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All Journal Jurnal Siasat Bisnis JURNAL PENDIDIKAN TAMBUSAI Journal of Economics and Business UBS International Journal of Digital Entrepreneurship and Business (IDEB) Jurnal Pengabdian Masyarakat Madani Journal of Social Research Journal of Innovation Research and Knowledge Jurnal Pengabdian Kepada Masyarakat Business and Entrepreneurial Review Jurnal Manajemen dan Pemasaran Jasa Media Riset Bisnis & Manajemen Jurnal Nusantara Mengabdi Indonesian Journal of Sustainability Accounting and Management

Ayu Ekasari

Universitas Trisakti

Author-ID : 3387833

Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Intensi pembelian reusable bag: Peran social marketing untuk mencapai sustainable consumption Ayu Ekasari
Jurnal Siasat Bisnis Vol 21, No 2 (2017)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol21.iss2.art2

Sustainable Development sebagai salah satu agenda yang ingin dicapai banyak Negara di dunia termasuk Indonesia selayaknya didekati juga dari aspek konsumsi di level paling bawah, yaitu menyangkut individu sebagai pelaku langsung.Disiplin ilmu pemasaran dapat berperan melalui pemasaran social (social marketing) agar terjadi perubahan pola perilaku konsumsi yang mengarah pada tercapainya sustainable development melalui sustainable consumption. Penggunaan kembali tas yang digunakan untuk berbelanja (reusable bag) adalah salah satu praktek sustainable consumption yang kini giat dikampanyekan di Indonesia untuk mengurangi dampak berbahaya limbah tas plastik yang dibuang begitu saja. Serangkaian hipotesis diuji untuk mengetahui sejauh mana intensi konsumen untuk membeli reusable bag.Variabel-variabel utama pembentuk intensi pembelian yaitu attitude, subjectivenorm, trust, perceived knowledge dan consumer innovativeness benar mendorong konsumen membeli reusable bag. Tingkat innovativeness seseorangpun serta pengetahuan yang dimilikinya juga menghasilkan sikap positif terhadap pembelian reusable bag.Namun, tidak ada pengaruh signifikan informasi (revealed information) di kemasan reusable bag terhadap peningkatan sikap positif konsumen.Hasil penelitian ini diharapkan dapat memberi masukan bagi pengambil kebijakan yang membawahi usaha eceran serta pengecer pada khususnya untuk mengedukasi konsumen tentang manfaat reusable bag melalui kampanye social marketing yang terarah.Key words: sustainable development, social marketing, sustainable consumption, reusable bag.

Pelatihan Dalam Menetapkan Strategi Komunikasi Pemasaran Yang Tepat Untuk Produk Dan Jasa dari UKM Luki Adiati Pratomo; Lavlimatria Esya; Ayu Ekasari; Ulfi Naria Rahmawati; Wanggi Citra Ameliana
Jurnal Pengabdian Masyarakat Madani Vol 1 No 2 (2021): Jurnal Pengabdian Masyarakat Madani (JPMM)
Publisher : Sekolah Tinggi Ekonomi Bisnis Syariah Bina Mandiri

The COVID-19 pandemic has caused difficulties for small and medium-sized entrepreneurs, including students of the Bina Amanah Cordova School of Entrepreneurship which is a free diploma 1 (D1) school. SKBAC students or students are mostly young entrepreneurs or prospective entrepreneurs who are currently experiencing difficulties such as declining sales and even being forced to close due to COVID-19. One of the causes of the decline in sales is the difficulty of communicating with consumers considering that people choose not to leave their homes for shopping. For this reason, training on marketing communication strategies is carried out so that they can develop effective marketing communication strategies in reaching their target consumers. The method in carrying out training activities is to provide counseling to students. The counselors explain some of the tools that can be used in marketing communications such as advertising, sales promotion, events and experiences, direct marketing, publications, social media marketing, and personal selling. The results of this training show that students begin to understand the importance of marketing communication, can develop appropriate marketing communication strategies and can choose the right communication tools, one of which is social media marketing.

Brand-Trust Enhancing Sales Promotion through Online Shopping Arsil Imawan; Ayu Ekasari
International Journal of Digital Entrepreneurship and Business Vol 1 No 1 (2020): International Journal of Digital Entrepreneurship and Business (IDEB)
Publisher : STIE-JIC

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52238/ideb.v1i1.14

The research aims to determine the effects of sales promotion on online shopping moderated by brand trust. Meanwhile, data was directly collected through the distribution of questionnaires to 210 respondents. The sample was obtain using a purposive sampling technique. Furthermore, the hypotheses were tested using SEM analysis (Structural Equation Model). The results confirmed that the influence of sales promotion on shopping is moderated by brand trust. It also confirmed that the brand trust is a variable model that moderates the effect of sales promotion. Therefore, this study has implications for online retail managers in creating trust among consumers.

