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All Journal Jurnal Manajemen Terapan dan Keuangan Jurnal Ilmiah Universitas Batanghari Jambi EKONOMIS : Journal of Economics and Business J-MAS (Jurnal Manajemen dan Sains) Jurnal Sains Sosio Humaniora Jurnal Ilmiah Dikdaya Dinasti International Journal of Management Science Dinasti International Journal of Education Management and Social Science Management Studies and Entrepreneurship Journal (MSEJ) Dinasti International Journal of Digital Business Management Enrichment : Journal of Management Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Quantitative Economics and Management Studies Jurnal Kewarganegaraan Prosiding Konferensi Nasional PKM-CSR Jurnal Karya Abdi Masyarakat Journal of Business Studies and Management Review Economics, Business, Management, & Accounting Journal Jurnal Manajemen dan Pemasaran Digital Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis IIJSE Master Manajemen Jurnal Pengabdian Masyarakat dan Riset Pendidikan Horizon: Indonesian Journal of Multidisciplinary Jurnal Manajemen Bisnis Digital Terkini Dhana Jurnal Pengembangan dan Pengabdian Masyarakat
Siregar, Ade Perdana
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PPM Berdampak Bagi Startup Mahasiswa: Pendampingan Komunikasi Merek dan Produksi Pada Usaha J.A Seafood Jambi Yayuk Sriayudha; Ade Octavia; Suswita Roza; Ade Perdana Siregar; Garry Yuesa Rosyid
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 2 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 2 (October 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i2.3787

Abstract

Sebagai implementasi dari Program Pendanaan Mahasiswa Wirausaha (P2MW), Mahasiswa Fakultas Ekonomi dan Bisnis mendirikan usaha (startup) yang diberi nama J.A Seafood yang bergerak dalam bidang kuliner makanan laut (mollusca). Kekuatan pemasaran J.A Seafood terletak pada penggunaan bahan baku lokal yang segar dan berkualitas tinggi. Namun, J.A Seafood juga memiliki beberapa kelemahan dalam pemasaran (komunikasi merek) dan proses produksi. Saat ini mitra masih dalam tahap pengenalan produk, dan daya jangkauan pasarnya masih belum luas. Hal ini menyulitkan usaha mitra untuk membangun brand awareness yang kuat dalam waktu singkat. Urgensi pengabdian masyarakat ini adalah perlu upaya mendukung Visi dan Misi Universitas Jambi menjadi “A World Class Entrepreneurship University” dengan sinergi tim peneliti sehingga menjadikan hasil riset yang akan diterapkan dalam bentuk kegiatan PPM kepada startup mahasiswa Universitas Jambi. Urgensi lebih lanjut, kegiatan ini akan membantu mitra untuk mengembangkan usahanya lebih efektif dan efisien pada dua aspek yaitu pemasaran (komunikasi merek) dan proses produksi. Tujuan kegiatan ini adalah untuk memberikan pendampingan strategi komunikasi merek dan produksi bagi usaha startup mahasiswa agar bisa meningkatkan pemasarannya. . Hasil kegiatan menunjukkan adanya peningkatan pemahaman mitra terhadap pentingnya strategi komunikasi merek serta kemampuan dalam memproduksi produk dengan kualitas yang lebih terstandar. Dengan demikian, kegiatan PPM ini tidak hanya memberikan dampak nyata terhadap peningkatan daya saing usaha J.A Seafood Jambi, tetapi juga menjadi sarana pembelajaran aplikatif bagi mahasiswa dalam mengimplementasikan ilmu kewirausahaan dan komunikasi pemasaran di dunia nyata.
Analisis Kualitas Pelayanan Pemerintah Desa Sumber Harum Kecamatan Tungkal Jaya Lilis Purwaningsih; Novita Sari; Ade Perdana Siregar
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 4 No. 1 (2026): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v4i1.1301

