Articles
<![CDATA[Pengaruh Kualitas Produk Dan Periklanan Terhadap Minat Pembelian Ulang ]]>
<![CDATA[Meirinta, Larissa Apsarini]]>;
<![CDATA[Isharina, Ikhtiara Kaideni]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.3.13
<![CDATA[Viva Cosmetics is one of the popular local cosmetic brands in Indonesia, Under PT Vitapharm, the products started to be marketed in 1962. Since 2021, the market share of the company has decreased, and this condition is not the company’s vision. Therefore, it needs strategies to increase the number of consumers, one of them is by enhancing their repurchase intention. The objective of this research is to identify the effects of product quality and advertisement on the repurchase intention of Viva Cosmetics’ consumers in Java. This quantitative explanatory research elucidates the causal relationship between its variables through hypothesis testing. From the infinite population of all Viva Cosmetics Consumers in Java, 140 females with the minimum age of eighteen years who live in Java and have at least made one purchase of the brand’s product since 2022 were selected as the sample through non-probability sampling method. This study uses multiple linear regression analysis. The results indicate that product quality positively and significantly influences the repurchasing intention of people in Java and that advertisement has no significant effect on the said intention. Abstrak Viva Cosmetics merupakan salah satu merek produk kecantikan lokal ternama di Indonesia yang sudah berdiri sejak 1962 oleh PT Vitapharm. Berdasarkan data survei, merek ini mengalami penurunan pangsa pasar sejak 2021 sampai sekarang yang tidak sesuai dengan visinya. Oleh karena itu dibutuhkan strategi untuk meningkatkan konsumen dan salah satunya dengan melakukan analisis minat pembelian ulang. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan periklanan terhadap minat pembelian ulang produk Viva Cosmetics di Pulau Jawa. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori, yaitu menjelaskan hubungan kausal antara variabel melalui pengujian hipotesis. Populasi penelitian ini adalah seluruh konsumen Viva Cosmetics di Pulau Jawa dengan jumlah infinit. Teknik pengambilan sampel yang digunakan adalah non-probabilitas sebanyak 140 sampel dari populasi yang ada, dengan sampel wanita berusia minimal delapan belas tahun yang berdomisili di Pulau Jawa dan pernah membeli produk Viva Cosmetics minimal satu kali sejak tahun 2022. Penelitian ini menggunakan analisis regresi linier berganda. Berdasarkan hasil penelitian yang dilakukan, dapat disimpulkan bahwa kualitas produk memiliki pengaruh positif signifikan sedangkan periklanan tidak berpengaruh signifikan terhadap minat pembelian ulang produk Viva Cosmetics di Pulau Jawa.]]>
<![CDATA[ANALISIS STRATEGI PENGEMBANGAN BISNIS DENGAN PENDEKATAN BUSINESS MODEL CANVAS DAN SWOT ]]>
<![CDATA[Agustiani, Windy Eka]]>;
<![CDATA[Isharina, Ikhtiara Kaideni]]>
<![CDATA[ Jurnal Kewirausahaan dan Inovasi Vol. 2 No. 2 (2023) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jki.2023.02.2.04
<![CDATA[The phenomenon of fast fashion makes people highly consumptive in order to keep up with the current trend, but this behavior is environmentally unfriendly. One of the efforts to reduce the impact of fast fashion is reselling used clothes. The objective of this research is to identify the strength, weakness, opportunity, and threat of a business that are going to be sued to create a business plan. This qualitative research was conducted to grip certain understanding about the application of Business Model Canvas (BMC) and SWOT Analysis at Secondhand.jbg. the instrument of analysis is the Business Model Canvas (BMC), while SWOT analysis was used to identify the company’s internal and external conditions. Following the discovery of the internal and external factors, SWOT was employed to do to matching. The data of this research was acquired from interviews, observation, and documentation at the research site, i.e. Secondhand.jbg’s store. This study finds that the company needs to remake its business model using the Future Business Model Canvas. In the run, the shop is advised to run its business plan to develop its entire functional aspects in order to face the competition.]]>
