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All Journal SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan JMB : Jurnal Manajemen dan Bisnis TECHNO-SOCIO EKONOMIKA Jurnal Ekonomi Bisnis Dan Industri (EBI) Jurnal Pengabdian Kepada Masyarakat Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) eMBeJi : Manajemen dan Bisnis Jurnal Journal of Social Research eCo-Fin Jurnal Inspirasi Binsis dan Manajemen Journal of Artificial Intelligence and Digital Business Central Publisher Jurnal Manajemen dan Pemasaran Digital TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan Jurnal Witana Growth: Journal Management and Business PALASTREN: Jurnal Studi Gender Jurnal Manajemen dan Bisnis Indonesia
Dewi Laily Purnamasari
Universitas Catur Insan Cendekia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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Pengaruh Digital Marketing terhadap Peningkatan Penjualan Produk Lavala di Kota Cirebon Amelia Cantika Putri; Oryz Agnu Dian Wulandari; Dewi Laily Purnamasari
TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan Vol. 4 No. 4 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Publisher : Shofanah Media Berkah

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing terhadap peningkatan penjualan produk Lavala, sebuah brand fashion lokal yang beroperasi di Kota Cirebon. Digital marketing dipilih sebagai variabel penelitian karena data omzet penjualan Lavala pada periode Januari–Maret 2026 menunjukkan fluktuasi yang sejalan dengan intensitas aktivitas pemasaran digital brand tersebut. Penelitian ini menggunakan pendekatan kuantitatif asosiatif kausal dengan metode survei terhadap 100 responden yang ditentukan melalui teknik purposive sampling dan rumus Slovin. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, serta regresi linear sederhana dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap peningkatan penjualan, dengan persamaan regresi Y = 3,564 + 0,445X, nilai t hitung sebesar 14,324 (Sig. 0,000 < 0,05), dan koefisien determinasi (R²) sebesar 0,677 yang berarti digital marketing mampu menjelaskan 67,7% variasi peningkatan penjualan. Hasil uji F turut menunjukkan bahwa model regresi signifikan (F = 205,182; Sig. 0,000). Temuan ini mengonfirmasi bahwa pengelolaan kanal digital yang konsisten menjadi faktor penting bagi keberlanjutan penjualan Lavala di tengah persaingan bisnis fashion di Kota Cirebon.
The Influence of Product Quality and Customer Experience on Consumer Satisfaction at Kopi Kenangan Cantika Aprilia; Dewi Laily Purnamasari; Mualif Ismail
Jurnal Manajemen dan Bisnis Indonesia Vol. 2 No. 1 (2026): Edisi: Oktober-Desember
Publisher : Pustaka Bangsa Indonesia

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk dan Customer Experience terhadap Kepuasan Pelanggan pada Kopi Kenangan. Penelitian ini dilatarbelakangi oleh ketatnya persaingan industri coffee shop modern serta tantangan dalam mempertahankan standar kualitas di tengah ekspansi gerai yang semakin luas, yang tercermin dari beragamnya ulasan pelanggan pada Google Maps terkait rasa produk dan pengalaman pelayanan. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan melibatkan 111 responden yang dipilih melalui teknik purposive sampling. Responden merupakan pelanggan yang pernah membeli produk Kopi Kenangan di Cirebon, berusia minimal 17 tahun, dan bersedia mengisi kuesioner. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa Kualitas Produk berpengaruh positif tetapi tidak signifikan terhadap Kepuasan Pelanggan, sedangkan Customer Experience berpengaruh positif dan signifikan. Kedua variabel menjelaskan 13,5% variasi Kepuasan Pelanggan. Temuan menunjukkan Customer Experience memiliki peran lebih dominan dalam membentuk kepuasan pelanggan.
Driving Purchase Intention on TikTok: The Roles of Digital Advertising, Social Media Interaction, and Online Customer Reviews for Hanasui Dinda Naelatun Nikmah; Dewi Laily Purnamasari; Oryz Agnu Dian Wulandari
Growth: Journal Management and Business Vol. 4 No. 01 (2026): June 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v4i01.1614

