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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) IJEBD (International Journal Of Entrepreneurship And Business Development) JMD: Jurnal Riset Manajemen & Bisnis Dewantara JURNAL LENTERA BISNIS Manajemen : Jurnal Ekonomi
Cecep Safa’atul Barkah
Universitas Padjadjaran
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Social Sciences Other

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The Impact of Big Five Personality towards Impulsive Buying Behavior Firda Deviyana Rizki; Arianis Chan; Cecep Safa’atul Barkah; Pratami Wulan Tresna
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 5 No 2 (2022): March 2022
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (596.646 KB) | DOI: 10.29138/ijebd.v5i2.1733

Abstract

Purpose: This research aims to determine which type of The Big Five Personality impacted the impulsive buying behavior of TnT Rajut’s customers. Design/methodology/approach: This research proposes two strategies based on TnT Rajut’s SWOT analysis, social media activation and bundling price strategy. Findings: Based on the calculated data from respondents, it is shown that Openness to Experience, Extraversion, and Agreeableness impacted the impulsive buying behavior. Research limitations/implications: Meanwhile, Conscientiousness and Neuroticism didn’t impact impulsive buying behavior. Originality/value: This paper is original Paper type: Research Paper
PERAN ESTABLISHING COMMON GROUND SEBAGAI PENDEKATAN PENYELESAIAN NEGOTIATION IMPASSE Aria Dimas Pramudya; Cecep Safa’atul Barkah; Nurillah Jamil Achmawati Novel
JMD : Jurnal Riset Manajemen & Bisnis Dewantara Vol. 5 No. 2 (2022): Juli (2022) - Desember (2022)
Publisher : STIE PGRI Dewantara Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26533/jmd.v5i2.984

Abstract

Tujuan penelitian ini untuk mengetahui peran membangun kesamaan sebagai pendekatan penyelesaian kebuntuan negosiasi. Penelitian ini adalah penelitian kepustakaan. Data yang digunakan pada penelitian ini adalah data sekunder berupa buku dan jurnal yang telah terpublikasi sebagai sumber utama penelitan ini. Hasil penelitian menunjukkan bahwa hal-hal yang dibutuhkan guna membangun kesamaan yaitu: 1) tujuan superordinat, 2) musuh bersama, 3) harapan bersama, 4) mengatur waktu dan tenggat waktu, 5) membangun pandangan lain dan membuat kerangka kerja integratif, dan 6) membangun kesamaan.
Influence Of Social Media Marketing Instagram on Interest in Buying Books at Gramedia.Com Nahda Ratu Aulia; Cecep Safa’atul Barkah
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 1 (2024): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i1.4650

Abstract

This study aims to determine the effect of social media marketing on book buying interest in Gramedia.com, given the increasing number of active social media users in Indonesia and the role of social media, especially Instagram, in company marketing activities. The object of this research consists of independent variables, namely social media marketing and the dependent variable of buying interest. The method used is quantitative with a descriptive verification approach and survey as a data collection tool. Analysis was carried out through simple linear regression, normality test, heteroscedasticity test, coefficient of determination, and hypothesis testing. The research population is Instagram followers @gramedia.com, with sampling using purposive sampling technique totaling 100 respondents. The results showed a positive influence between social media marketing and purchase intention, where the better the application of social media marketing, the higher the level of purchase intention. Based on hypothesis testing, it can be concluded that social media marketing significantly has a positive effect on buying interest in books at Gramedia.com.
PERAN STRATEGI KOMUNIKASI PEMASARAN BUSINESS TO BUSINESS (B2B) DALAM MENINGKATKAN PENJUALAN ONLINE (STUDI KASUS PADA BISNIS FIRSTHAND SELLER) Faradiba Sabina Erdian; Cecep Safa’atul Barkah; Iwan Sukoco Sukoco; Nurillah Jamil Achmawati Novel
JURNAL LENTERA BISNIS Vol. 12 No. 3 (2023): JURNAL LENTERA BISNIS, September 2023
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v12i3.843

