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All Journal Jurnal Penelitian Pendidikan IPA (JPPIPA) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) MBIA MANNERS Management and Entrepreneurship Journal Community Development Journal: Jurnal Pengabdian Masyarakat Perspektif : Jurnal Ilmu Administrasi Journal of Social Responsibility Projects by Higher Education Forum Jurnal Ekonomi Manajemen Bisnis dan Akuntansi AKSIOMA : Jurnal Sains Ekonomi dan Edukasi
Desta Sulaesih Mursyidah
Universitas Nurtanio
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences

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Pengaruh Penggunaan Celebrity Instagram Endorser Terhadap Keputusan Pembelian Pada Bisnis Online Di Kota Bandung Julian, Arsy; Novalia, Nidya; Mursyidah, Desta Sulaesih
Perspektif : Jurnal Ilmu Administrasi Vol 3 No 2 (2021)
Publisher : UNIVERSITAS ISLAM SYEKH - YUSUF TANGERANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33592/perspektif.v3i2.1489

Abstract

In the online era like today, Indonesians prefer to buy and sell products through social media. Instagram is widely used to promote products. Consumer purchasing decisions are very important to be reviewed by the company because it will have an impact on the survival of the company. One important aspect is the Instagram celebrity endorser. The purpose of this study was to determine the effect of using celebrity instagram endorser on purchasing decisions in online businesses in Bandung. The place of research was conducted at Mayoutfit Bandung. This research is a quantitative descriptive study with simple linear regression analysis. The data collection technique is through the distribution of questionnaires distributed to Mayoutfit consumers who use Instagram. The data analysis technique is done by validity and reliability test, descriptive test, classic assumption test, normality test, simple linear regression test, hypothesis test and test coefficient of determination. This study shows the influence of Instagram celebrity endorser on consumer purchasing decisions. Suggestions for future research and practical suggestions will be presented further. Keywords: Celebrity endorser, Instagram, Onlineshop, Purchase Decision
Application of Project-Based Learning Through a STEM Approach to Improve Learning Outcomes During a Pandemic Yoana Nurul Asri; Desta Sulaesih Mursyidah; Vini Rizqi
Jurnal Penelitian Pendidikan IPA Vol. 7 No. 4 (2021): October
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jppipa.v7i4.819

Abstract

Research has been conducted on applying project-based learning (PjBL) through the Science, Technology, Engineering, and Mathematics (STEM) approach during the pandemic. Tests were given to 30 first-year students conducted by Distance Learning (DL). The research method used a pre-post experimental one-group design. The results showed a minimum pretest score of 50 and a maximum value of 70. After being treated, the minimum posttest result was 75, and the maximum result was 90. There was a significant difference of 60 for the average pretest and posttest from the average pretest and posttest. The average posttest is 79.
Analisis Proses Operasional Pengecekan Layak Terbang Cargo Handling Albert Kurniawan Purnomo; Yahya Zakaria; Desta Sulaesih Mursyidah; Utari Kartika Sari
Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Vol 5 No 2 (2022): Article Research Volume 5 Number 2, Juni 2022
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v5i2.777

Abstract

Restrictions on passengers during the Covid-19 pandemic at airports aim to reduce the rate of transmission of Covid. However, this actually increases the growth of freight forwarding which has an impact on increasing cargo. At the cargo terminal there is no x-ray which functions to check cargo and post. Therefore, cargo and post must be checked by the regulated agent outside the line 1 area. Several incidents have been found at the regulated agent which may have an impact on losses. This study aims to determine the procedure for checking outgoing cargo at the regulated agent, to find out the problems that occur in checking outgoing cargo at the regulated agent, and to find out solutions to overcome problems in checking outgoing cargo at the regulated agent. This study uses qualitative research methods with more data collection techniques on participant observation, in-depth interviews and documentation conducted on cargo agent and regulated agent. The results of the study prove that all research objectives, namely procedures for checking outgoing cargo at the regulated agent, problems that occur in checking outgoing cargo at the regulated agent, and solutions to overcome problems in checking cargo outgoing at the regulated agent have been identified. Furthermore, practical conclusions and suggestions will be discussed in more depth in this study.
PENGARUH BRAND PERSONALITY TERHADAP PURCHASE INTENTION PADA PRODUK BODY BUTTER / BODY CREAM THE BODY SHOP Desta Sulaesih Mursyidah; Nidya Novalia; Riska Mustika
Management and Entrepreneurship Journal Vol 3 No 1 (2020): Maret
Publisher : Universitas Nurtanio Bandung

