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Heny Hendrayati

Universitas Pendidikan Indonesia

Author-ID : 3711176

Religion Aerospace Engineering Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Neuroscience Public Health Social Sciences Transportation Other

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Optimizing Online Advertising to Improve J&T Cargo's Business Performance and Profitability Aryani, Kiki; Rahayu, Agus; Hendrayati, Heny
International Journal of Science and Society Vol 6 No 4 (2024): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/ijsoc.v6i4.1333

The optimization of online advertising has become a key strategy for improving business performance and profitability in the digital era. This study aims to analyze the role of online advertising in supporting the growth of J&T Cargo's business using a qualitative approach with a literature review method. Through a review of relevant literature, the research explores the effectiveness of various digital advertising platforms, such as social media, search engines, and e-commerce websites, in reaching wider audiences and increasing customer conversion rates. The findings reveal that implementing the right online advertising strategies can enhance brand awareness, expand market share, and boost profitability. This study offers recommendations for J&T Cargo to optimize data-driven advertising strategies to achieve better business outcomes.

Women's entrepreneurial leadership on culinary micro small medium enterprises success: The mediating role of absorptive capacity Siwiyanti, Leonita; Suryana, Suryana; Furqon, Chairul; Hendrayati, Heny; Marimon, Frederic
Jurnal Fokus Manajemen Bisnis Vol. 15 No. 2 (2025)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/fokus.v15i2.13335

In many developing economies, culinary businesses run by women face dynamic market challenges that demand adaptive leadership and effective knowledge utilization. This study explores the influence of women’s entrepreneurial leadership on the business success of micro, small, and medium enterprises in the culinary sector with absorptive capacity as a mediating factor. A survey method was used to gather quantitative data from 350 women entrepreneurs, and partial least squares structural equation modeling was used for statistics analysis. The results show that women's leadership qualities, such as empathy, teamwork, and flexibility, significantly improve company performance. Additionally, absorptive capacity serves a critical mediating function by allowing entrepreneurs to obtain, absorb, and apply outside knowledge for innovation and market adaptation. The study emphasizes how crucial it is to support women's entrepreneurial leadership and knowledge-absorption skills to promote long-term company growth. These findings provide valuable insights for policymakers, educators, and business practitioners in designing targeted interventions to support women entrepreneurs in resource-constrained environments.

Entrepreneurship Curriculum In Higher Education: A Systematic Literature Review (SLR) Saputra, Yori Andes; Novilia, Fitri; Hendrayati, Heny
West Science Interdisciplinary Studies Vol. 1 No. 12 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i12.502

Entrepreneurship education at the higher education level plays an increasingly crucial role in shaping graduates who are not only ready to enter the workforce but also capable of becoming independent entrepreneurs. While many university graduates aspire to pursue careers in office jobs or work for other institutions, it is important to realize that entrepreneurial skills have a positive impact not only on individuals but also on the economy and society as a whole. In this context, entrepreneurship education in higher education becomes key to shifting the paradigm of graduates towards being more proactive and independent in creating job opportunities. Currently, many countries face challenges in creating new job opportunities and reducing unemployment rates. Therefore, introducing the concept of entrepreneurship into the higher education curriculum can be a strategic step to address these issues. Graduates with a strong understanding of entrepreneurship will not only be job seekers but also job creators. They have the potential to establish their own businesses, create new products or services, and make a positive contribution to the local and national economic development. Through entrepreneurship education, students can be equipped with practical skills, business knowledge, and a proactive attitude needed to become leaders in the business world. Moreover, it is essential to address any stigma attached to the development of entrepreneurship in higher education, where many students may be more inclined to choose conventional career paths. By recognizing the importance of entrepreneurship in creating new opportunities and enhancing competitiveness in the job market, universities can play a key role in inspiring and guiding students to explore their entrepreneurial potential. Thus, entrepreneurship education at the higher education level is not just about creating entrepreneurs; it is also about shaping individuals who have a proactive outlook on their lives and careers and the ability to adapt and thrive in a dynamic work environment. Entrepreneurship education in higher education has a significant long-term impact on shaping a more competitive and innovative future.

