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INDONESIA
ARRUS Journal of Social Sciences and Humanities
Published by Yayasan Ahmar Cendekia Indonesia
ISSN : 27767930     EISSN : 28073010     DOI : https://doi.org/10.35877/soshumv1i1
Core Subject : Religion, Economy, Humanities, Social,
Religion Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences
Social Sciences: Anthropology, Asian Studies, Communication, Demography, Development, Gender Studies, Government & Public Policy, Human Ecology, International Relations, Media Studies, Peace and Conflict, Political Science, Science, Technology & Society, Sociology. Humanities: Cultural Studies, Education, History, Human Geography, Linguistics, Philosophy, Religion.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 274 Documents
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Transformation of Ethnonationalist Ideology among Former the Free Aceh Movement Combatants After the MoU Helsinki Peace Agreement in Bireuen Regency Cut Maya Aprita Sari; Novita Sari; Lianna Fitri
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 3 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2658

Abstract

Bireuen Regency is one of the vital base areas for the Free Aceh Movement (GAM). This movement was established in 1976 and was led by Hasan Tiro. Throughout the movement, the Bireuen district became the birthplace of influential GAM fighter figures during the Aceh conflict. While actively fighting for Indonesian independence, GAM carried the ideology of Acehnese ethnonationalism. However, after the signing of the MoU on the Helsinki peace agreement on December 15, 2005, former GAM combatants transformed into a local political party in Aceh and participated in national elections. This study is interesting to examine because this transformation aligns with the acceptance of the ideology of Indonesian nationalism. Therefore, this study aims to analyze the factors that led to the transformation of ethnonationalist ideology among former GAM combatants after the Helsinki MoU in Bireuen Regency. Using qualitative methods based on interviews, the results of this study show that four factors caused the transformation of GAM ideology: peace factors, profit orientation, comfort, compulsion, and disappointment.
Price Perception and Promotion on Honda Motorcycle Purchase Decision on CV. Various Motorcycles Merry M. Pelupessy; Bin Raudha Arif Hanoeboen; Erly Leiwakabessy; Sancyes Henderina Pitna
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 3 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2663

Abstract

Does Price Perception and Promotion affect Honda Motorcycle Purchase Decisions? Benefits of research For companies, this research is expected to help as well as contribute thoughts in strategies to increase sales volume. The method used in this study uses multiple linear regression analysis with the analysis tool used is SPSS version 26. This method is deliberately used to partially test and the coefficient of determination of the influence or not between variables. The number of samples from this study amounted to 106 respondents and the sample size was determined based on consideration using the hair formula (2010) The results of the study found that based on the results of analysis using the SPSS Program found that the variable X1 or Price Perception had a significant effect on the Purchase Decision of Honda Motorcycles because the sig value of 0.029 was smaller than 0.05 and t_calculate 2.212 ˃ t_table 1.984 and variable X2 or Promotion
The Influence of Celebrity Endorsers, Brand Awareness, and Product Variety on Scarlett Whitening's Purchase Decisions In Ambon City Erlinda Tehuayo; Rukmuin Wilda Payapo; Trisna Sary Lewaru; Asmaniar Drakel
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 3 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2666

Abstract

This research is a quantitative descriptive research. The population used in this study was all consumers who had already purchased and used Scarlett Whitening. Sampling was carried out by purposive sampling technique with a sample of 160 respondents. Data was collected using questionnaires. Data analysis in this study used Multiple Linear Regression. The results of this study show that Celebrity Endorsers have a positive and significant influence on the Purchase Decision of Scarlett Whitening in the city of Ambon. Furthermore, Brand Awareness has a positive and significant effect on the Purchase Decision of Scarlett Whitening in the city of Ambon and Product Variations have a positive and significant effect on the Purchase Decision of Scarlett Whitening in the city of Ambon
Analysis of the Elasticity of Rice Demand for Poor Households in Sirimau District, Ambon City in 2024 Andre Sapthu; Fredy H. Louhenapessy; Fibryano Saptenno; Desry Louhenapessy; Ummi Duwila; Jani
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 3 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2684

