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All Journal Jurnal Manajemen dan Bisnis (Performa) JURNAL PEMASARAN KOMPETITIF Jurnal Abdidas AMAR (Andalas Management Review) Warta Pengabdian Andalas: Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks Jurnal Pengabdian Multidisiplin Jurnal Manajemen Stratejik dan Simulasi Bisnis
Danny Hidayat
Department Of Management, Faculty Of Economics, Universitas Andalas
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Respon Konsumen Terhadap Image Appeal Iklan di Media Sosial: Studi Pada Instagram UKM Rendang Gadih Payakumbuh Irwan Zaini; Dessy Kurnia Sari; Danny Hidayat; Donard Games; Hutria Yosmarisa
Jurnal Pemasaran Kompetitif Vol 3, No 3 (2020): Junal Pemasaran Kompetitif
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/jpkpk.v3i3.4524

Abstract

Studi  ini bertujuan untuk mempelajari pendapat konsumen terkait dengan iklan di media sosial yang menampilkan gambar dan video. Lebih lanjut, dipelajari pandangan follower Instagram sebuah UKM di Sumatera Barat terhadap image appeal yang ditampilkan. Penelitian ini melakukan konten analisis untuk melihat respon dari ribuan konsumen yang merupakan Follower dar Instagram Rendang Gadih, Payakumbuh, Sumatera Barat, untuk mengetahui kategori iklan media sosial dengan respon dan interaksi  terbanyak. Selanjutnya, secara kuantitatif, dilakukan survey pada 100 orang Follower Instagram Rendang Gadih. Temuan memperlihatkan bahwa pada Instagram Rendang Gadih Payakumbuh, konsumen menilai gambar yang baik adalah ketika gambar dan video memperlihatkan tampilan produk baik dalam bentuk kemasan maupun saran penyajian yang ditampilkan oleh food vlogger. Video dengan tayangan terbanyak adalah video dengan menampilkan artis ternama Indonesia. Pilihan gambar dan video yang tepat ini membuat konsumen tidak bosan terhadap tampilan sebuah akun media sosial. Dengan Image Appeal yang tepat, konsumen akan merasa ingin terlibat dalam interaksi pada media sosial.
Expansi Pasar Menggunakan Digital Marketing untuk Para Pelaku UMKM Makanan Khas Maninjau Nila Pratiwi; Tonny Yuwanda; Ullya Rahmi Aswin; Danny Hidayat
Jurnal Pengabdian Multidisiplin Vol. 1 No. 1 (2021): Jurnal Pengabdian Multidisiplin
Publisher : Kuras Institute & Scidac Plus

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (635.225 KB) | DOI: 10.51214/japamul.v1i1.78

Abstract

Dampak pandemi COVID–19 telah menyentuh seluruh kalangan masyarakat, terutama pelaku usaha UMKM. Sudah saatnya pelaku usaha dan masyarakat yang terdampak perlu mengefektifkan teknologi seperti platform jual beli dan media sosial untuk bertahan pada masa pandemi ini. Tujuan pengabdian ini yaitu menumbuhkembangkan pemikiran pelaku usaha dan masyarakat untuk menggunakan digital marketing agar dapat memperluas jangakauan pasar. Metode pengabdian ini yaitu dilaksanakan secara webinar dengan melalukan pra-survey sebelum webinar dan pasca-survey setelah webinar, analisis yang digunakan yaitu analisis deskriptif. Webinar terlaksana bersama 52 peserta yang terdiri dari 43,1% pelaku usaha dan 59, 6% masyarakat yang berdomisili area danau Maninjau, Hasil pra-survey menunjukkan bahwa nilai TCR untuk penggunaan digital marketing yaitu 37,2% tergolong kurang dan nilai TCR untuk ketertarikan menggunakan digital marketing yaitu 52,2% tergolong cukup. Setelah melaksanakan webinar, dilakukan kembali pasca-survey dengan hasil yaitu TCR untuk kepemahaman materi webinar sebesar 65,2% tergolong baik, TCR untuk ketertarikan penggunaan digital marketing meningkat menjadi 77,2% tergolong baik, TCR untuk kefektifan digital marketing dalam memperluas pasar yaitu 78% tergolong baik dan 88% responden berpendapat bahwa digital marketing akan membantu penjualan UMKM dimasa pandemi ini. Berdasarkan hasil pengabdian tersebut, responden merasakan manfaat yang signifikan dalam hal penggunaan digital marketing.
Perencanaan Program Berkelanjutan Usaha Mitra Els Cake Kota Painan, Kabupaten Pesisir Selatan Putri Aulia Arza; Indah Permata Suryani; Danny Hidayat
Jurnal Abdidas Vol. 2 No. 4 (2021): August Pages 725-1020
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/abdidas.v2i4.407

