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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 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 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) International Journal of Integrative Sciences 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 Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
R. Nurafni Rubiyanti
Universitas Telkom
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The Effect of Online Reviews, Rating and Price on Online Hotel Booking Intention in Indonesia: The Moderating Role of Brand Image Rania Salsabila; Nurafni Rubiyanti
Journal of International Conference Proceedings Vol 6, No 2 (2023): 2023 ICPM Bandung Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i2.2398

Abstract

The growth of the internet in the current era shows a change from increasingly advanced technology to online media. Because there are so many good things about the internet, interaction marketing through internet media is growing very fast. Therefore, consumers are increasingly booking hotel rooms through online websites or online platforms. Many hotel bookers prefer and consider online hotel bookings through rating reviews and prices listed on the online application. Because of this, online reviews that have been generated by customers providing reviews about rooms and services, and thus their commentary information about hotel services in terms of quality, price, and level of service, are significantly more convincing to potential customers than advertisements for hotels. This research wants to know how online reviews, ratings, prices influence people's decision to book a hotel or not. We also look at how a hotel's brand image can strengthen the influence of people's decisions to book hotels. This research emphasizes the need for hotel managers to handle online customer reviews, ratings and prices, especially negative reviews, to take advantage of promotional opportunities. Considering that the hotel industry has become one of the industries that supports Indonesia to boost the country's economy and is one of the important industries in Indonesia, this study is expected to contribute and be able to encourage and drive other economic sectors.
The Effect of Social Media Influencer on Purchase Intention with Brand Image and Customer Engagement as Intervening Variables Ellyne Annida Pramesti; Nurafni Rubiyanti
Journal of International Conference Proceedings Vol 6, No 2 (2023): 2023 ICPM Bandung Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i2.2384

Abstract

An individual with a strong presence on social media, known as an influencer, has the ability to bridge the gap between a company and its target audience by conveying a favorable brand image to the audience. Social media influencers have the ability to shape brand image and customer engagement, which can then influence the interest in purchasing that brand. Tasya Farasya is a beauty influencer who often shares reviews about Makeover products. Her posts have created brand image and customer engagement among Makeover's audience. Compared to other beauty influencers, Tasya Farasya is one of the top 10 beauty influencers in Indonesia, with a high figur of followers and engagement rates. However, the Makeover product that Tasya Farasya reviewed is not the top cosmetic product in Indonesia. This can affect the brand image, customer engagement, and interest in purchasing Makeover. This study aims to assess how Tasya Farasya, a social media influencer, affects consumers' purchase intent for Makeover brand, focusing on the influence of brand image and customer engagement factors. In this study, a quantitative approach was employed, whereby data was gathered via a questionnaire. To analyze the data, Structural Equation Model (SEM) was utilized through the use of the SmartPLS software.
PENGARUH BRAND AWARENESS, BRAND POSITIONING, DAN BRAND IMAGE TERHADAP LOYALITAS DENGAN BRAND SATISFACTION SEBAGAI VARIABEL INTERVENING Afifa Syafa Nabila; Nurafni Rubiyanti
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 10 No 2 (2023): JMBI UNSRAT Volume 10 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v10i2.49919

Abstract

Abstract.  This study aims to determine the effect of brand awareness, brand positioning, and brand image on loyalty through brand satisfaction as an intervening variable. An online questionnaire was conducted on 120 Chatime consumers in Bandung using accidental sampling technique. This study uses a quantitative approach and Structural Equation Modeling-Partial Least Square (SEM-PLS) in analyzing data. The results showed that brand awareness and brand positioning had a positive but not significant effect on brand satisfaction, while brand image had a positive and significant effect on brand satisfaction. Brand satisfaction had a positive and significant effect on loyalty. Brand satisfaction cannot mediate the relationship between brand awareness and loyalty and brand positioning and loyalty, however it can mediate the relationship between brand image and loyalty.   Abstrak. Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness, brand positioning, dan brand image terhadap loyalitas melalui brand satisfaction sebagai variabel intervening. Kuesioner online dilakukan terhadap 120 konsumen Chatime di Kota Bandung menggunakan teknik accidental sampling. Penelitian ini dilakukan menggunakan pendekatan kuantitatif dan Structural Equation Modeling-Partial Least Square (SEM-PLS) untuk menganalisa data. Hasil penelitian menunjukkan bahwa brand awareness dan brand positioning memiliki pengaruh yang positif namun tidak signifikan terhadap brand satisfaction, sementara brand image memiliki pengaruh yang positif dan signifikan terhadap brand satisfaction. Brand Satisfaction memiliki pengaruh yang positif dan signifikan terhadap loyalitas. Brand satisfaction tidak dapat memediasi hubungan antara brand aweraness dan loyalitas dan brand positioning dan loyalitas, namun dapat memediasi hubungan antara brand image dan loyalitas.
ANALISIS PERSEPSI KUALITAS DAN PENGETAHUAN KONSUMEN TERHADAP SIKAP KONSUMEN PRODUK KOSMETIK HALAL, AGAMA SEBAGAI VARIABEL MODERATOR Lita Aprillia Putri , R. Nurafni Rubiyanti
In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Vol 17 No 1 (2018): In Search
Publisher : LPPM UNIBI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37278/insearch.v17i1.53

