Garuda - Garba Rujukan Digital

Pengaruh YouTube Advertising Terhadap Purchase Intention di Agoda Melalui Brand Awareness Fernandez, Egi; Ali, Mochammad Mukti; Sofiati, Nunung Ayu
JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL Vol. 6 No. 2 (2025): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Februari - Maret 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v6i2.4161

Penelitian ini mengulas bagaimana YouTube Advertising memengaruhi niat beli (purchase intention) konsumen Agoda, dengan kesadaran merek (brand awareness) sebagai variabel perantara. Penelitian ini menerapkan pendekatan kuantitatif berbasis survei, menggunakan kuesioner yang dijawab oleh 100 responden. Analisis data dilakukan melalui uji regresi linier berganda dan analisis jalur guna mengeksplorasi hubungan antar variabel. Temuan penelitian menunjukkan bahwa YouTube Advertising memberikan dampak signifikan langsung pada niat beli konsumen, meskipun tidak menunjukkan pengaruh signifikan terhadap kesadaran merek. Sebaliknya, niat beli konsumen terbukti berkontribusi signifikan terhadap peningkatan kesadaran merek. Hasil analisis jalur menegaskan bahwa kesadaran merek bertindak sebagai variabel perantara yang memperkuat hubungan antara YouTube Advertising dan niat beli konsumen. Penelitian ini menggarisbawahi pentingnya pengembangan konten iklan yang relevan dan mampu menarik perhatian guna mendorong terciptanya kesadaran merek yang kokoh serta meningkatkan niat beli konsumen, terutama dalam konteks persaingan ketat di ranah digital.

The Model of Global Marketing Strategy and Performance Sudarso, Andriasan; Sofiati, Nunung Ayu
Siber International Journal of Digital Business (SIJDB) Vol. 1 No. 3 (2024): (SIJDB) Siber International Journal of Digital Business (January - March 2024)
Publisher : Siber Nusantara Review & Yayasan Sinergi Inovasi Bersama (SIBER)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/sijdb.v1i3.26

The aim of this research is to examine the impact of global marketing strategy on the overall performance of Sharia Apartment Developer in Asia. The participants in this study consisted of all employees working for the Sharia Apartment Developer, totaling 30 developers across three countries (Hongkong, Singapore, and Indonesia). The data collected for this study is quantitative in nature, meaning it is presented in numerical form. This data provides insight into the specific values and variables it represents. The analysis method employed in this study encompasses descriptive analysis and verification analysis. The utilization of global marketing strategies has been shown to have a favorable and noteworthy impact on the overall performance of global marketing. These strategies also hold implications for Sharia Apartment Developers, as they are based on various indicators that highlight the potential strengths and opportunities for these developers in the future. To successfully implement a global marketing strategy, it is crucial to employ an intensive approach that aims at penetrating a wider market. This can be achieved through robust advertising campaigns across print and electronic media, personalized sales calls, enticing sales promotions, and generating publicity. The enhancement of the market (market development) can be achieved through enhanced collaboration. Similarly, product development can be attained by incorporating cutting-edge technology into the facilities. The future implications of the global marketing strategy for a Sharia apartment developer are intertwined with the global marketing mix, specifically focusing on product improvement through renovation and modernization of amenities. This will enable the sharia apartment developer to better compete in the market. Moreover, its advantageous location near public amenities adds to its strategic value. To further promote their offerings, it would be beneficial to diversify promotional media and forge more vigorous alliances with other entities. Prices have a tendency to be quite adaptable. There is a regular practice of running promotions to remind consumers of the current offerings, including both existing and new products, as well as any adjustments in pricing that may have taken place. In addition, every morning there is a customary briefing where one can peruse the latest information. By fostering increased collaboration with other entities, it is possible to enhance cooperation and achieve mutually beneficial outcomes.

The Role of Business Management in Enhancing Company Competitiveness: Opportunities and Challenges Sofiati, Nunung Ayu; Sugiarti, Sugiarti; Purwoko, Harry; Sidjabat, Sonya; Widodo, Rintis Eko
Siber International Journal of Digital Business (SIJDB) Vol. 2 No. 4 (2025): (SIJDB) Siber International Journal of Digital Business (April - June 2025)
Publisher : Siber Nusantara Review & Yayasan Sinergi Inovasi Bersama (SIBER)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/sijdb.v2i4.149

The purpose of this literature study is to develop a hypothesis regarding the influence between variables that can be used for further research in the field of human resource management. The article, a literature review of the implementation of talent management on company sustainability, is a scientific literature article in the field of human resource management. The approach used in this literature review is qualitative descriptive. The data collection technique is to use a literature study or review relevant previous articles. The data used in this descriptive qualitative approach comes from previous research relevant to this research and is sourced from academic online media such as Thomson Reuters, Springer, Taylor & Francis, Scopus Emerald, Elsevier, Sage, Web of Science, Sinta Journal, DOAJ, EBSCO, Google Scholar and digital reference books. In previous research, each relevant previous article was used to review each independent variable. The results of this literature review article are: 1) Opportunity plays a role in the Business Management Model; 2) Challenges play a role in the Business Management Model; 3) Market Share plays a role in the Business Management Model; 4) Promotion plays a role in the Business Management Model; and 5) Brand Image plays a role in the Business Management Model.

