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All Journal Jurnal Fokus Manajemen Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Abdimas Hawari International Journal of Economic, Technology and Social Sciences (Injects) International Journal of Economics, Accounting, and Management Economics and Digital Business Review
Annisa Febrina
Universitas Pembangunan Panca Budi
Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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IMPLEMENTASI DIGITAL INTEGRATED MARKETING COMMUNICATION DALAM MENDUKUNG PROGRAM INKLUSI KEUANGAN BERKELANJUTAN Annisa Febrina; Rahul Ardian Fikri
Jurnal Abdimas HAWARI : Jurnal Pengabdian Kepada Masyarakat Vol 6 No 1 (2026): Mei 2026
Publisher : CV. HAWARI

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Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk mengimplementasikan Digital Integrated Marketing Communication (DIMC) sebagai upaya mendukung program inklusi keuangan berkelanjutan di PT Pegadaian Kota Medan. Kegiatan dilaksanakan melalui pendekatan pemberdayaan masyarakat yang meliputi penyuluhan, pelatihan, diskusi interaktif, dan pendampingan mengenai pemanfaatan media digital sebagai sarana komunikasi dan edukasi keuangan. Implementasi DIMC dilakukan dengan mengoptimalkan berbagai kanal digital, seperti media sosial, website, aplikasi digital, dan platform komunikasi lainnya untuk menyampaikan informasi mengenai produk dan layanan keuangan secara edukatif, komunikatif, dan mudah dipahami. Hasil kegiatan menunjukkan adanya peningkatan pemahaman peserta mengenai konsep literasi dan inklusi keuangan, serta meningkatnya kemampuan dalam memanfaatkan media digital sebagai sarana penyebaran informasi dan edukasi kepada masyarakat. Selain itu, peserta memahami pentingnya penyampaian pesan yang terintegrasi, konsisten, dan berorientasi pada kebutuhan masyarakat dalam membangun kepercayaan terhadap layanan keuangan formal. Meskipun masih ditemukan beberapa kendala, seperti perbedaan tingkat literasi digital dan keterbatasan kemampuan dalam mengembangkan konten digital, kegiatan pendampingan mampu meningkatkan pengetahuan dan keterampilan peserta dalam menerapkan strategi komunikasi digital secara lebih efektif. Dengan demikian, implementasi Digital Integrated Marketing Communication di PT Pegadaian Kota Medan dapat menjadi salah satu strategi yang efektif dalam mendukung program inklusi keuangan berkelanjutan melalui peningkatan literasi keuangan, perluasan akses informasi, dan penguatan pemanfaatan layanan keuangan formal oleh masyarakat.
Implications of Changes in the Role of Mamak on the Legitimacy of Minangkabau Customary Marriages: A Socio-Legal Study in Rantau and Ranah Irma Fatmawati; Rahul Ardian; Annisa Febrina
International Journal of Economic, Technology and Social Sciences (Injects) Vol. 6 No. 2 (2025): October 2025
Publisher : CERED Indonesia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53695/injects.v6i2.1444

