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Adil Fadillah
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Pengaruh Celebrity Endorser Dan Social Media Terhadap Minat Beli Erliyantina, Mutiara; Fadillah, Adil
Jurnal Informatika Kesatuan Vol. 2 No. 2 (2022): JIKES Edisi September 2022
Publisher : LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jikes.v2i2.1457

Abstract

Nowadays we have entered the digital world, everything possible can be controlled from any place through the internet network with gadget devices / smartphones. It makes it easier for human mobility in daily activities including in the business world, especially in the field of creative economy, so that this phenomenon further strengthens the world towards the direction of the digital economy. For example, we are simply familiar with email, website usage, applications, online product management, and online transactions. The purpose of this study is to analyze the Influence of Celebrity Endorser And Social Media On The Interests of Buying Case Studies On Tokopedia. The purpose of this research is to analyze the influence of Celebrity Endorser tehadap Buy Interest on Tokopedia. To analyze the influence of Social Media on Buying Interests on Tokopedia.And To analyze the social influence of edia and Celebrity Endorser on Buying Interests on Tokopedia The number of respondents is 130 respondents taken who use Tokopedia. Processed with SPSS version 25, the results of the study is Celebrity Endorser has a positive and significant influence on Tokopedia's Buying Interest. Celebrity Endorser has a significant positive effect on Buying Interest indicated by the value of β = 0.184 and p value or sig. = 0.000, Social Media has a positive and significant influence on Tokopedia's Buying Interest. Social Media has a significant positive effect on Buying Interest indicated by the value of β = 0.783 and p value or sig. = 0.021, Celebrity Endorser and Social Media together have a positive and significant influence on Tokopedia's Buying Interests. Based on the test table F obtained the value of F count of 49,668 and table F of 3.07 thus F count greater than F table or (61,862 > 3.07). The R-Square value is 65.9% while the rest is explained by other variables. Keywords: Social Media, Celebrity Endorser, Buying Interest
Sosialisasi Penggunaan WA Business Kepada Pelaku UMKM Kampung Cincau Kelurahan Gudang Kota Bogor Zulkarnain, Pingky Dezar; Fadillah, Adil; Iriyadi, Iriyadi
Jurnal Abdimas Dedikasi Kesatuan Vol. 4 No. 1 (2023): JADKES Edisi Januari 2023
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jadkes.v4i1.2425

Abstract

Hampir semua UMKM yang baru merintis usahanya memiliki permasalahan tentang pemasaran dan belum memiliki strategi yang tepat dalam meningkatkan penjualannya. Permasalahan yang sama pada Sebagian UMKM kota Balikpapan, terkait strategi pemasaran yang belum dapat meningkatkan profit di dalam usahanya. Dalam meningkatkan proses bisnisnya diharapkan pelaku UMKM harus memiliki strategi baik terutama dalam pemasaran hasil produknya baik melalui toko fisik maupun toko online. Setiap strategi pemasaran memiliki kelebihan dan kekurangan dalam proses pengelolaannya, terutama strategi pemasaran secara online. Pelaku UMKM kesulitan dalam mengadopsi strategi pemasaran jika hanya dilakukan secara mandiri tanpa merekrut pekerja yang ahli dalam promosi produk secara online. Sehingga, pada pengabdian masyarakat ini menjadikan WA sebagai media promosi, mengingat setiap pelaku UMKM sudah familier dan mudah memahami aplikasi yang ada di WA serta sudah adanya grup-grup jualan di WA mereka, namun mereka kurang populer dengan istilah WA Business. Melihat peluang itu, kegiatan ini akan fokus untuk melakukan sosialisasi dan bimbingan teknis penggunaan WA Business yang dilakukan secara virtual karena kegiatan ini dilakukan pada masa pandemi. Hasil dari kegiatan ini, 5 pelaku UMKM sudah memiliki WA Business dan mampu melakukan update produk dan pemasaran secara mandiri. Metode yang digunakan untuk mengetahui peningkatan pemasaran dengan menggunakan metode kuantitatif deskriptif yaitu metode penelitian menggunakan data kuantitatif dan dijabarkan secara deskriptif. Perbandingan mitra binaan yang mengikuti tutorial dan pendampingan mitra binaan sebanyak 25 orang sebelum dan sesudah mengikuti pelatihan cara penggunaan aplikasi WA Business ada penurunan dari yang sebelumnya belum paham WA Business 28% menjadi 20%, ada peningkatan pemahaman yang awalnya 29% menjadi 60% dan dari tingkat tidak paham yang sebelumnya 43% terjadi penurunan sebesar 20%, Kata kunci: UMKM, Strategi Pemasaran, WA Business
Pengaruh Citra Merek Dan Kestrategisan Lokasi Terhadap Minat Beli Keanggotaan Pada Rancamaya Golf And Country Club Maryana, Hesti; Fadillah, Adil
Jurnal Ilmiah Pariwisata Kesatuan Vol. 3 No. 2 (2022): JIPKES Edisi Juli 2022
Publisher : Prodi Pariwisata dan LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jipkes.v3i2.2468

