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All Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Transparansi Publik (JTP) International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Intelek Insan Cendikia
Rusydi Abubakar
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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ANALYSIS OF FACTORS AFFECTING THE SUCCESS OF MICRO SMALL AND MEDIUM ENTERPRISES (CASE STUDY OF NAGOYA SHOP IN LHOKSEUMAWE CITY) Rusydi Abubakar; Rizka Imelia Salsabila; Siti Nurhaliza; Khaira Ummaya; Anisa Br Pelawi
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 2 No. 12 (2023): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v2i12.330

Abstract

This research aims to analyze the profits of the "Nagoya" shop business so that we can know in detail the amount of profit each month earned by the "Nagoya" shop business in the culinary area on reservoir road in Lhokseumawe City. The data used in this research is primary data obtained by conducting direct interviews with business owners using a list of questions, and secondary data obtained from literature studies in the form of literature, written sources or documents that are relevant to this research. The data analysis method used is descriptive analysis, using business profit analysis, then continued with Return of Cost Ratio analysis, then presented in table form. The results of this research show that the "Nagoya" shop business provides a monthly profit of IDR.7,970,000 with an R/C ratio of 2.35. This shows that every Rp. 1 production cost incurred by a cof ee shop business owner can provide a return in the form of receipts of IDR. 2.35. Where the total revenue is still greater than the total production costs and this business experiences profits Every
IT IS RARE FOR MICRO, SMALL AND MEDIUM ENTERPRISES (MSMES) TO MAKE FINANCIAL REPORTS Rusydi Abubakar; Nurul Hikmah Tanjung; Ainna Mahrum Nasution; Sri Wahyuni; Rico Nur Ilham
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 5 (2025): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i2.354

Abstract

This study aims to analyze the level of awareness and readiness of Micro, Small, and Medium Enterprises (MSMEs) in preparing financial and tax reports. The data used in this study is primary data. The data obtained were analyzed using qualitative and quantitative research methods. The results show that the level of awareness and readiness of MSMEs in preparing financial and tax reports is still relatively low. MSMEs with the support of regulators need to make extra efforts to minimize the obstacles faced when compiling financial and tax reports.
THE INFLUENCE OF SOCIAL MEDIA MARKETING ON THE BRAND EQUTY OF PACKAGED FRUIT JUICE BEVERAGES IN THE COMMUNITY OF LHOKSEUMAWE CITY Muhammad Fariz Pratama; Rusydi Abubakar
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 6 (2024): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i6.467

Abstract

This study aims to analyze the influence of social media marketing on the brand equity of packaged fruit juice beverages among the community in Lhokseumawe City. Data for this research were collected through a survey method using a questionnaire as the data collection instrument. The respondents in this study were 100 residents of Lhokseumawe City. This research employed a quantitative approach with multiple linear regression analysis using SPSS (Statistical Package for the Social Sciences) software. The results of the study indicate that, partially, entertainment has a positive and significant effect on the brand equity of packaged fruit juice beverages among the community in Lhokseumawe City. Customization has a positive and significant effect on the brand equity of packaged fruit juice beverages among the community in Lhokseumawe City. Interaction has a positive and significant effect on the brand equity of packaged fruit juice beverages among the community in Lhokseumawe City. E-WOM has a positive and significant effect on the brand equity of packaged fruit juice beverages among the community in Lhokseumawe City. Trendiness has a positive and significant effect on the brand equity of packaged fruit juice beverages among the community in Lhokseumawe City.
THE INFLUENCE OF GREEN MARKETING, PRODUCT QUALITY AND CONSUMER CONFIDENCE ON PURCHASING DECISIONS FOR AVOSKIN SKINCARE PRODUCTS FOR STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, MALIKUSSALEH UNIVERSITY Adnan; Rusydi Abubakar; Ikramuddin; Titi Yulmaida
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 6 (2024): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i6.472

Abstract

This study aims to analyze the effect of green marketing, product quality, and consumer confidence on purchasing decisions for Avoskin skincare products among students of the Faculty of Economics and Business, Malikussaleh University. The method used is quantitative with a survey approach. Data was collected through questionnaires distributed to 100 respondents selected by purposive sampling technique. Data analysis was carried out using multiple linear regression and also hypothesis testing. The results showed that green marketing, product quality, and consumer confidence have a significant and positive influence on purchasing decisions. Green marketing influences purchasing decisions by showing the company's commitment to the environment, while product quality influences through perceptions of product excellence and effectiveness. Consumer trust is a key factor that strengthens the relationship between product perceptions and purchasing decisions. These findings indicate that marketing strategies that focus on environmental aspects and product quality, as well as building consumer trust, can increase purchasing decisions for Avoskin skincare products among college students. This research is expected to contribute to the development of more effective marketing strategies in the skincare industry.
THE INFLUENCE OF ONLINE CUSTOMER RATINGS, ONLINE CUSTOMER REVIEWS, AND PRICE PERCEPTIONS ON PURCHASING DECISIONS IN SHOPEE E-COMMERCE (Study on FEB Management Students Universitas Malikussaleh) Adnan; Rusydi Abubakar; Heriyana; Andri Ani Nur
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 10 (2024): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i10.551

