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All Journal Jurnal Pendidikan Vokasi Sosiohumaniora JKMS : Jurnal Ilmu Komunikasi Jurnal Pariwisata Pesona JUPIIS: Jurnal Pendidikan Ilmu-ilmu Sosial Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora Ekuitas: Jurnal Pendidikan Ekonomi Journal of Economics, Business, & Accountancy Ventura At-Taradhi: Jurnal Studi Ekonomi Edulib AKSES: Jurnal Ekonomi dan Bisnis Jurnal Kajian Komunikasi Business UHO: Jurnal Administrasi Bisnis Ilmu Dakwah: Academic Journal for Homiletic Studies JRK (Jurnal Riset Komunikasi) KOLEGIAL : Jurnal Manajemen, Bisnis, dan Akuntansi ARISTO PRofesi Humas JURNAL MANAJEMEN MOTIVASI Chimica et Natura Acta SOSIOHUMANIKA MetaCommunication; Journal Of Communication Studies Journal of Economic, Bussines and Accounting (COSTING) EKONOMIS : Journal of Economics and Business Pendas : Jurnah Ilmiah Pendidikan Dasar Prosiding Magister Ilmu Komunikasi Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Islamic Management: Jurnal Manajemen Pendidikan Islam Martabe : Jurnal Pengabdian Kepada Masyarakat Semiotika: Jurnal Komunikasi JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Koneksi GERAM (GERAKAN AKTIF MENULIS) Procuratio : Jurnal Ilmiah Manajemen AL MUNIR : Jurnal Komunikasi dan Penyiaran Islam Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Jurnal Ilmu Manajemen JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Stilistika: Jurnal Pendidikan Bahasa dan Sastra JURNAL PUSTAKA KOMUNIKASI Avant Garde Kumawula: Jurnal Pengabdian Kepada Masyarakat JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia) Syntax Idea Performance : Jurnal Bisnis dan Akuntansi Al-Kharaj: Journal of Islamic Economic and Business Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Manajemen Kesatuan JURMA : Jurnal Program Mahasiswa Kreatif Letters in Information Technology Education (LITE) Jurnal Pengabdian kepada Masyarakat Nusantara Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Abdimas Ilmiah Citra Bakti (JAICB) Jurnal Kajian Ilmiah Dinamika Kerajinan dan Batik : MAJALAH ILMIAH Yumary: Jurnal Pengabdian kepada Masyarakat Jurnal Ilmiah Wahana Pendidikan Journal of Community Development Jurnal Ilmiah Multimedia & Komunikasi Acitya Bhakti Moestopo International Review on Social, Humanities, and Sciences (MIRSHuS) Journal of Research in Instructional Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan PARAHITA : Jurnal Pengabdian kepada Masyarakat Caraka : Indonesia Journal of Communication Indonesian Journal of Innovation Studies Jurnal Visi Komunikasi AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Journal Of Human And Education (JAHE) Jurnal Keuangan dan Perbankan(KEBAN) Jurnal Penyuuhan dan Pemberdayaan Masyarakat (JPPM) Annals of Human Resource Management Research Fikruna : Jurnal Ilmiah Kependidikan dan Kemasyarakatan Edu Society: Jurnal Pendidikan, Ilmu Sosial dan Pengabdian Kepada Masyarakat el-Buhuth: Borneo Journal of Islamic Studies Jurnal Signal NUSANTARA: Jurnal Pengabdian Kepada Masyarakat ADINDAMAS: Jurnal Pengabdian Kepada Masyarakat International Journal Administration, Business & Organization Sewagati: Jurnal Pengabdian Masyarakat Indonesia Jurnal Manajemen dan Teknologi Rekayasa Innovative: Journal Of Social Science Research Amkop Management Accounting Review (AMAR) Harmoni: Jurnal Ilmu Komunikasi Dan Sosial INASJIF IIJSE VISA: Journal of Vision and Ideas Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam RESLAJ: Religion Education Social Laa Roiba Journal CONVERSE Journal Communication Science Garina Realisasi: Ilmu Pendidikan, Seni Rupa dan Desain Ekspresi: Publikasi Kegiatan Pengabdian Indonesia Jurnal Kawistara Journal of Ekonomics, Finance, and Management Studies Dinamika Kerajinan dan Batik: Majalah Ilmiah Jurnal Pengabdian Kepada Masyarakat Indonesia
Kokom Komariah
Program Studi Hubungan Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Neuroscience Nursing Physics Public Health Social Sciences Other

