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All Journal Monex: Journal of Accounting Research IJEBD (International Journal Of Entrepreneurship And Business Development) Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship International Journal of Business, Economics, and Social Development Interdisciplinary Social Studies Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Humanities Education and Social Sciences Journal of Social Science Return : Study of Management, Economic and Bussines Journal Research of Social Science, Economics, and Management IIJSE Journal of Bussines Management Basic Jurnal Ekonomi, Manajemen, Akuntansi
Soesanty Maulany
Universitas Swadaya Gunung Jati
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Other

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The Influence Of Youtube Advertising And Brand Awareness On Buying Interest In Honda Scoopy Motorbikes At Pt Astra Motor Honda Cirebon Branch Siti Nurlaela; Sony Sony Basrizal; Soesanty Maulany
Journal Of Social Science (JoSS) Vol 3 No 5 (2024): JOSS : Journal of Social Science
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/joss.v3i5.308

Abstract

The purpose of this study is to examine how brand awareness and YouTube advertising affect consumers' inclination to purchase Honda Scoopy motorcycles from the PT Astra Motor Honda Cirebon Branch. Utilizing a survey approach, quantitative research methodology is applied. Questionnaires were sent to 150 respondents who were considering purchasing Honda Scoopy motorcycles in Cirebon in order to gather data. According to the results of a regression analysis, creative and informative YouTube advertising has the ability to pique customers' interests and has a favorable and significant impact on purchase intention. Additionally, it has been demonstrated that brand awareness positively and significantly influences buy intention; this means that consumers' purchase intentions are higher when brand awareness is higher. In conclusion, brand awareness and YouTube advertising work together to significantly impact consumers' intentions to buy Honda Scoopy motorcycles in Cirebon. PT Astra Motor Honda is advised to continue to improve the quality of advertisements on YouTube and strengthen branding strategies to increase consumer buying interest.
The Effect of Product Innovation and Product Differentiation on Competitive Advantage: Evidence from Rattan MSMEs in Cirebon Regency Muhammad Bintang Fathud Difa; May Dedu; Soesanty Maulany
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.v5i6.19111

Abstract

Rattan MSMEs in Cirebon Regency play a strategic role in supporting the local economy, employment, and the preservation of traditional handicrafts. However, increasing market competition, changing consumer preferences, and the demand for unique and high-quality products require these businesses to continuously strengthen their competitive advantage. Product innovation and product differentiation are widely recognized as important strategies for improving business performance and sustaining competitiveness in dynamic markets. This study aims to analyze the influence of product innovation and product differentiation on the competitive advantage of rattan MSMEs in Cirebon Regency. The research uses a quantitative method with an associative approach. The sample was determined through a purposive sampling technique with a total of 102 respondents. Data were collected using a Likert scale questionnaire and analyzed using multiple linear regression through SPSS. The results showed that product innovation had a positive but not significant effect on competitive advantage, while product differentiation had a positive and significant effect and became the most dominant variable. Simultaneously, both variables had a significant effect on competitive advantage. These findings indicate that the competitiveness of rattan MSMEs is more strongly influenced by the ability to create product differentiation, while product innovation needs to be further enhanced to generate a stronger impact. This research provides practical implications for MSMEs in developing effective strategies to strengthen sustainable competitive advantage.
The Influence of Online Service Quality and Consumer Trust On Shopee E-Commerce Customer Satisfaction in Cirebon City Fernando Yoga Lesmana; May Dedu; Soesanty Maulany
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.v5i6.19740

Abstract

The rapid growth of e-commerce has intensified competition among online shopping platforms, making customer satisfaction a critical factor for sustaining business competitiveness. Online service quality and consumer trust are widely recognized as key determinants of customer satisfaction in the digital marketplace. This study aims to analyze the influence of online service quality and consumer trust on Shopee customer satisfaction in Cirebon City. This research employed a quantitative method with an associative approach. The study involved 120 Shopee users in Cirebon City selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The results indicate that online service quality and consumer trust have a positive and significant effect on customer satisfaction, both partially and simultaneously. Consumer trust was found to have a more dominant influence on customer satisfaction than online service quality. These findings provide useful insights for e-commerce providers, particularly Shopee, in improving service quality and strengthening consumer trust to enhance customer satisfaction.
Co-Authors Aang Curatman Auliya Safitri Dera Eka Safitri Elang Handika Kartawinata Elsa Nurul Aliana Fadel Muhamad Fernando Yoga Lesmana Gina Caesya Anugrah Harianto Harianto Hary Siswanto M. Sarudin May Dedu Misbak Mohamad Ikbal Santoso Muhammad Bintang Fathud Difa Muhammad Santoso Muhammad Santoso Nauval Ramadhan Nihayah Yustika Sari Nindi kusnaedi Ninik Isropiani Nurohmah Panca Nugraha Ramlah Puji Astuti Ramlah Puji Astuti Ramlah Puji Astuti Rara Indah Oktaviani Rizki Rizki Salis Naelal Asrifa Salman Alfarizi Shofiullah Shofiullah Siska Ernawati Fatimah Siti Amanah Siti Nurlaela Sony Sony Basrizal Triyana Aldi Saprudin Yuli Indriyani Yusuf Yusuf Zahwa Shofiyaturrahmah