Garuda - Garba Rujukan Digital

MODEL STRATEGI PEMASARAN BERBASIS DIGITAL PADA KOPERASI SIMPAN PINJAM (KONSEP PADA KOPERASI MUGI LESTARI) Citra Savitri; Mumun Maemunah
JURNAL BUANA PENGABDIAN Vol 3 No 1 (2021): JURNAL BUANA PENGABDIAN
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Buana Perjuangan Karawang

Perubahan perilaku konsumen pada masa pandemi membawa dampak pada perkembangan bisnis saat ini. Koperasi merupakan salah satu unit usaha yang berdampak pada masa pandemi. Salah satu strategi yang harus dilakukan oleh setiap bisnis adalah meningkatkan atau merubah pola pemasaran dari basis offline menjadi online agar dapat bersaing. Model konsep strategi pemasaran berbasis digital diharapkan mampu memberikan peluang untuk tetap bertahan di dunia perkoperasian. Koperasi Simpan Pinjam Mugi Lestari merupakan salah satu koperasi yang secara langsung berdampak dari masa pandemi. Edukasi tentang peran penting pengembangan pemasaran berbasis digital melalui metode ceramah dan diskusi diberikan sebagai upaya intuk bersaing dan meningkatkan kemampuan dalam mengembangkan bisnis KSP serta upaya untuk melakukan transformasi transformasi dari era konvensional menuju era digital. Hasil yang diperoleh dari kegiatan ini diharapkan dapat memberikan sumbangan bagi KSP Mugi Lestari melalui peningkatan usaha dengan menerapkan strategi pemasaran berbasis digital yang tepat. Kata Kunci : Strategi pemasaran, Digital,Koperasi simpan pinjam.

PENGARUH KOMPETENSI, DISIPLIN KERJA, DAN MOTIVASI KERJA TERHADAP KINERJA PEGAWAI Wike Pertiwi; Citra Savitri
Jurnal Manajemen dan Bisnis Kreatif Vol 7 No 1 (2021): JURNAL MANAJEMEN DAN BISNIS KREATIF
Publisher : LPPM Universitas Buana Perjuangan Karawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36805/manajemen.v7i1.1948

ABSTRAK Tujuan penelitian ini untuk mengetahui dan menjelaskan pengaruh kompetensi, disiplin kerja, dan motivasi kerja terhadap kinerja pegawai. Penelitian ini menggunakan pendekatan kuantitatif. Metode survei dipilih sebagai sumber data primer. Pengumpulan data dilakukan menggunakan instrumen kuesioner atau angket. Berdasarkan tingkat eksplanasinya, tergolong sebagai penelitian asosiatif. Objek pada penelitian ini adalah pegawai salahsatu Dinas di Kab. Cirebon. Alasan mengambil objek penelitian ini karena ingin mengetahui faktor-faktor yang paling berpengaruh terhadap kinerja pegawai dalam pencapaian tujuan, yaitu untuk meningkatkan pelayanan terhadap masyarakat terutama dalam proses pengawasan dan pembinaan terhadap kebutuhan informasi. Jumlah populasi pada penelitian ini adalah seluruh Pegawai Bagian Humas Dan Bagian Umum Setda Kabupaten Cirebon yang berjumlah 40 orang. Sampel yang diambil dalam penelitian ini adalah sampel jenuh atau seluruh populasi yaitu sebanyak 40 orang. Hasil penelitian ini menunjukkan Kompetensi memiliki pengaruh positif dan signifikan terhadap kinerja pegawai. Disiplin kerja memiliki pengaruh positif dan signifikan terhadap kinerja pegawai. Motivasi kerja memiliki pengaruh positif dan signifikan terhadap kinerja pegawai. Secara simultan, ketiga variabel yang diteliti yaitu kompetensi, disiplin kerja dan motivasi kerja bepengaruh positif dan signifikan terhadap kinerja pegawai. Kata kunci: Kompetensi, Disiplin Kerja, Motivasi Kerja, dan Kinerja Pegawai