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Analisis Distress Dengan Menggunakan Metode Altman Z-Score Pada Dua BUMN Terdaftar Di Bursa Efek Indonesia Tahun 2020-2022 Komariah, Kokom; Kusuma, Indra Cahya; Didi, Didi
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 11 (2024): Jurnal Ilmiah Wahana Pendidikan 
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.12664491

Abstract

Kesulitan keuangan adalah hal yang biasa terjadi dalam organisasi. Beberapa badan usaha milik negara, terutama Asuransi jiwasraya (persero) dan PT Garuda Indonesia (persero) Tbk, membukukan kerugian. Perusahaan Wakita Karya (Persero) Tbk. Dengan perkiraan nilai tukar Rp14.000 per dolar AS, rugi bersih PT Garuda Indonesia mencapai Rp23,37 triliun pada September 2021, naik dari U$1,07 miliar pada September 2020; PT Waskita Karya (persero) Tbk menjelaskan penurunan kerugian pada kuartal I tahun 2022. Penelitian ini menggunakan teknik Altman Z-Score untuk mendeskripsikan data secara kuantitatif. Data sekunder dari Bursa Efek Indonesia, termasuk laporan keuangan seluruh BUMN tahun 2020 dan 2022, digunakan untuk analisis ini. Hasil penelitian menunjukkan bahwa teknik Altman Z-score dalam menghitung kebangkrutan menyebabkan kesulitan pada PT Garuda Indonesia pada tahun 2020. Begitu pula dengan PT Garuda Indonesia yang masih dalam kondisi distress pada tahun 2021 dan masuk dalam kondisi grey area pada tahun 2022, sedangkan PT Waskita Karya Tbk masuk dalam kondisi baru. kondisi distress pada tahun 2020, masuk ke zona aman pada tahun 2021, dan kembali pada kondisi distress pada tahun 2022.
Analisis Likuiditas, Tax Avoidance, Pertumbuhan Penjualan dan Pertumbuhan Laba Terhadap Nilai Perusahaan: Studi Keuangan pada Perusahaan Subsektor Tekstil dan Garmen yang Terdaftar di Bursa Efek Indonesia Tahun 2022 Resti Yunisa; Dicky Jhoansyah; Kokom Komariah
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 11 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i11.3121

Abstract

The aim of this research is to find out how the influence of Liquidity, Tax Avoidance, Sales Growth and Profit Growth on Company Value is described. The population in this research is textile and garment sub-sector companies listed on the Indonesia Stock Exchange for the 2022 period. The method used is a quantitative method with an associative descriptive approach. With a total sample of 19 with saturated sampling. Using secondary data collection techniques and descriptive statistical analysis, classic assumption tests with normality test, multicollinearity test, heteroscedasticity test, coefficient of determination, multiple correlation coefficient, multiple linear regression test, partial test (t) and simultaneous test (f). The statistical results of the f test (Simultaneous Test) show that there is a simultaneous and significant influence of the variables Liquidity, Tax Avoidance, Sales Growth, Profit Growth on Company Value. Based on the statistical results of the t test (partial test), liquidity has a negative and significant effect on Company Value. Meanwhile, Tax Avoidance has a positive and insignificant effect on Company Value. Furthermore, Sales Growth has a positive and significant effect on Company Value. And Profit Growth has a negative and insignificant effect on Company Value.
Analisis Green Marketing Terhadap Green Online Purchase Intentions Melalui Green Trust Sebagai Variabel Mediasi Reina Riswanti Pertiwi; Kokom Komariah; Dicky Jhoansyah
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 11 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i11.3822