Abstract

The research aims to determine how online customer ratings, online customer reviews, and price perceptions influence purchasing decisions on Shopee e-commerce among Management students of FEB Universitas Malikussaleh class of 2020. The data used in this research is primary data obtained by distributing questionnaires online and directly to students who use Shopee e-commerce. The sample in this research consists of 140 respondents using a non-probability sampling technique, namely purposive sampling. This research employs multiple linear regression analysis using SPSS software version 25. The results show that partially, online customer ratings, online customer reviews, and price perceptions have a positive and significant effect on purchasing decisions. Meanwhile, the simultaneous test results show that online customer ratings, online customer reviews, and price perceptions have a positive and significant effect on the Management students of FEB Universitas Malikussaleh class of 2020. The coefficient of determination test results indicate that purchasing decisions on Shopee e-commerce are influenced by online customer ratings, online customer reviews, and price perceptions by 42.8%, while the remaining 57.2% is influenced by variables outside this research.
THE INFLUENCE OF BRAND LOVE, BRAND IDENTITY, AND BRAND IMAGE ON BRAND LOYALTY TO MAKE OVER PRODUCTS Cindy Fatia Suhelen; Nurainun; Siti Maimunah; Rusydi Abubakar
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 11 (2024): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i11.594

Abstract

This research aims to analyze the influence of brand love, brand identity, and brand image on brand loyalty in Make Over cosmetic products. This researchuses a quantitative method by collecting data from surveys distributed to Make Over product users, using primary data obtained by distributing questionnaires to 150 respondents selected using the Non Purposive Sampling method. The data analysis method used is the multiple linear regression method with the help of SPSS version 26.0. In testing the validity of the data, researchers used multiple confirmatory factor analysis. The results of this research show that brand love influences brand loyalty in make over products, brand identity influences brand loyalty in make over products and brand image influences brand loyalty in make over products.
THE INFLUENCE OF ENTREPRENEURIAL ORIENTATION AND INNOVATION CAPABILITY ON THE COMPETITIVENESS OF MSMEs AND ITS IMPACT ON MARKETING PERFORMANCE OF MSMEs IN LHOKSEUMAWE CITY Muhammad Hayani; Rusydi Abubakar; Heriyana; Ikramuddin; Darmawati; Nurainun
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 11 (2024): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i11.595

Abstract

This research examines the influence of entrepreneurial orientation and innovation capability on the competitiveness of MSMEs and their impact on the marketing performance of MSMEs in Lhokseumawe City. The sample in this study was 133 active MSMEs and business owners. Data collected through questionnaires were analyzed using a data analysis method using Structural Equation Modeling (SEM) which was operationalized with the Analysis of Moment Structure (AMOS) tool. The research results show that entrepreneurial orientation and innovation capability have a significant effect on competitiveness and marketing performance. And competitiveness has a direct effect on marketing performance. Then, in testing the indirect effect of competitiveness, it was found to act as a partial mediating variable in the relationship between entrepreneurial orientation and innovation capability on marketing performance. It is hoped that the results of this research will be important information for the government and MSME managers in Lhokseumawe City in order to create policies for the development of micro, small and medium enterprises.
THE INFLUENCER OF MARKETING, DIGITAL MARKETING AND BRAND IMAGE ON PURCHASE DECISIONS ON SKINTIFIC PRODUCTS IN TIKTOK SHOP (Case Study of Students of the Faculty of Economics and Business, Malikussaleh University) Cut Nazira Maulida; Adnan; Rusydi Abubakar; Syamsul Bahri
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 1 (2024): DECEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i1.635

