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All Journal IMAGE Jurnal Mirai Management IKRA-ITH EKONOMIKA Journal Of Management Science (JMAS) Syntax Idea Dinasti International Journal of Management Science Dinasti International Journal of Education Management and Social Science Jurnal Abdi Insani Dinasti International Journal of Digital Business Management ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING Jurnal Scientia Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis Airlangga Journal of Innovation Management Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Jurnal Nasional Manajemen Pemasaran dan SDM International Journal of Marketing and Human Resource Research Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Dynamic Management Journal Transformasi Manageria: Journal of Islamic Education Management International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal of Economic, Business and Engineering (JEBE) Jurnal Manajemen Jurnal Ilmiah Mahasiswa (JIMAWA) Co-Creation : Jurnal Ilmiah Ekonomi Manajemen Akuntansi dan Bisnis Journal of Artificial Intelligence and Digital Business Eduvest - Journal of Universal Studies Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Al-Zayn: Jurnal Ilmu Sosial & Hukum Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Business and Management Inaba Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Aktiva: Jurnal Manajemen dan Bisnis International Journal of Management, Economic and Accounting JAMARI : Jurnal Pengabdian Masyarakat Mandiri JAMARI : Jurnal Pengabdian Masyarakat Mandiri
Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok
Universitas Indonesia Membangun Bandung, Jawa Barat, Indonesia
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Optimalisasi Aspek Legal UMKM Mahasiswa Berbasis Online Single Submission (OSS) Guna Meningkatkan Motivasi Berwirausaha Ardinal Djalil; Andhika Mochamad Siddiq; Yoyo Sudaryo; Gurawan Dayona Ismail; Ridlwan Muttaqin; Dadan Abdul Aziz Mubarok; Rifqi Farisan Akbar
JAMARI: Jurnal Pengabdian Masyarakat Mandiri Vol 2 No 1 (2025): Juli
Publisher : Universitas Insan Cendekia Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37577/jamari.v2i01.911

Abstract

Abstrak: Kegiatan kewirausahaan merupakan sebuah solusi terbaik untuk meningkatkan perekonomian dan kapabilitas mahasiswa. Kegiatan kewirausahaan memberikan banyak manfaat untuk meningkatkan soft skill mahasiswa. Tujuan dari pengabdian ini adalah mengoptimalkan potensi kewirausahaan UMKM mahasiswa dengan melengkapi aspek legal dari usaha mereka. Aspek legal ini sering dipandang sebelah mata karena berbagai faktor yang salah satunya adalah stigma negatif terhadap pengurusan aspek legal yang ada dibenak mahasiswa. Metode yang digunakan merupakan praktik langsung yang sebelumnya diberikan penjelasan terkait pentingnya aspek legal dan dilanjut dengan proses pengajuan salah satu aspek legal yaitu Nomor Induk Berusaha (NIB) melalui situs Online Single Submission (OSS). Hasil dari kegiatan ini adalah para pelaku UMKM mahasiswa dapat langsung mengajukan dan mendapatkan Nomor Induk Berusaha untuk bisnis mereka. Kegiatan ini memberikan dampak pada patahnya stigma negatif pengajuan izin usaha atau aspek legal. Mahasiswa termotivasi untuk melanjutkan dan mengembangan kegiatan bisnis mereka karena mahasiswa merasa sudah memiliki legal standing untuk usaha mereka. Kata Kunci: Kewirausahaan, Aspek Legal, NIB Abstract: Entrepreneurship activities are an excellent solution for improving students' economic well-being and capabilities. Entrepreneurship activities offer numerous benefits for enhancing students' soft skills. The goal of this community service program is to optimize the entrepreneurial potential of student MSMEs by complementing the legal aspects of their businesses. This legal aspect is often overlooked due to various factors, one of which is the negative stigma surrounding legal matters. The method used is hands-on practice, which begins with an explanation of the importance of legal aspects and continues with the application process for one of the legal aspects, the Business Identification Number (NIB), through the Online Single Submission (OSS) website. The result of this activity is that student MSMEs can immediately apply for and obtain a Business Identification Number for their businesses. This activity has an impact on breaking the negative stigma surrounding business permit applications or legal aspects. Students are motivated to continue and develop their businesses because they feel they have legal standing for their businesses. Keywords: Entrepreneurship, Legal Aspects, NIB
Pengaruh Bauran Pemasaran Terhadap Keputusan Mahasiswa Memilih Fakultas Ekonomi dan Bisnis Universitas Swasta Terakreditasi B di Kota Bandung Habib Amir Mujahid; Ezra Karamang; Dadan Abdul Aziz Mubarok
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 6 No. 2 (2025): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Februari - Maret 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v6i2.4181

