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All Journal Jurnal Dinamika Administrasi Bisnis Berdikari : Jurnal Ekonomi dan Statistik Indonesia GEMAH RIPAH: Jurnal Bisnis Jurnal Social Society Komdimas Jurnal Maisyatuna International Journal of Artificial Intelligence for Digital Marketing
Pujianto, Agung
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Sales Promotion, Affiliate Marketing, dan Digital Advertising sebagai Variabel Moderasi terhadap Keputusan Pembelian Produk Hanasui di TikTok Shop pada Konsumen Generasi Z di Surabaya Riandita, Rania Noorandjani; Pujianto, Agung; Nasution, Uthe Chairuz M.
Journal Social Society Vol. 5 No. 1 (2025): Januari - Juni 2025
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.5.1.2025.719

Abstract

Penelitian ini dilatarbelakangi oleh tren penggunaan media sosial sebagai sarana pemasaran digital terus meningkat, khususnya di kalangan Generasi Z yang dikenal responsif terhadap konten visual, promosi interaktif, serta rekomendasi dari content creator. TikTok Shop sebagai salah satu platform e-commerce yang berkembang pesat di Indonesia menjadi peluang strategis bagi brand lokal seperti Hanasui untuk menjangkau konsumen muda secara lebih efektif. Penelitian ini bertujuan untuk menganalisis pengaruh sales promotion dan affiliate marketing terhadap keputusan pembelian, serta menguji peran digital advertising sebagai variabel moderasi dalam pembelian produk Hanasui melalui TikTok Shop pada konsumen Generasi Z di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Sampel terdiri dari 96 responden yang diambil menggunakan teknik simple random sampling. Data dikumpulkan melalui kuesioner online menggunakan skala Likert dan dianalisis dengan uji validitas, reliabilitas, regresi linier berganda, serta uji moderasi. Hasil penelitian menunjukkan bahwa sales promotion berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai signifikansi 0,000 dan nilai t hitung 7,184. Affiliate marketing juga berpengaruh signifikan dengan nilai signifikansi 0,000 dan t hitung 7,887. Sementara itu, digital advertising tidak memoderasi pengaruh sales promotion terhadap keputusan pembelian secara signifikan (sig. 0,191 > 0,05). Namun, digital advertising terbukti memoderasi pengaruh affiliate marketing dengan nilai signifikansi 0,014 dan t hitung 2,498. Temuan ini menunjukkan bahwa kombinasi antara konten afiliasi dan iklan digital dapat meningkatkan efektivitas kampanye pemasaran. Penelitian ini memberikan implikasi praktis bagi pelaku usaha dalam merancang strategi pemasaran digital yang lebih tepat sasaran sesuai karakteristik konsumen muda di platform sosial seperti TikTok.
Sosialisasi Pendidikan Seksual Dalam Rangka Mencegah Dampak Negatif Pernikahan Dini di Kalangan Siswa SMAN 1 Cimanggung: Desa Sindanggalih Kecamatan Cimanggung Ulum, Muhammad Saepul; Sungkawa, Asep; Marliah; Rahmawati, Aisyah; Nusaibah, Ai Nova; Farida, Idza; Lestari, Dewi; Nurhayati, Nuri; Halimah, Lina Siti; Zaenab, Siti; Ariyani, Dewi; Fauzi, Achmad; Hadi, Hilman Abdul; Nugraha, Muhammad; Sirojul, Aceng M; Pujianto, Agung; Rizki, Deden M
Jurnal Komunikasi Pengabdian Masyarakat (Komdimas) Vol 2 No 2 (2025): Jurnal Komunikasi Pengabdian Masyarakat (KOMDIMAS)
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61519/kdm.v2i2.76

