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All Journal Jurnal Manajemen dan Agribisnis Buletin Ekonomi Perikanan JDM (Jurnal Dinamika Manajemen) JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Forum Agribisnis Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Journal of Consumer Science Journal of Consumer Sciences Jurnal Ilmu Keluarga dan Konsumen International Research Journal of Business Studies (E-Journal) Jurnal Doktor Manajemen (JDM) Value: Jurnal Manajemen dan Akuntansi Jurnal Ilmiah Manajemen Kesatuan Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Business Review and Case Studies International Journal of Social Service and Research Action Research Literate (ARL) Indonesian Journal of Multidisciplinary Science Jurnal Locus Penelitian dan Pengabdian Jurnal Pusat Inovasi Masyarakat ASEAN Marketing Journal Jurnal Penelitian Pendidikan Indonesia Asian Journal of Social and Humanities International Research Journal of Business Studies Atestasi : Jurnal Ilmiah Akuntansi
Popong Nurhayati
SB IPB University, Jl. Raya Pajajaran, RT.03/RW.06, Babakan, Kecamatan Bogor Tengah, Kota Bogor, Jawa Barat 16128, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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The Optimizing of Digital Marketing to Increase Brand Awareness of Sudut Lombok Ningrum, Intan Cahya; Megawati, Lokita Rizky; Nurhayati, Popong
Jurnal Aplikasi Bisnis dan Manajemen Vol. 9 No. 2 (2023): JABM Vol. 9 No. 2, Mei 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.2.467

Abstract

Companies are utilizing the increasing technological and information development to conduct digital marketing activities. Sudut Lombok is a business that operates digital marketing to increase its brand awareness to potential customers. The purpose of this research is to (1) identify digital marketing strategies that Sudut Lombok has carried out in building its brand awareness, (2) measure the level of brand awareness of Sudut Lombok in potential customers, and (3) determine the solution proposed implementation of the right digital marketing strategy in increasing brand awareness. This study used the marketing mix 4C in identifying Sudut Lombok’s marketing activities and brand awareness pyramid to measure the level of brand awareness of Sudut Lombok. The results show that the right digital marketing strategies, brand awareness, and digital marketing solutions can optimize the marketing media used by Sudut Lombok. Keywords: brand awareness, brand awareness pyramid, digital marketing, marketing mix 4C
Reaksi Konsumen Pasca Belanja Produk Pakaian dan Kosmetik Secara Online di Instagram: Consumer Reactions After Shopping For Clothing and Cosmetic Products Online on Instagram Khairunnisa Ismah; Sumarwan, Ujang; Nurhayati, Popong
Jurnal Aplikasi Bisnis dan Manajemen Vol. 9 No. 3 (2023): JABM Vol. 9 No. 3, September 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.3.1006

Abstract

The development of online businesses, consumers still feel disappointed after shopping online as a consumer reaction after shopping online on Instagram. This study aims to analyze the factors that influence consumer reactions through consumer satisfaction after shopping for clothing and cosmetics products online on Instagram, and analyze consumer reactions after shopping for clothing and cosmetics products online on Instagram. Respondents used in the study were 200 respondents using purposive sampling with criteria; respondents have bought clothing or cosmetic products on Instagram in the last month. Data were analyzed using SEM-PLS. The results showed that service quality, product quality, and perceived value have a positive and significant effect on customer satisfaction in clothing and cosmetics products. Product quality, perceived value, and customer satisfaction have a positive and significant effect on consumer reactions on clothing products. Service quality, product quality, and customer satisfaction have a positive and significant effect on consumer reactions in cosmetic products. Consumer reactions after shopping for clothing and cosmetics products online on Instagram show that respondents agree with the subvariable statements of loyalty 1, loyalty 2, loyalty 3, paymore, switch, internal response, and external response, and have a significant effect between clothing and cosmetics products. Respondents disagree with the statement of external response subvariable 2 and there is no significant effect with external response subvariable 2. Keywords: clothing product, cosmetic product, consumer reaction, instagram, online shopping
Digital Marketing Alliance on Small Medium Enterprises (SMES): A Systematic Literature Review Bahukeling, Trukan Sri; Imam Suroso, Arif; Buono, Agus; Nurhayati, Popong
Jurnal Aplikasi Bisnis dan Manajemen Vol. 10 No. 1 (2024): JABM, Vol. 10 No. 1, Januari 2024
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.10.1.199

