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All Journal Jurnal Pendidikan Ekonomi (JUPE) IKRA-ITH EKONOMIKA Jesya (Jurnal Ekonomi dan Ekonomi Syariah) EKUITAS (Jurnal Ekonomi dan Keuangan) Community Engagement and Emergence Journal (CEEJ) Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Ekonomi dan Bisnis Kontigensi: Jurnal Ilmiah Manajemen Jurnal Ilmiah Manajemen dan Bisnis (JIMBis) Jurnal Ekonomi Utama (Juria) International Journal of Sharia Business Management Jurnal Inovasi Pengabdian Masyarakat Journal Economics Technology and Entrepreneur AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam JIEM : Journal Of International Entrepreneurship And Management Pasundan Community Service Development Jurmas: Jurnal Pengabdian Masyarakat
Anindhyta Budiarti
Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Social Sciences Other

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SMM DAN E-WOM DIMEDIASI TRUST TERHADAP PURCHASE INTENTION PADA PRODUK SUNSCREEN AZARINE Maharani, Virgi; Budiarti, Anindhyta
JIEM : Journal Of International Entrepreneurship And Management Vol 3 No 01 (2024): JIEM : Journal Of International Entrepreneurship And Management
Publisher : Pusat Studi Ekonomi Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jiem.v3i01.977

Abstract

This research aims to determine the influence of SMM or its abbreviation namely "Social Media Marketing" and E-WOM which for "Electronic Word of Mouth" towards Purchase Intention through Trust as the intervening variable. The research was quantitative. The data analysis technique used Partial Least Square (PLS) with SmartPLS 3.2.9 software. Furthermore, the data analysis technique used outer model, inner model, and hypothesis tests. The result concluded that social media marketing had a positive and significant effect on Trust. Likewise, electronic word of mouth had a positive and significant effect on Trust. Additionally, social media marketing had a negative and insignificant effect on Purchase Intention. Similarly, Both electronic word of mouth and Trust had a positive and significant effect on Purchase Intention. In addition, social media marketing had a positive and significant effect on Purchase Intention with Trust as an intervening variable. Likewise, electronic word of mouth had a positive and significant effect on Purchase Intention with Trust as an intervening variable. Abstrak: Penelitian ini mempunyai tujuan untuk mengetahui pengaruh yang dimiliki SMM ataupun kepanjangannya yaitu “Social Media Marketing” beserta E-WOM yang kepanjangannya yaitu “Electronic Word of Mouth” terhadap Purchase Intention melalui Trust sebagai variabel intervening. Jenis penelitian yang dipakai adalah penelitian kuantitatif. Metode analisis data yang dipakai yaitu PLS ataupun dikenal melalui “Partial Least Square” dengan memakai software SmartPLS 3.2.9. Teknik analisis data yang dipakai yakni outer model, inner model, serta uji hipotesis. Hasil penelitian memperlihatkan terkait SMM berpengaruh positif dan signifikan terhadap Trust, E-WOM berpengaruh positif dan signifikan terhadap Trust, SMM berpengaruh negatif dan tidak signifikan terhadap Purchase Intention, E-WOM berpengaruh positif dan signifikan terhadap Purchase Intention, Trust berpengaruh positif dan signifikan terhadap Purchase Intention, SMM berpengaruh positif dan signifikan terhadap Purchase Intention melalui Trust sebagai variabel intervening, serta E-WOM berpengaruh positif dan signifikan terhadap Purchase Intention melalui Trust sebagai variabel intervening.
Strategic Brand Positioning in the Digital Marketplace: Insights from Emerging Businesses Budiarti, Anindhyta
Kontigensi : Jurnal Ilmiah Manajemen Vol 12 No 2 (2024): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v12i2.768

