Garuda - Garba Rujukan Digital

Hubungan Kepuasan Kerja terhadap Kinerja Karyawan pada PT Glostar Indonesia 2 Departemen Gudang Mochamad Afrizal Maulana; Agisna Tri Munandar
Cakrawala Repositori IMWI Vol. 2 No. 1 (2019): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (529.902 KB)

This research is motivated by the problem of turn over that continues to occur at PT Glostar Indonesia 2 Department of Warehouse. The results of interviews with managers and staff show the assumption that they generally think turn is normal. Then the purpose of this study was to determine the effect of job satisfaction on employee performance. The research method used is quantitative and associative methods. The sampling technique uses population sampling method, with 25 respondents. Data analysis used multiple regression analysis, t test, which was preceded by validity test, reliability test, normality test, heteroscedasticity test. The results of this study are job satisfaction has a significant positive effect on employee performance.

STRATEGI KOMUNIKASI PENGUSAHA PASAR BARU TRADE CENTRE BANDUNG DALAM MENGHADAPI MARAKNYA PENGUSAHA UMKM ONLINE Suci Kirani Putri; Kirana Widyadhana Rachman; M. Afrizal Maulana
Jurnal Manajemen Kompeten Vol 5 No 2 (2022): Jurnal Manajemen Kompeten
Publisher : Sekolah Tinggi Ilmu Ekonomi Rahmaniyah Sekayu

Technology is developing rapidly and has entered the 4.0 revolution era, one of the effects of this era is the buying and selling process. Many large and small entrepreneurs (SMEs) currently use two systems in their business activities, namely offline and online. The purpose of this study was to find out the communication strategies used by MSMEs during the rise of online shops. This type of research uses a qualitative-descriptive approach. The data collection technique used was interviews with 4 (four) SMEs at Pasar Baru Trade Center Bandung. The results of the study showed that the communication strategy used by MSMEs in Pasar Baru Trade Center Bandung were personal selling and direct marketing and pays attention to the 7P marketing mix elements. Entrepreneurs currently are experiencing a decline because of the large number of online entrepreneurs and the communication strategies used only promote directly. It is better for MSME actors to start adapting to current technological developments and pay attention to the communication strategies used.

STRATEGI KOMUNIKASI PEMASARAN STREET FOOD DI JALAN LENGKONG KECIL KOTA BANDUNG DALAM MENARIK PERHATIAN PENGUNJUNG Hasya Nindi Fadillah; Feni Desvianda; M. Afrizal Maulana
Jurnal Manajemen Kompeten Vol 5 No 2 (2022): Jurnal Manajemen Kompeten
Publisher : Sekolah Tinggi Ilmu Ekonomi Rahmaniyah Sekayu

Street food sells food and beverages, prepares and serves them on the roadside or other public places for immediate or short-term consumption. Street food helps develop small businesses with very low capital investment. Many street foods are found in Bandung, but only a few are known by the public, this is due to a lack of communication. This research aimed to explore the marketing communication strategy of street food in Jalan Lengkong Kecil, Bandung City. The research used a qualitative-descriptive approach. The research subjects were street food vendors on Jalan Lengkong Kecil, Bandung City. The research was conducted from September 2022 to December 2022. Data collection techniques were carried out through interviews with several street food traders and administrators of Jalan Lengkong Kecil Bandung City, to explore information about 1) History, 2) Condition, and 3) Strategy. The results of the study found that street food traders and visitors on Jalan Lengkong Kecil Bandung City worked together to promote the street food, so that it can be better known by the public, such as by promoting on social media, recommending to friends, and making innovations so that the street food remains crowded with visitors. These findings showed that the marketing communication strategy in street food on Jalan Lengkong Kecil, Bandung City had been carried out well.

Strategi Customer Relationship Management Berbasis Influencer untuk Meningkatkan Loyalitas Konsumen pada Produk Kecantikan Lokal Maulana, Afrizal; Purnamasari, Lathiyfah Shanti; Srimukti, Adesty; Angelita, Kezia
JISIP: Jurnal Ilmu Sosial dan Pendidikan Vol 7, No 4 (2023): JISIP (Jurnal Ilmu Sosial dan Pendidikan) (November)
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/jisip.v7i4.6153

This study aims to analyze how CRM elements are integrated into influencer marketing practices and their impact on customer loyalty in the beauty product industry. This research uses a qualitative approach by conducting content analysis on social media. The data analyzed includes influencer posts, follower comments, and interactions between brands and customers. The results of the study show that beauty product brands adopt three main strategies in integrating CRM elements into influencer marketing. First, they use influencers from abroad to create big events that attract customer attention. Second, they chose beauty vloggers who were relevant to consumers to provide comprehensive reviews about the products. And third, they appoint celebrities to attract consumer attention. Relevant and meaningful interactions mainly occur through product review videos conducted by beauty vloggers. This research provides practical guidance for beauty product brands in optimizing the use of influencer marketing and CRM elements. In addition, this research also contributes to the literature on social media marketing and customer relationship management in this digital era.