Abstract

Green marketing has now become an alternative strategy that can increase value for the company's business. Green trust that runs well to succeed green marketing and there will also be green online purchase intention for consumers. This study aims to determine whether Green Marketing affects Green Online Purchase Intention through Green Trust as a mediating variable on The Body Shop products in Sukabumi City. The sample of this study amounted to 200 respondents with SEM analysis techniques using AMOS software version 22. The results of this study indicate Green Marketing has a significant effect on Green trust, Green Trust does not have a significant effect on Green Online Purchase Intention, and Green Trust can mediate the relationship between Green Marketing and Green Online Purchase Intention for The Body Shop consumers in Sukabumi City.
Analisis E-Service Quality Terhadap Online Repurchase Intention dengan E-Trust Sebagai Variabel Mediasi Nurcahya Kamila, Adinda Sofie; Komariah, Kokom; Saori, Sopyan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 11 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i11.4239

Abstract

E-commerce service performance is very flexible, where users cannot ensure that the online store provides the best service (e-service quality), so this must be considered by every e-commerce because excellent service quality will increase user e-trust thereby creating online repurchase intention. The purpose of this study is to determine the effect of e-trust in mediating the relationship between e-service quality and online repurchase intention. The method used in this research is quantitative method with descriptive and verificative approach. The population in this study were residents of Sukabumi City with an age range of 15-49 years. The sample of this study amounted to 200 respondents who were then analyzed using SEM (Structural Equation Modeling) techniques with the help of IBM SPSS AMOS version 24. The results of data processing show that e-service quality has a significant effect on e-trust with a Critical Ratio (CR) value of 9.552> 1.65 (the value on the t-table for a significance level of 5% is 1.65). E-trust has a significant effect on online repurchase intention with a CR value of 4.021> 1.65 (the value on the t-table for a significance level of 5% is 1.65). And e-trust successfully mediates the relationship between e-service quality and online repurchase intention with a value of 2,954.
Analisis Tingkat Kepuasan Mahasiswa Terhadap Kualitas Layanan Akademik di Fakultas Ekonomi dan Bisnis Islam IAIN Samarinda Komariah, Kokom; Tikawati, Tikawati
el Buhuth: Borneo Journal of Islamic Studies el Buhuth: Borneo Journal of Islamic Studies, 3(2), 2021
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (Center for Research and Community Services), Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (456.786 KB) | DOI: 10.21093/el-buhuth.v3i2.3235

Abstract

This study aims to describe the analysis of the level of student satisfaction with service quality at the Faculty of Economics and Islamic Business, IAIN Samarinda. This research was conducted by distributing questionnaires to 120 students of class 2017 Islamic Economics Department, Faculty of Economics and Islamic Business, IAIN Smarinda, in order to obtain primary data, namely direct information from respondents about what they felt was satisfaction in getting services at the Department of Economics, FEBI IAIN Samarinda. The questionnaire in this study was taken randomly and divided into 5 aspects of customer satisfaction, namely tangible, reliability, responsibility, assurance, empathy and information system aspects. The findings in this evaluation study indicated that the tangible aspect was felt satisfied by the majority of students. Likewise, the aspects of reliability, responsibility, assurance, empathy, and information system were felt satisfied by the majority of students. Even so, there are several aspects of each variable that need to be improved because there are many students who feel dissatisfied and even dissatisfied with the services provided.
Analisis Distribusi Pendapatan serta Kesejahteraan Ekonomi Menurut Persfektif Ekonomi Islam di Kampung Nelayan Manggar Baru Balikpapan Propinsi Kalimantan Timur Komariah, Kokom; Yuliani, Irma
el Buhuth: Borneo Journal of Islamic Studies el Buhuth: Borneo Journal of Islamic Studies, 6(1), 2023
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (Center for Research and Community Services), Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21093/el-buhuth.v6i1.7490

