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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis IJBE (Integrated Journal of Business and Economics) SCAFFOLDING: Jurnal Pendidikan Islam dan Multikulturalisme Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Coopetition : Jurnal Ilmiah Manajemen Jurnal Pengabdian Masyarakat Asia Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal of Economy, Education and Entrepreneurship (IJE3) JURNAL ILMIAH GLOBAL EDUCATION Golden Ratio of Mapping Idea and Literature Format BISMA (Bisnis dan Manajemen) Journal of Innovation in Management, Accounting and Business Asia Pacific Journal of Management and Education Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Economics and Business Journal IIJSE
Komaladewi, Rita
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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Comparison Of The Influence Of Social Media Marketing Activities On Purchase Intention In Mediating Consumer Brand Engagement In Local And Global Sneakers Brands In Indonesia Prasetyo, Bilal Panji; Komaladewi, Rita; Mulyana, Asep
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 2 (2025): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i2.6993

Abstract

The objective of this study is to analyse the impact of social media marketing activities (SMMA) on consumer brand engagement (CBE) on the social media of local and global sneakers brands on customer purchase intention, with CBE acting as a mediator. Data were collected from 400 social media followers of local and global sneakers in Indonesia. The data were analysed using PLS-SEM with multigroup analysis (MGA) to measure causal relationships between variables from two or more groups. This study found that SMMA has a positive effect on purchase intention both directly and indirectly. SMMA has an effect on CBE. There is a positive effect of CBE on purchase intention. There is no significant difference between local and global sneakers brands in Indonesia. It is recommended that those engaged in the sneakers business and online business managers pay attention to the factors that shape customer purchase intention. This can be achieved by paying attention to social media activities, which can be used to stimulate consumer relationships with brands that have an impact on purchase intention. This study proposes a new model for research in the field of fashion, especially sneakers, by using comparisons to find out the differences between local and global sneakers brands in Indonesia
Marketing Strategy Analysis Using Apriori Association Method To Increase Sales In E-Commerce Companies Okviannas, Nadilla; Widianto, Sunu; Komaladewi, Rita
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 3 (2025): Dinasti International Journal of Economics, Finance & Accounting (July-August 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i3.4681

Abstract

This research aims to analyze marketing strategies by utilizing association data mining algorithms, specifically Apriori and FP-Growth, to increase sales in e-commerce companies. The data used consists of actual sales data from Blibli.com, analyzed using RapidMiner to identify significant purchasing patterns. The analysis results show a strong association between products such as "Mother & Baby Needs – Body Skin Care" (support 0.108, confidence 0.476) and "Skin Care – Household Care" (support 0.195, confidence 0.443). These patterns indicate opportunities to design marketing strategies based on product bundling, discounts, and personalized digital promotions.The Apriori algorithm provides more intuitive and relevant results for marketing analysis compared to FP-Growth, which is better suited for larger datasets. The proposed marketing strategies include digital campaigns, bundling offers, push notifications, and event marketing that emphasize consumers' functional and emotional values. This study highlights the importance of understanding consumer transaction patterns in designing effective marketing strategies to enhance customer appeal and e-commerce company profits. By applying data mining, companies can create more personalized and efficient shopping experiences tailored to market needs.
Promotional Strategies for Culinary Tourism in Enhancing Destination Image and Increasing the Revenue of Micro Enterprises in Wanayasa, Purwakarta Komaladewi, Rita; Rhiswandi, Rhandi; Mulyani, Indah Putri; Setyadi, M. Aditya; Herdianie, Revalina
Jurnal Pengabdian Masyarakat Vol. 6 No. 1 (2025): Jurnal Pengabdian Masyarakat
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpm.v6i1.2612

Abstract

Purpose: The service aims to highlight how various marketing strategies such as social media, food festivals and various local cultural bases can contribute. In the economic growth of the culinary sector according to the increase in the attractiveness of tourist destinations Method: This service uses an approach using direct observation to observe the social and economic conditions of the community and the dissemination of questionnaires to collect data on the needs and aspirations of residents. The results of the analysis are used to design the right solution for the target community. Practical Application: The results of this service can be a reference for local governments, business actors and local communities in designing more effective promotional strategies to increase the attractiveness of culinary tourism destinations. This growth is also beneficial for culinary micro business owners in optimizing the marketing of their products through social media and experience-based promotional activities such as Culinary Festivals and collaborations with influencers. Conclusion: Promotion strategies through social media and culinary festivals strengthen the image of the destination, increase tourist visits, and support the income of culinary micro businesses. Collaboration between the government, business actors, and local communities is needed to create sustainable marketing to develop culinary tourism in Wanayasa, Purwakarta.
The Effect of Live Streaming Interaction on Consumers' Purchase Intention in Bandung City: Social Presence as a Mediation Factor Ramdani, Luki; Komaladewi, Rita; Yudha, R Thomas Budhayawan
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.7276

