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All Journal Jurnal Manajemen dan Organisasi Jurnal Kajian Manajemen Bisnis Jurnal Ilmu Manajemen (JIM) Trikonomika: Jurnal Ekonomi Media Ekonomi dan Manajemen Jurnal Sosioteknologi EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Padjadjaran Journal of Dentistry International Journal of Artificial Intelligence Research MANAJERIAL Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Business and Finance Journal MABIS: Manajemen dan Bisnis Dinasti International Journal of Education Management and Social Science Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Disruptive Learning Innovation (JODLI) International Journal of Applied Business and International Management Economics and Business Journal International Research Journal of Business Studies Society
Popy Rufaidah
Fakultas Ekonomi dan Bisnis, Universitas Padjadjaran, Bandung, Indonesia
Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Live Streaming Of Skincare Products: The Role Of Celebrity Endorses On Impulsive Buying Ramdani, Luki; Rufaidah, Popy
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v7i1.1.1142

Abstract

The purpose of this study is to identify the influence of live streaming and celebrity endorsers on impulse buying among skincare users. This research was conducted to the users of skincare products with a total sample of 130 respondetns using purposive sampling techniques and applying descriptive quantitative-based research methods with data processing involving the use of statistical analysis methods through the SEM-PLS programme.  The results of this study reveal that the live streaming variable (? = 0.242 p-value <0.01) has a positive and significant effect on impulse buying among users of the skincare products and celebrity endorsers (? = 0.418, p-value <0.01) have a positive and significant effect on impulse buying among users of the skincare products. Thus,H1 and H2 are accepted. From a theoretical point of view, the results provide a new angle that combines live streaming content and celebrity endorsers in increasing customers' impulse buying, where the more often audiences see, hear, and absorb information about skincare products delivered by celebrities, the more likely they are to make impulse buying
BUILDING BUSINESS ADVANTAGE THROUGH CORE COMPETENCY: CASE STUDY PT. JAPFA COMFEED INDONESIA, Tbk. Addinna, Dian; Prasetyo, Andreas Recki; Rufaidah, Popy
International Journal of Applied Business and International Management Vol 3, No 1 (2018): August 2018
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v3i1.74

Abstract

The purpose of this paper is to explore the business advantages of a company engaged in the field of food through its core competency. This paper provides results of core competency analysis of PT. Japfa Comfeed Indonesia, Tbk (JPFA). The research method used a case study that serves to express information in factual, structure, and accurate about the object study. This paper used the information and data obtained from Annual Report of JPFA and related records. This paper identifies a number of core competency factors based on finance performance analysis, business function analysis, and internal analysis & external factor summary (IFAS and EFAS). The based concept of the core competency refers to model that consists of capability, competence, and resource. The results of this paper show the core competency of JPFA in the capability of the company is able to produce products with good quality. In competence, the company is a market leader in its field by being able to dominate the market for animal feed products and DOC, synergy and efficiency in marketing product supported by the distribution network spread throughout Indonesia, and biosecurity such as isolation, fumigation, and farm management to guarantee quality of the product. In the resource, the company has professional and competent human resources. This paper provided managerial impact to company to maintain and develop business profits through its core competency.
Shopping Orientation and Self-Congruence in Shaping Emotional Brand Attachment Among Uniqlo customers in Indonesia Nursyamsi, Yusriyah Amelia; Rufaidah, Popy
Dinasti International Journal of Education Management And Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5181

Abstract

This study analyzes the impact of shopping habits and brand attachment on brand liking among Indonesian Uniqlo customers. The study utilized quantitative data gathered by 220 respondents who do have purchased or used Uniqlo products. The outcomes, fulfilled through Partial Least Squares Structural Equation Modeling (PLS-SEM), draw that customers exhibiting strong task-oriented and experiential shopping orientations tend to form deeper emotional bonds by Uniqlo, as their shopping occasions align closely by their expectations and preferences. Furthermore, when customers perceive a strong congruence among the brand and their actual self, ideal self, social self, or ideal social self, they occasion heightened keepings of pride, correlation, and loyalty toward the brand. The R-squared of 0.800 draws that these issues describe 80% of the variance in emotional brand attachment. These findings handle fill some gaps in earlier studies, that rarely looked at these issues together, especially inside of Indonesia’s fashion market. The study draws that Uniqlo could boost customer loyalty by creating shopping occasions and messages that connect by how customers shop and how they see themselves. Overall, this study offers useful ideas both for theory and for real-world fashion brands working in emerging markets.
Peran Virtual Experiential Marketing dan Brand Trust terhadap Brand Loyalty: Peran Virtual Experiential Marketing dan Brand Trust terhadap Brand Loyalty khoirunissa, Alvi diani; Rufaidah, Popy
Jurnal Sosioteknologi Vol. 23 No. 1 (2024): MARCH 2024
Publisher : Fakultas Seni Rupa dan Desain ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/sostek.itbj.2024.23.1.2

