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All Journal Journal of Business Management Education (JBME) SEIKO : Journal of Management & Business Majalah Ilmiah Bijak Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Manajemen dan Bisnis Kreatif JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Journal of Management and Bussines (JOMB) Economics and Digital Business Review Jurnal Pengabdian kepada Masyarakat Jurnal Manajemen DIVERSIFIKASI AKADEMIK: Jurnal Mahasiswa Humanis Jurnal Manajemen Stratejik dan Simulasi Bisnis Journal of Management and Digital Business Balance : Jurnal Akuntansi dan Manajemen Contemporary Journal on Business and Accounting Jurnal Indonesia Sosial Sains Journal of Artificial Intelligence and Digital Business West Science Business and Management Jurnal Bisnis dan Manajemen West Science Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Analisa: Jurnal Manajemen dan Akuntansi Jurnal Pengabdian Masyarakat dan Penelitian Terapan Jurnal Cendekia Ilmiah Sawerigading
Savitri, Citra
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Pengaruh Daya Tarik Iklan Dan Electronic Word Of Mouth (E-Wom) Terhadap Minat Pengguna Jasa Transportasi Online Grab: Studi pada Mahasiswa/I Universitas Buana Perjuangan Karawang Raihani Putri, Qory; Savitri, Citra; Pramudita Faddila, Syifa
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2543

Abstract

The emergence of the Grab service in Indonesia is an example of how the contemporary era and globalization have encouraged innovation and change. The business actively uses internet marketing techniques, with a focus on making advertising and electronic word of mouth more attractive to attract users. This research tries to find the impact of advertising attractiveness on e-Wom as well as the impact of user interest in Grab influenced by advertising and electronic word-of-mouth. SmartPLS 4 analysis is used in a research approach with the student population of Buana Perjuangan University, Karawang. By implementing the Slovin formula in the analysis, a sample of 385 respondents was selected with an error rate of 5%. The findings of this study show that e-Wom is strongly influenced by advertising attractiveness, and users' propensity to purchase Grab services is very positively influenced by e-Wom and advertising attractiveness.
Pengaruh Kualitas Produk dan Promosi Penjualan Terhadap Keputusan Pembelian pada Toko Mitra Parfum Telukjambe Karawang Ica Lupita Yoeanda; Savitri, Citra; Wike Pertiwi
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 12 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i12.4784

Abstract

In this research, the author aims to determine and analyze the influence of product quality and sales promotions on purchasing decisions at Telukjambe Karawang perfume partner stores. This research is quantitative descriptive. The data in this study was collected through a questionnaire distribution technique to 138 respondents who were consumers of perfume partner shops. The data analysis method uses path analysis. The test results show that product quality has a significant partial influence on purchasing decisions. Sales promotions have a partial influence on purchasing decisions, product quality and sales promotions simultaneously have an influence on purchasing decisions. Therefore, it can be concluded that, the higher the quality of the product, the greater the purchasing decision, and the better and more attractive the promotions are, the higher the purchasing decision at the Mitra Perfume Store.
Pengaruh Harga dan Keragaman Produk terhadap Minat Beli Konsumen Bloods Clothing Industries Concept Store Karawang Hermansyah, Naoval Savira; Savitri, Citra; Faddila, Syifa Pramudita
AKADEMIK: Jurnal Mahasiswa Humanis Vol. 4 No. 2 (2024): AKADEMIK: Jurnal Mahasiswa Humanis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmh.v4i2.852

Abstract

This study aims to analyze the influence of price and product diversity dimensions on consumer purchase intention at Bloods Clothing Industries Concept Store Karawang. In the rapidly evolving fashion business context, Bloods Clothing Industries faces the challenge of intensifying competition in the market. The main issue under investigation is how Bloods Clothing Industries navigates the dynamics of competition and creates a strong consumer purchase intention. This research employs a quantitative approach by collecting data from consumers who visited the store during a specific period. The collected data is subjected to statistical analysis techniques, and the structural model is tested using SmartPLS 4.0 software. The research findings reveal that factors such as price and product diversity significantly influence consumer purchase intention. Price-related aspects, including affordability, price-quality alignment, price competitiveness, and price-benefit correspondence, play a crucial role in shaping purchase intention. Additionally, product diversity in terms of materials and design also has a positive impact on consumer purchase intention. The implications of this study suggest that Bloods Clothing Industries concept store Karawang should consider marketing strategies that focus on competitive pricing dimensions and diverse products appealing to consumers. A better understanding of the factors influencing purchase intention can assist companies in making informed decisions to confront competition and enhance customer loyalty.
Strategi Kolaborasi Uniqlo dengan Program Anime terhadap Hasil Penjualan: Studi pada Uniqlo dengan Program Anime Muttaqin, Zaenal; Savitri, Citra; Suroso, Suroso; Gu, Kan Myon
AKADEMIK: Jurnal Mahasiswa Humanis Vol. 4 No. 3 (2024): AKADEMIK: Jurnal Mahasiswa Humanis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmh.v4i3.995