PEMASARAN HIJAU DAN PENINGKATAN MOTIVASI BERWIRAUSAHA: PENYULUHAN BAGI KELOMPOK UMKM TEGAL ALUR Ayu Ekasari; Deasy Aseanty; Debbie Aryani
MULIA (Jurnal Pengabdian kepada Masyarakat) Vol. 1 No. 1 (2022): MULIA (Jurnal Pengabdian kepada Masyarakat) February 2022
Publisher : Amal Insani Foundation

Pengabdian Kepada Masyarakat ini bertujuan memberikan pemahaman tentang pemasaran hijau dan membangkitkan motivasi berwirausaha bagi pengusaha kecil yang tergabung dalam kelompok UMKM Tegal Alur, Jakarta Barat. Dewasa ini pemasar sudah mulai memahami pentingnya praktek pemasaran hijau yang ramah lingkungan, namun belum paham cara penerapannya. Terlebih di masa pandemic, data menunjukkan naiknya tingkat penggunaan plastic sebagai kemasan makanan yang tentu mencemari lingkungan. Di samping itu, dari hasil mapping masalah, walaupun pengusaha telah menjalankan usahanya, namun mereka masih membutuhkan dorongan agar mereka bisa mengembangkan kapasitas dan kemampuan diri, sehingga usaha merekapun lebih berkembang. Kegiatan PKM ini dilaksanakan menggunakan aplikasi Zoom dan dilakukan diskusi/tanya jawab setelah materi selesai disampaikan. Dari hasil jawaban peserta atas kuesioner yang disebarkan setelah penyuluhan, terlihat bahwa peserta sudah memahami praktek pemasaran hijau dan pentingnya menumbuhkan motivasi berusaha, bahkan mereka menginginkan penyuluhan lanjutan yang disertai dengan praktek membuat kemasan ramah lingkungan. Dengan demikian, dapat disimpulkan PKM yang diadakan secara online tetap bermanfaat asalan topik yang diangkat sesuai dengan permasalahan yang ditemukan di lapangan

PENGARUH DRIVE FOR ENVIRONMENTAL RESPONSIBILITY, COLLECTIVISM DAN SUBJECTIVE NORM TERHADAP BEHAVIORAL INTENTION PENGGUNAAN REUSABLE BAG Ayu Ekasari
Jurnal Manajemen dan Pemasaran Jasa Vol. 11 No. 2 (2018): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

The purpose of the research is to examine the effect of driver for environmental responsibility, collectivism and subjective norm on behavioral intention in using reusable bag. This was a quantitative survey using a total sample of 282 respondents. Data were analyzed by using multiple regression method in order to test the hypotheses. Findings of the research revealed that driver for environmental responsibility and subjective norm were two strong predictors for behavioral intention in using reusable bag. However, there was no significant effect of collectivism on behavioral intention. The study contributes to the literature of pro-environmental behavior and its antecedents as well as suggestions for policy makers and retailers to design effective social marketing campaign to promote pro-environmental behavior, which is using reusable bag.

In-store communication of reusable bag: Application of goal-framing theory Ayu Ekasari
Jurnal Manajemen dan Pemasaran Jasa Vol. 14 No. 1 (2021): MARET
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Campaigns on pro-environmental behavior are an important objective in social marketing due to the environmental problems caused by people's consumption. Therefore, social marketers need to understand the underlying factors that make people change their behavior. This research investigates the determinants of pro-environmental behavior from the perspective of goal framing theory with three overarching goals, namely hedonic, gain, and normative. The data were collected using a questionnaire survey method and analyzed by structural equation modeling. The results showed that gain and normative goals directly affect pro-environmental behavior instead of a hedonic goal. This research also showed that the biospheric value as one of the self-transcendence values moderates the effect of normative goal towards pro-environmental behavior, proposed in preliminary studies. The findings contribute to the existing research regarding pro-environmental behavior determinants and used by social marketing initiatives, especially in-store-communication, in designing the right message. Future studies need to investigate the role of hedonic and egoistic values in predicting pro-environmental behavior.

Antecedents and Consequences of Browsing With Impulsiveness As Moderator Valencia Valencia; Ayu Ekasari
Media Riset Bisnis & Manajemen Vol. 19 No. 2 (2019): Media Riset Bisnis & Manajemen
Publisher : Universitas Trisakti

AbstrakTujuan–Penelitian ini dilakukan untuk menentukan anteseden dan konsekuensi dari browsing dengan impulsif sebagai moderator.Desain/Metodologi/Pendekatan-Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling. Data yang dikumpulkan dalam penelitian ini langsung dengan membagikan kuesioner kepada 210 responden yang melakukan. Uji hipotesis yang digunakan dalam penelitian ini adalah penggunaan SEM (Structural Equation Model). Hasil-Penelitian ini menunjukkan pengaruh utilitarian value, hedonic value dan browsing terhadap urge to buy impulsively. Studi ini menunjukkan bahwa impulsiveness memoderasi pengaruh utilitarian value, hedonic value pada browsing. Penelitian ini memiliki implikasi bagi manajer pemasaran belanja online dalam menciptakan dorongan untuk membeli secara impulsif pada konsumen. AbstractPurpose –This study was conducted to determine antecedents and consequences of browsing with impulsiveness as moderator. The data collected in this study directly by distributing questionnaires to 210 respondents.Design/Methodology/Approach:The sampling technique in this study is using purposive sampling. Hypothesis test used inthis study is the use of SEM (Structural Equation Model).Originality/Value - This study shows the effect of utilitarian value, hedonic value, browsing to urge to buy impulsively. This study shows that impulsiveness moderates the influence of utilitarian value, hedonic value on browsing. This study have implications for the marketing manager online shopping in creating Urge to Buy Impulsively on the consumer.

