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All Journal Kompak : Jurnal Ilmiah Komputerisasi Akuntansi Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Syntax Literate: Jurnal Ilmiah Indonesia Jurnal SOLMA Journal of Economic, Bussines and Accounting (COSTING) JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen EKONOMIS : Journal of Economics and Business Scientific Journal of Reflection : Economic, Accounting, Management and Business Jurnal Pendidikan Ekonomi (JURKAMI) Journal of Economic, Management, Accounting and Technology (JEMATech) OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi MANAJEMEN DEWANTARA Mega Aktiva: Jurnal Ekonomi dan Manajemen JURNAL EKOBIS DEWANTARA Zonasi: Jurnal Sistem Informasi Abdimas Toddopuli: Jurnal Pengabdian Pada Masyarakat Management Studies and Entrepreneurship Journal (MSEJ) Studi Kasus Inovasi Ekonomi Jurnal Abdi Insani Jurnal Ilmiah Manajemen Kesatuan Jurnal E-Bis: Ekonomi Bisnis Jurnal Darma Agung Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Teknologi Informasi dan Komunikasi Jurnal Disrupsi Bisnis Bima Journal : Business, Management and Accounting Journal Jurnal Ilmu Manajemen Advantage Procedia of Social Sciences and Humanities Jurnal Teknologi dan Manajemen Industri Terapan Populer: Jurnal Penelitian Mahasiswa Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal Research of Social Science, Economics, and Management PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Jurnal Terapan Ekonomi dan Bisnis (JTEB) Journal of Business Economics and Agribusiness Journal of Social Comunity Services El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Intelektual: Jurnal Administrasi Publik dan Ilmu Komunikasi Journal of Economics and Economic Policy Journal of Micro, Small and Medium Enterprises Journal of Ekonomics, Finance, and Management Studies Teknologi : Jurnal Ilmiah Sistem Informasi Proceeding of International Conference on Social Science and Humanity Academia Open
Alshaf Pebrianggara
Bisnis Digital, Fakultas Bisnis Hukum Dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Other

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DIGITAL MARKETING STRATEGY FOR MSME SALES Amelia, Nitya; Prasojo, Bayu Hari; Racmadany, Andry; Pebrianggara , Alshaf
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.236

Abstract

Objective: Digital marketing strategies play a crucial role in increasing the sales of micro, small, and medium enterprises (MSMEs) in Indonesia, especially in the rapidly evolving era of digitalization. This study aims to analyze the impact of digital marketing strategies, such as the use of social media, paid advertising, SEO (Search Engine Optimization), content marketing, and digital payment methods, on MSME performance. Method: The research employs a qualitative approach through a literature review based on relevant research articles. Results: The findings indicate that social media and paid advertising significantly contribute to expanding market reach and enhancing direct consumer interaction. SEO, although requiring more time to achieve optimal results, positively impacts the online visibility of MSMEs. Meanwhile, content marketing has a relatively lower impact, likely due to limited resources or expertise in creating effective content. The use of digital payment methods simplifies transactions and enhances the customer experience. Socio-psychological factors and credibility are also identified as critical elements in digital marketing communication strategies. Novelty: With the significant potential of MSMEs in Indonesia, optimizing digital marketing strategies can support business growth and competitiveness in the digital marketplace. This study recommends further exploration to identify other digital marketing strategies that have not been thoroughly examined.
THE INFLUENCE OF AFFILIATE LIVE STREAMING ON SHOPEE IN CONSUMER BUYING INTEREST Ludiana, Dina; Prasojo, Bayu Hari; Racmadany, Andry; Pebrianggara , Alshaf
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.239

Abstract

Objective: This study aims to determine the effect of live streaming affiliates at shopee in consumer buying interest to see how Live Streaming and Affiliate Marketing have an impact on Consumer Purchase Interest at Shopee. Method: The method used in this research is quantitative descriptive method, by distributing questionnaires and processing dala in this study using the Partial Least Square (PLS) method. Results: The results showed that live streaming and affiliate marketing have a positive influence on consumer buying interest, but this influence is not statistically significant. This suggests that both strategies need to be further optimised to have a greater impact on customer purchasing decisions. Novelty: The study examines the specific role of live streaming and affiliate marketing on Shopee—a combination of digital strategies not yet extensively studied together in the context of consumer purchase interest—offering new insights into the nuanced impact of these tools on online shopping behavior.
THE ROLE OF SOCIAL MEDIA IN CUSTOMER RELATIONSHIP MANAGEMENT AND BRAND IMAGE ENHANCEMENT Shakira, Maulidia; Pebrianggara, Alshaf; Almanfaluti , Istian Kriya; Prasojo , Bayu Hari
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.240

