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Kusuma, Sitta
Universitas Mitra Bangsa
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Social Sciences Other

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The Role of Social Media in Observing Consumer Behavior in Decision Making in Choosing Barbershop Services Kusuma, Sitta; Madiistriyatno, Harries; Listiorini, Dewi
International Journal of Economics Studies Vol. 2 No. 1 (2025): International Journal of Economics Studies
Publisher : Raudhah Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/tm9csr38

Abstract

This study aims to explore the role of social media in influencing consumer behavior in choosing barbershop services. Qualitative research methods are used with a focus on data collection through in-depth interviews and social media content analysis. Participants in this study were barbershop service consumers who actively use social media to search for information and recommend services. The results of this study reveal that social media has a significant role in shaping consumer perceptions of the quality of barbershop services, as well as influencing consumer decisions in choosing barbershop services. These findings highlight the importance of a strong online presence and a good reputation on social media for barbershop business owners. The practical implication of this study is the need for a digital marketing strategy that is integrated with reputation management to increase consumer appeal and trust in barbershop services.
Digital Transformation and Resilient Business Models: Unlocking Competitive Advantage in Post-Pandemic SMEs Kusuma, Sitta
Journal of Economics and Management Scienties Volume 8 No. 1, December 2025
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i1.248

Abstract

This study explores the role of digital transformation in enhancing the resilience and competitive advantage of Small and Medium Enterprises (SMEs) in the post-pandemic era. Through both qualitative and quantitative analyses, the study examines how SMEs have adopted digital technologies, such as e-commerce, cloud computing, and customer relationship management (CRM), to overcome challenges posed by the pandemic and build sustainable advantages. The findings reveal that digital transformation has a significant positive impact on business resilience, operational efficiency, and customer satisfaction. However, challenges such as limited skilled human resources and high initial investment costs remain barriers to full adoption. The study offers practical implications for SME owners and policymakers, emphasizing the need for strategic investments in digital skills and technology, as well as supportive policies to reduce barriers to digital transformation. Despite some limitations, the study contributes to the literature on resilient business models and the role of digital transformation in SMEs.
From Social Media Engagement to Business Growth: Exploring the Dynamics of Digital Consumer Behavior Sitta Kusuma
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 3 (2025): Desember : Jurnal Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v5i3.5976

Abstract

This study explores the role of consumer engagement on social media in driving business growth, focusing on emotional and social interactions as key contributors to performance. Engagement activities such as liking, commenting, and sharing branded content were shown to significantly enhance sales, strengthen customer loyalty, and improve brand visibility. Using a mixed-method design combining online surveys and semi-structured interviews with businesses, the research found that active interaction with brand content fosters stronger purchase intentions and long-term loyalty. The findings further emphasize the role of social influence, noting that recommendations and endorsements from friends, peers, and influencers increase the impact of engagement on consumer decisions. Companies that demonstrate transparency and responsiveness in digital communication are more likely to build trust, which acts as a vital mediator linking engagement behaviors to business growth. This suggests that trust is not merely a secondary outcome but a central mechanism in the engagement–performance relationship.From a managerial standpoint, the study highlights the importance of producing relatable and engaging content tailored to target audiences, utilizing the reach of social networks and influencers, and practicing authentic, transparent communication. These strategies enable firms to build stronger consumer relationships while achieving sustainable growth. For future studies, the research calls for deeper exploration of distinct engagement types, such as cognitive versus emotional responses, across different social media platforms. It also suggests examining how emerging technologies, including artificial intelligence and virtual reality, may shape evolving patterns of consumer engagement and their impact on business performance.
Implikasi Promosi dan Citra Merek Terhadap Minat Melalui Kualitas Pelayanan pada PT. Jalur Nugraha Ekakurir (JNE) Syelvi Adelia; Zaharuddin Zaharuddin; Sitta Kusuma
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.5662

