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All Journal Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi Diklat Review : Jurnal manajemen pendidikan dan pelatihan INTEGRITAS : Jurnal Pengabdian Adpebi Science Series
David Malik
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Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGARUH PREFERENSI MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP MINAT BELI ULANG KONSUMEN (STUDI KASUS AIR MINUM MINERAL MEREK OEGAR PT. AMDK TIRTA SAKTI KERINCI DI KOTA SUNGAI PENUH) Syahputra, Chandra; Malik, David; Wahyudi, Harry; Adha, Howardi Visza; Saputra, Willian Pramudia
Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi Vol 11, No 1 (2025): VOLUME XI NO. 1 OKTOBER 2025
Publisher : Jurnal Menara Ekonomi : Pelatihan dan Kajian Ilmiah Bidang Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31869/me.v11i1.7193

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh preferensi merek terhadap minat beli ulang konsumen pada air mineral merek OEGAR.. Pengaruh kualitas produk terhadap minat beli ulang konsumen pada air mineral merek OEGAR. Pengaruh harga terhadap minat beli ulang konsumen pada air mineral merek OEGAR. Pengaruh preferensi merek, kualitas produk, dan harga secara simultan terhadap minat beli ulang konsumen pada air mineral merek OEGAR Penelitian ini berjenis asosiatif dengan pendekatan kuantitaitf.Populasi pada penelitian ini yaitu seluruh konsumen yang air mineral merek OEGAR di Kota Sungai Penuh. Teknik penarikan sampel yaitu menggunakan purposive sampling yang dihitung dengab rumus lemeshow.  pengumpulan data dengan kuesioner menggunakan skala likert. Berdasarkan hasil pengujian hipotesis yang dilakukan pada penelitian ini dapat disimpulkan bahwa secara parsial preferensi merek  berpengaruh positif dan signifikan terhadap minat beli ulang konsumen pada air mineral OEGAR dengan nilai t hitung sebesar 5,559 t tabel 1,662 dan nilai signifikan sebesar 0,000 0,05 sehingga hipotesis H1 diterima. Kualitas produk berpengaruh positif signifikan terhadap minat beli ulang konsumen pada air mineral OEGAR dengan nilai t hitung 10,915 t tabel 1,662 dan nilai signifikan sebesar 0,002 0,05 sehingga hipotesis H2 diterima., harga berpengaruh negatif dan signifikan terhadap minat beli ulang konsumen pada air mineral OEGAR dengan nilai t hitung sebesar -0,318   t tabel 1,669 dan nilai signifikan sebesar 0,0752 0,05 sehingga hipotesis H3 diterima. Preferensi merek, kualitas produk, dan harga  secara simultan berpengaruh positif dan signifikan terhadap minat beli ulamg dengan nilai F hitung 46,672 F tabel 2,74 dan signifikan 0,000 0,05 sehingga hipotesis H4 dapat diterima. Kata Kunci : Minat Beli Ulang, Preferensi Merek, Kualitas Produk, dan Harga
PENGARUH VIRAL MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION PRODUK SKINTIFIC YANG DIMEDIASI OLEH CELEBRITY ENDORSER (STUDI PADA PENGGUNA APLIKASI TIKTOK SHOP DI KECAMATAN KOTO TANGAH KOTA PADANG) Malik, David; Syahputra, Chandra; Wahyudi, Harry; Adha, Howardi Visza; Amrullah, Amrullah; Nesa, Yulia Fitra
Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi Vol 11, No 2 (2025): VOLUME XI NO. 2 OKTOBER 2025
Publisher : Jurnal Menara Ekonomi : Pelatihan dan Kajian Ilmiah Bidang Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31869/me.v11i2.7363

