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All Journal Jurnal Administrasi Bisnis E-Dimas: Jurnal Pengabdian kepada Masyarakat SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS International Journal of Applied Business Research Jurnal Riset Bisnis dan Investasi Bhakti Persada Jurnal Aplikasi IPTEKS Jurnal Difusi Journal of Marketing Innovation Industrial Research Workshop and National Seminar BHAKTI PERSADA Jurnal Aplikasi IPTEKS (Journal of Applied Sciences and Technology)
Widi Senalasari
Politeknik Negeri Bandung, Indonesia
Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Nursing Public Health Social Sciences Transportation Other

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Examining Factors Affecting Intention to Play Video Games: Study of the Indonesian Game Industry Zulfaikar Fachreza; Widi Senalasari; Lina Setiawati; Fatya Alty Amalia
Journal of Marketing Innovation (JMI) Vol. 2 No. 2 (2022)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v2i2.38

Abstract

Video games become one of the entertainment media that grabs peoples’ interest along with the development of technology. It forms in several platforms, such as personal computers, consoles, and mobile. As one of the potential target markets for games, Indonesia is still struggling to compete with foreign games to dominate the local market. This study aims to determine the factors influencing the intention to play video games. This research is also intended to help the local developers in developing their games. This research employs the Uses and Gratification Theory and Technology Acceptance Model, supported by Factors in Game. This study uses a quantitative approach involving 311 respondents by distributing online questionnaires to foreign and local gamers who play online and offline games. The results show that escape, challenges, perceived ease of use, and perceived usefulness indirectly influence the intention to play through perceived enjoyment. Meanwhile, trust in game developers has a direct influence on the intention to play.
PENINGKATAN PEMASARAN DIGITAL PADA UKM SERBA SINGKONG CIREUNDEU Fatya Alty Amalia; Lina Setiawati; Arie Indra Gunawan; Widi Senalasari; Nugroho Hardiyanto; Adila Sosianika; Nono Wibisono; Dwi Suhartanto
Jurnal Difusi Vol 4 No 1 (2021): Jurnal Difusi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat (P3M) Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/difusi.v4i1.2230

Abstract

UKM Serba Singkong Cirendeu (UKM SSC) yang terletak di Kampung Adat Cirendeu (KAC) secara aktif memproduksi dan menjual produk olahan singkong kepada para wisatawan yang berkunjung ke KAC. Saat ini, UKM SSC masih sangat mengandalkan penjualan offline dan promosi word of mouth untuk memasarkan produknya. Namun, cara ini dianggap kurang sesuai dengan tipe konsumen yang sekarang lebih banyak hadir di dunia “online”. Terlebih lagi, di masa pandemic COVID-19 penjualan UKM SSC menurun drastis akibat tidak adanya lagi wisatawan yang berkunjung ke KAC. Maka, untuk mengatasi permasalahan penjualan yang belum optimal ini, tim PKM menggagas suatu solusi berupa peningkatan adopsi UKM SSC dalam pemasaran digital. Gagasan ini dilakukan ke dalam lima tahap kegiatan, yaitu (1) Analisis program pemasaran UKM SSC saat ini, (2) Pemilihan media pemasaran digital yang tepat, (3) Penyiapan materi pelatihan pemasaran digital, (4) Pelatihan pemasaran digital, (5) Evaluasi. Tim PKM memilih platform Instagram sebagai media pemasaran digital yang tepat untuk memasarkan produk singkon UKM SSC dengan nama akun @serba_singkong_cireundeu. Selain itu, UKM SSC juga diberikan pelatihan mengenai pengelolaan Instagram. Dari pelatihan tersebut, kelima peserta pelatihan menilai bahwa penyampaian materi telah dilakukan dengan jelas oleh tim PKM dan materi yang disampaikan juga bermanfaat bagi pengembangan bisnis mereka.
COVID 19 and The Emergence of Virtual Tourism in Indonesia: A Technology Readiness Index Perspective Nono Wibisono; Lina Setiawati; Widi Senalasari
SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS SIJDEB, Vol. 6, No. 4, December 2022
Publisher : Faculty of Economics, Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/sijdeb.v6i4.397-411

Abstract

For a nation, tourism is a significant source of revenue. However, due to travel bans across the nation and abroad, the pandemic Covid-19 outbreak has had a substantial impact on the tourism business. This study aims to analyze the intention of virtual tourism during the post-pandemic using the technology readiness index and the TPB model (theory of planned behavior). Data was collected from 465 tourist users in Indonesia. The data analysis technique used is structure equational model-partial least square (SEM-PLS). The results proved that all TPB constructs, namely attitudes, subjective norms, and perceived behavior control have a significant effect on the intention to use virtual tourism. The results of this study will help virtual tourism service providers and policymakers in planning services and increasing intention to use virtual tourism in the post-pandemic. The results of the study will add to existing knowledge about the literature on virtual tourism during the pandemic and post-pandemic.
An Investigation of the Physical Environment and Employee Performance toward Customer Satisfaction in the Luxury Hotel: A Study in Bandung, Indonesia Nono Wibisono; Widi Senalasari; Martin Elliott-White
Journal of Marketing Innovation (JMI) Vol. 2 No. 1 (2022)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (250.133 KB) | DOI: 10.35313/jmi.v2i1.31

