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Analisis Experiential Marketing Terhadap Customer Loyalty Melalui Customer Engagement Sebagai Variabel Mediasi Siti Amanah; Kokom Komariah; R. Deni Muhammad Danial
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 11 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i11.4500

Abstract

ABSTRACT. This study aims to determine the description and influence of experiential marketing, customer engagement on customer loyalty in Oppo consumers. The research method used is a quantitative research research method with a causal descriptive approach. The objects in this study are experiential marketing, customer engagement, and customer loyalty. The population in this study were residents of the city of Sukabumi who made purchases on Oppo products. The sample used in this study amounted to 165 respondents who were taken based on Hair J theory which says that determining the number of samples depends on the number of indicators multiplied by 5 to 10. The sampling technique used is probability sampling technique, namely stratified random sampling. The data collection techniques used in this research are observation, interviews, literature study, documentation and questionnaire distribution. The data analysis technique used is Structural Equation Modeling (SEM) using partial least square (PLS). Keywords: Experiental Marketing; Customer Engagement; Customer Loyalty ABSTRAK. Penelitian ini bertujuan Untuk mengetahui gambaran dan pengaruh experiential marketing, customer engagement terhadap customer loyalty pada konsumen Oppo. Metode penelitian yang dilakukan adalah metode penelitian penelitian kuantitatif dengan pendekatan deskriptif kausal. Objek dalam penelitian ini adalah experiential marketing, customer engagement, dan customer loyalty. Populasi pada penelitian ini adalah warga kota sukabumi yang melakukan pembelian pada produk Oppo. Sampel yang digunakan pada penelitian ini berjumlah 165 responden yang diambil berdasarkan teori Hair J yang mengatakan bahwa menentukan jumlah sampel tergantung pada jumlah indikator yang dikali 5 hingga 10. Teknik sampling yang digunakan yaitu teknik probability sampling yaitu stratified random sampling. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah observasi, wawancara, studi pustaka, dokumentasi dan penyebaran kuisioner. Teknik analisa data yang digunakan yaitu Structural Equation Modeling (SEM) dengan menggunakan parsial least square (PLS) Kata Kunci : Experiental Marketing; Customer Engagement; Customer Loyalty
The Influence of Perceived Ease of Use, Risk And Financial Ability on Transaction Interest In Using Tiktok Paylater on Students In Sukabumi City Aliya Nurfauzia; Dicky Jhoansyah; R. Deni Muhammad Danial
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 1 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i1.6753

Abstract

This study aims to determine the effect of perceived ease of use, risk, financial ability on transaction interest, the temporary assumption is that the three variables have a significant effect on transaction interest using Tiktok Paylater, this study uses a quantitative method with an associative descriptive approach, with a sample size of 225 samples, the sampling technique uses purposive sampling. Data collection through questionnaires and literature studies. The results of the f test statistics show a simultaneous and significant effect of the variables perceived ease of use, risk and financial ability on transaction interest. Based on the results of the t test statistics, perceived ease of use does not have a significant effect on transaction interest with the t test (0.184> 0.05). In the variable, risk has a significant effect on transaction interest with the test results (0.000 <0.05). While financial ability has a positive and significant effect on transaction interest with the t test (0.000 <0.05). The implications of this study can be used as a basis for increasing interest in transactions using Tiktok Paylater through perceived ease of use, risk, financial ability among students in Sukabumi City.
The Effect of Customer Orientation on Marketing Performance Through Product Innovation as a Mediating Variable Alipia, Maya; Danial, R Deni Muhammad; Saori, Sopyan
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 4 (2024): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i4.3113

