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All Journal IJHCM (International Journal of Human Capital Management) Buana Ilmu Journal of Economics and Business Aseanomics Jurnal Manajemen dan Bisnis Kreatif Journal of Management and Bussines (JOMB) Jurnal Ekonomi Jurnal Buana Pengabdian Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Management, Economic, Business and Accounting Jurnal Manajemen dan Ekonomi Kreatif Majapahit Journal of Islamic Finance dan Management Jurnal Akademik Pengabdian Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Majapahit Journal of Islamic Finance dan Management International Journal of Economics and Management Research
Citra Savitri
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Pengaruh Viral Marketing dan Elektronic Word Of Mouth Terhadap Keputusan Pembelian pada UMKM Seblak Teh Windy Melalui Followers Tiktok Nenden Kusmawati; Citra Savitri; Syifa Pramudita Faddila
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2528

Abstract

The internet has been proven to be able to make it easier for someone to get information and facilitate communication between one person and another. The ease of information spreading on the internet is also accompanied by the existence of social media which is used as a promotional medium by business actors, one of which is Seblak Teh Windy. The aim of this research was to find out whether viral marketing and electronic word of mouth have an influence on purchasing decisions for Seblak Teh Windy. This research uses a quantitative approach, descriptive and verification approach. The population studied was based on Tiktok Followers @seblaktehwindy16 in November 2023, which numbered around 553,600 and the number of samples used was 400 respondents. The sampling technique used in the research was non-probability sampling using purposive sampling. The results of this research state that Viral Marketing and Electronic Word of Mouth are related to purchasing decisions. It can be concluded that Viral Marketing and Electronic word of mouth have a significant influence on the decision to purchase Seblak Teh Windy.
Pengaruh Celebrity Endorser dan Daya Tarik Iklan Terhadap Keputusan Pembelian di UMKM Rimaadeeva Hijab Karawang pada Media Sosial Instagram Kharisma; Citra Savitri; Syifa Pramudita Faddila
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2537

Abstract

The development of Muslim fashion in Indonesia is predicted to become a global center for Muslim fashion, supported by the emergence of various local brands, such as Rimaadeeva Hijab, an MSME from Karawang, as well as the support from local celebrities who are beginning to contribute to the Muslim fashion business. The aim of this research is to investigate and explain the impact of celebrity endorsers and advertising appeal on purchasing decisions in the UMKM Rimaadeeva Hijab located in Karawang. The method employed in this study is a quantitative approach. The sampling technique used is non-probability sampling with a sample size of 392 individuals. Data collection is conducted through the utilization of closed-ended questionnaires. Data analysis is performed using Partial Least Square (PLS) with the aid of SmartPLS application. Based on the hypothesis analysis results, it has been proven that there exists a positive and significant relationship between celebrity endorsers and advertising appeal on purchasing decisions. The implications of these findings are crucial for UMKM Rimaadeeva Hijab to adopt celebrity endorser strategies and enhance advertising appeal, thereby increasing consumers' purchasing decisions towards the offered products.
Pengaruh Kredibilitas Influencer dan e-WOM (Electronic Word of Mouth) Terhadap Minat Beli Produk Kecantikan Lokal Azarine Cosmetic Haya Tsamarah Hanin; Citra Savitri; Syifa Pramudita Faddila
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2541

Abstract

The high number of Instagram users in Indonesia makes companies work with influencers to reach a wider audience, one of which is the beauty brand Azarine Cosmetic. Influencers are one of the factors contributing to increased product sales and forming positive e-WOM. This study aims to investigate how the role of influencer credibility and electronic word of mouth in increasing interest in buying local beauty products Azarine Cosmetic in Karawang. This research used quantitative approach and the data was analyzed by SEM-PLS. Followers of the @azarinecosmeticofficial Instagram account became the population and non-probability sampling techniques were used to sample 384 respondents. Data collection through questionnaires with google form and the use of SmartPLS 4 software to analyze data. The findings prove that the influencer credibility variable on e-WOM influences positively and significantly the e-WOM variable as well as influencer credibility influences positively and significantly in encouraging consumer interest in buying Azarine Cosmetic cosmetic products.
Pengaruh Konten Pemasaran dan Kualitas Produk Terhadap Minat Beli Ulang pada Toko Aladoy di Shopee Mohammad Wahid; Citra Savitri; Syifa Pramudita Faddila
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2567