Abstract

Permasalahan yang dihadapi “Els Cake” yaitu belum memiliki SIUP (Surat Izin Usaha Perusahaan) karena masih dikelola perorangan dan juga belum ada label halal. Dari aspek produksi yaitu karena belum adanya SIUP “Els Cake” mengalami kesulitan dalam mendapatkan modal usaha karena SIUP merupakan salah satu syarat untuk pinjaman modal usaha. Dari segi manajemen usaha, “Els Cake” belum memiliki struktur manajemen karena masih perorangan. Dari segi pemasaran masih bersifat tradisional, dan belum memanfaatkan pemasaran online untuk promosi dan penjualan. Walaupun ada akun Instagram belum optimal penggunaannya. Tujuan kegiatan ini yaitu untuk membantu mitra “Els Cake” untuk berkembang 3-5 tahun kedepan. Kegiatan direncanakan dilakukan dengan tatap muka ke lokasi dan dibarengi dengan pertemuan virtual secara daring karena masih dalam kondisi pandemik Covid 19. Tahap kegiatan pertama yaitu analisis kelemahan dan permasalahan usaha mitra, pertemuan tim dalam penyusunan rencana kegiatan akan dilakukan secara virtual menggunakan Zoom Meeting. Pembahasan rencana pengembangan dan penyepakatan pengembangan rencana kegiatan 3-5 tahun bersama mitra “Els Cake” direncanakan tatap muka dan pertemuan virtual dengan mendatangkan narasumber di bidang produksi, manajemen dan pemasaran. Hasil dan luaran yang diperoleh yaitu rencana program pengembangan mitra 3 tahun ke depan, rencana program pengembangan yang disepakati bersama mitra “Els cake” yaitu dari segi produksi, pemasaran dan manajemen usaha perlu untuk dibina dan didampingi. Luaran yaitu publikasi media massa dan video kegiatan terpublikasi di YouTube.
Repositioning Karya Persatuan Penyandang Disabilitas Indonesia (PPDI) Kota Padang dengan Strategi IMC dan Standarisasi Produk Dessy Kurnia Sari; Donard Games; Danny Hidayat; Widya Hapsari; Ana Ardiana
Warta Pengabdian Andalas Vol 26 No 4.b (2019)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Our community often underestimates people with disabilities including products that they were produced. This is very unfortunate. Persons with disabilities have a right to be accepted in a society. Therefore, some lecturers and students from Universitas Andalas in collaboration with the Association of Indonesian People with Disabilities, abbreviated as PPDI and the Association of Women with Disabilities (HWDI) agreed to manage quality and marketing aspects of products made by people with disabilities. This community service activity leads to the formulation of the Integrated Marketing Communication (IMC) strategy to strengthen product image created by people with disabilities who are also member of PPDI and HWDI. Besides that, the team also implemented a product standardization strategy. People with disabilities were trained to produce a good and standardized product that met expecation of their target market. Online marketing platforms were also used in promoting the high qualities ethnic souvenir produced by people with disabilities.
Pengembangan Pemasaran untuk Meningkatkan Kinerja Usaha Rakik Azizah di Kota Padang Ratni Prima Lita; Agriqisty Agriqisty; Hendra Lukito; Yanti Yanti; Sari Surya; John Edwar; Laela Susdiani; Valeny Suryaningsih; Danny Hidayat
Warta Pengabdian Andalas Vol 27 No 4 (2020)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/jwa.27.4.289-295.2020