Abstract

The Influence of Customer Relationship Management on Customer Brand Loyalty Through Customer Satisfaction as a Mediator Rifky Rezky Pratama; Nurafni Rubiyanti
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 4 (December 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i4.642

Abstract

KRB.ID, a business specializing in selling knitted pashmina shawls for Muslim brides during engagement and wedding ceremonies. Originally operating offline at Thamrin City, Jakarta, the business faced significant changes due to the COVID-19 pandemic. With the implementation of social restrictions, KRB.ID shifted its sales strategy to an online platform, primarily utilizing Shopee marketplace. Although the pandemic limited the number of weddings, KRB.ID managed to maintain a steady level of sales. The business received positive ratings on Shopee, with an average rating of 4.9, attributed to the high-quality products that satisfied customers. However, customer service was a concern, as there were instances of delayed or incorrect responses, such as failure to confirm out-of-stock items or incorrect deliveries. The sales of knitted pashmina shawls have experienced an increase following the easing of wedding restrictions, in alignment with the evolving wedding regulations.
The Influence of Brand Characteristic on Customer Brand Relationship Through Consumer Engagement as Mediator Yasmine Putri Gustano; Nurafni Rubiyanti
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 4 (December 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i4.643

Abstract

KRB.ID a knitwear business located in the Binong Jati knitting industry area, Indonesia. KRB.ID was established at the beginning of the COVID-19 pandemic and witnessed significant growth during this challenging period. Leveraging the expanding popularity of TikTok during the pandemic, KRB.ID used video content to raise brand awareness among TikTok users. Many of their videos gained visibility on TikTok's "For You Page" (FYP), leading to increased recognition and a growing TikTok following. Understanding the importance of engagement on social media platforms, KRB.ID actively interacted with their customers by responding to comments through video replies and various other means. One notable video featured four women wearing KRB.ID's skirt products, showcasing their versatility across different body sizes (ranging from 47kg to 80kg), positioning the brand as inclusive and big-size friendly. The video garnered 3,600,000 views, 61,300 likes, and received 729 comments from TikTok users. Currently, KRB.ID's TikTok account boasts 58,800 followers. However, in mid-2022, a decline in engagement was observed on KRB.ID's TikTok account, prompting the researcher to investigate this phenomenon using theories of brand characteristics, customer brand relationships, and consumer engagement.
OPTIMIZATION AND EMPOWERMENT OF VILLAGE POTENTIALS IN NAGROG TOURISM VILLAGE Yunani, Akhmad; Astuti, Yuhana; Nurhazizah, Eva; Rubiyanti, Nurafni; Ahmad, Mokhtarrudin; Fazrin bin Abu Sujak, Aznul; Zahid, Azham; Raja Razali, Raja Razana; Mangsor, Miza; Pradana, Mahir; Tantra, Tarandhika; Silvianita, Anita
Kumawula: Jurnal Pengabdian Kepada Masyarakat Vol 6, No 3 (2023): Kumawula: Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/kumawula.v6i3.50107

