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All Journal ETIKONOMI EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis The POLITICS : Jurnal Magister Ilmu Politik Universitas Hasanuddin Jurnal Manajemen Indonesia JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Shirkah: Journal of Economics and Business JURNAL PENELITIAN International Journal of Islamic Business and Economics (IJIBEC) AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Kalacakra Jurnal Fokus Manajemen Jurnal Entrepreneur dan Manajemen Sains Jurnal Penelitian Journal of Management, Economic, and Accounting Jurnal Inovasi Bisnis Manajemen dan Akuntansi Jurnal Economic Edu RETORIKA : Jurnal Kajian Komunikasi dan Penyiaran Islam Pedagogic Research - Applied Literacy Journal DIPANEGARA KOMPUTER TEKNOLOGI INFORMATIKA (DIPAKOMTI) International Journal of Islamic Business and Economics (IJIBEC)
Andi Azhar
Universitas Muhammadiyah Bengkulu
Religion Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : Pedagogic Research - Applied Literacy Journal

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THE INFLUENCE OF SERVICE QUALITY AND PRICE DISCOUNTS ON CONSUMER LOYALTY IN MAXIM TRANSPORTATION SERVICES IN BENGKULU CITY Dila Puspita; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/3v9j8w34

Abstract

This study was determining the effect price promotion and service quality customer satisfaction online motorcycle taxi services. Population of this study people of Bengkulu city who Maxim application. The number samples obtained 120 respondents using 16 formulas. data analysis method used multiple linear regression. The results study shows that (1) Price no significant effect on Online Motorcycle taxi services Maxim Bengkulu City, (2) Promotion has significant effect on Online Motorcycle taxi services Maxim Bengkulu City, (3) Quality not significantly affect Online Motorcycle taxi services Maxim Bengkulu City, (4) Customer satisfaction no significant effect on online taxi services Maxim Bengkulu City.
EXPLORATIVE STUDY: BRAND LOVE AND E-WOM AND THEIRINFLUENCE ON CUSTOMER ENGAGEMENT IN ELFORMULA PRODUCTS ON SHOPEE Della Wahyuni Puspita Sari; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/v41bxx51

Abstract

The purpose of the study was to determine brand love and e-WOM and their effect on customer engagement on Elformula products in Shopee and to find out which factor is the most dominant in influencing customer engagement. This research uses quantitative methods on 65 respondents. The population used in this study was customer engagement for Elformula products at Shopee and sampling in this study using non-probability sampling techniques. Based on the results of multiple linear regression, the regression equation Y = 16.916 + 0.292 (X1) + 0.456 (X2) is obtained. The results concluded that brand love and e-WOM have a positive and significant effect both partially and simultaneously on customer engagement on Elformula products in Shopee.
THE ROLE OF PROMOTIONAL GIMMICKS WITH 10% DISCOUNT ON PURCHASE DECISIONS FOR WARDAH WHITE SECRET PRODUCTS AT MISS GLAM STORE IN BENGKULU CITY Sauci Rahmadea Putri; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/nq8qad76

Abstract

The use of promotional gimmicks, such as price discounts, is one of the effective marketing strategies in encouraging consumer purchasing decisions. This study aims to analyze the role of promotional gimmicks in the form of a 10% price discount on the decision to provide Wardah White Secret products at the Miss Glam Store in Bengkulu City. The method used is a thematic literature review, referring to various studies related to the influence of price promotions on consumer behavior in the cosmetics sector. The results of the study show that a 10% price discount significantly increases consumer attraction to the product, creates a higher perception of value, and encourages faster purchasing decisions. In addition, this promotion also strengthens the competitiveness of Wardah White Secret products in the local market. However, the effectiveness of this promotional gimmick is also influenced by external factors, such as brand loyalty, product quality, and the marketing communication strategy used. This study provides insight for cosmetic business actors, especially at the Miss Glam Store, to maximize the implementation of promotional gimmicks in supporting increased sales and consumer satisfaction.
ANALYSIS INFLUENCE OF HEDONIC SHOPPING TENDENCY ON IMPULSE BUYING WITH POSITIVE EMOTION AS INTERVENING VARIABLE IN THE LADY'S AREA OF THE MATAHARI DEPARTMENT STORE BIM BENGKULU CITY Syah Rani Augie Safitri; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/3t32zx12

