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Muharam, Hari

Universitas Pakuan

Author-ID : 888394

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Mediation of Marketing Capabilities in Market Orientation, Entrepreneurial Marketing on Marketing Performance Andari, Titiek Tjahja; Diposumarto, Ngadino Surip; Muharam, Hari
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 3 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i3.381

Small businesses have become an important part of the Indonesian economy, but most of their performance has not been able to meet the growing demands of customers. This study aims to analyze the factors that can influence the marketing performance of small businesses in Bogor City using descriptive and verification methods. A survey of 350 respondents was conducted to determine a general description of the influence of market orientation, entrepreneurial marketing, and marketing capabilities on marketing performance, as well as the mediating role of marketing capabilities. Analysis of the influence between variables was conducted using the Structural Equation Modeling method, with data processed using Lissrel 10.2. The test results show that market orientation influences marketing capabilities, and entrepreneurial marketing influences marketing capabilities. The marketing capabilities of market orientation and entrepreneurial marketing influence marketing performance. Marketing capabilities can mediate the influence of market orientation on marketing performance and mediate some of the influence of entrepreneurial marketing on marketing performance. The novelty of this study is the discovery of a mediation relationship model of marketing capabilities in the influence of market orientation and entrepreneurial marketing on the resulting marketing performance.

THE ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT IN INCREASING CUSTOMER LOYALTY Hanafiah, Hafidz; Gursida, Hari; Muharam, Hari
International Journal of Economy, Education and Entrepreneurship (IJE3) Vol. 5 No. 1 (2025): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v5i1.340

Customers are the spearhead in marketing performance in generating profit. In its implementation, a good relationship is needed between customers and the company organization or MSMEs that have the product. The purpose of this study is to describe and analyze the role of customer relationship management as an effort to increase customer loyalty at coffee shop of 27 Serang City Banten. The research method uses a qualitative method. While the data collection technique is through deductive analysis, comparative analysis, and data verification. As well as checking the validity of the findings, namely continuous observation, triangulation testing, and proof of the truth of the data that the researcher has found. The results of the study found that (1) The role of customer relationship management can increase customer loyalty at coffee shop of 27 Serang City Banten through customer loyalty programs starting from planning, implementation, to evaluation of the program according to previously planned customer targets; (2) Customer loyalty at coffee shop of 27 Serang City Banten can be seen from loyal customers with customer visit retention, always recommending to others, and always making repeat purchases.

THE ROLE OF STRATEGIC COLLABORATION IN IMPROVING SUPPLIER PERFORMANCE: A BUYER-SUPPLIER PERSPECTIVE IN A REGIONAL-OWNED ENTERPRISE IN DKI JAKARTA Hasrul, Hasrul; Limankrisna, Nandan; Muharam, Hari
International Journal of Economy, Education and Entrepreneurship (IJE3) Vol. 5 No. 1 (2025): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v5i1.367

This study aims to examine the role of strategic collaboration in improving supplier performance in DKI Jakarta Regional-Owned Enterprises (BUMD) from a buyer-supplier perspective. Strategic collaboration is considered the key to success in supply chain management, especially in the context of business relationships between buyers and suppliers. Qualitative research methods were used with data collection through in-depth interviews with procurement managers and key suppliers in several BUMDs in DKI Jakarta in the period November 2024 to January 2025. The results of the study indicate that the three main dimensions of collaboration, communication, trust, and technology, play an important role in improving supplier performance. Transparent and intensive communication helps synchronize operations, trust strengthens supplier loyalty and commitment, while technology supports the efficiency of procurement and monitoring processes. This study confirms that strengthening strategic collaboration is an effective strategy to improve sustainable supplier performance in the BUMD environment. Practical implications of this study include the need to improve communication, build a culture of mutual trust, and utilize technology in supply chain management.

