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All Journal Semantik JURNAL ILMU MANAJEMEN DAN BISNIS Panrita Abdi - Jurnal Pengabdian pada Masyarakat IJBE (Integrated Journal of Business and Economics) Syntax Literate: Jurnal Ilmiah Indonesia SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Bisnis dan Kewirausahaan Value: Jurnal Manajemen dan Akuntansi International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ekonomi Manajemen Sistem Informasi Aksara: Jurnal Ilmu Pendidikan Nonformal Jurnal Bakti Masyarakat Indonesia Patria : Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian UNDIKMA Yumary: Jurnal Pengabdian kepada Masyarakat Jurnal Locus Penelitian dan Pengabdian Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Easta Journal of Innovative Community Services
Yolla Margaretha
Universitas Kristen Maranatha
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Dampak Perilaku Konsumen Dan Pengaruhnya Terhadap Perluasan Merek Wewangian Mewah Limawan, Kevin; Margaretha, Yolla
Value : Jurnal Manajemen dan Akuntansi Vol. 19 No. 1 (2024): Januari - April 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jv.v19i1.5040

Abstract

Penelitian ini mengeksplorasi dampak perilaku konsumen pada strategi perluasan merek dalam industri parfum mewah. Analisis regresi terhadap 102 responden mayoritas berpendidikan tinggi menunjukkan terdapat hubungan kuat antara perluasan merek dan perilaku konsumen, memberikan pengaruh 16,9% pada keputusan pembelian. Keputusan pembelian didasarkan pada aroma, ketahanan, dan harga produk, sementara merek mewah mencerminkan identitas dan pengalaman emosional konsumen. Merek parfum mewah disarankan untuk menyelaraskan strategi pemasaran dengan lebih memahami preferensi konsumen terhadap aroma, durabilitas, dan keterjangkauan harga; membangun citra merek melalui promosi terpadu dan inovasi produk; serta memperluas portofolio dengan mempertimbangkan konteks situasional. Penyelarasan dengan faktor-faktor perilaku konsumen dapat memperkuat posisioning dan keunggulan kompetitif merek di pasar parfum mewah. Kesadaran merek dan koneksi emosional juga substansial bagi merek parfum mewah untuk menumbuhkan loyalitas.  
THE ROLE OF PRODUCT QUALITY IN THE INFLUENCE OF PRICE PERCEPTION AND PROMOTION ON PURCHASE DECISIONS IN E-COMMERCE CAHYONO, FANNY AGUS; MARGARETHA, YOLLA; WINARTO, JACINTA
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 4 (2024): IJEBAR, VOL. 08 ISSUE 04, DECEMBER 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i4.15471

Abstract

Information technology is developing very rapidly, as is the internet which also has a major impact on all aspects of life. Likewise, changes in trade and business in the world also have an impact on Indonesia. The presence of e-commerce in Indonesia is growing so rapidly. E-commerce not only provides support for the changing consumption methods and lifestyles of society, but also presents the latest economic opportunities for all individuals. This study aims to test the role of product quality on the influence of price perception and promotion on the decision to buy in e-commerce. The research sample was 100 people who had become consumers of one of Shopee, Tokopedia, Lazada and Bukalapak. The sampling technique applied purposive sampling. The data analysis technique applied multiple regression tests and Moderated Regression Analysis (MRA) tests. The results of the study showed that Promotion and price perception had a positive and significant effect on purchasing decisions. Product quality is able to moderate the influence of promotion on purchasing decisions and Product quality is able to moderate the influence of promotion on purchasing decisions. Keywords: Promotion, price perception, product quality, purchasing decisions.
THE ROLE OF PRODUCT QUALITY IN THE INFLUENCE OF PRICE PERCEPTION AND PROMOTION ON PURCHASE DECISIONS IN E-COMMERCE CAHYONO, FANNY AGUS; MARGARETHA, YOLLA; WINARTO, JACINTA
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 4 (2024): IJEBAR, VOL. 08 ISSUE 04, DECEMBER 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i4.15471

