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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Jurnal Akuntansi dan Pajak Jurnal Ilmiah Ekonomi Islam Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika JURNAL MANAJEMEN MOTIVASI Indonesian Journal of Strategic Management Indonesian Journal Of Business And Economics Jurnal Ilmiah Administrasi Bisnis dan Inovasi Valid Jurnal Ilmiah International Journal of Economics, Business and Accounting Research (IJEBAR) BERNAS: Jurnal Pengabdian Kepada Masyarakat Bussman Journal : Indonesian Journal of Business and Management International Journal Administration, Business & Organization Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) PUBLICA: Jurnal Pengabdian Masyarakat JURNAL ABDIMAS PLJ House of Management and Business Journal E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SENMAS) DIGIBE: Digital Business and Entrepreneurship Journal Asmara Jurnal Manajemen Maranatha JAMARI : Jurnal Pengabdian Masyarakat Mandiri JAMARI : Jurnal Pengabdian Masyarakat Mandiri INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS
Wely Hadi Gunawan
Universitas Kuningan
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Neuroscience Nursing Public Health Social Sciences Veterinary Other

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PENGARUH DIRECT MARKETING, KUALITAS PRODUK, DAN BRAND IMAGE TERHADAP MINAT BELI ULANG ONLINE SHOPPING PADA LIVE STREAMING TOKOPEDIA (SURVEI PENGUNJUNG LIVE STREAMING APLIKASI TOKOPEDIA PADA GENERASI Z DI KABUPATEN KUNINGAN) Ariwibawa, Yopani; Gunawan, Wely Hadi; Suhardi, Dadang
House of Management and Business (HOMBIS) Journal Vol 3, No 2 (2024): House of Management and Business (HOMBIS JOURNAL)
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Muhammadiyah Gombong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26753/hombis.v3i2.1467

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Direct Marketing, Product Quality, dan Brand Image terhadap Repurchase Intention secara parsial dan simultan pada pengguna Tokopedia Live Streaming di Kabupaten Kuningan. Metode penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi penelitian adalah Generasi Z di Kabupaten Kuningan, dengan sampel sebanyak 100 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala interval dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa: Direct Marketing tidak berpengaruh signifikan terhadap Repurchase Intention. Kualitas produk tidak berpengaruh signifikan terhadap minat beli ulang. Brand Image berpengaruh positif dan signifikan terhadap Repurchase Intention. Pemasaran Langsung, Kualitas Produk, dan Citra Merek secara simultan berpengaruh positif dan signifikan terhadap Minat Beli Ulang.
Pengaruh Kualitas Produk, Diferensiasi Produk, Perilaku Konsumen, dan Inovasi Pemasaran terhadap Kinerja Bisnis Pada Industri Rotan di Kabupaten Cirebon Suhardi, Dadang; Gunawan, Wely Hadi; Watulandi, Micki
Valid: Jurnal Ilmiah Vol. 21 No. 2 (2024): Valid Jurnal Ilmiah - Edisi Januari-Juni 2024
Publisher : Sekolah Tinggi Ilmu Ekonomi AMM