Abstract

Very high business competition at this time occurs between companies encouraging companies to be able to compete with each other in activities for the development of the target market. In a service company, a marketing strategy is very necessary, because it includes the entire plan in its business unit to make changes from potential buyers to buyers who can feel the benefits of their products. In service products, especially in the provision of sports facilities, which are usually the determining factors for consumers in making their choices are the brand image and strategy of their business location. The purpose of this study is to determine (1) the influence of brand image on the buying interest of membership at Rancamaya Golf and Country Club, (2) the effect of the strategicity of location on membership buying interest in Rancamaya Golf and Country Club, (3) the influence of brand image and location strategy on membership buying interest in Rancamaya Golf and Country Club. The author conducted research at Rancamaya Golf and Country Club, which is located on Jalan Rancamaya Utama, Ciawi – Bogor. The method used in this study is a survey and verifiable method. Respondents numbered 94 using the Slovin Technique taken from members at Rancamaya Golf and Country Club. The research data was processed using SPSS Version 25. Based on the results of the study, it is known that (1) Brand image has a positive and significant effect on the interest in buying membership at Rancamaya Golf and Country Club, which means that the test results support the H1 research hypothesis, so that the H1 hypothesis is accepted (2) the strategicity of the location has a positive and significant effect on the interest in buying membership at Rancamaya Golf and Country Club, which means that the test results support the H1 research hypothesis, so that the H1 hypothesis is accepted. (3) The results of the F-test study showed that the F-value or prob value (0.000) < alpha 5% was rejected, so it was rejected by H0, it means that the Brand Image (X1) and The Strategicity of The Location (X2) affected the Buying Interest (Y). Thus, the test results support the H1researchhypothesis:β1,β2≠0(thereisarelationshipbetweenXandY),it meansthattheBrandImageand The Strategicity of The Locationvariables haveasimultaneousinfluenceonBuyingInterest. Keywords: Brand Image, Location Strategy, Buying Interest
Tinjauan Atas Inovasi Produk Pada Cafe Dua Tiga Coworking Bogor Fadillah, Adil; Elsiana, Elsiana
Jurnal Ilmiah Pariwisata Kesatuan Vol. 3 No. 1 (2022): JIPKES Edisi Januari 2022
Publisher : Prodi Pariwisata dan LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jipkes.v3i1.2473