Abstract

Marketing performance in culinary MSMEs in Sukabumi City is suspected to be caused by low product innovation and customer orientation. The purpose of this study was to analyze the effect of customer orientation on marketing performance with product innovation as a mediating variable. This study used quantitative method with descriptive causal approach. The study population was culinary MSMEs in Sukabumi City registered at the cooperative office, with a sample of 135 MSMEs randomly selected through probability sampling technique. Data collection was conducted through observation, questionnaires, and literature study, and data analysis using Structural Equation Modeling (SEM) method with the help of AMOS software. The results showed that customer orientation has a significant positive effect on product innovation (C.R. = 5.551, p < 0.05), and customer orientation has a significant positive effect on marketing performance (C.R. = 4.517, p < 0.05). However, product innovation has no significant effect on marketing performance (C.R. = 0.984, p > 0.05). Product innovation partially mediates the relationship between customer orientation and marketing performance (Z value = 3.168 > 1.978). In conclusion, customer orientation is important to improve marketing performance, although product innovation is not the dominant mediating factor.
The Influence Of Competitive Advantage, Entrepreneurial Orientation And Product Innovation On Business Success Maulana, Rian; Danial, R Deni Muhammad; Nurmala, Resa
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 4 (2024): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i4.3141

Abstract

This study aims to examine the influence of competitive advantage, entrepreneurial orientation, and product innovation on the business success of snack food MSMEs in Sukabumi City. The phenomenon observed is the importance of innovation and competitive advantage in facing intense business competition. The problem identified is that it is unclear how much each of these factors contributes to the success of MSME businesses. This study used quantitative method with descriptive approach and associative analysis. Data were collected through questionnaires distributed to 67 snack food MSMEs in Sukabumi City. Validity and reliability of the instruments were tested using SPSS, and multiple linear regression analysis was used to test the research hypotheses. The results showed that competitive advantage had a positive and significant influence on business success with a significance value of 0.022. In contrast, entrepreneurial orientation and product innovation do not have a significant influence on business success, with a significance value of 0.118 and 0.695, respectively. It is concluded that competitive advantage is a key factor in determining business success of snack food MSMEs in Sukabumi, while entrepreneurial orientation and product innovation have no significant influence. Therefore, it is recommended that MSMEs in Sukabumi should focus more on developing competitive advantage to achieve better business success.
Analysis of Social Media-Based Digital Marketing and Brand Image on Buying Interest in ESQA Local Cosmetic Products Septiani, Fanysa; Ramdan, Asep Muhamad; Danial, R. Deni Muhammad
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 4 (2024): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i4.3221

Abstract

The phenomenon of rapid growth of the cosmetics industry in Indonesia can be seen from the increase in the number of cosmetics companies and product exports. The purpose of this study is to analyze the effect of social media-based digital marketing and brand image on buying interest in ESQA local cosmetic products. The method used is quantitative with descriptive and associative approaches. Data were collected through observation, interviews, questionnaires, and literature studies, with a population of generation Z in Sukabumi City and a sample of 180 respondents. Data analysis used multiple correlation, coefficient of determination, F test, multiple linear regression, and T test. The results showed that digital marketing and brand image have a significant influence on purchase intention. The multiple correlation coefficient of 0.907 shows a very strong relationship between the independent and dependent variables. The coefficient of determination of 82,3% shows the significant contribution of digital marketing and brand image to purchase intention. The F test shows the significant effect of the independent variables simultaneously on purchase intention. Multiple linear regression shows that each unit increase in digital marketing and brand image increases purchase intention by 0.398 and 0.679, respectively. The T test shows that digital marketing and brand image partially have a significant effect on buying interest in ESQA products. In conclusion, effective digital marketing strategy and strong brand image are very important in increasing purchase intention of local cosmetic products, especially ESQA, among generation Z in Sukabumi City.
Analysis of Entrepreneurial Orientation on Business Performance through Competitive Advantage as a Mediating Variable Yahmardiana, Aini; Danial, R. Deni Muhammad; Nurmala, Resa
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 4 (2024): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i4.3242