Abstract

This study aims to examine the effects of digital advertising, social media interaction, and online customer reviews on purchase intention toward Hanasui, a local cosmetics brand, on the TikTok platform. This study employed a quantitative approach using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 4.0. The sample consisted of 140 respondents who were active TikTok users in Indonesia and had previously seen Hanasui advertisements and product reviews, selected using purposive sampling. As many as 88.6% of the respondents were from Java, indicating that the findings predominantly represent consumer behavior in this region. The results show that digital advertising has a positive and significant effect on purchase intention, with a T-statistic of 4.253 > 1.96 and a P-value of 0.000 < 0.05. Meanwhile, social media interaction (T-statistic 0.936; P-value 0.349) and online customer reviews (T-statistic 1.598; P-value 0.110) do not have a significant partial effect on purchase intention. Simultaneously, the three independent variables have a significant effect on purchase intention, with an F-value of 19.284 and a P-value of 0.000, contributing 72.6% to purchase intention. These findings indicate that digital advertising is the primary factor influencing consumers' purchase intention, while social media interaction and online customer reviews require further optimization to enhance their effectiveness.
The Influence of Brand Trust, Price Perception, and Customer Experience on Tomoro Coffee Cirebon Customer Loyalty Kanitha Dwi Meira; Dewi Laily Purnamasari; Feri Fauzi
Journal of Social Research Vol. 5 No. 11 (2026): Journal of Social Research
Publisher : International Journal Labs (AHU-0028405-AH.01.14 Tahun 2022)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v5i11.3546

Abstract

The internalization of fiqh values at MAN Insan Cendekia Serpong, South Tangerang City, was implemented through three interconnected stages: value transformation, value transaction, and value transinternalization. Value transformation involved delivering instructional content on worship and muamalah through lectures, discussions, question-and-answer sessions, and practical activities. Value transaction emphasized active teacher–student interactions to strengthen students' understanding and appreciation of religious values, while value transinternalization involved applying these values through consistent habituation in school and dormitory environments. Student character formation was supported by continuous instruction and habituation, reflected in religious commitment, discipline, honesty, responsibility, and respectful conduct. These characteristics were demonstrated through congregational worship, compliance with school regulations, and respectful interactions with teachers and peers. The findings suggested that fiqh instruction contributed to character formation by integrating moral knowing, moral feeling, and moral action, thereby extending beyond knowledge transmission to support students' moral and religious development. However, the internalization process varied among students and required sustained reinforcement through teacher role modeling, habituation, and institutional support.Based on these findings, teachers are encouraged to adopt varied, contextual, and reflective instructional strategies, integrate digital technology appropriately, reinforce positive behavioral changes, and conduct continuous character assessments. Schools should strengthen the consistency of religious habituation, dormitory supervision, and character development programs while fostering a supportive social environment. Families should collaborate with schools to reinforce religious and moral values beyond the educational setting. Nevertheless, the findings were limited to a single boarding school and did not establish whether students' observed behaviors would persist without institutional supervision. Future research should employ longitudinal and comparative approaches to examine the supporting and inhibiting factors influencing fiqh value internalization across different educational contexts, particularly the consistency of students' character-related behaviors within and beyond supervised school environments.
Co-Authors Adinda Nur Kholifah Ahmad Fajar Sidik Allifah Nurbaeti Amelia Cantika Putri Amroni Amroni Amroni, Amroni Ananda Christina Margaretha Aulia Dwi Septyani balkhah arrasyid bayhaqi baktir baktir Cantika aprilia Dewi Maharani Purbasari Dewi Maharani Purbasari Dinda Naelatun Nikmah Fahrudin, Rifqi Felicia Chandra K Feri Fauzi Fifi Julianti Fitri Asih Hajijah, Sitta Nur Ibrahim Rasyid Ridho Rusydi Isti Riana Dewi Kanitha Dwi Meira Kusnadi Kusnadi Lulu Fauziah Margaretha, Jolanda Marsani Asfi Meirisha Handayani Mualif Ismail Muhammad Aditya Ihsan Sidik Ni Wayan Fitriana Ayu Lestari Nur'Aeni Pranata, Sudadi priyadi, ziddan azra Ridho Rusydi, Ibrahim Rasyid Rizqi Akhmad Fauzi Rizqy Imam Saputra Rohim Kurniwan Elang Saputra Ronaldo Brilian Wijaya Shazna Al-Assyah Putri Siska Viora Sitta Nur Hajijah Sitta Nurhajijah Sukma Galih Badriana Suwandi Suwandi Wulandari, Oryz Agnu Dian Yuningsi Yuningsi Yuningsih Yuningsih Zidni Ilman Nafi&#039;a