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All Journal Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen JURNAL DINAMIKA MANAJEMEN DAN BISNIS Journal of Business and Behavioural Entrepreneurship JRMSI - Jurnal Riset Manajemen Sains Indonesia Management and Economics Journal (MEC-J) JURNAL PENDIDIKAN TAMBUSAI International Journal of Economy, Education and Entrepreneurship (IJE3) Indonesian Journal of Economy, Business, Entrepreneuship and Finance (IJEBEF) International Journal of Multidisciplinary Research and Literature (IJOMRAL) BULETIN BISNIS & MANAJEMEN (BBM) Journal of Economics and Social Sciences Journal of Social Knowledge Education (JSKE) J-CEKI Ulil Albab Ekopedia: Jurnal Ilmiah Ekonomi
Berutu, Meta Bara
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IMPLEMENTASI DIGITAL MARKETING TERHADAP EFEKTIVITAS PENJUALAN PADA UMKM GOLOK CIBATU SUKABUMI Nabila, Rifqah; Suhud, Usep; Berutu, Meta Bara
Indonesian Journal of Economy, Business, Entrepreneuship and Finance Vol. 5 No. 2 (2025): Indonesian Journal of Economy, Business, Entrepreneuship and Finance
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijebef.v5i2.266

Abstract

Digital marketing has become an essential strategy for micro, small, and medium enterprises (MSMEs) to expand market reach and enhance sales performance in the digital era. This study aims to analyze the implementation process of digital marketing in Golok Cibatu MSMEs in Sukabumi, identify the opportunities and challenges faced by business owners, and assess the impact of digital marketing on sales effectiveness. This research employs a qualitative method with a field research approach, collecting data through observation, interviews, and documentation, and analyzing it using qualitative content analysis with the assistance of Nvivo15 software. The findings reveal that digital marketing is implemented adaptively by business owners, creating opportunities such as broader market reach, increased brand awareness, and stronger personal branding. However, several challenges remain, including platform policies, competition among MSMEs, and limited digital skills. The study confirms that digital marketing significantly contributes to improving sales effectiveness and fostering the business growth of Golok Cibatu MSMEs.
Pengaruh Integrity dan Ability Dalam Trust in Members pada Virtual Community Terhadap Purchase Intention (Studi Pada Anggota Komunitas Kaskus Di Kota Malang) Berutu, Meta Bara
Jurnal Ilmiah Mahasiswa FEB Vol. 5 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Dizaman digital saat ini, dengan akses internet yang semakin mudah dan munculnya beragam media sosial menjadikan interaksi antar individu semakin mudah. Interaksi yang mudah menyebabkan munculnya beragam virtual community salah satunya yakni kaskus. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh integrity dan ability dalam trust in members pada virtual community kaskus yang ada di kota Malang. Jenis penelitian ini adalah explanatory research dengan  pendekatan kuantitatif dan menyebarkan kuisioner kepada 100 responden anggota virtual community kaskus yang ada di kota Malang. Pengambilan sampel menggunakan metode nonprobability sampiling. Pengolahan data dilakukan dengan menggunakan alat analisis regresi linier berganda. Berdasarkan pengujian hipotesi, menunjukkan bahwa integrity tidak berpengaruh secara signifikan, sedangkan ability berpengaruh secara signifikan terhadap purchase intention. Kata kunci: integrity, ability, purchase inetention, trust in members, virtual community
Analisis Customer Engagement Melalui Media Sosial Instagram Pada LPPMS (Lembaga Pendidikan dan Pelatihan Mooryati Soedibyo) Haura, Faras Turfah; P, Agung Kresnamurti Rivai; Berutu, Meta Bara
Jurnal Pendidikan Tambusai Vol. 9 No. 3 (2025): Desember
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