Abstract

This study aims to analyze the elasticity of rice demand among poor households in Sirimau District, Ambon City. The main focus of this study is the influence of household income, number of family members, the price of Bulog rice, and the price of premium rice on rice consumption among poor households. The analytical method used involves linear regression to identify the relationships between these variables. The results of the study indicate that household income, number of family members, and the price of Bulog rice have a significant positive effect on rice consumption among poor households. Conversely, the price of premium rice does not show a significant effect on rice consumption in this household group. These findings suggest that Bulog rice pricing policies and increasing the income of poor households can be important factors in boosting their rice consumption. This research provides valuable insights for the formulation of more effective food policies to support the welfare of poor households in Sirimau District, Ambon City.
Determinants of Curly Chili Demand in Ambon City Desry J. Louhenapessy; Ummi Duwila; Andre Sapthu; Selvenco Tuasuun; Jani; Fredy H. Louhenapessy; Fibryano Saptenno
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 3 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2687

Abstract

This study aims to analyze the influence of curly chili prices, household income, and the number of household dependents on the demand for curly chilies in Ambon City using the multiple linear regression method. Primary data was collected through a survey of 300 households in Ambon City, with the dependent variable being the monthly purchase quantity of curly chilies, while the independent variables include the price of curly chilies, household income, and the number of dependents. The analysis results show that the price of curly chilies has a significant negative effect on demand, with an increase in price leading to a decrease in purchase quantity. Additionally, household income and the number of dependents also have a significant impact, where an increase in income and the number of dependents boosts demand. These results indicate the existence of complex interactions between these factors in shaping the demand for curly chilies in Ambon City, which need to be considered in policy planning and marketing strategies to maintain market stability and meet consumer needs.
The Influence of Emotional Intelligence and Organizational Citizenship Behavior on The Performance of Employees of PT. Trisamudra Ambon Saleh Tutupoho; Pieter N. R. Rehatta; Defvita Sari Salmon
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 3 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2688

Abstract

The title of this study is the Effect of Emotional Intelligence and Organizational Citizenship Behavior on employee performance at PT. Trisamudra Ambon. Respondents in the study were 55 consisting of employees of PT. Trisamudra Ambon. The data collection methods used in this study were questionnaires, interviews, and in analyzing the data using multiple linear regression analysis techniques, classical assumption test. Normality test Multicolonearity Test, Heteroscedasticity Test, Coefficient of Determination Test (R2), and Partial Test (t test). Based on the hypothesis testing, it was found that the t value of Emotional Intelligence was 2.491 > t table 1.671, while the significance value was 0.016. These results can be interpreted as a significance value smaller than 0.05 which indicates that Emotional Intelligence has a significant effect on Employee Performance while the t-value of Organizational Citizenship Behavior is 3,410 > ttable 1,671 while the significance value is 0,001. These results can be interpreted that the significance value is less than 0.05, this means that OCB has a significant effect on employee performance Thus, the hypothesis in this study which states that Emotional Intelligence and Organizational Citizenship Behavior has a positive and significant effect on employee performance
Analysis of Marketing Public Relations Strategies in Increasing Competitiveness Hadi Susanto, Septian; Wisudawaty, Hanna
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 4 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2692

Abstract

The marketing public relations (MPR) strategy is an integration of marketing and public relations strategies that can create a more holistic approach to building relationships with consumers and society. MPR is very important in a company, especially Badan Usaha Milik Negara (BUMN) company in maintaining its business continuity, because BUMN companies act as agents of value creators and agents of development, which means agents of development and drivers of economic growth in Indonesia (Thohir, 2023). The research in this study discusses the public relations markerting strategy of PT Pelabuhan Indonesia (Persero) Regional II Panjang in increasing competitiveness. The purpose of this research is to find out how the MPR strategy implemented by PT Pelabuhan Indonesia (Persero) Regional II Panjang and the role of MPR in increasing competitiveness. This research uses a qualitative approach with a phenomenological study method, collecting data from this research through interviews, observation, and documentation. This research is based on the theory of Three Way Strategies in public relations programs (Harris, 1998) and the theory of P.E.N.C.I.L.S Strategy in marketing public relations (Kotler and Keller, 2006: p.553). The results of this study state that the marketing public relations strategy of PT Pelabuhan Indonesia (Persero) Regional II Panjang in increasing competitiveness has been carried out systematically and is a routine agenda so that the strategy becomes efficient in increasing the competitiveness of the company. Therefore, until now PT Pelabuhan Indonesia (Persero) Regional II Panjang still dominates competition in the port industry and always provides positive performance.
Application of Copywriting Strategy in Brodo Active Commercial Video Production Wirabumi, Arya Wibowo; Nugrahani, Rah Utami; Priastuty, Chairunnisa Widya
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 4 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2723

