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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Akuntabel : Jurnal Ekonomi dan Keuangan MABIS: Manajemen dan Bisnis Journal of Enterprise and Development (JED) Journal of Management and Entrepreneurship Research Jurnal Dharma Bhakti Ekuitas Jurnal Inspirasi Binsis dan Manajemen Journal of Sustainable Community Service IIJSE Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)
Siska Ernawati Fatimah
Universitas Swadaya Gunung Jati
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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PELATIHAN PENERAPAN LAPORAN KEUANGAN BERBASIS STANDAR AKUNTANSI KEUANGAN ENTITAS MIKRO KECIL DAN MENENGAH (SAK EMKM) DAN PEMASARAN DIGITAL PADA UMKM OLAHAN LIMBAH KULIT IKAN DI KOTA CIREBON Rosnidah, Ida; Fatimah, Siska Ernawati; Hadyati, Siti Nur
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 2 No. 4 (2022): SEPTEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v2i4.640

Abstract

The production of AJT fish skin crackers, known as "krupuk kulit ikan cucut AJT," is carried out in the city of Cirebon. These crackers are available for tourists who visit the area. While the AJT fish skin crackers already have attractive packaging that appeals to consumers, their marketing is currently limited to the Cirebon area and relies on exhibitions, personal connections, and manual promotions. The product's promotion has not been maximized, thus requiring assistance in digital marketing. Additionally, the AJT fish skin crackers have not been able to create financial reports. The current financial management solely relies on the owner's memory and small notes. Therefore, it is crucial to provide assistance in creating financial reports based on the EMKM accounting standards. The community service assistance conducted by the Faculty of Economics and Business at UGJ, involving a team of professors and students, has been successful. As a result, the owners and employees of the AJT fish skin crackers are now capable of creating financial reports based on EMKM accounting standards and utilizing social media for digital marketing to enhance sales and market share.
The Impact of Scarcity and Flash Sale Techniques on Impulse Buying of Cosmetics Rachmania, Vera; Ramadhan, Muhammad Inzaghi; Fatimah, Siska Ernawati
Journal of Management and Entrepreneurship Research Vol. 6 No. 2 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.2-64

Abstract

Objective: This study examines the impulsive buying behaviour of cosmetic consumers on e-commerce platforms through the application of scarcity and flash sale techniques. Research Design & Methods: A total of 398 respondents from Cirebon City participated in this quantitative study, selected using an accidental sampling method. Data were collected through an online survey and analysed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Findings: Both scarcity and flash sale techniques influence impulse buying behaviour, with scarcity having the stronger effect. Flash sales stimulate urgency through limited-time offers, while scarcity enhances perceived value due to product limitation. Implications and Recommendations: Marketers are encouraged to combine flash sales and scarcity techniques to increase urgency and desirability. Brief, strategic discounts can effectively encourage unplanned purchases. Contribution & Value Added: This study provides valuable insights into e-commerce strategies that enhance impulse buying behaviour in the digital beauty sector.
The Influence of Neuromarketing and Emotional Marketing on the Purchase Intention of the Cirebon Community in the Fashion Industry Faris, Gaung Al; Khotimah, Khusnul Khotimah; Fatimah, Siska Ernawati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6905

Abstract

This study aims to examine how Cirebon people’s purchasing intentions in the fashion industry are affected by neuromarketing and emotional marketing. Purchase intentions arise in response to marketing strategies designed by businesses, especially in the context of online shopping. Neuromarketing and emotional marketing strategies are applied to attract attention and build emotional attachments with consumers, who have evolving digital consumption habits. This study used a quantitative approach, namely residents of Cirebon City aged 14 to 54 years. Sampling using the Slovin formula and obtained 400 respondents. Data analysis with (PLS-SEM) approach. The study shows that emotional marketing has more influence on the purchase intention of Cirebon people in the fashion industry. This is because emotional marketing is able to build strong emotional relationships, create attachment to the brand, and present a more personalized and relatable experience for consumers. Meanwhile, neuromarketing also contributes to increasing purchase intention through psychology and neuro-science-based approaches that influence consumers’ decision-making processes. These findings contribute to businesses in the fashion industry in determining a more effective marketing strategy for the people of Cirebon. Emotional marketing and neuromarketing-based strategies can be used to enhance consumer experience, strengthen brand loyalty, and drive purchasing decisions.
Augmented Reality, Customer Experience, and Repurchase Intention in the Cosmetic Products: Exploring the Mediating Role of Customer Satisfaction Fakhiratunisa, Zahra; Stevani, Fadia; Fatimah, Siska Ernawati
Journal of Enterprise and Development (JED) Vol. 7 No. 2 (2025)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v7i2.13213

