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All Journal Jurnal Manajemen Bisnis JURNAL PENDIDIKAN TAMBUSAI Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Al-MIKRAJ: Jurnal studi Islam dan Humaniora Media Riset Bisnis Ekonomi Sains dan Terapan
Prakoso, Fajar adi
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Achieving Marketing Performance through Orientation Innovation and Entrepreneurial Orientation Karnowati, Nandang Bekti; Sudarto, Sudarto; Suwandari, Lusi; Prakoso, Fajar Adi; Apriandi, Devy Widya
Jurnal Manajemen Bisnis Vol 14, No 2: September 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i2.19086

Abstract

Research aims: The purpose of this study is to examine the connection between innovation orientation (IO) and entrepreneurial orientation (EO) and its role in mediating marketing orientation (MO) to achieve marketing performance (MP), specifically focusing on MSMEs in the culinary sector in Banyumas, Purbalingga, Cilacap, and Kebumen (Barlingmascakeb).Design/Methodology/Approach: Data were collected from 100 food industry businesses in Barlingmascakeb. Structural equation modeling (SEM) was used utilizing Smart PLS to analyze data.Research findings: The results demonstrated that innovation orientation had a positive effect on entrepreneurial orientation and marketing performance. EO, which mediated the relationship between IO and MP, acted as a partial mediator. RBV is still a relevant theory for MSMEs, where organizational resources are assets that need to be managed and become superior to expand in a dynamic market. The research findings also support the MBV theory, where the market is a necessary factor to be considered by MSMEs in business and entrepreneurial decision-making. RBV and MBV actually complement each other and have an important role in influencing marketing performance.Theoretical contribution/Originality: This study contributes to the management study literature, which has built an empirical model that encourages MSME marketing performance by investigating the relationship between IO, EO, and MO to support MSME marketing performance.Practitioners/Policy Implications: This study provides insight into culinary MSME entrepreneurs to focus on innovation orientation and not ignore market orientation as a supporter of innovation and marketing performance.Research Limitations/Implications: This research only focused on MSMEs in the culinary sector, so generalizations and findings were limited. Therefore, future studies are expected to combine larger and more diverse samples.
Pengaruh Celebrity Endorser dan Citra Merek Terhadap Keputusan Pembelian Iphone Alfiansyah, Fito; Prakoso, Fajar Adi
AL-MIKRAJ Jurnal Studi Islam dan Humaniora (E-ISSN 2745-4584) Vol 5 No 2 (2025): Al-Mikraj, Jurnal Studi Islam dan Humaniora
Publisher : Pascasarjana Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/almikraj.v5i2.6825

Abstract

This study is titled "The Influence of Celebrity Endorser and Brand Image on Purchase Decisions for iPhones among FEB UMJ Students." The research aims to determine the influence of Celebrity Endorsers and Brand Image on the purchase decisions for iPhones among FEB UMJ students. This research employs a quantitative method with an associative approach. The population consists of FEB UMJ students who use iPhones. The sampling technique used is purposive sampling, with a total sample size of 80 respondents determined using the Slovin formula for FEB UMJ students who use iPhones. Data analysis was conducted using Smart PLS 3.0 software. Data collection techniques involved distributing questionnaires via Google Forms to FEB UMJ students who use iPhones. The results of the study show that the Celebrity Endorser variable has a positive and significant influence on Purchase Decisions, with a significance result of 0.002 in the hypothesis test. Similarly, the Brand Image variable also has a positive and significant influence on Purchase Decisions, with a significance value of 0.004 in the hypothesis test. Based on the R Square results, it is evident that Celebrity Endorser and Brand Image influence iPhone Purchase Decisions by 51%.
Achieving Marketing Performance through Orientation Innovation and Entrepreneurial Orientation Karnowati, Nandang Bekti; Sudarto, Sudarto; Suwandari, Lusi; Prakoso, Fajar Adi; Apriandi, Devy Widya
Jurnal Manajemen Bisnis Vol. 14 No. 2: September 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i2.19086

