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All Journal Palapa: Jurnal Study Keislaman dan Ilmu Pendidikan YUME : Journal of Management Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce ABDIMASYA | Jurnal Pengabdian Pada Masyarakat
Mukhlis Yunus
Universitas Merangin
Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Mathematics Social Sciences

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Pengaruh Pemasaran Digital Dan Bandwagon Effect terhadap Keputusan pembelian Konsumen Gen Z pada Coffee Shop di Bangko Rika Wahyuni; Dimas Perdana Oskar; Mukhlis Yunus
YUME : Journal of Management Vol 9, No 1 (2026)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v9i1.10387

Abstract

Perkembangan teknologi digital telah mengubah perilaku konsumen, khususnya Gen Z, serta strategi pemasaran yang diterapkan oleh pelaku usaha, termasuk coffee shop. Persaingan yang semakin ketat menuntut penerapan pemasaran digital yang efektif untuk menarik perhatian konsumen melalui promosi daring, media sosial, dan konten interaktif. Di sisi lain, fenomena bandwagon effect atau efek ikut-ikutan juga memengaruhi perilaku pembelian, di mana konsumen terdorong membeli karena mengikuti tren dan pengaruh sosial. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran digital dan bandwagon effect terhadap keputusan pembelian konsumen Gen Z pada coffee shop di Bangko. Pendekatan yang digunakan adalah kuantitatif dengan kuesioner terstruktur yang melibatkan 125 responden, dan data dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa pemasaran digital berpengaruh positif dan signifikan terhadap keputusan pembelian (t = 7.675, p = 0.000, p < 0.01). Bandwagon effect juga berpengaruh positif dan signifikan (t = 3.072, p = 0.003, p < 0.01). Secara simultan, kedua variabel berpengaruh signifikan terhadap keputusan pembelian (F = 120.464, p = 0.000, p < 0.01). Temuan ini menunjukkan bahwa kombinasi pemasaran digital dan bandwagon effect berperan penting dalam meningkatkan keputusan pembelian Gen Z pada coffee shop.
Beneficial Impacts of MSIB Internship Program on PT Bank Mandiri (Persero) Tbk for Students in Preparing Professional Skills Mardalena Mardalena; Sarinah Sarinah; Mukhlis Yunus; Hayati Hayati; Angra Melina
PALAPA Vol 12 No 2 (2024): NOVEMBER
Publisher : LP2M STIT Palapa Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36088/palapa.v12i2.5419

Abstract

Internships are widely recognized as a vital component of higher education, providing students with practical experience and enhancing their employability. This research reviews existing literature to examine the impact of internships on the development of professional skills. This study employs a quantitative research method. The data in this study consists of responses regarding professional skills, social skills, and internship placements obtained through a questionnaire on Google Forms. The respondents in this study totaled 49 individuals who are participants of MSIB internship program in PT Bank Mandiri (Persero) Tbk, which come from universities all over Indonesia, including the University of Indonesia, Gadjah Mada University, Airlangga University, Malang State University, Brawijaya University, and Bandung Institute of Technology. The data obtained was then analyzed descriptively with the help of the SPSS application. At the MSIB internship program in PT Bank Mandiri (Persero) Tbk 96.74% of students stated that they gained advantages regarding professional skill while attending the internships program, while 96.16% of students were satisfied with the learning process during the internship. The findings indicate that internships significantly improve various competencies essential for career success, including effective communication, teamwork, time management, problem-solving, leadership, adaptability, stress tolerance, and decision-making. Internships also offer valuable insights into specific industries, clarify career goals, and provide opportunities for networking. Despite the overwhelmingly positive impact, areas such as leadership development and career relevance require further attention. The study suggests integrating structured internship programs into academic curricula, enhancing leadership opportunities, aligning placements with career aspirations, and providing training on soft skills. By implementing these recommendations, educational institutions and organizations can maximize the benefits of internships, ensuring that students are well-prepared for their professional careers.
Peran Promosi dan Digital Payment dalam Meningkatkan Keputusan Pembelian Melalui Media Sosial pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Merangin Rika Wahyuni; Mukhlis Yunus
YUME : Journal of Management Vol 9, No 3 (2026)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yume.v9i3.12518

Abstract

Media sosial telah menjadi salah satu sarana utama dalam aktivitas belanja, didukung oleh perkembangan digital payment yang membuat proses transaksi semakin mudah dan cepat. Kondisi ini mendorong pelaku usaha untuk mengoptimalkan strategi promosi sekaligus menyediakan sistem pembayaran digital yang praktis guna meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan digital payment terhadap keputusan pembelian melalui media sosial pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Merangin. Penelitian menggunakan pendekatan kuantitatif dengan penyebaran kuesioner kepada 40 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi linier berganda dengan bantuan SPSS versi 26.0. Hasil penelitian menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,588; t = 8,161; Sig. = 0,000). Digital payment juga berpengaruh positif dan signifikan (β = 0,897; t = 12,069; Sig. = 0,000). Secara simultan, promosi dan digital payment berpengaruh signifikan terhadap keputusan pembelian (F = 195,607; R² = 0,701; Sig. = 0,000). Temuan ini menunjukkan bahwa promosi yang efektif dan kemudahan digital payment berperan penting dalam meningkatkan keputusan pembelian melalui media sosial.
TRANSFORMASI VISUAL PRODUK UMKM MELALUI TEKNOLOGI AI: STUDI KASUS NASABAH PNM DESA SUNGAI NILAU KABUPATEN MERANGIN Tulus Akbar; Adri Flouren Timor.S; Nabila Sasgita; Habibi; Mukhlis Yunus; Yusrizal
AbdiMasya | Hira Institute Vol. 4 No. 1 (2026): Juli 2026
Publisher : Hira Institute

