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All Journal Sains: Jurnal Manajemen dan Bisnis Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen IJEBD (International Journal Of Entrepreneurship And Business Development) Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Berdaya Mandiri JBMR: Journal of Business and Management Review Indonesian Community Service and Empowerment Journal (IComSE) Journal of Economics and Business UBS International Journal of Business, Economics, and Social Development Interdisciplinary Social Studies Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Indonesian Journal of Business Analytics (IJBA) International Journal of Humanities Education and Social Sciences Mabsya: Jurnal Manajemen Bisnis Syariah Prosiding Seminar Nasional Hasil-hasil Penelitian dan Pengabdian Pada Masyarakat Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal Research of Social Science, Economics, and Management Journal Of Economic Sciences (Ekuisci) Asian Journal of Management, Entrepreneurship and Social Science ETHOS: Jurnal Penelitian dan Pengabdian kepada Masyarakat Joong-Ki DIMASEJATI:Jurnal Pengabdian Kepada Masyarakat
Ramlah Puji Astuti
Universitas Swadaya Gunung Jati
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Transportation Veterinary Other

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Marketing Mix Analysis In Increasing Furniture MSMEs Sales Volume In Cirebon District Diana Octa; Rifa Rohidatul Aisya; Ramlah Puji Astuti
Journal Research of Social Science, Economics, and Management Vol. 4 No. 1 (2024): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v4i1.678

Abstract

This research aims to determine and analyze the marketing mix such as product, price, place and promotion on furniture sales volume in Cirebon Regency. This research was conducted with the hope of increasing sales volume for furniture MSMEs in Cirebon Regency. This research uses quantitative research. The data used in the research uses primary data collected by distributing questionnaires to 100 MSME owners in Cirebon Regency. The method used in the research is Random Sampling. Data were analyzed using Partial Least Squares Structural equation modeling (SEM-PLS) with the Smart-PLS 3.0 application. Research findings show that Product and Promotion have a negative impact on sales volume. Apart from that, the Price and Place variables have a positive effect on sales volume.
Application of Mud Suction Technology to Lakes in Kaduela Village, Pasawahan District, Kuningan Regency Nurdiyanto; Akbar Winasis; Ramlah Puji Astuti; Rendy Yogista Wihardi; Ghisya Siti Rochmah
ETHOS: Jurnal Penelitian dan Pengabdian kepada Masyarakat Vol. 12 No. 1 (2024): (Januari, 2024) Ethos: Jurnal Penelitian Dan Pengabdian Kepada Masyarakat (Sai
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/ethos.v12i1.3066

Abstract

A decrease in water potential, both in quality and quantity, will become a problem if it is not managed properly by paying attention to aspects of conservation, utilization, and control. This community empowerment carried out from July to November 2023 is an effort to increase awareness of water resources through preserving water sources to meet the needs of living creatures. The urgency of the main problem is that the water source in Telaga Biru Cicerem, Kaduela Village, Pasawahan District, Kuningan Regency, has been naturally covered with mud, whereas this spring is used as clean water for the village community. The second problem is that clean water sources become cloudy because of mud. The clean water system in this village relies solely on the lake's spring water. These activities of community empowerment are carried out by applying the method of SEPUR (Mud Suction) Technology to improve water quality as well as increase the income of village-owned enterprises in Kaduela Village, Pasawahan District, Kuningan Regency. The results show that mud can be lifted by machines so that the lake water becomes clear, while the resulting mud residue can be used as material for making paving blocks.
Impact of Service Quality, Product Excellence, and Timely Delivery on Customer Satisfaction in Lazada’s E-Commerce Platform Muhamad Amirulloh; Muhammad Akbar Kadapi; Ramlah Puji Astuti
Indonesian Journal of Business Analytics Vol. 5 No. 3 (2025): June 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v5i3.14511

Abstract

This study investigates the impact of service quality, product quality, and delivery punctuality on customer satisfaction in Lazada’s e-commerce platform. Using a quantitative approach with purposive sampling, data were collected from 333 Lazada users. Validity, reliability, and multiple linear regression analyses were applied. Results show that service quality and product quality significantly influence customer satisfaction (p = 0.001), while delivery punctuality does not (p = 0.778). Simultaneous testing indicates a significant combined effect of all variables (p = 0.000). The R² value of 0.139 suggests that 13.9% of satisfaction variance is explained by the studied variables. The study highlights the importance of service and product quality, and recommends further exploration of other influencing factors such as pricing and user experience.
The Influence of Brand Image, Packaging Blister and Product Placement in Korean Dramas on Kopiko Candy Purchase Decisions Suestri; Sri Riyanti; Ramlah Puji Astuti
Indonesian Journal of Business Analytics Vol. 5 No. 3 (2025): June 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v5i3.14602