THE ROLE OF CUSTOMER SERVICE IN ENHANCING CUSTOMER VALUE AND FOSTERING CUSTOMER TRUST IN THE MODERN MARKET ENVIRONMENT IN BOGOR CITY Ramadhan, Muhammad Asrul; Limakrisna, Nandan; Muharam, Hari
International Journal of Economy, Education and Entrepreneurship (IJE3) Vol. 5 No. 1 (2025): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v5i1.369

This study aims to investigate the role of customer service in enhancing customer value and fostering customer trust in the modern market environment of Bogor City. In an era of increasingly intense retail competition, customer service is a crucial factor in creating added value for customers and fostering sustainable trust. This study employs a qualitative approach, incorporating in-depth interviews and observations of consumers and modern market managers in Bogor City from October to December 2024. The study's findings indicate that the perception of customer value is significantly influenced by the quality of services, which is characterised as friendly, responsive, and instructive. High customer value then becomes a crucial foundation for growing customer trust, which in turn fosters customer loyalty and the sustainability of modern markets. However, there are challenges in the form of inconsistencies in service and limited human resources and market facilities that still require improvement. These findings emphasise the importance of standardised service management and staff training as primary strategies for enhancing service quality. The practical implications of this study are the need for continuous investment in training and facility development to strengthen the position of modern markets in Bogor City amidst retail market competition. This research is a significant contribution to the field of contemporary market management, as it aids in the development of effective service strategies that enhance customer value and establish long-term trust.

THE INFLUENCE OF E-WOM, HEDONIC SHOPPING AND SALES PROMOTION ON IMPULSE BUYING IN ONLINE RETAIL INSURANCE PRODUCT PURCHASE DECISIONS IN INDONESIA Syukur Abdullah; Ngadino Surip Diposumarto; Hari Muharam
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 5 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i5.3240

This study aims to describe the influence of electronic word of mouth (e-WOM), hedonic shopping, and sales promotion on purchasing decisions for online retail insurance products, with impulse buying as a mediating variable. The method used is quantitative descriptive, which aims to describe phenomena objectively based on numerical data without testing hypotheses. The population of the study was customers of general insurance companies who purchased retail insurance products online, with an estimated population of around 500,000 people. The sample was taken using a purposive sampling technique based on certain criteria, and 400 respondents were determined using the Slovin formula. Data collection was carried out through observation, interviews, documentation, and distributing questionnaires as the main instrument to measure consumer perceptions of the variables studied. Data analysis was carried out using descriptive statistical methods and Structural Equation Modeling (SEM) with the help of Lisrel 8.88 software. The results of the study showed that e-WOM, hedonic shopping, and sales promotion had a significant influence on impulse buying. Impulse buying was proven to have a significant influence on purchasing decisions for online retail insurance products. Simultaneously, the four variables also had a significant influence on purchasing decisions. The impulse buying variable acts as a full mediator in the relationship between e-WOM and hedonic shopping on purchasing decisions, as well as a partial mediator between sales promotion and purchasing decisions. These findings indicate that an effective digital marketing strategy needs to consider the combination of credible e-WOM, a pleasant shopping experience, attractive sales promotions, and consumer impulsiveness as the key to driving online retail insurance product purchasing decisions in the digital era.

INCREASING CUSTOMER LOYALTY THROUGH CO-CREATION, PRODUCT INNOVATION, SOCIAL MEDIA MARKETING WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE Hanafiah, Hafidz; Gursida, Hari; Muharam, Hari
International Journal of Multidisciplinary Research and Literature Vol. 4 No. 4 (2025): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijomral.v4i4.355

