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PENGARUH BRAND AWARENESS, BRAND ASSOCIATION DAN BRAND LOYALTY SHOPEE TERHADAP KEPUTUSAN PEMBELIAN DI KOTA BATAM: PENGARUH BRAND AWARENESS, BRAND ASSOCIATION DAN BRAND LOYALTY SHOPEE TERHADAP KEPUTUSAN PEMBELIAN DI KOTA BATAM
No full textShopping through electronic commerce is one of the new methods that are growing rapidly in the current era. Many e-commerce companies provide similar services because e-commerce has an important role in building strong brand equity in the eyes of consumers and displaying the value of the products or services offered. The purpose of this research is to analyse the effect of Shopee brand equity on consumer purchasing decisions in Batam City. This research study uses a quantitative approach. The data testing methods used in this research study are validity test, reliability test, classical assumption test, multiple linear regression test, determination coefficient test, and hypothesis testing. The data was obtained through distributing structured questionnaires online to 111 respondents representing various age segments, gender, and region of residence. The results of this study indicate that brand awareness, brand association and brand loyalty have a significant effect on consumer purchasing decisions. The coefficient of determination test results show that brand awareness, brand association and brand loyalty have a significant effect on purchasing decisions by 81.2% while the rest is influenced by other variables not examined in this study.
Keywords: Brand Awareness; Brand Association; Brand Loyalty; Purchasing DecisionPerbelanjaan melalui perdagangan elektronik merupakan salah satu metode baru yang berkembang pesat pada era saat ini. Banyak perusahaan perdagangan elektronik menyediakan layanan serupa karena perdagangan elektronik memiliki peranan penting dalam membangun ekuitas merek yang kuat di mata konsumen serta menampilkan nilai dari produk atau layanan yang ditawarkan. Tujuan penelitian ini adalah untuk menganalisis pengaruh ekuitas merek Shopee terhadap keputusan pembelian konsumen di Kota Batam. Studi penelitian ini menggunakan pendekatan kuantitatif. Metode pengujian data yang digunakan dalam studi penelitian ini yaitu uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linier berganda, uji koefisien determinasi, dan uji hipotesis. Alat pengujian data dalam studi penelitian ini di bantu dengan program SPSS (Statistical Product and Service Solution) versi 22. Data diperoleh melalui penyebaran kuesioner terstruktur secara daring kepada 111 responden yang mewakili berbagai segmen usia, jenis kelamin, dan wilayah tempat tinggal. Hasil penelitian ini menunjukkan bahwa kesadaran merek, asosiasi merek dan loyalitas merek berpengaruh signifikan terhadap keputusan pembelian konsumen. Hasil uji koefisien determinasi menunjukkan bahwa kesadaran merek, asosiasi merek dan loyalitas merek berpengaruh signifikan terhadap keputusan pembelian sebesar 81.2% sedangkan sisanya dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini.
Kata Kunci: Kesadaran Merek; Asosiasi Merek; Loyalitas Merek; Keputusan Pembelia
PENEGAKAN HUKUM TERHADAP KEJAHATAN SEKSUAL MELALUI MEDIA SOSIAL MENURUT UNDANG UNDANG NOMOR 1 TAHUN 2024 TENTANG ITE
Full text linkAccording to Law Number 1 of 2024 on Electronic Information and Transactions (ITE), this research focuses on law enforcement against sexual crimes occurring on social media. With the increasing use of digital platforms in society, sexual crimes on social media have become a growing concern. In this context, the ITE Law establishes a legal framework to address online sexual harassment violations, including the dissemination of obscene content, gender-based bullying, and sexual extortion. This study employs a normative juridical method to analyze legislation, documents, and case studies. The research reveals that although adequate legal mechanisms are in place, enforcing laws through social media against perpetrators of sexual crimes still faces several challenges. These challenges include low legal awareness, resource shortages, and difficulties in identifying perpetrators. To enhance law enforcement, further collaboration between the government, law enforcement agencies, and social media platforms is required, as well as improved digital literacy among the public. Consequently, it is expected that law enforcement against sexual crimes involving social media can provide better protection for victimsMenurut Undang-Undang Nomor 1 Tahun 2024 tentang Informasi dan Transaksi Elektronik (ITE), penelitian ini berfokus pada penegakan hukum terhadap kejahatan seksual yang terjadi di media sosial. Dengan semakin meningkatnya penggunaan platform digital di masyarakat, kejahatan seksual di media sosial telah menjadi perhatian yang semakin besar. Dalam konteks ini, UU ITE membentuk kerangka hukum untuk menangani pelanggaran pelecehan seksual daring, termasuk penyebaran