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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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Sub-Brand Improvement Strategy for Retail Management Study Program at XYZ University Meilani Eka Putri Andrean; Mochammad Mukti Ali; Nunung Ayu Sofiati; Ade Salman Alfarisi; Irving Ignatius Paul Luntungan; Riyandi Nur Sumawidjaya; Anggono Raras Tirto Sakti
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 6 (2025): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i6.5285

This study aims to analyze the sub-brand strengthening of the Retail Management Study Program at XYZ University by using a SWOT analysis approach combined with the 7P marketing mix framework. The research seeks to identify the program's strengths, weaknesses, opportunities, and threats, as well as to formulate appropriate strategies within the context of higher education marketing. Based on the data analysis, the Internal Factor Analysis Summary (IFAS) score was 3.02, while the External Factor Analysis Summary (EFAS) score reached 3.25, placing the program in the aggressive (S–O) quadrant. The proposed strategies focus on leveraging internal strengths—such as a relevant curriculum, affordable tuition, digital media utilization, and adequate campus facilities—to address external opportunities including the growth of the retail industry, scholarship availability, and the program's unique positioning within the region. The final outcome presents a sub-brand development strategy based on the 7P framework, covering product, price, place, promotion, people, process, and physical evidence to strengthen competitiveness and brand identity.

The Influence of Leadership, Work Environment, Motivation, Communication, and Training on Employee Performance at PT XYZ – ABC Airport Astiana Nengsi; Aris Setiyani; Nunung Ayu Sofiati
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 6 (2025): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i6.5417

This study aims to analyze the influence of leadership, work environment, work motivation, organizational communication, and training on employee performance at PT XYZ, ABC International Airport. As a strategic national sector, the aviation industry demands effective human resource management to ensure service excellence and organizational competitiveness. This research employs a quantitative approach with descriptive and verificative methods, using Structural Equation Modeling (SEM) AMOS involving 155 respondents. The analysis results indicate that only organizational communication positively and significantly affects employee performance (p < 0.05), while leadership, work environment, motivation, and training show no direct significant effect. These findings highlight the critical role of effective internal communication in enhancing performance within complex and dynamic work environments such as airports. The managerial implication is the need for the company to prioritize the development of robust internal communication systems both vertically and horizontally to support efficient coordination, prompt decision-making, and overall productivity improvement. This study contributes both theoretically and practically to the development of human resource strategies in the air transportation service sector.

Marketing Mix Analysis on Brand Image and its Impact on Running Shoe Purchase Decisions in E-Commerce Ishar, Muhammad; Sofiati, Nunung Ayu; Ali, Mochammad Mukti; Azis, Dadan Abdul; Dayona, Gurawan; Sumawidjaya, Riyadi Nur; Alfarisi, Ade Salman; Sakti, Anggono Raras Tirto
International Journal of Advanced Multidisciplinary Vol. 4 No. 4 (2026): International Journal of Advanced Multidisciplinary (January - March 2026)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/ijam.v4i4.1882

This study aims to analyze the influence of the Marketing Mix on Brand Image and its impact on Purchasing Decisions for running shoes on e-commerce platforms. The rapid development of digital commerce has changed consumer behavior in selecting and purchasing products, making marketing strategy, brand perception, and online purchasing decisions crucial aspects for business competitiveness. This research adopts a quantitative approach with descriptive and verificative methods to examine the relationships among the variables of Marketing Mix, Brand Image, and Purchasing Decisions. The results indicate that the implementation of the Marketing Mix, covering Product, Price, Place, and Promotion, is in the good category with an average score of 3.66, reflecting effective marketing strategy execution. Brand Image, measured through Reputation, Recognition, Affinity, and Loyalty, is also in the good category with an average score of 3.57, indicating positive consumer perception of the brand. Similarly, Purchasing Decisions, including product selection, e-commerce selection, and repeat purchases, are in the good category with an average score of 3.40. Furthermore, statistical analysis reveals that the Marketing Mix has a positive and significant effect on Brand Image and Purchasing Decisions, while Brand Image also significantly influences Purchasing Decisions. Additionally, the Marketing Mix simultaneously exerts a significant effect on both Brand Image and Purchasing Decisions, demonstrating the strategic role of integrated marketing strategies in enhancing consumer behavior in the e-commerce context.

