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Pengaruh Brand Image dan Keunggulan Bersaing Terhadap Keputusan Mahasiswa Dalam Memilih Politeknik Hasnur Yang Di Mediasi Oleh Word Of Mouth Positif Mariyam, Mariyam; Taharuddin, Taharuddin
JURNAL BISNIS DAN PEMBANGUNAN Vol 12, No 3 (2023): September-Desember 2023
Publisher : Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jbp.v12i3.17989

This study aims to examine and deretmine the direct and indirect effect between Brand Image and competitive advantage in the decision to choose Politeknik Hasnur mediated by positive Word of Mouth. This study uses a quantitative research method with an explantory type and uses the SmartPLS data analysis method. By collecting data through distributing questinnaires to second semester and fourth semester Politeknik Hasnur students who are still active and residing in South Kalimantan with a sample of 171 respondents. The results of this test prove that Brand Image has no significant effect on the decision to choose Politeknik Hasnur, competitive advantage has a significant effect on the decision to choose Politeknik Hasnur and positive Word of Mouth as mediation also has a significant effect on student decisions in choosing Politeknik Hasnur. Keywords: Brand Image, Competitive Advantage, Word of Mouth, The Decision to Choose a Politeknik Hasnur

HUBUNGAN PERTUMBUHAN ASSET, KONTRIBUSI BRUTO, KLAIM DAN INVESTASI TERHADAP EFISIENSI PERUSAHAAN ASURANSI SYARIAH HAJIJAH, NUR -; Junaidi, Ahmad; Syofrin, Nadila Deryza; Mariyam, Mariyam
J-ESA (Jurnal Ekonomi Syariah) Vol 8 No 1 (2025): Juni
Publisher : Program Studi Ekonomi Syariah IAI Muhammadiyah Bima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52266/jesa.v8i1.4281

Business efficiency proves the ability of its managerial in facing intense competition, especially those of sharia insurance companies. The purpose of this study was to examine the relationship between growth assets, gross contributions, claims and investment to the efficiency of sharia insurance company in 2016-2019. This study used DEA analysis (Data Envelopment Analysis) to measure the efficiency level of seven sharia insurance companies in 2016 to 2019 by using input variables (asset totals, claim payments) and output variable (revenues and tabarru’ funds), then examine the relationship of independent variables (growth assets, gross contributions, claims and investment) against dependent variable (the efficiency of sharia insurance company) by using multiple linear regression analysis. The results of the study demonstrated that the seven companies experienced the efficiency level of 100% in 2016 to 2017, but in 2018 to 2019 the three sharia insurance companies (PT Asuransi Jiwa Syariah Al-Amin, PT Asuransi Jiwa Syariah Jasa Mitra Abadi and PT Reasuransi Syariah Indonesia; or PT ReINDO Syariah) experienced an inefficiency. Then the relationship of growth assets, gross contributions, claims and investment to the efficiency of sharia insurance company does partially not effect significantly, but does simultaneously effect significantly. Keywords: Growth Assets, Gross Contributions, Claims, Investment, Efficiency of Sharia Insurance Company; DEA

Auto Pintar atau Auto Malas? Studi tentang Literasi AI, Pengambilan Keputusan, dan Performa Akademik Mahasiswa Ambalika, Ni Komang Ayu Diah; Azzahra, Hurul A’ini Sekar; Mariyam, Mariyam; Suhendro, Jauza Maylia
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2222

