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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 (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.
The Influence of Digital Transformation, Market Orientation, and Strategic Differentiation on Marketing Performance (Survey on Cafes in Sukabumi City) Aisyah, Serlina; Danial, R. Deni Muhammad; Jhoansyah, Dicky
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.v19i6.5674

Abstract

Cafés are one of the rapidly growing culinary business sectors in Sukabumi City. Although many cafés emerge and initially go viral upon opening, a significant number experience a decline in performance afterward. This indicates issues in marketing performance, which may be influenced by several factors such as digital transformation, market orientation, and strategic differentiation. The purpose of this study is to examine the effect of digital transformation, market orientation, and strategic differentiation on the marketing performance of cafés in Sukabumi City. This research employs a quantitative method with a descriptive-associative approach. The population in this study consists of all café managers in Sukabumi City, with the sampling technique using purposive sampling involving 45 respondents. The results of the F-test (simultaneous) show that digital transformation, market orientation, and strategic differentiation simultaneously have a significant effect on marketing performance. The t-test (partial) results also indicate that digital transformation, market orientation, and strategic differentiation each have a significant effect on marketing performance.
The Influence of Dynamic Capabilities, Innovation, and Technology Information on Competitive Advantage (Survey on Clothing MSMEs in Sukabumi City) Rismayanti, Siti Syaaidah; Sunarya, Erry; Danial, R. Deni Muhammad
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.v19i6.5676

Abstract

The phenomenon of increasingly fierce business competition requires entrepreneurs to adapt quickly to survive and thrive in a constantly changing market. This competition does not only come from fellow local MSMEs, but also from industrial-scale products with larger production capacities and more competitive prices. This study aims to analyze the influence of dynamic capabilities, innovation, and information technology on the competitive advantage of clothing MSMEs in Sukabumi City. The main problems faced are low adaptation to market changes, lack of product innovation, and lack of optimal use of information technology. The methods used are quantitative with descriptive and associative approaches, as well as multiple linear regression analysis. Data was collected through a questionnaire to 104 MSME actors in clothing with saturated sampling techniques. The results of the study show that the three variables have a positive and significant effect on competitive advantage, both simultaneously and partially. This emphasizes the importance of adaptation, innovation, and the use of technology in increasing the competitiveness of MSMEs in the midst of dynamic market competition.
ANALYSIS OF STRATEGIC PARTNERSHIPS MEDIATING THE UNIQUENESS OF RESOURCES ON TOURISM COMPETITIVE IN SUKABUMI REGENCY Surahman, Zakilla Stephania; Ramdan, Asep Muhamad; Danial, R Deni Muhammad
DIA: Jurnal Administrasi Publik Vol. 23 No. 02 (2025): PUBLIC ADMINISTRATION
Publisher : Program Studi Doktor Ilmu Administrasi, FISIP, Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/dia.v23i02.11456

Abstract

Competition for business activities in the tourism sector is increasingly tight and competitive, so that every region and country is required to be able to compete in creating a competitive advantage. Tourist attractions in Sukabumi Regency experience fluctuations in visitors to tourism destinations every year, with increases and decreases, which means there is no stability. It is known that there are many competitors for other tourist attractions, so it is feared that in the future there will be a decrease in the number of tourists visiting Sukabumi Regency. The aim of this research is to determine the mediating effect of strategic partnerships in the relationship between resource uniqueness and competitive advantage. The research method used is a quantitative research method with a descriptive and causal approach. The sampling technique used was saturated sampling by distributing questionnaires to 100 tourist attraction managers in Sukabumi Regency. The data analysis technique used is structural equation modeling (SEM) with the help of software (PLS) 4. The results of this research show that tourist attractions in Sukabumi Regency have succeeded in building unique resources, strategic partnerships and good competitive advantages in the eyes of tourists. Resource uniqueness has a positive and significant effect on strategic partnerships of 0.810. Strategic partnerships have a positive and significant effect on competitive advantage of 0.640 and strategic partnerships mediate the relationship between resource uniqueness and competitive advantage of 0.518. So it can be concluded that strategic partnerships act as a mediator in the relationship between resource uniqueness and competitive advantage.
THE EFFECT OF ENTREPRENEURIAL ORIENTATION AND INNOVATION ON BUSINESS PERFORMANCE MEDIATED BY COMPETITIVE ADVANTAGE (SURVEY ON UMKM IN CULINARY SECTOR IN SUKABUMI CITY) Syifa Aulia Yudistira; R. Deni Muhammad Danial; Resa Nurmala
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.6413

