Articles
<![CDATA[PEMANFAATAN GOOGLE MY BUSINESS SEBAGAI MEDIA PEMASARAN DIGITAL DI WALAGRI FOOD CIREBON ]]>
<![CDATA[Curatman, Aang]]>;
<![CDATA[Hartono, Edy]]>
<![CDATA[ JURNAL PENGABDIAN AL-IKHLAS UNIVERSITAS ISLAM KALIMANTAN MUHAMMAD ARSYAD AL BANJARY Vol 10, No 2 (2024): AL-IKHLAS JURNAL PENGABDIAN ]]>
Publisher : <![CDATA[Universitas Islam kalimantan MAB ]]>
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DOI: 10.31602/jpaiuniska.v10i2.9218
<![CDATA[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.]]>
<![CDATA[Marketing Strategy for Football Schools in the City of Cirebon (Case Study of Cirebon United Football School) ]]>
<![CDATA[Cahyadinata, Joseph Ferdinand]]>;
<![CDATA[Antomi, Agus]]>;
<![CDATA[Curatman, Aang]]>
<![CDATA[ Interdiciplinary Journal and Hummanity (INJURITY) Vol. 3 No. 3 (2024): INJURITY: Journal of Interdisciplinary Studies. ]]>
Publisher : <![CDATA[Pusat Publikasi Nusantara ]]>
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DOI: 10.58631/injurity.v3i3.187
<![CDATA[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.]]>
<![CDATA[Content Marketing Strategy in Increasing Footabll School Students Interaction through Social Media ]]>
<![CDATA[Aulia, Ahmad Zaki]]>;
<![CDATA[Pramudya, Nugraha]]>;
<![CDATA[Curatman, Aang]]>
<![CDATA[ Interdiciplinary Journal and Hummanity (INJURITY) Vol. 3 No. 4 (2024): INJURITY: Journal of Interdisciplinary Studies. ]]>
Publisher : <![CDATA[Pusat Publikasi Nusantara ]]>
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DOI: 10.58631/injurity.v3i4.200
<![CDATA[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.]]>
<![CDATA[The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation ]]>
<![CDATA[Salsabillah, Tazkiya]]>;
<![CDATA[Ariani, Savitri]]>;
<![CDATA[Curatman, Aang]]>;
<![CDATA[Ayuningtyas, Farah Noor]]>
<![CDATA[ International Journal of Business, Economics, and Social Development Vol 6, No 3 (2025) ]]>
Publisher : <![CDATA[Research Collaboration Community (RCC) ]]>
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DOI: 10.46336/ijbesd.v6i3.967
<![CDATA[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.]]>
<![CDATA[Implementation of Bruner’s Representation Approach in Financial and Accounting Learning ]]>
<![CDATA[Wiraning Furi, Nurul Senja]]>;
<![CDATA[Wiradinata, Rochanda]]>;
<![CDATA[Curatman, Aang]]>
<![CDATA[ Jurnal Edusci Vol 2 No 6 (2025): Vol 2 No 6 July 2025 ]]>
Publisher : <![CDATA[Annpublisher ]]>
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DOI: 10.62885/edusci.v2i6.788
<![CDATA[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]]>
<![CDATA[Antecedents of Smartphone Purchase Intention ]]>
<![CDATA[Mardhotillah, Safira Hanief]]>;
<![CDATA[Khoerunnisa, Bentang]]>;
<![CDATA[Curatman, Aang]]>
<![CDATA[ IJEBD (International Journal of Entrepreneurship and Business Development) Vol 8 No 3 (2025): May 2025 ]]>
Publisher : <![CDATA[LPPM of NAROTAMA UNIVERSITY ]]>
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DOI: 10.29138/ijebd.v8i3.3250
<![CDATA[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]]>
<![CDATA[The influence of influencer marketing and e-wom on purchasing decisions with purchase intention as an intervening variable ]]>
<![CDATA[Herlina, Elin]]>;
<![CDATA[Rosyid, Widiakikianti]]>;
<![CDATA[Curatman, Aang]]>
<![CDATA[ Jurnal Mantik Vol. 9 No. 1 (2025): May: Manajemen, Teknologi Informatika dan Komunikasi (Mantik) ]]>
Publisher : <![CDATA[Institute of Computer Science (IOCS) ]]>
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DOI: 10.35335/mantik.v8i5.6356
<![CDATA[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]]>
<![CDATA[The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation ]]>
<![CDATA[Salsabillah, Tazkiya]]>;
<![CDATA[Ariani, Savitri]]>;
<![CDATA[Curatman, Aang]]>;
<![CDATA[Ayuningtyas, Farah Noor]]>
<![CDATA[ International Journal of Business, Economics, and Social Development Vol. 6 No. 3 (2025) ]]>
Publisher : <![CDATA[Rescollacom (Research Collaborations Community) ]]>
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DOI: 10.46336/ijbesd.v6i3.967
<![CDATA[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.]]>
<![CDATA[The Effect Customer Engagement and Corporate Reputation on Customer Loyality through Customer Satisfaction as a Mediating Variable ]]>
<![CDATA[Adisaputra, Nurwakhid]]>;
<![CDATA[Meiza, M. Andra]]>;
<![CDATA[Curatman, Aang]]>;
<![CDATA[Ayuningtyas, Farah Noor]]>
<![CDATA[ International Journal of Business, Economics, and Social Development Vol. 6 No. 4 (2025): International Journal of Business, Economics, and Social Development (IJBESD) ]]>
Publisher : <![CDATA[Rescollacom (Research Collaborations Community) ]]>
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DOI: 10.46336/ijbesd.v6i4.1005
<![CDATA[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]]>
<![CDATA[The Role of Brand Equity Mediates The Influence of Endorser Credibility and Brand Experience on Wardah Product Purchase Intention ]]>
<![CDATA[Mustofa, Mustofa]]>;
<![CDATA[Irfansyah, Putra]]>;
<![CDATA[Rifky, Rifky]]>;
<![CDATA[Curatman, Aang]]>
<![CDATA[ Devotion : Journal of Research and Community Service Vol. 5 No. 8 (2024): Devotion: Journal of Community Research ]]>
Publisher : <![CDATA[Green Publisher Indonesia ]]>
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DOI: 10.59188/devotion.v5i8.780
<![CDATA[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.]]>
