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All Journal Jurnal Manajemen dan Bisnis (Performa) Syntax Literate: Jurnal Ilmiah Indonesia Journal Sampurasun : Interdisciplinary Studies for Cultural Heritage Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management International Journal of Entrepreneurship and Sustainability Studies MIMBAR : Jurnal Sosial dan Pembangunan Journal of Information System, Technology and Engineering International Journal of Economics, Commerce, and Management Amwaluna: Jurnal Ekonomi dan Keuangan Syariah

Dede R Oktini

Universitas Islam Bandung

Author-ID : 3242031

Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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ANALISIS ALTERNATIF STRATEGI DISTRIBUSI BAGI UKM (KASUS PADA PRODUK DOMPETMEREK X DI KOTA CIMAHI) Dede Oktini
Jurnal Manajemen Bisnis Performa Vol 11, No 2 (2014)
Publisher : Universitas Islam Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v0i2.3029

Penelitian ini dilatarbelakangi oleh pentingnya sistem distribusi yang efektif bagi produk-produk kreatif seperti Dompet. Penelitian ini berupaya untuk menjawab pertanyaanPertama: Bagaimana prinsipal UKM Dompet merek X mendistribusikan produknya, Kedua: Manakah yang lebih baik, apakah mendistribusikan sendiri atau melalui distributor independen atau kedua-duanya. Jenis penelitian ini adalah deskriptif analitis, sedangkan populasi dalam penelitian ini adalah pengrajin/produsen produk Dompet merek X di kota Cimahi. Metode penelitian yang digunakan adalah studi kasus, sedangkan pengumpulan data yang digunakan berupa wawancara.Selanjutnya kesimpulan yang dapat diperoleh dari hasil penelitian ini adalah:Pertama, bagi prinsipal Produk Dompet merek X berskala kecil menengah, yang mereknya belum terkenal, serta belum memiliki banyak kas, lebih baik menggunakan distributor/pihak lain untuk mendistribusikan produknya. Hal ini dikarenakan harga sewa gerai toko yang begitu mahal.Kedua, diperlukan ketelitian dalam mencocokkan jenis distributor agar tepat sasaran terhadap pasar yang dituju, kemudian dibantu dengan pemajangan yang kreatif untuk memberikan kesan unik dan menarik.Ketiga,diperlukan penilaian kinerja para distributor agar dapat memicu motivasi para distributor untuk meningkatkan kemampuannya.

Hubungan Word Of Mouth Marketing Dengan Loyalitas Pelanggan Produk Kesehatan Merek Xxx Di Serang Banten Dede Oktini
Jurnal Manajemen Bisnis Performa Vol 8, No 2 (2011)
Publisher : Universitas Islam Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v8i2.6070

The Consumers gather information from several media campaigns including advertising and sales agents. They later told it to their relatives, or even their family, or they neighbor. This phenomenon is known as the Word Of Mouth (WOM). Word of mouth phenomenon is belived can boost purchases by the consumer, can give influence to certaint community, give more efficiency because WOM doesn’t need high budget (low budget), Wom able to create the positive image into one product, and also able to touch the affective side of consument, wheter using good advertising, the right-place promotion, or attractive online game, publication on newspaper, or held some event that will give good feedback that will be talked constantly by people. This research objective is to find the relation between word of mouth marketing with consumer loyality. The research method that being used is verificative method. Variable that will be tested are word of mouth marketing variable (x) and consumer loyality variable (y). the data collection technique on this research was done thourgh field research, which is direct interview, and spreading the questionnaire that using simple random sampling method. The data procces in this research using statistical calculation, with the use of rank spearman (rs)riietfud Variety of he tested is verificative riietfud (rs) correlation formala.The result of statistical calculation clearly shown that the word of mouth marketing marketing variables have an average or good enough correlation rate the amout of +0.586 with the customer loyality on XXX variable. That is means the better performance of the word of mouth merketing that’s been done, give impact to the increasing of the customer loyality rate. With the use of SPSS software, obtained probability number in the amount of 0.000 below 0, 05 point, thus it's mean how rejected and hi accepted, this result is supporting the hypothesis : there is a relationship bemeen the word of mourh marketing wth the customer loyality on XXX serang stockis.

