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All Journal IMAGE JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK SEIKO : Journal of Management & Business JURNAL LENTERA BISNIS Jurnal Ilmiah Edunomika (JIE) Al-Kharaj: Journal of Islamic Economic and Business Community Development Journal: Jurnal Pengabdian Masyarakat BERNAS: Jurnal Pengabdian Kepada Masyarakat Quantitative Economics and Management Studies Business Preneur : Jurnal Ilmu Administrasi Bisnis International Journal of Economics and Management Research International Journal of Management and Business Economics Jurnal Lentera Pengabdian Jurnal Pengabdian Masyarakat dan Riset Pendidikan International Journal of Economics and Management Research Journal of Management Journal of Golden Generation Economic
Andry Mochamad Ramdan
Universitas Pasundan
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Neuroscience Nursing Public Health Social Sciences Transportation Veterinary Other

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The Role of Social Media on Customer Satisfaction in Gen Z : A Case Study of Subang Regency Indriani Jusuf, Dewi; Mochamad Ramdan, Andry
Journal of Management Vol. 3 No. 2 (2024): July - December
Publisher : Yayasan Pendidikan Belajar Berdikari

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

Abstract

This study aims to analyze the role of social media usage on Customer Satisfaction skills of Gen Z in Subang Regency. This study uses a quantitative method with a survey approach. The research sample consisted of 92 randomly selected Gen Z. Data were collected through a questionnaire that measured the frequency, duration, type, and purpose of social media use and interpersonal communication skills. The results of multiple regression analysis showed that the frequency of social media use (B = 0.432, p < 0.001), duration of social media use (B = 0.298, p < 0.01), type of social media used (B = 0.215, p < 0.05), and purpose of social media use (B = 0.148, p < 0.05) all have a positive and significant role in interpersonal communication skills. The resulting regression model has a coefficient of determination (R²) of 0.572, indicating that 57.2% of the variability in Customer Satisfaction skills can be explained by the independent variables used in this study. The findings indicate that social media usage significantly influences Gen Z’s Customer Satisfaction skills. The frequency of social media usage plays the biggest role, followed by the duration, type, and purpose of social media usage. Therefore, it is important for Gen Z to use social media wisely in order to improve their Customer Satisfaction skills.
CONSUMER PERCEPTION AND ETHICS OF AI INFLUENCERS IN BANK BCA’S DIGITAL SECURITY CAMPAIGN Andry Mochamad Ramdan
Journal of Golden Generation Economic Vol. 1 No. 2 (2025): Desember 2025 : Journal of Golden Generation Economic
Publisher : PT. Lembaga Penerbit Penelitian Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65244/jggeconomic.v1i2.560

Abstract

The rapid advancement of Artificial Intelligence (AI) introduced Virtual Influencers (VIs) as innovative digital marketing tools, yet their adoption in high-trust sectors like banking presented unique challenges. This study analyzed the potential impact of using VIs on consumer perception and marketing ethics within the context of digital security campaigns. A qualitative-contextual approach was employed, examining Bank Central Asia’s (BCA) “Don’t Know? Kasih No!” (DKKN) campaign as a primary case study. The research explored the implications of replacing a highly credible human figure, Indro Warkop, with a VI. Drawing on Source Credibility, Parasocial Relationship, and Marketing 6.0 theories, the analysis identified an inherent trust deficit in VIs. Results indicated that while the actual DKKN campaign successfully garnered over 100 million views and reduced customer financial losses by 41%, a hypothetical AI-led version would likely trigger consumer skepticism due to a lack of experiential authenticity. Furthermore, an ethical paradox was discovered where mandated AI transparency disclosure triggered skepticism among Gen Z users. It was concluded that for high-stakes financial communication, human influencers remained superior due to their emotional relatability and the "sentience factor" required for cybersecurity advocacy. This paper recommends that banking institutions limit VIs to functional roles rather than high-stakes security literacy.
Transformasi Digital UMKM Kuliner: Analisis Netnografi Dampak Viralitas Media Sosial terhadap Keputusan Pembelian pada Fenomena Aldis Burger by Aldi Taher Andry Mochamad Ramdan
Journal of Golden Generation Economic Vol. 2 No. 1 (2026): April 2026 : Journal of Golden Generation Economic
Publisher : PT. Lembaga Penerbit Penelitian Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65244/jggeconomic.v2i1.561

