Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal JEBD
Nunu Maria
Universitas Pamulang
Economics, Econometrics & Finance Engineering

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Hybrid Marketing Terhadap Customer Engagement Umkm Fashion di Kota Tangerang Asmal Fajri; Nunu Maria; Suro Irwanto; Aska Dwi Rahmadhayanti; Ria Aulia
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 4 (2026): April - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i4.4717

Abstract

This study examines the influence of hybrid marketing on customer engagement of fashion SMEs (Small and Medium Enterprises) in Tangerang City. Hybrid marketing, as an operational approach that integrates traditional and digital marketing, is grounded in the grand theory of Integrated Marketing Communication (IMC). This study employs a quantitative approach with explanatory research design. Data were collected from 120 active fashion SME owners in Tangerang City using purposive sampling and analyzed through multiple linear regression. The results indicate that: (1) traditional marketing (β = 0.248; p = 0.003) has a positive and significant effect on customer engagement; (2) digital marketing (β = 0.431; p = 0.000) is the strongest determinant of customer engagement; and (3) hybrid marketing simultaneously explains 62.1% of the variance in customer engagement (F = 95.714; p = 0.000). These findings confirm the relevance of IMC as a theoretical framework explaining the effectiveness of hybrid marketing in enhancing customer engagement for fashion SMEs.
Peran Kenyamanan Lahan Parkir dan Kualitas Pelayanan terhadap Minat Konsumen Membagikan Pengalaman di Media Sosial pada Umkm Kuliner Warung Miendo Srawung Dea Karolina; Dwi Yulianto; Melinda Maulinda; Mochamad Kiki Apriliandi; Noviana Roman Denisyah; Nunu Maria
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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

Abstract

The development of digital technology and social media has changed consumer behavior in sharing experiences after visiting a business. This qualitative descriptive study examines the role of parking lot comfort and service quality in encouraging consumers to share their experiences on social media at Warung Miendo Srawung, a culinary MSME. Data were collected through direct observation, in-depth interviews, and documentation involving ten consumer informants who had visited the outlet at least twice within the last three months. The results show that comfortable, safe, and accessible parking facilities create a positive first impression, while friendly, fast, and responsive service builds customer satisfaction. Both factors work synergistically: consumers who are satisfied with both parking comfort and service quality are more likely to share photos, reviews, and recommendations on platforms such as Instagram, Facebook, TikTok, and WhatsApp. These findings suggest that culinary MSMEs need to manage both physical facilities and service quality comprehensively to maximize digital promotion through electronic word of mouth.
Co-Authors Aska Dwi Rahmadhayanti Asmal Fajri Dea Karolina Dwi Yulianto Melinda Maulinda Mochamad Kiki Apriliandi Noviana Roman Denisyah Ria Aulia Suro Irwanto