Abstract

Penelitian ini dilakukan pada bulai April – Juni 2023. Tujuan penelitian ini untuk mengetahui besarnya pendapatan keluarga para nelayan di Kampung Nelayan Manggar baru Balikpapan propinsi Kalimantan Timur, mengetahui pola distribusi pendapatan diantara keluarga para nelayan di Kampung Nelayan Manggar Baru, dan untuk mengetahui Tingkat kesejahteraan Ekonomi menurut Persfektif Ekonomi Islam diantara para keluarga nelayan dikampung Nelayan Manggar Baru Balikpapan Propinsi Kalimantan Timur. Data Metode yang digunakan dalam penelitian ini ialah memakai tekhnik analisis regresi linier berganda. Analisis ini berguna menguji adanya pengaruh antara variabel independena dengan variabel dependen dan menggunakan program computer (software) SPSS versi 23. Sampel diambil denagn Metode Simple Random melalui Observasi dan wawancara langsung dengan responden dan menggunakan Kuisioner. Distribusi pendapatan dianalisis denagn Rasio Konsentrasi Gini dan Kurva Lorenz. Tingkat kesejahteraan di ukur dengan cara membandingkan pendapatan per kapita dengan standar garis kemiskinan. Hasil Penelitian menunjukkan Pendidikan secara parsial berpengaruh signifikan terhadap kesejahteraan menurut presfektif ekonomi Islam di Kampung Nelayan Manggar Baru Balikappan Provinsi Kalimantan Timur dapat diketahui thitung sebesar 6,734> ttabel 1,98498 dengan signifikan sebesar 0,000< 0,05. 0,994 > 0,05. Kesejahteraan secara parsial berpengaruh signifikan terhadap kesejahteraan Pendapatan secara parsial tidak berpengaruh signifikan terhadap kesejahteraan menurut presfektif ekonomi Islam di Kampung Kampung Nelayan Manggar Baru Balikappan Provinsi Kalimantan Timur, dapat diketahui diketahui thitung sebesar 0,007 < ttabel 1,98498 dengan signifikan sebesar menurut presfektif ekonomi Islam di kampung Nelayan Manggar Baru Balikappan Provinsi Kalimantan >Ftabel.2,70. Pendapatan Keluarga dan pendapatan per kapita tersebut jika disetarakan dengan Timur, dapat diketahui thitung sebesar 2,132 > ttabel 1,98498 dengan signifikan sebesar 0,036 < 0,05. Pendidikan, Pendapatan dan Kesejahteraan secara simultan berpengaruh signifikan terhadap kesejahteraan menurut presfektif ekonomi Islam di kampung Nelayan Manggar Baru Balikappan Provinsi Kalimantan Timur, hasil dari nilai signifikansi 0,000 < 0,05 dan Fhitung 24,286. Pendapatan Keluarga dan pendapatan per kapita tersebut jika disetarakan dengan harga beras (harga beras Rp 13.800,00 per kilo gram). Didapatkan Rp 228.263 kilo gram beras untuk pendapatan keluarga dan 2.283,63 kilo gram untuk pendapatan per kapita. Pernyataan dengan beras ini diperlukan untuk membandingkan pendapatan per kapita. Distribus pendapatan keluarga nelayan di Kampung Manggar baru Balikpapan cukup merata ketimpangan tinggi Hasil Perhitungan menjukkan nilai GCR – 88,38 yang berarti pendapatan diantara di Kampung Nelayan Manggar Baru Balikpapan Kaltim cukup merata ketimpangan tinggi atau besar. Dan dengan demikian bahwa para nelayan di Kampung Nelayan Manggar Baru termasuk kedalam dibawah standar kemiskinan atau tidak sejahtera.
Analisis Electronic Word of Mouth Terhadap Purchase Intention Melalui Brand Image Sebagai Variabel Mediasi: Survey pada Konsumen Produk Baju Brand Nevada di Kota Sukabumi Riana Aulia R; Kokom Komariah; Faizal Mulia Z
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 11 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i11.3495