Coffee shop is a meeting place where interaction occurs between two human beings with various purposes and reasons. The phenomenon of the emergence of coffee shops in Serang City has made coffee shop managers focus on Gen Z to have their own uniqueness in creating customer loyalty through co-creation and product innovation for coffee shop managers in the era of technology and digitalization. Differences in perceptions of cafes, coffee shops, and coffee shops among Gen Z make them not loyal to coffee shops. Initial research found that customer loyalty in six coffee shops that had not been segmented for Gen Z resulted in a low level of loyalty. There is a problem with customer loyalty so that research is needed on loyalty in six coffee shops that do not yet have a Gen Z segment in Serang City. Among them are Kiri coffee, Cruz coffee, carios.id, Kopi Rona, Jannor Coffee, and also Kiara Coffee. This study aims to determine efforts to increase customer loyalty through co-creation, product innovation, and social media marketing, as well as customer satisfaction as an intervening variable. This study uses a survey method with data collection through questionnaires distributed to 400 respondents of Gen Z coffee lovers in six coffee shops in Serang City, Banten, which do not yet have a segmentation among Gen Z. This study uses a quantitative research method. The type of design that will be analyzed using the help of Structural Equation Modeling (SEM) software. The results of the analysis show that of the 100 indicators used, all are valid and reliable. Co-creation, product innovation, and social media marketing have a significant influence on customer satisfaction with a determination of 66.5%, where co-creation is the dominant factor. In addition, customer loyalty is significantly influenced by customer satisfaction, co-creation, product innovation, and social media marketing with a determination of 76.3%. This study proves that the co-creation coffee innovation model significantly increases customer loyalty in Coffee Shops in Serang City. These results provide theoretical, practical, and managerial implications, especially for coffee shop business actors in Serang City, to increase customer loyalty and business sustainability in this coffee shop.

THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE AND INTEGRATED MARKETING COMMUNICATION ON CUSTOMER VALUE AND ITS IMPLICATIONS ON CUSTOMER TRUST IN THE MODERN ORGANIC MARKET IN BOGOR CITY Ramadhan, Muhammad Asrul; Limakrisna, Nandan; Muharam, Hari
International Journal of Multidisciplinary Research and Literature Vol. 4 No. 4 (2025): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijomral.v4i4.359

Customer trust is a key factor in building long-term relationships between consumers and brands. This trust is developed through repeated positive experiences, consistent product quality, transparent communication, and a strong brand image. When customers feel confident that a brand or company can fulfill its promises and meet their expectations, they are more likely to remain loyal and recommend the product or service to others. This study aims to analyze the influence of product quality, brand image, and integrated marketing communication on customer value and its implications for customer trust in the modern organic market in Bogor City. The research method used is quantitative with a causality research approach. Data was collected through a survey using a questionnaire from 230 respondents, who are consumers aged over 17 years who shop at modern organic markets in Bogor City. Data analysis was conducted using structural equation modeling (SEM). The findings are expected to provide insights into effective marketing strategies for enhancing customer value and trust in organic products.

Strengthening Banking Literacy to Optimize Small and Medium Enterprises (SMEs) Business Transactions in Subang Regency Muharam, Hari; Gursida, Hari; Salmah; Apriyani, Karina; Sutarto, Bambang; Rukmana, Dwita; Suryaman, Maman
International Journal of Research in Community Services Vol. 6 No. 1 (2025)
Publisher : Research Collaboration Community (Rescollacom)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijrcs.v6i1.797

Small micro and medium enterprises (SMEs) in Subang Regency are still not optimal in using digital financial products in their business transactions. This is due to their limited understanding of digital financial products and how to access them. Basedon these conditions, this community service program is aimed at increasing the literacy of digital financial products owned by banks for SMEs under the guidance of UPTD-PLUT KUMKM Subang Regency. Activities begin with providing training, monitoring and evaluation. The training provided focused on knowledge and understanding of the importance of using digital finance in SMEs business management as well as the introduction of bank digital financial products such as internet banking, mobile banking, and QRIS. In addition, participants also gained an understanding of financing, especially the working capital financing credit to individuals on the SMEs scale who are productive and viable but do not yet have additional collateral or the additional collateral is not sufficient that called Kredit Usaha Rakyat (KUR), which includes procedures, requirements, loan value, term, and installment simulations. The methods used involved lectures and interactive discussions, while the effectiveness of the training was evaluated through pre-test and post-test to assess the participants' knowledge improvement. The results showed that the training was effective in improving participants' understanding. Based on spiderweb analysis, there was a significant increase in several banking literacy indicators. Participants also showed high enthusiasm during the discussion sessions and better understood the use of digital financial products to support business financial management. Overall, this program succeeded in strengthening the banking literacy of SMEs in Subang Regency, especially in knowing and utilizing digital banking services and financing such as KUR. This increased understanding is expected to help SMEs optimize their business management through digitalization to support better business growth.