Abstract

Penelitian ini bertujuan untuk mengeksplorasi dinamika transformasi digital pada Usaha Mikro, Kecil, dan Menengah (UMKM) sektor kuliner melalui analisis netnografi terhadap fenomena "Aldis Burger" oleh Aldi Taher. Di tengah pertumbuhan ekonomi kreatif Indonesia, sektor kuliner memberikan kontribusi signifikan sebesar 70% dari total unit UMKM, namun menghadapi tantangan adaptasi teknologi yang masif pasca-pandemi. Menggunakan metode netnografi yang dikembangkan oleh Robert Kozinets, penelitian ini menyelami interaksi budaya digital di platform media sosial seperti Instagram dan YouTube untuk memahami bagaimana viralitas yang dipicu oleh persona publik memengaruhi persepsi konsumen dan keputusan pembelian. Data dikumpulkan melalui observasi partisipatif dan non-partisipatif terhadap konten video ulasan kuliner, komentar netizen, dan metadata interaksi digital. Temuan penelitian menunjukkan bahwa strategi viral marketing Aldis Burger mengintegrasikan elemen social currency, emosi, dan narasi personal yang kuat untuk menciptakan "efek bola salju digital". Meskipun persona Aldi Taher yang dianggap cringe menjadi pemicu awal viralitas, keputusan pembelian konsumen didorong oleh validasi kualitas produk (tekstur roti dan dominansi daging) serta nilai praktis porsi sharing yang ekonomis. Penelitian ini menyimpulkan bahwa transformasi digital fungsi penjualan yang efektif harus menyeimbangkan antara momentum viralitas dengan konsistensi kualitas produk dan kepercayaan konsumen untuk menjamin keberlanjutan bisnis di pasar digital modern yang dinamis.
The Role Of Market Performance Studies With A Strategic Orientation Syam'un Syam'un; Roymon Panjaitan; Andry Mochamad Ramdan; Dhiraj Kelly Sawlani; Akmal Abdullah
Jurnal Manajemen Industri dan Logistik Vol. 6 No. 2 (2022): 10 original research articles were authored/co-authored by 41 authors from 3 co
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v6i2.1046

Abstract

In Southeast Sulawesi, during the Corona Virus Disease Pandemic, this study sought to examine the impact of the strategic orientation dimension on the market performance of the culinary industry. The descriptive and quantitative methods used non-probability sampling and a purposive sample technique. During the COVID-19 pandemic, the population was made up of actors in the food industry who had managed to survive and run their companies for more than two years. Only 38 people responded to the survey's sample, which was small. This study used Smart-PLS  3.0's route analysis for data analysis. To help culinary business actors perform better in the market during the COVID-19 pandemic, the analysis of the strategic aspects that have an aggressive attitude and significantly affect market performance were presented.
The Role of Brand Image as a Moderator in the Influence of Social Media, Online Prices, and Customer Reviews on Purchasing Decisions in E-Commerce Evi Sirait; Riani Prihatini Ishak; Vera Selviana Adoe; Damaris Yvette Koli; Andry Mochamad Ramdan
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10205

Abstract

This study aims to analyze the influence of social media, online prices, and customer reviews on purchasing decisions in e-commerce with brand image as a moderating variable. The research method used is a quantitative approach with an associative research type. Data were collected by distributing questionnaires to consumers who have made purchases on e-commerce platforms, using a purposive sampling technique. Data analysis was conducted using the Partial Least Squares (PLS-SEM) method and Moderated Regression Analysis (MRA) to test the role of moderating variables. The results show that social media, online prices, and customer reviews partially and simultaneously have a positive and significant influence on purchasing decisions. Social media can increase purchasing interest through interactive and informative content, online prices are a primary consideration in choosing a product, while customer reviews play a role in building consumer trust. In addition, brand image is proven to moderate the relationship between social media, online prices, and customer reviews on purchasing decisions by strengthening the influence of all three variables. The conclusion of this study is that purchasing decisions in e-commerce are influenced by a combination of digital marketing factors and brand perceptions. Therefore, business actors are advised to optimize the use of social media, set competitive prices, manage customer reviews well, and build a strong brand image to increase consumer trust and loyalty.
The Influence Of Social Media Marketing Activities And Social Media Marketing Systems On Market Performance Through Social Media Strategy Success And Brand Awareness (A Study Of Small-Medium Online Culinary Business In The Greater Bandung Area) Andry Mochamad Ramdan; Jaja Suteja; Undang Juju
Journal of Management Vol. 5 No. 1 (2026): January - June
Publisher : Yayasan Pendidikan Belajar Berdikari

