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All Journal Ecotrophic, Journal of Environmental Science Jurnal Ilmu Lingkungan Jurnal Manajemen Bisnis JURNAL MANAJEMEN MOTIVASI JURNAL EKONOMI Kajian Bisnis STIE Widya Wiwaha Value: Jurnal Manajemen dan Akuntansi Madani : Indonesian Journal of Civil Society JBMR: Journal of Business and Management Review International Journal Of Science, Technology & Management (IJSTM) Seminar Nasional Hasil Riset dan Pengabdian (SNHRP) Urecol Journal. Part B: Economics and Business Prosiding University Research Colloquium Manis : Jurnal Manajemen dan Bisnis Jurnal Inovasi Daerah
Nandang Bekti Karnowati
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Transportation Other

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Pengaruh Viral Marketing, Electronic Word Of Mouth, dan Kepercayaan terhadap Keputusan Pembelian di Bangi Cafe Cilacap Fajriyah, Arin; Karnowati, Nandang Bekti
Prosiding University Research Colloquium Proceeding of The 16th University Research Colloquium 2022: Mahasiswa (Student Paper Presentation)
Publisher : Konsorsium Lembaga Penelitian dan Pengabdian kepada Masyarakat Perguruan Tinggi Muhammadiyah 'Aisyiyah (PTMA) Koordinator Wilayah Jawa Tengah - DIY

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Abstract

Kebutuhan akan informasi yang memberikan rekomendasi dan referensi terkait makanan membuat para pelaku bisnis kuliner harus membuat strategi pemasaran yang dapat menyebarluaskan informasi terkait produk makanan dan minuman. Beberapa strategi pemasaran seperti viral marketing dan electronic word-of-mouth (EWOM) menggunakan teknik pemasaran dengan memanfaatkan jejaring sosial. Bangi Cafe Cilacap merupakan usaha bisnis di bidang food and beverage yang memanfaatkan internet atau media sosial sebagai sarana strategi pemasaran. Konsumen memiliki keyakinan berdasarkan pengalamannya terhadap sumber informasi tentang produk yang dikonsumsinya. Sumber informasi bisa melalui media sosial, teman, keluarga, atau dari konsumen lain. Semakin tinggi keterlibatan konsumen dalam suatu produk maka akan mempengaruhi kepercayaan. Penelitian ini merupakan penelitian dengan pendekatan penelitian kuantitatif dengan menggunakan analisis regresi linier berganda. Pengambilan sampel dengan teknik purposive sampling dengan jumlah sampel yang diambil adalah 100 responden. Hasil analisis menunjukkan bahwa viral marketing dan EWOM secara parsial tidak berpengaruh terhadap keputusan pembelian. Sedangkan kepercayaan secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan viral marketing, EWOM, dan kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian.
Moderating Competitive Advantage On Factors Affecting MSMEs Business Performance In The Time Of Covid-19 Bekti Karnowati, Nandang; Najmudin, Najmudin; Suwandari, Lusi; Adi Prakoso, Fajar; Widya Apriandi, Devy
International Journal of Science, Technology & Management Vol. 4 No. 3 (2023): May 2023
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v4i3.828

Abstract

This study aims to investigate how MSMEs in Cilacap capacity to compete and perfome well in the marketing arena are impected by market orientation and entrepreneurial orientation. The goal of this study is to balance the effect of market orientation on bussiness performance by looking at the potential moderating function of competitive advantage. Partial Least Square model analysis is used in the study. MSMEs business actors werw given a quetionnaire with a likert scale and five possible answers. We discovered that whilw market orientation is crucial for creating a competittive edge, it has no real bearing on how well a company performs. Additionally, whereas entrepreneurial mindset direccty affects corporate performance, it has little impact on competitive advantage. MSME business actors need to able to create fresh concept that can help the neighborhood deal with socioeconomic issue brought on by the Covid-19 pndemic.
How Digital Payment And Social Media Marketing Affect Purchase Decisions Of Subang Culinary SME Customer, Indonesia Apriandi, Devy; Najmudin, Najmudin; Karnowati, Nandang Bekti; Prakoso, Fajar Adi
International Journal of Science, Technology & Management Vol. 4 No. 4 (2023): July 2023
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v4i4.861

Abstract

This research is an empirical study to see the relationship between the application of digital payment media and digital marketing for small and medium enterprises, especially in the culinary sector in the city of Subang. Why is this research being carried out in Subang, because there are not many small and medium entrepreneurs in the culinary sector in the city of Subang who have implemented digital payments and digital marketing in their businesses. The data in this research uses primary data obtained from 121 questionnaires to culinary business customers who make digital payments and search for information digitally before making a purchase. From the results of data processing, it is known that digital payments have a significant effect on purchasing decisions in small and medium businesses in the culinary sector with a T-count score of 6,357, and marketing using social media also has a significant effect with a T-count value of 6,609, and together digital payments and marketing social media has a significant effect with an F count of 114,804
Achieving Marketing Performance through Orientation Innovation and Entrepreneurial Orientation Karnowati, Nandang Bekti; Sudarto, Sudarto; Suwandari, Lusi; Prakoso, Fajar Adi; Apriandi, Devy Widya
Jurnal Manajemen Bisnis Vol. 14 No. 2: September 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i2.19086

