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All Journal International Journal of Social Science and Business International Journal of Supply Chain Management JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Journal of Humanities and Social Studies Management Studies and Entrepreneurship Journal (MSEJ) Cakrawala Repositori Imwi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Indonesian Journal of Society Engagement (IJSE) International Journal of Engagement and Empowerment (IJE2) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS Indonesian Journal of Multidisciplinary Science Rudence: Rural Development for Economic Resilience Journal of Social Studies, Arts and Humanities (JSSAH) Jurnal Kabar Masyarakat
Agus Setyo Pranowo
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The Effect of Internet Advertising and Content Marketing on Online Purchasing Decisions Through Customer Trust at Prinperpack In Sukabumi City Muflihan, Elgin; Pranowo, Agus Setyo; Hannan, Sufrin
International Journal of Education, Information Technology, and Others Vol 7 No 3 (2024): International Journal of Education, information technology   and others (IJEIT)
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.13751199

Abstract

This study explores the influence of Internet Advertising and Content Marketing on online purchasing decisions through customer trust at Prinperpack in Sukabumi City. The background of this study is based on the significant development of digital printing in recent years, which allows personalization and customization of products at a relatively low cost. Prinperpack, a company that focuses on digital printing, experienced fluctuations in income and number of consumers during the period March-September 2023. This decline is thought to be caused by the lack of Internet advertising and low quality marketing content. The research method used is quantitative with data collection through questionnaires distributed to 246 respondents from Prinperpack consumers in Sukabumi City. The results of the validity test show that most of the items in the Internet Advertising, Content Marketing, and Purchasing Decision variables are valid, but some items are invalid and need to be improved. The results of the study indicate that both Internet Advertising and Content Marketing have a significant influence on purchasing decisions, both directly and through customer trust. Customer trust plays a very important mediating role in influencing purchasing decisions. This study provides important insights for digital printing companies and other creative industries in developing effective marketing strategies to increase consumer trust and purchasing decisions.
The Influence of Personal Selling and Price Perception on Customer Loyalty Through Customer Satisfaction as an Intervening Variable at Oriflame Sci Cianjur Nurlaela, Ida; Diposumarto, Ngadino Surip; Pranowo, Agus Setyo
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 8, No 2 (2024): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v8i2.10717

Abstract

Price perception and customer satisfaction together influence customer loyalty This research aims to determine the influence of personal selling and price perception on customer loyalty through customer satisfaction as an intervening variable at Oriflame SCI Cianiur. This research was conducted at Oriflame SCI Cianjur, with the hope that the results of this research can increase customer loyalty to Oriflame SCI Cianjur. In this study, sampling was used using Simple Random Sampline by distributing questionnaires to 133 members of Oriflame SCI Cianjur. Data from the questionnaire results were analyzed using SPSS Version 25 and Lisrel 8.80 software . The results of this research state that (1) personal selling has an impact on customer satisfaction, (2) price perception influences customer satisfaction, (3) personal selling influences customer loyalty. (4) price perception influences customer loyalty, (5) customer satisfaction influences customer loyalty, (6) personal selling and perception together influence customer satisfaction, (7) personal selling customer.
The Effect Of Product Quality And Price Perception On Purchasing Decisions Of Emina Cosmetic Products On Shopee With Brand Image As An Intervening Variable Kusumadevi, Mutiara , Porista; Diposumarto, Ngadino Surip; Pranowo, Agus Setyo
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 8, No 2 (2024): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v8i2.10716

Abstract

This research aims to determine the effect of product quality and price perception on the purchasing decisions of Emina products on Shopee through brand image. The method used in this study was a quantitative approach. The population in this research consisted of active undergraduate students majoring in Management at Pakuan University who purchased Emina products through Shopee. The sampling technique used in the study was Cluster Sampling, and the total number of respondents was 178. The analysis techniques utilized were Descriptive Statistics and Structural Equation Modeling (SEM). Questionnaire data were analyzed using SPSS Version 22 and Lisrel 8.80 software. The results of this research indicate that (a) product quality affects purchasing decisions with a calculated t-value critical t-value, namely 2.72 1.96. (b) price perception affects purchasing decisions with a calculated t-value critical t-value, namely 5.93 1.96. (c) product quality affects brand image with a calculated t-value critical t-value, 2.39 1.96. (d) price perception affects brand image with a calculated t-value critical t-value, 7.62 1.96. (e) brand image affects brand purchasing decisions with a calculated t-value critical t-value, 2.69 1.96. (f) product quality and price perception affect brand image with a calculated t-value critical t-value, 6.57 1.96. (g) product quality, price perception, and brand image affect purchasing decisions with a calculated t-value critical t-value, namely 4.50 1.96.
Culinary Program Decision with Customer Trust on The Quality of Services and The Price Perception Purposed By The Educational Institute In Bogor Sulistiyo, Ajik; Muharam, Hari; Pranowo, Agus Setyo
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): 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.v5i2.5242