Abstract

This study aims to analyze the implications of changes in the role of the 'mamak' on the validity of Minangkabau customary marriages, particularly by comparing practices in the 'ranah' (hometown) and in the 'rantau' (diaspora). In the Minangkabau matrilineal kinship system, the mamak holds a central position as clan leader, decision-maker, and the party that provides customary legitimacy for marriages. However, modernization, social mobility, and changes in family structure have led to shifts in the function and authority of the mamak in various social contexts. This study uses a socio-legal approach to examine how customary norms, religious law, and state law interact in the marriage process, while also exploring how society perceives the validity of marriage when the role of the mamak is no longer dominant. The results show that in the ranah, the role of the mamak remains relatively strong, so the validity of marriage is greatly influenced by the mamak's approval and presence in the customary proceedings. Meanwhile, in the regions, the authority of the mamak (maternal uncle) tends to decline and is often replaced by the biological father, religious figures, or other family figures, without affecting the validity of marriages according to state and religious law. This shift leads to variations in customary practices, potential family conflicts, and renegotiations of the meaning of 'valid' according to adat. Furthermore, it was found that communities make adjustments by recognizing the flexibility of adat as long as it does not conflict with sharia principles, allowing adat to continue in a changing social context. This study concludes that the changing role of the mamak has implications for the transformation of Minangkabau customary marriage practices but does not undermine the legitimacy of marriage as long as the principle of harmonization between adat, sharia, and positive law is maintained. These findings contribute to the development of customary law studies, the strengthening of the socio-legal basis in marriage studies, as well as the understanding of social change dynamics in matrilineal societies.
Reputation Crisis Due to Influencer Controversy: Implications for Brand Marketing Communication Strategies in Indonesia Annisa Febrina; Rahul Ardian; Irma Fatmawati
International Journal of Economic, Technology and Social Sciences (Injects) Vol. 6 No. 2 (2025): October 2025
Publisher : CERED Indonesia Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53695/injects.v6i2.1445

Abstract

Influencer marketing has become a dominant strategy for brands in Indonesia, offering wide reach and strong audience engagement. However, the growing reliance on influencers also exposes brands to significant reputation risks, particularly when influencers become involved in public controversies. This study examines the impact of influencer-related reputation crises on brand image and evaluates how brands respond through their marketing communication strategies. Using a qualitative approach supported by case analysis from recent controversy-driven incidents, the research identifies key patterns in consumer reactions, media amplification, and the effectiveness of various crisis response strategies. Findings show that delayed responses, inconsistent messaging, and failure to distance from problematic influencers can intensify public backlash. Conversely, proactive communication, transparent clarification, and strategic message reframing help restore brand credibility more effectively. This study contributes to a deeper understanding of crisis communication within the context of influencer marketing and provides practical recommendations for Indonesian brands to manage emerging risks in the digital ecosystem.
Analysis of Corporate Image, Relationship Marketing, and Service Quality on Customer Satisfaction in the Purchase of Green Bean Coffee at PT. Mulya Sari Mandiri Firhan Sudrajat; Annisa Febrina
Jurnal Fokus Manajemen Vol 6 No 2 (2026): Mei
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i2.11277

Abstract

This study aims to analyze the influence of corporate image, relationship marketing, and service quality on the level of customer satisfaction in the process of purchasing green bean coffee at PT Mulya Sari Mandiri. The research data were collected through the distribution of questionnaires and subsequently analyzed using a quantitative approach. A total of 78 respondents participated in this study, with the sampling technique employing saturated sampling, which falls under the category of non-probability sampling. Data processing was conducted using SPSS software version 24.0 through multiple linear regression analysis techniques. The results of the analysis indicate that corporate image (X1), relationship marketing (X2), and service quality (X3) have a positive and significant effect on customer satisfaction (Y), both partially and simultaneously, in the purchase of green bean coffee at PT Mulya Sari Mandiri. Furthermore, service quality was found to be the most dominant variable contributing to customer satisfaction, indicating that improvements in service quality are directly aligned with increased customer satisfaction. Therefore, the company is advised to continuously develop and improve the quality of services provided.
The Influence Of Cultural, Social And Personal Factors On The Interest In Purchase Intention Non-Subsidized Fertilizer At Toko UD. Sejahtera Bersama In Kecamatan Bahorok Rendi Dinova; Annisa Febrina
International Journal of Economics Accounting and Management Vol. 1 No. 5 (2025): IJEAM - January 2025
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v1i5.940

