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Experiential Marketing Analysis on Customer Satisfaction Arifin, Moh. Samsul; Faradiba, Besse; Violin, Vivid; Herawati, Heny; Asir, Muhammad
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.795

Competition in the business world cannot be separated from the development of the environment faced. The business environment that has a major influence on marketing success is the development and advancement of technology, as well as changes in people's lifestyles. Marketing has an important role in society because marketing involves various aspects of life, including the economic and social fields, because marketing activities involve the problem of the flow of products from producers to consumers, and marketing creates important jobs for the community. The aim of this research is to understand the importance of experiential marketing analysis on customer satisfaction for companies and consumers. This research is assisted by a literature study research. The data obtained is compiled, analyzed, and summarized to obtain conclusions regarding the literature study. Data collection uses secondary data such as archived data in the form of books or journals. The results of the study show that experiential marketing analysis of customer satisfaction shows that strong customer experiences, especially those involving emotions and interactions, can increase customer satisfaction. Experiential marketing creates added value through experiences that differentiate products or services, so that customers feel more satisfied.

Karakteristik fisikokimia tepung jewawut (Setaria italica) varietas Polewali Mandar sebagai pengaruh frekuensi proses penyosohan Handoko, Ari; Kusnandar, Feri; Budijanto, Slamet; Herawati, Heny
AGROINTEK Vol 19, No 3 (2025)
Publisher : Agroindustrial Technology, University of Trunojoyo Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/agrointek.v19i3.25233

Foxtail millet (Setaria italica var Polewali Mandar) is a common cereal crop in Polewali Mandar, with the potential for development as a food ingredient. This study characterizes millet from three varieties (Minna, Lasse, and Bulawang) polished 2, 3, and 4 times. Analysis of millet flour (80 mesh) includes chemical (proximate, dietary fiber, tannin), physical (color, pasting profile, granule shape using SEM), and starch digestibility. The data were evaluated using statistical analysis of variance (ANOVA), and the Tukey Honestly Significant Difference (HSD) Test was used if there was a significant result (p0.05) for each treatment. The results showed that polishing affected proximate, tannin, dietary fiber, and color but not digestibility and starch profile. Additionally, tannin content from Polewali Millet (0,016-0,026%) aligns with WHO and FAO standards. Foxtail millet has high dietary fiber (16-22%) compared to rice (0,1%). Millet flour colors vary, and starch digestibility is moderate (40-50%). Total starch is 50-60%, with amylose content of 4-5,9%. Pasting profile increases after polishing. Starch granules are round, oval, and polygonal with different sizes.

Analysis of Online Customer Reviews and Perceived Price in Creating Purchase Intention Herawati, Heny; Gustina, Dian; Santhuso, Agus; Febrianti, Reni
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 6 No. 2 (2025): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v6i2.2976

E-commerce is a website that promotes services or products online. E-commerce in Indonesia, which utilizes internet access, includes sites that offer online stores, a rapidly growing online sales mix. Sophee is one of the most popular online shops in Indonesia for purchasing various fashion products and accessories. This study aims to analyze Online Customer Review and Perceived Price in creating Purchase Intention on Elisaberth Products (Case Study on Consumers of Local Fashion Brand Elisaberth in Bandung)”. The sample in this study amounted to 120 respondents. This study uses validity test, reliability test. The analysis in this study uses multiple regression analysis, multiple correlation analysis, coefficient of determination and hypothesis test. The results of the t test show that the Online Customer Review variable (X1) has no significant effect on Purchase Intention (Y) with a calculated t value < t table (-0.813 < 1.98045) and a sig value > a value (0.418 > 0.05) and Price Perception (X2) has a significant effect on Purchase Intention (Y) with a calculated t value > t table (8.713 > 1.98045) and a sig value < a value (0.000 < 0.05). The correlation value is 0.662 which means it shows a relationship the strong one. The coefficient of determination given by Online Customer Review (X1) and Perceived Price (X2) on Purchase Interest (Y) is 43.8% and the remaining 56.2% is influenced by other factors that were not analyzed.

Experiential Marketing Analysis on Customer Satisfaction Arifin, Moh. Samsul; Faradiba, Besse; Violin, Vivid; Herawati, Heny; Asir, Muhammad
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.795

Competition in the business world cannot be separated from the development of the environment faced. The business environment that has a major influence on marketing success is the development and advancement of technology, as well as changes in people's lifestyles. Marketing has an important role in society because marketing involves various aspects of life, including the economic and social fields, because marketing activities involve the problem of the flow of products from producers to consumers, and marketing creates important jobs for the community. The aim of this research is to understand the importance of experiential marketing analysis on customer satisfaction for companies and consumers. This research is assisted by a literature study research. The data obtained is compiled, analyzed, and summarized to obtain conclusions regarding the literature study. Data collection uses secondary data such as archived data in the form of books or journals. The results of the study show that experiential marketing analysis of customer satisfaction shows that strong customer experiences, especially those involving emotions and interactions, can increase customer satisfaction. Experiential marketing creates added value through experiences that differentiate products or services, so that customers feel more satisfied.

