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All Journal Jurnal Ilmiah Edunomika (JIE) PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat Journal of Sustainable Community Service Jurnal Serina Ekonomi dan Bisnis
Rodhiah
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Aerospace Engineering Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Veterinary

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PELATIHAN STRATEGI PEMASARAN YANG DIGERAKKAN OLEH PELANGGAN PADA UKM Rodhiah; Mahanani, Zenita Dian; Rosyada, Maulin Amrina
PORTAL RISET DAN INOVASI PENGABDIAN MASYARAKAT Vol. 2 No. 2 (2023): MARCH
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/prima.v2i2.747

Abstract

The challenge in marketing is to identify potentially profitable markets to serve. SMEs need to identify who the potential market segments are to become their target market. Through a segmentation strategy, the owner will be better prepared and focused on providing services to its customers. The objective of the PKM activity is to provide training to SMEs on customer-driven marketing strategies. The partner chosen for the activity is engaged in a flower craft business located in Serang, Banten province. The activity method involves conducting online training through Zoom meetings, presented in the form of a PowerPoint presentation, covering topics such as market segmentation, target market determination, differentiation, and positioning. The results of the activity went smoothly, with partners enthusiastic about receiving the presented material. Through this activity, it is hoped that partner understanding will be enhanced to effectively implement customer-driven marketing strategies.
PELATIHAN INOVASI MODEL BISNIS DALAM MENINGKATKAN KINERJA UKM Rodhiah; Jayanti, Yunia Arinda; Putri, Nadira Aulia
PORTAL RISET DAN INOVASI PENGABDIAN MASYARAKAT Vol. 2 No. 3 (2023): JUNE
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/prima.v2i3.765

Abstract

Business model innovation (BMI) is considered a specialized form of innovation that helps improve business performance. The key to successfully improving business performance and competitiveness lies in the effective implementation of key managerial practices that lead to innovation. Businesses can innovate through products, processes and marketing strategies, and can innovate their business models. The objective of current service activity is to provide training to SMEs on business model innovation. The partner chosen to be the place of activity is engaged in the culinary business located in Jambi. The activity method of conducting online training through zoom meetings, presented in the form of PPT, about innovation, innovation fields, business model innovation, reasons for the importance of business model innovation, and strategies for implementing business model innovation has run smoothly. Training has been carried out according to the needs of partners assisted by two students as hosts. Partners were eager to receive the material presented by the PKM team. During the socialization process, the partners had many discussions and questions and answers with the PKM Team. The results of the activity can increase partner knowledge in an effort to improve business performance.
PELATIHAN MANAJEMEN HUBUNGAN TENAGA PENJUALAN Rodhiah; Aritonang R., Lerbin Roberto
PORTAL RISET DAN INOVASI PENGABDIAN MASYARAKAT Vol. 2 No. 3 (2023): JUNE
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/prima.v2i3.805

Abstract

A sales manager seeks to motivate, empower, and measure the contribution of customer engagement in building and reinforcing increased customer loyalty and retention. Supporting relationship management strategies with the sales team will encourage a comfortable working atmosphere for the sales team and increase motivation in sales efforts. The partners in this activity are engaged in a resin handicraft business located in Serang, Banten. However, they are facing major problems related to sales management strategies. This PKM aims to assist partners in an effort to improve relationship management skills with the sales team. The activity method was conducted through training related to the science of sales relationship management, which was organized online. The results of this activity show that the provision of knowledge about sales relationship management presented in the form of a slide-based presentation (PPT) runs smoothly. Business partners gained the necessary knowledge to improve the role of salespeople in establishing long-term relationships with customers.
UPAYA MENINGKATKAN KECERDASAN EMOSIONAL PADA UKM Rodhiah; Sha, Thio Lie
PORTAL RISET DAN INOVASI PENGABDIAN MASYARAKAT Vol. 2 No. 3 (2023): JUNE
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/prima.v2i3.806

Abstract

This Community Service Program (PKM) aims to introduce the role of emotional intelligence in entrepreneurship. The PKM activity partner is a recycling business owner who processes used plastic bottles into handicraft products such as decorative lamps, aquariums, flower pots, and others. The partner business is located in South Tangerang. This activity is a continuation of the previous PKM and was inspired by the partner's problems in marketing recycled products that have been processed. Based on initial observations made directly with partners, the main problem faced lies in the lack of understanding of emotional intelligence. Due to limited knowledge of emotional intelligence, the efforts made by partners have not been able to achieve optimal success. The method proposed in this activity is training or socialization conducted online with support from students as facilitators. The results of the activity showed that the implementation went smoothly. There was productive communication and discussion between the PKM team and partners. The enthusiasm of the partners can be seen in their interest in the material presented during the training.
PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER CREDIBILITY TERHADAP PURCHASE INTENTION MELALUI BRAND TRUST Delvina Carissa; Rodhiah
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 1 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

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Abstract

The skincare industry is currently facing very tight competition, especially with the emergence of various local and international brands. This research aims to analyze the influence of social media marketing and influencer credibility on purchase intentions with brand trust as a mediating variable. The population of this research is all Indonesian people who live in the Jabodetabek area and know the S brand. This research uses purposive sampling as a sampling technique with sample criteria, namely people living in the Jabodetabek area aged 19 years and over who know skincare products from the S brand, and know TF as an influencer from the X brand. Data was collected from 204 respondents through distributing questionnaires online using Google Form media. Data were analyzed using the Structural Equation Modeling (SEM) method with the help of SmartPLS 4.0 software. The research results show that social media marketing has a significant and positive effect on purchase intention. Brand trust also has a significant and positive influence on purchase intention. In addition, the data shows that influencer credibility has a significant and positive effect on purchase intention. Brand trust is proven to mediate the influence of social media marketing on purchase intention. The data results show that brand trust has the strongest influence on purchase intention. Keywords: Social Media Marketing, Influencer Credibility, Brand Trust, Purchase Intention
Faktor – Faktor yang Memengaruhi Purchase Intention Produk Kosmetik di Jakarta Hergian Stephanie; Rodhiah
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 1 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