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Abstract

Penelitian ini bertujuan untuk menganalisis customer engagement melalui media sosial Instagram pada LPPMS sebagai lembaga pada pendidikan non-formal di industri kecantikan. Penelitian ini menggunakan pendekatan kualitatif dengan menggunakan tiga dimensi yakni: cognitive, emotional, dan behavior. Data yang diperoleh menggunakan teknik wawancara mendalam terhadap sepuluh orang yang dipilih secara purposive dan didukung oleh data sekunder berupa interaksi dan performa konten, dengan menggunakan bantuan perangkat NVivo 12 Pro. Hasil dari penelitian ini bahwa informasi yang diterima audiens sudah jelas, meskipun masih perlu klarifikasi dari admin. Pada dimensi emosional audiens antusias pada program yang ditawarkan melalui unggahan LPPMS, temuan ini juga menunjukkan bahwa sebagian besar audiens mengetahui program melalui rekomendasi, sementara aspek kejelasan informasi pada caption perlu ditingkatkan sehingga pesan mudah dipahami oleh pengguna.
THE ROLE OF PERCEIVED ENJOYMENT IN MEDIATING THE INFLUENCE OF INTERACTIVITY, ATTRACTIVENESS, AND SOCIAL PRESENCE ON IMPULSIVE BUYING IN TIKTOK LIVE STREAMING (CASE STUDY ON BATIK NAWILIS) Rosada, Maisya; Widyastuti, Umi; Berutu, Meta Bara
International Journal of Multidisciplinary Research and Literature Vol. 5 No. 1 (2026): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijomral.v5i1.398

Abstract

Driven by the rapid growth of live streaming commerce in Indonesia, this study investigates the psychological mechanisms underlying impulsive buying behavior within the TikTok Live ecosystem. Specifically, this research examines the effects of interactivity, attractiveness, and social presence on impulsive buying, with perceived enjoyment serving as a mediating variable, using batik Nawilis live streaming as the empirical context. This study adopts a quantitative approach using a survey method. Data were collected from 200 respondents in Indonesia who met the criteria of being aged 18–28 years, actively using TikTok live streaming, having watched or interacted with batik Nawilis live streams, and having purchased batik Nawilis products through TikTok live streaming. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The findings reveal that interactivity, attractiveness, and social presence have positive and significant effects on perceived enjoyment. Furthermore, perceived enjoyment positively and significantly influences impulsive buying. Additionally, interactivity, attractiveness, and social presence indirectly affect impulsive buying through perceived enjoyment as a mediating variable.
ANALYSIS OF CONTENT MARKETING, EWOM, AND BRAND IMAGE IN DRIVING CUSTOMER TRUST AND PURCHASE DECISION IN DIGITAL HEALTH CONSULTATION SERVICE Novitasari, Syadela; Suhud, Usep; Berutu, Meta Bara
International Journal of Multidisciplinary Research and Literature Vol. 5 No. 1 (2026): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijomral.v5i1.400

Abstract

This study aims to analyze the influence of Content Marketing, Electronic Word of Mouth (EWOM), and Brand Image on Customer Trust and Purchase Decision among consumers of Halodoc digital health consultation services. The research method employed was quantitative causal research. The research sample was obtained using a non-probability purposive sampling technique, consisting of 253 respondents domiciled in DKI Jakarta. Data were collected through a digital questionnaire and were processed using SPSS and AMOS software. The analytical technique used was Structural Equation Modelling (SEM). The results indicated that content marketing, EWOM, and brand image had a positive and significant effect on customer trust. Furthermore, content marketing, EWOM, and brand Image also has a positive and significant effect on purchase decision. The findings also showed that customer trust has a positive and significant effect on Purchase Decision. This study provides theoretical implications that support previous digital marketing research within the context of digital health services. The practical implication for digital health consultation service providers is the need to strengthen the foundation of consumer trust by delivering more transparent information regarding service quality, the credibility of medical professionals, and authentic user-generated testimonials.
Peran Influencer Gaming Dalam Meningkatkan Customer Engagement dan Purchase Intention pada Pemain Mobile Legends Chantika, Alya; Suhud, Usep; Berutu, Meta Bara
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/qc692y59

