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All Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Ilmiah Soulmath : Jurnal Edukasi Pendidikan Matematika Buana Matematika : Jurnal Ilmiah Matematika dan Pendidikan Matematika Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Surya Masyarakat Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat BALANCE: Economic, Business, Management and Accounting Journal Zonasi: Jurnal Sistem Informasi Studi Kasus Inovasi Ekonomi Budimas : Jurnal Pengabdian Masyarakat Jurnal Surya Masyarakat Indonesian Journal of Law and Economics Review Procedia of Social Sciences and Humanities Journal Research of Social Science, Economics, and Management Nuras : Jurnal Pengabdian Kepada Masyarakat Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Journal of Multiperspectives on Accounting Literature International Journal Multidisciplinary Journal of Social Comunity Services Jurnal Ekonomi, Manajemen, Akuntansi IJOT Proceeding of International Conference on Social Science and Humanity Academia Open Synergy: Journal of Business, Finance and Management
Bayu Hari Prasojo
Program Studi Manajemen, Fakultas Ekonomi Bisnis, Universitas Muhammadiyah Sidoarjo
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Physics Public Health Social Sciences Other

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Analysis of the Influence of Content Creators, Social Media, and Website Quality on Purchasing Decisions at Kyou Hobby Shop Alshaf Pebrianggara; Candra Lucas Diansa Putra; Bayu Hari Prasojo; M. Rizal Yulianto
Journal Research of Social Science, Economics, and Management Vol. 5 No. 8 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i8.1390

Abstract

The rapid growth of Japanese pop culture and the increasing popularity of anime merchandise have significantly influenced consumer behavior, particularly among Generation Z in Indonesia. The development of digital platforms has also transformed marketing strategies, where content creators, social media, and website quality play crucial roles in shaping consumer purchasing decisions. This study aims to analyze the influence of content creators, social media, and website quality on purchasing decisions at Kyou Hobby Shop. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to Generation Z consumers who had purchased products from Kyou Hobby Shop. The minimum sample consisted of 96 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS software. Several statistical tests were conducted, including validity, reliability, classical assumption tests, t-tests, and coefficient of determination analysis. The results indicate that content creators, social media, and website quality all have a positive and significant influence on purchasing decisions. Among these variables, website quality shows the strongest effect on consumer purchasing behavior. The findings also reveal that the three independent variables collectively explain 74.3% of the variation in purchasing decisions. In conclusion, an integrated digital marketing strategy involving effective content creators, active social media engagement, and high-quality website performance is essential for improving consumer purchasing decisions at Kyou Hobby Shop.
Strategi Pemanfaatan Konten TikTok dalam Pemasaran Rumah Subsidi: Studi Kasus pada Developer di Pasuruan Fandy Al Ubaidah; Bayu Hari Prasojo
Nuras : Jurnal Pengabdian Kepada Masyarakat Vol. 6 No. 3 (2026): July
Publisher : Lembaga Pendidikan, Penelitian, dan Pengabdian Kamandanu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/nuras.v6i3.1072

Abstract

The internship program at PT Dewe Makmur Mapan aimed to optimize digital marketing strategies to increase sales of subsidized housing in Pasuruan by targeting Millennials and Generation Z through the TikTok platform. This activity was implemented through content planning based on trend and audience analysis, on-site content production, editing with Search Engine Optimization (SEO) optimization, and publication using the Neulink automation tool. Results over four months showed increased social media engagement, as evidenced by increased user interaction and potential customers contacting marketing via WhatsApp. Educational, informative, and authentic content proved more effective in building consumer trust and interest. This program contributed to increasing the effectiveness of partners' digital marketing and demonstrated that the use of consistent visual content and automation technology has the potential for broader application in the property sector. Thus, social media-based digital marketing is an innovative solution for expanding market reach in the digital era.
The Role of TikTok Content Personalization on Wardah Beauty Official Product Purchase Decisions Bayu Hari Prasojo; Dwi Cahya Yuniar
International Journal on Orange Technologies Vol. 8 No. 2 (2026): International Journal on Orange Technologies (IJOT)
Publisher : Research Parks Publishing LLC

