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Nunung Ayu Sofiati (Efi)

Universitas Indonesia Membangun

Author-ID : 1857288

Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Neuroscience Social Sciences Other

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Pengaruh YouTube Advertising Terhadap Purchase Intention di Agoda Melalui Brand Awareness Egi Fernandez; Mochammad Mukti Ali; Nunung Ayu Sofiati
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 6 No. 2 (2025): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Februari - Maret 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v6i2.4161

Penelitian ini mengulas bagaimana YouTube Advertising memengaruhi niat beli (purchase intention) konsumen Agoda, dengan kesadaran merek (brand awareness) sebagai variabel perantara. Penelitian ini menerapkan pendekatan kuantitatif berbasis survei, menggunakan kuesioner yang dijawab oleh 100 responden. Analisis data dilakukan melalui uji regresi linier berganda dan analisis jalur guna mengeksplorasi hubungan antar variabel. Temuan penelitian menunjukkan bahwa YouTube Advertising memberikan dampak signifikan langsung pada niat beli konsumen, meskipun tidak menunjukkan pengaruh signifikan terhadap kesadaran merek. Sebaliknya, niat beli konsumen terbukti berkontribusi signifikan terhadap peningkatan kesadaran merek. Hasil analisis jalur menegaskan bahwa kesadaran merek bertindak sebagai variabel perantara yang memperkuat hubungan antara YouTube Advertising dan niat beli konsumen. Penelitian ini menggarisbawahi pentingnya pengembangan konten iklan yang relevan dan mampu menarik perhatian guna mendorong terciptanya kesadaran merek yang kokoh serta meningkatkan niat beli konsumen, terutama dalam konteks persaingan ketat di ranah digital.

An Analysis of Interpersonal Communication, Organizational Culture, and Work Discipline on Employee Loyalty and Their Impact on Organizational Performance (Study in Baleendah District, Bandung Regency) Herlina, Heni; Sofiati, Nunung Ayu; Ismail, Gurawan Dayona; Setiyani, Aris; Alfarisi, Ade Salman; Luntungan, Irving Ignatius Paul; Sumawidjaya, Riyadi Nur; Sakti, Anggono Raras Tirto
Greenation International Journal of Tourism and Management Vol. 3 No. 4 (2025): (GIJTM) Greenation International Journal of Tourism and Management (December 20
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijtm.v3i4.716

This study aims to analyze the effect of interpersonal communication, organizational culture, and work discipline on employee loyalty and its impact on organizational performance at the Baleendah District Office, Bandung Regency. The problem examined in this study is the extent to which interpersonal communication, organizational culture, and work discipline can enhance employee loyalty and how such loyalty contributes to improving organizational performance. The research method used is a quantitative method with a descriptive and verificative approach. Data were collected through questionnaires distributed to employees of the Baleendah District Office, Bandung Regency, and were analyzed using statistical analysis techniques. The results indicate that interpersonal communication, organizational culture, and work discipline have a significant effect on employee loyalty. Furthermore, employee loyalty has been proven to have a positive and significant impact on organizational performance. Therefore, improving the quality of interpersonal communication, strengthening organizational culture, and consistently implementing work discipline can enhance employee loyalty, which in turn improves organizational performance. This study is expected to serve as a reference for management in formulating human resource management policies to improve organizational performance.

Analisis Pengaruh Rasio CAR, LDR, NPL dan BOPO terhadap Kinerja Keuangan (ROA) Bank HIMBARA Tahun 2017–2024 Safitri, Meilina; Sumawidjaja, Riyandi Nur; Sofiati, Nunung Ayu; Ismail, Gurawan Dayona; Sudaryo, Yoyo
Akuntansi & Ekonomika Vol 15 No 2 (2025): Jurnal Akuntansi dan Ekonomika
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM) Universitas Muhammadiyah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37859/jae.v15i2.10449

