Articles
<![CDATA[The Effect of Green Innovation and Entrepreneurial Marketing on Marketing Performance in Rattan SMEs in Cirebon Regency ]]>
<![CDATA[Salis Naelal Asrifa]]>;
<![CDATA[Muhammad Santoso]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ IJEBD (International Journal of Entrepreneurship and Business Development) Vol 9 No 3 (2026): May 2026 ]]>
Publisher : <![CDATA[LPPM of NAROTAMA UNIVERSITY ]]>
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DOI: 10.29138/ijebd.v9i3.3633
<![CDATA[Purpose: The research examines the impact of green innovation and entrepreneurial marketing on the marketing performance of rattan SMEs in Cirebon Regency. Design/methodology/approach: A quantitative method was used with 105 respondents. Data were obtained through online questionnaires and analyzed utilizing multiple linear regression with IBM SPSS version 26. Findings: The results indicate that both green innovation and entrepreneurial marketing have a positive and significant impact on marketing performance, both partially and simultaneously. The model explains 39.7% of the variance in marketing performance. Research limitations/implications: This research is limited to rattan SMEs in Cirebon, so the outcomes may not be generalizable to other sectors or regions. Practical implications: SMEs are encouraged to adopt green innovation and entrepreneurial marketing strategies to enhance competitiveness and performance. Originality/value: This study provides empirical evidence from the underexplored rattan SME sector. Paper type: Research paper]]>
<![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 Brand Image and Lifestyle on Iphone Purchasing Decisions in Cirebon City ]]>
<![CDATA[Nauval Ramadhan]]>;
<![CDATA[Hary Siswanto]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ International Journal of Business, Economics, and Social Development Vol. 6 No. 3 (2025): International Journal of Business, Economics, and Social Development (IJBESD) ]]>
Publisher : <![CDATA[Rescollacom (Research Collaborations Community) ]]>
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DOI: 10.46336/ijbesd.v6i3.950
<![CDATA[The development of lifestyle trends and increasingly strong brand images in Indonesia have a major influence on consumer purchasing decisions, especially in the technology product category such as the iPhone. This creates very tight competition in the gadget market. This study aims to analyze the influence of lifestyle and brand image on purchasing decisions for iPhone products, especially for consumers in Indonesia. Product purchasing decisions will be influenced by lifestyle factors and brand image owned by consumers. In this study, primary data were collected using a Likert scale questionnaire. The questionnaire was systematically designed to collect responses relevant to the research topic and consisted of a series of questions distributed to respondents aged 18 to 35 years, with a calculation of the coachran formula for 380 respondents. The data analysis method was carried out using Structural Equation Modeling - Partial Least Square (SEM-PLS). The results of the study showed that lifestyle and brand image had a significant influence on purchasing decisions for iPhone products. This means that these two independent variables together drive iPhone purchasing decisions, with lifestyle and brand image playing an important role in shaping consumers' desire to buy the product. A modern lifestyle and a positive brand image are the main factors driving iPhone purchasing decisions. This shows that consumers choose products based on social identity and brand quality that can meet their lifestyle needs.]]>
<![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.]]>
<![CDATA[The Influence Of Brand Trust On Brand Loyalty With Brand Love As Mediator (Case Study Of Kopi Roemah Kesambi) ]]>
<![CDATA[Auliya Safitri]]>;
<![CDATA[May Dedu]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ International Journal of Business, Economics, and Social Development Vol. 7 No. 2 (2026): International Journal of Business, Economics, and Social Development (IJBESD) ]]>
Publisher : <![CDATA[Rescollacom (Research Collaborations Community) ]]>
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DOI: 10.46336/ijbesd.v7i2.1194
