Article Per Year (5 Year)
p-Index From 2021 - 2026
0.562
P-Index
This Author published in this journals
All Journal Dinasti International Journal of Education Management and Social Science Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS)
Mochammad Mukti Ali
Universitas Indonesia Membangun, Bandung, Indonesia
Decision Sciences, Operations Research & Management Education Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Pengaruh YouTube Advertising Terhadap Purchase Intention di Agoda Melalui Brand Awareness Egi Fernandez; Mochammad Mukti Ali; Nunung Ayu Sofiati
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 6 No. 2 (2025): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Februari - Maret 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v6i2.4161

Abstract

Penelitian ini mengulas bagaimana YouTube Advertising memengaruhi niat beli (purchase intention) konsumen Agoda, dengan kesadaran merek (brand awareness) sebagai variabel perantara. Penelitian ini menerapkan pendekatan kuantitatif berbasis survei, menggunakan kuesioner yang dijawab oleh 100 responden. Analisis data dilakukan melalui uji regresi linier berganda dan analisis jalur guna mengeksplorasi hubungan antar variabel. Temuan penelitian menunjukkan bahwa YouTube Advertising memberikan dampak signifikan langsung pada niat beli konsumen, meskipun tidak menunjukkan pengaruh signifikan terhadap kesadaran merek. Sebaliknya, niat beli konsumen terbukti berkontribusi signifikan terhadap peningkatan kesadaran merek. Hasil analisis jalur menegaskan bahwa kesadaran merek bertindak sebagai variabel perantara yang memperkuat hubungan antara YouTube Advertising dan niat beli konsumen.  Penelitian ini menggarisbawahi pentingnya pengembangan konten iklan yang relevan dan mampu menarik perhatian guna mendorong terciptanya kesadaran merek yang kokoh serta meningkatkan niat beli konsumen, terutama dalam konteks persaingan ketat di ranah digital.
Differentiation Strategy and Digital Marketing for Revitalizing Traditional Retail Stores Fauzan Daffa; Mochammad Mukti Ali; Nunung Ayu Sofiati; Ade Salman Alfarisi; Irving Irving Ignatius Paul Luntungan; Anggono Anggono Raras Tirto Sakti
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 4 (2025): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i4.4429

Abstract

This research examines the application of product differentiation and effective digital marketing strategies for revitalizing traditional retail stores, using Kios Maju Berkah as a case study. In an era of increasingly intense competition between traditional retail, modern retail, and e-commerce, traditional stores face significant challenges to survive. This study highlights the importance of unique local products, high-quality customer service, and targeted digital marketing in attracting and retaining customers. Through SWOT and TOWS analysis, this research finds that appropriate product innovation and the implementation of digital marketing strategies can enhance the competitiveness of traditional retail stores. The recommendations from this study include optimizing digital marketing strategies and collaborating with local communities to maintain the relevance and sustainability of traditional retail businesses.
Sub-Brand Improvement Strategy for Retail Management Study Program at XYZ University Meilani Eka Putri Andrean; Mochammad Mukti Ali; Nunung Ayu Sofiati; Ade Salman Alfarisi; Irving Ignatius Paul Luntungan; Riyandi Nur Sumawidjaya; Anggono Raras Tirto Sakti
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 6 (2025): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i6.5285

Abstract

This study aims to analyze the sub-brand strengthening of the Retail Management Study Program at XYZ University by using a SWOT analysis approach combined with the 7P marketing mix framework. The research seeks to identify the program's strengths, weaknesses, opportunities, and threats, as well as to formulate appropriate strategies within the context of higher education marketing. Based on the data analysis, the Internal Factor Analysis Summary (IFAS) score was 3.02, while the External Factor Analysis Summary (EFAS) score reached 3.25, placing the program in the aggressive (S–O) quadrant. The proposed strategies focus on leveraging internal strengths—such as a relevant curriculum, affordable tuition, digital media utilization, and adequate campus facilities—to address external opportunities including the growth of the retail industry, scholarship availability, and the program's unique positioning within the region. The final outcome presents a sub-brand development strategy based on the 7P framework, covering product, price, place, promotion, people, process, and physical evidence to strengthen competitiveness and brand identity.
Co-Authors Ade Salman Alfarisi Anggono Anggono Raras Tirto Sakti Anggono Raras Tirto Sakti Egi Fernandez Fauzan Daffa Irving Ignatius Paul Luntungan Irving Irving Ignatius Paul Luntungan Meilani Eka Putri Andrean Nunung Ayu Sofiati (Efi) Riyandi Nur Sumawidjaya