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All Journal Jurnal Manajemen dan Organisasi Sosiohumaniora Jurnal Kajian Manajemen Bisnis Ilmu Administrasi Publik 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) The Asian Journal of Technology Management (AJTM) Management Analysis Journal Padjadjaran Journal of Dentistry International Journal of Artificial Intelligence Research Jurnal Bisnis dan Manajemen MANAJERIAL AFEBI Management and Business Review AFEBI Islamic Finance and Economic Review Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship JURNAL MANAJEMEN BISNIS Business and Finance Journal MABIS: Manajemen dan Bisnis Jurnal Manajerial Dinasti International Journal of Education Management and Social Science International Journal of Business Studies International Journal of Economics Development Research (IJEDR) SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL Jurnal Ecogen Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Disruptive Learning Innovation (JODLI) International Journal of Applied Business and International Management Journal of International Conference Proceedings Economics and Business Journal Eduvest - Journal of Universal Studies International Research Journal of Business Studies Society
Popy Rufaidah
Fakultas Ekonomi Dan Bisnis, Universitas Padjadjaran, Bandung, Indonesia
Aerospace Engineering Arts 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 Neuroscience 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.
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.
Mediating Customer Engagement Based on Content Marketing and Product Variety on Purchace Intention Fauziah Nur Septiani; Popy Rufaidah
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.v5i3.2798

Abstract

This study investigated the role of content marketing and product variety on purchase decisions through customer engagement. The study was executed on the customers of local Indonesian footwear, namely Noosa Official, the MSME based in Bandung City. A total of 360 respondents were selected with the criteria of being 15 to 60 years old, living in Indonesia, and as followers of the Noosa Official Instagram for at least three months. The questionnaire contains 36 questions. The survey was self-administered and conducted online, and then the data obtained was analyzed using descriptive and SEM-PLS analysis. This study concluded that content marketing significantly and positively affects customer engagement and decisions. The indirect effect of content marketing on customer decisions mediated by customer engagement is also significant. Product variety only significantly affects customer decisions positively. Product variety has a positive but insignificant effect on customer engagement. Customer engagement is also negligible in mediating the influence of product variety on customer decisions. Lastly, customer engagement is also known to significantly influence customer decisions positively.
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.
THE ROLE OF DIGITAL MARKETING IN COMMUNITY ENGAGEMENT MODERATED BY BRAND AWARENESS (A STUDY OF CONSUMERS OF BEEBOT AUTOMOTIVE PRODUCTS ON THE TIKTOK CAR COMMUNITY PLATFORM) Jochanan Benaya Lumban Tobing; Popy Rufaidah
SOSIOEDUKASI Vol 14 No 4 (2025): SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/sosioedukasi.v14i4.6457

Abstract

The incredible pace of digital technology progress has changed how business' build the relationships with consumers- through social media interactions and online communities. In the automotive aftermarket, digital marketing is an especially important tool for businesses that want to build stronger community connections and increase their brand visibility. This study delves into the impact of digital marketing on community engagement, specifically looking at Beebot Automotive product users on TikTok and the Indonesian automotive community. It also examines the moderating variable of brand awareness in this context. A quantitative explanatory approach was applied using an online survey method targeting members of car communities who actively. use Beebot products. Data were collected using a Likert-scale questionnaire developed from theoretical indicators proposed by recent studies. A Structural Equation Modelling (SEM) using Partial Least Squares (PLS) analysis will be performed on the data in order to examine the direct and moderating effects among the variables. The results should help advance digital marketing theory while also giving businesses in the car sector actionable advice on how to boost community participation via digital means and solidify their brand's position in a crowded marketplace.
The Effect of Brand Color Emotions and Perceived Value on Brand Association (Study on Somethinc Consumers) Alizha, Nabila Nurul; Rufaidah, Popy
International Journal of Business Studies Vol. 9 No. 3 (2025): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v9i3.393

Abstract

A brand is considered successful when it experiences significant growth and development. However, to achieve this, the brand must excel when compared to other brands. Brand association is believed to be one of the important factors in optimizing brand excellence, as it shapes perceptions, images, beliefs, experiences, feelings, and thoughts that consumers associate by a product. Brand associations that are created are generally related to brand color emotions and perceived value. The beauty industry,experiencing rapid growth and competitiveness, requires optimizing the framework of brand color emotions and perceived value to remain resilient in the market, and Somethinc is no exception. The method used is based on quantitative analysis by the PLS-SEM technique, involving 138 respondents. Data collection is conducted through questionnaires using a Likert scale. The results demonstrated a significant influence of brand color emotions and perceived value on brand association. Modeling results show that 73.8% of brand association can be described by brand color emotions and perceived value, by the remainder described by other variables. Data collection is done by questionnaire by relying on a Likert scale. The results revealed a significant influence of brand color emotions and perceived value on brand association. Modeling results show 73.8% of brand association can be described by brand color emotions and perceived value, while the rest can be described by other variables.
The Influence of AI-Chatbot Service Quality and Customer Trust on Brand Image among Shopee Users in Indonesia Asyrifah, Vita; Rufaidah, Popy
Media Ekonomi dan Manajemen Vol 41, No 1 (2026): January 2026
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v41i1.6674

