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All Journal International Journal of Supply Chain Management Journal of Secretary and Business Administration Jurnal Manajemen Strategi dan Aplikasi Bisnis ABDI MOESTOPO: Jurnal Pengabdian pada Masyarakat The Journal of Management, Digital Business, and Entrepreneurship Jurnal Manajemen Maranatha Jurnal Sekretaris & Administrasi Bisnis
Anny Nurbasari
Unknown Affiliation
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Transportation

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The Influence of Brand Ambassador on Consumer Purchase Decisions: A Study of Mie Sedaap Korean Spicy and K-Pop Enthusiasts in Bandung Gustiawan, Muhammad Riefla; Nurbasari, Anny
The Journal of Management, Digital Business, and Entrepreneurship Vol. 2 No. 02 (2025)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JMDBE.2024.v02.i02.p03

Abstract

The objective of this study is to determine and analyze the influence of the brand ambassador on purchase decisions. The research methods use quantitative with a descriptive and verificative approach. The sampling technique in this research uses purposive sampling. The sample for this study consists of 106 respondents who are over 17 years old, K-pop fans in Bandung and have purchased Mie Sedaap Korean Spicy. The results showed that the variables of brand ambassador and purchase decisions are in the good category. Furthermore, the brand ambassador has an influence on purchase decisions. And then, there is still needs improvement, especially when launching the new product. Consideration of launching new products in the future is expected to make consumers buy the product at the time of the product launch or close to the product launch date. With a successful product launch that convinces purchases, of course this will attract the attention of other potential consumers.
Compensation, working environment, and employee performance: A study in one of the municipal water supply companies in West Java Aribowo, Agus; Nurbasari, Anny; Karamang, Ezra
Jurnal Manajemen Strategi dan Aplikasi Bisnis Vol 6 No 2 (2023)
Publisher : Lembaga Pengembangan Manajemen dan Publikasi Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/jmsab.v6i2.1046

Abstract

Along with the increasingly advanced era, human resources are vital for small and large companies because their position drives all activities to achieve their goals. Similarly, the municipal water supply company also needs employees to serve society well. Therefore, some roles, like compensation and working environment, are necessary to attain this situation. Based on this circumstance, this study examines their impact on employee performance. Moreover, to reach this purpose, this study distributes the questionnaire to the 113 municipal water supply employees in one of the West Java regencies as the samples, taken by simple random sampling technique. Also, a survey is employed to collect data. The regression model and t-statistic are utilized to analyze the data and examine the proposed hypotheses. In conclusion, this study declares that their performance is positively affected by the work environment. Conversely, it is not influenced by compensation.
The Influence of Store Atmosphere and Sales Promotion on Impulse Buying at Lima Rasa Café During the Covid-19 Pandemic Gradiyanto, Adrian; Pangestu, Arini Dewi; Putri, Isabella Monica; Nurbasari, Anny
The Journal of Management, Digital Business, and Entrepreneurship Vol. 1 No. 01 (2023)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JMDBE.2023.v01.i01.p05

Abstract

This study aims to test and analyze the effect of store atmosphere and sales promotions on the impulse buying of five flavors café during the Covid-19 pandemic. Data collection in this study used a survey method with an air questionnaire built using a Likert scale. The sample of this research was 300 respondents who were selected using purposive sampling with the criteria of respondents being consumers of Café Lima Rasa in Bandung City. The research model was built and analyzed using the Structural Equation Modeling (SEM) analysis method. The research data were analyzed using Smart PLS software. Based on the hypothesis testing, it was found that store atmosphere and sales promotion did not have a positive effect on impulse buying, and sales promotion had a positive effect on impulse buying. For this reason, the researcher suggests that Cafe Lima Rasa's management increase sales promotions to increase impulse buying, especially using social media, considering that based on the results of descriptive statistics, Café Lima Rasa's consumers are mostly young people. The management of Café Lima Rasa should also design a better store atmosphere so that the cafe's appearance becomes more Instagram-able and can support sales promotions.
The Influence of Online Customer Reviews, Prices, and Sales Promotions on Buying Interests in the Tokopedia Marketplace Hartawati; Wiraatmaja, Jessica; Jeffrie; Nurbasari, Anny
The Journal of Management, Digital Business, and Entrepreneurship Vol. 1 No. 01 (2023)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JMDBE.2023.v01.i01.p04

