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All Journal Jurnal Administrasi Bisnis Jurnal Media Wahana Ekonomika Jurnal Bisnis dan Manajemen Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Journal of Economic, Bussines and Accounting (COSTING) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) SEIKO : Journal of Management & Business OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi JSHP (Jurnal Sosial Humaniora dan Pendidikan) Almana : Jurnal Manajemen dan Bisnis Jambura Economic Education Journal The International Journal of Business Review (The Jobs Review) JURNAL MANAJEMEN Kumawula: Jurnal Pengabdian Kepada Masyarakat Jurnal Informatika Ekonomi Bisnis Jurnal Ilmiah Manajemen Kesatuan JIIP (Jurnal Ilmiah Ilmu Pendidikan) Charity : Jurnal Pengabdian Masyarakat Sawala : Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat Jurnal Ekonomi Efektif Jurnal Ilmiah Wahana Pendidikan Prosiding Konferensi Nasional PKM-CSR East Asian Journal of Multidisciplinary Research (EAJMR) Formosa Journal of Multidisciplinary Research (FJMR) Formosa Journal of Applied Sciences (FJAS) Jurnal ADAM : Jurnal Pengabdian Masyarakat Journal of International Conference Proceedings Asian Journal of Management Analytics Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Best Journal of Administration and Management International Journal of Integrative Sciences Jurnal Pengabdian kepada Masyarakat eProceedings of Management International Journal of Scientific Multidisciplinary Research (IJSMR) Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO) Jurnal Pengabdian Kepada Masyarakat Jurnal Informatika Ekonomi Bisnis Enrichment: Journal of Multidisciplinary Research and Development Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Indonesia : Manajemen Informatika dan Komunikasi In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Multidisciplinary Indonesian Center Journal Proceeding of Community Service and Engagement Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
R. Nurafni Rubiyanti
Universitas Telkom
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PENINGKATAN KOMPETENSI RISET PASAR DAN STRATEGI PEMASARAN BAGI PELAKU USAHA KECIL KOMUNITAS RUMAH HASANAH BANDUNG Anita Silvianita; Nurafni Rubiyanti; Raden Amalina Dewi Kumalasari
The Proceeding of Community Service and Engagement (COSECANT) Seminar Vol. 4 No. 1 (2024): The Proceeding of Community Service and Engagement (COSECANT) Seminar
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/cosecant.v6i1.7804

Abstract

Rumah Hasanah merupakan komunitas yang bertujuan untuk meningkatkan kesejahteraan rumah tangga melalui usaha kecil. Namun di dalam pelaksanaannya, masih ditemukan banyak kendala diantaranya yang terkait dengan pemasaran produk serta strateginya. Oleh karena itu, komunitas ini dibekali workshop mengenai riset pasar dan strategi pemasaran. Peserta tidak hanya diberikan materi berupa teori, namun juga ada sesi dimana peserta berdiskusi secara kelompok. Selama kegiatan berlangsung, seluruh peserta mengikuti dengan antusias sehingga dapat disimpulkan bahwa materi ini bermanfaat bagi peserta. Selain itu, pada akhir sesi peserta berharap bahwa kegiatan ini berkelanjutan pada kesempatan yang akan datang.
Penguatan Komunikasi Asertif Sebagai Fondasi Keberlanjutan Usaha UMKM Berbasis Keluarga R. Amalina Dewi Kumalasari; Nurafni Rubiyanti; Anita Silvianita; Nida Muthi Annisa; Karima Astari; Sri Widaningsih; Litasari Suwarsono; Mahir Pradana
PRAXIS: Jurnal Pengabdian kepada Masyarakat Vol. 4 No. 3 (2026): PRAXIS April
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47776/018bga74