Abstract

One of the many strategies implemented by Kopiko candy to expand its market reach is product placement in Korean dramas. This study aims to investigate and examine the influence of brand image, blister packaging, and product placement in Korean dramas on the purchasing decisions of Kopiko candy. This is an associative study using quantitative data. The population in this study consists of Indonesian individuals who have purchased Kopiko candy and have watched Korean dramas. The sample size is 100 individuals, selected using purposive sampling with the following criteria: Indonesian citizens who have bought Kopiko at least once and have watched one or more of the following Korean dramas: Vincenzo, Hometown Cha-Cha-Cha, Yumi's Cells, Mine, Little Women, Today's Webtoon, and Taxi Driver. The analysis method used is multiple linear regression analysis. The findings of the study indicate that overall, brand image, blister packaging, and product placement in Korean dramas have a significant and positive influence on Kopiko candy purchasing decisions. When analyzed partially, each variable—brand image, blister packaging, and product placement—also shows a significant and positive impact on purchasing decisions.
THE EFFECT OF INFLUENCER CREDIBILITY, CONTENT MARKETING AND E-WOM ON SKINTIFIC SKINCARE PURCHASE DECISIONS ON TIKTOK Tri Rizky Suparman, Amelia; Sugianti, Rosita; Puji Astuti, Ramlah
SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol. 4 No. 8 (2025)
Publisher : Penerbit Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sibatik.v4i8.3270

Abstract

This study aims to analyze the influence of influencer credibility, content marketing, and electronic word of mouth (e-WOM) on purchasing decisions for Skintific skincare on TikTok. The research method used is a quantitative approach with data collection through questionnaires distributed to respondents who have been exposed to Skintific promotions on TikTok. Data were analyzed using multiple linear regression. The results of the study indicate that influencer credibility has a significant effect on purchasing decisions, where the expertise, honesty, and attractiveness of influencers increase consumer trust. Interesting and educational content marketing also contributes to increasing purchasing interest, while e-WOM in the form of reviews and recommendations strengthens purchasing decisions. The conclusion of this study is that companies need to choose credible influencers, develop more engaging content marketing strategies, and encourage positive interactions through e-WOM in order to increase consumer purchasing decisions.
The Influence of Price Discount, Hedonic Shopping Motivation and Shopping Lifestyle on Impulse Buying in the Marketplace Sarabila, Fathiya; Yunita, Yunita; Astuti, Ramlah Puji
International Journal of Business, Economics, and Social Development Vol. 6 No. 4 (2025): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i4.1035

Abstract

This study aims to analyze the effect of price discount, hedonic shopping motivation, and shopping lifestyle on impulse buying among students of Universitas Swadaya Gunung Jati Cirebon who shop through the Shopee marketplace. The quantitative method was used by distributing questionnaires to 250 respondents, analyzed using multiple linear regression through SPSS 25. The results showed that all three variables had a significant effect on impulse buying (R² = 0.62), with price discount as the dominant factor (β = 0.42), followed by hedonic motivation (β = 0.31), and shopping lifestyle (β = 0.25). These findings confirm that price incentives, shopping pleasure, and consumptive lifestyle play a crucial role in encouraging impulsive buying. The practical implication is that business actors are advised to optimize promotional strategies based on discounts and creative content, while academics need to explore additional variables such as FOMO or the influence of influencers. This study contributes to understanding the dynamics of digital consumer behavior in Indonesia, as well as being the basis for policy recommendations to reduce the negative impacts of impulsive shopping.
The Influence of Product Quality, Price, and Promotion On The Interest In Buying Beauty Products On Brand Ms Glow Hestya Damayanti, Suci; Nurfadilah , Sintia; Puji Astuti, Ramlah
Journal Research of Social Science, Economics, and Management Vol. 3 No. 9 (2024): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v3i10.656

Abstract

The cosmetic industry is growing rapidly today, where the cosmetic industry is one of the industries in Indonesia that has succeeded in dominating the domestic market, one of which is MS Glow cosmetic products. This study aims to analyze the effect of product quality, price and promotion on buying interest. This research uses quantitative data analysis methods using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS 3.0 software. Primary data was collected by distributing questionnaires to 100 buyers and users of MS Glow products, especially those in Cirebon City. All hypotheses proposed are supported and significant. (1) Product quality has a positive and significant effect on buying interest, (2) Price has a positive and significant effect on buying interest, (3) promotion has a positive and significant effect on buying interest.
Comprehensive Analysis of the Impact of Service and Product Quality on Purchasing Decisions through Purchase Intentions for Ice Cream Products Prihatiningsih, Rahayu; Afronjiah, Afronjiah; Astuti, Ramlah Puji
Indonesian Journal of Business Analytics Vol. 4 No. 2 (2024): April 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i2.8903

