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All Journal Jurnal Manajemen Terapan dan Keuangan SINERGI: Jurnal Ilmiah Ilmu Manajemen Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen Ganaya: Jurnal Ilmu Sosial dan Humaniora Jurnal Ilmiah Poli Bisnis Jurnal Abdimas Mandiri Jurnal Riset Bisnis dan Manajemen Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Pengabdian kepada Masyarakat Nusantara MOVE: Journal of Community Service and Engagement Al-Muamalat : Jurnal Ekonomi Syariah Jurnal Pengabdian dan Pengembangan Masyarakat Indonesia Journal of Islamic Economics and Business Ethics (JIESBI) Kreativasi: Journal of Community Empowerment
Saputra, Galih Ginanjar
Fakultas Ekonomi Dan Bisnis, Universitas Sultan Ageng Tirtayasa, Kota Serang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z Fadhilah, Fadhilah; Saputra, Galih Ginanjar
INOVASI Vol 17, No 3 (2021)
Publisher : Faculty of Economics and Business Mulawarman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (232.333 KB) | DOI: 10.29264/jinv.v17i3.9570

Abstract

Perkembangan teknologi digital yang sangat pesat menjadikan media sosial sebagai salah satu media yang sangat berpengaruh dalam proses keputusan pembelian pada konsumen, khususnya bagi para konsumen muda. Terlebih lagi pada era pandemi Covid-19 saat ini, berbagai kebijakan yang diterapkan pemerintah guna meminimalisir penyebaran virus sangat memicu perubahan masyarakat dalam menggunakan internet. Salah satu media sosial yang sedang populer di masa pandemi ini yaitu Tiktok, dimana sebagian besar penggunanya adalah remaja atau generasi Z. Perkembangan ini menjadikan banyak perusahaan mulai melirik Tiktok sebagai platform untuk alat pemasarannya namun tentunya para pelaku bisnis harus mengetahui karakteristik dari Tiktok dan juga para penggunanya. Penelitian ini bertujuan untuk mengetahui pengaruh Content Marketing dan E-WoM pada media sosial Tiktok terhadap keputusan pembelian generasi Z. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif, dengan teknik analisis data yang digunakan yaitu analisis regresi linier berganda. Adapun hasil penelitian menunjukkan Content Marketing berpengaruh terhadap keputusan pembelian dengan Sumbangan Efektif (SE) yaitu sebesar 19,71% dan Sumbangan Relatif (SR) yaitu sebesar 50,40%, E-WoM berpengaruh terhadap keputusan pembelian dengan Sumbangan Efektif (SE) yaitu sebesar 19,36% dan Sumbangan Relatif (SR) yaitu sebesar 49,51%, secara simultan Content Marketing dan E-WoM pada media sosial Tiktok berpengaruh terhadap keputusan pembelian konsumen Generasi Z dengan besarnya pengaruh yaitu sebesar 39,1%.
Training on Packaging and Marketing Produk for MSMEs in Kasemen Solehatin Ika Putri; Muhammad Johan Widikusyanto; Galih Ginanjar Saputra
MOVE: Journal of Community Service and Engagement Vol. 1 No. 2 (2021): November 2021
Publisher : EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (231.707 KB) | DOI: 10.54408/move.v1i2.12

Abstract

The problem of marketing product is the biggest obstacle for a number of MSMEs. This is due to the lack of public knowledge about the marketing process and important activities before marketing, one of which is product packaging. Implementation is carried out through training and practice regarding product packaging and marketing. The results of the activity are partners are able to understand the importance of product packaging and labeling/branding and know how to make product packaging so that the product is more attractive and has an identity. In addition, partners are also able to understand the importance of product marketing and know how to market products effectively to increase sales and increase income.
MEMBANGUN KEMANDIRIAN EKONOMI MASYARAKAT TERUMBU MELALUI PELATIHAN PRODUKSI DAN DIFERENSIASI PRODUK MAKANAN OLAHAN Muhammad Johan Widikusyanto; Solehatin Ika Putri; Galih Ginanjar Saputra
Jurnal Abdimas Mandiri Vol 5, No 1
Publisher : UNIVERSITAS INDO GLOBAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36982/jam.v5i1.1506