Abstract

This study tries to find out what factors cause consumers to make impulse purchases in the women's area at Matahari Department Store Bencoolen Indah Mall. The variables examined in this study include hedonic shopping tendencies and visual merchandising as independent variables, positive emotions as intervening variables, and impulse buying as the dependent variable. The sample used amounted to 100 respondents. By using the PLS-SEM analysis technique, it is shown that through positive emotions, hedonic shopping tendencies and visual merchandising influence impulse purchases.
THE EFFECTIVENESS OF PERSONALIZED ADVERTISING ON CONSUMER ENGAGEMENT THROUGH EMOTIONAL ATTACHMENT ON SOCIAL MEDIA Ringgo Syaputra; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/5v2pd952

Abstract

This study aims to analyze the effectiveness of personalized advertising on consumer engagement through emotional attachment on social media. Personalized advertising is increasingly popular in this digital era because it can increase the relevance of messages delivered to consumers. In this context, emotional attachment plays an important role in building emotional attachment between consumers and brands, which in turn can increase consumer engagement to the advertisements displayed. The method used was a literature review, by collecting and analyzing various relevant literature, such as scientific journals, articles, books, and previous studies on personalized advertising, consumer engagement, and emotional attachment on social media. This study also discusses various findings from existing literature and identifies factors that influence the effectiveness of personalized advertising. The study results indicate that personalized advertising that is tailored to consumer preferences can strengthen emotional attachment and increase engagement levels. Therefore, companies need to use consumer data wisely to create a more personal and relevant advertising experience.
STRATEGY DIGITAL MARKETING, BRAND AMBASSADOR AND BUYING DICISION: THE CASE OF SCARLETT WHITENING Ayu Farida; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/xw69dy12

Abstract

The purpose of this study was to determine Scarlett Whitening's marketing strategy in the Tik-tok and Instagram applications. The research method used is descriptive quantitative. This research is based on the theory of marketing strategy based on SWOT analysis. Scarlett Whitening used the Korean wave phenomenon, as an opportunity to promote its products and build a brand image. The mindset and way of life of the audience is of course indirectly influenced by South Korea's soft power which is exported to a number of countries in the form of K-Drama, K-Pop, K-Style, culinary, and technology. This research was conducted by observing and documenting Scarlett Whitening's Instagram and Tiktok uploads to find out the SWOT of the marketing strategies of the two applications. The results of this study indicate that marketing on the Instagram application has proven to be more effective when compared to Tiktok, as evidenced by the SWOT calculation results which show Instagram in quadrant III, which means it has many opportunities and few threats. In contrast, Tiktok is in quadrant II which means it has many threats.
GLOBAL TREND OF LOCAL TASTE: A CASE STUDY OF ALTERNATIVE FOOD CONSUMPTION IN BENGKULU Syabrina Azahara; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/q5agcm83

Abstract

This research aims to analyze the phenomenon of alternative food consumption in Bengkulu with a comprehensive approach, covering social, cultural, economic and environmental aspects. In the midst of globalization that brings new food trends, Bengkulu has great potential in developing alternative foods based on local raw materials that are rich in nutritional benefits and sustainability. This research uses a literature study method that relies on relevant written sources to dig up information and build a strong theoretical basis. Through this approach, it is hoped that an overview of consumer preferences for alternative foods can be found, as well as the factors that influence these choices. In addition, this research also seeks to identify opportunities and challenges in developing alternative foods that can compete in the global market without abandoninglocal cultural roots. The results of this study are expected to contribute to culinary industry players, government, and academics in formulating appropriate strategies to promote locally-based alternative foods, as well as increasing awareness of the importance of healthy and sustainable food consumption. Therefore, the development of alternative food in Bengkulu needs to be encouraged with more intensive education so that people are more aware of its benefits in supporting a healthy and environmentally friendly lifestyle.  
THE INFLUENCE OF ONLINE PROMOTION THROUGH CELEBRITY ENDORSEMENT ON CONSUMER BUYING INTEREST Desven Sulaiman; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/fx77h867

