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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Bahtera Inovasi Jurnal Multidisiplin Teknologi dan Arsitektur
Taufiqurrahman Taufiqurrahman
Universitas Riau
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Nursing

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Penumbuhan dan Pengembangan Wirausaha Baru pada Era Digital Bagi Generasi Muda di Kelurahan Agrowisata Kecamatan Rumbai Kota Pekanbaru Provinsi Riau Machasin Machasin; Taufiqurrahman Taufiqurrahman; Dewita Suryati Ningsih; Ezky Tiyasiningsih; Mida Aprilina Tarigan; Arika Fitriani
Bahtera Inovasi Vol 3 No 1 (2019): Jurnal Bahtera Inovasi
Publisher : Program Studi Manajemen Fakultas Ekonomi UMRAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31629/bi.v3i1.1642

Abstract

The role of universities in motivating their undergraduate graduates to become a young entrepreneur is very important in growing the number of new entrepreneurs. With the increase in youth entrepreneurship will reduce the increase in the number of unemployed even increase the number of jobs. Pekanbaru City is an area with abundant natural resource potential. For this reason the phenomenon of unemployment among young people, apart from being caused by limited employment, is also due to the synchronization of graduates' qualifications with the needs of the labor market / business (link and match). However, this also explains the low level of entrepreneurship that can be generated from the world of education. To that end, efforts to develop entrepreneurship, especially at the age of youth through training and community service activities must continue to be encouraged. This effort needs to be done as an effort to create young and strong young entrepreneurs. Based on this, a community service program was designed with the title "Growth and Development of New Entrepreneurs in the Digital Era for Young Generation in Agrowisata Village, Rumbai District, Pekanbaru City, Riau Province
Pengaruh Lifestyle, Product Innovation dan Brand Image Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Skincare Wardah di Kota Pekanbaru Susi Rahayu; Sri Restuti; Taufiqurrahman Taufiqurrahman
MOTEKAR: Jurnal Multidisiplin Teknologi dan Arsitektur Vol 1, No 2 (2023): November 2023
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/motekar.v1i2.1185

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh lifestyle, product innovation dan brand image terhadap kepuasan konsumen melalui keputusan pembelian skincare Wardah di kota Pekanbaru. Populasi dalam penelitian ini adalah penduduk kota Pekanbaru yang menggunakan skincare Wardah yang jumlahnya tidak diketahui dengan pasti. Penelitian ini dilakukan dengan menggunakan sampel sebanyak 100 responden. Metode pengambilan sampel dilakukan dengan menggunakan metode purposive sampling yaitu penentuan sampel berdasarkan responden yang memiliki kriteria tertentu. Teknik analisis data yang digunakan adalah analisis jalur dengan bantuan SPSS versi 25. Dari hasil pengujian diketahui bahwa Lifestyle, Product lnnovation dan Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian skincare Wardah. Keputusan Pembelian berpengaruh positif dan signifikan terhadap kepuasan konsumen. Lifestyle, Product Innovation dan Brand Image berpengaruh positif dan signifikan terhadap kepuasan konsumen melalui Keputusan Pembelian Skincare Wardah di Kota Pekanbaru.
Peran Mediasi Kesadaran Merek Terhadap Pengaruh Pemasaran Media Sosial Terhadap Keputusan Pembelian di Kopi Kenangan di Pekanbaru Muhammad Nurfakhri; Taufiqurrahman Taufiqurrahman; Prima Andreas Siregar
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 6 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/611d8109

Abstract

This study analyzes the effect of social media marketing on purchase decisions with brand awareness as a mediating variable among Kopi Kenangan consumers in Pekanbaru. Using a quantitative approach with 100 respondents selected through purposive sampling, data were analyzed using validity and reliability tests, path analysis, and Necessary Condition Analysis (NCA). The results indicate that social media marketing has a positive and significant effect on both brand awareness and purchase decisions, brand awareness is proven to mediate the relationship between the two, and both variables are necessary conditions for increasing purchase decisions.
Co-Authors Arika Fitriani Dewita Suryati Ningsih Machasin Machasin Mida Aprilina Tarigan Muhammad Nurfakhri Prima Andreas Siregar Sri Restuti Susi Rahayu Tiyasiningsih, Ezky