Abstract

Technological progress is inevitable in life following the progress of the times and science, especially in the women's clothing sector, marketing content and product quality play an important role in attracting consumers' buying interest again. The phenomenon of increasing progress in innovation is influencing people's shopping behavior: consumers who usually shop offline are now shopping online. The Aladoy store on Shopee offers an interesting marketing content feature that the company calls live streaming as live online shopping. The aim of this research is to examine how marketing content and product quality influence consumers' willingness to repurchase. The sample selection amounted to 180 respondents using the purposive sampling method. Data was collected by distributing questionnaires. This research uses quantitative and technical data analysis methods in the form of descriptive analysis, data processing uses Partial Least Square (PLS). The results of this research show that marketing content and product quality influence the interest in repurchasing women's clothing products at the Aladoy store on Shopee.
Pengaruh Influencer Marketing dan Ulasan Pelanggan Terhadap Keputusan Pembelian Produk Skincare The Originote di Shopee Alia Candra Devi; Citra Savitri; Syifa Pramudita Faddila
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2588

Abstract

The current high number of internet users makes digital marketing an important aspect for companies in promoting products. Marketing strategies using influencers have become a popular method in this digital era. Many consumers now tend to seek information from content shared by influencers and reviews from previous customers when making purchasing decisions. This study aims to determine the influence of influencer marketing and customer reviews on purchasing decisions for The Originote products. This research uses quantitative methods and followers of the @theoriginoteofficial account are the population of this research. Purposive sampling technique was used to take a research sample of 384 respondents. Data collection used Google forms and data analysis with SEM-PLS with the help of SmartPLS 4 software. The results of this research show that influencer marketing and customer reviews have a positive and significant influence on purchasing decisions for The Originote skincare products.
Strategi Pemasaran dalam Meningkatkan Penjualan pada UMKM Zuana Rasa Alfiani Ayu Lestari; Citra Savitri; Syifa Pramudita Faddila
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2630

Abstract

Zuana Rasa's income experiences increases and decreases or fluctuates. This fluctuating income is caused by the lack of implementing appropriate marketing strategies at Zuana Rasa. In order to increase her income, Zuana Rasa must have the right strategy. Zuana Rasa can determine the right marketing strategy by using SWOT analysis so that internal and external factors can be identified which are strengths, weaknesses, opportunities and threats. Therefore, a SWOT analysis is really needed to reduce the obstacles that occur by using the opportunities that exist at Zuana Rasa. The aim of this research is to analyze Zuana Rasa's strengths and weaknesses, so that it can identify opportunities and avoid threats from other competitors. This research uses SWOT analysis with qualitative descriptive research methods. Research data was obtained from primary and secondary data. The results of the research show that the Zuana Rasa Store is in quadrant I supporting an aggressive strategy with an environmental opportunity value of 1.4 and internal strength of 1.8, so the strategy that must be implemented is market growth, market development, product development and market penetration through innovation and development products, promotional development and implementing integrated strategies.
Pengaruh Brand Image dan Kualitas Produk Terhadap Keputusan Pembelian Iphone di Kota Karawang Faizal Hafiz Aria Huda; Citra Savitri; Syifa Pramudita Faddila
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2650

Abstract

Customers' decisions to buy a product are largely influenced by product quality and brand image. One step in the evaluation process is the purchase decision, which requires customers to organize a tier list of products in their preferred tiers. This step in the evaluation process will arouse their interest in making a purchase. The aim of this research is to understand the influence of product quality and brand image on purchasing decisions. The purposive sampling method was used to select a sample of 96 people, and a questionnaire was used to collect data. For data processing, this research uses PLS (Partial Least Square) and other analysis methods, including descriptive analysis. The consequences of this research show that brand image and product quality influence the choice of purchasing an iPhone cell phone.
Pengaruh Komunikasi dan Konten Media Sosial Instagram Terhadap Keputusan Pembelian di Sage Dish Muhammad Bintang Adilluhung Sampurna; Citra Savitri; Syifa Pramudita Faddila
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 12 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i12.4695

