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All Journal Humanika : Kajian Ilmiah Mata Kuliah Umum Jurnal Ilmu Ternak Jurnal Ekonomi & Bisnis PNJ (JEKBIS PNJ) Publikasi Pendidikan TABULARASA JIPSINDO (Jurnal Pendidikan Ilmu Pengetahuan Sosial Indonesia) Tadris: Jurnal keguruan dan Ilmu Tarbiyah Managament Insight: Jurnal Ilmiah Manajemen TARBIYA : Journal Education in Muslim Society Jurnal Pendidikan dan Pembelajaran Kimia (JPPK) Dinamika Jurnal Pendidikan Dasar Briliant: Jurnal Riset dan Konseptual Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika ELSE (Elementary School Education Journal) : Jurnal Pendidikan dan Pembelajaran Sekolah Dasar Jurnal Pendidikan Kimia (JPKim) Pendas : Jurnah Ilmiah Pendidikan Dasar PENDIPA Journal of Science Education Jurnal Teknik Pertanian Lampung (Journal of Agricultural Engineering) Jurnal Agrotech Jurnal Peternakan (Jurnal of Animal Science) NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JURNAL PENDIDIKAN TAMBUSAI Jurnal Sains Sosio Humaniora JOURNAL OF SCIENCE AND SOCIAL RESEARCH DIKEMAS (Jurnal Pengabdian Kepada Masyarakat) Jurnal Ilmu Sosial dan Ilmu Politik Jurnal Ekonomi Manajemen Sistem Informasi Ideas: Jurnal Pendidikan, Sosial dan Budaya Jurnal Manajemen dan Bisnis Jayakarta Jurnal Informatika Ekonomi Bisnis Best Journal (Biology Education, Sains and Technology) Jurnal Inovasi dan Teknologi Pembelajaran (JINOTEP) Kajian dan Riset Dalam Teknologi Pembelajaran Jurnal Paedagogy Suluah Bendang: Jurnal Ilmiah Pengabdian Kepada Masyarakat Jurnal Inovasi Pembelajaran Kimia (Journal Of Innovation in Chemistry Education) Budapest International Research and Critics in Linguistics and Education Journal (Birle Journal) Eduproxima : Jurnal Ilmiah Pendidikan IPA Akrab Juara : Jurnal Ilmu-ilmu Sosial Didaktika: Jurnal Kependidikan KARMAWIBANGGA: Historical Studies Journal Jurnal Teknologi Pendidikan : Jurnal Penelitian dan Pengembangan Pembelajaran International Journal of Social Learning (IJSL) Seminar Nasional Peningkatan Mutu Pendidikan Jurnal Pengabdian kepada Masyarakat Jurnal Pengabdian Masyarakat (ABDIRA) J-KIP (Jurnal Keguruan dan Ilmu Pendidikan) Tropical Animal Science CHEDS: Journal of Chemistry, Education, and Science Economicus: Jurnal Ekonomi dan Manajemen Journal of Economic, Business and Engineering (JEBE) International Journal of Islamic Education, Research and Multiculturalism (IJIERM) JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Edunity: Kajian Ilmu Sosial dan Pendidikan Jurnal Buana Pengabdian Gemilang: Jurnal Manajemen dan Akuntansi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Ilmiah Teknik Informatika dan Komunikasi JRP (Jurnal Review Politik) Duconomics Sci-meet (Education & Economics Science Meet) Innovative: Journal Of Social Science Research TELL - US JOURNAL Jurnal Kajian Penelitian Pendidikan dan Kebudayaan Jurnal Informatika Ekonomi Bisnis Sentra Dedikasi: Jurnal Pengabdian Masyarakat Farmers: Journal of Community Services Journal of Technology Informatics and Engineering De Cive : Jurnal Penelitian Pendidikan Pancasila dan Kewarganegaraan EduInovasi: Journal of Basic Educational Studies Jurnal Pendidikan JR : Jurnal Responsive Teknik Informatika Jurnal Responsive Teknik Informatika J-CEKI Jurnal Ekonomi, Manajemen, Akuntansi Journal of Sustainable Agriculture Extension Jurnal Pendidikan Progresif Prosiding Seminar Nasional Keguruan dan Pendidikan (SNKP)
Ajat Sudrajat
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Journal : Jurnal Maneksi (Management Ekonomi Dan Akuntansi)