Abstract

Research aims: The purpose of this study is to examine the connection between innovation orientation (IO) and entrepreneurial orientation (EO) and its role in mediating marketing orientation (MO) to achieve marketing performance (MP), specifically focusing on MSMEs in the culinary sector in Banyumas, Purbalingga, Cilacap, and Kebumen (Barlingmascakeb).Design/Methodology/Approach: Data were collected from 100 food industry businesses in Barlingmascakeb. Structural equation modeling (SEM) was used utilizing Smart PLS to analyze data.Research findings: The results demonstrated that innovation orientation had a positive effect on entrepreneurial orientation and marketing performance. EO, which mediated the relationship between IO and MP, acted as a partial mediator. RBV is still a relevant theory for MSMEs, where organizational resources are assets that need to be managed and become superior to expand in a dynamic market. The research findings also support the MBV theory, where the market is a necessary factor to be considered by MSMEs in business and entrepreneurial decision-making. RBV and MBV actually complement each other and have an important role in influencing marketing performance.Theoretical contribution/Originality: This study contributes to the management study literature, which has built an empirical model that encourages MSME marketing performance by investigating the relationship between IO, EO, and MO to support MSME marketing performance.Practitioners/Policy Implications: This study provides insight into culinary MSME entrepreneurs to focus on innovation orientation and not ignore market orientation as a supporter of innovation and marketing performance.Research Limitations/Implications: This research only focused on MSMEs in the culinary sector, so generalizations and findings were limited. Therefore, future studies are expected to combine larger and more diverse samples.
PENGARUH KERAMAHAN, KECEPATAN LAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI ALFAMART Permata, Rizqi Rika; Werdiasih, Rustina Dewi; Karnowati, Nandang Bekti
JURNAL EKONOMI Vol. 14 No. 1 (2024): Jurnal Ekonomi Februari 2024
Publisher : JURNAL EKONOMI

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Abstract

This study aims to examine the effect of Hospitality (X1), Service Speed (X2) and Promotion (X3) on Consumer Purchase Decisions (Y) at Alfamart. The sample in this study was Alfamart consumers totaling 108 respondents with a sampling technique using the Lemeshow formula. Data collection techniques are carried out by distributing questionnaires to Alfamart consumers. Analysis prerequisite tests include linearity test, normality test, multicollinearity test, heteroscedasticity test, autocorrelation test. Data analysis techniques with multiple linear regression, statistical tests through T test, F test as well as R2 test and classical assumption test.The results showed that: (1) Friendliness had no effect on purchasing decisions; (2) Speed of service affects purchasing decisions; (3) Promotions affect purchasing decisions; (4) Friendliness, speed of service and promotion simultaneously influence the purchase decision.
Pengaruh Kualitas Layanan, Pengalaman, Kepuasan Konsumen Dan Perilaku Mencari Variasi Terhadap Perpindahan Merek Karnowati, Nandang Bekti; Astuti, Herni Justiana; Pujiharto, Pujiharto; Fitriati, Azmi
JURNAL MANAJEMEN MOTIVASI Vol 17 No 1 (2021): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v17i1.2621

Abstract

Penelitian pada klinik beauty care ini bertujuan untuk menganalisis pengaruh kualitas layanan, pengalaman konsumen dan perilaku mencari variasi terhadap perpindahan merek. Kepuasan konsumen kemudian dijadikan sebagai mediasi pengalaman konsumen dan kualitas layanan terhadap perpindahan merek. Penelitian ini menggunakan teknik purposive sampling dengan jumlah 84 responden yang merupakan pasien klinik kecantikan yang telah mengganti layanan dari klinik kecantikan sebelumnya dan saat ini menggunakan perawatan kecantikan selama 1 tahun di klinik kecantikan yang sekarang Data kuesioner diolah menggunakan analisis Partial Least Square (PLS) dengan pengujian model pengukuran (outer) model dan inner model dengan koefisien jalur. Hasil analisis menunjukan bahwa kualitas layanan dan pengalaman konsumen berpengaruh signifikan terhadap kepuasan konsumen. Variabel kepuasan konsumen berpengaruh negatif terhadap perilaku mencari variasi dan perilaku mencari variasi berpengaruh positif terhadap perpindahan merek namun kepuasan konsumen tidak berpengaruh terhadap perpindahan merek. Variabel kepuasan konsumen tidak memediasi kualitas layanan dan pengalaman konsumen terhadap perpindahan merek beauty care.
Co-Authors Adi Prakoso, Fajar Apriandi, Devy Apriandi, Devy Widya Arin Fajriyah Devy Widya Apriandi Elda Ainun Ermis Eri Kristanto Erna Handayani Esih Jayanti Fajar Adi Prakoso Fajar Adi Prakoso Fajriyah, Arin Fitriati, Azmi Ginting, Yanti Mayasari Herni Justiana Astuti Herni Justiana Astuti Irwan Saputro Lusi Suwandari Najmudin Permata, Rizqi Rika Prakoso, Fajar adi Pujiharto Pujiharto Putri, Silfia Anike Raden Mohamad Herdian Bhakti Ralahallo, Fransiska Natalia Rustina Dewi Werdiasih Rustina Dewi Werdiasih S Sudiyono Sherly Sherly Silfia Anike Putri Sudarto Sudarto Sudiyono Tri Yuwono Weni Novandari Werdiasih, Rustina Dewi Yoana Yoana Yupiter Mendrofa