Dalam era kemajuan teknologi, kecerdasan buatan (AI) menjadi kekuatan transformatif yang mengubah berbagaiaspek kehidupan, termasuk pendidikan tinggi. Penelitian inimengeksplorasi dampak literasi AI terhadap penggunaan AI yang berkelanjutan, serta pengaruhnya terhadap kemalasanmanusia, pengambilan keputusan, dan performa akademik di kalangan mahasiswa Generasi Z di Indonesia. Menggunakanpendekatan kuantitatif dengan metode Structural Equation Modeling (SEM), penelitian ini menguji hubungan antar lima variabel utama: literasi AI, penggunaan AI yang berkelanjutan, kemalasan manusia, pengambilan keputusan, dan performa akademik. Hasil menunjukkan bahwa seluruhhipotesis terdukung secara signifikan, termasuk pengaruhpositif literasi AI terhadap penggunaan AI, serta dampakpenggunaan AI terhadap performa akademik, kecenderunganmalas, dan proses pengambilan keputusan. Temuan inimenyoroti perlunya keseimbangan dalam pemanfaatan AI untuk mendukung proses pembelajaran yang etis dan produktif, serta pentingnya pengembangan literasi AI bagimahasiswa untuk memaksimalkan potensi teknologi tanpamengorbankan kemampuan berpikir kritis dan otonomiindividu.

Segmentation of Teachers Using Gower-Based Hierarchical Clustering Kaloka, Tesdiq Prigel; Yudhistira, Danang Bagus; Mariyam, Mariyam; Azzahra, Hurul A’ini Sekar; Widagdo, Muhammad Rudito
Jurnal Varian Vol. 9 No. 1 (2026)
Publisher : Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/varian.v9i1.5903

The core issue addressed in this study is the reliance of teacher development and welfare policies on aggregated indicators that obscure variations in teachers’ demographic, professional, and economic conditions. This research aims to identify teacher profiles across multiple educational levels. The method used in this research is hierarchical clustering utilizing Gower distance applied to mixed-type survey data collected from 376 teachers across all educational levels. The analysis incorporates demographic, professional, and socioeconomic variables, including age, education, years of service, income, economic class, number of dependents, income satisfaction, and interest in technology. The analysis identifies two distinct teacher clusters. The first cluster is characterized by more experienced teachers with longer service periods, relatively stable financial conditions, and higher income satisfaction, while the second cluster comprises younger teachers with shorter teaching experience, lower income levels, and lower financial satisfaction. These findings highlight substantial heterogeneity among teachers and suggest that teacher development and welfare policies should be formulated in a differentiated manner by considering career stages and economic conditions, thereby enabling more targeted and data-driven policy interventions.

Pengaruh Intensitas E-WOM dan Efektivitas Media Sosial Terhadap Keputusan Memilih Pendidikan Vokasi Rachman, Mariyam; Azzahra, Hurul A’ini Sekar; Ambalika, Ni Komang Ayu Diah; Wathani, M. Zainul
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.5678

Penelitian ini bertujuan untuk menganalisis secara komprehensif pengaruh intensitas Electronic Word of Mouth (e-WOM) dan efektivitas pemasaran media sosial terhadap keputusan calon mahasiswa dalam memilih institusi pendidikan vokasi. Di tengah persaingan ketat sektor pendidikan tinggi, kemampuan institusi vokasi dalam membangun kredibilitas melalui volume pembicaraan publik dan kualitas interaksi digital menjadi faktor penentu daya saing yang sangat krusial. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan melibatkan 171 responden yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan metode Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) melalui perangkat lunak SmartPLS 3. Hasil pengujian hipotesis mengungkapkan bahwa intensitas e-WOM memiliki pengaruh positif dan signifikan yang dominan terhadap keputusan memilih dengan nilai koefisien jalur sebesar 0,528. Di sisi lain, efektivitas media sosial menunjukkan pengaruh positif namun dengan tingkat signifikansi yang lebih moderat, ditunjukkan oleh nilai koefisien 0,25 dan T-statistik sebesar 1,888. Secara simultan, kedua variabel tersebut mampu menjelaskan varians keputusan memilih pada institusi vokasi sebesar 69,5%, yang masuk dalam kategori model prediktif yang kuat. Kebaruan penelitian ini terletak pada pemisahan dimensi kuantitas pembicaraan (intensitas) dan kualitas komunikasi institusi (efektivitas) dalam ekosistem pendidikan vokasional. Temuan ini memberikan implikasi manajerial bagi pengelola pendidikan vokasi untuk lebih memprioritaskan strategi manajemen ulasan organik dan keterlibatan alumni guna memicu e-WOM positif, sembari terus mengoptimalkan relevansi konten media sosial sebagai kanal informasi utama guna meningkatkan konversi pendaftaran mahasiswa baru.