Abstract

This study aims to analyze the influence of Entrepreneurial Orientation, Innovation, and Competitive Advantage on Business Performance in culinary MSMEs in Sukabumi City. The results indicate that: (1) Entrepreneurial Orientation significantly influences Business Performance with a t-value of 3.509 > 1.96 (t-table) at a 5% significance level; (2) Innovation significantly influences Business Performance with a t-value of 3.121 > 1.96; (3) Competitive Advantage also significantly influences Business Performance with a t-value of 3.571 > 1.96; (4) Competitive Advantage mediates the influence of Entrepreneurial Orientation on Business Performance with a Sobel Test result of 4.147 > 1.96; and (5) Competitive Advantage mediates the influence of Innovation on Business Performance with a Sobel Test result of 3.061 > 1.96. These findings suggest that strengthening entrepreneurial orientation, innovation, and competitive advantage can enhance the performance of MSMEs in the culinary sector. The implications of this study highlight the need for integrated strategies to optimize these factors to support the growth and competitiveness of MSMEs.
The Influence of Entrepreneurial Mindset, Entrepreneurship Motivation, and Risk Taking Propensity on Student Intention to Become an Entrepreneur in Students in Sukabumi City Ajeng Marnisa Herlambang Sukma; R. Deni Muhammad Danial; Resa Nurmala
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7439

Abstract

Unemployment is considered a common problem in all countries. This can happen because of the increasing population or because people are not motivated to create their own jobs. Students have an active role in creating jobs and should have the motivation to become entrepreneurs. If these students have the motivation to develop their business and have a mindset about entrepreneurship, it can enable this generation to overcome concerns, by being ready to face challenges or risks that will be faced in the future in carrying out entrepreneurial activities. The purpose of this research is to determine the effect of entrepreneurial mindset, entrepreneurship motivation and risk taking propensity on students' intentions to become entrepreneurs. This research was conducted on students in the city of Sukabumi with a total of 240 students as respondents. The multiple linear regression analysis approach was used as a method for this research. The results of the study can be obtained based on SPSS calculations and research showing that entrepreneurial mindset has a positive and significant effect on students' intentions to become entrepreneurs. Entrepreneurship Motivation has a positive and significant effect on students' intentions to become entrepreneurs. Risk taking propensity has a positive and significant effect on students' intentions to become entrepreneurs.
Analisis Potensi Pengembangan UMKM Gula Aren Tradisional Melalui Leadership Capability dan Digital Marketing di Desa Bojong Tugu Kabupaten Sukabumi Zafar, Tetty Sufianty; Danial, R. Deni Muhammad
Jurnal SOLMA Vol. 14 No. 3 (2025)
Publisher : Universitas Muhammadiyah Prof. DR. Hamka (UHAMKA Press)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/solma.v14i3.20970

Abstract

Pendahuluan: UMKM gula aren di Desa Bojong Tugu, Kabupaten Sukabumi menghadapi kendala kapabilitas kepemimpinan dan penerapan digital marketing yang terbatas. Studi ini bertujuan untuk meningkatkan kapabilitas leadership dan digital marketing pelaku UMKM Gula Aren. Metode: Pra pelaksanaan, pelaksanaan (penyuluhan, pelatihan leadership dan digital marketing, pendampingan), dan pasca pelaksanaan. Hasil: Kegiatan ini berhasil meningkatkan kemampuan peserta dengan skor rata-rata 40-60% pada seluruh indikator. Postest menunjukkan transformasi signifikan dalam konsistensi kemampuan kepemimpinan, dengan mayoritas peserta berada dalam rentang 4-7. Kesimpulan: Integrasi kegiatan leadership capability dan digital marketing terbukti efektif meningkatkan kompetensi pelaku UMKM gula aren tradisional, menciptakan profil leader yang lebih matang dan siap menghadapi tantangan kepemimpinan yang kompleks serta mampu menerapkan strategi pemasaran digital.
Subdistrict Head Supervision in Efforts to Improve the Performance of Village Officials in Cireunghas District, Sukabumi Regency : Study in Tegalpanjang Village, Cireunghas District Laela Auleani; Erry Sunarya; R. Deni Muhammad Danial
Dinasti International Journal of Education Management And Social Science Vol. 5 No. 3 (2024): Dinasti International Journal of Education Management and Social Science (Febru
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v5i3.2389