Optimalisasi Strategi Digital Marketing untuk Meningkatkan Penjualan Keripik Pisang (Tiens Banana Chips) di Kabupaten Subang Muharam, Hari; Fitriyani, Syabrina; Marthalia, Lia; Simanjuntak, Vera Clara
Jurnal Pengabdian Tangerang Selatan [JURANTAS] Vol. 2 No. 3 (2024): [September-Desember] Jurnal Pengabdian Tangerang Selatan: JURANTAS
Publisher : LAP4B

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58174/jrt.v2i3.169

Digital Marketing adalah aktivitas pemasaran yang dilakukan melalui media digital, seperti internet, perangkat mobile, dan platform digital lainnya. Penelitian ini bertujuan untuk menganalisis pemanfaatan teknik digital marketing dalam meningkatkan angka penjualan serta memperluas pasar produk keripik pisang "Tiens Banana Chips" yang berlokasi di Kabupaten Subang. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan tipe studi deskriptif. Sumber data diperoleh melalui wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi digital marketing yang diterapkan oleh "Tiens Banana Chips" meliputi perubahan pada strategi produk melalui penggantian kemasan, penetapan harga, dan pemasaran internet secara online. Media sosial seperti Instagram dan WhatsApp dimanfaatkan sebagai saluran utama untuk menyebarkan informasi dan melakukan promosi, sedangkan marketplace seperti Shopee digunakan untuk mengimplementasikan strategi pemasaran mereka.

Determinants of Customer Trust in Universities: A Study of Private Universities in Banten, Indonesia Alfatiyah, Rini; Limakrisna, Nandan; Muharam, Hari
International Journal of Management and Digital Business Vol. 2 No. 2 (2023)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijmdb.v2i2.753

This study aims to determine and analyze the impact of Brand Image, service quality, and Customer Relationship Management on customer trust in private universities in Banten. The type of research used is descriptive survey research and explanatory research with verification methods. The study population was students from five universities in Banten, with the most significant number of students in South Tangerang; in this study, the sample size is determined in the form of statistical tests that will be used as a model of structural Equation Modeling (SEM), while the determination of the minimum number of samples in this study is to use the Slovin formula according to Sevilla, 1998—a selection of 354 respondents. Questionnaires collected data. The Data were analyzed by structural equation modeling (SEM) and its tools using Lisrel 8.80. The results revealed that brand image has a positive and significant effect on customer trust, Service Quality has a positive and significant impact on customer trust, and Customer Relationship Management has a positive and significant effect on customer trust.