Abstract

The development of digital marketing continues to grow and increase rapidly. Strengthening digital marketing by SMEs encourages marketing alliances with other parties. Simultaneously, the digital marketing alliance literature accumulated with this growth, but research is still few and not consistently integrated. SMEs are widely regarded as engines of economic growth and a vital contributor to a country's GDP. A brief comprehensive review is needed to help researchers and practitioners understand the adoption of digital marketing alliance systems. This study aims to analyze and classify the literature on digital marketing alliances in SMEs. Design/methodology by conducting literature studies published between 2016-2021 in the journal listed in the Journal Citation Report. It is then analyzed according to a systematic literature review approach involving interpretation-based assessments of research methodologies and critical findings in the study. The direction of this research is expected in the future to have implications for academics and practitioners. The authors' conclusions develop a theoretical model of digital marketing alliance between government and private that is applied to SMEs, impacting to create excellence in the era of digitalization. The originality /value of this research is the first expected to take a holistically integrated approach to study the digital marketing alliance of SMEs. Keywords: digital marketing, marketing alliance, small medium enterprises (smes), literature studies
Formulasi Strategi Pengembangan Usaha Cafe: Formulation of Business Development Strategies in Cafe Windayani, Fina; Nurhayati, Popong; Hannan, Sufrin
Jurnal Aplikasi Bisnis dan Manajemen Vol. 10 No. 2 (2024): JABM, Vol. 10 No. 2, Mei 2024
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.10.2.602

Abstract

Background: The rise of coffee shops in Bogor City is increasing every year. In the middle of a tightly populated café industry with coffee commodities, business actors are still recovering due to the impact of COVID-19.Purpose: This study aims to analyze the internal using the VRIO analysis method through a resource-based view (RBV) approach and external factors using the Porter's Five-Forces approach a PEST Analysis (politic, economy, social, and technology) of The Coffee Companion in facing competition, formulate suitable strategies, and determine priority strategies that can be implemented by the company. Design/methodology/approach: The analytical tools for this research include; the IFE matrix, EFE matrix, VRIO, PEST, and QSPM.Findings/Result: The results of the IE matrix analysis show alternative strategies that can be execute; intensive strategies (market penetration, market development, and product development) or integrative (backward integration, forward integration, and horizontal integration). There are four alternative strategies; improving the quality of existing products, increasing supplier control, improving marketing strategies, and expanding product distribution channels. The results of the QSPM analysis show that the best alternative strategy is to improve the quality of existing products which is 6.57 greater than the other three alternative strategies.Conclusion: The main strategy suggested to companies is to improve the quality of existing products. Followed by increasing control over suppliers, improving marketing strategies, and expanding distribution channels.Originality/value (State of the art): In implementing strategies that have been formulated by adapting to current conditions and making improvements to financial conditions and managing capabilities in facing changing consumer trends. Keywords: PEST analysis, RBV, strategy formulation, VRIO
Faktor-faktor yang Memengaruhi Implementasi Transformasi Digital Pada Bank XYZ: Factors Affecting The Implementation of Digital Transformation at Bank XYZ Elfrida, Elsi; Nurhayati, Popong; Saptono, Imam Teguh
Jurnal Aplikasi Bisnis dan Manajemen Vol. 10 No. 1 (2024): JABM, Vol. 10 No. 1, Januari 2024
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.10.1.312