Abstract

Kota Serang sebagai ibu kota Provinsi memiliki tingkat kemiskinan tertinggi ke tiga di Banten. Kemiskinan tertinggi di Kota Serang berada di Kecamatan Kasemen. Melalui pelatihan produksi diharapkan dapat membantu menumbuhkan kemandirian ekonomi sehingga akan dapat meningkatkan kesejahteraan dan menurunkan tingkat kemiskinan. Pelatihan produksi dengan berdasarkan diferensiasi produk diharapkan dapat menembus pasar yang ada sehingga dapat meningkatkan pendapatan rumah tangga. Pelatihan telah berhasil dilaksanakan dengan cara praktik membuat olahan produk didampinggi oleh instruktur yang diikuti oleh 10 peserta di Kampung Terumbu, Kelurahan Terumbu, Kasemen, Serang Banten. Pelatihan menghasilkan produk lumpia rebung dan abon pepaya yang merupakan produk diferensiasi yang belum pernah dibuat dan dipasarkan sebelumnya oleh warga setempat. Tuntutan untuk berinovasi mengembangkan produk olahan seperti ini dapat dijadikan sebagai alternatif olahan makanan yang dapat membuka usaha dengan menjualnya ke masyarakat luas.Kata kunci : Produksi, Diferensiasi, Olahan Makanan, Kemandirian Ekonomi
The Influence of Live Streaming Shopping on Purchase Decisions through Customer Engagement on Instagram Social Media Galih Ginanjar Saputra; Fadhilah Fadhilah
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.5049

Abstract

Various digital platforms continue to innovate as a form of solution offered to business people. Live Streaming Shopping is now a new trend in marketing strategies using online platforms. The live feature on Instagram social media allows business people to offer products in real time, provide detailed information about products, answer questions from potential buyers or conduct other interactions with potential buyers. This study aims to analyze the influence of live streaming shopping on Instagram social media on customer engagement, to analyze the influence of customer engagement on purchasing decisions, and to analyze the influence of live streaming shopping on purchasing decisions through customer engagement on Instagram social media. This research was conducted on respondents who have followed and made purchases through live streaming shopping on Instagram social media. This type of research is carried out using explanatory research, with quantitative methods. Furthermore, the data were analyzed using Path Analysis technique or path analysis to determine the direct and indirect effects of the variables studied. This study provides several theoretical and managerial implications for business actors.
Digital Marketing Training for Fishball MSMEs Group in Malingping District, Lebak Regency, Banten Galih Ginanjar Saputra; Lina Affifatusholihah; Adih Supriadi; Edy Arisondha; Titis Nistia Sari; Firli Agusetiawan Shavab; Lukmanul Hakim Aziz
MOVE: Journal of Community Service and Engagement Vol. 1 No. 5 (2022): May 2022
Publisher : EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/move.v1i5.80

Abstract

This activity aims to help solve the problems faced by the Malingping Fishball MSME group. During pandemics, the number of sales decreased. This is a problem that must be solved. Troubleshooting is done through the interview method for the fishball MSME group. Next, the team determined the solutions and things needed by the fish ball MSME group. The method of implementing the activities is carried out using a community development model approach, which is provided in the form of training and assistance related to marketing techniques, namely in the form of digital marketing according to the needs of the fish ball MSME group. This activity is expected to help fishball SMEs expand their marketing network. The results show that this empowerment activity can be well received and the participants are considered ready to adapt to digitalization. Even so, there is an evaluation that the development of this program must be carried out on an ongoing basis because there are still some participants who need further direction and guidance.
PERAN PERSONAL SELLING DAN PENGGUNAAN APLIKASI KLIK INDOMARET TERHADAP KEPUTUSAN PEMBELIAN Edy Arisondha; Galih Ginanjar Saputra; Fadhilah Fadhilah; Solehatin Ika Putri
Jurnal Manajemen Terapan dan Keuangan Vol. 12 No. 01 (2023): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v12i01.24249