Abstract

Information technology is developing very rapidly, as is the internet which also has a major impact on all aspects of life. Likewise, changes in trade and business in the world also have an impact on Indonesia. The presence of e-commerce in Indonesia is growing so rapidly. E-commerce not only provides support for the changing consumption methods and lifestyles of society, but also presents the latest economic opportunities for all individuals. This study aims to test the role of product quality on the influence of price perception and promotion on the decision to buy in e-commerce. The research sample was 100 people who had become consumers of one of Shopee, Tokopedia, Lazada and Bukalapak. The sampling technique applied purposive sampling. The data analysis technique applied multiple regression tests and Moderated Regression Analysis (MRA) tests. The results of the study showed that Promotion and price perception had a positive and significant effect on purchasing decisions. Product quality is able to moderate the influence of promotion on purchasing decisions and Product quality is able to moderate the influence of promotion on purchasing decisions. Keywords: Promotion, price perception, product quality, purchasing decisions.
Peningkatan literasi keuangan dan keterampilan public speaking melalui gamification smart pocket dan metode C.A.N Saragih, Susanti; Margaretha, Yolla; Kristine, Fanny; Margaretha, Meily; Nursalin, Kezia Kurniawati; Sherlywati, Sherlywati; Kuswoyo, Chandra
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 9, No 4 (2025): Juli
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v9i4.31925

Abstract

AbstrakLiterasi keuangan dan keterampilan public speaking merupakan kompetensi penting bagi siswa dalam menghadapi era digital. Kegiatan Pengabdian kepada Masyarakat (PKM) ini bertujuan meningkatkan kedua keterampilan tersebut di kalangan siswa kelas IX SMPK BPK Penabur Holis Bandung melalui pendekatan edukatif interaktif. Kegiatan dilaksanakan dalam satu hari melibatkan 114 siswa dan delapan guru pendamping. Pemetaan kebutuhan dilakukan melalui survei daring sebelum pelatihan. Materi literasi keuangan menggunakan konsep SMART POCKET, sedangkan keterampilan berbicara menerapkan metode C.A.N (Creative, Artikulasi, Nada) dengan pendekatan gamification. Evaluasi menggunakan pre dan post-test serta survei kepuasan. Hasil menunjukkan peningkatan pemahaman signifikan dengan rata-rata skor meningkat dari 83,2 menjadi 100. Survei kepuasan menunjukkan peserta menilai kegiatan relevan, bermanfaat, dan mampu meningkatkan kepercayaan diri. Meskipun terbatas waktu pelaksanaan, kegiatan ini berhasil mencapai tujuan dan mencerminkan komitmen Tri Dharma Perguruan Tinggi serta berkontribusi pada pencapaian SDGs No. 8. Kata kunci: pengabdian; pelatihan; literasi digital; public speaking; generasi z Abstract Financial literacy and public speaking skills are essential competencies for students in facing the digital era. This Community Service (PKM) activity aims to enhance both skills among ninth-grade students at SMPK BPK Penabur Holis Bandung through an interactive educational approach. The activity was conducted in one day involving 114 students and eight accompanying teachers. Needs mapping was conducted through an online survey before the training. Financial literacy material used the SMART POCKET concept, while speaking skills applied the C.A.N method (Creative, Articulation, Tone) with a gamification approach. Evaluation used pre and post-tests as well as satisfaction surveys. Results showed significant improvement in understanding with average scores increasing from 83.2 to 100. Satisfaction surveys indicated that participants found the activity relevant, beneficial, and capable of boosting their confidence. Despite time constraints in implementation, this activity successfully achieved its objectives and reflects the commitment to Tri Dharma Perguruan Tinggi while contributing to the achievement of SDGs No. 8. Keywords: community service; training; digital literacy; public speaking; generation z
Pengaruh Brand Ambassador dan Brand Awareness Terhadap Keputusan Pembelian Konsumen di Beauty District Clinic Octresna, Nouren; Margaretha, Yolla
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 5 (2025): JURNAL LOCUS: Penelitian & Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i5.4009

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador dan brand awareness terhadap keputusan pembelian konsumen di Beauty District Clinic, sebuah klinik kecantikan yang tengah berkembang di tengah persaingan industri estetika. Brand ambassador sering digunakan sebagai strategi komunikasi untuk membentuk citra merek yang kuat, sedangkan brand awareness menjadi fondasi penting dalam menciptakan keterikatan emosional dan daya ingat konsumen terhadap suatu produk atau jasa. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Data dikumpulkan melalui penyebaran kuesioner kepada 100 responden yang merupakan pelanggan aktif Beauty District Clinic. Analisis data dilakukan dengan teknik regresi linear berganda menggunakan software SPSS. Hasil penelitian menunjukkan bahwa brand ambassador memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Sementara itu, brand awareness juga berpengaruh positif, namun dengan signifikansi yang lebih rendah dibandingkan brand ambassador. Temuan ini mengindikasikan bahwa keberadaan figur publik yang relevan dan sesuai dengan citra merek mampu mendorong konsumen untuk lebih percaya dan tertarik melakukan pembelian. Di sisi lain, brand awareness tetap penting dalam membangun pengenalan awal terhadap merek. Implikasi dari penelitian ini menyarankan agar Beauty District Clinic lebih strategis dalam memilih brand ambassador yang kredibel dan memiliki kedekatan dengan target audiens, serta memperkuat upaya pemasaran yang meningkatkan brand awareness secara konsisten. Penelitian ini memberikan kontribusi terhadap pengembangan strategi pemasaran berbasis personal branding dan kesadaran merek dalam industri kecantikan.
Corporate and Brand Images and Customer Loyalty Hadian, Diky; Kusuma, Sunan; Dediwan, Daniati; Margaretha, Yolla
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 1 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (September-Oktober 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i1.6259

