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All 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 Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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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 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.
PENGARUH KUALITAS LAYANAN, CITRA MEREK, KEPERCAYAAN PELANGGAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN KOFFIE PEDIA DI HAGU SELATAN KOTA LHOKSEUMAWE Mayzhura Mayzhura; Rusydi Abubakar; Nurainun Nurainun; Chalirafi Chalirafi
Jurnal Intelek Dan Cendikiawan Nusantara Vol. 2 No. 4 (2025): AGUSTUS - SEPTEMBER 2025
Publisher : PT. Intelek Cendikiawan Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Layanan, Citra Merek, Kepercayaan Pelanggan, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan pada Koffie Pedia di Hagu Selatan, Kota Lhokseumawe. Variabel independen dalam penelitian ini adalah kualitas layanan, citra merek, kepercayaan pelanggan, dan kepuasan pelanggan, sedangkan variabel dependen adalah loyalitas pelanggan. Penelitian ini menggunakan data primer yang diperoleh melalui penyebaran kuesioner kepada 100 responden dengan metode purposive sampling. Metode analisis yang digunakan adalah regresi linear berganda dengan bantuan software SPSS. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, keempat variabel independen berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Penelitian ini memberikan kontribusi penting dalam strategi pemasaran bisnis coffee shop, khususnya dalam mempertahankan pelanggan melalui peningkatan kualitas layanan, pencitraan merek yang kuat, membangun kepercayaan, serta menciptakan kepuasan pelanggan yang berkelanjutan.
TRAINING ON CALCULATION COST OF PRODUCTION FOR NUT PEAK MSMES IN LHOKSEUMAWE CITY Rico Nur Ilham; Irada Sinta; Amru Usman; Em Yusuf Iis; Rusydi Abubakar
International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Vol. 3 No. 3 (2023): November 2023 - February 2024
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/irpitage.v3i3.1387

Abstract

One of the fundamental problems faced by MSME players is a lack of ability in accounting, including calculating the cost of goods manufactured correctly. This phenomenon shows that there are still many MSME actors who have not been able to obtain optimal profits because of their inability to calculate the cost of production correctly. Calculating the cost of production is very important considering that the benefit of information on the cost of production is to determine the selling price of the product. Errors in calculating the cost of production will cause errors in determining the selling price of the product. Ibu Yati's Peanut Rempeyek MSME is one of the MSMEs engaged in the production and sale of various wet cakes and pastries. The results of the service team's initial communication with Mrs. Yati's Peanut Rempeyek showed that this business had never calculated the cost of production for the products it produced because the owner did not have an understanding of the importance of calculating the cost of production. Under these conditions, it is difficult for MSMEs to develop and set selling prices that compete in the market with other products so that maximum profits can be obtained. Based on the problems faced by Ibu Yati's Rempeyek Nut SMEs, the main solution that can be provided to overcome the problems faced by Ibu Yati's Rempeyek Nut SMEs is the application of the calculation of the cost of production for the products they produce which includes identifying production costs and calculating the cost of production. The output resulting from this solution for Mrs. Yati's peanut brittle UMKM is the availability of basic production cost calculations for each type of product produced by Mrs. Yati's peanut brittle UMKM.
ANALYSIS OF FINANCIAL MANAGEMENT IN MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) CENTER COFFEE JULL ARABICA LHOKSEUMAWE Rusydi Abubakar; Anwar Puteh; T. Saifullah; Frengki Putra Ramansyah; Sri Suci Handayani Situmeang
International Conference on Health Science, Green Economics, Educational Review and Technology Vol. 7 No. 1 (2025): 9th IHERT (2025): IHERT (2025) FIRST ISSUE: International Conference on Health
Publisher : Universitas Efarina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ihert.v7i2.537

Abstract

This study aims to analyze financial management at the Jull Arabica Coffee Center Micro, Small, and Medium Enterprises (MSMEs) in Lhokseumawe City. Good financial management is an important factor in maintaining business continuity and development, especially for MSMEs that still face limited resources and accounting understanding. The research method used is a qualitative approach with a descriptive research type. Data were obtained through direct interviews with business owners, observations, and documentation related to MSME financial activities. The results of the study indicate that financial management at the Jull Arabica Coffee Center MSME has not fully implemented the principles of good financial management, such as systematic financial recording, separation of personal and business finances, and the preparation of periodic financial reports. This condition has the potential to hinder business decision-making and the long-term development of MSMEs. Therefore, it is necessary to improve the understanding and implementation of more structured financial management so that MSMEs can improve their financial performance and business competitiveness.
Co-Authors Adnan Ainna Mahrum Nasution Aisa Putri Ariska Amru Usman Andri Ani Nur Anisa Br Pelawi Anwar Puteh Chalirafi, Chalirafi Cindy Fatia Suhelen Darmawati EM Yusuf Iis Frengki Putra Ramansyah Fuadi Hamdiah Heriyana Heriyana Ikramuddin, Ikramuddin Irada Sinta Isra Mayani Jumadiah Khaira Ummaya Khairil Anwar Khairina Khairina M. Nazaruddin Mayzhura Mayzhura Muhammad Fariz Pratama Muhammad Hayani Muhammad Multazam Muhammad Syoufi Lubis Muttaqien Nurainun Nurainun Nurainun Nurul Hikmah Tanjung Rahmaniar Rahmaniar Rico Nur Ilham Rizka Imelia Salsabila Samsul Bahri Sapna Biby Siti Maimunah Siti Nurhaliza Sri Suci Handayani Situmeang Sri Wahyuni Sutriani T. Saifullah Tia Riska Ayunda Titi Yulmaida Yunina