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All Journal STRATEGIC Business Innovation and Entrepreneurship Journal Golden Ratio of Marketing and Applied Psychology of Business Indonesian Journal of Community Empowerment
Herlianti, Anggun Oktavia
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Brand Value Destinations: Tourist Experience Can Improve Revisit Intention Setiawan, Rahyuniati; Saepuloh, Asep; Herlianti, Anggun Oktavia
Strategic : Jurnal Pendidikan Manajemen Bisnis Vol 20, No 2 (2020): Strategic
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/strategic.v20i2.29985

Abstract

Competition in tourism destinations makes companies have to be able to attract new tourists and also retain existing customers by continuously innovating. The research objective of analyzing tourist experience on revisit intention and its impact on destination brand value is to obtain findings regarding the effect of tourist experience on revisit intention and its impact on destination brand value. This research was conducted on the largest hot spring tourist attraction in Garut Regency. The research method used is the verification research method, using PLS-SEM analysis and in quantitative research data analysis is carried out after the data of all respondents have been collected. The results of this study indicate that the influence of tourist experience on revisit intention and an impact on the brand value of the destination.
The Effect Of Celebrity Endorser And Brand Image Toward Purchase Decision Rahayu, Aura; Anggraeni, Dewi; Hamdani, Nizar Alam; Herlianti, Anggun Oktavia
Jurnal Inovasi Bisnis dan Kewirausahaan Vol 6 No 1 (2024): Vol 6 No 1 (2024): Business Innovation and Entrepreneurship Journal (February)
Publisher : Entrepreneurship Faculty, Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/biej.v6i1.929

Abstract

Purchasing decisions play a very important role because they can increase company profits through marketed products. Low purchasing decisions will be an obstacle with a low percentage of market share. The purpose of the study is to understand the celebrity endorser and brand image toward purchase decision as marketing phenomenon. The population of this study was Indonesian society, at least users of Emina moisturizing products aged 15-25. The survey was sent via online and face to face 747 randomly, there by individuals had the send probability of being selected from the population and the representing as sample. The data analysis technique in this quantitative study utilized a statistical approach. The program used to analyze the data with the regression method was static product and service solution (SPSS) to meet the criteria for data analysis using regression, an interval scale was utilized. The technique of analyzing the data in this study was regression. The data obtained in this study is accurate and reliable with a significance level of 95%. Based on the results of research on the analysis of celebrity endorsers influenced by brand image through purchase decision. Celebrity endorsers and brand image are important to increase sales and consumer loyalty, as well as attract new consumers.
The Effect of Brand Image and Customer Satisfaction on Manasta Customer Loyalty Anwar, Syifa Zakiyah; Mubarok, Teten Mohammad Sapril; Herlianti, Anggun Oktavia
Jurnal Inovasi Bisnis dan Kewirausahaan Vol 6 No 2 (2024): Vol 6 No 2 (2024): Business Innovation and Entrepreneurship Journal (May)
Publisher : Entrepreneurship Faculty, Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/biej.v6i2.947

Abstract

This study aims to determine and analyze the effect of brand image and customer satisfaction on Manasta Catering customer loyalty. Data was collected using q questionnaire distribution techniques using a Likert scale. the population in this study was obtained from manasta catering customer data in 2023, namely 400 customers. the sample was selected using the simple random sampling method and obtained a sample of 80 respondents using the Slovin formula. In this study using the classic assumption test, multiple linear analysis, and hypothesis testing. The hypothesis testing consists of the t test, f test and the coefficient of determination. The results stated that the brand image variable has an influence on customer loyalty of 58.7%, and the customer satisfaction variable has a significant value on customer loyalty of 41.2%. This means that the relationship between brand image and satisfaction with customer loyalty is 55.8%, which means that the hypothesis is accepted.
The Influence of the Ability to Recognize Opportunities on Entrepreneurial Success is Controlled by the Availability of Resources Dhimas, Arya; Herlianti, Anggun Oktavia; Mubarok, Teten Mohammad Sapril
Jurnal Inovasi Bisnis dan Kewirausahaan Vol 6 No 3 (2024): Vol 6 No 3 (2024): Business Innovation and Entrepreneurship Journal (August)
Publisher : Entrepreneurship Faculty, Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/biej.v6i3.949

Abstract

The ability to recognize opportunities is one of the key factors in entrepreneurial success. This ability encompasses other aspects that can contribute to entrepreneurial success, such as the availability of resources. The purpose of this study was to determine the influence of opportunity recognition ability on entrepreneurial success, moderated by resource availability, among small and medium-sized enterprises (SMEs) of retail or traditional merchants in Leles District, Garut Regency. This research employed a quantitative correlational and causal method to examine the relationship between two variables mediated by another variable. The sample consisted of SMEs of retail or traditional merchants in Leles District, Garut Regency. Data was collected using a questionnaire adapted and modified from Karuhanga (2022) and Chang & Chen (2020). The results showed that there is a significant influence of Opportunity Recognition Ability on Entrepreneurial Success. However, Resource Availability was not proven to moderate this relationship. The overall research model in explaining Entrepreneurial Success indicated relatively weak influence. Recommendations are provided for future research, including exploration on a larger business scale.
Analysis of the Influence of Social Media on Brand Awareness of MSMEs in Garut Regency Herlianti, Anggun Oktavia; Gustari, Tresna Dita; Adiansyah, Adi; Isnawati, Isnawati; Fadilah, Azka Muhamad
Jurnal Inovasi Bisnis dan Kewirausahaan Vol 6 No 3 (2024): Vol 6 No 3 (2024): Business Innovation and Entrepreneurship Journal (August)
Publisher : Entrepreneurship Faculty, Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/biej.v6i3.960

