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All Journal Journal of Economic, Bussines and Accounting (COSTING) JURNAL LENTERA BISNIS Buana Ilmu Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management and Bussines (JOMB) Service Management Triangle : Jurnal Manajemen Jasa Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Netti Nurlenawati
Universitas Buana Perjuangan Karawang
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Pada UMKM Bakso Idaman 99 Di Rengasdengklok Annisa Fitri Muhaemin; Netti Nurlenawati; Dexi Triadinda
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.9982

Abstract

UMKM yang paling banyak digemari adalah industri kuliner. Semua generasi memiliki permintaan akan bakso sebagai salah satu kuliner. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh kualitas produk dan citra merek dalam UMKM yang bergerak dalam bidang kuliner yaitu bakso idaman 99 untuk membuat konsumen melakukan keputusan pembelian. Pendekatan penelitian kuantitatif dengan menggunakan analisis jalur. Masyarakat umum atau pelanggan yang pernah membeli Bakso Idaman 99 dan melakukan pembelian kembali dilibatkan dalam penelitian ini. Dengan menggunakan rumus Lameshow, ditetapkan sampel 96 responden. Hasil kuesioner responden, yang digunakan sebagai sumber data, dan pra-survei yang dilakukan dengan kompetitor dan pemilik Bakso Idaman 99 memberikan sebagian besar informasi yang dikumpulkan. Uji t, uji F, uji normalitas, dan uji koefisien determinasi adalah beberapa metode analisis data yang digunakan. Hasil penelitian yakni varibel yang diteliti memiliki pengaruh positif secara parsial dan simultan.
Pengaruh Webqual Pada Klik Indomaret Dan Gaya Hidup Terhadap Keputusan Pembelian Pada Indomaret Bukit Sukasari Karawang Alfin Raka Pradana; Netti Nurlenawati; Dexi Triadinda
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.11921

Abstract

PT Indomarco implements new innovations in the form of online application services through Klik Indomaret as a form of implementing technological developments. The aim of this research is to see the influence of Klik Indomaret webquals and lifestyle on purchasing decisions at Indomaret Bukit Sukasari. This research was conducted on 65 consumers or users of the Klik Indomaret Bukit Sukasari application. The explanatory survey method was used in this quantitative research. The primary data used comes from a questionnaire filled out by respondents on Google Form. The sampling technique in this research uses a saturated sampling technique. The data analysis method uses multiple linear analysis in SPSS 27. The analysis findings show that webqual and lifestyle simultaneously have a significant positive influence on purchasing decisions. Meanwhile, lifestyle has the biggest influence at Indomaret Bukit Sukasari in making purchasing decisions.
Pengaruh Harga Dan Diferensiasi Produk Terhadap Keputusan Pembelian Pada Rumah Makan Sagala Sunda Annisa Febriyanti; Netti Nurlenawati; Dexi Triadinda
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.11996

Abstract

The aim of this research is to determine the partial and simultaneous influence of price and product differences on purchasing choices at the Sagala Sunda Restaurant. This research method uses quantitative, which is based on certain groups or samples based on the principles of positivism. The research population consisted of customers who ate at the Sagala Sunda Restaurant, resulting in a sample size of 150 people. Data examination includes instrument analysis to assess validity and reliability, classical assumption tests such as normality tests, heteroscedasticity tests, and multicollinearity tests, hypothesis tests such as t tests and F tests, multiple linear regression analysis, and calculating the coefficient of determination. The findings from this research show that price and product differentiation have a positive and significant effect on purchasing decisions at the Sagala Sunda Restaurant. In addition, it is shown that these two variables together contribute 78.5% of the impact on purchasing decisions.
Kaji Tindak Media Sosial Tiktok Sebagai Alat Promosi Dalam Meningkatkan Engagement Kopi Toktok Cabang 2 Karawang Adrian Rizky; Dexi Triadinda; Netti Nurlenawati
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 3 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i3.7656

Abstract

Perkembangan semakin pesat di era digitalisasi, industri Food and Beverage (F&B) di Indonesia mengalami pertumbuhan pesat, dengan media sosial seperti TikTok menjadi alat promosi yang efektif. Penelitian ini bertujuan untuk mengkaji efektivitas TikTok dalam meningkatkan engagement, pelangan, dan pendapatan pada Kopi Toktok Cabang 2 Karawang. Dengan menggunakan metode Action Research dan pendekatan Mix Method, penelitian ini melibatkan wawancara mendalam dengan pengelola, pelanggan, dan praktisi, serta analisis data kuantitatif terkait indikator engagement (likes, Comment, share). Implementasi strategi promosi selama dua minggu menunjukkan hasil yang signifikan. Selain itu adanya peningkatan pelangan dan pendapatan Kopi Toktok Cabang-2 Karawang, melebihi dari target yang di tentukan. Penelitian ini menegaskan bahwa konten kreatif, pemanfaatan tren, dan analisis performa konten di TikTok dapat meningkatkan keterlibatan pelanggan dan penjualan, menjadikannya platform yang relevan untuk strategi pemasaran digital di bisnis F&B.
PENGARUH FEAR OF MISSING OUT (FOMO) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE DENGAN KONTEN MEDIA SOSIAL TIKTOK SEBAGAI VARIABEL MODERASI Fitri Fauziah; Netti Nurlenawati; Dexi Triadinda
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1478

