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All Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Jurnal Ilmiah Soulmath : Jurnal Edukasi Pendidikan Matematika Buana Matematika : Jurnal Ilmiah Matematika dan Pendidikan Matematika Jurnal Surya Masyarakat Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat BALANCE: Economic, Business, Management and Accounting Journal Zonasi: Jurnal Sistem Informasi Studi Kasus Inovasi Ekonomi Academia Open Jurnal Surya Masyarakat Indonesian Journal of Law and Economics Review Procedia of Social Sciences and Humanities Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Journal of Multiperspectives on Accounting Literature International Journal Multidisciplinary Proceeding of International Conference on Social Science and Humanity International Journal of Artificial Intelligence for Digital Marketing
Bayu Hari Prasojo
Universitas Muhammadiyah Sidoarjo
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Medicine & Pharmacology Physics Public Health Social Sciences Other

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ANALYZING OF SYSTEM USABILITY SCALE IN USER EXPERIENCE EVALUATION OF DANA APPLICATIONS Fuaida, Famrotul; Prasojo, Bayu Hari; Racmadany , Andry; Almanfaluti , Istian Kriya
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.237

Abstract

Objective: The rapid development of financial technology (FinTech) has transformed how individuals conduct financial transactions, particularly through e-wallets. Dana, one of the leading e-wallet applications in Indonesia, has garnered significant attention due to its widespread usage and user feedback. Method: This study evaluates the user experience (UX) of the Dana application using the System Usability Scale (SUS) that provides a quick and quantitative measure of usability, Data were collected from 153 respondents through a questionnaire. Results: The SUS analysis yielded an average score of 65. According to SUS interpretation scales, this score categorizes Dana as "Marginal" in Acceptability Ranges, "C" on Grade Scale, and "OK" on Adjective Rating, with users classified as "Passive" based on Net Promoter Score (NPS). Novelty: This study emphasizes the importance of systematic UX evaluation in identifying user needs and evaluation for the app, providing actionable recommendations to improve the Dana application. These recommendations aim to enhance usability, user satisfaction, and competitiveness in the FinTech sector.
THE INFLUENCE OF AFFILIATE LIVE STREAMING ON SHOPEE IN CONSUMER BUYING INTEREST Ludiana, Dina; Prasojo, Bayu Hari; Racmadany, Andry; Pebrianggara , Alshaf
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.239

Abstract

Objective: This study aims to determine the effect of live streaming affiliates at shopee in consumer buying interest to see how Live Streaming and Affiliate Marketing have an impact on Consumer Purchase Interest at Shopee. Method: The method used in this research is quantitative descriptive method, by distributing questionnaires and processing dala in this study using the Partial Least Square (PLS) method. Results: The results showed that live streaming and affiliate marketing have a positive influence on consumer buying interest, but this influence is not statistically significant. This suggests that both strategies need to be further optimised to have a greater impact on customer purchasing decisions. Novelty: The study examines the specific role of live streaming and affiliate marketing on Shopee—a combination of digital strategies not yet extensively studied together in the context of consumer purchase interest—offering new insights into the nuanced impact of these tools on online shopping behavior.
THE ROLE OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT AND BRAND IMAGE ENHANCEMENT Shakira, Maulidia; Pebrianggara, Alshaf; Almanfaluti , Istian Kriya; Prasojo , Bayu Hari
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.240

Abstract

Objective: The times are gradually changing along with digitalization. Today, people are starting to use social media as a long-distance communication tool that is very influential in everyday life. With so many social media users today, social media is not only used as a means of social interaction. Changes in consumer behavior, which now more often rely on digital platforms, make social media can be used as a strategic tool in a business that can manage customer relationships and improve brand image. Method: Social media allows a business or company to communicate directly with consumers. Both businesses and companies can know and understand the needs and wants of customers and respond quickly if there are complaints or questions raised by customers. Results: With the right approach, this interaction can increase customer loyalty. In addition, it is also important to understand that social media allows businesses or companies to build and improve brand image through content that customers find interesting, interactive and relevant. Novelty: Social media can be used as a platform to convey their brand identity to a wider audience. An effective marketing strategy on social media can help create a positive impression, increase brand awareness and influence consumer purchasing decisions.
TIKTOK SOCIAL MEDIA INSIGHTS IN DIGITAL MARKETING Masayu, Shafira Alfi; Prasojo, Bayu Hari; Yulianto , Mochamad Rizal; Racmadany , Andry
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.244

