Garuda - Garba Rujukan Digital

ANALYZING DIGITAL MARKETING, GREEN MARKETING, NETWORKING AND PRODUCT INNOVATION ON SUSTAINABILITY BUSINESS PERFORMANCE, SILK CLUSTER IN POLEWALI-MANDAR, WEST SULAWESI Erwin, Erwin; Suade, Yuyun Karystin Meilisa; Poernomo, Winarto
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 5, No 3 (2021): IJEBAR : Vol. 05, Issue 03, September 2021
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v5i3.3048

This study aims to find out the influence of Digital Marketing, Green Marketing, Networking and Product Innovation on the Sustainability Business Performance of the Silk Cluster in Polewali Mandar, West Sulawesi. With the number of respondents as many as 30 silk business people, both weaving and just steaming the woven products. The instrument in the questionnaire is measured using a Likert scale (5 scales), while the variables are 1) Independent Variables consisting of Digital Marketing, Green Marketing, Networking, Product Innovation, 2) Dependent Variable is Sustainability Business Performance. The analysis used in this study is the Partial Least Square Structural Equation Model (PLS SEM). The results show that only Product Innovation has a positive and significant effect on Sustainability Business Performance (β= 0.328; =0.022), while Digital Marketing has a positive but not significant effect (β= 0.025; =0.445), for Networking it has a positive effect. Negative but not significant (β= -0.030; =0.434) and Green Marketing actually has a negative and significant effect on Sustainability Business Performance (β= -0.277; =0.046). Keywords: Digital Marketing, Green Marketing, Networking, Product Innovation, Sustainability Business Performance

Battle Of Brand Loyalty: Based On Social Media Advertising – Gojek And Grab Calysta, Netha Eliana; Suade, Yuyun Karystin Meilisa
Value : Jurnal Manajemen dan Akuntansi Vol. 19 No. 3 (2024): September - Desember 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jv.v19i3.6050

The use of social media advertising is certainly familiar to consumers as one of the marketing strategies for brands or products in the company. This study will look at the level of consumer loyalty to Gojek and Grab through brand image and brand awareness. This study aims to see between the two brands which brand is superior in using social media advertising in increasing consumer loyalty, namely generation z people in Makassar city, Indonesia. This study uses quantitative methods by analyzing 265 respondents and will be analyzed using PLS-SEM. The results of this study indicate that Gojek is superior in utilizing brand image and brand awareness through social media advertising. This is evidenced by the relationship between social media advertising has no significant effect on brand loyalty. Nevertheless, brand image and brand awareness have a significant positive relationship to brand loyalty. Furthermore, the Grab brand is superior in increasing its brand loyalty through social media advertising, brand image, and brand awareness. In addition, Grab's brand image and brand awareness have a positive significant relationship to brand loyalty.

Faktor-Faktor Penentu Peluang Inovasi: Studi Empiris untuk UMKM di Jakarta Perdana, Cipta Canggih; Hartono, Powell Gian; Monalisa, Monalisa; Suade, Yuyun Karystin Meilisa
Value : Jurnal Manajemen dan Akuntansi Vol. 19 No. 3 (2024): September - Desember 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jv.v19i3.6506

Pemanfaatan media sosial di usaha mikro, kecil, dan menengah (UMKM) semakin marah untuk kegiatan pemasarannya. Oleh sebab itu, penelitian ini menguji dan menganalisis dampak Pemanfaatan Media Sosial dan Orientasi Pelanggan terhadap Peluang Inovasi bagi UMKM di Jakarta. Sampel diambil dengan pendekatan purposive sampling method, sehingga terpilih sebanyak 107 UMKM ditetapkan sebagai sampel. Dengan pendekatan kuantitatif, penelitin menguji variabel-variabel dengan metode statistik partial least square-structural equation modeling (SEM-PLS). Hasil penelitian ini adalah terbukti terdapat pengaruh positif Pemanfaatan Media Sosial dan Orientasi Pelanggan terhadap Peluang Inovasi secara parsial. Sehingga, penelitian ini memberikan kontribusi bagi UMKM untuk penggunaan media sosial untuk meningkatkan peluang inovasi, serta orientasi konsumen untuk meningkatnya.

