Article Per Year (5 Year)
p-Index From 2021 - 2026
1.633
P-Index
This Author published in this journals
All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) International Journal of Business, Economics, and Social Development International Journal of Social Service and Research PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat Journal of Trends Economics and Accounting Research Journal Research of Social Science, Economics, and Management
Maulany, Soesanty
Unknown Affiliation
Aerospace Engineering Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Veterinary

Published : 10 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 10 Documents
Search

 1 
Does Social Media Promotion and Tourist Attraction Affect The Intention to Visit Tourist Destinations in Kuningan? Empirical Studies on Instagram Agustin, Amelia; Syalfadhilah, Dinda; Maulany, Soesanty
International Journal of Social Service and Research Vol. 4 No. 05 (2024): International Journal of Social Service and Research (IJSSR)
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v4i05.775

Abstract

In this era, social media has brought significant changes in the way businesses communicate and share information with consumers. This makes it easier for potential customers to obtain information as a decision-making flow. One natural tourism destination that recognizes the value of Instagram advertising is Woodland. Woodland has gained significant marketing attention as one of the natural tourist attractions. The reason for choosing this research object stems from the noteworthy progress of several marketing tactics, including digital-based promotion and brand revitalization, after the challenging 2019-2020 era in Woodland (caused by the COVID-19 epidemic), as a result of this noteworthy progress, there were 53.02% more visitors in 2022. This study used quantitative techniques. The t-table values obtained show that social media advertisements significantly influence the intention to visit woodland tourist attractions. The study's findings, which showed that Ha was approved while Ho was rejected, lend support to this claim. In addition, attractiveness significantly and positively affects the tendency of tourists to visit places that have forests. Visit intent is also influenced by social media attraction and advertising. Specifically, social media will create expectations for a destination so that it allows potential tourists to determine their vacation plans. Therefore, business people and related agencies must be able to pay more attention to the long-term management of social media and the attractiveness of their tourist destinations.
Utilization Of Digital Marketing and Product Innovation In Improving Msme Marketing Performance In Talun District Salsabilla, Meisya; Aulia, Dyta; Maulany, Soesanty
International Journal of Social Service and Research Vol. 4 No. 05 (2024): International Journal of Social Service and Research (IJSSR)
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v4i05.778

Abstract

The purpose of this study is to examine the influence of digital marketing and product innovation on the marketing performance of MSMEs in Talun District. This study used quantitative methods. The population in this study is culinary MSME business actors in Talun District, with a sample of 100 people. The data collection technique in this study used a questionnaire with a measurement scale using the Likert scale. The data analysis technique used in this study is multiple linear regression analysis. The results of this study show that partially digital marketing and product innovation have a positive and significant influence on marketing performance, and simultaneously digital marketing and product innovation have a positive and significant effect on market performance.
Pengaruh Green Marketing dalam Membentuk Preferensi Konsumen Milenial terhadap Produk Ramah Lingkungan Maulany, Soesanty
Journal of Business and Economics Research (JBE) Vol 6 No 2 (2025): June 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v6i2.7303

Abstract

This study aims to analyze the impact of green marketing on millennial consumer preferences in Indonesia. Using a quantitative approach with a survey of 250 respondents, this study examines the influence of four dimensions of green marketing—green product, green price, green promotion, and green place—on millennial consumer preferences. The results of the regression test showed that green product (β = 0.45, p < 0.05) and green promotion (β = 0.32, p < 0.05) had a significant positive influence on consumer preferences. In contrast, green price (β = 0.12, p > 0.05) and green place (β = 0.08, p > 0.05) showed a smaller and less significant influence. The t-test also confirmed that green products and green promotion significantly influenced millennials' purchasing decisions, while price and distribution factors had a more limited influence. The study suggests that companies should focus on eco-friendly product quality and transparent promotions to attract the attention of millennial consumers. These findings are important for companies looking to optimize their green marketing strategies to increase consumer preferences that are more concerned about sustainability.
The Influence of Brand Image and Lifestyle on Iphone Purchasing Decisions in Cirebon City Ramadhan, Nauval; Siswanto, Hary; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol 6, No 3 (2025)
Publisher : Research Collaboration Community (RCC)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.950

Abstract

Background: The development of lifestyle trends and increasingly strong brand image in Indonesia has a major influence on consumer purchasing decisions, especially in the technology product category such as the iPhone. This creates very tight competition in the gadget market. Purpose: This study aims to analyze the influence of lifestyle and brand image on purchasing decisions for iPhone products, especially for consumers in Indonesia. Design/methodology/approach: Product purchasing decisions will be influenced by lifestyle factors and brand image owned by consumers. In this study, primary data were collected using a Likert scale questionnaire. The questionnaire was systematically designed to collect responses relevant to the research topic and consisted of a series of questions distributed to respondents aged 18 to 35 years, with a calculation of the coachran formula of 380 respondents. The data analysis method was carried out using Structural Equation Modeling - Partial Least Square (SEM-PLS). Findings/Results: The results of the study show that lifestyle and brand image have a significant influence on the decision to purchase an iPhone product. Conclusion: This means that these two independent variables together drive the decision to purchase an iPhone, with lifestyle and brand image playing an important role in shaping consumers' desire to purchase the product. Originality/value (State of the art): A modern lifestyle and positive brand image are the main factors that drive the decision to purchase an iPhone product. This shows that consumers choose products based on social identity and brand quality that can meet their lifestyle needs.
The Influence of Brand Image and Lifestyle on Iphone Purchasing Decisions in Cirebon City Ramadhan, Nauval; Siswanto, Hary; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol. 6 No. 3 (2025)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.950

