Garuda - Garba Rujukan Digital

Digital Marketing Socialization in Building a Business Mentality from an Early Age in High School Students Throughout Indonesia Sumardi, Sumardi; Siska, Emi Yulia; Permana, Ujang; Putra, Wira Pramana; Tarjono, Tarjono
Journal Of Human And Education (JAHE) Vol. 4 No. 3 (2024): Journal of Human And Education
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jh.v4i3.999

Digital marketing is promotional activities and market search through online digital media by utilizing various means such as social networks. Social media is growing very rapidly nowadays because everyone feels like they can have their own media. Social media also does not escape the various functions that we can take on, such as building relationships, opening and looking for jobs, and also doing business with social media. The most relevant business strategy in the marketing aspect uses digital tools or known as digital marketing, namely marketing methods carried out using digital instruments, especially the internet and the various applications contained in it and equipment that supports the use of these media, which allows the creation of a network or connectedness with many parties, in this case between sellers and customers, without being limited by distance, time and place. In today's modern era, the potential for entrepreneurship among young people is very large. Because the role of the younger generation in building the nation is very large, the young generation's broad way of thinking can make changes and can be a pioneer in creating new things. This Community Service was carried out at Senior High School Number 8 Tamalate District, Makassar City, South Sulawesi. In obtaining the data used were observation and literature study. This service activity is an effort to build a business mentality from an early age in high school students at Senior High School Number 8 Tamalate District, Makassar City, South Sulawesi through Digital Marketing Socialization. This effort was motivated by the lack of implementation of the formation of a business mentality at a young age for students who want to start a business at a young age through digital marketing at Senior High School Number 8 Makassar. As a form of the author's thinking, several efforts and breakthroughs are offered, namely; 1.) Children are given mental reinforcement on how to become entrepreneurs at a young age, 2.) Increase the income of high school students who want to start a business at a young age through digital marketing as a promotional tool to create business opportunities for students so that students are able to compete and create entrepreneurs youth and open up job opportunities.

The Effect of Service Quality, Price, and Destination Image on Customer Loyalty in the Tourism Industry in West Java Khuan, Hendri; Putra, Wira Pramana; Muafiqie, Humaidah; Harsono, Iwan; Lau, Elfreda Aplonia
West Science Interdisciplinary Studies Vol. 2 No. 01 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i01.612

This research investigates the interrelated factors influencing customer loyalty in the tourism industry of West Java. Through a comprehensive study involving 200 respondents, we examine the impact of service quality, pricing strategies, and destination image on customer loyalty. Utilizing a quantitative analysis approach, the study employs structural equation modeling (SEM) with Partial Least Squares (PLS) to unravel the intricate relationships among these crucial constructs. The research contributes to the existing body of knowledge by offering insights into the specific dynamics shaping tourist allegiance in this unique region. Findings from the study provide practical implications for businesses, policymakers, and destination marketers, enabling them to tailor strategies that enhance customer loyalty and contribute to the sustainable growth of West Java's tourism sector.

Bibliometric Exploration of the Role of Cultural Adaptation in Global Marketing Success Judijanto, Loso; Putra, Wira Pramana; Muhtadi, Muhammad Ammar
West Science Interdisciplinary Studies Vol. 2 No. 07 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i07.1097

This study presents a comprehensive bibliometric analysis of cultural adaptation in global marketing, highlighting key thematic clusters, research trends, potential research topics, and patterns in author collaboration. The analysis identifies significant focus areas, including cultural adaptation, marketing strategy, local adaptation, performance outcomes, and intervention and translation. The research trends reveal a shift from foundational studies on consumer behavior and standardization towards more practical investigations into the implementation and impact of cultural adaptation strategies. Potential research topics are proposed, such as consumer-centric adaptation, balancing standardization and adaptation, organizational capabilities for adaptation, the impact of cross-cultural training, export performance, and the integration of digital and social media. The author collaboration network shows distinct clusters with limited cross-collaboration, suggesting opportunities for more interdisciplinary research. This study provides a detailed overview of the current research landscape and highlights areas for future investigation to enhance the understanding and practice of cultural adaptation in global marketing.