Hubungan Kepuasan Kerja terhadap Kinerja Karyawan pada PT Glostar Indonesia 2 Departemen Gudang Mochamad Afrizal Maulana; Agisna Tri Munandar
Cakrawala Repositori IMWI Vol. 2 No. 1 (2019): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v2i1.17

This research is motivated by the problem of turn over that continues to occur at PT Glostar Indonesia 2 Department of Warehouse. The results of interviews with managers and staff show the assumption that they generally think turn is normal. Then the purpose of this study was to determine the effect of job satisfaction on employee performance. The research method used is quantitative and associative methods. The sampling technique uses population sampling method, with 25 respondents. Data analysis used multiple regression analysis, t test, which was preceded by validity test, reliability test, normality test, heteroscedasticity test. The results of this study are job satisfaction has a significant positive effect on employee performance.

Strategi Customer Relationship Management Berbasis Influencer untuk Meningkatkan Loyalitas Konsumen pada Produk Kecantikan Lokal Maulana, Afrizal; Purnamasari, Lathiyfah Shanti; Srimukti, Adesty; Angelita, Kezia
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.264-289

In the era of rapidly growing social media, the use of influencer marketing and Customer Relationship Management (CRM) has become an important strategy in the beauty product industry. Brands rely on influencers to promote their products, while CRM focuses on building and maintaining customer relationships. However, the effective combination of these two strategies in the context of beauty products still requires deeper understanding. This study aims to analyze how CRM elements are integrated into influencer marketing practices and their impact on customer loyalty in the beauty product industry. This research uses a qualitative approach by conducting content analysis on social media. The data analyzed includes influencer posts, follower comments, and interactions between brands and customers. The results of the study show that beauty product brands adopt three main strategies in integrating CRM elements into influencer marketing. First, they use influencers from abroad to create big events that attract customer attention. Second, they chose beauty vloggers who were relevant to consumers to provide comprehensive reviews about the products. And third, they appoint celebrities to attract consumer attention. Relevant and meaningful interactions mainly occur through product review videos conducted by beauty vloggers. This research provides practical guidance for beauty product brands in optimizing the use of influencer marketing and CRM elements. In addition, this research also contributes to the literature on social media marketing and customer relationship management in this digital era.

KEPEMIMPINAN TRANSFORMASIONAL, SELF EFFICACY, DAN KEMAMPUAN BERINOVASI: INVESTIGASI KINERJA KARYAWAN PADA PERUSAHAAN DI KABUPATEN SUKABUMI Maulana, Mochamad Afrizal; Wiyata, Mariati Tirta
JISIP: Jurnal Ilmu Sosial dan Pendidikan Vol 6, No 4 (2022): JISIP (Jurnal Ilmu Sosial dan Pendidikan)
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/jisip.v6i4.4194

Penelitian ini bertujuan untuk menginvestigasi kinerja karyawan pada perusahaan di Kabupaten Sukabumi yang diprediksi melalui kepemimpinan transformasional, self efficacy, dan kemampuan berinovasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode metode survey untuk mengetahui pengaruh antar variabel. Teknik pengambilan sampel yang digunakan adalah multistage random sampling yang merupakan bentuk kompleks dari cluster random sampling. Data yang dianalisis dalam penelitian ini merupakan data hasil pengisian angket yang diisi oleh seluruh sampel dalam penelitian ini yakni berjumlah 386 responden. Analisis data terdiri dari analisis deskriptif dan analisis inferensial. Analisis inferensial dilakukan melalui analisis jalur (path analysis) dengan terlebih dahulu melakukan uji asumsi yaitu normalitas dan homogenitas. Adapun hasil dari penelitian ini adalah: (1) terdapat pengaruh positif dari variabel pola kepemimpinan tranformasional terhadap kinerja karyawan, (2) Self efficacy berpengaruh langsung terhadap kinerja karyawan, (3) kemampuan berinovasi terhadap kinerja karyawan, (4) terdapat pengaruh langsung dan positif kepemimpinan transformasional terhadap self efficacy, dan (5) terdapat pengaruh langsung self efficacy terhadap kemampuan berinovasi karyawan

