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All Journal Dinasti International Journal of Digital Business Management Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Prosiding Seminar Nasional Universitas Serambi Mekkah
Firli Musfar, Tengku
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Agriculture, Biological Sciences & Forestry Arts Astronomy Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Mechanical Engineering Social Sciences Other

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Dari Utilitas ke Identitas: Menjelajahi Interaksi Maskulinitas, Pemasaran dan Pilihan Pembelian pada Produk Perawatan Kulit Pria di Kota Pekanbaru Ayuda, Fitrien; Firli Musfar, Tengku; Nandre Aprila, Bord
Prosiding Seminar Nasional USM Vol 4, No 1 (2023): SEMNAS MULTIDISIPLIN ILMU
Publisher : Universitas Serambi Mekkah

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini berfokus pada dampak perubahan budaya dan pola maskulinitas terhadap perilaku pembelian produk perawatan kulit pria. Dengan menggunakan metode kualitatif melalui wawancara mendalam, data dikumpulkan dari berbagai macam partisipan dari berbagai usia, pekerjaan dan status sosial di kota Pekanbaru. Melalui analisis tematik, penelitian ini mengungkap pola persepsi maskulinitas, pentingnya strategi pemasaran, dan faktor-faktor yang mempengaruhi keputusan pembelian. Hasil penelitian menunjukkan bahwa konsep maskulinitas telah berkembang dari konsep tradisional menjadi konsep yang lebih komprehensif sehingga mempengaruhi preferensi untuk membeli produk perawatan kulit. Strategi pemasaran yang mengaitkan produk dengan peningkatan kualitas hidup dan ekspresi diri terbukti efektif menarik konsumen pria. Identitas maskulin tidak hanya dibentuk oleh pemasaran tetapi juga oleh norma-norma sosial, pengalaman pribadi, dan pemahaman gender. Studi ini memberikan wawasan tentang perubahan budaya terkait maskulinitas dan dampaknya terhadap preferensi pembelian. Implikasinya adalah membantu pengembangan strategi pemasaran yang peka terhadap beragam karakteristik laki-laki, sekaligus mempertimbangkan faktor sosial dan pribadi yang mempengaruhi keputusan pembelian laki-laki. Selain itu, penelitian ini memberikan kontribusi terhadap dasar pemikiran riset konsumen, gender dan pemasaran lokal khususnya di Kota Pekanbaru. Kata kunci: Interaksi Maskulinitas; Pemasaran; Preferensi Pembelian; Identitas gender; Perilaku Konsumen
The Effect of Product Quality and Store Atmosphere on Puchase Decisions mediated By Purchase Intention as Intervening Variable (Study at Café Ma’Ani Rengat) Rianti, Tranita; Taufiqurrahman, Taufiqurrahman; Firli Musfar, Tengku
Dinasti International Journal of Digital Business Management Vol. 4 No. 5 (2023): Dinasti International Journal of Digital Business Management (August - Septembe
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v4i5.2020

Abstract

This study aims to determine the effect of product quality and store atmosphere on purchase decisions mediated by purchase intention as intervening variable. The type of research conducted is quantitative research with primary data using questionnaire as an instrument to prove the result of the research. The population in this study is all the customers of Café Ma’Ani Rengat. To test the hypothesis in this study is using path analysis with Statistical Program for Social Science (SPSS) 20. The sampling method used a non-probability sampling method with purposive sampling technique (102 respondents). The result of the study indicate that product quality and store atmosphere have a significant ang positive effect on purchase intention. Product quality and store atmosphere have a positive and not significant effect on purchase decision. Product quality and store atmosphere have a positive significant effect towards purchase decision through purchase intention. And purchase intention has a positive significant effect towards purchase decision.
COMPETITIVE ADVANTAGES STRATEGY ANALYSIS FOR REGIONAL OWNED ENTERPRISES (BUMD): A CASE STUDY FOR PERUMDA KAMPAR ANEKA KARYA Firli Musfar, Tengku; Noviasari, Henni; Pratiwi, Dian
SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol. 4 No. 4 (2025)
Publisher : Penerbit Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sibatik.v4i4.2635

Abstract

This study aims to analyze internal (strengths, weaknesses) and external (opportunities, threats) factors and formulate competitive advantage strategies for Perumda Kampar Aneka Karya, a Local Government-Owned Enterprise in Kampar District, Riau, Indonesia. Using a qualitative descriptive approach, this research applies strategic management tools, including Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), SWOT matrix, and quadrant analysis. Data were collected through in-depth interviews with company leaders, shareholders, and consultants, as well as secondary source exploration. Findings show that Perumda Kampar Aneka Karya has effectively leveraged its strengths and addressed weaknesses. The company also capitalizes on opportunities while mitigating threats. To enhance competitiveness, adopting aggressive strategies is recommended.
Co-Authors Dian Pratiwi Fitrien Ayuda Henni Noviasari Nandre Aprila, Bord Rianti, Tranita Taufiqurrahman Taufiqurrahman