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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
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Neuroscience Social Sciences Other

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Pengaruh Store Atmosphere Dan Harga Terhadap Minat Beli Ulang Konsumen Pada Coffe Shop Joglo Kopi Bandung Helvy Ramadhan; Dadan Abdul Aziz Mubarok
Al-Zayn: Jurnal Ilmu Sosial, Hukum & Politik Vol 3 No 6 (2025): 2025
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/alz.v3i6.3241

Abstract

Penelitian ini bertujuan menganalisis pengaruh store atmosphere dan harga terhadap minat beli ulang konsumen Joglo Kopi Bandung. Metode penelitian menggunakan pendekatan kuantitatif dengan sampel 100 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis dengan regresi linear berganda. Hasil penelitian menunjukkan store atmosphere dan harga berpengaruh positif signifikan terhadap minat beli ulang. Harga memiliki pengaruh lebih dominan dibandingkan store atmosphere. Penelitian merekomendasikan Joglo Kopi untuk meningkatkan kualitas store atmosphere dan menerapkan strategi harga yang lebih kompetitif guna meningkatkan minat beli ulang konsumen.
An In-Depth Analysis of Multivitamin Purchasing Behavior Among Generation Z in Bandung Kartika Nuradina; Dadan Abdul Aziz Mubarok; Detya Wiryany; Devyanthi Syarif; Nunung Ayu Sofiati; Prinska Damara Sastri; Benny Bernadus
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 5 (2025): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i5.4896

Abstract

This study aims to describe consumer behavior in the decision-making process related to purchasing multivitamin products in Bandung City. Data were collected from 1,990 respondents through a survey and analyzed using descriptive statistical methods. The findings indicate that most consumers are 18–24 years old, married, and primarily work as students or private-sector employees, with a monthly income of less than IDR 2,000,000. The primary factor driving purchase decisions is health needs, followed by the product's perceived benefits and halal certification. The most influential sources of information include public media, such as social media and consumer reviews, as well as personal sources, including family and friends. Consumers in Bandung tend to delay their purchasing decisions without a specific timeframe. The main reason for repeat purchases is the consumer's experience of the product's tangible health benefits. These results provide valuable insights for multivitamin producers in designing effective marketing strategies grounded in consumer behavior.
Digital Marketing Analysis of Customer Satisfaction's Impact on Company Brand Image: Quantitative Study Sujatmika, Dendi; Rimayani, Rimayani; Sofiati, Nunung Ayu; Ali, Mochammad Mukti; Sudaryo, Yoyo; Sumawidjaya, Riyandi Nur; Mubarok, Dadan Abdul Aziz
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5375

Abstract

This study aims to analyze the influence of digital marketing on customer satisfaction and its impact on brand image, particularly among consumers of PT. YXY Motors. In today's digital era, the use of online media such as websites and applications has become a key strategy for companies to reach consumers. This study employs a quantitative approach using a survey method with 30 respondents, and a questionnaire as the measurement tool, which has been validated and tested for reliability. The results indicate that the implementation of digital marketing at PT. YXY Motors is quite good, with social engagement as the strongest aspect. However, there are still shortcomings, especially in terms of the duration of digital visits. Customer satisfaction is also considered to be in the fairly satisfied category, with expectations as the dominant aspect and perception as the lowest. Meanwhile, PT. YXY Motors's brand image is in the fairly good category, with the reputation dimension having the highest score and affinity as the lowest. Data analysis shows that digital marketing has a significant effect on customer satisfaction, and customer satisfaction has a positive impact on the company's brand image. These findings indicate the importance of optimal digital marketing management to increase consumer loyalty and positive perceptions of the Yamaha brand.  
The Influence of Brand Image, Price, and Social Media Marketing on Car Purchase Decisions at Honda Perdana Laelasari, Memey; Fadilah, Hamidah Fauziah; Sumawidjaja, Riyandi Nur; Mubarok, Dadan Abdul Aziz; Herlinawati, Erna
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i3.1114