Abstract

Pengembangan desa Nagrog sebaga destinasi desa wisata dilakukan dengan mengidentifikasi destinasi atau objek wisata yang ada, melakukan pemetaan untuk membuat model bisnis yang sesuai dan memberikan ekomendasi prototype desa, serta melakukan rancangan desa wisata yang akan dibangun serta iklan untuk promosinya.Hasil pengabdian masyarakat ini diharapkan dapat memberikan pemetaan potensi wisata yang dimiliki oleh desa Nagrog, model bisnis yang dapat dilaksanakan guna mendukung pogram desa wisata mandiri, juga lebih memahami pentingnya iklan melalui video profile desa guna mempromosikan lokasi wisata. Selain itu, hasil pengabdian masyarakat ini diharapkan dapat menjadi rekomendasi kebijakan bagi pemerintah daerah atau pihak-pihak terkait. Diskusi kelompok terfokus (FFGD) dengan pemangku kepentingan desa adalah beberapa pendekatan multi-tahun (bertahun-tahun) yang digunakan dalam kegiatan ini, seperti halnya mempromosikan desa wisata menggunakan strategi seperti pemasaran media sosial. Dekan FAC Multimedia University, Dr. Mokhtarrudin Ahmad, yang juga memberikan kuliah kepada pengelola desa, mewakili Universitas Multimedia Malaysia dan mengawasi proyek tersebut. Kunjungan pertama ke Desa Nagrog menandai dimulainya inisiatif pengabdian masyarakat Telkom University dan Universitas Multimedia di wilayah ini karena telah dilakukan selama beberapa tahun.  The development of Nagrog village as a tourist village destination is carried out by identifying existing destinations or tourist attractions, carrying out mapping to create an appropriate business model and providing village prototype recommendations, as well as planning the tourist village to be built and advertising for its promotion. It is hoped that the results of this community service will provide an overview of the tourism potential of Nagrog village, business models that can be implemented to support the independent tourism village program, and also better understand the importance of advertising through village profile videos to promote tourist locations. Apart from that, it is hoped that the results of this community service can become recommendations for local governments or related parties. Focus group discussions (FGD) with village stakeholders are some of the multiyear (many years) approaches employed in this activity, as is promoting tourist villages using strategies like social media marketing. The Dean of the Faculty of Applied Communication, Dr. Mokhtarrudin Ahmad, who also gave a lecture to the village management, represented Multimedia University Malaysia and oversaw the project. The first trip to Nagrog Village marked the start of Telkom University and Multimedia University's community service initiatives in this region since they would be carried out over several years. 
The Influence of Brand Image and Electronic Word of Mouth on Customer Loyalty in Shopee Application Users and Gender as Moderator Variables Herra Azzahro, Dhyvha; Rubiyanti, Nurafni
The International Journal of Business Review (The Jobs Review) Vol 6, No 1 (2023): The International Journal of Business Review. June 2023
Publisher : Fakultas Pendidikan Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/tjr.v6i1.55812

Abstract

:This study aims to determine the effect of brand image and electronic word of mouth on customer loyalty in Shopee application users and gender as a moderating variable. The approach used is descriptive quantitative research with SMARTPLS 4.0 analysis. Shopee application users are the study population. The sampling method is non-probability sampling of 211 respondents from purposive sampling. The results showed that brand image and electronic word of mouth had a significant positive effect on customer loyalty using Shopee. Gender moderates brand image positively and not significantly, but gender moderates electronic word of mouth positively and insignificantly
PENGUATAN KAPASITAS BADAN USAHA MILIK DESA (BUMDES) UNTUK MENGOPTIMALKAN POTENSI DESA DALAM RANGKA PEMBERDAYAAN MASYARAKAT DAN POTENSI DESA DI KABUPATEN TASIKMALAYA Silvianita, Anita; Ahmad, Mokhtarrudin; Rubiyanti, Nurafni; Alfanur, Farah; Hendayani, Ratih; Rachmawati, Indira; Pradana, Mahir; Fakhri, Mahendra; Yunani, Akhmad; Dewi Kumalasari, Amalina; Zahid, Azham; bin Abu Sujak, Aznul Fazrin; Raja Razali, Raja Razana; Mangsor, Miza
Sawala : Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat Vol 4, No 2 (2023): Sawala : Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/sawala.v4i2.50394

