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Journal : Proceeding Fakultas Ekonomi

THE DIFFERENCE IN CONSUMER RISK PERCEPTION BETWEENCELEBRITY ENDORSER AND EXPERT ENDORSER IN COLLEGE ADVERTISEMENTS Euis, Soliha; Naila, Zulfa
Proceeding Fakultas Ekonomi 2009: 2009
Publisher : Proceeding Fakultas Ekonomi

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Abstract

This research aims to examine the difference in consumer risk perception between celebrity and expert endorserin advertisement. We proposed two hypothesis, H1: There is a difference in consumer risk perception between an expertendorser and celebrity endorser in college advertisement. H2: There is a difference in consumer risk perception betweenan expert endorser and a celebrity endorser in college advertisement, which is moderated by the consumer productknowledge.Experimental design was employed in this study with Statistical Experimental- Completely RandomizedDesign. This was conducted on three groups to test H1 and six groups to test H2. To test H1, the participant of eachgroup was given full color print ads using celebrity endorser, expert endorser and nonendorser in advertisement. We gofurther splitting each group with high and low consumer product knowledge to test H2. The participants of thisresearch are 200 students of SMA 7 Semarang.We use One Way Anova to test H1 and two ways Anova to test H2. Our findings showed that there is adifference in consumer risk perception between an expert endorser and celebrity endorser in college advertisement. Wealso found that there is no difference in consumer risk perception between an expert endorser and a celebrityendorser in college’s advertisement, which is moderated by the consumer product knowledge. We also found that thereis difference in consumer’s perceived performance risk, consumer’s perceived financial risk and consumer’ssocial risk between an expert and celebrity endorser in College advertisement. On the other hand, we found there isno difference in consumer perceived psychological risk between an expert and celebrity endorser in College advertisement.Keywords: celebrity endorser, expert endorser, consumer risk perception, consumer product knowledge.
Membangun Merek melalui Strategi Komunikasi Pemasaran Euis, Soliha
Proceeding Fakultas Ekonomi 2011: 2011
Publisher : Proceeding Fakultas Ekonomi

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Abstract

Marketing communications is an important thing that must be considered by marketers. The purpose of marketing communications of which this is to inform, persuade, and influence consumers to buy or use products that are offered. To communicate effectively, marketers need to understand the nine elements of the underlying fundamentals of effective communication that involves: (1) sender, (2) encoding, (3) message, (4) media, (5) decoding, (6) receiver, (7) response, (8) feed back, and (9) noise (Kotler and Keller, 2009: 514-515). Kotler and Keller (2009: 512) says there are eight kinds of marketing communications mix: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word-of-mouth marketing, as well as private sales.Brand is a major issue in product strategy. Under conditions of increasingly fierce competition, the brand plays a very important. For marketers, the brand is important to differentiate themselves from competitors. If a product or service that has a brand, product or service then it would be easy to distinguish from competitors. Marketers need to consider how appropriate communication strategy to build its brand in the eyes of consumers. Companies must realize that the market power it will be owned by companies with brand building. The brands that have been developed well will dominate the market and it will always be remembered by consumers. Brand is also a communication tool between the company and its customers. Through consumer brand then reveals his consciousness, identity, and choice. Brand later appeared as objects of consumer culture and ideology. Entanglement is not always the consumer with the brand again in a managerial perspective (economic) alone but also involves emotional aspects. It should be noted that marketers is how to communicate this brand to a company´s reputation or image can be constructed with a strong brand.Keywords: marketing communications, promotion, message, advertising, brand
DESAIN EKSPERIMEN DALAM PENELITIAN PEMASARAN Euis, Soliha
Proceeding Fakultas Ekonomi 2011: 2011
Publisher : Proceeding Fakultas Ekonomi

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Abstract

In the field of marketing research, researchers can choose what research strategy to be used. Whether the researchers will use quantitative or qualitative methods? Whether the researcher will use survey methods or experiment? At this time in the field of marketing research, many researchers switched to using design of experiments. If we look at the survey and experiment turns each have advantages and disadvantages. Is the design of this experiment could solve marketing research? Experimentation is the objective observation of phenomena that are made to happen in a very controlled situation in which one or more factors left to vary while the other factors held constant. Experimental design has the advantage of having high internal validity, but instead a low external validity. This paper attempts to review how the experimental design, especially in marketing research.Keywords: marketing research, experimental design, survey, internal validity, external validity
PENGARUH PERERANGKAAN PESAN PADA PERSEPSI RISIKO KONSUMEN DENGAN MOTIVASI SEBAGAI VARIABEL PEMODERASI* Euis, Soliha; BM., Purwanto
Proceeding Fakultas Ekonomi 2012
Publisher : Proceeding Fakultas Ekonomi

