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Adil Fadillah
Institut Bisnis dan Informatika Kesatuan
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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Pengaruh Kepercayaan Merek Dan Promosi Penjualan Terhadap Minat Beli Online Di E-Commerce Shopee Dhiya Riska Larasati; Adil Fadillah
Jurnal Informatika Kesatuan Vol 2 No 1 (2022): JIKES Edisi Februari 2022
Publisher : LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (398.121 KB) | DOI: 10.37641/jikes.v2i1.1381

Abstract

In this era, marketing 4.0 was introduced. Marketing that combines conventional and modern types. Marketing 4.0 can be understood like that. In the era of the digital economy, digital interactions are not enough. In fact, it is precisely at a time when the online world is growing that offline touch has become a strong point of differentiation. The purpose of this study is to analyze the Influence of Brand trust and Sales Promotion On Online Buying Interests In E-Commerce Shopee Shopee Case Study in Bogor City. The purpose of this study is (1) To find out the influence of brand trust on buying interests, (2) To know the influence of sales promotions on buying interests, (3) To know the influence of brand trust and sales promotions together affect buying interests. The number of respondents was 120 respondents taken who used Shopee. Processed with SPSS version 25, the results of the study are (1) Brand trust has a partially significant positive influence of 5,187 and greater than t-table ( df=n-k-1 or df=120-3-1=116; α=5%) = 1.65, thus H0 is rejected and H1 is accepted, meaning that there is a positive and significant influence between Brand trust (X1) on Buying Interest (Y), (2) Sales Promotion has a positive and significant influence in total of 5 ... The purpose of this study is to analyze the Influence of Brand trust and Sales Promotion On Online Buying Interests In E-Commerce Shopee Shopee Case Study in Bogor City. The purpose of this study is (1) To find out the influence of brand trust on buying interests, (2) To know the influence of sales promotions on buying interests, (3) To know the influence of brand trust and sales promotions together affect buying interests. The number of respondents was 120 respondents taken who used Shopee. Processed with SPSS version 25, the results of the study are (1) Brand trust has a partially significant positive influence of 5,187 and greater than t-table ( df=n-k-1 or df=120-3-1=116; α=5%) = 1.65, thus H0 is rejected and H1 is accepted, meaning that there is a positive and significant influence between Brand trust (X1) on Buying Interest (Y), (2) Sales Promotion has a positive and significant influence in total of 50,8%. Keywords: Brand trust, Sales Promotion, and Buying Interest.
Pengaruh Celebrity Endorser Dan Social Media Terhadap Minat Beli Mutiara Erliyantina; Adil Fadillah
Jurnal Informatika Kesatuan Vol 2 No 2 (2022): JIKES Edisi Agustus 2022
Publisher : LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jikes.v2i2.1457

Abstract

Nowadays we have entered the digital world, everything possible can be controlled from any place through the internet network with gadget devices / smartphones. It makes it easier for human mobility in daily activities including in the business world, especially in the field of creative economy, so that this phenomenon further strengthens the world towards the direction of the digital economy. For example, we are simply familiar with email, website usage, applications, online product management, and online transactions. The purpose of this study is to analyze the Influence of Celebrity Endorser And Social Media On The Interests of Buying Case Studies On Tokopedia. The purpose of this research is to analyze the influence of Celebrity Endorser tehadap Buy Interest on Tokopedia. To analyze the influence of Social Media on Buying Interests on Tokopedia.And To analyze the social influence of edia and Celebrity Endorser on Buying Interests on Tokopedia The number of respondents is 130 respondents taken who use Tokopedia. Processed with SPSS version 25, the results of the study is Celebrity Endorser has a positive and significant influence on Tokopedia's Buying Interest. Celebrity Endorser has a significant positive effect on Buying Interest indicated by the value of β = 0.184 and p value or sig. = 0.000, Social Media has a positive and significant influence on Tokopedia's Buying Interest. Social Media has a significant positive effect on Buying Interest indicated by the value of β = 0.783 and p value or sig. = 0.021, Celebrity Endorser and Social Media together have a positive and significant influence on Tokopedia's Buying Interests. Based on the test table F obtained the value of F count of 49,668 and table F of 3.07 thus F count greater than F table or (61,862 > 3.07). The R-Square value is 65.9% while the rest is explained by other variables. Keywords: Social Media, Celebrity Endorser, Buying Interest
Implementasi Strategi Direct Marketing Pada Hotel Grand Savero Bogor Eka Nur Saputri; Ani Mekaniwati; Adil Fadillah; Sulistiono Sulistiono
Jurnal Aplikasi Bisnis Kesatuan Vol 3 No 1 (2023): JABKES Edisi April 2023
Publisher : Program Vokasi dan LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jabkes.v3i1.1862

