Garuda - Garba Rujukan Digital

PEMANFAATAN GOOGLE MY BUSINESS SEBAGAI MEDIA PEMASARAN DIGITAL DI WALAGRI FOOD CIREBON Curatman, Aang; Hartono, Edy
JURNAL PENGABDIAN AL-IKHLAS UNIVERSITAS ISLAM KALIMANTAN MUHAMMAD ARSYAD AL BANJARY Vol 10, No 2 (2024): AL-IKHLAS JURNAL PENGABDIAN
Publisher : Universitas Islam kalimantan MAB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/jpaiuniska.v10i2.9218

Usaha Mikro Kecil dan Menengah (UMKM) memiliki peranan yang sangat penting dan strategis pada pembangunan ekonomi Indonesia. Namun UMKM memiliki beberapa permasalahan diantaranya yaitu masih rendahnya kinerja pemasaran. Hal ini juga terjadi pada Walagri Food Cirebon. Salah satu cara yang bisa dilakukan oleh UMKM untuk meningkatan penjualan dan perluasan pangsa pasarnya bisa dilakukan melalui pemasaran digital. Pemasaran digital dapat dijadikan strategi alternatif dalam kegiatan pemasaran agar memudahkan pelaku UMKM dalam memantau dan menyediakan kebutuhan serta keinginan calon pelanggan, sedangkan untuk calon pelanggan dapat digunakan sebagai media yang memudahkan dalam pencarian informasi suatu produk. Tujuan pengabdian masyarakat ini yaitu untuk memberikan pengetahuan dan pemahaman pemasaran digital dengan menggunakan Google my Business kepada Walagri Food Cirebon dalam kegiatan pemasarannya. Metode yang digunakan pada kegiatan ini yaitu pelatihan dan pendampingan. Pelatihan dan pendampingan tersebut dibagi menjadi beberapa tahap yaitu: perencanaan, pelaksanaan, pendampingan, monitoring, dan evaluasi. Hasil dari kegiatan ini yaitu mitra telah memiliki akun Google my Business yang digunakan untuk pemasaran digital serta mitra dapat memiliki kemampuan dalam mengoperasikan aplikasi Google my Business tersebut. Setelah mitra memahami penggunaan Google my Business, diharapkan dapat meningkatkan penjualannya.

Marketing Strategy for Football Schools in the City of Cirebon (Case Study of Cirebon United Football School) Cahyadinata, Joseph Ferdinand; Antomi, Agus; Curatman, Aang
INJURITY: Journal of Interdisciplinary Studies Vol. 3 No. 3 (2024): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v3i3.187

Football is one of the most popular sports in the world, including in Indonesia. The purpose of this study is to explore and analyze the marketing strategies implemented by the Cirebon United Football School. This research uses a qualitative approach with a case study method. Data collection techniques in this study are literature studies and interviews. The data that has been collected is then analyzed through three stages starting from data reduction, data presentation and conclusions. The results showed that football schools in Cirebon City have implemented various marketing strategies including promotional strategies, pricing strategies, product strategies, and distribution strategies. However, the effectiveness of the marketing strategy still needs to be improved. Football schools need to improve the quality of products and services, the quality of human resources, and the quality of management to improve the effectiveness of marketing strategies.

Content Marketing Strategy in Increasing Footabll School Students Interaction through Social Media Aulia, Ahmad Zaki; Pramudya, Nugraha; Curatman, Aang
INJURITY: Journal of Interdisciplinary Studies Vol. 3 No. 4 (2024): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v3i4.200

Football School (SSB) is a place for students to learn and develop their football talents. In this digital era, social media has become an effective platform to reach and attract the interest of new and existing students to join SSB. The aim of this research is to analyze effective content marketing strategies in increasing SSB student interaction on social media. This research uses a qualitative research method with a case study approach. Data collection techniques in this research are observation, interviews and document analysis. The data that has been collected is then analyzed in three stages, namely data reduction, data presentation and drawing conclusions. The research results show that an effective content marketing strategy can increase SSB student interaction on social media. This can help SSB to attract new students and increase the loyalty of old students. SSB needs to create interesting, informative and interactive content to encourage students to engage and participate in SSB activities.

