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All Journal Journal of Research in Business, Economics, and Education Community Engagement and Emergence Journal (CEEJ) Studi Kasus Inovasi Ekonomi Literatus Community Development Journal: Jurnal Pengabdian Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Akrab Juara : Jurnal Ilmu-ilmu Sosial International Journal of Social and Management Studies (IJOSMAS) Journal of Community Service and Engagement Journal of Economics and Business Letters Jurnal Ekonomi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal Management and Economic (IJME) Jurnal Abdi Masyarakat Multidisiplin Jurnal Multidisiplin Sahombu Journal of Economics and Business (JECOMBI) Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia International Journal Multidisciplinary Science Jurnal Portofolio: Jurnal Manajemen dan Bisnis Jurnal Ekonomi, Manajemen, Akuntansi
Maftuchach, Viniyati
Universitas Teknologi Muhammadiyah Jakarta
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The Effect Of Brand Image On Customer Satisfaction Through Quality Of Courier Services During The Covid-19 Pandemic In Indonesia (SAP Express Depok Case Study) Maftuchach, Viniyati; Kusnuranti, Aliefia Liza
International Journal of Social and Management Studies Vol. 2 No. 6 (2021): International Journal of Social and Management Studies (IJOSMAS)
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (443.828 KB) | DOI: 10.5555/ijosmas.v2i6.80

Abstract

Customer satisfaction is important for business continuity, because satisfied customers will reuse the products or services sold, so that the factors that determine customer satisfaction, such as brand image and service quality are always interesting to study. The purpose of this study was to examine the effect of brand image on customer satisfaction through the quality of service delivery SAP Express Depok Branch. The population used in this study were customers who used SAP Express services during the pandemic. The sampling technique used in this research is purposive sampling. The number of samples taken as many as 140 respondents. The type of data in this study is primary data with quantitative research methods to find the direct effect of each variable. Analysis of the data used is the analysis of Structural Equation Modeling (SEM) with the Smart PLS 3.2 program. The test results conclude that Brand Image has a positive and significant effect on customer satisfaction, Brand Image has a positive and significant effect on service quality, Service Quality has a positive and significant effect on customer satisfaction, and Brand Image has a positive and significant effect on satisfaction through service quality. Based on the results of the study, it is necessary to improve the brand image by introducing the SAP Express name more massively, through advertising, holding promotions, and always innovating in good delivery services in terms of speed, security, and convenience of the goods to be delivered.
THE INFLUENCE OF LOCATION AND SERVICE QUALITY THROUGH GOOGLE REVIEWS ON PURCHASING DECISIONS (OMBAK LAUT ANCOL RESTAURANT) Siti Zulaeha; Viniyati Maftuchach; Lela Nurlelawati
International Journal Management and Economic Vol. 4 No. 2 (2025): May: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v4i2.2145

Abstract

Analyzing the influence of location and service quality via Google Reviews on purchasing decisions at Ombak Laut Restaurant, Ancol, North Jakarta. In today's digital era, online reviews, especially via Google Reviews, have become an important factor influencing consumer perceptions and purchasing decisions. This research uses a quantitative approach with primary data collected through questionnaires distributed to 247 respondents, who are visitors to the Ombak Laut Restaurant. The independent variables in this research are location and service quality, the intervening variable is Google Reviews, and the dependent variable is purchasing decisions. The research method used is multiple linear regression to analyze direct and indirect relationships between variables. The research results show that location and service quality have a significant influence on Google Reviews. Furthermore, Google Reviews acts as a mediator that strengthens the influence of location and service quality on purchasing decisions. These findings show that strategic location, quality service, and positive reviews from consumers are an effective combination to encourage increased purchasing decisions. This research provides a practical contribution for Ombak Laut Restaurant managers in designing marketing strategies that focus on improving service quality and managing digital reviews to maintain competitiveness. Apart from that, the results of this research can also be a reference for similar research in the field of digital marketing management and the culinary industry. The limitation of this research lies in the sample coverage which only includes visitors to the Ombak Laut Restaurant in Dki Jakarta, so the results may not necessarily apply to other locations or types of businesses. Future research is expected to expand the object of study and consider additional factors, such as digital promotion and competition, to provide a deeper understanding of the influence of digital reviews.
Financial and Marketing Determinants of Banking Performance in Indonesia: A Systematic Literature Review Ghofir, Ade; Maftuchach, Viniyati
Jurnal Multidisiplin Sahombu Vol. 6 No. 02 (2026): Jurnal Multidisiplin Sahombu, 2026
Publisher : Sean Institute

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Abstract

This study conducts a systematic literature review to synthesize the financial and marketing determinants of banking performance in Indonesia. Drawing on Scopus-indexed empirical studies, the review integrates evidence on how traditional financial fundamentals, such as capital adequacy, asset quality, liquidity, and operational efficiency and marketing-based constructs, including service quality, customer satisfaction, loyalty, trust, and digital banking adoption, shape bank performance outcomes. The findings indicate that financial determinants remain the dominant predictors of profitability and stability, reflecting the prudential orientation of Indonesia’s banking regulatory environment. At the same time, marketing determinants increasingly function as strategic complements by enhancing customer retention and revenue stability in a competitive and digitally mediated market. However, the literature remains fragmented, with limited integrative models explicitly linking financial robustness to customer-based value creation. This review contributes by mapping dominant determinant clusters, identifying methodological and conceptual gaps, and proposing directions for integrative future research. The findings offer practical implications for bank managers and policymakers in designing performance strategies that are simultaneously financially robust and market-responsive to support sustainable competitiveness in Indonesia’s banking sector.
The Influence of Celebrity Endorsers and E-WOM on Purchase Decisions of Skintific with Brand Image as an Intervening Variable in Jakarta Maftuchach, Viniyati; Yulianti, Citra Alifia; Wati, Lela Nurlaela
International Journal Multidisciplinary Science Vol. 4 No. 2 (2025): June: International Journal Multidiciplinary Science
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijml.v4i2.1936

