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All Journal Jurnal Ilmiah Pariwisata Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Pemberdayaan Pariwisata International Journal of Humanities Education and Social Sciences Jurnal Ekonomi Trisakti Jurnal Bhuwana Business and Entrepreneurial Review Media Bina Ilmiah Journal of Sustainable Development Issues Apollo: Journal of Tourism and Business JPNM : Jurnal Pustaka Nusantara Multidisiplin Journal of Islamic Digital Economics and Management Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Jurnal Ilmiah Pariwisata
Willy Arafah
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Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Transportation Other

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Pengaruh Aktivitas Pemasaran Media Sosial terhadap Ekuitas Merek: Peran Mediasi Self-Congruity, Pemberdayaan Konsumen, dan Pengalaman Merek Muhammad Fajar Imamudin; Willy Arafah
JPNM Jurnal Pustaka Nusantara Multidisiplin Vol. 3 No. 2 (2025): July : Jurnal Pustaka Nusantara Multidisiplin
Publisher : SM Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59945/jpnm.v3i2.386

Abstract

Penelitian ini mengeksplorasi pengaruh aktivitas pemasaran social media (SMMA) terhadap ekuitas merek melalui mediasi self-congruity, pemberdayaan konsumen, dan pengalaman merek. Dengan kerangka stimulus-organism-response (SOR), penelitian ini menunjukkan bahwa elemen SMMA seperti informativeness, interactivity, personalization, trendiness, dan word-of-mouth (WOM) dapat meningkatkan pengalaman merek dan loyalitas konsumen. Penelitian ini melibatkan survei daring dengan 241 responden yang aktif menggunakan media sosial. Hasilnya menunjukkan bahwa self-congruity dan pemberdayaan konsumen memiliki peran penting dalam memperkuat pengalaman merek dan ekuitas merek.
ANALISIS POSITIONING BRAND TEH KEMASAN DI JAKARTA Rinaldi, David Figo; Willy Arafah
Jurnal Ekonomi Trisakti Vol. 5 No. 1 (2025): April 2025
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i1.22088

Abstract

Dengan menggunakan empat merek teh kemasan: Teh Botol Sosro, Teh Pucuk, Teh Nu Greentea, dan Teh Kotak, penelitian ini bertujuan untuk mengevaluasi posisi merek teh kemasan di pasar Indonesia. Penelitian ini menggunakan individu sebagai unit analisis. Untuk mengumpulkan data, kuesioner dibagikan kepada responden yang pernah mengonsumsi empat merek teh kemasan yang telah ditentukan melalui teknik sampel non-probability purposive. Pengaruh posisi terhadap merek teh kemasan diteliti melalui pengujian deskriptif. Data awal yang dikumpulkan dari 32 responden digunakan dalam penelitian ini.
The influence of Artificial intelligence, Digital leadership on Organizational performance mediated by Innovative work behaviour in the Hotel Industry in Jakarta Yudhaputri, Egabetha; Willy Arafah; Sarfilianty Anggiani
Apollo: Journal of Tourism and Business Vol. 3 No. 1 (2025): January 2025
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v3i1.405

Abstract

This study aims to analyse the impact of the role of innovative work behaviour between artificial intelligence and digital leadership on improving organizational performance at hotel industry in Jakarta. This research uses quantitative methods withcross-sectional data collection. This study consists of 8 hotels with a total sample size of 124 respondents. Data were collected using a questionnaire distributed to 124 managerial level leaders at 4-star and 5-star hotels in Jakarta. This research data analysis uses SPPS for descriptive statistics and Structural Equation Modeling (SEM) PLS for hypothesis analysis. The results showed that artificial intelligence and digital leadership does not have a direct effect on organizational performance but with mediation can strengthen the influence so that artificial intelligence and digital leadership has a significant effect on organizational performance. The mediating role of using innovative work behaviour variables in this study has produced research findings that can strengthen the influence of artificial intelligence, digital leadership variables on improving organizational performance in the hotel industry in Jakarta. The managerial implication of this research is that artificial intelligence can be developed into the main management strategy in improving business and increasing literacy and innovative behaviour related to technology both artificial intelligence and other digital skills such as emphasizing digital and innovative culture.
PEMAHAMAN DAN HASIL DARI KEPUASAN KONSUMEN PADA PEDAGANG KOPI FAIR TRADE Fauzan Fahresky Pratama; Willy Arafah
Bridging Journal of Islamic Digital Economics and Management Vol. 2 No. 2 (2025): Desember-Maret
Publisher : Al-Shobar Publisher, Yayasan Islam Al-Shobar Rawaurip

