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All Journal Jurnal Penyuluhan JPK (Jurnal Pendidikan Khusus) MIX : Jurnal Ilmiah Manajemen Asia-Pacific Management and Business Application Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) IKRA-ITH Humaniora : Jurnal Sosial dan Humaniora Jesya (Jurnal Ekonomi dan Ekonomi Syariah) AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Ekonomi Manajemen Sistem Informasi Akrab Juara : Jurnal Ilmu-ilmu Sosial Jurnal Ilmu Manajemen Terapan (JIMT) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) STUDI PELAKSANAAN SELFMEDICATION PADA PENDERITA DIARE BERDASARKAN TINGKAT PENGETAHUAN MASYARAKAT PESISIR KECAMATAN SOROPIA KABUPATEN KONAWE Ilomata International Journal of Management Charity : Jurnal Pengabdian Masyarakat Jurnal Pemerintahan dan Kebijakan (JPK) Jurnal Indonesia : Manajemen Informatika dan Komunikasi Bima Journal : Business, Management and Accounting Journal Golden Ratio of Mapping Idea and Literature Format Jurnal Inspirasi Binsis dan Manajemen Journal of Accounting and Finance Management (JAFM) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Applied Science Journal Research of Social Science, Economics, and Management Eduvest - Journal of Universal Studies Jurnal Manajemen dan Pemasaran Digital IIJSE Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah RESLAJ: Religion Education Social Laa Roiba Journal Jurnal Indonesia : Manajemen Informatika dan Komunikasi Holistik Jurnal Kesehatan Jurnal Ragam Pengabdian INTERACTION: Jurnal Pendidikan Bahasa Journal of Applied Engineering and Social Science
Leni Cahyani
Telkom University
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Other

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Government Strategy for Overcoming Poverty in Cilegon City, Indonesia Cahyani, Leni; Karniawati, Nia
Jurnal Pemerintahan dan Kebijakan (JPK) Vol. 5 No. 3 (2024): August
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jpk.v5i3.22294

Abstract

Poverty is a complex and multidimensional social problem that affects the lives of millions of people throughout the world, including in the city of Cilegon. This research aims to explore the strategies used by the government to overcome poverty in the city. The research method used was qualitative analysis based on secondary data from government reports, literature studies, and interviews with relevant government officials. The research results showed that the Cilegon City government has implemented various strategies to reduce poverty levels, including social assistance programs, infrastructure development, education, skills training, and economic empowerment of local communities. However, there are still challenges in the implementation and effectiveness of these programs, including limited resources, inter-agency coordination, and community participation. Therefore, more coordinated and sustainable efforts are needed from the government and all stakeholders to increase the effectiveness and impact of poverty reduction strategies in Cilegon City.
Integrating STP and Marketing Mix (4P) for Effective Storytelling Content Development for the Avoskin’s Brand on Instagram Apriana, Ayu; Wibowo, Sampurno; Cahyani, Leni
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 2 (2026): Dinasti International Journal of Economics, Finance & Accounting (May-June 2026
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i2.6739

Abstract

Technological developments demand a more personalized marketing approach for Generation Z. Creating Storytelling Content on Instagram is an effective strategy for building emotional bonds, but its success depends heavily on the alignment of Segmenting, Targeting, Positioning (STP) and Marketing Mix (4P) strategies with audience preferences to prevent message gaps. Therefore, this study aims to determine the relationship between STP and Marketing Mix on the creation of Storytelling Content on Avoskin’s's Instagram social media. This study uses a quantitative approach with a data collection method through the distribution of online questionnaires to 105 respondents who are Avoskin’s's Instagram followers. Sampling was carried out using a purposive sampling technique. The collected data were then analyzed using descriptive statistical analysis methods and multiple linear regression with the help of IBM SPSS software tools. The results of the study prove that the STP and Marketing Mix variables partially and simultaneously have a positive and significant relationship on the creation of Storytelling Content. Together, the two independent variables contribute 86.7% to Storytelling Content. In conclusion, the integration of targeted STP mapping as a narrative foundation and the implementation of the right Marketing Mix has proven to be crucial in creating digital marketing content that is adaptive, interactive, and relevant to the target market.
The Effect of Experiential Marketing on Customer Loyalty: A Case Study of PT. Kansas Berkah Mandiri Aisyah Amajida Jauza; Leni Cahyani
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 2 (2026): February - April
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i2.1728