Abstract

The purpose of this study is to analyze the role of virtual experiential marketing and brand trust in brand loyalty among virtual try-on cosmetic filter users in Indonesia. An online tool made using Google Forms and shared on social media was used to perform the research. SEM-PLS was the statistical method employed to examine 287 convenience sample data. The results showed that virtual experiential marketing has a positive impact on brand loyalty, and brand trust has a positive impact on brand loyalty. The study recommends the most effective indicators of virtual experiential marketing, identifying external factors that influence a cosmetics brand's strategy in Indonesia in forming trust and loyalty, and using the virtual try-on filter feature to build trust through positive virtual experiences.
The Employer Branding of Cultural Heritage Hotel’s Impact on Electronic Word of Mouth Harimurti, Wibisono; Rufaidah, Popy
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 3 (2024): Dinasti International Journal of Economics, Finance & Accounting (July - August
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i3.2905

Abstract

This study aims to determine the effect of employer branding on electronic word of mouth in one of the cultural heritage hotels. Data were collected through a survey distributed to 121 employees population of one of the hotels in Bandung. In this study, the independent variable employer branding uses four dimensions, namely work culture, salary and incentives, diversity and ethics, and CSR. As for the dependent variable electronic word of mouth, the dimensions used are volume and valance. These dimensions were adopted from previous studies that used employer branding and electronic word of mouth as the main focus of research. Hypothesis testing, validity, and reliability were tested using PLS-SEM as the analysis method. The research results that have been stated, show that employer branding affects electronic word of mouth in employees and the effect of employer branding on electronic word of mouth is positive and significant.
Marketing Competency, Marketing Innovation, and Sustainable Competitive Advantage of Small and Medium Enterprises (SMEs): A Study on Eucalyptus Oil SMEs in Buru District Lestari, Feni Ayu; Rufaidah, Popy
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 5 (2025): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i5.5191

Abstract

The research seeks to ascertain the influence of marketing proficiency and innovative marketing strategies on enduring competitive advantage inside of small enterprises and medium enterprises (SMEs) of eucalyptus oil in Buru Regency. data was collected via a questionnaire administered to 60 populations of eucalyptus oil entrepreneurs in Buru Regency. inside of this research, the explanatory variable of marketing competency uses two dimensions, namely capabilities and resources. Then for the independent variable of marketing innovation utilizing four dimensions, namely novelty in offerings, pricing strategies, sales channel advancements, and marketing communication breakthroughs. While for the dependent variable of sustainable competitive advantage, the dimensions used are product innovation advantage, managerial capabilities, and competitive resilience. These dimensions are adopted by previous studies by relevant variables constituting the primary emphasis of the investigation. Verification of hypotheses, assessment of validity, and evaluation of reliability were conducted utilising PLS-SEM as the analytical approach. The outcomes of the research that have been presented show that marketing competency exhibits no substantial influence on enduring competitive advantage, whereas marketing innovation demonstrates a favourable and notable influence. This outcome states that innovation strategies increase the competitiveness of SMEs, especially in products According to superior commodities.
Co-Authors Addinna, Dian AYU NINGSIH Cucu Zubaedah, Cucu Dandi Ramadhan, Muhammad Dudi Aripin Eka Putri, Laila Febriyuni Fadhiilah, Putri Farah Fauzi, Miftah Giharis, Nathan Harimurti, Wibisono Henni, Carmel Novella Indradi, Dimas Ariowibowo Khoirunissa, Alvi Diani Lestari, Feni Ayu Luthfiyyah, Adinda Rizki Mega Prasanti, Natalia Nursyamsi, Yusriyah Amelia Paru, Maria Prisila Prasetyo, Andreas Recki Purwandari, Fani Mutyaning Ramdani, Luki Salimah, Salma Samsura, Anna Destriana Firmialy Sarwono, Karenina Tryagustian Sri Tjahajawati, Sri Umar, Nurfadillah Ramadhani Valiri Zulfikar , Iqbal Wyanda, Egidya Zalfa, Velian