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All Journal Jurnal Sinergi Jurnal Siasat Bisnis Jurnal Manajemen dan Bisnis Indonesia Syntax Idea ASAWIKA: Media Sosialisasi Abdimas Widya Karya Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia ABIDUMASY : Jurnal Pengabdian kepada Masyarakat Jurnal Manajemen Unisia Jurnal Multidisiplin Sahombu Jurnal Kewirausahaan dan Manajemen Bisnis CUAN Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Ebisnis Manajemen FINANCE : International Journal Of Management Finance Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah International Journal of Education, Vocational and Social Science International Journal of Economics, Business and Innovation Research International Journal of Islamic Business and Economics (IJIBEC)
Anas Hidayat
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Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Implementation of Red Ocean Strategy in MSMEs: A Case Study of Warung Sambal Nagih Bang Hepi Yogyakarta – Performance and Marketing Strategy Analysis Zainul Muttaqin; Anas Hidayat; Zaenal Arifin
International Journal of Economics, Business and Innovation Research Vol. 4 No. 02 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR)
Publisher : Cita konsultindo

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Abstract

In starting a business, especially on the MSME (Micro, Small and Medium Enterprises) scale, many business people go directly into existing markets and existing business models or commonly called Red Ocean. Especially in the culinary business, if there are still humans alive, the need for food remains, the potential for the culinary business also remains. The application of the Red Ocean Strayegy theory in building the Warung Sambal Nagih Bang Hepi MSME business in Yogyakarta is a way for business people that entering into an existing market still has the potential to compete, but it is necessary to make adjustments to the added value of their business as an additional strategy. This research analyzes business performance from the aspects of marketing, production, human resources, and finance. The results showed that the implementation of Red Ocean Strategy with added values such as affordable prices, extra rice portions, and free delivery services succeeded in making the business survive in a competitive market. Solutions implemented include special promos, CRM management, and adaptation to national economic dynamics. The conclusion shows that the business still exists and survives with a surplus profit of IDR 4,695,500 in period January-October 2024.
Build Loyalty with Islamic Relationship Marketing and Trust Through Satisfaction Tamamudin; Saddam Husein; Anas Hidayat
International Journal of Islamic Business and Economics (IJIBEC) Vol 6 No 1 (2022): Volume 6 Nomor 1 Tahun 2022
Publisher : Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28918/ijibec.v6i1.3938

Abstract

This study examines and explains how loyalty is built with Islamic relationship marketing and trust through customer satisfaction. The success of a company in getting satisfied customers will have an impact on customer loyalty. Although relationship marketing research is a popular topic, research on relationship marketing from an Islamic perspective is very limited. Relationship marketing from an Islamic perspective is interesting because it is very relevant to be practicedin today's business development. The quantitative approach used in this study, the data collection method through questionnaires with non-probability sampling techniques, the number of respondents was 76, the data analysis technique used in this study was Path Analysis. The results showed that there was a relationship between Islamic relationship marketing and trust which had a direct effect on customer satisfaction. Islamic relationship marketing and trust directly affect loyalty, and consumer satisfaction has a direct effect on loyalty. Consumer satisfaction can play a role as a mediating variable between Islamic relationship marketing and trust on loyalty.
The Influence Of Viral Marketing On Instagram Application Users' Purchase Intention @Kopikenangan.Id M Widyadhana Putra Nadhindra; Anas Hidayat
International Journal of Economics, Business and Innovation Research Vol. 4 No. 02 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR)
Publisher : Cita konsultindo

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Abstract

This study aims to examine the influence of viral marketing on the purchase intention of Instagram application users @Kopikenangan.id. The research method used is Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach. Quantitative data were collected through questionnaires completed by 300 respondents and analyzed using SmartPLS software. The results of the structural model analysis show that the quantity and credibility of information conveyed through viral marketing have a positive and significant impact on the usefulness of information. Furthermore, the usefulness of this information also positively and significantly affects the ease of information, which ultimately enhances consumer purchase intention. All hypotheses tested in this study were accepted, with T-statistic values > 1.96 and P-values < 0.05, indicating strong statistical support for the proposed model. This study provides valuable insights into how elements of viral marketing can influence consumer purchasing decisions. These findings can be utilized by marketing teams to design more effective communication strategies on social media, thereby increasing consumer engagement and purchase intention toward the offered products. By understanding these dynamics, companies can optimize viral marketing campaigns to achieve better results in terms of sales and consumer loyalty.
The Influence Of Advertising And Brand Image On Gen Z's Impulsive Buying Behavior Asmai Ishak; Sri Rejeki Ekasasi; Anas Hidayat; Lalu Supardin
Jurnal Multidisiplin Sahombu Vol. 5 No. 02 (2025): Jurnal Multidisiplin Sahombu, (2025)
Publisher : Sean Institute