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Abstract

The purpose of this study is to examine and discuss the effect of environmental knowledge, word of mouth, green marketing and attitude towards brands on purchase intention. The population used in this study are people who know and use cosmetics products in Jakarta. This study used a quantitative descriptive method and managed to collect a sample of 217 respondents with criteria, namely at least 18 years old and above, respondents who know and use. The total number of respondents used was 207 respondents, because 10 respondents did not meet the predetermined criteria. This research uses and implements non-probability sampling using purposive sampling method. Accompanied by collecting data by distributing questionnaires online through the google form application. The results of the data that have been distributed and then collected for analysis purposes using the SmartPLS 4.1 application with the Partial Least Square Structural Equation Modeling (PLS-SEM) model. The results of this analysis show that the position of environmental knowledge, word of mouth, green marketing and attitude towards the brand have a positive and significant impact on purchase intention. In addition to its contribution in the academic field, this research is expected to provide benefits for cosmetics companies or other companies in increasing consumer purchase intentions through the various variables discussed in this study. This research Keywords: Environmental knowledge, word of mouth, green marketing, brand attitude, purchase intention
FAKTOR – FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION KONSUMEN MUSTIKA RATU DI DKI JAKARTA Stefanie Angelina; Rodhiah
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 1 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

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Abstract

This study aims to empirically examine the effect of Social Media Marketing, Brand Awareness, Brand Involvement, and Brand Trust on Purchase Intention. The population in this study were Mustika Ratu consumers in DKI Jakarta. This study used a sample with a non-probability sampling method using convenience sampling technique. The sample size used was 219 people. The data collection technique was carried out online by distributing questionnaires using Google Form. The data obtained was analyzed using SEM PLS through SmartPLS software version 4.1. The results of this study indicate that Social Media Marketing, Brand Awareness, Brand Involvement, and Brand Trust have a positive and significant influence on Purchase Intention. Keywords: Social Media Marketing, Brand Awareness, Brand Engagement, Brand Trust, Purchase Intention.
FAKTOR- FAKTOR YANG MEMPENGARUHI MINAT BERWIRAUSAHA GEN Z DI WILAYAH JAKARTA UTARA Lunardi, Dylan; Rodhiah
Jurnal Serina Ekonomi dan Bisnis Vol 2 No 2 (2024): September 2024
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jseb.v2i2.35241

Abstract

Masalah pengangguran merupakan salah satu isu utama yang dihadapi oleh masyarakat di wilayah Jakarta Utara, khususnya pada kalangan remaja Generasi Z. Salah satu solusi strategis untuk mengatasi masalah ini adalah dengan mendorong generasi muda untuk berwirausaha. Tentunya, minat berwirausaha dipengaruhi oleh berbagai faktor, baik internal seperti motivasi dan efikasi diri, maupun eksternal seperti lingkungan keluarga. Penelitian ini bertujuan untuk menguji pengaruh motivasi, efikasi diri, dan lingkungan keluarga terhadap minat berwirausaha pada remaja Generasi Z di Jakarta Utara. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner online dari 80 responden yang dipilih secara purposive sampling. Teknik analisis data dilakukan menggunakan perangkat lunak SmartPLS dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa motivasi, efikasi diri, dan lingkungan keluarga memiliki pengaruh positif dan signifikan terhadap minat berwirausaha. Efikasi diri ditemukan sebagai faktor dominan dalam mendorong minat berwirausaha, diikuti oleh motivasi dan lingkungan keluarga. Penelitian ini menyoroti pentingnya peran keluarga dalam memberikan dukungan moral dan material, serta pentingnya meningkatkan kepercayaan diri dan motivasi generasi muda dalam menjalankan usaha. Unemployment remains a significant issue in Jakarta Utara, particularly among Generation Z youth. One strategic solution to address this issue is by encouraging young people to engage in entrepreneurship. Entrepreneurial interest is influenced by various factors, including internal ones such as motivation and self-efficacy, and external ones such as the family environment. This study aims to examine the influence of motivation, self-efficacy, and family environment on entrepreneurial interest among Generation Z youth in Jakarta Utara. This study employs a descriptive quantitative approach using survey methods. Data were collected through online questionnaires distributed to 80 respondents selected via purposive sampling. Data analysis was conducted using SmartPLS software and the Partial Least Squares Structural Equation Modeling (PLS-SEM) method.The findings reveal that motivation, self-efficacy, and family environment positively and significantly affect entrepreneurial interest. Among these factors, self-efficacy was identified as the most dominant in fostering entrepreneurial interest, followed by motivation and family environment. The study highlights the critical role of families in providing moral and material support, as well as the importance of enhancing young people's confidence and motivation in pursuing entrepreneurial endeavors.
Co-Authors Aisyah , Anggun Aisyah, Anggun Aritonang R., Lerbin Roberto Bakti , Kevin Karunia Clarisa, Tara Delvina Carissa Hergian Stephanie Jayanti, Yunia Arinda Lukito, Venky Lunardi, Dylan Mahanani, Zenita Dian Nuraisyah, Iis Putri, Nadira Aulia Rosyada, Maulin Amrina Sari, Iis Nuraisah Fatmala Stefanie Angelina Syahri, Anggun Aisyah Thio Lie Sha Wijaya , Yefta Leonardi Agusta