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All Journal AKSES: Jurnal Ekonomi dan Bisnis Indonesian Journal of Strategic Management ABDIMAS SILIWANGI Indonesian Journal Of Business And Economics Abdimasku : Jurnal Pengabdian Masyarakat Reswara: Jurnal Pengabdian Kepada Masyarakat BERNAS: Jurnal Pengabdian Kepada Masyarakat Jurnal Ekonomi dan Teknik Informatika Indonesian Collaboration Journal of Community Services (ICJCS) INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS
Wachjuni
Universitas Kuningan
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Sosialisasi Digital Marketing Produk Pertanian di Desa Muncangela Kecamatan Cipicung Kabupaten Kuningan Nurul Siti Jahidah; Januar H Mahsyar; - Wachjuni
ABDIMASKU : JURNAL PENGABDIAN MASYARAKAT Vol 6, No 2 (2023): Mei 2023
Publisher : LPPM UNIVERSITAS DIAN NUSWANTORO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/ja.v6i2.1127

Abstract

Lemahnya posisi tawar menawar (bargaining position) yang dimiliki oleh petani merupakan salah satu masalah yang sering dihadapi petani di Desa Muncangela, Kecamatan Cipicung, Kabupaten Kuningan. Terbatasnya pemasaran beras sebagai komoditas utama, berdampak pada masih rendahnya tingkat kesejahteraan petani. Dalam rangka meningkatkan kesejahteraan petani, maka alternatif pemasaran yang dapat dilakukan yaitu dengan menerapkan pemasaran secara online (digital marketing). Kegiatan pengabdian masyarakat ini menggunakan metode ceramah dan diskusi. Tahapan pelaksanaan yang dilakukan diantaranya persiapan, sosialisasi dan evaluasi. Sosialisasi yang dilakukan yaitu focus group discussion (FGD) dan pemaparan mengenai pemasaran online. Selama kegiatan pengabdian berlangsung, terlihat petani yang antusias terhadap materi yang disampaikan. Kegiatan ini meningkatkan pemahaman dan antusiasme petani terhadap pemasaran beras secara online baik melalui media sosial ataupun marketplace. 
UMKM berbasis teknologi desa kertawinangun Kecamatan Cidahu Kabupaten Kuningan Wachjuni Wachjuni; Januar Habibi Masyar; Winda Oktaviani
Abdimas Siliwangi Vol 6, No 2 (2023): Juni 2023
Publisher : IKIP SILIWANGI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22460/as.v6i2.14597

Abstract

KertawinangunVillageisadevelopingvillagewhosemainrawmaterialsarericeandcassava.KertawinangunVillageisfamousasthecenterofKuningancuisinesuchasgemblong,variouschips,cirengandregginang.However,althoughthisisthecenterofKuninganspecialties,manyothervillagesinKuninganprovinceproducethesameKuninganspecialties,sothemarketdemandtendstodecreaseratherthanincreasefromtimetotime.NotethatthereisTheresultsofaninitialsurveyconductedshowedthatthedeclinethatoccurredwascausedbyanumberoffactors,includinghisMSMEswhowerenotusingtechnologyasamarketingmedium.Asaresult,thetargetmarketisstilllimited.Theproductpackagingisstillverysimple,sotheproductiseasytodamage,andtherearefewproductvariations.ThemethodologyforimplementingthiscommunityserviceistheParticipatoryRuralAppraisal(PRA)approach.Thefirsttrainingexerciseistheuseoftechnologyformarketingactivities.Asaresult,hisMSMEsinsomevillagesselltheirproductstoe-commerceshoppers.ThesecondtrainingisProductInnovationTraining.Theresultismoreappealingpackagingdesignandarangeofnewflavors.  KertawinangunVillageisadevelopingvillagewhosemainrawmaterialsarericeandcassava.KertawinangunVillageisfamousasthecenterofKuningancuisinesuchasgemblong,variouschips,cirengandregginang.However,althoughthisisthecenterofKuninganspecialties,manyothervillagesinKuninganprovinceproducethesameKuninganspecialties,sothemarketdemandtendstodecreaseratherthanincreasefromtimetotime.NotethatthereisTheresultsofaninitialsurveyconductedshowedthatthedeclinethatoccurredwascausedbyanumberoffactors,includinghisMSMEswhowerenotusingtechnologyasamarketingmedium.Asaresult,thetargetmarketisstilllimited.Theproductpackagingisstillverysimple,sotheproductiseasytodamage,andtherearefewproductvariations.ThemethodologyforimplementingthiscommunityserviceistheParticipatoryRuralAppraisal(PRA)approach.Thefirsttrainingexerciseistheuseoftechnologyformarketingactivities.Asaresult,hisMSMEsinsomevillagesselltheirproductstoe-commerceshoppers.ThesecondtrainingisProductInnovationTraining.Theresultismoreappealingpackagingdesignandarangeofnewflavors.
MENINGKATKAN SKALA BISNIS UMKM TAPE KETAN DESA TARIKOLOT MELALUI PENDEKATAN DIGITAL MARKETING Winda Oktaviani; wachjuni wachjuni; Januar Habibi Mahsyar
RESWARA: Jurnal Pengabdian Kepada Masyarakat Vol 4, No 2 (2023)
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/rjpkm.v4i2.2634

