Articles
<![CDATA[PENGARUH SELF-EXPRESSION DAN BRAND TRUST TERHADAP ELECTRONIC-WORD OF MOUTH DENGAN BRAND LOVE SEBAGAI MEDIASI PADA KONSUMEN VANS DI JAKARTA ]]>
<![CDATA[Machado, Emilia]]>;
<![CDATA[Rodhiah, Rodhiah]]>
<![CDATA[ Jurnal Muara Ilmu Ekonomi dan Bisnis Vol 5, No 1 (2021): Jurnal Muara Ilmu Ekonomi dan Bisnis ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmieb.v5i1.9674
<![CDATA[Tujuan dari penelitian ini adalah untuk menguji dan menentukan pengaruh ekspresi diri, kepercayaan merek terhadap elektonik pemasaran merek dari mulut ke mulut dengan kecintaan pada merek sebagai mediasi. Desain penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan deskriptif. Pengambilan sampel dilakukan menggunakan metode non-probability sampling dengan Teknik pendekatan convenience sampling. Diteliti sebanyak 100 responden yang merupakan konsumen Vans di Jakarta. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara online (Google Form). Analisis yang digunakan adalah Structural Equation Modeling (SEM) dengan menggunakan SmartPLS 3 sebagai alat untuk menganalisis data. Hasil penelitian ini menunjukkan bahwa pengekspresian diri pada merek dan kepercayaan pada merek dengan kecintaan pada merek sebagai variabel mediasi secara signifikan mempengaruhi pemasaran merek dari Mulut ke Mulut. Penelitian ini dapat digunakan sebagai masukan bagi Vans dalam meningkatkan E-WOM dari merek produk yang dijual.The purpose of this study is to examine and determine the influence of Self -Expression and Brand Trust on Electronic Word of Mouth with Brand Love as a Mediation. The research design used in this study is a quantitative method with a descriptive approach. Sampling was carried out using a non-probability sampling method with a convenience sampling approach. Study as many as 100 respondents who are Vans consumers in Jakarta. Data collection is done by distributing questionnaires online (Google Form). The analysis used is Structural Equation Modeling (SEM) using SmartPLS 3 as a tool for analyzing data. Findings in this research showed that Self-Expression and Brand Trust with Brand Love as a mediation significantly affect Electronic Word of Mouth. This research can be used as input for Vans in increasing the E-WOM of the product brand being sold.]]>
<![CDATA[PENGARUH PRIVACY, SOCIAL INFLUENCE TERHADAP ONLINE PURCHASE INTENTION: TRUST SEBAGAI VARIABEL MEDIASI ]]>
<![CDATA[Veronica, Veronica]]>;
<![CDATA[Rodhiah, Rodhiah]]>
<![CDATA[ Jurnal Muara Ilmu Ekonomi dan Bisnis Vol 5, No 2 (2021): Jurnal Muara Ilmu Ekonomi dan Bisnis ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmieb.v5i2.9657
<![CDATA[Tujuan penelitian ini adalah untuk mengetahui pengaruh privacy, social influence terhadap online purchase intention dan trust sebagai variabel mediasi. Desain penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif. Pengambilan sampel menggunakan metode nonprobability sampling dengan teknik purposive sampling. Sampel pada penelitian ini sebanyak 100 responden. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner melalui link google form. Analisis data menggunakanPartial Least Squares- Structural Equation Modelling (PLS- SEM) dengan menggunakan software SmartPLS versi 3.0. Hasil penelitian menunjukan bahwa privacy dan social influence mempengaruhi online purchase intention secara positif dan signifikan. Trust dapat memediasi privacy terhadap online purchase intention secara positif dan signifikan pada pelanggan Shopee di Jakarta. Hasil penelitian ini memberikan penjelasan kepada pelanggan Shopee bahwa hal terpenting dalam berbelanja secara online adalah keamanan yang ketat sehingga meningkatkan rasa kepercayaan dan feedback berupa kepuasan dan ketidakpuasan terhadap produk yang telah dibeli. The purpose of this research is to investigate the effect of privacy, social influence on online purchase intention and trust as a mediation. The research design used is a qualitative method with a descriptive approach. This research uses non probability sampling method with purposive sampling technique. The sample number is 100 respondents.Data collection is done by distributing questionnaires through the google form link. Partial Least Squares- Structural Equation Modelling (PLS-SEM) is used to analyze research data by using SmartPLS ver 3.0. The findings show privacy and social influence possitively and significanly on online purchase intention. Trust can mediate privacy of online purchase intention on Shopee customers at Jakarta.The results of this research provide an explanation to Shopee customers that the important thing in online purchasing is tight security increasing trust and feedback as satisfaction and dissatisfaction with the product that has been purchased.]]>
