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Heny Hendrayati

Universitas Pendidikan Indonesia

Author-ID : 3711176

Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry 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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Transformasi Digital dan Karakteristik Wirausaha sebagai Solusi dalam Meningkatkan Kinerja UMKM Kuliner di Kota Bandung Salsa Satriani Setiawan; Suryana Suryana; Heny Hendrayati
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 2 (2025): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i2.6345

The culinary business has grown fast in the age of globalization and digitalization. However, despite this expansion, culinary MSMEs confront a number of obstacles, including a decrease in the number of firms and revenues, which has a negative influence on overall business performance. This study seeks to investigate the impact of digital transformation and entrepreneurial characteristics on the performance of culinary MSMEs in Bandung. The study uses a descriptive and verification quantitative approach using a saturated sampling technique. The unit of analysis in this study is culinary MSME actors, with a total sample of 100 respondents. Classical assumption testing and multiple regression analysis are among the data analysis techniques. The findings show that digital transformation and entrepreneurial characteristics have a favorable and considerable impact on business success, both concurrently and partially. These findings suggest that applying digital transformation and boosting entrepreneurial characteristics are crucial factors in enhancing the performance of culinary MSMEs.

Omnichannel Customer Experience Model towards Customer Repurchase Intentions and Word of Mouth on Cellular Products Loyalty Teuku Dhani Al Ramdhani; Ratih Hurriyati; Heny Hendrayati; Mokh Adib Sultan
International Journal of Artificial Intelligence Research Vol 9, No 1.1 (2025)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v9i1.1.1418

Customer loyalty to mobile products in Indonesia is influenced by various factors, including download speed, upload internet speed, latency, streaming, and browsing. This study aims to analyze the effect of Omnichannel Customer Experience (OCX) on Cellular Product Loyalty (CPL) through the mediation role of Customer Repurchase Intentions (CRI) and Word of Mouth (WoM). This study uses an explanatory survey design involving 384 mobile product users throughout Indonesia, who were selected using proportional sampling techniques. Data analysis was carried out using descriptive and verification methods, using Structural Equation Modeling - Partial Least Square (SEM-PLS) to test the relationship between variables. The findings of the study indicate that OCX does not have a direct effect on CPL, but must go through the mediation of CRI and WoM. Between the two mediators, WoM has a stronger influence than CRI, indicating that a positive omnichannel experience encourages customers to recommend products, ultimately increasing customer loyalty. The novelty of this research lies in simultaneously testing the relationship between OCX, CRI, and WoM on CPL in the context of the cellular industry, as well as identifying the more dominant mediation pathways in increasing customer loyalty. The implications of this research provide insights for telecommunications companies to focus more on omnichannel strategies that can improve customer experience and encourage Word of Mouth, as well as for the government in designing policies that support the digital ecosystem for the cellular industry in Indonesia.

Selective Dimensions of Memorable Tourism Experience and Their Influence on Revisit Intention Verinita, Verinita; Suryaningsih, Ika Barokah; Hendrayati, Heny; Suziana, Suziana; Azman, Heru Aulia
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 12 No 1 (2025): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v12i1.56070

This study explores the influence of Memorable Tourism Experience (MTE) dimensions on tourists’ revisit intention in West Sumatra. While MTE is widely acknowledged in tourism literature, limited studies have empirically disentangled which subdimensions—such as hedonism, novelty, local culture, refreshment, meaningfulness, involvement, and knowledge—are truly consequential in the regional tourism context. Employing an explanatory, cross-sectional design with a purposive sample of 143 respondents, data were analyzed using Partial Least Squares (PLS). The results reveal that only hedonism, local culture, and meaningfulness significantly affect revisit intention. Novelty, refreshment, involvement, and knowledge showed no measurable impact. These findings challenge assumptions that all MTE elements equally drive loyalty, highlighting a more selective emotional-cognitive mechanism in tourist behavior. Practically, local tourism authorities should prioritize emotionally resonant and culturally grounded experiences to strengthen destination appeal and policy alignment with national tourism development goals.