 1 
Analisis Efektivitas Social Media Marketing Dan Variasi Produk Terhadap Keputusan Pembelian Sepatu Lokal PVN (Studi Kasus Pada Pengguna PVN Di Karawang) Nuraini, Neni; Sudrajat, Ajat
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 13 No. 4 (2024): Desember
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v13i4.2332

Abstract

This study aims to analyze the effectiveness of Social Media Marketing and Product Variety on Purchasing Decisions for PVN local shoes. The method used is a quantitative approach with the population being people who live in Karawang Regency and actively use or know the PVN Shoes brand, the sample taken is 100 people. The type of data is primary data taken directly from respondents' answers through a questionnaire with a Likert scale. Data validity testing is carried out through the Stuctural Equation Modeling (SEM) method using Partial Least Square (PLS) or SEM - PLS. The model equations analyzed are the Measurement Model (Outer Model) and the Structural Model (Inner Model). The test results state that the Social Media Marketing and Product Variety variables effectively influence Purchasing Decisions.
Efektifitas Model Aida Sebagai Strategi Pemasaran Dan E-Wom Untuk Mempengaruhi Minat Beli Konsumen Di Era Digital: (Studi Kasus Pada Produk Hanasui) Mulyati, Hana Putriana; Sudrajat, Ajat
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 13 No. 4 (2024): Desember
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v13i4.2340

Abstract

Creativity in creating advertisements that will be posted on social media is considered important to attract the attention of the audience in looking for more information about the product, so that the audience wants to purchase the product. The aim of this research is to determine the level of effectiveness of the AIDA model as a marketing and e-WOM strategy to influence consumer buying interest in the digital era. This research uses a quantitative approach with a questionnaire as a research instrument. Researchers distributed questionnaires to Hanasui product users. The primary data obtained was then analyzed using the SEM-PLS method using the Smart-Pls 4.0 software. Based on the tests that have been carried out, the results obtained show that the AIDA and e-WOM models have a positive and significant effect on consumer buying interest in the digital era. The AIDA model as Hanasui's digital marketing strategy has also been effective in building consumer interest and interest in making purchases.  Keywords: AIDA Model;  e-WOM;  interest buying
Studi Korelasi Antara Personal Branding Owner Tasya Farasya Dan Kualitas Produk Terhadap Keputusan Pembelian Brand Makeup Mother Of Pearl Hanifah, Addiena; Sudrajat, Ajat
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 13 No. 3 (2024): SEPTEMBER
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v13i3.2356

Abstract

Tasya Farasya is a beauty influencer who is being talked about. She often reviews beauty products on social media such as Instagram and TikTok. Through her experience and knowledge in the beauty world, she is able to easily influence her followers to buy the products she recommends. This study aims to answer whether personal branding and product quality have a relationship with purchasing decisions. The research involved one hundred participants who were asked to fill out a questionnaire in a quantitative study. Based on the findings of this study, Tasya Farasya's personal branding and product quality are two factors that significantly influence consumer purchasing decisions. Keywords: Tasya Farasya; Personal Branding; Product Quality; Buying decision
Efektivitas Strategi Non – Celebrity Endorsement Dan Membentuk Brand Image Dalam Mempengaruhi Keputusan Pembelian Konsumen Pada UMKM Tiebymin Nurjannah, Ratih; Sudrajat, Ajat
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 13 No. 4 (2024): Desember
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v13i4.2357