konten cabul, perundungan berbasis gender, dan pemerasan seksual. Penelitian ini menggunakan metode yuridis normatif untuk menganalisis peraturan perundang-undangan, dokumen, dan studi kasus. Penelitian ini mengungkapkan bahwa meskipun mekanisme hukum yang memadai sudah ada, penegakan hukum melalui media sosial terhadap pelaku kejahatan seksual masih menghadapi beberapa tantangan. Tantangan tersebut meliputi rendahnya kesadaran hukum, keterbatasan sumber daya, dan kesulitan dalam mengidentifikasi pelaku. Untuk meningkatkan penegakan hukum, diperlukan kerja sama lebih lanjut antara pemerintah, aparat penegak hukum, dan platform media sosial, serta peningkatan literasi digital di kalangan masyarakat. Dengan demikian, diharapkan penegakan hukum terhadap kejahatan seksual yang melibatkan media sosial dapat memberikan perlindungan yang lebih baik bagi para korban
PENGARUH KREATIVITAS IKLAN, DAYA TARIK PRODUK, DAN CUSTOMER SATISFICATION TERHADAP LOYALITAS KONSUMEN PROVIDER INDOSAT OOREDOO DI KOTA BATAM: PENGARUH KREATIVITAS IKLAN, DAYA TARIK PRODUK, DAN CUSTOMER SATISFICATION TERHADAP LOYALITAS KONSUMEN PROVIDER INDOSAT OOREDOO DI KOTA BATAM
No full textThe development of providers in Indonesia is expected to advance further along with the rapid digital transformation. In improving customer service experience, several providers in Indonesia have developed quite a variety of supporting features to increase consumer loyalty. Indosat Ooredo is one of the telecommunications service providers in Indonesia. Several methods that have been implemented to developing customer loyalty include aspects of advertising creativity, the attractiveness of the products offered, and customer satisfaction. This quantitative descriptive study was conducted with the aim of determining the effect of the variables of advertising creativity (X1), attractiveness (X2), and customer satisfaction (X3) on the loyalty of Indosat Ooredo users in Batam City. The data collection method used was a questionnaire with 380 respondence. The results of the study showed that advertising creativity (X1), attractiveness (X2), and customer satisfaction (X3) had a significant influence on the loyalty of Indosat Ooredoo users. This is because satisfied customers tend to feel more attached to the brand and have positive experiences that encourage them to continue using the product or service.Perkembangan provider di Indonesia diperkirakan akan semakin maju seiring dengan pesatnya transformasi digital. Dalam meningkatkan pengalaman layanan pelanggan, beberapa provider di Indonesia telah mengembangkan cukup beragam fitur pendukung untuk meningkatkan loyalitas konsumen. Indosat Ooredo merupakan sala satu penyedia layanan telekomunikasi di Indonesia. Beberapa metode yang telah diterapkan untuk meningkatkan loyalitas pelanggan diantaranya yaitu pada aspek kreativitas iklan, daya tarik, serta customer satisfication. Penelitian deskriptif kuantitatif ini dilaksanakan dengan tujuan untuk mengetahui pengaruh dari variable kreativitas iklan (X1), daya tarik (X2), dan customer satisfication (X3) terhadap loyalitas pengguna Indosat Ooredo di Kota Batam. Metode pengumpulan data yang digunakan adalah kuesioner dengan total sampel 380 responden . Hasil penelitian menunjukkan bahwa kreativitas iklan (X1), daya tarik (X2), serta customer satisfication (X3) memiliki pengarh signifikan terhadap loyalitas pengguna Indosat Ooredoo. Hal ini dikarenakan pelanggan yang puas cenderung merasa lebih terikat dengan merek dan memiliki pengalaman positif yang mendorong mereka untuk terus menggunakan produk atau layanan tersebut.Kata Kunci: Kreativitas Iklan, Daya Tarik, Customer Satisfication, Loyalitas Konsumen
Pengaruh Kualitas Produk, Kepuasan Pelanggan Dan Kepercayaan Pelanggan Terhadap Loyalitas Pelanggan Sun Care Wardah Di Kota Batam
Full text linkThis study aims to analyze the effect of product quality, customer satisfaction, and customer trust on customer loyalty of Sun Care Wardah in Batam City. The research approach used is quantitative with a descriptive design. Respondents in this study were consumers of Sun Care Wardah in Batam City in 2024 with an unknown number. The sample determination was carried out using the Jacob Cohen formula which resulted in 204 respondents and the purposive sampling method was applied as a sampling technique based on certain criteria. The analysis techniques applied include data quality testing, classical assumption testing, influence analysis, and hypothesis testing. The results showed that product quality contributed 21.5% to customer loyalty, customer satisfaction had an influence of 33.0%, and customer trust contributed 18.3%. The coefficient of determination (R²) shows that product quality, customer satisfaction, and customer trust together influence customer loyalty by 68.3%, while the rest is influenced by other factors outside the scope of the study. Statistical tests using the t-test and F-test confirmed that product quality, customer satisfaction, and customer trust have a positive and significant effect on customer loyalty of Sun Care Wardah in Batam City.Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, kepuasan pelanggan, dan kepercayaan pelanggan terhadap loyalitas pelanggan Sun Care Wardah di Kota Batam. Pendekatan penelitian yang digunakan adalah kuantitatif dengan desain deskriptif. Responden dalam penelitian ini adalah konsumen Sun Care Wardah di Kota Batam pada tahun 2024 dengan jumlah yang tidak diketahui secara pasti. Penentuan sampel dilakukan menggunakan rumus Jacob Cohen yang menghasilkan 204 responden dan metode purposive sampling diterapkan sebagai teknik sampling berdasarkan kriteria tertentu. Teknik analisis yang diterapkan mencakup pengujian kualitas data, uji asumsi klasik, analisis pengaruh, serta pengujian hipotesis. Hasil penelitian menunjukkan bahwa kualitas produk berkontribusi sebesar 21,5% terhadap loyalitas pelanggan, kepuasan pelanggan memiliki pengaruh sebesar 33,0%, dan kepercayaan pelanggan berkontribusi sebesar 18,3%. Koefisien determinasi (R²) menunjukkan bahwa kualitas produk, kepuasan pelanggan, dan kepercayaan pelanggan secara bersama-sama memengaruhi loyalitas pelanggan sebesar 68,3%, sedangkan sisanya dipengaruhi oleh faktor lain di luar cakupan penelitian. Uji statistik menggunakan uji t dan uji F mengonfirmasi bahwa kualitas produk, kepuasan pelanggan, dan kepercayaan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan Sun Care Wardah di Kota Bata
Transformasi Digital Layanan Publik di Kota Batam: Tantangan dan Peluang Menuju Tata Kelola Berkelanjutan
Full text linkThis study explores the dynamics of digital transformation in Batam’s public service delivery, with a focus on four key dimensions: robust digital infrastructure, data-driven decision-making, enhanced cybersecurity, and citizen-centric service design. Using a qualitative descriptive approach supported by policy analysis and empirical data from government reports, media sources, and international studies, the research highlights both opportunities and challenges in realizing sustainable governance. The findings reveal significant progress, including the implementation of the Matrix Cable System, the development of the Online Single Submission (OSS) system, and the integration of more than 400 services in the Batam Public Service Mall (MPP). However, challenges persist, such as limited cross-sectoral collaboration in infrastructure development, low data literacy among civil servants, high cybersecurity risks, and uneven digital literacy within society. The study concludes that sustainable digital governance in Batam requires not only technological investment but also institutional strengthening, human capital development, and active citizen engagement. These insights contribute to the broader discourse on how local governments in developing countries can balance innovation and inclusivity in digital transformation pathway
Pengukuran Kualitas Pengalaman Pengguna dan Ketepatan Diagnosa Sistem Pakar untuk Penyakit Ikan Nila Berbasis Android
Full text linkThis study aims to evaluate the user experience quality and diagnostic accuracy of an Android-based expert system application developed to assist in diagnosing diseases in tilapia fish. The evaluation employed the User Experience Questionnaire (UEQ) and the Certainty Factor (CF) approach. UEQ results indicate that the application delivers a highly satisfying user experience, with the highest scores on stimulation (1.68) and attractiveness (1.60), both categorized as Excellent. These results suggest that the application provides an engaging and enjoyable interactive experience. Other dimensions such as clarity (1.34), efficiency (1.37), accuracy (1.18), and novelty (1.20) fall into the Good category, indicating the system is intuitive, functional, and reliable, though there is still room for improvement.In terms of expert system performance, the Certainty Factor method successfully delivered relevant diagnostic results. Tricodiniasis emerged as the primary diagnosis with 100% confidence based on the user's selected symptoms. However, the appearance of several other diseases with similarly high confidence scores indicates the existence of overlapping symptoms across different conditions. This highlights the importance of using probabilistic approaches to manage uncertainty in disease diagnosis. Overall, the application demonstrates strong performance in user interface design, user interaction, and expert system accuracy, making it suitable as a supporting tool for diagnosing tilapia fish disease
PREDIKSI PENERIMAAN MAHASISWA BARU UNIVERSITAS SINGAPERBANGSA KARAWANG DENGAN RANDOM FOREST