PENGARUH LOCUS OF CONTROL, PERCEIVED RISK, VOTER DECISION INVOLVEMENT dan VOTER SATISFACTION TERHADAP VOTING STABILITY PEMILIH Ayu Ekasari
Media Riset Bisnis & Manajemen Vol. 6 No. 2 (2006): Media Riset Bisnis & Manajemen
Publisher : Universitas Trisakti

The study examines the electoral psychology of Indonesian voters during the presidential Election 2004 by applying consumer behavior theory. The focus of the research is to explore the effects of locus of control, perceived risk, voter decision involvement and voter satisfaction on voling stability. The results indicated that tocus of control influences perceived risk, then, perceived risk influences voter decision involvement. Nexl, voter decision involvementinfluences voter satisfaction, which in tun influences voting slability. This means that the propensity to vote for the same candidate in the next election is influenced by voters' psychological characteristics.

KEPUASAN DAN LOYALITAS MITRA KERJA SAMA PADA PROGRAM DOKTOR ILMU EKONOMI FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS TRISAKTI Bahtiar Usman; Ayu Ekasari
Journal of Innovation Research and Knowledge Vol. 2 No. 4: September 2022
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Penelitian institusional ini bertujuan menganalisa faktor-faktor yang membentuk kepuasan dan loyalitas Mitra kerja sama pada Program Doktor Ilmu Ekonomi Fakultas Ekonomi dan Bisnis Universitas Trisakti. Penelitian ini bersifat deskriptif dengan metode pengumpulan data berupa survey yang disebarkan kepada populasi, yaitu tiga puluh enam Mitra. Data dianalisa menggunakan statistic deskriptif dengan melihat angka mean untuk setiap indicator. Hasil analisa data menunjukkan Mitra puas dengan kerja sama yang terjalin dan berniat melanjutkan kembali kerja sama, yang berarti Mitra loyal dengan PDIE terkait program kerja sama. Penelitian ini termasuk penelitian yang orisinal, karena sejauh ini masih jarang dijumpai penelitian yang menganalisa kepuasan mitra kerja sama di lingkup perguruan tinggi. Hasil penelitian ini bisa menjadi masukan bagi pengelola Program Studi untuk merancang program kerja sama yang menguntungkan kedua belah pihak dan bermanfaat dalam jangka panjang.

Factors that Affect Brand Loyalty and Customer Advocacy: the Moderating Role of Greenwashing Fathur Rosi; Ayu Ekasari
Journal of Social Research Vol. 2 No. 4 (2023): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v2i4.788

This study aims to determine and analyze the influence of green perceived value and altruistic value on customer engagement behavior, the influence of customer engagement behavior on brand loyalty and customer advocacy, test the role of mediation between green perceived value and altruistic value on brand loyalty and test the role of moderation greenwashing perception between green perceived value and altruistic value towards brand loyalty. The data collection technique method uses nonprobability sampling with a purposive sampling method. The data was collected directly from a sample that had adjusted the criteria and disseminated through a questionnaire to 120 respondents using a Likert scale of 1-5 where 1 indicated strong disapproval, while 5 indicated strongly agreed. The statements in this study consist of 20 statements obtained from six variables, namely the variables green perceived value, altruistic value, brand loyalty, customer advocacy, customer engagement behavior, and greenwashing perception. The questionnaire was distributed through a google form to respondents who had consumed Aqua and Le Minerale bottled drinking water (AMDK). The analysis method used in this study is the Structural Equation Model (SEM). The results showed that green perceived value has a positive effect on customer engagement behavior, altruistic value has a positive effect on customer engagement behavior, customer engagement behavior has a positive effect on brand loyalty, customer engagement behavior has a positive effect on customer advocacy, Customer Engagement Behavior Mediates the Influence Between Green Perceived Value on Brand Loyalty, Customer Engagement Behavior Mediates the Influence Between Altruistic Value and Brand Loyalty, Greenwashing Perception Moderates the Influence of Green Perceived Value on Brand Loyalty and Greenwashing Perception Results moderating the influence of altruistic values on brand loyalty.

Co-Authors Afsari Zulsi Nurvinka Alvin Alvin Anita Roosmalina Matusin Arsil Imawan Aseanty, Deasy Bahtiar Usman Cicilia Bangun Darra Pradita Hidayat Debbie Aryani Fathur Rosi Fatik Rahayu Luki Adiati Pratomo Nadia Fachrudiana Syeliya Md Zaini Taufiq Adi Suseno Ulfi Naria Rahmawati Valencia Valencia Victor Siagian Wanggi Citra Ameliana Yuana Jatu Nilawati

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