Analysis of Online Customer Reviews and Perceived Price in Creating Purchase Intention Herawati, Heny; Gustina, Dian; Santhuso, Agus; Febrianti, Reni
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 6 No. 2 (2025): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v6i2.2976

E-commerce is a website that promotes services or products online. E-commerce in Indonesia, which utilizes internet access, includes sites that offer online stores, a rapidly growing online sales mix. Sophee is one of the most popular online shops in Indonesia for purchasing various fashion products and accessories. This study aims to analyze Online Customer Review and Perceived Price in creating Purchase Intention on Elisaberth Products (Case Study on Consumers of Local Fashion Brand Elisaberth in Bandung)”. The sample in this study amounted to 120 respondents. This study uses validity test, reliability test. The analysis in this study uses multiple regression analysis, multiple correlation analysis, coefficient of determination and hypothesis test. The results of the t test show that the Online Customer Review variable (X1) has no significant effect on Purchase Intention (Y) with a calculated t value < t table (-0.813 < 1.98045) and a sig value > a value (0.418 > 0.05) and Price Perception (X2) has a significant effect on Purchase Intention (Y) with a calculated t value > t table (8.713 > 1.98045) and a sig value < a value (0.000 < 0.05). The correlation value is 0.662 which means it shows a relationship the strong one. The coefficient of determination given by Online Customer Review (X1) and Perceived Price (X2) on Purchase Interest (Y) is 43.8% and the remaining 56.2% is influenced by other factors that were not analyzed.

Pemberdayaan Karangtaruna Dalam Pengembangan Pengemasaran Di Desa Wisata Patengan Kec. Rancabali Bandung Herawati, Heny; Lestari, Sri; Suldina, Farida; Bandawati, Euis; Sanjoyo, Sanjoyo; Sabilla, Nazwa Zahra
IKRA-ITH ABDIMAS Vol. 10 No. 2 (2026): IKRAITH-ABDIMAS Vol 10 No 2 Juli 2026
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37817/ikra-ithabdimas.v10i2.5414

Pengabdian kepada masyarakat ini bertujuan untuk memberdayakan Karang Taruna Desa WisataPatengan dalam mengembangkan strategi pemasaran berbasis potensi lokal. Permasalahan utamayang dihadapi adalah keterbatasan keterampilan pemasaran digital, desain kemasan produk, danjejaring promosi yang masih sempit. Metode yang digunakan meliputi sosialisasi, pelatihanpemasaran digital, workshop desain kemasan, pendampingan organisasi, serta pengembanganjejaring dengan pelaku pariwisata. Hasil kegiatan menunjukkan adanya peningkatan kapasitasKarang Taruna dalam memanfaatkan media sosial sebagai sarana promosi, terciptanya produkdengan kemasan yang lebih menarik, serta terbangunnya jaringan kerjasama dengan pihakeksternal. Pemberdayaan ini memberikan dampak positif terhadap penguatan peran pemuda dalammendukung keberlanjutan Desa Wisata Patengan. Pengabdian Masyarakat ini menegaskanpentingnya pelatihan berkelanjutan, dukungan modal, dan akses jaringan pemasaran dalammeningkatkan daya saing desa wisata berbasis komunitas.

PENGEMBANGAN, PELATIHAN DAN KEMANDIRIAN PELAKU USAHA MIKRO, KECIL DAN MENENGAH (UMKM) DI DESA CIKARAGEMAN Lestari, Sri; Herawati, Heny; Bandawaty, Euis; Waskito, Meindro; Chusnah, Chusnah; Scorita, Kurnia Budhy; Suldina, Farida
BESIRU : Jurnal Pengabdian Masyarakat Vol. 1 No. 8 (2024): BESIRU : Jurnal Pengabdian Masyarakat, Agustus 2024
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/zy1bmc37

Desa Cikarageman memiliki potensi besar untuk pengembangan UMKM. Namun, banyak pelaku UMKM di desa ini masih terkendala dalam hal permodalan, manajemen, dan pemasaran. Hal ini menyebabkan banyak UMKM di Desa Cikarageman yang tidak berkembang dan bahkan gulung tikar. Tujuan dari kegiatan pengabdian kepada masyarakat (PKM) ini adalah untuk meningkatkan kapasitas dan kemandirian pelaku UMKM di Desa Cikarageman melalui pelatihan, pendampingan, dan fasilitasi akses permodalan. Metode yang digunakan dalam PKM ini adalah: 1. Pelatihan tentang manajemen usaha, keuangan, dan pemasaran, 2. Pendampingan dalam penyusunan rencana usaha dan pengembangan produk, Fasilitasi akses permodalan melalui perbankan dan lembaga keuangan mikro. PKM ini telah berhasil meningkatkan kapasitas dan kemandirian pelaku UMKM di Desa Cikarageman. Hal ini dibuktikan dengan meningkatnya pengetahuan dan keterampilan pelaku UMKM, kualitas produk UMKM, dan akses permodalan bagi pelaku UMKM.

