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All Journal Journal of Islamic Economics and Finance Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis
Farah Diba Aya Rosady
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Internal Marketing Dalam Membangun Citra Perusahaan Lewat Optimalisasi Peran Receptionist Di Cordova Edupartment Semarang: Analisis Internal Marketing Dalam Membangun Citra Perusahaan Lewat Optimalisasi Peran Receptionist Di Cordova Edupartment Semarang Tussifah, Hamidah; Farah Diba Aya Rosady; Aziizah, Silmina Nur; Marjany, Nawa
Journal Of Islamic Economics And Finance Vol 5 No 2 (2025): Vol. 5 No. 2 (2025)
Publisher : Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28918/jief.v5i2.12491

Abstract

The purpose of this study is to examine how the implementation of internal marketing helps improve company image by optimising the role of receptionists at Cordova Edupartment Semarang. Human resource management strategies known through internal marketing emphasise the importance of preparing employees as internal customers so that they can provide the best service to external customers. Receptionists, who serve as the front line of the company, play an important role in determining how customers first perceive the company. This study employs a qualitative methodology using observation, interviews, documentation, and hands-on practice to collect data. The results indicate that the implementation of internal marketing elements, such as training and development, supportive leadership, internal communication, and recruitment and compensation systems, can enhance the quality of receptionist services. Excellent service directly impacts customers' perceptions of the company. Therefore, through the important role of receptionists, internal marketing is an effective method for building and maintaining a company's reputation
Analisis Strategi Live Streaming, Diskon, dan Sales Promotion terhadap Impulse Buying pada Marketplace Shopee dalam Perspektif Islam Hamidah Tussifah; Farah Diba Aya Rosady
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 4 No. 1 (2026): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v4i1.1298

Abstract

The development of e-commerce has encouraged the use of increasingly intensive digital marketing strategies, which have the potential to trigger impulse buying behavior, especially among Generation Z. This study aims to analyze the influence of live streaming, discounts, and sales promotions on impulse buying among female students at Darussalam Gontor University Campus C who use the Shopee marketplace from an Islamic perspective. This study uses a quantitative method with a survey approach (questionnaire). Data was obtained through a Likert scale questionnaire distributed to 340 respondents and analyzed using multiple linear regression with the help of SPSS. The results show that, partially, live streaming, discounts, and sales promotions have a positive and significant effect on impulse buying with a significance value of 0.000. Simultaneously, the three independent variables also have a positive and significant effect on impulse buying. The conclusion of this study shows that digital marketing strategies can increase impulsive buying, but from an Islamic perspective, they need to be controlled so as not to encourage excessive consumption and remain in line with the principles of balanced consumption and Islamic values.  
Co-Authors Aziizah, Silmina Nur Hamidah Tussifah Hamidah Tussifah Marjany, Nawa