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All Journal AGRIKA Jurnal Mirai Management Syntax Literate: Jurnal Ilmiah Indonesia J-MAS (Jurnal Manajemen dan Sains) SEIKO : Journal of Management & Business Equilibria Pendidikan : Jurnal Ilmiah Pendidikan Ekonomi Gorontalo Management Research Almana : Jurnal Manajemen dan Bisnis Jurnal Administrasi dan Manajemen Buana Ilmu Journal of Economics and Business Aseanomics Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Manajemen dan Bisnis Kreatif Journal of Management and Bussines (JOMB) Economicus: Jurnal Ekonomi dan Manajemen JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal of Social Research Jurnal Ekonomika Dan Bisnis Jurnal Buana Pengabdian IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies International Journal of Economics and Management Research
Netti Nurlenawati
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Pengaruh Online Customer Review Dan Kualitas Informasi Terhadap Keputusan Pembelian Dengan E-Trust Sebagai Variabel Intervening Pada Fitur Shopee Live Sudrajat, Putri Alviyana Dewi; Nurlenawati, Netti; Triadinda, Dexi
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): 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.v5i2.5723

Abstract

This research aims to find out how online customer reviews affect E-Trust, find out the effect of information quality on E-Trust, find out how E-Trust influences purchasing decisions, find out how online customer reviews influence purchasing decisions through E-Trust as an intervening variable, and find out the quality of information influences purchasing decisions via E-Trust as an intervening variable. This research method is quantitative by distributing questionnaires to 180 respondents via Google Form. In this research, researchers used path analysis with the help of the SmartPLS 3.0 application. The population in this research were 180 Shopee Live IKIACES customers. The results of the research obtained were the direct influence of online customer reviews on e-trust has a positive and significant effect, as well as the direct influence of information quality on e-trust has a positive and significants effect. The influences of e-trust on purchasing decisions also has a positive and significants effect. The research results for the e-trust variable intervening variable in this research are able to act as mediation so that it can strengthen the influence of online customer reviews (X1) and information quality (X2) which are independent variables on purchasing decisions as the dependent variable.
Analisis Bauran Pemasaran Sebagai Upaya Meningkatkan Keputusan Pembelian Pada Warung Pecel Madiun Pak Slamet Widodo, Ismail Nur; Nurlenawati, Netti; Anggela, Flora Patricia
SEIKO : Journal of Management & Business Vol 7, No 1.1 (2024)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v7i1.5345

Abstract

Warung nasi pecel Madiun Pak Slamet menawarkan berbagai macam masakan khas Madiun. Penelitian ini bertujuan untuk mengetahui strategi pemasaran yang dilakukan pada warung nasi pecel Madiun Pak Slamet dalam upaya meningkatkan serta menganalisis bauran pemasaran yang telah diterapkan. Jenis data yang dibutuhkan dalam penelitian ini yaitu pertanyaan yang mewakili variabel produk, harga, promosi, tempat. Teknik pengumpulan data dalam penelitan ini adalah penelitian lapangan, serta teknik analisis data menggunakan metode deskriptif kualitatif. Hasil penelitian mengungkapkan bahwa warung nasi pecel Madiun Pak Slamet memiliki analisis lingkungan dengan harga yang terjangkau, kelengkapan produk, memiliki pelanggan yang loyal, dan memiliki tempat yang strategis dengan lokasi yang berada di pusat kota. Pada variabel produk dengan indikator kualitas produk adalah produk yang ditawarkan telah sesuai harapan kosnumen akan tetapi masih perbedaan perbedaaan kualitas dengan produk nasi pecel yang ada di Madiun serta harga dan tempat yang dimiliki telah sesuai dengan harapan konsumen, pada variabel promosi terdapat kekurangan dalam penerapanya yaitu promosi yang dilakukan dengan menggunakan banner dan spanduk cukup baik tetapi pelanggan hanya bisa memesan produk secara offline atau langsung. Penulis memberikan solusi yaitu melakukan promosi secara online degan pada grab food atau gofood agar perluasan cakupan penjulan serta memudahkan konsumen.
Perencanaan Strategi Pemasaran Pondok Pesantren Darul Ilmi Wal Amal Nurlenawati, Netti; Sumarni, Neni; Tuhagana, Aji; Lubis, Haya Maharani
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 2 (2024): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i2.1610