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

Abstract

ABSTRACTPenelitian ini dilatarbelakangi oleh permasalahan terkait brand personality dan minat beli produk body butter / body cream The Body Shop. Permasalahan tersebut didasari dengan hasil Top Brand dari Tahun 2017 – 2018 terdapat penurunan posisi / peringkat, hal ini menunjukkan bahwa kekuatan brand personality pada produk body butter / body cream mengalami penurunan. Brand personality merupakan faktor pembentuk parameter pertama untuk mengukur nilai presentase TBI, yaitu top of mind brand awareness. Permasalahan ini diperkuat dengan adanya hasil pra survei pada variabel minat beli, dimana ditemukan masih adanya minat beli pada produk body butter / body cream. Penelitian ini bertujuan untuk mengetahui pengaruh brand personality yang terdiri dari sincerity, excitement, competence, dan sophistication terhadap minat beli. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan sampel 100 orang responden yang mengetahui merek The Body Shop. Hasil analisis regresi linear sederhana menunjukkan sub variabel sincerity, excitement, competence, dan sophistication berpengaruh signifikan terhadap minat beli, dan koefisien determinasi menunjukkan bahwa variabel brand personality berpengaruh secara signifikan terhadap minat beli sebesar 42,8% sedangkan sisanya sebesar 57,2% dipengaruhi faktorfaktor lain yang tidak diteliti dalam penelitian ini.Kata Kunci: brand personality, minat beli, produk body butter / body cream The Body Shop
Penerapan Empati Layanan Masyarakat Melalui Pembagian Sembako Di Desa Babakan Karet Cianjur Ari Ramdani; Elis Nurhayati; Raden Minda Kusumah; Rd. Ratih Hanawidjaya; Desta Sulaesih Mursyidah
Journal of Social Responsibility Projects by Higher Education Forum Vol 3 No 2 (2022): November 2022
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (170.543 KB) | DOI: 10.47065/jrespro.v3i2.2757

Abstract

This community service focuses on the application of community service empathy through the distribution of groceries in Babakan Karet Cianjur Village. This activity was carried out directly by distributing groceries to five hamlet heads in Babakan Karet Cianjur Village. The purpose of this community service activity is to apply service empathy to the community as a form of concern for fellow human beings. The implementation of this dedication received a positive response. However, it is hoped that community service activities of this type can be carried out in a sustainable and systematic manner
Kualitas Pelayanan Dalam Meningkatkan Kepuasan Konsumen Di Showroom X Kota Bandung Desta Sulaesih Mursyidah
MBIA Vol 20 No 3 (2021): Management, Business, and Accounting (MBIA)
Publisher : Direktorat Riset dan Pengabdian kepada Masyarakat Universitas Bina Darma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33557/mbia.v20i3.1569