Abstract

Currently, business competition is increasingly fierce, requiring us to always think creatively in building a business. This situation results in the level of competition in gaining and retaining consumers being very high. The business of opening a coffee shop turns out to be profitable for many parties, so it has an influence on Indonesia's creative economy. These parties include: business entrepreneurs, consumers, and workers. Business entrepreneurs get big opportunities and income. In the business world, innovation and creativity are things that need to be done for the development and success of a business. Every company must create innovations to expand into new markets and maintain their current market share. One innovation that can be developed is through product innovation.The objectives of this research are: To find out the product innovations that have been carried out by Cafe Two Three Coworking Bogor, to find out the superiority of product innovation at Cafe Two Three Coworking Bogor, to find out consumer evaluations of product innovation at Cafe Two Three Coworking Bogor.The results of this research show that the product innovations carried out at the Two Three Coworking Cafe in Bogor include food products and beverage products. In pizza products, two or three coworking cafés in Bogor have innovated by making pizza volcanoes. Meanwhile, the beverage products that have been innovated by cafe two three coworking Bogor are Baileys Coffee, Es Kopi Susu Pandan and Es Kopi Susu Moccacino. Meanwhile, the superiority of the food product, the superiority of the pizza food product, is of course in terms of the wider serving size and the taste of the volcano pizza which shows more of the taste of cafe two three coworking Bogor style pizza, and apart from that the superiority of the coffee drink product at the two three coworking cafe Bogor, every purchasing coffee will get a loyalty card. Meanwhile, the evaluation carried out by cafe two three coworking Bogor carried out the latest innovations in every beverage and food product.The conclusion of this research is, the innovation carried out by cafe two three coworking Bogor on pizza products, pizza meat lover food products before innovation and after innovation became pizza volcano. Meanwhile, the beverage products are iced milk coffee which has not yet been innovated by cafe two three, and which after being innovated has become bailyes coffee, pandan milk iced coffee and moccacino milk iced coffee. Meanwhile, the advantage of the beverage product is the superiority of the coffee drink product at Cafe Two Three Coworking Bogor, every time you purchase coffee you will get a loyalty card. And the advantages of the pizza volcano food product are: For the advantages of the pizza food product, of course, in terms of the wider serving size and the taste of the volcano pizza, it shows more of the taste of two three coworking cafe style pizza in Bogor because the taste is prepared directly from the chef. Meanwhile, the evaluation carried out by Cafe Two Three Coworking in Bogor involves making innovations in each food and beverage product in order to increase sales and win the coffee shop competition in the city of Bogor.
Pengaruh Persepsi Harga, Kualitas Produk, dan Promosi Penjualan Terhadap Keputusan Pembelian Motor Honda Vario Stefani, Stefani; Fadillah, Adil
Jurnal Ilmiah Manajemen Kesatuan Vol. 9 No. 3 (2021): JIMKES Edisi Desember 2021
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v9i3.799

Abstract

The purpose of this study is to analyze the effect of price perception, product quality,and sales promotion on purchasing decisions for Honda Vario (Case Study on Consumersin Bogor). Price Perception, Product Quality, and Sales Promotion have an important rolefor the creation of Purchase Decisions. The purposes of this study are (1) to determine theeffect of price perception on purchasing decisions, (2) to determine product quality onpurchasing decisions. (3) To find out sales promotion on purchasing decisions. (4). Todetermine the effect of perception of price, product quality, and sales promotion togetheraffect purchasing decisions, the number of respondents in this study were 220 respondentswho were taken from those who knew and had bought a Honda Vario motorcycle in BogorCity. The research data was processed using SPSS version 22 . The results of this studyare as follows: (1) Price Perception partially affects purchasing decisions with a t-countvalue greater than t-table ( 4.053 > 1.65 ) and a significant value of 0.000 < 0.05; H0 isrejected H1 is accepted. (2) Product quality partially influences purchasing decisions witha t-count value greater than t-table (3.324 > 1.65) and a significant value of 0.001 <0.05;H0 is rejected H2 is accepted. (3) Sales Promotion partially affects the Purchase Decisionwith a t-count value greater than t-table ( 4.099 > 1.65 ) and a significant value of 0.000 <0.05; H0 is rejected H3 is accepted. (4) Perception of Price, Product Quality, and SalesPromotion simultaneously have a positive and significant effect on Purchase Decisions witha calculated F value greater than F table (518.425 > 2.65) and with a significance value of0.000 and less than (α = 5%) = 0.05. (5) The three independent variables (Price Perception,Product Quality, and Sales Promotion) are able to explain the variation in the dependentvariable (Purchase Decision) by 87.8%, while 12.2% Purchase Decision is influenced byother independent variables.Keywords: Price Perception, Product Quality, Sales Promotion, and Purchase Decision
Pengaruh Kesadaran Merek Dan Citra Merek Terhadap Keputusan Pembelian Produk AMDK SUMMIT Apriany, Ade; Gendalasari, Gen Gen; Fadillah, Adil
Jurnal Ilmiah Manajemen Kesatuan Vol. 10 No. 1 (2022): JIMKES Edisi April 2022
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v10i1.1278