Abstract

The development of lifestyle trends and increasingly strong brand images in Indonesia have a major influence on consumer purchasing decisions, especially in the technology product category such as the iPhone. This creates very tight competition in the gadget market. This study aims to analyze the influence of lifestyle and brand image on purchasing decisions for iPhone products, especially for consumers in Indonesia. Product purchasing decisions will be influenced by lifestyle factors and brand image owned by consumers. In this study, primary data were collected using a Likert scale questionnaire. The questionnaire was systematically designed to collect responses relevant to the research topic and consisted of a series of questions distributed to respondents aged 18 to 35 years, with a calculation of the coachran formula for 380 respondents. The data analysis method was carried out using Structural Equation Modeling - Partial Least Square (SEM-PLS). The results of the study showed that lifestyle and brand image had a significant influence on purchasing decisions for iPhone products. This means that these two independent variables together drive iPhone purchasing decisions, with lifestyle and brand image playing an important role in shaping consumers' desire to buy the product. A modern lifestyle and a positive brand image are the main factors driving iPhone purchasing decisions. This shows that consumers choose products based on social identity and brand quality that can meet their lifestyle needs.
Meningkatkan Minat Kunjungan Kembali Wisatawan Melalui Kualitas Pelayanan dan Kepuasan Pengunjung Agustina; Maulany, Soesanty
Journal of Trends Economics and Accounting Research Vol 5 No 4 (2025): June 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v5i4.1991

Abstract

This study aims to analyze the effect of service quality on revisit intention mediated by visitor satisfaction. A quantitative approach is used with the Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis method. The population of this study was visitors to the cultural tourism object of Keraton Kasepuhan Cirebon. Sampling used accidental sampling with a sample size of 120 respondents. The data collection technique used a questionnaire with a Likert scale. The results of the study showed that service quality had a significant effect on visitor satisfaction and revisit intention. In addition, visitor satisfaction was also proven to have a significant effect on revisit intention. Other findings revealed that visitor satisfaction mediated the effect of service quality on revisit intention. These results emphasize the importance of optimal service quality management to create a satisfying visiting experience and encourage tourist loyalty.
The Impact of Customer Testimonials and Brand Trust in Women's Hijab Repurchase Intention in Cirebon Umiyaroh; Oktavani, Icha Dinda Lestari; Fatimah, Siska Ernawati; Maulany, Soesanty
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 3 (2025): IJBE, Vol. 11 No. 3, September 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.3.519

Abstract

Background: The hijab industry in Indonesia is rapidly growing, leading to intense online and offline competition between brands.Purpose: This study measures Repurchase Intention based on customer testimonials and brand trust in hijab products marketed through TikTok Shop, Shopee, Lazada, Bukalapak, and other marketplaces.Design/methodology/approach: This study used a quantitative method with data from 400 female hijab users aged 15–24 years in Cirebon. Owing to its strength in complex model analysis, SEM-PLS was applied to analyze the effect of customer testimonials and brand trust on repurchase intention.Findings/Results: This study indicates that customer testimonials and brand trust positively influence repurchase intention for hijab products in Cirebon. The impact of customer testimonials on repurchase intention had a coefficient of 0.400, whereas brand trust demonstrated a more substantial influence with a coefficient of 0.417. The findings suggest that brand trust has a more significant impact on encouraging repurchase behaviour than customer testimonials. These results underscore the importance of building strong brand trust through consistent product quality, excellent customer service, and positive brand reputation. For hijab business owners, effective marketing strategies should generate positive customer testimonials and ensure that the customer experience aligns with the brand’s promises. By consistently delivering quality and maintaining reliable service, businesses can foster consumer trust, enhance customer loyalty, and sustain repurchase intentions over the long term.Conclusion: These two independent variables simultaneously drive Repurchase Intention for hijab products. Brand Trust had a more substantial influence on the intention to repurchase the hijab.Originality/value (State of the art): Consumers trust brands for various reasons, including good product or service quality and brand reputation. Brand trust is a crucial factor in long-term relationships with customers. Keywords: customer testimonials, brand trust, repurchase intention, marketplace, hijab
Optimizing E-Loyalty on The Bukalapak E-Commerce Platform: Exploring the Role of E-Service Quality Mediated by E-Satisfaction and E-Trust Apriyanti, Nina; Azizah, Siti Ijah; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol. 5 No. 2 (2024)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v5i2.622

