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All Journal Jurnal Pendidikan Vokasi Jurnal Kependidikan: Penelitian Inovasi Pembelajaran Sosiohumaniora JKMS : Jurnal Ilmu Komunikasi 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 Chimica et Natura Acta SOSIOHUMANIKA MetaCommunication; Journal Of Communication Studies Journal of Economic, Bussines and Accounting (COSTING) EKONOMIS : Journal of Economics and Business Home Economics Journal 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 Manuju : Malahayati Nursing Journal 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 Dinasti International Journal of Education Management and Social Science 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) 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 Moestopo International Review on Social, Humanities, and Sciences (MIRSHuS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Research in Instructional Indonesian Journal of Educational Research and Technology (IJERT) PARAHITA : Jurnal Pengabdian kepada Masyarakat Caraka : Indonesia Journal of Communication Indonesian Journal of Innovation Studies Jurnal Visi Komunikasi 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 Sewagati: Jurnal Pengabdian Masyarakat Indonesia 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 Jurnal Kawistara Journal of Ekonomics, Finance, and Management Studies Dinamika Kerajinan dan Batik: Majalah Ilmiah
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 Neuroscience Nursing Physics Public Health Social Sciences Other

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Transferable critical thinking skills of culinary and fashion students in educational practical activities at Vocational Schools Komariah, Kokom; Rahmawati, Fitri; Asiatun, Kapti; Nurlita, Asri Andarini; Minarni, Maize Lina; Simaremare, Perawati
Jurnal Kependidikan: Penelitian Inovasi Pembelajaran Vol 8, No 1 (2024)
Publisher : Directorate of Research and Community ServiceUniversitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jk.v8i1.73121

Abstract

Efforts to continually develop the potential and skills of future teachers are crucial due to the increased demands placed upon them. This study aimed to examine the critical thinking abilities of students engaged in educational practice within vocational high schools, elucidating the challenges they encountered and proposing requisite strategies for surmounting them. Employing a quantitative descriptive approach, this research utilized surveys and focus group discussions (FGDs) as data collection instruments, validated through content validity measures. The study employe   ,;d students from the Department of Food and Clothing Education at the Faculty of Engineering, Universitas Negeri Yogyakarta, participating in Educational Practices within the Tourism Group Vocational High School, alongside tutor teachers guiding them. Analysis revealed that students exhibited commendable levels of critical thinking, evidenced by their adeptness in identifying information within the school environment, searching for information to analyze prevailing issues, and discerning various problems. Notably, the predominant obstacle impeding critical thinking proficiency was Sociocentrism, with a notable majority (61.64%) identifying unwarranted assumptions stemming from mass media sources (41.10%), and relativism due to deficient literacy skills, leading to closed-mindedness (31.51%).
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 (In Progress 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.
Analysis of Shopee Live Discount Vouchers and Sales Promotions on Impulse Buying at Madam Gie Through Content Marketing as a Mediating Variable (A Study on Gen Z Shopee Users in Sukabumi City) Hermawati, Irma; Danial, R. Deni Muhammad; Komariah, Kokom
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 19, No. 6 : Al Qalam (In Progress 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.v19i6.5673

Abstract

The advancement of digital technology and the rising popularity of live streaming features on e-commerce platforms have significantly altered consumer behavior, particularly among Generation Z. Shopee, as the most widely used marketplace by Gen Z in Indonesia, offers Shopee Live, a feature that combines real-time promotional discounts with engaging content. One local cosmetic brand that actively utilizes this feature is Madam Gie. This study aims to examine the influence of voucher discounts and sales promotion on impulse buying behavior among Gen Z Shopee users in Sukabumi, with content marketing as a mediating variable. A quantitative research approach was employed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). Data were collected from 200 respondents who had made at least one purchase on Shopee within the last three months. The results reveal that both voucher discounts and sales promotion significantly and positively influence impulse buying behavior. Furthermore, content marketing plays a significant mediating role, and strengthening the effect of promotional strategies on impulsive purchase decisions.
Word of Mouth Sebagai Upaya Promosi Batik Sumedang oleh Pengrajin Batik Subekti, Priyo; Hafiar, Hanny; Komariah, Kokom
Dinamika Kerajinan dan Batik: Majalah Ilmiah Vol. 37 No. 1 (2020): Dinamika Kerajinan dan Batik : Majalah Ilmiah
Publisher : Balai Besar Standardisasi dan Pelayanan Jasa Industri Kerajinan dan Batik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22322/dkb.v37i1.5308

