Garuda - Garba Rujukan Digital

Configure the Symmetrical and Asymmetrical Paths of Brand Equity and Relationship of Firm Created Content and User Generated Content as Antecedent Aditya Halim Perdana Kusuma Putra; Nurani; Gunawan Bata Ilyas; Yulia Tri Samiha; Setyani Dwi Lestari
Jurnal Manajemen Bisnis Vol. 8 No. 1 (2021): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v8i1.205

This study aims to investigate in the relationship FCC, UGC, Customer Experience satisfaction towards Brand Equity and Purchase Decision on the subject of e-commerce research in Indonesia (e.g., Lazada, Tokopedia, and Bli-Bli). This study used two research methods: exploratory research (exploratory research) and descriptive research (descriptive analysis). This study's total population was 200 eligible. The collection data with online survey. This study's testing phase is through three phases: first, the reliability of the construct configuration for brand association, brand awareness, brand reputation, and brand performance on brand equity. Second, the relationship that explains the direct and indirect effects of UGC and FCC on brand equity and purchase intention; third, the relationship that demonstrates the impact of variable customer experience satisfaction on brand equity and purchase intention. The result of this study shown from the seven symmetrical paths, the direct relationship is found significant results except for variable relationships such as UGC and FCC on Purchase Intention, which states that there is no significant effect. For example, the indirect relationship between FCC and Purchase Intention mediated by the Brand Equity variable states that there is no positive and significant effect. Except for the relationship between UGC on Purchase Intention mediated by Brand Equity and Brand Equity on Purchase Intention mediated by the Customer Experience Satisfaction variable. Both found that there was a positive and significant relationship.

Target Sales and Profit Analysis through the Approach Break Even Point (BEP) at PT. Hotel Sahid International Tbk. Sri Sutrismi; Nurani Nurani; Miratul Zahiroh
Enrichment : Journal of Management Vol. 12 No. 2 (2022): Management Science and Field
Publisher : Institute of Computer Science (IOCS)

This research has the objectives of: (1) Want to know the increase in process costs and cost sales grace period 2016-2019. (2) Want to know the size of the sales target when the break-even point or reach the Break Even Point. (3) Want to know the impact of changes in one of the factors causing changes in profit to changes in the company's break-even point (BEP). The data collection method used in this study is documentation The data analysis method used in this research is Breakeven point analysis by adding up fixed costs and variable costs or total costs deducted from sales, it will be able to know where the break-even point or the company's position when it does not experience profit or not suffer losses. Based on the results of the study it is known that in order for companies to seek achieve the profit target and the sales gain as expected, one of the ways that is carried out is by optimizing the marketing cost by ten percent (10%), then the impact is not only on the break-even point but also the profit achievement can be IDR. 3,331,204,860.

Strategi Pemasaran Online Terhadap Peningkatan Penjualan UMKM Di PLUT KUMKM Tulungagung Nurani; Eni Widhajati
BENEFIT Vol. 6 No. 1 (2019): BENEFIT
Publisher : Fakultas Ekonomi Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (164.211 KB)

ABSTRAKSI Seiring dengan perkembangan internet pelaku usaha peka pada perubahan teknologi sehingga memanfaatkan media internet sebagai sarana pemasaran online. Pemasaran dengan konsep baru ini dapat membantu pelaku usaha menjangkau daerah pemasaran ke seluruh dunia dengan lebih cepat dan akurat. Strategi pemasaran online serta penerapannya dalam dunia perdagangan yang dilakukan di internet sekarang sudah semakin berkembang. Media elektronik seperti internet memberikan peranan besar dalam aspek pengelolaan bisnis, bisnis online juga semakin banyak peminatnya, termasuk pelaku UMKM. Penelitian bertujuan melihat seberapa jauh keterkaitan strategi pemasaran online yang sudah dilakukan oleh pelaku usaha terhadap peningkatan penjualan UMKM. Hasil penelitian diketahui bahwa dengan adanya perkembangan teknologi sekarang pelaku UMKM melakukan strategi pemasaran online agar dapat dengan lebih cepat menempati posisi terdepan menawarkan produknya dan supaya memenangkan persaingan antar pesaing. Pemasaran online sebagai alternatif cara efektif dan akan berdampak besar terhadap peningkatan penjualan. Kata Kunci: Strategi Pemasaran Online, Peningkatan Penjualan Abstraction Along with the development of the internet business people are sensitive to technological changes so as to utilize internet media as a means of online marketing. Marketing with this new concept can help businesses reach marketing areas around the world faster and more accurately. Online marketing strategies and their application in the world of commerce carried out on the internet are now growing. Electronic media such as the internet provides a large role in the aspect of business management, online businesses are also increasingly in demand, including SMEs. The study aims to see how far the link between online marketing strategies that have been carried out by businesses to increase sales of MSMEs. The results of the study note that with the development of technology now SMEs do online marketing strategies so that they can more quickly occupy the leading position offering their products and in order to win the competition between competitors. Online marketing as an alternative effective way and will have a major impact on increasing sales. Keywords: Online Marketing Strategy, Increasing Sales

