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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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Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian British Propolis Elakarci, Rizky Ramadevi; 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.v11i3.4191

Abstract

Celebrity endorsement is a marketing strategy that, when designed effectively, can have a significant impact on consumer behaviour and purchasing decisions. The following study explains the role of visibility, credibility, attractiveness, and celebrity power in influencing purchasing decisions for British Propolis products. A quantitative approach was chosen as the research method, with data obtained from 155 respondents who answered an online questionnaire. The data was analysed using multiple linear regression analysis with the assistance of SPSS software version 24. The regression analysis results indicate that credibility, attractiveness, and power have a significant impact on purchasing decisions, while visibility does not. The findings of this study provide insights into the effectiveness of celebrity endorsements in increasing sales transactions and offer recommendations for future marketing strategies. Celebrity endorsement is a marketing strategy that, when designed effectively, can have a significant impact on consumer behaviour and purchasing decisions. The following study explains the role of visibility, credibility, attractiveness, and celebrity power in influencing purchasing decisions for British Propolis products. A quantitative approach was chosen as the research method, with data obtained from 155 respondents who answered an online questionnaire. The data was analysed using multiple linear regression analysis with the assistance of SPSS software version 24. The regression analysis results indicate that credibility, attractiveness, and power have a significant impact on purchasing decisions, while visibility does not. The findings of this study provide insights into the effectiveness of celebrity endorsements in increasing sales transactions and offer recommendations for future marketing strategies.
Pengaruh Brand Image dan Brand Trust Terhadap Keputusan Pembelian Pada Produk Aqua Sanjaya, Mochamad Ismail; 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.v11i3.4204

Abstract

This study was conducted to examine the extent to which brand image and brand trust on purchasing decisions influence consumer choices in purchasing Aqua products. The approach used is quantitative, where information is collected through questionnaires distributed to 97 respondents by applying the Lemeshow formula. Data processing is carried out using the SPSS application through a linear regression test. Research from this analysis indicates that brand image and brand trust individually do not have a significant influence on purchasing decisions, but when combined, both show a significant impact. The implications of this research state that in order to further understand buyer behavior patterns, it is necessary to explore other elements that have a stronger influence in driving purchasing decisions through further research.
Penerapan Sosial Media Instagram Bisnis Dalam Upaya Memperluas Wilayah Pemasaran Pada UMKM D'party Karawang Sulastri, Dini; 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.v11i3.4211

Abstract

The development of the digital era has made social media one of the effective marketing media for MSMEs to expand marketing areas. This study aims to analyze the effectiveness of the application of Instagram business in improving the marketing of D'Party MSMEs in East Karawang. This research uses descriptive qualitative methods with data collection techniques through observation, documents and in-depth interviews with business owners, old consumers, new consumers, and social media experts. The results showed that the use of Instagram Business was able to increase market reach, interaction with customers, and the number of new customers by 25-30% when compared to the previous period. Instagram features such as stories, reels, and visual content-based marketing strategies proved effective in attracting customer attention and increasing engagement. In conclusion, the implementation of Instagram business is effective in the growth of D'Party MSMEs by expanding the market and increasing sales. The implication of this study is that future research is recommended to explore the influence of paid features such as Instagram ADS in increasing the effectiveness of digital marketing.
PENGARUH E-WOM, PERSEPSI KUALITAS DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION PADA ONLINE SHOP SHOPEE Aprianto, Eko; Nurlenawati, Netti; Triadinda, Dexi
Equilibria Pendidikan : Jurnal Ilmiah Pendidikan Ekonomi Vol 10, No 1 (2025): Pendidikan Ekonomi
Publisher : Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/ep.v10i1.22896