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Industri rotan adalah salah satu usaha kecil dan menengah (UKM) yang berkontribusi signifikan terhadap pendapatan daerah di Kabupaten Cirebon. Industri rotan sebagai komoditas ekspor unggulan dengan total nilai ekspor mencapai 428 juta USD pada tahun 2022. Nilai ekspor ini menunjukkan penurunan, pandemi Covid-19 memberikan dampak yang besar terhadap penjualan industri rotan di Kabupaten Cirebon yang menurun sebanyak 80% terutama sektor ekspor. Tujuan dari penelitian adalah untuk menganalisa apakah kualitas produk, diferensiasi produk, prilaku konsumen, dan inovasi pemasaran berpengaruh terhadap kinerja bisnis pada industri rotan di kabupaten Cirebon. Jumlah sample dalam penelitian ini berjumlah 120 responden pelaku usaha industri kerajinan rotan di Kabupaten Cirebon yang diambil menggunakan teknik random sampling. Dari penelitian yang telah dilakukan dapat diketahui bahwa Kualitas produk memiliki pengaruh yang signifikan terhadap Inovasi Marketing, Perilaku Konsumen memiliki pengaruh yang signifikan terhadap Inovasi Pemasaran, Deferensiasi Produk tidak terbukti memberikan pengaruh yang signifikan terhadap Inovasi Pemasaran, Inovasi Pemasaran memberikan pengaruh positif dan signifikan terhadap Kinerja bisnis, Kualitas produk terbukti memberikan pengaruh positif dan signifikan terhadap Kinerja bisnis , Diferensiasi Produk tidak terbukti memberikan pengaruh positif dan signifikan terhadap Inovasi Pemasaran, Diferensiasi Produk memberikan pengaruh positif dan signifikan terhadap Kinerja bisnis.
Entrepreneurial Orientation and Marketing Innovation ON PERFORMANCE MARKETING WITH LEVEL OF COMPETITION AS INTERVENING VARIABLES (Survey on UMKM Actors in KUNIGAN DISTRICT) Gunawan, Wely Hadi; Novandari, Weni; Setyanto, Refius Pradipta
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i3.14105

Abstract

The phenomenon in this research is the market share, especially MSMEs in Kuningan Regency, which experienced a decline in sales from year to year. So it can be interpreted thatThe Kuningan Regency MSME market share experienced negative growth. This lessonaims to find out or analyze the influence of green marketing and corporate socialresponsibility for purchasing decisions through consumer knowledge. The sample taken was 150 MSMEs in Kuningan Regency. The research instrument was in the form of distributing questionnaires via Google from. The data analysis technique used is Structural Equation Modeling (SEM). The results of hypothesis testing show that (1) Entrepreneurial Orientation has a positive and significant influence on the Level of Competition. (2) Marketing Innovation has a significant positive impact on the Level of Competition. (3) Entrepreneurial Orientation has a positive and significant impact on Marketing Performance. (4) Marketing Innovation has no effect on Marketing Performance decisions. (5) The level of Interference has a positive effect on purchasing decisionsand has a positive effect on Important Marketing Performance. (6) Entrepreneurial Orientation has a positive effect on Marketing Performance through Marketing Innovation. (7) Marketing Innovation has a positive effect on Marketing Performance through Level
PRODUCT DIFFERENTIATION AND BRAND AWARENESS STRATEGIES IN INCREASING INTEREST IN BECOMING SHARIA BANKING CUSTOMERS Kartika, Neng Evi; Hardjadi, Dikdik; Gunawan, Wely Hadi
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.11779

Abstract

Islamic banking is a type of financial institution whose activities are based on sharia principles which aim to be free from usury. In the development of attracting people to become sharia banking customers, there are obstacles, especially in the marketing sector. So an appropriate marketing strategy is needed, so that sharia banking can be accepted by the public. In this research, as a form of sharia banking to win the competition, a product must be created that is different from similar products, this difference is called product differentiation. Apart from that, companies need to raise public awareness of their existence with a positive and innovative impression through the products they offer. This research uses descriptive quantitative research with a sample size of 100 people. The results of this research show that together product differentiation and brand awareness influence interest in becoming a customer; (2) product differentiation has a positive effect on purchasing interest; (3) brand awareness has a positive effect on purchasing interest.
Pengaruh Kebijakan Dividen Struktur Kepemilikan dan Kinerja Keuangan Terhadap Nilai Perusahaan Maulana, Yasir; Kartikasari, Dea; Gunawan, Wely Hadi; Komarudin, Munir Nur
Perspektif : Jurnal Ekonomi dan Manajemen Akademi Bina Sarana Informatika Vol 23, No 1 (2025): Bulan Maret 2025
Publisher : www.bsi.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jp.v23i1.24804

