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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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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.
ANALYSIS OF THE ROLE OF SOCIAL MEDIA IN BRAND MANAGEMENT AND MARKETING Oki Saputra; 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/tdbrer63

Abstract

The use of social media in brand management and marketing has become increasingly important, but companies face several challenges in maximizing the potential of social media. Key issues include the need to create relevant and engaging content, overcome content fatigue, respond to algorithm changes, and proactively manage brand reputation. This study aims to explore various aspects related to the use of social media in brand management and marketing. Using a qualitative approach and case studies of several brands that actively use social media, this study investigates the role of social media in building brand awareness, effective marketing strategies, and the impact of influencer collaboration. The findings show that social media can increase brand awareness at a lower cost and with a wider reach compared to traditional media. In addition, the use of visual content and analytical tools on social media has been shown to increase the effectiveness of marketing strategies. Collaboration with influencers is also considered to have a significant impact on expanding brand reach and building more personal relationships with audiences. This study provides recommendations for companies to manage content and collaboration with influencers more carefully to improve marketing effectiveness and maintain brand reputation on social media.
THE INFLUENCE OF REFERENCE GROUPS, PRODUCT QUALITY, AND AFTER SALES SERVICE ON THE PURCHASE DECISION OF YAMAHA BRAND MOTORCYCLES (CASE STUDY IN THE COMMUNITY OF PINO RAYA DISTRICT, BENGKULU CITY) Bima Akbar Ganatal; 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/bvccr831

Abstract

This study aims to analyze the influence of reference groups, product quality, and after-sales service on purchasing decisions for Yamaha brand motorcycles in Pino Raya District, Bengkulu City. The study used a quantitative method with a sample of 160 respondents selected by Accidental Sampling. The data analysis technique used was multiple linear regression. The results of the study showed that partially, reference groups, product quality, and after-sales service had a positive and significant effect on purchasing decisions. The regression coefficient value for the reference group was 0.561, product quality 0.289, and after-sales service 0.412. Simultaneously, the three variables contributed 39.9% to purchasing decisions, while welfare was influenced by other factors outside this study. These results indicate the importance of a marketing strategy that strengthens the role of reference groups, maintains product quality, and optimizes after-sales service to improve consumer purchasing decisions.
HOW THE ROLE OF CUSTOMER REVIEWS AND CUSTOMER RATINGS ON PURCHASING DECISIONS ON THE TIKTOK SHOP FASHION APPLICATION AMONG UMB STUDENTS Mogi Amano; 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/ev6rrh82

Abstract

This study aims to analyze the role of customer reviews and customer ratings on purchasing decisions on Tiktok shop fashion application among UMB students. The success of Tiktok shop platform not only depends on product availability but is also influenced by factors such as reviews and customer ratings which play an important role in shaping consumer perceptions. This study uses a quantitative analysis method by collecting data through an online survey to Tiktok shop users among UMB students. The research sample consists of consumers who have made transactions on the platform. The collected data were analyzed using statistical techniques such as regression to explore the relationship between the variables of reviews and customer ratings with purchasing decisions. This study concludes that customer reviews and customer ratings have a big role in purchasing decisions on TikTok Shop Fashion, especially among UMB students. Customer reviews and ratings contribute significantly to shaping consumers' perceptions of products, which ultimately influence their decision to buy. These results confirm the importance of TikTok Shop management's attention to service and product quality to increase positive reviews and high ratings from customers. In addition, these findings provide valuable insights for the development of e-commerce strategies to understand and fulfill consumer needs and preferences.
THE ATTRACTIVENESS OF PRODUCT VARIATION, AND CLEANLINESS: ITS INFLUENCE ON PURCHASING DECISIONS AT SYAKILA BAKERY BENGKULU Efan Tri Ahsyar; 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/yx9fzy81

Abstract

This study aims to determine which factors are the most dominant in influencing purchasing decisions, the study was conducted briefly in November 2024. The sample of this study were consumers who had purchased products and knew Syakila Bakery. This study used a quantitative method on 25 respondents. The sampling technique was accidental sampling, the method used in this study was a quantitative method with Multiple Linear Regression analysis using SPSS 25 for windows. Based on the results of multiple linear regression, the regression equation form is Y = 3.195 + 8.805 (X1) + 6.175 (X2). The results of the study and the hypothesis in this study indicate that the variables of product variation and cleanliness have an attractiveness and have a positive effect, both partially and simultaneously, on purchasing decisions at Syakila Bakery.
INFLUENCERS AND CONTENT MARKETING AS THE MAIN DRIVERS OF PURCHASE DECISIONS AT BAKSO O'BOSS, BENGKULU CITY Muhammad Riski Minandar; 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/drg78549

