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All Journal Jurnal Dimamu Jurnal Maps (Manajemen Perbankan Syariah)
Sinaga, Johnson
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Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Education Other

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Mitigasi Dampak Negatif Sosial Media terhadap Penjualan Suatu Produk Pujianto, Anang Bambang; Sarifiyono, Aggi Panigoro; Purnama, Susan; Sinaga, Johnson
Jurnal Dimamu Vol. 4 No. 3 (2025)
Publisher : Ma'soem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/dimamu.v4i3.1485

Abstract

The development of social media has had a significant impact on product marketing and sales. While social media provides opportunities for companies to increase brand exposure and expand market reach, it also serves as a source of negative information that can damage brand image and reduce sales performance. This study aims to analyze mitigation strategies for addressing the negative effects of social media on product sales. A quantitative approach was employed using a survey of 100 respondents, analyzed with multiple linear regression. The results show that negative social media exposure decreases sales by 1.85%, whereas mitigation strategies increase sales by 2.14%. The coefficient of determination (R²) of 0.72 indicates that 72% of the variation in sales changes can be explained by negative social media effects and mitigation strategies. Furthermore, t-tests and F-tests confirm that both variables have a significant impact on sales performance. These findings demonstrate that structured mitigation strategies are effective in helping companies counter the negative impact of social media and maintain sales stability.
Pendekatan Syariah dalam Inovasi Pemasaran Produk Halal untuk Meningkatkan Loyalitas Pelanggan Pujianto, Anang Bambang; Sarifiyono, Aggi Panigoro; Purnama, Susan; Sinaga, Johnson
Jurnal Maps (Manajemen Perbankan Syariah) Vol. 9 No. 1 (2025)
Publisher : Masoem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/maps.v9i1.1527

Abstract

The rapid growth of the halal market and the increasing awareness of Muslim consumers towards products that comply with sharia principles make innovation in halal marketing a strategic issue. The urgency of this research lies in the need to answer the challenges of the halal industry in combining marketing innovation with a sharia approach to increase customer loyalty. This study aims to analyze the effect of sharia-based halal product marketing innovation on customer loyalty, as well as identify the main factors that influence consumer engagement. The method used is quantitative with a survey approach. A sample of 171 respondents was obtained through purposive sampling technique, with a measuring instrument in the form of a 5-point Likert scale questionnaire. Data were analyzed using multiple linear regression and Structural Equation Modeling (SEM) to test the causal relationship between variables. The results of the analysis show that all indicators in the questionnaire are valid (r> 0.739) and reliable (Cronbach's Alpha = 0.9789). The regression model shows an R² value of 0.9336, which means that 93.36% of the variation in customer loyalty can be explained by sharia-based halal marketing innovation. SEM confirms the significant influence of halal product innovation on loyalty (path coefficient = 0.52; p = 0.001) and sharia approach on loyalty (path coefficient = 0.47; p = 0.001). Theoretically, this study strengthens Dick and Basu's (1994) concept regarding value-based loyalty and extends Teece's (2007) application of marketing innovation in the halal context. Practically, the results of this study provide guidance for halal business actors to integrate sharia values ??such as honesty, transparency, and ethics in marketing innovation in order to build long-term loyalty. The novelty of this study lies in the combination of sharia approach and marketing innovation in one empirical model that is statistically tested in the context of the Indonesian halal market
Co-Authors Aggi Panigoro Sarifiyono Pujianto, Anang Bambang Purnama, Susan