Abstract

ABSTRACT The development of the times causes changes, one of which is the changes that occur in the hospitality business. The high competition in hotels requires every company to be able to carry out promotions. Direct marketing is one type of promotion that can be done in order to compete in the market. The purpose of this research is to find out: 1) how to implement direct marketing at the Grand Savero Bogor hotel. 2) obstacles in carrying out direct marketing promotions at the Grand Savero Bogor hotel 3) efforts to deal with direct marketing obstacles at the Grand Savero Bogor hotel. The results of this study indicate that Hotel Grand Savero Bogor carries out direct marketing promotions by implementing several channels of direct marketing. The channels used are: 1) face-to-face sales; 2) telemarketing; 3) catalog marketing; 4) online marketing; 5) direct mail. There are obstacles in implementing direct, not being able to carry out a sales blitz in the company building if there is no appointment, marketing, namely providing information through incomplete catalogs, unstable internet connections that hinder the promotion process through telemarketing. The efforts that can be made by the Hotel Grand Savero Bogor are by making an appointment before entering the company building where you are going, as soon as possible asking for a mobile phone number to contact to avoid an unstable internet connection and preventing lost business, looking for alternative ways to send a letter of offer. i.e. via WhatsApp. Keywords : Direct Marketing, Sales Promotion, Telemarketing
Penerapan Inovasi Produk Teh pada PT Sila Agri Inovasi Adil Fadillah; Raden Wina Ramadina; Danti Astrini; Soei Khim; Diah Kusumayanti
Jurnal Aplikasi Bisnis Kesatuan Vol. 6 No. 1 (2026): JABKES Edisi April 2026
Publisher : Program Vokasi dan LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jabkes.v6i1.1915

Abstract

Indonesian consumers may be more familiar with specialty coffee. Similar to the marketing of coffee, the global tea industry also promotes specialty tea as a premium product. Specialty tea refers to tea produced through specific cultivation, harvesting, and processing methods to create distinctive characteristics. Currently, many people in the wider community do not consume herbal products due to limited awareness, particularly regarding their effectiveness, unreliable preparation methods, and the commonly perceived unpleasant aromas and flavors, such as blandness or sourness. In addition, preparation techniques and formulations are often considered less than ideal. This study aims to identify: (1) the implementation of product innovation at PT Sila Agri Inovasi; (2) the obstacles encountered in implementing product innovation at PT Sila Agri Inovasi; and (3) the strategies used to overcome these obstacles. The findings indicate that: (1) PT Sila Agri Inovasi has implemented product innovation by developing a product called Sila Tea. Sila Tea is a blend of pure tea, fruits, flowers, and spices that produces distinctive colors, flavors, and aromas. The addition of citrus fruit also gives the tea a naturally sweet taste; (2) the primary obstacle is the limited public knowledge of artisan tea in Indonesia. Indonesian consumers are generally more familiar with pure teas, such as green tea, black tea, and red tea. Consequently, many consumers remain unaware of the various health benefits offered by artisan tea; and (3) to overcome this obstacle, the company can educate the public about Indonesian tea products and emphasize that Indonesian tea has excellent quality, particularly when blended with fruits and spices. Sila Tea offers innovative products with potential health benefits. Although the combination of tea and spices may be unfamiliar to Indonesian consumers, Sila Tea incorporates citrus fruits and flowers to produce a lighter flavor and natural sweetness.   Keywords: innovation, tea, marketing, product.
Digital Marketing Capability and SME Marketing Performance: A Structural Equation Modeling Approach in Emerging Markets Pinto Jaya; Mashadi Mashadi; Adil Fadillah; Ade Yusdira
Jurnal Aplikasi Bisnis Kesatuan Vol. 5 No. 3 (2025): JABKES Edisi Desember 2025
Publisher : Program Vokasi dan LPPM IBI Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jabkes.v5i3.5184