Abstract

Penelitian ini bertujuan untuk mengetahui peran Personal Selling dan Penggunaan Aplikasi Klik Indomaret terhadap Keputusan Pembelian. Metode penelitan yang digunakan pada penelitian ini adalah pendekatan kuantitatif dengan metode explanatory survey dengan teknik analisis regresi berganda dimana pengumpulan data dilakukan dengan membagikan kuesioner kepada 106 orang konsumen belanja Klik Indomaret dengan menggunakan Google Form. Maka diketahui bahwa t hitung 5,867 > t tabel 1,663 dengan nilai signifikansi 0,000 < 0,05. Sehingga dari hasil penelitian menghasilkan bahwa H0 ditolak dan H1 diterima atau Personal Selling berpengaruh signifikan terhadap Keputusan Pembelian. Untuk nilai t hitung variabel aplikasi sebesar 2,072 dengan nilai signifikansi 0,041. Maka diketahui bahwa t hitung 2,072 < t tabel 1,663 dengan nilai signifikansi 0,041 > 0,05. Sehingga dari hasil penelitian menghasilkan bahwa H2 ditolak dan H3 diterima atau aplikasi Klik Indomaret berpengaruh signifikan terhadap Keputusan Pembelian. Berdasarkan hasil uji F menunjukan bahwa nilai F hitung 327,747 > F tabel 3,09 dengan signifikan 0,000 < 0,05. Sehingga dari hasil penelitian menghasilkan bahwa H4 ditolak dan H5 diterima atau Personal Selling dan Klik Indomaret berpengaruh signifikan terhadap Keputusan Pembelian. Kata kunci: Personal Selling, Klik Indomaret, Keputusan Pembelian
Factors in Influencer Marketing That Affect Generation Z's Impulse Buying Behavior on Instagram Fadhilah F; Galih Ginanjar Saputra
Sinergi : Jurnal Ilmiah Ilmu Manajemen Vol. 13 No. 2 (2023)
Publisher : Economic and Bussiness Faculty, Dr Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/sng.v13i2.6683

Abstract

Influencer marketing is one of the strategies used to influence consumers in deciding on purchases through Instagram social media. However, along with the development of Instagram social media, the number of influencers on Instagram social media has also grown, which makes it difficult for brands to choose the right influencers to influence Generation Z to make purchase decisions. Generation Z, the majority of Indonesia's population, is the digital generation that most often makes online purchases. The phenomenon of impulse buying or unplanned purchases is a phenomenon that can be an opportunity for business actors to develop their marketing strategies to increase sales. This study aimed to analyze the factors that can influence the impulse buying behavior of Generation Z on Instagram. The survey was conducted based on a sample of 109 Instagram users in Indonesia who had made impulse purchases because they saw content uploaded by Influencers on Instagram. The results of this study state that factors in influencer marketing that can influence the impulse buying behavior of Generation Z on Instagram social media are source credibility moderated by the type of influencer. Source credibility has 3 components: expertise, attractiveness, and trustworthiness. At the same time, the type of influencer is divided into micro-influencers and macro-influencers, which are measured based on the number of followers they have. Furthermore, the findings from this study have beneficial implications for developing effective Instagram marketing communication strategies with the Generation Z target market. Keywords: Generation Z, Impulse Buying, Source Credibility, Influencer Marketing
How to Build Online Consumer Trust in an Islamic Perspective Through TikTok Live Streaming Shopping Fadhilah Fadhilah; Galih Ginanjar Saputra; Tri Wahyudi; Muhamad Fakhrudin
Al-Muamalat: Jurnal Ekonomi Syariah Vol 11, No 1 (2024): January
Publisher : Department of Sharia Economic Law, Faculty Sharia and Law, UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/am.v11i1.33794

