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Djakasaputra, Arifin
Fakultas Ekonomi Dan Bisnis, Universitas Tarumanagara
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Café Marketing Strategy Analysis in The Covid-19 Pandemic Sitorus, Nova Bernedeta; Juliana, Juliana; Maleachi, Sandra; Djakasaputra, Arifin; Prabowo, Gunawan
International Journal of Social and Management Studies Vol. 2 No. 5 (2021): International Journal of Social and Management Studies (IJOSMAS)
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (363.744 KB) | DOI: 10.5555/ijosmas.v2i5.70

Abstract

Entering the pandemic period, S.T. made several strategic changes. ALi Jakarta includes outlets in SetiaBudi to continue innovating and attracting buyers to shop because of the PSBB and PPKM, which have made profits from the food and beverage industry relatively low. S.T.ALi carried out several marketing strategies during the pandemic. ST, ALi will focus on marketing instant products that are easy to enjoy at home because buyers will spend more time at home. 1-litre bottle packaging and care products are one of the breakthroughs that are widely discussed in Indonesia. This 1-litre bottle packaging can also be more easily marketed with the emergence of new drink types and flavours that are continuously updated regularly within a certain period. In this study, there are two problem formulations: (1) how is the marketing strategy of S.T. Ali Jakarta outlets during the Covid-19 pandemic (2) how does S.T. carry out the marketing mix. Ali outlets during the Covid-19 pandemic. The purpose of this study is to analyze the marketing strategy of S.T. Ali Jakarta outlets during the Covid-19 pandemic and to explore the marketing mix carried out by S.T.ALi outlets during the Covid-19 pandemic. This research is qualitative. The object used in this research is a cafe named S.T. ALi Jakarta, which has an Australian-style concept. Data collection techniques include surveys, participation, observation, interviews, field notes, and analytical memos, elicitation of documents, personal experiences, and participation in follow-up studies. Some data collection techniques are the same as "methodological trade," which can be varied according to the researcher's interests. The study results found that the marketing strategy was done through digital marketing, website facilities, and social media marketing, namely Instagram. Each uploaded content varies and includes important and interesting information to provide the latest promotions to followers and potential customers. The S.T. cafe carries out the marketing mix. ALi Jakarta following the concept of eight Marketing Mixes (8P) has been executed quite well, starting from a variety of products with a uniquely Australian theme, prices according to quality, placement of the right outlets with the location of the majority of the target market, attractive and profitable promotions, skilled human resources. trained and professional to improve the good image, quality packaging with beautiful and durable designs, structured system management, to partnerships that can support and provide every need needed by the organization Keywords — Strategy, Marketing, Restaurant, Hospitality
The Influence of Discount Cuts and Buzz Marketing Strategies on Live Sales Through E-commerce on Impulsive Buying Behavior Ardiansyah Rasyid; Arifin Djakasaputra
International Journal of Management Science and Application Vol. 3 No. 2 (2024): ijmsa
Publisher : Sultan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58291/ijmsa.v3i2.298

Abstract

The level of internet usage in Indonesia is considered very high, encouraging the community to continuously adapt to using technology as a medium for business creation. The utilization of technology in the business field requires business actors to enhance creativity and strategies to influence and attract consumer purchasing interest. This research will explain the influence of discounts and buzz marketing strategies on live sales through e-commerce on impulsive buying behavior, with respondents aged 15-29 who reside in Jakarta. The technique used in the research for sample selection is non-probability sampling with purposive sampling. Data collection in this research was conducted by distributing questionnaires. The research analysis technique used is Smart PLS. Ultimately, the results of this study show that discounts on live sales through e-commerce have a positive but insignificant effect on impulsive buying behavior. Meanwhile, buzz marketing in live sales through e-commerce has a significant positive effect on impulsive buying behavior.
The Effect of Social Interaction, Social Media on Brand Equity and Purchase Intention of Starbucks Brand Arifin Djakasaputra; M.Tony Nawawi
International Journal of Management Science and Application Vol. 4 No. 1 (2025): IJMSA
Publisher : Sultan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58291/ijmsa.v4i1.413

