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Purchase Intention Model Determined by Tik-Tok Social Media Marketing and Product Knowledge through Price Discount as Intervening Variables Wijayanto, Gatot; Jushermi, Jushemi; Wahyuni, Sri; Alvionita, Agnes; Junaidi, Rahmat; Pramadewi, Arwinence
Interdiciplinary Journal and Hummanity (INJURITY) Vol. 2 No. 4 (2023): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v2i4.59

Abstract

This study aims to determine the effect of social media marketing on tik-tok and product knowledge on purchase intention which is moderated by price discount on the shopee marketplace in Pekanbaru City. The respondents of this research are those who use the Shopee and Tiktok applications and have shopped online at the Shopee marketplace in Pekanbaru City. The primary data in this study were obtained from distributing questionnaires as an instrument to prove the results of the study and to test the proposed hypothesis. In this study, using the structural equation modeling (SEM) analysis method using Warp-PLS version 6.0 software. Sampling using the technique of Non Probability Sampling with Purposive Sampling procedure by taking a sample of 120 respondents. The results in this study indicate that: 1) Social Media Marketing has a positive and significant effect on Purchase Intention at the Shopee Marketplace in Pekanbaru City, this is evidenced by looking at the pvalue in this study, which is <0.001 with a beta (?) value of 0.380, 2) Product Knowledge has a positive and significant effect on Purchase Intention at the Shopee Marketplace in Pekanbaru City, this is evidenced by looking at the p-value in this study, which is <0.001 with a beta (?) value of 0.352, 3) Social Media Marketing has a positive and positive effect. significantly to Purchase Intention moderated by Price Discount at the Shopee Marketplace in Pekanbaru City, this is evidenced by looking at the p-value in this study, which is <0.001 with a beta () value of 0.280, 4) Product Knowledge has a positive and significant effect on Purchase Intention which is moderated by Price Discount on the Shopee Marketplace in Pekanbaru City, this is proven by by looking at the p-value in this study, which is 0.015 with a beta (?) value of 0.191
PENGARUH EKUITAS MEREK DAN NILAI NASABAH TERHADAP LOYALITAS NASABAH BANK RIAU KEPRI SYARIAH DENGAN ISLAMIC FINANCIAL LITERACY SEBAGAI MODERASI Adriansyah Adriansyah; Zulkarnain Zulkarnain; Gatot Wijayanto; Mashur Fadli; Suri Amilia; Wahyu Busro; Victor Ringhard Pattipeilohy
Journal of Economic, Bussines and Accounting (COSTING) Vol. 7 No. 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v8i1.14005

Abstract

Perbankan Syariah di Indonesia kian menunjukkan geliatnya, tak terkecuali di propinsi Riau. Tahun 2023 telah dilalui sebagai tahun pertama secara utuh perubahan operasional kegiatan usaha Bank Riau Kepri menjadi Bank Umum Syariah (BUS), setelah penetapan tanggal 22 Agustus 2022 sebagai hari Go Live operasional dan kegiatan bisnis menjadi Bank Riau Kepri Syariah secara serentak (Big Bang) di seluruh jaringan kantor Bank Riau Kepri Syariah. Pasca resmi beralih kegiatan usaha, Bank Riau Kepri Syariah menjadi salah satu Bank terbesar dalam peer group Bank Umum. Penelitian ini bertujuan untuk menganalisis pengaruh ekuitas merek dan nilai nasabah terhadap loyalitas nasabah. pengaruh ekuitas merek dan nilai nasabah terhadap loyalitas nasabah di moderasi Islamic Financial Literacy. Populasi dalam penelitian ini adalah seluruh nasabah bank riau kepri syariah sebanyak 129.898 orang. Sedangkan sampel yang digunakan sebanyak 347 orang. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder, sedangkan teknik pengumpulan data menggunakan kuisioner. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis data yang digunakan dalam penelitian ini adalah Struktural Equation Model. Hasil penelitian menunjukkan bahwa ekuitas merek berpengaruh positif dan signifikan terhadap loyalitas nasabah. Artinya setiap peningkatan dan perbaikan terhadap ekuitas merek, maka akan meningkatkan loyalitas nasabah. Nilai nasabah berpengaruh positif dan signifikan terhadap loyalitas nasabah. Artinya semakin tinggi nilai yang dirasakan oleh nasabah dari suatu produk atau layanan, semakin tinggi pula tingkat loyalitas mereka. Ekuitas merek berpengaruh terhadap loyalitas nasabah di moderasi islamic literacy fianancial. Artinya, semakin baik islamic literacy financial, maka akan meningkatkan ekuitas merek serta meningkatkan loyalitas nasabah. Nilai nasabah berpengaruh terhadap loyalitas nasabah di moderasi islamic literacy fianancial.
The Effects of Retro-Themed Content, Emotional Resonance, and Brand Consistency on Customer Re-Engagement Wijayanto, Gatot; Purwoko, Bambang
International Journal of Business, Law, and Education Vol. 6 No. 1 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i1.1109