No full textThe selection of study programs and the selection process for new student admissions are crucial stages that have an impact on the smooth running of studies and students' future careers. However, this process is often still done subjectively, thus potentially causing a mismatch between interests, abilities, and the chosen study program. This research aims to implement the Random Forest algorithm, analyze the factors that influence acceptance, and determine the performance of the prediction model generated by the Random Forest algorithm in assisting new student admissions for the National Selection Based on Test (SNBT) pathway at Universitas Singaperbangsa Karawang. This research uses the Knowledge Discovery in Database (KDD) method which consists of 5 stages, namely Data Selection, Preprocessing, Transformation, Data Mining, and Evaluation. The data used was 815 new student data of Universitas Singaperbangsa Karawang, which included UTBK scores, school background, and choice of prospective student study programs. In the Transformation and Data Mining stages, 4 data splitting scenarios were carried out, namely 90:10, 80:20, 70:30, and 60:40. The best performance with the Random Forest model is generated by the 80:20 data splitting scenario with an accuracy value of 0.945, precision of 0.937, recall of 0.943, f1-score of 0.940 and AUC value of 0.983.Pemilihan program studi dan proses seleksi penerimaan mahasiswa baru merupakan tahap krusial yang berdampak pada kelancaran studi hingga karir mahasiswa di masa depan. Namun, proses ini seringkali masih dilakukan secara subjektif, sehingga berpotensi menimbulkan ketidaksesuaian antara minat, kemampuan, dan program studi yang dipilih. Penelitian ini bertujuan untuk mengimplementasikan algoritma Random Forest, menganalisis faktor-faktor yang memengaruhi penerimaan, mengetahui performa model prediksi yang dihasilkan oleh algoritma Random Forest dalam membantu penerimaan mahasiswa baru jalur Seleksi Nasional Berdasarkan Tes (SNBT) di Universitas Singaperbangsa Karawang. Penelitian ini menggunakan metode Knowledge Discovery in Database (KDD) yang terdiri dari 5 tahap, yaitu Data Selection, Preprocessing, Transformation, Data Mining, dan Evaluation. Data yang digunakan sejumlah 815 data mahasiswa baru Universitas Singaperbangsa Karawang, yang mencakup nilai UBTK, latar belakang sekolah, dan pilihan program studi calon mahasiswa. Pada tahap Transformation dan Data Mining dilakukan dengan 4 skenario data splitting yaitu 90:10, 80:20, 70:30, dan 60:40. Performa terbaik dengan model Random Forest dihasilkan oleh skenario data splitting 80:20 dengan nilai accuracy sebesar 0.945, precision sebesar 0.937, recall sebesar 0.943, f1-score sebesar 0.940 dan nilai AUC sebesar 0.983
SISTEM INFORMASI MANAJEMEN KEMITRAAN PT. JAPFA PADA BIDANG PETERNAKAN AYAM BROILER BERBASIS ANDROID
No full textThis study aims to evaluate the implementation of PT. Japfa's Partnership Management Information System based on Android in supporting operational efficiency and enhancing partnership transparency in broiler chicken farming. The research focuses on three main variables: ease of use of the application, security and reliability of the application, and the benefits of the application for farmers. Using a quantitative approach with a descriptive design, data were collected through questionnaires distributed to 30 farmers partnered with PT. Japfa, and in-depth interviews were conducted to gather further insights into user experiences.The findings indicate that the application facilitates the management of farm operational data through an intuitive interface, and automation features that enhance financial reporting efficiency. However, some farmers requested more intensive training on how to use the application. In terms of security and reliability, the application successfully protects sensitive data and handles system errors effectively, though routine updates are still needed to improve security. Additionally, the application provides significant benefits in terms of partnership transparency, accelerating harvest reporting, and organizing feedstock management more effectively.This research contributes valuable insights into the development of technology-based applications for the livestock sector, particularly in information-based partnership management. Recommendations for future research include enhancing poultry health monitoring features and integrating data more comprehensively to support more efficient management.This study aims to evaluate the implementation of PT. Japfa's Partnership Management Information System based on Android in supporting operational efficiency and enhancing partnership transparency in broiler chicken farming. The research focuses on three main variables: ease of use of the application, security and reliability of the application, and the benefits of the application for farmers. Using a quantitative approach with a descriptive design, data were collected through questionnaires distributed to 30 farmers partnered with PT. Japfa, and in-depth interviews were conducted to gather further insights into user experiences.The findings