The Role of Customer Brand Engagement in Mediating the Effect of Brand Expressiveness and Brand Community Identification on Brand Loyalty Damayanti, Firda Alvi; Bayu Wicaksono, Dimas; Rivaldi Shadam, Muhammad; Curatman, Aang
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 1 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5066

This study aims to determine the role of Customer Brand Engagement in mediating the effect of Brand Expressiveness and Brand Community Identification on Brand Loyalty. The research used a quantitative research method by distributing questionnaires to 180 consumers in Cirebon City who used an iPhone smartphone. The quantitative data was analyzed using validity tests, reliability tests, R-square tests (R²), and hypothesis tests processed using SEM with Smart PLS 4.0 tool. The results of this study indicate that Brand Expressiveness does not have a positive and significant effect on Customer Brand Engagement. Brand Community Identification has a positive and significant effect on Customer Brand Engagement. Brand Expressiveness has a positive and significant effect on Brand Loyalty. Brand Community Identification has a positive and significant effect on Brand Loyalty. Customer Brand Engagement does not have a positive and significant effect on Brand Loyalty. Customer Brand Engagement does not mediate the effect of Brand Expressiveness on Brand Loyalty. Customer Brand Engagement also does not mediate the effect of Brand Community Identification on Brand Loyalty.

The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation Salsabillah, Tazkiya; Ariani, Savitri; Curatman, Aang; Ayuningtyas, Farah Noor
International Journal of Business, Economics, and Social Development Vol 6, No 3 (2025)
Publisher : Research Collaboration Community (RCC)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.967

The development of the beauty industry in Indonesia is driven by the increasing use of social media and e-commerce. Emina is one of the local brands that attracts attention, especially for teenagers in considering purchasing beauty products. This study aims to analyze the effect of message source credibility and discount framing on purchase intention of Emina products, with brand image as a mediating variable. A quantitative approach was used through an online survey with a total sample of 217 respondents and data analysis was carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique. The results show that message source credibiliy and discount framing have a positive and significant effect on purchase intention, both directly and indirectly through brand image as mediation.

Implementation of Bruner’s Representation Approach in Financial and Accounting Learning Wiraning Furi, Nurul Senja; Wiradinata, Rochanda; Curatman, Aang
Jurnal Edusci Vol 2 No 6 (2025): Vol 2 No 6 July 2025
Publisher : Annpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/edusci.v2i6.788

Background. Financial literacy is a fundamental aspect of making smart economic decisions. In an era of increasing global economic complexity, a thorough understanding of fundamental financial and accounting principles is crucial for individuals to manage assets effectively and maximize profits. Aims. Analyze Bruner's cognitive learning theory from relevant literature studies and describe the implications of Bruner's cognitive learning theory in financial and accounting learning models. Methods. This study employs a qualitative approach, integrating case studies and data analysis to examine how Bruner’s representation theory can be effectively implemented in financial literacy and accounting education. Result. Bruner's theory provides a systematic approach to learning through representational stages, comprising enactive, iconic, and symbolic representations. Applying this theory in financial literacy and accounting education enables learners to grasp financial concepts progressively, thereby enhancing conceptual understanding and practical application. Conclusion. This article examines the implementation of Bruner's representations in financial and accounting education, exploring their impact on enhancing financial literacy, particularly in making more effective and sustainable economic decisions

Antecedents of Smartphone Purchase Intention Mardhotillah, Safira Hanief; Khoerunnisa, Bentang; Curatman, Aang
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 8 No 3 (2025): May 2025
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v8i3.3250