<![CDATA[Pengaruh Risiko Sebagai Penentu Minat Pembelian Pelanggan Shopee Di Jakarta ]]>
<![CDATA[Bramanto, Peter]]>;
<![CDATA[Rodhiah, Rodhiah]]>
<![CDATA[ Syntax Idea Vol 3 No 7 (2021): Syntax Idea ]]>
Publisher : <![CDATA[Ridwan Institute ]]>
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DOI: 10.36418/syntax-idea.v3i7.1309
<![CDATA[Minat pembelian didasari oleh pengalaman penggunaan dan keinginannya pada suatu produk sebagai bentuk tingkah laku konsumen yang berkeinginan membeli produk. Tujuan dari penelitian ini adalah untuk menguji pengaruh negatif risiko produk terhadap minat pembelian pelanggan Shopee di Jakarta. Pengaruh negatif risiko waktu terhadap minat pembelian pelanggan Shopee di Jakarta. Pengaruh negatif risiko sosial terhadap minat pembelian pelanggan Shopee di Jakarta. Populasi populasi adalah suatu wilayah yang di dalamnya terdiri dari karakteristik atau kualitas tertentu yang sudah ditetapkan oleh para peneliti agar bisa dipelajari. Populasi dalam penelitian ini adalah pelanggan Shopee di Jakarta. Sampel pada penelitian ini sebanyak 100 responden dengan menggunakan metode non probability sampling dengan teknik Convenience sampling. Teknik pengumpulan data dengan menyebarkan kuesioner melalui google-form. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM), dengan menggunakan Smart PLS 3 sebagai alat untuk menganalisis data. Hasil penelitian menunjukkan bahwa ini adalah risiko produk dapat mempengaruhi minat pembelian secara negatif dan tidak signifikan, risiko waktu dapat mempengaruhi minat pembelian secara negatif dan signifikan demikian juga risiko sosial dapat mempengaruhi minat pembelian secara negatif dan signifikan pada pelanggan Shopee di Jakarta.]]>
<![CDATA[Pengaruh Green Marketing Mix terhadap Minat Beli Produk Love Beauty and Planet Di Jakarta ]]>
<![CDATA[Oktaviani, Dwi]]>;
<![CDATA[Rodhiah, Rodhiah]]>
<![CDATA[ Syntax Idea Vol 3 No 7 (2021): Syntax Idea ]]>
Publisher : <![CDATA[Ridwan Institute ]]>
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DOI: 10.36418/syntax-idea.v3i7.1306
<![CDATA[Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Green Marketing Mix yang terdiri dari Green Product, Green Price, Green Place dan Green Promotion terhadap minat beli konsumen pada produk Love Beauty and Planet. Penelitian ini menggunakan desain penelitian Deskriptif. Pengambilan sampel dilakukan dengan metode Purposive sampling dengan jumlah sampel sebanyak 100 responden yang merupakan konsumen Love Beauty and Planet di Jakarta. Data dikumpulkan dengan menyebarkan kuesioner secara online (Google From). Analisis data yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan alat analisis data yaitu SmartPLS. Hasil dari penelitian menunjukkan bahwa dari Green Marketing Mix hanya Green Product dan Green Price yang mempengaruhi minat beli konsumen sedangkan Green Place dan Green Promotion tidak mempengaruhi minat beli konsumen Love Beauty and Planet di Jakarta. Dari hasil penelitian tersebut dapat disimpulkan bahwa minat beli konsumen Love Beauty and Planet di Jakarta tidak dipengaruhi oleh promosi dan tempat pendistribusian produk Love Beauty And Planet.]]>
<![CDATA[THE EFFECT OF ATTITUDE, SUBJECTIVE NORMS, AND TRUST ON BUSINESS GROWTH IN SME IN TANGERANG SELATAN ]]>
<![CDATA[Hidayah, Nur]]>;
<![CDATA[Rodhiah, Rodhiah]]>
<![CDATA[ International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 5, No 3 (2021): IJEBAR : Vol. 05, Issue 03, September 2021 ]]>
Publisher : <![CDATA[LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta) ]]>
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DOI: 10.29040/ijebar.v5i3.2867