Abstract

This study investigates the effects of retro-themed content, emotional resonance, and brand consistency on customer re-engagement. Using a structured questionnaire adapted from established scales, data were collected from 300 respondents and analyzed through descriptive statistics, reliability testing, confirmatory factor analysis, and multiple regression. The findings reveal that retro-themed content positively influences customer re-engagement both directly and indirectly through emotional resonance, which serves as a significant mediator. Brand consistency also contributes positively to customer re-engagement, though to a lesser extent. These results highlight the importance of leveraging nostalgia in marketing strategies while ensuring consistent brand messaging to strengthen emotional connections and encourage repeated interactions. The study provides theoretical and practical insights for marketers seeking to enhance customer loyalty through retro-themed campaigns.
The Influence of Green Innovation, Customer Co-Creation, and Brand Activism on the Competitive Advantage of Organic Food MSMEs in Jakarta Wijayanto, Gatot; Mu'min, Halek; Pahrijal, Rival
West Science Social and Humanities Studies Vol. 3 No. 09 (2025): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v3i09.2217

Abstract

This study examines the influence of green innovation, customer collaboration, and brand activism on the competitive advantage of organic food micro, small, and medium enterprises (MSMEs) in Jakarta. With increasing consumer demand for environmentally friendly and ethically produced goods, MSMEs face the challenge of aligning business practices with sustainability and social values. A quantitative research design was applied using survey data from 150 MSME owners and managers. Respondents completed a structured questionnaire measured on a 1–5 Likert scale, and data were analyzed using SPSS version 25. The results show that green innovation, customer collaboration, and brand activism each have a positive and significant effect on competitive advantage. Green innovation emerged as the strongest predictor, emphasizing the importance of eco-friendly practices in differentiating products and improving operational efficiency. Customer collaboration also contributed positively, highlighting the role of co-creation and consumer trust in sustaining market relevance. Similarly, brand activism significantly enhanced competitive advantage, reflecting that MSMEs advocating for sustainability and social causes build stronger loyalty and brand differentiation. The findings contribute to the literature on sustainable entrepreneurship and provide practical implications for MSMEs in developing competitive strategies that integrate innovation, customer engagement, and socially responsible branding.
The Effect of Service Quality and Employee Performance On Customer Satisfaction Suryani, Rini; Wijayanto, Gatot; Zulkarnain, Zulkarnain; Furwanti Alwie , Alvi
Devotion : Journal of Research and Community Service Vol. 4 No. 1 (2023): Devotion: Journal of Research and Community Service
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/dev.v4i1.356

Abstract

Business competition that continues to increase requires business actors to continue to provide satisfaction to customers, the organization's efforts to provide satisfaction are carried out through the quality of service and the performance of its employees. This study aims to determine the effect of service quality and satisfaction on performance. This study uses a quantitative research method with a descriptive approach. Data collection techniques in this study used questionnaires and literature studies. The research data were then analyzed by testing reliability, validity and reliability using the SPSS program. The results of the study show that service quality and employee performance partially have a positive and significant effect on customer satisfaction
Paving the Path to Green Mobility: An Analysis of Price, Knowledge, and Value Perception on E-Bike Purchase Intentions in Pekanbaru City Sari, Mayang; Wijayanto, Gatot; Siregar, Prima Andreas
West Science Business and Management Vol. 3 No. 03 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i03.2040