Pengaruh Customer Satisfaction dan E-Service Quality Terhadap Customer Loyalty Pada Pengguna Lazada Febriyanti, Karina; Mubarok, Dadan Abdul Aziz; Sofiati, Nunung Ayu
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 2 (2025): April 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i2.3950

This research was conducted to determine the influence of customer satisfaction and e-service quality on customer loyalty among Lazada users in Bandung Regency. This research uses a quantitative method with a verificative approach, namely using a questionnaire instrument. The data used are primary data in the form of tabulated results from questionnaire responses. The sample used by the researchers consists of Lazada users among Generation Z in Bandung Regency, aged 18 to 24 years, who have been Lazada users in the past six months, totaling 96 respondents. The determination of the sample size, the researcher used the Rao Purba formula. Based on the results of the research conducted, it shows that customer satisfaction and e-service quality simultaneously have a positive and significant impact on customer loyalty among Lazada users in Bandung Regency, which means that an increase in customer satisfaction and e-service quality together can influence the level of customer loyalty among Lazada users in Bandung Regency.

Enhancing MSMEs’ Innovation Capacity Based on the ISO 56002:2019: A Case Study of the XYZ Perfume Company in Yogyakarta Prasetiyo, Wildan Guretno; Mubarok, Dadan Abdul Aziz; Sofiati, Nunung Ayu; Ali, Mochammad Mukti; Sajekti, Tjipto
Airlangga Journal of Innovation Management Vol. 6 No. 1 (2025): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v6i1.70962

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia's economy, contributing 60.5% to the Gross Domestic Product (GDP) in 2024. These facts underscore the importance of MSME development as a priority in the Asta Cita of the President of the Republic of Indonesia. However, alongside financial constraints, researchers contend that MSMEs face challenges in competitiveness due to a lack of innovation and creativity. To address this, a standard for innovation capacity needed and ISO 56002:2019 can serve it. Nevertheless, research in this field remains limited, highlighting the need for studies focused on enhancing innovation capacity based on ISO 56002:2019 for Indonesian MSMEs. This qualitative study employs semi-structured interviews with XYZ Perfume Company in Yogyakarta, an MSME actor. The assessment is based on eight factors from the development of ISO 56002:2019 by researchers: (1) Transformative Leadership; (2) Strategic Intention to Innovate; (3) Weight Management for Information; (4) Customer and Market Knowledge; (5) Strategic Technology Management; (6) Organizational Structure; (7) Project Management; and (8) Innovation Performance. The results indicate that XYZ Perfume Company's innovation capacity achieves a qualitatively good rating in Transformative Leadership, Weight Management for Innovation, Customer and Market Knowledge, and Project Management; a moderate rating in Strategic Intention to Innovate and Organizational Structure; and a below-average rating in Strategic Technology Management and Innovation Performance. Strategies for enhancing the innovation capacity of XYZ Perfume Company were formulated. These findings and the proposed strategies serve as a valuable foundation for MSMEs in developing new products.

Empowering the Younger Generation: Building Healthy Living Behaviors and Brand Awareness of Multivitamins Nuradina, Kartika; Aziz, Dadan Abdul; Wiryani, Detya; Syarif, Devyanthi; Jaya, Rama Chandra; Sofiati, Nunung Ayu; Kamal, Muhhammad Ikhsan; Ekapaula, Rolla
International Journal of Community Service & Engagement Vol. 6 No. 2 (2025): International Journal of Community Service & Engagemen
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijcse.v6i2.2745

Healthy living behavior has emerged as a critical issue that warrants promotion across all segments of society, particularly among the younger generation, who are regarded as vital national assets. The current generation exhibits lifestyle changes characterized by emerging trends, an abundance of fast food, unbalanced nutrition, high stress levels, and insufficient physical activity. These factors pose significant risks to their overall health. The interventions conducted in this study aim to cultivate awareness of both physical and psychological needs that support a healthy and prosperous life. They also encourage the recognition of the importance of nutrition and the availability of multivitamin brands in the market, facilitate intrapersonal communication for better self-understanding, and promote financial management to adopt and maintain a healthy lifestyle. The results of this community service program indicate a notable shift in the younger generation’s mindset toward greater openness and acceptance of healthy living. They are more motivated to practice healthy behaviors, and their awareness of multivitamin products has increased significantly. This awareness positions multivitamins as essential nutrients to support bodily needs and as a long-term investment in health

Local Needs-based Marketing Strategies of Madrasah Aliyah in Rural Areas Muharam, Asep Toni; Nugraha, Mulyawan Safwandy; Sudaryo, Yoyo; Sofiati, Nunung Ayu; Mubarok, Dadan Abdul Aziz
EDUKASI: Jurnal Penelitian Pendidikan Agama dan Keagamaan Vol. 23 No. 1 (2025): EDUKASI: Jurnal Penelitian Pendidikan Agama dan Keagamaan
Publisher : Badan Litbang dan Diklat Kementerian Agama RI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32729/edukasi.v23i1.2174

