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All Journal JOURNAL OF APPLIED BUSINESS ADMINISTRATION Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming JTIM : Jurnal Teknologi Informasi dan Multimedia Jurnal Abdi Insani Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Neo Journal of economy and social humanities Best Journal of Administration and Management Jurnal Masyarakat Madani Indonesia Klabat Journal of Management Journal of Economics, Assets, and Evaluation PEMIMPIN - Pengabdian Masyarakat Ilmu Pendidikan
Hadi Wijaya
Program Studi Bisnis Digital Universitas Global Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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The Influence of Social Media Marketing and Influencer Marketing on Consumen Behaviour (Case Study of Gen-Z In Kota Depok, West Java) Hadi Wijaya; Nora Listiana; Feri Nugroho; Revita Desi Hertin; Nurul Aslamiah Istiqomah; Alfi Maghfuriyah; Febria Anjara
Neo Journal of economy and social humanities Vol 3 No 2 (2024): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v3i2.203

Abstract

This study examines the influence of Social Media Marketing (SMM) and Influencer Marketing on the consumer behavior of Generation Z (Gen Z) in Depok City, West Java. Utilizing a quantitative research approach, data were collected from 100 respondents through an online questionnaire. The findings from the multiple linear regression analysis indicate that both Social Media Marketing and Influencer Marketing significantly affect consumer behavior. Social Media Marketing, which is measured through variables such as content engagement, brand awareness, interactive features, and ad recall, has been shown to increase consumer engagement and influence purchasing decisions among Gen Z. Meanwhile, Influencer Marketing, which encompasses trust in influencers, influencer credibility, purchase intention, and content quality, plays a critical role in shaping the attitudes and behaviors of Gen Z consumers, leading to increased brand loyalty and purchase intentions. The study's coefficient of determination (R²) value of 78.1% suggests that these variables collectively explain the majority of the variability in consumer behavior among Gen Z in Depok City. These results align with previous research, underscoring the effectiveness of digital marketing strategies in shaping consumer behavior and offering valuable insights for businesses targeting Gen Z through social media and influencer channels.
Digital Transformation: A Strategic Imperative for Modern Enterprises Musahid, Fayza Namira; Fawzi, Fiddini Sharika; Maghfuriyah, Alfi; Hertin, Revita Desi; Wijaya, Hadi; Anjara, Febria; Nugroho, Feri; Listiana, Nora; Istiqomah, Nurul Aslamiah
Journal of Economics, Assets, and Evaluation Vol. 2 No. 1 (2024): September
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jeae.v2i1.456

Abstract

Digital transformation has become essential for businesses across various sectors, significantly impacting customer relationships, internal processes, and value creation. This paper reviews the critical insights and frameworks related to digital transformation, focusing on strategic alignment, digital maturity, and implementation challenges. It synthesizes findings from recent studies to offer a comprehensive understanding of the process and its implications. Key literature highlights the necessity of a clear, well-defined strategy that integrates digital initiatives with broader business objectives. The study employs a systematic literature review method, collecting data from scientific articles, industry reports, and conference proceedings. It analyzes this data through thematic and comparative approaches to develop a structured roadmap for digital transformation. The findings emphasize the importance of assessing digital maturity, addressing resistance to change, and ensuring interoperability between new and existing systems. Challenges such as organizational resistance and lack of strategic direction are discussed, along with recommendations for a phased implementation approach. Additional insights into the unique challenges faced by SMEs, advocating for tailored digital strategies. The paper concludes that successful digital transformation requires a holistic approach that encompasses strategy, technology, and organizational culture. Future research should focus on providing detailed guidelines for SMEs and exploring the long-term effects of digital transformation on organizational culture and employee engagement.
The Impact of Digital Marketing And Intellectual Capital On Business Performance (Case Study Of SMEs In Depok City, West Java) Wijaya, Hadi
Best Journal of Administration and Management Vol 2 No 4 (2024): Best Journal of Administration and Management
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/bejam.v2i4.186

Abstract

This study explores the impact of digital marketing and intellectual capital on the business performance of SMEs in Depok City. Using a quantitative approach, this research analyzes data obtained from 100 respondents through online questionnaires. The results of multiple linear regression analysis indicate that both digital marketing and intellectual capital have a significant influence on business performance. Digital marketing, measured through variables such as interactivity, site design, cost/transaction, and incentive programs, has been proven to increase customer engagement and online transaction volumes. On the other hand, intellectual capital, consisting of human capital, structural capital, and relational capital, plays a crucial role in enhancing the operational efficiency and profitability of companies. Business performance measurements in this study include profitability, operational efficiency, and customer satisfaction. The coefficient of determination (R²) value of 77.2% indicates that the digital marketing and intellectual capital variables together explain most of the variability in business performance. These findings are consistent with previous studies showing that the use of digital technology in marketing and the management of intellectual capital can enhance a company's competitiveness and overall performance. Thus, this research makes a significant contribution to the literature on digital marketing and intellectual capital management, offering practical insights for business practitioners to improve their marketing strategies and intangible asset management.
Entrepreneurship Dan Social Media Promotion Dalam Transformasi Digital 4.0 Di SMK Bina Rahayu Revita Desi Hertin; Hadi Wijaya; Alfi Maghfuriyah; Febria Anjara; Nora Listiana; Feri Nugroho; Nurul Aslamiah Istiqomah
Jurnal Masyarakat Madani Indonesia Vol. 3 No. 3 (2024): Agustus
Publisher : Alesha Media Digital