Analysis of Business Development In Laptopin.Id Store Through The Triple Layered Business Model Canvas Approach Istiqomah, Chairunnisa; Hendrayati, Heny; Sultan, Mokh Adib
Jurnal Inovasi Bisnis dan Kewirausahaan Vol 5 No 2 (2023): Vol 5 No 2 (2023): Business Innovation and Entrepreneurship Journal (May)
Publisher : Entrepreneurship Faculty, Universitas Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35899/biej.v5i2.657

Digitalization forces people to be able to utilize technology in their daily activities. Laptops are a supporting tool for doing work to learning. The used laptop business is booming with prices that are much cheaper than new laptops. With intense competition, a business model is needed so that the business can continue to survive and develop. The purpose of this research is to project the Laptop in business model which will produce the best strategy for decision-making considerations in the context of developing an ongoing business using the Triple Layered Business Model Canvas. The method used in this research is a descriptive method with a case study approach. The steps taken are (1) SWOT Analysis Formulation, (2) Triple Layered Business Model Canvas Strategy Formulation, and (3) PMIA Method. Where this research finds that businesses are in a growth and build position through an integrative strategy by working on the B2B market, in mapping the business model 3 aspects can help Laptop in to create business value, namely (1) economic aspects, by creating consumer forums to create loyal consumers (2) environmental aspects, processing electronic waste through third parties and (3) social aspects, providing opportunities for persons with disabilities to become part of the shop employees. Decision-making on the TLBMC Laptop in elements using the PMIA (Plus Minus Implication Analysis) method gives a total PMIA score sequentially from largest to smallest, namely the economic layer +39, the environmental layer +33, and the social layer +29. These results indicate that the current decision-making in Laptop in business development is appropriate and feasible to continue.

Innovative Marketing Strategies in the Digital Era: Systematic Literature Review Analysis Nadeak, Thomas; Rahayu, Agus; Hendrayati, Heny
West Science Social and Humanities Studies Vol. 2 No. 01 (2024): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v2i01.549

Running a business in the modern era is different from business in the past. Business today is greatly influenced by technological advances, for those who master the touch of technology in marketing, they are the ones who can market products, especially in the current digital era. This research aims to gain an understanding of marketing strategies in the digital era. For this reason, we reviewed several studies that we obtained with evidence that we examined from various sources, including scientific papers, especially marketing strategies. Based on the analyzed data and discussion, it can be concluded that online marketing is successful by following the right steps for digital media, mapping marketing, choosing appropriate digital media, and implementing all internet-based marketing activities. Consumers are adopting an increasingly active role in co-creating marketing with their respective companies and brands. In turn, companies and organizations are looking to online social marketing programs and campaigns in an effort to reach consumers where they 'live' online. However, the challenge many companies face is that although they recognize the need to be active on social media, they do not really understand how to do it effectively, what performance indicators they should measure, and how they should measure it. Furthermore, as companies develop social media strategies, platforms such as YouTube, Facebook, and Twitter are too often treated as stand-alone elements rather than as part of an integrated system. This article offers a systematic way to understand and conceptualize online social media, as an ecosystem of related elements involving digital and traditional media. We highlight best practice case studies from organizations' successful efforts to leverage social media to reach important young consumer audiences. Then, we conclude with some insights and lessons related to the strategic integration of social media into a company's marketing communications strategy. The internet has brought disruptive changes to the business landscape through the creation of a number of digital marketing tactics. However, with these new tactical options, marketing managers need to (1) prioritize what they want to achieve and (2) determine which digital marketing tactics to invest in. In this article, we consider these issues from the perspective of four business strategies: explorer, analyzer, low-cost defender, and differentiated defender. In this article, we provide marketing managers with insight into how businesses pursuing various strategies approach these digital marketing issues, with the ultimate goal of assisting managers in the efficient and effective implementation of their corporate strategies.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i12.502

Social Media User Perception on Communication Types: Comparing One-Two Way of Communicating Brand Gunawan, Arie Indra; Monoarfa, Hilda; Hendrayati, Heny; Bahri, Khoirun Nisa; Rahayu, Agus; Huda, Miftakul
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.59

Social media is a communication medium expected to create brand satisfaction and trust. If we attempt to classify communication patterns and intensity on Instagram media, there are one- and two-way communication patterns. Some posts do not require confirmation, and the goal is not to create a conversation between the messenger and the audience. This condition creates a knowledge gap in marketing communications that need to be known empirically. This research was conducted with a quantitative approach - descriptive statistics. Research data was collected by distributing questionnaires through communication and sending messages to Instagram accounts. 249 data are obtained and analyzed using Warp-PLS. The research findings show that one-way communication patterns are more effective in creating brand trust. The audience considers information conveyed in this pattern more effective and valid because they are not distracted by multi-respondent conversations, which often extend from information topics. This study has implications for theoretical contributions to creating brand satisfaction and trust and for the company's communication strategy to deliver brand communications to the audience. Also, companies can vary their communication patterns on social media, especially Instagram, from the audience that continues to respond (further conversations occur).

