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All Journal Farmasains : Jurnal Farmasi dan Ilmu Kesehatan Al-Kharaj: Journal of Islamic Economic and Business Indonesian Journal of Digital Business DIGIBE: Digital Business and Entrepreneurship Journal Jukerdi: Jurnal Kewirausahaan Cerdas Dan Digital Jurnal Transformasi Bisnis Digital The Indonesian Journal of Computer Science Jurnal Cendekia Ilmiah Ulil Albab
Adam Hermawan
Unknown Affiliation
Religion Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Immunology & microbiology Medicine & Pharmacology Public Health Social Sciences

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Evaluating Marketing Strategy GrabFood Through Agile Marketing Capability Framework: A Case Study of XYZ Coffee Rahmawati, Wulan Yuniar; Adam Hermawan; Asep Nuryadin
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8255

Abstract

The rapid growth of digital food delivery platforms has transformed marketing practices among micro and small enterprises (MSMEs), requiring greater adaptability and data-driven decision-making. This study aims to evaluate how Soulja Coffee’s digital marketing strategy on the GrabFood platform demonstrates the four dimensions of the Agile Marketing Capability (AMC) framework: adaptability, collaborative integration, continual innovation, and forecasting and monitoring of market needs. An explanatory sequential mixed-method design was employed. The quantitative phase analyzed six-month Grab Merchant Dashboard data (January–June 2025), including sales trends, advertising performance indicators such as click-through rate and return on ad spend, and promotional outcomes. The qualitative phase involved semi-structured interviews with two internal informants (a manager and a marketing staff member) to contextualize the quantitative findings. Results indicate evidence of adaptability through rapid promotional adjustments following sales declines; collaboration through routine coordination between management, marketing, and frontline staff; and innovation through dashboard-based experimentation, including the use of a discount calculator, which contributed to an increase in ROAS from 1.68 in March to 37.43 in June. Forecasting and monitoring practices were still descriptive, relying on manual dashboard review rather than predictive analysis. Overall, Soulja Coffee demonstrates early-stage marketing agility that remains operational rather than strategically institutionalized. The study extends AMC application to Indonesian micro-MSMEs, showing how informal learning, platform-provided tools, and iterative experimentation shape marketing agility under resource constraints, offering guidance for MSMEs to strengthen data-driven decision-making in platform-based commerce.
Hubungan Parasosial Fandom PaNaRoMa Terhadap Tingkat Loyalitas Penggunaan RCTI Plus Pada Program Idolyfe Aulia, Azizah Ghina; Adam Hermawan; Btari Mariska Purwaamijaya
J-CEKI : Jurnal Cendekia Ilmiah Vol. 3 No. 6: Oktober 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v3i6.4728

Abstract

Pertumbuhan pangsa pasar di dunia hiburan dan media digital mengalami peningkatan setiap tahunnya dan diproyeksikan akan mencapai 83.82 miliar. Hal ini menimbulkan lahirnya berbagai platform Over-The-Top (OTT). Indonesia memiliki platform OTT lokal seperti RCTI+ dan Vidio. Pada tahun 2021, RCTI+ menjadi aplikasi OTT populer di Indonesia. Namun, survei Nielsen tahun 2022 menunjukkan bahwa RCTI+ hanya mengalami peningkatan konsumsi sebesar 0.9%. Oleh karena itu, RCTI+ meluncurkan program Idolyfe dengan memanfaatkan interaksi parasosial fandom untuk meningkatkan konsumsi aplikasi dan mendapatkan pengguna baru. Penelitian ini bertujuan untuk mengetahui karakteristik fandom yang menggunakan aplikasi RCTI+ dan mengukur seberapa besar hubungan interaksi parasosial terhadap loyalitas penggunaan aplikasi. Data penelitian dikumpulkan melalui studi literatur, observasi, dan penyebaran kuesioner daring dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa sebagian besar fandom baru menggunakan RCTI+ ketika program Idolyfe tersedia. Selain itu, terdapat hubungan yang signifikan antara interaksi parasosial fandom dan loyalitas pengguna aplikasi.
Test the Difference in Service Quality and Online Promotion for the Shopee and Tiktok Shop Applications Jesika Tamaria; Syti Sarah Maesaroh; Adam Hermawan
J-CEKI : Jurnal Cendekia Ilmiah Vol. 3 No. 6: Oktober 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v3i6.4895

