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All Journal Dedikasi : Jurnal Ilmiah Sosial, Hukum, Budaya Pendas : Jurnah Ilmiah Pendidikan Dasar JMM (Jurnal Masyarakat Mandiri) 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) Jurnal Riset Inossa : Media Hasil Riset Pemerintahan, Ekonomi dan Sumber Daya Alam Dulang: Jurnal Pengabdian Kepada Masyarakat Journal of Artificial Intelligence and Digital Business Eduvest - Journal of Universal Studies 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
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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ANALISIS KOMUNIKASI PEMASARAN ERAMART DALAM MEMPERTAHANKAN PELANGGAN DI MASA PANDEMI COVID-19 Ricky Dian Purnama; Annisa Wahyuni Arsyad
Jurnal Ekonomika: Manajemen, Akuntansi, dan Perbankan Syari'ah Vol. 13 No. 1 (2024): Maret
Publisher : Economic Faculty, University of Widya Gama Mahakam Samarinda

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Abstract

Penelitian ini mendeskripsikan dan menganalisis komunikasi pemasaran Eramart dalam upaya mempertahankan pelanggan di masa pandemi Covid-19. Teori komunikasi bauran promosi didukung dengan konsep AIDA (Attention, Intrest, Desire, Action) yang membantu Eramart Stores dalam mempengaruhi keputusan pembelian pelanggan dengan cara menarik perhatian, mendapatkan dan mendorong minat, membangkitkan keinginan, dan membangkitkan tindakan. Jenis data yang digunakan berdasarkan observasi dan wawancara dengan key informan dan informan, data sekunder melalui sumber dokumen, e-journal, buku, artikel dan dokumentasi. Teknik analisis yang digunakan adalah analisis data kualitatif model interaktif yang dikembangkan oleh Miles & Huberman.
PENGARUH STORE ATMOSPHERE, KERAGAMAN PRODUK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO BAZAR MALL LEMBUSWANA Merianti Sari; Finnah Fourqoniah; Annisa Wahyuni Arsyad; Ummi Nadroh
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.
PENGARUH CSR DAN KONTEN MARKETING TERHADAP CUSTOMER ENGAGEMENT BRAND WARDAH PADA PLATFORM TIKTOK DI KOTA SAMARINDA Andi Nabilah Az-zahrah; Annisa Wahyuni Arsyad
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.45771

Abstract

This study aims to analyze the influence of Corporate Social Responsibility (CSR) and content marketing on customer engagement for the Wardah brand on the TikTok platform, specifically in Samarinda City. The background of this research is based on the increasing competition in the cosmetics industry and changes in increasingly digital consumer behavior, requiring companies to optimize marketing strategies based on social values ​​and digital content. This study used a quantitative approach with a survey method of 150 respondents who were TikTok users, Wardah consumers, and had interacted with Wardah's CSR content and programs. The sampling technique used purposive sampling, with data collected through a Likert-scale questionnaire. Data analysis was performed using multiple linear regression with the help of SPSS. The results showed that CSR and content marketing, both partially and simultaneously, had a positive and significant effect on customer engagement. The content marketing variable had a more dominant influence than CSR, with a regression coefficient of 0.636, while CSR was 0.331. Simultaneously, the two variables were able to explain 84.5% of the variation in customer engagement. These findings indicate that a creative, relevant, and interactive content strategy on TikTok is a key factor in increasing consumer engagement, while CSR plays a crucial role in building trust and a positive brand image. Therefore, companies are advised to integrate CSR programs with content marketing strategies to sustainably increase customer engagement.
THE INFLUENCE OF PRODUCT INNOVATION, PRICE, AND BRAND AMBASSADOR ON PURCHASE DECISIONS OF SCARLETT WHITENING IN SANGASANGA DISTRICT Isti Nur Aziza; Annisa Wahyuni Arsyad; Wira Bharata; Fareis Althalets
Proceedings International Indonesia Conference on Interdisciplinary Studies Vol. 1 (2025): Proceedings of The International Indonesia Conference on Interdisciplinary Studies (I
Publisher : Faculty of Social and Political Sciences, Universitas Lampung