<![CDATA[PEMANFAATAN STRATEGI SEGMENTING, TARGETING, DAN POSITIONING PADA LAYANAN JASA CUCI ]]>
<![CDATA[Pandunegoro, Satria Luhur]]>;
<![CDATA[Isharina, Ikhtiara Kaideni]]>
<![CDATA[ Jurnal Kewirausahaan dan Inovasi Vol. 2 No. 4 (2023) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jki.2023.02.4.12
<![CDATA[The objectives of this study are to identify the characteristics of the market segment for Bettercare and to pinpoint the suitable target segments for the wash service business, to which efforts to place the products in the targeted customers’ mind were made. This quantitative descriptive research measures a certain social phenomenon without conducting hypothesis testing. From the population of Bettercare customers in South Tangerang and South Jakarta, using purposive sampling with the criteria of people who have used the company’s helmet washing service at least once, eighty respondents were acquired. The validity and reliability of the research instruments have been assessed. The incorporation of cluster method for the data analysis resulted in that the market segment for Bettercare was service can be classified into two segments: the Confidence Group and the Exclusive Group. Further, the more appropriate segment to be targeted by Bettercare is the Confidence Group.]]>
<![CDATA[Pengaruh Product Placement, Sponsor Event Fit, Dan Brand Exposure Terhadap Brand Awareness ]]>
<![CDATA[Arthana, Gilang Hans]]>;
<![CDATA[Isharina, Ikhtiara Kaideni]]>
<![CDATA[ Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 4 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jmppk.2024.03.4.14
<![CDATA[The rapid development of the food and beverage industry has increasingly business competition. The increasing number of products with various brands appearing on the market require companies to recognize factors affecting brand awareness in order to win the competition. The purpose of this research is to examine the effect of product placement, sponsor event fit, and brand exposure toward the brand awareness Teh Kotak (study on Indonesian Idol XII audience in East Java.) This study adopts an explanatory research design with a quantitative approach. The sample size used was 160 respondents. Sampling used purposive sampling technique with the characteristics of a minimum age of 17 years, domiciled in East Java, and had watched advertising Teh Kotak on Indonesian Idol XII TV shows. The data analysis technique employed in this study was multiple linear regression and processed using the IBM SPSS program version 25. This study finds that product placement positively and significantly influences brand awareness, sponsor event fit positively and significantly influences brand awareness, and brand exposure positively and significantly influences brand awareness. Abstrak Pesatnya perkembangan industri makanan dan minuman menyebabkan persaingan bisnis semakin ketat. Semakin bertambahnya jumlah produk dengan berbagai merek yang muncul di pasar membuat perusahaan perlu untuk mempertimbangkan faktor faktor yang dapat mempengaruhi brand awareness untuk memenangkan persaingan. Penelitian ini bertujuan untuk mengetahui pengaruh product placement, sponsor event fit dan brand exposure terhadap brand awareness Teh Kotak (studi pada penonton Indonesian Idol XII di Jawa Timur). Jenis penelitian ini adalah explanatory research dengan metode kuantitatif. Ukuran sampel yang digunakan sebanyak 160 responden, Pengambilan sampel menggunakan teknik purposive sampling dengan kriteria responden berusia minimal 17 tahun, berdomisili di Jawa Timur, dan pernah melihat iklan Teh Kotak dalam tayangan Indonesian Idol XII. Teknik analisis data menggunakan analisis regresi linier berganda dan diolah menggunakan bantuan program IBM SPSS versi 25. Hasil Penelitian ini menunjukkan bahwa (1) product placement berpengaruh positif dan signifikan terhadap brand awareness, (2) sponsor event fit berpengaruh positif dan signifikan terhadap brand awareness, dan (3) brand exposure berpengaruh positif dan signifikan terhadap brand awareness.]]>
<![CDATA[Pengaruh Green Creativity terhadap Green Competitive Advantage dengan Mediasi Green Brand Image ]]>