Transformasi Digital dalam Strategi Branding UMKM Lokal: Studi Kasus Dodol Betawi di Kabupaten Bekasi Sandi Yuda, Mulfi; Afrizal Maulana, Mochamad; Muchsam, Yoki; Wahyu Akbar, Tri Sanatha; Raspati, Galih
Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi Vol. 6 No. 3 (2025): Jurnal Ilmu Manajemen Retail (JIMAT) Universitas Muhammadiyah Sukabumi
Publisher : Fakultas Ekonomi Universitas Muhammadiyah Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37150/jimat.v6i3.3977

Traditional SMEs based on local culture face significant challenges in adopting digital transformation, particularly in developing adaptive branding strategies in the digital economy era. This research addresses the urgency of bridging the digital literacy gap and cultural understanding in the marketing strategies of Betawi dodol SMEs in Bekasi Regency. The primary objective of this study is to analyse how local entrepreneurs understand, adopt, and implement digital branding within the social and cultural context of Betawi. The research methodology employs a qualitative approach with an intrinsic case study, utilising semi-structured interviews, participatory observation, and visual documentation of Betawi dodol entrepreneurs in Ceger. The research findings indicate that the digital transformation of these SMEs remains sporadic, has not been structured as a comprehensive branding strategy, and relies more on social relationships and product quality. Brand identity is built organically through consumption experiences and local cultural values. The implications of this research highlight the importance of community-based mentoring and strengthening digital branding literacy rooted in local wisdom as a strategy for sustainable SME empowerment.

Marketing Mix and Green Marketing Effects on MSME Customer Loyalty through Value and Satisfaction Raspati, Galih; Yuningsih, Yuyun Yuniati; Maulana, Afrizal; Yuda, Mulfi Sandi; Muchsam, Yoki
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 1 (2026): International Journal of Multidisciplinary Sciences and Arts, Article January 2
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i1.7546

The rapid growth of healthy food micro, small, and medium enterprises (MSMEs) in Indonesia is driven by increasing consumer awareness of health and environmental sustainability. Nevertheless, intense competition and low switching costs pose challenges for MSMEs in sustaining long-term customer loyalty. This study aims to examine the effects of the marketing mix (7P) and green marketing on customer loyalty, with perceived value and customer satisfaction as mediating variables. A quantitative research design with a cross-sectional survey approach was employed. Data were collected from customers of healthy food MSMEs in Bekasi using structured questionnaires. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess both direct and indirect relationships among variables. The results indicate that the marketing mix (7P) and green marketing have significant positive effects on perceived value, customer satisfaction, and customer loyalty. Perceived value and customer satisfaction also significantly influence customer loyalty and partially mediate the relationships between marketing mix, green marketing, and loyalty. These findings suggest that integrating conventional marketing strategies with sustainability-oriented practices is essential for enhancing customer loyalty in healthy food MSMEs. This study contributes to the literature by proposing an integrated model that combines marketing mix and green marketing in explaining customer loyalty, particularly within a developing-country and peri-urban context. Practically, the findings highlight the importance of improving service quality, pricing transparency, and credible green practices to strengthen competitiveness and customer retention.

Artificial Intelligence and Digital Literacy for Competitiveness and Sustainability of Bandung MSMEs Istikomah, Istikomah; Maulana, Afrizal; Susilawati, Susilawati; Muchsam, Yoki
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 1 (2026): International Journal of Multidisciplinary Sciences and Arts, Article January 2
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i1.7580

This research aims to analyze the role of artificial intelligence (AI) in digital marketing and digital literacy on the competitiveness and sustainability of micro, small, and medium enterprises (MSMEs) in Bandung City during the platform economy era. The development of digital technology opens up great opportunities for MSMEs, but low digital literacy and limited utilization of AI still pose obstacles to increasing competitiveness. The research method uses a mixed methods approach with a survey of 150 MSME owners and in-depth interviews with some respondents. The sample selection was done purposively, while the quantitative data was analyzed using Structural Equation Modeling (SmartPLS 4) and the qualitative data was used for triangulation. The research results indicate that the adoption of AI in digital marketing and digital literacy has a significant positive impact on the competitiveness of MSMEs. Stronger competitiveness is proven to support business sustainability. Additionally, digital literacy serves as a mediator that strengthens the effectiveness of AI-based marketing strategies. This research confirms that improving digital literacy and utilizing AI are crucial strategies for SMEs in facing the challenges of the platform economy. The research results are expected to contribute to the development of policies, business strategies, and academic literature related to the digital transformation of MSMEs in Indonesia.

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