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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Kumawula: Jurnal Pengabdian Kepada Masyarakat Al-Kharaj: Journal of Islamic Economic and Business Jurnal Al Azhar Indonesia Seri Ilmu Sosial Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) International Journal of Economics, Management, Business, and Social Science Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan International Journal of Social Service and Research Bukhori: Kajian Ekonomi dan Keuangan Islam Money: Journal of Financial and Islamic Banking Prosiding Seminar Nasional Pemberdayaan Masyarakat (SENDAMAS) J-CEKI
Sisca Debyola Widuhung
Universitas Al-Azhar Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Social Media Marketing Activities dan E-Wom melalui Brand Awareness terhadap Purchase Intention Produk Parfum HMNS Isfahana Nursyahbani; Sisca Debyola Widuhung
J-CEKI : Jurnal Cendekia Ilmiah Vol. 3 No. 6: Oktober 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v3i6.5497

Abstract

The rapid growth of internet usage has significantly impacted consumer habits, changing their behavior in various ways. Correspondingly, this evolution has also transformed social media from a communication platform to a marketing tool. Nowadays, social media marketing activities and electronic word of mouth play an important role in growing brand awareness which significantly influences consumer purchase intention. Using the theory of planned behavior, this study aims to analyze the direct and indirect effects of social media marketing activities, electronic word of mouth, and brand awareness on purchase intention with a focus on the HMNS perfume brand in Banten. This research uses a quantitative approach, with a sample of 140 respondents of Banten population. The software used in this study is Smart-PLS to test the proposed hypothesis. The results of this study reveal that social media marketing activities and electronic word of mouth have a positive effect on brand awareness, electronic word of mouth and brand awareness have a positive effect on purchase intention. However, the effect of social media marketing activities does not significantly affect purchase intention. The results of this study provide valuable benefits for companies in this industry to develop effective marketing strategies to be successful in a highly competitive market. This study suggests that managers maximize the potential of social media marketing to increase brand awareness, which has a positive impact on purchase intention.
Investment Risk Management Strategies in the Sharia Capital Market: Perspectives of Retail and Institutional Investors Widuhung, Sisca Debyola; Yatimin; Metha Dwi Apriyanti; Luqman Hakim; Andry Priharta
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 2 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i2.7569

Abstract

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Dampak Merdeka Belajar Kampus Merdeka Terhadap Kualitas Mahasiswa Arsyad, Aisyah Tiar; Widuhung, Sisca Debyola
Jurnal Al Azhar Indonesia Seri Ilmu Sosial Vol 3, No 2 (2022): Juni 2022
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/jaiss.v3i2.1027

Abstract

Kebijakan Merdeka Belajar Kampus Merdeka (MBKM) telah diluncurkan oleh Menteri Pendidikan dan Kebudayaan Indonesia pada tahun 2020. Universitas Al Azhar Indonesia sebagai Perguruan Tinggi yang mengikuti perkembangan kebijakan pemerintah pun telah melaksanakan kegiatan MBKM tersebut. Kegiatan MBKM khususnya di Fakultas Ekonomi dan Bisnis di Universitas Al Azhar Indonesia telah berjalan dan memasuki angkatan selanjutnya, maka dirasa perlu untuk melakukan evaluasi terhadap kegiatan tersebut. Tujuan dalam penelitian ini untuk mengetahui dampak kegiatan MBKM terhadap kualitas mahasiswa Fakultas Ekonomi dan Bisnis. Penelitian ini merupakan penelitian deskriptif dengan pendekatan metode survey dan FGD. Survey dilakukan pada mahasiswa yang mengikuti kegiatan MBKM dan dosen pengajar. FGD dilakukan dengan mengundang narasumber eksternal yang berpengalaman dalam kegiatan MBKM. Kesimpulan dari penelitian ini bahwa kegiatan MBKM berdampak positif terhadap kualitas mahasiswa Fakultas Ekonomi dan Bisnis, namun memiliki beberapa aspek yang perlu diperbaiki.Kata kunci - MBKM, dampak, kualitas, pembelajaran
Co-Authors A Halim Abdullah, M. Razif Adam, M. Fayyadh Andry Priharta Andry Priharta Anggun Pratiwi Apriyanti, Metha Dwi Arsyad, Aisyah Tiar Cahrianto, Cahrianto Hasibuan, Irpan Hidayat Isfahana Nursyahbani Lakhsamana, Nadya Dinda Lufthia Sevriana Luqman Hakim Machmud, Aris Metha Dwi Apriyanti Sabila, Suci Sarah Hasanah Qoyyim Sunarmo Sunarmo, Sunarmo Wahyudi, Aldiza Yatimin