Abstract

Objective: The times are gradually changing along with digitalization. Today, people are starting to use social media as a long-distance communication tool that is very influential in everyday life. With so many social media users today, social media is not only used as a means of social interaction. Changes in consumer behavior, which now more often rely on digital platforms, make social media can be used as a strategic tool in a business that can manage customer relationships and improve brand image. Method: Social media allows a business or company to communicate directly with consumers. Both businesses and companies can know and understand the needs and wants of customers and respond quickly if there are complaints or questions raised by customers. Results: With the right approach, this interaction can increase customer loyalty. In addition, it is also important to understand that social media allows businesses or companies to build and improve brand image through content that customers find interesting, interactive and relevant. Novelty: Social media can be used as a platform to convey their brand identity to a wider audience. An effective marketing strategy on social media can help create a positive impression, increase brand awareness and influence consumer purchasing decisions.
THE ROLE OF CONSUMER REVIEWS IN BEHAVIOR AND LOYALTY Yuniar, Anira; Pebrianggara, Alshaf; Almanfaluti , Istian Kriya; Yulianto , Mochamad Rizal
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.242

Abstract

Objective: This study aims to analyze the influence of Influencer Review, Affiliate Marketing, and Content Marketing on Sales. Method: The validity test shows that all variables have an r-count > r-table (0.361), indicating they are valid. The reliability test using Cronbach's Alpha of 0.621 confirms that the data is reliable. Multiple regression analysis with a partial test (t-test) reveals that all independent variables positively affect sales, with t-count values for X1 (6.114), X2 (23.588), and X3 (23.078) > t-table (1.697) and a significance level of 0.00. Results: The coefficient of determination test (R Square 0.988) indicates that 98.8% of sales variability can be explained by influencer review, affiliate marketing, and content marketing, while 1.2% is influenced by other factors. Novelty: Thus, this study confirms that digital marketing strategies through influencer reviews, affiliate marketing, and content marketing significantly contribute to increasing sales.
ANALISIS SENTIMEN ULASAN APLIKASI PLN MOBILE MENGGUNAKAN ALGORITMA NAÏVE BAYES CLASFIFIER Panduni, Bima; Pebrianggara , Alshaf; Yulianto, Mochammad Rizal; Almanfaluti, Istian Kriya
ZONAsi: Jurnal Sistem Informasi Vol. 7 No. 3 (2025): Publikasi artikel ZONAsi: Jurnal Sistem Informasi Periode September 2025
Publisher : Universitas Lancang Kuning

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31849/aeyjxp28

Abstract

Seiring dengan meningkatnya penggunaan aplikasi digital, ulasan pengguna menjadi sumber informasi penting untuk memahami kepuasan dan kebutuhan pelanggan. Aplikasi PLN Mobile sebagai salah satu aplikasi layanan publik yang banyak digunakan. Penelitian ini bertujuan untuk menganalisis sentimen ulasan pengguna aplikasi PLN Mobile menggunakan algoritma Naive Bayes Classifier. Data diperoleh dari aplikasi Google Playstore dan mendapatkan 400 data, pembagian data menggunakan rasio 50:50. Pengumpulan dan pengolahan data menggunakan tools Google Colab dengan menggunakan bahasa pemrograman Python. Dari 200 data yang digunakan, model Naive Bayes Classifier menunjukkan kinerja yang cukup baik. Untuk sentimen positif, nilai presisi yang dicapai 88%, recall 76%, dan f1-score 82%, dengan dukungan 143 ulasan. Hasil akurasi yang diperoleh adalah 76%. Hasil ini menunjukkan bahwa algoritma Naive Bayes Classifier dapat digunakan secara efektif untuk mengklasifikasikan sentimen ulasan pengguna aplikasi PLN Mobile, memberikan wawasan berharga bagi pengembang aplikasi untuk meningkatkan layanan.
Analysis of the Influence of Social Media Marketing on Glad2Glow Skincare Purchase Decisions through Celebrity Endorsers Navaro, Muhammad Saddam; Prasojo, Bayu Hari; Pebrianggara, Alshaf; Yulianto, Mochamad Rizal
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 1 (2025): AGUSTUS
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i1.1027