Abstract

This study aims to determine the mediating effect of competitive advantage in the relationship of entrepreneurial orientation to business performance. The research method used in this research is quantitative research method with associative descriptive approach. The sample technique used was saturated sample by distributing questionnaires to 100 skincare and cosmetic stores in Sukabumi and the data analysis technique was Structural Equation Modeling (SEM) with the help of PLS software. The results of this study indicate that Skincare and Cosmetic Stores in Sukabumi have succeeded in building entrepreneurial orientation, competitive advantage and good business performance in Skincare and Cosmetic Stores in Sukabumi. Entrepreneurial orientation has a direct and significant effect on competitive advantage, competitive advantage has a direct and significant effect on business performance and excellence mediates effectively in the leadership relationship of entrepreneurial orientation to business performance. The direct relationship effect of entrepreneurial orientation on business performance is smaller than the indirect effect. Thus, it can be concluded that competitive advantage acts as a mediating relationship between entrepreneurial orientation and business performance.
Analisis Intellectual Capital Dan Pertumbuhan Perusahaan Terhadap Nilai Perusahaan Wimartfian, Restu Eka; Norisanti, Nor; Danial, R. Deni Muhammad
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 2 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10499200

Abstract

Penelitian ini menginvestigasi hubungan antara nilai perusahaan dalam sektor property, real estate, dan konstruksi dengan faktor-faktor seperti Value Added Capital Employed (VACA), Value Added Human Capital (VAHU), Structural Capital Value Added (STVA), dan Pertumbuhan Perusahaan. Penelitian ini menggunakan data perusahaan yang terdaftar di Bursa Efek Indonesia selama tahun 2019-2021. Metode analisis yang digunakan adalah regresi linear berganda dengan pendekatan kuantitatif. Hasil penelitian menunjukkan bahwa terdapat hubungan yang kuat antara VACA, VAHU, STVA, dan Pertumbuhan Perusahaan dengan nilai perusahaan. Koefisien determinasi (R^2) sebesar 0,652 menandakan bahwa sekitar 65,2% variasi dalam nilai perusahaan dapat dijelaskan oleh faktor-faktor yang diteliti dalam penelitian ini. Analisis koefisien korelasi juga menunjukkan hubungan yang signifikan antara variabel-variabel independen dan dependen. Namun, hasil uji parsial menunjukkan bahwa hanya Pertumbuhan Perusahaan (Pertumbuhan Total Aktiva) yang memiliki pengaruh positif dan signifikan terhadap nilai perusahaan. Sedangkan VACA, VAHU, dan STVA tidak memiliki pengaruh yang signifikan terhadap nilai perusahaan. Hasil ini mengindikasikan bahwa pertumbuhan perusahaan memiliki dampak yang lebih kuat dalam menentukan nilai perusahaan dibandingkan dengan faktor-faktor lainnya. Secara keseluruhan, penelitian ini memberikan pemahaman tentang faktor-faktor yang mempengaruhi nilai perusahaan dalam sektor property, real estate, dan konstruksi di Indonesia. Penelitian ini juga menunjukkan bahwa investasi dalam pertumbuhan perusahaan mungkin memiliki potensi untuk memberikan pengembalian yang lebih baik bagi para investor di sektor ini
Pengaruh Manajemen Talenta dan Lingkungan Kerja Non Fisik Terhadap Retensi Karyawan Novita Sari; R. Deni Muhammad Danial; Resa Nurmala
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 11 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i11.3390

Abstract

Liza Christina Garment Industry is a company engaged in the manufacture of taxtiles or apparel that has problems with employee retention. This study aims to dtermine whether the application of talent management and non-physical work environment has an influence and can improve employee retention of PT. Liza Christina Garment Industry Sukabumi. The reseach method used is quantitative method with descriptive approach and asssosiative analysis. The sampel in this study was 48 respondents who were permanent employees of PT, Liza Christina Garment Industry Sukabumi using saturted sampling technique. Data were obtained through a research quastionnaire distributed to all samples containing 27 statements regarding talent manajemen variables, non-physical work environment and employee retention, using a semantic differential measurement system. The data obtained will bw sybjected to various test such as validity and reliability test, as well as classical assumption test which are then analyzed with various test assisted by SPSS 25 sofhware in an effort to answare the hypotesis in this study. The result showed that there was a positive and significant influence between talent management on employee retention, and there was a positive and significant influence between non-physical work environment variables on employee retention simultaniously PT. Liza Christina Garment Industry Sukabumi
Pengaruh Leverage dan Sales Growth Terhadap Financial Distress dengan Profitabilitas Sebagai Moderasi Meita Dilani Nurhandriani; Nor Norisanti; R. Deni Muhammad Danial
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 11 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i11.3405