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Abstract

Artificial intelligence (AI) offers practical opportunities for micro, small, and medium enterprises (MSMEs) to improve product visuals efficiently and affordably. This community service program aimed to strengthen the knowledge and skills of PT Permodalan Nasional Madani (PNM) clients in Sungai Nilau Village, Merangin Regency, in using AI to create attractive and professional product images for digital marketing. The program employed Participatory Action Research through needs identification, socialization, practical training, and evaluation. Sixteen culinary MSME owners participated, most of whom produced gelamai, a traditional food of Merangin Regency. Evaluation was conducted through direct observation during practice and monitoring of participants’ work shared in a WhatsApp group. Initial findings showed that 81% of participants had never used AI technology. After the program, 94% understood the material and were able to apply it in product visual development. In addition, 57% considered the material and practice relevant to their business needs, while 37% were able to produce visual innovations independently. These results indicate that practical AI training improved participants’ digital literacy and basic skills in developing product visuals for more competitive online product promotion.
OPTIMALISASI PEMANFAATAN ARTIFICIAL INTELLIGENCE (AI) DALAM DIGITAL MARKETING UNTUK MENINGKATKAN KOMPETENSI MAHASISWA MENGHADAPI TRANSFORMASI BISNIS DIGITAL Mulia Aminurahman; Mukhlis Yunus; Muhammad Zikri Farhan; Nurul Fadila; Syarif Lovedly
AbdiMasya | Hira Institute Vol. 4 No. 1 (2026): Juli 2026
Publisher : Hira Institute

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Abstract

The rapid advancement of Artificial Intelligence (AI) has significantly transformed digital marketing practices through automation, data analytics, and more effective content creation. However, many university students still lack adequate knowledge and practical skills to effectively utilize AI in digital marketing activities. This community service program aimed to enhance students' digital literacy and competencies in applying AI to digital marketing through an interactive online seminar conducted via Zoom Meeting. The program involved 180 participants from the Digital Business, Entrepreneurship, Economic Education, and Elementary School Teacher Education (PGSD) Study Programs at Universitas Merangin. An educational and participatory approach was employed through presentations delivered by practitioners and academics with expertise in digital marketing and artificial intelligence, followed by interactive discussions and question-and-answer sessions. The program was evaluated using a Google Forms questionnaire. The results showed that 94.1% of participants gained new insights into the application of AI in digital marketing, 91.7% felt better prepared to use AI tools to support digital marketing activities, and 89.4% perceived the online seminar as effective and interactive. These findings indicate that AI-based interactive seminars are effective in enhancing students' digital literacy, technology-based marketing competencies, and readiness to adapt to the ongoing digital transformation of the business environment.
Peran Media Sosial dalam Mendukung Kesuksesan Mahasiswa Prodi Bisnis Digital Universitas Merangin sebagai Affiliate marketer Syarif Lovedly; Mukhlis Yunus; Renol Elmi Krisito; Mulia Aminurahman
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i3.7556

Abstract

The development of digital technology has created new opportunities for students to generate additional income through affiliate marketing. Social media has become an essential platform for promoting products, disseminating information, engaging with potential customers, and establishing personal branding as an affiliate marketer. However, achieving success in affiliate marketing requires more than simply sharing promotional content; it also depends on effective communication strategies, audience engagement, and consistent online activity. This study aims to explore the role of social media in supporting students' success as affiliate marketers. A qualitative research approach was employed using in-depth interviews with five university students who were actively involved in affiliate marketing. The collected data were analyzed thematically to identify key patterns and factors contributing to their success. The findings reveal that social media plays a strategic role in building audience trust, expanding promotional reach, increasing product visibility, and improving conversion rates. Furthermore, content quality, posting consistency, audience interaction, and the ability to adapt to social media trends were identified as significant factors influencing affiliate marketing performance. This study contributes to the growing literature on digital business and affiliate marketing while providing practical insights for students interested in developing sustainable online entrepreneurial activities through social media.
Co-Authors Adri Flouren Timor.S Angra Melina Habibi Hayati Hayati Mardalena Mardalena Muhammad Zikri Farhan Mulia Aminurahman Nabila Sasgita Nurul Fadila Perdana Oskar, Dimas Renol Elmi Krisito Rika Wahyuni Sarinah Sarinah Syarif Lovedly Tulus Akbar Yusrizal