Abstract

This study aims to investigate three relationships. The first is between company image and customer loyalty (CL). The second is between brand image and CL. The final decision is between a company and the brand image. Moreover, to meet this goal, readers of the West Java Tribun Daily Newspaper in Bandung are employed as the sample. Unfortunately, this study only gathered data from 75 people using the convenience sampling technique. Moreover, it analyzed their responses statistically using confirmatory factor and reliability analyses, as well as assessment model criteria and t-statistics, to examine the shaped hypotheses using a partial least squares-based structural equation model. As a result, three positive tendencies occur: (1) Consumers with a stronger brand image will have better loyalty, (2) the higher their brand image, the higher their loyalty, and (3) the customers with a better company image will have a better brand image. Based on these facts, this study recommends that West Java Tribun News in Bandung pay attention to the digital media content background, such as YouTube and social media. Additionally, its assigned staff members should interact with the readers by replying to their comments on these media.
Analisis Kewirausahaan Petani di Desa Bojongkembar, Cikembar Alexander, William; Margaretha, Yolla
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i10.61757

Abstract

Penelitian ini menganalisis karakteristik kewirausahaan petani di Desa Bojongkembar, Kecamatan Cikembar, Kabupaten Sukabumi. Tantangan utama yang dihadapi petani meliputi keterbatasan akses permodalan, fluktuasi harga, dominasi tengkulak, serta rendahnya orientasi pasar. Metode yang digunakan adalah pendekatan kuantitatif deskriptif dengan kuesioner skala Likert terhadap 33 responden yang dipilih melalui purposive sampling. Variabel penelitian mencakup delapan indikator kewirausahaan: kebutuhan berprestasi, penerimaan risiko, independensi, kreativitas, percaya diri, pengetahuan, keterampilan, dan orientasi pasar. Hasil menunjukkan bahwa motivasi berprestasi dan rasa percaya diri petani relatif tinggi, namun aspek orientasi pasar dan independensi masih lemah. Analisis korelasi Pearson dan Spearman menemukan bahwa pengetahuan dan keterampilan memiliki hubungan paling kuat (r = 0,873), sedangkan kreativitas dan percaya diri menjadi variabel penghubung utama. Faktor demografis hanya berpengaruh parsial, khususnya usia dengan independensi dan lama bertani dengan kreativitas. Penelitian ini menegaskan pentingnya penguatan pengetahuan, keterampilan, kreativitas, dan rasa percaya diri untuk mendorong transformasi petani menjadi agripreneur yang inovatif dan berdaya saing.
Membentuk Pemimpin Masa Depan Melalui Pelatihan Pengelolaan Keuangan Saragih, Susanti; Margaretha, Yolla; Kristine, Fanny; Margaretha, Meily; Nursalin, Kezia Kurniawati; Sherlywati, Sherlywati; Kuswoyo, Chandra
Yumary: Jurnal Pengabdian kepada Masyarakat Vol. 6 No. 1 (2025): September
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/yumary.v6i1.3837

Abstract

Purpose: This community service initiative aims to support educational institutions in fostering the social and emotional development of adolescents by promoting awareness of saving, enhancing understanding of personal finance concepts, and equipping adolescents with essential financial skills to navigate future financial challenges. Methodology: The methodology employed in this initiative involved simulations and role-playing activities structured as a training program. The training focuses on the "Gerakan SMART" (Simpan, Mengurutkan kebutuhan, Atur pengeluaran, Realisasikan, dan Tercatat), a framework designed to assist individuals in creating, managing, and effectively utilizing personal finances. Results: A total of 97 junior high school students participated in this study. Evaluation based on three key indicators revealed that the community service activity was successful in achieving its objectives. The "Gerakan SMART" game improved the participants’ knowledge of financial management. Conclusion: Financial management is a crucial skill for adolescents, preparing them to face future financial challenges and ensuring their well-being. Training programs focused on financial management for young people are expected to cultivate future leaders equipped to thrive in competitive workplace environments that demand these skills, thereby contributing to the achievement of the Sustainable Development Goals (SDGs). Limitations: Owing to time and resource limitations, the program had difficulty ensuring that participants fully understood the material and assessing the training’s long-term effects. Contribution: By promoting the "Gerakan SMART" framework, the program equips young generations with the tools to navigate future financial challenges and prepares them to be leaders in the future.
EFEKTIFITAS PENGGUNAAN MBTI SEBAGAI TOLAK UKUR PENERIMAAN KARYAWAN Haryanti, Mathelda Weni; Margaretha, Yolla
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 3 (2024): Edisi September - Desember 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i3.4528