Abstract

The rapid digitalization of business activities has fundamentally transformed marketing practices among Small and Medium Enterprises (SMEs). While many SMEs have adopted digital platforms, inconsistent performance outcomes suggest that technology adoption alone is insufficient to ensure competitiveness. This study aims to examine the structural relationships among Digital Marketing Capability, Market Orientation, Customer Engagement, and Marketing Performance within SMEs. Drawing upon the Resource Based View and Dynamic Capability Theory, this research proposes that strategic capabilities influence marketing outcomes both directly and indirectly through relational mechanisms. A quantitative cross-sectional survey was conducted involving 250 SME owners and managers in the culinary and fashion sectors in East Java, Indonesia. Data were analyzed using covariance-based Structural Equation Modeling. The findings reveal that Digital Marketing Capability and Market Orientation significantly influence Customer Engagement and Marketing Performance. Furthermore, Customer Engagement partially mediates the relationship between strategic capabilities and performance outcomes. The results highlight that sustainable SME marketing performance depends not merely on digital adoption, but on the development of structured digital competencies and customer-oriented culture. This study contributes to marketing literature by integrating capability, engagement, and performance constructs within a unified SEM framework in an emerging market context. Practically, the findings provide guidance for SME managers and policymakers in designing capability-based digital development strategies.
The Influence Of Social Media Instagram @Wargablokm On Customer Engagement, Content Sharing, And Electronic Word Of Mouth Toward Visiting Decision To Blok M Maritza Rayi Afrian; Charles Parnauli Saragi; Adil Fadillah
Jurnal Ilmiah Pariwisata Kesatuan Vol. 7 No. 1 (2026): JIPKES Edisi Januari 2026
Publisher : Prodi Pariwisata dan LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jipkes.v7i1.5563

Abstract

This study investigates the influence of the Instagram account @wargablokm on customer engagement, content sharing, and electronic word of mouth (eWOM) toward visiting decisions to Blok M, South Jakarta. In the context of digital tourism marketing, social media platforms have become increasingly highly influential and strategically important tools for disseminating information and shaping destination perceptions. Instagram, as a visually oriented platform, enables destinations to communicate experiences, promote attractions, and encourage communication between account managers and audiences. The @wargablokm account serves as a promotional channel highlighting culinary spots, lifestyle venues, and cultural events in Blok M while fostering online interaction among followers. This research applies a quantitative approach using primary data collected through questionnaires distributed to respondents who have visited Blok M and interacted with related Instagram content. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software to assess measurement and structural models. The findings demonstrate that customer engagement, content sharing, and eWOM significantly influence visiting decisions individually and simultaneously. Higher engagement levels, content dissemination, and positive online reviews contribute to strengthening destination image and increasing visitors’ intention to visit. The results emphasize the importance of managing social media platforms effectively in urban tourism promotion
Co-Authors Ade Yusdira Angga Sulistiono Ani Mekaniwati Budi Setiawan Charles Parnauli Saragi Danti Astrini Denta Purnama Destriana Linda Hutagalung Dhiya Riska Larasati Diah Kusumayanti Dwi Maulina Eka Nur Saputri Hani Maulida Rangga Dina Ibnu Ria Puspita Maritza Rayi Afrian Mashadi Mashadi Morita Morita Murti Septiani Mutiara Erliyantina Ocsa Rabella Weles Pinto Jaya Raden Wina Ramadina Salma Salsabila Soei Khim Stefani Stefani Sutarti Sutarti Yanto Hermawan Yudin Taqyudin