content marketing has a significant and positive effect on purchase decisions through purchase intention, (10) Brand love has a significant and positive effect on purchase decisions through purchase intention.
Pengaruh Harga dan Promosi Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Intervening Ibrahim, Sabina Natania; Arsyad, Annisa Wahyuni
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 6 No 3 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v6i3.6978

Abstract

This study aims to determine whether there is an effect of price and promotion on customer loyalty through customer satisfaction on Indosat Ooredoo cellular card users in Samarinda City. This study uses a quantitative method by collecting data by distributing questionnaires to respondents. The study was conducted on 100 respondents who are active Indosat Ooredoo cellular card users aged 15-45 years who live in Samarinda City. The sampling technique used in this study is non-probability sampling with an online purposive sampling method. The collected data was then processed using the SmartPLS 4.1.0.9 analysis tool with the Structural Equation Modeling (SEM)-PLS method. The results of the study indicate that price and promotion have a positive and significant effect on customer satisfaction, price has a positive but insignificant effect on customer loyalty, promotion and customer satisfaction has a positive and significant effect on customer loyalty. Based on the results of the specific indirect effect, customer satisfaction successfully mediates positively and significantly the effect of price and promotion on customer loyalty.
Indonesia Virtual Tour Sebagai Media Komunikasi Digital Untuk Mempromosikan Pariwisata Indonesia Safika, Safika; Arsyad, Annisa Wahyuni; Sary, Kezia Arum; Molekandella Boer, Kheyene
Jurnal Media Informatika Vol. 6 No. 2 (2025): Jurnal Media Informatika
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jumin.v6i2.5239

Abstract

Komunikasi digital dan perkembangan teknologi informasi telah mengubah cara berinteraksi dan mengakses informasi masyarakat. Indonesia memasuki era konektivitas dengan 221 juta pengguna internet pada 2024. Perubahan ini membuka peluang baru untuk terhubung dan berkomunikasi secara cepat dan luas melalui komunikasi digital. Salah satu strategi Kemenparekraf untuk mempromosikan pariwisata Indonesia adalah mengembangkan platform Indonesia Virtual tour bekerja sama dengan Visual Anak Negeri. Platform ini berfungsi sebagai media promosi pariwisata yang efektif karena mampu memberikan pengalaman wisata yang lebih imersif secara digital tanpa batas ruang dan waktu serta mudah diakses oleh siapa saja. Tujuan Penelitian dilakukan untuk menganalisis terkait peranan Indonesia Virtual tour sebagai Media Komunikasi Digital untuk Mempromosikan Pariwisata Indonesia  Penelitian ini menggunakan metode pendekatan deskriptif kualitatif yaitu menjelaskan secara garis besar dari semua data yang didapatkan melalui teks deskripsi berbentuk narasi, serta dengan teknik pengumpulan data yaitu observasi, wawancara, dan studi dokumentasi. Dalam mengumpulkan data, informan penelitian sendiri ditentukan dengan menggunakan teknik Purposive Sampling dan menggunakan teknik analisis data model Miles dan Huberman. Penelitian ini menggunakan teori kekayaan media (Media Richness Theory).  Berdasarkan hasil penelitian ditemukan bahwa Indonesia Virtual tour hampir memenuhi setiap aspek dari peran media komunikasi digital, yakni Jembatan Komunikasi dan Informasi, Platform bisnis dan Pemasaran yang efektif, Sarana edukasi dan pembelajaran, Pengaruh Opini Publik dan Hiburan. Namun belum maksimal, terutama pada aspek promosi dan pengaruh opini publik. Namun demikian Indonesia Virtual tour sudah melaksanakan perannya sebagai media komunikasi digital untuk mempromosikan pariwisata Indonesia.
Pengaruh Brand Image, Word Of Mouth, Dan Kualitas Produk Terhadap Loyalitas Pelanggan Pengguna Produk Skincare Npure Larasati Arning Putri; Annisa Wahyuni Arsyad
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 3 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i2.7475

Abstract

This study aims to analyze the effect of brand image, word of mouth, and product quality variables on customer loyalty of NPure skincare product users, both partially and simultaneously. This study involves a population of NPure skincare users who have used Npure products for more than 3 months. The sampling technique used was purposive sampling, with a total of 100 respondents. Primary data was collected through a questionnaire survey. Data analysis was carried out using multiple linear regression techniques with the help of the SPSS for Windows application. The results showed that Brand Image, Word Of Mouth, and Product Quality have a positive and significant influence on Customer Loyalty of NPure Product Users, both partially and simultaneously.
PENGARUH STORE ATMOSPHERE, KERAGAMAN PRODUK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO BAZAR MALL LEMBUSWANA Sari, Merianti; Fourqoniah, Finnah; Arsyad, Annisa Wahyuni; Nadroh, Ummi
Jurnal Bisnis Digital Vol. 3 No. 1 (2025): Jurnal Bisnis Digital, Vol. 3 No. 1 Mei-2025
Publisher : Prodi Bisnis Digital Universitas Muhammadiyah Muara Bungo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52060/j-bisdig.v3i1.3008