<![CDATA[According to the Organization for Economic Cooperation and Development (OECD), small and medium enterprises (SMEs) account for more than 95% of generating huge new jobs. There are many factors that need to be considered so that SMEs can continue to run well. One of the factors that need to be considered by entrepreneurs is the growth and development of the business they will undertake. The purpose of this study was to investigate the effect of attitudes, subjective norms and self-confidence of entrepreneurs on the growth of business results. The sample to be taken for this research is SMEs located in South Tangerang. By convenience sampling, as many as 90 SMEs. The technique of collecting data is by distributing questionnaires to the owners of SMEs who are the research sample. In testing empirically the research model uses a partial least squares (PLS) path modeling approach. The results of the study show subjective beliefs and norms have no effect on the growth of operating results. Attitude has an influence on the growth of business results. Keywords: Attitude, Subjective Norm, Self-Confidence, Growth]]>
<![CDATA[Brand Experience, Brand Image, and Brand Trust to Nike's Loyalty Brand in Jakarta ]]>
<![CDATA[Margaretha, Rahelia]]>;
<![CDATA[Rodhiah, Rodhiah]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4, No 4 (2021): Budapest International Research and Critics Institute November ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v4i4.3504
<![CDATA[The purpose of this study is to examine and determine the influence of brand experience, brand image, and brand trust on brand loyalty Nike in Jakarta. The research design used in this study is quantitative method with a descriptive approach. Sampling was carried out using a non-probability sampling method with a convenience sampling approach with a total sample 123 respondents who are Nike user in Jakarta. Data collection method is done by distributing online questionnaires. Data analysis techniques used is partial least square-structural equation modeling (PLS-SEM) and using SmartPLS version 3. The results of this study indicate that brand experience, brand image and brand trust can have a positive influence on brand loyalty.]]>
<![CDATA[Experience Quality, Customer Brand Engagement, Brand Performance and Brand Loyalty to Purchase Intention ]]>
<![CDATA[Tanzaretha, Clarita]]>;
<![CDATA[Rodhiah, Rodhiah]]>
<![CDATA[ Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 5, No 1 (2022): Budapest International Research and Critics Institute February ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v5i1.3841
<![CDATA[This study aims to empirically test experience quality, customer brand engagement and brand performance on purchase intention with brand loyalty as a mediating variable. Data collection uses a non-probability method with purposive sampling technique. A total of 238 respondents, namely customers who consumed “brand X†more than once, were collected by distributing questionnaires via an online google form. The analysis technique uses SEM with the Smart PLS program. The results showed that experience quality and customer brand engagement can affect brand loyalty. In addition, experience quality, customer brand engagement and brand loyalty can affect purchase intention. However, the brand performance variable cannot affect brand loyalty. Furthermore, experience quality can mediate customer brand engagement on purchase intention. Furthermore, the brand loyalty variable can also mediate experience quality and customer brand engagement in influencing purchase intention. Finally, brand performance has no effect on purchase intention if it is mediated by brand loyalty.]]>
<![CDATA[STRATEGI DALAM MENINGKATKAN KEUNGGULAN KOMPETITIF PADA UKM ]]>
<![CDATA[Rodhiah, Rodhiah]]>;
<![CDATA[Bravo, Christiandinata Tjandra]]>
<![CDATA[ JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 4 No. 1 (2023): DECEMBER ]]>
Publisher : <![CDATA[Transpublika Publisher ]]>
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DOI: 10.55047/jscs.v4i1.580
