Garuda - Garba Rujukan Digital

New Business Model For Creative Agency Through Influencer Marketing Rezi Muhamad Taufik Permana; M. Malik Akbar Rohandi; Yudha Dwi Nugraha
Jurnal Manajemen Bisnis Performa Vol 18, NO 2 (2021)
Publisher : Universitas Islam Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v18i3.8101

ABSTRACTInfluencer Marketing is seen as one of the best strategies to bring in potential customers when using social media marketing by leveraging the masses of Influencers. The purpose of this study is to analyze the phenomenon of influencer marketing, business models and decision making in the use of influencers in marketing activities for creative agency business people. In this study, we will analyze the social relationships of individuals or groups because influencer marketing can be an appropriate reference group. This study uses secondary data contained in books, white papers, journals, articles which is the basis for a literature review, while primary data uses direct surveys with 200 respondent to social media active users. From the results of this study, it can be concluded that influencers have a significant role in the business processes of creative agencies. Where influencers who have quite significant followers and the variety of content they create make it attractive to consumers.Keywords : Influencer Marketing, Electronic Word of Mouth, Social Media Marketing. ABSTRAKPemasaran Influencer dipandang sebagai salah satu strategi terbaik untuk mendatangkan pelanggan potensial saat menggunakan pemasaran media sosial dengan memanfaatkan massa Influencer. Tujuan dari penelitian ini adalah untuk menganalisis fenomena influencer marketing, model bisnis dan pengambilan keputusan dalam penggunaan influencer dalam kegiatan pemasaran bagi para pelaku bisnis creative agency. Dalam penelitian ini, kami akan menganalisis hubungan sosial individu atau kelompok karena influencer marketing dapat menjadi kelompok referensi yang tepat. Penelitian ini menggunakan data sekunder yang terdapat dalam buku, white paper, jurnal, artikel yang menjadi dasar dari literature review, sedangkan data primer menggunakan survey langsung dengan 200 responden pengguna aktif media sosial. Dari hasil penelitian ini dapat disimpulkan bahwa influencer memiliki peran yang signifikan dalam proses bisnis agensi kreatif. Dimana influencer yang memiliki followers cukup signifikan dan variasi konten yang mereka buat membuatnya menarik bagi konsumen.Kata kunci : Influencer Marketing, Electronic Word of Mouth, Social Media Marketing.

THE ROLE OF GOVERNMENT POLICY IN BOOSTING THE ISLAMIC MICROFINANCE INSTITUTIONS PERFORMANCE IN INDONESIA Tasya Aspiranti; A. Harits Nu’man; Yudha Dwi Nugraha; Ima Amaliah; Ade Yunita Mafruhat
AMWALUNA (Jurnal Ekonomi dan Keuangan Syariah) Vol 5, No 1 (2021)
Publisher : Univeristas Islam Bandung

In building a successful Islamic Microfinance Institutions (IMFIs) performance, many factors must be considered based on a multi-element point of view. This study aims to build key factors affecting IMFIs performance using multi-perspective and multi-criteria methods. This study uses an analytic network process (ANP) to calculate the degree of influence given by the IMFIs performance criteria and factors. Primary and secondary data collection techniques are used to collect required data for this research. The primary data are collected through questionnaires and interviews. A purposive sampling technique to collect primary data is used to the 26 local BPRS, 11 BMT including on the islands of Java, Sumatra and Sulawesi as a three biggest island of Indonesia. The results of the study find, internal and external management aspects are two main problems affecting IMFIs and five main solutions to increase their financing are regulatory, management, institutions, competencies, and partnerships.

THE ROLE OF HIGHER EDUCATION POLICY AND THE DEVELOPMENT OF MANAGEMENT SCIENCE IN THE INDUSTRIAL REVOLUTION 4.0: A PERSPECTIVE FROM INDONESIA Yudha Dwi Nugraha
Academy of Education Journal Vol 12 No 1 (2021): Academy of Education Journal
Publisher : Fakultas Keguruan dan Ilmu Pendidikan

The development of digital technology has disrupted a variety of human activities, not only as a driving force for the economy but also in the fields of science and technology and higher education. The industrial revolution 4.0 era has influenced higher education policy, teaching, and development of management science in universities. This article focuses to discuss the role of higher education policy and the development of management science in the era of industrial revolution 4.0. Based on theoretical studies and relevant literature reviews, the author argued that the challenges of the industrial revolution 4.0 must be responded quickly and appropriately by all stakeholders to be able to anticipate changes in the world and increase the competitiveness of the Indonesian college student in the midst of global competition. The management science curriculum development must emphasize the fields of Science, Technology, Engineering, and Mathematics. Management science should refer to learning based on information and communication technology, the internet of things, big data, and computerization. Furthermore, management science is expected to create higher thinking order skills (HOTS) for higher education students. Finally, management science is also expected to provide teaching and have noble values, spiritual values, wisdom, and the element of human touch.