Abstract

This study aims to determine how much influence electronic word of mouth has on purchase intention through brand image as a mediating variable. The method used in this study is an associative method with a quantitative approach. The population in this study were Sukabumi City Residents, using the Cluster sampling method. This study was conducted by distributing online questionnaires to 125 respondents. The data analysis technique used in this study is Structural Equational Modeling (SEM) with the help of data processing using SmartPLS 3.2.9 software. The results of this study indicate that electronic word of mouth has a positive and significant effect on brand image, electronic word of mouth has a positive and significant effect on purchase intention, and brand image mediates positively and significantly the relationship is not effective between electronic word of mouth and purchase intention.
Analisis Experiential Marketing Terhadap Customer Loyalty Melalui Customer Engagement Sebagai Variabel Mediasi Siti Amanah; Kokom Komariah; R. Deni Muhammad Danial
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 11 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i11.4500

Abstract

ABSTRACT. This study aims to determine the description and influence of experiential marketing, customer engagement on customer loyalty in Oppo consumers. The research method used is a quantitative research research method with a causal descriptive approach. The objects in this study are experiential marketing, customer engagement, and customer loyalty. The population in this study were residents of the city of Sukabumi who made purchases on Oppo products. The sample used in this study amounted to 165 respondents who were taken based on Hair J theory which says that determining the number of samples depends on the number of indicators multiplied by 5 to 10. The sampling technique used is probability sampling technique, namely stratified random sampling. The data collection techniques used in this research are observation, interviews, literature study, documentation and questionnaire distribution. The data analysis technique used is Structural Equation Modeling (SEM) using partial least square (PLS). Keywords: Experiental Marketing; Customer Engagement; Customer Loyalty ABSTRAK. Penelitian ini bertujuan Untuk mengetahui gambaran dan pengaruh experiential marketing, customer engagement terhadap customer loyalty pada konsumen Oppo. Metode penelitian yang dilakukan adalah metode penelitian penelitian kuantitatif dengan pendekatan deskriptif kausal. Objek dalam penelitian ini adalah experiential marketing, customer engagement, dan customer loyalty. Populasi pada penelitian ini adalah warga kota sukabumi yang melakukan pembelian pada produk Oppo. Sampel yang digunakan pada penelitian ini berjumlah 165 responden yang diambil berdasarkan teori Hair J yang mengatakan bahwa menentukan jumlah sampel tergantung pada jumlah indikator yang dikali 5 hingga 10. Teknik sampling yang digunakan yaitu teknik probability sampling yaitu stratified random sampling. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah observasi, wawancara, studi pustaka, dokumentasi dan penyebaran kuisioner. Teknik analisa data yang digunakan yaitu Structural Equation Modeling (SEM) dengan menggunakan parsial least square (PLS) Kata Kunci : Experiental Marketing; Customer Engagement; Customer Loyalty
Analisis Hubungan Antar Manusia dan Lingkungan Kerja Fisik Terhadap Etos Kerja Asrori Muhtarom; Faizal Mulia Z; Kokom Komariah
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 12 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i12.4726

Abstract

The purpose of this study is to describe human relations, physical work environment, and work ethic. Then to analyze the effect of human relations, physical work environment on employee work ethic at Perumda Air Minum Tirta Jaya Mandiri Sukabumi Regency. This study uses associative research methods with a quantitative approach. The population is all employees of Perumda Air Minum Tirta Jaya Mandiri totaling 58 people using saturated sampling. The type of data used is primary and secondary data, the measurement of this study using a semantic differential scale. In this research analysis technique, namely using validity test, reliability test, correlation coefficient analysis, coefficient of determination analysis, multiple linear regression analysis, research model testing (F test), and hypothesis testing (T test). Based on the results of the study, it is obtained that the relationship between the variables of Human Relations and the Physical Work Environment on Work Ethic is 0.874, including the criteria for a very strong relationship, the magnitude of the influence of Human Relations on Work Ethic is 0.667, and the magnitude of the influence of the Physical Work Environment on Work Ethic is 0.615 or 76.4% while the remaining 23.6% is influenced by other factors not included in this study.
Viral Marketing on Hanasui Purchase Decisions: The Mediating Role of Brand Awareness Saputri, Wawa Nazwa; Komariah, Kokom; Saori, Sopyan
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 19, No. 6 : Al Qalam (November 2025)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v19i6.5140

