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All Journal Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) DEDIKASI PKM Jurnal Manajemen DIVERSIFIKASI Indonesian Collaboration Journal of Community Services (ICJCS) International Journal of Multidisciplinary Research and Literature (IJOMRAL) LEBAH Al-Maqashid: Journal of Economics and Islamic Business Journal of Artificial Intelligence and Digital Business Jurnal Ilmiah Pengabdian Kepada Masyarakat Al-Muzdahir: Jurnal Ekonomi Syariah KARIR Jurnal Ilmiah Manajemen Jurnal Dedikasi Abdi Masyarakat
Novitasari, Sela
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Pamulang Kota Serang
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Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Konsumen Produk SR12 Herbal Kosmetik di Kota Serang Banten Anisa Rahmawati; Sela Novitasari; Bambang Permadi; Mesakh
KARIR Jurnal Ilmiah Manajemen Vol. 4 No. 2 (2025): KARIR Jurnal Ilmiah Manajemen
Publisher : Prodi Manajemen Universitas Pamulang Kampus Serang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/karir.v4i2.53378

Abstract

Penelitian ini bertujuan untuk memahami pengaruh harga dan kualitas produk terhadap keputusan membeli Produk SR12 Herbal di Kota Serang. Metode yang digunakan adalah metode kuantitatif. Subjek penelitian ini adalah masyarakat Kota Serang yang sudah membeli Produk SR12. Jumlah sampel yang digunakan adalah 100 orang, yang dipilih dengan cara simple random sampling menggunakan rumus slovin. Data dikumpulkan dengan cara memberikan kuesioner dan kemudian dianalisis menggunakan aplikasi SPSS versi 27. Hasil analisis menunjukkan bahwa harga memiliki pengaruh positif yang signifikan terhadap keputusan membeli Produk SR12, demikian pula kualitas produk juga berpengaruh positif yang signifikan. Bersama-sama, harga dan kualitas produk memberikan pengaruh positif yang signifikan terhadap keputusan membeli. Nilai koefisien determinasi (R²) sebesar 0,995 atau 99,5% menunjukkan bahwa kedua variabel tersebut mampu menjelaskan keputusan membeli sebesar 99,5%, sedangkan 0,5% lainnya dipengaruhi oleh faktor-faktor yang tidak dibahas dalam penelitian ini.
Pengaruh Harga dan Promosi terhadap Keputusan Pembelian pada Layanan Dine-in di McDonalds Ciceri Kota Serang Novitasari, Sela; Sari , Ade Ratna
Al-Muzdahir : Jurnal Ekonomi Syariah Vol. 7 No. 1 (2025): Januari : Al-Muzdahir : Jurnal Ekonomi Syariah
Publisher : Institut Pesantren Sunan Drajat Lamongan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55352/ekis.v7i1.1317

Abstract

The purpose of this research is to determine the effect of prices and promotions on customers' purchasing decisions for dine-in services at Mcdonalds Ciceri , Serang City, both partially and simultaneously. The method used in this research is associative quantitative with a population of 37,500 customers taken as a sample of 100 respondents. The sampling technique uses a probability sampling method, namely accidental sampling. The data analysis techniques in this research are: simple linear regression analysis, multiple linear regression analysis, and coefficient of determination analysis. Then hypothesis testing is the t test and f test. The results of this research are that price influences purchasing decisions, this can be seen from the t test with the calculated t value > t table or (10.084 > 1.660). This is also reinforced by the ρ value < Sig.0.05 or (0.000 < 0, 05). Promotions influence purchasing decisions this can be seen from the t test with the calculated t value > t table or (9.126 > 1.660). This is also reinforced by the ρ value < Sig.0.05 or (0.000 < 0.05). Price and promotions influence purchasing decisions, this can be seen from the results of the f test where F calculated > F table or (73.628 > 2.70), this is also reinforced by ρ value < Sig.0.05 or (0.000 < 0, 05).
"KEEP MOVING FORWARD" ENGLISH CONVERSATION PRACTICE SEBAGAI UPAYA PENINGKATAN PERSONAL BRANDING DI ERA GLOBALISASI Nupus, Hayati; Novitasari, Sela; Haryadi, Didit; Bela, Bela; Atriani, Maya Fitriah
Jurnal Ilmiah Pengabdian Kepada Masyarakat Vol. 5 No. 1 (2025): JIPAM : Jurnal Ilmiah Pengabdian kepada Masyarakat
Publisher : STAI Darul Qalam Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55883/jipam.v5i1.125