Abstract

Community Service Activities in Rakik Azizah in Padang City are carried out to identify and solve problems faced by owners in managing and developing Rakik Azizah's. Some of the problems faced by the owner are related to obtaining business licenses, managing business finances, using packaging and marketing. The technique used in carrying out this service activity is through counseling and assistance for the owner of Rakik Azizah. Counseling was carried out during the period the activities were carried out at the Management Department, Universitas Andalas. This extension activity will be followed by demonstration and practice as well as consultation during the period of service to better provide understanding and application of the materials provided in the extension activities that have been carried out. Furthermore, mentoring activities carried out using the vocational method where the community service activity team directly accompanies the operational activities of Rakik Azizah's at the operational location of the business. The activity results are files to administer IPRT, Packaging with attractive labels and increased on line marketing.
Analisis Faktor-Faktor yang Mempengaruhi Intensi Adopsi Teknologi Informasi pada Industri Kreatif di Sumatera Barat Danny Hidayat; Harif Amali Rifai
AMAR (Andalas Management Review) Vol 4 No 1 (2020)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.4.1.56-81.2020

Abstract

Penelitian ini dilakukan bertujuan untuk mengetahui faktor faktor yang mempengaruhi intensi adopsi teknologi informasi pada industri kreatif di sumatera barat. Penelitian ini dilakukan di Sumatera Barat dengan objek usaha kecil menengah berbasis industri kreatif yang ada di Sumatera Barat. Populasi dalam penelitian ini adalah seluruh pemilik atau pengelola usaha kecil menengah berbasis industri kreatif yang ada di Sumatra Barat. Jumlah populasi tidak diketahui. Metode tekni pengambilan sampel purposive sampling dengan sampel sebanyak 200 orang. Teknik analisis data yang digunakan SEM (structural equation modelling) yang dioperasikan melalui program SMART/PLS. Hasil penelitian ini menunjukkan variabel kualitas informasi berpengaruh negatif dan tidak signifikan terhadap persepsi atas kemanfaatan, variabel efikasi diri berpengaruh positif dan tidak signifikan terhadap persepsi atas kemanfaatan, dukungan pemerintah berpengaruh positif dan tidak signifikan terhadap persepsi atas kemanfaatan, variabel kualitas sistem berpengaruh positif dansignifikan terhadap persepsi atas kemanfaatan dan variabel persepsi atas kemanfaatan berpengaruh positif dansignifikan terhadap minat untuk menggunakan.
Analisis Pengaruh Citra Merek, Persepsi Harga, Sikap Merek, Lokasi dan Word of Mouth Terhadap Niat Menonton di Cinema XXI Kota Padang Ullya Rahmi Aswin; Danny Hidayat
AMAR (Andalas Management Review) Vol 3 No 1 (2019)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.3.1.115-132.2019

Abstract

This study aims to analyze the influence of Brand Image, Price Perception, Brand Attitudes, Location and Word of Mouth to Purchase Intention at Cinema XXI Padang City. The sample of this research is the first time viewers in Cinema XXI in Padang City as many as 208 respondents. The research data processing is done by using SEM (Structural Equation Modeling) method, with the type of Structural Equation Modeling (SEM) used by Smart Pls. The results showed that Brand Image, Price Perception, Brand Attitudes, Location and Word of Mouth positively influence the Purchase Intention
Pengaruh Brand Awarenes, Brand Acosiation dan Perceived Quality Terhadap Keputusan Pembelian PC Tablet di Kota Padang Danny Hidayat; Vera Pujani
AMAR (Andalas Management Review) Vol 2 No 2 (2018)
Publisher : Management Institute Faculty of Economics Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/amar.2.2.82-104.2018

