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Nunung Ayu Sofiati (Efi)
Universitas Indonesia Membangun
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ANALISIS MARKETING MIX TERHADAP PROSES KEPUTUSAN PEMBELIAN BERDAMPAK PADA KEPUASAN KONSUMEN (Survey pada Konsumen PT. Cisangkan pada saat Covid-19) Dini Carollina; Nunung Ayu Sofiati; Mochammad Mukti Ali; Erna Herlinawati; Dadan Abdul Aziz Mubarok; Ida Farida Oesman
Jurnal Kewirausahaan dan Multi Talenta Vol. 4 No. 3 (2026): Jurnal Kewirausahan dan Multi Talenta (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jkmt.v4i3.726

Abstract

Penelitian ini bertujuan menganalisis pengaruh Marketing Mix (Product, Price, Place, Promotion, People, Process, dan Physical Evidence) terhadap proses proses keputusan pembelian serta dampaknya terhadap kepuasan konsumen pada PT. Cisangkan selama masa pandemi Covid-19. Metode penelitian menggunakan pendekatan kuantitatif dengan survei terhadap konsumen PT. Cisangkan dan dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM).Hasil penelitian menunjukkan bahwa Marketing Mix berpengaruh positif dan signifikan terhadap proses keputusan pembelian, sedangkan pengaruh langsung Marketing Mix terhadap kepuasan konsumen tidak signifikan. Proses keputusan pembelian terbukti berpengaruh positif dan signifikan terhadap kepuasan konsumen, sehingga berperan sebagai variabel mediasi dalam hubungan antara Marketing Mix dan kepuasan konsumen. Kesimpulan penelitian ini adalah peningkatan kepuasan konsumen PT. Cisangkan lebih efektif dicapai melalui optimalisasi strategi Marketing Mix yang mampu mendorong proses keputusan pembelian konsumen. Oleh karena itu, perusahaan perlu memperkuat strategi pemasaran, pelayanan, dan pemanfaatan media digital guna meningkatkan proses keputusan pembelian dan kepuasan konsumen secara berkelanjutan.
The Influence of Morality and Integrity on Corporate Performance with Anti-Fraud Awareness as an Intervening Variable at PT XYZ Mariyuana Abdussamad Ali; Gurawan Dayona; Nunung Ayu Sofiati
Journal Integration of Management Studies Vol. 3 No. 3 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v3i3.396

Abstract

The phenomenon of fraud within Indonesian state-owned enterprises (SOEs) is becoming increasingly complex and has far-reaching impacts on both company performance and reputation; PT XYZ, as a strategic entity responsible for managing national infrastructure, is highly vulnerable to fraud, which can lead to financial losses and a decline in public trust. With anti-fraud awareness serving as an intervening factor, this study aims to investigate how morality and integrity affect business performance. Academic study employs is quantitative explanatory design using validated questionnaires. Data were collected from 160 employees of PT XYZ’s subsidiary. Analysis was conducted using SmartPLS 3. The study emphasizes the development of an integrative model that simultaneously incorporates the dimensions of morality, integrity, and anti-fraud awareness into a framework of influence on company performance. This model is the first to be tested empirically of its kind., particularly within the context of Indonesia’s infrastructure sector, contributing both theoretical and practical insights into value-based anti-fraud studies in public listed companies. The model introduces a conceptual approach that positions anti-fraud awareness as a mediating element between moral values and integrity, and organizational performance—an area that has been scarcely explored quantitatively in the governance of strategic public enterprises. The findings reveal that morality and integrity have a strong influence on corporate performance. This demonstrates that individual character quality contributes significantly to achieving cleaner and more accountable organizational outcomes. The practical implications of this research support the importance of transforming work culture through value-based human resource development strategies, such as the establishment of a Global Integrity Mentorship Program, implementation of Ethics Nudging, and enhancement of the Psychological Safety Index to foster collective awareness of fraud risk.
Digital Marketing and Brand Image as Determinants of Customer Trust and Booking Intention: A Study of Hotels in Medan Lili Suryati; Mila Rachmawati; Andyan Pradipta Utama; Nunung Ayu Sofiati; Andriasan Sudarso
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 6 (2026): 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.v7i6.6306