Abstract

This study was conducted with the aim of knowing the effect of product knowledge and price on perceived value and purchase intention of Uwinfly electric bicycles in Pekanbaru City. The population in this study were people in Pekanbaru City who were familiar with electric bicycles. Sampling was carried out using non-probability sampling techniques, with a sample size of 130 respondents based on the formula Hair et al. (2023). The data analysis method used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS software version 4. The results showed that product knowledge has no significant effect on purchase intention, but price has a significant positive effect on purchase intention. In addition, product knowledge and price have a positive effect on perceived value, where perceived value acts as a mediator in the relationship. These findings provide important implications for Uwinfly in designing more effective marketing strategies to increase consumer purchase intention.
The Uniting Innovation and Stability: The Key to Business Flexibility Gatot Wijayanto; Arini Novandalina; Yutiandry Rivai; Jushermi
Ambidextrous Journal of Innovation Efficiency and Technology in Organization Vol. 1 No. 01: Ambidextrous Leadership and Organizational Agility: Redefining Innovation and Efficie
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/ambidextrous.v1i01.34

Abstract

This study investigates the interconnectedness between Level of Business Innovation (LBI), Financial Stability (FS), Industry Competition Level (LIC), and Business Flexibility (BF). Utilizing Smart-PLS analysis, direct effects were affirmed, showing LBI's positive impact on LIC and BF, FS's influence on LIC, BF, and LIC's effect on BF. Additionally, indirect effects were examined, revealing LBI and FS indirectly affecting BF through LIC mediation. Results demonstrate that heightened Business Innovation fosters Industry Competition and Business Flexibility. Improved Financial Stability correlates with heightened Industry Competition, thereby impacting Business Flexibility. However, indirect impacts from LBI and FS to BF via LIC were modest but statistically significant, highlighting the mediated influence of Industry Competition. Understanding these relationships illuminates strategies leveraging innovation, stability, and industry competition for organizational adaptability. The study underscores the complexity of these linkages, guiding businesses toward enhancing adaptability and resilience in competitive markets.
BAGAIMANA PENERAPAN MARKETING DIGITAL DI UMKM? BIBLIOMETRIK ANALISIS Wijayanto, Gatot
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 3 (2025): Bussman Journal | September - Desember 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i3.473

Abstract

Digital transformation has encouraged micro, small, and medium enterprises (MSMEs) to adopt digital marketing strategies in response to changes in consumer behavior and technological developments. This study aims to map trends, thematic focuses, and author collaborations in research related to digital marketing in MSMEs through a bibliometric approach. Data were collected from the Scopus database for the period 2000–2025 and analyzed using VOSviewer software to identify dominant keywords, topic clusters, author collaboration networks, and international cooperation. The results of the analysis show that the topics of digital marketing and MSMEs are the focus of discussion in the literature, with supporting themes such as e-commerce, social media, digital transformation, and marketing strategy. Meanwhile, author collaboration remains fragmented and predominantly local in nature. This study provides a theoretical contribution to strengthening the conceptual understanding of MSME digitalization, as well as offering practical implications for business actors and policymakers to design relevant and sustainable digital marketing strategies. This study also identifies limitations in the scope of the database and the depth of the content analyzed, thus recommending further research based on a qualitative approach or systematic review to complement these findings.
Pelatihan Teknis Penggunaan Aplikasi Artificial Inteligences (AI) Mentimeter Bagi Dosen Pemula Untuk Meningkatkan Kualitas Perkuliahan Yang Interaktif Dan Inovatif Wijayanto, Gatot; Rivai, Yutiandry; Jusatria, Jusatria; Parta, Ida Bagus Made Wisnu; Amahoru, Archristhea
Journal Of Human And Education (JAHE) Vol. 3 No. 3 (2023): Journal Of Human And Education (JAHE)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jh.v3i3.328

