Articles
<![CDATA[The Influence of Brand Personality, Brand Love, and Brand Image on Brand Advocacy (A Study of iPhone Users in Cirebon) ]]>
<![CDATA[Triyana Aldi Saprudin]]>;
<![CDATA[Ramlah Puji Astuti]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Interdisciplinary Social Studies Vol. 5 No. 3 (2026): Interdisciplinary Social Studies ]]>
Publisher : <![CDATA[International Journal Labs ]]>
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DOI: 10.55324/iss.v5i3.1103
<![CDATA[This study aims to analyse the influence of brand personality, brand love, and brand image on brand advocacy among iPhone users in Cirebon City. Amid fierce competition in the premium smartphone market, the iPhone has managed to maintain high user loyalty despite not holding the largest overall market share. Using a quantitative approach with a cross-sectional design, data were collected from 259 respondents through purposive sampling and analysed using SmartPLS 4.0. The results of the study show that brand personality, brand love, and brand image simultaneously have a significant effect on brand advocacy, with a combined contribution of 74.3%. Partially, brand love proved to be the most dominant predictor, indicating that deep emotional attachment is more effective in driving voluntary advocacy behaviour than rational factors alone. Brand personality and brand image also contribute positively by strengthening users' self-expression and sense of social prestige. The implications of this study suggest that Apple's marketing strategy should continue to focus on strengthening emotional branding and maintaining its premium reputation. The primary limitation of this study lies in its geographical focus on a single local area; future studies are therefore recommended to expand demographic and geographic coverage for broader generalisability]]>
<![CDATA[The Influence of E-Service Quality on Repurchase Intention through E-Customer Satisfaction on Shopee Food Application Users in Cirebon City ]]>
<![CDATA[Siti Amanah]]>;
<![CDATA[Ramlah Puji Astuti]]>;
<![CDATA[Soesanty Maulany]]>
<![CDATA[ Interdisciplinary Social Studies Vol. 5 No. 4 (2026): Interdisciplinary Social Studies ]]>
Publisher : <![CDATA[International Journal Labs ]]>
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DOI: 10.55324/iss.v5i4.1126
<![CDATA[This study aims to analyze the effect of e-service quality on repurchase intention through e-customer satisfaction among Shopee Food app users in Cirebon City. The development of app-based food delivery services encourages companies to improve the quality of their digital services to retain customers and increase user loyalty. This study uses a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS) using SmartPLS 4 software. The research data were obtained through online questionnaires distributed to 210 respondents who are Shopee Food users and have used the service at least twice in the last three months. Purposive sampling was applied according to research criteria. The findings indicate that e-service quality has a positive and significant effect on repurchase intention and e-customer satisfaction. Moreover, e-customer satisfaction also shows a positive and significant effect on repurchase intention. The results further reveal that e-customer satisfaction mediates the relationship between e-service quality and repurchase intention. These findings provide practical implications for digital platforms and culinary MSMEs to enhance application usability, service speed, and transaction security to strengthen customer satisfaction and loyalty in the digital economy ecosystem. This study highlights the mediating role of e-customer satisfaction in the relationship between e-service quality and repurchase intention among Shopee Food users in Cirebon City.]]>
<![CDATA[Ciptakan Inovasi Sosial Untuk Kemandirian Desa Pabean Udik ]]>
<![CDATA[Satria Adi]]>;
<![CDATA[Ramlah Puji Astuti]]>;
<![CDATA[Mario Simbolon]]>;
<![CDATA[Arie Purnomo]]>
<![CDATA[ Joong-Ki : Jurnal Pengabdian Masyarakat Vol. 5 No. 3: Mei 2026 ]]>
Publisher : <![CDATA[CV. Ulil Albab Corp ]]>
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DOI: 10.56799/joong-ki.v5i3.16430
