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All Journal Jurnal Al-Iqtishad Laa Maisyir Jurnal Ekonomi Islam Al Ishlah Jurnal Pendidikan Ganaya: Jurnal Ilmu Sosial dan Humaniora Indonesian Journal of Economics, Social, and Humanities International Journal of Social and Management Studies (IJOSMAS) IJBEM : Indonesian Journal of Business Economics and Management JAAMTER : Jurnal Audit Akuntansi Manajemen Terintegrasi INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE InJEBA : International Journal of Economics, Business and Accounting Jurnal Rumpun Ilmu Ekonomi
Martias, Dony
Universitas Islam Negeri Sultan Syarif Kasim Riau
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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THE INFLUENCE OF VIDEO MARKETING CONTENT STRATEGY ON YOUTUBE ON CONSUMER LAYALTY TO FASHION BRANDS Dony Martias
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 3 (2025): March
Publisher : Adisam Publisher

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

Abstract

The development of digital technology has changed the way fashion brands interact with their consumers, one of which is through video marketing on YouTube. Video marketing content strategy not only functions as a promotional tool, but also as a medium for building brand awareness, increasing engagement, and strengthening consumer loyalty. This research aims to analyze the influence of video marketing content strategies on YouTube on consumer loyalty to fashion brands through a literature review approach. This research uses a descriptive-analytical method by collecting and analyzing various academic sources, such as scientific journals, books, industry reports, and digital marketing articles. The study results show that factors such as strong storytelling, high visual quality, interactive engagement with the audience, and consistency in content presentation have a significant impact on customer loyalty. Additionally, collaboration with influencers and leveraging analytics to measure content effectiveness also contributes to improving long-term relationships between brands and consumers. The implications of this research indicate that fashion brands need to optimize their video content strategy by considering these factors in order to maintain and increase customer loyalty. With the increasing consumption of digital content, video marketing on YouTube has become an effective and relevant strategy in building emotional connections with consumers and strengthening brand positions in the competitive fashion industry.
Analisis Faktor-Faktor Yang Mempengaruhi Tingkat Underpricing Saham Lusiawati, Lusiawati; Novius, Andri; Elisanovi, Elisanovi; Martias, Dony
Indonesian Journal of Business Economics and Management Vol. 2 No. 1: IJBEM December 2022
Publisher : IRPI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (174.681 KB) | DOI: 10.57152/ijbem.v2i1.589

Abstract

The purpose of this study is to determine the factors that influence the level of stock underpricing. Stock underpricing is a phenomenon that often occurs when a company conducts an Initial Public Offering (IPO) of its company's shares on the Stock Exchange. Underpricing phenomenon is the practice of listing an initial public offering (IPO) at a price below its real value in the stock market. Underpricing conditions can be detrimental to companies as issuers because the funds obtained from the public are not optimal. The variables used in this study are company Firm Age (X1), Firm Size (X2), ROA (X3) and Underpricing (Y). This study uses secondary data obtained through the Indonesian Stock Exchange. The number of samples used was 40 companies with a purposive sampling method. The technique used in data analysis is the calculation of the dependent variable and independent variables, normality test, classical assumption tests and multiple linear regression analysis for hypothesis tests. Based on the results of data analysis, Firm Age and Firm Size have no effect on underpricing. Meanwhile, ROA has a positive effect on underpricing. Keywords: Underpricing, IPO, Shares, Firm Age, Firm Size, ROA.
The Influence of Influencer Marketing and Electronic Word of Mouth on Purchase Decisions Through Brand Trust as a Mediating Variable for Facetology Sunscreen Products in Pekanbaru Rialdi, Rendi; Martias, Dony
InJEBA : International Journal of Economics, Business and Accounting Vol. 3 No. 1 (2025): InJEBA (March)
Publisher : Basecamp Economics PubMed

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.16074626

Abstract

This study aims to analyze the influence of influencer marketing and electronic word of mouth (E-WOM) on purchase decisions through brand trust as a mediating variable on Facetology Sunscreen products in Pekanbaru. This research used a quantitative method with purposive sampling, totaling 98 respondents aged 13-28 years who had purchased or used Facetology sunscreen products. Data analysis used SEM-PLS with SmartPLS 4.0 software. The results showed that influencer marketing and E-WOM positively and significantly influence brand trust and purchase decisions, both directly and indirectly. Brand trust mediates the influence of influencer marketing and E-WOM on purchase decisions.
Implementasi Balanced Scorecard sebagai Pengukuran Kinerja Rumah Sakit Ibnu Sina Pekanbaru Wahyuni, Putri; Martias, Dony
Jurnal Rumpun Ilmu Ekonomi Vol. 2 No. 1 (2024): JRIE (MARET)
Publisher : Basecamp Economics PubMed