Abstract

This study aims to analyze and prove the effect of e-service quality on optimizing e-loyalty mediated by e-trust and e-satisfaction on the Bukalapak e-commerce platform by focusing on Bukalapak users in Cirebon City. This research focuses on the use of Bukalapak, where there are still many complaints felt by Bukalapak users regarding long delivery, the Bukalapak help center cannot be contacted, and the pay later payment service is never late but the payment status is pending. These indications can be seen from user reviews published on several news sites. Sample determination was carried out through a purposive sampling technique. In this study, the sampling technique was carried out using the Slovin formula with an error tolerance level of 10%, so that the number of respondents was 100. Respondents were selected based on the criteria of having used Bukalapak e-commerce services for the last 5 months and being domiciled in Cirebon City. The data collection method was carried out by distributing questionnaires online via Google Forms. Path analysis technique using SPSS Version 29.0.2.0 for Windows. Hypothesis testing was carried out using the Sobel test method. The results showed that e-service quality has a positive and significant effect on e-trust, e-satisfaction, and e-loyalty. E-satisfaction and e-trust have a positive and significant effect on e-loyalty. The results of this study also show that e-satisfaction and e-trust can mediate the effect of e-service quality on e-loyalty. Keywords:  E-commerce, E-service quality, E-satisfaction, E-trust, E-loyalty
The Influence of Entrepreneurial Orientation, Market Orientation, and Product Innovation on the Marketing Performance of Culinary MSMEs in Cirebon City Muhamad, Fadel; Shofiyaturrahmah , Zahwa; Maulany, Soesanty
Journal Research of Social Science, Economics, and Management Vol. 3 No. 11 (2024): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v3i11.657

Abstract

This research was conducted with the aim to analyze the influence of entrepreneurial orientation, market orientation and product innovation on marketing performance in culinary MSMEs in Kesambi District. This research method uses quantitative research methods. The results showed that the first hypothesis was accepted, which means that entrepreneurial orientation has a positive and significant effect on the marketing performance of the Research. The results showed that the second hypothesis was accepted, which means that market orientation has a positive and significant effect on marketing performance. The results showed that the third hypothesis was accepted, which means that product innovation has a positive and significant effect on marketing performance. The results showed that the fourth hypothesis was accepted, which means that Entrepreneurial Orientation, Market Orientation and Product Innovation have a positive and significant effect simultaneously on marketing performance. Based on the results of the analysis that has been described regarding the influence of entrepreneurial orientation, market orientation and product innovation on the marketing performance of culinary MSMEs in the city of Cirebon, especially in Kesambi District, it is concluded that Entrepreneurial Orientation has a positive and significant effect on Marketing Performance. Market Orientation has a positive and significant effect on Marketing Performance. Product Innovation has a positive and significant effect on Marketing Performance. Entrepreneurial Orientation, Market Orientation and Product Innovation have a positive and significant effect simultaneously on marketing performance.
Penguatan Legalitas untuk Mendorong Formalisasi UMKM Pemula Fatimah, Siska Ernawati; Maulany, Soesanty; Rawi, Rawi
PORTAL RISET DAN INOVASI PENGABDIAN MASYARAKAT Vol. 5 No. 2 (2026): MARCH
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/prima.v5i2.2116

Abstract

This community service activity aims to strengthen the foundation of Sooyur Salad's MSME business in Bandorasawetan Village, Cilimus District, Kuningan Regency, through legal assistance as a key prerequisite for increasing credibility and expanding market access. Sooyur Salad is a healthy culinary business with growth potential, but it still faces obstacles in understanding and managing legal documents such as the Business Identification Number (NIB), Home Industry Food (P-IRT), and preparations for halal certification. The assistance programme was implemented in stages through needs identification, dissemination of legal requirements, assistance in filling out and submitting documents, and assistance in the legal issuance process. The implementation method used a participatory approach that actively involved partners, with students as field assistants and the community service team as facilitators who provided guidance, supervision, and document verification. The results of the activity show that the partners successfully obtained NIB and P-IRT and halal certification. The legalities obtained have a direct impact in the form of increased consumer confidence, the opening of wider marketing opportunities, and the readiness of businesses to collaborate with modern markets and participate in government guidance programmes. Overall, this legal assistance is effective in helping healthy culinary MSMEs build a stronger, legal, and sustainable business foundation.
Co-Authors Agustin, Amelia Agustina Apriyanti, Nina Aulia, Dyta Azizah, Siti Ijah Muhamad, Fadel Oktavani, Icha Dinda Lestari Ramadhan, Nauval Rawi, Rawi Salsabilla, Meisya Shofiyaturrahmah , Zahwa Siska Ernawati Fatimah Siswanto, Hary Syalfadhilah, Dinda Umiyaroh