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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ragam Pengabdian
Syahril Hasan
Universitas Balikpapan
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Public Health Social Sciences Other

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Neuromarketing Insights Into Consumer Decision-Making In The Post-Digital Era Syahril Hasan; Muhammad Asir; Klemens Mere
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 2 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i2.10250

Abstract

The post-digital era has transformed how consumers process information, perceive brands, and make purchasing decisions. Traditional marketing approaches increasingly struggle to capture attention in environments saturated with digital stimuli. Neuromarketing, which integrates neuroscience with marketing research, offers a powerful framework for understanding the subconscious mechanisms that drive consumer behavior. This study explores how neural and emotional responses influence consumer decision-making in the context of digital overload and emerging technologies such as artificial intelligence, augmented reality, and personalized advertising. Using a mixed-method approach that combines electroencephalography (EEG) data with behavioral experiments, the study identifies key neural patterns linked to attention, emotion, and memory in purchasing contexts. The results reveal that emotional engagement and visual stimulus design significantly affect brand recall and decision confidence. The findings highlight the growing importance of sensory marketing and neurocognitive analysis as tools for designing more ethical, personalized, and effective marketing strategies in the post-digital age.
PELATIHAN DASAR INSTALASI LISTRIK RUMAH TANGGA UNTUK MENINGKATKAN KEAMANAN DAN EFISIENSI ENERGI Mohammad Fathoni; Syahril Hasan; Subhan A. Gani
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 6 (2024): Vol. 5 No. 6 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i6.37482

Abstract

Pelatihan dasar instalasi listrik rumah tangga ini dilaksanakan untuk mengatasi masalah kurangnya pemahaman masyarakat mengenai instalasi listrik yang aman dan sesuai standar. Banyaknya kasus kebakaran rumah tangga akibat instalasi listrik yang salah menjadi latar belakang pentingnya kegiatan ini. Pelatihan dilakukan secara daring menggunakan aplikasi Zoom, yang melibatkan 21 peserta dari berbagai kalangan. Metode yang digunakan adalah pemaparan materi secara teoritis mengenai dasar-dasar instalasi listrik, standar keselamatan listrik, serta teknik dasar pemasangan listrik yang benar. Selain itu, peserta juga diajak untuk berdiskusi dan berbagi pengalaman terkait kendala yang mereka hadapi dalam instalasi listrik di rumah. Hasil evaluasi menunjukkan bahwa hampir 90% peserta merasa lebih percaya diri dan memiliki pengetahuan yang lebih baik tentang instalasi listrik yang aman. Sebagian besar peserta juga mengaku dapat mengidentifikasi masalah kelistrikan di rumah mereka dengan lebih baik. Pelatihan ini terbukti efektif dalam meningkatkan pengetahuan dan keterampilan dasar instalasi listrik yang aman, serta pentingnya keselamatan dalam penggunaan listrik rumah tangga. Hasil kegiatan ini menunjukkan bahwa edukasi semacam ini sangat penting untuk mencegah kecelakaan yang disebabkan oleh kelistrikan, serta memberikan dampak positif bagi kesejahteraan masyarakat.
PELATIHAN PENYUSUNAN PROPOSAL PENELITIAN DAN PENGABDIAN KEPADA MASYARAKAT DPPM BAGI DOSEN PERGURUAN TINGGI Moh. Solehuddin; Syahril Hasan; Yunisa Friscia Yusri; Yafed Syufi; Rima H S Siburian; Ahmad Fahrudin; Hendri Syahputra
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 6 No. 3 (2025): Volume 6 No 3 Tahun 2025
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v6i3.45739