Abstract

The hotel industry has increasingly adopted digital marketing strategies to remain competitive in the era of online travel platforms and information transparency. In this context, digital marketing activities and brand image are expected to play a critical role in building customer trust and influencing booking intention. This study aims to analyze the effect of digital marketing and brand image on customer trust and booking intention, with customer trust positioned as a mediating variable. The research focuses on three-star hotels in Medan City as the object of analysis. This study employed a quantitative approach using a survey method. The population consisted of hotel guests who stayed at five three-star hotels in Medan City during the period from August to December 2025, with a total population of 4,100 guests. The sample size was determined based on Structural Equation Modeling (SEM) requirements, using five times the number of indicators. With 45 measurement indicators, a total of 225 respondents were selected using proportional sampling from each hotel. Data were analyzed using SEM to test both direct and indirect relationships among variables. The results indicate that digital marketing has a positive and significant effect on customer trust. Brand image is also found to significantly influence customer trust. Furthermore, customer trust has a positive and significant effect on booking intention. The mediation analysis shows that customer trust partially mediates the relationship between digital marketing and booking intention, as well as between brand image and booking intention. These findings suggest that digital marketing and brand image contribute to booking intention primarily through the formation of customer trust.  This study contributes to the hospitality and marketing literature by providing empirical evidence from the hotel industry, particularly three-star hotels in Medan City. Practically, the findings imply that hotel managers should prioritize credible digital marketing communication and consistent brand image development to strengthen customer trust and increase booking intention.
Co-Authors Abdul Aziz Mubarok, Dadan Ade Salman Alfarisi Admaja, Firma Agustin Dwi Agung Setiawan Akhmad Sugandi Albert Gamot Malau Aldi Rahman Lazuardi Alfarisi, Ade Salman Ali, Mariyuana Abdussamad Ali, Mochamad Mukti Amanati, Nuzul Ana Hadiana Ana Hadiana, Ana Andi Sukandi Andre Suryaningprang Andrean, Meilani Eka Putri Andriasan Sudarso Andyan Pradipta Utama Anggono Anggono Raras Tirto Sakti Anggono Raras Tirto Sakti Anggono Raras Tirto Sakti April Gunawan Malau Ardiyatur Rahman Aris Setiyani Aris Setiyani, Aris Asep Toni Muharam Asti Nur Aryanti Asti Nur aryanti Asti Nur Aryanti Astiana Nengsi Astrin Kusumawardani Aziz, Dadan Abdul Benny Bernadus Bernadus, Benny Bui Thi Hai Yen Cahyono, Yoyok Cecep Pahrudin, Cecep Christimulia Purnama Trimurti Dadan Abdul Azis Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Daffa, Fauzan Dayan Hakim Natigor Dayan Hakim Natigor Sipahutar Dayona Ismail, Gurawan Dayona, Gurawan Dedi Kurniawan Dendi Sujatmika Deni Hamdani Detya Wiryany Devyanthi Syarif Dicky Tri Ganesha Dinda Noviani Dini Carollina Dyah Purnamasari Egi Fernandez Ekapaula, Rolla Erna Herlinawati Erna Herlinawati Farhan Dzulfiqri Fauzan Daffa Febrianto Febrianto, Febrianto Febriyanti, Karina Fernandez, Egi Firma Agustin Dwi Admaja Fitria Ariyani Gurawan Dayon Gurawan Dayona Gurawan Dayona Gurawan Dayona Ismail Gurawan Dayona Ismail Gurawan Dayona Ismail Gurawan Dayona Ismail Gurawan Dayona Ismail Gustiawan, Rudi Hadiyan Nur Sofyan Handy Bugiman Haris Oky Adi Supinta Harry Purwoko Heni Herlina Hikmah, Agung Mohamad Hisashi, Rendy Mahardhika Ida Ayu Trisna Wijayanthi Ida Farida Oesman Ida Farida Oesman Indra Sani Irving Ignatius Paul Luntungan Irving Irving Ignatius Paul Luntungan Ismail, Gurawan Dayona Ita Kumaratih Jaya, Rama Chandra Josua Panatap Soehaditama Jupri Pringadi Kamal, Muhhammad Ikhsan Kartika Bunga Fajar Khairunisya, Hania Kumaratih, Ita Lazuardi, Aldi Rahman Lili Suryati Louise Panggabean, Helena Luntungan, Irving Ignatius Paul Luntungan, Irving Irving Ignatius Paul Mariyuana Abdussamad Ali Meilani Eka Putri Andrean Mila Rachmawati Mochammad Mukti Ali Mochammad Subagio Mohamad Zaini, Mohamad Muhamad Nazri Darise Muhammad Ishar Mukti Ali, Mochamad Mukti Ali, Mochammad Mulyawan Safwandy Nugraha Munjinadir, Hafid Myria Dwiastuti Wiranda Nana Trisnawati Nandan Limakrisna Naufal Alip Putra Setiawan Nengsi, Astiana Nenobais, Manoakh Novia Indah Lestari Nunur Fitri Pratiwi Nur Mastuti, Dian Nur Sumawidjaya, Riyandi Nuradina, Kartika Palupi Permata Rahmi Palupi Permata Rahmi Pertiwi, R. Dewi Pras Rendi 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 Rama Chandra Jaya Raras Tirto Sakti, Anggono Rendy, Pras Reza Jordan Ridwan Ramadhan Rikko Putra Youlia Rimayani Rimayani Rimayani, Rimayani Rintis Eko Widodo Riyadi Nur Sumawidjaya Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaya Rizki Fathurrahman Septian Rona Tumiur Mauli Carolin Simorangkir Ryan Marshal Fauzy Safitri, Meilina Salsa Billa Putri Yuningsih Samuel Darwisman Sani, Indra Sevina Hanisa Anindya Solihah, Maya Sudarmadji, Harrys Sugiarti Sugiarti Suhendra, Agus Sujatmika, Dendi Sumawidjaya, Riyandi Nur Sutisna Sutisna Syarif, Devyanthi Tedy, Hilmanius Thessa Tri Astuty Tjipto Sajekti Tjipto Sajekti Viryal Iga Utari Wardana, Wikrama Wiara Sanchia Grafita Ryana Devi Widodo, Rintis Eko Widyastuti Nurmalia Utami Wikrama Wardana Wiryani, Detya Yosi Pahala Yoyo Sudaryo Yoyo Sudaryo Yoyo Sudaryo Yoyo Sudaryo Yuningsih, Salsa Billa Putri