This study aims to analyze whether the CAR, LDR, NPL, and BOPO ratios affect ROA. The financial ratio data were obtained from secondary data of HIMBARA banks (BRI, BNI, Mandiri, and BTN) for the 2017–2024 period. The data analysis method used was multiple linear regression with SPSS. The partial results show that CAR influences ROA, while LDR, NPL, and BOPO do not have a significant effect on ROA. Simultaneously, all independent variables have a significant effect on the dependent variable. The obtained Adjusted R Square indicates that CAR, LDR, NPL, and BOPO collectively explain 92.4% of the variation in ROA, while the remaining 7.6% is influenced by other factors. This research is expected to provide a useful reference for the public and future researchers in understanding the factors that influence bank profitability.

Implementation of the Political Marketing Mix and Electronic Word of Mouth in the 2024 Regional Head Election of Karawang Regency Setiawan, Naufal Alip Putra; Ali, Mochammad Mukti; Sofiati, Nunung Ayu; Ismail, Gurawan Dayona; Sakti, Anggono Raras Tirto
Eduvest - Journal of Universal Studies Vol. 6 No. 1 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i1.52779

This study aims to analyze the influence of the Political Marketing Mix on Electronic Word-of-Mouth (E-WoM) and Voting Decision, as well as the mediating role of E-WoM in the 2024 Regional Head Election of Karawang Regency. The research adopts a quantitative approach using Structural Equation Modeling (SEM) with SmartPLS 4.1.1.4. Data were collected from 200 respondents who participated in the 2024 Karawang local election through an online questionnaire using a five-point Likert scale. The findings indicate that most elements of the political marketing mix product, price, place, promotion, people, and process have a positive and significant effect on E-WoM, while physical evidence does not show a significant influence. Furthermore, all elements of the political marketing mix positively and significantly affect voting decision. E-WoM is proven to have a direct positive effect on voting decision and serves as a mediating variable that strengthens the relationship between most political marketing mix elements and voting decision, except for physical evidence. These results demonstrate that voter behavior is shaped by a complex interaction of rational, emotional, and social factors, and highlight the strategic importance of digital communication and peer-to-peer information sharing in modern political campaigns. The study contributes theoretically to the development of political marketing literature in local democratic contexts and provides practical insights for political actors in designing more effective and participatory campaign strategies in the digital era.

Size Matters in Legal Ethics: Contrasting Mediating Mechanisms of Reputational Capital Frans, Raja; Hamdani, Erico; Mubarok, Dadan Abdul Aziz; Sofiati, Nunung Ayu
International Journal of Management, Economic and Accounting Vol. 4 No. 1 (2026): February 2026
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ijmea.v4i1.696

The efficacy of digital signaling in credence goods markets remains paradoxical: while visibility tools are universal, their reputational impact is highly context-dependent. This study challenges the prevailing "one-size-fits-all" assumption in legal services marketing by examining firm size as a critical boundary condition. Drawing on a synthesis of Signaling Theory and Institutional Theory, we posit that the mechanism of building reputational capital differs fundamentally between market challengers (small firms) and incumbents (large firms). Data were collected from 126 strategic elites (partners/founders) in the Indonesian legal sector, representing a high-uncertainty emerging market context. The model was tested using Partial Least Squares Multi-Group Analysis (PLS-MGA). The results confirm a sharp strategic dichotomy. For small firms, professional ethics functions as an "offensive weapon," where digital signaling intensity yields a massive impact on ethical legitimacy , effectively overcoming the liability of newness. Conversely, for large firms, ethics serves merely as a "defensive shield" or hygiene factor, with a significantly lower conversion rate , as their reputation is already "embedded" in historical institutional structures. Theoretically, this research introduces the concept of "Signal Elasticity," demonstrating that the reputational yield of ethical signaling is structurally contingent. These findings provide tailored strategic prescriptions for "Davids" and "Goliaths" in the digital legal marketplace, suggesting that while challengers must prioritize high-fidelity signaling, incumbents should focus on maintaining institutional buffers.

