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All Journal Jurnal Pengabdian kepada Masyarakat Nusantara Journal Economic and Strategy (JES) International Journal of Management Science and Information Technology (IJMSIT) Jurnal Manajemen dan Bisnis Journal of Artificial Intelligence and Digital Business Indonesian Research Journal on Education Innovative: Journal Of Social Science Research Jurnal Ekonomi, Bisnis, dan Humaniora International Journal of Management and Digital Business
Purnawan, Lesna
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Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Other

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Pengaruh Likuiditas Dan Struktur Modal Dengan Mediasi Profitabilitas Terhadap Nilai Perusahaan Subsektor Makanan Dan Minuman Yang Terdaftar Di BEI Periode 2018 - 2021 Purnawan, Lesna
JURNAL EKONOMI, BISNIS DAN HUMANIORA Vol 3 No 1 (2023)
Publisher : Universitas Tangerang Raya

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

Abstract

This study aims to investigate the relationship between capital structure, liquidity, and firm value by considering profitability as an intermediary factor. The sample in this study consisted of 13 companies listed on the Indonesia Stock Exchange (IDX) and published financial reports in the food and beverage sector during the 2018-2021 period. This study used a purposive sampling method for sample selection and path analysis using the Smart PLS application as a data analysis method. The findings of this study show several significant results: (1) There is no significant effect between capital structure and profitability, (2) Liquidity has a significant effect on profitability, (3) Capital structure has no significant effect on firm value, (4) Liquidity has an effect on profitability, (5) Profitability has a significant effect on firm value, (6) Profitability does not directly mediate the effect of capital structure and liquidity on firm value.
Impact of Influencer Endorsement on Purchase Decision: Mediating Role of Brand Image and Moderating Effect of Customer Trust Siahaan, Febri Sari; Beryansyah, Beryansyah; Purnawan, Lesna; Hasan, Raden; Priscillia, Amanda Sona
International Journal of Management and Digital Business Vol. 4 No. 1 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijmdb.v4i1.1291

Abstract

This study examines the influence of influencer endorsement on purchase decisions for Sugarlab Face Mist products, with brand image as a mediator and customer trust as a moderator. Data were collected from 300 respondents in Jakarta and its surrounding areas, consisting of active social media users aged 18–40 years who have purchased products promoted by influencers. A purposive sampling technique was applied, and the analysis was conducted using a quantitative approach with Structural Equation Modeling based on Partial Least Squares (SEM-PLS) through Smart PLS 4.0 software. The results show that influencer endorsement significantly affects purchase decisions, both directly and through the mediation of brand image. A positive brand image strengthens consumers' purchase intentions and mediates the relationship between influencer endorsement and purchase decisions. Customer trust serves as a moderator that enhances the relationships between influencer endorsement, brand image, and purchase decisions. This study highlights the importance of influencer endorsement strategies in improving brand image and consumer purchase decisions.
Literasi Media Sosial Untuk Siswa Sebagai Solusi Hoaks Dan Kenakalan Remaja Siahaan, Febri Sari; Rismanto, Caesar; Azis, Nur; Semuel, Semuel; Kade Birawan, I Gusti; Suhartono, Suhartono; Hidayat, Rahmat; Purnawan, Lesna; Sutomo, Sutomo
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 3 (2025): Edisi Juli - September
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v6i3.6107