Abstract

During the period 2018-2022, the average PBV of automotive and component sub-sector manufacturing companies listed on the IDX was 0.31, this shows that the value of the company still needs to be increased to attract investors because ideally, good stocks for investment have a PBV value> 1. This study aims to determine the impact of dividend policy, ownership structure and financial performance on company value. The research method used in this study is the verification and descriptive method. The population in this study was 13 companies, the sample in this study used a purposive sampling technique and produced 11 samples with 55 observation data. The data collection technique used in this study used non-participant observation, this technique is used to obtain data, namely financial reports from Automotive and Component Sub-Sector Manufacturing Companies in 2018-2022. Data analysis includes descriptive analysis, classical assumption tests, panel data analysis, and hypothesis testing using the F test and t test. The research findings show that dividend policy, ownership structure and financial performance have a simultaneous impact on company value. Dividend policy has a positive impact on firm value. Ownership structure has a positive effect on firm value. Financial performance has a positive impact on firm value.
THE IMPACT OF FINTECH, ONLINE MARKETING, AND FINANCIAL INCLUSION ON THE DEVELOPMENT OF MSME ENTERPRISES IN KUNINGAN REGENCY, WEST JAVA Suhardi, Dadang; Gunawan, Wely Hadi; Watulandi, Micki
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 1 (2025): IJEBAR : Vol. 9, Issue 1, March 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i1.16793

Abstract

This study aims to analyze the impact of financial technology (fintech), digital marketing, and financial inclusion on the growth of Micro, Small, and Medium Enterprises (MSMEs). In today's digital era, MSMEs face challenges in remaining competitive and relevant. This study seeks to understand how the use of fintech can provide easier access to financing sources and financial services, how digital marketing can enhance visibility and market penetration, and how financial inclusion can open opportunities for MSMEs that have been underserved by traditional banking services. The research methodology involves collecting data through surveys and interviews with MSME owners, as well as quantitative the data. The results show that the adoption of fintech and digital marketing has a significant positive impact on MSME business growth. Furthermore, financial inclusion plays a crucial role in supporting MSMEs' access to the financial services they need. The study concludes that a combination of fintech, digital marketing, and financial inclusion can be key factors in driving the growth and sustainability of MSME businesses. Therefore, the government and stakeholders are encouraged to provide the necessary support to enhance technology adoption and access to financial services for MSMEs.
Development of Information Technology, Business Innovation, and Organizational Models Based on Local Wisdom in Improving MSME Performance (Case Study of Kuningan Regency MSME Actors Gunawan, Wely Hadi; Masruroh, Rina; Nur Komarudin, Munir
Indonesian Journal Of Business And Economics Vol. 7 No. 2 (2024)
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijbe.v7i2.11204

Abstract

This research aims to analyze the influence of information technology development, business innovation, and local wisdom-based organizational models on the performance of MSMEs in Kuningan Regency. MSMEs have a strategic role in Indonesia's economic development, especially in terms of contribution to GDP and employment. However, challenges such as low digital literacy, limited infrastructure and minimal use of technology often hinder the competitiveness of MSMEs. In this context, the integration of modern technology with local wisdom is a relevant approach to improving the performance of MSMEs. This research uses a quantitative approach with the Structural Equation Modeling (SEM) method to analyze the relationship between the variables studied. The research results show that business innovation has a significant influence on organizational models, while information technology development does not have a significant influence on organizational models or MSME performance. On the other hand, an organizational model based on local wisdom has been proven to significantly improve the performance of MSMEs. It is hoped that this research can provide practical and theoretical contributions, especially in supporting the development of competitive and sustainable MSMEs through the application of information technology, innovation based on local wisdom, and adaptive organizational models. Strategic recommendations include increasing digital literacy, business innovation training, and strengthening collaboration between MSMEs and other stakeholders. Keywords: Information Technology, Business Innovation, Organizational Model, MSME Performance
THE INFLUENCE OF INFLUENCER MARKETING, BRAND AWARENESS, AND VIRAL MARKETING ON PURCHASE DECISIONS OF SCARLETT PRODUCTS (A SURVEY OF THE COMMUNITY IN KUNINGAN REGENCY): A Survey of the Community in Kuningan Regency Oktaviani, Winda; Gunawan, Wely Hadi
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.408

