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All Journal JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) eCo-Buss Community Engagement and Emergence Journal (CEEJ) Jurnal Puan Indonesia Jurnal Manajemen dan Bisnis Jurnal Abdi Anjani
Muhammad Haldy
Universitas Putera Batam
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Pengaruh Marketing digital, Brand image, dan E-WOM Terhadap Keputusan Pembelian Produk Finally Found You Pada TikTok Shop di Kota Batam Fiona Frederica; Muhammad Haldy
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3530

Abstract

The development of social media-based electronic commerce, particularly through the TikTok Shop platform, encourages business actors to implement effective advertising strategies to influence consumers’ purchasing decisions. TikTok Shop has become one of the most widely used platforms due to its ability to integrate entertainment content, promotion, and transactions directly, thereby providing an interactive shopping experience for consumers. The purpose of this study is to examine the effects of Digital Marketing, Brand image, and E-WOM on purchasing decisions of Finally Found You products on TikTok Shop in Batam City. This study utilizes a quantitative methodology, with data gathered via questionnaires administered to 120 respondents. The data were subsequently analyzed utilizing SPSS to investigate the relationships among the research variables. The results indicate that Digital Marketing, Brand image, and E-WOM each have a positive and statistically significant effect on consumers’ purchasing decisions. Furthermore, these three variables simultaneously have a positive and positive and substantial impact on purchasing decisions.. These findings suggest that effective digital marketing management, a strong brand image, and positive E-WOM play an important role in enhancing purchasing decisions and strengthening a company’s competitiveness on the TikTok Shop platform.
Pengaruh E-WOM, Social Media Marketing, dan Digital Marketing Terhadap Minat Beli Konsumen Tiktok Shop Kota Batam Cindy Marcella; Muhammad Haldy
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3588

Abstract

Studi ini menelaah peran E-WOM, social media marketing, dan digital marketing dalam membentuk minat beli pengguna TikTok Shop di Kota Batam Tujuan utamanya menguji seberapa kuat ketiga sumber informasi digital tersebut mendorong niat konsumen untuk bertransaksi. Pendekatan kuantitatif dipakai melalui survei terhadap 150 responden yang dipilih dengan purposive sampling, lalu dianalisis lewat regresi linier berganda berbasis SPSS. Kualitas data diuji dengan validitas Pearson, reliabilitas Cronbach Alpha, serta asumsi klasik yang mencakup normalitas, multikolinearitas, dan heterokedastisitas. Hasil uji menunjukkan bahwa E-WOM (β = 0,288; p < 0,001), social media marketing (β = 0,415; p < 0,001), dan digital marketing (β = 0,176; p = 0,008) memiliki hubungan positif dengan minat beli, dengan kontribusi paling kuat berasal dari social media marketing. Nilai Adjusted R² sebesar 0,571 menandakan bahwa ketiga variabel menjelaskan 57,1% variasi minat beli. Simpulan ini menegaskan bahwa ulasan pengguna, aktivitas promosi sosial, dan kualitas sistem digital perlu berjalan selaras agar niat membeli di TikTok Shop tetap terjaga.
Pengaruh Nilai Pelanggan, Kualitas Produk, dan E-WOM terhadap Keputusan Pembelian Produk Y.O.U di Shopee Kaitlyn Kaitlyn; Muhammad Haldy
eCo-Buss Vol. 8 No. 3 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i3.3602