Analysis of The Role of Store Atmosphere in Influencing Consumer Purchasing Decisions at XYZ Cooperative Fahreza, Mohammad; Rahayu, Agus; Hendrayati, Heny
International Journal of Business, Economics, and Social Development Vol. 5 No. 1 (2024)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v5i1.583

A cooperative is a business entity consisting of individuals and legal entities that is based on the principles of kinship and economic democracy and is a means of increasing economic progress for cooperative members and the community. This research aims to determine the influence of Store Atmosphere on consumer purchasing decisions at the XYZ Bandung Cooperative. Several members explained that the reason for reducing purchases of goods at the XYZ Cooperative was because they felt that some goods were not given enough attention, such as whether the goods on display were still suitable for consumption or not, communication of information either through social media or information boards was still not working well, the prices of goods were not high. expensive and less affordable for members and other consumers to buy. The research method used was quantitative, the sampling technique used probability sampling and a sample of 43 domestic and foreign tourist respondents was obtained. The analytical tool used was simple regression analysis and the hypothesis used a significance test using the SPSS analysis tool. The results of this research explain that the Store Atmosphere has a positive and significant influence on purchasing decisions at the XYZ cooperative and several dimensions of the Store Atmosphere such as the exterior, store layout and interior appearance have a positive and significant influence on purchasing decisions at the XYZ cooperative. There needs to be more attention from the management of the XYZ cooperative in paying attention to the shop atmosphere so that consumers, especially members, can increase their purchasing decisions at the XYZ Cooperative.

Implementation of Electronic Customer Relationship Management on the Instagram Platform: Case Study on MSMEs Perfume Products Simatupang, Frido Sarita; Rahayu, Agus; Hendrayati, Heny
International Journal of Research in Community Services Vol. 5 No. 1 (2024)
Publisher : Research Collaboration Community (Rescollacom)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijrcs.v5i1.560

Micro, Small and Medium Enterprise High Romantic Mens (HRM) Perfume was founded in 2019. This Micro, Small and Medium Enterprise operates in the fashion sector which operates in the online marketing sector in terms of marketing and the Micro, Small and Medium Enterprise has 30 reseller members. This research aims to determine the application of Electronic Customer Relationship Management (E-CRM) on the Instagram platform and determine the efforts made to improve good service, quality products and fast delivery in Micro, Small and Medium Enterprises using descriptive research methods. The research results show that the implementation of electronic customers relationship management on the Instagram platform is good and the service to consumers is quite good, a good image on Instagram still needs to be improved again by carrying out paid promotions and endorsements. The parties need to be aware of this condition. Micro, Small and Medium Enterprises to increase transaction potential so that the goals of Micro, Small and Medium Enterprises will be achieved.

Distribution and Service Qquality to Customer Satisfaction in Cikal Wedding Planner Anggi F, Muhamad; Hendrayati, Heny; Hurriyati, Ratih
Eduvest - Journal of Universal Studies Vol. 4 No. 6 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i6.1436

If the public understands the importance of wedding organizers with public awareness, Cikal Wedding Planner is here to help the community in making a happiness, namely marriage. The purpose of this study is to determine the Effect of Distribution and Service Quality on Customer Satisfaction. This research was conducted at one of the Wedding Organizer companies in Bandung, namely Cikal Wedding Planner. This research was conducted with a quantitative approach, data collection using observation methods, interviews and also the distribution of questionnaires. The data obtained will be tested using SPSS 24. The results showed that the distribution variable did not affect customer satisfaction with a significant level of 0.842 > 0.05. And also the Service Quality variable has a calculated value = 0.010 > ttable = 1.984 with a signification level of 0.920 = 0.05, and it can be concluded that the Service Quality variable affects Customer Satisfaction. And Distribution and Service Quality simultaneously (together) have an influence on Customer Satisfaction.