Abstract

This study aims to identify influencers and content marketing as drivers of consumer purchasing decisions at Bakso O'Boss in Bengkulu City. The study uses a quantitative approach with multiple linear regression methods to analyze data obtained from consumers. The results of the analysis show that partially the influencer variable has a positive and significant influence on purchasing decisions, as evidenced by the value> ttable (2,730>1.73406)and Sig level<alpha0.05 = (0.001 < 0.05). The content marketing variable also has a positive and significant influence on purchasing decisions with a value of> ttable (4.453>1.73406) and Sig<alpha0.05 = (0.012 < 0.05).Simultaneously, influencers and content marketing have a significant effect on purchasing decisions, with a calculated F value (16.304) > F table (3.55) and significance (0.000 < 0.05). This study concludes that collaboration between influencers and effective content marketing strategies can increase product appeal and drive consumer purchasing decisions.
THE IMPACT OF USER-GENERATED CONTENT (UGC) ON CUSTOMER ENGAGEMENT AND BRAND LOYALTY Fadilah Kemala; 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/jnzt6788

Abstract

The COVID-19 pandemic has made social media the latest information channel, encouraging firms to use it as a marketing channel. Creating relevant firm-generated content for consumers and social media users is one strategy that can be applied. This study is based on the service-dominant logic theory which aims to develop a conceptual framework involving variables of firm-generated content, customer   engagement,   user-generated   content,   consumer-based  brand   equity,   and  purchase intention.  This  study  has  248  sample  data  and  was  analyzed  quantitatively  using  the  Structural Equation Modelling (SEM) method through the Analysis of Moment Structure (AMOS) version 24 program.  The  findings  of  this  study  show  that  customer  engagement  and  consumer-based  brand engagement  as  mediating  variables  have  strengthened  the  relationship  between  firm-generated content and purchase intention. Specifically, there are significant effects for firm-generated content and  user-generated  content  on  customer  engagement,  user-generated  content and  customer engagement on consumer-based brand equity, and customer engagement and consumer-based brand equity on purchase intention. However, the relationship between customer engagement and purchase intention has proven no significant positive effect, so there is one rejected hypothesis.
INCREASING CONSUMER PURCHASE INTEREST: THE ROLE OF SOCIAL MEDIA MARKETING AND TRUST IN MSMES IN BENGKULU CITY Dapa Nugraha; 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/ntcq2r03

Abstract

This study aims to analyze the effect of social media marketing and consumer confidence on buying interest in MSME products in Bengkulu City. A quantitative approach was used in this study with a survey method to collect data from respondents selected by purposive sampling. The research instrument is a questionnaire which is compiled based on the indicators of the research variables and measured using a Likert scale. The collected data were analyzed using statistical tests, including descriptive analysis and linear regression, to test the relationship between variables. The results showed that social media marketing has a positive and significant influence on consumer buying interest. In addition, consumer trust also plays an important role in increasing buying interest in MSME products. This research provides practical implications for MSME players to optimize marketing strategies through social media and build trust to increase product attractiveness in the local market.
BUNDLING POWER: A STRATEGY TO INCREASE SALES VOLUME IN A COMPETITIVE MARKET AT INDOMARET Mutia Nurul Apriza; 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/px4zf058

Abstract

The purpose of the study was to determine the effect of product, price, promotion and place on Purchasing Decisions at Indomaret Simpang Kandis Bengkulu. Data collection using questionnaires to 95 people who shop at Indomaret Simpang Kandis. Data analysis techniques use multiple linear regression, coefficient of determination and hypothesis testing. The results showed that the product has a positive and significant influence on purchasing decisions at Indomaret Simpang Kandis area, Bengkulu city, meaning that the more product quality increases, the purchasing decisions will also increase. Price has a negative and significant effect on purchasing decisions at Indomaret Simpang Kandis area, Bengkulu city. This means that if there is an increase in price at Indomaret in the Simpang Kandis area of Bengkulu city, the purchasing decision will decrease. Promotion has a positive and significant effect on purchasing decisions at Indomaret in the Simpang Kandis area of Bengkulu city, which means that if the promotion increases, the purchasing decision will also increase. Place has a positive and significant effect on purchasing decisions, Indomaret Simpang Kandis area Bengkulu. This means that the more strategic the place, the purchasing decisions will also increase.
REBRANDING IN THE DIGITAL ERA: REBUILDING THE PERCEPTION AND LOYALTY OF EMINA SKINCARE CONSUMERS Devi Fitri Arianti; 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/vat9xg07

Abstract

This research seeks to assess (1) how Brand Trust effects customer loyalty of Emina Cosmetics products to the Emina Girl Gang Ambassador, (2) how Brand Image influences customer loyalty of Emina Cosmetics products to the Emina Girl Gang Ambassador, (3) how Product Quality influences customer loyalty Emina Cosmetics products to the Emina Girl Gang Ambassador.        A quantitative descriptive design was used for this research. The population was taken from Emina Girl Gang Ambassador batch 6, with a Sampel size of 75 respondents. A questionnaire is used in this study, with statistical methods for data analysis such as Coefficient of Determination, multiple linearoregression, t test, and F test. The results indicate that Brand Trust exerts a positive and significant impact on customer Loyalty to Emina Girl Gang Ambassador. Product quality has a positive and significant effect on customer loyalty to Emina Girl Gang Ambassador.
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 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 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