Enhancing Employee Performance through Competence, Motivation, and Transformational Leadership: The Strategic Role of Employee Engagement Fadhilah, Alfi Fauzi; Aryanti, Asti Nur; Sofiati, Nunung Ayu; Ismail, Gurawan Dayona; Muttaqin, Ridlwan
Journal of General Education and Humanities Vol. 5 No. 1 (2026): February
Publisher : MASI Mandiri Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58421/gehu.v5i1.958

Businesses in the tourism services industry must possess superior, competitive human resources due to increasingly intense competition. Employee performance plays a crucial role in business success, particularly in the service sector, which is highly dependent on service quality. This study aims to examine the effects of service competence, work motivation, and transformational leadership on employee performance at PT HAS Nawara Nusantara, with employee engagement serving as a mediating variable. This research employs a quantitative, survey-based approach. Data were collected through questionnaires distributed to employees of PT HAS Nawara Nusantara who had worked at the company for at least 1 year. Both direct and indirect relationships among variables were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that employee engagement is positively and significantly influenced by service competence, work motivation, and transformational leadership. Furthermore, employee engagement has a positive and significant effect on employee performance, whereas service competence and work motivation do not have a significant direct effect on employee performance. Employee engagement serves as a mediating variable in the relationships among service competence, work motivation, transformational leadership, and employee performance. In conclusion, companies can implement human resource development strategies by enhancing service competence, strengthening work motivation, and applying transformational leadership to foster high and sustainable employee engagement.

The Role of Employee Commitment in Mediating the Influence of Transformational Leadership, Work Environment and Work Motivation on the Performance of Generation Z Human Resources G, Syahrul Nursapni; Aryanti, Asti Nur; Dayona, Gurawan; Sofiati, Nunung Ayu; Muttaqin, Ridlwan
Journal of Public Representative and Society Provision Vol. 6 No. 1 (2026): Journal of Public Representative and Society Provision
Publisher : Pusat Studi Pembangunan dan Pemberdayaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55885/jprsp.v6i1.829

The purpose of this study is to examine how employee commitment functions as a mediator in the relationship between the performance of Generation Z HR at the Timiangan Raya Farmers Cooperative Garden and transformational leadership, work environment, and work motivation. SEM-PLS was utilized for analysis in this quantitative investigation with 55 respondents. All of the constructs demonstrated strong validity and reliability, according to the measurement test results (loading factor > 0.70; composite reliability 0.94–0.97). Idealized impact on transformational leadership, non-physical aspects on the workplace, the need for accomplishment on work motivation, and emotional commitment on the commitment variable were the characteristics that contributed the most. According to the structural test results, transformational leadership (β = 0.638; p = 0.005) and the work environment (β = 0.524; p < 0.001) were the strongest factors influencing HR performance, while the work environment was the most dominant variable influencing commitment (β = 0.958; p < 0.001). Although it had a smaller coefficient (β = –0.156; p = 0.015), work motivation also had an impact. The results of the mediation test indicated that while commitment did not mediate the impact of the work environment (p = 0.157), it did mediate the influence of transformational leadership (p = 0.016) and work motivation (p = 0.042) on HR performance. With an R2 value of HR performance = 0.953 and an R2 value of commitment = 0.945, the research model demonstrated exceptionally high predictive power. These results demonstrate that the quality of the work environment and leadership have the most effects on boosting the commitment of Generation Z employees. As a result, performance enhancement efforts should concentrate on fostering a positive work environment and motivating leadership.

