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All Journal Management Studies and Entrepreneurship Journal (MSEJ) SELODANG MAYANG ABDIMASY: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Karya Abdi Jurnal Indragiri Penelitian Multidisiplin Mamangan Social Science Journal Golden Ratio of Data in Summary JIPM: Jurnal Indragiri Penelitian Multidisiplin TRIMAS: Jurnal Inovasi dan Pengabdian Kepada Masyarakat IKHLAS: Jurnal Pengabdian Dosen dan Mahasiswa Kreativitas Pada Pengabdian Masyarakat (Krepa) MANKEU (JURNAL MANAJEMEN KEUANGAN) AMNESIA (JURNAL MANAJEMEN SUMBER DAYA MANUSIA) Edukasi DIGITAL BUSINESS INSIGHTS JOURNAL
Bayu Fajar Susanto
Universitas Islam Indragiri
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

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The Influence of Content Marketing, Influencer Marketing, and Service Quality on Purchasing Decisions for Fashion Products on Shopee Zaenal Muttaqin; Bayu Fajar Susanto
Golden Ratio of Data in Summary Vol. 6 No. 3 (2026): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v6i3.2326

Abstract

This study aims to analyze the influence of content marketing, influencer marketing, and service quality on purchasing decisions for fashion products on Shopee among the people of Pacitan Regency. This research used a quantitative approach with a descriptive research type. The population in this study consisted of people in Pacitan Regency who had purchased fashion products on Shopee. The sample consisted of 150 respondents determined using the Lemeshow formula with a simple random sampling technique. Data were collected through questionnaires using a Likert scale. Data analysis was conducted using IBM SPSS Statistics through validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results showed that content marketing had a positive and significant effect on purchasing decisions, influencer marketing had a significant negative effect on purchasing decisions, and service quality had a positive and significant effect on purchasing decisions. Simultaneously, content marketing, influencer marketing, and service quality significantly affected purchasing decisions for fashion products on Shopee. The R Square value of 0.790 indicates that 79% of purchasing decisions can be explained by the three independent variables, while the remaining 21% is influenced by other variables outside this study.
Masculinity and Femvertising: A Qualitative Study of Male Consumers in the Skincare Industry Fitrien Ayuda; Bayu Fajar Susanto; Abunawas Abunawas; Yuslim Yuslim; Hamsal Hamsal; Hidayat Hidayat
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 6 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/0hxzhg88

Abstract

Femvertising refer to an advertising approach that incorporates feminist-oriented or women-empowerment messages. Although numerous studies explored its impact on female consumers, limited research has examined the role of femvertising as a predictor of male consumer' behavior, (particularly in relation to men's skincare products) and how male lifestyle can be incorporated as a mediating variable in the model. Purpose: In this study, we comprehensive examine previous studies to enhance understanding of more about the influence of femvertising on men's skincare purchase intention toward purchasing skincare and with particular attention to the mediating role of male lifestyle.  Design/methodology/approach: This study, conducts a systematic literature review is conducted to synthesize and critically assess existing knowledge on femvertising, male consumer behavior, changing masculine norms and lifestyle factors that influence men's skin-care purchases decisions. Key themes, recurring trends in the literature, and research gaps. Findings: The review suggests that femvertising may shape impact men’s attitudes and purchase intention toward skincare product. Specifically, this relationship appears to be influenced by several factors such as social comparison processes and evolving definitions of masculinity, and shifting standards in men's lifestyles. Related studies indicate that contemporary men often integrate grooming practices with their self-concept, which may enhance the positive relationship among femvertising, hedonic motivation, and purchase intention. Limitations and Directions for Future Research: Prior investigations on femvertising have predominantly focused on male respondents, with particular emphasis on their social class. Future empirical studies should broaden the scope to include a more diverse male population, encompassing varied socioeconomic backgrounds, to develop a comprehensive understanding of how lifestyle factors influence consumption behavior. Additionally, subsequent research could examine relevant constructs as potential mediators within the context of femvertising. Practical Implications: Insight into the social comparison processes elicited by alternative masculinity norms can assist companies in devising more effective femvertising strategies for marketing skincare products targeted at male consumers. Originality/value: This literature review synthesises current scholarship around communication and gendered consumption, offer new perspectives on femvertising and further examines men’s responses to marketing of traditionally feminised products. This study explores masculinity in American cultural contexts, particularly in relation to dominant masculine ideology and evolving lifestyles. This leads to a more sophisticated understanding of how men use the consumption process and identifies potential directions for future research considering the evolving nature of gender roles (as boundaries between masculinity and femininity become increasingly blurred) within marketing and consumer culture.
PERANCANGAN SISTEM INFORMASI PENERIMAAN PESERTA DIDIK BARU (PPDB) BERBASIS WEB PADA SDN 017 SEBERANG TEMBILAHAN SELATAN Dewi Nawangsari; Elvi Suciati; Siti Nursehati; Bayu Fajar Susanto
Digital Business Insights Journal Vol 2 No 1 (2026): DIGITAL BUSINESS INSIGHTS JOURNAL
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32520/bidi.v2i1.4472