This study investigates the implementation of local-needs-based marketing strategies at MA Al-Wasilah Lil Hasanah, a Madrasah Aliyah in Warungkiara, Sukabumi, West Java, Indonesia, where educational access is often constrained in rural areas. Employing a qualitative case study approach, data were collected through in-depth interviews, participatory observations, and document analysis. The findings demonstrate that a hybrid marketing model, integrating community-based engagement with digital strategies, significantly enhances student enrollment and community trust. Traditional methods, such as religious gatherings and social events, foster strong local connections, while digital marketing, despite infrastructural challenges, broadens outreach. By aligning strategies with socio-cultural values, the madrasah strengthens its sustainability and public confidence. This research offers practical insights for optimizing marketing in Islamic schools and highlights the potential of hybrid models for global Islamic educational institutions facing similar challenges. Further studies are recommended to explore the long-term efficacy of digital marketing in rural education settings.

Public Perception And Sentiment On Social Media X Towards The Interest In Adopting Bitcoin As A Digital Asset Febrianto, Febrianto; Sofiati, Nunung Ayu; Ali, Mochammad Mukti; Sudaryo, Yoyo; Alfarisi, Ade Salman; Luntungan, Irving Ignatius Paul; Sakti, Anggono Raras Tirto
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 2 (2025): Dinasti International Journal of Economics, Finance & Accounting (May-June 2025
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i2.4469

This study analyzes the relationship between public sentiment on the social media platform X and Bitcoin's global price volatility from January to October 2024. Using sentiment analysis supported by the BERT machine learning model and the Support Vector Machine (SVM) algorithm, relevant tweets were classified into positive, neutral, and negative sentiments. Model evaluation demonstrated excellent performance, with precision, recall, and F1-score for positive sentiment reaching 95.52%, 93.57%, and 94.53%, respectively. Neutral sentiment achieved precision of 88.61%, recall of 92.11%, and an F1-score of 90.32%. Negative sentiment yielded precision of 92.02%, recall of 91.05%, and an F1-score of 91.53%. The results indicate a significant correlation between public sentiment and Bitcoin price movements, where positive sentiment drives price increases while negative sentiment often triggers sell-offs. Moreover, the intensity of social media discussions significantly impacts market dynamics, as evidenced by a spike in activity in March 2024 coinciding with Bitcoin's price peak during the study period. These findings provide insights for investors, market analysts, and regulators to understand the role of social media as a market sentiment indicator influencing digital asset volatility.

Pengaruh Customer Satisfaction dan E-Service Quality Terhadap Customer Loyalty Pada Pengguna Lazada Febriyanti, Karina; Mubarok, Dadan Abdul Aziz; Sofiati, Nunung Ayu
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 2 (2025): April 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i2.3950

This research was conducted to determine the influence of customer satisfaction and e-service quality on customer loyalty among Lazada users in Bandung Regency. This research uses a quantitative method with a verificative approach, namely using a questionnaire instrument. The data used are primary data in the form of tabulated results from questionnaire responses. The sample used by the researchers consists of Lazada users among Generation Z in Bandung Regency, aged 18 to 24 years, who have been Lazada users in the past six months, totaling 96 respondents. The determination of the sample size, the researcher used the Rao Purba formula. Based on the results of the research conducted, it shows that customer satisfaction and e-service quality simultaneously have a positive and significant impact on customer loyalty among Lazada users in Bandung Regency, which means that an increase in customer satisfaction and e-service quality together can influence the level of customer loyalty among Lazada users in Bandung Regency.

The Influence of Work Discipline and Incentives on Employee Performance at PT YXZ Tex Nenobais, Manoakh; Sofiati, Nunung Ayu; Ismail, Gurawan Dayona; Sudaryo, Yoyo; Alfarisi, Ade Salman; Luntungan, Irving Ignatius Paul; Sumawidjaya, Riyandi Nur
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 5 (2025): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i5.5097

Performance is the result of work achieved by each employee that contributes positively to the company. This study aims to analyze the influence of work discipline and incentives on employee performance at PT XYZ Tex using structured modeling analysis (SEM) techniques. The descriptive study results from 120 employees who were the research sample indicate that Work Discipline, which includes compliance, attendance, and honesty, has been well established. Incentives, which include the process of providing incentives based on groups and the process of providing incentives based on individuals, have been implemented well by the company. Similarly, Employee Performance, which includes work quality, work quantity, task execution, and responsibility, has been well established. The results of the confirmatory study indicate a significant influence of the Work Discipline variable on Employee Performance with a partial influence of 11.5%. Furthermore, there is a significant influence of the Incentive variable on Employee Performance with a partial influence of 24.8%. Together, Work Discipline and Incentives have a significant influence on Employee Performance with a total influence of 60.2%. These findings highlight the importance of employees having work discipline and company strategies in providing incentives in order to improve employee performance.

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