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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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THE INFLUENCE OF DIGITAL MARKETING DISCOUNTS AND VIDEO COMMERCE ON PURCHASES DECISIONS AMONG STUDENTS OF MUHAMMADIYAH UNIVERSITY OF BENGKULU Hedias Juliansyah; 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: 10.70574/9wwyrd68

Abstract

This article aims to analyze the impact of digital marketing discounts and video commerce on purchasing decisions among students at the University of Muhammadiyah Bengkulu. Using quantitative methods, data were collected through questionnaires distributed to students. The results of the analysis show that digital marketing discounts have a specific impact on purchasing decisions. Likewise, video commerce has been shown to increase students' interest and purchasing decisions. The combination of these two strategies can be used as an effective approach increasing sales among students. This study provides insight for businesspeople and marketers in designing more attractive and effective digital marketing strategies.
OMNICHANNEL STRATEGY IN IMPROVING CUSTOMER EXPERIENCE IN THE DIGITAL ERA (CASE STUDY ON SYARAH BAKERY BENGKULU CUSTOMERS) Edo Dwi Anggara; 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/ak9rpe80

Abstract

This study aims to analyze the impact of implementing an omnichannel strategy in enhancing customer experience at Syarah Bakery, an SME in Bengkulu. Given the intense competition in the local bakery industry, this research focuses on how the integration of online and offline channels can create a consistent and satisfying experience for customers. The approach used in this study is quantitative with a case study design, where data was collected through questionnaires and interviews with customers and the manager of Syarah Bakery. The study sample consisted of 350 respondents who had used various service channels. The results of the analysis using the Partial Least Squares (PLS) method indicate that service consistency, channel integration, service personalization, ease of access, and responsiveness significantly influence customer experience, with an R² value of 0.68. These findings highlight the importance of service consistency and channel integration in creating seamless customer experience. The study also provides recommendations for Syarah Bakery to improve their omnichannel strategy through service personalization, ease of access, and responsiveness to enhance customer satisfaction and loyalty in the digital era.
THE PHENOMENON OF MARKETING STRATEGIES IN DIGITAL ERA TODAY Reza Muhammad Ramdani; 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/bgdrez06

Abstract

Marketing strategy changes need to be made to face challenges in the digital era. The main factor influencing changes in marketing strategy is changes in consumer behavior. Organizations must change their methods of understanding consumer preferences and desires because consumers now have greater access to information through the internet and social media. The purpose of this study is to analyze what phenomena change marketing strategies in facing challenges in the digital era. The research method is a literature study. The results of this study are Marketing strategies must be innovative and creative because they change consumer behavior, industry problems, and assess technological advances. In the digital era, managing change is very important to overcome challenges and take advantage of opportunities. In addition, the government encourages business owners to use technology to help their company management procedures succeed in today's very tight digital market by using creative and data-based marketing methods. Organizations are expected to be able to manage change effectively, adopt new technologies, and take advantage of new possibilities. Future business success depends not only on mastery of technology, but also on the ability to innovate, adapt, and have comprehensive understanding of market dynamics.
FASHION AS A FORM OF SELF-IDENTITY: A SEMIOTIC ANALYSIS OF MILLENNIALS' DRESS STYLE Elva Gustiaeni Nengsi; 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/fdp90z76

Abstract

Fashion plays a significant role in shaping self-identity, particularly among Indonesian millennials living in the digital and globalized era. This study aims to analyze the role of fashion as a visual communication medium in expressing millennials' self-identity through Roland Barthes' semiotic approach. Using a qualitative literature review method, data were collected from relevant secondary sources, such as journal articles, books, and dissertations. The analysis reveals that fashion functions as a system of signs containing denotative meanings, such as color or design, and connotative meanings reflecting personality, social status, or local culture. Social media platforms, such as Instagram and TikTok, serve as key arenas for millennials to showcase their fashion styles and construct their public identities. The findings affirm that fashion not only reflects but also shapes self-identity within the context of negotiating globalization and locality. This study contributes theoretically to semiotic studies and practically to the fashion and marketing industries. However, the absence of direct empirical data is a limitation, suggesting that future research should integrate field methods to deepen understanding of the interaction between fashion and millennial identity.
RESEARCH ONLINE PURCASE OFFLINE: STUDYING CONSUMER BEHAVIOR IN PURCHASING FASHION AT JURAGAN MODE SHOP IN BENGKULU CITY Intan Dea Pratiwi; 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: 10.70574/9d8tcm67

Abstract

This research aims to understand consumer behavior in purchasing fashion products at Juragan Mode Shop Bengkulu City using the Research Online, Purchase Offline (ROPO) approach, as well as to explore the factors that influence consumer decisions in choosing to do product research online before shopping at physical stores. The method used in this research is phenomenology, which focuses on understanding the experiences and perceptions of consumers in interacting with these two channels. The results show that most consumers do product research first through the internet, especially through social media and e-commerce platforms, to get information about price, product variety, and quality. After obtaining sufficient information, they decide to visit Juragan Mode Shop to make a purchase directly. Factors that influence the purchase decision include more competitive prices, guaranteed product quality, and the convenience and experience of shopping in a physical store. This research provides insight into how consumers utilize the internet in influencing their purchasing decisions, as well as the importance of physical stores in reinforcing those decisions.
SHOPPE GAMES: HOW SHOPPE UTILIZES GAMIFICATION TO INCREASE APP UPTIME Nurjulya Ningsih; 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/nyfz4h81