Abstract

This study aims to analyze the quality of public services in Sumber Harum Village Government based on service standards and the SERVQUAL indicators, and to identify the factors that affect the quality of these services. The method used is a qualitative approach with in-depth interviews conducted with five community members who receive the services and two village officials who provide them. The results show that village administrative services are running fairly well, especially in terms of service product accuracy, the friendliness of the staff, and the speed of handling simple documents. However, there are still some challenges, such as the lack of written SOPs, technical issues caused by unstable electricity and signal, facilities that are not fully suitable for the elderly, and unofficial fees for certain types of services. According to the SERVQUAL analysis, service quality is considered good in the dimensions of reliability, assurance, and empathy, but still needs improvement in the dimensions of physical evidence and responsiveness. Overall, public services in Sumber Harum Village meet some of the principles of good service, but still require improvements in transparency, service consistency, and the provision of supporting facilities to make the services more effective and responsive to community needs.
The INFLUENCE OF INFLUENCER MARKETING AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS FOR SKINTIFIC PRODUCTS IN THE E-COMMERCE TIKTOK SHOP Ar Kacio Maharani; Musnaini; Ade Perdana Siregar
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.48179

Abstract

This study aims to determine the influence of influencer marketing and online customer reviews on purchasing decisions for Skintific products on the TikTok Shop e-commerce platform. The background of this study is based on the increasing use of TikTok as a marketing platform and the large number of Generation Z consumers who purchase skincare products after seeing promotions from influencers and reviews from other users. The research method used is associative quantitative research with data collection techniques through distributing questionnaires to 200 respondents who are TikTok Shop users and have purchased Skintific products via WhatsApp. Data analysis was carried out using multiple linear regression with the help of SPSS software. The results show that both influencer marketing and online customer reviews have a positive and significant effect, both partially and simultaneously, on purchasing decisions. The conclusion of this study is that marketing strategies involving influencers and online reviews can influence consumer behavior, especially in purchasing decisions on digital platforms. This research is expected to provide practical contributions for business actors and academics in the development of digital marketing studies.
bahasa inggris M. Yofi febrianto; Ekasari, Novita; Siregar, Ade Perdana
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.51575

Abstract

This study examines the effect of influencer marketing on purchase intention for Ventela shoes on the TikTok Shop platform, with brand image serving as a mediating variable. The rapid expansion of social media, particularly TikTok, has driven businesses to utilize influencer marketing strategies to attract consumers and enhance brand perception. This research aims to provide empirical evidence on the role of influencer marketing in shaping brand image and increasing consumers’ purchase intention. Data were collected through a questionnaire consisting of 16 statement items representing influencer marketing, brand image, and purchase intention constructs. The study population included active TikTok users who had seen Ventela shoe promotions by influencers. A total of 112 respondents were selected using a purposive sampling technique based on predetermined criteria. Data analysis involved descriptive analysis to outline respondent characteristics and inferential analysis using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The findings reveal that influencer marketing has a positive and significant impact on both brand image and purchase intention. Additionally, brand image was confirmed to mediate the relationship between influencer marketing and purchase intention for Ventela shoes on TikTok Shop.
Utilization of Social Commerce and Social Proof Marketing on Business Performance of Micro, Small and Medium Enterprises Ade Titi Nifita; Husni Hasbullah; Ade Perdana Siregar
Dinasti International Journal of Education Management And Social Science Vol. 4 No. 2 (2022): Dinasti International Journal of Education Management and Social Science (Decem
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijemss.v4i2.1585

Abstract

The shift in consumer consumptive patterns has experienced a shift from shopping at conventional stores to online vendors or stores, this is in line with the current development of e-commerce. Social media provides enormous benefit opportunities for MSMEs in improving business performance. The integration of social media, social networking sites and e-commerce if viewed from the substantial growth caused by social e-commerce. In the process of selecting alternative products to consumers, especially Jambi Batik products, the dominant consideration is social proof. The objectives of this study are (1) to examine the effect of social commerce on the business performance of MSMEs; (2) To examine the effect of social commerce on social proof marketing; (3) Assessing the effect of social proof marketing on MSME business performance; (4) Assessing the role of social proof marketing in mediating the influence of social commerce on MSME business performance. The data analysis method used is Structural Equation Modeling (SEM) measurements using SmartPLS software. The results of the study show that (1) Social commerce shows a significant positive effect on business performance, it is proven that the higher the social commerce in a business, the business performance will increase; (2) Social commerce shows a significant positive effect on social proof, it is proven that the higher the social commerce in a business, the better the social proof; (3) Social proof shows a significant positive effect on business performance, it is proven that the better social proof in a business, the business performance will increase; (4) Social proof as a mediation of the influence of social commerce has a significant positive effect on business performance, where social proof is considered a variable that strengthens social commerce in improving business performance.
Evaluasi Internal Aplikasi E-Monev pada Dinas Pekerjaan Umum dan Perumahan Rakyat (PUPR) Provinsi Jambi Anna Maria Tampubolon; Yenny Yuniarti; Ade Perdana Siregar
MASMAN Master Manajemen Vol. 4 No. 2 (2026): Mei: MASMAN : Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v4i2.1338