Abstract

The use of the internet and social media has brought significant changes to buying and selling activities, especially in online shopping. In the Business to Business (B2B) context, marketing communication strategies play a crucial role in enhancing online sales. This research aims to analyze the role of marketing communication strategies in increasing online sales for small B2B businesses, such as Mimosh. The research employs a qualitative descriptive approach, using observation and interviews with Mimosh's owner and CEO. The research findings indicate that Mimosh utilizes social media platforms, such as Facebook and WhatsApp groups, for online marketing. The applied marketing communication strategies include personal selling and relationship marketing. Personal selling is carried out through video, photo, and written content on Facebook to reach potential audiences and resellers. Mimosh also builds a professional profile with comprehensive information about products, advantages, benefits, and clear contact details. Relationship marketing is achieved by providing client satisfaction and building long-term relationships. This research highlights the importance of appropriate communication strategies in the B2B business context and provides recommendations to Mimosh management based on the research findings. Keywords: Business B2B, Online Sales, Marketing Communication Strategy
PENGARUH UTILITARIAN VALUE, HEDONIC VALUE, DAN SYMBOLIC VALUE TERHADAP MINAT BELI (Studi Pada Live Streaming Shopee @Mayoutfitofficialshop) Salsa Nurpadilah; Nenden Kostini; Cecep Safa’atul Barkah
JURNAL LENTERA BISNIS Vol. 13 No. 2 (2024): JURNAL LENTERA BISNIS, Mei 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i2.1140

Abstract

In today's digital age, live streaming has become a dominant marketing platform, allowing for direct interaction between producers and consumers as well as providing a hands-on experience to users. Companies like Shopee @mayoutfitofficialshop have adopted live streaming as a key strategy to promote their products. This study identified the contribution of Utilitarian Value, Hedonic Value, and Symbolic Value in live streaming to consumer buying interest by involving 100 respondents in a quantitative and descriptive research design. Data from a questionnaire with a Likert scale of six answer choices were analyzed using descriptive statistics and multiple linear regression. The results show that Utilitarian Value, Hedonic Value, and Symbolic Value significantly influence consumers' buying interest in Shopee @mayoutfitofficialshop live streaming, emphasizing the important role of practical utility, fun, and symbolic value in the formation of buying interest on live streaming platforms such as Shopee @mayoutfitofficialshop.
STRATEGI PEMASARAN PERUSAHAAN DALAM MEMPERTAHANKAN PENJUALAN PADA BISNIS BAKERY LOT.BUTTER Fadiyah Zahra; Iwan Sukoco; Cecep Safa’atul Barkah
JURNAL LENTERA BISNIS Vol. 13 No. 2 (2024): JURNAL LENTERA BISNIS, Mei 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i2.1148

Abstract

Lot.butter, a bakery business founded in Bandung in 2021, has succeeded in attracting attention with its quality products, especially Daifuku which went viral in 2023 thanks to reviews from famous Instagram celebrities. The popularity and sales of Lot.butter have increased significantly, in contrast to the trend of artist cake businesses in 2017 which did not last long because they only relied on popularity without the support of business skills. To avoid a similar fate, Lot.butter plans a mature marketing strategy to maintain sales. This research uses qualitative methods with IFE, EFE, IE, SWOT and QSPM analysis, as well as data collection techniques through interviews with 7 informants and documentation studies. As a result, marketing strategies through various social media platforms such as Tiktok, Facebook, Twitter and YouTube, exclusive promotions with online delivery partners, as well as expansion into the Jakarta bakery market are recommended.
ANALISIS STRATEGI SOCIAL MEDIA MARKETING DALAM MEMPERTAHANKAN BRAND AWARENESS PADA DOTATO DONAT KAMPUNG (Studi Kasus pada Instagram Dotato) Jihan Hanifah Sony; Cecep Safa’atul Barkah
JURNAL LENTERA BISNIS Vol. 13 No. 3 (2024): JURNAL LENTERA BISNIS, SEPTEMBER 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i3.1199