Abstract

Penurunan tingkat infeksi Covid-19 mulai membangkitkan kembali geliat usaha UMKM. Setelah selama dua tahun mengalami penurunan penjualan produk industri rumahan tape ketan mulai kembali diminati sebagai oleh-oleh khas Cibeureum Kabupaten Kuningan. Ketika pandemi melanda banyak pengusaha mengalihkan usahanya dengan jual beli online tetapi tidak dengan pengusaha tape ketan ini. Meski hampir seluruhnya pengusaha tape ketan ini memiliki social media tapi tidak dimanfaatkan untuk kegiatan bisnis. Mereka mengandalkan penjualan dari toko oleh-oleh dan pedagang eceran serta Rumah Makan. Pengabdian ini dilakukan di Desa Tarikolot Kecamatan Cibeureum Kaupaten Kuningan bertujuan untuk memberikan pengetahuan melalui seminar, pelatihan dan pendampingan digital marketing dalam mendukung kegiatan dan peningkatan skala bisnis. Metode yang digunakan dalam pengabdian ini adalah Partisipatori Rural Appraisal (PRA). Hasil dari kegiatan PkM ini menunjukkan adanya antusiasme yang tinggi dari peserta sebanyak 22 pelaku UMKM tape Ketan, sebagian besar pelaku UMKM tape ketan memanfaatkan digital marketing pada marketplace dan media sosial untuk memasarkan produk mereka. Dengan demikian, digital marketing dapat menjadi pilihan dalam meningkatkan skala bisnis
Customer Ratings in the Shopee Marketplace Using Consumer Trust as an Intermediate Variable and Their Influence on Purchase Decisions Febby Herlambang; wachjuni wachjuni; Wely Hadi Gunawan
Indonesian Journal Of Business And Economics Vol 6, No 1 (2023)
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijbe.v6i1.8372

Abstract

This research aimed to examine the influence of customer reviews and ratings on purchase decisions through consumer trust. The population in this study was the West Java society who have used or made purchases on the Shopee marketplace, with a sample size of 180 respondents selected using probability sampling technique. The study utilized 18 statement indicators on a scale of 1-10. Sampling and analysis of the results were conducted using the Structural Equation Modeling (SEM) method with AMOS version 23, which was employed to test the direct influence of customer reviews and ratings on purchase decisions through consumer trust as an intervening variable. The research instrument consisted of a physical questionnaire containing statements and was distributed directly to the respondents. The findings from the tested hypotheses concluded that (1) customer reviews have a positive and significant influence on consumer trust, (2) ratings have a positive and significant influence on consumer trust, (3) customer reviews have a positive and significant influence on purchase decisions, (4) ratings do not influence on purchase decisions, (5) consumer trust has a positive and significant influence on purchase decisions, (6) customer trust partially mediated the influence of customer reviews on purchasing decisions, and (7) customer trust fully mediated the influence of ratings on purchasing decisions.
The Effect of Customer Engagement on Customer Loyalty Through Customer Satisfaction at Shopee Hilda Fauziyah; Iskandar Iskandar; Wachjuni Wachjuni
Indonesian Journal Of Business And Economics Vol 6, No 1 (2023)
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijbe.v6i1.8366

