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All Journal Jurnal Media Wahana Ekonomika JAM : Jurnal Aplikasi Manajemen EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JURNAL MANAJEMEN MOTIVASI EQIEN - JURNAL EKONOMI DAN BISNIS Ekonomi dan Bisnis Dinasti International Journal of Education Management and Social Science Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Yumary: Jurnal Pengabdian kepada Masyarakat Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Studi Akuntansi, Keuangan, dan Manajemen MES Management Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Electronic Journal of Education, Social Economics and Technology Tadulako International Journal of Applied Management (TaJAM) Sammajiva: Jurnal Penelitian Bisnis dan Manajemen PROSIDING SEMINAR NASIONAL PENELITIAN DAN PENGABDIAN KEPADA MASYARAKAT (SNPPM) UNIVERSITAS MUHAMMADIYAH METRO Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Jurnal Inovasi Bisnis Indonesia (JIBI) Journal of Islamic Digital Economics and Management Al-Hayat: Natural Sciences, Health & Environment Journal Journal Economic Excellence Ibnu Sina Jurnal Ekonomi dan Pembangunan Indonesia Indonesian Journal of Community Empowerment Sasambo: Jurnal Abdimas (Journal of Community Service) Journal of Humanities, Community Service, and Empowerment
Zakiyah Zahara
Economics And Business Study Program, Tadulako University
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Nursing Public Health Social Sciences Veterinary Other

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EFEKTIVITAS STRATEGI DIRECT MARKETING DALAM MEMBANGUN BRAND AWARENESS NUTRISARI Cendana, Amanda Puspa; Bachri, Syamsul; Zahara, Zakiyah; Asriadi, Asriadi
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.v9i1.5007

Abstract

Penelitian ini bertujuan untuk mengidentifikasi apakah strategi pemasaran langsung yang diterapkan oleh PT. Nutrifood Indonesia cabang Palu efektif dalam membangun kesadaran merek Nutrisari. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Pengumpulan data dilakukan melalui wawancara mendalam kepada empat orang informan yaitu pemangku kepentingan PT. NFI cabang Palu dan para pelaku usaha Merchant Teh di Kota Palu sebagai subjek penelitian dengan fokus penelitian pada indikator Pemasaran Langsung dan Kesadaran Merek. Analisis data dilakukan melalui tiga tahap: reduksi data, penyajian data, dan perumusan kesimpulan. Hasil penelitian mengungkapkan bahwa implementasi strategi pemasaran langsung yang dilakukan oleh perusahaan, mencakup program potongan harga, pemasangan merek, dan dukungan materi promosi, terbukti efektif dalam membangun kesadaran merek Nutrisari di kalangan konsumen target. Pendekatan ini menunjukkan korelasi positif antara intensitas intervensi pemasaran dan peningkatan pengakuan merek dalam konteks pasar minuman bubuk. Pemilihan Merchant Teh sebagai subjek penelitian memberikan keunikan tersendiri dalam mengeksplorasi dinamika pasar teh yang belum banyak diteliti. Fokus pada Merchant Teh memungkinkan peneliti untuk mendalami karakteristik spesifik rantai pasok dan strategi pemasaran dalam perdagangan minuman bubuk. Namun, pembatasan ini juga dapat mengurangi kemampuan generalisasi temuan penelitian ke sektor perdagangan lainnya.
OPTIMALISASI MEDIA SOSIAL DALAM MENINGKATKAN BRANDING UMKM EYO SEBAGAI STRATEGI DIGITAL MARKETING Sabir, A. Amalia Almaidah; Sutomo, Maskuri; Zahara, Zakiyah; Wanti, Sri
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.v9i1.5022

