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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 LENTERA BISNIS 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.
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 : Jurnal Studi Ekonomi dan Bisnis Islam Vol. 10 No. 2 (2025): December 2025
Publisher : Universitas Islam Negeri (UIN) 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 : Jurnal Studi Ekonomi dan Bisnis Islam Vol. 10 No. 2 (2025): December 2025
Publisher : Universitas Islam Negeri (UIN) 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 : Jurnal Studi Ekonomi dan Bisnis Islam Vol. 10 No. 2 (2025): December 2025
Publisher : Universitas Islam Negeri (UIN) 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.
The Impact of Live Streaming and Online Customer Reviews on Repurchase Intention in Tiktok Shop with Customer Satisfaction as an Moderation Ridwan, Ridwan Maulana; Setiawan, Rahyuniati; Oktavia Herlianti, Anggun
Li Falah : Jurnal Studi Ekonomi dan Bisnis Islam Vol. 10 No. 2 (2025): December 2025
Publisher : Universitas Islam Negeri (UIN) Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/lifalah.v10i2.13177

Abstract

This study investigates the effect of live streaming and online customer reviews on repurchase intention with customer satisfaction as a moderation on TikTok Shop. Because live streaming and online customer reviews play an important role in the sustainability of a TikTok Shop, with that added to the customer satisfaction aspect can affect a repurchase intention. The quantitative method was used with a sample of 108 online shop customers selected through simple random sampling. Data was collected through a questionnaire and analyzed using Structural Equation Modeling with SmartPLS 3.0 version. These findings confirm that Live Streaming and Online Customer Reviews have a significant direct effect on Repurchase Intent, but Live Streaming has no significant effect on Customer Satisfaction. In addition, Customer Satisfaction has a strong positive effect on Repurchase Intention and significantly moderates the relationship between Live Streaming and Repurchase Intention, but not on the Online Customer Reviews aspect. These findings highlight the integration of live streaming and reviews as a path to increase the aspect of repurchase intention on TikTok Shop. Observing the results of the indirect effect of the result, researchers consider that the role of customer satisfaction is not vital, and may change customer behavior.
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

Abstrak< strong>Penelitian 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< p> Kata kunci: Content Review Live Streaming Purchase Decision Perceived Trust < em>< strong>< p>
Pengaruh Kualitas Produk Terhadap Keputusan Pembelian: Kepercayaan Sebagai Variabel Mediasi (Studi Kasus Eyeshadow Pinkflash) Helviani Rifdah Nazwa; Rahyuniati Setiawan; Wufron
Jurnal Ekonomi Bisnis dan Manajemen Vol. 4 No. 1 (2026): EKOBIMA: Jurnal Ekonomi Bisnis dan Manajemen - Juni 2026
Publisher : POLITEKNIK LP3I

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/ekobima.v4i1.2972

Abstract

This study uses a case study of Pinkflash Eyeshadow in the Indonesian market to assess the influence of product quality on consumer purchase decisions by looking at trust mediation. Using primary data gathered from a survey of 189 respondents who had performed one transaction, this study employs an expsplanatory quantitative methodology. The data was analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The findings demonstrated that product quality had a favorable and significant impact on purchasing decisions. Furthermore, high-quality products significantly increase consumer trust, which has a significant impact on purchasing decisions. Mediation testing indicates that consumer trust plays a role in mediating the relationship between product quality and purchasing decisions. This suggests that Effectiveness product quality in facilitating transactions is not only determined by product specifications, but also through product's ability to foster consumer trust. This study offers theoretical contributions to enhance the integration of consumer behavior and marketing perspectives, as well as practical implications for businesses in developing product strategies focused on maintaining a positive reputation and fostering trust.
Co-Authors Abwamiah, Nala Adiansyah, Adi Adrian Akbar Pangestu Agna Hilyah Ananda Fourinta 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 Gema Akbar Giri Saputra Gita Garliani Hamdani, Nizar Alam Hedi Cupiadi Helviani Rifdah Nazwa Herlianti, Anggun Oktavia Hibatul Azizi, Moch Farhan Ikeu Kania ISNAWATI Isnawati Isnawati Isnawati Komalawati, Anita Kurniawan, Deri Alan Kusmiati, Eti Kustiani, Neng Ratih Lili Adi Wibowo Lindayani Lindayani Lindayani, Lindayani Luky Adrianto Maolani, Rivaldy Maulani, Galih Abdul Fatah Mega Silviani Gustari Moch Zulfan Jayadi Mohammad Soni mubarok, teten mohamad sapril Mubarok, Teten Muhamad Sapril Muhammad Dafiq 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 Rivaldy Maolani Rosanti, Anisa Sa’adah, Imas Selvi Silfiani Rahayu Sifa Rahmania Silviyanti, Ranti Siti Saadah Siti Umi Kulsum Sopi Fadilah Sopyan ismail Suwatno Suwatno Tinneke Hermina Vanessa Gaffar Wardi, Tamia Aprilla Wati Susilawati Wufron Wufron Yusep Wahyupudin Yusti Nur Annisa