Abstract

Technological advances make it easier for people to access various information, in terms of shopping, including in the increasingly growing skincare industry. One of the elements that influences consumer behavior in making skincare purchases is the Fear of Missing Out (FoMo) which triggers the fear of missing the opportunity to get the latest products or follow popular trends. Through user reviews, influencer recommendations, and product reviews, social media contributes significantly to the rapid spread of information about skincare products. By using social media content as a moderating variable, this study tries to find out how FoMo influences the purchase of skincare products. The methodology of this study is a quantitative approach that combines a purposive sampling approach on social media users who also use skincare products. Determination of the number of samples using the Hair formula which produces 100 respondents. The collected data was transformed using MSI then analyzed using the classical assumption test and moderation regression with the SPSS analysis tool. The study findings show that social media and FoMo content influence consumer decisions to purchase significantly and positively, and the interaction between FoMo and social media content has a negative effect although it remains significant. Overall, FoMo and social media content have been shown to influence consumer purchasing decisions.
PENGARUH SCARCITY TERHADAP IMPULSE BUYING PADA PRODUK FASHION DALAM LIVE STREAMING TIKTOK MELALUI AROUSAL SEBAGAI VARIABEL INTERVENING Erna Diana Yanti; Netti Nurlenawati; Dexi Triadinda
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1500

Abstract

This study aims to explore the impact of implementing scarcity strategies on impulse buying behavior on TikTok live streaming, with the role of arousal as a mediating variable. The research method used is a quantitative approach with a survey design, which collects data from 97 TikTok users who actively purchase fashion products through live streaming. The data analysis techniques applied include path test and Sobel test to test the role of mediation. The research findings revealed that scarcity strategies exert a significant influence on emotional arousal and impulse buying, both directly and through the mediating role of arousal. Time and quantity scarcity strategies increase consumers' emotional arousal, which further drives impulse buying behavior. This study provides practical implications for marketers to effectively utilize scarcity strategies to increase consumer purchase decisions during live streaming, while providing insight into the role of arousal in the decision-making process. Future research is recommended to include additional variables, such as consumer trust or perceived value, to broaden the understanding of the factors that influence impulse purchases on other e-commerce platforms.
Upaya Meningkatkan Reputasi Pondok Pesantren Darul Ilmi Wal Amal Melalui Promosi Online dan Offline Netti Nurlenawati; Neni Sumarni; Citra Savitri; Rieke Retnosary
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 3 (2025): November : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i3.8178

Abstract

This study aims to analyze the implementation of promotional strategies at Pondok Pesantren Darul Ilmi wal Amal to enhance the institution's popularity and reputation. This research employs a qualitative descriptive approach, with data collection methods including observation, interviews, document review, and literature studies. The study subjects consist of the pesantren management, majlis taklim members, and students' parents. The findings reveal that online promotion through social media can increase public curiosity about the pesantren, while offline promotion via events, such as Milad celebrations, is more effective in providing a comprehensive depiction of the pesantren. The popularity indicators, including recognition, appeal, expertise, and characteristics of the pesantren, were successfully improved through promotions. However, reputation indicators such as widespread recognition and ease of remembrance were not fully achieved. The study concludes that a combination of online and offline promotions can complement each other in attracting public interest. The implications highlight the importance of planned promotional management and the involvement of students' parents through testimonials to enhance public trust. Further research is needed to explore more effective promotional strategies for improving institutional reputation.
Pengaruh Keputusan Pembelian Terhadap Kepuasan Pelanggan Yang Di Moderasi Oleh Diskon Di Dikarla Butik Chika Wulandari; Netti Nurlenawati; Dexi Triadinda
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 4 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i4.9068

Abstract

Penelitian ini bermaksud guna menganalisis pengaruh keputusan pembelian terhadap kepuasan pelanggan yang dimoderasi oleh diskon di Dikarla Butik. Dengan meningkatnya persaingan di industri fashion, perusahaan perlu memahami berbagai faktor yang berperan dalam membentuk kepuasan pelanggan guna mendorong peningkatan loyalitas mereka. Metode penelitian yang di terapkan bersifat kuantitatif dengan menggunakan teknik purposive sampling, dengan melibatkan 130 responden yang merupakan pelanggan butik. Hasil analisis regresi mengungkapkan bahwasannya keputusan pembelian berpengaruh secara positif dan signifikan terhadap tingkat kepuasan pelanggan, dengan diskon berperan sebagai moderator yang memperkuat hubungan tersebut. Temuan ini menyataka bahwa penerapan strategi diskon yang tepat bisa secara efektif meningkatkan kepuasan pelanggan. dan mendorong keputusan pembelian yang lebih baik, memberikan pemahanan bagi pengusaha dalam menyusun strategi pemasaran yang lebih optimal dan efisien.
Co-Authors Adrian Rizky Alfin Raka Pradana Annisa Febriyanti Annisa Fitri Muhaemin Chika Wulandari Citra Savitri Dexi Triadinda Djuliana Fathurrohman Erna Diana Yanti Fitri Fauziah Flora Patricia Anggela Heni Sumiati Karthika Dwi Jayanti Martani Aji Maulana Sanderson Pasaribu N Neni Triana Neni Sumarni Octha Farras Robih Riani Wulandari Rieke Retnosary Silviana Rohman Syifa Pramudita Faddila Uus Mohammad Darul Fadli