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<![CDATA[MENINGKATKAN KEPUTUSAN PEMBELIAN MELALUI KUALITAS PELAYANAN DAN PROMOSI PENJUALAN ]]>
<![CDATA[Aang Curatman]]>;
<![CDATA[Soesanty Maulany]]>;
<![CDATA[Shofiullah Shofiullah]]>
<![CDATA[ Monex: Journal of Accounting Research Vol 10, No 1 (2021) ]]>
Publisher : <![CDATA[Pusat Penelitian dan Pengabdian Masyarakat Politeknik Harapan Bersama ]]>
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DOI: 10.30591/monex.v10i1.2220
<![CDATA[The purpose of this study is to analyze the effect of service quality and sales promotion on consumer purchasing decisions at E Sport Cirebon Shop, either partially or simultaneously. The population of this research is consumers of E Sport Cirebon stores with unknown population, while the sample is 96 respondents. The sampling technique used non-probability sampling using incidental sampling. This research is an associative type with quantitative methods. Based on the T test it is known that service quality and sales promotion have a partial effect on purchasing decisions, as well as based on the F test it is known that service quality and sales promotion have a simultaneous influence on purchasing decisions. Therefore the company should improve service quality and provide variations in the types of sales promotions to improve consumer purchasing decisions.]]>
<![CDATA[The Effect of Consumer Confidence and Customer Experience on Consumer Satisfaction in Anteraja Cirebon SS Kedawung Expedition Services ]]>
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Journal of Bussines Management Basic Vol 5 No 2 (2023): Journal of bussines management ]]>
Publisher : <![CDATA[Universitas Sebelas April, Fakultas Ekonomi dan Bisnis ]]>
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<![CDATA[his study aims to test the influence of Consumer Confidence and Customer Experience variables on Consumer Satisfaction in Anteraja Cirebon SS Kedawung expedition services. The research method used is a quantitative method with an associative type of research. Sampling technique using the Incidental Sampling technique with a sample of 96 respondents. Data collection method using questionnaires to respondents who have used Anteraja expedition services at least 1 transaction. Data analysis methods using validity tests, reliability, classical assumptions, multiple regression analysis as well as t-tests and ftests processed through IBM SPSS 26 applications]]>
<![CDATA[The Influence Of Youtube Advertising And Brand Awareness On Buying Interest In Honda Scoopy Motorbikes At Pt Astra Motor Honda Cirebon Branch ]]>
<![CDATA[Siti Nurlaela]]>;
<![CDATA[Sony Sony Basrizal]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Journal Of Social Science (JoSS) Vol 3 No 5 (2024): JOSS : Journal of Social Science ]]>
Publisher : <![CDATA[Al-Makki Publisher ]]>
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DOI: 10.57185/joss.v3i5.308
<![CDATA[The purpose of this study is to examine how brand awareness and YouTube advertising affect consumers' inclination to purchase Honda Scoopy motorcycles from the PT Astra Motor Honda Cirebon Branch. Utilizing a survey approach, quantitative research methodology is applied. Questionnaires were sent to 150 respondents who were considering purchasing Honda Scoopy motorcycles in Cirebon in order to gather data. According to the results of a regression analysis, creative and informative YouTube advertising has the ability to pique customers' interests and has a favorable and significant impact on purchase intention. Additionally, it has been demonstrated that brand awareness positively and significantly influences buy intention; this means that consumers' purchase intentions are higher when brand awareness is higher. In conclusion, brand awareness and YouTube advertising work together to significantly impact consumers' intentions to buy Honda Scoopy motorcycles in Cirebon. PT Astra Motor Honda is advised to continue to improve the quality of advertisements on YouTube and strengthen branding strategies to increase consumer buying interest.]]>
<![CDATA[The Influence of Entrepreneurial Orientation, Market Orientation, and Product Innovation on the Marketing Performance of Culinary MSMEs in Cirebon City ]]>
<![CDATA[Fadel Muhamad]]>;
<![CDATA[Zahwa Shofiyaturrahmah]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Journal Research of Social Science, Economics, and Management Vol. 3 No. 11 (2024): Journal Research of Social Science, Economics, and Management ]]>
Publisher : <![CDATA[Publikasi Indonesia ]]>
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DOI: 10.59141/jrssem.v3i11.657
<![CDATA[This research was conducted with the aim to analyze the influence of entrepreneurial orientation, market orientation and product innovation on marketing performance in culinary MSMEs in Kesambi District. This research method uses quantitative research methods. The results showed that the first hypothesis was accepted, which means that entrepreneurial orientation has a positive and significant effect on the marketing performance of the Research. The results showed that the second hypothesis was accepted, which means that market orientation has a positive and significant effect on marketing performance. The results showed that the third hypothesis was accepted, which means that product innovation has a positive and significant effect on marketing performance. The results showed that the fourth hypothesis was accepted, which means that Entrepreneurial Orientation, Market Orientation and Product Innovation have a positive and significant effect simultaneously on marketing performance. Based on the results of the analysis that has been described regarding the influence of entrepreneurial orientation, market orientation and product innovation on the marketing performance of culinary MSMEs in the city of Cirebon, especially in Kesambi District, it is concluded that Entrepreneurial Orientation has a positive and significant effect on Marketing Performance. Market Orientation has a positive and significant effect on Marketing Performance. Product Innovation has a positive and significant effect on Marketing Performance. Entrepreneurial Orientation, Market Orientation and Product Innovation have a positive and significant effect simultaneously on marketing performance.]]>