Abstract

Building brand equity is extremely important because it serves the company's identity and is one of the main factors in consumer decision-making when purchasing a product. In the digital age, social interaction and social media are key factors that determine consumer perceptions of a brand. This study aims to examine the influence of social interaction and social media on brand equity and its impact on consumer purchase intention, using Starbucks in Jakarta as a case study. This study uses a non-probability sampling method with a purposive sampling technique on 120 respondents who are Starbucks customers. The research instrument was measured using a Likert scale with several indicators for the social interaction, social media, brand equity, and purchase intention variables. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The research results indicate that social media has a positive and significant influence on brand equity, and social interaction also has a positive and significant influence on brand equity, while brand equity is proven to have a positive and significant influence on consumer purchase intention. This finding confirms the importance of social media-based marketing strategies and social interaction in enhancing brand equity, which can ultimately drive consumer purchase intention. The implications of this research contribute theoretically to the digital marketing literature and have practical implications for companies in designing more effective brand communication strategies.
Peningkatan kualitas layanan melalui pelatihan pelayanan prima dan hygiene sanitasi di Kampung Wisata Prenggan Yogyakarta Juliana, Juliana; Hubner, Ira Brunchilda; Sianipar, Rosianna; Djakasaputra, Arifin; Effendy, Linda
Abdimas Siliwangi Vol. 9 No. 1 (2026): Februari 2026
Publisher : IKIP SILIWANGI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22460/as.v9i1.31048

Abstract

Kampung Wisata Prenggan, Yogyakarta, merupakan desa wisata budaya yang mengandalkan UMKM lokal sebagai penggerak utama ekonomi dan pengalaman wisata. Namun demikian, pelaku UMKM masih menghadapi permasalahan prioritas berupa kualitas layanan yang belum terstandar serta penerapan hygiene dan sanitasi yang belum konsisten, khususnya pada usaha kuliner dan aktivitas yang berinteraksi langsung dengan wisatawan. Kondisi ini berpotensi menurunkan kepuasan pengunjung, kepercayaan wisatawan, dan daya saing destinasi. Program Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan kapasitas pelaku UMKM melalui pelatihan pelayanan prima dan hygiene sanitasi yang aplikatif dan sesuai dengan konteks desa wisata berbasis komunitas. Metode pelaksanaan meliputi tahapan sosialisasi, pelatihan intensif selama dua hari (12–13 Desember 2025), penerapan teknologi sederhana, pendampingan, evaluasi, serta perencanaan keberlanjutan program. Luaran yang ditargetkan adalah meningkatnya pemahaman dan praktik pelayanan prima, penerapan standar kebersihan dasar yang konsisten, serta terbentuknya kualitas layanan yang lebih seragam antar UMKM. Secara strategis, program ini mendukung pencapaian SDG 3 (Good Health and Well-Being), SDG 8 (Decent Work and Economic Growth), dan SDG 11 (Sustainable Cities and Communities) melalui penguatan ekonomi lokal dan pariwisata berbasis komunitas yang berkelanjutan. Kegiatan PkM ini menerapkan Global Code of Ethics for Tourism melalui penghormatan terhadap budaya dan nilai lokal dalam pelayanan prima berbasis kearifan Kampung Wisata Prenggan, perlindungan kesehatan dan martabat manusia melalui pelatihan hygiene dan sanitasi, penerapan prinsip keberlanjutan dengan praktik layanan yang ramah lingkungan, peneguhan tanggung jawab dan profesionalisme pelaku pariwisata sebagai pemangku kepentingan utama, serta pemberdayaan pelaku usaha dan pekerja pariwisata lokal melalui peningkatan kompetensi layanan secara etis dan berkelanjutan.
IMPLEMENTASI PROSES MANAGEMEN PENJUALAN PADA UKM Djakasaputra, Arifin; Putri, Nadira Aulia; Jayanti, Yunia Arinda
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 3 No. 3 (2023): JUNE
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v3i3.472

Abstract

Sales is one of the important components in the marketing system that plays a role in generating revenue. This activity aims to provide business owners with knowledge about the sales process to increase sales of their products. The partners involved in this activity are culinary businesses in Jambi. The method used was training and socialization, which included an introduction to the sales process, starting from finding potential buyers, identifying prospects, qualifying prospects, to making sales. Evaluation of the activity showed that the training went smoothly and succeeded in improving partners' understanding of the sales process, so that they can make improvements in maintaining sales continuity in the future.
PELATIHAN STRATEGI HARGA PADA UKM Djakasaputra, Arifin; Jayanti, Yunia Arinda
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 3 No. 4 (2023): SEPTEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v3i4.579