Abstract

The purpose of this research was to determine the factors of brand awareness and brand imager which can affects customer’s buying decisions on AMDK Sumit. This research use independent variables (Brand Awareness and Brand Image) and dependent variable (Buying Decision). It was conducted in Bogor and spread quisioners to 120 citizen to collect the data. It was processed using SPSS program. The results shows that (1) Brand Awareness has no positive and insignificant effect on customer’s Buying Decision at AMDK Summit with a regression coefficent value of 0,039 and a significant value of 0,885. (2) Brand Image has a positive and significant effect on customer’s Buying Decisions at AMDK Summit with a regression coefficent value of 1,015 and a significant value of 0,000. (3) Brand Awareness and Brand Image have a positive and significant effect on customer’s Buying Decisions at AMDK Summit with an F value of 183,549 and greater than the F table of 3,07 with a significant value of 0,000.
Pengaruh Citra Merek, Kualitas Produk Dan Persepsi Hargaterhadap Minat Beli Konsumen Deterjen Attack: Studi Kasus Pada Ibu Rumah Tangga di Kota Bogor Septiani, Murti; Fadillah, Adil
Jurnal Ilmiah Manajemen Kesatuan Vol. 10 No. 1 (2022): JIMKES Edisi April 2022
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v10i1.1281

Abstract

Marketing in modern times is no longer focused on how the product sells, but there are many factors and strategies that companies must have. The development of the detergent industry in Indonesia is growing very rapidly. Evidenced by the number of circulating various brands. Detergent is one of the industrial products that is very important in everyday life, especially for household and industrial purposes. Detergents can be in the form of liquid, paste, or powder containing constituents of the active ingredients on the surface and constituents of additives. The purposes of this study are (1) to determine and analyze the effect of brand image on consumer buying interest, (2) to determine and analyze the effect of product quality on consumer buying interest, (3) to determine and analyze the effect of price perception on consumer buying interest ( 4) To find out and analyze the effect of Brand Image, Product Quality and Price Perception together on Consumer Buying Interest. The number of respondents in this study found 100 respondents who were taken from housewives in the city of Bogor. The research data was processed using SPSS. The results of this study are as follows: (1) Brand Image has a positive and significant effect on Buying Interest in Attack detergent products with a regression coefficient value of 0.340 and a significant value of 0.028. (2) Product quality has a positive and significant effect on Buying Interest in Attack detergent products with a regression coefficient value of 0.272 and a significant value of 0.029. (3) Price Perception has a positive and significant effect on Buying Interest on Attack detergent products with a regression coefficient value of 0.325 and a significant value of 0.012. (4) Brand Image, Product Quality and Price Perception together have a positive and significant effect on Purchase Interest in Attack detergent products with a calculated F value of 28.912 and greater than the F table of 2.70 and has a significance value of 0.000. Keywords: Brand Image, Product Quality, Price Perception and Consumer Buying Interest
An Overview of People, Process, and Physical Evidence at BPK Penabur High School Bogor Charisa, Lisa; Fadillah, Adil
Jurnal Ilmiah Manajemen Kesatuan Vol. 11 No. 3 (2023): JIMKES Edisi Desember 2023
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Business development in Indonesia today has experienced significant progress and improvement compared to before. The Indonesian economy has moved towards the service sector. Based on data from the Institute for Development of Finance and Economics, Indonesia has moved toward the service industry. The service industry is an activity that service providers offer to consumers as a service that cannot be seen, felt, heard, or touched, but can be felt by consumers. The education business is one of the most sustainable businesses because of the need for parents to provide good education and the needs of children is increasing from time to time along with the advancement of a country's economy. BPK Penabur Bogor is a Christian Education Community named Badan Pendidikan Kristen (BPK) PENABUR Foundation. This educational foundation was established on 19 July 1950 in Bandung and is under the auspices of the Indonesian Christian Church Synod of West Java Region. Until now, BPK PENABUR has established 164 schools spread across 15 cities in 4 provinces (namely) West Java, DKI Jakarta, Banten 4 and Lampung. Based on the chart above, BPK Penabur High School has 30 schools spread across many cities and provinces. Jakarta has the most high schools, which is 8 schools. BPK Penabur High School Bogor uses People, Process, and Physical Evidence in its marketing. For example, it implements a recruiting system, provides training, rewards, and opportunities for employee communication. BPK Penabur High School Bogor has the biggest advantage in terms of physical evidence that is supportive structures and infrastructure that is used for marketing.
Consumer Engagement through Experiential Marketing: A Case Study of Kopi Chuseyo in Depok Sulastri, Nurfadillah; Fadillah, Adil
Jurnal Ilmiah Manajemen Kesatuan Vol. 11 No. 3 (2023): JIMKES Edisi Desember 2023
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Business creates goods or services using experiential marketing strategies, engaging the consumer’s five senses, heart, and mind. If a product successfully triggers consumers’ emotions, they might consider it an unforgettable experience. A memorable experience is when customers undergo a pleasurable event that they can recall, leading to customer satisfaction as their expectations align with what’s delivered. This has a significantly positive impact on businesses as happy customers are more inclined to recommend the business’s goods and services to others. The purpose of this discussion is to Understand the application of experiential marketing at Kopi Chuseyo, Identify the constraints in applying experiential marketing at Kopi Chuseyo, and Recognize methods to address the constraints in applying experiential marketing at Kopi Chuseyo. The implementation of experiential marketing at Kopi Chuseyo in Depok has been successful in attracting many customers and complies with the five factors of experiential marketing: sense, feel, think, act, and relate. Kopi Chuseyo in Depok creates diverse and engaging events that boost consumer purchasing interest. However, in implementing experiential marketing, Kopi Chuseyo in Depok faces some limitations: limited venue capacity, available facilities, and event merchandise. Efforts to resolve these issues in implementing experiential marketing at Kopi Chuseyo in Depok include expanding venue capacity, increasing facilities, and augmenting event merchandise supplies.
Digital Entrepreneurship on Purchase Decisions: Analysis of Content-Based Business, Online Store, and Business Matchmaking Mulyana, Mumuh; Rainanto, Bambang Hengky; Sulistiono, Sulistiono; Fadillah, Adil; Said, Jamaliah
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 11 No. 1 (2025): IJBE, Vol. 11 No. 1, January 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.1.29