Abstract

The Indonesian skincare industry has experienced rapid growth, driven by increasing consumer awareness of skin health and a strong inclination toward trends promoted on digital platforms. Among emerging local brands, Glad2Glow has leveraged social media marketing and celebrity endorsements to enhance visibility and consumer engagement. This study aims to analyze the influence of Social Media Marketing and Celebrity Endorser on Purchase Decision of Glad2Glow skincare products. This research employed a quantitative approach using an online questionnaire survey distributed to Glad2Glow product users in Indonesia. Data analysis was carried out using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 software. The results reveal that Social Media Marketing has a positive and significant effect on Purchase Decision, and similarly, Celebrity Endorser also has a positive and significant effect on Purchase Decision. These findings shed light that social media marketing strategies combined with celebrity endorsement can effectively enhance consumer interest and purchasing decisions for Glad2Glow products.
PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK GARNIER SAKURA GLOW Aruna, Salvara Tyara; Hariasih, Misti; Pebrianggara, Alshaf
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 2 (2024): Edisi Mei - Agustus 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i2.4025

Abstract

Di masa sekarang, produk perawatan kulit tidak hanya diperuntukkan bagi wanita saja tetapi juga bermanfaat bagi pria. Kebutuhan era modern seperti sekarang ini menuntut seseorang untuk tampil sempurna dimanapun berada. Keragaman varian produk yang dimiliki oleh Garnier sangat banyak salah satunya yaitu Garnier Sakura Glow. Produk lama yang telah lama berdiri sejak tahun 1904 memiliki produk untuk kalangan pria maupun wanita. Kualitasnya yang dimiliki oleh Garnier Sakura Glow membuktikan bahwa produk yang ditawarkannya mampu bersaing di pasaran dan mampu bersaing dengan produk-produk baru yang baru saja muncul. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador, Brand Image, kualitas produk, terhadap keputusan pembelian produk Garnier Sakura Glow. Penelitian ini dilakukan dengan metode kuantitatif deskriptif dan menggunakan 100 responden sebagai sampel. Penelitian menggunakan teknik purposive sampling dalam menentukan sampel penelitian. Populasi dan sampel ini ialah para pengguna produk Garnier Sakura Glow yang pernah menggunakannya. Jenis data yang digunakan dalam penelitian ini yaitu data sekunder. Analisis Regresi Linier Berganda, Uji t, dan uji Koefisien determinasi (R²). Digunakan untuk menguji hipotesis penelitian. Pengujian dilakukan dengan bantuan software IBM SPSS Statistik 26. Hasil menunjukkan bahwa Brand Ambassador dan Brand Image tidak berpengaruh terhadap keputusan pembelian produk Garnier Sakura Glow. Sementara kualitas produk berpengaruh terhadap keputusan pembelian produk Garnier Sakura Glow.
PENGARUH METAVOICING, VISIBLE PRESENCE DAN GUIDANCE SHOPPING AFFORDANCE TERHADAP PURCHASING DECISION PADA SHOPEE LIVE STREAMING Fadilah, Nur; Pebrianggara, Alshaf; Hariasih, Misti
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.5028

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh metavoicing, visible presence, dan guidance shopping affordance terhadap keputusan pembelian pada platform Shopee live streaming. Menggunakan metode kuantitatif dengan pendekatan purposive sampling, penelitian ini melibatkan 96 responden pengguna Shopee yang pernah berbelanja melalui fitur live streaming. Data dikumpulkan melalui kuesioner dan menggunakan skala likert untuk mengukur sikap serta pendapat responden. Analisis data dilakukan dengan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS 3.2.8 untuk menguji hipotesis. Hasil penelitian menunjukan bahwa metavoicing dan visible presence tidak berpengaruh signifikan terhadap keputusan pembelian. Sebaliknya, guidance shopping affordance memiliki dampak signifikan terhaap keputusan pembelian.
Peran Influencer, Fitur Live Streaming dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Skincare The Originote pada Aplikasi Tik Tok Usman, Dhea Monicha; Hariasih, Misti; Pebrianggara, Alshaf
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 5 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i5.2063

Abstract

The Tik Tok application has become one of the most popular digital media that is widely used by entrepreneurs as an online shopping platform and has around 99.1 million users in Indonesia in 2021, with an average of 68% female users and 32% male users. This research aims to examine the role of influencers, live streaming features and electronic word of mouth on purchasing decisions for The Originote skincare products on the Tik Tok application. With an unknown population, the Lemeshow formula is used to calculate the sample size, with 100 respondents. This research is quantitative and uses the Smart PLS analysis tool. The research results show that Influencers have a significant positive effect on Purchasing Decisions, the Live Streaming Feature has a significant positive effect on Purchasing Decisions and Electronic Word of Mouth has no effect on Purchasing Decisions for The Originote Skincare Products on the Tik Tok Application.
Dampak Shopping Lifestyle, Price Discount, Self Control Terhadap Impulse Buying Generasi Z pengguna Tokopedia Fitriah, Ridhatul; Mas Oetarjo; Alshaf Pebrianggara
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 9 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i9.4287