Abstract

Tujuan penelitian ini guna mengidentifikasi berbagai elemen dalam bauran pemasaran yang mempunyai pengaruhnya pada  keputusan mahasiswa untuk memilih fakultas ekonomi dan bisnis universitas swasta terakreditasi B di kota Bandung, mencakup variabel Product, Price, Place, Promotion, People, Process, dan Physical evidence. Kuantitatif dan pendekatan analisis verifikatif menjadi metode yang diterapkan, pada data primer didapati melalui penyebaran kuesioner pada 215 mahasiswa dari beberapa fakultas ekonomi dan bisnis, sementara data sekunder berasal dari berbagai literatur yang telah diverifikasi. Probability sampling menjadi teknik yang digunakan dengan metode simple random sampling tanpa kriteria tertentu. Hasil analisa memperoleh bahwasanya secara parsial, variabel Product, Promotion, People, Process, maupun Physical evidence memiliki pengaruhnya dengan tinggi dengan sig. < 0,05, sedangkan variabel Price dan Place tidak memiliki pengaruhnya dengan tinggi  secara parsial. Namun, secara simultan, seluruh variabel dalam bauran pemasaran memiliki pengaruhnya dengan tinggi pada keputusan mahasiswa dalam memilih fakultas ekonomi dan bisnis universitas swasta terakreditasi B di kota Bandung.
Digital Marketing Application Strategy for Textile MSMEs in Pasar Baru Bandung and Its Implication on Purchasing Decisions and Consumer Word of Mouth Muldiani, Nadia; Suryaningprang, Andre; Hamdani, Deni; Mubarok, Dadan Abdul Aziz
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3313

Abstract

Textile MSMEs in the Pasar Baru area of Bandung are facing difficulties in maintaining their competitiveness as consumer behavior continues to shift toward relying on digital media as a key source of information and purchase consideration. The analysis focuses on how textile MSME owners apply digital marketing strategies and how these practices influence consumer purchasing decisions and the spread of word-of-mouth (WOM). A descriptive qualitative approach was applied, utilizing in-depth interviews, direct observation, and documentation analysis involving MSME owners and related consumers. The findings indicate that using social media, online marketplaces, and digital review platforms enhances business visibility, improves engagement with consumers, and builds favorable product perceptions. These factors collectively drive purchasing decisions and stimulate both traditional WOM and electronic WOM. Conversely, MSMEs that do not adopt digital strategies face limitations in market reach and dependency on traditional marketing methods. This study concludes that digital marketing is a strategic instrument that can increase the competitiveness of textile MSMEs in Pasar Baru Bandung, and the optimization of digital technology utilization becomes an important factor in strengthening marketing performance in the era of digital transformation.
The Influence of Product Quality, Brand Image, and Perceived Overclaim on Consumer Trust in The Originote Skincare Products Fitria, Alya Napsi; Mubarok, Dadan Abdul Aziz
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3328

Abstract

This study aims to investigate how consumer perceptions of exaggerated claims, brand image, and product quality influence consumer trust in skin care products. Purposive sampling was used to select 100 respondents for this quantitative descriptive study. This study aims to investigate how consumer perceptions of exaggerated claims, brand image, and product quality influence consumer trust in skin care products (β = 0.435; t = 5.512; Sig. = 0.000). In addition, brand image has a significant and favorable impact (β = 0.548; t = 5.232; Sig. = 0.000). However, the perception of exaggerated claims has no significant impact (β = 0.024; t = 1.032; Sig. = 0.305). Consumer confidence is significantly influenced by these three factors together (F = 125.658; Sig. = 0.000). Based on an R2 of 0.797, product quality, brand image, and perceived exaggeration accounted for 79.7% of the variance in customer trust. Variables not included in the research model impacted the remaining 20.3%. The results showed that perceived exaggeration did not necessarily reduce customer trust. Product quality and brand image significantly impacted consumer trust. By showing that exaggerated product claims do not damage brand credibility and that quality and brand image remain strong, our findings reinforce the ethical marketing paradigm.
The Effect of Advertising Credibility, Brand Trust, and Product Quality Perception on Consumer Repurchase Interest in Unitary Sunscreen Products Nurani, Aspi; Mubarok, Dadan Abdul Aziz
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3329

