Garuda - Garba Rujukan Digital

Ukuran Perusahaan atas Nilai Perusahaan melalui Profitabilitas Emma Suryani; Arum Wahyuni Purbohastuti
Jurnal Riset Akuntansi Terpadu Vol 13, No 2 (2020)
Publisher : FEB Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jrat.v13i2.9226

Tujuan penelitian ini adalah untuk mengetahui pengaruh Ukuran Perusahaan yang diproksikan dengan Total Aset (Ln Total Asset) (X1) terhadap Nilai Perusahaan yang diproksikan dengan PBV (Price Book Value) (Y) melalui Profitabilitas yang diproksikan dengan ROA (Return On Asset) (Z) sebagai variabel intervening pada Perusahaan Subsektor Makanan dan Minuman yang terdaftar di Bursa Efek Indonesia Periode 2013 – 2017.Populasi yang digunakan dalam penelitian ini adalah seluruh perusahaanSubsektor Makanan dan Minuman yang terdaftar di Bursa Efek Indonesia periode 2013 – 2017. Sampel penelitian ini berjumlah 12 perusahaan dari 19 jumlah populasi dengan menggunakan metode purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah metode kausal step dan pengujian data dilakukan dengan bantuan software SPSS 22. Hasil penelitian ini menunjukan bahwa: (1) Ukuran Perusahaan tidak berpengaruh terhadap Nilai Perusahaan, (2) Ukuran Perusahaan berpengaruh positif terhadap Nilai Perusahaan, (3) Profitabilitas berpengaruh positif dan signifikan terhadap Nilai Perusahaan, (4) Profitabilitas tidak mampu memediasi hubungan pengaruh Ukuran Perusahaan terhadap Nilai perusahaan.

EFEKTIVITAS MEDIA SOSIAL SEBAGAI MEDIA PROMOSI Arum Wahyuni Purbohastuti
Tirtayasa Ekonomika Vol 12, No 2 (2017)
Publisher : FEB Universitas Sultan Ageng Tirtayasa

This study aims to find out how effective social media is used as a means to promote products among students.The method used in this study is a qualitative method that is descriptive research and tends to use analysis. There were eight students who were made as respondents.Based on the research that has been done, social media is very effective as a promotion media because of the eight students making social media the most frequently used promotional media

FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG PADA MAHASISWA D3 MARKETING Arum Wahyuni Purbohastuti
Tirtayasa Ekonomika Vol 12, No 1 (2017)
Publisher : FEB Universitas Sultan Ageng Tirtayasa

This study aims to determine the factors that influence the purchase decision of Samsung brand mobile brand. Where The object of research is Student D3 Marketing University of Sultan Ageng Tirtayasa force year 2014.The method used in this research is qualitative method that is descriptive research and tend to use analysis. Samples taken were 21 students from 44 students.Based on the research that has been done, the purchase decision of mobile brands among D3 Marketing students is influenced by several factors including brand image, quality, price, features, warranty, access to get, needs, social factors.

PENGAYAAN E-COMMERCE VISUAL MERCHANDISING UNTUK PRODUK UMKM ANSOR RITEL KABUPATEN SERANG Arum Wahyuni Purbohastuti; Asmi Ayuning Hidayah; Farah Putri Wenang Lusianingrum
JCES (Journal of Character Education Society) Vol 4, No 4 (2021): Oktober
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jces.v4i4.5593