Abstract

The creative industry in Indonesia has developed very rapidly, it is shown that the creative economy in Indonesia contributes 7.5% of Indonesia's gross domestic product (GDP). One of the creative industries that is developing very rapidly is the fashion industry. Brodo is a fashion company that was founded in 2010 and initially operated in the leather shoe sector, and now has expanded its reach by having a new section on sports shoes. Brodo itself is one of the companies that has carried out digital marketing to introduce the products they have. One type of digital marketing they have is commercial advertising videos. At the end of 2023, Brodo will launch 2 of their sports shoe products, namely Brodo Mezzala and Inizio Running, which do not yet have an introductory video to market their products in the form of commercial advertising videos. Therefore, the researcher conduct research entitled "Application of Copywriting Strategy in the Production of Brodo Active Commercial Advertising Videos". The theory used by the researcher in this research is copywriting theory with several supporting indicators to be able to represent and provide an interesting message to the audience. To be able to obtain data as a basis for this research, the researcher conducted observations, interviews and questionnaires. The object of this researcj has a duration of one minute and three seconds with the title "Brodo Active Perfomance – Mulai Bergerak" as a commercial advertising video which aims to be an introductory video for Brodo Mezzala and Inizio Running.
Examining Pragmatic Features in Tiktok Live Advertisement: A Case Study of Direct Selling Practices Natrio, Yeyep; Lestari, Rinda
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 3 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2725

Abstract

This study explores pragmatic strategies in Tiktok Live advertisements to understand how sellers influence consumer purchasing decisions through direct sales. Employing a qualitative approach and a case study design, data were collected from two Tiktok Live ad videos featuring apparel and bags. The analysis focused on observing interactions between sellers and viewers, with an emphasis on the use of deixis, implicatures, presuppositions, and speech acts. The findings indicate that the use of personal and spatial deixis, hidden implicatures, presuppositions, as well as directive and commissive speech acts, is highly effective in capturing attention and driving purchases. Additionally, the study identifies “Directive Acts” as the dominant pragmatic category, with a total frequency of 38, indicating that directive actions (commands and instructions) are the most prevalent pragmatic strategy in direct selling on Tiktok Live. Language strategies such as creating urgency, personalizing interactions, and providing detailed product descriptions enhance viewer engagement. Positive viewer responses to various communication strategies underscore the success of direct sales campaigns. This research identified effective communication patterns in Tiktok Live ads and provides practical guidelines for sellers to enhance their communication skills on e-commerce platforms, thereby enriching linguistic pragmatic studies in the context of digital marketing.
Customer Analysis of the Rebranding of InDrive Online Transportation in Bandung Sumbayak, Exaudi Yoshua Yoel; Milyane, Tita Melia
ARRUS Journal of Social Sciences and Humanities Vol. 4 No. 4 (2024)
Publisher : PT ARRUS Intelektual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/soshum2737

Abstract

This study aims to determine customer responses about InDrive rebranding that occurred in the city of Bandung, the impact received for companies, consumers, and drivers and the success of InDrive in rebranding. This research contributes to the understanding of the importance of communication strategies and customer involvement in the rebranding process to ensure success and positive acceptance from customers so that the results of this study are to show what the results of the InDrive rebranding implementation are. This research uses a qualitative approach with the method of collecting research data through in-depth interviews, observation and documentation. In this research using the Hierarcy Model: AIDA (Attention, Interest, Desire, Action). Where in this model, AIDA consists of attention as a form of public attention to exposure to advertising or marketing communication. Interest to find out more about the advantages of a product or service offered. Desire is if an interest increases, it will reach the desire stage because it suits their needs. Action is when desire and interest are so strong that it will occur to the stage of consumer decisions to buy the product or service offered. The results of this study indicate that the customer perspective regarding InDrive rebranding has not been fully successful. Although there are some people who know InDrive who are rebranding. But this does not show any significant changes after rebranding.

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