Abstract

In this highly competitive age, consumers are often impacted by widespread advertising. There are many factors that can influence the successful implementation of a non-celebrity endorsement strategy. One of the factors is how the right endorser is selected by MSMEs and how the message conveyed can be understood by consumers. This forms a good brand image in the minds of consumers, which in turn influences the purchase decision of the product. The study with quantitative research involved the participation of 100 respondents and applied the SEM analysis method using the SmartPLS 4.0 tool. Tests include measurement model test, structural model test, and hypothesis testing. The results of this study show that in the validity and reliability tests, the variables of non-celebrity endorsement (X1), brand image (X2), and purchase decision (Y) are considered valid and reliable because all values meet the predetermined standards. The R-Square of non-celebrity endorsement (X1), brand image (X2), and purchase decision (Y) shows that the effect is moderate, which is 51.5%. Therefore, the results of this study say that the non-celebrity support strategy and forming a brand image can influence the purchasing decisions of Tiebymin MSME consumers
Analisis Pemanfaatan Media Sosial Instagram Sebagai Media Promosi Usaha Menantea Fitria Anggraeni, Anggi; Sudrajat, Ajat; Salsabila , Ailsa Nathania
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 13 No. 4 (2024): Desember
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v13i4.2655

Abstract

The development of social media marketing at this time has grown rapidly. In this modern era, companies can easily use social media as a means of promotion with the aim of increasing brand awareness. With the existence of very tight market competition, each company must be able to keep abreast of existing developments. Instagram social media is a promotional platform that entrepreneurs can use to carry out their digital marketing. In this study, it was found that Menantea uses Instagram as its publication medium and in its implementation, Menantea focuses on information and stories through their Instagram social media.
Co-Authors Ade Irma Agapa, Marsel M. Agus Fudholi Agustin, Tania Ahmad Nasir Pulungan Ail Muldi Al Farisy, Fikrudz Dzikri Aldiyansyah, Aldiyansyah Alfi Rizkina Lubis Allika Haya Fahrunisa Allycia Ayu Pusparatri Alrizani, Sofia Alzhara, Adhilla Septiyani Amalia Sapriati Amin, Lukman Andes Safarandes Asmara, Andes Safarandes Andriyani, Durri Anita Yus, Anita Anjas Ramadhani Aprilia, Dilla Agiel Dwi Apriliyanti Apriliyanti Apriluviar, Rizky Aprita, Kania Nur Ardika, Nur Fajli Septa Ari Wardani Arifin, Nofri Yudi Arisandi, Vidya Ariyani , Risma Arnida Suryani Aryani, Vera Yunita Asep Wahyu Nugraha Asep Wahyu Nugraha Asep Yanyan Setiawan, Asep Yanyan AsepMuslihat Avionita, Venni Azahra Ridwan, Savira Baehaki, Imam Bariah, Habibah Salma Bryan, Yoel Cahyani Budihartanti Cecep Hemana Cecep Kustandi Chintia Dewi Sukri Christi, Raden Febrianto Christy, Yovani Damayanti, Septi Nur Daud Munasto Daulay, Rabiah Afifah Dian Purnama Dimas Aldi Pangestu Dimas Rahmat Hidayatullah Djaelani Susanto Dwi Ningsih, Arie Effi Nurma Husnitha Egi Nurholis Ekawaty, Novian Elfany, Yuna Evi Selvi Fadili, Dadan Ahmad Fadillah, Tryzky Fadli, Muhammad Rijal Faif