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Abstract

This study analyzed the influence of Social Media Marketing Activities (SMMA) and Social Media Marketing Systems (SMMS) on Market Performance through the mediating variables of Social Media Strategy Success and Brand Awareness. The study focused on online culinary Small and Medium Enterprises (SMEs) in the Greater Bandung area (Bandung Raya), Indonesia. The research background was driven by the shift in the creative economy paradigm and the digitalization challenges faced by business actors following the COVID-19 pandemic. The methodology employed was quantitative with descriptive and verificative approaches. Data were collected via surveys of 400 respondents, consisting of owners or managers of online culinary SMEs, using Multistage Cluster Sampling. Data analysis was performed using Structural Equation Modeling (SEM) through LISREL 8.8 software.The results indicated that simultaneously, SMMA and SMMS had a significant influence on Market Performance through mediating variables, with an value of . Partially, SMMA had a positive and significant effect on market performance, whereas SMMS did not show a significant direct effect.However, SMMS had a strong influence on market performance through the mediation of Social Media Strategy Success. These findings emphasized that strategic success and brand awareness are crucial bridges in transforming internal management systems and digital activities into sustainable financial performance.
OPTIMALISASI MARKETPLACE SEBAGAI MEDIA DIGITAL MARKETING Alexander Virgiawan Liany Oleona; Andry Mochamad Ramdan; Syarifuddin Arief; Lismaryanti Lismaryanti; Rosalia Irawaty
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2397

Abstract

The development of digital technology has driven significant changes in business marketing strategies, including through the use of marketplaces as a digital marketing medium. Marketplaces not only function as platforms for buying and selling transactions, but also serve as effective promotional tools to increase product visibility, expand market reach, and enhance business competitiveness. This study aims to analyze the optimization of marketplaces as a digital marketing medium and identify the benefits, constraints, and strategies that can be implemented by business actors to maximize the use of marketplaces. The study used a qualitative approach with descriptive methods. Data were obtained through in-depth interviews, observations, and documentation of Micro, Small, and Medium Enterprises (MSMEs) who actively use marketplaces for product marketing and sales activities. The results show that marketplaces provide various benefits for business actors, including increasing promotional effectiveness, expanding market reach, enhancing interaction with consumers, and driving increased sales. Various features available in marketplaces, such as paid advertising, promotional vouchers, flash sales, live shopping, and customer review systems, have been proven to support more effective digital marketing strategies. However, the study also found several obstacles, such as low digital literacy, limited understanding of digital marketing features, and high levels of competition among sellers in the marketplace. Therefore, businesses need to improve their digital capabilities, optimize the use of marketplace features, and utilize customer data as a basis for marketing decision-making.
The Digital Resilience Strategies Of Night-Time Culinary SMES (Evidence From Bandung Indonesia) Andry Mochamad Ramdan; M Fikri Maulana; Bila Shavitri Damayanti; Selfi Apriliani
International Journal of Management and Business Economics Vol. 5 No. 1 (2026): October (Inpres)
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v5i1.2146

Abstract

This study explores digital resilience strategies within the Micro, Small and Medium Enterprises (MSMEs) ecosystem in the Lengkong Culinary Night area, Bandung. The ‘night economy’ phenomenon is often confronted with structural vulnerabilities, ranging from weather volatility to hyper-competitive spatial competition. Using a qualitative approach with a participatory case study and netnography design, this study investigates how the integration of digital infrastructure transforms the adaptive capabilities of street vendors. The research findings indicate that the adoption of contactless payment technologies and logistics aggregator platforms functions not merely as a marketing tool, but has evolved into an essential coping mechanism when physical interactions are disrupted. Through the lens of Dynamic Capabilities Theory, MSMEs have proven capable of sensing algorithmic market trends in real time, executing innovations nimbly, and restructuring their business models into hybrid offline-to-online (O2O) models. Furthermore, area governance that prioritises a community-based approach and cross-departmental collaboration has helped to strengthen the physical ecosystem underpinning this virtual resilience. This study formulates the Grassroots Socio-Technical Resilience model, which demonstrates that institutional resilience in the digital age can be organically built by the informal sector through the fusion of sociological creativity and technological adaptation. Keywords: Digital Resilience, Dynamic Capabilities, Economy, Hybrid Ecosystem, Lengkong Culinary Nigh
Penguatan Daya Saing UMKM Bunga Potong Wijaya Rose melalui Pemberdayaan Agri-Preneur Muda Berbasis Zero Waste Muhammad Fikri Maulana; Andry Mochamad Ramdan; Marsha Apriyanti; Nazwa Zahra Mulyana
Lentera Pengabdian Vol. 4 No. 03 (2026): Juli 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lp.v4i03.1379