<![CDATA[Isharina, Ikhtiara Kaideni]]>;
<![CDATA[Ramadhani Abanan, Muchammad Zuhri]]>
<![CDATA[ Reviu Akuntansi, Manajemen, dan Bisnis Vol. 4 No. 2 (2024): Desember ]]>
Publisher : <![CDATA[Penerbit Goodwood ]]>
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DOI: 10.35912/rambis.v4i2.3705
<![CDATA[Purpose: This study explores the influence of green creativity on green competitive advantage in Surabaya's logistics industry, with green brand image as a mediator. With Indonesia's logistics sector facing urgent environmental challenges, sustainable innovations, and enhance a company’s eco-friendly image.Methodology: A quantitative approach was used. Data was gathered from 140 member companies of the Indonesian Trucking Association (Aptrindo) DPC Surabaya, with top management as respondents. A census sampling method was used, and the data was analyzed through Structural Equation Modeling (SEM) using a Partial Least Square (PLS) approach.Results: The findings show that green creativity positively affects both green competitive advantage and green brand image. Additionally, green brand image enhances green competitive advantage and mediates the relationship between green creativity and competitive advantage.Conclutions: To achieve sustainable competitive advantage, companies in the transportation sector need to continue to innovate through green creativity and build a strong green brand image. In doing so, companies will not only improve their brand image in the eyes of consumers but also strengthen their competitiveness in the increasingly competitive and sustainability-oriented logistics industry.Limitations: The study has limitations, including its focus on members of the Indonesian Trucking Association DPC Surabaya and the transportation sector.Contribution: Despite these limitations, it offers valuable insights for entrepreneurs, government bodies, investors, and academics aiming to promote sustainability in logistics and other sectors.]]>
<![CDATA[Studi Perencanaan Bisnis Terhadap Strategi Dan Pengembangan Umkm ]]>
<![CDATA[Rayhan, Muhammad]]>;
<![CDATA[Isharina, Ikhtiara Kaideni]]>
<![CDATA[ Jurnal Kewirausahaan dan Inovasi Vol. 3 No. 3 (2024) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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DOI: 10.21776/jki.2024.03.3.12
<![CDATA[The market interest and demand for the coffee shop industry in South Tangerang continues to grow. Comprehensive business planning for the Warung Kopi 182 business is an effective way to plan development strategies as the growth of interest, variety and uniqueness of the coffee shop industry.. The main objective of this business plan study is to analyze the prospects of Warung Kopi 182 using qualitative observational research and literature studies. The technique for testing the validity of the data uses the observation method of business analysis, interview and documentation. The results of the analysis from this research form the basis for planning strategies for all aspects of the business that will be used to survive and face competition. Based on the analysis of the data obtained, Warung Kopi 182 has high potential to develop in the South Tangerang market. By prioritizing key aspects namely target markets, new product development, marketing and development strategies that include new product innovation and market expansion. This business planning study is a practical guide and support for optimizing business aspects and achieving sustainable business growth in South Tangerang. Abstrak Minat dan permintaan pasar industri kedai kopi di Tangerang Selatan terus berkembang. Perencanaan bisnis yang komprehensif terhadap bisnis Warung Kopi 182 adalah jalan yang efektif untuk merencanakan strategi pengembangan seiring bertumbuhnya minat, variasi dan keunikan industri kedai kopi. Tujuan utama dari studi perencanaan bisnis ini adalah untuk menganalisa prospek Warung Kopi 182 dengan menggunakan jenis penelitian kualitatif dan studi pustaka. Teknik untuk menguji validitas data dengan menggunakan metode observasi analisa bisnis, hasil wawancara dan dokumentasi. Hasil analisis dari penelitian ini membentuk dasar perencanaan strategi dari seluruh aspek bisnis yang akan digunakan untuk bertahan dan menghadapi persaingan. Berdasarkan analisis data yang didapat, Warung Kopi 182 memiliki potensi tinggi untuk berkembang di pasar Tangerang Selatan. Mengutamakan aspek kunci yaitu target pasar, pengembangan produk, strategi pemasaran serta strategi pengembangan yang mencakup inovasi produk baru dan perluasan pasar. Studi perencanaan bisnis ini menjadi panduan serta penopang praktis untuk mengoptimalkan aspek bisnis serta mencapai pertumbuhan bisnis berkelanjutan di Tangerang Selatan.]]>