Abstract

Kualitas penyelenggara pendidikan saat ini dituntut untuk dapat menjadikan setiap lulusannya memiliki kualitas dan kemampuan yang handal untuk bersaing dan berguna di masyarakat, hal ini dipicu oleh perkembangan industri dan kemajuan teknologi yang menjadikan setiap sumber daya manusia sebagai aset yang dominan dan penting. Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis hubungan antara variabel kualitas pelayanan dan persepsi harga dengan kepercayaan pelanggan sebagai variabel intervening terhadap keputusan pembelian pelanggan untuk melanjutkan pendidikan pada program studi tata boga di lembaga pendidikan di Bogor. Metode penelitian yang dilakukan atas dasar penelitian survei yang dilakukan dengan cara penyebaran kuesioner kepada pelanggan pada lembaga pendidikan kuliner Tristar Culinary Institute. Populasi dalam penelitian ini adalah 459 pelanggan Metode pengambilan sampel dengan menggunakan proporsional stratified random sampling. Pengaruh Kualitas Pelayanan terhadap Kepercayaan Pelanggan sebesar 0,288. Pengaruh Persepsi Harga terhadap Kepercayaan Pelanggan sebesar 0,0693. Pengaruh Kualitas Layanan terhadap Kepercayaan Pelanggan sebesar 7,787 dan nilai T-Tabel sebesar 1,966. Pengaruh Persepsi Harga sebesar 0.263. Kepercayaan Pelanggan sebesar 0,561. Pengaruh terhadap Kualitas Pelayanan, Persepsi Harga dan Kepercayaan Pelanggan adalah 442,625 > 2,65.
Peran Brand Image Memediasi Pengaruh Electronic Word Of Mouth Dan Promosi Online Terhadap Keputusan Memilih Program Studi S1 Manajemen Universitas IPWIJA Jhoni Iskandar; Hari Muharam; Agus Setyo Pranowo; Yoyo Indah Gunawan
Cakrawala Repositori IMWI Vol. 6 No. 6 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i6.567

Abstract

Penelitian ini dilakukan untuk mengetahui peran brand image dalam memediasi pengaruh Electronic word of mouth dan promosi online terhadap keputusan mahasiswa memilih program studi S1 Manajemen Universitas IPWIJA. Penelitian dilakukan di Universitas IPWIJA. Penelitian ini diharapkan dapat menjadi bahan masukan untuk institusi dalam meningkatkan kualitas maupun kuantitas electronic word of mouth, promosi online, dan brand image institusi, guna meningkatkan jumlah penerimaan mahasiswa baru setiap tahunnya. Dalam penelitian ini pengambilan sampel menggunakan Simple Random Sampling dengan menyebar kuesioner pada 193 mahasiswa baru program studi S1 Manajemen Universitas IPWIJA yang masuk pada tahun 2021/2022. Data hasil kuesioner dianalisis dengan menggunakan software SPSS Versi 25 dan Lisrel 8.80. Hasil dari penelitian ini menyatakan bahwa electronic word of mouth berpengaruh terhadap keputusan memilih, promosi online tidak berpengaruh terhadap keputusan memilih, brand image berpengaruh terhadap keputusan memilih, brand image mampu memediasi pengaruh promosi online terhadap keputusan memilih maupun pengaruh electronic word of mouth terhadap keputusan memilih.
TRAINING ON PREPARING SIMPLE FINANCIAL REPORTS BASED ON ANDROID FOR UMKM IN SUBANG DISTRICT, WEST JAVA Anggraini, Anggun; Kurniawan, Prasetyo; Amelia, Rizka Wahyuni; Imbron, Imbron; Pranowo, Agus Setyo; Muharam, Hari; Sasongko, Hendro; Yusnita, Nancy
International Journal of Engagement and Empowerment (IJE2) Vol. 4 No. 3 (2024): International Journal of Engagement and Empowerment
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije2.v4i3.187