Abstract

This research examines the differences in service quality and effectiveness of online promotions between the Shopee and Tiktok Shop applications in the Indonesian e-commerce market. With increasing competition in the e-commerce sector, understanding the differences in service quality and promotional strategies of each platform becomes crucial. This research method uses comparative quantitative involving generation Z in the DKI Jakarta area as active users of both applications to evaluate various aspects of service quality, such as responsiveness, ease of use, and customer support, as well as the effectiveness of online promotions, including offers, discounts, and advertising. The sampling technique uses probability sampling with a random sampling approach. Data was collected through a questionnaire and analyzed using an independent sample test to compare the differences between Shopee and Tiktok Shop. Research findings show that these two applications have differences in sig values. (2-tailed) < 0.05 and Shopee is superior to Tiktok Shop with the average value of Shopee's service quality and online promotions being 45.7400 and 44.2200, while Tiktok Shop is 44.2200 and 42.5100. With these findings, it is hoped that they can provide insight into the strengths and weaknesses in the service and promotion aspects of each application, as well as provide strategic recommendations for improving services and promotions in the future, both for application managers and consumers.
Pengaruh Kualitas Website Tupperwareshop dan Inovasi Produk Terhadap Keputusan Pembelian Produk Tupperware Suci Ramasiah; Rangga Gelar Guntara; Adam Hermawan
J-CEKI : Jurnal Cendekia Ilmiah Vol. 3 No. 6: Oktober 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v3i6.4957

Abstract

Website merupakan salah satu media transaksi online. Tupperware merupakan sebuah perusahaan yang bergerak dibidang perlengkapan rumah tangga dan salah satu perusahaan yang sudah memanfaatkan website untuk transaksi jual beli. Tupperware terus menciptakan dan menghadirkan produk melalui inovasi yang dilakukan. Tupperware terus dihadapkan dengan permasalahan seperti penurunan penjualan dan penurunan brand indeks. Penelitian ini menggunakan metode Webqual 4.0. yang terdiri dari dimensi usability, information quality, dan service interaction quality untuk mengukur kualitas website. Jenis penelitian yang digunakan adalah analisis deskriptif dengan pendekatan kuantitatif. Pengambilan sample yang diambil adalah probability sampling dengan teknik simple random sampling . Jumlah sampel terdiri dari 135 responden. Hasil penelitian menyatakan: 1) kualitas website (X1) berpengaruh secara positif dan signifikan terhadap keputusan pembelian (Y). 2) inovasi produk (X2) berpengaruh secara positif dan signifikan terhadap keputusan pembelian (Y). 3) Kualitas website dan inovasi produk secara simultan berpengaruh positif dan signifikan berpengaruh terhadap keputusan pembelian (Y).
Co-Authors Adi Prehanto Aldrich Atha Rheza Hariyanto Ameilinda Monikawati Andita Pra Darma Arya Budi Saputra Asep Nuryadin Aulia Zahra Aulia, Azizah Ghina Az Zahra Maulaa Habiibah Az Zahra Maulaa Habiibah Azizah Ghina Aulia Btari Mariska Purwaamijaya Edy Meiyanto Gieldy Akhyat Affandi Utama Ilham Agusta Fauzi Jesika Tamaria Kastawan Mandala Lanina Astrid Chrysant Vrij Maesaroh, Syti Sarah Nina Nuraeni Nur Azizyah Putri Dewita Perdana Adhi Nugroho Rahmawati, Wulan Yuniar Rangga Gelar Guntara Rosana Anna Ashari Suci Ramasiah