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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

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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.
Digital Marketing Analysis of Customer Satisfaction's Impact on Company Brand Image: Quantitative Study Dendi Sujatmika; Rimayani Rimayani; Nunung Ayu Sofiati; Mochammad Mukti Ali; Yoyo Sudaryo; Riyandi Nur Sumawidjaya; Dadan Abdul Aziz Mubarok
Dinasti International Journal of Education Management And Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5375

Abstract

This study aims to analyze the influence of digital marketing on customer satisfaction and its impact on brand image, particularly among consumers of PT. YXY Motors. In today's digital era, the use of online media such as websites and applications has become a key strategy for companies to reach consumers. This study employs a quantitative approach using a survey method with 30 respondents, and a questionnaire as the measurement tool, which has been validated and tested for reliability. The results indicate that the implementation of digital marketing at PT. YXY Motors is quite good, with social engagement as the strongest aspect. However, there are still shortcomings, especially in terms of the duration of digital visits. Customer satisfaction is also considered to be in the fairly satisfied category, with expectations as the dominant aspect and perception as the lowest. Meanwhile, PT. YXY Motors's brand image is in the fairly good category, with the reputation dimension having the highest score and affinity as the lowest. Data analysis shows that digital marketing has a significant effect on customer satisfaction, and customer satisfaction has a positive impact on the company's brand image. These findings indicate the importance of optimal digital marketing management to increase consumer loyalty and positive perceptions of the Yamaha brand.  
Analysis of The Effect of Distribution Strategy on Customer Loyalty in FMCG Companies Radzisyah Ferry; Mochammad Mukti Ali; Dadan Abdul Azis Mubarok; Ridho Riadi Akbar; Rama Chandra Jaya
Dinasti International Journal of Education Management And Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5410

Abstract

Competition in the Fast Moving Consumer Goods (FMCG) industry requires every company to optimize distribution strategies to maintain customer loyalty. Changing consumer shopping patterns, increasingly critical and demanding easy product access, making distribution effectiveness a crucial factor in creating customer satisfaction and retention. This study analyzes the influence of distribution strategy on customer loyalty in Indonesian FMCG companies using quantitative methods (Structural Equation Modeling or SEM). The sample included 70 FMCG consumer respondents selected through purposive sampling. The results indicate that distribution strategy has a significant positive effect on customer loyalty (β = 0.742; p < 0.001). Product availability has a dominant influence (β = 0.456), followed by distribution service quality (β = 0.398), distribution reach (β = 0.312), and delivery speed (β = 0.287). The research model achieved excellent fit and explained 68.4% of the variation in customer loyalty. These findings provide strategic implications for FMCG companies to optimize distribution through increased product availability, expanded reach, invested in logistics technology, and standardized service quality to maintain customer loyalty.
Literature Review: Factors Affecting Productivity in Mining Industries Mochammad Mukti Ali; Aidil Arifin; Aris Setiyani
Dinasti International Journal of Education Management And Social Science Vol. 7 No. 2 (2025): Dinasti International Journal of Education Management And Social Science (Decem
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i2.5876

Abstract

Mining remains an indispensable pillar of the global economy, supplying essential resources for construction, manufacturing, and the ongoing energy transition. Yet across the last decade, productivity growth in mining industries has been inconsistent despite enormous technological advances and increased investment in mechanisation and digitalisation. This literature review synthesises over 50 peer-reviewed studies and industry reports published between 2015 and 2025 to identify and evaluate the main factors influencing productivity in global mining operations. The analysis groups findings into seven thematic categories: (1) human capital and organisational culture, (2) equipment utilisation and maintenance practices, (3) technological adoption and automation, (4) geological and environmental constraints, (5) supply-chain and logistics efficiency, (6) regulatory and sustainability pressures, and (7) macroeconomic and cyclical influences. Recent evidence shows that the productivity gap between high-performing and average mines is widening, driven not by resource quality alone but by differences in managerial capability, data utilisation, and operational integration. Emerging literature emphasises that productivity enhancement requires a holistic, system-based approach that combines technological innovation with workforce competence, sustainability alignment, and governance reform. The review concludes that the next decade will demand a re-conceptualization of productivity from narrow cost-per-tonne metrics toward integrated measures of digital efficiency, environmental resilience, and social value creation.
Co-Authors Ade Salman Alfarisi Aidil Arifin Anggono Anggono Raras Tirto Sakti Anggono Raras Tirto Sakti Aris Setiyani Dadan Abdul Azis Mubarok Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Dendi Sujatmika Egi Fernandez Fauzan Daffa Irving Ignatius Paul Luntungan Irving Irving Ignatius Paul Luntungan Meilani Eka Putri Andrean Nunung Ayu Sofiati (Efi) Radzisyah Ferry Rama Chandra Jaya Ridho Riadi Akbar Rimayani Rimayani Riyandi Nur Sumawidjaya Yoyo Sudaryo