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All Journal Jurnal Paradigma Ekonomika Daya Saing : Jurnal Ilmu Manajemen Pendas : Jurnah Ilmiah Pendidikan Dasar OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Jurnal Ilmiah Administrasi Journal of Innovation Research and Knowledge
Rahman Yakub
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGARUH TIKTOK CONTENT QUALITY DAN ELECTRONIC WORD OF MOUTHM (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA AL PHONE CELL DI KABUPATEN SIDENRENG RAPPANG Yayang Alifah Khalisyah; Riska Andreani Syafaruddin; Rahman Yakub; Haslindah
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 02 Juni 2026 Press
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.48676

Abstract

The rapid development of digital technology has transformed marketing strategies, particularly through social media platforms such as TikTok. This study aims to analyze the influence of TikTok Content Quality and Electronic Word of Mouth (E-WOM) on purchasing decisions at Al Phone Cell in Sidenreng Rappang Regency. The research employed a quantitative approach with an associative research design. Data were collected through questionnaires distributed to 83 respondents selected using purposive sampling techniques. The data analysis methods included descriptive statistical analysis, validity and reliability testing, classical assumption testing, multiple linear regression analysis, coefficient of determination analysis, partial testing (t-test), and simultaneous testing (F-test) using IBM SPSS version 26. The results of the study indicate that TikTok Content Quality has a positive and significant effect on purchasing decisions. In addition, Electronic Word of Mouth (E-WOM) also has a positive and significant effect and becomes the most dominant variable influencing purchasing decisions. Simultaneously, TikTok Content Quality and E-WOM significantly influence purchasing decisions at Al Phone Cell. The coefficient of determination result shows that both variables contribute 78.6% to purchasing decisions, while the remaining 21.4% is influenced by other factors outside the research model. These findings indicate that creative content quality and positive digital interactions through TikTok play an important role in increasing consumer purchasing decisions in the digital marketing era.
PENGARUH LITERASI DIGITAL TERHADAP PENGGUNAAN SMARTPHONE DALAM MENDUKUNG UMKM DI DESA LOMBO KABUPATEN SIDENRENG RAPPANG Nurul Fitri Kurnia; Andi Riska Andreani Syafaruddin; Adam Latif; Rahman Yakub
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 02 Juni 2026 Press
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.48806

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting Indonesia’s economy, especially in rural areas. However, the low level of digital literacy among MSME actors has become one of the obstacles in optimizing Smartphone utilization to support business activities. This study aims to determine the effect of digital literacy on Smartphone usage in supporting MSMEs in Lombo Village, Sidenreng Rappang Regency. The research used a quantitative approach with an associative method. Data were collected through questionnaires and direct observations involving 45 MSME actors selected using purposive sampling techniques. The data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, simple linear regression analysis, coefficient of determination tests, and partial t-tests. The results showed that digital literacy had a positive and significant effect on Smartphone usage in supporting MSMEs. The coefficient of determination value reached 85.3%, indicating that digital literacy strongly influences the utilization of Smartphones in business activities such as digital promotion, customer communication, and business transactions. The findings indicate that improving digital literacy is essential to encourage the optimization of Smartphone use and strengthen the competitiveness of MSMEs in the digital era.
PENGARUH KUALITAS PELAYANAN TERHADAP PENGEMBANGAN USAHA PADA BENGKEL HARAPAN MOTOR DI KABUPATEN ENREKANG Rima Maknun; Andi Riska Andreani Syafaruddin; Rahman Yakub; Adam Latif
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 02 Juni 2026 Press
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49080

Abstract

This study discusses the effect of service quality on business development at Harapan Motor Workshop in Enrekang Regency. The study was conducted due to several service problems, such as limited customer facilities, unsystematic service queues, and ineffective communication with customers, which potentially hinder business growth. The purpose of this study was to determine the implementation of service quality and analyze its effect on business development. This study used a quantitative approach with descriptive and verificative methods. Data were collected through questionnaires distributed to 88 customers of Harapan Motor Workshop selected using accidental sampling techniques. Data analysis was carried out using validity tests, reliability tests, classical assumption tests, and simple linear regression analysis with the assistance of IBM SPSS 26. The results showed that service quality was categorized as good with an average percentage of 75%, where the assurance dimension obtained the highest score, while reliability and empathy still needed improvement. Business development was also categorized as good, indicated by improvements in service quality, customer growth, and workshop performance. The regression analysis showed that service quality had a positive and significant effect on business development with the regression equation Y = 7.386 + 0.642X. The coefficient of determination (R Square) value of 0.624 indicated that 62.4% of business development was influenced by service quality, while the remaining 37.6% was influenced by other factors outside this study. Therefore, improving service quality continuously is important to support sustainable business growth.
PENGARUH STRATEGI PEMASARAN DIGITAL MELALUI INSTAGRAM TERHADAP PENINGKATAN PENJUALAN PADA BOLABARU TOYS DI KABUPATEN SIDENRENG RAPPANG Fatmawati; Bahtiar Herman; Rahman Yakub
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 No. 03, September 2026 Release
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.55541