Abstract

The aim of the research is to determine and analyze the influence of Influencer Marketing, Digital Marketing, and Brand Image on purchasing decisions for skintific products at the Toktok Shop among students at the Faculty of Economics and Business, Malikussaleh University. This research was conducted at the Tiktok Shop. With the object of the research being carried out on students from the Faculty of Economics and Business, Malikussaleh University. The population used in this research is all students from the Faculty of Economics & Business, Malikussaleh University who use Skintific products. Researchers determined the sample size to be 100 student respondents at the Faculty of Economics & Business, Malikussaleh University who used Skintific products. Research Results Influencer marketing has a significant influence on purchasing decisions for Skintific products in the Tiktok Shop. The better the influencer is at educating consumers regarding the products being marketed, the higher the level of purchasing decisions. Digital marketing has no influence on purchasing decisions for Skintific products at the Tiktok Shop. Brand image has a significant influence on purchasing decisions for Skintific products at the Tiktok Shop. Influencer marketing, digital marketing and brand image have a significant influence on purchasing decisions.
THE ROLE OF LEADERSHIP, WORK CULTURE, AND TRAINING ON EMPLOYEE PERFORMANCE: A QUALITATIVE STUDY OF SUMATERA'S NASI LAUK UMKM Amru Usman; Rusydi Abubakar; Khairil Anwar
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 8 (2025): JULY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i8.1049

Abstract

This study aims to examine the influence of leadership, work culture, and training on employee performance at the culinary MSME "Nasi Lauk Sumatra." Using a qualitative-descriptive approach through interviews, observations, and documentation involving 15 employees, the findings show that participative builds trust and emotional engagement, creating a comfortable work atmosphere and leadership sense of belonging. A family-based work culture strengthens team cohesion and collaboration despite the absence of formal structures. Informal training facilitates adaptation and skill improvement, although it remains unsystematic. Collectively, these three variables enhance employee efficiency, work quality, and loyalty. However, physical work environment conditions and lack of clear career paths remain challenges affecting long-term job satisfaction. This research provides a holistic view of human resource dynamics in culinary MSMEs and offers recommendations for sustainable development.
THE INFLUENCE OF ADVERTISING, BRAND IMAGE, AND PRICE ON CONSUMER LOYALTY OF HM SAMPOERNA CIGARETTES IN THE PEOPLE OF LHOKSEUMAWE Muhammad Yani Fadhil; Halida Bahri; Rusydi Abubakar; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 1 (2025): DECEMBER - ON PROGRESS
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v5i1.1333

Abstract

This research aims to determine the influence of advertising, brand image and price on consumer loyalty for HM Sampoerna cigarettes in the people of Lhokseumawe City. The research method used is a quantitative method with a survey approach. This research was conducted on all consumers who consumed HM Sampoerna cigarettes in the city of Lhokseumawe, totaling 100 consumers. The data used in this research is primary data obtained by distributing questionnaires directly to 100 respondents. The data analysis technique used is multiple linear regression analysis using the Statistical Program for Product and Service Solution (SPSS) software. Where all these variables will be used using a Likert scale. The research results show that advertising, brand image and price together have a positive and significant effect on consumer loyalty for HM Sampoerna cigarettes. With an advertising regression value of 0.728 and a significant value of 0.000. This shows that advertising has a positive and significant effect on consumer loyalty, so the more attractive and effective the advertising for HM Sampoerna cigarettes, the higher the consumer loyalty to the brand. Brand image has a regression value of 0.269 with a significance value of 0.041. This shows that brand image has a positive and significant effect on consumer loyalty, so a good brand image can increase consumer loyalty. Price has a regression value of 0.478 with a significance value of 0.000. This shows that price has a positive and significant effect on consumer loyalty, so the price given by HM Sampoerna is in accordance with the product quality that consumers receive, which can increase consumer loyalty.
Co-Authors Adnan Ainna Mahrum Nasution Aisa Putri Ariska Amru Usman Andri Ani Nur Anggita Prinanda Anisa Br Pelawi Anwar Anwar Puteh Bahri, Halida Chalirafi, Chalirafi Cindy Fatia Suhelen Cut Nazira Maulida Cut Ulandari Darmawati Durrah Safira EM Yusuf Iis Fuadi Hamdiah Heriyana Heriyana Heriyana Ikramuddin, Ikramuddin Irada Sinta Isra Mayani Jumadiah Keysha Alia Salsabila Pasaribu Khaira Ummaya Khairil Anwar Khairina Khairina M Nazaruddin M. Insan Pratama M. Subhan Mayzhura Mayzhura MUCHSIN Muhammad Fariz Pratama Muhammad Hayani Muhammad Multazam Muhammad Syoufi Lubis Muhammad Yani Fadhil Muttaqien Naufal Bachri, Naufal Nidea Rinzeni Nurainun Nurainun Nurainun Nurul Hikmah Tanjung Rahmaniar Rahmaniar Rico Nur Ilham Rizka Imelia Salsabila Samsul Bahri Sapna Biby Siti Maimunah Siti Nurhaliza Sri Wahyuni Sutriani Syamsul Bahri T. Edyansyah, T. Edyansyah T. Saifullah Teuku Zulkarnaen Tia Riska Ayunda Titi Yulmaida Widyana Verawati Siregar Yunina