Abstract

Objective: The development of technology and social media has changed the dynamics of digital marketing, with TikTok as one of the most prominent platforms. This article discusses insights into TikTok's use in digital marketing, highlighting how the platform offers a new approach to engaging with audiences. Method: This research uses qualitative methods to analyze data from various sources. Results: Through its For You Page (FYP) algorithm, TikTok leverages user behavior data to deliver relevant content, increasing engagement and brand reach. The TikTok Live feature provides opportunities for businesses, especially MSMEs, to interact directly with consumers, strengthening promotional strategies through real-time interactions. In addition, collaboration with influencers and personalized content has proven effective in increasing brand awareness and purchase intent. The results confirm the importance of creative and interactive content in attracting users' attention and encouraging them to make purchases. Novelty: TikTok offers a new approach to engaging with audiences by leveraging user behavior data and real-time interaction features, presenting unique advantages for businesses to boost brand awareness and drive purchase intent through creative, personalized content strategies.
Analysis of the Influence of Social Media Marketing on Glad2Glow Skincare Purchase Decisions through Celebrity Endorsers Navaro, Muhammad Saddam; Prasojo, Bayu Hari; Pebrianggara, Alshaf; Yulianto, Mochamad Rizal
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 1 (2025): AGUSTUS
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i1.1027

Abstract

The Indonesian skincare industry has experienced rapid growth, driven by increasing consumer awareness of skin health and a strong inclination toward trends promoted on digital platforms. Among emerging local brands, Glad2Glow has leveraged social media marketing and celebrity endorsements to enhance visibility and consumer engagement. This study aims to analyze the influence of Social Media Marketing and Celebrity Endorser on Purchase Decision of Glad2Glow skincare products. This research employed a quantitative approach using an online questionnaire survey distributed to Glad2Glow product users in Indonesia. Data analysis was carried out using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 software. The results reveal that Social Media Marketing has a positive and significant effect on Purchase Decision, and similarly, Celebrity Endorser also has a positive and significant effect on Purchase Decision. These findings shed light that social media marketing strategies combined with celebrity endorsement can effectively enhance consumer interest and purchasing decisions for Glad2Glow products.
Unveiling the Sway of Marketing Mix on Student Decisions: A Study on Higher Learning Institutions: Mengungkap Pengaruh Bauran Pemasaran terhadap Keputusan Mahasiswa: Sebuah Studi pada Institusi Pendidikan Tinggi Febriansah, Rizky Eka; Yani, Muhammad; Prasojo, Bayu Hari
Indonesian Journal of Law and Economics Review Vol. 18 No. 3 (2023): August
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijler.v18i3.960

Abstract

This research delves into the pivotal process of student decision-making within higher learning institutions, focusing on the dynamic interplay of marketing mix services encompassing product, price, promotion, and place. Through an analysis of alumni and current student cohorts at a prominent university, this study empirically demonstrates the profound influence exerted by product quality, strategic promotion, and favorable institutional positioning on students' selection choices. Notably, while price emerges as a comparatively weaker determinant, the collective impact of product, place, and promotion proves instrumental in shaping prospective students' decisions. These findings illuminate the complex landscape of student preferences, offering valuable insights for crafting targeted marketing strategies that effectively guide students' educational trajectories. Highlight: Influence of Marketing Mix Dynamics: This study examines the interaction of product, price, promotion, and place in shaping student decisions within higher learning institutions, revealing their collective impact on choice. Empirical Insights: Analysis of alumni and current students from a renowned university highlights the significant sway of product quality, strategic promotion, and favorable institutional positioning on student selection choices. Role of Price in Decision-making: While price emerges as a less potent factor, the study underscores the pivotal role played by the interplay between product, place, and promotion in molding the educational preferences of prospective students. Keyword: Student Decision-Making, Higher Learning Institutions, Marketing Mix Services, Product Quality, Strategic Promotion
INNOVATION RECOGNITION, INDIVIDUAL PROGRESS AND IMPLICATIONS OF BEHAVIORAL CONTROL FOR ONLINE PURCHASE CHOICES Septian, Mohammad Rafli; Pebrianggara, Alshaf; Rachmadhany, Andry; Prasojo, Bayu Hari
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.340

Abstract

Objective:  This study investigates the influence of behavioral control model, personal innovation, and technology adoption on Shopee purchase intention. Method: Data from 96 respondents were collected using the quantitative research design using SmartPLS software through surveys sent to the user platform Shopee. Results: These results indicate a positive relationship between the technology acceptance model, personal innovativeness, and behavioral control factors and how these factors influence purchase intention. Novelty: These findings highlight the importance of implementing a technology adoption model, consumer creativity, and efficient behavior management through the Shopee platform to increase purchase intention among platform users. The significance of this study is that it contributes to consumers' understanding of online product and service purchases and helps researchers develop strategies to increase customer engagement and satisfaction.
THE IMPACT OF ARTIFICIAL INTELLIGENCE (CHATGPT) ON PRODUCT AND SERVICE INNOVATION IN MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) AMONG GENERATION Z ENTREPRENEURS Abimanyu, Mochammad Rakha; Almanfaluti, Istian Kriya; Prasojo, Bayu Hari
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.420