Abstract

Backgrounds: The advancement of technology has significantly impacted various sectors, including food and beverage (F&B) companies. Previously, trading, shopping, and promotion activities were conducted directly, but now these activities are primarily online. Consequently, F&B owners need distinctive characteristics and effective use of digital media to stay competitive.Purpose: This study aims to determine the influence of digital entrepreneurship on purchase decisions within F&B companies in West Java, Indonesia.Design/methodology/approach: A quantitative research method was employed, surveying 100 respondents from F&B consumers using purposive sampling. Data were collected through a structured questionnaire and analyzed with Structural Equation Modeling (SEM) using SmartPLS v.4.0, including validity and reliability tests.Findings/Results: The study found a significant impact of digital entrepreneurship on purchase decisions. Positive influences were noted in content-based business, community-based business, matchmaking business, and promotion. However, the online store variable showed a positive but statistically insignificant effect.Conclusion: The results underscore the importance for F&B proprietors to strategically integrate digital entrepreneurship elements to enhance and optimize purchase decision dynamics.Originality/value (State of the art): This research highlights the growing significance of digital entrepreneurship in the F&B sector, offering insights into how various digital strategies influence consumer purchasing behavior, which is crucial for adapting to the evolving market landscape. Keywords: digital entrepreneurship, social media, digital marketing strategies, promotional content, purchase decisions.
Co-Authors A.A. Ketut Agung Cahyawan W Apriany, Ade Bintang Sahala Marpaung Budi Setiawan Dina, Hani Maulida Rangga Elsiana, Elsiana Erliyantina, Mutiara Fauzani M, M Zulfi Gen Gen Gendalasari Iriyadi Iriyadi Koyum, Koyum Larasati, Dhiya Riska Lisa Charisa Maryana, Hesti Meinar, Ratna Mekaniwati, Ani Mulyana, Muhamad Mumuh Mulyana Permana, Yudi Purnama, Denta Rainanto, Bambang Hengky Rini Syarif Said, Jamaliah Saputri, Eka Nur Sari, Ervina Indria Septiani, Murti Stefani, Stefani Sulastri, Nurfadillah Sulistiono Sultonia, Siti Supardi, Frans Tania Hanyani Tantonio, Michael Claudius Tarwiyah, Reza Fitria Tifani, Novia Wijaya, Titus Haryanto Zulkarnain, Pingky Dezar