Abstract

In the digital era, brand positioning has become a crucial factor for growing businesses to compete in the increasingly competitive digital marketplace. This study aims to identify the main factors and effective strategies used by growing businesses in building their brand position in the digital market. Using a qualitative approach, this study analyzes various case studies of businesses that have successfully implemented strong positioning strategies through the use of digital technology. The results show that product and service differentiation, brand credibility, and innovative digital marketing strategies are key factors in brand positioning. In addition, the use of social media, search engine optimization (SEO), influencer marketing, and data-driven marketing personalization have proven effective in increasing brand awareness and consumer engagement. The practical implications of this study highlight that growing businesses need to adopt flexible and data-driven marketing strategies to adapt to changes in consumer behavior in the digital environment. Active interaction with customers, building digital communities, and transparency in communication are important elements in building customer loyalty and strengthening brand positioning. From an academic perspective, this study contributes to digital marketing theory by emphasizing the importance of digital experiences and consumer engagement in shaping brand image. As a recommendation, businesses need to continue exploring digital marketing innovations and utilizing artificial intelligence and data analytics technologies to improve the effectiveness of their positioning strategies. Meanwhile, further research can explore the impact of cultural factors and technological developments on brand positioning strategies across industries. With the right approach, growing businesses can create sustainable competitive advantages and strengthen their presence in the dynamic digital marketplace.
Meningkatkan Daya Saing UMKM Kartini di Pasar Internasional Ramadhani, Yesa; Budiarti, Anindhyta; Kurnia, Kurnia; Subardjo, Anang
JURMAS : Jurnal Manajemen Sumber Daya Manusia Vol 2 No 1 (2025): Jurmas: Jurnal Pengabdian Masyarakat
Publisher : STIE Miftahul Huda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70283/jpm.v2i1.59

Abstract

Paguyuban Kartini Mandiri is the ability of its MSME members to provide training to the government and private sector, and facilitate its members to manage IUMK, NIB, NPWP, and PIRT independently. The Bojonegoro Regency Government has expressed support for the development of MSMEs, both through training, mentoring, and access to capital. E-marketing is a made of entry option that is considered effective and efficient, especially for digital products, such as software, videos, music, and the like. All the high developments in information and communication technology, people use information and communication technology to transact, make sales, purchases through e-commerce. The obstacles for MSME actors in Paguyupan Kartini Mandiri Bojonegoro City are Access to capital, many MSMEs have difficulty getting access to adequate financing, especially from formal banking institutions. Limited collateral and lack of a neat financial track record are obstacles for MSMEs to get loans with low interest rates. Lack of digital knowledge and skills, not all MSMEs are familiar with digital platforms and online marketing strategies.
PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPHORA DENGAN GAYA HIDUP SEBAGAI VARIABEL INTERVENING Puspitasari, Mita; Budiarti, Anindhyta
Journal Economics Technology And Entrepreneur Vol 3 No 01 (2024): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v3i01.1004

Abstract

A beauty product is a kind of product that is needed to take care of and beautify skin and personal performance. Moreover, in Indonesia, the growth of the cosmetics market is also planned to rise 7% in 2021. Therefore, Sephora introduced various beauty products that are offered. In line with that, its unique open retailer environment shows more brands in the products category, including skincare, cosmetics, perfume, body treatment, hair treatment, and many more to complete the label. This research aimed to find out and analyze the effect of brand image and product quality on the lifestyle of purchasing decisions. Additionally, the research was comparative-quantitative. The result concluded that the more increased and stronger the product’s brand image in Sephora was, the more increased the lifestyle of consumers would be. Likewise, the more product quality was, the more the product purchasing decisions would be. However, higher the lifestyle of Sephora won’t increase the consumers’ purchasing decisions.
PENGARUH PROMOSI, INOVASI PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN FORE COFFEE TUNJUNGAN PLAZA 3 Saputra, Nicholas Revy; Budiarti, Anindhyta
Jurnal Ilmiah Manajemen dan Bisnis (JIMBis) Vol 3 No 3 (2024): Agustus
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24034/jimbis.v3i3.6860