Abstract

This study aims to determine and analyze the extent of the influence of Promotion on Service Quality at PT Jalur Nugraha Ekakurir (JNE). To determine and analyze the extent of the influence of Brand Image on Service Quality at PT Jalur Nugraha Ekakurir (JNE). To determine and analyze the simultaneous influence of Promotion and Brand Image on Service Quality at PT Jalur Nugraha Ekakurir (JNE). To determine and analyze the extent of the influence of Service Quality on Interest at PT Jalur Nugraha Ekakurir (JNE). To determine and analyze the simultaneous influence of Promotion and Brand Image on Interest at PT Jalur Nugraha Ekakurir (JNE). The population studied is 19,962 consumers of PT Jalur Nugraha Ekakurir (JNE) in the 2024 period. The sampling technique used is Probability Sampling with the Simple Random Sampling technique, and the sample in this study was measured using the Slovin formula, resulting in 100 respondents. The data collection techniques used in this research are questionnaires and observation. This study is designed using a descriptive method with a quantitative approach by using SmartPLS 3.0. The results of the study show that 1) There is a positive and significant influence of Promotion on Service Quality at PT Jalur Nugraha Ekakurir (JNE). This is evidenced by a path coefficient of 0.320 and a p-value of 0.000. 2) There is a positive and significant influence of Brand Image on Service Quality at PT Jalur Nugraha Ekakurir (JNE). This is evidenced by a path coefficient of 0.578 and a p-value of 0.000. 3) There is a positive and significant simultaneous influence of Promotion and Brand Image on Service Quality at PT Jalur Nugraha Ekakurir (JNE). This is indicated by an R Square value of 0.951 or 95.1%. 4) There is a positive and significant influence of Service Quality on Interest at PT Jalur Nugraha Ekakurir (JNE). This is evidenced by a path coefficient of 0.807 and a p-value of 0.000. 5) There is a positive and significant simultaneous influence of Promotion and Brand Image on Interest at PT Jalur Nugraha Ekakurir (JNE). This is indicated by an R Square value of 0.951 or 95.1%.
Artificial Intelligence in Performance Evaluation (Case Study of PT. Pos Indonesia Employees) Agung Dwianto; Sitta Kusuma; Junengsih
bit-Tech Vol. 7 No. 2 (2024): bit-Tech
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/bt.v7i2.1817

Abstract

The development of artificial intelligence (AI) has revolutionized various aspects of human resource management, including employee performance evaluation. While existing studies have extensively explored the potential of AI in improving efficiency and objectivity, they often overlook the nuanced employee experiences and organizational dynamics that influence its successful implementation. This research bridges this gap by examining the perceptions and experiences of PT Pos Indonesia employees regarding the use of an AI-based performance evaluation system. Using a qualitative approach with a phenomenological design, data was collected through in-depth interviews with employees who have used the system for at least six months. The findings reveal that AI contributes significantly to enhancing efficiency and reducing subjectivity in evaluations. However, challenges such as algorithm bias, the relevance of performance metrics, and system transparency remain prevalent. Importantly, this study identifies critical factors influencing acceptance, including employee understanding, trust, and perceptions of fairness in the evaluation process. Unlike previous research, this study emphasizes the interplay between technological and human factors, highlighting the irreplaceable role of human interaction in providing qualitative context. This research extends the existing literature by offering a deeper understanding of employee-centered factors and organizational practices that facilitate the integration of AI in performance evaluation. Practically, it provides actionable insights for organizations aiming to implement AI-based systems effectively, ethically, and equitably.
Pengaruh Strategi Merek, Identitas Visual, dan Riset Pasar terhadap Ekuitas Merek melalui Persepsi Konsumen pada PT Solusi Teknologi Aplikasi Yasha di Jakarta Selatan Akil, Rendy Elriza; Zaharuddin, Zaharuddin; Kusuma, Sitta
Jurnal EMT KITA Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i3.6312