Abstract

This study aims to analyze the effects of advertising credibility, brand trust, and perceived product quality on the repurchase intention of Sunscreen Unitary consumers. The study's background focuses on intensifying competition in the skincare industry and differences in consumer perceptions of promotional messages and product quality. This study employs a quantitative method, using a survey administered to 100 participants who have used Sunscreen Unitary products, with predetermined criteria. The results indicate that advertising credibility has a substantial impact on the desire to repurchase, such that the more credible the advertisement is to consumers, the greater their tendency to repurchase.  Repurchase intention is positively associated with perceived product quality. making product quality a dominant thing in encouraging clients to continue using the product. Meanwhile, brand trust did now not have a significant repurchase intention, indicating that trust in the brand was not a major factor in consumers' repurchase decisions in this study. However, the simultaneous test results indicated that the three variables collectively had a significant effect on repurchase intention. The research findings show that product quality and advertising credibility play a greater position in encouraging repeat purchases than brand trust. These results can be taken into consideration by companies in formulating marketing strategies and maintaining product quality.
The Impact of Price, Product Quality, and Brand Image on Vienna Skincare Purchase Decisions Among Bandung University Students Oktaviani, Vira Rohmania; Mubarok, Dadan Abdul Aziz
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3330

Abstract

This study aims to find out how Bandung university students' decisions to purchase Vienna skincare products are influenced by brand perception, price, and product quality. Both a survey approach and a quantitative methodology were employed in the investigation. Data from one hundred students who had previously used Vienna skincare products was collected using purposeful sampling. The results demonstrate that brand image has a favorable and significant influence on purchasing decisions (t = 2.433; p = 0.017). Price has a positive and substantial influence (t = 2.172; p = 0.032), while product quality has the biggest impact on purchasing decisions (t = 3.469; p < 0.001). Brand image, price, and product quality have a significant simultaneous influence on purchasing decisions, as indicated by an F-value of 356.917 (p < 0.001). The three independent variables account for 91.8% of the variation in purchase decisions, with other factors not included in this study impacting the remaining 8.2%, according to the coefficient of determination (R2) of 0.918. These findings highlight the importance of maintaining product quality, implementing appropriate pricing strategies, and enhancing brand image to improve purchase decisions among local skincare brands targeting student consumers.
The Effect of Brand Ambassadors and Logo Design on Repurchase Interest through Consumer Trust as a Mediating Variable in Tiebymin Hijab Products on TikTok Shop Safitri, Yesi; Mubarok, Dadan Abdul Aziz
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3331

Abstract

The growth of live commerce on TikTok Shop has encouraged hijab businesses to strengthen marketing strategies through promotional figures and brand visual identity. This study examines the effects of Brand Ambassadors and Logo Design on repurchase intention through consumer trust for Tiebymin hijab products, particularly following a logo redesign that elicited varied consumer responses. A quantitative explanatory approach was applied, collecting data from 100 consumers through an online 1–5 Likert-scale questionnaire using purposive sampling. Data were analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM) via measurement and structural model evaluation. Findings indicate that Brand Ambassadors and Logo Design positively influence Consumer Trust, which mediates and reinforces their impact on Repurchase Intention. These results highlight that repurchase decisions in live-commerce depend not only on promotional appeal and visual identity but also on consumer confidence in the brand. Businesses are advised to select Brand Ambassadors aligned with brand character and to maintain consistent logo design; future research may include additional factors to expand understanding of repurchase behavior.
The Effect Of Product Quality, Price, And Service Quality On Customer Loyalty at PT. Mitra Niaga Sentratama Sinamo, Alexander Patrick; Mubarok, Dadan Abdul Aziz
Journal of Business and Management Inaba Vol. 4 No. 2 (2025): Volume 4 Number 2, December 2025
Publisher : Universitas Indonesia Membangun (Inaba)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/jbmi.v4i2.543