Abstract

Increasingly high demands for digital acceleration and more digitally savvy societal behavior make digital transformation a strategy to improve company performance. This study aims to analyze the influence factors of strategic formulation, leadership, organizational culture, organizational structure change, resources, monitoring, communication, and technology on the implementation of digital transformation to further formulate strategies for strengthening the implementation of digital transformation that can be carried out by Bank XYZ. The study involved 85 respondents who were involved in the transformation team and five expert respondents. The results of the SEM-PLS analysis show that seven of the eight factors, namely strategy formulation, leadership, organizational culture, resources, monitoring, communication, and technology, have a positive and significant effect on the implementation of digital transformation, while the organizational structure change has no effect. The strategy for strengthening the implementation of digital transformation was analyzed using the Analytical Hierarchy Process (AHP) with the results showing that the leadership factor is a priority in strengthening the implementation of digital transformation. In line with this, the priority actor mapping analysis is the business directorate, and the goal of implementing digital transformation that is a priority is to increase productivity. Thus, the best alternative strategy that can be applied to strengthen the implementation of digital transformation is to sharpen KPIs on the outcome side so that the success and contribution of digital initiatives to the business as usual can be tracked. Keywords: AHP, digital transformation, SEM PLS, strategy implementation, business as usual
Business Model in Plasma Nano Bubble Technology For Palm Oil Waste Processing Suroso, Arif Imam; Sugiarto, Anto Tri; Purwanto, Yohanes Aris; Nurhayati, Popong; Hasanah, Nur; Widhiani, Anita Primaswari; Kamilah, Khairiyah; Bachtiar, Muchamad; Anggraini, Raden Isma; Shalihati, Fithriyyah; Tandra, Hansen
Jurnal Aplikasi Bisnis dan Manajemen Vol. 10 No. 2 (2024): JABM, Vol. 10 No. 2, Mei 2024
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.10.2.549

Abstract

Background: The palm oil industry strives to implement sustainable development, maintaining the environmental quality. However, the palm oil industry has problems processing liquid waste, often known as palm oil mill effluent (POME), since it could pollute the environment. This waste also requires a large costs to be processed. On the other hand, there is potential economic value from liquid waste to be processed into several products, namely biogas, organic fertilizer, and refining value-added compounds. Currently, POME waste processing innovation could be conducted by applying plasma nanobubble (PNB) technology. This creates opportunities for a business that is engaged in developing this technology.Purpose: The aim of this research is to analyse the business model of the Plasma Nano Bubble (PNB) technology development business for the palm oil industry. Design/methodology/approach: This research uses the Business Model Canvas (BMC) to map the business processes of the Plasma Nano Bubble (PNB) technology development.Findings/Result: This study indicate that the most prominent attribute exhibited by PNB technological enterprises is their value offer, which is demonstrated by their ability to deliver efficient processing time and cost effectiveness, resource efficiency, adherence to government regulations, and the establishment of strategic collaborations with external entities. Meanwhile, the weakest element is customer relations, as only long-term relationships, and the provision of intensive training for PNB technology resellers were found in this aspect. Several indicators were proposed to improve the business model of PNB's technology, namely key partnership, the key activity, value proposition, and customer relationship.Conclusion: This research gives an important contribution related to the environmental benefits of implementing this business. The continuous development for this technology needs to be implemented to process POME waste effectively and efficiently.Originality/value (State of the art): The state of the art of this research is the development of business models for environmentally friendly products in the palm oil sector, which is currently rarely conducted, in this case the study of PNB technology products. Keywords: business model canvas, palm oil, plasma-nano bubble (pnb) technology, sustainable development, palm oil waste
ONLINE SHOPPING: ANALYSIS OF THE INFLUENCE OF ETHNOCENTRISM ON PURCHASE INTENTION IN LOCAL COSMETICS Budiarti, Raden Rara Arifah Mulyo; Simanjuntak, Megawati; Nurhayati, Popong
Jurnal Ilmu Keluarga dan Konsumen Vol. 15 No. 3 (2022): JURNAL ILMU KELUARGA DAN KONSUMEN 15.3
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24156/jikk.2022.15.3.276