Abstract

In today's globalised environment, the importance of conversation in English cannot be underestimated. Conversation in English is the most widely used universal language worldwide and is the primary language in international business. For Indonesia, which seeks to navigate the challenges and opportunities of the free market era and the era of globalisation, mastering a global language, particularly conversation in English, is very important. Proficiency in English conversation equips them for effective communication within SAARC as well as the BIMSTEC Economic Community and European Union countries. In the field of management, English conversation also serves as an international language, ensuring smooth communication and facilitating successful cooperation among diverse stakeholders. Effective communication is essential in business operations. Without it, collaboration between producers, distributors, and consumers will being hindered, which leads to a decrease in entrepreneurial effectiveness. Mastering conversation in English enables us to interact confidently with international business partners, fostering relationships with people around the world. Therefore, conversation in English is very important as an effort to enhance personal branding in facing the era of globalization
Pengaruh Produk Terhadap Citra Perusahaan Pada Koperasi Simpan Pinjam Dan Pembiayaan Syariah Khairu Ummah (KSPPSS) Leuwiliang Novitasari, Sela; Wijaya, Aden; Ibadurohmah; Sela, Sela Novitasari
Al-Muzdahir : Jurnal Ekonomi Syariah Vol. 8 No. 1 (2026): Januari : Al-Muzdahir : Jurnal Ekonomi Syariah
Publisher : Institut Pesantren Sunan Drajat Lamongan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55352/ekis.v8i1.2308

Abstract

Abstrak : Penelitian Ini Bertujuan Untuk Menganalisis Dan Membuktikan “Pengaruh Produk Terhadap Citra Perusahaan Pada Koperasi Simpan Pinjam Dan Pembiayaan Syariah Khairu Ummah (KSPPS) Leuwiliang”. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif kuantitif dengan teknik penentuan sample accidental sampling terhadap 100 responden, serta metode analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi, uji koefisien determinasi, uji hipotesis, Berdasarkan hasil penelitian, maka didapatkan temuan sebagai berikut : Pengaruh Produk Terhadap Citra Perusahaan Pada Koperasi Simpan Pinjam Dan Pembiayaan Syariah Khairu Ummah (Kspps) Leuwiliang . Hal ini dapat ditunjukan oleh nilai thitung2.308 an tingkat signifikan t lebih kecil dari 0,05 ( sig t = 0,023 < 0,05). Produk terbukti berpengaruh positif dan signifikan terhadap Citra Perusahaan. Hal ini dapat di tunjukan Fhitung sebesar 6,427 dengan nilai signifikan sebesar 0,000 sedangkan untuk mencari Ftabel dengan jumlah sampel (n) = 94 jumlah variabel (k) =5 taraf sigifikan a = 0,05 (df) = n-k = 94-5 = 89 diperoleh Ftabel sebesar 3,95 sehingga Fhitung (6,427) > Ftabel (3,95) dan secara statistik diperoleh  nilai signifikan 0,000 karena nilai signifikan (0,000) < taraf signifikan 0,05.
PENGARUH DISIPLIN KERJA DAN PELATIHAN KERJA TERHADAP KINERJA KARYAWAN PADA PT MULTI PRIMA USAHATAMA SITE CIUJUNG Annisya, Siti; Novitasari, Sela; Arma Putra, Feby
Al-Muzdahir : Jurnal Ekonomi Syariah Vol. 8 No. 1 (2026): Januari : Al-Muzdahir : Jurnal Ekonomi Syariah
Publisher : Institut Pesantren Sunan Drajat Lamongan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55352/ekis.v8i1.2671