Abstract

Penelitian ini mengkaji tentang tantangan dan peluang yang dihadapi Toko Bazar Mall Lembuswana, sebuah pelaku bisnis ritel fashion yang telah lama berdiri di Kota Samarinda, dalam mengoptimalkan operasional dan mengembangkan bisnis di era dinamis. Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere, keragaman produk, dan word of mouth terhadap keputusan pembelian pada Toko Bazar Mall Lembuswana pada mulawarman. Jenis penelitian ini adalah penelitian asosiatif kausal. Teknik pengumpulan data dilakukan ialah dengan penyebaran kuesioner yang menampilkan beberapa pertanyaan dimana pertanyaan yang diberikan mendeskripsikan setiap indikator pada variabel. Teknik pengambilan sampel ialah dengan probability sampling melalui metode nonprabability sampling dengan total responden sebanyak 100 orang. Teknik analisis data yang digunakan ialah menggunakan analisis linier berganda dengan alat bantu software SPSS 27. Hasil penelitian ini menunjukkan bahwa store atmosphere, keragaman produk, dan word of mouth secara simultan berpengaruh terhadap keputusan pembelian. Hasil pengujian secara parsial menunjukkan bahwa store atmosphere mouth berpengaruh tidak signifikan terhadap keputusan pembelian sedangkan keragaman produk, dan word of mouth berpengaruh signifikan terhadap keputusan pembelian.
Implementation of Green Human Resources Management (GHRM) at PT. Pertamina Patra Niaga Fuel Terminal Samarinda to Support Company Sustainability Isnawati, Isnawati; Tuti Wediawati; Annisa Wahyuni Arsyad; Fareis Althalets
Journal of Management and Bussines (JOMB) Vol. 7 No. 4 (2025): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/f9pppa67

Abstract

This study aims to analyze the implementation of Green Human Resource Management (GHRM) at PT. Pertamina Patra Niaga Fuel Terminal Samarinda in supporting the company's aspirations. The research method used a descriptive qualitative approach, collecting data through interviews, observation, and documentation. The research also involved informants from the Community Development Officer (CDO) and HSSE Supervisors. The results indicate that the implementation of GHRM has been integrated into HR management practices through environmental training, energy efficiency, digitalization, and waste management, and is supported by a green organizational culture such as the Bank Ramli program, reforestation, and the Biodiversity (Kehati) program. The conclusion of this study is that GHRM has a positive impact on environmental compliance, increasing employee awareness, and achieving desired goals. Although its implementation still requires ongoing evaluation and monitoring to remain effective and relevant in the future.   Keywords: Green Human Resource Management, Sustainability, Energy  
THE INFLUENCE OF ADVERTISING FREQUENCY ON CONSUMER PURCHASE INTENTION OF YOUTUBE PLATFORM THROUGH BRAND AWARENESS AND BRAND TRUST AS INTERVINING VARIABLES Fina Rabya Syabina Kusuma; Finnah Fourqoniah; Annisa Wahyuni Arsyad; Poppy Alvianolita Anistasya
BEMJ : Business, Entrepreneurship, and Management Journal Vol. 4 No. 1 (2025)
Publisher : Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36563/bemj.v4i1.1743

Abstract

This study examines the influence of YouTube advertising frequency on consumer purchase intention for Traveloka, mediated by brand awareness and brand trust. With Indonesia’s internet penetration reaching 79.5% and YouTube attracting over 139 million users, digital platforms have become central to marketing strategies. Traveloka, the most visited online travel agent in Indonesia, leverages YouTube ads to enhance consumer engagement. Using a quantitative approach, 164 purposively sampled respondents who had been exposed to Traveloka’s YouTube advertisements were surveyed. Data were analyzed using SEM-PLS to assess measurement and structural models. Results indicate that advertising frequency significantly increases both brand awareness and brand trust, with brand trust exerting a stronger effect on purchase intention. Specifically, advertising frequency showed moderate effects on brand awareness (f²=0.319) and brand trust (f²=0.343), while brand trust had a large effect on purchase intention (f²=0.452) compared to brand awareness’s small effect (f²=0.231). R² values revealed that brand awareness and trust jointly explained 70.4% of purchase intention variance. All hypothesized relationships were statistically significant (p<0.05). The study concludes that optimal ad frequency fosters trust and awareness, enhancing purchase intentions, and recommends maintaining ad consistency while avoiding consumer fatigue. Future research should incorporate additional variables such as brand image, e-WOM, and customer satisfaction, alongside broader demographic sampling to improve generalizability.
PEMANFAATAN META BUSINESS SEBAGAI PLATFROM DIGITAL MARKETING DI PT TELKOM KALTIMTARA Fitri Aulia, Tiara; Wahyuni Arsyad, Annisa
Martabe : Jurnal Pengabdian Kepada Masyarakat Vol 8, No 7 (2025): MARTABE : JURNAL PENGABDIAN KEPADA MASYARAKAT
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jpm.v8i7.2646-2652

