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All Journal SEIKO : Journal of Management & Business Nusantara: Jurnal Pendidikan Indonesia Jurnal Ekonomi Jurnal Minfo Polgan (JMP) Industrial Research Workshop and National Seminar Jurnal Pengabdian Masyarakat Bhinneka Jurnal Mahasiswa Manajemen dan Akuntansi Journal of Management and Creative Business TOFEDU: The Future of Education Journal Horizon: Indonesian Journal of Multidisciplinary Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi Edumaspul: Jurnal Pendidikan
Ismail Yusup
Universitas Pendidikan Indonesia
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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The Moderating Effect of Content Quality on Promotion and Purchase Decisions at Guscio Fashion Brand Rizki Ramdani; Dede Kurnia; Ismail Yusup
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.20338

Abstract

Fluctuating sales revenue at the Guscio fashion brand during 2024–2025 indicates that consumer purchase decisions have not been consistently established. A preliminary survey found that although all respondents had seen Guscio's promotions, most had not purchased, considered the content unattractive or unconvincing, and felt that the promotions had not encouraged them to buy. This study describes promotion and purchase decisions, analyzes the effect of promotion on purchase decisions, and examines content quality as a moderator. A quantitative method was used, involving 176 Guscio customers selected by purposive criteria. Data were collected via a Likert scale questionnaire and analyzed using Hayes’ PROCESS Macro Model 1 with bootstrapping at a 95% confidence level. The results show that promotion has a positive and significant effect on purchase decisions, and that content quality significantly moderates this effect by acting as an enhancing moderator, meaning that higher content quality strengthens the influence of promotion on purchase decisions. These findings suggest that Guscio should pair its promotional activities with relevant, informative, and attractive content to improve consumer purchase decisions.
Strategi Pemasaran pada Brand Minuman Tekun Tasikmalaya Menggunakan Analisis SWOT dan Tows Matrix Basalamah, Salma Harun; Yusup, Ismail; Rachmani, Nizza Nadya
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i3.6413

Abstract

Penelitian ini bertujuan untuk menganalisis strategi pemasaran pada brand minuman TEKUN di Kota Tasikmalaya menggunakan pendekatan analisis SWOT. Penelitian ini dilatarbelakangi oleh meningkatnya konsumsi kopi dan berkembangnya industri minuman kekinian yang menyebabkan persaingan usaha semakin ketat. Kondisi tersebut menuntut TEKUN untuk menerapkan strategi pemasaran yang tepat guna mempertahankan dan meningkatkan daya saing usaha. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan studi kasus. Data diperoleh melalui observasi, wawancara, dokumentasi, dan studi literatur. Informan penelitian terdiri atas pihak manajemen TEKUN Tasikmalaya. Analisis data dilakukan melalui tahapan pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan, sedangkan keabsahan data diuji menggunakan triangulasi sumber dan triangulasi teknik. Hasil penelitian menunjukkan bahwa kekuatan utama TEKUN terletak pada kualitas produk, harga yang terjangkau, variasi menu, dan lokasi yang strategis. Kelemahannya meliputi keterbatasan target pasar, promosi digital yang belum optimal, dan branding yang belum kuat. Peluang yang dimiliki berasal dari meningkatnya tren minuman kekinian dan perkembangan teknologi digital, sedangkan ancaman utama berasal dari tingginya tingkat persaingan dan perubahan selera konsumen. Berdasarkan analisis SWOT, TEKUN berada pada Kuadran II (Grow and Build Strategy) dengan nilai IFAS sebesar 2,92 dan EFAS sebesar 3,25. Strategi prioritas yang direkomendasikan adalah strategi WO (Weaknesses–Opportunities), yaitu memperluas segmentasi pasar, mengoptimalkan promosi digital, memperkuat branding, mengembangkan inovasi produk, memanfaatkan teknologi digital, dan meningkatkan hubungan dengan konsumen guna meningkatkan daya saing serta pertumbuhan usaha. Kata kunci: strategi pemasaran, SWOT, branding, pemasaran digital, TEKUN
Pengaruh Perilaku Penjualan Adaptif, Orientasi Pasar dan Inovasi Produk Terhadap Kinerja Penjualan Pelaku UMKM di Mall UKM Kota Cirebon Marpaung, Sanny Margaretha Br; Kurnia, Dede; Yusup, Ismail
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i3.6431

