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All Journal Majalah Ilmiah UNIKOM PrimaryEdu - Journal of Primary Education Jurnal Ilmiah Magister Manajemen (JIMM) International Journal of Community Service Journal of Economics, Management, Business And Accounting (JEMBA) MOVE: Journal of Community Service and Engagement JURNAL PENGABDIAN KEPADA MASYARAKAT (ADI DHARMA)
Susilawati, Erna
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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PENGARUH KEPRIBADIAN DAN HARGA TERHADAP IMPULSE BUYING PADA PRODUK NOVEL DI TOKO BUKU BANDUNG BOOK CENTER WILAYAH BANDUNG Wahdiniwaty, Rahma; Susilawati, Erna
Jurnal Ilmiah Magister Managemen Vol 1 No 1 (2015)
Publisher : Magister Manajemen, Fakultas Pasca Sarjana, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jimm.v1i1.201

Abstract

Persaingan didunia bisnis pada era globalisasi yang begitu ketat mendorong paramarketer untuk terus berupaya mencari strategy untuk meningkatkan penjualannya. Salah satuupaya yang dilakukan adalah dengan mempelajari perilaku konsumen yang erat kaitannyadengan kepribadian konsumen dan keputusan pembelian konsumen yang tidak terencana sertafaktor-faktor yag mempengaruhinya diantaranya harga.Penelitian ini dilakukan pada 161 pelanggan Bandung Book Center, wilayah Bandungyang membeli novel. Tujuan dari penelitian ini untuk menganalisis pengaruh kepribadianextrovert, introvert dan harga terhadap impulse buying. Metode yang digunakan dalampenelitian ini menggunakan analisis deskriptif varifikatif, dimana olah datanya menggunakanSEM (System Equation Model) dengan menggunalakn Lisrel 8.8.Kepribadian konsmen pada pembelian produk novel di Bandung Book Center wilayahBandung paling banyak adalah pelanggan yang memiliki kepribadian ekstrovert sebanyak(68,91%) yang tergolong dalam kategori extrovert. Konsumen menyatakan bahwa harga produknovel novel di Bandung Book Center wilayah Bandung, cukup terjangkau dan harganya cukupsesuai dengan presentase sebesar 53,12%.Impulse Buying konsumen dalam pembelian produk novel di Bandung Book Centerwilayah Bandung menduduki kriteria cukup impulsif sebesar 62,79%. Tidak terdapat hubunganyang signifikan antara kepribadian introvert, extrovert terhadap harga produk novel di TokoBuku Bandung Book Center. Sedangkan hubungan kerpribadian extrovert terhadap keribadianintrovert memiliki hubungan yang negatif sebesar -0.21, karena sejalan dengan karakteristikkeduanya yang saling bertolak belakang,dimana jika extrovert nilainya naik maka introvert akanturun.Kata Kunci: ekstrovert, introvert, harga dan impulse buyingABSTRACTThe Business competition in the era of globalization that increasingly tight, thatencouraged the marketer to constantly strive for seeking strategies to increase their sales. Oneof their effort is studying consumer behavior that related to personality and cusomers decisionas well as impulse buying and its factors, one of them is price.This research was conducted on 161 customers in Bandung Book Center, Bandungregion, who bought the novel. The purpose of this research was analyzed the influence ofextrovert - introvert personality and price on impulse buying. The Methods that used in thisresearch is descriptive analysis, while the data analysis using SEM (System Equation models)by Lisrel 8.8.he purchase of the novel in Bandung Book Centeris Extrovert about 68,91% that occupying extrovert criteria . Consumer states that novel pricein Bandung Book Center, Bandung region are quite affordable and the price is quiteappropriate with percentage about 53,12%.The consumers impulse buying of novel in Bandung Book Center, Bandung regionoccupying quite impulsive criteria about 62,79%. .There was no significant correlation betweenthe introvert and extrovert personality towards the price of novel in Bandung Book Center.While the correlation between extrovert personality and introvert personality has a negativecorrelation about -0.21, it is as in line with the characteristics of them that contradictory,whereas if the value of extrovert personality is increase, so the value of introvert personalitywill decrease.Key words: Ekstrovert, Introvert, price and impulse buying.
OPTIMALISASI PENERAPAN DIGITAL MARKETING DI UMKM DEPNAMOR BANDUNG SUSILAWATI, ERNA
JURNAL PENGABDIAN KEPADA MASYARAKAT (ADI DHARMA) Vol 1 No 2 (2023): JURNAL PENGABDIAN KEPADA MASYARAKAT (ADI DHARMA)
Publisher : ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (723.037 KB) | DOI: 10.58268/adidharma.v2i1.24

