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All Journal Score: Jurnal Lentera Manajemen Pemasaran Journal Of Applied Multidisciplinary Studies (JAMS)
Lena Farsiah
Sekolah Tinggi Ilmu Ekonomi Ganesha
Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Energy

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Resiliensi Loyalitas Konsumen pada Merek Fashion Muslim Lokal: Perspektif Etnosentris dan Indentitas Budaya Rahman Nurhakim; Lena Farsiah; Fisy Amalia; Elvira Sitna Hajar; Syarif Hidayatullah
Score: Jurnal Lentera Manajemen Pemasaran Vol. 4 No. 01 (2026): Mei 2026
Publisher : Lentera Ilmu Nusantara

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Abstract

Masuknya produk fashion asing menjadi tantangan kompetitif yang besar bagi eksistensi merek lokal, namun sebagian konsumen tetap mempertahankan ketangguhan loyalitas terhadap produk domestik di tengah godaan harga dan prestise produk impor. Meskipun demikian, eksplorasi kualitatif mengenai bagaimana resiliensi loyalitas ini terbentuk dan bertahan dalam kompetisi asimetris tersebut masih terbatas. Oleh karena itu, penelitian ini bertujuan untuk menganalisis secara mendalam persepsi, sikap, dan sentimen konsumen fashion muslim terhadap merek lokal saat dihadapkan pada gempuran produk impor, sekaligus mengidentifikasi determinan utama yang membangun resiliensi loyalitas mereka. Melalui pendekatan kualitatif deskriptif, pengumpulan data dilakukan menggunakan teknik wawancara mendalam terhadap delapan informan perempuan (20–45 tahun) yang dipilih melalui purposive sampling. Data dianalisis menggunakan model interaktif Miles et al. melalui kondensasi data, penyajian data, dan penarikan kesimpulan, serta diuji keabsahannya melalui triangulasi sumber dan member checking. Hasil penelitian menunjukkan bahwa konsumen memiliki persepsi superior terhadap merek lokal berkat keunggulan fungsional seperti kenyamanan material di iklim tropis, harga yang terjangkau, dan kesesuaian potongan pakaian dengan standar kesopanan syariat Islam. Resiliensi loyalitas terbukti sangat tangguh karena didorong oleh tiga determinan psikologis: (1) etnosentrisme konsumen yang memicu kesadaran moral untuk mendukung UMKM; (2) identitas budaya (brand local iconness) yang relevan; serta (3) keterikatan emosional yang solid. Penelitian ini memberikan kontribusi dengan memperluas pemahaman mengenai loyalitas merek lokal sebagai konstruksi yang tidak hanya bersifat transaksional, tetapi juga dibentuk secara kuat oleh identitas budaya dan komitmen moral konsumen.
Implementation of Google Forms and Spreadsheet Processing on Mid-Semester Exam Digitization to Support a Paperless Campus Syafran Nurrahman; Lena Farsiah; Mohammad Ruvi; Hayati Fina Setiani; Iskandar Iskandar
Journal Of Applied Multidisiplinary Studies Vol 2 No 2 (2026): May 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Ganesha

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Abstract

Digital transformation in higher education has accelerated the adoption of digital learning assessment systems that are more efficient and environmentally sustainable. However, mid-semester examinations (UTS) in many universities continue to rely on paper-based methods, resulting in time-consuming assessment processes and excessive paper consumption. This study evaluates the implementation of a digital examination system based on Google Forms integrated with Google Sheets and Microsoft Excel to improve assessment efficiency while supporting paperless campus initiatives. A descriptive quantitative approach was employed involving 45 undergraduate students. Data were collected through observations, interviews, documentation, and questionnaires, and analyzed using descriptive statistics with instrument validity and reliability testing. The findings indicate that the Google Forms-based examination system reduced grading time for multiple-choice tests from approximately 2–3 hours to less than one minute through automated scoring. Furthermore, integration with Google Sheets and Microsoft Excel streamlined grade recapitulation, minimized human error, and eliminated the need for printed examination materials. Students also reported positive perceptions regarding system usability, accessibility, efficiency, and its contribution to paperless learning practices. These findings suggest that Google Forms provides a practical, cost-effective, and easily implementable digital examination solution for higher education institutions, particularly those with limited technological resources.
Co-Authors Elvira Sitna Hajar Fisy Amalia Hayati Fina Setiani Iskandar Iskandar Mohammad Ruvi Rahman Nurhakim Syafran Nurrahman Syarif Hidayatullah