Abstract

Penelitian ini bertujuan untuk mengeksplorasi dan menganalisis optimalisasi media sosial dalam memperkuat branding UMKM EYO sebagai bagian dari strategi pemasaran digital. Metode yang digunakan adalah pendekatan kualitatif deskriptif, dengan pengumpulan data melalui wawancara, observasi, dan analisis konten dari akun Instagram @eyo.craft. Hasil penelitian menunjukkan bahwa tingkat keterlibatan yang rendah dan fluktuatif menjadi tantangan utama dalam strategi branding EYO. Analisis terhadap konten yang dipublikasikan menunjukkan bahwa variasi jenis konten, seperti format carousel, memiliki pengaruh signifikan terhadap tingkat interaksi pengguna. Selain itu, penjadwalan posting yang tepat dan relevansi konten dengan momen spesial juga terbukti meningkatkan keterlibatan audiens. Dengan menerapkan strategi konten yang berkualitas dan relevan, UMKM EYO dapat membangun hubungan yang lebih kuat dengan pelanggan, meningkatkan loyalitas, dan mendorong keputusan pembelian. Penelitian ini memberikan rekomendasi bagi UMKM lain dalam memaksimalkan penggunaan media sosial untuk branding yang lebih efektif di era digital saat ini.
Analisis Strategi Pemasaran dalam Meningkatkan Penjualan pada CV Hj. Mbok Sri Palu Sri Ayu Suci Maharani; Zakiyah Zahara; Asriadi; Ira Nuriya Santi
MES Management Journal Vol. 2 No. 2 (2023): MES Management Journal
Publisher : MES Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mesman.v2i2.137

Abstract

In the current era of digitalization, it is very important for entrepreneurs to be adaptive and creative in attracting customer purchases to increase sales results. Sales can increase by implementing various marketing strategies, such as online marketing, promotions, and so on. CV Hj. Mbok Sri Palu is a business engaged in souvenirs typical of the Palu region. This study aims to analyze marketing strategies in order to increase sales on CV Hj. Mbok Sri Palu. This study used descriptive qualitative research method. The data sources used are primary data sources and secondary data with data collection methods using observation, interview and literature studies or literature reviews. The results of this study prove that CV Hj. Mbok Sri Palu implements marketing strategies, including providing offline and online purchase services, looking for quality material suppliers, providing friendly and polite service to customers, holding promotions through social media and marketplaces, providing discounts to customers who make purchases in large quantities, providing a comfortable and clean rest area so that buyers who visit the center CV Hj. Mbok Sri Palu souvenirs can enjoy a break from travel as well as shopping for souvenirs.
PEMETAAN DAN PELATIHAN SISTEM INFORMASI POTENSI DESA (SID) WATUMAETA Dwiwijaya, Kadek Agus; Abdullah, Muhammad Ikbal; Muslimin, Muslimin; Kasim, Muhammad Yunus; Zahara, Zakiyah
MAJU : Indonesian Journal of Community Empowerment Vol. 1 No. 4 (2024): MAJU : Indonesian Journal of Community Empowerment, JULI 2024
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/75mbqs72

Abstract

Desa Watumaeta yang kaya akan sumber daya alam dan budaya menghadapi tantangan dalam pengelolaannya. Untuk mengatasi ini, program pengabdian masyarakat ini bertujuan memetakan potensi desa dan melatih penggunaan Sistem Informasi Desa (SID). Program ini bertujuan memetakan sumber daya desa, mengembangkan dan menerapkan SID yang dapat diakses oleh masyarakat dan pemerintah desa, melatih warga dan aparat desa dalam menggunakan SID, serta meningkatkan partisipasi masyarakat dalam pengelolaan potensi desa. Tahapan pelaksanaan meliputi survei awal, koordinasi dengan pemerintah desa, pengumpulan data, pemetaan digital, desain dan pengembangan SID, uji coba, pelatihan teknis, workshop, serta evaluasi dan monitoring penggunaan SID. Hasil yang diharapkan adalah peta potensi desa yang komprehensif dan dapat diakses oleh masyarakat, serta peningkatan kompetensi aparat desa dan warga dalam mengelola SID, yang mendorong partisipasi masyarakat dalam pengembangan desa berbasis data.
THE ROLE OF PERCEIVED RELEVANCE IN MEDIATING THE EFFECT OF AD PERSONALIZATION AND CONTENT SUITABILITY ON REPURCHASE INTENTION OF GLAD2GLOW PRODUCTS IN TIKTOKSHOP. Abdul Fahri Sakti Ali Tuasikal; Zakiyah Zahara; Ponirin; Mohammad Zeylo Auriza
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 6 (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.v5i6.4507