Abstrak: Jumlah Usaha Mikro Kecil dan Menengah (UMKM) di Kabupaten Serang di Oktober Tahun 2020 ini menembus angka 25.000 mengalami peningkatan sebelumnya di awal tahun 2020 baru mencapai 16.000 UMKM. Gerakan Pemuda Ansor Propinsi Banten sebagai organisasi massa kepemudaan terbesar di Propinsi Banten menangkap potensi pemuda yang bergerak di bidang UMKM sangat tepat menajadi alternatif pemberdayaan ekonomi sekaligus Salah satu yang dilakukan oleh GP Ansor yaitu dengan menciptakan wirausaha muda melalui UMKM Ansor ritel. Melalui UMKM Ansor ritel diharapkan mampu membangun sebuah ekosistem bagi anggota Ansor khususnya kabupaten Serang. Namun di era digital ini, Ansor ritel membutuhkan keterampilan untuk menghadirkan produk yang menarik konsumen, dimana penjualan dilakukan secara offline dan online. Tujuan dari kegiatan ini antara lain meningkatkan skill SDM pelaku UMKM Ansor ritel cara membuat tampilan desain produk agar menarik minat konsumen dan meningkatkan skill SDM pelaku UMKM binaan Ansor ritel dalam Teknik memfoto produk dengan bantuan alat visual merchandising agar menarik minat konsumen. Hal ini yang melatarbelakangi pentingnya untuk dilakukan pendampingan dari pihak Perguruan Tinggi dengan menggunakan metode pendampingan dan pelatihan e-commerce visual merchandising. Hasil dari kegiatan ini yaitu wirausaha muda UMKM Ansor ritel mampu menggunakan alat foto studio mini visual merchandising.Abstract: Number of Micro, Small and Medium Enterprises (MSMEs) in Serang Regency in this October 2020 has broken through the 25,000 mark, it has increased previously, at the beginning of 2020, it had only reached 16,000 MSMEs. Banten Province Ansor Youth Movement as a youth mass organization largest in Banten Province captures the potential of youth engaged in the field of MSMEs are very appropriate to be an alternative to economic empowerment as well as Wrong One thing that GP Ansor does is by creating young entrepreneurs through retail Ansor SMEs. Through retail Ansor SMEs, it is hoped that they can build an ecosystem for Ansor members, especially Serang district. But in this digital era, retail Ansor needs skills to presenting products that attract consumers, where sales are made offline and online. The purpose of this activity is to improve the HR skills of retail Ansor MSME actors to make product design displays to attract consumers' interest and improve the HR skills of MSME actors assisted by retail Ansor in the technique of photographing products with the help of visual merchandising tools to attract consumer interest. This is why it is so important to do assistance from the Universities using the . method visual merchandising e-commerce mentoring and training. The result of this activity is that young entrepreneurs of retail Ansor SMEs are able to use mini visual merchandising photo studio tools.

Peningkatan SDM UMKM Melalui Pengayaan Packaging Produk di Kecamatan Jombang Kota Cilegon Arum Wahyuni Purbohastuti; Farah Putri Wenang Lusianingrum; Asmi Ayuning Hidayah; Didik Aribowo; Desmira
Dinamisia : Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 2 (2021): April 2021, Dinamisia: Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Lancang Kuning

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31849/dinamisia.v5i2.5323

The number of Micro, Small and Medium Enterprises (MSMEs) in the city of Cilegon has decreased significantly from 2016 to 2019 amounting to 34,870. The micro and small businesses that are assisted by Posyantek Al-Ikhlas still have problems in developing their product management. On average, MSME actors do not yet master the knowledge of packaging. From these problems, it is necessary to enrich skills regarding packaging with methods training accompanied by mentoring. This training and mentoring program is expected to improve the skills of MSME players in packaging so that they can add value to products and can compete in modern markets. This program will be implemented in four stages including (1) socialization, (2) preparation, (3) implementation of activities, and (4) monitoring and evaluation.

The Role of Influencer Credibility in Shaping Generation Z Purchase Decisions: Evidence from Traditional Cosmetic Brand Repositioning Fadhilah; Galih Ginanajar Saputra; Arum Wahyuni Purbohastuti
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i2.1408

The rapid growth of social media has transformed marketing communication strategies, particularly in engaging Generation Z consumers. This study aims to examine the role of influencer credibility comprising trustworthiness, expertise, and attractiveness in shaping parasocial interaction and its impact on purchase decision within the context of traditional cosmetic brand repositioning. Specifically, this research focuses on the collaboration between Puteri Indonesia influencers and Mustika Ratu on Instagram. A quantitative approach was employed using a survey method with purposive sampling, involving Generation Z respondents who actively use Instagram and have been exposed to influencer marketing content. The data were analyzed using Partial Least Squares Structural Equation Modeling. The results reveal that all dimensions of influencer credibility have a positive and significant effect on both parasocial interaction and purchase decision. Furthermore, parasocial interaction demonstrates a strong influence on purchase decision and serves as a significant mediating variable in the relationship between influencer credibility and purchase decision. These findings highlight that influencer effectiveness is not solely determined by credibility in delivering information but also by the ability to build emotional connections with audiences. The study contributes to the literature by integrating source credibility and parasocial interaction theories in the context of digital marketing and provides practical insights for brands in selecting credible influencers and designing engagement-driven content strategies.