Abstract

In the digital era, live streaming has emerged as a widely used marketing strategy across e-commerce platforms. Social presence—defined as the perceived sense of social interaction during live streaming—is believed to significantly influence consumers’ purchase intentions. However, limited research has explored the link between live streaming, social presence, and purchase intention. This study addresses that gap by examining the impact of live streaming on purchase intention and the mediating role of social presence. A quantitative approach was employed, using a questionnaire distributed to e-commerce users who frequently watch live streaming. A purposive sampling method yielded 330 respondents. Data were analyzed using Structural Equation Modeling with SmartPLS 3.0, including tests for convergent and discriminant validity, reliability, R², Q², and hypothesis testing. The results indicate that live streaming positively affects purchase intention, and social presence significantly mediates this relationship. These findings suggest that enhancing social presence through live streaming can effectively increase consumer purchase intention. For businesses, this highlights the importance of interactive elements such as real-time communication, authentic content, and exclusive offers. The study is limited to 330 respondents from Bandung and focuses on Generation Y and Z, which may limit the generalizability of the results. Additionally, it considers only social presence as a mediating variable, excluding other possible mediators.
Building Green Trust Through Brand Image: A Study on Dietinfood Consumers from Millennial and Gen Z Segments Silaban, Sonia Artha Ria; Komaladewi, Rita
Integrated Journal of Business and Economics (IJBE) Vol 9, No 3 (2025): Integrated Journal of Business and Economics
Publisher : Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/ijbe.v9i3.1316

Abstract

This study aims to analyze the influence of green marketing elements, which include green product, green price, green place, and green promotion, on green trust through green brand image among healthy food consumers from the Generation Millennial and Generation Z cohorts. The sample of this study consisted of 210 Dietinfood customers in Purwakarta who fall into the the Generation Millennial and Generation Z categories. This research employed a quantitative approach using primary data collected through questionnaire distribution. The data were analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The results indicate that green product, green price, green place, and green promotion significantly influence green brand image. However, only green product, green promotion, and green brand image have a direct effect on green trust. Moreover, green brand image is proven to mediate the influence of green product, green price, and green place on green trust among healthy food consumers from the Millennial and Gen Z groups. The implications of this study suggest that Dietinfood is perceived positively by consumers in terms of its commitment to sustainability. Therefore, the company should consistently maintain and enhance its environmentally friendly marketing practices in order to strengthen consumer trust and brand competitiveness in the growing healthy food market.
The Effect of E-Service Quality and E-Trust on Generation Y E-Loyalty on Digital Banking Services in Indonesia Lumbantobing, Angelia Tio; Komaladewi, Rita; Amar, Siti Chaerani Djen
Jurnal Ilmiah Global Education Vol. 6 No. 3 (2025): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v6i3.4107

Abstract

This study aims to analyze the influence of Electronic Service Quality (E-Service Quality) and Electronic Trust (E-Trust) on Electronic Loyalty (E-Loyalty) among Generation Y users of digital banking services in Indonesia. A quantitative approach was employed involving 205 respondents, all of whom are Micro, Small, and Medium Enterprises (MSME) owners from Generation Y actively using digital banking services such as SeaBank, Bank Neo Commerce, and blu by BCA Digital. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) version 3.0. The research instruments were proven to be valid and reliable, with outer loading values > 0.7, AVE > 0.5, and composite reliability > 0.7. The analysis results indicate that both E-Service Quality and E-Trust have a positive and significant effect on E-Loyalty. Furthermore, E-Trust also strengthens the relationship between service quality and user loyalty. The R-square value of 0.638 suggests that the model has a moderate ability to explain the endogenous variable. These findings provide practical implications for digital banks in enhancing user loyalty through reliable and secure services, as well as building long-term trust.
Transformasi Engagement Menjadi Loyalitas: Efek Mediasi Kepuasan Pelanggan Terhadap Niat Beli Ulang di OKHOME Firdaus, Gilrandy Andhika; Komaladewi, Rita
Community Engagement and Emergence Journal (CEEJ) Vol. 6 No. 5 (2025): 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.v6i5.9149

Abstract

Gaya hidup praktis dan meningkatnya kesibukan masyarakat urban mendorong tingginya permintaan terhadap layanan kebersihan berbasis digital. OKHOME hadir sebagai salah satu penyedia layanan kebersihan di Kota Bandung, namun dalam beberapa tahun terakhir mengalami penurunan performa yang tercermin dari turunnya rating layanan dan interaksi digital yang rendah. Kondisi ini menunjukkan perlunya analisis terhadap faktor-faktor yang memengaruhi kepuasan dan niat pembelian ulang pelanggan. Penelitian ini bertujuan untuk menguji pengaruh Customer Engagement Behavior (CEB) terhadap Repurchase Intention (RI) dengan Customer Satisfaction (CS) sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan desain kausalitas. Data dikumpulkan melalui kuesioner online kepada 253 responden yang pernah menggunakan layanan OKHOME di Kota Bandung minimal satu kali dalam enam bulan terakhir. Analisis data dilakukan dengan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS 4. Uji validitas dan reliabilitas memastikan bahwa seluruh indikator memenuhi kriteria pengukuran, sedangkan pengujian hipotesis dilakukan dengan prosedur bootstrapping sebanyak 5.000 resampling. Hasil penelitian menunjukkan bahwa Customer Engagement Behavior berpengaruh positif dan signifikan terhadap Repurchase Intention secara langsung, serta secara tidak langsung melalui Customer Satisfaction. Selain itu, Customer Engagement Behavior juga terbukti berpengaruh signifikan terhadap Customer Satisfaction, yang pada gilirannya berkontribusi positif terhadap Repurchase Intention. Temuan ini menegaskan pentingnya strategi peningkatan keterlibatan pelanggan dalam memperkuat kepuasan dan loyalitas pengguna layanan kebersihan digital.
Entering the Malaysian Market: PT. Rendang Uni Tutie B2B Strategy Agatha, Fathia; Komaladewi, Rita
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.v6i1.1627