Abstract

This study aims to analyze the influence of Viral Marketing on the purchase decision of Hanasui skincare products, with Brand Awareness as a mediating variable. The research focuses on students of Universitas Muhammadiyah Sukabumi (UMMI) who are users of Hanasui skincare products. A quantitative approach was employed using an associative descriptive method. Data were collected through questionnaires distributed to 200 respondents selected using probability sampling techniques. The data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method, version 3. The results show that Viral Marketing has a significant influence on Brand Awareness, with a path coefficient value (O = 0.855), a t-statistic of 32.25 (>1.654), and a p-value of 0.000 (< 0.05). Furthermore, Brand Awareness was found to have a significant influence on purchase decisions, with a path coefficient (O = 0.574), a t-statistic of 5.894 (> 1.654), and a p-value of 0.000 (<0.05). Additionally, Brand Awareness significantly mediates the relationship between Viral Marketing and purchase decisions, with an indirect effect value (O = 0.491), a t-statistic of 5.908 (>1.654), and a p-value of 0.000 (<0.05). In conclusion, an effective Viral Marketing strategy can enhance Brand Awareness, which in turn contributes to increased purchase decisions of Hanasui skincare products among UMMI students.
Co-Authors Aat Ruchiat Nugraha Aat Ruchiyat Nugraha Abdullah Zaky Acep Samsudin Ade Kadarisman Afifah, Fitriani Afriani, Nevi Afriani Agung Vitara Darma Agus Rahmat Agus Rahmat Agustiani, Marshantia Agustiani, Rayhani Ahmad Suryadi, Ahmad Ahmad Syarif Akbar Al Masjid Alamsyah, Sustari Alfian Romadhoni Alghiffari, Mohammad Fikri Amelia, Reski Amelinda Vindrayani Fuad Andira, Firani Dias Andri Yanto Andri Yanto Andriyani Angga Maulana Anggi Talisa Permatasari Siahaan Annisa Wulandari Anugrah, Rafa Anwar Sani Aprilia Rachma Aprilianty, Anisa Arrazi, M Adam Asep Muhamad Ramdan Asriyanik . Asrori Muhtarom Aufa Salwa Hidayat Awaliyah, Nanda Putri Aziza, Sintia Fitra Azzahra Adela, Suci Azzahra, Meisyah Badraningsih Lastariwati Brilianti, Grahita Prisca Centurion Chandratama Priyatna Centurion Chandratama Priyatna Citradewi, Any Damayanti, Marla Danendra, Rafi Dede Rosyada Dede Sri Kartini Desi, Desi Fitriah Diah Fatma Sjoraida Diah Sri Rejeki Dian Fitriani Dian Wardiana Sjuchro Dicky Jhoansyah Didi Didi, Didi Dini Kartika dini kartika Dwi Gusti Ayu Efa Aufa Azqia Efi Fadillah El hanifa, Zia Farhana Elsa Nurlatifa Elvinaro Ardianto Encang Saepudin Ermawan, Muhammad Rifa Erry Sunarya Evelyne Alifia Sekarputri Evi Novianti Evi Novianti Exacta, Egivzi Arya Fadillah, Siti Aulia Faizal Mulia Z Fajar Syuderajat Fajar Syuderajat Fazrin, Fauzi