Abstract

This study aims to examine the extent to which ad personalization and content suitability influence repurchase intention, with perceived relevance acting as a mediating variable in consumers of Glad2Glow products on TikTok Shop. The research approach used a quantitative method with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis of 100 respondents who actively use TikTok and have interacted with Glad2Glow products. The results showed that both ad personalization and content suitability have a positive and significant influence on perceived relevance and repurchase intention. In addition, perceived relevance was proven to act as a mediator that strengthens the relationship between the two variables on repurchase intention. These findings indicate that digital marketing communication efforts that focus on message suitability and relevant experiences can improve consumer perceptions, strengthen emotional connections with brands, and foster loyalty to Glad2Glow products on the TikTok Shop platform.
Comparison Of Satisfaction Between Offline Customers And Online Customers At PT Telekomunikasi Seluler Palu Andi Rifni; Zakiyah Zahara; Ira Nurya Santi; Asriadi Asriadi
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 3 (2025): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i3.8006

Abstract

This study aims to analyze the comparison of customer satisfaction levels between online and offline services at PT Telekomunikasi Seluler Palu, specifically for Kartu Halo users. Utilizing a quantitative approach and t-test analysis, the study evaluates six key dimensions of customer satisfaction: expectation-performance alignment, service and product quality, perceived value, customer experience, customer loyalty, and customer feedback. The findings reveal that online services excel in expectation-performance alignment, perceived value, and customer feedback, while offline services outperform in service and product quality, customer experience, and loyalty. However, the overall difference in satisfaction levels between the two services is minimal, indicating that both offer nearly equal quality and are complementary. Additionally, all tested dimensions significantly influence customer satisfaction for both online and offline services. This study provides insights for PT Telekomunikasi Seluler's management to develop more targeted strategies for improving service quality and meeting customer needs effectively.
Building Customer Loyalty Through Relationship Marketing And Price At Motorcycle Washes In Palu City I Kadek Rio Ardayana; Maskuri Sutomo; Zakiyah Zahara; Farid Farid
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 4 (2025): Oktober
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i4.8229

Abstract

This study aims to determine the effect of Relationship Marketing and Price on customer loyalty at Motorbike washing in Palu City This quantitative research was conducted at the Sula motorbike washing company in Vatutela, Palu City. The research was conducted from October to December 2024.This study involved 60 respondents and used the Roscoe method. Purposive sampling is a sampling method in which research is conducted on a group of subjects who have specific characteristics. Data were collected through interviews and distributing questionnaires to participants. This study used multiple linear regression as a data analysis technique and used the SPSS program as an analytical tool. According to the results of multiple linear regression analysis conducted in this study, it can be concluded that relationship marketing and price variables have an influence on customer loyalty at Sula Motor Wash, Palu City, both partially and simultaneously. This shows that proper pricing and relationship marketing strategies help build and maintain customer loyalty.
The Effect Of Product Quality And Brand Image On Customer Loyalty In Skintific Products (Case Study On Gen Z In Palu City) Nova Anggriani; Zakiyah Zahara; Maskuri Sutomo; Pricylia Chintya Dewi Buntuang
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 4 (2025): Oktober
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i4.8321

Abstract

The purpose of this study was to determine and analyze: (1) the effect of product quality and brand image on customer loyalty on skintific products in Palu city, (2) the effect of product quality on customer loyalty on skintific products in Palu city, (3) the effect of brand image on customer loyalty on skintific products in Palu city. The type of research used is quantitative (shows the relationship between variables). The population in this study were gen Z customers in Palu city who used skintific products. The sampling technique in this study used purposive sampling, with a total sample size of 110 respondents. Data collection using a questionnaire. The analysis method used is multiple linear regression analysis using the SPSS release 26 application. The results showed that (1) there is an effect of product quality and brand image on customer loyalty on skintific products in the Palu city (2) there is an effect of product quality on customer loyalty on skintific products in the Palu city (3) there is an effect of brand image on customer loyalty in the Palu city.
The Influence Of Hedonic Shopping Motivation, Shopping Lifestyle And Packaging Design On Impulse Buying Consumers Of Oh! Some Products In Palu City Syaban Nur; Syamsul Bahri Dg Parani; Zakiyah Zahara; Asriadi Asriadi
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 1 (2026): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i1.8826

Abstract

This study examines the influence of Hedonic Shopping Motivation, Shopping Lifestyle, and Packaging Design on impulse buying behavior of Oh! Some consumers in Palu, using 130 respondents and multiple linear regression analysis with SPSS. The results show that Shopping Lifestyle and Packaging Design have a significant effect on impulse buying, while Hedonic Shopping Motivation does not. These findings indicate that shopping habits and packaging appeal play a greater role in driving impulse purchases than hedonic motivation. Consumers are more triggered by lifestyle patterns and product visuals when making spontaneous buying decisions.
THE EFFECT OF DISCOUNTS, BRAND IMAGE, AND BRAND TRUST ON CONSUMER SATISFACTION AT MATAHARI DEPARTMENT STORE IN PALU CITY Moh. Rio Ferdinand; Syamsul Bachri; Zakiyah Zahara; Mohammad Zeylo Auriza
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 4 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21064909