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Abstract

This study examines the effect of message framing on consumer risk perception moderated byconsumer motivation. Between groups, 2x2 factorial design is employed to test the hypotheses. Messageframing is the independent variable and is manipulated into positive and negative message framing.Consumer motivation and consumer risk perception are measured variables. Consumer motivation is amoderating variable and categorized into rational and emotional motivation. The results of the studyshow that: (1) there is significant difference in consumer risk perception between that with positivemessage framing and that with negative message framing and (2) consumer motivation moderate theeffect of message framing on consumer risk perception.Keywords: message framing, motivation, rational motives, emotional motives, consumer risk perception
MESSAGE FRAMING AND SOURCE CREDIBILITY IN FUNCTIONAL FOOD ADVERTISEMENTS Euis, Soliha; Basu Swastha, Dharmmesta; B.M., Purwanto
Proceeding Fakultas Ekonomi 2012
Publisher : Proceeding Fakultas Ekonomi

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Abstract

This study sought to investigate the influence of message framing and source credibility on consumer risk perception on functional food products. See the inconsistencies in previous studies, the problems in this study were a) Which is more effective positive or negative message framing in a functional food product advertising; b) Which is more effective high or low source credibility in the functional food product advertising? The general objective of this study was to analyze the use of message framing and source credibility of the right to use in functional food product advertising. Research strategy used by researchers is the experimental method. In this study selected participants were adults. Participants were chosen voluntary. In the selection of group experiments was with randomized assignment. Testing hypotheses 1 and 2 with one way ANOVA, while the third hypothesis testing with two ways ANOVA. So the overall testing of the hypothesis can be concluded that in the functional food products, a more effective used is a negative message framing. Consumers feel less risk perception in functional food advertisements with a negative message framing. Source credibility is more effectively used in functional food products is high source credibility. Consumers feel less risk perception in functional food advertisementsdelivered by endorser with high source credibility.Keywords: functional food, message framing, source credibility, consumer risk perception 
PENGARUH PERSEPSI HARGA, CITRA PERUSAHAAN DAN CITRA MEREK TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PADA APOTEK “DELA” DI SEMARANG W.S, F.X Sulistiyanto; Soliha, Euis
Proceeding Fakultas Ekonomi 2014
Publisher : Proceeding Fakultas Ekonomi

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Abstract

This study examines the effect of price perception, corporate image and brand image on customersatisfaction and loyalty. Data collected through the survey by distributing questionnaires to 120respondents. Data processing using SPSS Version 16th. The Results of the study showed that: (1)Perception does not affect the price of customer satisfaction. (2) The image of the company positive effecton customer satisfaction. (3) Brand image has positive effect on customer satisfaction. (4) Customersatisfaction has no effect on customer loyalty. (5) The price does not affect the perception of customerloyalty. (6) The image of the company positive effect on customer loyalty. (7) Brand image has positiveeffect on customer loyalty.Keywords: price perception, corporate image, brand image, customer satisfaction, customer loyalty
PERBEDAAN SIKAP DAN KEPERCAYAAN KONSUMEN PADA IKLAN DENGAN MENGGUNAKAN KREDIBILITAS SUMBER TINGGI DAN RENDAH Soliha, Euis; Kusumo, Rusyadi Yogo
Proceeding Fakultas Ekonomi 2013: 2013
Publisher : Proceeding Fakultas Ekonomi