The Role of Influencer Credibility in Shaping Generation Z Purchase Decisions: Evidence from Traditional Cosmetic Brand Repositioning Fadhilah; Galih Ginanajar Saputra; Arum Wahyuni Purbohastuti
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i2.1408

The rapid growth of social media has transformed marketing communication strategies, particularly in engaging Generation Z consumers. This study aims to examine the role of influencer credibility comprising trustworthiness, expertise, and attractiveness in shaping parasocial interaction and its impact on purchase decision within the context of traditional cosmetic brand repositioning. Specifically, this research focuses on the collaboration between Puteri Indonesia influencers and Mustika Ratu on Instagram. A quantitative approach was employed using a survey method with purposive sampling, involving Generation Z respondents who actively use Instagram and have been exposed to influencer marketing content. The data were analyzed using Partial Least Squares Structural Equation Modeling. The results reveal that all dimensions of influencer credibility have a positive and significant effect on both parasocial interaction and purchase decision. Furthermore, parasocial interaction demonstrates a strong influence on purchase decision and serves as a significant mediating variable in the relationship between influencer credibility and purchase decision. These findings highlight that influencer effectiveness is not solely determined by credibility in delivering information but also by the ability to build emotional connections with audiences. The study contributes to the literature by integrating source credibility and parasocial interaction theories in the context of digital marketing and provides practical insights for brands in selecting credible influencers and designing engagement-driven content strategies.

BAGAIMANA MARKETING MIX DAN KEPUASAN KONSUMEN DALAM MENDORONG UGC INTENTION PADA KONSUMEN COFFEE SHOP DI KOTA SERANG? Farah Putri Wenang Lusianingrum; Widya Nur Bhakti Pertiwi; Ina Riana; Kayla Maritza Nasution; Arum Wahyuni Purbohastuti
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 1 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i1.20283

The purpose of this study is to understand the effect of the implementation of the 7P marketing mix on satisfaction and its impact on user content creation intention (UGC intention) among coffee shop consumers in Serang City, Banten Province. The urgency and relevance of this research are due to the increasing competition in the coffee shop industry and changes in digital consumer behavior that encourage consumers to act as content creators through social media. The quantitative research approach was chosen to assist in hypothesis testing using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The respondents used in the data analysis were 150 consumers selected using a purposive sampling technique. The respondent criteria were coffee shop consumers in Serang City who actively use social media and have visited a maximum of one visit in the past month. Data were collected through an online questionnaire. The hypothesis testing of this study confirmed that the implementation of the 7P marketing mix is able to create customer satisfaction in coffee shops in Serang City. Furthermore, satisfied consumers tend to be more encouraged to share experiences, reviews, and recommendations related to products or services through various digital platforms. This empirical evidence reinforces the perspective of the Stimulus-Organism-Response (S-O-R) theory, where the implementation of the marketing mix as a stimulus can influence consumer satisfaction as an organism, which then results in a behavioral response in the form of UGC intentions. The implication is that coffee shop businesses need to create memorable and shareable consumption experiences to encourage consumer engagement in producing content on social media. Keywords: Marketing Mix 7P, Consumer Satisfaction, User Generate Content Intention

Understanding the Danger of Word of Mouth in Creating New Smokers and the Factors that Influence It and Its Prevention Muhammad Johan Widikusyanto; Widya Nur Bhakti Pertiwi; Arum Wahyuni Purbohastuti; Farah Putri Wenang Lusianingrum
Tirtayasa Ekonomika Vol 20, No 1 (2025)
Publisher : FEB Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jte.v20i1.31116

The number of active smokers in Indonesia is rising, especially among teenagers, leading to over 200,000 deaths annually. This concerning trend calls for urgent research. This study examines how word of mouth influences new smokers and explores the effects of products, promotions, and reference groups on smoking attitudes and behaviors. It also investigates their indirect impact on word of mouth. A survey of 593 active smokers was conducted using structured questionnaires, with data analyzed through Structural Equation Modeling (SEM). Results show that products, promotions, and reference groups directly influence smoking attitudes and behaviors and indirectly affect word of mouth. However, the link between smoking attitudes and smoking behavior was not supported. Among the factors, promotions had the strongest impact. These insights suggest that demarketing strategies should be developed to curb smoking behavior effectively.

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