Abstract

Sebagian besar usaha mikro, kecil, dan menengah (UMKM) di Indonesia dikelola dalam konteks usaha berbasis keluarga, sehingga kualitas komunikasi antar anggota keluarga menjadi faktor penting dalam keberlangsungan usaha. Komunikasi yang tidak efektif sering memicu konflik internal, ketegangan emosional, dan hambatan koordinasi kerja yang berdampak pada kinerja usaha. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memperkuat kapasitas komunikasi asertif dalam keluarga sebagai fondasi bagi keberlanjutan UMKM berbasis keluarga. Kegiatan dilaksanakan pada Komunitas Rumah Hasanah Bandung dengan melibatkan 20 peserta yang terdiri atas perempuan dan anggota keluarga yang terlibat langsung dalam pengelolaan usaha rumahan. Metode pelaksanaan meliputi psikoedukasi mengenai gaya komunikasi (pasif, agresif, dan asertif), latihan komunikasi asertif melalui teknik I-statement dan active listening, serta diskusi reflektif berbasis kasus usaha keluarga. Evaluasi dilakukan menggunakan pre–post-test berbasis skala Likert untuk mengukur pemahaman dan kemampuan peserta dalam menerapkan komunikasi asertif. Hasil menunjukkan adanya peningkatan pemahaman peserta, dengan rata-rata skor meningkat dari sekitar 7 pada pre-test menjadi sekitar 13 pada post-test, atau naik sekitar 85,7%. Temuan ini menunjukkan bahwa penguatan komunikasi asertif dalam keluarga berperan penting dalam menciptakan hubungan kerja yang lebih harmonis dan mendukung keberlanjutan UMKM berbasis keluarga.
Pelatihan Desain Kemasan Dan Branding Produk Di Desa Lebakmuncang, Ciwidey Kumalasari, R. Amalina Dewi; Rubiyanti, Nurafni; Nurhasanah, Yulia; Pambudi, Terbit Setya; Putri, Sheila Andita
The Proceeding of Community Service and Engagement (COSECANT) Seminar Vol. 5 No. 2 (2025): Prosiding COSECANT : Community Service and Engagement Seminar
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/cosecant.v5i2.10359

Abstract

Kemasan memiliki peran penting dalam produk makanan, terutama bagi pelaku usaha mikro, kecil, dan menengah (UMKM), karena berpengaruh terhadap keamanan pangan, daya tarik produk, dan persepsi konsumen. Namun, masih banyak UMKM yang menggunakan kemasan konvensional tanpa mempertimbangkan aspek keberlanjutan lingkungan dan kesesuaian bahan dengan karakter produk makanan. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pemahaman dan keterampilan pelaku UMKM di Desa Lebakmuncang, Kecamatan Ciwidey, dalam memilih bahan kemasan ramah lingkungan serta memahami karakteristik dan fungsi berbagai jenis bahan kemasan untuk produk makanan. Metode pelaksanaan kegiatan meliputi penyampaian materi, diskusi interaktif, dan evaluasi melalui survei kepuasan peserta. Kegiatan ini diikuti oleh 20 peserta yang merupakan pelaku UMKM dan masyarakat setempat. Hasil evaluasi menunjukkan tingkat kepuasan peserta yang sangat baik, dengan rata-rata persetujuan mencapai 92%, yang mencerminkan bahwa materi yang diberikan dinilai relevan, mudah dipahami, dan bermanfaat bagi pengembangan usaha peserta. Kegiatan ini diharapkan dapat menjadi langkah awal dalam mendorong penggunaan kemasan yang lebih ramah lingkungan sekaligus meningkatkan kualitas dan daya saing produk makanan UMKM secara berkelanjutan.
Analisis Kepuasan Pelanggan Berdasarkan Dimensi Servqual Menggunakan Metode Importance Performance Analysis: Studi Pada Indihome Witel Bandung Irma Mardiana; R. Nurafni Rubiyanti
Jurnal Ekonomi, Bisnis & Entrepreneurship Vol. 11 No. 1 (2017): Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Publisher : Pusat Penelitian dan Pengabdian Pada Masyarakat (P3M) STIE Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55208/08yfpf91