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh disiplin kerja dan pelatihan kerja terhadap kinerja karyawan pada PT Multi Prima Usahatama Site Ciujung baik secara parsial maupun simultan. Metode yang digunakan adalah kuantitatif. Teknik pengambilan sampel menggunakan probability sampling dan diperoleh sampel pada penelitian ini yaitu 126 responden. Analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis deskriptif,analisis regresi, analisis koefisien korelasi, analisis koefisien determinasi dan uji hipotesis. Hasil penelitian ini adalah disiplin kerja berpengaruh signifikan terhadap kinerja karyawan dengan persamaan regresi Y = 9,409 + 0,361X1 nilai koefisien korelasi diperoleh sebesar 0,611 artinya kedua variabel mempunyai tingkat hubunagn yang kuat. Nilai determinasi atau kontribusi pengaruh sbesar 0,374 atau sebesar 37,4%. Uji hipotesis diperoleh t hitung > t tabel atau (3,909 %>1,980%). Dengan demikian Ho ditolak dan H1 diterima artinya terdapat pengaruh signifikan disiplin kerja terhadap kinerja karyawan. Pelatihan kerja berpengaruh signifikan terhadap kinerja karyawan dengan persamaan regresi Y = 13,169 + 0,691 X2  , nilai koefisien korelasi diperoleh sebesar 0,679 artinya kedua variabel mempunyai tingkat hubunagn yang kuat. Nilai determinasi atau kontribusi pengaruh sbesar 0,461 atau 46,1%. Uji hipotesis diperoleh t hitung > t tabel atau (6,126 %>1,980%). Dengan demikian Ho ditolak dan H1 diterima artinya terdapat pengaruh signifikan pelatihan kerja terhadap kinerja karyawan. Disiplin kerja dan pelatihan kerja berpengaruh signifikan terhadap kinerja karyawan dengan persamaan regresi Y= 9,409 0,361+0,496 X2  , nilai koefisien korelasi diperoleh sebesar 0,721 artinya kedua variabel mempunyai tingkat hubunagn yang kuat. Nilai determinasi atau kontribusi pengaruh sbesar 0,520 atau sebesar 52,0% sedankan sisanya sebesar 48,0% dipengaruhi faktor lain. Uji hipotesis diperoleh f hitung > f tabel atau (66,675%>2,680%). Dengan demikian Ho ditolak dan H1 diterima. Artinya terdapat pengaruh signifikan secara simultan disiplin kerja dan pelatihan kerja terhadap kinerja karyawan.
Strategi Pemasaran Kreatif untuk Meningkatkan Nilai Jual Produk Lokal Studi Kasus Usaha Aneka Kerupuk “Fajar Putra” Mesakh; Sela Novitasari; Muhamad Ridwan; Suhartini Sinta; Annisya Nazwa Salsabila
Jurnal Dedikasi Abdi Masyarakat Vol. 1 No. 3 (2025): Jurnal Dedikasi Abdi Masyarakat
Publisher : Program Studi Manajemen Universitas Pamulang Kampus Kota Serang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/jdam.v1i3.56088

Abstract

Kegiatan Pengabdian kepada Masyarakat (PKM) ini diarahkan untuk meningkatkan daya saing dan nilai ekonomi produk lokal melalui penerapan pemasaran kreatif pada UMKM Aneka Kerupuk “Fajar Putra” di Kota Serang, Banten. UMKM ini memiliki potensi produk yang baik, namun belum diimbangi dengan strategi pemasaran, inovasi produk, dan desain kemasan yang optimal. Pendekatan yang digunakan dalam kegiatan ini meliputi observasi lapangan, wawancara mendalam, pelatihan, serta pendampingan berkelanjutan yang berfokus pada pengembangan variasi produk, perancangan kemasan yang lebih menarik, dan pemanfaatan media digital sebagai sarana promosi. Implementasi strategi tersebut menunjukkan dampak positif berupa peningkatan daya tarik produk, penguatan citra merek, serta perluasan jangkauan pasar. Hasil evaluasi pascakegiatan mengindikasikan adanya peningkatan penjualan dan minat konsumen dalam kurun waktu dua bulan setelah penerapan strategi pemasaran kreatif berbasis digital. Dengan demikian, kegiatan PKM ini memberikan kontribusi nyata dalam pemberdayaan UMKM serta dapat dijadikan referensi bagi pengembangan usaha lokal lain dalam mendorong pertumbuhan ekonomi daerah secara berkelanjutan. Kata Kunci : Strategi Pemasaran, Nilai Jual Produk
The Influence of Price and Product Quality on Consumer Purchase Decisions for Skincare Products Novitasari, Sela; Permadi, Bambang
Journal of Business and Economics Research (JBE) Vol 7 No 1 (2026): February 2026
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v7i1.9334