Abstract

Purpose: This study investigates the mediating role of customer satisfaction (CS) in the relationship between augmented reality (AR), customer experience (CE), and repurchase intention (RI).Method: Data were collected from 399 Gen Z cosmetic consumers in Cirebon City through Likert-scale questionnaires. Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used for analysis.Result: This study revealed that all hypotheses were supported. It found that AR positively influences CS, CE significantly impacts CS, and both AR and CE directly affect RI. Additionally, CS was shown to mediate the effects of both AR and CE on RI.Practical Implications for Economic Growth and Development: The findings offer valuable insights for the cosmetics and digital marketing sectors. Integrating AR features can enhance shopping experiences, reduce product-related uncertainty, and increase consumer confidence. Improved customer experience leads to higher satisfaction and loyalty, driving repeat purchases. These outcomes can help businesses lower customer acquisition costs, foster innovation in digital technologies, and strengthen market competitiveness—contributing to job creation and broader economic development in both retail and tech industries.Originality/Value: This study contributes a novel perspective by focusing on Gen Z and cosmetic products. This study also integrates AR and customer experience within a unified research model.
PENERAPAN LAPORAN KEUANGAN DENGAN SAK EMKM BERBASIS IT PADA UMKM DI KOTA CIREBON Rosnidah, Ida; Fatimah, Siska Ernawati; Hadiyati, Siti Nur
Jurnal Dharma Bhakti Ekuitas Vol. 6 No. 2 (2022): Jurnal Dharma Bhakti Ekuitas
Publisher : Universitas Ekuitas Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52250/p3m.v6i2.427

Abstract

Pencatatan dan penyusunan laporan keuangan merupakan kegiatan yang tidak dapat dipisahkan dari seluruh kegiatan operasional entitas UMKM. Dengan penerapan Standar Akuntasi Keuangan Entitas Mikro Kecil dan Menengah (SAK EMKM), para pelaku UMKM tidak boleh abai terhadap standar ini. Ditambah lagi perkembangan teknologi informasi sangat membantu para pelaku UMKM. Namun ternyata, terdapat UMKM yang belum sepenuhnya melakukan pencatatan dan penyusunan laporan keuangan. Sebagimana kita ketahui bahwa laporan keuangan merupakan dokumen yang harus ada ketika UMKM akan mengajukan pinjaman ke lembaga keuangan dan perbankan. Oleh karena itu, kegiatan pendampingan menjadi suatu kegiatan yang sangat strategis. Pendampingan dilaksanakan secara langsung dimulai dengan pengenalan pemahaman akuntansi sederhana. Hasil yang dicapai yaitu UMKM mampu membuat laporan keuangan sederhana. Pendampingan semacam ini harus terus dilakuan secara berkelanjutan sehingga pada akhirnya UMKM mampu menerapkan SAK EMKM berbasis IT dalam laporan keuangannya.
Cognitive and Affective Factors that Influence the Purchase Intention of Live Consumers Santoso, Sindi Puji; Nadila Tri Natasya; Siska Ernawati Fatimah
Jurnal Ilmiah Bisnis dan Ekonomi Asia Vol 19 No 2 (2025): Jurnal Ilmiah Bisnis dan Ekonomi Asia
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jibeka.v19i2.2369

Abstract

Currently, most people like online shopping on various marketplace platforms. One of the platforms for online shopping through live shopping has its own uniqueness in the eyes of consumers who shop online. This study aims to analyze the purchase intention of live shopping for people in the city of Cirebon as seen from affective and cognitive. This study uses a quantitative approach and collects data through a questionnaire. This study has a population of people in the city of Cirebon aged 15-29 years, using the Slovin formula, and getting the number of respondents as many as 400. The data analysis method used is Structural Equation Modeling- Patrial Least Square (SEM-PLS). The research findings indicate that cognitive and affective linkages have a significant impact on purchase intention. This shows that both variables affect consumer purchase intention in Cirebon City. However, this purchase intention is more driven by effective where someone who is interested in buying through live shopping is dominated by emotions and feelings of likes and dislikes in product evaluation compared to information or knowledge that is remembered about the product.
Digital Storytelling and Brand Trust Drive Generation Z in Skincare Purchase Decisions Alfian Noor, Maulana Aditya; Wirayudha, Rizky Aditya; Fatimah, Siska Ernawati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.7085

Abstract

Changes in the behavior of Generation Z consumers, who are women and even men, can consciously be aware of self-care. This aligns with technological developments that make it easier for them to find information through social media, compare products, and see skincare user testimonials, which can encourage them to make effective purchasing decisions. This study examines how brand trust and digital storytelling affect consumers' buying decisions. It employs a quantitative approach focusing on Generation Z individuals aged 14-27 years in Cirebon City, which has a population of 117,229 people. The sample calculation uses the Slovin formula, with the calculation results obtained from 400 respondents. The data analysis method employed is Structural Equation Modeling using Partial Least Squares (SEM-PLS). This research shows that brand trust and digital storytelling greatly impact Cirebon City residents' decisions to buy skincare products. Trust dominates the influence on purchasing decisions because consumers are more careful in choosing skincare products through the information obtained, which is supported by other user reviews. Skincare industry players are expected to use the study's findings to inform their social media marketing tactics, which will drive more consumer purchases and boost sales growth while preserving business stability. The implications of this research are expected to be utilized by skincare business operators in determining their marketing strategies through social media to encourage increased consumer purchasing decisions, thereby boosting sales growth to maintain business stability, enabling them to compete and contribute to economic growth.
Community Service in an Effort to Introduce Indonesian Accounting System to Thai Students Komara, Acep; Mahadianto, Moh. Yudi; Yulianto, Agung; Hadiyati, Siti Nur; Fatimah, Siska Ernawati; Srisuk, Prattana; Astillero, Marlon Rael
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 5 No. 2 (2025): MARCH
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v5i2.930