Abstract

The purpose of this research is to determine the strategic positioning and alternative marketing strategy that can be carried out by Darul Ilmi wal Amal Islamic Boarding School. The method used in this research is a descriptive method with a qualitative approach. The data analysis used is SWOT analysis (Strength, Weakness, Opportunity, Threat) which is measured through internal factors (Internal Strategic Factor Analysis Summary/IFAS) and external factors (External Strategic Factor Analysis Summary/EFAS). The results obtained from IFAS and EFAS show that Darul Ilmi wal Amal Islamic Boarding School is in quadrant I, which is a position that shows a strong organization with great opportunities. The strategy that is in accordance with this position is a development strategy (progressive/aggressive/expansion) which includes preparation towards a muadalah-based boarding school; expansion of promotion by involving various related parties and using various effective methods; expansion of cooperation with various related parties, especially in admitting new students, education and training; determining affordable prices/fees, scholarship programs for students and organizing the learning process based on the different academic abilities of students in the form of study groups.
Pemanfaatan Digital Marketing dalam Membangun Brand Awareness pada Mebel Sakinah Karawang Husen, Aliyah; Nurlenawati, Netti; Triadinda, Dexi
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 2 (2024): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i2.1811

Abstract

Research on Sakinah Furniture Karawang aims to find out how effective the impact is on the use of digital marketing, which is one of the strategies at Sakinah Furniture. This research is qualitative research that uses a descriptive approach. Researchers conducted direct observations and interviews with the owner of Sakinah Furniture, Mrs. Hj. Anne Barkah. Based on observations and interviews, direct information was obtained when observing the social media platforms being run and conducting in-depth interviews with the owners and loyal customers, Mrs. Dian and Mr. Eja, to conduct research. The results of interviews and research show that the use of digital marketing with the social media platform Instagram has had an impact on increasing the sales volume of mattresses by 60%, besides that it also has an impact on increasing the company's income. Sakinah Furniture has quality products, making this furniture Top Of Mind or at the top of consumers' minds when buying furniture products in Karawang Regency.
PENGARUH INFLUENCER ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK HAYUKA BEAUTY SKINCARE (STUDI KASUS DI KOTA KARAWANG) Ulinnuha, Mohamad; Nurlenawati, Netti; Triadinda, Dexi
Equilibria Pendidikan : Jurnal Ilmiah Pendidikan Ekonomi Vol 9, No 2 (2024): November 2024
Publisher : Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/ep.v9i2.19889

Abstract

Industri kecantikan di Indonesia sekarang ini sedang mengalami berkembang. Skincare sebagai pilihan alternatif yang digunakan oleh konsumen untuk mencukupi kebutuhan  akan kecantikan diri pada kaum wanita. Tujuan atas penelitian ini ialah guna mencari tahu pengaruh setiap dimensi Influencer Endorsement yang terdiri atas credibility, visibility, attractiveness, serta power  pada keputusan pembelian produk Hayuka Beauty Skincare yang merupakan salah satu merek skincare lokal di Karawang. Riset ini mempergunakan pendekatan kuantitatif dengan metode penelitian explanatory survey mempergunakan instrument angket kuesioner pada google form. Analisis data  mempergunakan analsis regresi linier berganda. Hasil penelitian memperlihatkan hasil dimensi visibility memberikan pengaruh paling besar pada keputusan pembelian. Kata Kunci: Skincare, Influencer Endorsement, Keputusan Pembelian
Diseminasi Smart Farming dan Eduagriculture Berbasis Sumberdaya Lokal di Desa Kutaampel Kabupaten Karawang Laksono, Rommy Andhika; Nurlenawati, Netti; Pertiwi, Anggun
IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat Vol 4, No 2 (2024): IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat
Publisher : IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/iptek.v4i2.65608