Abstract

Perkembangan e-commerce mendorong perubahan perilaku konsumen dalam mengambil keputusan pembelian, khususnya pada produk kosmetik yang sangat dipengaruhi oleh informasi digital. Shopee menjadi platform utama bagi konsumen untuk membandingkan produk, membaca ulasan, dan menilai kualitas sebelum melakukan pembelian. Studi ini bertujuan menganalisis pengaruh nilai pelanggan, kualitas produk, dan electronic word of mouth (E-WOM) terhadap keputusan pembelian produk Y.O.U di Shopee. Data dikumpulkan melalui kuesioner daring dari 182 responden yang pernah membeli produk Y.O.U, kemudian dianalisis dengan regresi linear berganda dengan bantuan SPSS. Hasil uji parsial memperlihatkan bahwa nilai pelanggan, kualitas produk, dan E-WOM berkontribusi positif dan signifikan pada keputusan pembelian, dengan E-WOM sebagai variabel yang memiliki pengaruh paling kuat. Uji simultan juga menunjukkan bahwa ketiga variabel secara bersama-sama berkontribusi signifikan pada keputusan pembelian. Nilai koefisien determinasi menunjukkan bahwa model mampu menjelaskan sebagian besar variasi keputusan pembelian konsumen. Temuan ini memperlihatkan bahwa keputusan pembelian di platform e-commerce terbentuk melalui kombinasi persepsi nilai, pengalaman produk, dan informasi sosial yang diterima konsumen.
Pengaruh Kualitas Produk, Persepsi Harga, Dan Citra Merek Terhadap Minat Beli Konsumen Di Jiniso Marketplace Shopee Florean Florean; Muhammad Haldy
Community Engagement and Emergence Journal (CEEJ) Vol. 6 No. 2 (2025): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i3.10286

Abstract

In general, after people have fulfilled their primary needs, consumers will then meet their secondary needs in order to maximize their standard of living. One of the secondary products that attracts public interest is fashion, which is influenced by product quality, price perception, and brand image. Having fashion products that meet one’s needs is an expectation desired by society. This condition has become one of the factors driving the rapid growth of entrepreneurs or traders who compete to develop their businesses through various strategies aimed at attracting consumer interest, leading to consumers’ decisions to purchase and use the products offered.  Broadly speaking, the purpose of this research is to determine the influence of product quality, price perception, and brand image on consumers’ purchase intention at Jiniso on the Shopee marketplace. This study employs a non-probability sampling technique, with a total of 105 respondents. The data were collected through the distribution of digital questionnaires using Google Forms and were processed using SPSS version 30. Several data tests were conducted, including quality tests, classical assumption tests, effect tests, and hypothesis testing. The results of the analysis indicate that the dependent variable is positively and significantly influenced, both partially and simultaneously. The implications of this research can serve as a consideration for entrepreneurs. Other factors must also be taken into account in running a business so that producers pay attention to the importance of consumers’ purchase intention, thereby increasing consumers’ interest in making purchase transactions at the store while also maintaining consumer loyalty.
THE INFLUENCE OF DIGITAL LITERACY AND ENTREPRENEURIAL ORIENTATION ON BUSINESS DECISION MAKING AMONG DIGITAL MSMES IN BATAM CITY Muhammad Haldy; Hikmah Hikmah; Risca Azmiana
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 14 No 1 (2025): Volume 14 Nomor 1 Tahun 2025
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v14i1.10983

Abstract

The rapid development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adapt their business activities, particularly in the process of business decision-making. Digital literacy and entrepreneurial orientation are important factors that influence the quality of business decisions in digital MSMEs. This study aims to analyze the effect of digital literacy and entrepreneurial orientation on business decision-making among digital MSMEs in Batu Aji District. This research employs a quantitative approach using a survey method involving 100 digital MSME owners as research respondents. Data were collected through structured questionnaires and analyzed using multiple linear regression techniques. The results indicate that digital literacy has a positive and significant effect on business decision-making. Entrepreneurial orientation also has a positive and significant effect on business decision-making. Simultaneously, digital literacy and entrepreneurial orientation significantly influence business decision-making among digital MSMEs in Batu Aji District. These findings suggest that improving digital literacy and strengthening entrepreneurial orientation play a crucial role in supporting more effective and strategic business decision-making. This study is expected to provide insights for MSME actors and policymakers in formulating strategies and programs for the development of digital MSMEs at the district level.
PEMBERDAYAAN MASYARAKAT MELALUI PELATIHAN DIGITAL MARKETING UNTUK MENINGKATKAN DAYA SAING UMKM Mariska Putri Pratiwi; Alice Erni Husein; Alfannisa Fajrin; Muhammad Haldy; Poppy Okta Fiana Putri
PUAN INDONESIA Vol. 7 No. 2 (2026): Jurnal Puan Indonesia Vol 7 No 2 januari 2026
Publisher : ASOSIASI IDEBAHASA KEPRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37296/jpi.v7i2.492