ANALISIS TENTANG KOMPETENSI DAN KINERJA PETANI PEMBUDIDAYA IKAN KOLAM APUNG (UKM) DI KABUPATEN BANDUNG BARAT dede R Oktini
Jurnal Manajemen Bisnis Performa Vol 14, No 1 (2017)
Publisher : Universitas Islam Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v0i1.2639

The government of west java seeks to increase production of freshwater fish to persue food self sufficiency. The needs of the community are very high. Fresh fish and sea fish have enormous potential but fish production has not been able to meet the demand. This research conducted of farmers of fresh water fish in Bandung Barat district. The weakness of the fishery sector particularly at Bandung Barat district mainly lies in the aspect of competence of human resources concerned commitment, managerial competence (financial competence, human resource competence, quality management competence, readiness of raw materials management, strategic management competencies), technical ability (mastery of technical aspects of production, mastery of technical aspects of product design, marketing management). This weakness impact on the low performance of farmers. Inefficient production results in low productivity. Directional coaching is required and continuous from the government and order parties in order to improve the performance of farmers so it can meet the demand of fish especially in western java.

Kajian atas Preferensi dan Perilaku Pasar dalam rangka Merumuskan Strategi Pemasaran (Kasus pada Petani Budidaya Ikan Lele di Kabupaten Bandung Barat) dede R oktini
Jurnal Manajemen Bisnis Performa Vol 15, No 2 (2018)
Publisher : Universitas Islam Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v0i0.4424

ABSTRACT The community considers that Catfish farming is easy to develop and even has wide and profitable opportunities, but in reality it is not so, besides the high cost, also weak information about actual market conditions, which makes decisions taken by farmers and interested parties often less effective. The dependence of farmers on middlemen is still high, causing weak control of farmers, which results in low marketing margins received by farmers. This research was conducted with the aim of providing an overview of consumer preferences and behavior as well as marketing strategies carried out by farmers. This type of research is descriptive analytic with a quantitative approach, the number of samples is 170 respondents spread across the West Bandung region. The results of this study illustrate that catfish farmers in West Bandung Regency do not have full control over where, to whom, and how the production of catfish production must be marketed. ABSTRAK Masyarakat menganggap bahwa budidaya ikan Lele mudah dikembangkan bahkan peluangnya luas dan menguntungkan, namun pada kenyataannya tidaklah demikian, selain mahalnya biaya, juga lemahnya informasi mengenai kondisi pasar yang sesungguhnya sehingga menyebabkan keputusan yang diambil oleh petani maupun pihak yang berkepentingan seringkali kurang efektif. Ketergantungan petani pada tengkulak masih tinggi menyebabkan lemahnya kendali dari petani, yang mengakibatkan marjin pemasaran yang diterima oleh petani rendah. Penelitian ini dilakukan dengan tujuan untuk memberikan gambaran mengenai preferensi dan perilaku konsumen serta strategi pemasaran yang dilakukan oleh para petani. Jenis penelitian yaitu deskriptif analitik dengan pendekatan kuantitatif, jumlah sampel sebanyak 170 responden yang tersebar di wilayah Bandung Barat. Hasil penelitian ini menggambarkan bahwa para pembudidaya ikan Lele di Kabupaten Bandung Barat tidak memiliki kendali penuh perihal kemana, kepada siapa, dan bagaimana hasil produksi budidaya Ikan Lele nya harus dipasarkan.