Abstract

Perkembangan teknologi informasi, khususnya media sosial, membawa dampak signifikan terhadap pola interaksi sosial remaja sekaligus menimbulkan tantangan berupa penyebaran hoaks dan perilaku kenakalan digital. Rendahnya literasi media sosial di kalangan siswa SMA meningkatkan kerentanan terhadap informasi tidak terverifikasi yang berpotensi memengaruhi pola pikir dan perilaku sosial. Penelitian pengabdian masyarakat ini bertujuan meningkatkan literasi media sosial siswa SMAN 27 Kabupaten Tangerang dengan fokus pada kemampuan identifikasi, verifikasi, dan sikap kritis terhadap informasi di media sosial. Metode yang digunakan adalah penyuluhan partisipatif dengan 100 peserta, serta kolaborasi dengan aparat kepolisian untuk edukasi aspek hukum penggunaan media sosial. Materi meliputi definisi literasi media sosial, identifikasi hoaks, dampak penyebaran informasi palsu, dan etika bermedia sosial. Hasil menunjukkan peningkatan pemahaman dan kesadaran kritis siswa dalam memverifikasi informasi serta sikap bertanggung jawab dalam bermedia sosial. Keterlibatan aparat kepolisian memberikan wawasan tambahan terkait aspek hukum dan konsekuensi penyebaran hoaks. Simpulan menegaskan efektivitas penyuluhan dalam membangun literasi media sosial yang komprehensif guna mendukung pembentukan generasi muda yang cerdas, kritis, dan bertanggung jawab dalam penggunaan teknologi digital.
Influencing Buying Decisions Through Guerilla And Experiential Marketing: Mediating And Moderating Effects Siahaan, Febri Sari; Rismanto, Caesar; Purnawan, Lesna; Restika, Dea; Syamsul, Albab
JURNAL MANAJEMEN DAN BISNIS Vol 4 No 1 (2025): Edisi Mei 2025 - Agustus 2025
Publisher : Fakultas Ekonomi Universitas Tjut Nyak Dhien Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36490/jmdb.v4i1.1895

Abstract

Purpose - This study aims to analyze the impact of Guerilla Marketing and Experiential Marketing on consumer buying decisions, with Brand Awareness and Brand Trust as moderating variables. Novelty - This study integrates both Guerilla Marketing and Experiential Marketing strategies and explores the mediating and moderating roles within the context of consumer buying decisions. This approach differs from previous studies by providing a more comprehensive understanding of how these two marketing strategies influence buying decisions in the Indonesian creative industry sector. Method - This study uses a quantitative approach with a survey method to examine the effects of guerrilla marketing and experiential marketing on buying decisions, with purchase intention as a mediating variable and brand awareness and brand trust as moderating variables. A sample of 200 consumers of CV. Giribelah Indah was selected using purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) to test direct, mediating, and moderating relationships among variables. Findings - The results show that both Guerilla Marketing and Experiential Marketing have a positive and significant effect on buying decisions. Brand Awareness and Brand Trust strengthen the relationship between marketing strategies and consumer behavior. Purchase intention also plays a significant role in the decision-making process. Limitations and Implications - This study is limited to the creative industry sector, specifically CV. Giribelah Indah, so the findings may not be generalized to other sectors. The implications of this study provide practical insights for marketers to optimize Guerilla Marketing and Experiential Marketing strategies.
Reconstructing organizational culture in the era of digital transformation: A study of change readiness among employees Purnawan, Lesna
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1066

Abstract

As digital transformation redefines organizational dynamics, understanding how culture influences employees’ readiness for change becomes increasingly critical. This mixed-method study investigates the relationship between organizational culture and change readiness among employees in private universities in Indonesia, a sector under mounting pressure to modernize through digital innovation. Drawing on a quantitative survey (n = 312) and in-depth qualitative interviews (n = 20), the research explores how specific cultural dimensions, psychological dispositions, and leadership perceptions shape change receptivity. The findings reveal that an adhocracy culture significantly enhances readiness for change, with employees responding positively to environments that promote innovation and autonomy. However, a psychological gap emerged wherein motivational commitment to change surpassed beliefs in collective efficacy, indicating a disparity between willingness and perceived capability. Moreover, cultural narratives—embedded in shared experiences and symbols—strongly influence how employees interpret and emotionally respond to organizational change. Leadership behavior was also found to be a decisive factor, as trust in transformational leaders increased acceptance of change. This study contributes theoretically by integrating Schein’s cultural model, Weiner’s theory of organizational readiness, and insights from transformational leadership theory to explain change dynamics in digitally evolving academic institutions. Practically, it offers guidance for human resource and change management strategies in higher education and other knowledge-intensive sectors facing digital disruption.
Fenomena Fomo Dalam Live Tiktok: Analisis Pengaruh Interaksi Real-Time Terhadap Pembelian Impulsif Rasyiddin, Ahmad; Rismanto, Caesar; Purnawan, Lesna; WAN, Ayi krisnha; Hasibuan, Rizki Mayandi
JOURNAL ECONOMICS AND STRATEGY Vol 6 No 2 (2025): Edisi Juli 2025 - Desember 2025
Publisher : Fakultas Ekonomi Dan Bisnis Universitas Tjut Nyak Dhien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36490/jes.v6i2.1945