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Abstract

This study aims to analyze the influence of advertising and brand image on impulsive buying behavior of Gen Z. The object of this study is Gen Z consumers who have engaged in impulsive buying behavior, while the subjects are e-commerce consumers in Indonesia. The number of samples in this study was 100 respondents. Sampling was carried out using purposive sampling technique . Data analysis was carried out using multiple linear regression analysis. The measurement scale used a Likert scale of 1-5 and data analysis used SPSS. Based on the results of the analysis carried out, it shows that: first, advertising has a significant effect on impulsive buying behavior of Gen Z. Second, brand image has a significant effect on impulsive buying behavior of Gen Z. Future research needs to include other variables that have not been tested in this study in order to explain more comprehensively the impulsive buying behavior of Gen Z.
Analysis of the Influence of Trust and Its Antecedents (Forums and Communities, Interpersonal Recommendations, Social Presence, and Familiarity) on Purchase Intention on E-Commerce Platforms in Indonesia Syahputra, Rizky; Anas Hidayat
International Journal of Economics, Business and Innovation Research Vol. 4 No. 02 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR)
Publisher : Cita konsultindo

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Abstract

This study aims to determine the effect of trust on purchase intention on e-commerce sites in Indonesia and the antecedent factors, namely forums and communities, interpersonal recommendations, social presence, and familiarity. Trust is a key element in online transactions that can influence consumer purchasing decisions. This study uses a quantitative method with a data collection technique through a survey of 300 respondents from e-commerce platform users in Indonesia. The sampling technique uses a non-probability sampling technique using a purposive sampling method which is then processed using the PLS-SEM statistical analysis tool using SmartPLS software version 3.0. The results of the study indicate that antecedent factors have a significant influence on the formation of consumer trust, which ultimately has an impact on increasing purchase intention. These findings provide insight for e-commerce industry players in designing strategies to increase consumer trust and engagement.
Strategi Pemasaran Kredit Kepemilikan Rumah (KPR) Pada Bank BTN Kantor Cabang Cilegon Di Tinjau Dari Analisis SWOT Dicky Firdaus; Anas Hidayat
Jurnal CUAN Universitas Nusa Nipa Maumere Vol 1 No 3 (2023): September : Jurnal Kewirausahaan dan Manajemen Bisnis CUAN
Publisher : Program Studi Kewirausahaan Universitas Nusa Nipa Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/cuan.v1i3.48

Abstract

BTN Cilegon Branch Office is a bank that provides mortgage products that are in demand by the public, especially those who don't have a place to live. However, as time goes by, many other banks provide KPR products, therefore the BTN Cilegon Branch Office is required to prepare more effective marketing strategies. The problem raised by the author in the context of this research is regarding how the marketing strategy for KPR BTN products is viewed from a SWOT analysis. The implementation of this research was at PT. Bank Tabungan Negara (BTN) Cilegon Branch Office and utilizes qualitative research methods, namely by the author describing problems based on various existing data and then analyzing them to conclude. The results of this research are that the marketing of KPR products by Bank BTN Cilegon Branch Office uses an analysis strategy that combines two external and internal factors into the SWOT Matrix: SO Strategy, in the form of establishing communication with developers and potential customers. ST's strategy, namely finding the right and good marketing to promote KPR Sejahtera products compared to other bank marketing. WO's strategy, namely promoting to a wide audience by using its advantages as the largest mortgage disbursing bank in mortgage financing. WT's strategy is to provide good understanding to potential customers and provide marketing to market mortgage products more effectively.
AN ANALYSIS OF WORD OF MOUTH MARKETING IN BUILDING CORPORATE REPUTATION: A CASE STUDY OF ADIPUTRA GUESTHOUSE Shaynaqu Asmi Putri; Anas Hidayat
Finance : International Journal of Management Finance Vol. 3 No. 2 (2025): December
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/finance.v3i2.116

Abstract

This study aims to analyze the role of Word of Mouth (WoM) strategy in building corporate reputation, specifically at Adiputra Guesthouse as a hospitality service provider in Yogyakarta. Using a descriptive quantitative approach, data were collected through questionnaires distributed to 103 respondents who had used the guesthouse services. The study also applied the SERVQUAL model as a supporting variable to assess service quality in relation to customer perceptions of corporate reputation. The analysis reveals that the WoM strategy has a positive influence on the formation of Adiputra Guesthouse’s reputation, with good service quality reinforcing customers’ tendency to recommend the service. The dimensions of reliability and tangibles received the highest scores in service quality evaluation, while empathy and assurance require further improvement. These findings highlight the importance of actively managing WoM strategies and enhancing service quality to foster positive perceptions and strengthen the company’s reputation.
PENGARUH DISCOUNT FRAMING TERHADAP NIAT PEMBELIAN MELALUI REPUTASI MEREK DAN CITRA MEREK PADA PRODUK KAHF Andi Septiaji Permana; Anas Hidayat
Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 2 No. 3 (2024): Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Publisher : Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.572349/neraca.v2i3.1106