<![CDATA[The Influence of Content Marketing and E-Wom On Social Media On Purchasing Decisions at Kopi Roemah Kesambi ]]>
<![CDATA[Ninik Isropiani Nurohmah]]>;
<![CDATA[Elsa Nurul Aliana]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Return : Study of Management, Economic and Bussines Vol. 3 No. 6 (2024): Return : Study of Management, Economic And Bussines ]]>
Publisher : <![CDATA[PT. Publikasiku Academic Solution ]]>
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DOI: 10.57096/return.v3i6.236
<![CDATA[The development of the café business in Indonesia is currently growing rapidly, thus business people must be able to take advantage of the use of social media starting from promoting business on social media such as on Instagram and TikTok applications. Where users can share user experiences on their respective account channels.This study aims to analyze how marketing communication through Content Marketing and Electonic Word Of Mouth on social media is able to influence purchasing decisions at Kopi Roemah Kesambi.This type of research uses a quantitative methodology approach. The population of this study is an unknown number of Roemah Kesambi Coffee consumers. The data source used is primary data from the questionnaire disseminated. Samples were taken using incidental sampling methods using the Corchan Formula and obtained as many as 100 respondents. The data analysis techniques used are Validity, Reliability, Multiple Linear Regression Analysis and structural models measured using adjusted R square and hypothesis tests using SPSS statistical tool version 22. The results showed that Content Marketing had a positive effect on Roemah Kesambi's Coffee Purchase Decision. Elecronic Word Of Mouth has a positive influence on the purchase decision of Roemah Kesambi Coffee. This research can provide in-depth insight into the factors that influence the purchasing decisions of Roemah Kesambi Coffee consumers. These findings can be an important reference for business people and researchers to develop more effective marketing strategies.]]>
<![CDATA[The Effect of Variety Seeking and Price Perception on Brand Switching Among Consumers on Hijab Products (Elzatta Case Study) ]]>
<![CDATA[Nihayah Yustika Sari]]>;
<![CDATA[Misbak Misbak]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Journal Research of Social Science, Economics, and Management Vol. 5 No. 11 (2026): Journal Research of Social Science, Economics, and Management ]]>
Publisher : <![CDATA[Publikasi Indonesia ]]>
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DOI: 10.59141/jrssem.v5i11.1479
<![CDATA[The Indonesian hijab industry has experienced significant growth due to the increasing number of Muslim women wearing hijabs and the rapid development of modest fashion trends. This dynamic market environment has intensified competition among hijab brands, prompting consumers to frequently switch brands based on changing preferences and evaluations. This study examines the effects of variety seeking and price perception on brand switching behavior among consumers of Elzatta hijab products in Cirebon City. A quantitative associative research design was employed using a survey method. Data were collected from 218 female respondents who had purchased Elzatta hijabs as well as competing hijab brands. The analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test the proposed hypotheses. The findings indicate that variety seeking has a positive and significant effect on brand switching, suggesting that consumers with a stronger desire for novelty and product variation are more likely to switch brands. In addition, price perception also has a positive and significant influence on brand switching and emerges as the dominant factor affecting consumer decisions. Consumers are more inclined to switch brands when they perceive that product prices do not align with the quality and value received. The model explains 48.1% of the variance in brand switching behavior. In conclusion, both psychological factors, represented by variety seeking, and economic considerations, reflected in price perception, significantly influence brand switching among Elzatta hijab consumers, with price perception playing a more substantial role in shaping switching behavior.]]>
<![CDATA[The Influence of Product Innovation on Marketing Performance through Competitive Advantage in Rattan MSMEs in Cirebon Regency ]]>
<![CDATA[Yuli Indriyani]]>;
<![CDATA[Misbak Misbak]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Interdisciplinary Social Studies Vol. 5 No. 4 (2026): Interdisciplinary Social Studies ]]>
Publisher : <![CDATA[International Journal Labs ]]>
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DOI: 10.55324/iss.v5i4.1117