Abstract

Online promotion is a promotional activity carried out to introduce and inform consumers about a product through the internet media which is carried out through social media such as Instagram, Facebook, Twitter and so on. Celebrity Endorsement is one of the supporting media used to promote a product, celebrities are influencers who are better known on Instagram who have many followers. The purpose of this study is to determine the effect of online promotion and celebrity endorsement on consumer buying interest. This research method uses a data collection method where the collected data is drawn into a conclusion and produces a hypothesis. This study provides a literature review on the effect of online promotion and celebrity endorsement on consumer buying interest. This conceptual framework can help businesspeople if they want to create an online promotion strategy by using celebrities in marketing their products. This study provides an idea for businesspeople to market their products with celebrity endorsement services or celebrities, because both influence consumer buying interest which will increase sales of the product. This will provide 2 benefits, namely for the party doing the promotion and for the company. From this study, there is a positive and significant influence between online promotion and celebrity endorsement on consumer buying interest.
GENERATION Z PREFERENCES FOR MENU VARIETY AND RESTAURANT ATMOSPHERE: IMPLICATIONS FOR YOSHINOYA Dearlyn Astania; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/2tj2mp50

Abstract

This study explores Generation Z's preferences for menu variety and restaurant atmosphere and their implications for Yoshinoya's business strategy. Generation Z tends to favor healthy, diverse, plant-based menu options and comfortable, Instagram-worthy restaurant environments. Yoshinoya needs to adjust its menu, interior design, and digital strategy to remain competitive in this market. This research employs a literature review method by analyzing various relevant sources. The findings reveal that Yoshinoya can enhance its appeal through product innovation, service digitalization, and social media-based marketing campaigns. Additionally, focusing on sustainability and modern restaurant design has the potential to strengthen its relationship with Generation Z. Therefore, strategic adaptation to Generation Z's preferences can create a relevant, engaging dining experience while fostering customer loyalty.
THE EFFECTIVENESS OF USING INFLUENCERS IN PROMOTING PRODUCTS IN TIKTOK SOCIAL MEDIA: A CASE STUDY ON COSMETIC BRANDS Astita, Febriana; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/w144te91

Abstract

This study aims to analyze the effectiveness of using influencers in promoting cosmetic products on social media. In the increasingly developing digital era, social media has become a very strategic platform for product marketing, and influencers have an important role in shaping consumer perceptions. This study uses a quantitative approach with a survey method to 200 consumers who follow influencers on the Tiktok platform, and analyzes the impact of cosmetic product promotions through content uploaded by influencers on purchasing decisions. The results of the study show that the use of influencers can increase brand awareness, build consumer trust, and encourage purchases of cosmetic products. In addition, influencer credibility factors, content relevance, and interaction with the audience have been shown to play a significant role in influencing the effectiveness of promotions. These findings are expected to provide insight for cosmetic brands in designing more effective influencer-based marketing strategies on social media.
Co-Authors Adriadi, Rekho Alfina Rahmatia Alfina Rahmatia Alfina Rahmatia Ardi Aprinawan Popi Arief Dwi Saputra Arief Dwi Saputra Arief Dwi Saputra Arief Dwi Saputra Astita, Febriana Ayu Farida Bima Akbar Ganatal Budin , Hanafiah Bin Dapa Nugraha Dearlyn Astania Della Wahyuni Puspita Sari Desven Sulaiman Desy Ervitasari Devi Fitri Arianti Dila Puspita Djafar, Imran Edo Dwi Anggara Efan Tri Ahsyar Ekowati, Sri Elfira, Winda Elva Gustiaeni Nengsi Fadilah Kemala Farida, Ayu Faridah Faridah Fernandes, Deonri Finthariasari, Meilaty Harsen Subakti Hedias Juliansyah Husain T, Husain T Indriyani, Lusiana Dwi Intan Dea Pratiwi Jumarni Lasmini, Ayu Dwi M Haris Matesa, Siska Ayu Mawaddah, Sri Nurul Melati Amir, Rahma Mogi Amano Muhammad Riski Minandar Muhammad Zacky Mubarok Mutia Nurul Apriza Nelis Juniarti Novilia Novilia Nurjulya Ningsih Oki Saputra Onsardi, Onsardi Pakpahan, Fransiskus Novrianto Pariyanto Pariyanto, Pariyanto Peptiana Perrodin, David D. Prawesti, Prawesti Ratnawili Reza Muhammad Ramdani Ringgo Syaputra Rizki Ramadani Rr. Sri Handari Wahyuningsih Salmah, Ummu Saputra, Arief Dwi Sauci Rahmadea Putri Shaputra, Yayan Sri Handari Wahyuningsih Sri Handari Wahyuningsih Sundari Surya Ade Saputera Susyanto Susyanto Syabrina Azahara Syah Rani Augie Safitri Syahfitri, Jayanti Tumiwa, Joseph Wahyuningsih, Sri Handari yonda Ahmeiza Putry Yudha, Romadhona Kusuma Yulinda, Ade Tiara Yuniati, Ira