The Effect of Service Quality, Price, and Destination Image on Customer Loyalty in the Tourism Industry in West Java Khuan, Hendri; Putra, Wira Pramana; Muafiqie, Humaidah; Harsono, Iwan; Lau, Elfreda Aplonia
West Science Interdisciplinary Studies Vol. 2 No. 01 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i01.612

This research investigates the interrelated factors influencing customer loyalty in the tourism industry of West Java. Through a comprehensive study involving 200 respondents, we examine the impact of service quality, pricing strategies, and destination image on customer loyalty. Utilizing a quantitative analysis approach, the study employs structural equation modeling (SEM) with Partial Least Squares (PLS) to unravel the intricate relationships among these crucial constructs. The research contributes to the existing body of knowledge by offering insights into the specific dynamics shaping tourist allegiance in this unique region. Findings from the study provide practical implications for businesses, policymakers, and destination marketers, enabling them to tailor strategies that enhance customer loyalty and contribute to the sustainable growth of West Java's tourism sector.

Bibliometric Exploration of the Role of Cultural Adaptation in Global Marketing Success Judijanto, Loso; Putra, Wira Pramana; Muhtadi, Muhammad Ammar
West Science Interdisciplinary Studies Vol. 2 No. 07 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i07.1097

This study presents a comprehensive bibliometric analysis of cultural adaptation in global marketing, highlighting key thematic clusters, research trends, potential research topics, and patterns in author collaboration. The analysis identifies significant focus areas, including cultural adaptation, marketing strategy, local adaptation, performance outcomes, and intervention and translation. The research trends reveal a shift from foundational studies on consumer behavior and standardization towards more practical investigations into the implementation and impact of cultural adaptation strategies. Potential research topics are proposed, such as consumer-centric adaptation, balancing standardization and adaptation, organizational capabilities for adaptation, the impact of cross-cultural training, export performance, and the integration of digital and social media. The author collaboration network shows distinct clusters with limited cross-collaboration, suggesting opportunities for more interdisciplinary research. This study provides a detailed overview of the current research landscape and highlights areas for future investigation to enhance the understanding and practice of cultural adaptation in global marketing.

The Impact of Digital User Experience on Brand Perception and Consumer Loyalty in the E-Commerce Industry in Indonesia Susilawati, Agnes Dwita; Wahyudi, Farid; Putra, Wira Pramana; Supriyanto, Wawan; Limpo, Lita
The Eastasouth Journal of Information System and Computer Science Vol. 1 No. 03 (2024): The Eastasouth Journal of Information System and Computer Science (ESISCS)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esiscs.v1i03.244

This research investigates the impact of digital user experience (DUE) on brand perception and consumer loyalty within the burgeoning e-commerce industry in Indonesia. Through a quantitative analysis involving 150 e-commerce users, the study examines the relationships between DUE, brand perception (BP), and consumer loyalty (CL) using structural equation modeling (SEM) with Partial Least Squares (PLS) 3.0. The findings highlight the significant positive associations between DUE and both BP and CL, emphasizing the crucial role of user-centric digital platforms in shaping consumer behavior and fostering brand loyalty. Furthermore, the study elucidates the mediating role of BP in the relationship between DUE and CL, underscoring the importance of cultivating favorable brand perceptions to enhance consumer loyalty. These insights offer valuable implications for e-commerce businesses seeking to optimize their digital strategies and cultivate enduring customer relationships in the dynamic Indonesian market landscape.

Determinan proses keputusan pembelian online di kalangan konsumen Muslim pengguna Shopee: Kepercayaan sebagai variabel mediasi Muliadi, Selamat; Arthawati, Sri Ndaru; Oktavera, Rini; Gustiawan, Willson; Putra, Wira Pramana
Jurnal Manajemen Maranatha Vol 23 No 2 (2024): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v23i2.8719

Every e-commerce company must be keen to see the opportunity to grow and effectively develop new innovations in the face of such fierce competition in order to keep customers from moving and to continue doing business with the company. One strategy to grow the current buying and selling industry quickly is to sell products online on social media and e-commerce platforms. This study aims to analyze and examine the factor influencing of Big Ramadan Sale, service quality, and online customer review on online purchase decision process with the trust as a mediating variable in Shopee application users. The quantitative and regression analysis were used as the research method in this study. The sample was obtained using a purposive sampling method and 110 respondents as a sample source was distribution online questionnaires via WhatsApp to Shopee users in East Lombok. The data analyzed with Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of this study indicate that the Big Ramadan Sale, online customer review, and trust significantly influence on online purchase decision process, while service quality does not significantly affect on online purchase decision process in Shopee users. The trust is able to full mediation the influence of service quality and online customer review on online purchase decision process, while the trust is unable to mediation the influence of Big Ramadan Sale on online purchase decision process in Shopee users. The finding of study can be a reference for future researchers who will study similar problems related to the determining factors of the online purchasing decision process in marketplaces in Indonesia. It is hoped that the results of this research can help companies maintain transaction security and provide reviews that can strengthen consumer trust so that the online shopping decision process continues to improve.