Abstract

The transportation sector in Indonesia is one of the important sectors supporting the national economy. This sector consists of a variety of companies and has great potential for development. This research is based on the problem of decreasing demand due to restrictions on mobility and economic activity due to the pandemic. Causing a decrease in revenue and profits for transportation companies which can increase the risk of financial distress. This research uses financial leverage ratio calculations with DER (Debt Equity Ratio) and Sales growth to determine the effect on financial distress calculated using ICR and the role of profitability with ROA (Return On Assets) as moderation. The method used in this research is descriptive methods with a quantitative approach. Research on the transportation sector listed on the BEI in 2022. The research population was 49 companies with a sample of 41 companies. The financial distress method used is to calculate the ICR ratio (Interest Coverage Ratio) which is symbolized by a dummy. Data analysis uses multiple linear analysis and Moderating Regression Analysis (MRA) with the SPSS 26 application. Based on the research and discussion that has been carried out, the research results can be concluded that leverage has an effect but is not significant on financial distress. Sales growth has an effect but is not significant on financial distress. Profitability is able to moderate the relationship between leverage and financial distress and sales growth with financial distress.
Pengaruh Entrepreneurial Orientation dan Market Orientation Terhadap Business Performance yang Dimediasi oleh Marketing Capabillity pada UMKM Kuliner di Kota Sukabumi Fani Julia Pratama; R. Deni Muhammad Danial; Resa Nurmala
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 11 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i11.3408

