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All Journal JURNAL PENGABDIAN KEPADA MASYARAKAT JIIP (Jurnal Ilmiah Ilmu Pendidikan) Journal of Digital Marketing and Halal Industry Khidmatuna : Jurnal Pengabdian Kepada Masyarakat Indo-Fintech Intellectuals: Journal of Economics and Business Klabat Journal of Management Jurnal IlmiahManajemen, Bisnis dan Ekonomi Kreatif
Aditiya Pratama Nugroho
Universitas Semarang, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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The Role of Brand Personality: Dimensions of Online Customer Review on Online Booking Intention at Star Hotels in Malang City Aditiya Pratama Nugroho; DC Kuswardani; Adijati Utaminingsih
JIIP - Jurnal Ilmiah Ilmu Pendidikan Vol. 6 No. 11 (2023): JIIP (Jurnal Ilmiah Ilmu Pendidikan)
Publisher : STKIP Yapis Dompu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54371/jiip.v6i11.2684

Abstract

This activity has a research objective to analyze the role of brand personality variables as mediation and the independent variables negative review, visual cue, and review length on booking intention. The method used is quantitative with a purposive sampling technique, in collecting data using a questionnaire statement, the data collected is 190 respondents. The test used is descriptive analysis and also the Structural Equation Model (SEM) using smart PLS 3.2.9 software. The results show that negative reviews, visual cues, and review length positively and significantly affect brand personality and booking intention. Furthermore, the effect of brand personality on booking intention also found positive and significant results. The results of the indirect effect show that negative reviews, visual cues, and review length through Brand personality on booking intention have a positive and significant effect, meaning that brand personality can mediate the relationship between negative reviews, visual cues, and review length on booking intention.
Pendampingan Meningkatkan Pengetahuan dan Keterampilan Mahasiswa dalam Menggunakan Marketplace Untuk Menumbuhkan Jiwa Wirausaha Aditiya Pratama Nugroho; C. Tri Widiastuti; Adelia Sandra Swastika Putri; Liyandri Rasbina Tarigan
Khidmatuna: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 1 (2024): Khidmatuna: Jurnal Pengabdian kepada Masyarakat
Publisher : Institut Agama Islam Sunan Kalijogo Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51339/khidmatuna.v5i1.2559

Abstract

Pengabdian masyarakat ini bertujuan untuk meningkatkan pengetahuan dan keterampilan mahasiswa dalam menggunakan marketplace sebagai sarana untuk menumbuhkan jiwa wirausaha. Pengembangan keterampilan kewirausahaan menjadi semakin penting seiring dengan perubahan dinamis di dunia kerja dan ekonomi digital. Solusi yang diberikan oleh Tim PKM yaitu dengan memberikan pelatihan praktis kepada mahasiswa agar mampu memanfaatkan platform marketplace seperti Tokopedia, Shopee, dan Bukalapak untuk memulai dan mengelola usaha mereka sendiri. Metode pelaksanaan kegiatan yaitu dengan observasi untuk mengetahui permasalahan yang dihadapi mahasiswa terkait marketplace. Pelaksanaan kegiatan. dan evaluasi yaitu dengan pelakukan pre dan post test. Hasil kegiatan PKM mahasiswa mampu menyerap ilmu pengetahuan dengan baik sehingga mengalami peningkatan pemahaman terkait marketplace dan mampu menumbuhkan jiwa wirausaha.   Kata kunci : Marketplace, Mahasiswa, Wirausaha
Dampak Penerapan Protokol Kesehatan dan Promosi terhadap Keputusan Pemesanan Konsumen pada Hotel Berbintang di Kota Malang Aditiya Pratama Nugroho; Adelia Sandra Swastika Putri; Liyandri Rasbina Tarigan
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 4 No. 3 (2024): Indo-Fintech Intellectuals: Journal of Economics and Business
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v4i3.1504

Abstract

Post covid 19 pandemic is an important issue in the business world, especially in the hospitality sector, the implementation of health protocols is one of the references for consumers' sense of security to stay at the hotel, besides that massive promotions are carried out by hotels to attract consumer interest in making reservations in the post-pandemic era covid 19. This study aims to analyze the effect of implementing health protocols and promotions on booking decisions for star hotels in Malang city. the method used is purposive sampling, with 120 respondents. the test used is multiple linear regression. The results showed that the health protocol variable had a positive and significant effect on booking decisions for star hotels in Malang city, then the promotion variable had no effect on booking decisions for star hotels in Malang city. The F test shows that the health protocol and promotion variables have a positive and significant effect on booking decisions for star hotels in Malang city
Discount Vouchers and Perceived Benefits: Decision to Use Grabfood Online Food Ordering Application in Semarang City Nugroho, Aditiya Pratama; Putri, Adelia Sandra Swastika; Prabowo, Heri
Klabat Journal of Management Vol. 6 No. 1 (2025): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v6i1.1227.1-17