Abstract

Pricing refers to the process of setting the exchange rate of products that will be accepted by consumers. Factors affecting pricing include production costs, intended markets, competition, market conditions, and product quality. Price determination is a key concept in microeconomic theory and is one of the four elements of the marketing mix, Mitra which is the place of PKM activities is engaged in the egg nut snack business with the AMHR brand is located in Muaro Jambi. Through initial observations to business owner Mrs. Aminah through Whatshapp, there are main problems for partners in terms of determining selling prices that can increase competitive advantage. The results of PKM activities showed that the implementation of activities went smoothly, partners were eager to receive the material delivered by the PKM team. There is two-way communication between partners and PKM teams. In addition, outputs are made in the form of publications to journals and IPR.
MOTIVATIONAL TRAINING TO ENHANCE ENTREPRENEURIAL SUCCESS Djakasaputra, Arifin; Christinio , Elizabeth; Jayanti , Yunia Arinda
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 4 No. 3 (2024): JUNE
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v4i3.751

Abstract

Motivation plays an important role in the process of achieving business success. Having strong employee motivation can increase effective work commitment and ultimately lead to business success. The purpose of the activity is to help business owners have a stock of knowledge about motivation, so that business owners can increase success in entrepreneurship. The partner chosen in the community services (PKM) activity is engaged in a culinary business domiciled in Jambi. The method offered to partners is training/socialization which includes an introduction to the basic concepts of motivation, various theories of motivation, and the motivational process The results of this activity show that training on motivation in increasing entrepreneurial success is carried out by socializing to partners including an introduction to the basic concepts of motivation, various theories of motivation, and the motivational process has run smoothly. Partners were eager to receive the material presented by the PKM team. During the socialization process, partners had many discussions and questions and answers with PKM implementers. The results of the evaluation of the partners' answers to the understanding of the material were well understood. It is evident from the answers of partners who 100% can understand the material presented.
Pelatihan Sumber Daya Manusia dalam Pengelolaan Toko Djakasaputra, Arifin; Jefry, Jefry; Wijaya, Andriano; Sjarifudin, Veronica
Jurnal Pengabdian Masyarakat Sultan Indonesia Vol. 2 No. 2 (2025): Abdisultan
Publisher : Sultan Publsiher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58291/abdisultan.v2i2.419

Abstract

Dengan kemajuan teknologi yang terus berkembang, pengelolaan Sumber Daya Manusia (SDM) menjadi faktor penting dalam mempertahankan daya saing perusahaan. Organisasi dituntut memiliki SDM yang tidak hanya mampu beradaptasi dengan perubahan, tetapi juga mampu berinovasi sesuai kebutuhan zaman. Pemanfaatan teknologi modern dapat membantu meningkatkan efisiensi, produktivitas, serta membuka peluang bagi karyawan untuk berkontribusi dalam pengembangan strategi bisnis jangka panjang. Mitra kegiatan PKM adalah Arnie Collection. Berdasarkan hasil observasi, Arnie Collection sebagai mitra usaha menghadapi berbagai tantangan dalam pengelolaan SDM dan manajemen toko online. Permasalahan utama terletak pada bagaimana mengelola karyawan secara efektif agar efisiensi operasional dapat tercapai. Untuk itu, kegiatan PKM difokuskan pada upaya meningkatkan pemahaman mitra mengenai pentingnya pengelolaan SDM yang baik. Metode yang digunakan meliputi pelatihan, pendampingan, diskusi interaktif, serta pembuatan materi presentasi (PPT) yang kemudian disosialisasikan kepada mitra. Hasil yang diharapkan dari kegiatan ini adalah meningkatnya pengetahuan dan keterampilan mitra, sehingga Arnie Collection dapat mengelola SDM secara lebih terarah, profesional, berkesinambungan, dan mampu mendukung perkembangan usaha di era digital.
Salesperson Training as an Effective Tool to Increase SME Sales Djakasaputra, Arifin; Christinio, Elizabeth; Jayanti, Yunia Arinda
International Journal of Social Science and Community Service Vol. 2 No. 2 (2024): APRIL
Publisher : CV. Proaksara Global Transeduka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70865/ijsscs.v2i2.14