Abstract

Customer loyalty is a critical element for business sustainability, especially in the service industry, where market competition is intense. One marketing approach considered effective at fostering loyalty is experiential marketing, which focuses on delivering meaningful, engaging experiences to customers. This study aims to examine the influence of experiential marketing on customer loyalty at PT Kansas Berkah Mandiri in 2025. A quantitative approach was employed, using a structured questionnaire distributed to 120 company customers. The data were analyzed using multiple linear regression to identify the effects of five experiential marketing dimensions: sense, feel, think, act, and relate. The results revealed that all five dimensions significantly and positively affect customer loyalty. These findings suggest that the company's efforts to create impactful customer experiences have strengthened loyalty. The study offers strategic insights for managers to enhance experience-based marketing efforts to retain customers in an increasingly competitive market landscape.
Influence of Instagram Social Media Marketing on Brand Awareness at Kumon Puri Kencana in 2025 Muhammad Quinadzan Al Fajr Syam; Leni Cahyani
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 2 (2026): February - April
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i2.2070

Abstract

This study aims to analyze the influence of marketing through Instagram on brand awareness at Kumon Puri Kencana Learning Center in 2025. Instagram, a strategic, visual-based platform with interactive features such as Stories, Reels, and IGTV, is considered capable of strengthening the relationship between brands and audiences and significantly increasing content appeal. This study used a quantitative approach with descriptive methods, and data collection techniques through questionnaires distributed to 100 active Instagram users. The variables measured included visual content quality, posting frequency, Instagram feature utilization, and follower interaction. Meanwhile, brand awareness was analyzed based on indicators of brand recognition, brand recall, and top-of-mind. The analysis showed that Instagram had a positive and significant influence on Kumon Puri Kencana's brand awareness. Simple linear regression results indicated that Instagram usage directly increased brand awareness, with 88.4% of respondents choosing Kumon as their primary tutoring center. This research contributes to the development of literature in the field of digital marketing, particularly in the education sector, and serves as a strategic reference for other educational institutions in optimizing social media as a tool to increase brand awareness.  
PENGARUH IKLAN LUAR RUANG DAN SOCIAL MEDIA MARKETING TIKTOK TERHADAP MINAT BELI SUNSCREEN AZARINE MELALUI BRAND AWARENESS PADA GENERASI Z DI KOTA BANDUNG Muhammad Rizky Saefullah; Leni Cahyani; Riska Aprilina
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.660

Abstract

Kemajuan pemasaran digital mendorong perusahaan memadukan kanal promosi offline dan online supaya komunikasi merek tersampaikan kepada konsumen dengan lebih optimal. Penelitian ini bertujuan mengkaji pengaruh Iklan Media Luar Ruang dan Social Media Marketing TikTok terhadap Minat Beli sunscreen Azarine melalui Brand Awareness pada Generasi Z di Kota Bandung. Penelitian ini menerapkan metode kuantitatif dengan rancangan penelitian eksplanatori. Data diperoleh melalui distribusi angket daring kepada 212 partisipan Generasi Z yang bertempat tinggal di Kota Bandung, mengenal produk Azarine sunscreen, serta pernah menyaksikan promosi Azarine sunscreen melalui TikTok dan media promosi luar ruang. Data diolah menggunakan metode Partial Least Squares Structural Equation Modeling atau PLS SEM dengan dukungan SmartPLS. Hasil penelitian memperlihatkan bahwa Iklan Media Luar Ruang dan Social Media Marketing TikTok memberikan pengaruh positif serta signifikan terhadap Brand Awareness dan Minat Beli. Brand Awareness turut memberikan dampak konstruktif terhadap Minat Beli dan sanggup menjadi perantara keterkaitan antara sarana promosi dengan Minat Beli. Kajian ini menyimpulkan bahwa sinergi promosi offline dan digital mampu mengokohkan pengenalan merek sekaligus menumbuhkan Minat Beli konsumen pada produk skincare lokal.
The Influence of Gamification on Purchase Decisions on the Shopee Platform: A Case Study of Shopee Games Users in West Java Roihan Ahmad Takholi; Leni Cahyani; Donni Junipriansa
Journal Research of Social Science, Economics, and Management Vol. 5 No. 12 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i12.1585