Abstract

Major changes in society were the result of technological advancements that had influenced all aspects of civilization and culture. Various types of information could be easily accessed. Many companies had utilized social media to market or promote their products, allowing them to attract a large number of consumers in making purchasing decisions—one example being the decision to purchase Scarlett beauty products. The purpose of this study was to determine the influence of influencer marketing, brand awareness, and viral marketing on purchase decisions (a survey of Scarlett users in Kuningan Regency). This research was a descriptive quantitative study. The population in this study consisted of the community in Kuningan Regency. The sample comprised 100 individuals. The sampling technique used in this study was non-probability sampling. Data were collected using a questionnaire with a value range of 1 to 10. Data analysis was carried out using multiple linear regression analysis with the assistance of SPSS 25 software. The results of this study showed that: (1) Influencer Marketing, Brand Awareness, and Viral Marketing simultaneously influenced purchase decisions; (2) Influencer Marketing influenced Purchase Decisions; (3) Brand Awareness influenced Purchase Decisions; and (4) Viral Marketing influenced Purchase Decisions.
Orientasi Kewirausahaan, Penciptaan Nilai Melalui Daya Saing Dalam Meningkatkan Kinerja BUMDes Di Kabupaten Kuningan Suhardi, Dadang; Gunawan, Wely Hadi; Watulandi, Micki
Valid: Jurnal Ilmiah Vol. 22 No. 2 (2025): Valid Jurnal Ilmiah - Edisi Januari-Juni 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi AMM

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Abstract

This study aims to analyze the effect of entrepreneurial orientation and value creation on the performance of village-owned enterprises (BUMDes), with competitiveness as a mediating variable. The research adopts a quantitative approach with descriptive and explanatory design. Data were collected through questionnaires and in-depth interviews and analyzed using Structural Equation Modeling (SEM) with AMOS software. The study population consists of 361 BUMDes in Kuningan Regency, with 100 respondents selected using purposive sampling techniques. The findings indicate that entrepreneurial orientation and value creation significantly influence competitiveness, which positively impacts BUMDes performance. However, the direct effect of entrepreneurial orientation on BUMDes performance is insignificant. These results highlight the importance of synergy between entrepreneurship, value creation, and competitiveness in BUMDes development. The study provides strategic recommendations to enhance BUMDes performance through training, technology-based innovation, and collaboration with various stakeholders
PENGARUH HARGA, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA PELANGGAN OJEK ONLINE GOJEK Gunawan, Wely Hadi; Watulandi, Micki
Indonesian Journal of Strategic Management Vol. 7 No. 1 (2024): Indonesian Journal of Strategic Management
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijsm.v7i1.9539

Abstract

This study aims to analyze the impact of price, promotion, and service quality on customer satisfaction among Gojek users. The research adopts descriptive and verification methods and employs purposive sampling to select 100 respondents who are Gojek users in Cirebon City. Data collection involves distributing questionnaires and utilizing Likert scale measurements. The collected data are analyzed using SPSS 25 software. The findings reveal that: (1) price has a significant positive effect on customer satisfaction, (2) promotion does not significantly influence customer satisfaction, (3) service quality positively and significantly impacts customer satisfaction, and (4) collectively, price, promotion, and service quality significantly influence customer satisfaction. 
Co-Authors . Wachjuni Adyla, Elda Ajeng Alawiyah, Widi Suci Ariwibawa, Yopani Ayus Ahmad Yusuf Budayanti , Sari Permanik Dadang Suhardi Dewi Fatmasari Fahmi, Anggito Hairul Hardiansyah, Indra Hardjadi, Dikdik Harjadi, Dikdik Hendrick Hernando Hendriyadi, Resnu Indriyani Indriyani Indriyani Indriyani Iqbal Arraniri Iqbal Arraniri Iskandar Iskandar Kartikasari, Dea Komarudin, Munir Nur Miyasto Miyasto Munir Nur Komarudin Neng Evi Kartika Noviani, Wina Nur Komarudin, Munir Oktaviani, Winda Pratama, Widy Nur Rina Masruroh Salsha Billa Azzhara Azzhara Setyanto, Refius Pradipta Susilo, Rahardjo Toto Syifa Fauziah Ulhaq, Virgina Dhia Wachjuni Wachyuni Wachyuni Wachyuni Wachyuni Watulandi, Micki Weni Novandari Wijaya, Tri Sukma Wijaya Yasir Maulana Yasir Maulana, Yasir