Abstract

Fertilizer is a substance or material that is used in plants to improve physical, chemical, or biological characteristics in order to increase the availability of nutrients, which results in an increase in plant growth. There are two types of fertilizer in Indonesia: subsidies and non-subsidized. While subsidies are provided by the government, non-subsidized are those that are provided outside of government programs and do not qualify for subsidies. Non-subsidized fertilizers, although they have superior quality and technology compared to subsidized fertilizers, still face problems in terms of farmers' Purchase Intention, especially in Kecamatan Bahorok. The purpose of this study is to examine the effects of cultural, social, and private factors on the desire to purchase intention non-subsidized fertilizer at Toko UD. Sejahtera Bersama in Kecamatan Bahorok. Data collection using a questionnaire given to 90 respondents. The model used is multiple linear regression and is processed using SPSS. The results of this study indicate that cultural factors partially do not have a positive and significant influence, social factors partially do not have a positive and significant influence and personal factors partially have a positive and significant influence. The Adjusted R Square value of 0.541 means that Purchase Intention can be explained by cultural, social and personal factors by 52.5% and the remaining 47.5% can be explained by other variables not studied.
Analisis Media Sosial dan Influencer Terhadap Keputusan Pembelian (Studi Kasus Louise Bakehouse) Muhammad Alif Daffa; Annisa Febrina
Economics and Digital Business Review Vol. 6 No. 2 (2025)
Publisher : Yayasan Vifada Cendikia Indonesia

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Abstract

Tujuan riset ini guna menganalisis pengaruh media sosial dan influencer terhadap keputusan pembelian konsumen pada Louise Bakehouse, sebuah bisnis F&B berbasis digital di Medan. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling terhadap 98 responden yang merupakan konsumen aktif dan pengikut media sosial Louise Bakehouse. Data dianalisis menggunakan regresi linier berganda melalui SPSS 26. Hasil penelitian menunjukkan bahwa media sosial dan influencer secara simultan berpengaruh signifikan terhadap keputusan pembelian. Media sosial terbukti memberikan kontribusi positif melalui konten yang menarik, kecepatan informasi, dan interaksi yang dibangun. Sementara itu, pengaruh influencer sangat bergantung pada kredibilitas, daya tarik, dan relevansi terhadap audiens. Namun, tidak semua kolaborasi dengan influencer menunjukkan peningkatan penjualan, menandakan bahwa efektivitas kampanye digital sangat ditentukan oleh kesesuaian strategi dengan target pasar. Penelitian ini memberikan rekomendasi kepada pelaku usaha F&B untuk lebih selektif dalam memilih influencer serta meningkatkan kualitas dan konsistensi konten media sosial sebagai upaya membangun brand engagement yang berkelanjutan. Kata Kunci: Media Sosial, Influencer, Keputusan Pembelian, Louise Bakehouse
Analysis of Product Quality, Service Quality, and Brand Awareness on Customer Satisfaction at Pt Exzer Amsal Mandiri Hery Formalia Simanjuntak; Annisa Febrina
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 5 No 4 (2026): Oktober
Publisher : LPPM Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v5i4.12655

Abstract

This study aims to analyze the effect of product quality, service quality, and brand awareness on customer satisfaction at PT Exzer Amsal Mandiri, both partially and simultaneously. This research employed an associative quantitative approach using a survey method. The population consisted of 52 customers who made repeat transactions in 2025, and the entire population was selected as the sample through saturated sampling. Data were collected through Likert-scale questionnaires, observation, and documentation, and were analyzed using multiple linear regression with SPSS. The results show that product quality has no significant effect on customer satisfaction, while service quality has a positive and significant effect and is the most dominant variable. Brand awareness has no significant effect on customer satisfaction. Simultaneously, product quality, service quality, and brand awareness have a positive and significant effect on customer satisfaction. The Adjusted R-Square value of 0.719 indicates that 71.9% of the variation in customer satisfaction can be explained by the three independent variables.
Co-Authors Firhan Sudrajat Hery Formalia Simanjuntak Irma Fatmawati Muhammad Alif Daffa Rahul Ardian Rahul Ardian Fikri Rendi Dinova