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Industri kopi Fair Trade di Indonesia mengalami pertumbuhan dengan singnifikan. Penelitian ini bertujuan untuk mengidentifikasi anteseden dan pascaseden kepuasan konsumen, termasuk faktor utilitarian, sosial, dan emosional, dalam konteks konsumsi kopi perdagangan yang adil (Fair Trade). analisis data menggunakan pemodelan persamaan struktural (SEM) dengan perangkat lunak SPSS/AMOS 26.0. Temuan - Penelitian ini mendukung bahwa nilai sosial pelanggan dan kualitas mempengaruhi nilai yang dirasakan (perceived value/PV). PV pada gilirannya berpengaruh pada kepuasan pelanggan dan yang terakhir mempengaruhi loyalitas. Sebaliknya, nilai emosional pelanggan dan harapan pelanggan tidak dikonfirmasi sebagai anteseden PV. Penelitian ini berkontribusi pada peningkatan substansial dalam pemahaman kepuasan konsumen dan konsekuensinya, dalam konteks konsumsi kopi Fair Trade. Sebuah model teoritis baru yang terintegrasi tentang kepuasan konsumen telah disediakan, yang mencakup faktor persepsi sosial dan emosional, bersama dengan faktor persepsi kognitif (kualitas dan ekspektasi).
Menginvestigasi Hubungan antara Citra Kuliner, Restoran, dan Kegiatan Kuliner terhadap Keinginan Berkunjung Ke Kawasan Petak Sembilan Yudhiet Fajar Dewantara; Purwanti Dyah Pramanik; Rahmat Indra Pratama Anom; Willy Arafah; Rahmat Ingkadijaya
Jurnal Ilmiah Pariwisata Vol 28 No 2 (2023): Jurnal Ilmiah Pariwisata
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat, Institut Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/jip.v28i2.1702

Abstract

The food tourism image, which includes the notion of food, huts, and food activity, is formed by visitors’ perceptions through their experiences. The study aimed to investigate the correlation of food image, huts image, and food activity culinary partially on visitors’ willingness to visit Kawasan Petak Sembilan (KPS) Glodok West Jakarta. Ninety respondents were employed, which were chosen by purposive sampling. The data was analyzed by SMART-PLS. The study reported that huts and food activity images partially correlated positively and significantly with visitors’ willingness to visit. However, the food image didn’t link to visitors’ desire to see it. The KPS is suggested to promote authenticity, inherent to the uniqueness of a destination’s culture and Buddhist temple cuisine. In contrast, many visitors visit KPS for worship in the temple. Keywords: Food Tourism Image, Gastronomy, Intention To Visit, Visitors
The Role Of The Fogg Behavioural Model In Bridging The Gap Between Intention And Behaviour In The Sustainable Consumption Of Bottled Water In Indonesia Maria Ramanyani; Willy Arafah; Robert Kristaung
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 4 No 6 (2025): IJHESS JUNE 2025
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v4i6.1750

Abstract

This research aims to analyse the role of the Fogg Behaviour Model in bridging the gap between purchase intention and behaviour on sustainable consumption of bottled drinking water. The research design/plan used is based on hypothesis testing. This research is quantitative and non-experimental. It is based on a questionnaire sent to 228 respondents. The survey was conducted in July 2024, and respondents were consumers of bottled water. Using SPSS and SmartPLS to process and analyse data. The results of the research show that there is a positive and significant influence of green purchase intention on motivation, ability and urge to buy bottled drinking water. Motivation, ability and prompting have been shown to act as a complete mediator to close the gap between green purchase intention and green purchase behaviour. The mediating effects of motivation, ability and prompting can lead to a stronger green purchasing behaviour. There are limitations to this research, including the fact that it is quantitative and conducted over a relatively short period of time, and that it only looks at sustainable purchasing behaviour for bottled water, which is relatively affordable.
PENGARUH GREEN MARKETING TERHADAP GREEN BUYING BEHAVIOR YANG DIMEDIASI OLEH ENVIRONMENTAL KNOWLEDGE DAN GREEN CONSUMPTION Jihad, Muhammad; Willy Arafah
Jurnal Ekonomi Trisakti Vol. 5 No. 2 (2025): Oktober
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i2.22829

Abstract

Studi ini meneliti bagaimana green marketing, Environmental Knowledge dan customer behavior terhadap Green Buying Behavior. Studi ini menggunakan purposive sampling untuk memilih 178 peserta. Survei ini mencakup pelanggan Starbucks dalam enam bulan terakhir. Pelabelan ramah lingkungan, iklan hijau, dan merek hijau merupakan variabel penelitian. Dengan perangkat lunak AMOS, pengujian hipotesis model persamaan struktural (SEM) dilakukan
E-WOM LEBIH MEMPENGARUHI KEPERCAYAAN PENGGUNA TRAVELOKA DIBANDINGKAN REPUTASI DAN KUALITAS INFORMASI DI DKI JAKARTA Andi Marwah Aimin; Willy Arafah
Jurnal Ekonomi Trisakti Vol. 5 No. 2 (2025): Oktober
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i2.22847