Abstract

This study aims to analyze the influence of price and product quality on consumer purchase decisions of skincare products. The research method used is a quantitative approach with data collection techniques through the distribution of questionnaires to respondents. The population in this study is all consumers who have bought and used skincare products, with sample determination using purposive sampling techniques. The number of samples used was 100 respondents. The data analysis techniques used include validity test, reliability test, classical assumption test, multiple linear regression analysis, partial test (t), simultaneous test (F), and determination coefficient (R²) with the help of statistical software. The results of the analysis show that price has a significant influence on the purchase decision of Skincare Products, as well as the quality o f the product which also has a significant effect. Together, price and product quality show a significant influence on purchasing decisions. A determination coefficient value (R²) of 0.995 or 99.5% indicates that the price and product quality variables are able to explain the purchase decision by 99.5%, while the remaining 0.5% is influenced by other factors not discussed in this study.
Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Kepuasan Nasabah Yang Berdampak Pada Loyalitas Nasabah Pada Bank Permata Bintaro Tower III Sela Novitasari; Anisa Rahmawati
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i3.10221

Abstract

This study aims to analyze and prove "The Effect of Service Quality and Promotion on Customer Satisfaction Which Has An Impact On Customer Loyalty At Bank Permata Bintaro Tower III". The research method used in this study was by determining accidental sampling of 160 respondents, and the data analysis methods used were validity test, reliability test, classical assumption test, regression test, determination coefficient test, hypothesis test, path analysis, sobel test. Based on the results of the study, the following findings were obtained: the quality of service has a positive and significant effect on customer satisfaction at Bank Permata Bintaro Tower III. This can be shown by a t-count value of 40.788 and a significance value of 0.000. The promotion has proven to have a positive and significant effect on customer satisfaction at Bank Permata Bintaro Tower III. This can be shown a t-count value of 12.621 and a significance value of 0.000. The quality of service and promotion has proven to have a positive and significant effect on customer satisfaction at Bank Permata Bintaro Tower III. This can be shown an f-count value of 861.441 and a significance value of 0.000. The quality of service has proven to have a positive and significant effect on customer loyalty at Bank Permata Bintaro Tower III. This can be shown a t-count value of 19.272 and a significance value of 0.000. The promotion has proven to have a positive and significant effect on customer loyalty at Bank Permata Bintaro Tower III. This can be shown a t-count value of 12.111 and a significance value of 0.000. Customer satisfaction has proven to have a positive and significant effect on customer loyalty at Bank Permata Bintaro Tower III.
A Study Of Strategies Adopted To Combat Counterfeit Culture By Luxury Brands – A Comparative Study Between Gucci And Louis Vuitton Budiyono, Ibadurohmah; Novitasari, Sela
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.7362

Abstract

Counterfeiting of well-known luxury brands with a great brand identity and high exposure is a global industry that is rapidly expanding. Perhaps counterfeiting has become the world's fastest growing and most viable business, and there are no signs that the industry is slowing down, particularly when more luxury brands have clearly externalized signs of recognition. It is difficult to estimate the size of the counterfeit merchandise industry since it operates on a ‘gray market.’ According to one estimate, counterfeiting accounts for more than 6% of global trade, or $450 billion a year, and fake products worth $100 million are intercepted per year entering the United Arab Emirates (Betts, 2019). With the introduction of the Internet as a business development channel, the issue of counterfeit products has become even more critical for luxury brands. The counterfeit merchants are offering a serious threat to the luxury houses, with professional-looking websites, low prices, quicker delivery times, and a wider variety of delivery options. The luxury brands are losing a lot of money and are retaliating by spreading the word that purchasing counterfeit goods helps promote terrorism and other not just illegal but also morally reprehensible practices. Suppliers of counterfeit goods, including luxury conglomerates, have recognized the internet's penetration force.
Co-Authors Adinda Putri, Fanny Almeida Dwi Syakira Anisa Rahmawati Anisa Rahmawati Annisya Nazwa Salsabila Annisya, Siti Atriani, Maya Fitriah Baedillah, Baedillah Bambang Permadi Bela, Bela Budiyono, Ibadurohmah Dewi Septiani Dewi Sughesti Didit Haryadi Diena Susanti Feby Arma Putra Fuadi Fuadi Harry Triana Hayati Nupus Ibadurohmah Marya Tripena Polmauly Sihombing Maryati Maryati Maulana Mesakh Moch Alif Hidayatullah Muhamad Ridwan Novriansyah, Wahyu Permadi, Bambang Raden Mohamad Herdian Bhakti Riyanto, Indar Sari , Ade Ratna Sela, Sela Novitasari Suhartini Sinta Susanto, Denies Tiyalegina, Nida Triana, Harry Tusadiah, Halifah Wijaya, Aden Yofi, Yofi Zahra Aulia