Abstract

The aim of this study was to examine the influence of product and service quality on purchasing decisions, mediated by purchase intention as an intervening variable. The research was conducted to enhance purchasing decisions at Ice Cream Shop in Cirebon. Purposive sampling was used to select participants.  The data were analysed using partial least squares structural equation modelling (SEM-PLS) with the Smart-PLS 3.0 application. The results indicate that service quality has a positive impact on purchase intention but does not significantly affect purchasing decisions. Additionally, the service quality variable affects purchase intention but does not significantly impact purchasing decisions. The study found that the purchase intention variable mediated the relationship between product quality and service quality on purchasing decisions. This study suggests that future researchers could investigate additional variables that may influence purchasing decisions at ice cream shops.
The Influence of Location, Promotion, and Service Quality on Purchase Interest in Coffee Bento in Cirebon City Devi Ika Afriani; Hesty Rachma Yanti; Ramlah Puji Astuti
Indonesian Journal of Business Analytics Vol. 4 No. 3 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i3.9413

Abstract

In Indonesia, the habit of drinking coffee has become part of people's lives, and cafes are not only a place to enjoy coffee but also a place for various social and business activities. Although the coffee shop business promises great opportunities, it also faces stiff competition. One of the key factors in winning competition is understanding and fulfilling customer needs and satisfaction. This research aims to determine the relationship between location, advertising, and service quality on customer purchase intentions at Bento Kopi, a cafe in the city of Cirebon. Using quantitative methods, data was collected by distributing questionnaires to 100 respondents selected using purposive sampling. Data analysis was carried out using classical assumption tests, multiple linear regression, and hypothesis testing. The findings show that there is a positive relationship between location, advertising, service quality, and customer purchase intentions. Based on the findings of this research, shows that location, advertising, and service quality simultaneously influence consumer purchasing intentions. This shows that location, advertising, and service quality influence consumer purchasing intentions. This is very important to satisfy the desires of purchasing decisions which until now only represent the interests of consumers.
The Effect of Product Quality, Product Price, and Brand Image on the Interest in Purchasing a Car at Toyota Auto2000 Cirebon Panca Nugraha; Ramlah Puji Astuti; Soesanty Maulany
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 9 No 1 (2026): Jan - Feb 2026
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v9i1.3574

Abstract

Purpose: This study aims to analyze the effect of product quality, product price, and brand image on consumers' interest in purchasing cars at Toyota Auto2000 Cirebon. Design/methodology/approach: The study used an associative quantitative approach with an explanatory research design. Data were collected through a Likert scale questionnaire administered to 100 respondents using simple random sampling. Analysis was performed using multiple linear regression through SPSS, including validity, reliability, classical assumptions, t-test, and F-test. Findings: The results show that product quality, product price, and brand image have a positive and significant effect on purchase intention, both partially and simultaneously. Research limitations/implications: The study was limited to one dealer and a specific period of time, so generalizations are still limited. Practical implications: The results of this study can be used as a basis for formulating marketing strategies to increase consumer purchase intention. Originality/value: This study integrates product quality, price, and brand image into a single empirical model in the context of local automotive dealers. Paper type: Research paper
Co-Authors Afronjiah, Afronjiah Agustina Agustina Akbar Winasis Apri Dwi Astuti Apsari, Sindi Salsa Arie Purnomo Chairil Mustofa Devi Ika Afriani Diana Octa Farah Noor Ayuningtyas Firman Hidayat Firman Hidayat Ghisya Siti Rochmah Hannah Faulia Harianto Harianto Hesty Rachma Yanti Hestya Damayanti, Suci Indah Permatasari Iqbal, Fariz Jefry Romdonny Jihan Rhaudhatul Jannah Kartono , Kartono Kartono Mario Simbolon Moh Yudi Mahadianto Muhamad Amirulloh, Muhamad Muhamad Reza Muhammad Akbar Kadapi Nugraha, Maulana Alip Nurdiyanto Nurfadilah , Sintia Panca Nugraha Patmawati Patmawati Prihatiningsih, Rahayu Rahmadi Rahmadi Rahmadi Randy Gustiana Putra Rendy Yogista Wihardi Rifa Rohidatul Aisya Rissa Nur Aisy Ro’atinah Ro’atinah Ryana Noer Kholiazmi Sabrina Diva Amaliah Sarabila, Fathiya Satria Adi Septi Apriliyanti Serin Anasya Sintia Nurfadilah Siska Fidia Lestari Siti Amanah Siti Kumayah Soesanty Maulany Sri Riyanti Suci Hestya Damayanti Suestri Sugianti, Rosita Tiara Muthiarsih Tri Rizky Suparman, Amelia Triyana Aldi Saprudin Wulan Nopfianti Yono Maulana Yono Maulana Maulana Yunita Yunita