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Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok
Universitas Indonesia Membangun Bandung, Jawa Barat, Indonesia
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Pengaruh Kualitas Konten,Electronic Word of Mouth (E-WOM),Brand Awareness Terhadap Niat Beli Produk Meetchin di TiktokShop. Ameilia Destiara Ahdiat; Dadan Abdul Aziz Mubarok
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

This study aims to study the impact of Content Quality, Electronic Word of Mouth (e-WOM), Brand Awareness on the intention to purchase Meetchin products on TikTok. For this purpose, data was collected through questionnaires given to TikTok users who had seen or purchased Meetchin products. The methods used in analyzing the data were descriptive statistics and multiple linear regression. The results of the study show that Content Quality, Electronic Word of Mouth, Brand Awareness all have a positive and significant effect on the intention to purchase Meetchin products. Among the three, Content Quality is a less influential factor, followed by e-WOM and Brand Awareness which have an influence on the intention to purchase products. The results of this study provide several recommendations for business actors to improve the Quality of Marketing Content, utilize the influence of e-WOM optimally, and strengthen Brand Awareness to increase consumer purchasing intentions on TikTok.
Pengaruh Kualitas Pelayanan Dan Kepercayaan Terhadap Loyalitas Pelanggan Pada Rayana Outfit Ria Marlia Hartati; Dadan Abdul Aziz Mubarok
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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Abstract

This study aims to analyze the influence of service quality and trust on customer loyalty at Rayana Outfit. The research method used a quantitative approach with a sample of 75 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression. The results show that service quality and trust have a significant positive effect on customer loyalty. Trust has a more dominant influence than service quality. The study recommends that Rayana Outfit improve service quality and implement a more competitive customer trust strategy to increase customer loyalty.
PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA MARTABAK BANGKA PINANG SEBATANG Siti Nur Haliza Oktavia; Dadan Abdul Aziz Mubarok; Rama Chandra Jaya
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

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This study aims to investigate the extent to which product quality and service quality influence customer satisfaction at Martabak Bangka Pinang Sebatang. The research employed a quantitative approach, utilizing a survey technique as the main instrument for data collection. Primary data were gathered from 100 respondents who had previously made purchases, selected using a reasoned sampling method. The dataset was subsequently examined through multiple linear regression analysis, assisted by SPSSversion 27. The empirical results indicate that product quality emerges as a dominant determinant of customer satisfaction, supported by a significance level below 0.001 and a t-statistic of 8.472, reflecting a robust statistical relationship. In parallel, service quality was also found to have a statistically significant and positive effect on customer satisfaction, as demonstrated by a significance value of 0.004 and a t-value of 2.964. Moreover, when both independent variables were analyzed concurrently, product quality and service quality collectively exhibited a significant impact on customer satisfaction, as evidenced by an F-value of 39.711 and an R² value of 0.461. These findings underscore that systematic enhancement of both product quality and service quality constitutes a crucial strategic foundation for improving customer satisfaction and reinforcing competitive positioning within the culinary business sector
Pengaruh Personal selling, Promosi Penjualan, Relationship marketing Terhadap Keputusan Pembelian Pada Pt. Usaha Tangguh Mandiri Bandung Rini Marlina; Dadan Abdul Aziz Mubarok
IKRAITH-EKONOMIKA Vol. 9 No. 1 (2026): IKRAITH-EKONOMIKA Vol 9 No 1 Maret 2026
Publisher : Universitas Persada Indonesia YAI