Abstract

Pelatihan teknis penggunaan aplikasi Mentimeter dengan kecerdasan buatan (AI) untuk para dosen pemula ialah langkah yang diambil untuk meningkatkan kualitas pembelajaran di perguruan tinggi menjadi lebih interaktif dan inovatif. Di era pendidikan digital, aplikasi AI seperti Mentimeter menjadi alat yang efektif untuk mendukung pembelajaran yang berfokus pada partisipasi siswa. Kajian ini bertujuan untuk mengeksplorasi metode dan manfaat dari pelatihan ini dalam meningkatkan kualitas pembelajaran di lingkungan perguruan tinggi. Pelatihan mencakup pemahaman dasar tentang Mentimeter, cara praktis dalam mengintegrasikannya dalam pembelajaran, serta strategi untuk memanfaatkannya dalam metode pengajaran. Dosen pemula diberikan kesempatan untuk berlatih, memahami fitur-fitur AI yang relevan, serta merancang sesi pembelajaran interaktif yang melibatkan mahasiswa. Hasil kajian memperlihatkan jika pelatihan ini terbukti efektif dalam meningkatkan kemampuan dosen pemula dalam menciptakan pengalaman belajar yang lebih interaktif dan inovatif. Aktivitas interaktif mahasiswa melalui Mentimeter meningkat, yang pada gilirannya meningkatkan pemahaman mereka serta tingkat partisipasi. Pelatihan ini juga mendorong dosen pemula untuk mengadopsi teknologi AI dalam metode pengajarannya. Oleh karenanya, pelatihan teknis AI Mentimeter memiliki peran penting dalam meningkatkan kualitas pendidikan tinggi dengan menyediakan alat yang mendukung pembelajaran yang lebih interaktif dan inovatif di lingkungan akademik.
Pelatihan Teknis Penggunaan Aplikasi Artificial Intelligences (AI) Chat Gpt Dan Bard AI Sebagai Alat Bantu Bagi Mahasiswa Dalam Mengerjakan Tugas Perkuliahan Annas, Annisa Nuraisyah; Wijayanto, Gatot; Cahyono, Didik; Safar, Muh.; Ilham, Ilham
Journal Of Human And Education (JAHE) Vol. 4 No. 1 (2024): Journal Of Human And Education (JAHE)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jh.v4i1.617