Abstract

This study examines how Shopee leverages gamification to increase user engagement, particularly by enhancing the time spent on its application. The research employs a qualitative approach with a literature review method, analyzing relevant studies on gamification in e-commerce. Findings reveal that gamification elements such as rewards, challenges, and social interaction significantly contribute to prolonged app usage. Rewards motivate users with tangible incentives, challenges create engaging experiences through progressively difficult tasks, and social interaction fosters connections through competition and collaboration. These results align with Self-Determination Theory and Flow Theory, which emphasize the role of fulfilling psychological needs and creating immersive experiences in driving engagement. The study provides practical insights for app developers, highlighting the importance of designing effective gamification strategies to enhance user retention and loyalty. However, limitations include the absence of primary empirical data, suggesting future research should explore the direct impact of gamification on diverse user demographics through quantitative or mixed-method approaches.  
The Implementation of MBKM at FKIP Muhammadiyah University Bengkulu Yuniati, Ira; Onsardi, Onsardi; Ekowati, Sri; Finthariasari, Meilaty; Azhar, Andi; Perrodin, David D.
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Vol. 9 No. 2 (2024): JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan)
Publisher : Graduate Program Magister Manajemen Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmksp.v9i2.16726

Abstract

The Minister of Education and Culture’s policy through Minister of Education and Culture Regulation Number 3 of 2020 concerning Higher Education Standards regarding Independent Learning on Independent Campuses (MBKM) seeks to give students the freedom to study in higher education as a form of learning innovation to obtain quality learning. The aim of the research is to find out how the existence of independent learning campus management education at the Faculty of Teacher Training and Education, Muhammadiyah University of Bengkulu, can be implemented well and what is the theory and practice in the learning process as seen from the four management functions, namely planning, organizing, implementing, and monitoring, which is usually abbreviated as POAC. This research is research with social and dynamic problems so that the researcher determines the use of descriptive qualitative research to search, collect, process, and analyze research data. The data sources in this research or those referred to as informants, are Deputy Dean 1 of FKIP UMB, Head of Study Program within FKIP, and students. Then non-human data sources include field notes, documents, and recorded interviews. Based on the results of the research and discussion, it is known that overall, it has gone quite well. However, from the evaluation results, there were still several problems encountered, especially regarding the conversion of grades from the MBKM program that students participated in. This is material for evaluation to improve in the future, especially in terms of the implementation of the MBKM Curriculum which is currently running.
THE INFLUENCE OF HOMO IPHONE ON TRENDS, LIFESTYLE AND BUYING DECISIONS IN CASE STUDY ON GEN Z Peptiana; 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: 10.70574/125svm38

Abstract

This article is a literature study that aims to understand the influence of "Homo iPhone" on trends, lifestyles, and purchasing decisions of generation Z. This study is expected to provide deeper insight into the interaction between technology trends, social identity, and consumer behavior of generation Z in choosing premium products such as the iPhone. The results of the study indicate that factors such as brand image, product quality, and iPhone technological innovation play a significant role in shaping purchasing decisions of young consumers. In addition, the digital lifestyle and strong social influence among generation Z also strengthen the appeal of the iPhone as a symbol of status and identity. The research object uses online libraries and other academic sources. The research method used is a quantitative method with literature studies sourced from scientific journals and open e-books.
THE ROLE OF FEAR OF MISSING OUT IN MEDIATING THE EFFECT OF TWIN DATE EVENT PROMOTION E-COMMERCE SHOPEE AGAINSTIMPULSIVE BUYING TENDENCY Jumarni; 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/p8k0fz64

Abstract

This article aims to analyze the role of Fear of Missing Out (FoMO) in mediating the influence of the date twin’s promo event on Shopee e-commerce on impulsive buying tendencies. This study focuses on the phenomenon of increased impulsive buying triggered by limited promotions on e-commerce platforms and the fear of delays experienced by consumers. This study was conducted with a quantitative approach using literature studies from scientific journals and academic sources as well as other relevant research results. This shows that the date twins promo event on Shopee has a significant influence on consumers' impulsive buying tendencies. FoMO acts as a mediator that strengthens the relationship where consumers who experience FoMO tend to be more likely to make impulsive purchases due to urgency and exposure to limited offers. These findings provide important insights for e-commerce business actors to design effective marketing strategies by considering consumer psychological factors such as FoMO.
INSTAGRAM REELS CONTENT ANALYSIS ON CULINARY PREFERENCES ON BENGKULU CULINARY INSTAGRAM ACCOUNTS Nelis Juniarti; 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: 10.70574/1vyww028

Abstract

Research is to determine the influence of Bengkulu culinary Instagram accounts on people's culinary preferences. Instagram can be the most strategic social media for marketing, because it can influence a person's behavior or interests. This is because content differentiates an account compared to other accounts. Consumer purchasing behavior is initiated and influenced by many stimuli from outside themselves. These stimuli can be marketing stimuli or stimuli from the surrounding environment. Therefore, it is necessary to know what factors can influence people's culinary preferences from Instagram culinary accounts. The results of this research are: Based on the results of observations made by researchers, it is known that the admin of the @kulinerbengkulu Instagram account also utilizes the reels feature, which is currently viral, used by the entire public and including well-known Indonesian artists. The information provided in the Reels feature on Instagram @kulinerbengkulu contains culinary information in Bengkulu.
Co-Authors Adriadi, Rekho Ahmeiza Putry, yonda 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 Tiara Yulinda, Ade Tumiwa, Joseph Wahyuningsih, Sri Handari Yudha, Romadhona Kusuma Yuniati, Ira