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10849614

Abstract

This research is a quantitative study that aims to determine how the implementation of Ibn Sina Hospital performance measurement with the balance scorecard approach. This study uses primary and secondary data obtained through the company's financial statements and questionnaires filled out by employees and patients. Performance from a customer perspective measured by customer satisfaction indicators measured in the current year shows the level of customer satisfaction in the "Very Satisfied" category with a score of 63%. The performance of the Financial perspective of the four indicators has "Fairly Good" results because the results of the NPM Ratio have increased results, namely by 0.10%, ROI has decreased results, namely by 0.04%, the performance of the Effectiveness Ratio has decreased by 8.72%, and the Efficiency ratio has decreased by 8.85%. The overall performance of the Internal Business perspective can be said to have "poor" results because BOR has an average value of 40.73%, ALOS Ratio with an average of 2 days, BTO Ratio with an average of 52 times, TOI Ratio with an average of 7 days, NDR Ratio shows an average of 12.85%, and GDR shows a decrease of 2.70%. The performance of the learning and growth perspective as a whole can be said to have "good" results with a score of 84%.
Investigating The Role of viral marketing, online consumer reviews and prices on online shop purchasing decisions Martias, Dony
International Journal of Social and Management Studies Vol. 4 No. 3 (2023): International Journal of Social and Management Studies (IJOSMAS)
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5555/ijosmas.v4i3.309

Abstract

- The purpose of this study is to analyze the relationship between Viral marketing and Purchasing Decisions, Online Consumer Reviews on Purchasing Decisions, Price and Purchase Decisions. The research method is a quantitative survey. The research data was obtained by distributing online questionnaires to 560 onlineshop consumers. Data analysis used structural equation modeling ( SEM) with SmartPLS 3.0 software tools. The stages of data analysis are validity, reliability and significance tests. The sampling technique used is non-probability sampling. The questionnaire used in this study uses the Google form, which will be distributed to respondents. The measurement method for this questionnaire uses a Likert scale of 5, namely Strongly Disagree (STS), (2) Answers Disagree (TS), (3) Neutral Answers (N), (4) Answers Agree (S), Strongly Agree (SS). ). The results of this study are Viral marketing has a positive and not significant effect on Purchasing Decisions, Online Consumer Reviews has a positive and significant effect on Purchasing Decisions, Price has a positive and significant effect on Purchase Decisions.
Bahasa Inggris Yunil Hamri, Muhammad Syauqi; Albahi, Muhammad; Martias, Dony
LAA MAISYIR: Jurnal Ekonomi Islam Vol. 12 No.2 (2025)
Publisher : Universitas Islam Negeri Alauddin Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/lamaisyir.v12i2.62725

Abstract

This study analyzes market reactions to stock split announcements for sharia-compliant stocks on the Indonesia Stock Exchange (IDX) for the 2025 period. Event-based corporate action studies on the Indonesian sharia-compliant stock segment are still limited, creating a research gap regarding the effectiveness of nominal signals in boosting trading liquidity, particularly when measured using Trading Volume Activity (TVA). The study employed an event study approach with a 10-day event window and a Paired Sample T-Test on paired data (pre–post event) to detect changes in average TVA. The sample consisted of five sharia-compliant issuers (n=5). The results showed an increase in average TVA from 0.00219 to 0.00311, but was not statistically significant (p=0.376>0.05; t=–0.996; 95% CI: –0.00349 to 0.00165). These findings confirm that the sharia-compliant stock market does not react strongly to short-term volume-based nominal stock split signals, challenging the general assumption of signaling theory in the sharia context. This novel research provides the latest empirical evidence that Islamic investors, including institutional investors, are more fundamentally oriented. Policy implications emphasize the need to strengthen literacy and disclosure standards by the Financial Services Authority (OJK) and IDX Syariah, as well as issuers' communication strategies for corporate actions.
Co-Authors Adriyani, Annesa Albahi, Muhammad Andri Novius Aswad, Hijratul Cahyarani, Aurin Dwi Permata, Anggi Elisanovi, Elisanovi Jasmina Syafei Lubis, Yuni Safitri Lusiawati, Lusiawati Muklis Muklis Muslim Muslim Nasrullah Djamil PUTRI WAHYUNI Putri, Tia Kartika Rialdi, Rendi Yunil Hamri, Muhammad Syauqi