Abstract

In early 2020, Indonesia was affected by the COVID-19 Pandemic; this increased the habits of Indonesian people shopping online through marketplaces such as Tokopedia, Shopee, Lazada and so on. Marketplaces are competing to provide attractive offers during the Pandemic. The value of shopping transactions at Shopee is 40%, Tokopedia is 30%, and Lazada is 16%. It is known that Shopee is the most popular marketplace for Indonesians at the peak of Harbolnas 2021 compared to Tokopedia. This study aims to determine the effect of online customer reviews, prices and sales promotions on purchase intention at Tokopedia. The population of this research is Tokopedia users in Indonesia, with a total sample of 174 respondents. The method used is quantitative, and the data is processed using SmartPLS 3.2.9 software. The results of this study indicate that the OCR variable, price and sales promotion have a positive effect on purchase intention. The independent variable that has the most dominant influence on the dependent variable of purchase intention is the online customer review factor.
Social Enterprise: Generasi Muda Berbisnis serta Berdampak Positif Tjun Tjun, Lauw; Mariana, Ana; Nur, Nur; Lunandi, Yenny Yuniawaty; Nurbasari, Anny; Liliawati, Swat Lie
ABDI MOESTOPO: Jurnal Pengabdian Pada Masyarakat Vol 9, No 1 (2026): Januari 2026
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/abdimoestopo.v9i1.5895

Abstract

On January 7 and 14, 2023, a Community Service program was conducted for the youth of GJKI Andir Bandung, attended by 33 participants. This activity was related to social enterprise. A social enterprise is a business model that combines social goals with commercial strategies, where profits are used to achieve positive impacts on society or the environment. It aims to create sustainable social value, such as poverty alleviation, community empowerment, or environmental preservation. While operating within a business framework, success is measured not only by profit but also by their contribution to social or environmental improvements. The youth of GJKI Bandung aim to contribute to sustainable social value, leveraging their remarkable potential and diverse educational backgrounds. The activity was carried out in the form of training, discussions, and question-and-answer sessions. Based on participants' evaluations at the end of the program, it was concluded that they gained a better understanding of social enterprise after participating in this community service activity.
Analisis Daya Tarik Wisata, Kualitas Pelayanan Dimediasi Kepuasan Wisatawan dan Keterlibatan Wisatawan, pada Minat Berkunjung Ulang (Pengembangan Wisata Berkelanjutan di Pulau Padar Anny Nurbasari; Agus Aribowo; Tatik Budiningsih; Gerry Morgan; Yusuf Osman Raihin
Jurnal Sekretaris dan Administrasi Bisnis Vol 8 No 2 (2024): Jurnal Sekretaris dan Administrasi Bisnis
Publisher : LPPM Universitas Taruna Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v8i2.469

Abstract

This research aims to analyze the influence of tourist attractions and service quality on tourists' intention to visit again, with tourist satisfaction and tourist involvement as mediating variables. The research was conducted at the Pulu Padar tourist destination using quantitative methods by distributing questionnaires to 300 respondents using a non-probability sampling technique, namely a purposive sampling technique, including domestic and foreign visitors. Data collection through interviews, observations and distributing questionnaires using Google forms distributed via social media and direct surveys. Data processing and hypothesis testing uses the Structure Equation Modeling (SEM) method. The research results show that there is a positive influence of Destination Image on Tourist Satisfaction, Service Quality has a positive influence on Tourist Satisfaction, and there is no influence of Tourist Engagement. regarding Interest in Revisiting. Furthermore, destination image and service quality do not have a positive effect on intention to visit again, which is mediated by tourist satisfaction and tourist involvement. This research provides practical implications for managers of Padar Island tourist destinations, namely considering the diversification of products and experiences offered. This may include developing new attractions, cultural events or tour packages that appeal to different market segments.
Analisis Peran Emosi Positif Sebagai Mediator Gaya Hidup Berbelanja Dan Motivasi Berbelanja Hedonis Terhadap Pembelian Impulsif Di E-Commerce Mukmin Setiadi; Anny Nurbasari
Jurnal Sekretaris dan Administrasi Bisnis Vol 9 No 1 (2025): Jurnal Sekretaris dan Administrasi Bisnis
Publisher : LPPM Universitas Taruna Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v9i1.468