Abstract

The rapid development of E-Commerce in the current digital era offers various available products and provides greater opportunities for consumers to choose and determine which products to buy. The purpose of this study was to analyze the demographic segmentation of local cosmetic products online consumers and the effect of ethnocentrism on purchase intention in local cosmetics through online shopping. The sampling technique used was non-probability sampling with a convenience sampling method. This study involved a sample of 210 respondents, dominated by women in the age range of 17-24 years, college graduates, unmarried, and have jobs as employees with an income of IDR 5,000,000 – IDR 10,000,000 per month. The research was using the SEM-LISREL analysis tool. The results showed that the ethnocentrism variable had a positive and significant effect on consumer purchase intention. The variables of cultural openness, patriotism, conservatism, and collectivism have a positive and significant effect on ethnocentrism and have a significant indirect effect on purchase intention in local cosmetics through ethnocentrism as an intervening variable. A strategy that can be applied by the company to increase purchase intention of local cosmetics through ethnocentrism is to educate consumers related to Indonesian cultural heritage which is applied to local cosmetics.
Retaining Employees Amidst Waves of Change: A Study on Organizational Culture Post-Acquisition Maulana, Syahrial; Sukmawati, Anggraini; Nurhayati, Popong; Sumarwan, Ujang
Jurnal Aplikasi Manajemen Vol. 23 No. 3 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

In the context of globalization, company acquisitions are a common strategic move; however, the post-acquisition phase often brings challenges, especially in organizational culture integration and employee retention. This study explores how organizational culture integration after acquisition affects employees' decisions to remain in the organization. Using a qualitative case study approach, data were collected through in-depth interviews with employees who experienced the acquisition process at an oil and gas company in Indonesia. The findings reveal that transparent communication, recognition of employee concerns, and opportunities for growth significantly contribute to employee retention. Moreover, psychological and emotional aspects such as perceived security, cultural compatibility, and inclusive leadership emerge as key influencing factors. The study highlights the need for empathetic, structured, and inclusive integration strategies as part of effective human resource management practices to enhance post-acquisition employee retention.
Strategi Perluasan Kepesertaan Aktif Jaminan Sosial Ketenagakerjaan Berbasis Kepuasan Hidayat, Yayat Syariful; Nurhayati, Popong; Asnawi, Yudha Heryawan
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 11 (2025): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i11.4981

Abstract

Penelitian ini bertujuan untuk menganalisis strategi perluasan kepesertaan aktif BPJS Ketenagakerjaan melalui pendekatan bauran pemasaran (marketing mix) serta mengukur pengaruhnya terhadap kepuasan dan niat peserta untuk kembali menjadi anggota. Penelitian dilaksanakan pada Maret–Juni 2025 dengan responden pekerja yang pernah merasakan program BPJS Ketenagakerjaan menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa variabel people, place, dan promotion berpengaruh signifikan terhadap kepuasan peserta, sedangkan process dan physical evidence tidak berpengaruh signifikan. Kepuasan terbukti menjadi faktor kunci yang berpengaruh kuat terhadap niat peserta untuk kembali menjadi anggota. Temuan ini menegaskan pentingnya strategi yang menekankan kualitas interaksi SDM, kemudahan akses, dan komunikasi promosi yang efektif untuk meningkatkan kepuasan dan niat peserta untuk mendaftar kembali pada program BPJS Ketenagakerjaan. Penelitian ini memperluas pemahaman tentang hubungan antara bauran pemasaran dan kepuasan peserta dalam konteks jaminan sosial ketenagakerjaan di Indonesia, khususnya dalam mengidentifikasi dimensi marketing mix yang paling berpengaruh terhadap kepuasan dan retensi kepesertaan aktif.
The Effect of Attribution, Brand Image, Price Perception, Social Value, and Quality Perception on Buying Decisions Irma Tuti Handayani; Popong Nurhayati; Linda Karlina Sari
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4034