Abstract

The purpose of this Community Service activity is to train MSMEs in Subang Regency, West Java, to prepare simple Android-based financial reports. This program also aims to encourage participants to educate their surroundings and align with the demands of the millennial era. Using group discussions, the counseling session equips MSMEs with the knowledge to manage finances efficiently through Android-based tools. The activity includes motivational sessions by resource persons to enhance entrepreneurial spirit, demonstrations on creating business products, and hands-on training in preparing financial reports. These efforts not only foster financial literacy but also empower MSMEs to improve their business operations and sustainability. By integrating technology into financial management, the program supports MSMEs in adapting to modern business demands, increasing their competitiveness in the digital economy, and creating a ripple effect of education and innovation within their communities
STRENGTHENING THE CAPACITY OF HEALTHY RICE MSMES THROUGH DIGITAL MARKETING AS A MODERN MARKETING STRATEGY Solihin, Dede; Sofi’i, Imam; Septiani, Fauziah; Astuti, Widia; Gandung, Muhammad; Muharam, Hari; Pranowo, Agus Setyo; Wihartika, Doni; Yusnita, Nancy
International Journal of Engagement and Empowerment (IJE2) Vol. 4 No. 3 (2024): International Journal of Engagement and Empowerment
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije2.v4i3.188

Abstract

Strengthening the capacity of healthy rice Micro, Small, and Medium Enterprises (MSMEs) and the growing market demand for healthy and quality products are essential. However, many healthy rice MSMEs still need help marketing their products effectively, especially in the digital era. One solution to increase competitiveness and expand the market is implementing digital marketing. This study analyzes how digital marketing can be an effective marketing strategy for healthy rice MSMEs to increase their business capacity. The method used in this study is a qualitative approach with case studies on several healthy rice MSMEs that have started implementing digital marketing. Data collection techniques were conducted through in-depth interviews with MSME owners and observation and analysis of the digital marketing content used. The study results show that using digital marketing, such as social media, marketing through websites, and e-commerce platforms, can increase product visibility, expand the market, and strengthen relationships with consumers. In addition, implementing the right digital marketing strategy can improve sales and competitiveness of healthy rice MSMEs in the modern market. This study suggests that healthy rice MSMEs should optimize digital marketing as part of their marketing strategy
Implementation of Management Practices in MSMEs’ Village for Business Performance and Sustainability Improvement: A Case Study in Bantargadung Village, Bantargadung Sub-Dicstric, Sukabumi Regency, West Java. Gursida, Hari; Herdiyana Herdiyana; Muharam, Hari; Pranowo, Agus Setyo; Hanan, Sufrin; Hadiyat, Yayan
Jurnal Kabar Masyarakat Vol. 3 No. 1 (2025): JURNAL KABAR MASYARAKAT
Publisher : Institut Teknologi dan Bisnis Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jkb.v3i1.2930

Abstract

Management practices in Micro, Small, and Medium Enterprises (MSMEs) in rural areas play a crucial role in enhancing business sustainability and competitiveness. This article explores various management strategies that rural MSMEs can implement to optimize their business operations. Through training and mentoring programs, MSME actors are provided with knowledge and skills in financial management, marketing, and operational management. Community service activities (PkM), conducted in conjunction with research activities using a case study approach on MSMEs in Bantargadung Village, Bantargadung Subdistrict, Sukabumi Regency, have formulated a management practice model for the sustainability of rural MSMEs. This model can be further developed to advance rural MSMEs, aiming to improve the village economy, enhance rural independence, stimulate economic growth, create jobs, and reduce unemployment rates in rural areas, ultimately improving the welfare of rural communities. Based on management practice theory, as well as guidance from the Chamber of Commerce and Industry (Kadin) and the Ministry of Cooperatives and MSMEs, the management practices for rural MSMEs include: 1) Efficient Inventory Management; 2) Production Process Improvement, particularly Production Efficiency; 3) Financial Management; 4) Human Resource Management; 5) Effective Marketing Strategies and the Use of Digital Marketing; and 6) Performance Evaluation and Control.
TRUST AS A MODERATOR AND GREEN PERCEIVED VALUE AS A MEDIATOR IN THE RELATIONSHIP BETWEEN PRODUCT PERCEPTION AND GREEN PURCHASE INTENTION Viniyati Maftuchach; Nandan Limakrisna; Agus Setyo Pranowo
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 2 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i2.3784