EXPLORATING THE MAIN ACTORS IN THE ACTUALIZATION OF THE VALUE OF SOCIAL JUSTICE DURING THE COVID-19 PANDEMIC Yudha Dwi Nugraha
Academy of Education Journal Vol 13 No 2 (2022): Academy of Education Journal
Publisher : Fakultas Keguruan dan Ilmu Pendidikan

The World Health Organization (WHO) issued a physical distancing policy that inspires people to engage in contactless activities and ultimately causes a decrease in income for most Indonesians, MSME in particular. Government authorities in various countries have also adopted lockdown policies to prevent the spread of covid-19. This research focuses on describing the actualization of the value of social justice during the Covid-19 pandemic, the constraints on the actualization of the value of social justice during the Covid-19 pandemic, and solutions that can be used to accelerate the actualization of the value of social justice during the Covid-19 pandemic. This research used a qualitative approach with descriptive methods. Data obtained through literature study techniques. The results showed that there were three main actors in the actualization of the value of social justice during the Covid-19 pandemic, namely government, society, and individuals.

Pengaruh Harga dan Variasi Produk terhadap Minat Beli Konsumen Mohamad Shobron Syakur; Hendrati Dwi Mulyaningsih; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.7753

Abstract. This study focuses on the effect of price and product variety on purchase intention. The purpose of this study was to determine the effect of price and product variety on consumer purchase interest in Fassex Leather. This research is included in the type of descriptive and verification research using a quantitative approach. The sampling technique used is nonprobability sampling with a purposive sampling approach. The population used is consumers who have purchased Fassex Leather products aged 18-70 years who live in Garut City. The sample used in the study amounted to 190 respondents. The data analysis used is descriptive and statistical analysis using multiple linear regression, t statistical test, and F statistical test. The results of this study indicate that partially there is a significant influence between Price on Purchase Intention and partially there is a significant influence between Product Variation on Purchase Intention. And simultaneously there is a significant influence between Price and Product Variation on Purchase Intention. Abstrak. Penelitian ini berfokus kepada pengaruh Harga dan Variasi Produk terhadap Minat beli, tujuan penelitian ini adalah untuk mengetahui pengaruh Harga dan Variasi Produk terhadap Minat beli konsumen Fassex Leather. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif menggunakan pendekatan kuantitatif. Teknik sampling yang digunakan yaitu nonprobability sampling dengan pendekatan purposive sampling. Populasi yang digunakan merupakan konsumen yang pernah melakukan pembelian produk Fassex Leather dengan usia 18-70 tahun yang berdomisili di Kota Garut. Sampel yang digunakan pada penelitian berjumlah 190 responden. Analisis data yang digunakan adalah analisis deskriptif dan statistik dengan menggunakan regresi linear berganda, uji statistik t, dan uji statistik F. Hasil penelitian ini menunjukkan bahwa secara parsial terdapat pengaruh yang signifikan antara Harga terhadap Minat Beli dan secara parsial terdapat pengaruh yang signifikan antara Variasi Produk terhadap Minat Beli. Serta secara simultan terdapat pengaruh signifikan antara Harga dan Variasi Produk terhadap Minat Beli.