Co-Authors A, Ahmad Paris Abdul Ahmad Hafidh Nurmansyah Achmad Muhammad, Achmad Achyarsyah, Mochamad Adam Hermawan Adib Sultan, Adib Agista Nabilaharis Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Sudono Ahmad Hudaiby Galih Kusumah Alfattory Rheza Syahrul Alwinda Manao Amirul Afif Muhamat Amirul Afif Muhamat Andrieta Shintia Dewi Anggi F, Muhamad Anna Permanasari Arie Indra Gunawan Arief Budiman Arisman, Ari Aryani, Kiki Askarovich, Jaxongir Davronov Asti Nur Aryanti Astri Wulandari Atrisia, Marchela Indah Ayuningtyas Yuli Hapsari Ayuningtyas Yuli Hapsari Azman, Heru Aulia Bambang Widjajanta, Bambang Budhi Pamungkas Gautama, Budhi Budhi Wahyu Fitriadi Budi Harto Chaerunnisa Chaerunnisa, Chaerunnisa Chairul Furqon, Chairul Chatarina Umbul Wahyuni Christianingrum Cici Cintyawati Ciptagustia, Annisa Damayanti, Fenny Dede Kurnia Dede Kurnia, Dede Dede Nursilah, Dede Dematria Pringgabayu Depy Muhamad Pauzy Disman Disman Disman Disman, Disman Edi Suryadi Eeng Ahman, Eeng Effendy, Femmy Eka Surachman Elvira Azis Epon Ningrum Fahreza, Mohammad Fanji Wijaya Farizki Maulana Rafliansyah Farizki Maulana Rafliansyah Fauziah, Putri Wafda Femmy Effendy Femmy Effendy Ferry Arfiansyah Fitri Lestari, Fitri Fitri Novilia Fitrina Lestari Granit Agustina Hadiaty, Fifit Hari Mulyadi, Hari Hendri, Meriza Hernandi Sujono Heryana, Nono Hidayat, Yosep Hilda Monoarfa Huda, Miftakul Ika Barokah Suryaningsih Ikaputera Waspada, Ikaputera Imas Purnamasari Indra Gunawan, Ari Iqbal Rabiul Awal, Rais Istiharini . Istiqomah, Chairunnisa Iwan Kurniawan Iwan Kurniawan Iwan Setiawan Jejen Jaenal Aripin Jejen Jaenal Aripin Johan, Ahmad Juniari, Rosa Prafitri Juwanto Juwanto Kartika, Titing Koswara, Silvia Septyani Kusumah, Ahmad H.G Kusumah, Ahmad hudaiiby Galih Kusumah, Echo Perdana Laelia, Nurul Lena Lestary Leonita Siwiyanti Lili Adi Wibowo Listri Herlina Manoarfa, Hilda Marhadi Marhadi, Marhadi Marimon, Frederic Maya Sari Megantara, Khandinar Shidik Meriza Hendri Meriza Henri Miftahuddin, S.Si.,MAB., asep Mochamad Achyarsyah Mohamad Faizal, Mohamad Mokh Adib Sultan Mokh Adib Sultan, Mokh Adib Monoarfa, Hilda Mubarok, Ramdhan Faizal Mubiar Agustin Muhamad Rafi Rayhan Muhamat, Amirul Afif Muhammad Deny, Muhammad Muhammad Fatwa F Mulyana, Yadi Munawar, Asep Munawaroh Munawaroh Nadeak, Thomas Netti Siska Nurhayati Nor Aiza Moketar Norshahidatul Hasana Ishak Novilia , Fitri Novilia, Fitri Nugraha Nugraha NUNIEK DEWI PRAMANIK Nur, Lutfi Nur, Lutfi Nurdin, Mohammad Nurihsan, Achmad Juntika Nurul Hidayah Mat Zain Nurwahyuni, Atik Oce Ridwanudin Palupi Permata Rahmi Pamuji Aminullah, Zakariya Perdana, Yoga Perengki Susanto Permata, Shintia Pinasthika, Azhyra Rana Purnomo Puspo Dewi Dirgantari Puteri Dearini Joesdienar Putit, Lennora Qudratov, Inomjon Rabiul Awal, Rais Iqbal Rahman, Shandikha Arya Yudha Rahmat, Adhitya Rahmy Karimah Syahidah Ratih Hurriyati Ratih Hurriyati Raya Sulistyowati Rena Yuliana Ridwan, Okky Rizal Rina Suprina Riske Faldesiani Riza, Noviana Rubini, Rizki Adriansyah Safitri, Wiji Salsa Satriani Setiawan Saputra, Jumadil Saputra, Yori Andes Sarah, Kania Siti Savitri, Citra Simatupang, Frido Sarita Sisda Ferlianti Siti Aisyah Siti Rahayu Abdul Aziz Sujono, Hernandi Sultan, Mokh. Surachman, Eka Suryana Suryana Suryana Suryana Suryana Suryana Suziana, Suziana Syahbudiman, Rayhan Syahidah, Rahmy Karimah Syamsu Yusuf Syamsu Yusuf, Syamsu Syifa Pramudita Faddila Teguh Sandjaya Teuku Dhani Al Ramdhani Thomas Nadeak Tia Yuliawati Tiara Asyifa Setiawan Tjutju Yuniarsih, Tjutju Ulil Hartono Vanessa Gaffar Veranita, Mira Verinita, Verinita Virginia, Reggina Wibowo, Lili Widi Prayoga Willma Fauzzia Yori Andes Saputra Yudha Rahman, Shandika Yuin, Hwang Wu Yuliana, Rena Yusuf, Abdul YUSUF, RAMAYANI Zein Bastian

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