Abstract

This study aims to determine and analyze the influence of Brand Strategy, Visual Identity, and Market Research on Brand Equity through Consumer Perception at PT Yasha Application Technology Solutions in South Jakarta. This study uses a quantitative approach. The research population is 100 consumers of PT Yasha Application Technology Solutions in South Jakarta. The sampling technique used is Simple Random Sampling, so the sample used in this study is 100 respondents. The data collection techniques used in this study are distributing questionnaires and observation. The analysis technique used in this study is the SPSS version 20 program. The results of the study indicate that there is no significant influence between the Visual Identity Brand Strategy variable (X1) on Consumer Perception (M) at PT Yasha Application Technology Solutions in South Jakarta. There is a significant influence between the Market Research variable (X2) on Consumer Perception (M) at PT Yasha Application Technology Solutions in South Jakarta. There is a significant influence between the Consumer Perception variable (M) on Brand Equity (Y) at PT Yasha Application Technology Solutions in South Jakarta. This shows that Brand Strategy, Visual Identity (X1), Market Research (X2), and Consumer Perception (M) simultaneously have a significant influence on Brand Equity (Y).
PENGARUH TEKNOLOGI DAN KEMITRAAN TERHADAP PENDAPATAN PETANI DENGAN PRODUKTIVITAS PERTANIAN SEBAGAI MEDIATOR PADA TANAMAN JAGUNG DI KEC. KALIMANGGIS KAB. KUNINGAN R. Yunus Cahyadi; Zaharuddin Zaharuddin; Sitta Kusuma
Jurnal Education and Development Vol 14 No 2 (2026): Vol 14 No 2 Mei 2026
Publisher : Institut Pendidikan Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37081/ed.v14i2.7780

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Teknologi Dan Kemitraan Terhadap Pendapatan Petani Dengan Produktivitas Pertanian Sebagai Mediator Pada Tanaman Jagung Di Kec. Kalimanggis Kab. Kuningan. Metode yang digunakan dalam penelitian ini adalah metode deskriptif verifikatif dengan pendekatan kuantitatif. sampel dalam penelitian ini adalah 47 Anggota Kelompok Tani Kec. Kalimanggis Kab. Kuningan. Teknik analisa data menggunakan metode SEM-PLS dengan alat bantu program aplikasi komputer Smart-PLS Versi 3.0. Hasil penelitian menunjukkan secara langsung teknologi dan kemitraan memiliki pengaruh positif dan signifikan terhadap produktivitas. Secara langsung kemitraan dan produktivitas memiliki pengaruh positif dan signifikan terhadap pendapatan petani, sedangakan teknologi tidak memiliki pengaruh signifikan terhadap pendapatan petani. Kemudian secara tidak langsung teknologi dan kemitraan memiliki pengaruh positif dan signifikan terhadap pendapatan petani melalui produktivitas. Dengan demikian, produktivitas menjadi variabel mediasi yang memainkan peran kunci dalam hubungan antara teknologi dan kemitraan terhadap pendapatan petani. Upaya peningkatan pendapatan petani ke depan tidak hanya cukup dilakukan dengan memperbaiki adopsi teknologi yang tepat atau memperluas hubungan dengan kemitraan semata, tetapi juga harus disertai dengan strategi peningkatan produktivitas secara berkelanjutan.
DEVELOPMENT OF A STUDENT DECISION-MAKING MODEL IN COLLEGE SELECTION: THE ROLE OF STUDENT INTEREST AS A MEDIATOR OF WORD OF MOUTH (WOM), PRICE AND PROMOTION AT STIE MBI DEPOK Aan Yulianto; Zaharuddin Zaharuddin; Sitta Kusuma
Jurnal Education and Development Vol 14 No 2 (2026): Vol 14 No 2 Mei 2026
Publisher : Institut Pendidikan Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37081/ed.v14i2.7781