<![CDATA[Program pengabdian kepada masyarakat melalui kegiatan Kuliah Kerja Nyata (KKN) tematik ini bertujuan untuk meningkatkan keamanan dan kenyamanan masyarakat melalui pemasangan lampu reflektor pada ruas jalan dengan tingkat pencahayaan rendah di Desa Pabean Udik, Kabupaten Indramayu. Permasalahan utama yang dihadapi masyarakat adalah keterbatasan fasilitas penerangan jalan yang berpotensi meningkatkan risiko kecelakaan dan menurunkan kenyamanan aktivitas pada malam hari. Metode pelaksanaan kegiatan menggunakan pendekatan partisipatif yang melibatkan mahasiswa, perangkat desa, dan masyarakat setempat melalui tahapan observasi lapangan, perencanaan teknis, pembuatan, serta pemasangan lampu reflektor pada titik prioritas. Hasil kegiatan menunjukkan bahwa pemasangan 39 unit lampu reflektor mampu meningkatkan visibilitas batas jalan pada malam hari serta mendorong partisipasi aktif masyarakat dalam pembangunan fasilitas lingkungan desa. Selain memberikan dampak fisik berupa peningkatan kualitas penerangan jalan, kegiatan ini juga memperkuat kesadaran masyarakat terhadap pentingnya pemeliharaan sarana prasarana desa secara berkelanjutan. Dengan demikian, pemasangan lampu reflektor dapat menjadi solusi inovatif, sederhana, dan ekonomis dalam mendukung peningkatan keselamatan serta kualitas lingkungan permukiman masyarakat desa.]]>
<![CDATA[Marketing Mix Analysis In Increasing Furniture MSMEs Sales Volume In Cirebon District ]]>
<![CDATA[Diana Octa]]>;
<![CDATA[Rifa Rohidatul Aisya]]>;
<![CDATA[Ramlah Puji Astuti]]>
<![CDATA[ Journal Research of Social Science, Economics, and Management Vol. 4 No. 1 (2024): Journal Research of Social Science, Economics, and Management ]]>
Publisher : <![CDATA[Publikasi Indonesia ]]>
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DOI: 10.59141/jrssem.v4i1.678
<![CDATA[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.]]>
<![CDATA[The Influence of Product Imitation, Price, and Social Media Marketing on Consumer Confusion among Jims Honey Bag Consumers ]]>
<![CDATA[Septi Apriliyanti]]>;
<![CDATA[Ramlah Puji Astuti]]>
<![CDATA[ IJEBD (International Journal of Entrepreneurship and Business Development) Vol 9 No 4 (2026): July 2026 ]]>
Publisher : <![CDATA[LPPM of NAROTAMA UNIVERSITY ]]>
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DOI: 10.29138/ijebd.v9i4.3696
<![CDATA[This study aims to analyze the influence of product imitation, price, and social media marketing on consumer confusion among consumers of Jims Honey bags in Cirebon City. The phenomenon of consumer confusion is increasingly common in Indonesia due to the high level of imitation of local fashion products in both online and offline markets. Marketplace data indicates that there are more than 3,860 product listings resembling Jims Honey, with the growth of imitation products reaching 35% year-over-year in 2024. Using an associative quantitative approach with a survey design, data were collected from 110 consumers through an online questionnaire and analyzed using PLS-SEM with SmartPLS 4.0. The results show that all three variables significantly influence consumer confusion. Price shows the highest influence with a path coefficient of 0.554 (t = 5.659; p = 0.000), followed by product imitation with a coefficient of 0.295 (t = 5.089; p = 0.000), and social media marketing with a coefficient of 0.152 (t = 2.661; p = 0.008). This study enriches Consumer Confusion Theory in the context of Indonesian local fashion products, demonstrating that consumer confusion is a systemic phenomenon arising from the complexity of market arrangements. The practical implications suggest that local brands need to focus their strategies on clear product differentiation, consistency in transparent pricing systems, and informative digital communication. Future research is recommended to expand the geographical context and product categories and to employ a longitudinal approach to better understand the dynamics of consumer confusion more comprehensively.]]>
<![CDATA[The Influence of Customer Perception, Brand Fit, and Brand Credibility on Brand Image: A Case Study of Naming Rights of BT Batik Trusmi ]]>
<![CDATA[Jihan Rhaudhatul Jannah]]>;
<![CDATA[Ramlah Puji Astuti]]>;
<![CDATA[Tiara Muthiarsih]]>
<![CDATA[ Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 8 No. 1 (2026): Mabsya: Jurnal Manajemen Bisnis Syariah ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto ]]>
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DOI: 10.24090/mabsya.v8i1.16201