Abstract

The current technological development accelerates innovations in marketing, especially through sosial media, which enables companies to interact more directly with consumers and influence their decisions. This research was conducted to determine the impact of communication and Instagram sosial media content on purchasing decisions at Sage Dish. The method used in this study is a quantitative approach with non-probability sampling techniques through purposive sampling. The population in this study involved Instagram followers who have previously purchased products at Sage Dish. A sample of 210 followers was used, calculated using Slovin's formula. Data collection was carried out by distributing questionnaires and processed using Partial Least Squares 3 (PLS3). The analysis results show that both simultaneously and partially, communication and Instagram sosial media content have a significant influence on purchasing decisions at Sage Dish.
Upaya Meningkatkan Reputasi Pondok Pesantren Darul Ilmi Wal Amal Melalui Promosi Online Dan Offline Neni Sumarni; Netti Nurlenawati; Citra Savitri; Rieke Retnosary
Journal of Economics and Business Aseanomics Vol. 10 No. 1 (2025): JANUARI-JUNI 2025
Publisher : Universitas YARSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33476/jeba.v10i1.5445

Abstract

This study aims to analyze the implementation of promotional strategies at Pondok Pesantren Darul Ilmi wal Amal to enhance the institution's popularity and reputation. This research employs a qualitative descriptive approach, with data collection methods including observation, interviews, document review, and literature studies. The study subjects consist of the pesantren management, majlis taklim members, and students' parents. The findings reveal that online promotion through social media can increase public curiosity about the pesantren, while offline promotion via events, such as Milad celebrations, is more effective in providing a comprehensive depiction of the pesantren. The popularity indicators, including recognition, appeal, expertise, and characteristics of the pesantren, were successfully improved through promotions. However, reputation indicators such as widespread recognition and ease of remembrance were not fully achieved. The study concludes that a combination of online and offline promotions can complement each other in attracting public interest. The implications highlight the importance of planned promotional management and the involvement of students' parents through testimonials to enhance public trust. Further research is needed to explore more effective promotional strategies for improving institutional reputation
Strategi Pemasaran untuk Meningkatkan Omset Penjualan pada UMKM Pawon Prima Karawang Febrian, Dio; Citra Savitri; Syifa Pramudita Faddila
Journal of Management and Bussines (JOMB) Vol. 8 No. 2 (2026): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/zhpysv33

Abstract

This study aims to analyze the marketing strategies implemented by Pawon Prima Karawang to increase sales turnover of its products, specifically PAPRIKA fried peanuts. The research method used was descriptive qualitative, with data collected through interviews, observation, and documentation, as well as source triangulation to gain in-depth understanding. The results indicate that the implemented marketing strategies include managing quality products, pricing according to market segments, promotions through social media and e-commerce, distribution through resellers and distributors, improving service quality through employee training, and providing tangible evidence in the form of attractive packaging and product certification. This strategy successfully increased Pawon Prima Karawang's sales turnover from 90 million rupiah in 2021 to 147 million rupiah in 2023. The conclusion of this study states that the implementation of a comprehensive, integrated marketing strategy significantly contributed to increasing sales turnover and the development of Pawon Prima Karawang's MSME business.   Keywords: Marketing Strategy, Sales Turnover, Development
Co-Authors Aditya Affandi Aji Tuhagana Alfiani Ayu Lestari Alia Candra Devi Annisya Sekar Cakra Buana Aura Aulia Elsa Fardila Enjang Suherman Faizal Hafiz Aria Huda Febrian, Dio Flora Patricia Anggela Haya Tsamarah Hanin Kharisma Krisna Agung Laras Ratu Khalida Meiliana Halim Mohammad Ferda Aji Perdana Mohammad Wahid Muhamad Fahrul Zalfa Azid Muhammad Bintang Adilluhung Sampurna Mukjizah Dwi Prihartina Mumun Maemunah mutiara mutiara Nenden Kusmawati Neni Sumarni Netti Nurlenawati Nicky Amanda Indriyani Rieke Retnosary Rismayadi, Budi Rizvia Nur Ramadhania Robby Fauji Sekar Ayu Puspitasari Selwalismana Shanti Oktapiani Sherly Nurafni Siti Nurhabibah Suroso Syifa Pramudita Faddila Syifa Pramudita Fadilla Tanti Widiya Uus Mohammad Darul Fadli Widia Maelanicha Wikah Widiyawati Wike Pertiwi Wike Pratiwi