Abstract

The automotive industry is experiencing a decline in sales in 2020 and 2021 is expected to become one of the main forces to improve the national economy of Indonesia. This encourages the automotive industry to have a business competitive advantage. The phenomenon from several consumers of Showroom X Bandung, namely the quality of service provided was less than optimal. Based on the findings in previous research, service quality affects customer satisfaction. This study aims to examine the effect of service quality on customer satisfaction. This study uses the theory of service quality and customer satisfaction from some previous literature. The data collection technique uses a questionnaire that consists of 10 items. Measurement of variables based on the five dimensions of service quality, namely tangible, reliability, responsiveness, assurance, and empathy. Based on the test results, the S value is more than 1, which shows that consumers are satisfied with the quality of showroom services. The data was analyzed by validity test, reliability test, descriptive statistical test, and hypothesis test. The hypothesis test results show the influence of service quality on customer satisfaction in Showroom X Kota Bandung. Keywords: service quality, customer satisfaction Abstrak Industri otomotif mengalami penurunan penjualan di tahun 2020 dan di tahun 2021 diharapkan menjadi salah satu kekuatan utama untuk meningkatkan perekonomian nasional negara Indonesia. Untuk itu industri otomotif perlu memiliki keunggulan bersaing bisnis.Fenomena dari beberapa Showroom di Kota Bandung menunjukkan kualitas pelayanan yang diberikan kurang optimal.Berdasarkan temuan pada penelitian terdahulu, kualitas pelayanan berpengaruh terhadap kepuasan konsumen.Penelitian ini bertujuan menguji pengaruh kualitas pelayanan terhadap kepuasan konsumen.Peneliti menggunakan teori kualitas pelayanan dan kepuasan konsumen dalam kajian ini.Teknik pengumpulan data menggunakan kuesioner yang berjumlah 10 butir pernyataan.Pengukuran variabel berdasarkan kelima dimensi kualitas pelayanan yaitu tangible, reliability, responsiveness, assurance, dan empathy.Berdasarkan hasil pengujian diperolehnilai S lebih dari 1yang menunjukkan bahwa konsumen puas dengan kualitas pelayanan showroom. Analisis data dilakukan dengan uji validitas, uji reliabilitas, uji statistik deskriptif, dan uji hipotesis.Hasil juga menunjukkan bahwa terdapat pengaruh kualitas pelayanan terhadap kepuasan konsumen di Showroom X Kota Bandung. Kata kunci : kualitas pelayanan, kepuasan konsumen
Pengaruh Green Entrepreneurial Orientation terhadap Perilaku Green Economy melalui Program Kewirausahaan pada Mahasiswa Fakultas Ekonomi dan Bisnis Desta Sulaesih Mursyidah; Yoana Nurul Asri; Debora Tri Oktarina Phety; llham Setiawan
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 1 No. 5 (2024): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/cf0h4w73

Abstract

Entrepreneurship education in higher education is related to building entrepreneurial character, an entrepreneurial mindset, and entrepreneurial behavior that is always creative and innovative. The aim of this research is to see the correlation between green entrepreneurial orientation and the green economy through entrepreneurship programs among students at the Faculty of Economics and Business. This research involved 56 respondents from the Faculty of Economics and Business in Bandung using convenience sampling. The results show that there is a positive correlation between green entrepreneurial orientation and green economic behavior among students, especially as an output for Entrepreneurship courses, especially those taking part in the MBKM Entrepreneurship program. Apart from that, respondents appear to have a strong desire to be involved as environmentally friendly entrepreneurs, however, after financial cash reaches stability or reaches BEP (Break Even Point) where the profit results are equivalent to the capital spent.
PEMBERDAYAAN MASYARAKAT MELALUI STRATEGI MANAJEMEN KEPEMIMPINAN UNTUK MENCAPAI TUJUAN ORGANISASI Evy Nurachma; Noorsyah Adi Noer Ridha; Marianus Lamere; Desta Sulaesih Mursyidah
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 5 (2024): Vol. 5 No. 5 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i5.36107

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan keterampilan dan pemahaman masyarakat mengenai strategi manajemen kepemimpinan yang efektif dalam mencapai tujuan organisasi. Tema yang diangkat, yaitu Pemberdayaan Masyarakat Melalui Strategi Manajemen Kepemimpinan Untuk Mencapai Tujuan Organisasi, dipilih untuk membantu peserta memahami peran kepemimpinan dalam memberdayakan individu dan kelompok dalam masyarakat. Metode yang digunakan dalam kegiatan ini adalah pendekatan psikoedukasi, yang mencakup seminar, diskusi, dan sesi tanya jawab. Pendekatan ini memungkinkan transfer pengetahuan secara efektif melalui penyampaian materi yang terstruktur serta memberikan kesempatan bagi peserta untuk bertanya dan berdiskusi langsung dengan narasumber. Hasil dari program ini menunjukkan bahwa peserta memperoleh pemahaman yang lebih mendalam mengenai prinsip-prinsip manajemen kepemimpinan, teknik pemberdayaan masyarakat, serta cara mengembangkan keterampilan kepemimpinan yang dapat diterapkan dalam berbagai situasi organisasi. Selain itu, peserta juga menjadi lebih percaya diri dalam mengambil peran sebagai pemimpin dan mampu mengidentifikasi strategi yang tepat untuk mengarahkan organisasi mereka menuju pencapaian tujuan yang telah ditetapkan. Kegiatan ini memberikan dampak positif dalam meningkatkan kapasitas kepemimpinan peserta dan mendorong mereka untuk berkontribusi secara aktif dalam organisasi dan komunitas masing-masing. Dengan demikian, pengabdian ini berperan penting dalam memberdayakan masyarakat melalui pengembangan keterampilan kepemimpinan yang efektif.
PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI RUMAH MAKAN ROSE CATERING Miradytia Tazkiya, Kania; Novalia, Nidya; Mursyidah, Desta Sulaesih
Management and Entrepreneurship Journal Vol 7 No 2 (2025): Feb
Publisher : Universitas Nurtanio Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56244/manners.v7i2.830