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh promosi, inovasi produk, dan kualitas pelayanan terhadap keputusan pembelian pada Fore Coffee Surabaya. Populasi yang digunakan pada penelitian ini adalah pelanggan yang melakukan pembelian pada Fore Coffee Surabaya sebanyak 3 kali. Jenis penelitian ini adalah kuantitatif. Populasi penelitian ini adalah konsumen Fore Coffee Surabaya yang pernah melakukan pembelian sebanyak 3 kali. Berdasarkan rumus Lemeshow didapatkan jumlah sampel sebanyak 98 orang. Teknik pengambilan sampel menggunakan teknik sampling insidental. Teknik pengumpulan data menggunakan subyektif yang dilakukan dengan cara penyebaran kuesioner. Teknik analisis menggunakan analisis regresi linier berganda dengan bantuan program SPSS versi 29. Berdasarkan hasil uji hipotesis (uji t), didapatkan hasil Promosi (PR) dan Inovasi Produk (IP) berpengaruh positif dan signifikan terhadap keputusan pembelian pada Fore Coffee Surabaya, sedangkan kualitas pelayanan berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian (KPM) pada Fore Coffee Surabaya. Dari hasil uji koefisien determinasi (R2) didapatkan nilai sebesar 0,793. Hal ini menunjukkan bahwa variabel keputusan pembelian yang dapat dijelaskan oleh promosi, inovasi produk dan kualitas pelayanan sebesar 79,3%. Sedangkan sisanya dijelaskan oleh 1 faktor lain yang diluar dari penelitian ini.
Peran Strategi Manajemen Pemasaran, Kepuasan Pelanggan, dan Loyalitas Pelanggan dalam Membangun Keunggulan Kompetitif pada Industri Ritel Yesa Cahayaning Ramadhani; Anindhyta Budiarti
Astina: Jurnal Ekonomi Utama Vol 4 No 2 (2025): Jurnal Ekonomi Utama (Juria)
Publisher : CV. Astina Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55903/juria.v4i2.277

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi manajemen pemasaran, kepuasan pelanggan, dan loyalitas pelanggan terhadap pembangunan keunggulan kompetitif pada industri ritel di wilayah Jabodetabek. Mengingat dinamika persaingan yang semakin ketat, penelitian ini menguji hubungan kausal antar variabel tersebut dengan menggunakan pendekatan kuantitatif dan metode survei. Sampel terdiri dari 100 responden pelanggan yang dipilih secara purposive sampling dan data dianalisis menggunakan regresi berganda melalui SPSS. Hasil penelitian menunjukkan bahwa strategi manajemen pemasaran berpengaruh positif namun tidak signifikan secara langsung terhadap keunggulan kompetitif (β = 0,120; p = 0,280). Sebaliknya, kepuasan pelanggan memiliki pengaruh positif dan signifikan terhadap loyalitas pelanggan (β = 0,449; p = 0,002), yang pada gilirannya diharapkan dapat memperkuat posisi perusahaan di pasar. Namun, pengaruh loyalitas pelanggan terhadap keunggulan kompetitif juga tidak signifikan secara statistik (β = 0,171; p = 0,147). Model regresi secara simultan memperlihatkan bahwa ketiga variabel prediktor tersebut mampu menjelaskan 34,1% variasi dalam keunggulan kompetitif (R² = 0,341; F = 16,575; p < 0,001). Temuan ini menegaskan pentingnya pengelolaan strategi pemasaran yang efektif untuk meningkatkan kepuasan pelanggan sebagai fondasi utama membangun loyalitas. Loyalitas pelanggan meskipun tidak signifikan secara langsung terhadap keunggulan kompetitif dalam penelitian ini, tetap menjadi aset strategis yang berpotensi mendukung keberlangsungan bisnis di industri ritel. Penelitian ini memberikan kontribusi teoritis dengan mengintegrasikan konsep bauran pemasaran, kepuasan, loyalitas, dan keunggulan kompetitif dalam konteks pasar ritel Indonesia yang kompetitif. Secara praktis, hasil penelitian mendorong perusahaan ritel untuk fokus pada peningkatan kualitas layanan dan hubungan pelanggan guna memperkuat daya saing.
Strategi Transformasi Umkm Menjadi Eksportir Mandiri Melalui Inovasi Dan Pemanfaatan Informasi Global Anindhyta Budiarti
Astina: Jurnal Ekonomi Utama Vol 4 No 3 (2025): Jurnal Ekonomi Utama (Juria)
Publisher : CV. Astina Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55903/juria.v4i3.313