Abstract

This study aims to analyze the influence of discounts, brand image , and brand trust on consumer satisfaction at Matahari Department Store in Palu City. This study uses a quantitative approach with a survey method by distributing questionnaires to 96 respondents who are consumers of Matahari Department Store in Palu City. The results of the study indicate that Discounts, Brand Image , and Brand Trust partially have a positive and significant influence on consumer satisfaction. In addition, the three variables simultaneously also have a positive and significant influence on consumer satisfaction. This finding emphasizes the importance of an integrated marketing strategy that combines attractive price promotions (discounts), the formation of a strong and positive brand image, and high brand trust to increase overall consumer satisfaction and support business sustainability in the retail industry, especially Matahari Department Store.
Co-Authors Abd. Rasyid Syamsuri Abdul Basit Abdul Fahri Sakti Ali Tuasikal Abdullah, Muhammad Ikbal Adfiyani Fadjar Adhe Istiana Ikramawati Andi Indriani Ibrahim Andi Rifni Anugrah Dwilaksana Ardiansyah Argenia, Yohana Asngadi Asngadi Asriadi Asriadi Asriadi Asriadi Asriadi Asriadi Asriadi Auriza, Moh. Zeylo Bahri Dg. Parani, Syamsul Cendana, Amanda Puspa DARMAN Darman, Darman Dasriana Dasriana Dewi Sinta Dwiwijaya, Kadek Agus Dzar Algifari Eka Ayu Savitri Elimawaty Rombe Fajar Surya Alamsyah Fannya Azzahra Assirayatul Farid Farid Farid Farid Farid, Farid Fera Fera Fera Fitriah Hartanti Giffary Alfaiz Hasmawati Hasmawati Hasrul Ahmad Hastuti Habir Hesti Evrianti I Kadek Rio Ardayana idiljan, Desri komala sari Ihksan, Ihksan IRA NURIYA SANTI Ira Nurya Santi Islianty, Nur Riski Juliana Kadang Khairunnisa, Gina Laorensia Yolanda Sundah Listiani, Putri Magfira, Magfira Malarante, Narita Mardani, Mohammad Maskuri Sutomo Masliati Miska Auliyah Moh. Ali Murad Moh. Ali Murad Moh. Rio Ferdinand Moh. Zeylo Auriza Mohammad Ega Nugraha Mohammad Zeylo Auriza Muh. Riswandi Palawa MUH. YUNUS KASIM, MUH. YUNUS KASIM Muhammad Riswandi Palawa4 Muslimin Muslimin Muslimin Muslimin Muslimin Muslimin Muslimin Muzakir N., Cikal Rambasae Nilah Karnillah Putri Nirwan Nirwan Nova Anggriani Nur Risky Islianty Nurcaya Zahra Nurnadila, Nurnadila Octaviana, Eva Oktavianus Palawa, Muh. Riswandi Parubak, Banyamin Pina Pina Ponirin Ponirin Ponirin Ponirin Ponirin Ponirin, Ponirin Pricylia Chintya Dewi Buntuang Rahmawati Riska Nining Lestari Rismawati Risnawati Risnawati Rizky, Anang Rizky Nugraha Rosida P. Adam Sabir, A. Amalia Almaidah Sardini Sardini Setiawan Mandala Putra Siti Aisyah Siti Nurhaliza Sri Ayu Suci Maharani Sri Wahyuni Sri Wanti Sri Wanti Suardi Suardi Subakti, I Gede Andre Sukmawati Sukmawati Sulistia Sulistia Suryadi Hadi Syaban Nur Syamsiar, Syamsiar Syamsul Bachri Syamsul Bachri Syamsul Bachri Syamsul Bahri Dg. Parani Syamsul Bahri Dg.Parani Syamsul Dg. Parani Tambaru, Rachman Tediy Adrian Hermansyah USWATUN HASANAH Wanti, Sri Wiri Wirastuti Yulianti Dwi Astuti Zeylo Auriza, Mohammad