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All Journal STRATEGIC JURNAL ILMU MANAJEMEN DAN BISNIS Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam Journal of Economic, Bussines and Accounting (COSTING) Business Innovation and Entrepreneurship Journal Jurnal Ilmu Sosial Politik dan Humaniora (Jisora) Jurnal Wacana Ekonomi Jurnal Industri Kreatif dan Kewirausahaan Tax Literacy and Leadership Agility: Indigenous Peoples Awareness in Paying Taxes Golden Ratio of Marketing and Applied Psychology of Business Golden Ratio of Mapping Idea and Literature Format Journal of International Conference Proceedings Indonesian Journal of Community Empowerment JURNAL PARADIGMA: Journal of Sociology Research and Education Journal of Knowledge Management Journal Of Entrepeneurship and Strategic Management (JESM) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah EKOBIMA Ekonomi Bisnis dan Manajemen
Setiawan, Rahyuniati
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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MSME Business Management Training to Increase Product Competitiveness Setiawan, Rahyuniati; Maulani, Galih Abdul Fatah; Rahmmawati, Putri; Dinanti, Elpita
Indonesian Journal of Community Empowerment (IJCE) Vol 6 No 3 (2025): Indonesian Journal of Community Empowerment (August)
Publisher : Fakultas Kewirausahaan Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/ijce.v6i3.1071

Abstract

Changing market needs require businesses to not only produce marketable products but also understand consumers, create product identities, and adapt to evolving trends. Limited access to information, limited digital marketing skills, and a lack of training and mentoring also pose significant obstacles to the growth of MSMEs. To address these challenges, business management training is being implemented to improve competencies, particularly for MSMEs. This training is conducted in a structured, phased manner, beginning with a preparation phase that includes identifying MSME needs through surveys and direct interviews. The business management training program for MSMEs has resulted in improved product presentation, including packaging, branding, and promotional narratives. Post-training mentoring is a key factor in the program's success.
Pengaruh Content Review dan Live Streaming di TikTok terhadap Purchase Decision dengan Perceived Trust sebagai Variabel Intervening pada Generasi Z (Studi Pada Generasi Z Pengguna Tiktok Di Kabupaten Garut) Rachmawati, Tiyara; Setiawan, Rahyuniati; Nurhasan, Rohimat
JURNAL PARADIGMA : Journal of Sociology Research and Education Vol. 6 No. 1 (2025): (JUNI 2025) JURNAL PARADIGMA: Journal of Sociology Research and Education
Publisher : Labor Program Studi Pendidikan Sosiologi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/jpjsre.v6i1.11336

Abstract

AbstrakPenelitian ini bertujuan untuk mengevaluasi pengaruh Content Review dan Live Streaming di TikTok terhadap Purchase Decision, dengan Perceived Trust sebagai variabel intervening, pada Generasi Z pengguna TikTok di Kabupaten Garut. Pendekatan yang digunakan adalah metode kuantitatif dengan tujuan deskriptif dan kausal, serta menggunakan Structural Equation Modeling (SEM-PLS) sebagai teknik analisis. Data dikumpulkan dari 100 responden melalui metode purposive sampling. Hasil penelitian mengungkapkan bahwa Content Review memiliki dampak positif terhadap Purchase Decision melalui Perceived Trust, sehingga mendukung hipotesis pertama. Sebaliknya, Live Streaming tidak memberikan pengaruh positif terhadap Purchase Decision. Temuan ini konsisten dengan penelitian sebelumnya yang menunjukkan bahwa konten yang autentik dan mendetail dapat meningkatkan kepercayaan konsumen, namun tidak sejalan dengan studi sebelumnya mengenai pengaruh live streaming. Penelitian ini memberikan wawasan bagi pemasar dalam memanfaatkan Content Review untuk meningkatkan Purchase Decision di TikTok, serta menyarankan agar interaktivitas dalam live streaming dapat lebih ditingkatkan untuk mencapai hasil yang lebih optimal Kata kunci: Content Review, Live Streaming, Purchase Decision, Perceived Trust.
The Impact of Entrepreneurial Orientation and Product Innovation on Business Performance: The Role of Digitalization as an Intervening Variable Maolani, Rivaldy; Setiawan, Rahyuniati; Herlianti, Anggun Oktavia
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i1.1459