Pengaruh Electronic Service Quality terhadap Repurchase Intention yang Dimoderasi Oleh Kepercayaan Konsumen Rissa Arvianti; Hendrati Dwi Mulyaningsih; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.8002

Abstract. This research focuses on the variables of e-service quality, repurchase intention, and consumer trust. The purpose of this study is to determine the relationship between e-service quality and repurchase intention and the role of consumer trust as a moderating variable on Video-on-Demand Netflix. The method used in this study is a survey method with a questionnaire instrument as the data collection technique. The object of this research is official Netflix users who are domiciled in Bandung, totaling 200 people based on the sampling criteria. The sampling technique in this study used purposive sampling. There are two hypotheses in this study. To test the hypothesis, the techniques used are simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that there is a positive and significant effect of e-service quality on repurchase intention on Video-on-Demand Netflix. Furthermore, consumer trust strengthens the relationship between e-service quality and repurchase intention on Video-on-Demand Netflix. Abstrak. Penelitian ini berfokus kepada variabel e-service quality, repurchase intention, dan kepercayaan konsumen. Tujuan dari penelitian ini ialah untuk mengetahui hubungan antara e-service quality dan repurchase intention serta peran kepercayaan konsumen sebagai variabel moderasi pada Video-on-Demand Netflix. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah pengguna Netflix resmi yang berdomisili di Bandung berjumlah 200 orang berdasarkan kriteria sampling. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara e-service quality terhadap repurchase intention pada Video-on-Demand Netflix. Selanjutnya, kepercayaan konsumen memperkuat hubungan antara e-service quality terhadap repurchase intention pada Video-on-Demand Netflix.

Pengaruh Promosi dan Keragaman Produk terhadap Perilaku Pembelian Impulsif pada Pengguna Marketplace Shopee di Kota Bandung Putry Yuliani; Rohandi, Mochamad Malik Akbar; Nugraha, Yudha Dwi
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14307

Abstract. The rapid development of information technology today has led to the online shopping phenomenon which has given a new dimension to impulse buying behavior. This impulse buying behavior can be caused by many factors, including promotions and product diversity. Therefore, this research aims to test and find out the relationship between promotions and product diversity on impulse buying among Shopee users in Bandung City. This research uses quantitative methods. The sampling technique used is nonprobability sampling, namely purposive sampling. The data collection method used in this research is the survey method with a questionnaire instrument. The objects of this research are Shopee users aged >15 years who live in Bandung City and have made transactions or shopped at Shopee in the last 1 year with a total of 232 respondents. The data analysis used is descriptive and verification analysis, namely using multiple linear regression analysis, T test, F test, and coefficient of determination. The results of this research show that promotions partially have a positive and significant effect on impulse buying among Shopee users in Bandung City. Then product diversity partially has a positive and significant effect on impulse buying among Shopee users in Bandung City. In addition, promotions and product diversity simultaneously have a positive and significant effect on impulse buying. Abstrak. Pesatnya perkembangan teknologi informasi saat ini menyebabkan adanya fenomena belanja online yang telah memberikan dimensi baru pada perilaku pembelian impulsif. Perilaku pembelian impulsif ini dapat disebabkan oleh banyak faktor diantaranya yaitu adanya promosi dan juga keragaman produk. Oleh karena itu, penelitian ini bertujuan untuk menguji dan mengetahui bagaimana hubungan antara promosi dan keragaman produk terhadap pembelian impulsif pada pengguna Shopee di Kota Bandung. Penelitian ini menggunakan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini yaitu metode survei dengan instrumen kuesioner. Objek pada penelitian ini adalah pengguna Shopee berusia >15 tahun yang berdomisili di Kota Bandung dan pernah melakukan transaksi atau belanja di Shopee dalam 1 tahun terakhir dengan jumlah 232 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif yaitu menggunakan analisis regresi linier berganda, uji T, uji F, dan koefisien determinasi. Hasil dari penelitian ini menunjukkan bahwa promosi secara parsial berpengaruh positif dan signifikan terhadap pembelian impulsif pada pengguna Shopee di Kota Bandung. Lalu keragaman produk secara parsial berpengaruh positif dan signifikan terhadap pembelian impulsif pada pengguna Shopee di Kota Bandung. Selain itu, promosi dan keragaman produk secara simultan berpengaruh positif dan signifikan terhadap pembelian impulsif.