Abstract

This community service program aimed to empower Micro, Small, and Medium Enterprises (MSMEs) through digital marketing training to enhance their competitiveness. Many MSME actors still face limitations in utilizing digital platforms for marketing purposes. The program involved 30 participants and was implemented through a series of practical training sessions covering social media marketing, e-commerce utilization, content creation, and basic search engine optimization (SEO). Evaluation was conducted using pre-test and post-test instruments as well as participant satisfaction surveys. The results showed an improvement in participants’ understanding of digital marketing concepts and practices, as well as a high level of satisfaction with the program. Participants reported increased confidence and readiness to adopt digital marketing strategies in their businesses. This program demonstrates that digital marketing training can be an effective empowerment approach to strengthen MSME capacity and competitiveness.
PEMBINAN SISWA SMK 1 BATAM MELALUI PENGUATAN KEWIRAUSAHAAN DIGITAL UNTUK MENDORONG PERTUMBUHAN BISNIS BERKELANJUTAN Muhammad Haldy; Iranda Firiansyah; Vereki Martiano; Riswandi Riswandi; Yujitia Ahdarrijal
PUAN INDONESIA Vol. 8 No. 1 (2026): Jurnal PUAN Indonesia Vol. 8 No. 1 Juli 2026
Publisher : ASOSIASI IDEBAHASA KEPRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37296/jpi.v8i1.565

Abstract

This community service program aimed to strengthen the digital entrepreneurship competencies of students at SMK Negeri 1 Batam by developing a sustainable entrepreneurship ecosystem. The program addressed students’ limited understanding of digital business, online marketing, and business planning despite their strong interest in entrepreneurship. The activities were conducted through interactive lectures, workshops, participatory learning, discussions, mentoring, and business project assistance involving 30 vocational students. Training materials included digital entrepreneurship, Business Model Canvas (BMC), digital marketing, product branding, social media utilization, and the application of artificial intelligence in business. Program evaluation was carried out through pre- and post-assessments, observations, and participants’ business project presentations. The results showed significant improvements in students’ knowledge, digital business skills, entrepreneurial confidence, and ability to develop business ideas and simple business models. The program also strengthened collaboration between the university and the school, creating a supportive learning environment for digital entrepreneurship. Overall, this initiative demonstrates that digital entrepreneurship training effectively enhances vocational students’ entrepreneurial competencies and supports the development of innovative and sustainable young entrepreneurs.
Pengaruh Investment Experience, Financial Behaviour, dan Risk Tolerance terhadap Keputusan Investasi pada Instrumen Keuangan Hijau Hikmah Hikmah; Muhammad Haldy; Helmi Toatubun
MANABIS: Jurnal Manajemen dan Bisnis Vol. 5 No. 2 (2026): Juni 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/manabis.v5i2.7654

Abstract

This study aims to analyze the influence of investment experience, financial behaviour, and Risk Tolerance on investment decisions in green financial instruments within the context of sustainable finance. A quantitative approach was employed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS software. Data were collected through an online survey using a purposive sampling technique, involving 204 respondents who are active investors. The results indicate that investment experience has a significant effect on both investment decisions and Risk Tolerance, suggesting that experience enhances individuals’ ability to understand risks and opportunities in green investments. In addition, financial behaviour significantly influences investment decisions and Risk Tolerance, highlighting the importance of sound financial management in supporting rational and well-planned investment decisions. Furthermore, Risk Tolerance has a significant impact on investment decisions, indicating that an individual’s level of Risk Tolerance plays a crucial role in selecting appropriate investment instruments. Overall, the findings suggest that improved investment experience and positive financial behaviour strengthen individuals’ Risk Tolerance, which ultimately leads to more optimal investment decisions in green financial instruments.
Pembinaan Motivasi dan Pelatihan Digital Marketing Bagi Siswa SMK Muhammdiyah 1 Kota Batam M Khoiri; Triana Ananda Rustam; Muhammad Haldy
Jurnal Abdi Anjani Vol 1 No 2 (2023): Jurnal Abdi Anjani (JAA)
Publisher : Program Studi Pariwisata, Fakultas Ekonomi dan Bisnis,Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/anjani.v1i2.915