Abstract

This study aims to evaluate the effectiveness of the e-monev application at the Jambi Province Public Works and Public Housing Agency (PUPR) and to identify the constraints encountered in its management. The research used a qualitative descriptive method with data collection through in-depth interviews, observation, and documentation involving seven informants directly engaged in the application's management and operation. The analysis framework adopts the e-government success element theory by Indrajit (2002), comprising three dimensions: Support, Capacity, and Value. The findings reveal that the Support dimension is already strong, marked by leadership commitment, annual socialization and training, clear policy directives, and effective inter-unit coordination. In the Capacity dimension, human resource competence is generally adequate; however, technical constraints such as network instability, system slowdowns during concurrent access, and dependency on external programmers remain significant challenges. The Value dimension confirms that the e-monev application provides positive contributions to reporting efficiency, real-time monitoring, and data-based decision-making. Nevertheless, the overall effectiveness has not yet reached the optimal level due to persistent technical and infrastructure constraints. This study is expected to serve as an empirical basis for improving the quality of digital monitoring and evaluation systems in regional government agencies.
Analisis Brand Identity dan Implementasi Peran Marketing Communication di Pasar Musik Indonesia Ade Perdana Siregar; Kartini Maharani Abdul; Ade Risna Sari; Pandu Adi Cakranegara; Dian Meliantari; Iwan Henri Kusnadi
Jurnal Kewarganegaraan Vol 9 No 2 (2025): Desember 2025
Publisher : UNIVERSITAS PGRI YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/jk.v6i3.4096

Abstract

Abstrak Penelitian ini akan membahas tentang dampak dari digitalisasi terhadap pemasaran musik. Dengan munculnya sarana untuk distribusi musik secara online, terjadi pergeseran yang besar di dalam industri musik secara keseluruhan. Ditribusi tersebut berdampak ke luapan musik dan artis baru yang di pasarkan setiap harinya, mengakibatkan saturasi market yang berlebih. Dengan prubahan yang sangat signifikan di dalam kuantitas dan sarana distribusi musik, pemasaran berubah fokus dari penjualan offline dan fokus dalam penjualan musik itu sendiri, ke penguatan identitas merek artis tersebut. penelitian ini bertujuan untuk mengetahui implementasi komunikasi pemasaran dan juga cara pembentukan identitas merek untuk musisi maupun label musik yang dapat di implementasikan di pasar musik Indonesia. Penelitian ini dilakukan dengan metode kualitatif dengan analisa triangulasi akan kajian literatur, obervasi, dan wawancara terhadap lima informan diantaramya yaitu pengelola, pelaku dan pengamat musik demi mengumpulkan informasi dari berbagai sudut pandang akan implementasi komunikasi pemasaran, dan identifikasi serta pembentukan identitas merek. Berdasarkan hasil pengelolaan data, diketahui bahwa Industri musik di Indonesia terbagi dua yaitu label major dan label independen. Pentingnya dalam membangun identitas merek adalah untuk dapat menargetkan pasar, serta memposisikan merek, dan faktor utama terciptanya imej yang khas pada pandangan konsumen. Karena keragaman dan variasi dari industri musik. Kini sebuah merek harus mempunyai Unique Selling Point, karena hal tersebut dapat menjadi aspek pembeda antar merek dengan merek yang lainnya. Pengimplementasian komunikasi pemasaran terpadu yang digunakan oleh industri musik pada kedua label (major label dan independen label) dilakukan menggunakan pemanfaatan sosial media sebagai pilihan utama dalam mempromosikan brand beserta kegiatan pemasarannya. Kata Kunci: Identitas Merek, Komunikasi Pemasaran, Pemasaran Musik Abstract This study will discuss the impact of digitalization on music marketing. With the emerging means for online music distribution, there has been a major shift in the music industry as a whole. The distribution resulted in a flood of new music and artists being marketed every day, resulting in oversaturation in the market. With a very significant change in the quantity and means of distribution of music, marketing efforts shifted focus from offline sales and the focus on selling the music itself, to strengthening brand identity of the artist. This study aims to determine the implementation of marketing communications and also how to form brand identities for musicians and music labels that can be implemented in the Indonesian music market. This research was conducted using a qualitative method with triangulation analysis of literature review, observation, and interviews with five informants, namely, music managers and observers in order to collect information from various points of view, implement marketing communications, and find out and build brand identity. Based on the results of data analysis, it is known that the music industry in Indonesia is divided into two, namely major labels and independent labels. The importance of building an identity is to be able to target the market, as well as to position the brand, and the main factor in creating a distinctive image in the eyes of consumers. Due to the diversity and variety of the music industry, now, a brand or an artist must have a Unique Selling Point, because this can be a differentiating aspect between one artist to another. The implementation of integrated marketing communications used by the music industry on both labels (major label and independent label) is carried out using social media as the main tool in promoting the brand and its marketing activities. Keywords: Brand Identity, Marketing Communication, Music Marketing
The INFLUENCE OF MARKETING CONTENT (SHORT VIDEOS) AND E-WOM ON TIKTOK ON THE PURCHASE INTENTION IN MAKARIZO HAIRCARE: A Study of TikTok Marketing Content and e-WOM on Makarizo Haircare Product Siregar, Meirinda; Fatricia, Raja Sharah; Siregar, Ade Perdana
Journal of Business Studies and Management Review Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i2.53913

