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Riza Hadikusuma
Jurusan Administrasi Niaga Politeknik Negeri Jakarta
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Perbandingan Pengaruh Kerja Sama Beauty Influencer dan Celebrity Endorsement Sebagai Media Komunikasi Pemasaran Terhadap Kepercayaan Konsumen (Studi Kasus Tiktok Somethincofficial Berdasarkan Segmentasi Generasi Z) Firza Intania Azzahra; Titik Purwinarti; Riza Hadikusuma; Risya Zahrotul Firdaus; Haris Satria Putra
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

This research is motivated by the development of the beauty industry in Indonesia and the increasing activity of generation Z on social media, especially TikTok social media. Somethinc as one of the local beauty brands utilizes digital marketing communication strategies through collaboration with beauty influencers and celebrity endorsement as a way to build consumer trust. This study aims to compare the influence of beauty influencers and celebrity endorsement on generation Z consumers' trust in the Somethinc brand. The research uses quantitative methods with a comparative associative approach. The population in this study is generation Z who live in DKI Jakarta, actively use Tiktok and have bought Somethinc products. The sampling technique used in this study is a non-probability sampling technique in the purposive sampling method. Primary data was collected through questionnaires to 150 respondents online. The data was analyzed through validity test, reliability test, classical assumption test, multiple linear regression test and T test using SPSS software. The results showed that beauty influencers and celebrity endorsement have a positive and significant influence on consumer trust in the Somethinc brand. However, beauty influencers has a greater influence than celebrity endorsement in building consumer trust. Researchers suggest that Somethinc should prioritize promotion through beauty influencers and choose beauty influencers that have a good and straightforward communication style
Strategi Program CSR dalam Pemberdayaan Masyarakat pada PT Bukit Asam TbK Alivsta Andini; Titik Purwinarti; Riza Hadikusuma; endah wartiningsih; Haris Satria Putra
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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This study aims to analyze the implementation strategy of the corporate social responsibility (CSR) program in community empowerment by PT Bukit Asam Tbk through the SIBA Batik Kujur program. This program represents a creative industry-based CSR initiative that utilizes local cultural potential as a means to enhance the economic independence of the community. However, its implementation still faces several challenges, such as stagnation in the number of active artisans, limited product innovation, and partner dependence on the company. This research adopts a descriptive qualitative approach using a case study method. Data were collected through in-depth interviews with four key informants, documentation, and literature studies. The data analysis technique used is SWOT analysis to identify strengths, weaknesses, opportunities, and threats in the program’s implementation. The findings show that the implemented strategy consists of three stages of strategic management: formulation through identifying community needs and local potential, implementation in the form of batik training and capital assistance, and periodic program evaluation. The IFAS analysis shows that SIBA Batik Kujur is in an average position with a score of 2.82. Likewise, the EFAS analysis also indicates an average position, with a score of 2.33. The recommended strategy for PT Bukit Asam Tbk is the weakness–opportunities (WO) strategy.
The Pengaruh Gamification Marketing Dan Perceived Value Terhadap Customer Loyalty (Studi Kasus Kopi Kenangan di Jakarta Selatan) Vindy Nurhaliza Iswahyudi; Endah Wartiningsih; Riza Hadikusuma; Imas Chandra Pratiwi; Erlyn Rosalina
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7692

Abstract

This study aims to analyze the effect of gamification marketing and perceived value on customer loyalty among Kopi Kenangan consumers in South Jakarta. The research background is based on the decline in Kopi Kenangan's Top Brand Index and transaction volume in 2025, amid increasingly competitive local coffee industry dynamics. This study employed an associative quantitative approach with purposive sampling technique. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS version 27. The results indicate that partially, gamification marketing does not have a significant effect on customer loyalty, whereas perceived value has a positive and significant effect. Simultaneously, both variables jointly exert a significant influence on customer loyalty, explaining 49.9% of its variance. These findings suggest that perceived value is a more dominant factor in shaping customer loyalty compared to the application of gamification elements within a digital platform.
Strategi Customer Retention Umkm Warung Bu Gendut Jagakarsa Pasca Viral Berbasis SERVQUAL Dian Rahmawati; Iis Mariam; Riza Hadikusuma; Endah Wartiningsih; Ratri Kurniasari
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.7701

Abstract

This research aims to analyze the service quality and optimize the customer retention strategy of MSME Warung Bu Gendut Jagakarsa in the post-viral period through the Service Quality (SERVQUAL) approach. The urgency of this research is driven by a post-viral sales decline indicating weak customer retention resulting from service quality issues. A qualitative case study approach was employed, with data collected through semi-structured interviews, passive participatory observation, and documentation, and analyzed using the Miles and Huberman interactive model supported by NVivo 15. The findings reveal that Warung Bu Gendut Jagakarsa has implemented all five SERVQUAL dimensions that is reliability, responsiveness, assurance, empathy, and tangible at a satisfactory level, with empathy being the most dominant factor in driving customer revisit intention. The assurance and empathy dimensions only need to be maintained, whereas responsiveness and tangible still require optimization, particularly in managing waiting times during peak hours and adding a canopy over the outdoor seating area. It is recommended that the business maintain well-performing aspects, optimize those that require improvement, and develop a customer loyalty program to encourage sustainable repeat purchases.
Co-Authors Adella Damayanti Wijaya Adlina Firzana Alivsta Andini Assidiki, Hasbi Azwar _ Chandra, Yanita Ella Nilla Darul Nurjanah Dian Rahmawati Disny Adelia Novita Dwi Cahya Mayningtiyas Dyah Anisaputri Dyah Anisaputri Endah Wartiningsih Erlyn Rosalina Fachri Aditya Febrian, Muhamad Reza Firdaus, Risya Zahrotul Firza Intania Azzahra Friscila Purba Gisheila, Margaretha Vira Hafidhuddin, Hafidhuddin Hafiduddin Hafiduddin Haris Satria Putra Iis Mariam Imam Syafganti Imas Chandra Pratiwi Ina Sukaesih Jati Saputro, Restu Kurniasari, Ratri Laras Afifah Mariam , Iis Maryono Maryono Mawar Onida Sinaga Mubarak, Fauzi Nining Latianingsih Nur Hasyim Nuria Puspitasari Nurjannah, Darul Prasetya, Irwan Putra, Yoshua Ardy Restu Jati Saputro Restu Jati Saputro Rini Rahman Riskon Ginting S, Waway Qodratulloh Saskia Alvira Rizky Setiawan, Angellia Malika Putri Silvia Suherman Sofa, Nidia Sonista, Muhamad Stephanie Nurhadijaya Syamsurizal - - Taufik Akbar Titik Purwinarti Titik Purwinarti Trianika Putri Rahmawati Utomo, Wahyudi Vindy Nurhaliza Iswahyudi Wahyu Arif Afandi Wahyudi Utomo Yoshua Ardyputra Zahra Alkania Dinillah