Website Quality and Personal Branding: Drivers of Satisfaction and Purchase Decision Lestari, Novia Indah; Sofiati, Nunung Ayu; Parlindungan, Purbanuara; Purwoko, Harry; Wijayanthi, Ida Ayu Trisna
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4193

Digital transformation in commerce has shifted consumer behavior, making website quality and personal branding central factors in shaping customer satisfaction and purchase decisions. While prior studies often analyze these elements separately, limited research has integrated them into a unified framework to explain how digital experiences influence consumer outcomes. This study aims to examine the effects of website quality and personal branding on purchase decisions, with customer satisfaction as a mediating variable. The research adopts a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through an online survey of 160 respondents who had prior experience with e-commerce platforms, and the model was tested using SmartPLS with bootstrapping techniques. Findings reveal that website quality positively affects both customer satisfaction and purchase decision, while personal branding significantly influences satisfaction but does not directly impact purchase decision. Moreover, customer satisfaction strongly mediates the relationship between website quality, personal branding, and purchase decision. The study highlights the dual importance of technical excellence and authentic personal branding in fostering satisfaction and driving consumer behavior. The results provide theoretical insights for digital commerce research and practical guidance for businesses to enhance consumer trust, engagement, and purchase outcomes.

Differentiation Strategy and Digital Marketing for Revitalizing Traditional Retail Stores Fauzan Daffa; Mochammad Mukti Ali; Nunung Ayu Sofiati; Ade Salman Alfarisi; Irving Irving Ignatius Paul Luntungan; Anggono Anggono Raras Tirto Sakti
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 4 (2025): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i4.4429

This research examines the application of product differentiation and effective digital marketing strategies for revitalizing traditional retail stores, using Kios Maju Berkah as a case study. In an era of increasingly intense competition between traditional retail, modern retail, and e-commerce, traditional stores face significant challenges to survive. This study highlights the importance of unique local products, high-quality customer service, and targeted digital marketing in attracting and retaining customers. Through SWOT and TOWS analysis, this research finds that appropriate product innovation and the implementation of digital marketing strategies can enhance the competitiveness of traditional retail stores. The recommendations from this study include optimizing digital marketing strategies and collaborating with local communities to maintain the relevance and sustainability of traditional retail businesses.

An In-Depth Analysis of Multivitamin Purchasing Behavior Among Generation Z in Bandung Kartika Nuradina; Dadan Abdul Aziz Mubarok; Detya Wiryany; Devyanthi Syarif; Nunung Ayu Sofiati; Prinska Damara Sastri; Benny Bernadus
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 5 (2025): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i5.4896

This study aims to describe consumer behavior in the decision-making process related to purchasing multivitamin products in Bandung City. Data were collected from 1,990 respondents through a survey and analyzed using descriptive statistical methods. The findings indicate that most consumers are 18–24 years old, married, and primarily work as students or private-sector employees, with a monthly income of less than IDR 2,000,000. The primary factor driving purchase decisions is health needs, followed by the product's perceived benefits and halal certification. The most influential sources of information include public media, such as social media and consumer reviews, as well as personal sources, including family and friends. Consumers in Bandung tend to delay their purchasing decisions without a specific timeframe. The main reason for repeat purchases is the consumer's experience of the product's tangible health benefits. These results provide valuable insights for multivitamin producers in designing effective marketing strategies grounded in consumer behavior.