Abstract

UMKM bunga potong bersifat rentan karena produk mudah rusak, harga berfluktuasi saat panen raya, limbah organik belum termanfaatkan, dan akses pasar masih bergantung pada tengkulak. Kegiatan pengabdian ini bertujuan memperkuat daya saing UMKM Wijaya Rose melalui pemberdayaan agri-preneur muda berbasis zero waste. Program dilaksanakan selama delapan bulan dengan pendekatan partisipatif berupa pelatihan, bimbingan teknis, fasilitasi, dan pendampingan terhadap 10 peserta, termasuk tiga pemuda pengelola inovasi dan pemasaran digital. Setiap solusi diarahkan pada masalah utama: pengolahan kompos dan eco-enzyme untuk menekan limbah, standardisasi pemotongan, sanitasi, dan larutan pengawet untuk memperpanjang vase life; dried flowers dan pressed flowers untuk meredam risiko penurunan harga; serta social commerce berkonsep green marketing untuk memperluas akses pasar. Data dikumpulkan melalui observasi lapangan, wawancara, dokumentasi foto, catatan produksi, pre-test dan post-test, serta pemantauan indikator usaha. Hasil menunjukkan skor pengetahuan meningkat dari 46,5 menjadi 84,0; limbah organik turun dari 100 menjadi 30 kg per minggu; vase life mawar meningkat dari 4 menjadi 7 hari; proporsi Grade A naik dari 58% menjadi 78%; dan bunga layu sebelum terjual turun dari 22% menjadi 8%. Dua produk turunan berhasil diuji pasar dengan tingkat penjualan 80%, sedangkan pemasaran digital menghasilkan 31 pertanyaan produk dan 12 transaksi dalam enam minggu. Model ini memperkuat efisiensi, ketahanan pendapatan, dan kapasitas digital mitra, serta berpotensi direplikasi pada UMKM florikultura lain dengan penyesuaian skala produksi, jenis bunga, dan karakter pasar.
Co-Authors Abdul Fadli Kalaloi Abdul Rosid Abdurohim, Dindin Adnan Adnan Adnan Adnan ADRIO KUSMAREZA ADIM Akmal Abdullah Alexander Virgiawan Liany Oleona Andriya Risdwiyanto Bambang Sucipto Bila Shavitri Damayanti Boari, Yoseb Damaris Yvette Koli Destina Paningrum Dhiraj Kelly Sawlani Erik Erik, Erik Erlangga, Heri Evi Sirait Hendri Khuan Hindarsah, Ida Ikrawan, Yusep Indah Putri Cahya Indria Angga Dianita Indriani Jusuf, Dewi Jaja Suteja Khuan, Hendri Lismaryanti Lismaryanti M Fikri Maulana Marsha Apriyanti Muhammad Aqshel Revinzky Muhammad Fikri Maulana Muhammad Fikri Maulana Nazwa Zahra Mulyana Okta Karneli, Okta Pradipta Dirgantara Revansyell Syahla Riani Prihatini Ishak Rosalia Irawaty Roymon Panjaitan Sariningsih, Yuce Sawlani, Dhiraj Kelly Selfi Apriliani Sri Wahyuning Sucipto, Bambang Syam'un Syam'un Syam'un, Syam'un Syarifuddin Arief Tito Irwanto Tri Febrina Melinda Undang Juju Vera Selviana Adoe Widyastuti Widyastuti Widyastuti Widyastuti Yanti Purwanti Yayan Mulyana Yoseb Boari Yovita Yovita Yovita Yovita