SOCIAL PRESENCE IS NO LONGER A FACTOR IN CUSTOMER TRUST IN SHOPPING FOR LIVE STREAMING E-COMMERCE Calysta, Netha Eliana; Suade, Yuyun Karystin Meilisa
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i3.14101

The surge in online shopping via e-commerce live streaming, particularly evident since the COVID-19 pandemic, has transformed consumer behavior. Data shows that a staggering 83.7% of Indonesians were engaged in this activity in 2022. This study aims to examine the factors influencing purchase intent among Makassar students within this context. It also explores the interrelationships between these variables and purchase intention. Specifically, the research investigates the impact of interaction, entertainment, social presence, and trust on consumer trust and subsequent purchase behavior. Employing a quantitative methodology with a sample size of 215 students, the study found that interaction and entertainment positively correlated with consumer trust. Conversely, social presence exerted no significant influence. Importantly, trust emerged as a key determinant of purchase intention.

SOCIAL PRESENCE IS NO LONGER A FACTOR IN CUSTOMER TRUST IN SHOPPING FOR LIVE STREAMING E-COMMERCE Calysta, Netha Eliana; Suade, Yuyun Karystin Meilisa
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i3.14101

The surge in online shopping via e-commerce live streaming, particularly evident since the COVID-19 pandemic, has transformed consumer behavior. Data shows that a staggering 83.7% of Indonesians were engaged in this activity in 2022. This study aims to examine the factors influencing purchase intent among Makassar students within this context. It also explores the interrelationships between these variables and purchase intention. Specifically, the research investigates the impact of interaction, entertainment, social presence, and trust on consumer trust and subsequent purchase behavior. Employing a quantitative methodology with a sample size of 215 students, the study found that interaction and entertainment positively correlated with consumer trust. Conversely, social presence exerted no significant influence. Importantly, trust emerged as a key determinant of purchase intention.

ALAT KOMUNIKASI DIGITAL : KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL Erwin, Erwin; Suade, Yuyun Karystin Meilisa; Putra, Sinar Dharmayana
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 3 (2024): Edisi September - Desember 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i3.4386

Alat komunikasi digital telah menjadi kebutuhan bagi pelaku Usaha Mikro dan Kecil (UMK) dalam menjalankan aktivitas pemasaran usahanya, didukung oleh banyaknya tren dan strategi di media sosial yang semakin berkembang. Penelitian ini bertujuan untuk menganalisis kemampuan kampanye viral dalam memediasi pengaruh dari konten media sosial terhadap peningkatan ko-kreasi UMK sebagai sebuah strategi pemanfaatan alat komunikasi digital. Responden penelitian sebanyak 189 pelaku UMK yang menggunakan media sosial di Sulawesi Selatan. Data dikumpulkan menggunbakan kuesioner dengan skala likert, dianalisis dengan menggunakan Partial Least Square Structural Equation Model (PLS-SEM) dan pemrosesan data menggunakan WarpPLS Versi 8.0. Hasil penelitian menunjukkan bahwa konten pemasaran dapat memberikan kontribusi yang baik bagi ko-kreasi UMK di media sosial dan kampanye viral selain dapat memberikan kontribusi langsung terhadap ko-kreasi UMK, justru ditemukan dapat memediasi pengaruh konten pemasaran terhadap ko-kreasi dengan kontribusi yang lebih besar dibandingkan dengan pengaruh langsung dari konten pemasaran terhadap ko-kreasi UMK di media sosial.

