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All Journal Proceedings of International Conference on Da'wa and Communication MUSLIMPRENEUR : Jurnal Ekonomi dan Kajian Keislaman Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Jurnal Kajian Manajemen Dakwah Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Inovasi Bisnis Manajemen dan Akuntansi Mudabbir JHESS: Journal Hub for Humanities and Social Science Variable Research Journal
Moh. Ilham
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences Other

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ANALISIS PERILAKU KONSUMEN DALAM PENGGUNAAN OVO SEBAGAI METODE PEMBAYARAN Anggi Nur Iftitah; Miftakhul Jannah; Moh. Ilham
VARIABLE RESEARCH JOURNAL Vol. 1 No. 01 (2024): APRIL 2024
Publisher : Media Inovasi Pendidikan dan Publikasi

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The aim of this research is to analyze consumer behavior in using OVO (One Vision One) as a digital payment method. OVO is a digital payment platform that is increasingly popular in Indonesia. The approach used in the research is a qualitative approach by conducting in-depth interviews and observations with a number of respondents who are active OVO users. The research results show that consumer behavior in using OVO is influenced by a number of factors. These factors include trust in OVO security, comfort in use, promotional offers, and social factors. Consumers tend to choose OVO as a payment method because they feel safe and comfortable with this platform. Apart from that, promotions and incentives offered by OVO also influence consumers' decisions to use it. Apart from that, this research also identifies changes in consumer behavior over time in using OVO. Some consumers were initially skeptical of digital payments but then became more accustomed and comfortable with using OVO. Shows that the adoption of digital payment technology such as OVO can change consumer behavior. This research provides valuable insights for companies operating in the digital payments sector, especially OVO, to understand their consumer behavior. By understanding the factors that influence OVO usage and changes in consumer behavior over time, companies can develop more effective strategies to market their products and increase consumer satisfaction.  
GAYA KONSUMSI DAN PERILAKU KONSUMEN GENERASI Z DI FOOD COURD AL MADINAH SURABAYA Eva; Aminatuz Zuhroh; Abel Maulid Kurniawan; Moh. Ilham
VARIABLE RESEARCH JOURNAL Vol. 1 No. 01 (2024): APRIL 2024
Publisher : Media Inovasi Pendidikan dan Publikasi

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This research aims to investigate the consumption styles and consumer behavior of Generation Z at the Al Madinah Surabaya Food Court. Generation Z, which is a group of consumers born in the mid-1990s to early 2010s, has unique consumption characteristics and preferences that can influence food choices and shopping decisions in food court environments. This study uses a qualitative approach with in-depth interviews and participant observation as data collection methods. This research was conducted in Surabaya in the first to third week of October. Qualitative methods were used with 6 respondents in in-depth interviews (virtual and live based). The research results show that the lifestyle and behavior phenomenon of Gen Z consumers at the Al-Madinah food court develops from culture, needs and price factors. Gen Z as customers at the food court experience emotional satisfaction. Gen Z's activities, behavior and lifestyle are channeled through the AIO (Activity, Interest, Opinion) lifestyle dimensions in the food court. The suggestion for the Al-Madinah food court is that it must innovate so that it has unique characteristics. Innovation can be expressed in the decoration of the place and also dare to release new menu variants that are interesting, unique but also worth having. This effort focuses on providing emotional satisfaction to Gen Z. Following trends is also very necessary considering that Gen Z has the characteristic of liking challenges and going viral.
PENGARUH PERSEPSI HARGA TERHADAP PERILAKU IMPULSE BUYING DENGAN KUALITAS PRODUK SEBAGAI VARIABEL MODERASI PADA KONSUMEN THE ORIGINOTE Iriska Lampudunyo1; Iqlima Rizki Nur Annisa; Moh. Ilham
VARIABLE RESEARCH JOURNAL Vol. 1 No. 01 (2024): APRIL 2024
Publisher : Media Inovasi Pendidikan dan Publikasi

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Currently, business in Indonesia has grown very rapidly, this case is the creation of various contemporary markets. The ease of the buying process, customers often make impulsive purchases or unplanned purchases. The purpose of this study is to see how price perceptions affect the impulsive buying behavior of The Originote cosmetic customers in students, especially in the Da’wah Management study program at UIN Sunan Ampel Surabaya with product quality as a moderating variable. The quantitative method was used by sending questionnaires to 35 Da’wah Management students in the 2021 batch of UIN Sunan Ampel Surabaya who use The Originote products. This study uses SPSS software as a data management tool, with research results sttating that price perception has a major influence on impulsive buying and product quality moderates the relationship between the two, with a Pearson correlation value of 0.905. In short, consumer price perceptions greatly influence impulsive buying behavior and product quality can moderate both. In short, increasing the quality of The Originote products will increase the moderating effect of price on consumer impulsive purchases
ANALISIS PERILAKU KONSUMEN MAHASISWA DITINJAU DARI SOCIAL INFLUENCE DALAM KEIKUTSERTAAN DI HIMPUNAN PENGUSAHA MUDA INDONESIA PT UIN SUNAN AMPEL SURABAYA Aulia Dwi Anggita; Aushaffiar Iqbal R. H; Rizky Isnaini A. C; Moh. Ilham
VARIABLE RESEARCH JOURNAL Vol. 1 No. 01 (2024): APRIL 2024
Publisher : Media Inovasi Pendidikan dan Publikasi