Abstract

This study examines the influence of discount vouchers and perceived benefits on consumer decisions to use the GrabFood online food ordering application in Semarang, Indonesia. The research seeks to analyze how these factors interact to shape user behavior, offering insights for optimizing marketing strategies in the competitive food delivery sector. Using a quantitative approach and Structural Equation Modeling Partial Least Squares (SEM-PLS) for data analysis, the study collected responses from 130 GrabFood users in Semarang. The findings indicate that both discount vouchers and perceived benefits significantly impact consumers’ decisions to adopt GrabFood. Discount vouchers not only directly enhance perceived financial savings but also strengthen users’ perceptions of the overall value of the service, thereby encouraging app usage. Additionally, perceived benefits, such as convenience and service quality, mediate the relationship between discount vouchers and user decisions. These results underscore the importance of strategic pricing and effective value communication in driving user engagement and retention within the food delivery industry
Pelatihan Pemasaran Digital Di Desa Wisata Ngesrepbalong Kecamatan Limbangan Kabupaten Kendal Aditiya Pratama Nugroho; C Tri Widiastuti; Adelia Sandra Swastika Putri
Khidmatuna: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 2 (2025): Khidmatuna: Jurnal Pengabdian kepada Masyarakat
Publisher : Institut Agama Islam Sunan Kalijogo Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51339/khidmatuna.v5i2.2947

Abstract

Desa Ngesrepbalong di Kecamatan Limbangan, Kabupaten Kendal, memiliki potensi besar untuk dikembangkan sebagai desa wisata. Namun, rendahnya pengetahuan pemuda lokal tentang pemasaran digital menghambat upaya promosi yang lebih luas. Program pengabdian masyarakat ini bertujuan untuk meningkatkan kemampuan pemasaran digital bagi Karang Taruna desa tersebut. Metode yang digunakan meliputi observasi, sosialisasi, pelatihan, pendampingan, dan evaluasi melalui pretest dan posttest. Hasil kegiatan menunjukkan peningkatan signifikan dalam pengetahuan dan keterampilan pemasaran digital peserta, khususnya dalam penggunaan media sosial seperti Instagram, Facebook, dan YouTube. Pelatihan ini membantu memperluas jangkauan promosi desa wisata dan meningkatkan jumlah pengunjung. Dengan demikian, program ini berhasil mendukung pengembangan desa wisata Ngesrepbalong sebagai destinasi wisata unggulan di Kabupaten Kendal.   Kata kunci : desa wisata, pemasaran digital, Karang Taruna, pengembangan pariwisata, media sosial.  
Digital Experience and Reuse Intention in Online Food Delivery Platforms Nugroho, Aditiya Pratama; Nizar Fauzan; Setiawan, Aprilian Dani Bagus; Pratiwi, Arshanda
Journal of Digital Marketing and Halal Industry Vol. 7 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2025.7.1.23885

Abstract

This study explores the determinants influencing the reuse intention of the GrabFood application among Generation Z consumers in Semarang City, Indonesia. Amid the rapid growth of online food delivery services, understanding the behavioral drivers of digital-native consumers remains underexplored, particularly in the context of Southeast Asian markets. This research contributes to the literature by integrating constructs from the Technology Acceptance Model (TAM) with marketing perspectives such as brand personality and promotional incentives, offering a comprehensive framework to examine user retention behavior. Utilizing a quantitative approach, data were collected from 210 Gen Z respondents through structured questionnaires employing a 7-point Likert scale. The analytical method employed was Structural Equation Modeling using Partial Least Squares (SEM-PLS), enabling robust assessment of the measurement and structural models. The findings reveal that brand personality, perceived usefulness, and voucher discounts significantly influence reuse intention, whereas perceived ease of use does not exhibit a direct effect. These results suggest that while functionality matters, emotional brand connections and tangible value propositions (such as discounts) are more salient in driving continued app usage among Gen Z users. The study offers practical implications for marketers and digital platform providers, highlighting the importance of aligning brand attributes with generational preferences and emphasizing value-driven promotions to enhance customer loyalty and sustained engagements.
Penguatan Kapasitas Pemasaran UMKM Rejosari melalui Pendekatan Branding Digital dan Desain Visual Canva Aditiya Pratama Nugroho; Fatkhul Amin; Ratih Milati Ilham; Nabila Nur Fadilah; Sandy Ridwan Firmansah; Pradifaliani Nurhidayati
JURNAL PENGABDIAN KEPADA MASYARAKAT Vol 15 No 1 (2025): Juli 2025
Publisher : LPPM UNINUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30999/jpkm.v15i1.3684