Keamanan Transaksi dan Kemudahan Penggunaan terhadap Keputusan Konsumen dalam Menggunakan Dompet Digital Amalya , Safira Rizki; Rohandi, Mochamad Malik Akbar; Nugraha, Yudha Dwi
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14815

Abstract. The phenomenon of the rapid development of information technology, especially in payment systems, has fueled the popularity of dompet digitals as an increasingly used payment alternative. Gopay, one of the leading dompet digitals in Indonesia, often attracts the attention of consumers thanks to its popularity and convenience. However, consumer decisions in using dompet digitals are influenced by various factors, including transaction security and ease of use. This study aims to analyze the effect of transaction security and ease of use on consumer decisions in using the Gopay dompet digital in Bandung City. The method used in this research is a quantitative method by distributing questionnaires to Gopay users in Bandung City. The data collected was analyzed using linear multiple regression to determine the effect of the independent variable (transaction security and ease of use) on the dependent variable (consumer decisions). The results showed that transaction security and ease of use have a positive and significant influence on consumer decisions in using Gopay. Abstrak. Fenomena pesatnya perkembangan informasi teknologi, khususnya dalam sistem pembayaran, telah mendorong popularitas dompet digital sebagai alternatif pembayaran yang semakin banyak digunakan. Gopay, salah satu dompet digital terkemuka di Indonesia, seringkali menarik perhatian konsumen berkat popularitas dan kemudahannya. Namun, keputusan konsumen dalam menggunakan dompet digital dipengaruhi oleh berbagai faktor, termasuk keamanan transaksi dan kemudahan penggunaan. Penelitian ini bertujuan untuk menganalisis pengaruh keamanan transaksi dan kemudahan penggunaan terhadap keputusan konsumen dalam menggunakan dompet digital Gopay di Kota Bandung. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan penyebaran kuesioner kepada pengguna Gopay di Kota Bandung. Data yang dikumpulkan dianalisis menggunakan regresi berganda linier untuk mengetahui pengaruh variabel independen (keamanan transaksi dan kemudahan penggunaan) terhadap variabel dependen (keputusan konsumen). Hasil penelitian menunjukkan bahwa keamanan transaksi dan kemudahan penggunaan memiliki pengaruh positif dan signifikan terhadap keputusan konsumen dalam menggunakan Gopay.

THE DEVELOPMENT OF THE PHENOMENA OF ISLAMIC MARKETING, ISLAMIC BRANDING, AND INDONESIAN MUSLIM MIDDLE CLASS Nugraha, Yudha Dwi
Academy of Education Journal Vol. 14 No. 2 (2023): Academy of Education Journal
Publisher : Fakultas Keguruan dan Ilmu Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47200/aoej.v14i2.2006

Islam as a religion has been found to impact the ethical beliefs and behaviours of Muslim consumers from different countries, as well as consumers’ choice of services and some taboo products on the basis of Islamic Shariah law. The emergence of Islamic marketing and Islamic branding in various parts of the world and the increasing middle-class Muslims in Indonesia are interesting phenomena to study. Using the qualitative approach, this study aims to explore the development of Islamic marketing, Islamic branding, and middle-class Muslim in Indonesia. The results showed that Islamic marketing is still new in the literature and the definition of the true meaning of Islamic marketing is still being developed. In addition, Islamic branding is closely related to the halal concept. The behaviour of Muslim middle-class in Indonesia is very challenging and it has enormous potential. The discussions are explained further.

Customer engagement on live streaming: a socio-technical approach Nugraha, Yudha Dwi; Nadiyah Rahmani, Annisa; Khumairah, Khumairah; Mustiko Aji, Hendy
BISMA (Bisnis dan Manajemen) Vol. 17 No. 1 (2024)
Publisher : Universitas Negeri Surabaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/bisma.v17n1.p107-128

Technological advancements impact the e-commerce business landscape and give rise to live streaming shopping. This study, using a socio-technical approach, aims to investigate the relationship between interaction, emotional attachment, synchronicity, platform attachment, visit duration, and customer engagement. The data was collected using an online survey of 111 users. The Structural Equation Model was employed to evaluate five hypotheses. The results indicate that interaction has a positive and significant relationship with emotional attachment. However, this study found that there was no significant relationship between synchronicity and platform attachment. Furthermore, the study proved a positive and significant relationship between emotional attachment and visit duration. The study also found a positive and significant relationship between platform attachments and visit duration. Finally, visit duration has a positive and significant effect on customer engagement. This study adds to the existing literature on customer engagement and marketing by utilising a socio-technical approach to identify the factors that influence customer engagement on TikTok Shop. In the practical context, a live streaming platform can enhance customer engagement among Indonesian consumers by extending their visit duration on the TikTok Shop platform. They can also maximise emotional attachment by focusing on optimising the interaction between streamers and viewers. In terms of social benefits, consumers have a variety of live shopping platforms to choose from. TikTok Shop serves as a bridge to overcome the need for physical interaction between consumers, products, and sellers.

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