Abstract

Perkembangan batik di Indonesia menunjukan peningkatan yang positif, imbasnya pada peningkatan pertumbuhan ekonomi yang mampu menyumbang devisa negara melalui ekspor. Saat ini trend masyarakat kembali pada batik lokal yang memiliki muatan lokal salah satunya adalah Batik Kasumedangan. Batik Kasumedangan bisa menjadi media informasi yang berisi rekam jejak visual budaya lokal daerah Sumedang bagi generasi muda dan kelompok masyarakat luar Sumedang mengenai nilai-nilai luhur dalam budaya Sumedang,   sehingga dapat menjembatani pewarisan nilai-nilai luhur budaya kepada generasi muda sekaligus sebagai pelestarian budaya itu sendiri. Sebagai salah satu produk budaya, batik Sumedang diharapkan dapat menjadi salah satu identitas lokal masyarakat Sumedang. Metode yang digunakan adalah metode deskriptif dengan pencarian data menggunakan wawancara mendalam dan observasi. Saat ini industri batik di daerah Sumedang sudah mulai menunjukkan keaktifan dalam mempromosikan batik khas daerah lokal dalam hal ini adalah Sanggar Batik Umimay. Promosi yang dilakukan meliputi pameran, simposium batik, dan membuka stand di mal. Namun jika dilihat dari hasil penjualan, strategi tersebut belum optimal. Maka Sanggar Batik Umimay lebih menyukai promosi batik dengan menggunakan word of mouth promotion yang di rasa lebih murah dalam segi biaya dan lebih berdampak dalam segi penjualan.Para pembeli batik tulis yang notabene harganya lebih mahal dibandingkan batik printing memiliki pengelaman langsung memakai batik sebagai fashion kemudian membagikan informasi mengenai pengalamannya ke jaringan sosial seperti keluarga, teman dan lingkungan pekerjaan.
Analysis of Food Vlogger Content Creativity on Consumer Buying Interest with Viral Marketing as a Mediation Variable (Survey on Sukabumi Culinary Followers on Instagram) Aziza, Sintia Fitra; Komariah, Kokom; Nurmala, Resa
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 19, No. 6 : Al Qalam (In Progress 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.v19i6.5675