Abstract

The growing intensity of competition in the automotive industry has encouraged companies to more thoroughly examine marketing elements that shape consumer behaviour and purchasing decisions. At the dealership level, sales performance often experiences fluctuations across different periods, indicating that the marketing strategies implemented have not yet fully succeeded in maximising consumer purchase outcomes. This situation highlights the importance of conducting empirical research that concentrates on fundamental marketing variables. Aiming to analyze the impact of brand image, pricing, and social media marketing on car purchase decisions, this research focuses on consumers of the Honda Perdana Soreang Branch. A quantitative survey method was employed, collecting primary data through questionnaires from past customers. Analysis via multiple linear regression shows that all three variables have a positive and significant influence on purchasing decisions, both partially and simultaneously. These findings indicate that a strong brand reputation, pricing strategies aligned with consumer value perceptions, and effective utilisation of social media platforms can enhance consumer confidence in making car purchase decisions. It is expected that this study will enhance the theoretical foundations of marketing management while delivering practical recommendations to assist automotive companies in developing more effective and consumer-oriented marketing strategies.
Pengaruh Promosi Media Sosial, Rating Aplikasi Gojek dan Kualitas Pelayanan terhadap Keputusan Pembelian Seblak CS Teh Dina di Kota Bandung Trijaya, Teguh; Sumawidjaja, Riyandi Nur; 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.v4i4.5599

Abstract

Perkembangan platform digital telah mendorong perubahan perilaku konsumen dalam mengambil keputusan pembelian, khususnya pada sektor kuliner berbasis layanan pesan antar. Penelitian ini bertujuan untuk menganalisis pengaruh promosi media sosial, rating aplikasi Gojek, dan kualitas pelayanan terhadap keputusan pembelian konsumen pada usaha Seblak CS Teh Dina di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada 100 responden yang pernah melakukan pembelian, dengan teknik pengambilan sampel accidental sampling. Instrumen penelitian diuji menggunakan uji validitas dan reliabilitas untuk memastikan kelayakan pengukuran, sedangkan analisis data dilakukan menggunakan regresi linear berganda, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa promosi media sosial, rating aplikasi Gojek, dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Nilai koefisien determinasi (R²) sebesar 0,626 menunjukkan bahwa ketiga variabel independen mampu menjelaskan 62,6% variasi keputusan pembelian, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini mengindikasikan bahwa promosi digital yang efektif, pengelolaan reputasi aplikasi melalui rating dan ulasan pelanggan, serta peningkatan kualitas pelayanan yang konsisten memiliki peran penting dalam mendorong keputusan pembelian konsumen. Penelitian ini diharapkan dapat memberikan kontribusi praktis bagi pelaku usaha kuliner dalam merancang strategi pemasaran digital dan peningkatan kualitas pelayanan, serta menjadi referensi bagi penelitian selanjutnya terkait perilaku konsumen pada sektor kuliner berbasis platform digital.
The Effect of Media Exposure on Customer Loyalty Through Brand Image among Users of Sicepat Ekspress Shipping Services Setiawan, Ariq Rifqi; Rahmi, Palupi Permata; Mubarok, Dadan Abdul Aziz
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6229

Abstract

This study examines the influence of media exposure on customer loyalty and analyzes the role of customer loyalty in shaping brand image in the courier service industry, focusing on users of SiCepat Ekspres in Indonesia. The rapid growth of e-commerce has intensified competition among logistics providers, making digital media exposure and customer experience increasingly important in maintaining customer relationships and brand perception. This research adopts a quantitative survey approach by collecting data from 100 respondents who had used SiCepat Ekspres services and were exposed to related information on digital media platforms. Respondents were selected using purposive sampling based on service usage and media exposure criteria. The data were analyzed using path analysis to examine the relationships among media exposure, customer loyalty, and brand image. The findings show that media exposure has a significant positive effect on customer loyalty, indicating that repeated exposure to brand-related information strengthens customer attachment and intention to reuse the service. However, media exposure does not have a significant direct effect on brand image. Customer loyalty, on the other hand, has a strong and significant influence on brand image, suggesting that brand perception in courier services is primarily shaped by accumulated service experience rather than media communication alone. This study contributes to the literature by repositioning customer loyalty as a key mechanism in the formation of brand image. Practically, the findings suggest that courier service providers should prioritize service reliability and customer experience while using media exposure strategically to reinforce customer loyalty.
Pengaruh Social Media Marketing, Brand Awareness, dan Persepsi Harga Terhadap Minat Beli Fauziyyah, Anggia Nur; Mubarok, Dadan Abdul Aziz
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6434

