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All Journal Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi (JIMAT UMMI) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Fathussyaadah, Eva
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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SURVIVABILITY USAHA MIKRO KECIL DAN MENENGAH, ADOPSI MEDIA SOSIAL SEBAGAI MEDIA PEMASARAN Permadi, Indra; Fathussyaadah, Eva

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Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (74.807 KB) | DOI: 10.31955/mea.v5i1.703

Abstract

Social media is an effective means of communication in building marketing communications. The use of social media as a marketing platform must be utilized by MSME entrepreneurs in Indonesia, in increasing survivability and maximizing sales. As a strategic sector, MSMEs must be able to compete in the era of economic digitalization. The theoretical model uses the Technology, Organizational, Environment (TOE) framework, to measure the factors of social media use by MSME business actors, and how the effectiveness of social media platforms as marketing media.The conclusive method used in the research approach aims to test the basic assumptions that have been formulated. The data used in this study are primary data as respondents for MSME business actors, and based on the characteristics of the availability of the data used is Cross Section data. The research population of micro and small business owners, the sampling technique used is probability sampling.
BUDAYA ORGANISASI DAN KEPEMIMPINAN TRANSFORMASIONAL TANTANGAN PENINGKATAN KINERJA KARYAWAN Permadi, Indra; Sobar, Agus; Fathussyaadah, Eva; Ginanjar, Noornisa Sarah

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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v5i3.1597

Abstract

Organizational performance is a manifestation.. of the performance of organizational members. The challenges of improving organizational performance must be addressed with organizational change management and leadership patterns that can boost organizational performance. The research aims to examine the challenges of performance improvement based on organizational cultural factors and the application of transformational leadership. The target population is the employees and leaders of financing companies operating in the Sukabumi region. A total of 97 respondents were obtained using proportional sampling. Analysts use multiple OLS regression. The results of organizational culture research and transformational leadership have a significant effect on improving performance.
Strategi Digital Shopee Meningkatkan Loyalitas Pelanggan Fashion Melalui Kesadaran Merek Sebagai Mediator Setiadi, Sandi; Maulana, Rizky; Fathussyaadah, Eva
Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi Vol. 6 No. 1 (2025): Jurnal Ilmu Manajemen Retail (JIMAT) Universitas Muhammadiyah Sukabumi
Publisher : Fakultas Ekonomi Universitas Muhammadiyah Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37150/jimat.v6i1.3582

Abstract

This study aims to analyze the effect of digital marketing and product quality on customer loyalty with brand awareness as a mediating variable in the fashion industry on the Shopee platform. The research method used is a quantitative approach with purposive sampling technique, involving 100 fashion customer respondents in Sukabumi. Hypothesis testing was carried out using the Structural Equation Modeling (SEM) method with SmartPLS 3. The results showed that product quality has a positive and significant effect on brand awareness, which in turn has a positive impact on customer loyalty. However, digital marketing has no significant direct influence on brand awareness or customer loyalty. In addition, brand awareness was shown to significantly mediate the relationship between product quality and customer loyalty. The managerial implications of these findings suggest that fashion companies on Shopee need to focus more on improving product quality to build strong brand awareness, which will ultimately increase customer loyalty. Digital marketing strategies remain relevant as support, but are not a dominant factor in shaping loyalty in the absence of solid brand awareness.
Strategi Digital Shopee Meningkatkan Loyalitas Pelanggan Fashion Melalui Kesadaran Merek Sebagai Mediator Setiadi, Sandi; Maulana, Rizky; Fathussyaadah, Eva
Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi Vol. 6 No. 1 (2025): Jurnal Ilmu Manajemen Retail (JIMAT) Universitas Muhammadiyah Sukabumi
Publisher : Fakultas Ekonomi Universitas Muhammadiyah Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37150/jimat.v6i1.3582

Abstract

This study aims to analyze the effect of digital marketing and product quality on customer loyalty with brand awareness as a mediating variable in the fashion industry on the Shopee platform. The research method used is a quantitative approach with purposive sampling technique, involving 100 fashion customer respondents in Sukabumi. Hypothesis testing was carried out using the Structural Equation Modeling (SEM) method with SmartPLS 3. The results showed that product quality has a positive and significant effect on brand awareness, which in turn has a positive impact on customer loyalty. However, digital marketing has no significant direct influence on brand awareness or customer loyalty. In addition, brand awareness was shown to significantly mediate the relationship between product quality and customer loyalty. The managerial implications of these findings suggest that fashion companies on Shopee need to focus more on improving product quality to build strong brand awareness, which will ultimately increase customer loyalty. Digital marketing strategies remain relevant as support, but are not a dominant factor in shaping loyalty in the absence of solid brand awareness.
Co-Authors Ginanjar, Noornisa Sarah Permadi, Indra Rizky Maulana, Rizky Setiadi, Sandi Sobar, Agus