Abstract

The existence of the internet which makes information spread quickly without any distance and time limitations that can be accessed anywhere and anytime makes a lot of changes. The emergence of the Covid 19 pandemic has also had such a big impact on life in the world, where because of this pandemic it has significantly increased the use of internet usage. How could it not be, due to social restrictions and social distancing in order to inhibit the spread of the Covid 19 virus, various things are done online. Of course this also applies to trade. On the other hand, this pandemic has actually boosted the use of market places and social media, mainly used as promotional tools or also as a place to sell online. However, many people/companies/business units/MSMEs have used market places or social media platforms as a place to sell but not optimally. They are only limited to using it without being accompanied by a strategy to maximize sales on these platforms. This is also experienced by the UMKM Ministry of National Defense which produces bow ties and long ties. For increasing their sales figures, it is necessary to implement a digital marketing strategy that is in accordance with the conditions of the company.
PENERAPAN STRATEGI PROMOSI MELALUI MEDIA SOSIAL TIKTOK PADA UMKM BINAAN KADIN KOTA BANDUNG Susilawati, Erna
JURNAL PENGABDIAN KEPADA MASYARAKAT (ADI DHARMA) Vol 2 No 2 (2024): JURNAL PENGABDIAN KEPADA MASYARAKAT (ADI DHARMA)
Publisher : ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/adidharma.v2i2.67

Abstract

The world economic began to grow after the Covid-19 Pandemic. The existence of the internet and increasingly sophisticated technological developments also have a significant impact on the development and growth of the world economy. One of them is social media which is now used not only as a communication tool but also as a promotional tool. Social media is in great demand by people of all ages, making it a very profitable platform for promoting goods/services. The number of followers or viewers on a social media application will have an impact on the number of people who will see advertisements or promotions for the goods/services being marketed. One of the social media applications that is popular at the moment is Tiktok. Initially, this application was only for entertainment, containing hit songs and people dancing. However, now it is starting to be used as a place to promote goods or services, both live and not. This is very popular with the public and people can buy the products or services offered directly while they are live. Of course, this can be very profitable if applied to MSMEs assisted by the Bandung City Chamber of Commerce and Industry, because with minimal capital you will get big profits where your products will soon be known to the general public and can increase sales.
Use Of The UTAUT 2 Model to Find Out Acceptance of Multimodality Learning Media Web-Based Elementary School Teachers in West Java Susilawati, Erna; Abidin, Yunus; Kurniawan, Dede Trie
PrimaryEdu : Journal of Primary Education Vol. 7 No. 2 (2023): Volume 7, Number 2, September 2023
Publisher : Institut Keguruan dan Ilmu Pendidikan Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22460/pej.v7i2.3979

Abstract

Abstract Interest in web-based multimodality learning media has increased rapidly in recent years. Multimodality learning media combines various elements such as text, images, audio, video, animation, and interactivity to create rich and interesting learning experiences. This study aims to describe the success and acceptability of web-based multimodality learning media among students. This study uses a qualitative approach involving students from various levels of education. Data was collected through observation, interviews and surveys. The results showed that web-based multimodality learning media was highly accepted by students. They expressed high satisfaction with interactive multimodality learning experiences and greater involvement in the learning process. Learners appreciate the accessibility of web-based learning media that allows flexible and independent learning. They also reported that the use of various media elements such as images, videos, and audio helps reinforce understanding and maintain interest in learning. Students also like interactive features that allow them to be actively involved in the learning process, such as quizzes, interactive exercises, and online discussions. However, this study also identified several challenges that need to be addressed. Some students experience problems accessing a stable and limited internet, while others have limitations in technology skills. In addition, the attention that is divided between learning media and online distractions is also a challenge faced by students. Referring to the results of this study, it is suggested that educational institutions continue to encourage the use of web-based multimodality learning media. Efforts need to be made to improve internet accessibility and provide technology skills training to students. In addition, it is important to design learning media that are interesting, interactive, and easy to use to maintain students' interest and involvement in the learning process. Keywords: UTAUT2; Instructional Media; Multimodality
Purchasing Decision of Gen Z Reviewed by Viral Marketing and Food Quality in Noodle’s Restaurant Susilawati, Erna; Pratama, M Ridho Rizki
JEMBA Vol 4 No 1 (2024): Journal of Economics, Management, Business and Accounting
Publisher : Fakultas Ekonomi dan Bisnis Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jemba.v4i1.13081