<![CDATA[Transformasi Manajerial BUMDesa Kemirigede melalui Penyusunan Rencana Strategis dan Model Bisnis untuk Pengembangan Desa Wisata Berkelanjutan di Kabupaten Blitar ]]>
<![CDATA[Ismail, Taufiq]]>;
<![CDATA[Isharina, Ikhtiara Kaideni]]>;
<![CDATA[Parwati, Kardina Yudha]]>;
<![CDATA[Barinta, Dunga Dwi]]>
<![CDATA[ Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 1.1 (2024): Jurnal Pengabdian kepada Masyarakat Nusantara (JPkMN) SPECIAL ISSUE ]]>
Publisher : <![CDATA[Lembaga Dongan Dosen ]]>
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<![CDATA[Pengabdian kepada masyarakat ini bertujuan untuk memperkuat kapasitas manajerial Badan Usaha Milik Desa (BUMDesa) Kemirigede melalui dua kegiatan workshop, diantaranya Penyusunan Target dan Rencana Strategis BUMDesa dalam Memaksimalkan Potensi Wisata Desa dan Workshop Penyusunan Model Bisnis untuk Pengembangan Desa Wisata. Kegiatan ini diikuti oleh pengurus BUMDesa dan masyarakat setempat, bertujuan untuk menggali potensi lokal yang dimiliki desa serta mengembangkan strategi bisnis yang berkelanjutan. Hasil pengabdian masyarakat menunjukkan peningkatan pemahaman peserta mengenai pentingnya pemetaan aset desa, analisis SWOT, serta penyusunan visi, misi, dan nilai yang selaras dengan perkembangan industri pariwisata. Selain itu, peserta juga mampu mengidentifikasi masalah dan kebutuhan pengembangan desa wisata serta menyusun model bisnis yang relevan, dengan penekanan pada keunikan produk wisata berbasis alam dan budaya lokal. Pendekatan partisipatif serta penerapan Business Model menjadi kunci dalam merumuskan strategi dan rencana aksi jangka pendek yang aplikatif. Hasil pengabdian ini memberikan dampak positif terhadap pengelola BUMDesa Kemirigede, meningkatkan kemampuan mereka dalam merancang strategi bisnis yang lebih terarah, inovatif, dan berkelanjutan. Kesimpulannya, pendekatan terpadu ini diharapkan mampu meningkatkan daya saing wisata desa, memberdayakan masyarakat, dan menciptakan lapangan kerja yang berkelanjutan.]]>
<![CDATA[Pemberdayaan Perempuan Desa Sukorejo Melalui Pengembangan Kreativitas dan Pemanfaatan Pemasaran Digital ]]>
<![CDATA[Isharina, Ikhtiara Kaideni]]>;
<![CDATA[Ismail, Taufiq]]>;
<![CDATA[Barinta, Dunga Dwi]]>
<![CDATA[ Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 1.1 (2024): Jurnal Pengabdian kepada Masyarakat Nusantara (JPkMN) SPECIAL ISSUE ]]>
Publisher : <![CDATA[Lembaga Dongan Dosen ]]>
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<![CDATA[Pengabdian kepada masyarakat yang dilakukan didesa Sukorejo Kabupaten Kediri didasarkan pada keresahan terhadap isu-isu kesetaraan gender. Pada konteks pembangunan berkelanjutan pemberdayaan perempuan menjadi bagian integral dari agenda pembangunan. Pemberdayaan perempuan dianggap sebagai strategi efektif dalam mengatasi kemiskinan, meningkatkan kesehatan, pendidikan, dan kesetaraan ekonomi. Tantangan yang dihadapi, terutama di Kota Kediri dan khususnya di Desa Sukorejo, meliputi tingginya angka putus sekolah di kalangan perempuan dan kurangnya sumber daya ekonomi bagi perempuan yang berstatus sebagai ibu rumah tangga. Inisiatif pengabdian masyarakat dirancang untuk merespons masalah ini dengan memberdayakan perempuan melalui peningkatan kapasitas mereka untuk mampu mengoptimalkan media dalam mengoptimalkan pemasaran digital. Penguatan dan pengembangan kapasitas manajerial khususnya keahlian pemasaran digital dapat menjadi salah satu upaya dalam mendorong kemandirian kelompok masyarakat di Desa Sukorejo. Melalui pelaksanaan aktivitas pengabdian kepada masyarakat oleh Fakultas Ekonomi dan Bisnis Universitas Brawijaya, kelompok masyarakat di Desa Sukorejo khususnya perempuan yang belum berdaya