Abstract

This study aims to determine whether Customer Satisfaction (Z) completely mediates or partially mediates the relationship between Customer Engagement (X) and Customer Loyalty (Y). The research problem addressed the lack of loyalty towards the Shopee marketplace, as preliminary survey results indicated obstacles such as difficulties in returning products and funds, inability to choose preferred shipping services, and negative experiences that deterred revisiting the Shopee website. The sample for this study consisted of students in Kuningan Regency. The author employed the survey method and distributed questionnaires through Google Forms to 140 respondents. Data collection was conducted using questionnaires, and the measurement used an interval scale. The data obtained were analyzed used the mediation regression analysis method, which involved testing simple regression analysis and multiple regression analysis to determine whether Customer Satisfaction (Z) completely mediates or partially mediates the relationship between Customer Engagement (X) and Customer Loyalty (Y). The analysis was performed used Statistical Program for Social Sciences (SPSS) version 23. The testing results of the proposed hypotheses led to the conclusion that (1) Customer Engagement has a positive and significant influence on Customer Loyalty. (2) Customer Satisfaction (Z) completely mediates the relationship between Customer Engagement (X) and Customer Loyalty (Y).
UMKM berbasis teknologi desa kertawinangun Kecamatan Cidahu Kabupaten Kuningan Wachjuni Wachjuni; Januar Habibi Masyar; Winda Oktaviani
Abdimas Siliwangi Vol. 6 No. 2 (2023): Juni 2023
Publisher : IKIP SILIWANGI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22460/as.v6i2.14597

Abstract

KertawinangunVillageisadevelopingvillagewhosemainrawmaterialsarericeandcassava.KertawinangunVillageisfamousasthecenterofKuningancuisinesuchasgemblong,variouschips,cirengandregginang.However,althoughthisisthecenterofKuninganspecialties,manyothervillagesinKuninganprovinceproducethesameKuninganspecialties,sothemarketdemandtendstodecreaseratherthanincreasefromtimetotime.NotethatthereisTheresultsofaninitialsurveyconductedshowedthatthedeclinethatoccurredwascausedbyanumberoffactors,includinghisMSMEswhowerenotusingtechnologyasamarketingmedium.Asaresult,thetargetmarketisstilllimited.Theproductpackagingisstillverysimple,sotheproductiseasytodamage,andtherearefewproductvariations.ThemethodologyforimplementingthiscommunityserviceistheParticipatoryRuralAppraisal(PRA)approach.Thefirsttrainingexerciseistheuseoftechnologyformarketingactivities.Asaresult,hisMSMEsinsomevillagesselltheirproductstoe-commerceshoppers.ThesecondtrainingisProductInnovationTraining.Theresultismoreappealingpackagingdesignandarangeofnewflavors.  KertawinangunVillageisadevelopingvillagewhosemainrawmaterialsarericeandcassava.KertawinangunVillageisfamousasthecenterofKuningancuisinesuchasgemblong,variouschips,cirengandregginang.However,althoughthisisthecenterofKuninganspecialties,manyothervillagesinKuninganprovinceproducethesameKuninganspecialties,sothemarketdemandtendstodecreaseratherthanincreasefromtimetotime.NotethatthereisTheresultsofaninitialsurveyconductedshowedthatthedeclinethatoccurredwascausedbyanumberoffactors,includinghisMSMEswhowerenotusingtechnologyasamarketingmedium.Asaresult,thetargetmarketisstilllimited.Theproductpackagingisstillverysimple,sotheproductiseasytodamage,andtherearefewproductvariations.ThemethodologyforimplementingthiscommunityserviceistheParticipatoryRuralAppraisal(PRA)approach.Thefirsttrainingexerciseistheuseoftechnologyformarketingactivities.Asaresult,hisMSMEsinsomevillagesselltheirproductstoe-commerceshoppers.ThesecondtrainingisProductInnovationTraining.Theresultismoreappealingpackagingdesignandarangeofnewflavors.
Strategi Promosi Melalui Digital Marketing Produk UMKM Pesantren Al-Ihsaan Winda Oktaviani; Wachjuni Wachjuni; Januar Habibi Mahsyar
ABDIMASKU : JURNAL PENGABDIAN MASYARAKAT Vol 7, No 1 (2024): JANUARI 2024
Publisher : LPPM UNIVERSITAS DIAN NUSWANTORO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62411/ja.v7i1.1831

