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All Journal Jurnal Manajemen & Keuangan Jurnal Ekonomi KIAT International Journal of Sustainable Applied Sciences (IJSAS)
Awliya afwa
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences Other

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ANALISIS PENGARUH VARIASI PRODUK TERHADAP KEPUTUSAN BERKUNJUNG STREETFOOD Ridha Saprika Dewi; Awliya afwa
Jurnal Ekonomi KIAT Vol. 35 No. 1 (2024): Juni 2024
Publisher : UIR Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25299/kiat.2024.17828

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Variasi Produk terhadap Keputusan berkunjung streetfood. Metode penelitian yang digunakan dalam penelitian ini yaitu pendekatan kuantitatif dengan mengumpulkan data yang berupa angka. Adapun sumber data yang digunakan mendapatkan data yang akurat yaitu dengan membagikan kuesioner kepada responden. Sampel yang digunakan dalam penelitian ini adalah pengunjung raun raun pekanbaru dengan kriteria pernah berkunjung lebih dari satu kali dan membeli produk streetfood di raun raun pekanbaru sebanyak 80 responden dengan teknik pengambilan sampel menggunakan pertimbangan tertentu (purposive sampling). Metode untuk pengolahan data menggunakan teknik skala pengumpulan data, regresi linear sederhana, koefisien determinasi, uji persial
Business Model Canvas: Online Business Strategy at Pekanbaru Fishing Equipment Store Muhammad Fahrozi; Nia Anggraini; Irsyadi Zain; Erfa Okta Lussianda; Awliya Afwa
International Journal of Sustainable Applied Sciences Vol. 2 No. 1 (2024): January 2024
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijsas.v2i1.1281

Abstract

This research explores the feasibility of an online business strategy for "Toko Serba Pancing" (Fishing Equipment Store) in Pekanbaru, Indonesia, considering the shift in consumer behavior from traditional to online platforms, triggered by the COVID-19 pandemic. The study employs qualitative analysis using Porter's 5 Forces, Business Model Canvas, and SWOT analysis. The findings reveal that "Toko Serba Pancing" adopts a Business-to-Customer (B2C) model in its online strategy, focusing on providing unique fishing bait not readily available elsewhere. SWOT analysis indicates potential opportunities outweighing threats externally, with strengths outweighing weaknesses internally. Despite identified weaknesses, the store has significant potential for development. The business strategy that can be implemented is Webrooming via social media, search engines, and e-commerce.
Bibliometric Mapping of Social Media and Brand Engagement Research: Trends, Themes, and Future Direction Anggraini, Nia; Awliya Afwa; Elondri
Jurnal Manajemen dan Keuangan Vol 14 No 2 (2025): Journal Management and Finance
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jmk.v14i2.13258

Abstract

The rapid evolution of social media has transformed how brands communicate, engage, and build relationships with consumers in the digital era. Despite extensive studies on social media marketing, limited bibliometric analysis has been conducted to systematically map research trends related to brand engagement. Therefore, this study aims to analyze the scientific development and thematic patterns of publications discussing the role of social media in building brand engagement from 2015 to 2025. The research population comprises all Scopus-indexed articles within this topic, resulting in 1,770 publications being identified. Using the bibliometric method, data were analyzed through VOSviewer software to visualize keyword co-occurrence, relevance, and publication trends, which were subsequently classified into thematic clusters. The analysis reveals five major clusters representing the dominant themes in this field: social media marketing, customer engagement, influencer marketing, brand community, brand loyalty, and brand equity. The findings indicate that research has increasingly focused on interactive, technology-based, and emotionally driven engagement strategies. The presence of virtual influencers and AI-powered engagement tools signifies a growing emphasis on authenticity and personalization in digital brand communication. This study contributes novelty by offering a comprehensive bibliometric mapping that integrates both behavioral and technological dimensions of brand engagement. The implications highlight how social media has evolved from a communication tool into an interactive ecosystem for co-creation and emotional bonding between brands and consumers. The findings provide valuable insights for academics and practitioners to develop more adaptive, data-driven, and ethically grounded marketing strategies in the digital era.
Co-Authors Elondri Erfa Okta Lussianda Irsyadi Zain Muhammad Fahrozi Nia Anggraini Nia Anggraini Ridha Saprika Dewi