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Penelitian ini memiliki tujuan untuk menganalisis tingkah laku konsumen mahasiswa UIN Sunan Ampel Surabaya dengan fokus pada pengaruh sosial ketika mereka bergabung dalam Himpunan Pengusaha Muda Indonesia (HIPMI) PT UIN Sunan Ampel Surabaya. Metode penelitian yang digunakan bersifat kualitatif, melibatkan wawancara dan observasi kepada mahasiswa UIN Sunan Ampel yang menjadi anggota HIPMI. Sumber data terdiri atas sumber internal seperti wawancara dan sumber eksternal yaitu penelitian terdahulu. Temuan dari penelitian ini menyediakan wawasan mendalam mengenai bagaimana faktor social influence memberikan dampak perilaku konsumen mahasiswa, terutama dalam konteks partisipasi mereka di organisasi, selain itu social influence yang berupa tekanan teman sebaya dan ekspektasi sosial memberikan peningkatan retensi keanggotaan HIPMI. Implikasi dari hasil penelitian ini dapat memberikan pemahaman yang berharga bagi dunia akademis, organisasi, dan pemasar dalam merancang strategi pemasaran yang sesuai dengankonteks keanggotaan dalam organisasi kemahasiswaan.
ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN DAYA SAING UMKM KRIPIK UBI DI DESA SOBIH BANGKALAN MADURA Ade Alfania Shelamarela; Ihda Hana Asyiqotun Nabilah; Achmad Fausi Baidowi; Moh. Ilham
VARIABLE RESEARCH JOURNAL Vol. 1 No. 01 (2024): APRIL 2024
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Strategi Pemasaran adalah suatu langkah yang memungkinkan seseorang atau beberapa orang mencapai apa yang diinginkan melalui aktivitas apapun yang melibatkan penciptaan suatu produk yang bernilai, menawarkannya, dan menukarkan produk yang bernilai kepada pihak lain atau semua kegiatan yang menyangkut penyampaian produk dari produsen kepada konsumen. Tujuannya strategi pemasaran pada UMKM yaitu meningkatkan daya saing UMKM mengingat sektor UMKM saat ini sedang menghadapi berbagai tantangan. Penelitian ini menggunakan penelitian deskriptif dengan pendekatan kualitatif. Teknik pengumpulan data melalui kegiatan wawancara dengan pemilik usaha UMKM dan observasi. Hasil wawancara menunjukkan bahwa pemasaran pada kripik ubi ini dilakukan secara manual melalui toko dan pemesanan secara langsung melalui tatap muka ataupun via chat. Hasil penelitian ini menunjukkan bahwa penjualan yang terus meningkat pada tahun 2021 hingga tahun 2023, maka dapat disimpulkan bahwa strategi pemasaran produk kripik ubi telah terbukti efektif. Hal ini memungkinkan mereka untuk bersaing secara efektif dengan perusahaan-perusahaan kripik lainnya.
Co-Authors Abel Maulid Kurniawan Achmad Fausi Baidowi Ade Alfania Shelamarela Afiah Agus Hermawan Agustina, Latifah Agustina Albait Marzuq Fajriansyah alfani, nurudin Aminatuz Zuhroh Amriana Anggi Nur Iftitah Asmar, Afidatul Aulia Dwi Anggita Aushaffiar Iqbal R. H daniyal, moh. daniyal latif Eka Rahma Sania Eva Fakhrizal Anas Fidel Ega Putra Arwinata Hefi Alifia Putri Ihda Hana Asyiqotun Nabilah Iqlima Rizki Nur Annisa Iriska Lampudunyo1 Leni, Leni Kirani M. Adi Trisna Wahyudi M. Athoiful Fanan Miftakhul Jannah Moh. Moksin Nabila Djenar Kirana Nur Hayati Sufi Rizky Isnaini A. C Rohayati Saila Siti Nur Khodijah Sri Zunila Sari Ulfa Aulia Handayani wahyudi, trisna Zakariya, Novie Andriani