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh viral marketing(X1) dan Online customer review (X2) terhadap purchase decesion (Y) produk skintific dimediasi oleh Celebrity Endorser (Z) pada pengguna aplikasi tiktok shop di kecamatan koto tangah kota padang. Jumlah responden dalam penelitian ini adalah sebanyak 96 responden. Pengumpulan data penelitian melalui kuesioner dengan skala likert. Teknik pengambilan dengan menggunakan rumus lemeshow dan purposive sampling. Analisa data menggunakan PLS-SEM dengan SmartPLS.Berdasarkan hasil penelitian variabel viral marketing(X1) terhadap purchase decision (Y) diperoleh t hitung 0.093 t tabel 1.96 dan P-value (0.926 0.05)  artinya H0 diterima dan H1 ditolak. Variabel Online customer review (X2) purchase decesion (Y) t hitung 1.030 t tabel 1.96 dan P-value (0.303 0.05) artinya artinya H0 diterima dan H2 ditolak. Celebrity Endorser (Z) terhadap purchase decesion (Y)  diperoleh t hitung 2.610 t tabel 1.96 dan P-value (0,009 0,05) artinya H0 ditolak dan H3 diterima. Variabel viral marketing(X1)  terhadap Celebrity Endorser (Z) diperoleh t hitung 3.606 t tabel 1.96 dan P-value (0,000 0,05) artinya H0 ditolak dan H4 diterima. Variabel Online customer review (X2) terhadap Celebrity Endorser (Z) diperoleh t hitung 3.333 t tabel 1.96 dan P-value (0,001 0,05) artinya H0 ditolak dan H5 diterima. Pengaruh mediasi viral marketingterhadap purchase decesion melalui Celebrity Endorser diperoleh t hitung 1.856 t tabel 1.96 dan nilai P-Value (0.064 0.05) artinya H0 diterima H6 ditolak. Pengaruh mediasi online     customer review terhadap purchase decision melalui Celebrity Endorser diperoleh t hitung 2.111 t tabel 1.96 dan nilai P-value (0.035 0.05) artinya H0 ditolak dan H7 diterima. Nilai koefisien of determinan viral marketingdan Online customer review mampu menjelaskan purchase decesion sebesar 26,3% dan 73,7% dipengaruhi oleh faktor lain. Viral marketingdan Online customer review mampu menjelaskan Celebrity Endorser sebesar 17% dan 83% dipengaruhi oleh faktor lain.
PEMANFAATAN CROWDFUNDING UNTUK MENGOPTIMALISASI PENGUMPULAN WAQAF PADA MAHASISWA Astari, Silvy; Tista, Vima Putriana; Suhanda, Mya Yuwanita; Malik, David; Nanda, Nanda; Adha, Howardi Viszha
INTEGRITAS : Jurnal Pengabdian Vol 9 No 2 (2025): AGUSTUS - DESEMBER
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat - Universitas Abdurachman Saleh Situbondo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/integritas.v9i2.6929

Abstract

Waqaf merupakan salah satu amalan sunnah dalam Islam yang memiliki manfaat jangka panjang bagi kesejahteraan umat. Seiring perkembangan teknologi, praktik waqaf kini dapat dilakukan secara lebih mudah melalui berbagai aplikasi crowdfunding berbasis digital. Namun, pemahaman dan pemanfaatan aplikasi tersebut masih terbatas, termasuk di kalangan mahasiswa. Oleh karena itu, kegiatan pengenalan dan edukasi mengenai aplikasi crowdfunding untuk waqaf diberikan kepada mahasiswa intake D3 Fakultas Ekonomi dan Bisnis Universitas Andalas. Kelompok ini dipilih karena sebagian mahasiswa akrab dengan penggunaan teknologi digital dalam kehidupan sehari-hari. Pengabdian ini menggunakan metode kualitatif melalui observasi partisipatif untuk melihat respons peserta secara langsung selama kegiatan berlangsung. Hasil kegiatan menunjukkan bahwa para peserta menunjukkan antusiasme tinggi dan menyatakan ketertarikan untuk menggunakan aplikasi waqaf digital. Antusiasme tersebut tercermin dari intensitas diskusi, pertanyaan yang diajukan, serta keterlibatan aktif selama sesi demonstrasi aplikasi. Temuan ini mengindikasikan bahwa edukasi berkelanjutan sangat diperlukan untuk meningkatkan literasi waqaf digital. Diharapkan kegiatan serupa dapat dilaksanakan secara periodik sebagai upaya mendorong produktivitas dan partisipasi waqaf bagi umat Islam, khususnya di lingkungan perguruan tinggi.
PENINGKATAN DAYA SAING UMKM MELALUI PENERAPAN MANAJEMEN PEMASARAN DIGITAL BERBASIS MEDIA SOSIAL DI PAUH, KOTA PADANG Malik, David; Wahyudi, Harry; Visza Adha, Howardi; Amrullah, Amrullah; Suandi, Edi; Suhanda, Mya Yuwanita
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 2 (2024): Pemberdayaan UMKM, Inovasi Pendidikan, dan Penguatan Kapasitas Masyarakat dalam
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i2.2813

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving the local economy in Pauh District, Padang City. However, their development still faces marketing challenges, primarily because most businesses rely on conventional methods and have not yet fully utilized social media. Limited digital marketing knowledge, skills, and strategies result in low competitiveness in an increasingly competitive market. This Community Service Program aims to improve the competitiveness of MSMEs through the implementation of social media-based digital marketing management. Activities are implemented using a participatory approach through training, hands-on practice, and ongoing mentoring. The materials cover basic digital marketing concepts, engaging content creation, promotional and consumer interaction strategies, and simple marketing performance evaluations. The expected outcome is increased competency among MSMEs in managing social media accounts in a structured manner, expanding market reach, and increasing sales. Program outputs include training modules, activity reports, more effective social media account management, and scientific publications. On an ongoing basis, this program is expected to drive the digital transformation of MSMEs and strengthen local economic growth
PENDAMPINGAN STRATEGI MANAJEMEN PEMASARAN TERPADU UNTUK MENINGKATKAN PENJUALAN UMKM LOKAL DI PAUH, KOTA PADANG Wahyudi, Harry; Malik, David; Visza Adha, Howardi; Amrullah, Amrullah; Suandi, Edi; Suhanda, Mya Yuwanita
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 2 (2024): Pemberdayaan UMKM, Inovasi Pendidikan, dan Penguatan Kapasitas Masyarakat dalam
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i2.2814