Abstract

PT. Telkom is the largest telecommunications company in Indonesia that plays an important role in the development of the national telecommunications. In 2012, PT Telkom launched IndiHome (Indonesia Digital Home), that is is a multi product bundling packages of Telkom consisting landlines, internet and interactive television services (USee Tv). As the largest telecommunications company in Indonesia, PT. Telkom should provides satisfaction through good quality services in accordance with expected by the customer.The purpose of this study is to know how satisfied customers IndiHome Witel Bandung by comparing the level of customer expectations and IndiHome Witel Bandung’s performance levels-based method SERVQUAL. Data collection method is done by distributing questionnaires to 100 customers of IndiHome Witel Bandung that currently active subscription (existing). The results of data from questionnaires, processed by using Gap analysis to know the level of customer satisfaction, after that reprocessed by using Important Performance Analysis (IPA) or also called Kartesius Diagram analysis to know which attributes or dimensions that need to be a priority IndiHome Witel Bandung for improved performance levels and any attributes or dimensions that need to be retained by the company. Based on the results of data processing, it is known customer’s appraisal on 21 of performance attributes and 21 of expectations attributes indicate that all the attributes or dimensions have a gap between customers' perception of indihome’s performance and customer expectations. As well as with the level of conformity obtained is still below 100%, ie 79.5%. It means that Indihome’s performance still has not filled customer expectations. Based on the Kartesius diagram on Important Performance Analysis (IPA), there are eight indicators and two dimensions, they are reliability dimensions and responsiveness dimensions that Indihome should be the focus to be immediately rectified their performance.
Consumer Satisfaction Analysis Towards Store Atmosphere And Location Using Importance-Performance Analysis Farah Nur Fadhilah; Nurafni Rubiyanti
Jurnal Manajemen Industri dan Logistik inpress publication
Publisher : Politeknik APP Jakarta

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

Abstract

This study aims to analyze customer satisfaction with store atmosphere and location using Importance Performance Analysis (IPA). Sampling was done by using probability sampling technique used is judgment sampling with 100 consumer respondents who have visited and made purchases at Yugen Cafe. The results of the data from the distribution of the questionnaire were obtained using Gap analysis to determine the level of customer satisfaction and then retrieved using Important Performance Analysis (IPA) to find out which attributes need to be maintained by the company's performance. Based on the results of data processing, it can be seen that the customer's assessment of 30 performance attributes and 30 expectations attributes indicates that all attributes have a gap between customer perceptions of Yugen Cafe. Based on the level of conformity, the results obtained 95.1%, indicating that it is still below 100%  and has not met customer expectations at Yugen café.
The Linking of User Experience, Application Quality, Customer Satisfaction, and Customer Loyalty on the Kopi Kenangan Application in Bandung City: A Conceptual Paper Sheren Marselina; Arry Widodo; Nurafni Rubiyanti
Best Journal of Administration and Management Vol 4 No 3 (2026): Best Journal of Administration and Management
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/bejam.v4i3.434

Abstract

The acceleration of digital transformation in the food and beverage (F&B) industry after the COVID-19 pandemic has significantly shifted consumer behavior from offline transactions toward digital platform-based services. This condition encourages coffee retail companies to optimize mobile applications to improve customer engagement and retention. Kopi Kenangan, as one of Southeast Asia’s leading coffee-tech companies, faces challenges in maintaining customer loyalty amid intense competition in Bandung’s digital coffee market. This study aimed to develop a conceptual framework explaining the relationship between User Experience (UX), Application Quality, Customer Satisfaction, and Customer Loyalty within the Kopi Kenangan application ecosystem. This study employed a conceptual paper approach using a Systematic Literature Review (SLR) by synthesizing more than 30 peer-reviewed academic articles published between 2020 and 2025. The findings indicate that User Experience and Application Quality positively influence Customer Satisfaction, which subsequently strengthens Customer Loyalty. Furthermore, Customer Satisfaction was identified as a dominant mediating variable in the relationship between digital interaction quality and loyalty. This study formulated seven conceptual propositions that can be empirically tested in future research using SEM-PLS approaches. The study also provides theoretical and practical implications for improving digital customer retention strategies in the app-based coffee retail industry.
A Conceptual Framework: The Effect of Digital Integration on Inventory Performance Through Supply Chain Visibility and Demand Forecast Accuracy in Indonesian FMCG Firms Sadique Ali; Arry Widodo; R. Nurafni Rubiyanti
Best Journal of Administration and Management Vol 4 No 3 (2026): Best Journal of Administration and Management
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/bejam.v4i3.436

