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All Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Journal of Indonesian Management Journal of Management, Economic, and Accounting Tractare: Jurnal Ekonomi-Manajemen Multidisciplinary Journals Social Sciences Journal Jurnal Pusat Manajemen Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Pakar Manajemen Jurnal Ekonomi, Manajemen, Bisnis, dan Akuntansi Journal of Applied Financial Management (JAFM)
Abi , Yudi Irawan
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Influence Of Electronic Word Of Mouth (E-Wom) And Price On The Purchase Intention Of Generation Zconsumers In The Tiktok Shop Marketplace Lestari, Anggun Ayu; Abi , Yudi Irawan; Hanila, Siti
Journal of Management, Economic, and Accounting Vol. 5 No. 1 (2026): January
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i1.1006

Abstract

The rapid development of technology and information today has changed the way consumers shop. The convenience of accessing information through the internet allows consumers to find the products they need more easily. In this regard, TikTok Shop has become a very popular marketplace among Generation Z in Bengkulu City. The purpose of this study is to determine the effect of electronic word of mouth (e-WOM) and price on the purchase intention of Generation Z consumers in the TikTok Shop marketplace. The sample in this study consisted of 120 TikTok Shop users in Bengkulu City. Data were collected through questionnaires and analyzed using a quantitative approach. The results of the regression analysis show that the regression equation is: Y = 6.224 + 0.283X1 + 0.885X2 + e. Electronic word of mouth has a significant effect on the purchase intention of Generation Z consumers in the TikTok Shop marketplace, with a significance value of 0.021 < 0.05. Price also has a significant effect, with a significance value of 0.000 < 0.05. Both electronic word of mouth and price simultaneously have a significant effect on the purchase intention of Generation Z consumers in the TikTok Shop marketplace, with a significance value of 0.000 < 0.05. Based on the results of the study, it was found that the price variable (X2) has the greatest influence on the purchase intention of Generation Z consumers in the TikTok Shop marketplace. This indicates that consumers tend to be more attracted to prices that are more affordable compared to those in physical stores or other marketplaces.
Optimization Of Paid Advertising Strategies On The Meta Ads Platform To Increase Client Project Conversions At Belakang Kantor Marketing Agency Yasa, Pri Yogha; Irwanto , Tito; Abi , Yudi Irawan
Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 2 No. 2 (2026): Januari
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jemba.v2i2.472

Abstract

Improving the effectiveness of digital advertising has become a critical concern in modern marketing, especially in service-based sectors such as healthcare, where communication must be both ethical and persuasive. This study investigates the implementation of paid advertising strategies on the Meta Ads platform to enhance conversion outcomes through direct messaging interactions between businesses and potential customers. The research was conducted at a digital marketing agency managing a circumcision service campaign in Cirebon, Indonesia. A descriptive quantitative method was applied by analyzing campaign performance data from two observation periods. The analysis focused on three strategic aspects: daily budget allocation, audience segmentation based on location and demographics, and variations in creative advertising content. The findings reveal that focused daily budget management can reduce cost per result and improve click-through rates without requiring additional overall expenditure. Audience segmentation with a narrower geographic target showed better conversion efficiency than broader targeting approaches. Moreover, advertisements using static images with clear calls to action outperformed video content in generating direct message responses from prospects. These results indicate that the combination of data-driven budgeting, precise audience targeting, and clear creative messaging can optimize advertising performance. This approach is particularly beneficial in sectors that rely on timely and trust-based interactions, such as healthcare services, where the conversion process depends on early and effective engagement.
The Effect Of Service Quality On Customer Satisfaction At PT Pdam Tirta Manna, South Bengkulu District Hendriansyah, Weko; Abi , Yudi Irawan; Febliansa , M Rahman
Social Sciences Journal Vol. 3 No. 1 (2026): February
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/sosj.v3i1.1110

Abstract

This type of research uses quantitative research. The analysis method in this study uses Validity Test, Reliability Test, Multiple Linear Regression Analysis, Determination Coefficient and hypothesis testing using t-test. The number of samples studied was 35 customers who came with complaints and new installations during the last 1 month at PDAM Tirta Manna, South Bengkulu Regency. The results of the multiple linear regression analysis are the equation: Y = 6.450 + 0.052 X1 + 0.084 X2 + 0.227 X3 + 0.288 X4 + 0.234 X5 + e, this describes a positive regression direction, meaning that the variables Physical evidence (X1), Reliability (X2), Assurance (X3), responsiveness (X4), and empathy (X5) have a positive influence on consumer satisfaction (Y) at PDAM Tirta Manna, South Bengkulu Regency. The value of the coefficient of determination from the calculation results using SPSS can be seen from the coefficient of determination value of R square of 0.991. This means that the value of Physical evidence (X1), reliability value (X2), assurance (X3), responsiveness (X4) and empathy (X5) has an effect on consumer satisfaction (Y) of 99.1% while the remaining 0.9% is influenced by other variables not examined in the study.
Marketing Strategy Through Social Media To Improve Sales Achievement Of Msmes In Bengkulu City (Case Study Of Nafoody's Catering) Pratama , Arie Nugraha; Abi , Yudi Irawan; Putri , Lydia Gustina
Jurnal Pakar Manajemen Vol. 2 No. 2 (2026): Maret
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jpm.v2i2.470

Abstract

The rapid development of information and communication technology has transformed the way business owners market their products and interact with consumers. For Micro, Small, and Medium Enterprises (MSMEs), social media is not only a promotional tool but also a primary platform for building brand image and increasing sales. This study aims to analyze the marketing strategies implemented by the MSME Catering Nafoody’s through social media and to evaluate their effectiveness in improving sales performance. The research focuses on how Catering Nafoody’s utilizes various social media features such as Instagram, TikTok, Facebook, and WhatsApp Business to expand market reach and strengthen customer relationships.The research method used is a qualitative descriptive approach. Data were collected through in-depth interviews with the owner of Catering Nafoody’s, observations of promotional activities on social media, and documentation in the form of digital content and sales reports. Data analysis was carried out descriptively. The study also reviews elements of digital marketing strategy such as content creation and audience interaction.The results of the study indicate that Catering Nafoody’s marketing strategy focuses on using creative and interactive content to attract consumer attention, such as behind-the-scene production videos, customer testimonials, and collaborations with local micro-influencers. These strategies have been proven to increase the engagement rate on social media accounts and broaden the reach of potential audiences. Another factor supporting the success of this strategy is consistency in promoting products and responsive customer service through direct message features and WhatsApp Business. Overall, the study concludes that the implementation of marketing strategies through social media plays an important role in improving the sales performance of Catering Nafoody’s. Optimizing content, selecting platforms that match the target market, and the ability to adapt to digital trends are key to the success of this strategy. The results of this study are expected to serve as a reference for other MSME actors in developing effective, efficient, and sustainable digital marketing strategies in today’s era of digital transformation.
Co-Authors Ahmad Soleh Arles, Fran Cantika, Yella Damarsiwi , Eska Prima Monuque Febliansa , M Rahman Fitriano , Yun Galung, Mia Margareta Huta Hanila, Siti Hendriansyah, Weko Ida Anggriani Irwanto , Tito Karona Cahya Susena, Karona Cahya Lestari, Anggun Ayu Lindayanti Lindayanti, Lindayanti Monique D, Eska Prima Nirmalawati Nirmalawati Pratama , Arie Nugraha Putra , Iswidana Utama Putri , Lydia Gustina Redi Redi Safitri, Delfi Ayu Sanupil, Peri Wandi, Dehar Wulandari, Annisa Yasa, Pri Yogha