Abstract

Penelitian ini bertujuan untuk menjelaskan pengaruh discount framing terhadap niat pembelian melalui reputasi merek dan citra merek pada produk Kahf. Pola konsumsi trend produk skincare di Indonesia semakin meningkat terutama pada masa pandemi terutama pada produk perawatan wajah. Sampel yang digunakan dalam penelitian ini sebanyak 110 responden yang tersebar di wilayah Indonesia. Teknik pengambilan sampel menggunakan purposive sampling. Teknik analisis yang digunakan yaitu analisis SEM dan diolah dengan aplikasi AMOS 24. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara Discount Framing, Reputasi Merek, Citra Merek, dan Niat Beli.
Peran Citra Merek Hijau dan Kesadaran Hijau Terhadap Niat Beli Hijau pada Konsumen IKEA di Indonesia Dzaky Muhammad Dzulhijj; Anas Hidayat
MAMEN: Jurnal Manajemen Vol. 2 No. 4 (2023): Oktober 2023
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/mamen.v2i4.2377

Abstract

Today's furniture industry has developed rapidly and has become a secondary need for all levels of society. Nowadays, there has been a lot of work done on developing green products, and the need has occasionally grown. This is influenced by a number of elements, such as green brand awareness and purchasing intentions, that are environmentally friendly. There is, however, still little research that demonstrates the connection between brand image and environmental awareness and intention to buy. This study aims to analyze the role of green brand image and green awareness in influencing green purchase intentions among IKEA consumers in Indonesia. Quantitative research design by utilizing online questionnaires for data collection to confirm variables of green brand image, green awareness, and green purchase intention in IKEA products in Indonesia. The study included 110 respondents throughout Indonesia who were selected using convenience sampling techniques. Data analysis using SEM-PLS with a confidence level of 95% (p<0.05). According to research, green brand perception positively and significantly affects consumers' intentions to buy green products, while brand perception positively and significantly affects consumers' awareness of green issues, which in turn positively and significantly affects consumers' intentions to buy green products. The study's conclusion is that IKEA products and related businesses should be aware of the factors that influence consumers' intents to buy green products, particularly the green brand's perception and consumer awareness. Thus, it is important to instill knowledge and public awareness to choose environmentally friendly products to instill information that IKEA is top of mind in the development of sustainable environmentally friendly products. 
The Interaksi Media Sosial Terhadap Niat Beli Merek Produk Fashion Lokal ‘Erigo’: Pengaruh Kredibilitas Sumber, Homofili Sumber, Dan Kualitas Konten Sebagai Variabel Mediasi Fadhil Rahmadani; Anas Hidayat
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 7 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i7.2175

Abstract

The purpose of this research is to analyze the factors influencing social media interaction regarding the purchase intention of the local fashion brand Erigo. The methodology employed in this study utilizes a quantitative approach with purposive sampling techniques. The criteria for respondents in this research are active Instagram users from the millennial and Generation Z cohorts, aged 19-36, residing in Indonesia. The valid number of respondents is 150. Data processing is carried out using the PLS-SEM method. The variables examined in this study include social media interaction, source credibility, source homophily, content quality, and purchase intention. The findings of this research indicate that social media interaction has a positive influence on source credibility, source homophily, and content quality. Source homophily and content quality positively affect purchase intention. However, source credibility does not have a significant impact on purchase intention. The results of this research are expected to assist companies and marketers in developing more intimate relationships with consumers and encouraging consumer intent to purchase through social media interaction.
Co-Authors Adinda Viona Aurelia Alldila N.A. Setyaning Andi Septiaji Permana Asmai Ishak Asmirandi Noor Hudha Ayu Hema Ajeng Diwasasri Azka Syandria Sekar Maheswari Azzahra Nimas Allnesyabila Desrina Yusi. I Dicky Firdaus Dzaky Muhammad Dzulhijj Fadhil Rahmadani Faisal Harits Al Habib Fariza Altruista Pramadani Heristama Anugerah Putra Ian Phau Ivandeer Daffa Firstyansyah Jaya Addin Linando Josephine Roosandriantini Kalvin Setiawan Salim Karina Amalia Ningtyas Katherine Mizerski Khaerunisa Amalia Sofia Krisnina Dohan Limantara Lalu Supardin Lisa Listiyani Lucia Ina Trisjanti M Widyadhana Putra Nadhindra Mazda Halim Muhammad Farhan Muhammad Hafidz Sudibya Murdiyono Triwidodo Nisa Ulin Nawa Nur Aini Azzahra Rahmadani, Hana Novia Refi Primanda Roostika, Raden Roro Ratna Saddam Husein Sarah Salsabiela Suha Shaynaqu Asmi Putri Silvia Mardilla Sri Rejeki Ekasasi, Sri Rejeki Stefanus Prabani Setio syahputra, Rizky Tamamudin Virdiana Ramadhani Y.A Widriyakara setiadi Y.A. Widriyakara S Y.A. Widriyakara Setiadi Yusnia Hanna Yulistya Zaenal Arifin Zainul Muttaqin