Abstract

This study aims to investigate the relationships between physical environment and employee toward customer satisfaction in luxury-hotels (four-star) and enrich the hoteliers with insight on which attributes of physical environment and employee that are most crucial to increase the satisfaction. Using quantitative approach with a large-scale survey to explore customer satisfaction, data were collected through 300 questionnaires and distributed to guests of luxury hotels around Bandung with 260 questionnaires returned. To analyze the data, a simple regression analysis was run. The main finding showed that customer satisfaction could be explained by physical environment dimension, with the highest contribution came from hotel décor. However, the result also showed that the employee dimension could also explain customer satisfaction. In fact, employee has the strongest impact towards customer satisfaction compared to physical environment. As a conclusion, it can be said that while service constitutes tangible and intangible aspects, this research shows that the intangible aspect seems to play the more vital role in delivering service in the hospitality industry. This paper will help hoteliers of luxury-hotel to decide which factors they should consider the most to increase the satisfaction of their guests.
Strategi Branding untuk PKK Bumi Sariwangi Mekar Kabupaten Bandung Barat Widi Senalasari; Adila Sosianika; Rafiati Kania; Lina Setiawati; Fatya Alty Amalia
E-Dimas: Jurnal Pengabdian kepada Masyarakat Vol 15, No 3 (2024): E-DIMAS
Publisher : Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/e-dimas.v15i3.16328

Abstract

Mitra dari kegiatan pengabdian masyarakat ini adalah kelompok Pemberdayaan Kesejahteraan Keluarga (PKK) Bumi Sariwangi Mekar (BSM) yang menjalankan kegiatan bisnis dan belum optimal. Bentuk kegiatan bisnis yang dilakukan mitra di antaranya adalah kios makanan yang menjual makanan jadi dan bahan pokok. Dari seluruh kegiatan tersebut, mitra ingin fokus pada peningkatan kinerja penjualan dari kios makanannya di mana hasil pendapatannya masih fluktuatif dan cenderung menurun. Berdasarkan hasil observasi dan wawancara mitra, tim PkM menemukan bahwa mitra mengalami masalah dari segi pemasaran dan manajerial. Dari segi pemasaran, mitra belum memiliki identitas yang kuat untuk kios makanannya sehingga tidak terdiferensiasi dengan baik dari pesaingnya. Oleh sebab itu, permasalahan marketing lebih diprioritaskan dibandingkan menyelesaikan masalah managerial. Solusi yang ditawarkan adalah strategi branding melalui pembuatan desain logo sebagai identitas pemasaran produk mitra. Dari hasil wawancara, observasi mitra serta strategi branding dari pesaing didapatkan berbagai masukan sebagai input untuk pembuatan konsep merek produk. Adapun nama merek yang dipilih adalah Teras Jajanan Sariwangi, dengan nuansa warna jingga yang menggambarkan keceriaan dan semangat.
Beyond Digital Buzz: Brand Image Shapes Purchase Intention from TikTok Usage, eWOM, and Green Marketing Widi Senalasari; Revina Az-Zahra Pratiwi; Rafiati Kania
Journal of Marketing Innovation (JMI) Vol. 6 No. 1 (2026):
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v6i1.291

Abstract

The rapid growth of café businesses in Bandung, along with the increasing dominance of social media in shaping consumer decision-making, reflects a highly competitive and digitally driven market environment where firms must continuously adapt their strategies to remain relevant. In this context, younger consumers, particularly Generation Y and Z, increasingly rely on TikTok usage, electronic word-of-mouth (eWOM), and green marketing cues when evaluating brands, making brand image a crucial factor in shaping purchase intention. This study examines the mediating role of brand image in the relationship between TikTok usage, eWOM, green marketing, and purchase intention in Bandung’s café industry. Using a quantitative approach, data were collected from 433 respondents and analyzed using Partial Least Squares Structural Equation Modeling. The findings show that TikTok usage, eWOM, and green marketing do not have significant direct effects on purchase intention. However, all three variables significantly influence purchase intention indirectly through brand image, indicating a full mediating effect. Furthermore, TikTok usage, eWOM, and green marketing significantly enhance brand image, which in turn strongly drives purchase intention, highlighting its critical role in translating digital engagement into consumer behavior.
Co-Authors Abdul Wahhab Agri Qisthi Alfi Laili Putri Anthony Brien Arie Indra Gunawan Arif Safarudin Dhani Ramadhan DWI SUHARTANTO Eddy Syah Yahya Elsa Veronica Elsanty Mega Lestari Fatya Alty Amalia Fatya Alty Amalia Fatya Alty Amalia Fatya Amalia Februadi, Agustinus Izyanti Awang Razli Karina Rengganis Kusdibyo, Lusianus Lina Setiawati Lina Setiawati Livia Nadhifa Putri Martin Elliott White Martin Elliott-White Moh Farid Najib Nono Wibisono Nugroho Hardiyanto Rafiati Kania Rafiati Kania Rafiati Kania Rafiati Kania Refi Fadhilah Meidy Revina Az-Zahra Pratiwi Rizka Annisa Sosianika, Adila Tintin Suhaeni Tjetjep Djatnika Vanessa Gaffar Wahyu Rafdinal Zachary Fadli Zulfaikar Fachreza