Abstract

This study aims to analyze the influence of adaptive selling behavior, market orientation, and product innovation on the sales performance of MSMEs in the UKM Mall in Cirebon City. The study used a quantitative approach with descriptive and verification methods. The study population consisted of 246 MSMEs, with the sample determined using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that adaptive selling behavior, market orientation, product innovation, and sales performance were in the high category. Partially, adaptive selling behavior had a positive but insignificant effect on sales performance. Conversely, market orientation and product innovation had a positive and significant effect on sales performance. These findings indicate that the ability to understand customer needs, respond to market changes, and develop innovative products are important factors in improving MSME sales performance. Meanwhile, adaptability in sales strategies has not had a significant effect. This study implies that strengthening market orientation and product innovation needs to be a priority in efforts to increase the competitiveness and sustainability of MSME businesses.
The Influence of Instagram Social Media Marketing on Brand Awareness: A Study of Jupiter Roastery, a Local Coffee MSME Reza Marfend; Ismail Yusup; Nizza Nadya Rachmani
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.18932

Abstract

The rapid expansion of social media has empowered micro, small, and medium enterprises (MSMEs) to enhance brand communication through interactive and visual platforms. Jupiter Roastery, a local coffee MSME, actively leverages Instagram to promote its products and establish its brand identity. However, there remains a need to improve public recognition of the brand specifically as a roastery and supplier of roasted coffee beans. Employing a quantitative descriptive approach, this research examines the impact of Instagram Social Media Marketing on Brand Awareness at Jupiter Roastery. A purposive sample of 96 respondents completed a five point Likert scale questionnaire, and the collected data were analyzed via simple linear regression. The analysis demonstrates a positive and significant effect of Instagram marketing on Brand Awareness. Furthermore, the findings highlight that a major portion of the changes in Brand Awareness are attributable to these social media activities. Ultimately, the study concludes that engaging, consistent, and shareable Instagram content is crucial for elevating brand recognition and recall within the local coffee market.
Analisis Pelaksanaan Inkubator Bisnis Dalam Upaya Meningkatkan Kinerja Wirausaha Mahasiswa HIPMI PT UPI Ahdi Ahdi; Nandang Nandang; Ismail Yusup
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.18967

Abstract

Program Inkubator Bisnis HIPMI Perguruan Tinggi Universitas Pendidikan Indonesia (HIPMI PT UPI) merupakan program yang bertujuan untuk mendukung pengembangan kemampuan kewirausahaan mahasiswa melalui kegiatan pelatihan, mentoring, dan pendampingan usaha. Penelitian ini bertujuan untuk mendeskripsikan gambaran kinerja wirausaha mahasiswa setelah mengikuti program inkubator bisnis serta mengidentifikasi faktor-faktor yang menyebabkan pelaksanaan program belum berjalan secara optimal. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Informan penelitian terdiri atas pengelola program, mentor, dan mahasiswa peserta program yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa peserta program mengalami perkembangan pada aspek capaian hasil usaha, kemampuan meyakinkan orang lain, kompetensi usaha, dan perilaku kewirausahaan. Program memberikan pengalaman belajar, pemahaman, serta keterampilan yang mendukung pengembangan usaha mahasiswa. Namun demikian, pelaksanaan program masih menghadapi beberapa kendala, antara lain analisis kebutuhan peserta yang belum dilakukan secara sistematis, perencanaan program yang belum terarah, pelaksanaan pendampingan yang masih terbatas, serta evaluasi program yang belum dilakukan secara berkelanjutan. Berdasarkan temuan tersebut, Program Inkubator Bisnis Catalyst Center telah menjadi sarana pengembangan kewirausahaan mahasiswa, namun masih diperlukan perbaikan pada aspek analisis kebutuhan, perencanaan, pelaksanaan, dan evaluasi agar pelaksanaan program dapat berjalan lebih optimal.
Pengaruh Service Quality Terhadap Custumer Loyalty Pada Dealer Suzuki Tasikmalaya : Studi Kasus Pada PT. Cakra Putra Parahyangan Toip Saputra; Nandang Nandang; Ismail Yusup
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.19035