Abstract

The objective of this study is to ascertain how consumer loyalty is at the Mitra Wholesale Store on Kamasan Banjaran Main St. is impacted by service quality, product quality, and price. Customers of Mitra Store made up the study's population, and 80 respondents were included in the sample utilizing non-probability sampling and accidental procedures. Data was gathered via a questionnaire, and the analytic method was multiple linear regression analysis using SPSS statistical software. The t-test was employed in conjunction with the F-test for hypothesis testing. The study's findings indicate that customers who purchase goods from the Mitra Store on at least a twice-weekly basis exhibit a degree of susceptibility to the prices, product quality, and service quality of the store. At Mitra Store, however, judgements to buy products are positively and significantly impacted by the simultaneous test
Pengaruh Green Marketing dan Corporate Social Responsibility (CSR) terhadap Brand Equity pada PT Pertamina (Persero) Sari, Putri Amalia; Mubarok, Dadan Abdul Aziz; Hamdani, Deni
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5343

Abstract

Tujuan dari penelitian ini yakni menguji pengaruh Green Marketing dan Corporate Social Responsibility terhadap Brand Equity pada PT Pertamina (Persero). Metodologi penelitian yang dipergunakan merupakan metode kuantitatif dengan data primer yang didapat melalui penyebarluasan kuesioner berbasis Google Formulir. Karena ukuran populasi tidak diketahui secara pasti, maka jumlah sampel ditetapkan melalui teknik purposive sampling yang pada akhirnya menghasilkan 200 responden. Teknik analisis yang dipergunakan yakni metode analisis jalur dengan pengolahannya memanfaatkan perangkat lunak SmartPLS versi 4.0. Temuan hasil penelitian memperlihatkan bahwa Green Marketing berpengaruh positif dan signifikan terhadap Brand Equity. Corporate Social Responsibility juga terbukti berpengaruh positif dan signifikan terhadap Brand Equity. Konsumen menilai bahwa Pertamina mampu menerapkan teknologi yang lebih tepat guna dan berkelanjutan, serta mengelola operasionalnya dengan memperhatikan aspek kelestarian lingkungan. Selain itu, pelaksanaan program CSR yang konsisten juga dinilai mampu membangun kepercayaan dan penghargaan dari konsumen, karena mereka melihat perusahaan sebagai pihak yang bertanggung jawab secara sosial. Kedua faktor tersebut berkontribusi pada peningkatan Brand Equity, sehingga dapat menjadi taktik penting bagi perusahaan dalam membangun dan mempertahankan kekuatan merek di pasar. Saran yang diberikan yaitu Perusahaan disarankan untuk memperkuat bukti nyata dari setiap klaim dan program yang disampaikan seperti lebih memperkuat kampanye publik dan meningkatkan transparansi dan komunikasi sosial terhadap Masyarakat.
Pengaruh Harga Dan Promosi Terhadap Minat Beli Konsumen Di Klinik Mirabeauty Nisa, Nina Auliya; Utami, Widyastuti Nurmalia; Mubarok, Dadan Abdul Aziz
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5737