indicate that the application facilitates the management of farm operational data through an intuitive interface, and automation features that enhance financial reporting efficiency. However, some farmers requested more intensive training on how to use the application. In terms of security and reliability, the application successfully protects sensitive data and handles system errors effectively, though routine updates are still needed to improve security. Additionally, the application provides significant benefits in terms of partnership transparency, accelerating harvest reporting, and organizing feedstock management more effectively.This research contributes valuable insights into the development of technology-based applications for the livestock sector, particularly in information-based partnership management. Recommendations for future research include enhancing poultry health monitoring features and integrating data more comprehensively to support more efficient management
DETERMINANTS OF MSMEs SUSTAINABILITY MODERATED BY GOVERNMENT POLICY ON MSME IN BATAM CITY
Full text linkThis research was conducted at the Cooperative and SME Office of Batam City, with the survey location covering all business actors registered with the Cooperative and SME Office of Batam City. Based on the research results, there is a positive and significant influence between digital literacy and the effectiveness of digital accounting among SMEs in Batam City. High digital literacy helps organizations understand, implement, and use technology more effectively, in accordance with the TOE framework. There is a positive and significant influence between relative advantage and the effectiveness of digital accounting among SMEs in Batam City. The effectiveness of using digital accounting for SMEs, especially those in Batam City, is particularly viewed from the perspective of relative advantage. There is a positive and significant influence between competitive pressure and the effectiveness of digital accounting among SMEs in Batam City. These findings provide a better understanding of how competitive pressure plays an important role in increasing the use of digital accounting technology in the MSME sector. There is a positive and significant influence between compatibility and the effectiveness of digital accounting among MSME actors in Batam City. This research can provide a comprehensive picture of how the factor of compatibility plays a crucial role in the effectiveness of digital accounting use among SMEs, focusing on aspects that can certainly help SMEs make better decisions regarding the implementation, application, and development of digital accounting technology. Digital literacy, relative advantage, competitive pressure, and compatibility influence the effectiveness of digital accounting for MSME actors in Batam City
RANCANG BANGUN SISTEM INFORMASI PEMESANAN PADA AQIQAH RAHAYU BATAM BERBASIS WEB
Full text linkThis study aims to design and implement a web-based ordering system for Aqiqah Rahayu Batam to improve order management and service quality. The system was developed using the Scrum methodology, allowing iterative and adaptive development through stages such as Sprint Planning and Daily Scrum. Using a development research approach, the system replaced manual ordering with an online platform that enables customers to place orders anytime and allows administrators to manage transactions in real-time. Key features like automated data recording, a user-friendly interface, and structured transaction handling met user needs effectively. User Acceptance Testing (UAT) confirmed that the system met functional requirements and ran smoothly, offering useful feedback for improvement. Overall, the system enhanced efficiency, reduced errors, and supported better service deliveryFrom the research and execution of a web-based ordering system for Aqiqah Rahayu Batam, numerous significant conclusions can be derived. The implemented web-based ordering system effectively fulfilled the primary goal of substituting the former manual ordering process with an online platform. This enables clients to place orders at any time and from any location, markedly enhancing operational efficiency and minimizing errors prevalent in the manual approach. The system's features, including automated data recording, an intuitive interface, and organized transaction administration, efficiently satisfied the requirements of both clients and administrators. The administrators may now oversee order and transaction statuses in real-time, facilitating swifter answers to customer needs and enhancing service management efficiency. The system was subjected to User Acceptance Testing (UAT), confirming that it fulfilled user expectations and functional specifications. The testing results demonstrated that the system functions efficiently, offering critical insights to pinpoint areas for enhancement prior to its implementation