Abstract

This study investigates the indirect effect of Entrepreneurial Orientation and Product Innovation on Business Performance through Digitalization as an intervening variable in the cracker industry of Garut City. As SME play a vital role in economic resilience and local development, enhancing their business performance is crucial. Entrepreneurial Orientation and Product Innovation are widely recognized as key strategic capabilities, while Digitalization offers transformative potential for operational efficiency and market expansion. A quantitative method was used with a sample of 316 cracker SME actors selected via simple random sampling. Data were collected through questionnaires and analyzed using Structural Equation Modeling with SmartPLS 3.0 version. The findings confirm that Entrepreneurial Orientation and Product Innovation significantly directly affect Business Performance and significantly influence Digitalization. Moreover, Digitalization has a strong positive effect on Business Performance and significantly mediates the relationship between Entrepreneurial Orientation and Product Innovation toward Business Performance. These findings highlight the strategic integration of entrepreneurial behavior, innovation, and digital adoption as a pathway to enhanced performance among SME in the digital era. This research contributes to theoretical development and practical guidance for small business transformation. Future studies should include broader industry samples and explore additional moderating or mediating factors such as organizational culture or customer experience.
Survey on Compass Shoes: The Influence of Social Media Marketing and Product Design on Repurchase Intention with Consumer Satisfaction as Mediator Jayadi, Moch Zulfan; Setiawan, Rahyuniati; Maulani, Galih Abdul Fatah
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1625

Abstract

This study analyzes the influence of Social Media Marketing (SMM) and Product Design on Repurchase Intention with Customer Satisfaction as a mediating variable among Compass shoe users, using a quantitative SEM-PLS approach with 107 respondents. The results indicate that SMM has a significant effect on Repurchase Intention, while Product Design significantly affects Repurchase Intention but not Customer Satisfaction, and Customer Satisfaction does not serve as a strong mediator in the relationship between Product Design and Repurchase Intention. These findings suggest that effective digital marketing strategies through social media are more capable of building loyalty and driving repurchase intention than relying solely on product design, although design remains crucial in shaping consumer perception and attractiveness. The R² value of 0.915 and Q² value of 0.767 confirm the model's excellent predictive power. The practical implication is that local fashion brands like Compass should optimize consumer interaction through social media by leveraging creative content, influencer collaborations, and #localpride narratives to strengthen brand image, while also developing design innovations that balance functional, aesthetic, and comfort aspects to enhance the overall customer experience. This demonstrates that customer satisfaction acts as an important bridge in reinforcing the impact of digital strategies on loyalty, making the integration of social media marketing and market-oriented product design a key factor in increasing repurchase intention and boosting the competitiveness of the local footwear industry.
The Influence of Service Quality and Product Quality on Customer Retention with Customer Satisfaction as a Mediating Variable Saputra, Gema Akbar Giri; Supriyadi, Didit; Setiawan, Rahyuniati
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1626

Abstract

The objective of this study is to examine the impact of service quality and product quality on customer retention, with customer satisfaction serving as a mediating variable, in the context of Basreng (fried meatball) products in PD Mekarsari Garut. A quantitative approach was employed, entailing the distribution of questionnaires to 384 respondents selected through non-probability sampling with the Purposive sampling method. The data analysis was conducted using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The findings of the study suggest a positive and significant relationship between service quality (X1) and product quality (X2) on customer satisfaction (Z). Furthermore, the study found that customer satisfaction (Z) significantly influences customer retention (Y). Furthermore, service quality (X1) and product quality (X2) exert a direct and indirect influence on customer retention (Y), with customer satisfaction (Z) functioning as a mediating factor. The R-square values of 0.625 for customer satisfaction (Z) and 0.425 for customer retention (Y) suggest that the model possesses adequate predictive capability. These findings underscore the significance of maintaining and enhancing service quality (X1) and product quality (X2) to foster customer satisfaction (Z) and cultivate long-term retention. The practical implications of this study suggest that businesses, particularly Basreng PD Mekarsari, should prioritize enhancing their service and product quality as a strategy to maintain customer retention in a competitive market.
Purchase Decisions through EWOM and Risk Perception Setiawan, Rahyuniati; Saepuloh, Asep; Nugraha, Sukma
Jurnal Inovasi Bisnis dan Kewirausahaan Vol 5 No 2 (2023): Vol 5 No 2 (2023): Business Innovation and Entrepreneurship Journal (May)
Publisher : Entrepreneurship Faculty, Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/biej.v5i2.682