Ikhsan Filda Fatimah Tuzzahrah Firani Dias Andira Firdiena, R. Viera Raina Fujiyanti, Syalma FX. Ari Agung Prastowo Ghea Gizha Giffani Gumgum Gumilar Gumilang, Cahaya Gunawan, Meilani Hafizhah Zuhri Hamzah Ali Yumar Hanny Hafiar Heny Kusuma Widyaningrum Hermawati, Irma Heru Ryanto Budiana Hestiana, Sisika Hidayat, Wahyu Nur Nur Ibnu Hamad Ibrahim, Muhammad Taufik Ike Rachmawati Indra Cahya Kusuma Iriana Bakti Irvan, Moh. Farizqo Iswan iwan koswara, iwan Jalaludin Jalaludin Jimi Narotama Mahameruaji Juliansyah, Aris Kapti Riyani Khaerunnisa, Salma Khalida Yusria KIMSEN, KIMSEN Kinanti Sasi Kirana Kristianto, Rio Kurnia Lucky Fadillah Leonita Siwiyanti Lilis Puspitasari Listiawati, Hana Putri Listiawati, Pika Lukiati Komala Erdinaya Lukiati Komalasari Lusi Susilawati M. Arief Ramdhany Marshantia Agustiani Mashudi Mashudi Masyitoh Maudi, Putri Rahma Meilianti Rona Asmara Melati, Putri Muhamad Arfi Annafidin Muhammad Hidayat Nur Wahid Muhammad Iksan Sopian Muhammad, Mukhlis Muharrom, Ibnu Muhbib Abdul Wahab Muhtarom, Asrori Mukhlis, Muhammad Munandar, Wita Aulia Mutoharoh muty, yusran Nanda Putri Awaliyah Nasution, Novrida Elfiani Neneng Yani Yuningsih Nor Norisanti Norma Yunita Nur Fitri Indriani Nurani, Inten Nuranisa, Dita Rizki Nurcahya Kamila, Adinda Sofie Nurmala, Resa Nurmalia Lusida Nurmaya Prahatmaja Nurmillah, Risma Nurul Fitriani Nurul Hermawan Alamsyah Nuryadin, M Birusman Pambudi, Januar Eky Parno Parno Pasha, Nazhira Nur Patricia, Yolanda Perdana Suteja Putra Pitriani, Elsa Priyo Subekti Priyo Subekti Priyo Subekti Purnama, Elita Candra Putri, Amelia R Deni Muhammad Danial Raffi, Muhammad Rahmadina, Alifia Rahmat, Khansa Thifal Raihan Naufal Rusmanan, Muhammad Ranissa Azahra Reina Riswanti Pertiwi Renaldy Sulaeman Resa Nurmala Resti Yunisa Retasari Dewi, Retasari Revinaldi, Revinaldi Riana Aulia R Rifansah, Muhammad Ridho Riska Riska Riska Riska Rismawati, Rika Rizky, Nu Putri Novia Rositawati, Neng Rosmalianda Aprilia Rosyadi, Ayatullah Rosyadi, Puji Atesya Saeful Bahri Sahira, Winda Syifa Salsabila, Syahla Nazmi Santi Susanti Santi Susanti, Santi Saputri, Wawa Nazwa Shafira Yasmin Nandini Shelvy Delia Sari Simanjuntak, Cathrin Pebruanty Siska Hestiana Siti Aisyah Siti Khoeriyah Sopyan Saori Subarkah, Abdul Ilham Sukesna, Rifa Amalia Sumarlam Sumarlam, Sumarlam Sumarwati Sunarya, Erry Susanne Dida Susie Perbawasari Syamaila, Dreisagara Alna Syauqy Lukman Syifa Sharifa Rahmadani Tanti Nur Apriani Teddy Kurnia Wirakusumah Tetty Sufianty Zafar Tien Setyaningtyas Tikawati Tikawati, Tikawati Toto Sugito Trie Damayanti Utang Suwaryo Wahyudi, Falsa Shakira Wawan Setiawan Wildan Maulana Firdaus Willy Andro Denelsen Tamba Yanti Setianti Yuliani, Irma Yunita Sari Zhahirin, Muhamad Nujjiya