Pengaruh Celebrity Endorser dan Citra Merek Terhadap Keputusan Pembelian Produk Lipstik Pixy (Studi Mahasiswi Manajemen 2017 Universitas Buana Perjuangan Karawang) Rizvia Nur Ramadhania; Citra Savitri; Wike Pertiwi
Jurnal Manajemen dan Bisnis Kreatif Vol 8 No 2 (2023): JURNAL MANAJEMEN DAN BISNIS KREATIF
Publisher : LPPM Universitas Buana Perjuangan Karawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36805/manajemen.v8i2.5318

A B S T R A C TOne of the local cosmetic industries, namely Pixy, uses its product promotion through Celebrity Endorser on Instagram. The brand image owned by Pixy has a good image that makes consumers decide to buy Pixy products. This study aims to: (identify and analyze and explain the corelation of Celebrity Endorser and Brand Image on Purchase Decisions. The research was conducted using the quantitative data path analysis method. The sample in this study were students of Management at the University of Buana Perjuangan Karawang class of 2017 who used Pixy lipstick as many as 80 respondents. The sampling technique is Two Stage Side Cluster which uses 2 Probability Sampling Techniques, the first is the Cluster Random Sampling Technique and the second is the Simple Random Sampling Technique. The results show that (1) Celebrity Endorser (X1) to Brand Image (X2) has a strong correlation (2) Celebrity Endorser (X1) has a significant effect on Purchase Decision (Y), (3) Brand Image ( X2) has a significant effect on Purchase Decision (Y), (4) Celebrity Endorser (X1) and Brand Image (X2) has a significant effect on Purchase Decision (Y)..A B S T R A KSalah satu industri kosmetik lokal yaitu Pixy yang menggunakan promosi produknya melalui Celebrity Endorser di Instagram. Citra merek yang dimiliki Pixy memiliki citra yang baik yangmmembuat konsumen memutuskan pembelian produk Pixy.Penelitian ini bertujuan untuk: mengetahui dan menganalisis serta menjelaskan hubungan Celebrity Endorser dan Citra Merek terhadap Keputusan Pembelian. Penelitian dilakukan dengan menggunakan metode analisis jalur (Path Analysis) data kuantitatif. Sampel dalam penelitian ini adalah Mahasiswi Manajemen Universitas Buana Perjuangan Karawang angkatan 2017 pengguna lipstik Pixy sebanyak 80 Responden. Teknik pengambilan Sampel yaitu Two Stage Cluster Samping yang merupakan menggunakan 2 Teknik Probability Sampling yang pertama Teknik Cluster Random Sampling dan yang kedua Teknik Simple Random Sampling. Hasil menunjukkan bahwa (1) Hubungan Celebrity Endorser (X1) terhadap Citra Merek (X2) memiliki korelasi kuat (2) Celebrity Endorser (X1) berpengaruh signifikan terhadap Keputusan Pembelian (Y), (3) Citra Merek (X2) berpengaruh signifikan terhadap Keputusan Pembelian (Y), (4) Celebrity Endorser (X1) dan Citra Merek (X2) terhadap Keputusan Pembelian (Y) berpengaruh signifikan.

The Effect Of Sales Promotion And Customer Satisfaction On Repeat Purchase Interest At Ferda Purwasari Wholesale Store, Karawang Regency Mohammad Ferda Aji Perdana; Citra Savitri; Syifa Pramudita Faddila
International Journal of Management, Economic, Business and Accounting Vol. 4 No. 2 (2025): International Journal of Management, Economic, Business and Accounting (IJMEBA)
Publisher : PT. Berkah Digital Teknologi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58468/ijmeba.v4i2.147

Purpose of the study — This study sought to determine how customer satisfaction and sales promotion factors affected consumers' interest in making another purchase at Toko Grosir Ferda. Research method— The research methodology employed a quantitative approach using a survey method. The population was all Toko Grosir Ferda customers for a month, and the sample of 130 respondents was selected using the accidental sampling technique. Result The study's findings suggest that repurchase intention is significantly influenced by customer satisfaction and sales promotion. Conclusion— The research's implications include the need for a strategy to improve customer service and sales promotion in order to boost customer loyalty and repurchase interest in the future. Social media implementation is also anticipated in order to keep Toko Grosir Ferda competitive in raising customer satisfaction levels.