Abstract

This research explores the impact of electronic word of mouth (e-WOM) and risk perception on purchasing decisions within the marketplace among residents in Garut Regency. The study focuses on individuals who have engaged in shopping activities on various platforms such as Shopee, Tokopedia, Lazada, Bukalapak, Blibli, and others in Garut Regency. The research population consists of individuals who have actively participated in marketplace transactions, with a sample size of 96 marketplace customers. Data collection utilized two methods: online surveys via Google Form and offline surveys conducted by directly engaging respondents across various sub-districts in Garut Regency. Data analysis was carried out using SPSS Statistics 26 and SmartPLS3 applications, employing purposive sampling. The primary objective of this research is to ascertain the influence of electronic word of mouth (e-WOM) and risk perception on purchasing decisions. The findings reveal that the e-WOM variable holds a substantial influence of 63% on purchasing decisions, while the risk perception variable exerts an 18.4% influence. These results demonstrate the interconnected nature of these variables, indicating that each variable can significantly impact the others.
Empowering Tobacco Entrepreneurs: Marketing Management Training in Garut Regency Isnawati, Isnawati; Herlianti, Anggun Oktavia; Setiawan, Rahyuniati; Rahmawati, Putri; Fourinta, Ananda
Indonesian Journal of Community Empowerment (IJCE) Vol 6 No 1 (2025): Indonesian Journal of Community Empowerment (Februari)
Publisher : Fakultas Kewirausahaan Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/ijce.v6i4.1119

Abstract

The training on marketing management for tobacco entrepreneurs in Garut Regency aimed to strengthen participants’ competencies in pricing, product differentiation, market segmentation, and digital marketing. Conducted at a central venue, the program involved entrepreneurs from multiple tobacco-producing areas and was supported by the Department of Industry and Trade (Disperindag) to enhance technical assistance and market access. A descriptive qualitative method was applied, employing in-depth interviews, focus group discussions, and participatory observation. Findings indicated a 28% average improvement in participants’ knowledge, alongside new initiatives such as adopting eco-friendly packaging and establishing collaborative marketing groups. Nevertheless, challenges were identified, including limited financial resources, resistance to innovation, and unequal internet connectivity. The participatory approach proved successful in stimulating innovation; however, sustained mentoring remains essential to ensure the long-term implementation of marketing strategies and to reinforce local economic resilience.
The Effect of Brand Awareness on Marketing Performance with Brand Trust mediation on Infogarut clients: Non-Culinary Kustiani, Neng Ratih; Setiawan, Rahyuniati; Mubarok, Teten Mohamad Sapril
Li Falah: Journal of Islamic Economics and Business Vol. 10 No. 2 (2025): December 2025
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/lifalah.v10i2.12262

Abstract

This study aims to analyze the effect of Brand Awareness on Marketing Performance with the mediating role of Brand Trust on Infogarut's non culinary clients. The background of this research is based on the importance of brand awareness in shaping customer trust and increasing the effectiveness of marketing strategies, especially in MSMEs that utilize local digital platforms. This research uses a quantitative approach with Structural Equation Modeling (SEM) analysis techniques through SmartPLS 3.0 software. The sample consisted of 179 respondents who used Infogarut advertising services in the non-culinary sector. The results showed that Brand Awareness has a positive and significant effect on Brand Trust and Marketing Performance. Brand Trust is also proven to have a significant influence on Marketing Performance and mediate the relationship between Brand Awareness and Marketing Performance. The R-square values are 0.924 and 0.814 respectively, with a Q-square of 0.711, indicating the model has high predictive power. The findings provide practical and theoretical contributions in the development of brand trust-based marketing strategies.
Zeb Store Company Survey: The Effect of Fear of Missing Out (FoMO) and the Role of Social Media Marketing on Customer Satisfaction Moderated by Purchase Decision Variables Hibatul Azizi, Moch Farhan; Setiawan, Rahyuniati; Lindayani
Li Falah: Journal of Islamic Economics and Business Vol. 10 No. 2 (2025): December 2025
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/lifalah.v10i2.12264