Abstract

Pelatihan Penyusunan Proposal Penelitian dan Pengabdian Kepada Masyarakat DPPM bagi Dosen Perguruan Tinggi bertujuan untuk meningkatkan kemampuan dosen dalam menyusun proposal yang sesuai dengan pedoman hibah yang disediakan oleh DPPM. Topik ini dipilih karena banyak dosen yang kesulitan dalam menyusun proposal penelitian dan pengabdian yang dapat lolos dalam seleksi hibah, meskipun banyak memiliki potensi riset dan pengabdian yang berkualitas. Metode yang digunakan dalam kegiatan ini adalah pendekatan pelatihan berbasis interaktif, dengan materi yang meliputi teknik penulisan proposal, analisis masalah, serta strategi pengajuan hibah. Pelatihan ini diikuti oleh 32 peserta yang berasal dari berbagai perguruan tinggi. Hasil dari kegiatan ini menunjukkan bahwa peserta mengalami peningkatan pemahaman dan keterampilan dalam menulis proposal penelitian dan pengabdian kepada masyarakat yang sesuai dengan standar DPPM. Selain itu, kegiatan ini juga berhasil memotivasi peserta untuk lebih aktif dalam mengajukan proposal hibah. Kesimpulannya, kegiatan pelatihan ini sangat penting untuk meningkatkan kapasitas dosen dalam menyusun proposal yang kompetitif, yang dapat berdampak pada peningkatan kualitas penelitian dan pengabdian kepada masyarakat di perguruan tinggi.
Determinan Loyalitas Nasabah Bank Mandiri: Analisis Kualitas Layanan, Kepercayaan, Dan E-Banking Melalui Kepuasan Nasabah Di Balikpapan Afrisal Arianto; Fransisca Ursila Y L Y; Wiwin Pebriana; Amran Wahyudiah; Syahril Hasan
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus (Inprogress)
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/h4kv2856

Abstract

This study was conducted to analyze the influence of service quality, customer trust, mobile banking, and customer satisfaction on customer loyalty at Bank Mandiri in Balikpapan City. The approach used in this study was quantitative with a purposive sampling technique for 70 respondents. Data processing was carried out using the Structural Equation Modeling method based on Partial Least Square (SEM-PLS) through the SmartPLS application. The results of the study indicate that customer trust has a positive and significant effect on customer satisfaction. On the other hand, service quality and mobile banking have not been able to provide a significant influence on customer satisfaction or loyalty. Furthermore, customer satisfaction has not been proven to significantly influence customer loyalty. The findings of this study indicate that in the development of digital banking services, the trust factor has become a more dominant aspect in shaping customer satisfaction compared to service quality or mobile banking usage. Therefore, banks need to improve system security, service consistency, and information transparency to maintain customer satisfaction and loyalty.
Pengaruh Digital Marketing dan Online Customer Review Terhadap Keputusan Pembelian Mahasiswa Universitas Balikpapan di E-Commerce Shopee Nur Sa’diyah; Nira Dewi Susanti; Riza Tri Permadi; Diah Anggraini; Syahril Hasan
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus (Inprogress)
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/94ssaq37

Abstract

This study aims to examine how digital marketing and online customer reviews influence purchasing decisions. The data used in this study were obtained through questionnaires distributed to students at Balikpapan University. There were 167 respondents involved in this study. The sampling method used in this research is non-probability sampling. This study utilizes a Likert scale for measurement and analyzes the data using Smart PLS. Based on the research findings, it is concluded that digital marketing and online customer reviews have a positive effect on purchasing decisions on the Shopee e-commerce platform.
Mediasi Ganda Customer Engagement dan Innovation Capability pada Hubungan Digital Leadership terhadap Business Performance Perusahaan Jasa di Kota Balikpapan Ribka Patta; Gusmawati Gusmawati; Agus Rahayu; Hery Eko Prastiyo; Syahril Hasan
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus (Inprogress)
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/scc9zm66

Abstract

This study aims to analyze the influence of digital leadership on business performance through customer engagement and innovation capability in service companies in Balikpapan City. The study used a quantitative approach with a survey method on 96 respondents selected using a purposive sampling technique. Data collection was carried out through direct and online questionnaires, then analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the help of the SmartPLS application version 4.0. The results showed that digital leadership did not significantly influence business performance. Conversely, digital leadership had a positive and significant effect on customer engagement and innovation capability. Furthermore, customer engagement did not significantly influence business performance, while innovation capability had a positive and significant effect on business performance. This study also found that customer engagement was unable to mediate the influence of digital leadership on business performance, while innovation capability was able to mediate the relationship positively and significantly. The research findings indicate that the success of a service company's digital transformation is more influenced by the organization's ability to create innovation than simply building customer engagement. This research provides theoretical contributions in the development of Dynamic Capability Theory and Resource-Based View (RBV), as well as providing practical implications for service companies in improving innovation capability to support business performance in the digital transformation era.
Co-Authors Afrisal Arianto Agus Rahayu Ahmad Fahrudin Amran Wahyudiah Diah Anggraini Fransisca Ursila Y L Y Gusmawati Gusmawati Hendri Syahputra Hery Eko Prastiyo Klemens Mere Moh. Solehuddin Mohammad Fathoni Muhammad Asir Nira Dewi Susanti Nur Sa’diyah Ribka Patta rima siburian Riza Tri Permadi Subhan A. Gani Wiwin Pebriana Yafed Syufi Yunisa Friscia Yusri