Abstract

This research aims to explore the importance of paying attention to Islamic values in marketing activities and how to choose streamers of TikTok live streaming who are by the Sharia perspective as well as effective marketing techniques to build consumer trust and consumer purchase decisions. The data analysis method used in this study is an interactive data analysis model developed by Miles and Huberman. Data analysis for qualitative purposes is carried out interactively. Based on the results and discussions described earlier, it can be concluded that Islamic values related to the five guidelines of muamalah play an important role in building consumer trust and purchase decisions in TikTok live streaming shopping in Indonesia. There has been no research that uses the 5 Muamalah Guidelines approach in using TikTok Live Streaming Shopping in Indonesia. The subjects studied were only respondents who had followed live-streaming shopping on the TikTok platform in Indonesia. This research has implications for entrepreneurs who want to sell their products through live streaming on the TikTok platform. Principle 5 Muamalah guidelines can not only be applied in social life but also need to be internalized in business activities.
SERVICE DELIVERY TERHADAP CUSTOMER VALUE SERTA DAMPAKNYA PADA KEPUASAN PELANGGAN Galih Ginanjar Saputra; Undang Juju
Jurnal Riset Bisnis dan Manajemen Vol. 13 No. 2 (2020): Edisi Agustus
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v13i2.3006

Abstract

Satisfaction and dissatisfaction of customers to a product/service will affect the subsequent behavior patterns, and it is shown after the customers use of the product/service. The purpose of this reseacrh is to analyze the magnitude of influence service delivery towards customer value and the impact on customer satisfaction in Cuis Cake Cafe and Shop in Cianjur. The methods used in this reseacrh is explanatory survey methods, while for data analysis by using path anlysis. The results support four hypothesis are, an influence of service delivery to the customer value with the effect of 25,4%, the influence of customer value on customer satisfaction with the level of influence of 63,3%, the influence of service delivery to customer satisfaction with the level of influence of 28,9%, and an effect on the variable service delivery to customer value and impact to customer satisfaction with the overall level of influence of 66,9%. Keywords: Service Delivery; Customer Value, Customer Satisfaction
Faktor Penentu Minat Beli Konsumen Melalui E-Commerce Berbasis Marketplace Putri, Solehatin Ika; Yulianti, Eka; Saputra, Galih Ginanjar; Ningrum, Harini Fajar
Jurnal Ilmiah Poli Bisnis Vol 14 No 1 (2022): Volume 14 Nomor 1
Publisher : Politeknik Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30630/jipb.v14i1.734

Abstract

This study aims to determine the determinants of consumer buying interest through marketplace Shopee, Tokopedia and Lazada by adopting interest indicators are transactional interest, referential interest, preferential interest and exploratory interest. Based on these four indicators, the indicators that most influence consumer buying interest from each marketplace are determined. The survey method is used through data from online questionnaires distributed to 300 marketplace users. Data analysis using Structural Equation Modeling Warp Partial Least Square (SEM Warp PLS) 7.0 application. The results in this study are that transactional interest, referential interest, preferential interest and exploratory interest have an effect either partially or simultaneously on buying interest through Shopee, Tokopedia and Lazada. Buying interest using Shopee marketplace is most influenced by preferential interest. While buying interest using Tokopedia's marketplace is most influenced by referential interest. As for buying interest using marketplace Lazada, the value of the biggest influence is from transactional interest.
Co-Authors A.A. Ketut Agung Cahyawan W Adih Supriadi Asih Machfuzhoh Azzahra, Asri Nur Edy Arisondha Edy Arisondha Eka Yulianti Fadhilah Fadhilah F Fadhilah Fadhilah Fadhilah Fadhilah Fajar, Harini Ningrum Fakhrudin, Muhamad Farah Putri Wenang Lusianingrum Fiesty Utami Halimi Husayn Intan Puspanita Lina Affifatusholihah Lukmanul Hakim Aziz Mona Aulia Muhamad Fakhrudin Muhammad Abduh Muhammad Abduh Muhammad Johan Widikusyanto Putri, Solehatin Ika Raisya Meyna Diksastera Refi Pratiwi Sari, Titis Nistia Shavab, Firli Agusetiawan Titis Nistia Sari Tri Wahyudi Tri Wahyudi Wahyudi Ucu, Ucu Undang Juju