Pemasaran Online Terhadap Keputusan Pembelian Produk Wardah Kosmetik Area DC Kediri Nurani; Brilliana WR
BENEFIT Vol. 7 No. 1 (2020): BENEFIT
Publisher : Fakultas Ekonomi Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (248.224 KB)

ABSTRAKSI Tujuan penelitian ini adalah untuk mengamati pemasaran online dengan media sosial sebagai alat pemasarannya. Media sosial ini berupa aplikasi Instagram yang sudah terpasang. Instagram ini nantinya digunakan sebagai alat pemasaran dengan cara melakukan live streaming atau siaran langsung di story Instagram tersebut. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kualitatif. Variabel dalam penelitian ini meliputi variabel bebas adalah pengembangan pemasaran online dan variabel terikat adalah produk wardah kosmetik. Penulis melakukan pengumpulan data dengan cara observasi, wawancara dan dokumentasi. Berdasarkan hasil temuan penelitian dapat memberikan pengetahuan tentang pemasaran online dan bagaimana meningkatkan konsumen dalam melakukan keputusan pembelian di media sosial Instagram pada produk Wardah Kosmetik di area DC Kediri.Serta memberikan pengetahuan seberapa besar pemasaran onlineberpengaruh terhadap keputusan pembelian. Pemasaran online ini juga berguna untuk menganalisa apakah dengan media sosial pemasaran bisa efektif atau tidak dan pemasaran online akan menambah target penjualan bagi para BA Wardah, toko dan perusahaan yang menaungi produk Wardah ini. Hasil penelitian dapat disimpulkan pemasaran online ini berjalan efektif dan bisa di lanjutkan pada toko-toko yang belum melakukan pemasaran online. Kata Kunci: Online Marketing, Keputusan Pembelian, Produk ABSTRACTION The purpose of this research is to observe online marketing with social media as a marketing tool. This social media is in the form of an Instagram application that has been installed. This Instagram will be used as a marketing tool by doing live streaming or live broadcasts on the Instagram story. The method used in this research is descriptive qualitative method. The variables in this study include the independent variable is the development of online marketing and the dependent variable is the product wardah cosmetics. The author collects data by means of observation, interviews and documentation. Based on the research findings, it can provide knowledge about online marketing and how to increase consumers in making purchase decisions on Instagram social media for Wardah Cosmetics products in the DC Kediri area. As well as providing knowledge on how much online marketing affects purchasing decisions. Online marketing is also useful for analyzing whether social media marketing can be effective or not and online marketing will increase sales targets for Wardah BAs, shops and companies that house Wardah's products. The results of this study can be concluded that online marketing is running effectively and can be continued at stores that have not done online marketing. Keywords: Online Marketing, Purchasing Decisions, Product

Bauran Promosi Dalam Pengambilan Keputusan Mahasiswa Memilih Universitas Tulungagung Nurani Nurani; Marlena Marlena; Fahrul Tri Rachmanto
BENEFIT Vol. 8 No. 1 (2021): BENEFIT
Publisher : Fakultas Ekonomi Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (353.932 KB)