Abstract

E-commerce makes it easier for people to carry out buying and selling transactions without having to expend energy so that people prefer to shop online because of the practicality that e-commerce provides. This situation provides changes in consumer behavior where people prioritize desires over needs when shopping. Tokopedia, one of the e- commerce sites, is here to provide updates for the public in carrying out shopping transactions. This encourages researchers to examine what variables influence impulse buying. The aim of this research is to find out what variables influence the impulse buying behavior of Tokopedia users. This research uses quantitative methods with primary data types. Respondents in this study were determined using the Lemeshow formula and there were 100 respondents. Testing of this research data uses multiple linear regression analysis, validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, coefficient of determination test and T test. The results of this study show that the three variables, namely shopping lifestyle, price discount and self control have a significant effect on the impulse buying of Tokopedia users
Co-Authors Abdul, Achmad Abdul Ghofur Achmad Ansori Afifani Aulida Romadhoni Akhmad Nur Mubarok Al Akbar Himawan Alfisyahr, Rizal Amelia, Nitya Andry Rachmadany Annisa Rahmadini Arul Maulana, Enggit Aruna, Salvara Tyara Aulia Vivi Firdasari Bayu Hari Prasojo Bimo, Muhammad Nur Bunga Aulia Widyasmara Candra Lucas Diansa Putra Daniel Happy Putra Detak Prapanca Dewi Komala Sari Duwi Rahayu Dwi Sukma Wardani Erika Septiani Sulistyono Errent Geraldie, Bertrand Errinda Ayu Dwi Pramesti Fadila Putri Aisya Ramadhini Faizatul Humroh Fajareza Ayu Pramesti Fakrul Aldi Rendianto Faridatul Nur Afifah Fasyah Alya Syabrina Febriansah , Rizky Eka Febrianti, Davina Avrilia Febrianti, Yeti Firdaus , Dafa Akbar Anugrah Fitriah, Ridhatul Fityan Izza Noor Abidin Habibatullah, Nida’ul Firda Azhari Hamzah Setiawan Hindarto Humroh, Faizatul Ilmah, Khafidzotul Imroatus Sholikhah, Imroatus Intan Ainun Majid Irsada Febri Pamesuari Istian Kriya Almanfaluti Khafidzotul Ilmah Krisnawati, Vivi Kumara Adji Kusuma Lailia, Jauharotul Lely Amelia Sari Lilik Indayani Ludiana, Dina M. Rizal Yulianto Machdani, Muchlis Dzul Maf'ula, Eka Riyadhatul Marta, Aurelia Putri Marwah, Siti Mas Oetarjo Maulana, Ahmad Wildan Maya Karina Milasari, Anis Misti Hariasih Mochamad Rizal Yulianto Moh. Bachrul Rizki Mohammad Iqbal Mubarok, Akhmad Nur Muhammad Saddam Navaro Muhammad Sonhaji Muhammad Yani Muhammad Yani, Muhammad Muhummad Yani Mukhammad Shofyan Mustajib, Khariza Ramdhania Putri Nafis, Khilyatun Navaro, Muhammad Saddam Ni’mah, Alfa Novi Kartikasari Nur Fadila, Rahmatul NUR FADILAH NUR KHOLIFAH Nur Rochma Ramadhani Panduni, Bima Perdana, Adika Surya Prameswari, Amanda Tiara Puspitasari, Kiki Candra Quraini, Isyaffina Racmadany, Andry Racmawati, Devi Rahmadani, Diah Ratna Yulis Teaningrum Rena Eka Aprilia Rita Ambarwati Rita Ambarwati Sukmono Rizal Alfisyahr Rizal, As’at Rizky Eka Febriansah Ruci Arizanda Rahayu Sarwenda Biduri Satrio Sudarso Setiyono, Wisnu Panggah Setyaningrum, Vira Shakira, Maulidia Shofyan, Mukhammad Sinta Nur Sa'idah Solekha, Amalia Sri Wahyuni Romadhon Suci Wulandari Suyogo, Muhammad Tasya Diva Prameswara Umah, Umdatul Umdatul Umah Usman, Dhea Monicha Vania, Talitha Viyanti, Amalia Wahyu Eko Pujianto Widyasmara, Bunga Aulia Yulianto, Mochammad Rizal Yumna Almas Elsaviyanto Yuniar, Anira ZUHRIYAH, ISMATUL