Abstract

This study aims to analyze the effect of digital marketing strategies through Instagram on sales improvement at BolaBaru Toys in Sidenreng Rappang Regency. The method used is a quantitative approach with purposive sampling technique. The research sample consisted of 72 respondents who were customers of BolaBaru Toys and Instagram users who had seen or interacted with the store's promotional content. Data were collected through Likert scale questionnaires, observations, and documentation. Data analysis used simple linear regression with SPSS. The validity test results showed all items valid (r count > r table = 0.225), and the reliability test yielded a Cronbach's Alpha value of 0.845 in the reliable category. The results show that digital marketing strategies through Instagram, measured by content quality, posting consistency, follower engagement, and brand identity, have a positive and significant effect on sales improvement at BolaBaru Toys. These findings imply that optimizing digital marketing strategies through Instagram can be an effective solution for MSMEs in increasing sales volume and expanding market reach.
STRATEGI PENGELOLAAN KONTEN MEDIA SOSIAL INSTAGRAM DALAM MENINGKATKAN BRAND AWARENESS : STUDI KASUS PADA LILIPUT BABY & KIDS DI KABUPATEN SIDENRENG RAPPANG Misdayanti; Muhammad Rusdi; Andi Riska Andreani Syafaruddin; Rahman Yakub
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 02 Juni 2026 Press
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.56129

Abstract

The development of social media has encouraged businesses to utilize digital platforms as marketing and communication tools to engage with consumers. Instagram has become one of the most widely used platforms for building customer relationships and increasing brand awareness. This study aims to describe the Instagram content management strategy implemented by Liliput Baby & Kids in Sidenreng Rappang Regency and analyze its role in enhancing brand awareness. This research employed a qualitative approach with a case study design. The informants consisted of 10 participants, including the business owner, employees involved in social media management, active customers, and members of the community who follow the Instagram account of Liliput Baby & Kids. Data were collected through observation, in-depth interviews, documentation, and literature review. Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing, supported by NVivo 12 software to facilitate data coding and visualization. The findings reveal that the Instagram content management strategy at Liliput Baby & Kids includes content planning, content creation, posting consistency and scheduling, audience interaction, and content evaluation and adjustment. These strategies contribute to improving brand awareness through enhanced brand recognition, brand recall, and the development of brand image and trust. The brand image and trust indicator obtained the highest percentage at 18%, while the top-of-mind indicator recorded the lowest percentage at 10%. These findings indicate that Instagram is effective in building positive perceptions and increasing public trust toward the brand. However, more creative, consistent, and interactive content management is required to strengthen the brand's position in consumers' minds.
EFEKTIVITAS PENERAPAN DIGITAL MARKETING DALAM MENINGKATKAN PENJUALAN DI LA PIZZA KABUPATEN SIDENRENG RAPPANG Ruslan; Muh. Tamrin; Rahman Yakub; Andi Riska Andreani Syafaruddin
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 02 Juni 2026 Press
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.56165

Abstract

This study aims to analyze the digital marketing strategy implemented by La Pizza in Sidenreng Rappang Regency and to evaluate its effectiveness in increasing sales. The research employed a qualitative approach using a descriptive method with a case study design. Informants were selected through a purposive sampling technique, consisting of the business owner, an employee, and customers, with a total of seven informants. Data were collected through observation, in-depth interviews, and documentation, and analyzed using the Miles and Huberman interactive model, including data reduction, data presentation, and conclusion drawing and verification. The findings indicate that La Pizza implements its digital marketing strategy through Instagram and WhatsApp Business as the primary platforms for promotion, communication, and product ordering. The strategy is supported by informative content, the use of location features and hashtags, and active interaction with customers, making information access and transactions easier. The implementation of digital marketing was found to be effective in increasing sales, as reflected by the dominance of the accessibility indicator (27.00%) within the digital marketing variable and the customer satisfaction and loyalty indicator (27.38%) within the sales improvement variable. In addition to enhancing brand awareness, the strategy has expanded market reach, strengthened customer relationships, and contributed to sustainable sales growth. These findings demonstrate that digital marketing has become a crucial strategy for improving the competitiveness of culinary businesses in the digital era.
EFEKTIVITAS PROGRAM PEMBERDAYAAN UMKM MELALUI RUMAH BUMN DALAM MENINGKATKAN PRODUKTIVITAS (Studi Kasus UMKM Binaan Rumah BUMN Sidrap) Muhammad Ilham; Muh Tamrin; Rahman Yakub; Andi Riska Andreani Syafaruddin
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 No. 03, September 2026 Processed
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.60425

