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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Economic Education and Entrepreneurship Studies Indonesian Journal of Economic & Management Sciences (IJEMS) International Journal of Contemporary Sciences (IJCS)
Noorjaya Nahan
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Effectiveness of Social Media Marketing in Building Brand Awareness for Startups Ina Karuehni; Peridawaty; Noorjaya Nahan; Rita Yuanita Toendan; Hansly Tunjang
Journal of Economic Education and Entrepreneurship Studies Vol. 5 No. 4 (2024): VOL. 5, NO. 4 (2024): JE3S, DESEMBER 2024
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v5i4.4582

Abstract

This study aims to analyze the effect of social media as a marketing tool on brand awareness in startups. Using quantitative methods, this study collected data through questionnaires distributed to consumers who interacted with startups on social media platforms. Multiple linear regression analysis was used to evaluate the influence of frequency of social media use, content type, interaction with consumers, and duration of use on brand awareness. The results showed that all independent variables had a positive and significant influence, with creative content type as the most influential factor. The study found that consistency in the frequency of social media use and active interaction with consumers also contributed significantly to increased brand recognition. Although the duration of social media use showed a positive influence, there were 30.8% of other variables not identified in this study, such as word-of-mouth and offline marketing strategies. These findings emphasize the importance for startups to utilize social media effectively in building brand awareness, while considering other factors that can affect brand recognition.
The Effect of Product Quality on Repurchase Intention Mediated by Word of Mouth Variable in Traditional Dayak Cuisine Restaurants in Palangka Raya City Susanto, Rizky Bagus; Lelo Sintani; Noorjaya Nahan; Luluk Tri Harinie
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 6 No. 6 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v6i6.5936

Abstract

This study explore the effect of Product Quality on Repurchase Intention, mediated by Word of Mouth, in traditional Dayak cuisine restaurants in Palangka Raya City. The research aims to analyze how product quality influences customer satisfaction and the likelihood of repeat visits. Employing a quantitative descriptive method, data was collected from customers of Kedai Om Nun and Rumah Makan Samba using a structured questionnaire. The findings reveal that product quality significantly affects repurchase intention, both directly and indirectly through word of mouth. High-quality products lead to positive consumer experiences, fostering word-of-mouth promotion that encourages repeat purchases. These results suggest that maintaining product quality is essential for enhancing customer loyalty and satisfaction in the culinary sector.
The Influence of Service Quality on Loyalty Through Satisfaction at The Elizabeth Store in Palangka Raya Rita Yuanita Toendan; Noorjaya Nahan
Indonesian Journal of Economic & Management Sciences Vol. 1 No. 6 (2023): December 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijems.v1i6.8126

Abstract

Research in the field of marketing with the aim of this research is to measure and analyze the influence of service quality on customer loyalty at Elizabeth Store Palangka Raya. Measuring and analyzing the influence of satisfaction on loyalty at Elizabeth Store Palangka Raya. Measuring and analyzing the influence of service quality on satisfaction by analyzing the influence of service quality on loyalty through satisfaction. The population in this study were 150 consumers who shopped at the Elizabeth Store in Palangka Raya City. Primary and secondary data sources, data collection methods using observation, and distributing questionnaires. The analytical tool used in this research is Smart-PLS Version 3.0. The results of this research show that service quality has a positive and significant effect on loyalty. Consumer satisfaction has a positive and significant effect on loyalty. Service quality has a positive and significant effect on satisfaction. Service Quality on loyalty through Satisfaction has a positive and significant effect. The implications of the results show that service quality is important in increasing consumer satisfaction so that they trust the store as shown by loyalty
The Role of Service Quality and Digital Promotion on Customer Loyalty Café Meine Welt Palangka Raya, Central Kalimantan Noorjaya Nahan; Abdi, Muhamad Ruzaini
International Journal of Contemporary Sciences (IJCS) Vol. 1 No. 8 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijcs.v1i8.10532

Abstract

Research in the field of Marketing focuses on Service Marketing and applying digital marketing to increase Customer Loyalty. This research is based on the Dynamic Capability theory which indicates that a business unit to be able to survive must be evaluated and make business strategies that are relevant to the dynamics of business change. The research was conducted at the Café Meine Weltz in Palangka Raya City with 150 consumers as a benchmark and analyzed using the SPSS 22 statistical program. The results prove that the important role of service quality and knowledge sharing is to increase customer loyalty, which is 79.3%. The implications of the results can be a reference for Café Meine Weltz business actors, and can become a global reference for business actors at cafés in the city of Palangka Raya. Future research can adopt research indicators to increase market orientation in the culinary business
The Effect of Product Quality on Repurchase Intention Mediated by Word of Mouth Variable in Traditional Dayak Cuisine Restaurants in Palangka Raya City Susanto, Rizky Bagus; Lelo Sintani; Noorjaya Nahan; Luluk Tri Harinie
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 6 No. 6 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v6i6.5936