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31149/ijot.v8i2.5729

Abstract

This study aims to analyze the influence of TikTok content personalization on the purchase decision of Wardah Beauty Official products. The three main indicators of personalization analyzed include content relevance, content suitability and satisfaction with user preferences, and the frequency of content appearing on For You Page (FYP) pages. The method used was quantitative explanatory, with data collection techniques through an online questionnaire to 88 respondents who had been exposed to Wardah content on TikTok Shop. The analysis was carried out using a multiple linear regression model assisted by SmartPLS. The results showed that the three variables of content personalization did not have a significant effect on purchasing decisions. This shows that even though content has been personalized, it is not necessarily able to encourage consumers to make a purchase. These findings imply the need for a more comprehensive marketing approach to create purchase conversions on social media platforms like TikTok.
OPTIMALISASI DATA SENSUS EKONOMI SEBAGAI DASAR PENGEMBANGAN BISNIS DIGITAL UMKM DI DESA GEDANGAN Alakbar Himawan; Bayu Hari Prasojo
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol. 8 No. 1 (2026): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/budimas.v8i1.19326

Abstract

Kegiatan magang di Badan Pusat Statistika Kabupaten Sidoarjo dilaksanakan sebagai bagian dari persiapan Sensus Ekonomi, dengan tujuan memetakan kondisi usaha di Desa Gedangan serta mengidentifikasi tantangan yang dihadapi pelaku usaha dalam pengembangan bisnis digital.Metode pelaksaan mencakup tiga tahapan utama, yaitu profiling usaha melalui penelusuran daring, tagging usaha langsung menggunakan aplikasi Kendedes Mobile untuk mencatat identitas dan titik koordinat usaha, serta wawancara singkat guna memperoleh informasi mengenai tingkat pendapatan, hambatan dan lama berdiri usaha. Dari hasil kegiatan tersebut tercatat 300 usaha berhasil dipetakan, dengan Sebagian besar bergerak di bidang perdagangan dan jasa. Temuan lapangan menunjukkan bahwa mayoritaspelaku usaha masih menghadapi kendala berupa rendahnya tingkat literasi digital serta belum meratanya infrastuktur teknologi pendukung. Informasi ini memberikan gambaran menyeluruh mengenai kondisi usaha sekaligus dasar penting bagi strategi digitalisasi di tingkat lokal. Kesimpulannya, kegiatan ini menegaskan bahwa integrasi profiling, tagging, dan wawancara mampu menghadirkan data yang lebih akurat sekaligus melibatkan masyarakat secara aktif, sehingga hasilnya relevan untuk mendukung pengembangan bisnis digital UMKM di desa Gedangan
Peramalan dan Pengendalian Persediaan Kerupuk Impala Cap Bunga Kapas di UD Sumber Agung Menggunakan Metode Moving Average dan Reorder Point Adryan Surya Susila; Istian Kriya Almanfaluti; Bayu Hari Prasojo
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.19778

Abstract

Pengelolaan persediaan yang belum didasarkan pada analisis data historis dapat menyebabkan terjadinya overstock maupun stockout, sehingga berdampak pada peningkatan biaya penyimpanan dan terganggunya pemenuhan permintaan pelanggan. Penelitian ini bertujuan untuk mengoptimalkan pengendalian persediaan Kerupuk Impala Cap Bunga Kapas di UD Sumber Agung menggunakan metode Simple Moving Average (SMA) dan Reorder Point (ROP). Penelitian menggunakan pendekatan kuantitatif deskriptif dengan memanfaatkan data penjualan bulanan periode Agustus 2024–Februari 2026. Metode SMA diterapkan untuk meramalkan permintaan dengan beberapa variasi periode, sedangkan tingkat akurasi dievaluasi menggunakan Mean Absolute Error (MAE). Hasil terbaik kemudian digunakan untuk menghitung Safety Stock dan Reorder Point. Hasil penelitian menunjukkan bahwa periode SMA terbaik untuk produk ukuran 9 cm adalah periode 2 dengan rata-rata error sebesar 33%, sedangkan produk ukuran 7 cm dan 3 cm menggunakan periode 4 dengan rata-rata error masing-masing sebesar 20% dan 23%. Selain itu, service level 95% menghasilkan kebijakan persediaan yang optimal dengan nilai Reorder Point sebesar 527 unit (9 cm), 866 unit (7 cm), dan 382 unit (3 cm). Penerapan SMA dan ROP mampu mendukung pengendalian persediaan yang lebih efektif serta meminimalkan risiko overstock dan stockout
Utilizing Digital Marketing as a Marketing Strategy to Increase the Sales of SHORE Brand Adika Surya Perdana; Mochamad Rizal Yulianto; Alshaf Pebrianggara; Bayu Hari Prasojo
Synergy: Journal of Business, Finance and Management Vol. 1 No. 1 (2025): Synergy: Journal of Business, Finance and Management
Publisher : Sinergi Research Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.68111/sjbfm.v1i1.3

