Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal DERIVATIF Enrichment : Journal of Management
Kusuma Wardhani, Nuruni Ika
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
PENGARUH BRAND AMBASSADOR DAN EWOM TERHADAP MINAT BELI PRODUK EVERWHITE DI SURABAYA Permadi, Tessa Anindita; Kusuma Wardhani, Nuruni Ika
Derivatif : Jurnal Manajemen Vol 17, No 2 (2023): November
Publisher : Universitas Muhammadiyah Metro Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/jm.v17i2.1091

Abstract

Pada era globalisasi ini dunia industri kometik berkembang dengan pesat, berbagai produk perawatan kulit banyak bermunculan dan terus tumbuh. Masyarakat memiliki gaya hidup yang menuntut mereka untuk lebih memperhatikan penampilan, oleh karena itu minat beli pada produk perawatan kulit meningkat karena menjadi saah satu kebutuhan yang sangat penting bagi masyarakat Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruhbrand ambassadordanelectronic word of mouth(EWOM) terhadap minat beli produk Everwhite di Surabaya. Populasi dalam penelitian ini adalah konsumen yang berminat dan berada di Surabaya. Penelitian ini menerapkan metodenon probability samplingdalam mengambil sampel serta menggunakan teknikaccidental sampling. Terdapat 66 responden dan dianalisis menggunakanPartial Least Square(PLS). Berdasarkan hasil penelitian menunjukkan bahwa terdapat pengaruh positif antarabrand ambassador,electronic word of mouth(EWOM) dan minat beli produk Everwhite di Surabaya.Kata kunci:brand ambassador, electronic word of mouth,minat beli.
Accelerating SMES Performance in East Surabaya through Digitalization Majid, Nurkholish; Kusuma Wardhani, Nuruni Ika; Fitriyah, Zumrotul
Enrichment : Journal of Management Vol. 13 No. 6 (2024): February
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i6.1855

Abstract

Purpose of this research are analyzing impact digitalization among the SMES in Surabaya City by using digital technology which measuring by their perception ease of use, usefulness and trust using digital technology and its impact on SMES Performance. Research conduct with quantitative analysis by using explanatory research design. The population of this research are 7158 SMES in Surabaya especially East Surabaya then we acquired 100 sample of SMES by using Slovin-Formula. Data collected by share questioner among 100 Respondents of SMES in East Surabaya. Data analyzed by using SEM-PLS with instrument validity and reliability test then bootstrapping to know hypothesis-testing results. Results identified perceived ease of use and usefulness affect SMES performance and can improve productivity by using digitalization technology. However, trust has no impact on SMES Performance in Digitalization Technology Context. This study offers significant advantages for the government, particularly in Surabaya City, aiming to enhance digitalization among SMEs by leveraging social media and e-wallets, thereby improving their technological performance. Additionally, it sheds light on how SMEs can harness digitalization technology to increase profitability and reap numerous benefits.
Co-Authors Nurkholish Majid Permadi, Tessa Anindita Zumrotul Fitriyah, Zumrotul