Analysis of the Impact of Digital Technology on MSME Business Growth in Bandung City: Case Study on the Use of E-commerce, Digital Marketing, and Online Management System Putra, Wira Pramana; Hayati, Feb Amni; Andriani, Jeni; Putra, Irsan Herlandi
West Science Journal Economic and Entrepreneurship Vol. 1 No. 12 (2023): West Science Journal Economic and Entrepreneurship
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsjee.v1i12.444

This study looks into how digital technology has affected the expansion of MSMEs (micro, small, and medium-sized enterprises) in Bandung City. It focuses on online management systems, digital marketing tactics, and e-commerce. A thorough study of 150 MSMEs across a range of industries yielded rich information about their demographic makeup and level of digital technology usage. Regression analysis and structural equation modeling (SEM) were used to evaluate the associations between factors related to digital technology and metrics related to business growth. Because of the measurement model's strong validity and reliability, further studies could be conducted with confidence. Actionable insights for businesses and policymakers were provided by the results, which showed strong positive connections between E-commerce adoption, Digital Marketing, and business success. The significance of E-commerce, Digital Marketing, and Product Innovation in propelling MSME growth was shown by the regression analysis. The results give useful implications for MSMEs in Bandung City and add to the current conversation on digital transformation.

Analisis Pengaruh Word of Mouth, Social Media Activities, dan Citra Merek Terhadap Minat Beli Konsumen Mixue di Jabodetabek Hasibuan, Faisal Umardani; Syamsulbahri, Syamsulbahri; Putra, Wira Pramana; Yusniar, Yusniar
Jurnal Bisnis dan Manajemen West Science Vol 3 No 01 (2024): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v3i01.978

Penelitian ini mempelajari dinamika perilaku konsumen di wilayah Jabodetabek, dengan fokus pada pengaruh Word of Mouth (WOM), Social Media Activities, dan Brand Image terhadap minat beli konsumen Mixue. Menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 235 responden, penelitian ini menggunakan Structural Equation Modeling dengan Partial Least Squares (SEM-PLS) untuk analisis data. Hasilnya menggarisbawahi hubungan positif yang signifikan antara WOM, Aktivitas Media Sosial, dan Citra Merek dengan minat beli konsumen. Model pengukuran menunjukkan keandalan dan validitas yang tinggi, dan model struktural selaras dengan data. Temuan ini memberikan wawasan yang berharga ke dalam lanskap pengambilan keputusan konsumen di pasar minuman Jabodetabek.

PELATIHAN STRATEGI PEMASARAN BERBASIS CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Farhani, Hilma; Dirgantara, Muhammad Arya; Putra, Wira Pramana; Rini, Intan Puspita; Imanirubiarko, Sabda; Arifiansyah, Rully
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 6 No. 1 (2025): Volume 6 No. 1 Tahun 2025
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v6i1.40294

Pentingnya Customer Relationship Management (CRM) dalam meningkatkan daya saing pelaku usaha, khususnya UMKM, menjadi latar belakang kegiatan pelatihan ini. Melalui pendekatan partisipatif, pelatihan dilaksanakan secara daring dengan peserta dari berbagai latar belakang. Pelatihan mencakup penyampaian teori dasar, diskusi interaktif, dan studi kasus yang relevan. Hasil kegiatan menunjukkan peningkatan pemahaman peserta, yang ditunjukkan melalui peningkatan skor post-test dari 55% menjadi 85%. Pelatihan ini tidak hanya memberikan wawasan teoritis tetapi juga solusi praktis untuk mengatasi tantangan implementasi CRM, seperti keterbatasan teknologi. Kegiatan ini berkontribusi dalam membekali peserta dengan pengetahuan yang lebih baik untuk meningkatkan daya saing usaha mereka di era digital. Kesimpulan menunjukkan bahwa penguatan kapasitas di bidang CRM dapat mendukung pertumbuhan bisnis peserta sekaligus memberikan dampak positif bagi ekonomi lokal.

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