Abstract

This research focuses on how AI chatbot service quality and costumer trust influence brand image in e-commerce platforms in Indonesia. It’s important to understand how human-like interactions and the resulting trust influence user perceptions, as chatbots become the primary interface for costumer interaction. Therefore, this research was conducted with the aim to assess how service quality, together with costumer trust, shape the way users perceive in e-commerce brand. The method used in this research is a quantitative survey of active users on one of the largest e-commerce company in Indonesia, along with a literature review to provide the basis for this topic and build theoretical framework. In this research, chatbot service quality measured in five key dimensions, including semantic understanding, human-AI collaboration, human interaction, personalization, and the efficiency of operational. Meanwhile, customer trust was evaluated in two key dimensions, such as trust in the seller and trust in the product that seller offers. Research has shown that both chatbot service quality and customer trust significantly had a positive effect on brand image, while customer trust having a stronger impact. These two variables has significantly contributed to shaping users’ perceptions towards brand image. These findings highlight the importance of providing a seamless and engaging digital experience to achieve a competitive advantage in online market.
Unpacking the Dimensions of Augmented Reality, Digital Influencers and Brand Loyalty: Hybrid Approach of Bibliometric Analysis and Systematic Literature Review Mulyati, Sri; Rufaidah, Popy
Eduvest - Journal of Universal Studies Vol. 5 No. 12 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i12.52556

Abstract

This research highlights the dimensions involved in each variable that emerged from previous studies and identifies the indicators associated with the dimensions of augmented reality, digital influencers, and brand loyalty. It employs Publish or Perish and VOSviewer software for bibliometric analysis. The data sources include Scopus, ScienceDirect, Emerald Insight, Sage, and SpringerLink. The findings reveal similar and distinct dimensions and indicators for augmented reality, digital influencers, and brand loyalty. Similarities appear in the augmented reality dimensions related to experience, effect, interactivity, and vividness. Digital influencers relate to effectiveness, characteristics, attractiveness, authenticity, credibility, parasocial relationships, sponsorship, original value, persuasiveness, power, trust, and uniqueness. Brand loyalty relates to indicators such as willingness and purchase intention. The bibliometric maps reveal new variables and indicators for measuring augmented reality, digital influencers, and brand loyalty. This research model can be extended by combining variables, dimensions, and indicators as recommendations for future studies, with implications for researchers and practitioners in marketing. These findings offer practical implications for researchers developing comprehensive measurement instruments and for practitioners designing integrated marketing strategies that leverage augmented reality technology and digital influencer engagement to enhance brand loyalty.
Co-Authors A.Fadel Muhammad Addinna, Dian Alizha, Nabila Nurul Alvi Diani Khoirunissa Andreas Recki Prasetyo Anggie Lia Andini Anggita Ulfazia Rahmi Aryo Wicaksono Asyrifah, Vita AYU NINGSIH Cucu Zubaedah, Cucu Dandi Ramadhan, Muhammad Dudi Aripin Eka Putri, Laila Febriyuni Fadhiilah, Putri Farah Fauzi, Miftah Fauziah Nur Septiani Giharis, Nathan Harimurti, Wibisono Henni, Carmel Novella Hesti Restarani Indradi, Dimas Ariowibowo Ismudiar, Wahdan Kukuh Jochanan Benaya Lumban Tobing Khalisa Balqis Khoirun Nisa Bahri Khoirunissa, Alvi Diani Kintan Rachmi Satyodriyani Kirana, Larisa Safa laras Puspa Kirana Lestari, Feni Ayu Luki Ramdani Luthfiyyah, Adinda Rizki Lysandra Priscilla Maria Prisila Paru Maryam Hafidzah Mega Prasanti, Natalia Muhammad Affan Gaffar Muhammad Aulia Rahman Muhammad Daffa Lazuardi Muhammad Rijal Fathurrahman Nadia Meirani Natalia Mega Prasanti Nurhasanah Nurhasanah Nursyamsi, Yusriyah Amelia Olivia Alvira Aurellia Paru, Maria Prisila Prasetyo, Andreas Recki Purwandari, Fani Mutyaning Putri Tresnawati Ramdani, Luki Ratna Asri Solihati Rivaldi Arissaputra Rivaldi Arissaputra Salimah, Salma Salma Dhianita Samsura, Anna Destriana Firmialy Sari, Lira Mustika Sarwono, Karenina Tryagustian Sentika, Sarah Shelly Eka Agustina Sri Mulyati Sri Tjahajawati, Sri Sutisna - Umar, Nurfadillah Ramadhani Valiri Zulfikar , Iqbal Wyanda, Egidya Zalfa, Velian Zenita Apriani