Abstract

The rapid growth of digital technology has transformed marketing strategies, particularly through social media platforms such as TikTok. Short-form video content and electronic word of mouth (E-WOM) have become important factors that influence consumer behavior and purchase interest. This study aims to analyze the influence of short video marketing content and electronic word of mouth (E-WOM) on TikTok on consumer purchase intention toward Makarizo haircare products. The research employed a quantitative approach with a causal-associative design. Data were collected through online questionnaires distributed via Google Form to 250 active TikTok users in Indonesia aged 18–34 years who had seen or recognized Makarizo marketing content. The sampling technique used was purposive sampling. Data were analyzed using SPSS through descriptive analysis, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t-test, F-test, and coefficient of determination (R²). The results show that short video marketing content has a positive and significant effect on purchase intention, with a regression coefficient of 0.810 and significance value of 0.000. Electronic word of mouth (E-WOM) also has a positive and significant effect on purchase intention, with a regression coefficient of 0.183 and significance value of 0.000. Simultaneously, marketing content and E-WOM significantly influence purchase intention, with an F-value of 1585.922 and significance value of 0.000. The coefficient of determination (R²) indicates that both variables explain 92.8% of the variation in purchase intention. These findings suggest that effective short video marketing strategies combined with credible electronic word of mouth can significantly enhance consumer purchase interest toward Makarizo haircare products.
BUILDING BRAND TRUST THROUGH DIGITAL STIMULI: ANALYSIS OF INFLUENCER CREDIBILITY AND USER-GENERATED CONTENT ON PURCHASING DECISIONS Mentari, Syakira; Ade Perdana Siregar; Musnaini
Journal of Business Studies and Management Review Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i2.54352

Abstract

This study aims to analyze the impact of digital stimuli, specifically Influencer Credibility and User-Generated Content (UGC), on the Purchase Decisions of Somethinc products, with Brand Trust serving as a mediating variable. Focusing on Generation Z, data were collected from 133 students at the Faculty of Economics and Business, Jambi University, using a purposive sampling method. Data analysis was conducted using Partial Least Square - Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. The results reveal a counterintuitive finding: Influencer Credibility has a negative and non-significant direct effect on Purchase Decisions (β = -0.162, p > 0.05). Conversely, User-Generated Content and Brand Trust exert a positive and significant influence. Crucially, Brand Trust is proven to fully mediate the relationship between Influencer Credibility and Purchase Decisions, as well as partially mediating the impact of UGC. These findings suggest that for educated and critical consumers like Generation Z, influencer presence alone is insufficient to trigger transactions; rather, it must be validated by authentic user experiences and established brand trust. The model demonstrates a substantial predictive power with an R-square value of 61.6% for Purchase Decisions.
QRIS ACCEPTANCE IN MSMEs MUARAJAMBI COMPOUND: ANALYSIS OF DRIVING AND INHIBITING FACTORS USING THE TAM AND UTAUT APPROACHES Simatupang, Duadja Given Jay Dev; Wediawati, Besse; Siregar, Ade Perdana
Journal of Business Studies and Management Review Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i2.57829