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Kemajuan teknologi dan pesatnya pertumbuhan ekonomi mendorong perusahaan untuk mampu bersaing secara efektif dalam dunia bisnis. Kondisi ini menuntut perusahaan memiliki strategi pemasaran yang tepat, khususnya dalam sistem penjualan dan distribusi, agar mampu memenangkan persaingan pasar. Penelitian ini bertujuan untuk menganalisis pengaruh Personal selling, promosi penjualan, dan Relationship marketing terhadap keputusan pembelian pada PT. Usaha Tangguh Mandiri Bandung sebagai distributor bahan baku makanan. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriftif dan verifikan. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada 30 responden pelanggan PT. Usaha Tangguh Mandiri. Data dianalisis menggunakan uji validasi , uji reliabilitas, analisis regresi linear berganda, uji t, uji F, serta koefisien determinasi (?2) dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa secara parsial Personal selling, promosi penjualan, dan Relationship marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian. Nilai koefisien determinasi (?2) sebesar 0,444 menunjukan bahwa 44,4% keputusan pembelian dipengaruhi oleh Personal selling, promosi penjualan, dan Relationship marketing. Sedangkan sisanya dipengaruhi oleh faktor lain diluar peneltian ini. Hasil penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi perusahaan dalam menyusun strategi pemasaran yang lebih efektif guna meningkatkan keputusan pembelian pelanggan.
Optimasi Kinerja Mahasiswa di Tengah Keterbatasan Fisik; Studi Autoetnografi Manajemen Stres dan Waktu Perspektif Manajemen Sumber Daya Manusia Faulina Nur Azizah; Dadan Abdul Aziz Mubarok
Journal of Comprehensive Science Vol. 5 No. 6 (2026): Journal of Comprehensive Science
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jcs.v5i6.4207

Abstract

Penelitian ini bertujuan untuk menganalisis strategi manajemen stres dan manajemen waktu yang diterapkan secara mandiri (self-management) oleh mahasiswa penyintas autoimun guna mengoptimalkan kinerja akademis di tengah keterbatasan kapasitas fisik. Konsep optimasi kinerja dalam ranah Manajemen Sumber Daya Manusia (MSDM) umumnya mengasumsikan modal manusia (human capital) berada dalam kondisi fisik yang prima. Riset ini mencoba mengisi celah tersebut (research gap) dengan mengeksplorasi bagaimana kinerja berkelanjutan (sustainable performance) dapat dicapai oleh individu yang menghadapi tantangan kesehatan kronis tersembunyi (invisible illness). Metode penelitian yang digunakan adalah kualitatif dengan pendekatan autoetnografi analitis, di mana peneliti bertindak sebagai instrumen utama sekaligus narasumber tunggal (studi kasus intrapersonal). Data dikumpulkan melalui observasi diri berjalan (sustained self-observation), refleksi diri retrospektif, serta analisis dokumen pendukung berupa catatan harian aktivitas (logbook) dan rekam medis personal. Data yang diperoleh kemudian dianalisis menggunakan teknik analisis tematik berbasis teori-teori MSDM mikro. Hasil penelitian menunjukkan bahwa optimasi kinerja mahasiswa penyintas autoimun tidak dicapai melalui penambahan jam kerja (overwork), melainkan melalui pergeseran paradigma dari manajemen waktu (time management) konvensional menjadi manajemen energi (energy management) yang adaptif. Taktik utama yang ditemukan meliputi analisis beban kerja mandiri (workload assessment), teknik pengaturan ritme kerja (pacing), dan pengelolaan ambang batas stres psikologis secara preventif guna mencegah respons inflamasi fisik (flare-up). Penelitian ini menyimpulkan bahwa kesejahteraan individu (employee/student well-being) merupakan prasyarat mutlak untuk menghasilkan kinerja yang stabil. Implikasi manajerial dari riset ini memberikan rekomendasi bagi institusi pendidikan maupun organisasi bisnis mengenai pentingnya fleksibilitas kerja (flexible working arrangement) dan kebijakan inklusif dalam mengelola talenta dengan keterbatasan fisik.
The Influence of AI Technology on Employee Engagement Ryan Marshal Fauzy; Gurawan Dayona Ismail; Nunung Ayu Sofiati (Efi); Yoyo Sudaryo; Dadan Abdul Aziz Mubarok
Eduvest - Journal of Universal Studies Vol. 6 No. 2 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i2.52437

