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All Journal Pena Justisia: Media Komunikasi dan Kajian Hukum Public Administration Journal of Research Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam International Journal of Technology and Education Research International Journal of Education, Vocational and Social Science International Journal of Economics, Business and Innovation Research An International Journal Tourism and Community Review Konstitusi: Jurnal Hukum, Administrasi Publik, dan Ilmu Komunikasi Studi Administrasi Publik dan ilmu Komunikasi
Damajanti Sri Lestari
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Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Effect Of Segmentation And Targeting In Increasing Sales Of Nu Salt Brand Consumption (Case Study In The Market Of Muslimat Religious Organizations Wil. Central Java) Dias Eko Erry Akhmadi; Damajanti Sri Lestari; Anita Asnawi; Moh. Arfani
International Journal of Economics, Business and Innovation Research Vol. 4 No. 05 (2025): August - September, International Journal of Economics, Business and Innovatio
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v4i05.2184

Abstract

This study specifically investigates how segmentation and targeting strategies, which are often considered conventional steps in marketing, actually show unusual dynamics in encouraging an increase in sales of NU Salt brand consumption salt products, especially in the market of NU Muslimat religious organizations in the Central Java region. NU Salt products are produced by the Sari Makmur Rembang Farmers Cooperative, which is one of the national salt production centers. The marketing approach through the NU Muslimat community was chosen because of the characteristics of a loyal market, homogeneous in values, and having an organizational structure that allows for more targeted market penetration. This study adopts a quantitative approach through a survey method, with the collection of primary data directly from a total of 96 respondents who are NU Muslimat members who are NU Salt consumers. The data analysis technique applied was multiple linear regression using the help of SPSS software, to test the relationship between segmentation (X1) and targeting (X2) variables to increase sales (Y). The results of the study showed that both segmentation and targeting had a positive and significant effect on the increase in sales, both partially and simultaneouslyThe results of the F test indicated that both variables simultaneously had a significant influence on the increase in sales with a significant value of 0.000. The t-test showed that the variables X1 and X2 also had a significant influence separately. The Adjusted R Square value of 0.611 indicates that 61.1% of the variation in sales increase can be explained by segmentation and targeting strategies, although this fairly high proportion appears in the context of low-differentiated commodity products, which in theory rarely show such a strong correlation. These findings make a practical contribution to developing community-based marketing strategies, especially for religious organizations, and at the same time affirm the importance of a deep understanding of market characteristics in improving the sales performance of local products.
Pendampingan PENDAMPINGAN DALAM MENINGKATKAN DAYA SAING DESA WISATA PONOKAWAN DI KECAMATAN KRIAN KABUPATEN SIDOARJO Fedianty Augustinah; Herawati, Andry; Listyawati, Liling; Galuh Ajeng Ayuningtiyas; Damajanti Sri Lestari
Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Vol. 3 No. 5 (2025): Oktober
Publisher : CV. Alina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59407/jpki2.v3i5.3142

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan daya saing Desa Wisata Ponokawan di Kecamatan Krian, Kabupaten Sidoarjo melalui pendampingan kepada BUMDes Ponokawan Sejahtera dalam bidang pemasaran dan manajemen. Permasalahan utama yang dihadapi meliputi lemahnya branding desa, minimnya pemanfaatan digital marketing, serta keterbatasan sumber daya manusia dalam pengelolaan promosi. Metode pelaksanaan dilakukan secara partisipatif melalui analisis potensi desa, pelatihan pembuatan konten digital, pengembangan identitas desa wisata, serta optimalisasi media sosial dan website resmi sebagai sarana promosi. Selain itu, dilakukan pendampingan tata kelola BUMDes dan pengembangan produk wisata berbasis potensi lokal. Hasil kegiatan menunjukkan peningkatan kapasitas pengelola desa wisata dalam menerapkan strategi pemasaran digital melalui pembuatan akun media sosial seperti Instagram dan TikTok, serta penggunaan media promosi fisik seperti neon box. Pendampingan ini berhasil memperkuat citra Desa Wisata Ponokawan sebagai destinasi eduwisata berbasis kearifan lokal dan berpotensi meningkatkan kunjungan wisatawan serta kesejahteraan masyarakat desa.
Pengaruh Kualitas Pelayanan dan Citra Perusahaan Terhadap Kepuasan Pengguna Jasa pada Limajari Reflexology Cabang Dharmahusada Surabaya Miranti Ayu Lupitasari Hermanto; Damajanti Sri Lestari; Anita Asnawi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 1 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i1.5535