Abstract

Pernikahan dini menjadi isu serius yang dapat berdampak negatif terhadap perkembangan sosial, ekonomi, dan kesehatan individu, terutama di kalangan remaja. Penelitian ini bertujuan untuk mengkaji efektivitas sosialisasi pendidikan seksual dalam mencegah dampak negatif pernikahan dini di kalangan siswa kelas 11 SMAN 1 Cimanggung, Desa Sindanggalih, Kecamatan Cimanggung kabupaten sumedang. Kegiatan ini melibatkan narasumber dari Kantor Urusan Agama Kecamatan Cimanggung dan dosen pembimbing lapangan (DPL) yakni Bapak Muhammad Saepul Ulum, S.Kom.I, M. Sos. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan studi dokumentasi untuk menggali pemahaman siswa mengenai pendidikan seksual dan isu pernikahan dini. Hasil penelitian menunjukkan bahwa sosialisasi pendidikan seksual yang dilakukan di sekolah memberikan pemahaman yang lebih baik tentang konsekuensi pernikahan dini, serta meningkatkan kesadaran siswa mengenai pentingnya kesehatan reproduksi dan juga menunjukan kesadaran lebih tinggi terhadap pentingnya menunda pernikahan hingga usia yang lebih matang. Selain itu, keterlibatan orang tua dan masyarakat juga berperan penting dalam mendukung pendidikan ini. Dengan demikian, sosialisasi pendidikan seksual terbukti efektif dalam mengurangi angka pernikahan dini dan dampak negatifnya di kalangan remaja. Penelitian ini merekomendasikan peningkatan program pendidikan seksual di sekolah serta kolaborasi dengan pihak terkait untuk menciptakan lingkungan yang mendukung bagi remaja.
PENGARUH DIGITAL MARKETING, VARIASI PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN AYAM GEPREK JODER KA DHANI DI SURABAYA TIMUR. _, Mahesin; Pratiwi, Ni Made Ida; Pujianto, Agung
Jurnal Dinamika Administrasi Bisnis Vol. 11 No. 2 (2025): Jurnal Dinamika Administrasi Bisnis
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The fast food industry that provides the main menu of fried chicken in Indonesia, or more precisely, located in East Surabaya, is not only Joder Ka Dhani. So business actors are of course faced with the problem of intense competition which of course cannot be avoided and requires business actors to have the main weapon to be able to attract consumer purchasing decisions. Several factors that business actors can use to influence consumers in making purchasing decisions are by looking at current trends in marketing such as digital marketing, providing various product choices and paying attention to product quality. This research aims to analyze the influence of digital marketing, product variety and product quality on purchasing decisions for Joder Ka Dhani geprek chicken in East Surabaya. The research method used was quantitative with a survey approach, using an e-questionnaire via Google Form which was distributed to 96 respondents who were Joder Ka Dhani Geprek Chicken consumers. The collected data was analyzed using multiple linear regression analysis to identify the relationship between these variables. The research results show that digital marketing, product variety and product quality have a significant positive influence on purchasing decisions at Ayam Geprek Joder Ka Dhani. These findings indicate that improvements in digital marketing strategies, product variety and product quality can significantly increase consumer purchasing decisions at Ayam Geprek Joder Ka Dhani. The implications of this research show the importance of continuous innovation in digital marketing strategies, making changes to product variations and improving product quality to maintain competitiveness and consumer purchasing decisions. This research makes an important contribution to the digital marketing literature, product variety and product quality, as well as providing practical guidance for other fried chicken business actors in developing effective marketing strategies.
THE INFLUENCE OF PRODUCT QUALITY AND BRAND TRUST ON THE DECISION TO PURCHASE WHEY PROTEIN EVOLENE PRODUCTS IN GYM MEMBERS IN GRESIK Mandonsa, Fernando Bryan Baki; Andayani, Sri; Pujianto, Agung
International Journal of Artificial Intelligence for Digital Marketing Vol. 1 No. 2 (2024): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v1i2.109

Abstract

In contemporary times, a significant number of individuals possess knowledge on the significance of physical activity and have incorporated it into their everyday routines. This significantly influences the growth of the sports industry. Due to the rapid expansion of the sports industry, particularly in the fitness sector, there has been significant growth in the whey protein market. Individuals who engage in regular physical activity, particularly those who are members of fitness centres, require whey protein as a supplementary source of nutrition to fulfil their daily protein requirements. The whey protein sector presents a lucrative market opportunity for whey protein producers and companies, particularly Evolene. The objective of this study is to assess the impact of Product Quality (X1) and Brand Trust (X2) on the Purchasing Decisions (Y) of Evolene Whey Protein Products. This research is a quantitative study that focuses on the community of male consumers who use evolene whey protein in gyms in Gresik. 97 consumers at Surya Gym Members completed a survey using Google Form, providing feedback on their use of evolene whey protein. The research employed validity and reliability tests to assess the instruments. This study employed traditional assumption testing, including linearity tests, normalcy tests, and Multicollinearity tests. The analysis in this research employs statistical tests such as the t-test, F-test, and coefficient of determination test (R2), using the data analysis technique of multiple linear regression. The analysis of product quality and brand trust variables indicates that both variables, Product Quality and Brand Trust, have a positive and significant impact on the Purchasing Decision of Evolene Whey Protein Products for Gym Members in Gresik.
Co-Authors Achmad Fauzi Aini, Widya Nur Aisyah Rahmawati Al Madinah, Cantika Aprilia, Diva Fauziyah Arbiantoro, Tri Ariyani, Dewi Astutik, Ayu Dwi Ayun Maduwinarti Coanto, Vicky Valdian Dewi Lestari Dinha, Niaza Farida, Idza Febianti, Intan Hadi, Hilman Abdul Halimah, Lina Siti Hani, Maria Zaun Kartikasari, Erika Kurniawan, Yudo Ladamu, Anhar Laily, Viqrul Nadia Nur Maduwirnati, Ayun Mandonsa, Fernando Bryan Baki Marliah Maruta, Anom Maruta, IGN Anom Mubasyiroh, Iffatin Muhammad Khoirul Muhammad Nugraha Mulyati, Awin Mulyati, Diana Juni Nasution, Ute Nasution, Ute Ch Nasution, Ute Chairuz Nasution, Uthe Chairuz M. Ni Made Pratiwi, Ni Made Nilasari, Febby Novaria, Rachmawati Nusaibah, Ai Nova Palupi, Elfira Prastyo, Nanda Ade Pratiwi, Ni Made Ida Putri, Nadyah Amelia R Nurhayati Nuri Riandita, Rania Noorandjani Rizki, Deden M Rohimah, Afifatur Romadhon, Iqbal Saleha, Dinda Tania Savitri, Septiani Septia, Mayumi Sirojul, Aceng M Siti Zaenab Sri Andayani Sungkawa, Asep Tjahjono, Endro Toa, Yohanes Paulus Ulum, Muhammad Saepul Vilda, Septiana Yanti, Amanda Arya Dwi Zulfiyah, Hikmiyatul _, Mahesin