Abstract

This study examines the combined effects of Fear of Missing Out (FoMO) and social media marketing on customer satisfaction, with purchase decisions serving as a mediating variable. Using a quantitative survey method, data were collected from 269 online shoppers and analyzed through Partial Least Squares Structural Equation Modeling (PLS SEM). The results reveal that both FoMO and social media marketing have significant positive impacts on purchase decisions and customer satisfaction. Moreover, purchase decisions play a crucial mediating role, strengthening the indirect influence of FoMO and social media marketing on satisfaction. The findings contribute to the understanding of digital consumer behavior by integrating psychological and strategic marketing perspectives. Practically, businesses are encouraged to leverage FoMO driven marketing campaigns and optimize social media engagement to enhance customer experience and brand loyalty in the digital marketplace.
Product Performance Quality and Brand Awareness on Consumer Satisfaction: Pengaruh kualitas kinerja produk dan kesadaran merek terhadap kepuasan konsumen produk indachi prima di jawa barat Ramadani, Dendi; Setiawan, Rahyuniati; Lindayani
Li Falah: Journal of Islamic Economics and Business Vol. 10 No. 2 (2025): December 2025
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/lifalah.v10i2.12393

Abstract

The purpose of this study is to analyze how Product Performance Quality and Brand Awareness of Indachi Prima products in West Java influence customer satisfaction. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study applies quantitative techniques with a saturated sampling approach to test the relationships between these factors. The results indicate that brand awareness has a significant influence on customer satisfaction (p = 0.000), while product performance quality also significantly affects customer satisfaction, albeit to a lesser degree (p = 0.000). This model demonstrates good data consistency, with both factors playing important roles in shaping consumer satisfaction. The findings suggest that, while both product performance quality and brand awareness are beneficial to consumers, brand awareness has a stronger influence on customer satisfaction than product performance quality. Based on these results, businesses, particularly in the textile industry, should prioritize enhancing brand awareness through targeted marketing campaigns, social media engagement, and strategic partnerships to increase customer satisfaction and loyalty. This study contributes to the existing literature by providing empirical evidence on the relative importance of brand awareness and product performance quality in influencing customer satisfaction, offering practical insights for companies looking to improve their market positioning through effective brand management strategies.
Co-Authors Abwamiah, Nala Adiansyah, Adi Adrian Akbar Pangestu Agna Hilyah Andini, Reza Valentina Anggun Oktavia Herlianti Asep Saepuloh Asep Saepuloh Caesar Ahmad Maulud Daffa Falih Febrianto Dahlena, Alni Dandi Hamdani David Saputra Didit Supriyadi Dina Rahmawati Dinanti, Elpita Dini Turipanam Alamanda Dody Hermana Edi Suryadi Eeng Ahman, Eeng Fikri Aziz Athoillah Fitrin Rawati Suganda Fourinta, Ananda Garliani, Gita Gita Garliani Hamdani, Nizar Alam Hedi Cupiadi Helviani Rifdah Nazwa Herlianti, Anggun Oktavia Hermina, Tinneke Hibatul Azizi, Moch Farhan Ikeu Kania ISNAWATI Isnawati Isnawati Jayadi, Moch Zulfan Komalawati, Anita Kurniawan, Deri Alan Kustiani, Neng Ratih Lili Adi Wibowo Lindayani Lindayani, Lindayani Luky Adrianto Maolani, Rivaldy Maulani, Galih Abdul Fatah Mega Silviani Gustari mubarok, teten mohamad sapril Mubarok, Teten Muhamad Sapril Muharam, Husni Munawar, Soviyan Nugraha, Sukma Nurhasan, Rohimat Oktavia Herlianti, Anggun Putri Rahmawati Rachmawati, Tiyara Rahmmawati, Putri Ramadani, Dendi Ranti Silviyanti Ratih Hurriyati Ridwan, Ridwan Maulana Rindi Andriani Rini Apridaningsih Rosanti, Anisa Saputra, Gema Akbar Giri Sa’adah, Imas Selvi Silfiani Rahayu Sifa Rahmania Silviyanti, Ranti Siti Saadah Sopi Fadilah Suwatno Suwatno Vanessa Gaffar Wardi, Tamia Aprilla Wati Susilawati, Wati Wufron Wufron Yusep Wahyupudin Yusti Nur Annisa