Abstract

This research is entitled Supervision of Subdistrict Heads in Efforts to Improve the Performance of Village Apparatus in Cireunghas District, Sukabumi Regency (Study in Tegalpanjang Village, Cireunghas District). From the author's initial observations, the performance of Village Apparatus has not been optimal, as can be seen from several complaints from several communities regarding public services. Apart from that, the sub-district is also not sensitive to phenomena in the field. The sub-district head, who is legitimized to implement the law, should develop village officials in order to improve their performance in accordance with the law. with its duties and functions. In this research, researchers used a qualitative approach. This research was conducted in Cireunghas District, Sukabumi Regency. Meanwhile, the objects in this research are place, actor and activity. Using combined triangulation and FGD techniques. The informants in this research included: the sub-district head, the sub-district secretary, the village development and supervision section, the head of Tegalpanjang Village, and the general public in Tegalpanjang Village, Cireunghas District, Sukabumi Regency. Data collection through participant observation, structured interviews and unstructured interviews. Study Documentation using tools: Observation Combination, Interview Guide, Field Notes, Data Validation using Triangulation (source, technique and time) and analysis using Reduction, Presenting Data and drawing Conclusions. Village Apparatus Performance (work performance) is the quality and quantity of work results achieved by an employee in carrying out his duties in accordance with the responsibilities given to him. Improving employee performance includes paying attention to supervision from superiors to employees. However, the sub-district head's supervision in an effort to improve the performance of the village apparatus is not yet optimal because motivation and awareness of employee discipline in their work is still lacking, thus becoming an inhibiting factor in the process of sub-district supervision in Cireunghas District, Sukabumi Regency.
ANALISIS BRAND AMBASSADOR DAN CONTENT SOSIAL MEDIA MARKETING DALAM MENINGKATKAN MINAT BELI PRODUK FESYEN: Survei Pada Follower Instagram erigo Maulana Resya, Rizki; Asep Muhamad Ramdan; R. Deni Muhammad Danial
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 10 No 1 (2025): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Fesyen merupakan penampilan seseorang pada fungsi pakaian sebagai kebutuhan. Pada saat ini dalam memasarkan produk fesyen sudah banyak menggunakan media online salah satunya platform Instragram. Yang memudahkan konsumen untuk leluasa menelusuri informasi, termasuk mengikuti tren pada saat ini. Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador dan content marketing terhadap minat beli produk fesyen. Penelitian ini menggunakan metode deskriptif dan asosiatif dengan pendekatan kuantitatif. Teknik pengambilan sampel dalam penelitian ini menggunakan proporsional stratified random sampling, dengan jumlah sampel 343 sebagai responden. Pengukuran pada penelitian ini menggunakan skala interval. Teknik analsis data yang digunakan pada penelitian ini adalah uji asumsi klasik, koefisien korelasi berganda, koefisien determinasi, regresi linear berganda, dan uji hipotesis simultan (uji F) dan secara parsial (uji T). Hasil penelitian ini menunjukan bahwa brand ambassador dan content marketing berpengaruh signifikan terhadap minat beli produk fesyen. Hal ini dibuktikan oleh nilai F hitung lebih besar dari F tabel. Secara parsial brand ambassador berpengaruh signifikan terhadap minat beli, hal ini dibuktikan oleh T hitung lebih besar dari T tabel. Kemudian content marketing berpengaruh signifikan terhadap minat beli, hal inipun dibuktikan dengan peroleh T hitung lebih besar dari T tabel dengan taraf signifikan 0,05.
Analisis Efikasi Diri Dalam Meningkatkan Niat Berwirausaha Melalui Kreativitas Di Kalangan Mahasiswa Universitas Muhammadiyah Sukabumi Difa'a Kania R; Erry Sunarya; R. Deni Muhammad Danial
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 5 (2025): 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/msej.v6i5.8331