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh service quality terhadap customer loyalty pada dealer suzuki tasikmalaya (studi kasus pada PT.Cakra putra parahyangan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 100 pelanggan dealer Suzuki tasik. Analisis data yang dilakukan menggunakan metode penilaian tingkat capaian responden, uji normalitas, uji heterokedasitas, analisis regresi linier sederhana, uji t serta uji koefisien determinasi.Hasil penelitian menunjukan service quality berpengaruh positif dan signifikan terhadap customer loyalty.Hal ini ditunjukan oleh nilai koefisien regresi sebesar 0,298 dengan nilai t-hitung sebesar 7,785 dan tingkat signifikansi < 0,001. Selain itu, hasil uji koefisien determinasi menunjukkan bahwa Service Quality mampu menjelaskan Customer Loyalty sebesar 38,2% sedangkan sisanya dapat dijelaskan oleh faktor-faktor lain. Hasil penelitian diharapkan dapat memberikan wawasan mengenai pengaruh Service Quality terhadap Customer Loyalty pada perusahaan di bidang otomotif serta memberikan rekomendasi strategis bagi perusahaan dalam meningkatkan loyalitas pelanggan.
The Effect of Tiktok Content Marketing on Brand Awareness of the Glad2Glow Nadila Irawan; Nandang Nandang; Ismail Yusup
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.19466

Abstract

The beauty industry is growing rapidly, driving intense competition among skincare brands. Glad2Glow, a China-based skincare and make-up brand popular among Generation Z, experienced fluctuating brand reputation and recurring consumer confusion about product information on TikTok. This study aims to describe content marketing and brand awareness, and to analyze the effect of TikTok content marketing on brand awareness of Glad2Glow products. This study used a quantitative method with a descriptive-verificative approach. Data were collected through a structured online questionnaire using a five-point Likert scale, distributed to 384 Generation Z respondents who had been exposed to Glad2Glow's TikTok content and used or purchased Glad2Glow products, selected through purposive sampling. Data were analyzed using descriptive statistics, classical assumption tests, and simple linear regression. The results show that both content marketing and brand awareness are in the high category. Content marketing has a positive and significant effect on brand awareness, with an R² value of 0.318. These findings indicate that educational, informative, and trustworthy TikTok content plays an important role in strengthening consumer awareness of the Glad2Glow brand.
Triple Layered Business Model Canvas Strategy in Realizing Aquaculture Business Sustainability at the Mina Perkasa Farming Group: Janapriya Mahardika Satwika; Ismail Yusup; Nizza Nadya Rachmani
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.19497

Abstract

This study aims to identify the sustainable business model and formulate business development strategies for Pokdakan Mina Perkasa using the Triple Layered Business Model Canvas (TLBMC) approach. This research employed a qualitative method with a case study approach. Data were collected through interviews, observations, and documentation involving the head of Pokdakan Mina Perkasa, group members, and stakeholders engaged in aquaculture and fish processing activities.The findings indicate that the business model of Pokdakan Mina Perkasa has incorporated economic, environmental, and social aspects. However, several areas still require improvement. In the economic layer, the proposed strategies focus on expanding customer segments, strengthening digital marketing, improving customer relationships, and developing value-added products. In the social layer, the strategies are directed toward enhancing members' capacities, empowering the local community, and strengthening collaboration with various stakeholders. In the environmental layer, the strategies emphasize waste reduction, by-product utilization, efficient resource management, and environmentally friendly distribution practices. Based on these findings, an integrated business development strategy covering economic, environmental, and social aspects was formulated to support the sustainability of Pokdakan Mina Perkasa. The proposed strategy is expected to improve business competitiveness, strengthen long-term business sustainability, and generate
Kualitas Pelayanan terhadap Loyalitas Pelanggan pada Jasa Servis Dadaha Phone Tasikmalaya Vina Nurmiptah; Nandang Nandang; Ismail Yusup
Journal of Management and Creative Business Vol. 4 No. 4 (2026): Oktober : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jmcbus.v4i4.8057

