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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Cakrawala : Jurnal Humaniora Bina Sarana Informatika Management Studies and Entrepreneurship Journal (MSEJ) West Science Interdisciplinary Studies West Science Interdisciplinary Studies
Tengku Firli Musfar
Universitas Riau
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Environmental Science Social Sciences Other

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Peningkatan Kapasistas Kewirausahaan Di Bidang Digital Marketing Ikhma Zurani; Tengku Firli Musfar; Dedi Kusuma Habibie
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 3 No. 5 (2022): MSEJ : Management Studies and Entrepreneurship Journal
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v3i5.1135

Abstract

Perkembangan teknologi, informasi dan komunikasi membawa perubahan kesetiap elemen kehidupan, hal ini dapat terlihat dari segala aspek salah satunya adalah kewirausahaan.  Seiring berjalannya waktu dunia kewirausahaan akan terus berkembang dan memanfaatkan teknologi digital sebagai media yang digunakan dalam kegiatan pemasaran. Penelitian ini bertujuan agar para pegiat industi kreatif dapat meningkatkan kemampuan pada bidang digital marketing. Metode penelitian yang digunakan adalah Kualitatif dengan pendekatan deskriptif yang berlokasi di kota pekanbaru. Teknik pengumpulan data menggunakan observasi, wawancara mendalam dan dokumentasi. Sedangkan teknik analisis data kualitatif secara deskriptif menurut Huberman dan Miles. Hasil penelitian ini, memberikan kesempatan bagi wirausaha dalam meningkatkan kapasitas dibidang kewirausahaan melalui tiga hal yang terlebih dahulu dipahami. Pertama, wirausaha perlu memperhatikan segmentasi pasar, hal ini menjadi perlu diperhatikan karena dapat menjadi awal atas arah digital marketing dari usaha. Kedua, membangun pesan yang disesuaikan dengan khalayak sasaran serta ketiga, disesuaikan dengan media atau saluran mana yang nantinya akan digunakan. Melalui tiga pemahaman ini, wirausaha dapat meningkatkan kapasitas kewirausahaan mereka dibidang digital. Kata Kunci : Kewirausahaan, Kapasitas, Komunikasi, Digital, Marketing
Strategi Komunikasi Customer Journey UMKM Dalam Menghadapi Tantangan Dan Peluang Situasi The Messy Middle Ikhma Zurani; Dedi Kusuma Habibie; Tengku Firli Musfar
Cakrawala - Jurnal Humaniora Vol 23, No 2 (2023): September 2023
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jc.v23i2.18932

Abstract

The study aims to identify the role and impact of the "middle messy" phase in the consumer journey towards brand marketing strategies. The ever-changing business era and the dynamics of consumer behavior require brands to adapt to complex environments. This research identifies the importance of the exploration and evaluation phases in the consumer journey, where consumers tend to be open to looking for new alternatives. The main objective of this research is to uncover how brands can take advantage of the opportunities that exist during this phase. The research method used involved in-depth interviews with clients who had just gone through the "dirty middle" phase. The data collected is then analyzed to find patterns of customer behavior, trends, and preferences during this phase. Research results show that smart and flexible brands can more effectively respond to market dynamics. They can leverage brand presence, apply relevant behavioral principles, and optimize consumer travel measures to maximize opportunities during the "middle messy" phase. The results of this study show that the "middle messy" phase is actually an opportunity for unestablished brands to attract consumer attention and preferences. It is important for brands to understand consumer behaviour during this phase, offer a different user experience, and provide relevant information. Brands can cope with challenges in uncertain situations and compete successfully by taking proactive and adaptive action. This research provides in-depth insight into how brands can respond to market dynamics and interact with consumers in an ever-changing era.
The Impact of Celebrity Endorsers, Price, and Product Quality on Purchase Decision of Yamaha Maxi Motorcycles in Pekanbaru City: An Exploratory Study Beny Wahyudi; Henni Noviasari; Tengku Firli Musfar; Prima Andreas Siregar
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.262

Abstract

This research aims to examine the influence of celebrity endorsers, price and product quality on purchasing decisions for Yamaha Maxi motorbikes in the city of Pekanbaru. The type of data used in the research is quantitative. The population in this study includes all Yamaha Maxi motorbike consumers in Pekanbaru City. The sampling technique used a non-probability sampling method which was purposive sampling, totaling 128 respondents. Data was collected with the help of a questionnaire and then the data was processed using multiple linear regression analysis with the help of SPSS version 22 software. The research results showed that: 1) Celebrity Endorser had a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 2) Price has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 3) Product quality has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 4) Celebrity Endorser, Price and Product Quality simultaneously have a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru.
The Impact of Celebrity Endorsers, Price, and Product Quality on Purchase Decision of Yamaha Maxi Motorcycles in Pekanbaru City: An Exploratory Study Beny Wahyudi; Henni Noviasari; Tengku Firli Musfar; Prima Andreas Siregar
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.262

Abstract

This research aims to examine the influence of celebrity endorsers, price and product quality on purchasing decisions for Yamaha Maxi motorbikes in the city of Pekanbaru. The type of data used in the research is quantitative. The population in this study includes all Yamaha Maxi motorbike consumers in Pekanbaru City. The sampling technique used a non-probability sampling method which was purposive sampling, totaling 128 respondents. Data was collected with the help of a questionnaire and then the data was processed using multiple linear regression analysis with the help of SPSS version 22 software. The research results showed that: 1) Celebrity Endorser had a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 2) Price has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 3) Product quality has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 4) Celebrity Endorser, Price and Product Quality simultaneously have a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru.
Model Of Green Purchase Intention Environmentally Friendly Packaging In The Micro And Small Business Food Industry In Riau Province Tengku Firli Musfar; Henni Noviasari; Dian Pratiwi
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 1 (2024): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i1.5156

Abstract

In an era of increasing environmental awareness, consumer preferences are changing towards environmentally friendly practices, especially in the food industry. This research aims to develop a comprehensive model of environmentally friendly purchasing intentions by investigating the impact of environmentally friendly packaging on consumer behavior in the micro and small business food industry in Riau Province. The study uses a mixed approach, combining quantitative surveys and qualitative interviews to collect data from consumers and businesses. Quantitative analysis will involve statistical techniques such as regression analysis to identify key factors influencing green purchase intentions. Qualitative data will be analyzed thematically to provide deeper insight into consumer perceptions and business practices regarding environmentally friendly packaging. It is hoped that the findings of this research will contribute to the existing literature on sustainable consumption and provide practical insights for micro and small scale food businesses in Riau Province to improve their environmental sustainability efforts. Ultimately, the developed model will be a valuable tool for policymakers, businesses, and researchers seeking to encourage environmentally responsible practices in the local food industry.
Co-Authors Beny Wahyudi Dedi Kusuma Habibie Dian Pratiwi Henni Noviasari Ikhma Zurani Prima Andreas Siregar