Abstract

As a salesperson / personal selling / salesperson is the key to success in generating the buying process. Personal selling is an effective tool to build preferences, beliefs, and purchase actions. For this reason, business owners must increase their expertise which can be achieved through salles training in using adequate facilities. As a seller, you must master every product or service that the company sells. The purpose of the activity is to help business owners have a stock of knowledge about salespeople, so that business owners can increase sales of the products produced. The partner chosen in the PKM activity is engaged in a culinary business domiciled in Jambi. The method offered to partners is training/socialization which includes an introduction to salespeople, characteristics, forms, principles and goals and benefits. Presented in the form of PPT and conducted online. The results of the activity show that partners can optimize personal selling skills in offering products to end consumers, as evidenced by the results of the evaluation of the answers to the questionnaires given to partners showing 100% can understand the material presented.
Product Development Management in Improving the Competitive Advantage of SMEs Djakasaputra, Arifin; Valentina; Jessalonica , Chennan
International Journal of Social Science and Community Service Vol. 2 No. 2 (2024): APRIL
Publisher : CV. Proaksara Global Transeduka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70865/ijsscs.v2i2.35

Abstract

The role of product development management is very important in improving business sustainability. When there is market saturation in existing products, it can be overcome through the emergence of new products, in the sense of expanding and supporting existing products. PKM activities aim to help MSMEs understand product development management in running a business, and maintain survival in the future.  Activity partners are engaged in handicraft businesses, with the mada mute brand that provides handicraft products made from woll and beads. In its activities it faces various problems, especially in carrying out product development management, this is due to the lack of partner knowledge about matters related to product development PKM activities aim to help increase partner knowledge. The method offered in this activity is online training/socialization through Zoom meetings. The material to be presented includes: introduction to the concept of product development; product development process; new product development strategy; product life cycle strategy.  The results of the activity show that the problems that arise in partner businesses are resolved, partners can understand the importance of new product development for business survival.
Co-Authors Afrilya, Bely Albert Albert Alimin, Erina Amelda Pramezwary Angleque, Britney Antonio, Ferdi Ardiansyah Rasyid Assaly, Arifin Avisca, Gemitalia B.M.A.S. Anaconda Bangkara Broto Mudjianto Bunga Aditi Chandra, Jimmy Chelsea Laurent Kurniawan Cherry Darmawan Christinio , Elizabeth Christinio, Elizabeth Cicilia Angelisca Darmawan, Cherry Darwan Tanady Diena Mutiara Lemy Djaja, Tara Clarisa Dwi Septi Haryani Effendy, Linda Eka Hendrayani Elyzabeth , Elyzabeth Erina Alimin Fachrurazi Fachrurazi Farrellio, Fiore Felix Leonardi Florensia Irena Frans Sudirjo Frenick Halim Gelion, Gelion George Nicholas Gunawan Prabowo Gunawan Prabowo, Gunawan Halim Putera Siswanto Hendrayani, Eka Hendriarto, Prasetyono Hubner, Ira B. Hulu, Meitolo Indra, Febryola Innocentius Bernarto, Innocentius Ivander, Axel James Austin Jayanti , Yunia Arinda Jayanti, Yunia Arinda Jefry Jefry Jessalonica , Chennan Jessica Novia Widjaja Jessica Virgiana Wijaya Jimmy Muller Hasoloan Situmorang Juliana Juliana Juliana Juliana Juliana Juliana, Juliana July Hidayat Luh Komang Candra Dewi M.Tony Nawawi Mahanani, Zenita Dian Maleachi, Sandra Mas’ad, Muhammad Aunurrochim Muhammad Tony Nawawi Nasib Nova Bernedeta Sitorus Nova Bernedeta Sitorus Nurmilah, Rina Patty, Putri Syane Pramezwary, Amelda Pramono, Rudy Puspita, Elizabeth Christinio Putri, Anggraini Prastika Putri, Nadira Aulia Putridita, Vicka Raden Mohamad Herdian Bhakti Refaldy, Alvin Rico Candra Rocky Nagoya Rosianna Sianipar Rosmita Rasyid Rosyada, Maulin Amrina sabil sabil, sabil Sabrina O Sihombing Sandra Maleachi Sandra Maleachi Sanny Ekawati Saputra, Sonny Saraliandra, Junita Sardjana Orba Manullang Satriohantoro, Mikael Senduk, Gerda Annisa Sianipar, Rosianna Silvia Ekasari Sitorus, Nova Sitorus, Nova Bernedetta Situmorang, Jimmy Muller Hasoloan Sjarifudin, Veronica Sonny Saputra Sri Aprianti Tarigan Stephanie, Angelina Stephanie, Hergian Suandi, Calista Devana Syahri, Anggun Aisyah Tan, Catherine Ardelia Tanti Widia Nurdiani Theng, Bestadrian P Theng Tjakra, Nathanael Valentina Veronica, Natasya Wijaya, Andriano Wiwik Handayani YUNIARWATI YUNIARWATI