Abstract

PT Telkom Indonesia telah bertransformasi menjadi sebuah perusahaan digital yang aktif menggunakan platform meta business. Strategi pemasaran digital ini dimulai sebelum pandemi Covid-19 dan terbukti telah memberikan dampak besar selama pandemi dengan meningkatnya aktivitas masyarakat di media sosial. Melalui fitur iklan dan pesan langsung untuk mempromosikan produk Indibiz ke segmen B2B, dengan biaya relatif rendah dan efektif dalam menjangkau wilayah-wilayah luas di Indonesia. Penelitian ini menggunakan pendekatan kualitatif dengan pengumpulan data melalui wawancara observasi langsung terhadap pemanfaatan platform tersebut. Hasil wawancara dan observasi menunjukkan bahwa pemanfaatan meta business tidak hanya mendukung promosi produk tetapi platform ini juga memfasilitasi akses pelanggan untuk mendapatkan informasi, berkonsultasi, dan pendaftaran layanan secara online. Hal ini membuktikan bahwa penggunaan teknologi digital dapat meningkatkan efisiensi dan menjawab kebutuhan pelanggan.
Co-Authors Agnes Veren Nica Agustinus Patabang Ahmad Firman Hakim Ainun Nimatu Rohma Ainun Nimatu Rohmah Ali Ardiansyah Althalets, Fareis Amelia Amelia Andi Nabilah Az-zahrah Andriana, Ana Noor Anugrahni, Sisilia Aransyah, Muhammad Fikry Ashari, Suci Azrina Meylahafsa Berly, Uria Angkasa Celomita Aurelia Nur Aliyas Debvi Nur Aprianti Derama, Trisda Dwivayani, Kadek Dristiana Dyan Wulan Sari Hs Eirene Copalcanty Tuko Elfrida Sentyana Siburian Erwiantono Erwiantono Eva Kartika Maharani Eva Kartika Maharani N.S Eva Kartika Maharani Nuru Sakinah Farmawati, Windie Karina Fhadil, Ghazy Muhammad Fina Rabya Syabina Kusuma Finnah Fourqoniah Finnah Fourqoniah Fitri Aulia, Tiara Glendy Offiler Rumangkang Glen Hairunnisa Hairunnisa Hetami, Adietya Arie Hijrah, Lailatul Hikmah, Mukhibatul Ibrahim, Sabina Natania Ichwana, Salsabela Oktanur Ilmi Rahma Fadila Isnawati Isnawati Isti Nur Aziza Iva Madelyn Hasugian Kayla Farya Arniandis Khairil Anwar Kheyene Molekandella Boer Larasati Arning Putri Lucky Brando Punu Marlina Marlina Marlinda, Nanda Maulida, Adelia Merianti Sari Meylahafsa, Azrina Muhammad Arisandi Muhammad Noor Mukhibatul Hikmah Muthia Nida Nadroh, Ummi Natalia Lembang Pasapan Nida, Muthia Nur Aulia Rahmah Nurasimah Nurlita, Febi Padang, Aryadi Liling Poppy Alvianolita Anistasya Poppy Alvianolita Sanistasya Purnama, Ricky Dian Purwanti, Silviana Putri Lia Farha Putri, Nur Fadila Eka Raden Yuda Ferdianto Putra Rahmawati Rahmawati Relma Reifana Hero Ricky Dian Purnama Rina Juwita Rina Juwita Rina Juwita Risky, Risky Riyadi, Alya Meirisa Rohmah, Ainun Nimatu Rohmah, Ainun Ni’Matu Rosmiah Jamalia Safika S, Safika Sahariah, Siti Salsabela Oktanur Ichwana Sari N, Anisa Sasmita Sari, Anisa Sasmita Sari, Merianti Sarwo Eddy Wibowo Sary, Kezia Arum Selpi Aulia Silviana Purwanti Siti Sahariah Soesanto, Aldian Ramadhan Suci Ashari Sucipta, Johantan Alfando Wikandana Sugandi Sugandi Syafira Rahmalia Indah Syarifah Hudayah Ummi Nadroh Ummi Nadroh Ummi Nadroh Wediawati, Tuti Windie Karina Farmawati Wira bharata Yiskayani Pakasi, Filadelfi Yunita Sari Zidani Abdillah, Achmad Faroq