Abstract

Aktivitas pertumbuhan dan perkembangan ekonomi di Indonesia mengalami pertumbuhan yang cukup signifikan, terutama lapangan usaha pada bidang kuliner semakin banyak digandrungi oleh masyarakat Indonesia. Dalam mencapai upaya keputusan pembelian konsumen diperlukan store layout yang efektif dan efisien. Keberhasilan dalam keputusan pembelian akan meningkat ketika barang yang dibutuhkan oleh konsumen dapat dengan mudah ditemukan melalui penataan store layout yang baik. Penelitian ini bertujuan untuk mengetahuipengaruh store layout terhadap keputusan pembelian konsumen di rumah makan Rose Catering. Sampel pada penelitian ini diambil sebanyak 50 respoden dengan teknik Non-probability sampling dengan pendekatan Convinience Sampling. Data dalam penelitian ini menggunakan metode survei melalui kuesioner yang diisi oleh konsumen Rumah Makan Rose Catering. Data diperoleh melalui uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi sederhana, dan uji hipotesis melalui uji t. Hasil pengujian hipotesis menunujukan bahwa variabel store layout berpengaruh terhadap keputusan pembelian konsumen di rumah makan Rose Catering.Kata kunci: Store Layout, Keputusan Pembelian.
PENGARUH BRAND LOYALTY DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH PADA PLATFORM E-COMMERCE SHOPEE Desfitriady; Desmaria Natalia Waruwu; Mursyidah, Desta Sulaesih
Jurnal Ekonomi Manajemen Bisnis Dan Akuntansi : EMBA Vol 4 No 1 (2025): JURNAL EKONOMI MANAJEMEN BISNIS dan AKUNTANSI : EMBA
Publisher : Pusat Penelitian dan Pengabdian pada Masyarakat (P3M) Politeknik Pajajaran ICB Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59820/emba.v4i1.426

Abstract

The rapid growth of e-commerce in Indonesia, especially through the Shopee platform, has intensified competition in the cosmetics sector and encouraged brands like Wardah to optimize their marketing strategies. Nonetheless, initial survey findings show that consumer loyalty remains relatively low and discount programs have yet to deliver maximum impact. This study investigates the effect of brand loyalty and discounts on purchasing decisions of Wardah cosmetics on Shopee. Using a quantitative survey method, data were collected from 96 consumers in Bandung and analyzed with multiple linear regression. The findings indicate that both brand loyalty and discounts significantly influence purchasing decisions. Brand loyalty was generally perceived positively, though some weaknesses were noted in consumers’ willingness to recommend the brand. Discounts were also viewed favorably, yet require improvement in providing more consistent direct benefits. The study concludes that strengthening brand loyalty and optimizing discount strategies in an integrated manner can more effectively enhance purchasing decisions on Shopee. Keywords: Brand Loyalty; Discount; Purchasing Decisions.
Co-Authors Albert Kurniawan Purnomo Ari Ramdani Debora Tri Oktarina Phety Desfitriady Desmaria Natalia Waruwu Elis Nurhayati Evy Nurachma Julian, Arsy llham Setiawan Marianus Lamere Miradytia Tazkiya, Kania Nidya Novalia Noorsyah Adi Noer Ridha Novalia, Nidya Raden Minda Kusumah Rd. Ratih Hanawidjaya Riska Mustika Utari Kartika Sari Vini Rizqi Yahya Zakaria Yoana Nurul Asri Yoana Nurul Asri Yoana Nurul Asri