Selebriti dalam Iklan dede R Oktini
Jurnal Manajemen Bisnis Performa Vol 5, No 1 (2008)
Publisher : Universitas Islam Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v0i1.2379

Periklanan merupakan bagian dari kehidupan industry modern, pertumbuhannnya dipengaruhi oleh pertumbuhan penduduk, kota dan industry, juga didukung oleh industri komunikasi baik media cetak maupun elektronik. Keberadaaan artis sangat dibutuhkan untuk mendukung iklan (endorser), karena artis lebih banyak disukai oleh masyarakat dibandingkan dengan non artis (umum). Namun dmeikian tidak semua artis berhasil memenuhi keinginan produsen dikarenakan melakukan pelanggaran kontrak yang menyebabkan personality artis tidak sesuai dengan personality merek produk. Personality artis dapat diangun/dibentuk sendiri oleh produsen namun dapat juga produsen memilih artis yang telah memiliki personality sesuai dengan tuntutan merek. Produsen sebelum memutuskan untuk menjatuhkan pilihannya pada artis, terlebih dahulu melakukan evaluasi terhadap beberapa aspek seperti visibility, creadibility, attraction dan power sang artis. Hal ini dilakukan guna melihat personality artis. Artis dengan personality-nya dapat membentuk personality merek, sehingga menyebabkan merek menjadi kuat dan meningkat pangsa pasarnya (market share). Kata Kunci: Iklan, Artis, Personality, Market Share.

THE MARKETING STRATEGIES & IMPROVED OPTIMIZATION OF COMPETENCE OF ENTREPRENEURSHIP: SURVEY OF SMALL AND MEDIUM BUSINESS IN INDONESIA CERAMIC ICONIC PRODUCTS Dede Romlah Oktini
SAMPURASUN Vol 5 No 2 (2019): Sampurasun Vol. 5 No. 2 - 2019
Publisher : Lembaga Penelitian Universitas Pasundan

This study was conducted to determine the effect of market strategy, marketing mix strategy and entrepreneurial competencies to competitive advantage of marketing and its implications on the performance of ceramic iconic product marketing in West Java. The total sample of 220 respondents, the owners of small and medium-scale ceramic enterprises in West Java. The sampling method used power analysis techniques. Data collected through observation, interviews and surveys using questionnaires instrument closed and open. The analytical method used is Structural Equation Model. The results found that the influence of the entire independent variables significantly influence the intervening variable, and the effect of intervening variables significantly influence the independent variable. The amount of direct influence on competitive advantage strategy marketing market by 3.8%, the magnitude of the direct influence of marketing mix strategy on competitive advantage of marketing at 11.5%, the magnitude of the direct influence of entrepreneurial competencies to competitive advantage of marketing by 15.6%. The magnitude of the direct effect of the competitive advantage of marketing to marketing performance by 9.1%. Sequentially important variable is the competence of entrepreneurship, marketing mix strategy, market strategy, marketing competitive advantage. Marketing competitive advantage is influenced by market strategy, marketing mix strategy and entrepreneurial competence by 65%, while the remaining 35% are influenced by other factors (ceteris paribus). To 5 hypothesis proposed in this study were all found