Abstract

Kegiatan pengabdian kepada masyarakat ini dilatarbelakangi adanya permasalahan sulitnya regenasi petani, sulitnya penerapan smart farming sehingga Teknik budidaya pertanian masih bersifat konvensional dan rendah hasil, kurangnya pemenfaatan sumberdaya lokal di bidang pertanian, sulitnya promosi dan pemasyaran produk pertanian, serta belum adanya eduagriculture sebagai pusat pembelajaran masayarakat tani dalam budidaya tanaman. Menggunakan metode penyuluhan, pelatihan, serta pendampingan. Kegiatan ini dilaksanakan pada bulan Mei sampai November Tahun 2023 di wilayah Desa Kutaampel, Kecamatan Batujaya, Kab. Karawang. Kegiatan ini melibatkan Dosen, Mahasiswa, dan Masyarakat Tani. Pelatihan dilakukan dengan melalui tutorial, simulasi, praktek dan pendampingan. Hasil Program Pengabdian Kepada masyarakat tentang Smart Farming dan Eduagriculture Berbasis Sumberdaya Lokal di Desa Kutaampel Kec. Batujaya, Kab. Karawang mampu meningkatkan pengetahuan, sikap dan keterampilan pesertanya. Pada Rumah Pangan Digital Unsika (RATU), peserta yang tergabung dalam kelompok tani mampu membuat konsep Rumah Pangan Digital. Pada program System Hidroponik dan Aeroponik Tenaga Surya Unsika (SHIATUN) 83% peserta mengerti dan 60% diantaraanya mampu membuat dan menerapkan secara mandiri. Pada Penguatan Corperative farming dalam bentuk pemasaran Digital Marketing Farming Unsika (ANTINGKU) 70% peserta mengerti dan 65% diantaranya mampu menerapkan secara mandiri pada usahanya. 
PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FREEKICK SECOND DI KARAWANG Pelangi, Dina Reira; Nurlenawati, Netti; Triadinda, Dexi
JURNAL ADMINISTRASI & MANAJEMEN Vol 15, No 2 (2025): Jurnal Administrasi dan Manajemen
Publisher : Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/jam.v15i2.6132

Abstract

This study examines the influence of brand awareness and brand image on purchasing Karawang Freekick Second products. Questionnaires were sent to 120 Freekick Second customers for quantitative studies. Sampling was done by purposive sampling if the respondents had purchased the product. Validity and reliability tests were conducted on 30 respondents before data collection. Brand awareness, brand image, and purchasing choices were measured using a Likert scale. While a good brand image gives customers a sense of quality and exclusivity. This second variable has a significant role in purchasing decisions, with a coefficient of determination of 37.1%. Data were analyzed using SPSS software version 24. The implications of this study explain the need for Freekick Second to implement a marketing strategy that focuses more on increasing brand awareness and product quality, as well as effective communication in building consumer trust and loyalty. It is expected that this study will add insight into the development of marketing strategies in the thrifting fashion industry. Keywords: Brand Awareness, Brand Image, Purchasing Decisions, Freekick Second, Thrifting Fashion
Pengaruh Persepsi Harga dan Promosi terhadap Minat Beli Produk Skincare di Tiktok Shop (Survei pada Karyawan PT Chang Shin Indonesia) Pertiwi, Mega Dyah; Nurlenawati, Netti; Anggela, Flora Patricia
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 4 No. 5 (2024): September - Oktober
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v4i5.2012