Abstract

Information and communication technology has deeply ingrained in people's lives. It's as if people now live "dependently" and feel confused when they're far from technology, better known as social media. This study aims to analyze the impact of food vlogger content creativity on consumer purchasing interest, with viral marketing as a mediating variable. The research method used is a quantitative research method with an associative descriptive approach. The objects of this study are content creativity, viral marketing, and consumer purchasing interest. The population in this study were Sukabumi Culinary followers on Instagram. The sampling technique used was a probability sampling technique of simple random sampling, resulting in a sample of 225 respondents. The data collection technique used in this study was a questionnaire distribution using Google Forms. The data analysis technique used was Structural Equation Modeling (SEM) using partial least squares (PLS). The results showed that content creativity has a significant influence on consumer purchasing interest of 3,953. In addition, it was found that viral marketing plays a significant mediating variable in the relationship between content creativity and consumer purchasing interest of 10,661.
Co-Authors Aat Ruchiat Nugraha Aat Ruchiyat Nugraha Acep Samsudin Ade Kadarisman Afifah, Fitriani Afriani, Nevi Afriani Agung Vitara Darma Agus Rahmat Agustiani, Marshantia 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 Ayulestari Noer Anugrah, Rafa Anwar Sani Aprilianty, Anisa Arrazi, M Adam Asep Muhamad Ramdan Asri Andarini Nurlita Asriyanik . Asrori Muhtarom Aufa Salwa Hidayat Awaliyah, Nanda Putri Ayulestari, Devi Aziza, Sintia Fitra Azzahra Adela, Suci Badraningsih Lastariwati Centurion Chandratama Priyatna Centurion Chandratama Priyatna Citradewi, Any Damayanti, Marla Dede Rosyada Dede Sri Kartini Desi, Desi Fitriah Diah Fatma Sjoraida Diah Sri Rejeki Dian Fitriani Dicky Jhoansyah Didi Didi, Didi Dini Kartika dini kartika Dwi Gusti Ayu Efa Aufa Azqia El hanifa, Zia Farhana Elsa Nurlatifa Elvinaro Ardianto Encang Saepudin Ermawan, Muhammad Rifa Erry Sunarya Evi Novianti Evi Novianti Exacta, Egivzi Arya Fadillah, Kurnia Lucky Faizal Mulia Z Fajar Syuderajat Fajar Syuderajat Fazrin, Fauzi Ikhsan Filda Fatimah Tuzzahrah Firani Dias Andira Firdiena, R. Viera Raina Fitri Rahmawati Fujiyanti, Syalma FX. Ari Agung Prastowo Ghea Gizha Giffani Gumgum Gumilar Gunawan, Meilani Hafizhah Zuhri Hamzah Ali Yumar Hanny Hafiar Heny Kusuma Widyaningrum Hermawati, Irma Herminarto Sofyan 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 Asiatun Kapti Riyani Khaerunnisa, Salma Khalida Yusria KIMSEN, KIMSEN Kinanti Sasi Kirana Kristianto, Rio Leonita Siwiyanti Lilis Puspitasari Listiawati, Pika Lukiati Komala Erdinaya Lukiati Komalasari Lusi Susilawati M.Ramdan, Asep Marifa Kurniasari Marshantia Agustiani Mashudi Mashudi Masyitoh Meilianti Rona Asmara Melati, Putri Minarni, Maize Lina Muhamad Arfi Annafidin Muhammad Hidayat Nur Wahid Muhammad Iksan Sopian Muhammad, Mukhlis Muhbib Abdul Wahab Muhtarom, Asrori Mukhlis, Muhammad Munandar, Wita Aulia muty, yusran Nabila Maulidina Nanda Putri Awaliyah Nasution, Novrida Elfiani Neneng Yani Yuningsih Nor Norisanti Nur Fitri Indriani Nurani, Inten Nurcahya Kamila, Adinda Sofie Nurmala, Resa Nurmalia Lusida Nurmaya Prahatmaja Nurmilah, Risma Nurmillah, Risma Nurul Fitriani Nuryadin, M Birusman Pambudi, Januar Eky Parno Parno Patricia, Yolanda Pitriani, Elsa Priyo Subekti Priyo Subekti Priyo Subekti Purba, Ayu Permata Sari Putri, Amelia R Deni Muhammad Danial Raffi, Muhammad Rahmadina, Alifia Rahmat, Khansa Thifal Raihan Naufal Rusmanan, Muhammad Reina Riswanti Pertiwi Resa Nurmala Resti Yunisa Restiana, Reza Riana Aulia R Rifansah, Muhammad Ridho Riska Riska Riska Riska Rismawati, Rika Rizky, Nu Putri Novia Rizky, Wulan Amalia Rositawati, Neng Rosmalianda Aprilia Rosyadi, Ayatullah Rosyadi, Puji Atesya Saeful Bahri Sahira, Winda Syifa Santi Susanti Santi Susanti, Santi Saputri, Wawa Nazwa Setyobudi, Adhi Shafira Yasmin Nandini Shelvy Delia Sari Sihombing, Darmawasti Simanjuntak, Cathrin Pebruanty Simaremare, Perawati Siska Hestiana Siti Hamidah Sopyan Saori Subarkah, Abdul Ilham Sugiyono Sugiyono Sulaeman, Renaldy Sumarlam Sumarlam, Sumarlam Sumarwati Sunarya, Erry Susanne Dida Susie Perbawasari Syamaila, Dreisagara Alna Syauqy Lukman Syifa Sharifa Rahmadani Tampubolon, Riris Oktarina Teddy Kurnia Wirakusumah Tien Setyaningtyas Tikawati Tikawati, Tikawati Toto Sugito Trie Damayanti Utang Suwaryo Wawan Setiawan Wildan Maulana Firdaus Willy Andro Denelsen Tamba Yanti Setianti Yuliani, Irma Yunita Sari Zhahirin, Muhamad Nujjiya