Abstract

Penerimaan Peserta Didik Baru (PPDB) secara online sudah marak digunakan di perkotaan, namun sangat terbatas di desa desa, ada sekian wilayah yang tertinggal dengan teknologi karena infrastruktur jaringan internet yang kurang memadai dan banyak sekolah yang menggunakan metode secara konvensional sehingga calon siswa harus datang langsung ke sekolah. Sistem ini dirancang untuk memfasilitasi seluruh proses PPDB, mulai dari pendaftaran, pengolahan data, penyebaran informasi, hingga pengumuman hasil seleksi secara efektif dan efisien. Salah satu sekolah di Provinsi Riau, tepatnya di Kabupaten Indragiri Hilir, yang belum menerapkan system penerimaan peserta didik baru secara online adalah SDN 017 Seberang Tembilahan Selatan. Penelitian ini menggunakan metode kualitatif, Peneliti mengumpulkan data-data tersebut menggunakan Observasi, Wawancara dan Pustaka, kemudian metode pengembangannya menggunakan waterfall model. Penelitian ini berhasil mengimplementasikan sistem informasi Penerimaan Peserta Didik Baru (PPDB) berbasis web untuk SDN 017 Seberang Tembilahan Selatan yang memfasilitasi proses pendaftaran siswa baru secara online.
FINANCIAL TECHNOLOGY INNOVATION: ANALYSIS OF PEER-TO-PEER (P2P) LENDING IN INDONESIA Ahmad Sabbi; Bayu Fajar Susanto
MANKEU (JURNAL MANAJEMEN KEUANGAN) Vol. 2 No. 2 (2024): MANKEU (JURNAL MANAJEMEN KEUANGAN)
Publisher : Indragiri Research Center (ingreat)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61167/mnk.v2i2.218

Abstract

This study aims to analyze Peer-to-Peer (P2P) Lending as an innovation in financial technology in Indonesia. P2P Lending connects lenders and borrowers directly through digital platforms, thereby providing broader access for individuals and Micro, Small, and Medium Enterprises (MSMEs) that often struggle to obtain financing from traditional financial institutions. In this context, the study employs a descriptive quantitative approach using content analysis, gathering data from various relevant online sources, including official reports and academic articles. The findings indicate that P2P Lending offers several benefits, such as competitive interest rates, faster application processes, and diversified investment options for lenders. However, the industry also faces several challenges, including high credit risk and an underdeveloped regulatory framework. Credit risk is a primary concern, as the possibility of borrowers defaulting on loans can lead to significant losses for lenders. Additionally, existing regulations need to be strengthened to protect all parties involved and to ensure transparent practices. The conclusions of the study emphasize the importance of a comprehensive understanding of P2P Lending, including its working mechanisms and the challenges it faces, to maximize its benefits and mitigate existing risks. These findings are expected to serve as a reference for P2P Lending platform developers, regulators, and other stakeholders in creating a more inclusive and sustainable financial ecosystem in Indonesia.
Peran Pengawasan BPD terhadap Kinerja Perangkat Desa di Desa Gemilang Jaya Ratina; Syafrinadina; Bayu Fajar Susanto
Jurnal Indragiri Penelitian Multidisiplin Vol. 6 No. 2 (2026): Jurnal Indragiri Penelitian Multidisiplin
Publisher : Indra Institute Research & Publication