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59025/cj4ypm14

Abstract

Kemampuan berwirausaha dan pemasaran dengan media sosial sangat penting bagi generasi muda untuk berkembang di tempat kerja dan menjalankan bisnis dalam ekonomi digital yang berkembang saat ini. Sebagai sekolah yang menekankan pengembangan keterampilan praktis, Sekolah Menengah Kejuruan (SMK) Bina Rahayu memahami pentingnya membekali siswa dengan kemampuan yang diperlukan untuk menghadapi tantangan dunia kontemporer. Salah satu program yang dikembangkan sekolah yakni kewirausahaan. Tujuan dari program kewirausahaan di SMK Bina Rahayu adalah untuk memberikan siswa pemahaman menyeluruh tentang dasar-dasar kewirausahaan, termasuk cara mengembangkan konsep perusahaan, merumuskan rencana tindakan dan menjalankan perusahaan serta memberikan pelatihan mengenai cara promosi di sosial media. Pelatihan ini dilakukan dalam 2 fase yaitu pemberian materi langsung dan pelatihan pembuatan dan penggunaan sosial media untuk menunjang kegiatan pemasaran usaha. Kegiatan ini berlangsung dengan sukses dan mendapatkan timbal balik yang baik dari siswa maupun guru. Pelatihan ini diharakan menjadi awal untuk kegiatan lebih dalam mengenai pemahaman penggunaan social media dalam program kewirausahaan terutama di kalangan siswa
Pemberdayaan Pengusaha Lokal Melalui Transformasi Digital Marketing Untuk UMKM di Kelurahan Tirta Jaya, Kota Depok Hadi Wijaya; Nora Listiana; Feri Nugroho; Revita Desi Hertin; Nurul Aslamiah Istiqomah; Alfi Maghfuriyah; Febria Anjara
Jurnal Masyarakat Madani Indonesia Vol. 3 No. 3 (2024): Agustus
Publisher : Alesha Media Digital

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59025/11439989

Abstract

UMKM di Kelurahan Tirta Jaya, Kota Depok, menghadapi tantangan besar dalam memanfaatkan teknologi digital untuk pemasaran, terutama karena keterbatasan pengetahuan dan keterampilan. Untuk mengatasi masalah ini, pelatihan digital marketing diadakan di Laboratorium Komputer dan Lecture Theater Universitas Global Jakarta (JGU), bekerja sama dengan Kelurahan Tirta Jaya. Kegiatan ini bertujuan untuk meningkatkan kapasitas pengetahuan dan keterampilan digital bagi 40 UMKM yang terdiri dari UMKM bertumbuh dan tahap awal. Metode pelaksanaan meliputi sesi teori dan praktik selama tiga hari, dengan fokus pada pembuatan website, pengelolaan media sosial, dan fotografi produk. Hasil pelatihan menunjukkan peningkatan signifikan dalam kemampuan peserta untuk menerapkan strategi digital marketing, yang tercermin dari peningkatan interaksi dan penjualan setelah pelatihan. Kesimpulannya, pelatihan ini berhasil memberdayakan UMKM melalui adopsi teknologi digital, meningkatkan daya saing mereka di pasar yang semakin kompetitif, dan diharapkan dapat menjadi model pemberdayaan UMKM lainnya di masa depan
Co-Authors Agnemas Yusoep Islami Alfi Maghfuriyah Ali Ridho Anindya Hapsari Ayu Nurul Haryudiniarti Dewi, Nur Fitri Dwi Rachmawati Dwi Rachmawati Fawzi, Fiddini Sharika Febria Anjara Febria Anjara Feri Nugroho Feri Nugroho Feri Nugroho Feri Nugroho Halimatuz Zuhriyah Hertin, Revita Desi Istiqomah, Nurul Aslamiah Joko Widodo Musahid, Fayza Namira Nora Listiana Nora Listiana Nora Listiana Nora Listiana Nugroho, Feri Nur Fitri Dewi Nur Fitri Dewi Nurfitridewi Nurul Aslamiah Istiqomah Nurul Aslamiah Istiqomah Nurul Aslamiah Istiqomah Oktaviati, Risna Onki Alexander Rahmawati Ulfah Revita Desi Hertin Revita Desi Hertin Revita Desi Hertin Revita Desi Hertin Ribut Nawang Sari Risma Ekawati RM Chairil Andri Sani Salsabil Udriya, Udriya Udriyah Ummy Gusti Salamah Untung Suprihadi