HUBUNGAN PERTUMBUHAN ASSET, KONTRIBUSI BRUTO, KLAIM DAN INVESTASI TERHADAP EFISIENSI PERUSAHAAN ASURANSI SYARIAH NUR - HAJIJAH; Ahmad Junaidi; Nadila Deryza Syofrin; Mariyam Mariyam
J-ESA (Jurnal Ekonomi Syariah) Vol. 8 No. 1 (2025): Juni
Publisher : Program Studi Ekonomi Syariah IAI Muhammadiyah Bima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52266/jesa.v8i1.4281

Business efficiency proves the ability of its managerial in facing intense competition, especially those of sharia insurance companies. The purpose of this study was to examine the relationship between growth assets, gross contributions, claims and investment to the efficiency of sharia insurance company in 2016-2019. This study used DEA analysis (Data Envelopment Analysis) to measure the efficiency level of seven sharia insurance companies in 2016 to 2019 by using input variables (asset totals, claim payments) and output variable (revenues and tabarru’ funds), then examine the relationship of independent variables (growth assets, gross contributions, claims and investment) against dependent variable (the efficiency of sharia insurance company) by using multiple linear regression analysis. The results of the study demonstrated that the seven companies experienced the efficiency level of 100% in 2016 to 2017, but in 2018 to 2019 the three sharia insurance companies (PT Asuransi Jiwa Syariah Al-Amin, PT Asuransi Jiwa Syariah Jasa Mitra Abadi and PT Reasuransi Syariah Indonesia; or PT ReINDO Syariah) experienced an inefficiency. Then the relationship of growth assets, gross contributions, claims and investment to the efficiency of sharia insurance company does partially not effect significantly, but does simultaneously effect significantly. Keywords: Growth Assets, Gross Contributions, Claims, Investment, Efficiency of Sharia Insurance Company; DEA

K-Means and Decision Tree Models for Analysis Students Perception of Digital Marketing Tesdiq Prigel Kaloka; Ahmadi Marta; Mariyam Mariyam; Nadila Deryza Syofrin
MALCOM: Indonesian Journal of Machine Learning and Computer Science Vol. 6 No. 2 (2026): MALCOM April 2026
Publisher : Institut Riset dan Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57152/malcom.v6i2.2360

Amid intensifying competition among educational institutions and the rapid expansion of digital platforms, schools must adopt effective digital marketing strategies to attract prospective students. This research examines students’ perceptions of the implementation of digital marketing at the Global Islamic Boarding School (GIBS) in Barito Kuala Regency, South Kalimantan, Indonesia. Data were collected from 95 students using a structured questionnaire comprising 20 variables related to digital marketing and word-of-mouth communication. A hybrid analytical framework integrating K-Means Clustering and Decision Tree analysis was employed to identify perception-based segments and determine key differentiating indicators. The Elbow method indicated an optimal three-cluster solution, resulting in highly positive, negative, and moderate perception groups. Decision Tree results revealed that engaging content (B7), social media stability (B12), and invitation to attend school (C19) were the most influential variables distinguishing clusters, with satisfactory classification performance supporting the robustness of the segmentation. The findings suggest that emotionally engaging and experientially rich content plays a more decisive role in shaping student perceptions than purely technical aspects of digital media management. Accordingly, schools should optimize their digital marketing strategies by emphasizing authentic student experiences, maintaining consistent, stable online communication, and incorporating persuasive calls to action to enhance prospective students’ interest.

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