Abstract

Gen Z as the generations who known as technology literate, and they intend to stay with gadget and internet. Because of that, everything that viral on internet got their interest and became their reference for their purchasing decisions. This research aims to know is there any effect of viral marketing and food quality on purchasing decisions of Gen Z in Gacoan Restaurant Bandung both partially and simultaneously. This research used quantitative method and the data processed using SPSS program. The respondents of research are 100 customers of Gacoan Restaurant in Bandung. The result shows there is positive effect of Viral marketing and Food Quality on Purchasing Decisions of Gen Z both partially and Simultaneously
PENGARUH SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI STUDI KASUS CENGHAR KOPI Setiawan, Iwan; Susilawati, Erna
JEMBA Vol 4 No 2 (2024): Journal of Economics, Management, Business and Accounting
Publisher : Fakultas Ekonomi dan Bisnis Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jemba.v4i2.14619

Abstract

This study aims to determine the influence of Social Media Marketing on purchasing decisions through brand trust as a mediating variable on Cenghar Kopi Cimahi customers. The problem in this study is how Social Media Marketing influences Customer Purchasing Decisions through Brand Trust both directly and indirectly.This study was conducted with a quantitative approach with descriptive and verification research methods. Primary data collection was carried out by distributing questionnaires to a sample of 100 Cenghar Kopi Cimahi customers. The analysis method used in this study is the Structural Equation Modeling Partial Least Square (SEM-PLS) analysis method.The results of the study show that the Social Media Marketing variable has a significant influence on Brand Trust, while the Social Media Marketing variable has a path that does not have a significant influence on Purchasing Decisions in which means moderate, and Social Media Marketing has a significant influence on Purchasing Decisions mediated by Brand Trust. The recommendation in this study is that companies must be able to improve strategies that stimulate positive consumer Trust and focus on Social Media Marketing elements that can provide added value to brand trust and indirectly strengthen Purchasing Decisions. ABSTRAK
PENGARUH ICT DAN BUDAYA POP TERHADAP PERGESERAN PERILAKU PADA MAHASISWA PROGRAM STUDI SASTRA INGGRIS ANGKATAN 2016 UNIKOM Dewi, Nenden Rikma; Susilawati, Erna
Majalah Ilmiah UNIKOM Vol. 16 No. 1 (2018): Majalah Ilmiah Unikom
Publisher : Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (785.334 KB)

Abstract

Arus informasi yang bergerak begitu cepat melalui berbagai media elektronik khususnya gawai memungkinkan tiap individu dapat megakses dan bertukar berbagai informasi antar individu dalam antar daerah bahkan antar negara. Keberadaan internet tentu saja mempunyai andil yang sangat besar pada perubahan dan perkembangan zaman dalam hal penyampaian informasi dari satu individu ke individu yang lain yang memungkinkan memangkas ruang, jarak dan waktu. Hal tersebut tentu saja sangat berdampak pula pada perilaku manusia itu sendiri khususnya mahasiswa sebagai generasi yang melek terhadap internet. Hal tersebut tentu saja memungkinkan adanya cross-culture. Metode penelitian yang digunakan pada penelitian ini menggunakan metode penelitian kualitatif. Sedangkan objek penelitiannya adalah mahasiswa angkatan 2016 pada program Studi Sastra Inggris, Fakultas Sastra UNIKOM. Penelitian ini menghasilkan beberapa kesimpulan bahwa media sosial sangat berpengaruh terhadap perubahan perilaku mahasiswa, perpindahan individu ke lingkungan/kota yang baru memungkinkan individu pendatang tersebut mengalami shock culture. Keberadaan pendatang di lingkungan yang baru memungkinkan terjadinya cross-culture seiring dengan tuntutan mereka untuk beradaptasi dengan lingkungan yang baru.
PENGARUH ICT DAN PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA MAHASISWA PRODI SISTEM INFORMASI UNIKOM PENGGUNA ONLINE SHOP) Susilawati, Erna; Dhaniawaty, Rani Puspita
Majalah Ilmiah UNIKOM Vol. 17 No. 1 (2019): Majalah Ilmiah Unikom
Publisher : Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (521.895 KB) | DOI: 10.34010/miu.v17i1.2233