Analysis of Factors Influencing the Decision to Purchase Yakult Probiotic Drink in Karawang Regency Mutiara, Mutiara; Citra Savitri; Syifa Pramudita Fadilla
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 1 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i1.384

Public awareness of a healthy lifestyle continues to increase, especially in big cities in Indonesia, thus influencing their consumption patterns, including in choosing health drinks such as Yakult. This fermented milk product is increasingly in demand because of its probiotic content which is considered beneficial for health. However, with the many choices on the market, consumers are becoming more selective and considering various factors such as price, quality, promotion, brand image, and perception of health benefits. PT Yakult Indonesia Persada, as a pioneer of fermented milk products, continues to maintain its reputation by setting competitive prices, maintaining quality, strengthening promotions, and building a positive product image and perception. This study aims to analyze the factors that influence Yakult purchasing decisions in Karawang Regency. The study was conducted quantitatively using a survey method of 140 Yakult consumer respondents. The analysis used the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results showed that price, product quality, promotion, brand image, and perception of health benefits had a positive and significant effect on Yakult purchasing decisions. These findings indicate the importance of a comprehensive strategy in maintaining consumer loyalty.

SWOT ANALYSIS OF CIRCLE MOTOCLEAN MOTORCYCLE WASHING BUSINESS BANDUNG Aditya Affandi; Citra Savitri; Syifa Pramudita Faddila
Jurnal Ekonomi Vol. 11 No. 01 (2022): Jurnal Ekonomi
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (298.61 KB)

Along with the increasing number of vehicle users, cars and motorbikes, business opportunities continue to increase in terms of business and product sale. Currently, every side of the road can always be found at the maintenance service for both cars and motorbikes, especially vehicle washing services. This is because most of the people in big cities such as the city of Bandung, vehicle washing services, especially motorbikes, are a means for the community to wash motorbikes that are practical on the sidelines of busyness and daily routines. This study aims to describe the business management of motorcycle washing services, analyze the situation and conditions of the external and internal environment by using a SWOT analysis of the motorcycle washing service business at Circle Motoclean Bandung. The method used in this research is a qualitative method of data analysis techniques with three stages of data reduction, data presentation, and conclusions. The results show that operations at Circle Motoclean are still not effective and efficient in doing several things such as adding competent human resources, regeneration and adding additional tools, technology and facilities in the hope of increasing business income with the convenience of new customers and customers so that Circle Motoclean becomes a profitable business. keep growing

IMPLEMENTATION OF DIGITAL MARKETING AT PT FRATAMA KENCANA GEMILANG Wikah Widiyawati; Citra Savitri; Syifa Pramudita Faddila
Jurnal Ekonomi Vol. 11 No. 01 (2022): Jurnal Ekonomi
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (268.785 KB)

The development of information technology that is growing very rapidly has an effect on the community in supporting various business activities, both large and small so that they can be known globally. The marketing trend is switching from conventional (offline) to digital (online). The concept of digital marketing for business actors1 is to be able to market their products from anywhere and anytime via the internet. The focus of the problem raised is the application of digital marketing. This study uses a type of qualitative research that is useful for providing facts and data regarding the application of digital marketing. Then data collection techniques using interview techniques. From the results of the study, it was found that PT Fratama Kencana Gemilang felt the benefits of digital marketing such as more affordable promotional costs, being able to reach wider consumers, more complete information content and more accurate data. However, the most felt benefit by carrying out promotional activities using digital marketing is that it can reach wider consumers throughout Indonesia.