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga dan promosi terhadap minat beli produk skincare di TikTok Shop pada karyawan PT Chang Shin Indonesia baik secara parsial maupun simultan dengan pendekatan deskriptif dan kuantitatif. Jumlah sampel adalah 109 responden dengan menggunakan teknik sampel purposive sampling. Selanjutnya data dianalisis dengan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa terdapat hubungan yang kuat antara persepsi harga dengan promosi. Persepsi harga secara parsial berpengaruh signifikan terhadap minat beli, Promosi secara parsial berpengaruh signifikan terhadap minat beli. Persepsi harga dan promosi secara simultan berpengaruh signifikan terhadap minat. Besarnya pengaruh persepsi harga dan promosi terhadap minat beli sebesar 69,1%, sedangkan sisanya 30,9% minat beli dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini.
Pengaruh Word Of Mouth dan Media Sosial Tiktok Terhadap Keputusan Pembelian Wedding Organizer Yasiah Make-Up Yulia, Nova; Nurlenawati, Netti; Triadinda, Dexi
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 3 (2025): Juni 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i3.4186

Abstract

The service industry, including wedding organizer services, is experiencing rapid growth. This study examines the influence of Word of Mouth and TikTok social media on consumer decisions in choosing Yasiah Make-up services. With a quantitative approach and 96 respondents selected purposively, the data were analyzed using multiple linear regression through SPSS version 24. The results showed that both variables had a significant effect, both partially and simultaneously, with TikTok social media having a greater influence. In conclusion, the synergy between Word of Mouth and TikTok social media is important in marketing strategies. Therefore, Yasiah Make-up is advised to manage testimonials and utilize TikTok creative content optimally.
Pengaruh Citra Merek dan Influencer Marketing Terhadap Keputusan Pembelian Pada Produk Glad2glow di Tiktok Fatimah, Apsari Indriani; Nurlenawati, Netti; Triadinda, Dexi
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 3 (2025): Juni 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i3.4187

Abstract

The industry, especially in the field of care and beauty, has begun to grow rapidly in Indonesia, due to the innovation of new products so that various types of promotion methods are needed, one of which is promotion through social media, especially on TikTok. TikTok was chosen because it has the largest number of users compared to other platforms, and has a large influence of influencer content on products. So that it can allow companies to compete in an increasingly tight market and provide good sales until a good perception of the brand is formed. The purpose of this study is to analyze the influence and importance of these two variables on what customers buy, and to provide information to brands to help them create more successful social media marketing campaigns. Researchers used a quantitative approach with 100 respondents as TikTok users and at least once saw the Glad2Glow promotion. This study used a questionnaire distributed online on Google Form. All data analyzed using SPSS 25 tools and multiple linear regression. The study findings show that influencer marketing and brand image significantly and positively influence consumer decisions to buy. Influencer marketing has a greater influence than brand image, especially when using famous influencers. Therefore, the product must have a strong brand image and the right influencer marketing, so that it can increase product sales.
Co-Authors Ade Dwi Priptiyani Aji Tuhagana Andre Baskara Anggela, Flora Patricia Anwar Fauzi Rohman Asmanur Jannah Atika Dwi Mabruroh Baskara, Andre Benaya Mikhael Wijaya Benny Gunawan Citra Savitri Cutisah Dadan Jaelani Depi Prihamdani Desi Nurmala Dessy Septia Azzarah Dexi Triadinda Eka Ashri Nurhamidah Eko Aprianto Elakarci, Rizky Ramadevi Fadhilah Fatin Faris Albaniya Farizzy Azwar Setia Putra Fatimah, Apsari Indriani Fitriansyah, Andi Flora Patricia Anggela Hanifia Syahana Husen, Aliyah Laksono, Rommy Andhika Lubis, Haya Maharani Maman Mulya Karnama Mohamad Ulinnuha, Mohamad Mujahidin, Ahmad Nuril Nadhila Putri Nasihin, Ihsan Neni Sumarni NENI SUMARNI, NENI Nimih - Nova Yulia Pelangi, Dina Reira Pertiwi, Anggun Pertiwi, Mega Dyah Pratiwi, Yunita Dwi Rahmi Yuliandhari Rieke Retnosary Rifqi Azhar Faqih Sakinah Sanjaya, Mochamad Ismail Sari, Regina Mutiara Selvyana, Ajeng Amelda Stivani, Cici Sudrajat, Putri Alviyana Dewi Suherman, Enjang Sulastri, Dini Sungkono Triadinda, Dexi Widodo, Ismail Nur Wulandari, Chika