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh interaksi real-time dan Fear of Missing Out (FOMO) terhadap perilaku pembelian impulsif pengguna TikTok Live. Metode yang digunakan adalah pendekatan kuantitatif melalui survei terhadap 100 responden berusia 17–30 tahun yang dipilih menggunakan teknik purposive sampling. Hasil uji validitas dan reliabilitas menunjukkan bahwa instrumen penelitian telah memenuhi kriteria statistik. Pengujian asumsi klasik menyatakan bahwa data berdistribusi normal, bebas multikolinearitas, dan tidak terjadi heteroskedastisitas. Analisis regresi linear berganda menunjukkan bahwa interaksi real-time dan FOMO berpengaruh signifikan terhadap pembelian impulsif, baik secara simultan (uji F) maupun parsial (uji t). Koefisien determinasi sebesar 0,684 mengindikasikan bahwa kedua variabel independen mampu menjelaskan 68,4% variasi dalam perilaku pembelian impulsif. Penelitian ini menyimpulkan bahwa strategi pemasaran berbasis interaksi langsung dan urgensi digital melalui TikTok Live sangat efektif dalam memicu keputusan pembelian spontan pada konsumen muda.
Pengaruh Marketplace dan Sosial Media terhadap Penjualan Produk UMKM di Kota Cimahi Suyanto, Agus; Susilowati, Susilowati; Riyanto, Slamet; Purnawan, Lesna
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2920

Abstract

Penelitian ini dimaksudkan guna mengkaji pengaruh Marketplace dan Sosial Media terhadap penjualan produk Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Cimahi. Penelitian ini dilatarbelakangi oleh fenomena digitalisasi yang mendorong UMKM untuk beradaptasi dengan perubahan perilaku konsumen, khususnya dalam memanfaatkan platform digital sebagai sarana promosi dan transaksi. Penelitian ini menerapkan metode kuantitatif dengan pengumpulan data melalui teknik kuesioner yang dibagikan kepada pelaku UMKM di Kota Cimahi. Responden dalam penelitian berjumlah 150 UMKM yang diperoleh dengan menggunakan rumus Cochran. Analisis data dilakukan melalui uji regresi berganda, setelah sebelumnya dilaksanakan uji validitas, reliabilitas, serta normalitas melalui pemanfaatan software statistik. Hasil penelitian menemukan bahwasanya baik marketplace maupun sosial media berpengaruh signifikan terhadap peningkatan penjualan UMKM, baik secara parsial maupun simultan. Marketplace berperan penting dalam memperluas jangkauan pasar dan mempermudah proses transaksi, sedangkan sosial media efektif dalam membangun interaksi, melakukan promosi, meningkatkan brand awareness, dan menarik minat konsumen. Secara simultan, sinergi antara penggunaan marketplace dan sosial media terbukti mampu meningkatkan kinerja penjualan UMKM secara lebih optimal. Temuan ini mengindikasikan bahwa strategi pemasaran digital melalui kombinasi marketplace dan sosial media merupakan langkah strategis yang perlu dioptimalkan oleh pelaku UMKM selain untuk memperluas market juga untuk memperkuat daya saing dan sebagai kesinambungan usaha di era digital.
The Impact of Social Media Marketing on Brand Loyalty: The Role of Brand Trust and Brand Equity as Mediating Variables Sutomo, Sutomo; Sumardi, Sumardi; Purnawan, Lesna; Juhaeni, Unes
International Journal of Management Science and Information Technology Vol. 5 No. 2 (2025): July - December 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v5i2.5651