Abstract

Trend belanja online di Indonesia semakin meningkat, membuat e-commerce seperti Shopee semakin kompetitif. Penelitian ini bertujuan untuk mengidentifikasi pengaruh e-WOM (electronic Word of Mouth) dan persepsi kualitas terhadap keputusan pembelian di Shopee, dengan kepercayaan sebagai variabel moderator. Menggunakan metode kuantitatif dan analisis SEM melalui aplikasi SmartPLS, penelitian melibatkan 126 responden dari PT. Bridgestone Tire Indonesia dengan teknik purposive sampling. Hasil menunjukkan bahwa e-WOM memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, dengan koefisien 0.250 dan P-value 0.006. Selain itu, e-WOM juga berpengaruh positif pada kepercayaan (koefisien 0.248, P-value 0.009). Kepercayaan kemudian berpengaruh signifikan terhadap keputusan pembelian (koefisien 0.383, P-value 0.000). Persepsi kualitas pun menunjukkan pengaruh positif pada keputusan pembelian (koefisien 0.250, P-value 0.011) dan kepercayaan (koefisien 0.513, Pvalue 0.000). Pengaruh tidak langsung antara e-WOM dan persepsi kualitas terhadap keputusan pembelian melalui kepercayaan sebagai moderator juga signifikan. Hasilnya menunjukkan bahwa penelitian ini dapat menjadi referensi untuk penelitian selanjutnya dan pengembangan lebih lanjut di bidang ini. Kata Kunci: e-WOM, Persepsi kualitas, Kepercayaan, Keputusan Pembelian, Online Shop Shopee
Pengaruh Keputusan Pembelian Terhadap Kepuasan Pelanggan Yang Di Moderasi Oleh Diskon Di Dikarla Butik Wulandari, Chika; Nurlenawati, Netti; Triadinda, Dexi
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.
PENERAPAN BAURAN PROMOSI  PONDOK PESANTREN DARUL ILMI WAL AMAL  MELALUI DEMONSTRASI METODE TAMYIZ Netti Nurlenawati; Depi Prihamdani; Sungkono; Maman Mulya Karnama; Benny Gunawan
JURNAL BUANA PENGABDIAN Vol. 7 No. 2 (2025): JURNAL BUANA PENGABDIAN
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Buana Perjuangan Karawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36805/kcs7m620

Abstract

Pengelolaan administrasi pendidikan yang baik adalah elemen kunci dalam memastikan kualitas pendidikan di sekolah. Meskipun pengelolaan administrasi pendidikan telah menjadi fokus utama di banyak sekolah, keterlibatan masyarakat dalam pengelolaannya masih sering diabaikan. Padahal, partisipasi masyarakat dapat meningkatkan transparansi, akuntabilitas, dan kualitas layanan pendidikan. Artikel ini bertujuan untuk mengkaji peran partisipasi masyarakat dalam meningkatkan pengelolaan administrasi pendidikan di sekolah, serta dampaknya terhadap kualitas pendidikan. Penelitian ini menggunakan pendekatan kualitatif dengan studi kasus di beberapa sekolah yang telah berhasil melibatkan masyarakat dalam proses pengelolaan administrasi pendidikan. Hasil penelitian menunjukkan bahwa keterlibatan masyarakat dalam pengelolaan administrasi pendidikan dapat memperbaiki aspek pengelolaan sumber daya, perencanaan anggaran, serta meningkatkan kualitas pendidikan secara keseluruhan. 
PENGARUH VARIASI PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOPI KULO GALUH MAS KARAWANG Andre Baskara; Netti Nurlenawati; Dexi Triadinda
Economicus : Jurnal Ekonomi dan Manajemen Vol. 14 No. 1 (2023): Desember: Economicus : Jurnal Ekonomi dan Manajemen
Publisher : Institut Teknologi dan Bisnis Dewantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47860/economicus.v14i1.19

Abstract

This study is to determine the influence of product variations and promotions on purchases at Kopi Kulo Galuh Mas Karawang. This type of research is kuantitative research. The population of this study were consumers who had already shopped and would shop at Kopi Kulo and the number of samples to be studied was 96 respondents. The sampling technique uses the lemeshow sample. In obtaining data and information that will support this research, the authors collect data by means of observations, questionnaires, literature studies. The results of the study obtained that product variations have a positive and significant effect partially on purchasing decisions at Kopi Kulo Galuh Mas Karawang, Promotions have a partial positive effect on purchasing decisions at Kopi Kulo Galuh Mas Karawang, and Product variations and promotions have a positive and significant effect simultaneously on purchasing decisions at Kopi Kulo Galuh Mas Karawang.
PENGARUH PERSEPSI KEGUNAAN DAN PERSEPSI KEMUDAHAN TERHADAP MINAT PENGGUNAAN E-WALLET SHOPEEPAY Farizzy Azwar Setia Putra; Netti Nurlenawati; Dexi Triadinda
Economicus : Jurnal Ekonomi dan Manajemen Vol. 14 No. 1 (2023): Desember: Economicus : Jurnal Ekonomi dan Manajemen
Publisher : Institut Teknologi dan Bisnis Dewantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47860/economicus.v14i1.21