<![CDATA[Rattan MSMEs in Cirebon Regency play a significant role in supporting Indonesia’s handicraft industry and contributing to national export performance. However, increasing global competition, changing consumer preferences, and market uncertainty continue to challenge the ability of these enterprises to maintain sustainable marketing performance. Therefore, this study aims to analyze the influence of product innovation on marketing performance with competitive advantage as a mediating variable. A quantitative approach with a causal associative research design was employed. The study involved 102 rattan MSMEs selected from a population of 136 business units using the Slovin sampling technique. Data were collected through structured questionnaires using a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. The findings indicate that product innovation has a positive and significant effect on both competitive advantage and marketing performance. In addition, competitive advantage significantly influences marketing performance and serves as a mediating variable in the relationship between product innovation and marketing performance. These results suggest that continuous product innovation can strengthen the competitive position of rattan MSMEs, which in turn improves their marketing performance. The study provides practical implications for MSME managers in developing innovation-driven strategies to achieve sustainable competitiveness and business growth.]]>
<![CDATA[The Influence of E-Service Quality on Repurchase Intention through E-Customer Satisfaction on Shopee Food Application Users in Cirebon City ]]>
<![CDATA[Siti Amanah]]>;
<![CDATA[Ramlah Puji Astuti]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Interdisciplinary Social Studies Vol. 5 No. 4 (2026): Interdisciplinary Social Studies ]]>
Publisher : <![CDATA[International Journal Labs ]]>
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DOI: 10.55324/iss.v5i4.1126
<![CDATA[This study aims to analyze the effect of e-service quality on repurchase intention through e-customer satisfaction among Shopee Food app users in Cirebon City. The development of app-based food delivery services encourages companies to improve the quality of their digital services to retain customers and increase user loyalty. This study uses a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS) using SmartPLS 4 software. The research data were obtained through online questionnaires distributed to 210 respondents who are Shopee Food users and have used the service at least twice in the last three months. Purposive sampling was applied according to research criteria. The findings indicate that e-service quality has a positive and significant effect on repurchase intention and e-customer satisfaction. Moreover, e-customer satisfaction also shows a positive and significant effect on repurchase intention. The results further reveal that e-customer satisfaction mediates the relationship between e-service quality and repurchase intention. These findings provide practical implications for digital platforms and culinary MSMEs to enhance application usability, service speed, and transaction security to strengthen customer satisfaction and loyalty in the digital economy ecosystem. This study highlights the mediating role of e-customer satisfaction in the relationship between e-service quality and repurchase intention among Shopee Food users in Cirebon City.]]>
<![CDATA[The Influence of Social Media Marketing and Customer Engagement on Brand Awareness Through the Perspective of Multi-Platform Followers of Baraja Coffee Cirebon ]]>
<![CDATA[Gina Caesya Anugrah]]>;
<![CDATA[Muhammad Santoso]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Jurnal Maksipreneur Vol 15 No 2 (2026) ]]>
Publisher : <![CDATA[Universitas Proklamasi 45 ]]>
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DOI: 10.30588/jmp.v15i2.2651
<![CDATA[This study examines how social media marketing and customer engagement affect brand awareness among Baraja Coffee’s Instagram and TikTok followers in Cirebon. The study was motivated by the growing importance of digital platforms for local coffee shops in building brand visibility and maintaining relevance in a competitive market. A quantitative explanatory approach was employed, using an online questionnaire distributed to followers of Baraja Coffee’s social media accounts. A total of 394 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The results show that social media marketing has a positive and significant effect on brand awareness, and that customer engagement also has a positive and significant effect on brand awareness. Social media marketing emerged as the stronger predictor, while both variables jointly explained a substantial proportion of the variance in brand awareness. These findings imply that local coffee shops need not only consistent and attractive social media content but also active follower engagement to strengthen brand recognition and recall in digital environments.]]>
<![CDATA[THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON BRAND LOYALTY AMONG VIVO SMARTPHONE USERS IN CIREBON ]]>
<![CDATA[M. Sarudin]]>;
<![CDATA[Muhammad Santoso]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 3 (2026): Multidiciplinary Output Research For Actual and International Issue ]]>
Publisher : <![CDATA[RADJA PUBLIKA ]]>
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DOI: 10.5281/zenodo.20712803
<![CDATA[This study aims to determine and analyze the influence of brand image and brand trust on brand loyalty among VIVO smartphone users in Cirebon. This research used quantitative research. The sample size was 170 respondents. The data analysis method used was multiple linear regression analysis. Based on the results of the t-test, it can be concluded that brand image has a significant effect on brand loyalty, with a calculated t-value of 9.749 > t-table 1.974 and a significant value of 0.000 <0.05. Brand trust has a significant effect on brand loyalty, with a calculated t-value of 12,350 > t-table 1.974 and a significant value of 0.000 <0.05. Based on the results of the F hypothesis test, it can be concluded that simultaneously/together, brand image and brand trust have a significant effect on brand loyalty with an F-value of 121.589 > ttable 3.05 and a significant value of 0.000 <0.05. Based on the coefficient of determination analysis, the coefficient of determination or Adjusted R-Square value was obtained at 0.588 or 58.8% brand image and brand trust have an effect on brand loyalty, while 11.2% is the influence of other variables not included in this study.]]>