<![CDATA[Competitive Strategy is a strategy that focuses on management's plan to compete successfully. The main goal is to attract customers, overcome competitive pressures, and strengthen the company's market position. The activity partner is engaged in the business of handicraft creative products located in Serang, Banten province. In its activities facing problems especially in terms of competitive advantage. PKM aims to assist partners in efforts to increase knowledge about efforts to increase competitive advantage. The method of activities carried out with training related to competitive advantage presented in the form of PPT includes: understanding of competitive advantage, components in competitive advantage, types of competitive advantage and so on. The training was conducted online assisted by 2 students. The results of the activity show that the implementation has run smoothly, partners are enthusiastic about receiving the material presented, as evidenced by the two-way communication and discussion between partners and the PKM team, this activity can increase partner interviews in increasing the competitive advantage of the products sold. PKM outputs are in the form of publications to journals and IPR.]]>
<![CDATA[A PATH-GOAL THEORY APPROACH TO SUPPORTING SUCCESSFUL SME LEADERSHIP ]]>
<![CDATA[Rodhiah, Rodhiah]]>;
<![CDATA[Jessalonica, Chennan]]>;
<![CDATA[Valentina, Valentina]]>
<![CDATA[ JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 4 No. 3 (2024): JUNE ]]>
Publisher : <![CDATA[Transpublika Publisher ]]>
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DOI: 10.55047/jscs.v4i3.752
<![CDATA[In the activities of an entrepreneurship, a great leader is needed to organise all of the activities that run and aimed to achieve maximum work effectiveness. The purpose of PKM activities is shown as a means to add insight into how an SME manages leadership in order to create a conducive work environment atmosphere. In fact, it faces various problems, especially in carrying out leadership to maintain business sustainability, due to the lack of knowledge of the associations about leadership theory. For this reason, PKM activities aim to help the associated partners to increase their knowledge about Path-goal theory related to leadership models. The method offered in this activity is online training/socialisation through Zoom meetings. The materials to be delivered include: basic introduction to Path-goal theory, main components of Path-goal theory, Leader Behaviour, followers' characteristics, and task characteristics. The results of the activity show that the knowledge about Path-goal theory that was delivered was realised and ran smoothly. Through the evaluation of the material has been understood well. As proven by the answers of partners who 100% can clearly understand and comprehend the material presented. Through this activity, it is hoped that the problems that arise in the associated businesses will be resolved in increasing business success.]]>
<![CDATA[STRATEGI PEMASARAN SELAMA SIKLUS HIDUP PRODUK ]]>
<![CDATA[Rodhiah, Rodhiah]]>;
<![CDATA[Bravo, Christiandinata Tjandra]]>;
<![CDATA[Valentina, Valentina]]>
<![CDATA[ TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 3 No. 6 (2023): November 2023 ]]>
Publisher : <![CDATA[Transpublika Publisher ]]>
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DOI: 10.55047/transekonomika.v3i6.575
<![CDATA[Tujuan kegiatan PKM adalah memberikan bekal pengetahuan tentang strategi pemasaran selama siklus hidup produk saat menjalankan usaha. Mitra yang dijadikan tempat kegiatan adalah UKM yang bergerak dalam bidang kuliner bernama pempek Lita merupakan usaha yang bergerak di bidang makanan khas daerah palembang yaitu pempek. Pemilik usaha bernama Yurmalita. Lokasi mitra terdapat di Kota Jambi. Kegiatan PKM didasarkan pada observasi awal pada mitra, dimana mitra belum mendapatkan pembekalan tentang strategi pemasaran semasa siklus hidup produk, sehingga masih lemahnya mitra dalam menggunakan strategi pada setiap langkah selama masa hidup suatu produk . Metode pelaksanaan kegiatan adalah pelatihan melalui zoom meeting. Adapun terkait materi yang ingin disampaikan ke mitra disajikan dalam bentuk PPT. Materi yang terkait diberikan ke mitra adalah pengenalan tahapan siklus daur hidup produk, tahapan siklus daur hidup produk dan straegi dari masing masing setiap tahapan, serta cara memperpanjang siklus hidup produk. Hasil kegiatan dari PKM ini dapat meningkatkan pengetahuan mitra dalam menggunakan strategi pemasaran yang tepat dalam setiap masa hidup umur produk yang dihasilkan mitra.]]>