Abstract

  Peran Badan Usaha Milik Desa (BUMDES) menjadi kunci dalam penguatan ekonomi desa dan pembangunan kerakyatan di Indonesia. BUMDES memfasilitasi pengelolaan potensi sumber daya alam dan manusia di desa untuk menciptakan nilai tambah, lapangan kerja, dan meningkatkan pendapatan asli desa. Melalui PP No. 11 Tahun 2021, desa diberikan otonomi yang lebih besar untuk mengelola sumber daya secara mandiri, memungkinkan BUMDES menjadi pusat akses layanan ekonomi desa yang lebih baik. Meski memiliki potensi besar, BUMDES menghadapi tantangan, termasuk peningkatan kompetensi manajerial dan inovasi bisnis untuk tetap relevan di era digitalisasi dan globalisasi. Dalam konteks ini, RKPD Kabupaten Tasikmalaya Tahun 2017 menggarisbawahi pentingnya integrasi perencanaan pembangunan yang responsif terhadap kebutuhan lokal. Artikel ini mengkaji kolaborasi pengabdian masyarakat antara Universitas Telkom dan Multimedia University, Malaysia, yang mengimplementasikan serangkaian workshop dan forum diskusi grup (FGD) untuk menguatkan kapasitas BUMDES di Kabupaten Tasikmalaya. Kegiatan ini, yang terdiri dari seminar, presentasi, dan sesi diskusi, mengidentifikasi kebutuhan BUMDES dalam pengelolaan bisnis, pengembangan sumber daya manusia, dan pemanfaatan teknologi. Hasilnya menunjukkan peningkatan kesadaran, pemahaman potensi desa, kebutuhan peningkatan kapasitas, dan pembentukan jaringan komunikasi sebagai langkah progresif menuju penguatan BUMDES.                                                                                  The role of the Village-Owned Enterprises (BUMDES) is pivotal in strengthening village economies and community-based development in Indonesia. BUMDES facilitates the management of the village's natural and human resources to create added value, jobs, and to increase the village's original income. Through Government Regulation No. 11 of 2021, villages were granted greater autonomy to manage resources independently, allowing BUMDES to become a better access center for village economic services. Despite its great potential, BUMDES faces challenges, including the need to enhance managerial competencies and business innovations to remain relevant in the era of digitalization and globalization. In this context, the Regional Medium-Term Development Plan (RKPD) of Tasikmalaya Regency in 2017 emphasized the importance of integrating development planning that is responsive to local needs. This article examines the community service collaboration between Telkom University and Multimedia University, Malaysia, which implemented a series of workshops and focus group discussions (FGD) to strengthen the capacities of BUMDES in Tasikmalaya Regency. These activities, which included seminars, presentations, and discussion sessions, identified BUMDES' needs in business management, human resource development, and technology utilization. The results indicate an increase in awareness, understanding of village potential, capacity building needs, and the formation of a communication network as progressive steps towards strengthening BUMDES.  
How to Create Brand Evangelists: A Conceptual Framework Purwandani, Meirissa; Widodo, Arry; Silvianita, Anita; Rubiyanti, Nurafni
Journal of International Conference Proceedings Vol 6, No 7 (2023): 2023 ICPM Bali Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i7.2793

Abstract

This study aims to investigate the relationship between brand personality, brand symbolism, self-expressiveness, affective commitment, and brand trust on brand evangelism using data from Telkom University Bandung students. The research model used is structural equation modeling (SEM) with a partial least square (PLS) approach. The results showed that brand trust and affective commitment are the most important antecedents of brand evangelism, followed by brand personality, self-expressiveness, and brand symbolism. Brand trust acts as a mediating variable between brand personality, brand symbolism, self-expressiveness, and affective commitment with brand evangelism. This research has several implications for companies in building brand evangelism. Companies need to build a strong brand personality, use the right symbols, increase self-expressiveness, and build strong emotional relationships with consumers.
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 Arry Widodo Arya, Gusti Ayu Agung Deviana 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 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 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 Khairani, Dira Kristiana, Arisqa Adira Kumalasari, Amalina Dewi Kustiwan, Choirunnisa Luthfiyah Kusuma, Tatiana Lianto, Fazrian Mahendra Fakhri Mahir Pradana Mangsor, Miza Mardiana, Irma Mardiana, Irma Marsha Adilla Rahmani Mia Rosmiati Nabilla, Zulfa Nathania, Geovanni Nikita Salsabila Salsabila 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 Putu Nina Madiawati Qulby, Fariha Lainy R. Amalina Dewi Kumalasari Rafiansyah, Muhammad Rahmat, Dafrian Nur Raja Razali, Raja Razana Ramadhani, Moch. Romy Ramadina, Tarisya Rizki  Rania Salsabila Ratih Hendayani Rifky Rezky Pratama Rima Mahmuda Said, Muhammad Abiriandy Salsabila, Rania Salsabila, Sabrina Fitri Saragih, Romat Sari, Mutiara Kusuma Setiawan, Ragil Restu Shaomi Fujiyanti Amalia Sherly Artadita Shofiyah Rahmah Muthmainnah Sihombing, Reni Pratiwi Silviannita, Anita Simamora, Indah br Sukmaningrum, Via Ayu Suryadi, Putri Adellia Tarandhika Tantra Tharissa Kesturi Trisha Gilang Saraswati Ulfa Azizah, Ulfa USWATUN KHASANAH Wahyu Anggoro, Febrian Setyo Yasmine Putri Gustano Yuhana Astuti Yulia Nur Hasanah Zahid, Azham Zulfa, Chofifah