Abstract

Gamification has become an important digital marketing strategy for creating a more engaging online shopping experience. Shopee implements this strategy through Shopee Games, which allows users to participate in various game activities and earn rewards that can be redeemed during shopping. The present study investigates how gamification applied through Shopee Games influences the purchase decisions of Shopee users in West Java. This research adopted a quantitative approach using descriptive and verificative methods. Data were collected through an online questionnaire completed by 100 respondents who met the predetermined research criteria and were subsequently analysed using descriptive statistics, validity and reliability tests, classical assumption tests, simple linear regression, the t-test, and the coefficient of determination with IBM SPSS Statistics. The results show that participants generally reported positive perceptions of the gamification features provided by Shopee Games. Statistical analysis revealed a statistically significant positive relationship between gamification and purchase decisions (? = 0.382; t = 13.162; p < 0.001). Furthermore, gamification accounted for 63.9% of the variance in purchase decisions (R² = 0.639). Overall, the findings suggest that gamification can serve not only as an entertainment feature but also as an effective digital marketing strategy for encouraging consumers' purchase decisions on the Shopee platform.
Pengaruh Celebrity Endorsement terhadap Persepsi Merek pada Industri Skincare Lokal: Studi pada Konsumen MS Glow di Muara Enim Tirta Prasatia; Leni Cahyani; Ati Mustikasari
Jesya Vol 9 No 2 (2026): ARTICLES : RESEARCH JUNI 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v9i2.2919

Abstract

Penelitian ini bertujuan menganalisis pengaruh celebrity endorsement terhadap persepsi merek pada konsumen produk skincare MS Glow di Kabupaten Muara Enim. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori. Sampel penelitian terdiri atas 100 responden yang dipilih melalui teknik purposive sampling, dengan kriteria mengetahui atau pernah menggunakan produk MS Glow serta pernah melihat promosi MS Glow yang melibatkan selebritas di media sosial. Data dikumpulkan menggunakan kuesioner berskala Likert tujuh poin dan dianalisis melalui metode Partial Least Squares–Structural Equation Modeling menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa celebrity endorsement berpengaruh positif dan signifikan terhadap persepsi merek, dengan koefisien jalur sebesar 0,906, nilai t-statistic sebesar 35,438, dan p-value kurang dari 0,001. Nilai R-square sebesar 0,821 menunjukkan bahwa celebrity endorsement mampu menjelaskan 82,1% variasi persepsi merek. Temuan tersebut mengindikasikan bahwa kredibilitas, keterikatan emosional, kesesuaian figur publik dengan merek, pemanfaatan media sosial, dan kualitas komunikasi visual berperan dalam membentuk evaluasi positif konsumen terhadap MS Glow. Namun, nilai HTMT sebesar 0,929 menunjukkan adanya kedekatan empiris antara kedua konstruk, sehingga hasil penelitian perlu diinterpretasikan secara hati-hati. Secara praktis, perusahaan perlu memilih endorser berdasarkan kredibilitas, relevansi, kesesuaian dengan identitas merek, dan karakteristik konsumen sasaran.
The Influence of Influencer Marketing Content on the TikTok Platform on Consumer Buying Interest (Case Study of Labubu Blind Box Products at Popmart, Bandung City in 2026) Diva Aulia; Leni Cahyani; Laksmi Saraswati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10481

Abstract

This research discusses the influence of content marketing and influencer marketing on the TikTok platform on consumer buying interest in Blind Box Labubu products at Pop Mart Bandung City. This research is motivated by the increasing use of TikTok as a digital promotional medium, especially in introducing popular products such as Labubu. The aim of this research is to find out how much influence marketing content and influencer marketing have on consumer buying interest. The method used is a quantitative approach with explanatory research. Data was collected through an online questionnaire using Google Forms to 110 respondents who were active TikTok users, lived in Bandung City, and had an interest in Blind Box Labubu products. The sampling technique used purposive sampling, while data analysis was carried out with the help of SPSS 25 through validity, reliability, classical assumptions, multiple linear regression, t test, F test, and coefficient of determination. The research results show that content marketing and influencer marketing have a positive and significant effect on consumer buying interest. Influencer marketing has a stronger influence than content marketing. Together, these two variables are able to explain 53.6% of the variation in consumer buying interest. Thus, marketing strategies through TikTok content and influencers can be an effective way to increase consumer buying interest in Blind Box Labubu products.
Strategic Decision-Making Agility and Organizational Resilience During Economic Uncertainty: Evidence from a Quantitative Corporate Survey Sanco Simanullang; Leni Cahyani; Yeyen Subandi; Ratna Rintaningrum; Astri Wulandari
Ilomata International Journal of Management Vol. 7 No. 3 (2026): July 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i3.2351