<![CDATA[This study examines the influence of customer perception, brand fit, and brand credibility on BT Batik Trusmi's brand image in the case of the cancellation of the "BT Batik Trusmi Cirebon Station" naming rights program. A quantitative method with an associative design was employed, involving 200 respondents who were aware of the program's cancellation. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression. The results showed that all three variables had a positive and significant effect on brand image, both partially and simultaneously. Customer perception was the most dominant variable, followed by brand fit and brand credibility. The adjusted R-squared value of 0.592 indicates that 59.2% of the variance in brand image can be explained by these three variables. These findings suggest that public perception, collaboration suitability, and brand credibility are important to maintain, especially when changes or cancellations of marketing programs occur in the public space.]]>
<![CDATA[Visual Immersion and Narrative Consistency Through Brand Engagement to Customer Emotional Connection on EB Batik ]]>
<![CDATA[Sabrina Diva Amaliah]]>;
<![CDATA[Ramlah Puji astuti]]>
<![CDATA[ Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 8 No. 2 (2026): Mabsya: Jurnal Manajemen Bisnis Syariah (on Progress) ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto ]]>
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DOI: 10.24090/xdfq0905
<![CDATA[This study examines the influence of visual immersion and narrative consistency on customer emotional connection in EB Batik MSMEs, with brand engagement as a mediating variable. Motivated by the phenomenon of low audience interaction despite substantial followers, this research underscores the importance of cultivating emotional bonds. Employing the Stimulus-Organism-Response (SOR) framework, visual immersion and narrative consistency are conceptualized as stimuli, brand engagement as the organism, and customer emotional connection as the response. A quantitative causal-associative approach was utilized involving 200 active social media users familiar with EB Batik. Questionnaire data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Findings reveal that visual immersion (β=0.473) and narrative consistency (β=0.319) exert positive and significant effects on brand engagement. Both variables also demonstrate direct and significant influences on customer emotional connection. Brand engagement proved to be a significant mediator in this relationship (β=0.185). The Adjusted R² value of 0.729 indicates that 72.9% of the variance in customer emotional connection is explained by the model. The implications emphasize that curating immersive visual experiences and maintaining consistent narratives constitute key strategic approaches to fostering engagement, ultimately serving as the foundation for establishing enduring customer emotional connections.]]>
<![CDATA[Pendampingan Pembuatan Laporan Keuangan Dan Laporan Perpajakan Bagi UMKM Di Kota Cirebon ]]>
<![CDATA[Moh. Yudi Mahadianto]]>;
<![CDATA[Ramlah Puji Astuti]]>;
<![CDATA[Firman Hidayat]]>
<![CDATA[ Dimasejati: Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 2 (2020) ]]>
Publisher : <![CDATA[Universitas Islam Negeri Siber Syekh Nurjati Cirebon ]]>
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DOI: 10.70095/dimasejati.v2i2.7112
<![CDATA[Perkembangan UMKM di Kota Cirebon tak luput dari berbagai permasalahan yang ada. Permasalahan yang dihadapi oleh UMKM adalah masih rendahnya kesadaran pelaku UMKM dalam membuat laporan keuangan. Selain itu rendahnya kesadaran dan pemahaman pelaku UMKM terhadap perpajakan juga menjadi masalah dalam perkembangan UMKM. Sehingga perkembangan UMKM tidak sejalan dengan kontribusinya terhadap peningkatan pajak di Kota Cirebon. Kegiatan pendampingan kali ini akan memfokuskan pada pentingnya membuat laporan keuangan untuk UMKM serta peningkatan kepatuhan pelaporan perpajakan UMKM. Metode yang digunakan dalam pendampingan kali ini adalah metode pendampingan secara langsung yang melibatkan peran pelaku UMKM dalam fokus kajian. Tahap awal dilakukan sosialisasi kepada pelaku UMKM. Selanjutnya diberikan pelatihan mengenai pelaporan Keuangan dan pelaporan perpajakan. Terakhir pelaku UMKM diberikan pendampingan dalam membuat laporan keuangan dan pelaporan perpajakan. Hasil kegiatan pendampingan ini terlihat dengan adanya peran serta aktif dari pelaku UMK untuk mulai membuat catatan aktivitas keuangan usahanya selama beberapa minggu terakhir saat masa evaluasi dan monitoring. Kegiatan ini memberikan dampak yang positif sehingga dapat di rekomendasikan untuk kegiatan pendampingan selanjutnya dengan fokus yang lainnya. Penerapan Peraturan pemerintah mengenai tarif pajak UMKM menjadi 0,5% belum banyak diketahui masyarakat. perlu peran serta masing-masing pemangku kepentingan untuk meningkatkan kegiatan ekonomi UMKM yang akan berakibat pada peningkatan perekonomian negara. ]]>