THE EFFECT OF BRAND IMAGE AND BRAND TRUST ON THE PURCHASE DECISION OF COFFEE OF PROMISE OF SOULS ON MANAGEMENT STUDENTS OF UBP KARAWANG Nicky Amanda Indriyani; Citra Savitri; Wike Pratiwi
Jurnal Ekonomi Vol. 11 No. 01 (2022): Jurnal Ekonomi
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (339.379 KB)

This study aims to determine the effect of brand image and trademark trust on purchasing decisions on Coffee Janji Jiwa (Case Study: Management Students at Buana Perjuangan University). This research was conducted by quantitative descriptive methods, the variables in this study were 2 independent variables (X), namely brand image and brand trust and dependent variable (Y), namely the purchasing decisions measured using primary data from the questionnaire. The population in this study was the Management Student of the University of Buana Perjuangan Karawang with a sample calculation using the Slovin formula consisting of 101 respondents. The data analysis technique used is the validity test, reliability test, multiple linear analysis, t test and F test using the IBM Statistics SPSS 22 program. The results showed that there was a positive and significant effect of the brand image on the purchasing decision on the Kopi Janji Jiwa with T value of 2,268 > t Table 1.987. There was a positive and significant effect of the brand trust on the purchasing decision on the Kopi Janji Jiwa with T value of 3,249 > t Table 1.987

THE EFFECT OF ONLINE CUSTOMER REVIEW AND ONLINE CUSTOMER RATING ON PURCHASE DECISIONS AT COPYRIGHT GRAFIKA STORE Siti Nurhabibah; Citra Savitri; Syifa Pramudita Faddila
Jurnal Ekonomi Vol. 11 No. 01 (2022): Jurnal Ekonomi
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (487.413 KB)

The increasingly rapid technology in this modern era causes a shift in human behavior, especially in terms of shopping. If in the past when we wanted to shop, we had to come directly to the store we were looking for, now we no longer need to leave the house, just with a smartphone and an internet connection, we can already order the items we need. In purchasing decisions, consumers also need to pay attention to factors such as online customer reviews and online customer ratings. The research method uses quantitative, where the sampling technique used is the Slovin formula with the total population in this study as many as 139 Cipta Graphic shop customers so that the percentage of allowances is 5% and the calculation results can be rounded up to achieve conformity, then the sample taken is 103 respondents and then analyzed by multiple linear regression, t test, F test and the coefficient of the determinant. all data is processed using IBM SPSS 26. The results of this study (1) online customer review significantly influences purchasing decisions at the Cipta Graphic store. (2) online customer rating significantly influences purchasing decisions at Cipta Graphic stores, (3) online customer reviews and online customer ratings simultaneously and significantly influences purchasing decisions at Cipta Graphic stores.

Analysis of Factors Influencing the Decision to Purchase Yakult Probiotic Drink in Karawang Regency Mutiara, Mutiara; Citra Savitri; Syifa Pramudita Fadilla
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 1 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i1.384

Public awareness of a healthy lifestyle continues to increase, especially in big cities in Indonesia, thus influencing their consumption patterns, including in choosing health drinks such as Yakult. This fermented milk product is increasingly in demand because of its probiotic content which is considered beneficial for health. However, with the many choices on the market, consumers are becoming more selective and considering various factors such as price, quality, promotion, brand image, and perception of health benefits. PT Yakult Indonesia Persada, as a pioneer of fermented milk products, continues to maintain its reputation by setting competitive prices, maintaining quality, strengthening promotions, and building a positive product image and perception. This study aims to analyze the factors that influence Yakult purchasing decisions in Karawang Regency. The study was conducted quantitatively using a survey method of 140 Yakult consumer respondents. The analysis used the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results showed that price, product quality, promotion, brand image, and perception of health benefits had a positive and significant effect on Yakult purchasing decisions. These findings indicate the importance of a comprehensive strategy in maintaining consumer loyalty.

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