Abstract

Objective: This study aims to analyze the effect of ChatGPT utilization on product and service innovation in Micro, Small, and Medium Enterprises (MSMEs) managed by Generation Z in East Java. The purpose is to determine whether the application of artificial intelligence can significantly enhance the creativity, efficiency, and market relevance of MSME products and services. Method: The research employed a quantitative approach using a simple linear regression with the PLS-SEM method. A total of 99 respondents were selected through purposive sampling, focusing on Gen Z MSME owners who have used ChatGPT in their business activities. The data were analyzed using SmartPLS, which included measurement model testing (validity and reliability) and structural model testing (path coefficient, R², f², and significance). Results:  The findings indicate that ChatGPT usage has a positive and significant influence on product and service innovation, with a path coefficient value of 0.507, R² of 0.257, and f² of 0.346. These results demonstrate that although the explanatory power of the independent variable is statistically limited, the substantive effect is considered strong. This suggests that ChatGPT can support innovation processes by improving efficiency and enabling new ideas that align with market needs. Novelty: This research highlights the empirical evidence of how generative AI tools like ChatGPT can be directly linked to innovation outcomes among young entrepreneurs in Indonesia. The study contributes by emphasizing the role of AI adoption as a strategic driver of competitiveness for MSMEs in the digital era.
SENTIMENT ANALYSIS OF INDRIVE APP USAGE REVIEWS ON GOOGLE PLAYSTORE USING SUPPORT VECTOR MACHINE (SVM) AND NAÏVE BAYES ALGORITHM Romadhoni, Afifani Aulida; Rachmadany, Andry; Prasojo, Bayu Hari
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.421

Abstract

Objective: This study aims to analyze user sentiment toward the InDrive application on Google Play Store by employing Support Vector Machine (SVM) and Naïve Bayes algorithms, motivated by the increasing number of user reviews that are difficult to evaluate manually, thus requiring a text mining approach to efficiently classify opinions into positive and negative categories. Method: A dataset of 30,000 reviews was collected through web scraping, and the analysis involved several stages, including preprocessing (cleaning, case folding, normalization, tokenizing, stopword removal, and stemming), term weighting using TF-IDF, and classification using SVM and Naïve Bayes. Results: The results revealed that SVM outperformed Naïve Bayes with an accuracy of 78%, precision of 0.80, and recall of 0.74, whereas Naïve Bayes achieved 76% accuracy, 0.79 precision, and 0.70 recall, indicating that SVM is more effective in handling complex user review data compared to Naïve Bayes. Novelty: The novelty of this research lies in applying a comparative study of the two algorithms to InDrive application reviews, which has not been extensively explored, and is expected to provide insights for developers to better understand user perceptions and improve the quality of application services.
Co-Authors Abimanyu, Mochammad Rakha Afridah , Naylatul Ahaddin, Mohammad Alim Almanfaluti , Istian Kriya Almanfaluti, Istian Kriya Alshaf Pebrianggara Amelia, Nitya Andry Rachmadany Biduri , Sarwendah Chylen Setiyo Rini Dewi Andriani Duwi Rahayu Eni Fariyatul Fahyuni Eny Maryanti Fitri Nur Latifah Fuaida, Famrotul Heri Widodo Imelda Dian Rahmawati Krisnawati, Vivi Kriya Almanfaluti, Istian Ludiana, Dina Machfudz Efendi Marwah, Siti Masayu, Shafira Alfi Masruchin Masruchin Meiliza, Dewi Ratiwi Mekarsari, Dafita Wahyu Mochamad Rizal Yulianto Muhammad Yani, Muhammad Navaro, Muhammad Saddam Ningdiyah, Endra Wahyu Novia Ariyanti Nurasik, Nurasik Nuril Lutvi Azizah Pebrianggara , Alshaf Prapanca , Detak pratiwi, rossy Rachmadany, Andry Rachmadhany, Andry Racmadany , Andry Racmadany, Andry Rahmawati, Dwi Maya Rizky Eka Febriansah Romadhoni, Afifani Aulida Sarwenda Biduri Septian, Mohammad Rafli Shakira, Maulidia Widyasmara, Bunga Aulia Yulianto , Mochamad Rizal