Abstract

The Fast-Moving Consumer Goods (FMCG) industry in Indonesia has shown strong growth in recent years; however, firms still face ongoing supply chain challenges, such as high logistics costs, complex multi-tier distribution networks, and uneven levels of digital adoption. These issues highlight the importance of understanding how digital capabilities can effectively translate into improved operational performance. In response, this study proposes a conceptual framework that examines the impact of digital integration on inventory performance through the sequential mediating roles of supply chain visibility and demand forecast accuracy. Drawing on Information Processing Theory (IPT), digital integration is viewed as a key information-processing capability that helps firms manage uncertainty by improving data sharing, visibility, and decision-making across the supply chain. A quantitative, cross-sectional research design is proposed, with a target sample of at least 150 respondents from FMCG firms operating in Indonesia. Data will be collected using structured questionnaires and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The framework also includes control variables, such as firm size, firm age, and FMCG sub-sector, to capture differences across organizations. This study contributes to the existing literature by extending IPT into a multi-stage sequential mediation model, demonstrating how digital integration is translated into measurable performance outcomes through intermediate information-processing stages. It also offers practical insights for managers and policymakers by emphasizing that fully integrated digital ecosystems, rather than fragmented technological solutions, are essential for enhancing supply chain efficiency and inventory performance in emerging markets.
The Influence of Digital Marketing on Generation Z's Purchase Intention Toward Green Products: The Mediating Roles of Green Brand Trust and Brand Image at The Body Shop Bandung Indonesia Miranda Oktaviani; Arry Widodo; Nurafni Rubiyanti
Best Journal of Administration and Management Vol 4 No 3 (2026): Best Journal of Administration and Management
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/bejam.v4i3.437