Abstract

This study aims to reveal the collaboration strategy between Uniqlo and anime programs on sales results. The research method used is to use a qualitative approach to understand more deeply about the patterns, trends, or phenomena involved to explore and understand the more subjective and complex aspects of the data in the sales data table. The focus of the study involves various articles related to Uniqlo's management strategy, as well as discussing in general Uniqlo's collaboration strategy with anime programs, and developments in market size, share, and trends in the anime industry that have been previously published. The literature is carefully analyzed and then compiled and presented.
Pengaruh Kualitas dan Desain Produk terhadap Keputusan Pembelian pada Produk Adidas di Perfektur Okayama, Jepang (Studi Kasus pada Mahasiswa dan Pemagang Indonesia) Muakhor, Abdul Bari Kamal; Savitri, Citra; Suroso, Suroso; Ohnishi, Masahiro
AKADEMIK: Jurnal Mahasiswa Humanis Vol. 4 No. 3 (2024): AKADEMIK: Jurnal Mahasiswa Humanis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmh.v4i3.1018

Abstract

In Japan, fashion and sports products are very diverse, from local brands to international brands. Local brands from Japan can also compete with competitors from international brands. Therefore, the researcher intends to do something about one of the most famous international brands, namely Adidas. The independent variable of this research is the influence of product quality and product design on the related variable, namely purchasing decisions. The population of this study were students and apprentices in the Okayama prefecture, Japan who came from Indonesia who had purchased Adidas products, the number of samples taken was 30 respondents. The sample used is purposive sampling. The research instrument used a questionnaire with a Likert scale. Data analysis used multiple linear regression, partial test analysis using t test and F test (simultaneous). Testing the effect between variables using SPSS (Statistical Product Service Solutions) version 26.00 software. The results of the study according to the t-test (partial) concluded that product quality does not significantly influence purchasing decisions, product design affects purchasing decisions. Based on the results of the F test, it is concluded that product quality and product design have a simultaneous effect on purchasing decisions.
eWOM on Tokopedia Marketplace to Enhancing Purchase Decisions: The Role of eWOM Information Usefulness and eTrust Syahputri, Mawa; Savitri, Citra; Faddila, Syifa Pramudita
Majalah Ilmiah Bijak Vol. 22 No. 2: September 2025
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

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

Abstract

The purpose of this study is to discuss the role of ewom information usefullnes and etrust in mediating ewom information quality, ewom information quantity, ewom information credibility on epurchase decision on Tokopedia.The method used in this study is quantitative, while the analysis technique used is descriptive and verification analysis. The population in this study is all Tokopedia users during 2024, which according to Databoks in 2024 Tokopedia users numbered 18 million.This research was conducted with 130 generation z male respondents, the sampling technique used Hair's theory with SEM-PLS data analysis techniques.This study found that ewom information quality has no effect on etrust and ewom information usefulness, then ewom information quantity has an influence on etrust and ewom information usefulness. eWom information credibility has an influence on etrust and ewom information usefulness. eWom information usefulness and etrust affect ePurchase Decision.This research also provides a view for Tokopedia, which must increase new innovations to attract female consumers, so that its market reach is wider, as it is known that Tokopedia is mostly used by men, it could be due to the lack of information factors needed on Tokopedia
Pemetaan Kemampuan Bahasa Inggris Mahasiswa Non-Jurusan Berbasis CEFR melalui Englishscore Arisandi, Vidya; Savitri, Citra; Suparman, Tarpan
SAWERIGADING Vol 31, No 2 (2025): Sawerigading, Edisi Desember 2025
Publisher : Balai Bahasa Sulawesi Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26499/sawer.v31i2.1601