Analysis of E-Service Quality and Customer Satisfaction on Banking Image: A Survey of Bank XYZ Customers Hikmah, Agung Mohamad; Sofiati, Nunung Ayu; Ali, Mochammad Mukti; Sudaryo, Yoyo; Alfarisi, Ade Salman; Luntungan, Irving Ignatius Paul; Sumawidjaya, Riyandi Nur
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5196

Sharia banks are financial institutions that conduct business activities based on Islamic sharia principles, such as fairness, transparency, and prohibition of riba (interest), gharar (uncertainty), and maisir (speculation). Unlike conventional banks, Islamic banks do not apply an interest system but instead use profit-sharing, buying and selling, and leasing schemes in accordance with the provisions of fiqh muamalah. This study aims to determine the effect of E-Service Quality on Customer Satisfaction and its impact on Banking Image at Bank XYZ. This study uses a quantitative method with descriptive and verificative approaches. Data analysis techniques use Structural Equation Modeling (SEM) with the Maximum Likelihood estimation method using the SPSS LISREL 8.80 program. The results of the study indicate that E-Service Quality, Customer Satisfaction, and Image have been implemented effectively. E-Service Quality has a significant impact on Customer Satisfaction at Bank XYZ, accounting for 62.4%. E-Service Quality has an impact on Banking Image at Bank XYZ, accounting for 6.4%. Customer Satisfaction influences Banking Image at Bank XYZ by 48.1%. E-Service Quality significantly influences Customer Satisfaction, which in turn affects Banking Image at Bank XYZ with a simultaneous influence of 82.1%.

The Effect of Motivation and Competence on Employee Performance with Job Satisfaction as a Mediating Variable (Case Study at The Cidadap District Office of Bandung City) Admaja, Firma Agustin Dwi; Yuningsih, Salsa Billa Putri; Ismail, Gurawan Dayona; Sofiati, Nunung Ayu; Sumawidjaja, Riyandi Nur
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5346

This study aims to analyze the influence of motivation and competence on employee performance directly and indirectly through job satisfaction as a mediating variable at the Cidadap Subdistrict Office in Bandung City. The research employs a quantitative approach and utilizes survey data collected from 52 employees through structured questionnaires measured on a Likert scale. Data analysis is conducted using Structural Equation Modeling with Partial Least Squares (SEM-PLS) to evaluate measurement validity, reliability, and the hypothesized relationships. The findings reveal that motivation significantly affects employee performance both directly and through job satisfaction. Competence influences job satisfaction positively and substantially but does not have a direct significant impact on performance. Job satisfaction serves as a critical mediator enhancing the relationship between motivation and competence toward performance. The results highlight that fostering motivation and developing competence with supportive job satisfaction mechanisms are essential strategies for improving employee outcomes in public sector institutions. This research provides practical implications for management in promoting effective human resource development and enhancing service quality in local government offices.

Digital Marketing Analysis of Customer Satisfaction's Impact on Company Brand Image: Quantitative Study Sujatmika, Dendi; Rimayani, Rimayani; Sofiati, Nunung Ayu; Ali, Mochammad Mukti; Sudaryo, Yoyo; Sumawidjaya, Riyandi Nur; Mubarok, Dadan Abdul Aziz
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5375

This study aims to analyze the influence of digital marketing on customer satisfaction and its impact on brand image, particularly among consumers of PT. YXY Motors. In today's digital era, the use of online media such as websites and applications has become a key strategy for companies to reach consumers. This study employs a quantitative approach using a survey method with 30 respondents, and a questionnaire as the measurement tool, which has been validated and tested for reliability. The results indicate that the implementation of digital marketing at PT. YXY Motors is quite good, with social engagement as the strongest aspect. However, there are still shortcomings, especially in terms of the duration of digital visits. Customer satisfaction is also considered to be in the fairly satisfied category, with expectations as the dominant aspect and perception as the lowest. Meanwhile, PT. YXY Motors's brand image is in the fairly good category, with the reputation dimension having the highest score and affinity as the lowest. Data analysis shows that digital marketing has a significant effect on customer satisfaction, and customer satisfaction has a positive impact on the company's brand image. These findings indicate the importance of optimal digital marketing management to increase consumer loyalty and positive perceptions of the Yamaha brand.

Work Life Balance, Organizational Culture and Work Discipline on Organizational Commitment and Their Implications on Employee Performance Susanti, Indah; Ismail, Gurawan Dayona; Sofiati, Nunung Ayu; Sumawidjaya, Riyandi Nur; Hamdani, Deni
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 3 (2025): Dinasti International Journal of Education Management and Social Science (Febru
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i3.6107

Employee performance is the level of achievement of a person's work results according to the tasks and standards set, which is seen from how he or she carries out his or her work and meets organizational demands. This study aims to empirically test and analyze the influence of work-life balance, organizational culture and work discipline on organizational commitment and its implications for employee performance. The research method used in this study is a quantitative research method with a descriptive and verification approach. The data sources used are primary data sources and secondary data sources. Data collection techniques in this study are interviews, questionnaires, observations, and library research. The population in this study is all employees totaling 105 people. The sampling technique used in this study is a purposive sampling technique. The analytical tools in this study are SPSS 25 and SmartPLS 4. Testing of measurement models or outer models in this study are convergent validity, discriminant validity, Average Variance Extracted (AVE), composite reliability, Cronbach alpha. Testing of structural models or inner models in this study is the coefficient of determination (R2) and Predictive relevance (Q2). The results of this study indicate that work-life balance, organizational culture, and work discipline have a positive and significant effect on organizational commitment, both partially and simultaneously, with a 92% effect, with the remaining 8% being influenced by other variables not examined in this study. Organizational commitment has a positive and significant effect on employee performance, and organizational commitment can mediate the relationship between work-life balance and employee performance. Meanwhile, organizational commitment cannot mediate the relationship between organizational culture and work discipline on employee performance.