Abstract

This conceptual paper examines the influence of digital marketing strategy on Generation Z’s purchase intention toward green products at The Body Shop Indonesia, with green brand trust and brand image positioned as mediating variables. The study develops an integrated conceptual framework grounded in the Stimulus–Organism–Response (S-O-R) framework and Signalling Theory to explain how digital marketing activities shape consumer behavioral intentions through psychological mechanisms. In this framework, digital marketing strategy functions as the external stimulus, while green brand trust and brand image represent internal organismic responses that influence purchase intention as the behavioral outcome. The paper also proposes both parallel and serial mediation relationships between green brand trust and brand image in explaining sustainable consumer behavior among Generation Z. The conceptual analysis suggests that credible and sustainability-oriented digital marketing communication can strengthen consumer trust, enhance positive brand image, and ultimately increase purchase intention toward environmentally friendly products. Furthermore, green brand trust is proposed as a stronger foundational mechanism that subsequently reinforces brand image. This study contributes to the green marketing and consumer behavior literature by offering an integrated conceptual model that combines cognitive, emotional, and behavioral dimensions within the context of sustainable digital marketing. The framework also provides managerial insights for ethical brands in designing authentic digital communication strategies to engage environmentally conscious Generation Z consumers in emerging markets.
Co-Authors Ade Irma Susanty Adib Alfikry Adji, Sapto Bayu Afifa Syafa Nabila Afwa, Intan Lailya Ahmad, Mokhtarrudin Aji Pratama, Aditya Akhmad Yunani Aldi Akbar Alfarisy, Ghifary Alfayza Diva Azra Amalia Nursyamsiah Anita Silvianita Apriani, Palensia Ririn Aprilia Diahayu Ningtias Arianto, Mahdar Arifin, Novitrio Ramadhan Arry Widodo Arya, Gusti Ayu Agung Deviana Aulia, Aisy Azhar Humaira Syabani Aznul Fazrin bin Abu Sujak bin Abu Sujak, Aznul Fazrin Cahyani, Made Gita Dwi Candra Wijayangka Citra Kusuma Dewi Citra, Khansa Fairuz Clarisa Salsabila De Silva, Muh.Janward Sawanawadu Dematria Pringgabayu Desianti Ramadhan, Putri Dinda Aulia Rahmah Dinda Azzahra Diva, Sherren Aurakhania Dudi Pratomo Ellyne Annida Pramesti Eva Nurhazizah Fadhilah, Farah Nur Fahmi Renaldy Azzam Fahri, Muhammad Afdhal Fajriana Khayatul Zikra Fajrin Subhan Citalaksana Fanisa Tris Wandani Farah Alfanur Farah Nur Fadhilah Farah Oktafani Fathya Febrina Faza Fatizah Amanda Fazrin bin Abu Sujak, Aznul Feldihan, Vitto Fitriani Nur Utami Galih Adhi Prayogo Ghina Alya Audina Ghulam Ilmam H Gita Indah Hapsari Gunawan, Hajid Gunawan, Kusuma Pertiwi Praja Gusfi, Dhiya Athaya Gustano, Yasmine Putri Helda Widyarani Lutviari Herlambang, Kenanga Arumndalu Herra Azzahro, Dhyvha Hidayanti, Salsawinnie Indira Rachmawati Irma Mardiana Islami, Avrillia Putrie Jonneli, Halimah Husna Karima Astari Khairani, Dira Kristiana, Arisqa Adira Kumalasari, Amalina Dewi Kustiwan, Choirunnisa Luthfiyah Kusuma, Tatiana Lestari, Finka Lianto, Fazrian Litasari Suwarsono Mahendra Fakhri Mahir Pradana Mangsor, Miza Mardiana, Irma Mardiana, Irma Marsha Adilla Rahmani Mia Rosmiati Miftahuddin, S.Si.,MAB., asep Miranda Oktaviani Muhammad Luthfi Musa, Hussein Gibreel Nabilla, Zulfa Nathania, Geovanni NIDA MUTHI ANNISA Nikita Salsabila Salsabila Nurhasanah, Yulia Nurhayati, Lina Nurul Aulia Ramadhina Pangestu, Satiti Permatasari, Intan Ayu Prajna Deshanta Ibnugraha Pramesti, Ellyne Annida Pramuditha, Salsabillah Putri Rizky Amanda Prasetyo, Rizky Bimo Pratama, Rifky Rezky Pratama, Taufik Wira Pulungan, Sarah Fadilla Purwandani, Meirissa Putri Puspita sari Putu Nina Madiawati Qulby, Fariha Lainy R. Amalina Dewi Kumalasari Rafiansyah, Muhammad Rafli, Muhamad Rahmat, Dafrian Nur Raja Razali, Raja Razana Ramadhani, Moch. Romy Ramadina, Tarisya Rizki  Rania Salsabila Ratih Hendayani Rifky Rezky Pratama Rima Mahmuda Sadique Ali Said, Muhammad Abiriandy Salsabila, Rania Salsabila, Sabrina Fitri Saragih, Romat Sari, Mutiara Kusuma Setiawan, Ragil Restu Shaomi Fujiyanti Amalia Sheila Andita Putri Sheren Marselina Sherly Artadita Shilmy Diyani Shofiyah Rahmah Muthmainnah Sihombing, Reni Pratiwi Silviannita, Anita Simamora, Indah br Sri Widaningsih Sukmaningrum, Via Ayu Suryadi, Putri Adellia Tarandhika Tantra Terbit Setya Pambudi Tharissa Kesturi Trisha Gilang Saraswati Ulfa Azizah, Ulfa Wahyu Anggoro, Febrian Setyo Yasmine Putri Gustano Yuhana Astuti Yulia Nur Hasanah Zahid, Azham Zulfa, Chofifah