<![CDATA[Meningkatkan Kualitas International Council for Small Business Melalui Pelatihan Pengelolaan Keuangan Dan Pelaporan Pajak ]]>
<![CDATA[Ramlah Puji Astuti]]>;
<![CDATA[Moh Yudi Mahadianto]]>;
<![CDATA[Ryana Noer Kholiazmi]]>
<![CDATA[ Dimasejati: Jurnal Pengabdian Kepada Masyarakat Vol. 3 No. 1 (2021) ]]>
Publisher : <![CDATA[Universitas Islam Negeri Siber Syekh Nurjati Cirebon ]]>
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DOI: 10.70095/dimasejati.v3i1.7212
<![CDATA[Kegiatan program kreativitas mahasiswa ini memfokuskan pada pendampingan untuk pengurus International Council for Small Business (ICSB) dalam pelatihan membuat laporan keuangan untuk Usaha Mikro Kecil Menengah (UMKM) serta peningkatan kepatuhan pelaporan perpajakan bagi UMKM. Metode yang dilakukan dalam pendampingan adalah metode pendampingan secara daring yang melibatkan pengurus ICSB. Tahap awal dilakukan sosialisasi dan pelatihan kepada pengurus ICSB mengenai pelpaoran keuangan dan pelaporan pajak. Terakhir pengurus ICSB diberikan pendampingan dalam melakukan pelatihan kepada UMKM mengenai pelaporan keuangan dan pelaporan pajak. Hasil kegiatan pendampingan ini terlihat adanya peran aktif dari pengurus ICSB untuk melakukan pendampingan kepada UMKM dalam penyusunan laporan keuangan dan pelaporan pajak. Hasil pendampingan dari pegurus ICSB kepada UMKM dapat terlihat dari pelaku UMKM sudah mulai membuat catatan aktivitas keuangan selama beberapa minggu terakhir serta adanya peningkatan kepatuhan pajak dari UMKM seperti kemauan untuk membuat NPWP, membayar, dan melapor kan perpajakannya. Kegiatan ini memberikan dampak yang positif sehingga dapat direkomendasikan untuk kegiatan pendampingan selanjutnya dengan fokus yang lain.]]>
<![CDATA[Pengimpelementasian Digital Marketing dan Manajemen Keuangan di Kelurahan Sukapura Kota Cirebon ]]>
<![CDATA[Ramlah Puji Astuti]]>;
<![CDATA[Moh. Yudi Mahadianto]]>;
<![CDATA[Rissa Nur Aisy]]>;
<![CDATA[Indah Permatasari]]>
<![CDATA[ Dimasejati: Jurnal Pengabdian Kepada Masyarakat Vol. 4 No. 2 (2022) ]]>
Publisher : <![CDATA[Universitas Islam Negeri Siber Syekh Nurjati Cirebon ]]>
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DOI: 10.70095/dimasejati.v4i2.12054
<![CDATA[UMKM (Usaha Mikro Kecil dan Menengah) merupakan salah satu roda penggerak perekonomian Indonesia. Di era serba digital para pelaku UMKM mengalami kesulitan yang biasanya terjadi pada internal pelaku usaha tersebut. Permasalahan yang terjadi di Kelurahan Sukapura yaitu kurangnya pemahaman mengenai pemasaran produk secara digital untuk memperluas dalam mempromosikan produk agar menarik daya beli masyarakat. Selain itu rendahnya pemahaman mengenai manajemen keuangan seperti membuat laporan keuangan untuk UMKM. Â Permasalahan tersebut dapat diatasi dengan melakukan alih teknologi pemasaran serta alih teknologi pembukuan. Tujuan kegiatan ini adalah terjadinya peningkatan produktivitas mitra menjadi lebih efektif dan efisien melalui, peningkatan penggunaan digital marketing dalam proses pemasaran serta pembukuan. Untuk mengatasi permasalahan yang dialami sasaran yang dapat dilakukan yaitu memberikan penerapan mengenai digital marketing melalui media sosial, dan marketplace. Selain itu, memberikan pelatihan tentang manajemen keuangan seperti laporan keuangan melalui website laporan keuangan dari Kementrian Koperasi Republik Indonesia dan Aposerba. Dengan adanya program pelatihan digital marketing dan manajemen pelaporan keuangan ini diharapkan dapat meningkatkan produktivitas UMKM baik dalam pemasarannya maupun pelaporan keuangan. Luaran kegiatan pengabdian ini adalah UMKM jauh lebih berkembang dengan mengikuti kemajuan zaman yaitu menjual produknya melalui digital marketing dan dapat membuat laporan keuangan dengan baik dan benar.]]>