Abstract

The increasingly competitive skincare industry need a companies for implement effective marketing way to enhance consumers’ purchase intention. The study needs to prove the impacts of Social Media Marketing, Brand Awareness, also Price Perception on Purchase Intention of Dermies by ERHA products in Bandung City. This research employed a quantitative approach and then survey methods, with primary data collected through questionnaire to 100 participants selected by purposive sampling. About this data analysis was conducted with multiples linear regression, supported by t-test also F-test to examine that hypotheses. The answer indicate, partially, Social Media Marketing give the positive then significant effects on Purchase Intention which is t-value of 5.569, Brand Awareness with a t-value of 5.378, and Price Perception with a t-value of 4.848, all showing significance values of 0.000 (<0.05). Simultaneously, Social Media Marketing, Brand Awareness, then Price Perception give a significant positive impact to Purchase Intention, as indicated from an F-value of 32.761 also a significance numbers of 0.000. The findings conclude that effective social media marketing ways, strong brand awareness, then favorable price perception play an crucial role to increasing consumers’ purchase intention toward Dermies by ERHA skincare products in Bandung City. Therefore, the results of this study are expected to provide practical implications for companies in designing integrated marketing strategies and serve as a reference for future research related to consumer purchase intention in the skincare industry.
The Influence of AI Technology on Employee Engagement Fauzy, Ryan Marshal; Ismail, Gurawan Dayona; Sofiati (Efi), Nunung Ayu; Sudaryo, Yoyo; Mubarok, Dadan Abdul Aziz
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.
The Influence of Brand Image, Price, and Social Media Marketing on Car Purchase Decisions at Honda Perdana Laelasari, Memey; Fadilah, Hamidah Fauziah; Sumawidjaja, Riyandi Nur; Mubarok, Dadan Abdul Aziz; Herlinawati, Erna
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i3.1114

Abstract

The growing intensity of competition in the automotive industry has encouraged companies to more thoroughly examine marketing elements that shape consumer behaviour and purchasing decisions. At the dealership level, sales performance often experiences fluctuations across different periods, indicating that the marketing strategies implemented have not yet fully succeeded in maximising consumer purchase outcomes. This situation highlights the importance of conducting empirical research that concentrates on fundamental marketing variables. Aiming to analyze the impact of brand image, pricing, and social media marketing on car purchase decisions, this research focuses on consumers of the Honda Perdana Soreang Branch. A quantitative survey method was employed, collecting primary data through questionnaires from past customers. Analysis via multiple linear regression shows that all three variables have a positive and significant influence on purchasing decisions, both partially and simultaneously. These findings indicate that a strong brand reputation, pricing strategies aligned with consumer value perceptions, and effective utilisation of social media platforms can enhance consumer confidence in making car purchase decisions. It is expected that this study will enhance the theoretical foundations of marketing management while delivering practical recommendations to assist automotive companies in developing more effective and consumer-oriented marketing strategies.
Pengaruh Electronic Word of Mouth dan Brand Awareness Terhadap Keputusan Pembelian: Studi pada Pengguna Parfum HNMS di Tiktok Siti Nurjannah; Dadan Abdul Aziz Mubarok
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 1 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i1.11009

Abstract

This study aims to assess the impact of Brand Awareness (e-WOM) and Brand Awareness on the purchasing decisions of HNMS Perfume consumers on TikTok. Advances in technology have led to a widespread shift towards online shopping via social commerce platforms such as TikTok Shop, which provides convenient access, diverse product options, and intensive promotional activities. In the digital age, e-WOM as a means of consumer-to-consumer communication and Brand Awareness as the level of brand recognition are critical elements influencing purchase decisions. The research employs quantitative methods with both descriptive and verification approaches. Primary data was collected through questionnaires distributed to 100 TikTok users who are familiar with or have purchased HNMS Perfume products. The sampling method utilized non-probability sampling with purposive criteria, targeting respondents aged 20-40 years, who own TikTok accounts, and have made at least two purchases. The results demonstrate that both Brand Awareness and Brand Awareness variables exert a positive and significant influence on purchasing decisions, whether considered separately or together. The study concludes that consumers should take into account e-WOM information and Brand Awareness when making purchase decisions to ensure the products chosen meet their needs. Keywords: Brand Awareness , Brand awareness, Purchase Decision, TikTok Shop, HNMS Perfume
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