Abstract

The growth of E-commerce in Indonesia has provided significant benefits to society, particularly in terms of convenience in shopping and access to a wider range of products. The research aims to in-vestigate the role of positive emotions as a mediator between shopping lifestyle and hedonic shopping motivation on impulse buying behavior in E-commerce. This study employs a quantitative method. The population consists of consumers who have made purchases on E-commerce platforms. The sample includes consumers who have exhibited impulsive characteristics in their transactions over the last 6 months. Primary data for this research was collected through distributing questionnaires via Google Forms to respondents. The target respondents are students in Bandung who have made at least one purchase on E-commerce platforms. Using SmartPLS 4.0 for Structural Equation Modeling Partial Least Squares (SEM-PLS) analysis, the researcher tested hypotheses. From the hypothesis test-ing, first, shopping lifestyle directly influences positive emotions. Second, positive emotions also signifi-cantly influence impulse buying. Third, shopping lifestyle also has a direct effect on impulse buying. Fourth, no significant influence was found between hedonic shopping motivation and impulsive buy-ing. Fifth, shopping lifestyle mediated by positive emotions significantly influences impulse buying.
Strategi Bauran Pemasaran Terhadap Kepuasan Wisatawan (Studi pada D'dieuland) Ryxwel Alexander; Anny Nurbasari
Jurnal Sekretaris dan Administrasi Bisnis Vol 7 No 1 (2023): Jurnal Sekretaris dan Administrasi Bisnis
Publisher : LPPM Universitas Taruna Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v7i1.293

Abstract

Tingkat pertumbuhan ekonomi di Indonesia tentunya dipengaruhi oleh berbagai sektor yang ada, terutama pada sektor industri pariwisata yang dapat dikatakan sebagai salah satu pendorong pertumbuhan ekonomi bagi sebuah negara, salah satunya objek wisata D’dieuland yang berada di kabupaten Bandung Barat. Pada umumnya dalam memasarkan suatu produk maupun jasa, sebagai individu atau perusahaan memerlukan strategi bauran pemasaran agar mampu bersaing untuk mendapatkan suatu keuntungan. Penelitian ini bertujuan untuk menguji bauran pemasaran (7p) terhadap kepuasan wisatawan. Teknik pengumpulan data menggunakan kuisioner yang dibagikan kepada 100 responden, dengan teknik pengambilan sampel purposive sampling serta teknik analisis data menggunakan metode Partial Least Square (PLS). dapat disimpulkan hanya variabel product dan process yang memiliki pengaruh signifikan terhadap kepuasan wisatawan.
Pengaruh Social Media Marketing dan Influencer Marketing Terhadap Keputusan Pembelian Konsumen Produk Skincare Azarine di Universitas Kristen Maranatha Deva Giovani Purba; Anny Nurbasari
Jurnal Sekretaris dan Administrasi Bisnis Vol 8 No 2 (2024): Jurnal Sekretaris dan Administrasi Bisnis
Publisher : LPPM Universitas Taruna Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v8i2.467

Abstract

In the midst of competition with various local and even international skincare brands, Azarine develops and carries out In the midst of competition with various local and international skincare brands, Azarine develops and implements various marketing strategies to influence consumer purchase decisions. The objective of this study is to examine the impact of social media marketing and influencer marketing on purchasing decisions for Azarine skincare products at Universitas Kristen Maranatha. This research adopts a quantitative approach. The population consists of students from Universitas Kristen Maranatha. The target population includes both male and female students who have purchased Azarine products. Data collection involved distributing survey questionnaires via Google Forms. The obtained data will be analyzed using Smart PLS software. The findings of this study indicate that social media marketing positively influences purchase decisions. Influencer marketing also exerts a strong positive influence on purchase decisions. Moreover, these two marketing factors complement each other in positively influencing purchase decisions.
Co-Authors Adiprimadana Sanjaya, Fanlia Agus Aribowo Agus, Herdiansyah Ana Mariana, Ana Andri Winata Baharuddin Baharuddin Besti Lilyana, Besti Deva Giovani Purba EF Sigit Rochadi Fetrimen, Fetrimen Gerry Morgan Gradiyanto, Adrian Gustiawan, Muhammad Riefla Hartawati Hartono Hartono I Wayan Suparta . Jeffrie Karamang, Ezra Khaidarmansyah, Khaidarmansyah KOSASIH KOSASIH, KOSASIH Lauw Tjun Tjun Liliawati, Swat Lie Linda Septarina, Linda Lunandi, Yenny Yuniawaty M. Ariza Eka Yusendra M. Saputra Maulamin, Taufan Meiyanti Widyaningrum Morgan, Gerry muhaqi, jodi Mukmin Setiadi Nur, Nur Paisal Halim Pangestu, Arini Dewi Purba, Deva Giovani Putri, Isabella Monica Raihin, Yusuf Osman Ramlan Siregar Rhini Fatmasari Rismita, Rismita Ryxwel Alexander Sampaleng, Donna Stefanus Rumangkit Syamsiah Badruddin Tatik Budiningsih Tatik Budiningsih thaib, Muprihan Viola De Yusa Wiraatmaja, Jessica Yuli Sugiarti, Diyah Yusuf Osman Raihin