Abstract

This study aims to analyze the effectiveness of the Micro, Small, and Medium Enterprises (MSMEs) empowerment program implemented by Rumah BUMN Sidrap in improving the productivity of its assisted MSMEs. Rumah BUMN Sidrap, managed by PT Telkom Indonesia, provides various coaching programs including training, mentoring, business-legality facilitation, and digitalization for 260 assisted MSMEs, although the effectiveness of these programs has not been evenly distributed across all business sectors. This study employs a descriptive qualitative approach, with data collected through interviews, observation, documentation, and literature review. Eight informants participated, consisting of two facilitators and six assisted MSME actors selected through purposive sampling. Data were analyzed through data reduction, data display, and conclusion drawing/verification, assisted by NVivo 12 Pro software. The results show that the Rumah BUMN Sidrap empowerment program has run effectively, marked by the dominance of the real-change indicator (49%) in the empowerment variable and the work-quality indicator (48%) in the productivity variable. Meanwhile, improvements in work quantity and timeliness remain gradual due to limited capital and fluctuating market demand. These findings are expected to serve as input for Rumah BUMN Sidrap, local government, and MSME actors in designing more sustainable and targeted empowerment programs capable of enhancing MSME competitiveness.
PENGARUH PELATIHAN DIGITAL OLEH RUMAH BUMN TERHADAP PENINGKATAN KINERJA UMKM BINAAN DI KABUPATEN SIDENRENG RAPPANG Muh. Imran Awal; Muhammad Rusdi; Rahman Yakub; Andi Riska Andreani Syafaruddin
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 No. 03, September 2026 Processed
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.64871

Abstract

This study is motivated by the still-limited capability of Micro, Small, and Medium Enterprises (MSMEs) in utilizing digital technology to support business development, particularly in semi-rural areas such as Sidenreng Rappang Regency. This study aims to analyze the influence of digital training organized by Rumah BUMN on the performance improvement of assisted MSMEs in Sidenreng Rappang Regency. A quantitative approach with an associative research design was employed. The population consisted of 224 MSMEs fostered by Rumah BUMN Sidenreng Rappang, with a sample of 144 respondents determined using the Slovin formula. Data were collected through a five-point Likert-scale questionnaire, observation, and documentation, and analyzed using SPSS through validity and reliability tests, classical assumption tests, simple linear regression analysis, the coefficient of determination, and hypothesis testing (t-test). The results show that digital training has a positive and significant effect on the performance improvement of MSMEs fostered by Rumah BUMN, with a significance value of 0.000 (< 0.05), thus the research hypothesis is accepted. The regression coefficient of 0.295 indicates that every improvement in digital training is followed by an improvement in MSME performance, while the coefficient of determination (R²) of 0.280 indicates that digital training explains 28.0% of the variation in MSME performance improvement, with the remaining 72.0% explained by other factors outside the research model. These findings indicate that the digital training programs organized by Rumah BUMN need to be continuously strengthened to drive a more significant improvement in MSME performance.
Co-Authors Adam Latif Andi Riska Andreani Syafaruddin bila, nabilah_bila Fatmawati Fatmawati Haslindah Herman, Bahtiar Ikram, Muhammad Karmila Karmila Misdayanti Misdayanti Muh Tamrin Muh. Imran Awal Muh. Tamrin Muh.Taqwa Muhammad Arisal Asad MUHAMMAD ILHAM Muhammad Rusdi mukarramah Mutmainna Cahyani Thahir Nurul Fitri Kurnia Rahmadhana M Nasir Ramlan, Pratiwi Rima Maknun Riska Andreani Syafaruddin Ruslan Sofyan B Tita Sasmita Ummi Syafaat Yayang Alifah Khalisyah Zelvi