Abstract

The purpose of this study is to determine the effect of perceived usefulness on intention to use and want to know how the effect of perceived ease of use on intention to use. This type of research is a verification research. The population of this study is Management Students class of 2019 at Buana Perjuangan University, Karawang who have used the ShopeePay E-wallet more than twice and the resulting number is 103 respondents. Sampling uses a quantitative approach and the technique of determining the sample is using a multistage random sampling technique, through two steps. In obtaining data and information that will support this research, the authors collect data by distributing questionnaires. The research results show that the ease of use of the ShopeePay E-wallet has a significant effect on interest in use. This can be seen from the statistical results which show the coefficient value obtained with an F-count value of 9.518 > F-table of 3.09 with a meaning of 0.000 <0.05, meaning visible convenience and convenience at the same time affect interest in using the ShopeePay E-wallet . The consequence of repeating respondents' reactions from the apparent usefulness factor, seeing the simplicity of interest in utilizing the ShopeePay E-wallet shows that the maximum total score is close to the scale range, namely 515.4 and shows the result of the total score, which is 495.0 (Strongly Agree). Thus each variable shows a positive attitude in using the ShopeePay E-wallet.
Can “Goyang Karawang” Be a Brand of Karawang Tourism City? Sumarni, Neni; Suherman, Enjang; Nurlenawati, Netti; Nasihin, Ihsan
Almana : Jurnal Manajemen dan Bisnis Vol 9 No 1 (2025): April
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v9i1.2752

Abstract

Goyang Karawang is one of the nicknames given to the city of Karawang, apart from "Granary Rice", and "Industrial City" Can "Goyang Karawang" be used as a brand for the Karawang Tourism City? The purpose of this study was to determine and analyze whether "Goyang Karawang" can be used as a brand of Karawang tourist city. The research method used a qualitative single case study method, namely; collecting, presenting, analyzing, triangulating, and testing validity and making conclusions and suggestions. Data analysis in the field used the Milles and Hubberman model, with the number of informants consisting of 6 internal informants and 10 external informants taken randomly from Karawang tourist visitors. The results of the study showed that "Goyang Karawang" is not a brand of Karawang tourist city but only a nickname attached to Karawang due to cultural factors, traditions, and customs of a region that always presents the charm of jaipong as a dance art in Karawang. "Goyang Karawang" cannot be used as a brand of Karawang tourist city because it does not reflect the elements of tourism in Karawang. Goyang Karawang as one of the identities of jaipong dance culture is expected to be one of Karawang's tourist attractions.
Analisis Swot Dalam Strategi Pengembangan Usaha D-Box Jakarta Mujahidin, Ahmad Nuril; Nurlenawati, Netti; Triadinda, Dexi
Gorontalo Management Research Vol 8, No 1 (2025): Gorontalo Management Research
Publisher : Universitas Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32662/gomares.v8i1.3174

Abstract

The purpose of this research is to determine the appropriate strategy for the Jakarta D-Box business so that it can continue to grow and compete in the future. This study applies a quantitative descriptive method. Sampling in this study was non-probability sampling with a purposive sampling technique in which the total population is unknown. The decision on the number of samples is determined by the Lameshow formula. This study uses an analytical tool in the form of a SWOT analysis. Based on the results of the IFAS calculation, a total value of (+) 0.96 was obtained, then the EFAS calculation obtained a total value of (+) 1.25. So that D-Box Jakarta is in quadrant 1 which is a very favorable situation. This condition supports aggressive growth policies (growth oriented strategy). Therefore, to develop the D-Box Jakarta effort, an alternative SO strategy can be used, using strengths to take advantage of the opportunities it has. Follow-up research uses the Business Model Canvas (BMC) to provide convenience to D-Box Jakarta business owners in understanding the business model being run
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