Pengaruh Harga dan Brand Image terhadap Keputusan Pembelian Konsumen pada Produk Hijab Ansania Vivi Diah Permatasari; Dede R. Oktini; Septiana Ayu Estri Mahani
Bandung Conference Series: Business and Management Vol. 2 No. 2 (2022): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Abstract. The purpose of the research conducted is to find out the application of prices carried out by Ansania, to find out the application of Brand image in Ansania, to find out the purchase decision on Ansania and to find out how much influence the price and brand image have on the purchase decision. Where this research activity was carried out at the Ansania company. The method used is a survey method using the Insedental sample technique. This type of research is descriptive and verficative using a quantitative approach. The population in this study is Ansania consumers who have bought in Bandung. The sample taken was 100 respondents. The data analysis method used is a multiple linear analysis which aims to determine the relationship between the free variable, namely Price (X1) and the brand image free variable (X2) with the variable bound to the Purchase Decision (Y).The results of the tests conducted in this study stated that price partially has a significant effect on purchase decisions, and Brand Image partially has a significant effect on purchase decisions, price and brand image simultaneously have a significant effect on purchase decisions in Ansania. Abstrak. Tujuan dari penelitian yang dilakukan adalah untuk mengetahui penerapan harga yang dilakukan oleh Ansania, untuk mengetahui penerapan Brand image di Ansania, untuk mengetahui keputusan pembelian pada Ansania dan untuk mengetahui seberapa besar pengaruh Harga dan Brand image terhadap Keputusan pembelian. Dimana kegiatan penelitian ini dilakukan pada perusahaan Ansania. Metode yang digunakan adalah metode survey menggunakan teknik sampel Insedental. Jenis penelitian ini adalah deskriptif dan verfikatif dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen Ansania yang pernah membeli di Bandung. Sampel yang diambil berjumlah 100 responden. Metode analisis data yang digunakan adalah analisis linear berganda yang bertujuan untuk mengetahui hubungan antara variabel bebas yaitu Harga (X1) dan variabel bebas Brand Image (X2) dengan variabel terikat Keputusan Pembelian(Y). Hasil pengujian yang dilakukan dalam penelitian ini menyatakan bahwa Harga secara parsial berpengaruh signifikan terhadap Keputusan pembelian, dan Brand Image secara parsial berpengaruh signifikan terhadap Keputusan pembelian, harga dan brand image secara simultan berpengaruh signifikan terhadap keputusan pembelian di Ansania.

Pengaruh Promosi dan Harga terhadap Keputusan Pembelian Wali Santri di MTS. Persis 38 Padalarang pada Masa Pandemic Covid-19 Ghani Nugraha Soemantri; Dede R Oktini
Bandung Conference Series: Business and Management Vol. 2 No. 2 (2022): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Abstract. This research focuses on the application of promotions, and prices on purchasing decisions. The purpose of this study was to determine the effect of promotions and price discounts on the purchasing decisions of guardians of students at MTs.Persis Padalarang during the COVID-19 period.The research method used is a survey with a non-probability sampling technique. This type of research is quantitative verification. The population in the study was guardian of student. The sample taken is 160 respondents. The data analysis method used is multiple linear analysis with the aim of knowing the direction of the relationship between the independent variable (X1), (X2) and the dependent variable (Y).The results of this study indicate that the Promotion variable partially has a negative effect on purchasing decisions by -0.86%, the price variable partially has a significant effect on purchasing decisions by 37.08%. And simultaneously the Promotion and Price variables have a significant effect on the Purchase Decision of Guardian Santri at MTs.Persis Padalarang During the COVID-19 Period by 36.2%. Abstrak. Penelitian ini berfokus pada penerapan Promosi, dan Harga Terhadap Keputusan Pembelian. Tujuan penelitian ini untuk mengetahui pengaruh Promosi, dan Harga Terhadap Keputusan Pembelian Wali Santri di MTs.Persis Padalarang Pada Masa COVID-19. Metode penelitian yang digunakan adalah survei dengan teknik sampel non probability sampling. Jenis penelitian ini adalah verifikatif kuantitatif. Populasi dalam penelitian adalah Wali Santri MTs.Persis padalarang. Sampel yang diambil sejumlah 160 responden. Metode analisis data yang digunakan adalah analisis linier berganda dengan tujuan untuk mengetahui arah hubungan antara variabel independen (X1), (X2) dengan variabel dependen (Y). Hasil dari penelitian ini menunjukkan bahwa variabel Promosi secara parsial berpengaruh negatif terhadap Keputusan pembelian sebesar -0,86%, variabel Harga secara parsial berpengaruh signifikan terhadap Keputusan pembelian sebesar 37,08%. Dan secara simultan variabel Promosi dan Harga berpengaruh signifikan terhadap Terhadap Keputusan Pembelian Wali Santri di MTs.Persis Padalarang Pada Masa COVID-19 sebesar 36,2%.