Abstract

The rapid development of social media has an impact on brand awareness among the community in MSMEs in Garut Regency. Social media can play an important role and provide benefits to the development of consumer awareness in people's consumer behavior. The purpose of this study is to identify social media analysis that can influence brand awareness of MSMEs in Garut. The research method of quantitative descriptive study, by analyzing the influence of social media on brand awareness of MSMEs in Garut, data collection techniques carried out through observation and questionnaires, data analysis techniques using validity tests, reliability and multiple linear regression. The results of the data analysis that have been carried out using analysis of the influence of social media on brand awareness in MSMEs in Garut Regency shows the importance of using social media platforms in building brand awareness, which can lead to increased sales and consumer loyalty. This active involvement is important for UMKM in Garut to be able to compete with larger and better-known products in the market. The results of the data analysis are interpreted that social media has an important role in supporting its influence on consumer awareness.
The Role of Creative Entrepreneurship Education Among Millennials and Generation Z Herlianti, Anggun Oktavia; Gustari, Tresna Dita; Hamdani, Nizar Alam; Nurdianti, Ica Sri
Jurnal Inovasi Bisnis dan Kewirausahaan Vol 6 No 4 (2024): Vol 6 No 4 (2024): Business Innovation and Entrepreneurship Journal (November)
Publisher : Entrepreneurship Faculty, Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/biej.v6i4.966

Abstract

Generation Z, known as digital natives, requires an educational approach that is more innovative and relevant to their technology usage habits. The purpose of this study is to analyze the role of creative entrepreneurship education for the millennial generation and generation Z which can increase their competitiveness in an increasingly competitive market. The research method used is a qualitative approach to systematic literature review design with analysis of observation results using publish or perish software, data collection techniques are carried out through observation, interviews and documentation studies, then data analysis uses data triangulation. The results of the data analysis can be identified that entrepreneurship education plays a role in the creative efforts of the millennial and generation Z generations to take concrete steps in opening up business opportunities amidst existing potential and challenges.
Online Store Workshop Training for Micro-Business Owners to Support a Sustainable Economy Herlianti, Anggun Oktavia; Maulani, Galih Abdul Fatah; Hamdani, Nizar Alam; Dinanti, Elpita
Indonesian Journal of Community Empowerment (IJCE) Vol 6 No 1 (2025): Indonesian Journal of Community Empowerment (Februari)
Publisher : Fakultas Kewirausahaan Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/ijce.v6i1.1029

Abstract

Micro entrepreneurs lack the skills to utilize digital technology, particularly in managing online stores. Most still rely on conventional marketing methods that have limited reach and are inefficient. This community service activity is implemented through a participatory and collaborative approach, prioritizing the active involvement of micro-entrepreneurs as training participants. This method is designed to build an understanding that is applicable and relevant to the real needs of entrepreneurs. The results of this training indicate a significant impact on strengthening the capacity of micro-entrepreneurs to navigate the era of economic digitalization. The results achieved not only provide short-term benefits in the form of improved technical skills but also instill sustainable values, which are essential foundations for inclusive and resilient economic development. This training also encourages participants to begin considering sustainable economic principles in running their businesses. Therefore, this training not only equips participants with digital skills but also fosters the development of an adaptive, collaborative, and responsible entrepreneurial mindset, which is highly relevant to the goal of inclusive and sustainable local economic development.
The Impact of Entrepreneurial Orientation and Product Innovation on Business Performance: The Role of Digitalization as an Intervening Variable Maolani, Rivaldy; Setiawan, Rahyuniati; Herlianti, Anggun Oktavia
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i1.1459

Abstract

This study investigates the indirect effect of Entrepreneurial Orientation and Product Innovation on Business Performance through Digitalization as an intervening variable in the cracker industry of Garut City. As SME play a vital role in economic resilience and local development, enhancing their business performance is crucial. Entrepreneurial Orientation and Product Innovation are widely recognized as key strategic capabilities, while Digitalization offers transformative potential for operational efficiency and market expansion. A quantitative method was used with a sample of 316 cracker SME actors selected via simple random sampling. Data were collected through questionnaires and analyzed using Structural Equation Modeling with SmartPLS 3.0 version. The findings confirm that Entrepreneurial Orientation and Product Innovation significantly directly affect Business Performance and significantly influence Digitalization. Moreover, Digitalization has a strong positive effect on Business Performance and significantly mediates the relationship between Entrepreneurial Orientation and Product Innovation toward Business Performance. These findings highlight the strategic integration of entrepreneurial behavior, innovation, and digital adoption as a pathway to enhanced performance among SME in the digital era. This research contributes to theoretical development and practical guidance for small business transformation. Future studies should include broader industry samples and explore additional moderating or mediating factors such as organizational culture or customer experience.
Co-Authors Adiansyah, Adi Anwar, Syifa Zakiyah Dewi ANGGRAENI Dhimas, Arya Dinanti, Elpita Fadilah, Azka Muhamad Gustari, Tresna Dita Hamdani, Nizar Alam Isnawati Isnawati Luky Adrianto Maolani, Rivaldy Maulani, Galih Abdul Fatah Mubarok, Teten Mohammad Sapril Nurdianti, Ica Sri Rahayu, Aura Setiawan, Rahyuniati