Abstract

This community service program aims to increase the capacity of micro, small, and medium enterprises (MSMEs) in Rejosari Village, Kangkung District, Kendal Regency, in utilizing digital marketing and graphic design using Canva. The main problem faced by the partners is the low ability of digital promotion and the use of social media as a marketing channel. This activity was carried out in a participatory and structured manner starting from needs assessment, socialization, training, mentoring, and evaluation. The training provided includes creating promotional content through visuals using the Canva application. The results of these activities show that the participants have significantly improved their design skills, and the basics of branding. This program has successfully encouraged MSMEs to actively increase the use of digital media to expand business market reach. The implication of achieving the objectives is that the combination of digital marketing and visual branding training is an effective strategy for community-based economic empowerment Keywords: MSMEs, digital marketing, Canva, community empowerment, branding
Pengaruh Risiko Keuangan dan Tata Kelola Manajemen Terhadap Return Saham Pada Bank BUMN Dan Non BUMN Periode tahun 2010-2017 Tarigan, Liyandri Rasbina; C. Tri Widiastuti; Adelia Sandra Swastika Putri; Aditiya Pratama Nugroho
Jurnal Ilmiah Manajemen Bisnis dan Ekonomi Kreatif Vol. 3 No. 2 (2024): Jurnal Ilmiah Manajemen, Bisnis dan Ekonomi Kreatif
Publisher : Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/jibeka.v3i2.889

Abstract

Return saham memegang peranan penting dalam dunia perbankan karena return saham menunjukkan bagaimana investor memandang kinerja suatu perusahaan. Perusahaan memilih tujuan menghasilkan keuntungan yang tinggi. Hal ini dapat dicapai jika pemegang saham semakin tertarik untuk berinvestasi pada saham perusahaannya. Bunga ini tercermin pada return harga saham karena masih kurangnya penelitian mengenai penerapan manajemen risiko pada perbankan, maka penelitian ini menggunakan berbagai indikator kesehatan bank pada sektor perbankan untuk mengetahui keberhasilan penerapan manajemen risiko dan dampaknya terhadap return saham Tujuan dari penelitian ini adalah untuk menganalisis dampak penerapan manajemen risiko dengan menggunakan berbagai indikator kesehatan bank terhadap return saham bank BUMN dan non-BUMN, serta membandingkan manajemen risiko pada bank BUMN dan non-BUMN bank-bank milik negara. Bank-bank milik negara yang terdaftar di Bursa Efek Indonesia selama periode 2011-2017 menjadi sorotan. Kelompok yang dipilih untuk penelitian ini adalah perusahaan perbankan yang terdaftar di BEI pada periode 2011-2017. Besar sampel yang digunakan adalah 30 bank. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. Metode pengumpulan data melalui dokumentasi. Metode analisis data yang digunakan terdiri dari beberapa uji regresi linier dan uji beda Penelitian menunjukkan bahwa BOPO berpengaruh negatif terhadap return saham Good Corporate Governance berpengaruh positif terhadap return saham, namun CAR, NIM, LDR, dan NPL tidak berpengaruh terhadap return saham. Rasio BOPO dan GCG bank non BUMN lebih tinggi dibandingkan bank BUMN. Tidak terdapat perbedaan antara bank BUMN dan bank non BUMN dalam hal return saham (CAR, NIM, LDR, dan NPL) karena nilai signifikansinya >0,05 Kata Kunci : CAR, NIM, LDR, NPL, BOPO, GCG, return saham.
Co-Authors Adelia Sandra Swastika Putri Adelia Sandra Swastika Putri Adijati Utaminingsih C Tri Widiastuti C. Tri Widiastuti DC Kuswardani Fatkhul Amin Heri Prabowo Liyandri Rasbina Tarigan Liyandri Rasbina Tarigan Nabila Nur Fadilah Pradifaliani Nurhidayati Pratiwi, Arshanda Putri, Adelia Sandra Swastika Ratih Milati Ilham Sandy Ridwan Firmansah Setiawan, Aprilian Dani Bagus