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All Journal Jurnal Sisfokom (Sistem Informasi dan Komputer) Simtek : Jurnal Sistem Informasi dan Teknik Komputer
Susanto, Jhony
Unknown Affiliation
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Engineering

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PERBANDINGAN KESERUAN MENONTON VIDEO PENDEK DARI TIKTOK, INSTAGRAM REELS, DAN YOUTUBE SHORTS Lim, Vincent; Jackson, Jackson; Erwin, Erwin; Susanto, Jhony; Selina, Selina; Wibowo, Tony
Simtek : jurnal sistem informasi dan teknik komputer Vol. 10 No. 1 (2025): April 2025
Publisher : STMIK Catur Sakti Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51876/simtek.v10i1.383

Abstract

Persepsi kenikmatan, eksposur kehidupan, unsur orisinal, daya tarik selebriti dan kemudahan penggunaan merupakan faktor – faktor yang mempengaruhi kepuasan dan perilaku berbagi dalam menonton video pendek. Penelitian ini bertujuan untuk menganalisis perbandingan keseruan pengguna dalam menonton video pendek di tiga platform media sosial TikTok, Instagram Reels, dan YouTube Shorts. Latar belakang penelitian ini didasarkan pada transformasi signifikan media sosial, di mana format video pendek menjadi sangat populer dan berpengaruh. Dengan memahami faktor-faktor yang mempengaruhi daya tarik video, penelitian ini mengeksplorasi bagaimana konten yang menarik dapat meningkatkan interaksi pengguna. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan instrumen Google Form sebagai instrumen pengumpulan data yang dianalisis menggunakan PLS (Partial Least Squares) dengan analisis SEM (Structural Equation Modeling) untuk mengevaluasi keseruan pengguna dalam menonton video pendek. Hasil penelitian ini menyimpulkan bahwa persepsi kenikmatan, unsur orisinal dan daya tarik selebriti memiliki pengaruh positif yang signifikan terhadap kepuasan pengguna, sedangkan eksposur kehidupan memiliki pengaruh negatif yang signifikan terhadap kepuasan pengguna. Kemudahan penggunaan memiliki pengaruh positif, tetapi tidak signifikan terhadap kepuasan pengguna. Selain itu, kepuasan pengguna memiliki pengaruh positif dan signifikan terhadap perilaku berbagi dalam menonton video pendek. Temuan ini memberikan wawasan yang berharga bagi praktisi media sosial, pemasar, dan peneliti dalam memahami faktor-faktor yang mempengaruhi kepuasan pengguna dan perilaku berbagi dalam konteks menonton video pendek di platform media sosial.
Integrating Quantitative Data Analytics and Qualitative Insights for Digital Marketing Strategy: A Structural Equation Modeling (SEM) Approach Suwarno, Suwarno; Susanto, Jhony; Eryc, Eryc
Jurnal Sisfokom (Sistem Informasi dan Komputer) Vol. 15 No. 02 (2026): MAY
Publisher : ISB Atma Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32736/sisfokom.v15i02.2572

Abstract

The rapid evolution of Batam digital economy presents a paradox: despite high digital channel adoption, many organizations report suboptimal returns on their online investments. This discrepancy highlights a critical research gap: The absence of an integrated, quantitative model that evaluates the collective impact of core data analytics dimensions on strategic performance within this specific context. This study examines how data analytics is pivotal for improving digital marketing outcomes. Adopting a dual-objective approach, it first quantitatively evaluates the effect of five fundamental analytics components on strategic performance, and second, qualitatively uncovers the primary obstacles and facilitators in their application. An explanatory sequential mixed-methods design was employed, commencing with a PLS-SEM analysis of survey data from 150 marketing practitioners in Batam (using a five-point Likert-scale instrument) and concluding with a thematic analysis of qualitative practitioner insights. Empirically, the results validate that all five dimensions (Website Performance, Social Media Metrics, Email Marketing Performance, Customer Data Analysis, and Customer Journey Analysis) significantly enhance the effectiveness of digital marketing strategy. Among these, Customer Journey Analysis was identified as the most powerful determinant (R² = 0.783, Q² = 0.634). The qualitative data elucidated critical implementation barriers such as talent shortages and disconnected data sources, while also highlighting vital success drivers including data-informed personalization. The study’s primary novelty lies in providing a validated, holistic SEM model that establishes the synergistic and hierarchical influence of analytics dimensions, with Customer Journey Analysis as the central pillar. Consequently, it furnishes both a theoretical advancement for scholarly discourse and a practical framework advocating for a strategic reorientation towards holistic customer journey management and the dismantling of data silos to optimize outcomes.
Co-Authors Erwin Erwin Eryc, Eryc Jackson Jackson, Jackson Lim, Vincent Selina, Selina Suwarno Suwarno Tony Wibowo, Tony