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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Syntax Literate: Jurnal Ilmiah Indonesia JAKP (Jurnal Administrasi dan Kebijakan Publik) Jurnal Ilmu Administrasi: Media Pengembangan Ilmu dan Praktek Administrasi Airlangga Development Journal Journal of Public Administration and Government (JPAG) JBEST e-Jurnal Apresiasi Ekonomi Setia Mengabdi: Jurnal Pengabdian Kepada Masyarakat Jurnal Wacana Kinerja: Kajian Praktis-Akademis Kinerja dan Administrasi Pelayanan Publik
Widjayanti, Arifiani
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Brand Ambassador, E-WOM, and Purchase Interest of Beauty Products Circulating in Indonesia (Study of Korean EXO Fans) Saffanah, Cahya Dhiya; Widjayanti, Arifiani
Journal of Business Administration Economics & Entrepreneurship Vol. 7, No. 1 (2025): April
Publisher : Politeknik STIA LAN Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32834/jbest.v7i1.977

Abstract

This study aims to analyse the effect of brand ambassador Korean boy group EXO and e-WOM (electronic word of mouth) on purchase interest of beauty products circulating in Indonesia. The research was conducted among Korean EXO fans in the Jakarta, Bogor, Depok, Tangerang and Bekasi areas. This study uses a quantitative approach with multiple linear regression analysis, with 160 samples for the survey. The results of this study indicate that brand ambassadors and e-WOM have a significant impact on purchase interest. This is shown by the F-test with the significance of brand ambassadors and e-WOM on purchase interest F = 80.182, sig. = 0.000 < 0.05. While the t-test shows the results of brand ambassador t = -8.091, sig = 0.000 <0.05 and e-WOM t = 12.546, sig = 0.000 <0.05, which means a significant effect. The coefficient of determination (R2) shows that the influence of brand ambassadors and e-WOM on purchase interest for beauty products is 50%. The remaining 50% is influenced by other factors. Keywords: brand ambassador; e-WOM; purchase interest; beauty products
Social Media and Direct Selling of Menara Kanaya Apartment by Perumda Pembangunan Sarana Jaya Daerah Khusus Jakarta Putri, Poppy Pertiwi; Widjayanti, Arifiani; Wibowo, Eddy Kusponco
Jurnal Ilmiah Manajemen dan Bisnis Vol 11, No 3 (2025): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v11i3.33693

Abstract

Indonesia's property companies have grown rapidly in recent years. The strategy includes social media marketing and direct sales to generate public buying interest, as used by Perumda Pembangunan Sarana Jaya, owned by Daerah Khusus Jakarta Local Government. This research aims to analyse the influence of social media marketing and direct selling on the purchase interest of Menara Kanaya Perumda Pembangunan Sarana Jaya, Jakarta. The study is based on a survey of 120 respondents, using a quantitative methodology. The results indicate that social media marketing and direct selling have a positive and significant influence on the purchase intention of Menara Kanaya Perumda Pembangunan Sarana Jaya. Social media marketing has a positive and significant influence of 57.7% on purchase interest, direct selling has a positive and significant influence of 47.1% on purchase interest, and simultaneously, social media marketing and direct selling have a positive and significant influence of 63.3% on purchase interest. The remaining 36.7% is determined by other factors not included in this study.
ANALYSIS OF BUSINESS STRATEGY OF PT UNILEVER INDONESIA TBK USING SWOT MATRIX AND PESTEL: (CASE STUDY ON THE DECLINE IN COMPANY PROFITS IN 2024) Wicaksono, Akbar Muhammad; Widjayanti, Arifiani
Airlangga Development Journal Vol. 9 No. 2 (2025): AIRLANGGA DEVELOPMENT JOURNAL
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/adj.v9i2.73492

Abstract

This study aims to analyze the business strategy of PT Unilever Indonesia Tbk in addressing a 29.8% profit decline in 2024, despite rising consumer spending. Using a qualitative descriptive method with a single-case approach, the research is based on secondary data such as financial and annual reports. SWOT and PESTEL analyses were employed to identify internal and external factors affecting performance. The findings reveal that cost pressures, shifting consumer behavior, boycott movements, and regulatory complexity contributed to the decline. However, digital supply chains, healthy lifestyle trends, and government stimulus present key opportunities. The study concludes that adaptive, efficient, and sustainable strategies are essential to maintaining competitiveness in the dynamic FMCG sector.
Sosialisasi Tata Kelembagaan, Pengelolaan Dana Desa, dan Pengembangan Sumber Daya Manusia Pada Bumdes Widjayanti, Arifiani; Wibowo, Eddy Kusponco; Handayani, Heny
Setia Mengabdi: Jurnal Pengabdian kepada Masyarakat Vol. 6 No. 2 (2025): Desember 2025
Publisher : Politeknik STIA LAN Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31113/setiamengabdi.v6i2.79

Abstract

Desa merupakan bagian yang penting dalam keberadaan bangsa Indonesia. Dalam mewujudkan tujuan pembangunan nasional, desa berperan sebagai lembaga terdekat dengan masyarakat, sehingga dapat menyasar kelompok yang ingin sukses melalui pembentukan badan ekonomi atau organisasi masyarakat desa untuk meningkatkan kesejahteraan wilayah. Pengabdian Kepada Masyarakat (PKM) bertujuan memberikan pemahaman dan pengetahuan lebih mengenai tata kelola kelembagaan desa, pengelolaan dana desa, serta pengembangan sumber daya manusia desa, terutama pada Badan Usaha Milik Desa (Bumdes). Penerapan PKM ini dilakukan melalui sosialisasi ke beberapa Bumdes di Kecamatan Caringin, Kabupaten Bogor. Melalui sosialisasi tersebut, Bumdes yang diundang menjadi lebih memahami praktik tata kelola kelembagaan serta penggunaan dana desa pada Bumdes. Sedangkan dalam pengembangan sumber daya manusianya, Bumdes lebih memahami bahwa hal tersebut dapat dilakukan dengan cara (1) rekrutmen, (2) pelatihan, dan (3) pengembangan karir. Lalu, partisipasi masyarakat dapat dilakukan melalui adanya (1) keterlibatan aktif masyarakat, (2) masukan dari masyarakat, serta (3) manfaat yang diperoleh dari Bumdes. Sehingga secara keseluruhan, sosialisasi terhadap Bumdes di Kecamatan Caringin ini memberikan pemahaman mendalam terkait tata kelola kelembagaan, penggunaan dana desa, pengembangan sumber daya manusia, yang pada akhirnya menumbuhkan partispasi masyarakat.
Co-Authors Abdul Azis, Mohamad Abdullah Azzam, Hamas Adani, Puteri Shabrina Asropi Asropi Astri, Sofyanti Deden Ardiansyah Effendi Siregar, Emil Yusrin Heny Handayani Putri, Poppy Pertiwi R Luki Karunia RAHAYU, NENENG Resdiana, Artanti Ridwan Radjab, Ridwan Saffanah, Cahya Dhiya Wibowo, Eddy Kusponco Wicaksono, Akbar Muhammad Zulfana, Dewi