Abstract

Rendahnya niat berwirausaha di kalangan mahasiswa menjadi latar belakang penelitian ini. Penelitian ini bertujuan untuk mengetahui pengaruh efikasi diri terhadap niat berwirausaha dengan kreativitas sebagai variabel mediasi pada mahasiswa Universitas Muhammadiyah Sukabumi. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dan kausal, dengan teknik pengambilan sampel probability sampling jenis random sampling, dan jumlah responden sebanyak 300 mahasiswa. Pengumpulan data dilakukan melalui kuesioner dengan skala semantic differential, dan analisis data menggunakan metode Structural Equation Modeling (SEM) melalui software AMOS versi 22. Hasil penelitian menunjukkan bahwa efikasi diri berpengaruh positif dan signifikan terhadap kreativitas, kreativitas berpengaruh signifikan terhadap niat berwirausaha, dan efikasi diri berpengaruh signifikan terhadap niat berwirausaha melalui kreativitas. Dengan demikian, kreativitas terbukti memediasi hubungan antara efikasi diri dan niat berwirausaha. Hasil ini menegaskan pentingnya pengembangan kreativitas untuk memperkuat niat wirausaha mahasiswa yang memiliki efikasi diri tinggi.
Co-Authors Abdul Aziz, Muh. ABYASA Acep Samsudin ACEP SYAMSUDIN Ackbar Pirdaus Adinda Indriana Afriani, Nevi Afriani Aisyah, Serlina Ajeng Marnisa Herlambang Sukma Alayya, LA Syara Alhidayatullah Alipia, Maya Aliya Nurfauzia Aminullah, Irsyad Amira Tussa'Adah Anak Agung Putu Ayu Inggriyani Andi Sopandi Andini Nidia Putri Aneu Lutfiana Anggara Putra Munggaran Anggia Puspa Ardiani Aprianto, Muhammad Shidiq Ardina Anjani Ari Saepunizar Arini Wahyunina Putri Arsy Permatasari Zahara Asep Muhamad Ramdan Asep Muhammad Ramdhan Auleani, Laela Aulia Asri Fawwazi Haryanto Aulia Firdaus, Alya Azis Mauraksa Beta Deli Pratiwi Cindy Fitriya Daniel Happy Putra Darmo H Suwiryo Darmo Suwiryo Daud, Fauzan Yanuar Dema Puteri Ayu Cahyani Dewi, Fitriani Deya Mentari Octavia Anugerah Dian Fitriani Dicky Jhoansyah Dicky Joansyah Difa'a Kania R Dine Sri Rahayu Disa Faletina Falentina Ditha Indah Fatmasari Elsa Amaliana Elsa Gusfryani Erry Sunarya Fadhila Wanda Hidayati Fadjar Hilmawan Faizal Mulia Z Faizal Mulya Z Famela Sophya Suciati Fani Julia Pratama Fauziah Rahmawati Febi Fatimah Febriansyah Kurniawan Febriyan Subagya Ferdianza, Yan Fikri Ahmad Fauzi Fitrah Shaumi Ulul Albab Fuji Safitri Fuji Siti Nurfitrah Gusfryani, Elsa Halimatul Fitriah Haniifah , Khairunnisa Hasanah, Alif Piya Nurul Haura Ananda Putri Hermawati, Irma Hudan Gulaman Zakia Ia Siti Bahriah Ibrahim, Muhammad Taufik Ida Halimah IKE RACHMAWATI Ilham Maulana Ilham Maulana Ibrahim Ilham Purnama Putra Ira Ardyani Jauza Dzahabiyya Kambali, Laraswati Kartini, Resti Aprilianti Khairul Amal, Muhammad Kokom Komariah Kokom Komariah Kusmayadi, Mutiara Shinta Laela Auleani Laila Hamidah Lailaturrahmah MD , Khoirunnisa Lala Febby Ardiany Larasati Dewi Hermawann Leydia Maulidiawaty, Siti Lia Amelia Lia Suliah Luki Abdul Hakim S Lulu Gita Lulu Luciana M Rizal Maulana Machmudin, Arief Mahesa Saputra Maulana Resya, Rizki Meilisya Nurfazzar Abdurohim Meita Dilani Nurhandriani Moch Alhadi Fahtiansyah Mochamad Anton Wiguna Saputra Mochammad Maulana Hasan Jaelani Moh Irpan Firmansyah Muhamad Alvi Irpansyah Muhamad Alvi Irpansyah Muhamad Syahrul Kurniawan Muhammad Noval Muhammad Rizki Zaenudin Mulyana, Muhamad Murty, Try Mustika Nabila Maulana Yusup, Silva Nindya, Regista Nizar, Auralea Nor Norisanti Novita Sari Nur Sabrina, Aliya Nurillah Sopian Nurmala, Resa Oktavina Susanti Kanday Permadi, Intan Kamil Dwi PIPIT FITRIANTI Pryal, Agitya Nur Putri Rahmah, Marissa Rahmah Ummi Ramdan Nurul Anwar Ramdani, Nugi M. Ramdani, Siti Novia Raysa Alevia Permana Reichan Maulana Putra Isna Resa Nurmala Resti Ganis Yuliani Rian Maulana, Rian Riani Fauzia Rahmayanti Riri Rifardi Riska Pebriyanti Rismayanti, Siti Syaaidah Rizqi Anugrah Rohilah Rohilah Ruly Hardiansyah Sakti Alamsyah Salsabila Safiratunnajah Saputra, Afrizal Dwi Wana Septiani, Fanysa Shera Wulan Ruswandi Siska Apriliani Widiastuti Siska Mardiana Siti Nuraeni, Siti Solihudin Solihudin Sopyan Saori Suciati, Famela Sophya Sunarya, Erry Surahman, Zakilla Stephania Suwiryo, Darmo H. Syariefa Bintang Maharani, Adinda Syifa Aulia Yudistira Tetty Sufianty Zafar Ummi, Rahmah Utari Adetianingsih Vini Eka Paksi Wahyudin, Salsabila Wanda Meilanisari Widyasmarani Putri Mujiyanti Wimartfian, Restu Eka Winda Astri HIdayat Yahmardiana, Aini Yoga Nudea sofyan Yonan Bastiar Yosef Saefurrohmat Yunie Mevia Zahara, Arsy Permatasari Zahra, Nadabila Zia Rahmawati Zikrillah Fajari