Abstract

Pembinaan motivasi dan pelatihan digital marketing sangat perlu dilakukan terhadap siswa dan siswi sekolah menengah atas. Tujuan utama kegiatan pengabdian kepada masyarakat ini adalah untuk meningkatkan motivasi dan kompetensi siswa-siswa SMK Muhammadiyah 1 Kota Batam dalam bidang digital marketing. Kegiatan pengabdian yang dilakukan ini menggunakan beberapa Teknik pendekatan. Pada tahap awal tim yang terdiri dari 3 orang dosen melakukan pra survey, kemudian setelah memperoleh hasil yang telah didapatkan selanjutnya dilakukan sosialisasi tentang perencanaan kegiatan yang akan dilakukan oleh tim kepada pihak sekolah dalam hal ini SMK Muhammadiyah 1 Kota Batam. Tahapan berikutnya adalah melaksanakan kegiatan pembinaan motivasi dan pelatihan digital marketing bagi siswa dan siswi SMK Muhammadiyah 1 Kota Batam dan Pendekatan terakhir adalah dengan melakukan evaluasi terhadap siswa dan siswi dengan memberikan sejumlah pertanyaan terkait dengan motivasi dan ketertarikan mereka menjadi seorang pengusaha dan bagaimana mengimplementasikan digital marketing dengan baik. Hasil yang diperoleh dari kegiatan ini adalah adanya umpan balik yang positif dari para siswa dan siswi selama mengikuti kegiatan pembinaan dan pelatihan. Berdasarkan hasil post-test para siswa menyatakan sangat berniat dan berminat untuk menjadi seorang pengusaha dimasa yang akan datang, mereka sengat antusias dan termotivasi serta tertarik dengan digital marketing karena sangat menjanjikan untuk memperoleh keuntungan. Kegiatan pembinaan dan pelatihan terhadap siswa dan siswi di SMK Muhammadiyah 1 Kota Batam memberikan dampak positif bagi siswa dan siswi dalam menumbuh kembangkan minat siswa untuk menjadi seorang pengusaha serta mampu memaksimalkan platform digital sebagai media promosi atau digital marketing.
Pengaruh Keamanan Dan Kemudahan Terhadap Keputusan Pembelian Tiket Pesawat Pada Aplikasi Traveloka Di Kota Batam   Kristina Puja; Muhammad Haldy
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 2 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i2.11729

Abstract

This study aims to analyze the influence of security and ease of use on airline ticket purchase decisions through the Traveloka application in Batam City. The rapid development of digital technology has increased people's reliance on online travel service applications, making transaction security and ease of use important factors influencing purchase decisions. This study employed a quantitative research approach by distributing questionnaires to Traveloka users in Batam City who had previously purchased airline tickets through the application. The collected data were analyzed using multiple linear regression to examine the effect of each independent variable on purchase decisions. The findings reveal that security has a positive and significant effect on purchase decisions, as reflected in users' trust in the protection of personal data and the security of the payment system. Ease of use also has a positive and significant effect, demonstrated by the application's user-friendly navigation, fast access, and convenient booking process. Simultaneously, both security and ease of use make a significant contribution to airline ticket purchase decisions through the Traveloka application in Batam City. These findings highlight the importance of continuously enhancing security features and improving ease of use to maintain customer satisfaction and strengthen user loyalty.
Co-Authors Alfannisa Fajrin Alice Erni Husein Cindy Marcella Fiona Frederica Florean Florean Helmi Toatubun Hikmah Hikmah Iranda Firiansyah Kaitlyn Kaitlyn Kristina Puja M Khoiri Mariska Putri Pratiwi Poppy Okta Fiana Putri Risca Azmiana Riswandi Riswandi Triana Ananda Rustam Vereki Martiano Yujitia Ahdarrijal