Abstract

This study aims to examine the English proficiency of non-English majors at a private university in Karawang using EnglishScore, an app-based assessment aligned with the Common European Framework of Reference for Languages (CEFR). The study employs a descriptive design combining quantitative data (descriptive statistics) with qualitative data (brief thematic analysis). Data were collected from N = 332 students through the EnglishScore app, which assessed reading, listening, grammar, and vocabulary, together with a short demographic questionnaire and brief follow-up interviews. Results indicated that 75.6% of students were at the A1 to A2 levels, with fewer reaching B1 or higher. In this study, the term “gaps” refers to the proportion of students performing below the expected proficiency for each assessed area; the largest gaps were observed in vocabulary (51.0%) and listening (29.3%). Grammar (22.3%) also required improvement, whereas reading (19.7%) showed the smallest gap. In the context of the studied program, these findings suggest the need to adapt the curriculum by prioritizing contextual vocabulary development, graded listening comprehension training, and explicit grammar instruction, alongside structured academic reading strategies, in English for General Purposes (EGP) and English for Specific Purposes (ESP) courses. AbstrakPenelitian ini bertujuan untuk meneliti kemahiran bahasa Inggris mahasiswa dari program studi non-bahasa Inggris di sebuah universitas swasta di Karawang dengan menggunakan EnglishScore, asesmen berbasis aplikasi yang selaras dengan Common European Framework of Reference for Languages (CEFR). Penelitian ini menggunakan desain deskriptif yang memadukan data kuantitatif (statistik deskriptif) dan data kualitatif (analisis tematik singkat). Data dikumpulkan dari N = 332 mahasiswa melalui aplikasi EnglishScore, yang menilai aspek membaca, menyimak, tata bahasa, dan kosakata, disertai kuesioner demografis singkat serta wawancara tindak lanjut singkat. Hasil menunjukkan bahwa 75,6% mahasiswa berada pada level A1 sampai A2, dengan proporsi yang lebih kecil mencapai B1 atau lebih tinggi. Dalam penelitian ini, istilah “kesenjangan” merujuk pada proporsi mahasiswa yang berada di bawah tingkat kemahiran yang diharapkan untuk setiap aspek yang diukur; kesenjangan terbesar ditemukan pada kosakata (51,0%) dan menyimak (29,3%). Aspek tata bahasa (22,3%) juga memerlukan perbaikan, sedangkan membaca (19,7%) menunjukkan kesenjangan paling kecil. Dalam konteks program yang diteliti, temuan ini mengindikasikan perlunya adaptasi kurikulum dengan memprioritaskan pengembangan kosakata kontekstual, pelatihan pemahaman menyimak bertingkat, dan pengajaran tata bahasa secara eksplisit, di samping strategi membaca akademik yang terstruktur, dalam mata kuliah English for General Purposes (EGP) dan English for Specific Purposes (ESP).
Pengembangan Media Sosial Sebagai Strategi Promosi Pada Taman Kanak-Kanak Al-Qur’an Al-Ijtihadiyyah Maharani, Ameylia Dwi; Savitri, Citra; Fauji, Robby
J-CEKI : Jurnal Cendekia Ilmiah Vol. 5 No. 3: April 2026
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/j-ceki.v5i3.16082

Abstract

Penelitian ini bertujuan untuk menganalisis pengembangan media sosial sebagai strategi promosi pada Taman Kanak-Kanak Al-Qur’an (TKQ) Al-Ijtihadiyyah dalam meningkatkan daya tarik serta eksistensi lembaga pendidikan di era digital. Hasil: Hasil penelitian menunjukkan bahwa TKQ Al-Ijtihadiyyah telah menerapkan berbagai bentuk promosi, baik secara langsung maupun melalui media sosial seperti Instagram, TikTok, dan YouTube. Namun, pemanfaatan media sosial tersebut belum optimal, terutama dalam hal konsistensi pembuatan konten, intensitas interaksi dengan audiens, kolaborasi digital, serta pengelolaan akun media sosial yang masih bersifat umum dan belum dikelola secara profesional. Pengembangan strategi promosi berbasis media sosial dinilai mampu memperluas jangkauan informasi kepada masyarakat, meningkatkan keterlibatan audiens, serta memperkuat citra dan kepercayaan terhadap lembaga pendidikan. Kesimpulan: Media sosial memiliki peran strategis sebagai sarana promosi lembaga pendidikan di era digital. Penerapan strategi social media marketing yang terencana, kreatif, interaktif, dan berkelanjutan dapat meningkatkan nilai tambah lembaga serta menarik minat calon peserta didik dan wali murid. Kontribusi: Penelitian ini memberikan kontribusi praktis bagi lembaga pendidikan dalam merancang dan mengembangkan strategi promosi berbasis media sosial, serta kontribusi akademik sebagai referensi kajian pemasaran pendidikan di era digital.
Pengaruh Brand Ambassador “Jennifer Coppen” dan Brand Trust Terhadap Keputusan Pembelian Sunscreen Facetology Kurnia, Faras Laura; Savitri, Citra; Faddila, Syifa Pramudita
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 5 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i5.10949