Abstract

The development of social media has significantly influenced the way companies establish relationships with their consumers, In an increasingly competitive environment, marketing strategies that involve direct interaction through digital platforms are becoming more crucial for building brand loyalty. This study aims to understand how promotional activities through social media can strengthen consumer loyalty, by considering brand trust and perceptions of brand value as mediating factors that connect these elements. After the raw data had been collected and analyzed through a process that included picking out active Instagram users, we selected those who have followed skincare brand accounts and bought products right after exposure to promotional information. Utilizing SmartPLS software for Structural Equation Modeling, it was found that the quality of a message, visual impact and social interaction represent the three factors which have great influence on whether trust is established or else there will be positive or negative evaluation for your brand. Trust, which builds up from good experiences and consistent communication, as it turns out leads to emotional connections. With these connections in place, it becomes easier to stick around and harder to leave--for repeated generic preferences over time. Also, perceptions of product value and quality serve as reinforcing factors in shaping repeat purchase decisions. The research findings suggest that successful marketing strategies can not only be based on the frequency of social media appearances, but should instead see how relationships are actively and authentically fostered. Enterprises that keep up two-way communication and give consistent experiences will have a better chance for higher customer loyalty. These findings lay a necessary groundwork for business practitioners to design digital approaches less reliant on random solitude and more enabled through social relationships.
Improving Lecturer Performance Human Resource Development to Achieve the Vision and Mission of Faculty of Economics and Business: Case Study of Tangerang Raya University Sundoro, Aries; Hariri, Hariri; Irwansyah, Novi; Juhaeni, Unes; Purnawan, Lesna
Indonesian Research Journal on Education Vol. 5 No. 2 (2025): Irje 2025
Publisher : Fakultas Keguruan dan Ilmu Pendidikan, Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/irje.v5i2.2378

Abstract

This study aims to analyze the improvement of lecturers' performance, focusing on aspects of performance measurement and professionalism. The research uses a qualitative approach to depict the phenomena occurring in the field. Data collection techniques include triangulation through in-depth interviews with key informants, surveys, observation of actual events in the research field, and document studies, such as photographs, meeting notes, videos, and other social media content to supplement the actual data. The conclusion indicates that the performance of lecturers at the FEBI Faculty of Tangerang Raya University in Tangerang can be enhanced by recruiting qualified non-permanent lecturers with specialized skills in their fields. Other efforts include providing training and workshops for the FEBI lecturers, as well as implementing an E-Learning system to support the development of human resources aligned with the university's vision and mission.
Analisis Perbedaan Perhitungan Tarif Pajak Progresif Dengan Tarif Efektif Rata Rata (TER) Pajak Penghasilan (PPh) Pasal 21 Atas Karyawan Tetap Pada CV. X Di Tangerang Sundoro, Aries; Azis, Nur; Purnawan, Lesna; Suhartono, Suhartono; Muarief, Fahrurozi
Innovative: Journal Of Social Science Research Vol. 4 No. 5 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i5.15307

Abstract

X merupakan perusahaan yang beroperasi dalam layanan distribusi penjualan rokok di wilayah Tangerang Raya. Setiap bulan, perusahaan ini menerapkan pemangkasan Pajak Penghasilan Pasal 21 untuk para karyawannya. Pengkajian ini berguna untuk mengidentifikasi perbedaan dalam perincian Pajak Penghasilan Pasal 21 menggunakan perhitungan Progresif dengan perhitungan tarif efektif rata rata (TER) dan Aplikasi ebupot terkait gaji karyawan di CV. X. Metode analisis yang diterapkan yakni metode deskriptif, yang mencakup pengumpulan data, dekompilasi, perhitungan, perbandingan, serta penjelasan situasi guna menarik kesimpulan tentang perician PPh Pasal 21 guna pegawai tetap di CV. X. Temuan pengkajian mengungkapkan adanya kekeliruan dalam perincian Pajak Penghasilan Pasal 21 di CV. X, yang menyebabkan kelebihan setor dan merugikan wajib pajak CV X. Kata Kunci : Perhitungan Pajak, Tarif Progresif, Tarif TER
Co-Authors Agus Suyanto Azis, Nur Beryansyah, Beryansyah Hariri, Hariri Hasan, Raden Hasibuan, Rizki Mayandi Irwansyah, Novi Juhaeni, Unes Kade Birawan, I Gusti Muarief, Fahrurozi Priscillia, Amanda Sona Rahmat Hidayat Rasyiddin, Ahmad Restika, Dea Rismanto, Caesar Semuel, Semuel Slamet Riyanto Suhartono Sumardi . Sundoro, Aries Susilowati Susilowati Sutomo Sutomo Syamsul, Albab WAN, Ayi krisnha