Abstract

This study examines the role of service quality in influencing customer loyalty at Dadaha Phone repair service. The development of digital technology, accompanied by the increasing use of mobile phones, has encouraged the growing demand for mobile phone repair services. Under these conditions, service quality becomes an important factor in building and maintaining customer loyalty. This study employed a quantitative method with a descriptive and verification approach. The population consisted of customers of Dadaha Phone Tasikmalaya repair services, with a sample of 385 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using descriptive analysis, classical assumption tests, simple linear regression analysis, t-test, and coefficients of determination analysis. The results showed that service quality and customer loyalty were categorized as high. Furthermore, service quality had a positive and significant effect on customer loyalty. The coefficient of determination indicated that service quality explained 81.1% of the variation in customer loyalty, while 18.9% stems from the influence of other variables outside the scope of the research model. These findings indicate that continuous improvement of service quality can be an effective strategy for strengthening customer loyalty at Dadaha Phone Tasikmalaya repair service.
The Effect of Social Media Content Marketing on Purchase Decisions at Kekal Coffee M Luthfi Misbahuddin; Nandang Nandang; Ismail Yusup
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.19398

Abstract

Within the rapidly shifting digital paradigm, social media has emerged as a cornerstone for small-scale hospitality ventures, serving as a critical bridge between strategic product promotion and genuine consumer interest. This research investigates the causal nexus between social media content marketing and purchase decisions specifically at Kekal Coffee in Bekasi, an area characterized by a burgeoning coffee culture. Adopting a dual descriptive-verificative quantitative design, the study utilized purposive sampling techniques to engage with consumers and employed Likert-scale metrics for comprehensive data acquisition. Rigorous statistical evaluations, encompassing regression modeling and diagnostic tests for normality and linearity, demonstrated that content marketing accounts for a vast majority of the variance in consumer behavior. The findings identify 'persuasion knowledge' and 'payment modalities' as the most influential dimensions, exhibiting an exceptionally strong, statistically significant, and positive predictive relationship. Consequently, the study concludes that for local MSMEs like Kekal Coffee, the strategic optimization of authentic, transparent digital content is a vital prerequisite for catalyzing purchasing decisions. Furthermore, these results suggest that maintaining consistent engagement and facilitating seamless transactional processes are essential strategies for ensuring commercial sustainability in an increasingly competitive market.
Co-Authors Ahdi Ahdi Aprillya Mutia Dewi Azizah Fauziyah Basalamah, Salma Harun Daffaputra, Idzhar Dede Kurnia Dede Kurnia Dede Kurnia, Dede Dewi, Repita Fauziah, Anesti Amelin Feri Ardiansyah Hengki Vieri Panogari Vincentius Simarmata Imam Permana Irma Suryaningsih Janapriya Mahardika Satwika Lili Latifah Lili Latipah M Luthfi Misbahuddin Marpaung, Sanny Margaretha Br Melati Kusuma Dewi Muhamad Zaki Nindri Nadila Irawan Nandang Nandang Nandang Nandang Natadilaga, Arya Abdillah Nurfitriya, Mira Rachmani, Nizza Nadya Rani Rahmawati Reza Marfend Rizki Ramdani Rosita Marta Valensya Manurung Salwa Salsabila Aulia Rahmani Silvia Fajari Rasyieda Siti Alifah Nur Jamil Siva Sri Marwatun Nurfalah Sujaya, Krisna Suryaningsih, Irma Toip Saputra Vina Nurmiptah Yulia Sopiati Zulkarnaen, Tania Navisca