Abstract

The existence of online marketing (e-marketing) cannot be separated from the rapid development of information, communication and technology. Gadgets, smart phones and laptop also the support of internet connection that can open new business field and are interested by people. Because of buying something via online shop is considered more practical and does not waste a lot of time and energy. So that it effect to the consumer purchasing decisions. The aims of this research are to find the significant relation between ICT and online promotion towards purchasing decision. This research used quantitative method by using multiple linear regression, SPSS. The result of this research showed there is significant effect between ICT (X1) towards purchasing decision (Y). it can be seen from the coefficient regression value about 0,425, however the online promotion (X2) has the significant effect towards purchasing decision (Y). It can be seen by the value of regression coefficient about 0,842. Whereas both variable ICT (X1) and online promotion (X2) as the independent variable have joint effect towards purchasing decision about 86,2% while the rest about 13,8% is effected by the other variables that is not examined in this study. Key words: ICT, e-marketing, purchasing decisions
Empowering A Strong Brand Awareness of Burayot Si Madu Through Social Media Marketing Syafei, M. Yani; Narimawati, Umi; Susilawati, Erna; Wardhani, Kristina
MOVE: Journal of Community Service and Engagement Vol. 4 No. 3 (2025): January 2025
Publisher : EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/move.v4i3.416

Abstract

This Community Service activity is not only aimed at making "Burayot" as a traditional food from Garut better known by the wider community but also to increase the knowledge of the owners and employees of the Burayot Si Madu UMKM regarding strengthening Brand awareness through the use of social media marketing, especially Instagram. If this brand awareness is embedded in the minds of customers, it will be easier to increase product sales. The method in this Community Service activity is carried out through mentoring and sharing sessions. The final result of this Community Service activity is expected to be able to increase engagement from Burayot Si Madu Instagram followers by providing mentoring on the above theme through increasing followers who comment, like and share on each post from Burayot Si Madu, so that the product is better known by the public and can increase product sales.
Strengthening Human Resources of Msmes And Cooperatives Through Counseling and Joint Dialogue In Cianjur Regency Pranata, Sudadi; Susilawati, Erna; Amroni, Amroni; Febriansyah, Angky; Komara, Nandang; Musrifah, Ai; Yani Syafeí, M; Wahdiniwaty, Rahma
International Journal Of Community Service Vol. 5 No. 4 (2025): November 2025 ( Indonesia - Thailand - Malaysia - Timor Leste - Philippines )
Publisher : CV. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v5i4.942

Abstract

Strengthening human resources (HR) in the MSME and cooperative sectors is an important aspect of enhancing local economic competitiveness, including in Cianjur Regency. MSMEs and cooperatives as main drivers of the people's economy often face various obstacles such as weak managerial capabilities, limited financial literacy understanding, and restricted use of digital technology in running their businesses. These problems cause productivity and business sustainability to be less than optimal. To address these issues, a Community Service activity titled “Strengthening MSME and Cooperative HR through Counseling and Joint Dialogue in Cianjur Regency” was carried out by lecturers and students from several universities in Indonesia. The activities were conducted through counseling methods, group discussions, and interactive dialogues involving MSME actors, cooperative administrators, regional officials, and relevant stakeholders. The materials delivered included business management, financial literacy, digital marketing strategies, and strengthening partnership networks between business actors and supporting institutions. This Community Service activity was enthusiastically attended by participants who gained new understanding in managing businesses professionally, innovatively, and adaptively to digital development. This program is expected to increase the capacity of MSME and cooperative HR, strengthen collaboration among economic actors, and encourage the creation of economic independence and community welfare in Cianjur Regency sustainably.
Co-Authors Amroni, Amroni Dede Trie Kurniawan Dewi, Nenden Rikma Dhaniawaty, Rani Puspita Febriansyah, Angky Iwan Setiawan Komara, Nandang musrifah, ai Pranata, Sudadi Pratama, M Ridho Rizki Rahma Wahdiniwaty Rahma Wahdiniwaty Syafei, M. Yani Umi Narimawati Wardhani, Kristina Yani Syafeí, M Yunus Abidin