Co-Authors Abdul Aziz Mubarok, Dadan Ade Salman Alfarisi Admaja, Firma Agustin Dwi agung setiawan Albert Gamot Malau Aldi Rahman Lazuardi Alfarisi, Ade Salman Ali , Mochammad Mukti Ali, Mariyuana Abdussamad Ali, Mochamad Mukti Amanati, Nuzul Ana Hadiana Ana Hadiana, Ana Andi Sukandi Andrean, Meilani Eka Putri Andriasan Sudarso Anggono Anggono Raras Tirto Sakti Anggono Raras Tirto Sakti Anggono Raras Tirto Sakti Anggraeni, Yulia Dyah Anindya, Sevina Hanisa April Gunawan Malau Aris Setiyani Aris Setiyani, Aris Asep Toni Muharam Asti Nur Aryanti Asti Nur Aryanti Astiana Nengsi Astrin Kusumawardani Azis, Dadan Abdul Aziz, Dadan Abdul Benny Bernadus Bernadus, Benny Cahyono, Yoyok Cecep Pahrudin Chandra, Rama Christimulia Purnama Trimurti Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Daffa, Fauzan Dayan Hakim Natigor Dayon, Gurawan Dayona Ismail, Gurawan Dayona, Gurawan Dedi Kurniawan Detya Wiryany Devyanthi Syarif Dyah Purnamasari Egi Fernandez Ekapaula, Rolla Fadhilah, Alfi Fauzi Fajar, Kartika Bunga Fauzan Daffa Fauzy, Ryan Marshal Febrianto Febrianto, Febrianto Febriyanti, Karina Fernandez, Egi Fitria Ariyani Fitria Ariyani Frans, Raja G, Syahrul Nursapni Ganesha, Dicky Tri Gurawan Dayona Gurawan Dayona Ismail Gurawan Dayona Ismail Gustiawan, Rudi Hamdani, Deni Hamdani, Erico Haris Oky Adi Supinta Hendriawanto, Hendriawanto Herlina, Heni Hikmah, Agung Mohamad Hisashi, Rendy Mahardhika Indah Susanti Indra Sani Irving Ignatius Paul Luntungan Irving Irving Ignatius Paul Luntungan Ismail, Gurawan Dayona Ita Kumaratih Jaya, Rama Chandra Jordan, Reza Josua Panatap Soehaditama Jupri Pringadi Kamal, Muhhammad Ikhsan Kartika Nuradina Khairunisya, Hania Kumaratih, Ita Lazuardi, Aldi Rahman Lili Suryati Louise Panggabean, Helena Luntungan, Irving Ignatius Paul Luntungan, Irving Irving Ignatius Paul Meilani Eka Putri Andrean Mochammad Mukti Ali Mochammad Subagio Mohamad Zaini, Mohamad Muhammad Ishar, Muhammad Mukti Ali, Mochamad Mukti Ali, Mochammad Mulyawan Safwandy Nugraha Munjinadir, Hafid Muttaqin, Ridlwan Nana Trisnawati Nandan Limakrisna Nengsi, Astiana Nenobais, Manoakh Novia Indah Lestari Noviani, Dinda Nur Mastuti, Dian Nur Sumawidjaya, Riyandi Nuradina, Kartika Palupi Permata Rahmi Palupi Permata Rahmi Pertiwi, R. Dewi Prasetiyo, Wildan Guretno Pratiwi, Nunur Fitri Prayoga, Rahmat Prilaksono, Kursusantyo Dudung Primadi Candra Susanto Prinska Damara Sastri Pujianto, Gatot Purbanuara Parlindungan Sitorus Purnamasari, Weny Purwoko, Harry Puspita, Irna Puspo Arianty, Kiki Rama Chandra Jaya Raras Tirto Sakti, Anggono Rendi, Pras Rendy, Pras Ridlwan Muttaqin Ridwan Ramadhan Rimayani, Rimayani Rintis Eko Widodo Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaya Rizki Fathurrahman Septian Rohmatullah Rona Tumiur Mauli Carolin Simorangkir Safitri, Meilina Sani, Indra Sastri, Prinska Damara Setiawan, Naufal Alip Putra Sidjabat, Sonya Sofyan, Hadiyan Nur Solihah, Maya Sonya Sidjabat Sudarmadji, Harrys Sudaryo , Yoyo Sugandi, Akhmad Sugiarti Sugiarti Suhendra, Agus Sujatmika, Dendi Sumawidjaya, Riyadi Nur Sumawidjaya, Riyandi Nur Sutisna Sutisna Syarif, Devyanthi Tedy, Hilmanius Thessa Tri Astuty Tjipto Sajekti Viryal Iga Utari Wardana, Wikrama Wiara Sanchia Grafita Ryana Devi Widodo, Rintis Eko Widyastuti Nurmalia Utami WIjayanthi, Ida Ayu Trisna Wikrama Wardana Wiryani, Detya Yosi Pahala Yoyo Sudaryo Yoyo Sudaryo Yuningsih, Salsa Billa Putri

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