Abstract

Indonesia holds strong potential in the global modest fashion market; however, local brands still face challenges due to the dominance of imported products, stronger international brand reputations, and the rapid shift toward e-commerce. This study examines consumer perceptions and determinants of purchase decisions for local modest fashion products in Indonesia. Using SEM-PLS with data from 190 female respondents aged above 18 in the Jabodetabek area who purchased modest fashion in the past six months, results show that quality perception and attribution significantly affect purchase decisions, while price perception and social value do not. Brand image, although correlated with other variables, was not statistically significant in the final model. Findings reveal that consumers are predominantly young, digitally active, and prioritize authenticity, aesthetics, and self-expression. Practically, local brands should leverage emotional and symbolic values through digital storytelling, culturally grounded branding, and value-based differentiation to strengthen competitiveness. Strategically, focusing on digital marketing, social media engagement, and authentic brand narratives can enhance consumer loyalty and sustainability in Indonesia’s modest fashion industry.
Co-Authors Abdullah, Jidin Achmad Fadillah Aditya Asmara Nala Agus Buono Ahmad Fahrudin Alwinie, Ade Agusti Andrini, Raissa Fidela Anggraini Sukmawati Anggraini, Raden Isma Anita Primaswari Widhiani Anjani, Gita Indri Anna Fatchiya Annisa Ramadanti Arif Imam Suroso Asnawi, Yudha Heriyawan Bachtiar, Muchamad Bagus Sartono Bahukeling, Trukan Sri Banowati, Benna Budiarti, Raden Rara Arifah Mulyo Chasanah, Alfa Darmaningsih . Dedi Budiman Hakim Dwi Romadhani Ekananta, Arry Elfrida, Elsi Erjayana Ginting Fadhila Akmaliyah Fairuz Malinda Rahma Fauzan Firdaus Risya Febriantina Dewi Fuad Wahdan Muhibuddin Ginting, Erjayana Goranda, Iqra Rizky Hadi, Dhea Savira Handito Hadi Joewono Handito Hadi Joewono Harianto Harianto Harianto Henrikus Passlamanto Hidayat, Yayat Syariful Iis Diatin Imam Suroso, Arif Imam Teguh Saptono Indrawan, Dikky Iqra, Iqra Rizky Goranda Irma Tuti Handayani Ivan Godang Wardiman Jauhari, Muhammad Alvin Kaiwa, Ogan Khairiyah Kamilah Khairunnisa Ismah Krisnandiva, Radya Ayu Kumalasari, Aristin Nanda Lilik Noor Yuliati Linda Karlina Sari Lohita, Handinata D. Lukman M. Baga Lukman M. Baga Lusi Fausia Maulana, Syahrial Megawati Simanjuntak Megawati, Lokita Rizky Meyjerd Rombebunga Mila Jamilah Mila Jamilah Moch Prihatna Sobari Mohamad Sahid Rahman Musa Hubeis Nala, Aditya Asmara Ningrum, Intan Cahya Noorisiva Larasati Nur Hasanah Nur Hasanah Nurjanah, Audra Siti Nurlinda Dewi Kusumah Primanda, Galih Rafdi Dzulfikar Ramdhani Retnaningsih Rita Nurmalina Rizal Syarief Rizal Syarief Sandy Gunawan Satria, Muhammad Rachmadi Septian, Muhammad Rayno Shalihati, Fithriyyah Shidqi, Salman Fauzan Siti Jahroh Siti Rachmawati, Tisa Sitompul, Firdaus Marihot Sufrin Hannan Sugiarto, Anto Tri Tandra, Hansen Teguh Suryanto Tiffani Dias Anggraeni Titin Maytani Trukan Sri Bahukelling Tuhpawana Priatna Sendjaja Ujang Sumarwan Ujang Sumarwan Wawan Okatriza Widhiani, Anita Primaswari Windayani, Fina Yosini Deliana Yudha Heryawan Asnawi Yunus Triyonggo, Yunus Zenal Asikin