ABSTRAK Perguruan tinggi baik berupa PTN maupun PTS yang didirikan di Tulungagung, mempunyai tujuan yang sama yaitu untuk menarik minat siswa SMA atau SMK yang telah selesai studinya. Strategi pemasaran yang menarik ditentukan dalam upaya meningkatkan jumlah pendaftar di perguruan tinggi, salah satunya Universitas Tulungagung. Kegiatan pemasaran adalah promosi yang terdiri dari periklanan, promosi penjualan, dan pemasaran langsung. Kegiatan ini sebagai upaya agar alumnus siswa SMA maupun SMK tertarik dan pada akhirnya mempengaruhi mereka dalam mengambil keputusan dalam memilih pendidikan tinggi khususnya di Universitas Tulungagung. Tujuan dari penelitian yang dilakukan agar diketahui besar pengaruh variabel periklanan, promosi penjualan, dan pemasaran langsung, terhadap keputusan memilih Universitas Tulungagung serta menentukan variabel dominan atas penelitian yang dilakukan. Metode explanatory research dilakukan, tipe non eksperimental dalam desain penelitian serta stratified random sampling dalam teknik sampelnya. Pengumpulan data melalui kuesioner dan observasi. Berbagai uji dilakukan dalam mendukung regresi berganda yang dilakukan. Persamaan hasil regresi dihasilkan Y = 5,139 + 0,193X1 + 0,413X2 + 0,110X3 Ketiga variabel bebas berpengaruh simultan terhadap variabel terikat dengan knilai F sebesar 41.758. Secara parsial variabel periklanan dan promosi penjualan berpengaruh positif dan signifikan, sedangkan variabel pemasaran langsung berpengaruh secara positifknamun tidak signifikan. Variabel yang dominan mempengaruhi adalah promosi penjualan dengan standardized beta memiliki nilai terbesar yaitu 6,046 dan R².senilai 56,6%. Kata kunci : Bauran promosi, pengambilan keputusan,Universitas Tulungagung Abstraction Universities in the form of PTN and PTS which were established in Tulungagung, have the same goal, namely to attract high school or vocational high school students who have finished their studies. An attractive marketing strategy is determined in an effort to increase the number of registrants in higher education institutions, one of which is Tulungagung University. Marketing activities are promotions which consist of advertising, sales promotion, and direct marketing. This activity is an effort to attract high school and vocational high school alumnus and ultimately influence them in making decisions in choosing higher education, especially at Tulungagung University. The purpose of this research is to know the influence of advertising, sales promotion, and direct marketing variables on the decision to choose Tulungagung University and determine the dominant variable of the research conducted. The explanatory research method was carried out, non-experimental in the research design and stratified random sampling in the sample technique. Collecting data through questionnaires and observation. Various tests were carried out in support of the multiple regression carried out. The resulting regression equation Y = 5.193 + 0.193X1 + 0.413X2 + 0.110X3 The three independent variables have a simultaneous effect on the dependent variable with an F value of 41.758. Partially, advertising and sales promotion variables have a positive and significant effect, while direct marketing variables have a positive but not significant effect. The dominant variable influencing is sales promotion, standardized beta with has the biggest value is 6,046 and R².worth 56.6%. Keywords: Promotion mix, decision making, Tulungagung University

Media Sosial Sebagai Sarana Promosi Efektif Dalam Peningkatan Penjualan Jesse Factory Tulungagung Nurani Nurani; Desi Retno
BENEFIT Vol. 8 No. 2 (2021): BENEFIT
Publisher : Fakultas Ekonomi Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (297.586 KB)