Yusuf Faizal Roni Fajriani Putri Kholisoh Fathia Namira Fatma Harian Dini Fatmasari, Rini Fauziyah Harahap Febrianti, Feby Febrianto Christi, Raden Feriaman Fernandes, Atman Lucky Firanazulah, Firanazulah Fitria Anggraeni, Anggi Friescilla, Calistha Bunga Gading Febina Sachlany Gallusia Marhaeny Nur Isty Gultom, Juan Andreas Haerudin Hamidatun Nisa Hanifah, Addiena Harian Dini, Fatma Hasan, Yohana Maria Hayatul Rahmi Herlina, Dina Herry Purwanto Panjaitan Hidayat, Sholeh Hidayat, Toni huda, Syamsul Huda Ida Duma Riris Iis Siti Jahro Ikeu Rasmilah, Ikeu Indrawan Wibisana Inki Yun Lamtiur Inovayani Saragih Ismail, Fazhana Jannah, Elvi Nikmatul Jasmidi Jasmidi Jasmidi Jasmidi Jaya, Fitrah Juwitaningsih, Tita Khaerunnisa, Septia Khairunnisa Khairunnisa Khasanah, Iiswatun Khoirunnisa, Afina Kirana, Fauzia Fikri Lisa Dwi Ningtyas Liya Megawati Luthfitriyani, Cintya Ayu Ma'ruf, Hamka Mujahid Macdhy, Reshanty Dea Nur Mahmud Mahmud manihar Situmorang, manihar Manurung, MS Maria Ermelinda Bhoki Marllina, Tintin Maulana Busyaeri Mayang Sari Melyani Melyani Mhd Burhan Anggara Mia Rosmiati Miftahul Janah, Miftahul Mikdar, Syaeful Millasyifa, Nadya Mitra Sasmita MS Manurung Muhamad Fauzi Muhammad Machyar Barlian Muhammad Nizam Muji Endah Palupi, Muji Endah Mulyati, Hana Putriana Munir, Syaeful MURNIYATI Murniyati, Murniyati Neni Sumarni Niken Astuti, Niken Novia, Rahmah Nur Rasminati Nuraini, Neni Nurfajriaini, Nurfajriaini Nurfajriani Nurfajriani Nurfajriani Nurfajriani Nurfajriani Nurfajriani, Nurfajriani Nurfajriani, Nurfajriani Nurhetty Hutapea Nurjannah, Ratih Nurwulan, Rinayanti Laela Oddy Azis Saputra Ojat Darojat Ompusunggu, Arles Parulian Parahita, Putri Luna Prasetiya, Daniel Purba, Friska Natalia Purwatin, Ary Purwatiningsih, Anastasia Sri Endang Putri Dewi Natalia Putri Lynna A Luthan, Putri Lynna A Rachmi, Naila Syabina Raden, Raden Febrianto Christi Rahayu Rahayu Rahayu Rahayu Rahayu, Jean Ardhia Pramesti Rahman, Fifi Nurul Ramlan Silaban Rani Apriani Ratna Sari Dewi Rd Nia Kania Retno Dwi Suyanti Riestiana, Rofrilia Ritonga, Dina Arfah Rizkina Hakiki Rudi Purwanto Safavi, Vinny Dwi Rahim Sagala, Devita Sari Salimah, Aldena Bina Salsabila , Ailsa Nathania Salsabila, Shafa Sambodo, Reo Saputra, Oddy Azis Saputra, Wahyu Candra Saputri, Anggi Nadia Jeni Sardijo, Sardijo Sari Suryanah sari, elvi yusmika Sari, Nita Yunita Sari, Trisna Saronom Silaban Sarwanto Sarwanto Setyo Utomo Setyo Utomo Setyoko, Agus Shafa, Lizha Nur Simatupang, Murni Talenta Simbolon, Winda D E Sinaga, Anggian Nurjelita Siregar, Muhammad Isa Siska Yulianti Sitanggang, Silvia Azahra SITI MARIAM Soleh, Dudung Amir Sri Nur Afrida Sri Sumiyati Sudrajat Sudrajat Sugiyono Sugiyono Suharwanto, Dwi Suparni, Sri Supriehhatin, Maya Yulita Sutomo, Della Amalia Syafrialdi Azwar Harahap Syaharani, Retno Galuh Syakira, Adlien Dhiva Syalaisha Zahra Elkautsar Syukri Fathudin Achmad Widodo Tampubolon, Yonni Sepriani Tazkiyah, Anissa Ayuning Thalib, Jasmi Bin Abu Tita Juwitaningsih Trinita Tiodora Mardalena, Siahaan Upi Supriatna, Upi Vidya Arisandi Wahidin Wahidin Wawan Riyadi Wesly Hutabarat Widari Widari Widya, Risa Dwy Wiguna, Wiguna Wijaya, Astri Febrianti Wijayanti, Dede Miya Wina Almayanti Yasmin Nurul Fathonah Yeni Fajrin Yeni Wijayanti Yudi Yusdian Yusfiani, Marnida Zahra, Dhea Sajidah Zainuddin Muchtar Zalty, Naomi Khansa