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All Journal Syntax Literate: Jurnal Ilmiah Indonesia IJEBD (International Journal Of Entrepreneurship And Business Development) Jurnal Mantik Jurnal Pengabdian Al-Ikhlas Jurnal Ilmiah Edunomika (JIE) Journal of Economics and Business UBS International Journal of Business, Economics, and Social Development Devotion: Journal of Research and Community Service Journal Of World Science Journal of Education Sciences (Edusci) Jurnal Pintar Pengabdian dan Pemberdayaan Masyarakat
Curatman, Aang
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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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

Abstract

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.
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

Abstract

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

Abstract

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

Abstract

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

Abstract

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 Customer Engagement and Corporate Reputation on Customer Loyality through Customer Satisfaction as a Mediating Variable Adisaputra, Nurwakhid; Meiza, M. Andra; Curatman, Aang; Ayuningtyas, Farah Noor
International Journal of Business, Economics, and Social Development Vol. 6 No. 4 (2025): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i4.1005

Abstract

In the era of increasingly competitive e-commerce competition, customer loyalty is one of the main keys in maintaining business continuity. The phenomenon of low e-commerce user loyalty, as seen in a survey that shows 42% of users switch platforms for reasons of product availability, is a big challenge for industry players. This study aims to analyze the effect of customer engagement and corporate reputation on customer loyalty with customer satisfaction as a mediating variable, for Shopee e-commerce users in Indonesia.This study uses a quantitative approach with a survey method of 215 active Shopee user respondents. The data analysis technique used is Structural Equation Modeling (SEM) based on SmartPLS. The results showed that customer engagement and corporate reputation have a significant effect on customer loyalty, both directly and indirectly through customer satisfaction. Customer satisfaction proved to be a significant mediating variable in the relationship between customer engagement and corporate reputation on customer loyalty. These findings underscore the importance of an integrated strategy in increasing customer engagement, building a positive corporate reputation, and creating a satisfying customer experience to form sustainable loyalty
The Role of Brand Equity Mediates The Influence of Endorser Credibility and Brand Experience on Wardah Product Purchase Intention Mustofa, Mustofa; Irfansyah, Putra; Rifky, Rifky; Curatman, Aang
Devotion : Journal of Research and Community Service Vol. 5 No. 8 (2024): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v5i8.780

Abstract

This study is to find out the role of Brand Equity in mediating the influence of Credibility Endorser and Brand Experience on Purchase Intention of wardah products. A study found that endorsers who are considered knowledgeable, reliable, and physically attractive are considered credible. They generate a positive attitude towards the endorsed brand and increase Purchase Intention. The data source used in this study is primary data. Primary data collection was carried out by distributing questionnaires to users of Wardah skincare products in Cirebon City to find out their behavior in making purchases through Google Form. A sample of 150 respondents was used for analysis. data analysis using SmartPLS SEM. Based on the data analysis that has been carried out, Brand Experience and Brand Equity have a positive and significant effect on Purchase Intention, Credibility Endorser has a positive but not significant effect on Brand Equity, and Brand Equity has a positive and significant effect on Purchase Intention, Brand Equity acts as a mediator of the influence of Credibility Endoser and Brand Experience on Purchase Intention. Purchase Intention will be better if Credibility Endorser and Brand Experience are mediated by Brand Equity, meaning that in an effort to increase Purchase Intention, Brand Experience needs to be improved without forgetting Brand Equity which is a mediating variable.
Increasing Business Effectiveness Through The Implementation Of An Integrated Digital Marketing Strategy Sayudin, Sayudin; Kartono, Kartono; Curatman, Aang
Journal of World Science Vol. 2 No. 11 (2023): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v2i11.478