Abstract

The increasing environmental awareness among consumers has prompted companies especially in the bottled water industry to adopt green marketing strategies, including the use of eco-labels and sustainable packaging. Despite these efforts, the effectiveness of such strategies in influencing green purchase intention remains inconsistent across different consumer segments. This study aims to investigate the effects of green product awareness and eco-labels on green purchase intention, with green perceived value serving as a mediating variable and trust as a moderating variable. Employing a quantitative research approach, data were collected from 314 Environmental Engineering students in DKI Jakarta through proportional random sampling. Structural Equation Modeling (SEM) was used to analyze the relationships between variables. The model demonstrated good overall fit based on various goodness-of-fit indices. The findings reveal that both green product awareness and eco-labels significantly influence green purchase intention and green perceived value. Green perceived value also directly enhances green purchase intention and mediates the relationship between eco-labels and purchase intention. However, the mediation effect of green perceived value between green product awareness and green purchase intention was found to be insignificant. Furthermore, trust was shown to strengthen the influence of both green product awareness and eco-labels on green perceived value. This study concludes that enhancing consumers' trust and perceived value of environmentally friendly products is critical for driving green purchase intention, especially among young and environmentally conscious individuals. The findings contribute to the literature by clarifying the role of perceived value and trust in green consumer behavior. Practically, the study suggests that companies should not only increase awareness and labeling but also foster trust and clearly communicate the environmental value of their products. This integrated strategy is vital for shaping sustainable consumption patterns in emerging markets.
The Influence of Product Innovation and Social Media Marketing on Mochi Cake Purchasing Decisions in Sukabumi City by Mediation of Brand Perception Studies on Brand Mochi XYZ Rahmaida, Elga; Pranowo, Agus Setyo; Limakrisna, Nandan
Journal of Social Studies Arts and Humanities (JSSAH) Vol 3, No 1 (2023): Vol 3, No 1 (2023) Journal of Social Studies, Arts and Humanities
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jssah.v3i1.7415

Abstract

The level of competition in the business world, especially in the culinary field in Indonesia, is very tight. Currently, market conditions are increasingly dynamic, requiring business people to continuously improvise and innovate in order to retain their customers. Because, every company is always trying to increase market share and reach new customers. This study consisted of 100 respondents who had bought mochi brand XYZ cakes more than twice, and this research used quantitative data sources from questionnaires. The sampling method uses probability sampling with convenience sampling techniques. The research results show 1) Product innovation has a positive and significant impact on brand perception. 2) Social Media Marketing Has a Positive and Significant Influence on Brand Perception 3) Product Innovation has no significant effect on Purchasing Decisions 4) Social Media Marketing Has a Positive Influence on Purchasing Decisions 5) Brand Perception Has a Positive and Significant Influence on Purchasing Decisions 6) Brand Perception Mediates Influence Between Product Innovation With Purchasing Decisions 7) Brand Perception Mediates Influence Between Product Innovation With Purchasing Decisions.
Co-Authors Alimin, Ismet Amelia, Rizka Wahyuni Anggraini, Anggun Anugerah Dachi Azwar Haekal, Azwar Ende, Ende Gandung, Muhammad H Mulyadi Hamzah Hamzah Hanan, Sufrin Hari Gursida Hendro Sasongko Hendro Sasongko Henry Lasut herdiyana, Herdiyana Ida Zuniarti Ida Zuniarti, Ida Imbron, Imbron Isbat Isbat Isbat Isbat Isbat, Isbat Ismet Alimin Jhoni Iskandar Kurniawan, Prasetyo Kusumadevi, Mutiara , Porista Lasut, Henry Lia Mazia, Lia M.S Disman Marpaung, Anju Minarsih, Cicih Muflihan, Elgin Muhamad Rizky Ainurrakhman Muharam, Hari Nanang Qosim Yusuf Nandan Limakrisna Nandan Limakrisna Nasution, Novrihan Leily Ngadino Surip Diposumarto, Ngadino Surip Nono Arief Rachman Nurlaela, Ida Paksi, Faris Eka Priyo Sambodo R. Indra Kusuma Jaya Rahmaida, Elga Rezal, Yonggi Noval Septiani, Fauziah Sienifa, Yuhelmis Sofi’i, Imam Solihin, Dede Sufrin Hannan Sulistiyo, Ajik Sunendar, Ade Suryana Suryana Towaf Totok Irawan Universitas Pakuan Viniyati Maftuchach Widia Astuti Wihartika, Doni Winda Septiana Windi Windi Windi Windi, Windi Yayan Hadiyat Yayan Hendayana Yoyo Indah Gunawan Yuhelmis Sienifa yusnita, nancy Yusuf, Nanang Qosim Zulkifli Musannip Efendi Siregar