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All Journal Journal The Winners Binus Business Review Jurnal Abdidas Jurnal Manajemen, Bisnis dan Kewirausahaan
Alfina Alfina
Universitas Internasional Semen Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Mathematics Public Health Social Sciences Other

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Observing Micro, Small, and Medium Enterprises (MSMEs) Readiness to Support Cashless Society Shinta Maurizka Chairunnisa; Alfina Alfina; Annisa Yasmin
The Winners Vol. 21 No. 2 (2020): The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v21i2.6722

Abstract

Digital transformation in the era of the industrial revolution 4.0, has led to various new phenomena in today's people's lifestyle, including the payment transaction system. Realizing that Micro, Small and Medium Enterprises (MSMEs) had been one of the economy’s pillars in Indonesia, the government was trying to maximize the role of MSMEs to support the realization of a digital transaction ecosystem in Indonesia. With a phenomenological approach, the descriptive qualitative research aimed to provide in-depth observation and analysis on the readiness process of MSMEs in Tuban, East Java in adopting digital payment technology to support the realization of the trend of a cashless society. The results show that culture, social influence, and acceptance of technology are the dominant factors affecting the readiness process of MSMEs in Tuban in adopting digital payment technology.
The Role of Omnichannel and Experiential Marketing to Build Brand Association in ZAP Clinic Alfina Alfina; Marisya Mahdia Khoirina; Muwahiddatul Ulya
Binus Business Review Vol. 12 No. 3 (2021): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v12i3.6991

Abstract

The development of online commerce, popularly known as online stores, has rapidly changed people's lifestyles. Lately, online shopping trends do not mean that offline stores are no longer prioritized, especially in beauty clinics that sell their services and products. ZAP Clinic Indonesia is a beauty clinic focusing on offline and online sales to increase the company's brand equity. The research aimed to determine and analyze the effect of omnichannel and experiential marketing on brand association using the Customer-based Brand Equity (CBBE) method. The research applied a quantitative approach with a sample size of 101 respondents. The respondents were the consumers who had visited and tried the services and products of ZAP Clinic in Surabaya. The sampling technique was accidental sampling with a questionnaire as the instrument. Then, data were analyzed using the multiple regression analysis method to determine whether omnichannel and experiential marketing affected the brand association at ZAP Clinic. The results show that omnichannel and experiential marketing have a positive effect on brand association. Experiential marketing has a dominant value to create a stronger positive association. Moreover, omnichannel will boost the creation of brand association about ZAP Clinic through the marketing campaigns and delivering new experiences related to technology usage in skincare treatment.
Pelatihan Kewirausahaan untuk Meningkatkan Pendapatan pada Pokja II TP PKK Kecamatan se-Kabupaten Gresik Alfina Alfina; Aldila Caesarina
Jurnal Abdidas Vol. 3 No. 3 (2022): June, Pages 355-611
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/abdidas.v3i3.576

Abstract

Kabupaten Gresik memiliki potensi yang cukup besar dalam bidang kewirausahaan yang mana didukung dengan data yang diperoleh dari Pemerintah Kabupaten Gresik bahwa terdapat 7300 Pelaku UMKM. Diketahui pelaku usaha tersebut berasal dari ragam usia dan ragam gender. Salah satunya adalah pelaku usaha Wanita yang mayoritas memiliki bisnis rumahan. Namun, adanya perubahan yang menuntut cepat beradaptasi tidak membuat semua orang bisa mengikuti dengan cepat juga. Hal tersebut terjadi pada para Wanita yang tergabung dalam POKJA II TP PKK Kecamatan Kabupaten Gresik. Untuk itu, dalam upaya membantu meningkatkan literasi di bidang kewirausahaan yang bertujuan untuk membantu meningkatkan pendapatan keluarga dengan berwirausaha, penulis melakukan pengabdian masyarakat. Kegiatan tersebut memberikan pelatihan terkait pemasaran digital yang mana dilakukan dengan metode ceramah dan diskusi. Diharapkan dengan adanya pelatihan terkait pemasaran digital mampu menjadi literasi baru yang berguna untuk pengembangan bisnis yang dimiliki oleh para Wanita khususnya dari POKJA II TP PKK Kecamatan se-Kabupaten Gresik. Oleh karena itu, setelah mengikuti pelatihan ini, para peserta dapat mengaplikasikan langsung terkait berwirausaha dengan melalukan promosi di sosial media.
Is It Impossible for Generation Z to Engage in Mindful Consumption Behaviour while Experiencing FOMO? Alfina, Alfina; Khoirina, Marisya Mahdia; Sisprasojo, Nova Ridho; Ratri, Angela Ayu Kusumaning
Journal The Winners Vol. 25 No. 2 (2024): Journal The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v25i2.11962

Abstract

FOMO is often employed as an effective marketing strategy to increase excessive consumption behavior among Generation Z. However, over-reliance on FOMO strategies poses a threat to marketers, as excessive exposure to information on social media can lead to social media fatigue, which may hinder the development of mindful consumption behaviour. The research aimed to examine the relationship between fear of missing out (FOMO), social media fatigue (SMF), mindfulness, and mindful consumption behaviour (MCB) in Generation Z. The research applied an empirical approach through quantitative analysis. The proposed theoretical model was empirically tested using primary data collected by a self-designed structured questionnaire. The research sample comprised individuals aged between 13 and 25, as this demographic is the most active user on social media. The model was empirically tested using structural equation modelling applied through partial least squares (PLS) software. The findings reveals the significance of FOMO in influencing social media fatigue, mindfulness, and mindful consumption behaviour in Generation Z. FOMO is confirmed as a predictor of consumption behavior, specifically mindful consumption behavior. Also, FOMO is found to have a significant correlation with social media fatigue, which is due to the excessive exposure to various information on social media by Generation Z.
Dari Inovasi ke Efisiensi: Peran Inovasi Hijau dan Kesiapan Organisasi dalam Penerapan Biomassa Sekam Padi dan Dampaknya terhadap Kinerja Keberlanjutan Perusahaan Johan Adiluhung; Alfina Alfina; Wahyu Kamal Setiawan
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 6 No. 1 (2026): April: Jurnal Manajemen, Bisnis dan Kewirausahaan (JUMBIKU)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v6i1.6709

Abstract

The cement industry is an energy-intensive sector facing high energy costs, increasing pressure to reduce carbon emissions, and accelerating green transformation, making the adoption of biomass-based alternative fuels a critical strategy for improving efficiency and sustainability performance. This study aims to analyze the effects of organizational readiness and green innovation strategy on the adoption of rice husk alternative fuel and its impact on energy costs and sustainability performance at KILN2 of PT XYZ. A quantitative explanatory research design was employed, involving 55 respondents selected through total sampling. Data were collected using Likert-scale questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that organizational readiness has a positive and significant effect on alternative fuel adoption. The adoption of alternative fuel significantly reduces energy costs and enhances corporate sustainability performance. Furthermore, organizational readiness exerts a significant indirect effect on energy costs and sustainability performance through alternative fuel adoption. These findings highlight that organizational readiness is a key determinant of successful energy transition in the cement industry.
Co-Authors Aldila Caesarina Annisa Yasmin Johan Adiluhung Marisya Mahdia Khoirina Muwahiddatul Ulya Ratri, Angela Ayu Kusumaning Shinta Maurizka Chairunnisa Sisprasojo, Nova Ridho Wahyu Kamal Setiawan