Abstract

Strategi transformasi UMKM (Usaha Mikro, Kecil, dan Menengah) menjadi eksportir mandiri melalui inovasi dan pemanfaatan informasi global menjadi krusial dalam menghadapi tantangan globalisasi. UMKM di Indonesia memiliki potensi besar untuk berkembang menjadi pemain utama dalam perdagangan internasional, namun masih dihadapkan pada berbagai kendala, seperti keterbatasan akses pasar global, minimnya pengetahuan tentang standar internasional, serta terbatasnya kemampuan teknologi. Untuk itu, strategi yang tepat guna membantu UMKM bertransformasi menjadi eksportir mandiri sangat diperlukan. Salah satu pendekatan utama dalam strategi ini adalah mendorong inovasi produk dan proses yang mampu memenuhi kebutuhan pasar global, serta memanfaatkan informasi global yang dapat membantu UMKM memahami tren pasar, persyaratan regulasi, dan peluang ekspor yang tersedia. Teknologi digital dan platform e-commerce juga menjadi alat yang penting dalam meningkatkan daya saing UMKM di pasar internasional. Dengan mengoptimalkan inovasi serta informasi yang ada, UMKM dapat memperluas jangkauan pasar, meningkatkan kualitas produk, dan mengoptimalkan proses distribusi. Oleh karena itu, transformasi UMKM menuju eksportir mandiri memerlukan kolaborasi antara pemerintah, sektor swasta, dan masyarakat untuk menciptakan ekosistem yang mendukung perkembangan UMKM secara berkelanjutan.
The Transformation of MSMEs in Nganjuk into Independent Exporters through Innovation and Access to Global Trade Information Budiarti, Anindhyta; Kurnia, Kurnia; Subardjo, Anang; Ramadhani, Yesa Cahayaning
Pasundan Community Service Development Vol. 3 No. 2 (2025): Pasundan Community Service Development
Publisher : Doctoral Program of Social Science, Pasundan University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/pascomsidev.v3i2.280

Abstract

The transformation of Micro, Small, and Medium Enterprises (MSMEs) in Nganjuk into independent exporters represents a significant shift towards enhancing local economic growth through innovation and global market access. As the global trade landscape continues to evolve, MSMEs play a crucial role in driving economic development, particularly in rural and regional areas. By leveraging innovative practices, MSMEs in Nganjuk have been able to diversify their products and services, making them more competitive in the international market. This transformation is supported by improved access to global trade information, which enables businesses to understand market trends, customer demands, and regulatory requirements in various countries. Through various training programs, digital tools, and partnerships with government agencies and international trade organizations, MSMEs in Nganjuk have developed the necessary skills and resources to expand beyond domestic markets. This process not only increases the export potential of these businesses but also contributes to the overall economic resilience of the region. The focus on innovation and information access has allowed Nganjuk's MSMEs to adapt to the challenges of a rapidly changing global economy. The success of these businesses as independent exporters is a testament to the potential of small and medium enterprises to compete in the global market, driving sustainable economic growth, job creation, and poverty reduction. This case study highlights the importance of continuous support, capacity building, and fostering global connections to enable MSMEs to thrive in an increasingly interconnected world.
Co-Authors Agustina, Amanda Ayu Fikma Anang Subardjo Anggraini, Fifin Bayu Ajie Santoso Budiyanto Budiyanto cahayaning, yesa Farah Diba Farah Diba Farida Farida Fifin Anggraini Friedel Syahl, Aulia KURNIA KURNIA, KURNIA Maharani, Virgi Mita Puspitasari, Mita Mukhlish Mukhlish, Mukhlish Nur Wahyuni Nur Wahyuni Ramadhani, Yesa Ramadhani, Yesa Cahayaning Rani Oktavianti Saputra, Nicholas Revy Triska Aprilia Pratiwi Yesa Cahayaning Ramadhani