THE ROLE OF JOB SATISFACTION IN MEDIATING THE EFFECT OF JOB PLACEMENT, WORK ENVIRONMENT ADAPTATION, AND MOTIVATION ON TURNOVER INTENTION OF CONTRACT EMPLOYEES AT BANK XYZ INDRAMAYU Viryal Iga Utari; Asti Nur aryanti; Gurawan Dayona; Nunung Ayu Sofiati; Widyastuti Nurmalia Utami
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18612385

The banking system is a crucial pillar in economic stability and faces intense competition in the era of globalization, demanding continuous innovation and effective human resource management (HRM). High Turnover Intention (TI) among contract employees, particularly in the Indonesian banking sector (reaching 15%-16%), poses a significant challenge. This issue is exacerbated by Work Placement policies that assign employees far from their domicile, triggering financial dissatisfaction (additional living costs) and fatigue (distance and travel time). This study aims to analyze and test the influence of the independent variables Work Placement, Work Environment Adaptation, and Work Motivation on the Turnover Intention of contract employees at Bank XYZ in Indramayu, by identifying the mediating role of Job Satisfaction. The research method uses a quantitative approach by distributing questionnaires to contract employees of Bank XYZ in Indramayu. The results of this study are expected to provide important information for Human Resource Management initiatives in formulating better employee placement and adaptation strategies, as well as enhancing motivation and job satisfaction.

ANALYZING THE IMPACT OF TRAINING, CAREER DEVELOPMENT, AND REWARD SYSTEMS ON EMPLOYEE PERFORMANCE: THE ROLE OF EMPLOYEE ENGAGEMENT AS A MEDIATOR AT PT AFS Haris Oky Adi Supinta; Asti Nur Aryanti; Nunung Ayu Sofiati; Gurawan Dayona Ismail
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18599476

This study is motivated by performance issues identified among employees of PT Andalan Fluid Sistem, including delays in completing tasks, inconsistent achievement of work targets, frequent work errors, and reduced enthusiasm and organizational attachment. These symptoms indicate potential inefficiencies in the company’s training programs, career development practices, and reward system implementation. At the same time, employee engagement is considered a crucial psychological factor that bridges the relationship between human resource development initiatives and employee performance improvements. The study aims to analyze the influence of training, career development, and reward systems on employee performance, both directly and through employee engagement as a mediating variable. The conceptual framework is grounded in Human Capital Theory, Social Exchange Theory, and contemporary performance management concepts emphasizing the importance of employee emotional attachment to the organization. A quantitative explanatory design was employed. Data were collected using a Likert-scale questionnaire administered to employees of PT Andalan Fluid Sistem who met the research criteria. Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used to examine both the measurement and structural models, including tests of validity, reliability, multicollinearity, inner model evaluation, and assessments of direct and indirect effects. The findings indicate that training, career development, and reward systems influence employee performance, with varying levels of effect across variables. Employee engagement acts as a mediator in these relationships. The results emphasize that improving skills through training, providing clear career pathways, and applying a fair reward system can strengthen engagement and ultimately enhance performance. The study concludes that an integrated HR management strategy linking training, career development, reward systems, and engagement is essential. PT Andalan Fluid Sistem must ensure that HR development programs go beyond administrative functions by fostering employee motivation, loyalty, and emotional attachment as key drivers of improved performance.

THE EFFECT OF EMPLOYEE MOTIVATION AND ORGANIZATIONAL CULTURE ON ORGANIZATIONAL CITIZENSHIP BEHAVIOR WITH JOB SATISFACTION AS A MEDIATING VARIABLE (A CASE STUDY AT PT METAL SMELTINDO SELARAS) Rohmatullah; Asti Nur Aryanti; Gurawan Dayona; Nunung Ayu Sofiati; Ridlwan Muttaqin
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18486382

This study aims to analyze the effect of employee motivation and organizational culture on organizational citizenship behavior (OCB), with job satisfaction as a mediating variable at PT Metal Smeltindo Selaras. The research employs a quantitative approach using a survey method, involving 160 employees as the sample. The sampling technique used is Proportionate Stratified Random Sampling. Data were collected through questionnaires and analyzed using descriptive statistics and path analysis. The results show that employee motivation has a positive and significant effect on job satisfaction and OCB, and organizational culture also has a positive and significant effect on job satisfaction and OCB. Job satisfaction is proven to have a positive and significant effect on OCB. Furthermore, job satisfaction partially mediates the influence of employee motivation and organizational culture on OCB. These findings indicate that increasing employee motivation and fostering a conducive organizational culture will enhance job satisfaction and OCB, which in turn can improve company performance and productivity.

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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