Abstract

Accounting is a science that has its own unique features, where every country applies accounting principles in accordance with standardized international norms. Accounting plays an important role for countries as it can be considered the language of business, revealing the financial performance of enterprises. The diversity in accounting applications across nations inspired our interest in exploring the differences between Indonesian and Thai accounting practices through community service involving lecturers and students from Thai Global Business Administration Technological College Thailand (TGBC Thailand). This international community service initiative included six lecturers from Indonesia, five lecturers from TGBC, and 15 students, at TGBC. The purpose of this international community service was to educate participants about and introduce accounting practices applied in both Indonesia and Thailand. This activity is expected to provide additional insights and applications of new knowledge in the field of accounting.
The effects of positive emotion and bonus packs in encouraging impulse buying Anshori, Asroful Adim; Holik, Asep Epriana Nur; Fatimah, Siska Ernawati; Srisuk, Prattana
Manajemen dan Bisnis Vol 24, No 2 (2025): September 2025
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v24i2.925

Abstract

The impact of good emotions and bonus pack promotion tactics on impulsive shoppers in retail establishments, specifically at Indomaret and Alfamart in Cirebon, was investigated in this study using a quantitative methodology. The research population consisted of 399 individuals aged between 19 and 24, drawn from 263,781 people. The sampling formula used was Slovin's formula, and the samples were selected randomly. The research hypothesis was tested using random sampling based on Slovin's formula. The study results indicate that positive emotions and bonus packs affect the desire to purchase at Indomaret and Alfamart stores. The primary effect is that bonus packs encourage impulsive buying. This is because bonus packs provide immediate added value to consumers, such as additional products or discounts to enhance appeal and purchase interest. These findings offer insights and strategic guidance for retail businesses in designing marketing strategies, particularly targeting students. Such strategies may include a combination of attractive bonus pack promotions and creating a pleasant shopping experience to encourage impulse buying and enhance customer loyalty.
Gamification Appeal and Customer Engagement Increase Online Consumer Repurchase Intentions Hasanah, Elsya Tri; Putri, Mila Widia; Fatimah, Siska Ernawati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.7015

Abstract

Gamification with the use of non-gaming through points, levels, challenges, rewards, or leaderboards on e-commerce shopping platforms becomes a more interesting activity and motivates customer engagement. This study aims to explore the factors that influence repurchase intention in e-ecommerce, with a focus on gamification and customer engagement. The participants in this study were individuals from Cirebon City, aged between 15-29 years old, with a sample size of 399 respondents determined using the Slovin formula. The sampling technique used was purposive random sampling. The research data were analyzed using the SEM-PLS (Partial Least-Structural Equation Modeling) method. The research findings reveal that gamification and customer engagement significantly influence Generation Z's intention to repurchase in e-commerce. Gamification strongly drives Generation Z's purchase intention in e-commerce shopping, this is because gamification creates a fun and interactive shopping experience. An interactive gamification strategy can be utilized by e-commerce businesses to encourage Generation Z's buying interest, so that the strategy created is interesting and effective to be of interest to Generation Z, which will increase consumer buying interest.
Co-Authors Acep Komara Agung Yulianto Alfian Noor, Maulana Aditya Anshori, Asroful Adim Aoliyah Firasati Asti Hidayati Asti Hidayati, Asti Astillero, Marlon Rael Azzahra, Nadhira Dien Noviany Rahmatika Dita Septiani Fakhiratunisa, Zahra Faris, Gaung Al Hadyati, Siti Nur Hasanah, Elsya Tri Herdinadiatin, Lis Tatin Holik, Asep Epriana Nur Ida Rosnidah Khotimah, Khusnul Khotimah Komara , Acep kusnaedi, Nindi Lis Tatin Herdinadiatin Mahadianto, M. Yudi Maulany, Soesanty Moh Yudi Mahadianto Nadhira Azzahra Nadhira Azzhara Nadila Tri Natasya Noveria Susijawati Nurhaliza, Hanna Oktavani, Icha Dinda Lestari Purdianto, Ario Putri, Mila Widia Rachmania, Vera Rachmayandi, Fahrezi Rahmadi Rahmadi Rahman, Irul Juliar Ramadhan, Muhammad Inzaghi Safitri, Dera Eka Saha, Sanchita Santoso, Sindi Puji Siti Maryam Siti Nur Hadiyati Srisuk, Prattana Stevani, Fadia Sulaeman, Dhenisa Dewi Sulistiowati, Lisa Harry Sulistiyowati, Lisa Harry Suzana, Anna Umiyaroh Wirayudha, Rizky Aditya