Abstract

This study investigates the role of strategic decision-making agility in enhancing organizational resilience under conditions of economic uncertainty. Although prior studies have examined strategic agility and organizational performance, limited empirical research has explored the internal mechanisms linking strategic decision-making agility, dynamic capabilities, and organizational resilience in developing-country contexts. This study addresses that gap by examining the mediating role of dynamic capabilities and the moderating role of digital readiness. A quantitative approach was employed using survey data collected from 250 managers working in manufacturing, logistics, and service companies. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that strategic decision-making agility positively affects organizational resilience and significantly strengthens dynamic capabilities. Dynamic capabilities were also found to positively influence organizational resilience and partially mediate the relationship between strategic decision-making agility and organizational resilience. In addition, digital readiness significantly moderates the relationship between strategic decision-making agility and organizational resilience, indicating that organizations with stronger technological preparedness are better able to translate agile decision-making into resilience outcomes. This study contributes to strategic management literature by integrating strategic decision-making agility, dynamic capabilities, digital readiness, and organizational resilience into a single empirical framework within a developing-country context. The findings suggest that organizational resilience during periods of economic uncertainty depends not only on rapid and adaptive decision-making, but also on the organization’s capability development and technological preparedness.
Konten Media Sosial Implikasinya pada Minat Beli di RM. Pojok Sawangan Mia Donni Junipriansa; Leni Cahyani; Alphino Pradifta Nugraha
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 8 No. 1 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (September-Oktober 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v8i1.9417

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh atribut konten promosi TikTok terhadap minat beli konsumen pada Rumah Makan Pojok Sawangan Mia. Melalui pendekatan kuantitatif dengan metode survei, data dihimpun dari responden yang pernah menyaksikan konten promosi platform tersebut. Atribut konten yang diteliti meliputi daya tarik visual, kualitas informasi, nilai hiburan, kredibilitas, serta konsistensi unggahan, dengan minat beli sebagai variabel dependen. Hasil analisis regresi menunjukkan bahwa konten promosi TikTok berpengaruh positif dan signifikan terhadap minat beli konsumen. Konten yang kreatif, edukatif, dan menarik secara dinamis terbukti efektif meningkatkan perhatian serta menstimulasi keputusan pembelian. Penelitian ini memberikan implikasi praktis bagi pelaku UMKM kuliner dalam mengoptimalkan strategi pemasaran digital berbasis video pendek guna meningkatkan daya tarik dan volume penjualan.
Co-Authors Abdillah Ainie, Siti Agus Maolana Hidayat Aisyah Amajida Jauza Alphino Pradifta Nugraha Andi Filsah Muslimat Apriana, Ayu Arlin Ferlina Mochamad Trenggana Asep Sufyan Muhakik Asmuliyati Nahnu Astri Wulandari Ati Mustikasari Atien Nur Chamidah Audiena, Siti Syarla Bayu Asliza Fadila Bethani Suryawandani Bethani Suryawardani Dandi Kurnia Saputra Dandy Marcelino Dandy Marcelino Darren Desvera, Sebastian Devi, Natalia Dian Sari Unga Waru Didit Endriawan Diva Aulia Donni Junipriansa Donny Trihandono Donny Trihanondo Dwitya Dimas Pramudya Eka Irawati, Eka Fadila, Bayu Asliza Fanni Husnul Hanifa Faras , Abu Ganjar Mohamad Disastra Guna, Kestu Galang Harrie Lutfie Harrie Lutfie Harrie Lutfie Hauzan, Mochammad Azmi Faiq Ilham Pangestu, Mahardika Imelda Maulana, Fransisca Karniawati, Nia Kaulika, Isava Dea Khoirullah, Akfin Laksmi Saraswati Maharani, Sandra Marcelino, Dandy Muhammad Quinadzan Al Fajr Syam Muhammad Raffy Asri Muhammad Rizky Saefullah Najwa, Savira Nasty, Prisky Dwi Nawwaf, Fayyadh Nellyaningsih Novantiani, Anne Novliana, Siska Zuherni Nurzahra Sugiharti Pradnyamita A.ar, Caroline Angel Rahmat Hidayat Rahmat Hidayat Ratna Rintaningrum Riska Aprilina Rizqi Awalia Ilma Roedavan, Rickman Roihan Ahmad Takholi Sampurno Wibowo Samsura, Datuk Ilhan Marsha Simanullang, Sanco Siska Zuherni Novliana Siti Nurzanah Soni Sadono Subandi, Yeyen Suherminingsih , Nina Sri Sukma Sulastri Sulastri Sulthan Rafi Deevan Haryadi Tirta Prasatia Tri Haryotedjo Wibowo, Pratama Prizal Widya Sastika Yessa Winardi