EVAKUASI KORBAN BANJIR DI MONCONGLOE LAPPARA KECAMATAN MONCONGLOE KABUPATEN MAROS Sharon, St Salmah; Arif, Muh; Tanesia, Cindy Yoel; Suade, Yuyun Karystin Meilisa; Erwin, Erwin
Jurnal Likhitaprajna Vol 7 No 2 (2023)
Publisher : FKIP Universitas Wisnuwardhana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37303/peduli.v7i1.522

This community service partner is the Bukit Baruga II Maros Complex Community which was affected by the flood. The purpose of this service is to evacuate flood victims in MoncongLoe Lappara, Moncongloe District, Maros Regency by preparing temporary shelters for flood victims. The form of this service activity is the preparation and implementation directly to the point/location affected by the flood by evacuating the flood victims. Visiting people's homes by giving directions to immediately go to the shelter that has been prepared. This is done to avoid the occurrence of flood victims. The flood handling method is to coordinate with the local government, namely the Bukit Baruga complex's family gathering, making evacuation routes to evacuation sites. The results of the service showed that all the people of Moncongloe Lappara, Moncongloe District, Maros Regency could be evacuated to a safer place/temporary shelter in the courtyard area of the mosque in the complex and there were no fatalities in the event of a flood. Residents, especially the elderly and children, are in a safe place until the flood conditions start to recede and they can return to their homes. The evacuation was carried out together with the Bukit Baruga complex family gathering together with the government of Moncongloe Lappara village. With the collaboration of all parties, the government, community members and academics residents can save themselves from flood disasters.

Live streaming's reigning monarchs: Delving into the pivotal role of influencers through live broadcasts Erwin, Erwin; Maupa, Haris; Jilbert, Julius; Sanusi, Abdullah; Suade, Yuyun Karystin Meilisa
Jurnal Siasat Bisnis VOL 30, NO 1 (2026)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol30.iss1.art2

Purpose – The ubiquity of online businesses has seen a surge in influencer marketing, with live streaming emerging as a prominent strategy. However, the pivotal role of influencers, individuals with a substantial social media following, in live streaming and their subsequent influence on customer behavior justifies a thorough investigation. This research digs into the role of influencers in live streaming and examines their impact on Customer Engagement and Brand Awareness through live streaming activities.Design/methodology/approach – A sample of 225 online customers joined this study. Data was collected using a questionnaire using a 5-point Likert scale and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) processed with WarpPLS Version 8.0.Findings – Influencers can substantially contribute to both customer engagement and brand awareness through live streaming. However, the study indicates that influencers do not directly contribute to brand awareness. Influencers reign supreme in the realm of live streaming, showing their potential to enhance customer engagement and brand awareness. The study offers valuable insights for businesses and influencers to effectively leverage live streaming to meet their marketing goals.Research limitations/implications – The cross-sectional design of the study hinders causal inferences. Longitudinal research and broader sampling are necessary to establish temporal relationships and generalize findings to diverse populations and regions.Practical implications – The research suggests that businesses should strategically select influencers, leverage live streaming for engagement and brand, foster authentic relationships, and measure campaign performance while combining influencer marketing with other digital strategies.Originality/value – This research offers a comprehensive exploration of the synergistic relationship between influencers and live streaming in driving customer engagement and brand awareness, providing empirical evidence and practical recommendations for marketers.

Analysis of the Sectoral Stock Price Index on the IDX during the Covid-19 Arman, Agus; Suade, Yuyun Karystin Meilisa
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 9 No 1 (2022): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v9i1.25451

In this study, we want to measure the performance of the average monthly return of sectoral stock indexes in Indonesia by using the composite index (JCI) as a comparison. We want to find the winner, loser, and neutral stock indexes. We use monthly data from March 2020 to February 2021, namely the sectors: agriculture, mining, essential industry, various industries, consumption, property, infrastructure, finance, and trade. We use panel data analysis from the event study to achieve the research objectives, a combination of cross-section data and time-series data. The research results showed six sectors of the stock index as winners: agriculture, mining, essential industry, infrastructure, finance, and trade. There are three loser stock index sectors: the miscellaneous sector, consumption, and property.

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