Abstract

This study aims to determine the influence of word of mouth (WOM), price, and promotion on students' decisions in choosing a college through student interest at STIE MBI Depok. The method used in this study is a descriptive verification method with a quantitative approach. The sample in this study was 125 students from the 2024/2025 academic year. The data analysis technique used the SEM-PLS method with the help of the computer application program Smart-PLS Version 3.0. The research results show that word of mouth (WOM) has a significant influence on students' interest and decisions in choosing a university. Price does not directly influence students' decisions in choosing a university, but indirectly, price influences students' decisions in choosing a university through student interest. Promotion does not directly influence students' decisions in choosing a university, but indirectly, promotion influences students' decisions in choosing a university through student interest. Thus, student interest plays a crucial mediating role in bridging the influence of word of mouth (WOM), price, and promotion on prospective students' final decisions in choosing a university. This strategic role of interest indicates that increasing word of mouth (WOM), perceptions of competitive prices, and effective promotional strategies need to be directed at generating interest first to generate positive actual decisions regarding university selection.
PERAN MINAT BELI MEMEDIASI KEPUTUSAN PEMBELIAN SMARTPHONE YANG DIPENGARUHI OLEH PERSEPSI HARGA DAN WORD OF MOUTH Sarianto Sarianto; Zaharuddin Zaharuddin; Sitta Kusuma
Jurnal Education and Development Vol 14 No 2 (2026): Vol 14 No 2 Mei 2026
Publisher : Institut Pendidikan Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37081/ed.v14i2.7788

Abstract

Kajian antropolinguistik terus berkembang seiring dengan meningkatnya kebutuhan pelestarian dan digitalisasi bahasa sebagai identitas budaya. Penelitian ini merupakan sebuah tinjauan literatur yang bertujuan untuk mengkaji perkembangan penelitian mengenai leksikon dalam perspektif antropolinguistik, khususnya pada integrasi pendekatan teknologi dalam upaya dokumentasi dan analisis bahasa. Metode penelitian menggunakan kajian pustaka sistematis dengan menelaah artikel ilmiah, buku, dan sumber akademik terkait antropolinguistik, leksikon, serta pemanfaatan teknologi dalam linguistik. Hasil kajian menunjukkan bahwa leksikon bukan hanya berfungsi sebagai kumpulan kosakata, tetapi juga merepresentasikan nilai, pengetahuan, dan praktik budaya masyarakat. Selain itu, implementasi teknologi seperti Natural Language Processing (NLP), digital text mining, dan platform pelestarian bahasa berbasis digital mulai memperkuat upaya pemetaan dan analisis leksikon secara lebih efektif. Oleh karena itu, kolaborasi interdisipliner antara linguistik dan teknologi dapat menjadi alternatif solusi dalam melestarikan bahasa serta memperluas wawasan kajian antropolinguistik di era digital.
ANALISIS PROMOSI, LOKASI DAN HARGA TERHADAP KEPUTUSAN ORANG TUA MENDAFTAR YANG DIMEDIASI OLEH MINAT DI SEKOLAH MENENGAH KEJURUAN HARAPAN BANGSA DEPOK Harjito Harjito; Zaharuddin Zaharuddin; Sitta Kusuma
Jurnal Education and Development Vol 14 No 2 (2026): Vol 14 No 2 Mei 2026
Publisher : Institut Pendidikan Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37081/ed.v14i2.7827

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi, lokasi, dan harga terhadap keputusan orang tua dalam mendaftarkan anak di SMK Harapan Bangsa Depok, dengan minat sebagai variabel mediasi. Penelitian dilakukan dengan pendekatan kuantitatif melalui penyebaran kuesioner kepada 163 orang tua siswa baru tahun ajaran 2025/2026. Data dianalisis menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa promosi dan lokasi berpengaruh signifikan terhadap minat, sedangkan harga tidak berpengaruh signifikan. Promosi memiliki pengaruh negatif terhadap keputusan mendaftar, sedangkan lokasi, harga, dan minat berpengaruh positif signifikan. Minat juga terbukti memediasi pengaruh promosi dan lokasi terhadap keputusan mendaftar. Temuan ini mengindikasikan pentingnya peninjauan strategi promosi dan penguatan aspek lokasi serta harga dalam menarik minat orang tua. Implikasi dari penelitian ini dapat digunakan oleh pihak manajemen SMK untuk meningkatkan efektivitas strategi pemasaran dalam meningkatkan jumlah pendaftar.
Co-Authors Aan Yulianto Akil, Rendy Elriza Alamsyah Putra Dwianto, Agung Surya Harjito Harjito Harries Madiistriyatno Junengsih Listiorini, Dewi Mohammad Caesario Elnardy R. Yunus Cahyadi Sarianto Sarianto Syelvi Adelia Zaharuddin Zaharuddin Zaharuddin, Zaharuddin