Abstract

This study aims to analyze the influence of the use of AI HR Chatbot, technology adaptation, and AI-based performance appraisal systems on employee engagement with internal communication effectiveness as an intervening variable among employees at Bank Banten Head Office. The research background is based on the phenomenon of decreased employee performance and the adaptation challenges to the digital transformation being carried out by the company. The use of Artificial Intelligence (AI) based technology in human resource management is expected to increase the effectiveness of internal communication, appraisal transparency, and employee involvement in the organization6. The research method used is a quantitative approach with data collection through questionnaires distributed to employees at Bank Banten Head Office. Data analysis was performed using path analysis technique to test the direct and indirect relationships between variables8. The results show that the use of AI HR Chatbot, technology adaptation, and AI-based performance appraisal systems have a positive and significant influence on employee engagement, both directly and through internal communication effectiveness as a mediating variable9. Internal communication effectiveness is proven to strengthen the relationship between AI-based technology and the level of employee involvement. The conclusion of this study confirms the importance of integrating AI technology into the human resource management system supported by effective internal communication to enhance emotional attachment, motivation, and employee performance. The practical implication of this research is the need for a human-centered digitalization strategy and transparent communication policies so that the implementation of AI in the workplace can run optimally.
Analisis Digital Marketing dan Budaya Lintas Batas terhadap Peforma UMKM di Perbatasan Nunukan Kalimantan Utara Muhamad Nazri Darise; Nunung Ayu Sofiati; Mochammad Mukti Ali; Erna Herlinawati; Dadan Abdul Aziz Mubarok; Ida Farida Oesman
Jurnal Ilmu Manajemen Terapan Vol. 7 No. 6 (2026): Jurnal Ilmu Manajemen Terapan (Juli - Agustus 2026)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v7i6.9400

Abstract

Terletak di ujung utara Kalimantan, Indonesia, dan bersebelahan langsung dengan Malaysia dan Filipina, wilayah ini menunjukkan dinamika sosial, ekonomi, dan budaya yang khas yang memengaruhi operasi bisnis lokal. Studi ini bertujuan untuk meneliti pengaruh pemasaran digital dan budaya lintas batas terhadap kinerja usaha mikro, kecil, dan menengah (UMKM) di wilayah tersebut. Dengan pendekatan kuantitatif, riset ini melakukan survei terhadap 172 responden pelaku UMKM. Estimasi model dilakukan menggunakan teknik analisis SEM-PLS. Temuan riset mengonfirmasi bahwa penerapan digital marketing memiliki pengaruh positif dan signifikan terhadap performa UMKM. Hasil serupa juga ditemukan pada pengaruh budaya lintas batas terhadap performa usaha, di mana kedua variabel secara simultan memberikan kontribusi yang bermakna. Hasil ini menegaskan bahwa penguatan literasi digital yang diselaraskan dengan kapasitas adaptasi terhadap keragaman budaya lintas batas merupakan instrumen krusial untuk memajukan daya saing dan keberlanjutan UMKM di garda terdepan perbatasan.
Pengaruh Brand Image, Promosi dan Online Customer Rating Terhadap Keputusan Pembelian Skincare Avoskin Pada Shopee Faiz Sidqi Robbani; Riyandi Nur Sumawidjaja; Dadan Abdul Aziz Mubarok
Jurnal Bisnis, Manajemen, dan Ekonomi Vol. 7 No. 3 (2026): Jurnal Bisnis, Manajemen dan Ekonomi
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jbme.v7i3.3617