Abstract

Research aims: The purpose of this study is to examine the connection between innovation orientation (IO) and entrepreneurial orientation (EO) and its role in mediating marketing orientation (MO) to achieve marketing performance (MP), specifically focusing on MSMEs in the culinary sector in Banyumas, Purbalingga, Cilacap, and Kebumen (Barlingmascakeb).Design/Methodology/Approach: Data were collected from 100 food industry businesses in Barlingmascakeb. Structural equation modeling (SEM) was used utilizing Smart PLS to analyze data.Research findings: The results demonstrated that innovation orientation had a positive effect on entrepreneurial orientation and marketing performance. EO, which mediated the relationship between IO and MP, acted as a partial mediator. RBV is still a relevant theory for MSMEs, where organizational resources are assets that need to be managed and become superior to expand in a dynamic market. The research findings also support the MBV theory, where the market is a necessary factor to be considered by MSMEs in business and entrepreneurial decision-making. RBV and MBV actually complement each other and have an important role in influencing marketing performance.Theoretical contribution/Originality: This study contributes to the management study literature, which has built an empirical model that encourages MSME marketing performance by investigating the relationship between IO, EO, and MO to support MSME marketing performance.Practitioners/Policy Implications: This study provides insight into culinary MSME entrepreneurs to focus on innovation orientation and not ignore market orientation as a supporter of innovation and marketing performance.Research Limitations/Implications: This research only focused on MSMEs in the culinary sector, so generalizations and findings were limited. Therefore, future studies are expected to combine larger and more diverse samples.
Pengaruh Konten Marketing dan Branding Produk Terhadap Keputusan Pembelian Produk Haus! di Tangerang Selatan Alfarabi, Risyad; Prakoso, Fajar Adi
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.v6i2.4243

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh ulasan pelanggan online dan Tujuan dari penelitian ini adalah untuk mengevaluasi bagaimana konten marketing dan iklan produk berdampak pada keputusan konsumen untuk membeli produk HAUS! di wilayah Tangerang Selatan. Penelitian ini menggunakan pendekatan kuantitatif dan melakukan survei terhadap 110 responden yang dipilih melalui teknik purposive sampling. Hasilnya menunjukkan bahwa branding produk memiliki efek yang signifikan terhadap keputusan konsumen untuk membeli produk tersebut. Studi ini meningkatkan pemahaman teoretis tentang peran branding dalam strategi pemasaran digital dan memberikan informasi praktis tentang cara perusahaan dalam industri minuman dapat meningkatkan daya saing. Kedepan, penelitian lebih lanjut disarankan untuk menyelidiki variabilitas tambahan yang dapat memengaruhi keputusan pembelian.
Peran Kepemimpinan Transformasional Terhadap Kinerja Karyawan Dengan Budaya Organisasi Sebagai Variabel Mediasi di PT. Mitra Berkah Farmasi Azhari, Ahmad Nur; Prakoso, Fajar Adi
JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL Vol. 6 No. 3 (2025): Jurnal Manajemen Pendidikan dan Ilmu Sosial (April - Mei 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v6i3.4342

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kepemimpinan transformasional terhadap budaya organisasi dan kinerja karyawan di PT. Mitra Berkah Farmasi. Metode yang digunakan adalah metode kuantitatif dengan pendekatan asosiatif, menggunakan data primer yang dikumpulkan melalui kuisioner yang disebarkan kepada 50 responden karyawan. Hasil penelitian menunjukkan bahwa kepemimpinan transformasional memiliki pengaruh signifikan terhadap kinerja karyawan dengan nilai t-statistik sebesar 3.964 (> 1.96) dan p-value 0.000 (< 0.05), serta terhadap budaya organisasi dengan nilai t-statistik sebesar 8.606 (> 1.96) dan p-value 0.000 (< 0.05). Selanjutnya, budaya organisasi terbukti berpengaruh signifikan terhadap kinerja karyawan dengan t-statistik sebesar 3.990 (> 1.96) dan p-value 0.000 (< 0.05). Budaya organisasi juga terbukti memediasi hubungan antara kepemimpinan transformasional dan kinerja karyawan dengan nilai t-statistik 3.482 (> 1.96) dan p-value kurang dari 0.05. Temuan ini menunjukkan bahwa kepemimpinan transformasional tidak hanya berdampak langsung terhadap kinerja karyawan, tetapi juga secara tidak langsung melalui budaya organisasi yang kuat, yang pada akhirnya meningkatkan kinerja karyawan. Penelitian ini memberikan kontribusi terhadap pemahaman pentingnya kepemimpinan transformasional dan budaya organisasi dalam meningkatkan kinerja karyawan di perusahaan.
Pengaruh Viral Marketing dan Brand Awareness terhadap Keputusan Pembelian Konsumen Produk Sunscreen Unitary Maulidina, Amanda Ghaliyah; Prakoso, Fajar Adi
Jurnal Pendidikan Tambusai Vol. 9 No. 2 (2025): Agustus
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v9i2.26692