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh reputasi, kualitas informasi, dan electronic word of mouth (e-WOM) terhadap kepercayaan pengguna aplikasi Traveloka di DKI Jakarta. Penelitian ini melibatkan 150 responden yang dipilih dengan teknik purposive sampling. Data dianalisis menggunakan SEM dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa hanya e-WOM yang berpengaruh secara positif dan signifikan terhadap kepercayaan pengguna. Sementara itu, reputasi dan kualitas informasi tidak menunjukkan pengaruh yang signifikan. Temuan ini menekankan pentingnya ulasan online dan pengalaman pengguna lain dalam membangun kepercayaan terhadap layanan digital. Penelitian ini memberikan kontribusi pada literatur mengenai perilaku konsumen digital dan menawarkan implikasi praktis bagi pengelola platform digital.
STRATEGI BISNIS DAN PERENCANAAN EFEKTIF UNTUK MENANGGAPI DINAMIKA USAHA DI ERA DIGITAL Magal, Sepianus; Willy Arafah
Jurnal Ekonomi Trisakti Vol. 5 No. 2 (2025): Oktober
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i2.22910

Abstract

Transformasi digital mempengaruhi dalam menghadapi bisnis modern, agar krusial bagi kesuksesan Perusahaan harus menerapkan perencanaan dan strategi bisnis yang efektif. Jurnal ini mengulas jalannya Perusahaan untuk dapat beradaptasi perencanaan strategi bisnis untuk menghadapi tantangan yang muncul di era digital. Artikel ini menyoroti kunci sukses dalam menghadapi kompleksitas bisnis modern, dengan konsep dasar perencaan bisnis, adaptasi strategi dalam konteks teknologi digital, dan pengembangan model bisnis yang fleksibel. Dengan studi kasus dan analisis, untuk mencapai keunggulan kompetitif dan pertumbuhan berkelanjutkan, pembaca diberikan wawasan tentang praktik terbaik dalam menerapkan perencanaan dan strategi bisnis yang relevan dengan era digital.  
PELATIHAN MERANCANG DAN MEMASARKAN BRAND Dorina Widowati; Wiwik Robiatul Adawiyah; Willy Arafah
Jurnal Pengabdian Masyarakat Sabangka Vol 4 No 05 (2025): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v4i05.1740

Abstract

Micro, Small and Medium Enterprises (MSMEs) play a vital role in Indonesia’s economy, particularly in creating equal economic opportunities, alleviating poverty, and generating foreign exchange. However, many MSMEs still face challenges in marketing, especially in developing effective branding. The Azalea MSME Group, consisting mostly of housewives engaged in food businesses, operates traditionally without sufficient knowledge of marketing management. This community service program aimed to equip the Azalea MSME Group with knowledge and practical skills in creating and marketing brands. The method used was participatory training through counseling, practice in designing logos and packaging, and strategies for digital marketing using social media and marketplaces. The results showed that participants gained better understanding of marketing management, were able to design simple brand identities, and became more confident in promoting their products. This training contributes to strengthening the competitiveness and sustainability of MSMEs in the digital era
Co-Authors Adawiyah, Wiwik Robiatul Adinda Nora Farasandy Amalia Mustika Amelia da Conceicao da Costa Andi Marwah Aimin Andikatama, Bima Febriano Asep Bahtiar Usman Budi Santosa Deasy Aseanty Dewantara, Yudhiet Fajar Dorina Widowati Fachrul Husain Habibi Fauzan Fahresky Pratama Guntur Salim Handayani, Septi Heny Ratnaningtyas Hera Oktadiana Herika Muhamad Taki Jihad, Muhammad Khairunisa Safira Luru, Marselinus Nirwan Magal, Sepianus Malikah Azzahrah Salsabila Maria R Nindita Radyati Maria Ramanyani Muchsam, Yoki Muhammad Fajar Imamudin Nirdukita Ratnawati Nuzul Husnah Pinontoan, Nexen Alexandre Purwanti Dyah Pramanik Rahmat Indra Pratama Anom Rahmat Ingkadijaya Rinaldi, David Figo Robert Kristaung Sarfilianty Anggiani Sugihartoyo Sugihartoyo Yudhaputri, Egabetha