Abstract

Penelitian pengabdian ini mempunyai tujuan untuk mengajarkan mahasiswa tentang penggunaan aplikasi Artificial Intelligences (AI) yaitu Chat GPT dan BARD AI sebagai alat bantu dalam mengerjakan tugas perkuliahan. Pertumbuhan pesat teknologi AI memberikan peluang baru untuk menyederhanakan dan meningkatkan efisiensi dalam proses pembelajaran dan penyelesaian tugas perkuliahan. Pelatihan ini memiliki beberapa tujuan, pertama adalah memberikan pemahaman tentang konsep umum AI serta aplikasinya dalam konteks pendidikan tinggi. Kedua, melatih mahasiswa dalam penggunaan khusus dari dua aplikasi AI yaitu Chat GPT dan BARD AI. Ketiga, memberikan panduan dan tips tentang pengoptimalkan penggunaan aplikasi AI untuk membantu penyelesaian tugas perkuliahan dengan efisien dan efektif. Dalam pelatihan ini, mahasiswa akan diajarkan bagaimana menggunakan aplikasi Chat GPT dan BARD AI untuk memperoleh jawaban dari pertanyaan-pertanyaan yang diajukan pada tugas perkuliahan. Aplikasi Chat GPT menggunakan metode Natural Language Processing (NLP) untuk menjawab pertanyaan berdasarkan input teks, sedangkan BARD AI digunakan untuk mendapatkan referensi dan sumber-sumber penelitian yang sesuai dengan topik tugas perkuliahan. Selain itu, artikel ini juga mencakup beberapa manfaat penggunaan aplikasi AI dalam pembelajaran mahasiswa. Penggunaan aplikasi AI seperti Chat GPT dan BARD AI dapat membantu mahasiswa dalam meningkatkan produktivitas dan efisiensi waktu mereka dalam penyelesaian tugas perkuliahan. Pelatihan teknis penggunaan aplikasi Artificial Intelligences (AI) Chat GPT dan BARD AI memberikan mahasiswa alat bantu yang berguna dalam menyelesaikan tugas perkuliahan. Melalui pemahaman konsep, penggunaan aplikasi, dan panduan pengoptimalan, artikel ini berharap mampu memberikan wawasan dan manfaat bagi mahasiswa yang ingin memanfaatkan teknologi AI sebagai alat bantu secara efisien dalam proses pembelajaran mereka.
Co-Authors ', Taufiqurrahman A Halim Achmad Suhendra Hadiwijaya Ade Onny Siagian Adriansyah Adriansyah Adriansyah Afriani Fike Agnes Alvionita Agnes Dini Mardani Agnes, Alvionita Ahmad Rifqi Aida Nursanti Aida Nursanti Aida Nursanti Aksa, Rojja Tri Alvionita, Agnes Aminudin, Rosihan Ana Bilgies Ana Fitriyatul Bilgies Ana Fitriyatul Bilgies, Ana Fitriyatul Andes Rahmat Fajrin Andiyana Randi Ando Fahda Aulia Andreas Siregar, Prima Andri Ardhiyansyah Andriya Risdwiyanto Annas, Annisa Nuraisyah Any Widyatsari Archristhea Amahoru, Archristhea arinduri Aini Arini Novalinda Arini Novandalina Arini Novandalina Arini Novandalina Arini Novandalina Arjang, Arjang Armelia Rahmasari Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Aulya Anindita Pratiwi Bambang Purwoko Betty Betty cahyono, didik Cakranegara, Pandu Adi Deni, Normala Deny Setiawan Dian Pratiwi Dila Padila Nurhasanah Edyanus Herman Halim Eva Desembrianita Fadli, Mashur Fahriza, Fahriza Ferry WF Waangsir Fitri Fitri Nurul Maghfira Fitrien Ayuda Frans Sudirjo Furwanti Alvi Furwanti Alwie , Alvi Gema Asti Melinda Halek Mu'min Hamid Miftahurrahmi Harlen, Harlen Hendratri, Bhaswarendra Guntur Henni Noviasari Henni Noviasari Herdiyanti, Herdiyanti Hidayat Nurul I Putu Agus Dharma Hita Ida Bagus Made Wisnu Parta Ilham Ilham Indra Prasetya Nasution, Indra Prasetya IRFANDI, NAZMUL Iswanto, Juni Isyandi, B. Johari Johari Joni, M. Jusatria, Jusatria Jushermi Jushermi Jushermi Jushermi - Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi, Jushermi Jushermi, Jushemi Juwita Azizah Kennedy, Nurul Fadilla Khoiriyah - Laksniyunita, Wanda Leila Mona Ganiem Lesmana, Tera Lestari, Milla M. Addinul, Yuska Amri Mamusung, Robby Tanod Marhadi &#039; Marhadi Marhadi, Marhadi Marnis Marnis Marwan Effendi Marzolina Marzolina Marzolina Marzolina Marzolina Marzolina, Marzolina Mayang Sari Maylista, Sylvia Merakati, Indah Mokhammad A'lan Tabaika Mu'min, Halek Muchlis Muh. Abduh Anwar Muh. Safar, Muh. Muhajirin, Muhajirin Muhammad Asir Muhammad Harahap Muhammad Syafi’i Mutiara, Sri Yati Ni Komang Mela Tri Utari Ningsih, Rika Widia Nisyah, Habibah Tun Noviasari Henni Novrianti, Dian Puspita Nur Alamsyah, Nur Nurhasanah, Dila Padila Oppy Riani Pahrijal, Rival Pertiwi, Triani Patra Pratama Anugrah Aditiya Pratama Eko Prima Andreas Siregar Primaroni, Oky Promalessy, Rika Putri, Aprila Rabbani, M Rizki Rahayu Danar Deny Rahmadani, Novi Rahmat Junaidi Rahmi Yanti Ramadhan Derizal Ramdhan Kurniawan Rendra Wasnury Restu Restu Restuti Sri Riko, Setiawan Pandu Rina Yuniarti, Rina Rini Suryani, Rini Robbi Rahim Rochimah Imawati Roni Afrian Pane Rosnelly Roesdi Rosyettii Rosyetti Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama S, Deswita Samsir Samsir Samsir Samsir Samsir Samsir, Samsir Samsir, S. Sehani Sehani Sehani Sehani Setiawan, Faldino Sharnuke Asrilsyak Siburian, Agus Santoso Sisti Nurjanah Siti Kariyah Sitorus, Kristina Permata Sari Solly Aryza Sri Endang Komita Sri Endang Kornita Sri Restuti Sri Wahyuni Sri Wahyuni Sri Wahyuni Wildah Subroto, Desty Endrawati Sudarmanto, Eko Suri Amilia Suroso Suroso Susanti Maya Suwandana, I Made Adi Syamsuri Syamsuri Syarif, Salsabila Al Qarirah Ibnu Tarigan, Antonia Elsa Febrina Taufiqurrahman Taufiqurrahman Tengku Firli Musfar Tera Lesmana Tri Widayati Triaji, Yudha Utami, Eva Yuniarti Victor Ringhard Pattipeilohy Wahyu Busro Wahyudin Rahman Widya Handayani Widyatsari, Any Wiwik Dwi Sukpa, Wiwik Dwi Yani, Sulisti Yoggy Wahyudi Yoggy Wahyudi Yutiandry Rivai Zainal Abidin Zulkarnain Zulkarnain