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh viral marketing dan brand awareness terhadap keputusan konsumen untuk membeli produk sunscreen Unitary. Penelitian ini dilakukan menggunakan pendekatan kuantitatif melalui desain survei dan mengumpulkan data melalui kuesioner yang dibagikan kepada responden dengan jumlah sampel 110 sampel pengguna sunscreen Unitary. Hasil analisis menunjukkan bahwa viral marketing dan brand awareness memiliki efek positif dan signifikan terhadap keputusan pembelian. Metode analisis yang diterapkan dalam penelitian ini adalah dengan menggunakan SmartPLS 0.4 analisis regresi berganda untuk menguji pengaruh masing-masing variabel independen, yaitu viral marketing dan brand awareness, terhadap variabel dependen, yaitu keputusan pembelian. Hasil penelitian menunjukkan bahwa viral marketing memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Penelitian ini memberikan wawasan penting bagi perusahaan dalam merumuskan strategi pemasaran yang efektif untuk meningkatkan penjualan produk.
Peran Motivasi Kerja Memediasi Kompetensi dan Budaya Organisasi terhadap Kinerja Karyawan PT. Pondok Indah Padang Golf Nur, Munawir Hafizd; Prakoso, Fajar Adi
JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL Vol. 6 No. 5 (2025): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Agustus-September 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v6i5.5387

Abstract

Penelitian yang dilaksanakan di PT. Pondok Indah Padang Golf mengungkap keterkaitan antara kompetensi serta budaya organisasi terhadap kinerja karyawan, dengan menempatkan motivasi kerja sebagai peran mediasi. Pengumpulan data melibatkan 60 responden yang merupakan tenaga kerja aktif perusahaan tersebut melalui penyebaran kuesioner. Metode pengujian mengadopsi analisis jalur (path analysis) dan uji Sobel untuk memetakan hubungan langsung maupun tidak langsung antar variabel yang diteliti. Temuan penelitian mengungkapkan bahwa peningkatan kompetensi dan budaya organisasi berdampak positif pada motivasi kerja. Meski demikian, tingkat motivasi kerja tidak menunjukkan pengaruh berarti terhadap kinerja karyawan. Penelitian juga membuktikan bahwa motivasi kerja berhasil memediasi kaitan antara kompetensi dengan kinerja, tetapi gagal memediasi hubungan antara budaya organisasi dan kinerja karyawan. Hasil pengujian menunjukkan bahwa upaya meningkatkan kinerja karyawan akan mencapai hasil optimal ketika berfokus pada penguatan kompetensi serta penerapan budaya organisasi secara langsung, dibandingkan dengan pendekatan yang mengedepankan motivasi kerja sebagai faktor mediasi. Berdasarkan temuan tersebut, program pengembangan SDM perlu memprioritaskan peningkatan kompetensi karyawan dan pembangunan budaya organisasi yang berorientasi pada pencapaian hasil kerja maksimal.
FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KEUANGAN MAHASISWA Ramadhan, ZUlfikar; Prakoso, Fajar Adi; Taufan, Januar; Fairuz, Najla; Wahidah, Nur Rachmah
Media Riset Bisnis Ekonomi Sains dan Terapan Vol 4, No 1 (2025): Media Riset Bisnis Ekonomi Sains dan Terapan
Publisher : Taksasila Edukasi Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71312/mrbest.v4i1.469