Abstract

This study aims to determine the effect of servicei quality and company imagei on seirvicei useir satisfaction at limajari reifleixology dharmahusada Surabaya branch both partially and simultaneiously.Reiseiarch is quantitativei with a causal approach. Thei population in this study weirei all customeirs who had donei treiatmeint at Limajari Reifleixology, dharmahusada Surabaya branch at leiast oncei, thei samplei sizei was 100 reispondeints who had beiein distributeid through queistionnaireis. This study useis simplei random sampling teichniqueis in colleicting reispondeints and useis thei Cochran formula in deiteirmining thei samplei beicausei thei population in this study in thei following month is unknown. Furtheirmorei, thei data weirei analyzeid using instrumeint teists, classical assumption teists, multiplei lineiar reigreission teists, F teists, t teists, and coeifficieint of deiteirmination teists. Thei reisults showeid that both seirvicei quality and company imagei significantly affeict seirvicei useir satisfaction. Lineiar reigreission analysis shows a positivei influeincei of thei two indeipeindeint variableis on thei deipeindeint variablei. Seirvicei quality and company imagei simultaneiously also havei a significant eiffeict on seirvicei useir satisfaction, which is shown through thei F teist. Thei reisults of this study arei eixpeicteid to bei a reifeireincei for companieis to improve service quality and image in order to increase customer satisfaction.
The Psychological Contract of Generation Z: Does HR Communication Meet the Legal and Moral Expectations of Young Employees? Priyanto; Liling Listyawati; Damajanti Sri Lestari; Galuh ajeng Ayuningtyas; Dedi Setyawan
Pena Justisia: Media Komunikasi dan Kajian Hukum Vol. 22 No. 1 (2023): Pena Justisia
Publisher : Faculty of Law, Universitas Pekalongan

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

Abstract

The entry of Generation Z into the workforce has reshaped organizational expectations surrounding Human Resource (HR) communication, emphasizing not only legal compliance but also ethical alignment. This study investigates how HR communication practices—both legal and moral—impact psychological contract fulfillment (PCF) and key employee outcomes among Generation Z in Indonesia. Employing a quantitative, correlational-explanatory design, data were collected via a structured online survey from 250 Gen Z employees across sectors and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both legal and moral fulfillment in HR communication significantly enhance PCF, which in turn positively influences job satisfaction and organizational commitment, while reducing intention to leave. Furthermore, PCF mediates the relationship between HR communication and these outcomes, confirming its pivotal role in shaping employee attitudes and behaviors. These results align with Psychological Contract Theory and Expectancy Theory, demonstrating that for Generation Z, employment relationships are grounded as much in values and transparency as in formal policy. The study contributes to the limited Southeast Asian literature on psychological contracts and offers actionable insights for HR practitioners to build value-oriented communication strategies that foster engagement, trust, and retention among younger employees.
Co-Authors Agus Widodo Amirul Mustofa Amirul Mustofa Andry Herawati Anita Asnawi Budi Prambodo Dedi Setyawan Dias Eko Erry Akhmadi Elsa Alvina Kambuayo Fedianty Augustinah Ferriswara, Dian Galuh Ajeng Ayuningtiyas Galuh Ajeng Ayuningtyas Hadi Sugiyanto Ika Devy Pramudiana Iqbal Yuniarko Liling Listyawati Listyawati, Liling Miranti Ayu Lupitasari Hermanto Moch Arfani Moch. Arfani Moh. Arfani Muhammad Khairul Anwar Priyanto Priyanto Priyanto Rhiza Aurillia Rachmawati Ricky Arif Candra Sri Roekminiati Tarissa Cornelia Susantie Wahyu Darmawan Widyawati Widyawati