Pengaruh Promosi Online dan Citra Merek terhadap Minat Beli Konsumen Produk Masker Wajah Sariayu di Toko Makeupuccino Bandung Esti Fitriana; Dede R. Oktini
Bandung Conference Series: Business and Management Vol. 2 No. 2 (2022): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Abstrack. The influence of online promotion and brand image on consumer purchase interest in sariayu face mask products at store makeupuccino in bandung This study aims to determine the efforts of Sariayu Facial Masks in increasing online promotion and brand image, towards consumer buying interest in Sariayu facial mask products at Makeupuccino Stores in Bandung.The research method used is a survey method. The type of research carried out is quantitative verification. The sampling technique used is non-probability incidental sampling. The sample in this study is 100 respondents who have bought a Sariayu Face Mask at the Makeupuccino Store in Bandung. The data collection technique used is a questionnaire. The data analysis method used is multiple linear regression analysis with the aim of knowing the data analysis used is the independent variable with the dependent variable. The results of this test state that the Online Promotion variable and Brand Image simultaneously have a significant effect on Consumer Buying Interest, the Online Promotion variable partially has a significant effect on Consumer Buying Interest, and the Brand Image variable partially has a significant effect on Consumer Buying Interest. Abstrak. Penelitian ini bertujuan untuk mengetahui upaya Masker Wajah Sariayu dalam meningkatkan promosi online dan citra merek, terhadap minat beli konsumen produkmasker wajah Sariayu di Toko Makeupuccino Bandung. Metode penelitian yang digunakan adalah metode survey. Jenis penelitian yang dilaksanakan bersifat kuantitatif verifikatif. Teknik pengambilan sampel yang yang digunakan adalah non probability incidental sampling. Sampel dalam penelitian ini adalah 100 orang responden yang pernah membeli Masker Wajah Sariayu pada Toko Makeupuccino Bandung. Teknik pengumpulan data yang digunakan adalah kuesioner. Metode analisis data yang digunakan adalah analisis regresi linier berganda dengan tujuan untuk mengetahui analisa data yang digunakan variabel independen dengan variabel dependen.Hasil pengujian ini menyatakan bahwa variabel Promosi Online dan Citra Merek secara simultan berpengaruh signifikan terhadap Minat Beli Konsumen, variabel Promosi Online secara parsial berpengaruh signifikan tehadap Minat Beli Konsumen, dan variabel Citra Merek secara parsial berpengaruh signifikan terhadap Minat Beli Konsumen. Kata Kunci: Promosi Online, Citra Merek dan Minat Beli Konsumen

Pengaruh Digital Instagram Marketing terhadap Minat Beli Konsumen Akan Jasa Menginap Daris Prawira; Ratih Tresnati; Dede R Oktini
Bandung Conference Series: Business and Management Vol. 2 No. 2 (2022): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Abstract. This research aims to determine how Instagram Digital Marketing effected Sari Ater Hotel & Resort, Kabupaten of Subang, in terms of the Consumer Purchase Interest. Using a survey method with non-probability sampling as the technique of this study. This research is classified as a quantitative verification type. The respondents in this research were Sari Ater Hotel & Resort, Kabupaten of Subang, consumers. The sample is taken by 100 respondents, in total. The method of analysis data that been used is correlation coefficient analysis which aims to determine the magnitude of Instagram Digital Marketing effect as an independent variabel with Consumer Buying Interest as the dependent variabel. The result of this research indicate that Instagram Digital Marketing has a significant effect in Consumer Buying Interest, with the correlation coefficient showing that there is a very strong relationship between those two variable which is Instagram Digital Marketing and Consumer Buying Interest. The determinant coefficient shows that Instagram Digital Marketing affect Consumer Purchase Interest for services to stay at Sari Ater Hotel & Resort, Kabupaten of Subang. Abstrak. Pengaruh Digital Instagram Marketing Terhadap Minat Beli Konsumen Sari Ater Hotel & Resort Kabupaten Subang. Metode yang digunakan adalah metode survey dan teknik penarikan sampel adalah non probability sampling. Jenis penelitian ini adalah verifikatif kuantitatif. Responden dalam penelitian ini adalah konsumen Sari Ater Hotel & Resort Kabupaten Subang. Sampel yang diambil adalah 100 orang responden. Metode analisis data yang digunakan adalah analisis koefisien korelasi yang bertujuan untuk mengetahui besarnya pengaruh Digital Instagram Marketing sebagai variabel independen dengan Minat Beli Konsumen sebagai variabel dependen. Hasil penelitian ini menunjukan adanya pengaruh Digital Instagram Marketing yang berpengaruh signifikan terhadap Minat Beli Konsumen, dengan koefisien korelasi menunjukan terdapat hubungan yang sangat kuat antara Digital Instagram Marketing dengan Minat Beli Konsumen. Koefisien determinan menunjukan bahwa Digital Instagran Marketing Berpengaruh terhadap Minat Beli Konsumen Akan Jasa menginap pada Sari Ater Hotel & Resort Kabupaten subang.