Abstract

This study aims to examine the effects of influencer attributes, attractiveness, expertise, trustworthiness, and credibility on customer engagement and purchase intention among Mobile Legends players. A quantitative approach with an explanatory research design was employed. Data were collected through an online questionnaire distributed to 252 Mobile Legends players who met the research criteria. The measurement instrument used Likert scale, and data were analyzed using Structural Equation Modeling (SEM) with the assistance of IBM SPSS and AMOS. The findings indicate that influencer attributes have a positive and significant impact on both customer engagement and purchase intention. However, customer engagement shows a positive but insignificant effect on purchase intention. These results suggest that high levels of engagement do not necessarily translate directly into purchase intention in the context of online gaming.
Analisis Green Marketing, Green Advertising, dan Brand Image dalam Membentuk Purchase Decision dan Customer Satisfaction dalam Studi Kasus Pengguna Skincare di DKI Jakarta Lambok, Michael; Suhud, Usep; Berutu, Meta Bara
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/w33k8117

Abstract

This study aims to analyze the effects of green marketing, green advertising, and brand image on purchase decision and customer satisfaction among The Body Shop skincare users in the DKI Jakarta area. A quantitative approach was employed using a survey method through online questionnaires. The population consisted of The Body Shop skincare users aged 21–55 years living in DKI Jakarta, with 400 respondents selected using purposive sampling. Data were analyzed through validity and reliability tests, as well as hypothesis testing using SEM. The results indicate that green marketing and brand image have a positive and significant effect on purchase decision, while green advertising has no direct effect. Furthermore, brand image and purchase decision positively and significantly influence customer satisfaction. In contrast, green marketing and green advertising do not have a direct effect on customer satisfaction.
Pengaruh Expertise, Trustworthiness, dan Attractiveness Influencer, Terhadap Brand Expected Value Terhadap Purchase Intention pada Studi Kasus Influencer Dr Tirta dan Merek Sepatu Lokal Karindra, Dennis Trama; Suhud, Usep; Berutu, Meta Bara
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/s576r946

Abstract

This study aims to examine and analyze the influence of influencer expertise, trustworthiness, and attractiveness on brand expected value and purchase intention, using the case of Dr. Tirta and local footwear brands. The study involved 250 respondents who had previously viewed local footwear review content by Dr. Tirta on social media and were domiciled in DKI Jakarta. The analytical methods employed included validity and reliability testing using SPSS, as well as model fit and hypothesis testing using AMOS 29. The data were analyzed using Structural Equation Modeling (SEM). The findings indicate that expertise has a direct effect on purchase intention and also significantly influences brand expected value, along with the attributes of trustworthiness and attractiveness. However, brand expected value does not have a significant effect on purchase intention, suggesting the presence of other variables that influence this relationship. Therefore, factors such as brand preference and promotional strategies remain important in shaping consumer purchase decisions.
Co-Authors Adilla, Nur Ahmad, Siti Noor Bayaah Amalya, Riza Ananda Sabil Hussein Andria, Heny Apriana, Anjas Bogy Febriatmoko Chantika, Alya Cindy, Vera Deyana Cindy, Vira Deyana Evitasari, Kirayna Fatchur Rohman Firdausa, Faza Ruziqyani Fransiska, Hellend Hardini, Inkreswari Retno Haura, Faras Turfah Ika Febrilia Karindra, Dennis Trama Kerans, Febrianus David Dagang Krissanya, Nofriska Lambok, Michael Mohammad Rizan, Mohammad Nabila, Rifqah Novitasari, Syadela P, Agung Kresnamurti Rivai Prakoso, Brinda Angelica Raihanisa, Balqis Ramadhan, Zidane Rehatta, Stanny Dewanty Rosada, Maisya ROSMALINA ROSMALINA, ROSMALINA Sadat, Andi Muhammad Sari, Dewi Agustin Pratama Shalma, Alissa Shandy Aditya, Shandy Sri Indah Nikensari Syamillah, Fidelia Umi Widyastuti Usep Suhud Warda, Hana Ainunnissa Widya Parimita, Widya Zakiya, Hani Fildzah