Abstract

Penelitian ini bertujuan menganalisis efektivitas strategi pemasaran digital yang diterapkan SHORE Shoescare dalam meningkatkan jangkauan, kesadaran merek, dan penjualan. Pendekatan kualitatif deskriptif digunakan melalui observasi, wawancara, dan dokumentasi, dengan fokus pada aktivitas media sosial dan livestreaming. Hasil penelitian menunjukkan bahwa strategi pemasaran media sosial SHORE cenderung monoton, kurang melibatkan aspek emosional, serta persiapan livestreaming belum optimal. Meskipun demikian, kedua strategi tersebut memiliki potensi besar untuk memperluas audiens dan meningkatkan interaksi pelanggan. Konten emosional terbukti memberikan impresi lebih tinggi, khususnya pada audiens non-pengikut, sedangkan pemanfaatan livestreaming pada platform seperti Shopee Live berperan penting dalam membangun keterlibatan langsung dan meningkatkan kepercayaan konsumen. Penerapan strategi yang lebih kreatif, interaktif, dan konsisten termasuk perbaikan peralatan komunikasi dan penjadwalan livestreaming yang tepat mampu meningkatkan penjualan hingga 10% serta memperkuat citra merek. Penelitian ini merekomendasikan SHORE untuk terus memantau tren digital marketing, mengembangkan konten inovatif berbasis emosional, dan memaksimalkan fitur interaktif guna mendorong pertumbuhan bisnis yang berkelanjutan.
Co-Authors Adika Surya Perdana Adryan Surya Susila Afridah , Naylatul Ahaddin, Mohammad Alim Alakbar Himawan Alshaf Pebrianggara Amelia, Nitya Andry Rachmadany Arizanda Rahayu, Ruci Aulia Widyasmara, Bunga Biduri , Sarwendah Candra Lucas Diansa Putra Chylen Setiyo Rini Dafita Wahyu Mekarsari Detak Prapanca Dewi Andriani Duwi Rahayu Dwi Cahya Yuniar Dwi Maya Rahmawati Eni Fariyatul Fahyuni Eny Maryanti Errent Geraldie, Bertrand Fandy Al Ubaidah Fitri Nur Latifah Fuaida, Famrotul Heri Widodo Heri Widodo Imelda Dian Rahmawati Istian Kriya Almanfaluti Krisnawati, Vivi Ludiana, Dina M. Rizal Yulianto Machfudz Efendi Marwah, Siti Masayu, Shafira Alfi Masruchin Masruchin Meiliza, Dewi Ratiwi Mekarsari, Dafita Wahyu Mochamad Rizal Yulianto Mohammad Alim Ahaddin Muhammad Yani, Muhammad Navaro, Muhammad Saddam Ningdiyah, Endra Wahyu Novia Ariyanti Nugraha Dini, Amelia Nurasik Nurasik Nurasik, Nurasik Nuril Lutvi Azizah pratiwi, rossy Putra, Candra Lucas Diansa Racmadany , Andry Racmadany, Andry Rahmawati, Dwi Maya Rizky Eka Febriansah Sarwenda Biduri Shakira, Maulidia Widyasmara, Bunga Aulia Zakiyah, Luluk