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga dan promosi terhadap minat beli konsumen pada Klinik Mirabeauty. Penelitian ini dilatarbelakangi oleh meningkatnya persaingan industri klinik kecantikan yang mendorong penyedia layanan untuk menerapkan strategi harga dan promosi yang semakin kompetitif. Secara empiris, Klinik Mirabeauty menerapkan potongan harga hingga 50% pada berbagai layanan perawatan serta menunjukkan fluktuasi jumlah pengunjung sepanjang tahun. Kondisi tersebut mengindikasikan bahwa minat beli konsumen bersifat sensitif terhadap stimulus pemasaran, sehingga diperlukan pengujian empiris mengenai peran harga dan promosi dalam membentuk minat beli konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian asosiatif. Data dikumpulkan melalui kuesioner terstruktur menggunakan skala Likert lima poin yang disebarkan kepada konsumen Klinik Mirabeauty. Teknik pengambilan sampel dilakukan dengan metode non-probability sampling. Analisis data dilakukan menggunakan regresi linier berganda, yang didahului dengan uji validitas, reliabilitas, serta uji asumsi klasik untuk memastikan kelayakan model analisis. Hasil penelitian menunjukkan bahwa harga berpengaruh positif dan signifikan terhadap minat beli konsumen. Promosi juga terbukti berpengaruh positif dan signifikan secara parsial. Secara simultan, harga dan promosi berpengaruh signifikan terhadap minat beli konsumen. Temuan ini menegaskan bahwa strategi harga yang kompetitif, terutama ketika didukung oleh promosi yang tepat, berperan penting dalam meningkatkan minat beli pada industri klinik kecantikan. Penelitian ini diharapkan dapat memberikan kontribusi empiris bagi pengembangan kajian pemasaran jasa serta menjadi rujukan praktis bagi pengelola klinik kecantikan dalam merumuskan strategi pemasaran yang lebih efektif. 
Co-Authors Agri Regiansa Ahdiat, Ameilia Destiara Andre Suryaningprang Anjani, Deliana Septi Aprilliani, Pritta Ardinal Djalil Arie Hendra Saputro Benny Bernadus Bernadus, Benny Cahyani, Putri Regita Cecep Saepul Rohman Cecep Saepul Rohman Chandra Jaya, Rama Dalfa Septi Miami Dayan Hakim Natigor Dayona Ismail, Gurawan Dedi Gumilar Detya Wiryany Devyanthi Syarif Dinda Fitriya Nurazyka Erika Hartina Erna Herlinawati Fadilah, Hamidah Fauziah Fanji Wijaya Fauziah, Ninda Fauziyyah, Anggia Nur Fauzy, Ryan Marshal Febriyanti, Karina Fina Fahrina Fahrunisa Fitri Julianti Fitria, Alya Napsi Fitriani, Shilvia Angelina Frans, Raja Gurawan Dayona Ismail Gustami, Alifia Dwi Habib Amir Mujahid Hajar, Asri Shopiatul Hamdani, Deni Hamdani, Erico Handayani, Tias Ratna Hartati, Ria Marlia Helinawati, Erna Helvy Ramadhan Herlianawati, Erna Indri Theresa Sitohang Ismail, Gurawan Dayona Jaya, Rama Chandra Karamang, Ezra Karimah Azzahra, Waffa Kartika Nuradina Kleofas Sumaler Laelasari, Memey Listri Herlina Muhamad Rizki Pratama Muhammad Bayu Mujahid, Habib Amir Mukti Ali, Mochammad Muldiani, Nadia Muttaqin, Ridlwan Nafisah, Zian Neng Rosmiati Niken Annisa Zulkarnaen Nisa, Nina Auliya Nunung Ayu Sofiati (Efi) Nur Solehah Nuradina, Kartika Nuraini, Riska Nurani, Aspi Nurul Fadli, Ahmad Mukhlis Nurwidyani, Sabrina Eka Oktapian, Elsa Oktavia, Siti Nur Haliza Oktaviani, Lina Oktaviani, Vira Rohmania Palupi Permata Rahmi Pramitha, Adila Prasetiyo, Wildan Guretno Prinska Damara Sastri Putri Ermawan, Amanda Putri, Dea Anisa Putri, Rizka Ardlia R. Rheina Amalina Iskandar Rama Chandra Jaya Ramadhan, Rio Ari Ramadillah, Tsara Khalistha Ramdan, Ahmad Taufiq Maulana Recky, Recky Riadi, Ridho Ridho Riadi Akbar Ridlwan Muttaqin Rifqi Farisan Akbar Rikko Oktaviano Baktiar Rima Nurul Afifah Rimayani, Rimayani Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Rizki Fathurrahman Septian Safitri, Yesi saniyyah, seli Sari, Depi Ratna Sari, Lita Adhitya Sari, Putri Amalia Sastri, Prinska Damara Satrio Rahardi Sayyidinaa Zahra Ridha Pramitha Setiawan, Ariq Rifqi Siddiq, Andhika Mochamad Sihaloho, Monika Sinamo, Alexander Patrick Siti Nurjannah Siti Sarah, Siti Sujatmika, Dendi Sumawidjaya, Riyandi Nur Syahputra, Fadli Angga Reza Syamsul Bachri Syarif, Devyanthi Syawaliyah, Shafira Azkia Tawaqal, Rizki Surya Tjipto Sajekti Trijaya, Teguh Ulfa, Nabila Utami, Latifa Alda Waffa Karimah Azzahra Wais Alqorni, Muhammad Zaki Widyastuti Nurmalia Utami Wulan Wulandari Gunawan Yanda Ihza Rizky Yoyo Sudaryo Yulia Putri, Shofa