Abstract

This study aims to analyze the factors that encourage and hinder the acceptance of the Quick Response Code Indonesian Standard (QRIS) among Micro, Small, and Medium Enterprises (MSMEs) in the KCBN (Kawasan Cagar Budaya Nasional Jambi), Muarajambi Compound Temple (MCT). The study used a descriptive qualitative approach with a case study method. Data were obtained through in-depth interviews and documentation, then analyzed using the Miles, Huberman, and Saldaña model. The results showed that directly perceived benefits, visitors' need for non-cash payments, and initial socialization and assistance from related parties drove QRIS acceptance. Conversely, QRIS acceptance was still hampered by internet network constraints, limited digital literacy, fear of making incorrect transactions, the habit of some consumers who still use cash, and limited follow-up technical assistance. From the Technology Acceptance Model (TAM) perspective, perceived usefulness appears to be more dominant than perceived ease of use. Meanwhile, according to the Unified Theory of Acceptance and Use of Technology (UTAUT), performance expectancy, social influence, and facilitating conditions shape QRIS acceptance among MSMEs. These findings suggest that QRIS is more likely to be accepted when its benefits are clearly felt. However, more consistent use still depends on user readiness, technical support, and on-the-ground infrastructure conditions
Co-Authors Abdul, Kartini Maharani Ade Octavia Ade Octavia Ade Octavia ADE RISNA SARI Ade Risna Sari Ade Titi Nifita Ade Titi Nifita Ade Titi Nifita Adi Ikhsan Syukri Amri Agus Solikhin, Agus Aira, Dian mala Fithriani Aminatus Zakhra Andang Fazri Anna Maria Tampubolon Annisa Annisa Antoni Antoni Antoni Antoni Ar Kacio Maharani Asep Machpudin B.M.A.S. Anaconda Bangkara Bambang Supriyadi Boni Wijaya Cakranegara, Pandu Adi Chairunnisa, Fitri Chevy Herli Sumerli Dian mala Fithriani Aira Dian Meliantari Dian Meliantari Dica Lady Silvera Djoko Surahmat Edward Edward Edward Edward Edward Endrawati, Titin Endrawati, Titin erida erida F. Husni Hasbullah, F. Husni Firmansyah Firmansyah Fitri Chairunnisa Fitri Chairunnisa Fitri Chairunnisa Fitri Widiasturi Garry Yuesa Rosyid Garry Yuesa Rosyid Gusti Noorlitaria Achmad Hapzi Ali Hendy Tannady I Nyoman Tri Sutaguna Ida Masriani Idham Khalik Idham Khalik, Idham Ikhsan Amar Jusman Imam Jayanto Irdiana, Sukma Ivonne Ayesha Iwan Henri Kusnadi Iwan Henri Kusnadi Kartini Maharani Abdul LILIS PURWANINGSIH Lucky Enggrani Fitri M. Yofi febrianto Malinda SB, Istiqomah Maulidia Imastary Tan Mentari, Syakira Moh. Ihsan Moh. Samsul Arifin Mohammad Ihsan Mohammad Ihsan Mohammad Ihsan Muhammad Iqbal Fajri Muhammad Yusuf Musnaini Muspawi, Muspawi Nofirman, Nofirman Novita Ekasari NOVITA EKASARI Novita Sari Novita Sari Novita Sari Nur Hasanah Ovi Oktavina Ovita Charolina Raja Sharah Fatricia Raja Sharah Fatricia Ratnawati Ratnawati Rezky Nurbakti Ridhwan Ridhwan, Ridhwan Rosyid, Garry Yuesa Saputra, Eka Kurnia Setiawan, Wahyu Juari Sigit Indrawijaya Simatupang, Duadja Given Jay Dev Siregar, Meirinda Sri Rahayu Sry Rosita Sumarni Sumarni Suswita Roza Syafri, Rista Aldilla Syahmardi Yacob Tarigan, Miska Irani Teguh Setiawan Wibowo Teguh Setiawan Wibowo Tona Aurora Lubis Uli Wildan Nuryanto Wahyu Juari Setiawan Widiasturi, Fitri Yayuk Sriayudha Yenny Yuniarti Yuesa Rosyid Yuesa Rosyid, Garry Yuyun Taufik Zuhriya Choirun Nisa Zulfanetti Zulfanetti Zulfanetti, Zulfanetti Zulfina Adriani