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting the local economy in Pauh District, Padang City. However, most MSMEs still face challenges in marketing management, particularly in developing and implementing well-planned, integrated, and sustainable strategies. Marketing activities tend to be conventional and sporadic, without clear planning, and without integrating offline and digital marketing. This situation results in low sales and limited market reach. This Community Service Program aims to increase sales and competitiveness of MSMEs through integrated marketing management strategy assistance. The methods used include training, hands-on practice, and ongoing assistance, emphasizing the integration of conventional and digital marketing. The activity begins with identifying partner needs, followed by training in marketing management concepts, market analysis, and developing strategies tailored to business characteristics. Partners are then assisted in implementing offline promotions, utilizing social media, and creating engaging marketing content, along with monitoring and evaluation. The expected results are increased capacity of MSMEs, the development of integrated marketing strategies, increased sales, and the strengthening of sustainable business competitiveness
OPTIMALISASI MANAJEMEN PEMASARAN PRODUK UMKM MELALUI BRANDING DAN SEGMENTASI PASAR DI PAUH, KOTA PADANG Adha, Howardi Visza; Malik, David; Wahyudi, Harry; Amrullah, Amrullah; Suandi, Edi; Suhanda, Mya Yuwanita
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 2 (2024): Pemberdayaan UMKM, Inovasi Pendidikan, dan Penguatan Kapasitas Masyarakat dalam
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i2.2815

Abstract

This community service program aims to optimize the marketing management of MSME products by strengthening branding and market segmentation in Pauh District, Padang City. MSMEs in this region have significant potential to support the local economy, but still face marketing challenges, particularly weak brand identity, inaccurate target market determination, and limited planned, consumer-needs-based marketing strategies. Some businesses still market their products conventionally without understanding the characteristics of appropriate market segments, thus limiting their competitiveness and market reach. Furthermore, product branding is inconsistent in terms of name, packaging, and promotional messages, resulting in under-development of product added value. This program is implemented using a participatory and applied approach through initial condition identification, marketing management training, mentoring to strengthen branding, and the implementation of market segmentation relevant to local conditions. Methods used include interactive lectures, discussions, hands-on practice, and monitoring and evaluation. The expected outcomes are increased capacity of MSMEs in marketing management, the formation of a strong brand identity, clear market segmentation, and increased competitiveness and sustainable product sales
PENERAPAN MANAJEMEN PEMASARAN BERBASIS DIGITAL MARKETPLACE UNTUK MEMPERLUAS JANGKAUAN PASAR UMKM DI PAUH, KOTA PADANG Wahyudi, Harry; Malik, David; Adha, Howardi Visza; Amrullah, Amrullah; Suandi, Edi; Suhanda, Mya Yuwanita
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 2 (2024): Pemberdayaan UMKM, Inovasi Pendidikan, dan Penguatan Kapasitas Masyarakat dalam
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i2.2816

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting the local economy in Pauh District, Padang City. However, most MSMEs still face obstacles in expanding their market reach due to limited effective marketing strategies. Marketing activities are still dominated by conventional methods, resulting in suboptimal utilization of digital technology, particularly digital marketplaces. This situation results in low product competitiveness and limited market access. This community service program aims to implement digital marketplace-based marketing management to expand the market reach of MSMEs. The focus of the activity is to increase the capacity of business actors in understanding and managing digital marketing through marketplace platforms. The main challenges faced by partners include low digital literacy, limited skills in managing online stores, and a limited understanding of integrated digital marketing strategies. The implementation method is participatory and applied through the stages of needs identification, digital marketing management training, mentoring in creating and managing marketplace accounts, and monitoring and evaluation. Materials cover digital marketing concepts, product and content management, promotional strategies, and online customer service. The expected results are improved MSME skills in utilizing marketplaces, the establishment of active online stores, and the expansion of market reach and sustainable sales potential
Co-Authors Adha, Howardi Visza Adha, Howardi Viszha Afrida Afrida Amijah, Amijah Amrullah Amrullah Astari, Silvy Ciseta Yoda, Tilawatil Fadhila, Nurul Hosta, Yoddi Fatria Howardi Visza Adha Mya Yuwanita Suhanda Nanda Nanda Nesa, Yulia Fitra Rahmatulla, Yogi Resti Haryati Saputra, Willian Pramudia Suandi, Edi Syahputra, Chandra Tista, Vima Putriana Visza Adha, Howardi Wahyudi, Harry Yonalta, Fiola Yulihardi