Purpose: The objective of this study is to examine and explain (1) how brand image affects purchase intention and (2) how brand image affects customer satisfaction. (3) how purchase intention is impacted by customer satisfaction; (4) how purchase intention is impacted by online customer reviews (5) Customer satisfaction acts as a mediator in the link between purchase intention and brand image. Design/methodology/approach: A quantitative method was utilized for data collection via the distribution of surveys. The sample size for the study was established based on the guidelines provided by Hair et al. (7x25) method for sampling, which involved the selection of 175 respondents. The selection of respondents was guided by criteria pertinent to the study's objectives. The study employed a 5 Likert scale to assess respondents' perceptions and responses to the proposed statements, thereby providing a quantitative metric for the study's outcomes. Findings: A quantitative method was utilized for data collection via the distribution of surveys. The sample size for the study was established based on the guidelines provided by Hair et al. (7x25) method for sampling, which involved the selection of 175 respondents. The selection of respondents was guided by criteria pertinent to the study's objectives. The study employed a 5 Likert scale to assess respondents' perceptions and responses to the proposed statements, thereby providing a quantitative metric for the study's outcomes. Research limitations/implications: The present study is subject to certain limitations, including its exclusive focus on data from the Cirebon Regency and City. Practical implications: Structural Equation Modeling (SEM) using Smart Partial Least Squares (Smart PLS) software was used to do a testing study. Originality/value: This paper is. Paper type: Research paper

The influence of influencer marketing and e-wom on purchasing decisions with purchase intention as an intervening variable Herlina, Elin; Rosyid, Widiakikianti; Curatman, Aang
Jurnal Mantik Vol. 9 No. 1 (2025): May: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v8i5.6356

In the digital era, advances in information technology have changed the way consumers seek information before making purchasing decisions. By using purchase intention as an intervening variable, this study seeks to examine how influencer marketing and electronic word-of-mouth (E-WoM) influence purchasing decisions. This objective is based on the need to explain the psychological mechanisms that link digital marketing strategies with consumer buying behavior, as well as answer the differences in previous research results related to the mediating role of purchase intention. This research uses a survey method combined with a quantitative approach. Customers who had experienced influencer marketing and product-related E-WoM were given questionnaires to fill out in order to collect data. To test the relationship between variables, the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that customer purchase intention is significantly influenced by E-WoM. Purchase intention also has no mediating effect on the relationship between influencer marketing and purchase decision. This study and previous research suggest that there is a different role of purchase intention as a mediator in the purchase decision process. For marketing professionals, these findings underscore the importance of effective influencer marketing and E-WoM management strategies to enhance consumer purchase intention and purchase decisions. Selecting influencers who are credible and relevant to the product and encouraging positive reviews from consumers are recommended to improve marketing

The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation Salsabillah, Tazkiya; Ariani, Savitri; Curatman, Aang; Ayuningtyas, Farah Noor
International Journal of Business, Economics, and Social Development Vol. 6 No. 3 (2025)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.967

The development of the beauty industry in Indonesia is driven by the increasing use of social media and e-commerce. Emina is one of the local brands that attracts attention, especially for teenagers in considering purchasing beauty products. This study aims to analyze the effect of message source credibility and discount framing on purchase intention of Emina products, with brand image as a mediating variable. A quantitative approach was used through an online survey with a total sample of 217 respondents and data analysis was carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique. The results show that message source credibiliy and discount framing have a positive and significant effect on purchase intention, both directly and indirectly through brand image as mediation.

Social Media Marketing and Electronic Word of Mouth at Coffee Shop: The Mediating Role of Brand Image on Purchasing Decisions Hidayat, M Samsul; Ramadhan, Rayhan Abi; Curatman, Aang
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.6963

The aim of this study is to examine the impact of social media marketing (SMM) and electronic word of mouth (e-WOM) on purchasing decisions for Baraja Coffee Indonesia, with brand image serving as a mediating variable. The type of research used is associative research with a quantitative approach and data were collected by using questionnaires through Google Forms to consumers of Baraja Coffee Indonesia. A total of 210 respondents were selected using the accidental sampling method, based on who was available at Baraja Coffee Indonesia during the study. Data analysis was performed through Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS program. The findings of this study indicate that social media marketing and electronic word of mouth have a positive and significant influence on brand image. In addition, social media marketing shows a positive and significant influence on purchasing decisions, while electronic word of mouth has no effect on purchasing decisions. Furthermore, brand image is proven to have a positive and significant influence on purchasing decisions. Other findings show that brand image acts as a mediating influence of social media marketing and electronic word of mouth on purchasing decisions.

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