Enhancing digital competence and entrepreneurial orientation in vocational education: Innovations for SMEs in West Java's fashion industry Aryanti, Asti Nur; Suryana, Suryana; Hendrayati, Heny; Furqon, Chairul; Mulyadi, Hari; Christianingrum, Christianingrum; Rahmi, Palupi Permata; Permata, Shintia; Saputra, Jumadil
Jurnal Pendidikan Vokasi Vol. 14 No. 3 (2024): November
Publisher : ADGVI & Graduate School of Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/jpv.v14i3.72376

The creative economy is vital for Indonesia's economic growth, especially during a global slowdown. It boosts employment and export values, with culinary, crafts, and fashion leading the way. In 2022, fashion, culinary, and crafts had the highest export values. West Java is a standout province in this industry. The UMKM Juara program aims to expand markets and digitalize MSMEs. Technology and digital tools are reshaping the business landscape, and the creative industry must embrace these advancements to succeed financially. The purpose of this study was to investigate the effect of digital innovation on business success as a mediator between digital entrepreneurship competence and digital entrepreneurship orientation. The methodology employed was descriptive verification with a quantitative approach. Data were collected using questionnaires. The sampling technique employed was non-probability sampling with purposive sampling, yielding a sample of 306 West Java UMKM Juara in the Fashion Subsector. SEM-AMOS was used to analyze the data in this research. The research findings revealed that digital entrepreneurship competence had a direct and positive effect on business success. Likewise, digital entrepreneurship orientation had a positive effect on business success. Digital innovation mediated digital entrepreneurship competence towards business success. However, digital innovation did not mediate digital entrepreneurship orientation on Business Success. This findings can be used to improve vocational education curricula or strengthen training programs related to developing digital competencies among learners.

Digital marketing evolution: Understanding the role of AI and Big Data in shaping marketing strategies Rahman, Shandikha Arya Yudha; Rahayu, Agus; Hendrayati, Heny
International Journal of Financial, Accounting, and Management Vol. 7 No. 2 (2025): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v7i2.2593

Purpose: This study explores the evolution of digital marketing and the role of Artificial Intelligence (AI) and Big Data in enhancing marketing effectiveness. As market complexity and consumer needs continue to evolve, companies must adopt new technologies to optimize their strategies. Methodology/approach: This research employs a comprehensive literature review, analyzing journal articles, industry reports, and case studies related to AI and Big Data in digital marketing. The process involves selecting and evaluating relevant sources to gain in-depth insights into their impact on marketing strategies. Results/findings: The study finds a positive correlation between AI implementation in digital marketing and improved campaign effectiveness. Companies leveraging AI report increased consumer engagement and higher sales conversions. Moreover, integrating Big Data and AI enhances customer satisfaction and loyalty. Firms adopting these technologies demonstrate greater adaptability to market dynamics and evolving consumer preferences. Conclusion: The study concludes that AI and Big Data play a crucial role in shaping digital marketing strategies by enabling personalization, predictive analytics, and data-driven decisions. Although challenges such as privacy concerns and algorithmic bias remain, their benefits far outweigh the risks, offering firms a sustainable competitive advantage. Limitations: The study is limited to existing literature, which may introduce selection bias. Additionally, the absence of empirical analysis restricts deeper insights into AI and Big Data applications in marketing. Contribution: This research provides a deeper understanding of AI and Big Data’s impact on digital marketing strategies. The findings assist marketers in developing more effective and adaptive strategies.

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.

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 Agus Sudono, Agus Ahmad Hudaiby Galih Kusumah Alfattory Rheza Syahrul Alfattory Rheza Syahrul, Alfattory Rheza 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 Hakimboy, Rojabov Hari Mulyadi 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 Maisa Asmara Manoarfa, Hilda Marhadi Marhadi, Marhadi Marimon, Frederic Marjona, Kurbanbayeva Maya Sari Megantara, Khandinar Shidik Meriza Henri Miftahuddin, S.Si.,MAB., asep Mochamad Achyarsyah Mohamad Faizal, Mohamad Mohammad Fahreza 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 Nurhayati, Netti Nurihsan, Achmad Juntika Nurul Hidayah Mat Zain 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 Rivaldi Arissaputra Riza, Noviana Rubini, Rizki Adriansyah Safitri, Wiji Saidmunirxon, Axrorov Salsa Satriani Setiawan Saputra, Jumadil Saputra, Yori Andes Sarah, Kania Siti Sarvarbek, Shomurodov 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 Tegar 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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