secara ekonomi dapat melek dan mampu mengelola tools pemasaran untuk meningkatkan kemandirian ekonomi. Kegiatan pelatihan pemasaran digital difokuskan pada pemahaman dasar serta optimalisasi fitur streaming sebagai daya ungkit digital. Kegiatan pengabdian masyarakat dilakukan dengan mengundang praktisi bisnis yang memiliki pemahaman dan pengalaman dalam mengoptimalkan sosial media serta beragam fiturnya untuk kepentingan komersialisasi. Hasil kegiatan pelatihan dirasakan dampaknya secara langsung oleh 20 orang penduduk sukorejo yang berjenis kelamin perempuan serta belum berdaya secara ekonomi. Program pemberdayaan dan penguatan masyarakat ini bukan hanya tentang mengatasi kesenjangan gender, tetapi juga mengenali potensi ekonomi yang belum dioptimalkan sepenuhnya bagi perkembangan masyarakat secara menyeluruh. Program yang diusulkan mencerminkan komitmen untuk menciptakan lingkungan inklusif dan mendukung bagi perempuan dalam perjalanan mereka menuju kemandirian dan kesetaraan.]]>
<![CDATA[The Effect of Service Quality, Customer Value and Corporate Image on Customers’ Satisfaction (Study on Customer of PT. Pos Indonesia (Persero) Malang Branch) ]]>
<![CDATA[Alhaq, SE, Faizal M.]]>;
<![CDATA[Rohman, SE, Msi, Dr.Fatchur]]>;
<![CDATA[Isharina, SE., MM, Ikhtiara Kaideni]]>
<![CDATA[ Jurnal Ilmiah Mahasiswa FEB Vol. 1 No. 1 ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[The purpose of this research is to examine the effect of Service Quality, Customer Value, and Corporate Image on Customer Satisfaction at PT. Pos Indonesia (Persero) branch Malang. In order to know the relationship occur among the independent variables (Service Quality, Customer Value and Corporate Image) on Customer Satisfaction the regression analysis, F test and t test was conducted. This research is explanatory research, in accordance with its purpose to explain the correlation and relations of some fixed variables. The samples in this research were the customers of PT. Pos Indonesia (Persero) branch Malang. The sampling technique is Purposive sampling and the research instruments tested using the validity test, reliability test and classical assumption test. The hypothesis testing was using the F and t test to analyze the data to be used in Multiple Regression Analysis. The multiple regressions showed that, simultaneously, Service Quality, Customer Value and Corporate Image are significant affect on PT. Pos Indonesia (Persero) branch Malang. So does partially tested, the variables of Service Quality, Service Value and Corporate Image are significant affect on customer satisfaction. While dominant test shows corporate image has dominant affect on customer satisfaction. Keywords: customer satisfaction, service quality, service value, corporate image.]]>
<![CDATA[THE INFLUENCE OF BRAND COMMUNITY INTEGRATION FOR BRAND LOYALTY IN THE COMMUNITY OF MATIC MOTORCYCLE YAMAHA MIO FAN CLUB MALANG ]]>
<![CDATA[Meytena, Aldhiki]]>;
<![CDATA[Isharina, Ikhtiara Kaideni]]>
<![CDATA[ Jurnal Ilmiah Mahasiswa FEB Vol. 1 No. 1 ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Universitas Brawijaya ]]>
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<![CDATA[The purpose of this study is to investigate and analyze the influence of brand community integration for brand loyalty in the community matic motorcycle Yamaha Mio Fan Club Malang (MFCM), either simultaneously or partially. In addition to knowing the variables that have a dominant influence. This study used a sample whole community Fan Club Mio Malang. Test is used to test the research instrument is test validity, test reliability, and test assumptions comprising classical normality test heterocedastisity, multikolenieritas test and autocorrelation test. Hypothesis testing using F test and t test. To analyze the test data is used multiple linear regression. The analysis showed that the simultaneous and significant brand community integration affects brand loyalty Yamaha Mio. Partially, brand community integration (product, brand, company, other consumers in the brand) have a significant influence on brand loyalty Yamah Mio. While that is dominant in the brand community integration in influencing brand loyalty is a product.]]>