Analysis of The Relationship Between Labor Market, Currency Exchange Rate Stability, Product Quality and International Trade Competitiveness Muarief, Fahrurozi; Herawati, Heny; Suroso, Amat; Iswahyuningsih, Iswahyuningsih; Wardani, Dewi Ratih Kusuma
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.11128

Tujuan dari penelitian ini adalah untuk mengidentifikasi dan mengukur besarnya dampak persaingan ekonomi terhadap hasil perekonomian. Mikrodata yang digunakan berasal dari data sensus manufaktur tahunan dan data perdagangan. Temuan penelitian menunjukkan bahwa peningkatan volume impor dapat meningkatkan sebaran pekerja di sektor informal, khususnya pekerja yang bekerja di perusahaan kecil. Dampak guncangan kompetisi bisnis terhadap margin penyesuaian jangka pendek juga bervariasi, dimana perusahaan dengan produktivitas awal yang lebih rendah menghadapi biaya penyesuaian yang paling besar. Hal ini menunjukkan pentingnya peningkatan produktivitas untuk bertahan dalam persaingan global.

Study of Consumer Behavior on TikTok: Motivations, Preferences, and their Impact on Marketing Trends Safrianto, Arief Syah; Herawati, Heny; Fauzan, Rusydi
Journal of Management Vol. 3 No. 2 (2024): July - December
Publisher : Yayasan Pendidikan Belajar Berdikari

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

This study seeks to investigate the impact of fashion content, content inventiveness, and user interaction on consumer behavior, as well as the moderating role of consumer motivation in enhancing these interactions. Data was obtained from active social media users who were exposed to fashion content. Statistical tests were used in the analysis, as well as Moderated Regression Analysis (MRA). The study found that fashion content (X1) had a significant positive impact on customer behavior (Y), with a significance value of 0.000 (p < 0.05). Content inventiveness (X2) has a considerable beneficial impact on consumer behavior (Y) with a significance level of 0.000 (p < 0.05). Furthermore, user interaction (X3) has a considerable beneficial impact on customer behavior (Y) with a significance value of 0.000 (p < 0.05). Furthermore, the MRA results suggest that consumer motivation (M1) moderates the effect of fashion content on customer behavior, with a p-value of 0.01. Customer motivation, with a significance value of 0.00, likewise moderates the effect of content innovation on customer behavior, as does user interaction. Thus, consumer motivation enhances the link between the independent factors (fashion content, content creativity, and user engagement) and the dependent variable (consumer behavior).This study emphasizes the importance of customer motivation in enhancing the efficiency of marketing tactics using fashion content on social media. The findings have practical implications for marketers and content providers in the fashion sector to pay more attention to customer motivation factors in order to promote favorable consumer behavior toward their brands.

Pemanfaat Literasi Digital dalam Pengembangan UMKM di Wilayah Cikarageman: Pengabdian Herawati, Heny; Lestari, Sri; Bandawaty, Euis; Suldina, Farida; Sanjoyo; Siddiq, Achmad
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 2 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 2 (October 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i2.3690

The rapid advancement of technology in the digital era has significantly simplified business operations. However, not all entrepreneurs possess adequate understanding and skills to optimally utilize digital technology in their business processes. This condition highlights the importance of enhancing digital literacy among business actors, particularly in the areas of business management and marketing. In response to this need, the Management Study Program of the Faculty of Economics, Universitas Islam As-Syafi’iyah conducted a digital literacy training program for 20 housewives and MSME entrepreneurs in Cikarageman Village, Setu District, East Bekasi. The program aimed to facilitate participants’ transformation from conventional business practices to digitally based systems. The training focused on implementing digital marketing strategies through the use of social media and the Shopee marketplace platform. Participants were trained to create engaging promotional content, such as photos, videos, and persuasive copywriting, to attract online consumers. The results of the activity showed that participants were able to understand and directly apply digital media utilization in their business activities. This improvement positively affected marketing effectiveness, market reach expansion, and potential income growth through more systematic financial management.

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