ABSTRAKSI Bertumbuhnya jumlah konsumen internet secara khusus memikat sektor-sektor bisnis dalam menyebarluaskan hasil produk pada media tersebut. Perdagangan yang memanfaatkan taktik promosi dari internet terutama media sosial dinilai mampu memaksimalkan angka jual lebih luas. Melihat begitu banyaknya persaingan bisnis online shop di Tulungagung, maka perlu dianalisis strategi promosi yang efektif dan juga ingin melihat dampak dari dilakukannya promosi terhadap penjualan setelah adanya promosi pada Instagram, satu kanal dari media sosial. Tujuan dari penelitian ini adalah demi mengungkap seberapa besar dampak efektivitas penggunaan media sosial sebagai sarana promosi dan kaitannya dengan peningkatan bisnis di Jesse Factory Tulungagung yang merupakan satu dari banyaknya pelaksana bidang usaha online shop. Metode yang diterapkan pada karya tulis ini adalah asosiatif kausal. Sampel diambil dengan memanfaatkan non probability sampling secara purposive sampling. Sistem pengumpulan sumber data menggunakan observasi, wawancara dan kuesioner. Variabel independen yang diteliti antaral lain communication, context, connection, dan collaboration. Metode analisis data dengan uji instrumen, asumsi klasik, dan hipotesis, analisis regresi berganda, serta koefisien determinasi. Kesimpulan yang ditarik dari karya tulis ini, didapatkan rumus Y = 0,333 + 0,023X1 + 0,437X2 + 0,371X3 + 0,440X4 + e. Dalam sisi parsial, pengaruh dari variabel context tidak berdampak secara relevan, sedangkan variabel connection, communication serta collaboration berdampak secara relevan dengan volume penjualan. Akan tetapi, dalam segi simultan varianel independen, dampaknya terhadap variabel dependen ditunjukkan pada angka 42,673 serta R² sebanyak 64,2%. Kata kunci: Media Sosial, Promosi Efektif, Peningkatan Penjualan Abstraction The increasing number of internet users has attracted various kinds of businesses to promote their products on the internet. Commerce by promotional strategies through internet motsly social media, can widely increase the sales. Seeing so many online shop business competition in Tulungagung, it is necessary to analyze effective promotional strategies and also want to see the impact of doing promotions on sales after promotions through social media Instagram. The motivation of the study was to determine how much influence the effectiveness when using social media as means of promotion to increase sales at Jesse Factory Tulungagung as one of the online shop business actors. This research method uses causal associative research method. Sampling using non-probability sampling with purposive sampling technique. Data collection techniques using observation, interviews and questionnaires. The independent variables studied were context, communication, collaboration, and connection. The data analysis technique is instrument test, classical assumption test, multiple regression analysis, hypothesis testing, and coefficient of determination. The results of this study obtained the equation Y = 0.333 + 0.023X1 + 0.437X2 + 0.371X3 + 0.440X4 + e. Partially, the context variable has no relevant effect, besides, communication, collaboration, and connection variables have a relevant effect on sales volume. However, simultaneously the independent variable has an influence on dependent variable with an F value of 42.673 and an R² value of 64.2%. Keywords: Social Media, Effective Promotion, Sales Increase

How the Quality of Plut Services and Assistance Can Increase MSME Sales in Tulungagung Henny Rakhmawati; Eni Widhajati; Nurani Nurani; Risma Ananda Nur Maulida
JMM17 : Jurnal Ilmu ekonomi dan manajemen Vol 11 No 1 (2024): April 2024
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jmm17.v11i1.10739

This study aims to determine the effect of PLUT service quality and assistance on increasing MSME sales in Tulungagung. This research uses a mix method research type (mixed method) quantitative and qualitative. The test results prove that the results of data analysis 1) Service Quality Variable (X1) has no effect on Sales Increase (Y). Evidenced by the results of the t test which obtained a tcount of 2.649 > ttable of 2.05183 with a significance value smaller than the probability value of 0.015 <0.05 so it can be concluded that service quality has no effect on increasing sales. 2) There is a positive influence on the mentoring variable (X1) on increasing sales (Y). Evidenced by the results of the t test which obtained a tcount value of 1.877 > ttable 1.703 so it can be concluded that Mentoring has an effect on increasing MSME sales in Tulungagung. 3) Quality of Service and Assistance together have no effect on Sales Increase as evidenced by the results of the fcount test 2.146 > ftable 3.35 and a significance value of 0.136.

Management Examination of Production Functions to Increase Productivity Henny Rakhmawati; Eni Widhajati; Nurani Nurani; Nevi Costari
JMM17 : Jurnal Ilmu ekonomi dan manajemen Vol 11 No 1 (2024): April 2024
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jmm17.v11i1.10740

This research aims to determine whether the implementation of the production function at the Bu Bandiyah tofu factory is in accordance with predetermined procedures, and to identify problems and improvements that can be used. The method used in this research is qualitative method. This research was conducted at the Bu Bandiyah Tofu Factory which is located in Talunkulon Village, Bandung District, Tulungagung Regency. The data sources in this research use primary and secondary data. Data collection uses observation techniques and interview techniques. Analysis of the data used in this research is by comparing the data obtained and the applicable theory. This research uses the stages of a management audit, namely preliminary audit, review of management testing and control, detailed audit, reporting. The results of the research are that the production planning process implemented at the Bu Bandiyah Tofu Factory is effective because it has been implemented according to established procedures, but because the company is still classified as a home-based business, it cannot predict production needs with certainty and production implementation is not optimal.

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