Abstract

This study aims to determine differences in student financial behavior in terms of gender, age, and parental income. The research sample was students who live in Tangerang Sealtan and were taken randomly. Data were processed using two-way ANOVA (Analysis of variances). The results of the analysis and discussion concluded that gender has a significant difference in the financial behavior of students, male students are better at managing finances compared to women. Then age has a significant difference in student financial behavior, students aged 21-22 years tend to have better financial skills compared to younger age groups, which reflects an increase in financial capability with age. While parental income does not have a significant difference in student financial behavior between parental income below Rp 5,000,000, parental income between Rp 5,000,000 to Rp 10,000,000, and parental income above Rp 10,000,000 in terms of financial behavior. Keywords : gender, age, parental income, financial behavior
Pengaruh Celebrity Endorser dan Citra Merek Terhadap Keputusan Pembelian Iphone Alfiansyah, Fito; Prakoso, Fajar Adi
AL-MIKRAJ Jurnal Studi Islam dan Humaniora Vol. 5 No. 2 (2025): Al-Mikraj, Jurnal Studi Islam dan Humaniora
Publisher : Pascasarjana Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/almikraj.v5i2.6825

Abstract

This study is titled "The Influence of Celebrity Endorser and Brand Image on Purchase Decisions for iPhones among FEB UMJ Students." The research aims to determine the influence of Celebrity Endorsers and Brand Image on the purchase decisions for iPhones among FEB UMJ students. This research employs a quantitative method with an associative approach. The population consists of FEB UMJ students who use iPhones. The sampling technique used is purposive sampling, with a total sample size of 80 respondents determined using the Slovin formula for FEB UMJ students who use iPhones. Data analysis was conducted using Smart PLS 3.0 software. Data collection techniques involved distributing questionnaires via Google Forms to FEB UMJ students who use iPhones. The results of the study show that the Celebrity Endorser variable has a positive and significant influence on Purchase Decisions, with a significance result of 0.002 in the hypothesis test. Similarly, the Brand Image variable also has a positive and significant influence on Purchase Decisions, with a significance value of 0.004 in the hypothesis test. Based on the R Square results, it is evident that Celebrity Endorser and Brand Image influence iPhone Purchase Decisions by 51%.
LITERASI KEUANGAN MAHASISWA DAN FAKTOR YANG MEMPENGARUHINYA Ramadhan, ZUlfikar; Prakoso, Fajar Adi; Taufan, Januar; Hazizah, Zakiyah Nur; Irawan, Rinto
Media Riset Bisnis Ekonomi Sains dan Terapan Vol 1, No 4 (2023): Media Riset Bisnis Ekonomi Sains dan Terapan
Publisher : Taksasila Edukasi Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71312/mrbest.v1i4.117

Abstract

This research aims to determine students' financial literacy and the factors that influence it, namely pocket money, parental income, and parental education. The research sample was students from the Faculty of Economics and Business, Muhammadiyah University, Jakarta, who were taken randomly. Data were processed using multiple linear regression analysis. The research results show that pocket money and parental education have a positive and significant effect on the financial literacy of students at the Faculty of Economics and Business, Muhammadiyah University, Jakarta. Meanwhile, parental income has a positive and insignificant effect on the financial literacy of students at the Faculty of Economics and Business, Muhammadiyah University, Jakarta.Keywords: pocket money, parental income, parental education, financial literacy
Co-Authors Alfarabi, Risyad Alfiansyah, Fito Apriandi, Devy Widya Azhari, Ahmad Nur Fairuz, Najla Hazizah, Zakiyah Nur Irawan, Rinto Lusi Suwandari Maulidina, Amanda Ghaliyah Nandang Bekti Karnowati Nur, Munawir Hafizd Raden Mohamad Herdian Bhakti Ramadhan, Zulfikar Sudarto Sudarto Taufan, Januar Wahidah, Nur Rachmah