Abstract

The internationalization of micro, small, and medium enterprises (MSMEs) in the food and beverage sector is becoming increasingly relevant due to regional integration and evolving cross-border consumption patterns. This study analyzes the case of PT. Rendang Uni Tutie, an Indonesian MSME specializing in Minangkabau rendang, and its entry into the Malaysian market through a business-to-business (B2B) approach. Using a mixed-method case study, the research integrates primary data from purposive interviews, observations, and documentation with secondary data from official statistics and trade reports. Strategic assessments were conducted through PESTEL, SWOT, IFAS, EFAS, and strategy matrix frameworks to evaluate both internal and external conditions. The findings reveal that PT. Rendang Uni Tutie possesses substantial internal strengths, including authentic product quality, shelf life of up to two years, premium multilingual packaging, and certification from Halal MUI, BPOM, and HACCP. These strengths support competitiveness in export markets. Externally, Malaysia’s Muslim-majority population, cultural familiarity with rendang, regional trade agreements (AFTA, ATIGA), and strong digital infrastructure provide favorable conditions for expansion. Nevertheless, challenges persist, particularly the absence of JAKIM halal certification, relatively high logistics costs, and limited digital marketing capacity. The SWOT analysis positions the company in Quadrant I, emphasizing the need for aggressive SO strategies, such as leveraging certifications as trust capital, optimizing benefits from trade liberalization, and forming B2B partnerships with local distributors and e-commerce platforms. Overall, this research contributes to the literature on SME internationalization and digital B2B strategies while offering practical recommendations for strengthening the global competitiveness of Indonesian food MSMEs.
Experiential Marketing dan Word of Mouth pada Produk Kecantikan: Jalur melalui Customer Satisfaction Dewi, Rahma Hanifa; Komaladewi, Rita
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 6 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i6.9303

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Experiential Marketing terhadap Word of Mouth dengan Customer Satisfaction sebagai variabel intervening pada produk Skintific di Shopee Indonesia. Pertumbuhan pesat e-commerce telah mengubah pola konsumsi masyarakat, termasuk pada kategori produk kecantikan. Persaingan ketat di platform digital menuntut perusahaan untuk tidak hanya mengandalkan promosi fungsional, tetapi juga menciptakan pengalaman konsumen yang bermakna guna mendorong keterlibatan dan komunikasi organik. Melalui pengalaman yang menyenangkan, konsumen tidak hanya merasa puas, tetapi juga terdorong untuk membagikan pengalaman mereka secara sukarela. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei kepada 256 responden pengguna produk Skintific di Shopee. Analisis data dilakukan dengan metode PLS-SEM. Hasil penelitian menunjukkan bahwa experiential marketing berpengaruh positif dan signifikan terhadap customer satisfaction maupun word of mouth. Namun, pengaruh langsung experiential marketing terhadap word of mouth lebih besar dibandingkan pengaruh tidak langsung melalui customer satisfaction. Temuan ini menegaskan bahwa strategi pemasaran berbasis pengalaman memiliki peran penting dalam membangun komunikasi mulut ke mulut yang efektif, serta dapat menjadi acuan bagi perusahaan kosmetik dalam memperkuat daya saing di pasar digital.
Co-Authors Adz Zikri, Arif Furqon Nugraha Agatha, Fathia Amani, Akbar Riskal Amar, Siti Chaerani Djen Arief Budiman , Adityo Asep Mulyana Budhyawan, Thomas Dewi, Rahma Hanifa Firdaus, Gilrandy Andhika Herdianie, Revalina Khoirun Nisa Bahri Kirana, Laras Puspa Kurniadi, Stefanie Kurniatun, Taufani C. Lumbantobing, Angelia Tio Mulyani, Indah Putri Nugraha Adz Zikri, Arif Furqon Nugraha, Krisna Adhitia Okviannas, Nadilla Prasetyo, Bilal Panji Ramdani, Luki Rhiswandi, Rhandi Ruchiat, Yayat Saputra, Febrian Eko Setyadi, M. Aditya Silaban, Sonia Artha Ria Widianto, Sunu Yevis Marty Oesman Yudha, R Thomas Budhayawan