Abstract

The decision to purchase skincare through a marketplace is formed in situations where consumers have extensive access to information but cannot inspect the product in person. This study examines the role of brand image, promotion, and online customer ratings in explaining the purchase of Avoskin products through Shopee. Data were obtained from 100 consumers residing in Bandung City, who had purchased Avoskin through Shopee, and were selected based on research criteria. Respondents' responses were collected using a five-level questionnaire and analyzed through multiple linear regression after examining the instrument's quality and model requirements. The findings indicate that brand perception and online customer ratings are positively related to purchase decisions. In contrast, promotion did not demonstrate a convincing partial contribution when the other two variables were analyzed in the same model. Among the tested predictors, online customer ratings produced the largest standardized coefficient. The three variables collectively explained 38.9% of the variation in purchase decisions. These results indicate that in online skincare transactions, consumers rely more on brand reputation and previous user experience than on promotions readily available in various stores. For Avoskin, strengthening consumer decisions needs to be done through quality consistency, post-purchase experience management, handling negative evaluations, and promotional programs tailored to skin needs and product understanding.
Digital Marketing Application Strategy for Textile MSMEs in Pasar Baru Bandung and Its Implication on Purchasing Decisions and Consumer Word of Mouth Nadia Muldiani; Andre Suryaningprang; Deni Hamdani; Dadan Abdul Aziz Mubarok
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 Alya Napsi Fitria; Dadan Abdul Aziz Mubarok
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.
Co-Authors Adelia Nurma Isyah Agri Regiansa Alexander Patrick Sinamo Alya Napsi Fitria Ambarwati, Erli Ameilia Destiara Ahdiat Andre Suryaningprang Anjani, Deliana Septi Aprilliani, Pritta Ardinal Djalil Arie Hendra Saputro Aspi Nurani Benny Bernadus Bernadus, Benny Cahyani, Putri Regita Cecep Saepul Rohman Cecep Saepul Rohman Chandra Jaya, Rama Cinta Dwi Alieka Dalfa Septi Miami Dayan Hakim Natigor Dayona Ismail, Gurawan Dedi Gumilar Dendi Sujatmika Deni Hamdani Depi Ratna Sari Detya Wiryany Devyanthi Syarif Dhea Octaviani Dinda Fitriya Nurazyka Dini Carollina Erico Hamdani Erika Hartina Erna Herlianawati Erna Herlinawati Erna Herlinawati Fadilah, Hamidah Fauziah Faiz Sidqi Robbani Fanji Wijaya Faulina Nur Azizah Fauziah, Ninda Fauziyyah, Anggia Nur Febriyanti, Karina Fina Fahrina Fahrunisa Fitri Julianti Gemma Handayani Gurawan Dayona Ismail Gustami, Alifia Dwi Habib Amir Mujahid Hajar, Asri Shopiatul Handayani, Tias Ratna Helinawati, Erna Helvy Ramadhan Icha Mustika Wahyudi Ida Farida Oesman Ida Farida Oesman Indri Theresa Sitohang Ismail, Gurawan Dayona Isna Rosya Jamil Jaya, Rama Chandra Karamang, Ezra Karimah Azzahra, Waffa Kleofas Sumaler Laela Rahmawati Laelasari, Memey Lina Oktaviani Listri Herlina Mochammad Mukti Ali Muhamad Nazri Darise Muhamad Rizki Pratama Muhammad Bayu Muhammad Randi Febrian Mujahid, Habib Amir Mukti Ali, Mochammad Muttaqin, Ridlwan Nadia Muldiani Nafisah, Zian Neng Rosmiati Niken Annisa Zulkarnaen Nisa, Nina Auliya Novita Tri Hapsari Nunung Ayu Sofiati Nunung Ayu Sofiati (Efi) Nur Solehah Nuradina, Kartika Nurul Fadli, Ahmad Mukhlis Nurwidyani, Sabrina Eka Oktapian, Elsa Padil Muhamad Raji Palupi Permata Rahmi Pramitha, Adila Prasetiyo, Wildan Guretno Prinska Damara Sastri Putri Ermawan, Amanda Putri, Dea Anisa Putri, Rizka Ardlia R. Rheina Amalina Iskandar Raja Frans Rama Candra Jaya Rama Chandra Jaya Ramadillah, Tsara Khalistha Ramdan, Ahmad Taufiq Maulana Recky, Recky Rega Noer Cahyana Ria Marlia Hartati Riadi, Ridho Ridho Riadi Akbar Ridlwan Muttaqin Rifqi Farisan Akbar Rikko Oktaviano Baktiar Rima Nurul Afifah Rimayani Rimayani Rimayani, Rimayani Rini Marlina Rio Ari Ramadhan Riska Nuraini Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaya Rizki Fathurrahman Septian Ryan Marshal Fauzy Sani Aulia saniyyah, seli Sari, Lita Adhitya Sari, Putri Amalia Satrio Rahardi Sayyidinaa Zahra Ridha Pramitha Setiawan, Ariq Rifqi Shafira Azkia Syawaliyah Shilvia Angelina Fitriani Siddiq, Andhika Mochamad Sihaloho, Monika Sinamo, Alexander Patrick Siswahyudianto Siti Nur Haliza Oktavia Siti Nurjannah Siti Sarah, Siti Solehudin Sujatmika, Dendi Sumawidjaya, Riyandi Nur Syahputra, Fadli Angga Reza Syamsul Bachri Syarif, Devyanthi Tawaqal, Rizki Surya Trijaya, Teguh Ulfa, Nabila Utami, Latifa Alda Vira Rohmania Oktaviani Waffa Karimah Azzahra Wais Alqorni, Muhammad Zaki Widyastuti Nurmalia Utami Wulan Wulandari Gunawan Yanda Ihza Rizky Yesi Safitri Yoyo Sudaryo Yoyo Sudaryo Yudi Wahyudi Yulia Putri, Shofa