Abstract

Dengan bertambahnya jumlah angkatan kerja, persaingan kerja menjadi semakin ketat sehingga menyebabkan perusahaan harus lebih selektif dalam proses rekrutmen dan mencari tenaga kerja yang berkualitas melalui metode seleksi yang berbeda-beda. Salah satu kriteria seleksi yang paling umum digunakan oleh banyak perusahaan terkemuka adalah Myers-Briggs Personality Index (MBTI). Namun ada pertanyaan apakah penggunaan MBTI sebagai kriteria perekrutan masih berguna. Penelitian ini bertujuan untuk melihat apakah tes MBTI masih efektif dalam merekrut pegawai. Metode yang digunakan dalam penelitian ini adalah studi pustaka terhadap 7 jurnal, 4 jurnal nasional dan 3 jurnal internasional. Data diperoleh dengan menggunakan database jurnal seperti Google Scholar, Scopus dan Web of Science. Hasil penelitian menunjukkan bahwa MBTI dikaitkan dengan variabel lain yang diteliti, dengan ukuran sampel berkisar dari lemah hingga kuat. Beberapa menunjukkan hanya signifikan pada dikotomis MBTI tertentu. Hasilnya menunjukkan bahwa 5 literatur menyatakan Test MBTI efektif digunakan sebagai tolak ukur penerimaan karyawan, namun 2 artikel menyebutkan bahwa Tes MBTI minim terbukti reabilitas juga validitasnya, akan tetapi memiliki manfaat untuk proses rekrutmen.
Pelatihan Pengelolaan Keuangan untuk Keluarga : Mengelola Resiko dan Cerdas Finansial Saragih, Susanti; Widiastuti, Ratna; Zaniarti, Sri; Margaretha, Yolla; Kristine, Fanny; Nursalin, Kezia Kurniawati; Margaretha, Meily; Lu, Cen
Jurnal Pengabdian UNDIKMA Vol. 5 No. 3 (2024): August
Publisher : LPPM Universitas Pendidikan Mandalika (UNDIKMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/jpu.v5i3.11243

Abstract

This community service activity aims to increase the knowledge and skills of parents of Bandung Baptist Christian Junior High School students regarding families' financial planning and management to avoid family financial risk. This community service implementation method uses training with 25 participants, who are parents of students. The evaluation of this community service activity was carried out by conducting a survey to measure the reaction of participants, their knowledge level, and their change intention. Descriptive analysis was performed on the data collected. The results of the community service activity showed that more than 96% of the participants who attended found the activity relevant to their conditions. Additionally, 62% of the participants experienced an increase in knowledge regarding the concept of financial management, and all participants committed to taking concrete actions to improve their family's financial conditions, including avoiding debt, making financial records, using an application to simplify financial management, and setting a budget (financial prioritization).
Co-Authors A. Rinny Maharsi Agatha Evania Alanarima Alexander, William Aliwinoto, Christine Allen Kristiawan Anny Nurbasari Aribowo, Agus Ariesya Aprillia Asni Harianti Asni Harianti Asni Harianti CAHYONO, FANNY AGUS Cen Lu Cen Lu Chandra Kuswoyo Chandra Kuswoyo Chandra Kuswoyo Dediwan, Daniati Devas Kambuno Fanny Kristine Felicia Abednego Fransiscus Duran Ginting Munthe, Rusli Hadi Nasbey Hadian, Diky Haryanti, Mathelda Weni Henky L. Suwarno Henky Lisan S Henky Lisan Suwarno Ika Gunawan Imelda Junita Jacinta Winarto Jessica Agrippina Fedora Kartika Imasari Tjiptodjojo Kezia Kurniawati Kezia Kurniawati Nursalin Kristine, Fanny Kusuma, Sunan Limawan, Kevin Maya Malinda Meily Margaretha Meryana Meryana Meythi, Meythi Nonie Magdalena Nur Nur Nur Nur Nur Nur Octresna, Nouren Olivia Vania Olius Ratna Widiastuti Riki Martusa Rully Arlan Tjahjadi Rully Arlan Tjahyadi Rully Arlan Tjahyadi Sherlywati Sherlywati, Sherlywati Sri Zaniarti Susanti Saragih Susanti Saragih Vinsensius Vinsensius Zaniarti, Sri