Abstract

Pesantren Al-Ihsaan merupakan pondok pesantren yang berada di desa Windujanten. Pesantren Al-Ihsaan merupakan pesantren tertua di Kuningan. Di pesantren ini, selain santri dididik untuk bersekolah dan mengaji, santri diajarkan pula berbisnis dan mengasah keahlian atau skill. Usaha yang sedang berjalan saat ini adalah produk minuman herbal, kopi jahe, pupuk organic, minuman sari buah dan keset. Pengabdian ini bertujuan untuk mengedukasi bagaimana meningkatkan penjualan melalui promosi digital marketing, pada tahap awal dilakukan identifikasi masalah dan FGD (Focussed Group Discussion), ditemukan bahwa permasalahan mitra yang menjadi prioritas disini diantaranya volume penjualan yang tidak mengalami peningkatan sebab penjualannya masih dilakukan secara tradisional karena terkendala oleh SDM yang kurang kompeten dalam memanfaatkan media digital sebagai alat promosi. Pada tahap berikutnya dilakukan pelatihan dan pendampingan pembuatan toko online pada marketplace dan media sosial. Monitoring dan evaluasi dilakukan selama 3 bulan, dan hasilnya toko online kedai U-Can milik pondok pesantren Al-Ihsaan telah berhasil melayani beberapa pesanan online pada marketplace dan telah memiliki cukup banyak konten yang diunggah ke media sosial.
FORGING DIGITAL BUSINESS TRUST: ETHICAL STRATEGIES FOR SUSTAINABLE BUSINESS Qona'ah El Hasan; Adi Muhamad Muhsidi; Wachjuni; Dewi Sintya
INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Vol. 8 No. 1 (2025): Indonesian Journal Of Business And Economics
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/vhm6y577

Abstract

The rapid evolution of the digital landscape has positioned digital business trust as paramount for fostering sustainable relationships between businesses and stakeholders. Despite its clear benefits, including potential annual growth exceeding 10%, companies frequently encounter ethical dilemmas in data management and digital technology adoption, such as AI bias and non-transparent marketing. While transparent and ethical practices are known to enhance consumer trust, a significant gap remains in research specifically outlining comprehensive strategies for building long-term digital trust using robust systematic literature review (SLR) methodologies. This study addresses this gap by conducting an SLR to identify and analyze digital business ethics strategies contributing to trust and business sustainability. Employing Publish or Perish with Google Scholar, the search utilized keywords like "digital business ethics strategies" and "digital trust and ethics in business" for articles published between 2020 and 2025. After rigorous screening, 27 relevant articles were selected for in-depth analysis. The findings reveal that digital business trust is cultivated through multifaceted and integrated ethical strategies. These encompass the reinforcement of fundamental moral principles and awareness, stringent data transparency and accountability, adoption of stakeholder-centric approaches, seamless integration of ethics into core business models and innovation, proactive regulatory compliance, diligent ethical application in digital marketing, and the cultivation of a strong ethical leadership and organizational culture. Ultimately, this research confirms that ethics is not merely a compliance obligation but a vital strategic asset, indispensable for safeguarding long-term stakeholder relationships and ensuring sustainable business operations in the dynamic digital marketplace.
THE INFLUENCE OF BRAND IMAGE AND DIGITAL MARKETING ON REPURCHASE INTENTION OF REEBOK SHOES WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE: (A Survey of Private University Students in Kuningan Regency) Salsha Billa Azzhara Azzhara; Dikdik Harjadi; Wachjuni Wachjuni; Wely Hadi Gunawan
INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Vol. 8 No. 2 (2025): Indonesian Journal Of Business And Economics
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/trg3ft40

Abstract

This study aimed to examine the influence of brand image and digital marketing on the repurchase intention of Reebok shoes, mediated by customer satisfaction. The research used a quantitative method with a survey approach involving 140 private university students in Kuningan Regency who use Reebok shoes. Data analysis was conducted using the Partial Least Square (PLS) method with SmartPLS software. The results of the study indicate that: (1) brand image has a positive and significant influence on customer satisfaction. (2) digital marketing has a positive and significant influence on customer satisfaction. (3) brand image has a positive and significant influence on repurchase intention. (4) digital marketing has no influence on repurchase intention. (5) customer satisfaction also has a positive and significant influence on repurchase intention. (6) brand image has a significant influence on repurchase intention through customer satisfaction. (7) digital marketing has a significant influence on repurchase intention through customer satisfaction.
Co-Authors Adi Muhamad Muhsidi Anidathi Layla Bunga Azzarri Dewi Sintya Febby Herlambang Harjadi, Dikdik Hilda Fauziyah Ikin Sodikin Indra Lesmana Iskandar Iskandar Januar H Mahsyar Januar Habibi Mahsyar Januar Habibi Masyar Komarudin, Munir Nur Lili Karmela Fitriani Nanang Yusroni Nurul Siti Jahidah Pitriani Pitriani Qona'ah El Hasan Ratna Kusumawati Rina Masruroh Salsha Billa Azzhara Azzhara Taopik Mulyana Kuntara Wely Hadi Gunawan Wely Hadi Gunawan Winda Oktaviani Winda Oktaviani Yasir Maulana