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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 PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat Journal of Social Research 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
Aerospace Engineering Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Veterinary 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.
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.
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.
Generation Z’s Reliance on UGC and Vlogs For Driving Buying Interest in The Fashion Industry Rahman, Irul Juliar; Rachmayandi, Fahrezi; Fatimah, Siska Ernawati; Rahmadi, Rahmadi
Jurnal Aplikasi Bisnis dan Manajemen Vol. 11 No. 3 (2025): JABM Vol. 11 No. 3, September 2025
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.11.3.917

Abstract

Background: Generation Z’s frequent engagement with social media platforms significantly shapes their purchasing intentions. They actively use these platforms and tend to trust authentic content, such as reviews and user-shared experiences, more than traditional advertising.Purpose: This study aims to analyze how User-Generated Content (UGC) and vlogs influence Generation Z’s purchasing intentions in the fashion industry, providing insights for businesses to develop effective and authentic marketing strategies.Design/methodology/approach: Using the Slovin formula, 400 respondents were sampled. Data analysis was conducted through Partial Least Squares Structural Equation Modeling (PLS-SEM).Findings/Results: The study reveals that UGC and vlogs affect Generation Z’s purchasing interest by offering personalized, relatable, and interactive content that fosters emotional connections and conveys product information authentically. These findings can guide businesses in refining their marketing strategies for Gen Z.Conclusion: UGC and vlogs moderately influences consumer purchase intentions, emphasizing the importance of authentic, content-driven marketing approaches.Originality/value (State of the art): This article’s contributes originality by examining the combined impact of UGC and vlogs on Gen Z’s purchasing intentions, offering fresh perspectives on effective marketing strategies within the fashion industry. Keywords: UGC (User-Generated Content), vlogs, purchasing intention, Generation Z, fashion industry
The Impact of Customer Testimonials and Brand Trust in Women's Hijab Repurchase Intention in Cirebon Umiyaroh; Oktavani, Icha Dinda Lestari; Fatimah, Siska Ernawati; Maulany, Soesanty
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 3 (2025): IJBE, Vol. 11 No. 3, September 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.3.519

Abstract

Background: The hijab industry in Indonesia is rapidly growing, leading to intense online and offline competition between brands.Purpose: This study measures Repurchase Intention based on customer testimonials and brand trust in hijab products marketed through TikTok Shop, Shopee, Lazada, Bukalapak, and other marketplaces.Design/methodology/approach: This study used a quantitative method with data from 400 female hijab users aged 15–24 years in Cirebon. Owing to its strength in complex model analysis, SEM-PLS was applied to analyze the effect of customer testimonials and brand trust on repurchase intention.Findings/Results: This study indicates that customer testimonials and brand trust positively influence repurchase intention for hijab products in Cirebon. The impact of customer testimonials on repurchase intention had a coefficient of 0.400, whereas brand trust demonstrated a more substantial influence with a coefficient of 0.417. The findings suggest that brand trust has a more significant impact on encouraging repurchase behaviour than customer testimonials. These results underscore the importance of building strong brand trust through consistent product quality, excellent customer service, and positive brand reputation. For hijab business owners, effective marketing strategies should generate positive customer testimonials and ensure that the customer experience aligns with the brand’s promises. By consistently delivering quality and maintaining reliable service, businesses can foster consumer trust, enhance customer loyalty, and sustain repurchase intentions over the long term.Conclusion: These two independent variables simultaneously drive Repurchase Intention for hijab products. Brand Trust had a more substantial influence on the intention to repurchase the hijab.Originality/value (State of the art): Consumers trust brands for various reasons, including good product or service quality and brand reputation. Brand trust is a crucial factor in long-term relationships with customers. Keywords: customer testimonials, brand trust, repurchase intention, marketplace, hijab
The Influence of Neuromarketing and Emotional Marketing on the Purchase Intention of the Cirebon Community in the Fashion Industry Gaung Al Faris; Khusnul Khotimah Khotimah; Siska Ernawati Fatimah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : 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.
Co-Authors Acep Komara Agung Yulianto Anshori, Asroful Adim Aoliyah Firasati Asti Hidayati Asti Hidayati, Asti Astillero, Marlon Rael Azzahra, Nadhira Curatman, Aang Dhenisa Dewi Sulaeman Dien Noviany Rahmatika Dita Septiani Elsya Tri Hasanah Fakhiratunisa, Zahra Gaung Al Faris Hadyati, Siti Nur Hanna Nurhaliza Herdinadiatin, Lis Tatin Holik, Asep Epriana Nur Ida Rosnidah Khusnul Khotimah Khotimah Komara , Acep Lis Tatin Herdinadiatin Mahadianto, M. Yudi Maulana Aditya Alfian Noor Maulany, Soesanty Mila Widia Putri Moh Yudi Mahadianto Nadhira Azzahra Nadhira Azzhara Nadila Tri Natasya Noveria Susijawati Nurmalitasari, Alysha Prameswari Oktavani, Icha Dinda Lestari Purdianto, Ario Rachmania, Vera Rachmayandi, Fahrezi Rahmadi Rahmadi Rahman, Irul Juliar Ramadhan, Muhammad Inzaghi Rawi, Rawi Rizky Aditya Wirayudha Saha, Sanchita Santoso, Sindi Puji Siti Maryam Siti Nur Hadiyati Srisuk, Prattana Stevani, Fadia Sulistiowati, Lisa Harry Sulistiyowati, Lisa Harry Suzana, Anna Umiyaroh