Abstract

This study explore the effect of Product Quality on Repurchase Intention, mediated by Word of Mouth, in traditional Dayak cuisine restaurants in Palangka Raya City. The research aims to analyze how product quality influences customer satisfaction and the likelihood of repeat visits. Employing a quantitative descriptive method, data was collected from customers of Kedai Om Nun and Rumah Makan Samba using a structured questionnaire. The findings reveal that product quality significantly affects repurchase intention, both directly and indirectly through word of mouth. High-quality products lead to positive consumer experiences, fostering word-of-mouth promotion that encourages repeat purchases. These results suggest that maintaining product quality is essential for enhancing customer loyalty and satisfaction in the culinary sector.
PENGARUH MEDIA SOSIAL TIKTOK DAN FOMO TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN YANG DIMEDIASI OLEH E-WOM PADA GENERASI Z DI KOTA PALANGKA RAYA Listiawati Listiawati; Noorjaya Nahan; Peridawaty Peridawaty; Aston Pakpahan
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 1 (2026): Edisi Januari - April 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i1.7310

Abstract

The development of social media has transformed consumer behavior, particularly among Generation Z, in the purchase decision-making process. TikTok social media and Fear of Missing Out (FOMO) have become influential factors driving purchase decisions through exposure to digital content and interactions among users. This study aims to analyze the influence of TikTok social media and FOMO on purchase decisions of Mie Gacoan among Generation Z in Palangka Raya City, with Electronic Word-of-Mouth (E-WOM) as a mediating variable. This research employs a quantitative approach using a survey method with 100 respondents selected through purposive sampling. Data analysis was conducted using Structural Equation Modeling based on Partial Least Squares (PLS-SEM). The results indicate that TikTok social media has a positive and significant effect on purchase decisions, both directly and indirectly through E-WOM. FOMO does not have a significant direct effect on purchase decisions but has a significant indirect effect through E-WOM. Furthermore, E-WOM is proven to have a positive and significant effect on purchase decisions. Mediation testing reveals that E-WOM acts as a partial mediator in the relationship between TikTok social media and purchase decisions, and as a full mediator in the relationship between FOMO and purchase decisions. This study concludes that E-WOM plays a crucial role in shaping purchase decisions among Generation Z.
PENGARUH KUALITAS PRODUK DAN WORD OF MOUTH (WOM) TERHADAP LOYALITAS PELANGGAN PADA OLAHAN PRODUK LOKAL KERUPUK IKAN DI DESA BARU KABUPATEN BARITO SELATAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI Misda Lifah; Luluk Tri Harinie; Meylinda Sukmani; Noorjaya Nahan
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 1 (2026): Edisi Januari - April 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i1.7444

Abstract

Indonesia memiliki beragam produk pangan tradisional yang berperan penting dalam perekonomian masyarakat, khususnya melalui UMKM di wilayah pedesaan. Salah satu produk unggulan tersebut adalah kerupuk ikan yang diproduksi oleh UMKM di Desa Baru, Kabupaten Barito Selatan. Meningkatnya persaingan menuntut pelaku usaha menjaga kualitas produk dan memanfaatkan WOM sebagai strategi pemasaran guna meningkatkan kepuasan dan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan WOM terhadap loyalitas pelanggan pada olahan produk lokal kerupuk ikan di Desa Baru, Kabupaten Barito Selatan, dengan kepuasan pelanggan sebagai variabel mediasi. Penelitan ini menggunakan pedekatan kuantitatif dengan tipe explanatory untuk menguji hubungan sebab-akibat antarvariabel. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 96 responden yang merupakan pelanggan kerupuk ikan, dengan teknik penentuan sampel menggunakan rumus Cochran. Data analisis menggunnakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian ini menunjukkan bahwa kualitas produk tidak berpengaruh signifikan terhadap loyalitas pelanggan secara langsung. Namun, kualitas produk dan WOM berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selain itu, kualitas produk, WOM, dan kepuasan pelanggan juga berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan terbukti mampu berperan sebagai variabel mediasi yang memperkuat pengaruh kulitas produk dan WOM terhadap loyalitas pelanggan. Nilai koefisien determinasi menunjukkan bahwa model memiliki kemampuan yang kuat dalam menjelaskan kepuasan pelanggan. Temuan ini, mengindikasikan bahwa peningkatan kualitas produk, seperti rasa, tekstur, dan kebersihan serata pengelolaan komunikasi pemasaran berbasis WOM yang positif menjadi strategi penting dalam meningkatkan kepuasan sekaligus loyalitas pelanggan. Dengan demikian, pelaku UMKM kerupuk ikan di Desa Baru perlu menjaga konsistensi mutu produk dan mendorong rekomendasi pelanggan guna mendukung keberlanjutan usaha.
Co-Authors Abdi, Muhamad Ruzaini Aston Pakpahan Hansly Tunjang Ina Karuehni Lelo Sintani Listiawati Listiawati Luluk Tri Harinie Meylinda Sukmani Misda Lifah Peridawaty Peridawaty Peridawaty Rita Yuanita Toendan Susanto, Rizky Bagus