Abstract

A marketing tactic that can influence purchasing decisions is Celebrity Endorsement and electronic word-of-mouth. The purpose of this study is to evaluate how electronic word-of-mouth and celebrity endorsements affect consumer behavior. decisions in Jakarta that use brand image as a mediating factor. The SEM-PLS technique is used in this study's descriptive quantitative methodology. The application utilized is SmartPLS version 4.0.0, employing sample data from 140 respondents via questionnaire distribution. The findings show that celebrities who endorse products exert a positive and significant impact on purchase decisions, whereas electronic word of mouth lacks a considerable effect on synthetic purchasing decisions. Moreover, Brand Image can serve as a mediator in the impact of celebrity endorsers. Electronic word-of-mouth influences purchasing decisions for skincare product in Jakarta. This research is limited to Skintific users in DKI Jakarta so the results may not be generalizable to a wider population. Apart from that, this research only considers the variables of celebrity endorser, E-WOM, and brand image, without examining other factors that might influence purchasing decisions. This research provides new insight into how celebrity endorsers and electronic word of mouth can be used in marketing strategies for skincare products. Apart from that, this research can also be a reference for companies that are formulating more effective marketing and branding strategies.
PENINGKATAN KAPASITAS UMKM MELALUI PRAKTIK PENYUSUNAN LAPORAN KEUANGAN BERBASIS OTOMATISASI MICROSOFT EXCEL Wati, Lela Nurlaela; Momon, Momon; Ghofir, Ade; Rahsilaputeri, Maharini; Reresimi, Meissa; Maftuchach, Viniyati
Studi Kasus Inovasi Ekonomi Vol. 10 No. 01 (2026)
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/skie.v10i01.44487

Abstract

Permasalahan utama yang masih banyak dihadapi oleh pelaku usaha mikro kecil dan menengah (UMKM), khususnya pada usaha mikro dan kecil (UMK) adalah rendahnya kualitas pencatatan dan pelaporan keuangan, yang berdampak pada lemahnya pengambilan keputusan usaha, terbatasnya akses terhadap pembiayaan formal, serta rendahnya keberlanjutan bisnis. Kondisi tersebut menunjukkan perlunya upaya pemberdayaan yang tidak hanya bersifat teoritis, tetapi juga aplikatif dan mudah diimplementasikan oleh pelaku usaha. Kegiatan Pengabdian kepada Masyarakat (PKM) yang dilaksanakan oleh Tim PKM Universitas Teknologi Muhammadiyah Jakarta bertujuan untuk meningkatkan literasi keuangan digital dan keterampilan pelaku UMKM dalam menyusun laporan keuangan melalui pemanfaatan otomatisasi berbasis Microsoft Excel. Metode pelaksanaan kegiatan mencakup tahapan sosialisasi, pelatihan praktis, pendampingan intensif, serta evaluasi hasil pembelajaran melalui pre-test dan post-test. Analisis data dilakukan menggunakan uji paired t-test untuk menguji hipotesis adanya peningkatan pemahaman peserta setelah mengikuti pelatihan. Hasil kegiatan menunjukkan bahwa pelatihan literasi keuangan dengan pendekatan berbasis praktik menggunakan templat Excel yang disesuaikan dengan karakteristik usaha mikro mampu meningkatkan pemahaman dan keterampilan peserta secara signifikan. Peningkatan tersebut terlihat pada kemampuan peserta dalam melakukan pencatatan transaksi, menyusun laporan laba rugi, laporan arus kas, dan neraca sederhana secara otomatis. Nilai rata-rata pre-test sebesar 75,22% meningkat menjadi 92,61% pada post-test, dengan selisih peningkatan sebesar 17,39, yang menunjukkan adanya perubahan positif setelah intervensi pelatihan diberikan. Temuan ini menegaskan bahwa pelatihan literasi keuangan dan penyusunan laporan keuangan berbasis Microsoft Excel merupakan strategi yang efektif untuk meningkatkan kemampuan manajerial keuangan pelaku UMKM. Dengan demikian, program ini dapat menjadi model pemberdayaan yang relevan dan berkelanjutan dalam mendukung penguatan tata kelola keuangan UMKM serta mendorong daya saing usaha di tingkat lokal maupun nasional.
Co-Authors Abdul Rahman Abdul Rochman Abdul Rohman Abdul Rohman Abdurrahman Rachman Agus Setyo Pranowo Andri Gunawan Andri Gunawan Andrianto, Usman Budiman Abdullah Darda, Ahmad Darwis, Hidayat Didi Gunawan Fiona Sukma Salfadilla Ghofir, Ade Ilham, M Hijri Ilza Febrina Jumadi Jumadi Kusnuranti, Aliefia Liza Lilis Yuni Santia Maharini - Rahsilaputeri Mailani, Indah Maisa Reresimi Maria Suryaningsih Marlianingrum, Peggy Ratna Moch. Rizal Momon Momon, Momon Mulyanti, Rita Yuni Nandan Limakrisna Nur Anisa Putri Rahman, Julia Fatia Ramayuli Ramdany, Ramdany Reresimi, Meissa Ridoan, Ahmad Safitri, Kiki Eka Sahrul Ramadhan Santi Santi Saputra, Aditya Dwi Ramdhani SATRIYAS ILYAS Shaeril Sri Ihwani Siti Zulaeha Supriatiningsih Suryaningsih, Maria Susi Susilawati Sutar Sutar Wati, Lela Nurlaela Yulianti, Citra Alifia