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Abstract

This study aims to analyze the influence of product innovation, price, and brand ambassador on the purchase decision of Scarlett Whitening in Sangasanga District. Using a quantitative approach with a descriptive method and purposive sampling technique, data were collected from 100 respondents who are active users of Scarlett Whitening products. The results of multiple linear regression analysis indicate that the three independent variables product innovation, price, and brand ambassador have a significant simultaneous effect on purchase decisions with brand ambassador being the most dominant variable. The coefficient of determination, which stands at 50.5%, reflects a fairly strong predictive power of the model. These findings confirm that purchase decisions in the beauty industry are influenced not only by functional aspects such as product quality and pricing, but also by emotional and symbolic factors associated with brand ambassadors. Theoretically, this research reinforces concepts within marketing mix theory and consumer behavior, particularly the role of symbolic communication in shaping buying intentions. Practically, local cosmetic companies are advised to develop continuous product innovations, apply competitive yet value-aligned pricing strategies, and select brand ambassadors with high credibility and strong social resonance among their target market, especially young consumers influenced by popular cultural trends such as the Korean Wave.  
SWOT ANALYSIS FOR DEVELOPING THE CITRA NIAGA AREA TO IMPROVE THE COMPETITIVENESS OF EAST KALIMANTAN SOUVENIR BUSINESSES Syafira Rahmalia Indah; Annisa Wahyuni Arsyad; Ummi Nadroh; Ahmad Firman Hakim
Proceedings International Indonesia Conference on Interdisciplinary Studies Vol. 1 (2025): Proceedings of The International Indonesia Conference on Interdisciplinary Studies (I
Publisher : Faculty of Social and Political Sciences, Universitas Lampung

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Abstract

 This study examines the development strategy of the Citra Niaga area to enhance the competitiveness of East Kalimantan’s souvenir business actors. The urgency of this research arises from the significant decline of Citra Niaga since 1980s and the challenges faced in the post-pandemic sales era, despite revitalization efforts by the government that have yet to yield optimal results for local entrepreneurs. The main theoretical framework used is the SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), aimed at identifying and mapping the strategic position of the area. A descriptive qualitative research method was employed to gather in-depth data through interviews with souvenir business actors and relevant government agencies (The Ministty of Public Works and Public Housing), questionnaires for SWOT factor weighting and rating, and documentation review. Purposive sampling was applied with the criterion of business actors having operated for a minimum of 10 years, to gain historical insight and rich experience. The SWOT analysis results place Citra Niaga in Quadrant I, indicating a strong internal position and significant external opportunities. The recommended main strategy is the Strength-Opportunity (SO) Strategy, which focuses on maximizing product innovation supported by human resource training and promoting the uniqueness and diversity of products with government backing. Recommendations include the utilization of e-commerce platforms and the implementation of government-supported innovation development and digital marketing programs for business actors.
Co-Authors Agnes Veren Nica Agustinus Patabang Ahmad Firman Hakim Ali Ardiansyah Althalets, Fareis Amelia Amelia Andi Nabilah Az-zahrah Andriana, Ana Noor Anugrahni, Sisilia Aransyah, Muhammad Fikry Ashari, Suci Aulia, Selpi Berly, Uria Angkasa Celomita Aurelia Nur Aliyas Debvi Nur Aprianti Derama, Trisda Dwivayani, Kadek Dristiana Dyan Wulan Sari Hs Elfrida Sentyana Siburian Erwiantono Erwiantono Fadila, Ilmi Rahma Farmawati, Windie Karina Fhadil, Ghazy Muhammad Fina Rabya Syabina Kusuma Finnah Fourqoniah Finnah Fourqoniah Fitri Aulia, Tiara Glendy Offiler Rumangkang Glen Hairunnisa Hairunnisa Hero, Relma Reifana Hetami, Adietya Arie Hijrah, Lailatul Hikmah, Mukhibatul Ibrahim, Sabina Natania Ichwana, Salsabela Oktanur Ilmi Rahma Fadila Isnawati Isnawati Isti Nur Aziza Iva Madelyn Hasugian Khairil Anwar Kheyene Molekandella Boer Larasati Arning Putri Maharani, Eva Kartika Marlina Marlina Marlinda, Nanda Maulida, Adelia Merianti Sari Meylahafsa, Azrina Muhammad Arisandi Muhammad Noor Mukhibatul Hikmah N.S, Eva Kartika Maharani Nadroh, Ummi Natalia Lembang Pasapan Nida, Muthia Nurasimah Nurlita, Febi Nuru Sakinah, Eva Kartika Maharani Padang, Aryadi Liling Poppy Alvianolita Anistasya Poppy Alvianolita Sanistasya Purnama, Ricky Dian Purwanti, Silviana Putri, Nur Fadila Eka Raden Yuda Ferdianto Putra Ricky Dian Purnama Rina Juwita Rina Juwita Risky, Risky Riyadi, Alya Meirisa Rohmah, Ainun Nimatu Rohmah, Ainun Ni’Matu Safika S, Safika Sahariah, Siti Sari N, Anisa Sasmita Sari, Anisa Sasmita Sari, Merianti Sarwo Eddy Wibowo Sary, Kezia Arum Silviana Purwanti Soesanto, Aldian Ramadhan Suci Ashari Sucipta, Johantan Alfando Wikandana Sugandi Sugandi Syafira Rahmalia Indah Ummi Nadroh Ummi Nadroh Wediawati, Tuti Wira bharata Yiskayani Pakasi, Filadelfi Yunita Sari Zidani Abdillah, Achmad Faroq