Abstract

Information technology's evolution urges global businesses to adapt to the digital era, instigating changes in technology, customer interactions, and product/service marketing. Digital marketing strategies, particularly integrated ones involving social media, search engines, and paid campaigns, are crucial for sustained business success. This research explores how companies can boost performance through integrated digital marketing, emphasizing the correlation with increased brand awareness, market penetration, and customer loyalty. In response to the digital era's paradigm shift, where customers are highly connected online, the study investigates the integration of digital marketing elements (social media, SEO, PPC campaigns) to enhance overall business effectiveness. Employing literature analysis, case studies, and surveys with a quantitative approach, the research assesses the impact of these strategies on brand awareness, market penetration, and customer loyalty. Findings indicate a positive contribution to business growth through integrated digital marketing. Companies adept at optimizing digital channels through an integrated plan are poised for greater success in achieving marketing goals. The research concludes that an integrated digital marketing strategy is pivotal in enhancing business effectiveness in the digital age, offering valuable insights for practitioners, marketing managers, and researchers navigating intense digital competition towards larger business goals.
The Role of Whatsapp Business in Increasing Consumer Engagement by Implementing Dewa Eka Prayoga Marketing Techniques Sayudin, Sayudin; Kartono, Kartono; Curatman, Aang
Journal of World Science Vol. 3 No. 10 (2024): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v3i10.654

Abstract

WhatsApp Business has become a crucial communication tool for many businesses, enabling direct and efficient customer interactions. This study uses Riviera Publishing as a case study to analyze the role of WhatsApp Business in driving engagement, satisfaction, and loyalty to increase customer numbers. Specifically, it examines how Riviera Publishing utilizes WhatsApp Business, loyalty, and satisfaction strategies to impact customer growth. The research employs a quantitative method, collecting data through online surveys among active Riviera Publishing customers who use WhatsApp Business. A simple random sample was selected from the customer population, and structured questionnaires were used to gather data on customer experiences with WhatsApp Business. Data were analyzed using descriptive statistics and regression techniques. The results indicate that WhatsApp Business engagement significantly enhances customer numbers through more responsive and personalized interactions, boosting customer satisfaction with Riviera Publishing’s services and reinforcing loyalty. Additionally, the use of WhatsApp Business contributes to customer growth through more effective marketing strategies and a broader reach. This study concludes that WhatsApp Business is not merely a communication tool but also an effective strategy for building closer customer relationships, which is essential for business growth and success. The practical implications of the research include the development of advanced digital marketing strategies and enhancing customer service based on direct and responsive interactions via the WhatsApp Business platform.
The Role of Online Customer Reviews and Brand Equity in Shaping Purchase Decisions: A Comprehensive Exploration of Purchase Intention as a Mediator Imaniar, Ghina; Ramdhansyah, Muhamad; Curatman, Aang; Rahmadi, Rahmadi
Journal of Economics and Business UBS Vol. 14 No. 3 (2025): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v14i3.2715

Abstract

Companies are required to compete fiercely to create and maintain consumer desires, because consumers continue to look for new things in the products and services they consume. The purpose of this study was to determine the role of online customer reviews and brand equity on purchasing decisions mediated by purchase intention. This study uses quantitative data analysis methods using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS 3.0 software. Primary data was collected by distributing questionnaires to 160 consumers of the Erigo brand. Online customer reviews were found to have a positive impact on consumer purchase intentions, but did not directly influence purchase decisions. Instead, brand equity emerged as an important factor, which positively influenced purchase intentions and decisions. Furthermore, this study underscores the mediating role of purchase intention in bridging the effects of online customer reviews and brand equity on actual purchase decision behavior.
Co-Authors Adisaputra, Nurwakhid Ariani, Savitri Ayuningtyas, Farah Noor Budiyanto Budiyanto Edy Hartono Elin Herlina, Elin Imaniar, Ghina Irfansyah, Putra Kartono , Khoerunnisa, Bentang Mardhotillah, Safira Hanief Meiza, M. Andra Mustofa Mustofa Rahmadi Rahmadi Ramdhansyah, Muhamad Rifky, Rifky Rihhadatul’aisy, Salsabila Rosyid, Widiakikianti Salsabillah, Tazkiya Sayudin, Sayudin Wiradinata, Rochanda Wiraning Furi, Nurul Senja