Co-Authors Adhi Dwinata Adwiyah, Rabiatul Agita Rifdah NabilahJaya Alena Aenusiffa Salsabil Alfurqaan Annamusul Akbar Allya Roosalyn Alya Fathia Ikhwani Amalia, Ima Amelia Khoerunnisa Arasyd Agus Nurhadi Arifah Sahla Zafira Arvi Iskandar Asri Destriani Dani Ihsandin Daris Prawira Dedy Ansari Harahap Dewi Rahmi Dhiya Husna Dwi Rama Oktafian Elin Nurfitriani Esti Fitriana Esvandiari, Megia Fadhil Ukhrowi Nurhono Farhan Shofi Atha Faturrahman Panji Perman Firman Alamsyah Firman Budyanto Firsty Raissa Azzahra Taufiq Ghani Nugraha Soemantri Gina Destiviani Gisyel Gabriena Putri Hardy Hutahaean Hendrati Dwi Mulyaningsih Ilham Mardani Ilham Sujana Izni Nur Indrawati Maulani Khalid Fadhil Yahdiyan M. Malik Akbar R Marcellia Susan Moch. Malik Akbar Rohandi Moch. Malik Akbar Rohandi Mochamad Malik A R Mochamad Malik Akbar R Mochamad Malik Akbar Rohadi Mochamad Malik Akbar Rohandi Mochamad Raffy Dwi Septiyana Mohamad Musa Abdullah Muhamad Wahid Ramadhani Muhardi Muhardi Muhardi Mulyaningsih, Hendrati Dwi Nabila Ayu Khairunnisa Nadila Ruhiana Nadira Ramadhani Juhana Nikita Lutfhi Annisa Faratika Nina Maharani Nindya Saraswati Nunung Nurhayati Nurdin Nurdin Nurul Hasanah Permana, Rezi Muhamad Taufik R Dachlan Muchlis Rafli Adhi Pramana Rahmat Effendi Ratih Tresnati Ratih Tresnati Reza Rizqi Novitasari Rezi Muhamad Taufik Permana Rezi Muhamad Taufik Permana Rezi Muhamad Taufik Permana Rissa Arvianti Roosalyn, Allya Salsa Agnia Salsa Agnia Sani Santika Septiana Ayu Estri Septiana Ayu Estri Mahani Septiana Ayu Estri Mahani Septiana Ayu Estri Mahani, S.E., M.M. Septiana Ayu Mahani Shinta Ajeng Pratiwi Sri Suwarsi Syafik Fauzi Indra Nurjaman Tantri Tiara Ramadhan Nabiila Al-Faatihah Tiara Setiawati Titik Respati Vivi Diah Permatasari Widiyanti, Maria Wulan Rivanda Early Yuda Prasetya Palupi Yudha Dwi Nughara Yudha Dwi Nugraha Yudha Dwi Nugraha Yudha Dwi Nugraha Zaky Zardani Askarulloh

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