Abstract

Penelitian ini dilatarbelakangi oleh tingginya paparan sinar ultraviolet di Indonesia menjadikan penggunaan sunscreen sebagai kebutuhan penting bagi masyarakat. Selain itu, meningkatnya kesadaran terhadap perawatan kulit serta ketatnya persaingan industri skincare mendorong perusahaan untuk menerapkan strategi pemasaran yang efektif. Salah satu strategi yang digunakan adalah pemanfaatan brand ambassador dan pembangunan brand trust melalui platform digital seperti TikTok. Namun, penelitian mengenai efektivitas brand ambassador pada platform TikTok terhadap keputusan pembelian sunscreen pada Generasi Z masih terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador Jennifer Coppen dan brand trust terhadap keputusan pembelian produk sunscreen Facetology pada Generasi Z di Kabupaten Karawang. Penelitian ini menggunakan metode kuantitatif dengan pendekatan positivisme. Sampel penelitian berjumlah 130 responden Generasi Z di Kabupaten Karawang yang dipilih menggunakan teknik purposive sampling dengan kriteria berusia 13-28 tahun, aktif menggunakan TikTok, dan pernah membeli produk sunscreen Facetology. Data dikumpulkan melalui kuesioner online menggunakan skala likert lima poin dan dianalisis menggunakan SEM-PLS dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa brand ambassador dan brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian (p < 0,05), dengan brand trust sebagai variabel yang paling dominan. Kedua variabel mampu menjelaskan keputusan pembelian dengan nilai koefisien determinasi (R²) sebesar 0,76. Penelitian ini berkontribusi dalam pengembangan literatur pemasaran digital, khususnya terkait efektivitas influencer melalui TikTok, serta memberikan implikasi praktis bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif.
Consumer Digital Trust: The Influence of Online Ratings and Reviews on Purchasing Decisions for Glad2Glow Skincare Products on Shopee Maylani Sihnap, Putri; Savitri, Citra; Pramudita Faddila , Syifa
Economics and Digital Business Review Vol. 7 No. 1 (2026)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v7i1.3690

Abstract

This study aims to examine the impact of ratings and reviews on the purchase decisions of Glad2Glow skincare products through the Shopee platform by Generation Z in Karawang. The research method used in this study was a quantitative approach. The sample used in this study was 96 respondents. The data analysis used in this study was multiple linear regression analysis. The research findings revealed that ratings and reviews have a positive and meaningful influence on purchasing decisions, both individually and together. Ratings showed a stronger dominance than reviews. The coefficient of determination of 0.426 indicates that 42.6% of the variation in purchasing decisions can be explained by ratings and reviews.The conclusion shows that ratings and reviews are key elements influencing the purchasing choices of Generation Z consumers on the Shopee platform, with ratings being the factor with the greatest influence. This research offers practical benefits for skincare entrepreneurs in designing digital marketing strategies, particularly through the use of ratings and reviews to encourage purchasing decisions among Generation Z consumers.
Co-Authors ., Wanta Agus Ariffianto, Moch Aris, Ananda Tato Arisandi, Vidya Aulia Mulyawati, Salma Azis, Fachri Cahyani, Sinta Murti Choirotunnisa, Nabila Fadilla , Syifa Pramudita Fadilla, Syifa Pramudita Faidah, Deyani Fajrin, Yeni Fauji, Robby Febrianti, Mutiara Fitrayassa, Haekal Ginayatunnisa, Nur Alfiyanti Gu, Kan Myon Heny Hendrayati Hermansyah, Naoval Savira Hikmah, Nafilatul Hudiyah, Dewi Ica Lupita Yoeanda Istianingsih Khulwani, Aimmatul Kurnia, Faras Laura Lili Adi Wibowo Maharani, Ameylia Dwi Maylani Sihnap, Putri Miftahul Ulum Muakhor, Abdul Bari Kamal Muhammad Adhimawan Wijaya Mumun Maemunah Nabila, Meisarah Natasya, Cherilya Alfara Nurmarisma, Chalida Ohnishi, Masahiro Pramudita Faddila , Syifa Pramudita Faddila, Syifa Puspitasari, Meliana Putri, Rena Augia Putri, Renata Mutiara Putri, Tiara Brescia Rafli, Muhamad Heri Rahayu, Septiana Rahmadhani, Anggi Octavia Raihani Putri, Qory Ratih Hurriyati Rosadi, Jimmy Restu Saputra, Aditdya Bagus Saputra, Tubagus Chandra Sarip, Sarip Maulana Septiawati, Rohma setiawan, dody Sihabudin Sihabudin, Sihabudin Silvia Agustin Suherman, Enjang Sujaya, Fista Apriani Sundamanik, Rayi Pranika Suparman, Tarpan Suroso . Suroso Suroso Sya'diah, Hanapiah Halimatu Syahputri, Mawa Syifa Pramudita Faddila Tanti Wijayanti Utami, Cahyaning Wibowo, Rivan Wike Pertiwi Yanti Yanti Yanti Yanuar, Melinia Zaenal Muttaqin