<![CDATA[Coffee consumption in Indonesia has changed from being a necessity to a part of a modern lifestyle due to the industry's rapid growth. This is especially true for the younger generation, whose visits to coffee shops are influenced not only by the taste but also by the atmosphere, brand image, and emotional attachment provided. This phenomenon provides a dilemma for local coffee shops such as Kopi Roemah Kesambi which, despite having excellent sales levels, nevertheless confronts variations in client retention such that brand loyalty has not been securely established. Although contemporary marketing theory highlights the significance of consumer emotional attachment to the brand as a foundation for long-term loyalty, the role of brand trust and brand love in forming brand loyalty in the context of local coffee shops is still rarely studied. This creates a research gap because the majority of prior studies emphasize product customer quality and satisfaction as determinants of loyalty. With a population of 368 active Kopi Roemah Kesambi customers and a sample of 192 respondents chosen using the Slovin formula with a 5% margin of error, this study employs a quantitative approach with an explanatory research method and a probability sampling technique through simple random sampling to close this gap. Data were obtained by a closed questionnaire based on a 1-5 Likert scale and analyzed using SEM-PLS through SmartPLS 4.0. It is hoped that this study will add to the body of knowledge on consumer behavior and help local coffee shops create more sustainable and successful customer retention strategies by examining the impact of brand trust on brand loyalty, with brand love serving as a mediator.]]>
<![CDATA[The Influence Of Storytelling Marketing On Purchase Intention Mediated By Brand Image: A Case Study Of Mekayo Coffee Shop ]]>
<![CDATA[Rara Indah Oktaviani]]>;
<![CDATA[May Dedu]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ International Journal of Business, Economics, and Social Development Vol. 7 No. 2 (2026): International Journal of Business, Economics, and Social Development (IJBESD) ]]>
Publisher : <![CDATA[Rescollacom (Research Collaborations Community) ]]>
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DOI: 10.46336/ijbesd.v7i2.1195
<![CDATA[Abstract The coffee shop industry in Indonesia is expanding swiftly, although not all establishments can compete effectively. The Mekayo coffee business has seen variable sales figures. This case study seeks to assist the firm in overcoming the problems posed by intensifying competition. This study aims to investigate the role of brand image as a mediator in the relationship between narrative marketing and purchase intention. This study employed a quantitative technique. The sampling approach employed a purposive sampling technique. The research sample comprised 360 respondents, all of whom were followers of Coffee Mekayo on Instagram. A survey using the Likert approach was employed for data gathering. The data analysis approach employed was SmartPLS software version 4. The data demonstrated that narrative marketing has a substantial impact on brand image, brand image significantly influences purchase intention, and storytelling marketing greatly influences purchase intention. Additional data suggest that brand image somewhat mediates the impact of narrative marketing on brand image. These findings demonstrate the significance of narrative marketing in establishing brand image and fostering customer purchase intention. Keywords: storytelling marketing, brand image, purchase intention, coffee industry.]]>
<![CDATA[The Effect of Digital Literacy, Market Orientation, and Digital Marketing Capability on MSME Marketing Performance ]]>
<![CDATA[Harianto Harianto]]>;
<![CDATA[Ramlah Puji Astuti]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 6 No 1 (2026): IJHESS AUGUST 2026 ]]>
Publisher : <![CDATA[CV. AFDIFAL MAJU BERKAH ]]>
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DOI: 10.55227/ijhess.v6i1.2433
<![CDATA[This study explores how digital literacy, market orientation, and digital marketing capability affect the marketing performance of Food and Beverage MSMEs in Cirebon Regency. A quantitative method utilizing an associative research design was used to investigate the connections between the variables. The research included 100 MSME owners chosen via simple random sampling utilizing Slovin’s formula with a 10% margin of error. Data were collected using a structured questionnaire that utilized a five-point Likert scale and were analyzed via multiple linear regression with IBM SPSS software. The results demonstrate that digital literacy greatly improves marketing performance and stands out as the most impactful factor among the variables analyzed. Moreover, both market orientation and digital marketing capability show positive and substantial impacts on marketing performance. At the same time, the three variables together have a notable impact on the marketing performance of Food and Beverage MSMEs. These findings indicate that enhancing digital skills, refining market-driven business practices, and building digital marketing abilities are crucial strategies for boosting the competitiveness and marketing efficiency of MSMEs in a progressively digital business landscape]]>