Co-Authors Abdullah, Syukur Aditya Yudha Primantoro, Aditya Yudha Aditya, Dedy Yusuf Adrian, Ferdisar AGUS RIYANTO Agus S. Pranowo Agus Setyo Pranowo Ahirudin, Ahirudin Ahmad Zulfikar Alfatiyah, Rini Amelia, Rizka Wahyuni Amran Bin Harun Anggraini, Anggun Anik Ariyanti Annisaa Soeyono Ari Irawan Arie Wibowo Irawan Arief T. Hardiyanto Arif Siaha Widodo Arif Wijayanto, Arif Arwan Gunawan Azlia, Anaiza Bahtiar Al Fikri Bernedictus, Bayu Budi Susanto Budin , Dg Safrina Ag Bungaran Saing, Bungaran Chaniago, Harmon Deni Hudaya Dewi Taurusyanti Didik Notosudjono Eka Suhardi Ekasari, Silvia Elizabet Dwi Arianti Enda Juanda Endi Suyatno Endi Suyatno Endraria, Endraria Enok Tuti Alawiah Erlan, Erlan Herdiatna Evi Fitriyanti Febriyanti, Chatarina Fery Siswadi Firdha Juliantari Fitri, Lisa Fitria Iswari Fitriyani, Syabrina Gandung, Muhammad Geraldy Samuel Ivan Geraldy Samuel Ivan Giovanni Inez Erika Margaretha Giovanni Inez Erika Margaretha Gita Kencanawaty, Gita Griet Helena Laihad Gunadi, Tresno Hady, Hamdy Hafidz Hanafiah Hammad Hammad Hammad Hammad Hammad, Hammad Hamzah Bustomi Hanan, Sufrin Handayani, Estiningsih Tri Hari Gursida Hari Gursida Hasanah, Yanah Uswatul Hasrul Hasrul, Hasrul Hasryningsih, Andi Hendro Sasongko Hendro Sasongko Heni D Wahyuni Herdiyana, Herdiyana herdiyana, Herdiyana Herlin Widasiwi Setianingrum Hidayat Susilowati, Isnurrini Hidayat, Syepi Horas V Purba, Jan Idham Maulana Oktora Imawanty, Imawanty Imbron, Imbron Irma Fitriyanti Ismuhadjar Ismuhadjar Ismuhadjar Ismuhadjar Isnurrini hidayat, Isnurrini Jhoni Iskandar Karina Apriyani Khaerul Fahmi Kurniawan, Prasetyo Lajuni , Nelson Lesmana, Rosa Lestari, Desy Lia Marthalia Limakrisna2, Nandan Limankrisna, Nandan Lucky Sandra Rahayu M. Entang Maman Suryaman Mamun, Muhammad Mariska, Fenti Marthalia, Lia Martinus Tukiran Martinus Tukiran Minarsih, Cicih Moeins, Anoesyirwan Moenis, Anoesyirwan Mohidin, Rosle MONICA DEWI Muhamad Apep Mustofa Muhammad Sulaeman Mulyadi . Muryati Muryati Nandan Limakrisna Nandan Limakrisna Nandan Limakrisna Nandan Limakrisna Nandang Hidayat Nazib, Fiqra Ngadino Surip Diposumarto Ngadino Surip Diposumarto Ngadino Surip Diposumarto, Ngadino Surip Nugraha, Ujang Parah Nurliyah, Elly Siti Nurwijayanti Octaviana, Dina Ogunkoya, Olufemi Adewale Priyanto, Andri Dwi Purnama, Denta Purnama, Indah Quraysin, Icin Raga Paksi, Galuh Rahayu Lestari RAIS HIDAYAT, RAIS Ramadhan, Muhammad Asrul Ramon Hurdawaty Ratu Erlina G, Ratu Erlina Gentari Reni Sulistiyowati Reza Suriansha Rezal, Yonggi Noval Rinsan Hutabarat Roosganda Elizabeth Roosganda Elizabeth Rosna Wati Rosna Wati Rukmana, Dwita Rumawak, Yerry Gerson Ryan Permana Salmah Salmah Salmah Saragih, Dea Agustia Sasmita, Radina Qisma Jabar Satria, Yudi Wahyu Septiani, Fauziah Setiadi, Deyna Dwitama Simanjuntak, Vera Clara Soewarto Hardhienata Sofi’i, Imam Solihin, Dede Sufrin Hannan Sukoco, Hadi Sulistiyo, Ajik Sumardi . Sunaryo, Widodo Surip, Ngadino Susilo Susilo Susilo Sutarto, Bambang Sutji Harijanto Suyatno, Endi Syabrina Fitriyani Syafrudin Yusuf, M. Syukur Abdullah Titiek Tjahja Andari V. Purba, Jan Horas Vera Clara Simanjuntak Wahyu Wiguna Wastuti, Wahyu Wati, Juni Lamria Wawan Kurniawan Widasiwi, Herlin Widi Winarso, Widi Widia Astuti Widodo Sunaryo Widodo Sunaryo Wihartika, Doni Winda Septiana Wiwik Widiyanti, Wiwik Yandi Asmana Yayan Hadiyat Yerry Gerson Rumawak Yohanes Indroyono Yoyo Indah Gunawan Yuary Farradia Yuary Farradia Yulianingsih Yulianingsih Yulianingsih yusnita, nancy Yusuf, M. Syafrudin

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