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

Abstract

Penelitian ini bertujuan untuk menganalisis peran pengawasan Badan Permusyawaratan Desa (BPD) terhadap kinerja perangkat desa di Desa Gemilang Jaya, Kecamatan Batang Tuaka, Kabupaten Indragiri Hilir. Pengawasan BPD merupakan salah satu aspek penting dalam mewujudkan penyelenggaraan pemerintahan desa yang transparan, akuntabel, dan efektif. Penelitian ini menggunakan pendekatan kualitatif dengan tujuan memahami secara mendalam fenomena pengawasan yang dilakukan oleh BPD terhadap kinerja perangkat desa. Teknik pengumpulan data dilakukan melalui observasi, wawancara mendalam, dan dokumentasi. Informan penelitian ditentukan dengan menggunakan teknik purposive sampling yang terdiri dari unsur pemerintah desa, anggota BPD, serta perwakilan lembaga kemasyarakatan desa. Analisis data dilakukan menggunakan model interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan.Hasil penelitian menunjukkan bahwa BPD telah menjalankan fungsi pengawasan terhadap kinerja perangkat desa melalui keterlibatan dalam proses perencanaan program desa, pemantauan terhadap pelaksanaan kegiatan pemerintahan, serta evaluasi terhadap program pembangunan dan pelayanan masyarakat. Pengawasan tersebut memberikan kontribusi dalam meningkatkan kinerja perangkat desa, khususnya dalam pelaksanaan program pembangunan dan pelayanan administrasi kepada masyarakat. Namun demikian, dalam pelaksanaannya masih ditemukan beberapa kendala, antara lain kurangnya kedisiplinan kerja perangkat desa, keterbatasan kemampuan dalam pengelolaan administrasi, serta koordinasi yang belum optimal antara BPD dan pemerintah desa. Oleh karena itu, diperlukan peningkatan kapasitas serta koordinasi antara BPD dan pemerintah desa agar fungsi pengawasan dapat berjalan lebih efektif dalam mendukung penyelenggaraan pemerintahan desa yang lebih baik.
Pemberdayaan Masyarakat Pesisir melalui Optimalisasi Google My Business untuk Perluasan Pasar Produk Lokal Kecamatan Kempas Kabupaten Indragiri Hilir Riau Bayu Fajar Susanto; Khairul Ihwan; Muannif Ridwan; Muchlis; Ahmad Rifai; Widyawati; Syafrinadina; Raju Maulana
TRIMAS: Jurnal Inovasi dan Pengabdian Kepada Masyarakat Vol. 6 No. 1 (2026): Trimas: Jurnal Inovasi dan Pengabdian Kepada Masyarakat
Publisher : Indra Institute Research & Publication

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

Abstract

The community service program was carried out in Kecamatan Kempas, Kabupaten Indragiri Hilir, Riau, aiming to empower coastal communities through optimization of Google My Business (GMB) to expand the market for local products. The coastal communities in Kecamatan Kempas have abundant natural resource potential, yet they face challenges in marketing their products due to limited digital literacy and access to online marketing platforms. This program employed a Participatory Action Research (PAR) approach consisting of needs analysis, training, mentoring, and evaluation stages. The training involved 40 participants consisting of local entrepreneurs, fishermen, and village officials. The results showed a significant improvement in participants' understanding and skills in creating and optimizing GMB business profiles, managing product photos, responding to customer reviews, and utilizing GMB insights for business decision-making. After the program, 85% of participants were able to independently manage their GMB accounts and experienced an average increase of 35% in online customer inquiries. This program demonstrates that Google My Business optimization can be an effective strategy for expanding the market for local products in coastal areas and improving the economic welfare of coastal communities in Kecamatan Kempas, Kabupaten Indragiri Hilir, Riau.
Co-Authors Abunawas, Abunawas Achmad Isya Alfassa Ahmad Ahmad Rifa'i Ahmad Rifai Ahmad Sabbi Alfa, Akbar Ali Azhar Ali Azhar Andi Yusapri Andriansyah Andriansyah Andriansyah Andriansyah Apriyanto, Mulono Asniati Bindas Badewin Brama Nalendra Cahya Santri Dewi Murni Dewi Nawangsari Dharmasetiawan Dharmasetiawan Dharmasetiawan Dina, Syafrina Elvi Suciati Ferliansyah Fitrien Ayuda Guntur, SM. Hamsal Hamsal Hasirah Hasirah Hasnawati Hasnawati Helly Khairuddin Hidayat Hidayat Indra Muchlis Adnan Indra Muchlis Adnan Indra Mukhlis Adnan Irjus Indrawan Jayawarsa, A.A. Ketut Khairul Ihwan, Khairul Kurniati M. Rangga Juliyakta Maimunah Misriyani Muannif Ridwan Muannif Ridwan MUCHLIS Muchlis Muchlis Muchlis Muhammad Fauzan Nelva Siskawati Nur Komariah Olga Olga Putriya Ramadana Rafly Irwansyah Raju Maulana Ratina Reti Putri Roberta Zulfhi Surya Roshid, Muhammad Nahruddin Rosmiar, Rosmiar Satar Shahrizal Siti Nursehati SM GUNTUR Sri Astuti Sri Hidayanti Suhermin, Suhermin Syafrina Dina Syafrinadina Wandi Wandi Widyawati Widyawati Widyawati Widyawati Widyawati Yaswar Aprilian Yusafri, Andi Yuslim Yuslim Yusnita Yusnita Zaenal Muttaqin Zulrahmadi