Abstract

One industry that is growing and in the spotlight is the food and beverage industry sector, where the sector is known to be a shining warabala sector and will continue to move to improve. The purpose of this study was to determine the effect of entrepreneurial orientation, market orientation on business performance and to determine marketing capability in mediating the relationship between entrepreneurial orientation, market orientation on business performance in MSMEs in Sukabumi. The methods used in this study are descriptive and associative methods through a quantitative approach. The population in this study were culinary MSME players in the city of Sukabumi. The sample used in this study amounted to 270 culinary umkm in the city of Sukabumi based on the theory of Hair Jr. The research data used in this study include primary data and secondary data, namely observation, interviews, questionnaires, literature studies, and documentation. The results of this study are that there is a positive and significant influence between entrepreneurial orientation and market orientation on business performance and marketing capability as a mediator plays an important role in the relationship between entrepreneurial orientation and market orientation with business performance.
Co-Authors Abdul Aziz, Muh. ABYASA Acep Samsudin ACEP SYAMSUDIN Ackbar Pirdaus Adinda Indriana Afriani, Nevi Afriani Aisyah, Serlina Alayya, LA Syara Alhidayatullah Alipia, Maya Aliya Nurfauzia Aminullah, Irsyad Amira Tussa'Adah Anak Agung Putu Ayu Inggriyani Andi Sopandi Andini Nidia Putri Aneu Lutfiana Anggara Putra Munggaran Anggia Puspa Ardiani Aprianto, Muhammad Shidiq Ardina Anjani Ari Saepunizar Arini Wahyunina Putri Arsy Permatasari Zahara Asep Muhamad Ramdan Asep Muhammad Ramdhan Auleani, Laela Aulia Asri Fawwazi Haryanto Aulia Firdaus, Alya Azis Mauraksa Beta Deli Pratiwi Cindy Fitriya Daniel Happy Putra Darmo H Suwiryo Darmo Suwiryo Daud, Fauzan Yanuar Dema Puteri Ayu Cahyani Dewi, Fitriani Deya Mentari Octavia Anugerah Dian Fitriani Dicky Jhoansyah Dicky Joansyah Dine Sri Rahayu Disa Faletina Falentina Ditha Indah Fatmasari Elsa Amaliana Elsa Gusfryani Erry Sunarya Fadhila Wanda Hidayati Fadjar Hilmawan Faizal Mulia Z Faizal Mulya Z Famela Sophya Suciati Fani Julia Pratama Fauziah Rahmawati Fazlilah, Anjalina Nurwahyuni Febi Fatimah Febriansyah Kurniawan Febriyan Subagya Ferdianza, Yan Fikri Ahmad Fauzi Fitrah Shaumi Ulul Albab Fuji Safitri Fuji Siti Nurfitrah Gusfryani, Elsa Halimatul Fitriah Haniifah , Khairunnisa Hasanah, Alif Piya Nurul Haura Ananda Putri Haura Ananda Putri Herlambang Sukma, Ajeng Marnisa Hermawati, Irma Ia Siti Bahriah Ibrahim, Muhammad Taufik Ida Halimah IKE RACHMAWATI Ilham Maulana Ilham Maulana Ibrahim Ilham Purnama Putra Ira Ardyani Jauza Dzahabiyya Kambali, Laraswati Kania R, Difa'a Khairul Amal, Muhammad Kokom Komariah Kokom Komariah Kusmayadi, Mutiara Shinta Laila Hamidah Lailaturrahmah MD , Khoirunnisa Lala Febby Ardiany Larasati Dewi Hermawann Leydia Maulidiawaty, Siti Lia Amelia Lia Suliah Luki Abdul Hakim S Lulu Gita Lulu Luciana M Rizal Maulana Machmudin, Arief Mahesa Saputra Meilisya Nurfazzar Abdurohim Meita Dilani Nurhandriani Moch Alhadi Fahtiansyah Mochamad Anton Wiguna Saputra Mochammad Maulana Hasan Jaelani Moh Irpan Firmansyah Muhamad Alvi Irpansyah Muhamad Alvi Irpansyah Muhamad Syahrul Kurniawan Muhammad Noval Muhammad Rizki Zaenudin Mulyana, Muhamad Murty, Try Mustika Nabila Maulana Yusup, Silva Nindya, Regista Nizar, Auralea Nor Norisanti Novita Sari Nur Sabrina, Aliya Nurillah Sopian Nurmala, Resa Oktavina Susanti Kanday Permadi, Intan Kamil Dwi PIPIT FITRIANTI Pryal, Agitya Nur Putri Rahmah, Marissa Rahmah Ummi Ramdan Nurul Anwar Ramdani, Nugi M. Ramdani, Siti Novia Raysa Alevia Permana Reichan Maulana Putra Isna Resa Nurmala Resti Ganis Yuliani Rian Maulana, Rian Riani Fauzia Rahmayanti Riri Rifardi Riska Pebriyanti Rismayanti, Siti Syaaidah Rizqi Anugrah Rohilah Rohilah Ruly Hardiansyah Sakti Alamsyah Salsabila Safiratunnajah Saputra, Afrizal Dwi Wana Septiani, Fanysa Shera Wulan Ruswandi Siska Apriliani Widiastuti Siska Mardiana Siti Nuraeni, Siti Solihudin Solihudin Sopyan Saori Suciati, Famela Sophya Sunarya, Erry Surahman, Zakilla Stephania Suwiryo, Darmo H. Syariefa Bintang Maharani, Adinda Ummi, Rahmah Utari Adetianingsih Vini Eka Paksi Wahyudin, Salsabila Wanda Meilanisari Widyasmarani Putri Mujiyanti Wimartfian, Restu Eka Winda Astri HIdayat Yahmardiana, Aini Yoga Nudea sofyan Yonan Bastiar Yosef Saefurrohmat Yudistira, Syifa Aulia Yunie Mevia Zafar, Tetty Sufianty Zahara, Arsy Permatasari Zahra, Nadabila Zakia, Hudan Gulaman Zia Rahmawati Zikrillah Fajari