Abstract

Dotato Donat Kampung, a prominent MSME in the culinary sector, has effectively built substantial brand awareness among students in Jatinangor. However, it faces challenges in sustaining this awareness. This research aims to analyze the social media marketing strategies employed by Dotato Donat Kampung to maintain its brand presence. Utilizing a qualitative approach with a descriptive method, the research involved detailed interviews with both the owners. The effectiveness of the social media marketing strategies was evaluated using the TOWS method. The findings indicate that Dotato Donat Kampung's social media marketing is fairly successful in boosting brand awareness and product sales, although there are certain Instagram features that have not been fully utilized. The analysis highlights the need to optimize the use of Instagram ads and broadcast channels to sustain brand awareness and broaden audience reach. Dotato Donat Kampung, a prominent MSME in the culinary sector, has effectively built substantial brand awareness among students in Jatinangor. However, it faces challenges in sustaining this awareness. This research aims to analyze the social media marketing strategies employed by Dotato Donat Kampung to maintain its brand presence. Utilizing a qualitative approach with a descriptive method, the research involved detailed interviews with both the owners. The effectiveness of the social media marketing strategies was evaluated using the TOWS method. The findings indicate that Dotato Donat Kampung's social media marketing is fairly successful in boosting brand awareness and product sales, although there are certain Instagram features that have not been fully utilized. The analysis highlights the need to optimize the use of Instagram ads and broadcast channels to sustain brand awareness and broaden audience reach.
Penerapan Strategi Influencer Marketing melalui Media Sosial Vania Sekarayodya Raharjo; Iwan Sukoco; Cecep Safa’atul Barkah; Nurillah Jamil Achmawati Novel
JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Vol. 10 No. 1 (2023): JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) NOVEMBER
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The skeptical attitude of consumers has led companies to shift from traditional marketing to influencer marketing. Based on Robert Cialdini's theory of social proof, it is observed that humans tend to make decisions or act based on what others do or think. In the context of influencer marketing, consumer behavior is influenced by the social proof provided by influencers. Dorskin is one of the local skincare brands that has adopted influencer marketing. Therefore, this research aims to explore the influencer marketing strategies applied by Dorskin. The research adopts a descriptive qualitative approach, which uses a case study method. Data collection techniques include interviews as the primary data source and literature studies as the secondary data source.  The results show that Dorskin focuses on TikTok and Instagram platforms to market their products, with two main Key Performance Indicators (KPIs) to evaluate the effectiveness of influencer marketing: the number of views and sales. Influencers contribute approximately 70% of Dorskin's total reve-nue.
Kajian Literatur Peran Brand Community Dalam Efektivitas Pemasaran Kosmetik Lokal X Melalui Strategi Amplified Electronic Word Of Mouth Amalia Maretta Fadhila; Iwan Sukoco; Cecep Safa’atul Barkah; Nurillah Jamil Achmawati Novel
Manajemen: Jurnal Ekonomi Vol. 6 No. 2 (2024): Manajemen : Jurnal Ekonomi (Special Issue)
Publisher : Fakultas Ekonomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/gfq7m052

Abstract

Pertumbuhan merek kosmetik lokal di Indonesia memberikan peluang bagi mereka untuk mengembangkan bisnisnya. Kesadaran masyarakat akan pentingnya kosmetik lokal mendorong industri terkait untuk memproduksi lebih banyak produk skincare dan makeup. Penelitian ini mengeksplorasi bagaimana strategi amplified eWOM diterapkan oleh perusahaan kosmetik lokal X melalui brand community. Metode yang digunakan adalah deskriptif kualitatif dengan tinjauan literatur. Penelitian ini menunjukkan hasil bahwa strategi amplified eWOM yang dianalisis dengan indikator strategi pemasaran dan implementasi 5T’s sudah selaras. Program brand community menciptakan konten menarik dan relevan menggunakan Instagram dan TikTok untuk berbagi informasi dan berinteraksi dengan audiens. Anggota brand community yang terdiri dari remaja aktif di media sosial, memainkan peran penting sebagai talkers yang menyebarkan informasi dan rekomendasi produk secara autentik. Campaign kreatif dan ulasan jujur membangun word of mouth yang kuat. Strategi pemasaran yang tepat, didukung oleh distribusi melalui e-commerce dan media sosial, membuat perusahaan X mampu mencapai tujuan perusahaan dan memperkuat posisinya di pasar kosmetik remaja
Co-Authors Amalia Maretta Fadhila Aria Dimas Pramudya Arianis Chan Fadiyah Zahra Faradiba Sabina Erdian Firda Deviyana Rizki Iwan Sukoco Iwan Sukoco Sukoco Jihan Hanifah Sony Nahda Ratu Aulia Nenden Kostini Nurillah Jamil Achmawati Novel Pratami Wulan Tresna Salsa Nurpadilah Vania Sekarayodya Raharjo