Abstract

The objective of this research is to determine the effect of brand awareness, brand association and perceived quality on purchasing decisions for Tablet PCs in Padang City. This research is conducted in Padang and focusing on consumers using a Tablet PC as objects. The population in this research were all consumers who use Tablet PCs in Padang City. Population size is unknown. The sampling technique method was accidental sampling, with a sample of 96 people. The data analysis technique used is the Validity Test and Reliability Test, Multiple Linear Regression Analysis, T test, F test, Coefficient of Determination (R2) assisted by SPSS software. The results of this research indicate that brand awareness, brand association and perceived quality have a significant effect on purchasing decisions for tablet PCs in Padang City partially and simultaneously. Based on the results of the research, 66.9% of the decision to purchase a Tablet PC in Padang City can be explained by brand awareness, brand association and perceived quality, while the remaining 33.1% is explained by other variables not examined in this research.
Peran Adopsi Teknologi Informasi dan Inovasi Produk Dalam Memperkuat Keunggulan Bersaing Pada UMKM di Provinsi Sumatera Barat Saat Pandemi Danny Hidayat
Jurnal Manajemen Stratejik dan Simulasi Bisnis Vol 2 No 2 (2021): Jurnal Manajemen Stratejik dan Simulasi Bisnis
Publisher : Fakultas Ekonomi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (356.88 KB) | DOI: 10.25077/mssb.2.2.90-110.2021

Abstract

The Industrial Revolution 4.0 (IR4.0) requires companies and MSMEs to increase their competitiveness, even during the COVID-19 pandemic, apart from adopting information technology, MSMEs also need to innovate products. Small Medium-Sized Enterprises (SMEs) or often known as Micro, Small and Medium Enterprises (MSMEs) in the national economy have an important and strategic role. The rise of Covid-19 has had a huge impact on MSMEs, starting from controlling the curfew by the security forces which resulted in a decrease in sales to the bankruptcy of MSME actors. The urgency of increasing the competitiveness of MSME actors is the background for researchers to raise this title where this competitive advantage can be increased by adopting information technology and innovating products on these MSMEs. This study uses a quantitative research design with the research sample being MSME actors in West Sumatra and in this study the data analysis method uses Smart PLS 3.2.8 software. The results show that the adoption of information technology and product innovation has a positive and significant impact on competitive advantage. Keywords: Competitive Advantage, Information Technology Adoption, Product Innovation
PENGARUH PERCEIVED USEFULNESS TERHADAP PURCHASE INTENTION PADA SHOPEE DENGAN CUSTOMER ATTITUDE SEBAGAI VARIABEL MEDIASI Danny Hidayat
Jurnal Manajemen Bisnis Performa Vol 20, No 1 (2023)
Publisher : Universitas Islam Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v20i1.11506

Abstract

This study aims to analyze the effect of perceived usefulness on purchase intention at shopee with customer attitude as a mediating variable. The type of research used in this research is explanatory research, with the research method being an explanatory survey that emphasizes quantitative methods. The sample is 170 consumers who shop online at Shopee in the city of Padang. The sampling technique was purposive sampling. The data analysis method uses Structural Equation Modeling - Partial Least Square (SEM-PLS). The results of the study show that Perceived usefulness has no significant effect on purchase intention. Perceived usefulness has a significant effect on customer attitude. Customer attitude has a significant effect on purchase intention. Perceived usefulness has a significant effect on purchase intention which is mediated by customer attitude. This research has implications for the online shop Shopee, namely that Shopee is expected to pay more attention to perceived usefulness because it affects customer attitude and purchase intention of consumers who shop online at Shopee. Researchers hope that this research can be developed so that the purchase intention of consumers who shop online at Shopee is increasing by increasing consumer convenience in shopping online using the Shopee application itself so that it can still be accepted as a technological innovation in shopping that helps make it easier for customers to shop for the desired product without have to come to the store in person. 
Co-Authors Agriqisty Agriqisty Ana Ardiana Arza, Putri Aulia Dessy Kurnia Sari Donard Games Eli Ratni Fitri Mailani Hanalde Andre Harif Amali Rifai Hendra Lukito Hutria Yosmarisa Irwan Zaini John Edwar Laela Susdiani Laura Amelia Triani Leni Gustina Muliantino, Mulyanti Roberto Nila Pratiwi Prima Fithri Ratni Prima Lita Risti Kurnia Dewi Sari Surya Sari, Dessy Kurnia Silmi Silmi Suryani, Indah Permata Tonny Yuwanda Ullya Rahmi Aswin Ullya Rahmi Aswin Ullya Rahmi Aswin Ullya Rahmi Aswin Valeny Suryaningsih Vera Pujani Virtous Setyaka Widya Hapsari Yanti Yanti