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Abstract

Penelitian ini bertujuan untuk menganalisis perbedaan sikap konsumen pada iklan denganmenggunakan kredibilitas sumber tinggi dan rendah.Terdapat dua hipotesis yang akan diujidalam penelitian ini. H1: Terdapat perbedaan sikap nasabah pada iklan dengan menggunakankredibilitas sumber tinggi dan kredibilitas sumber rendah. H2: Terdapat perbedaankepercayaan nasabah pada iklan dengan menggunakankredibilitas sumber tinggi dan kredibilitassumber rendah. Desain penelitian yang digunakan adalah eksperimen laboratorium yaknieksperimen yang dilakukan dalam lingkungan buatan atau diatur. Desain yang digunakan adalahfaktorial design. Partisipan yang dipilih adalah orang dewasa sebanyak 65 orang, sedangkanuntuk partisipan cek manipulasi sebanyak 35 orang. Untuk menguji hipotesis pertama dan kedua,partisipan dikelompokkan dalam dua kelompok secara acak yang masing-masing diberiperlakuan salah satu dari dua format iklan yaitu iklan dengan kredibilitas sumber tinggi dan iklandengan kredibilitas sumber rendah. Penelitian ini menggunakan satu kuesioner untuk dua versiiklan sedangkan untuk teknik analisisnya pengujian instrumen penelitian dengan uji validitas danuji reliabilitas terhadap kuesioner dan analysis of variance (ANOVA) untuk menguji hipotesis 1dan 2. Hasil pengujian menunjukkan bahwa terdapat perbedaan sikap nasabah pada iklan denganmenggunakan kredibilitas sumber tinggi dan rendah. Sedangkan hasil pengujian hipotesis 2menunjukkan tidak terdapat perbedaan kepercayaan konsumen pada iklan dengan menggunakankredibilitas sumber tinggi dan rendah.Kata kunci : kredibilitas sumber, iklan, sikap, kepercayaan
EFFECT MODERATING OF SALESPERSONS ON CO-CREATION VALUE Marlien, R.A; Rizal Rivai, Alimuddin; Soliha, Euis
Proceeding Fakultas Ekonomi 2017
Publisher : Proceeding Fakultas Ekonomi

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Abstract

The life insurance industry plays a role in mobilizing and increasing the accumulation of public funds, through savings and investment funds. Besides, it also regulates, allocates manage risk by maintaining the level of liquidity to face the uncertainty later on. The basic concept in this research is departed from the relationship between marketing and services marketing. The concept of collaboration is an extension of the above concept. This study aims to build collaboration as an antecedent of co-creation value. The capacity of salesperson is as a moderating variable in the relationship between customer participation and co-creation value. A set of hypotheses are built to analyze the effect of antecedents on co-creation values. The findings of this study found that customer participation and corporate values have no effect on the value of co-creation. The values of collaboration and salespersons capabilities affect the value of co-creation, while the capability of the salesperson is not as a mediator instead of an independent variable.Keywords: Customer participation, Corporate Values, Collaboration Values, Co-Creation, Salesperson Capabilities
PERANAN IPTEK BAGI KELOMPOK USAHA TAHU DI SEMARANG ., Rochmani; Suliantoro, Adi; Soliha, Euis
Proceeding Fakultas Ekonomi 2014
Publisher : Proceeding Fakultas Ekonomi

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Abstract

Tahu merupakan makanan yang sering dIKonsumsi oleh masyarakat.Sebagairnana kita ketahui bersama, bahwa tahu ini mengandung protein yang tinggi. Bagi sebagian besar masyarakat, untuk memenuhi kebutuhan akan protein ini rnereka memilih untuk rnengonsumsi tahu. Saat ini di Wilayah kampung Kradenan ini ada dua pengusaha tahu, yaitu: Tahu Sumedang dan Tahu Purwokerto.Kedua usaha tahu ini memilih lokasi di Kampung Karadenan karena lokasinya dekat dengan Sungai Kali garang sehingga kebutuhan air sumur tercukupi, pasokan bahan baku juga mudah diperoleh. Untuk tenaga kerja, rnereka mengambil dari wilayah rnasing-rnasing. Tenaga kerja usaha tahu Sumedang kebanyakan adalahdan daerah Surnedang. Tenaga kerja usaha tahu Purwokerto juga kebanyakandan daerah Purwokerio. Adapun proses produksi dari kedua usaha tahu tersebutmasih tradisional. Untuk usaha tahu Purwokerto sangat membutuhkan alat pengepres tahu supaya tahu yang dihasilkan bisa padat. Alat pengepres tahu yang sekarang digunakan adalah batu sebagai pemberat untuk mengepres tahu.Selain itu kedua usaha tahu juga rnembutuhkan bagaimana aspek rnanajemen khususnya pemasaran bisa diterapkan terutarna dalam menghadapi persaingan yang sernakin ketat. Hasil dari penerapan iptek ini adalah adanya transfer iptekberupa alat pengepres tahu yang lebih moderen, alat pencetak tahu, dan wajanyang akan bermanfaat dalam proses produksi. Dari aépek pernasaran hasil yang diperoleh adalah adanya perluasan pasar untuk kedua Usaha Tahu.
PENGARUH CITY BRANDING TERHADAP KEPUTUSAN BERKUNJUNG KE KOTA SEMARANG Purwanto, Ujianto; Euis, Soliha; Rozak, Hasan Abdul; Basiyo, R.
Proceeding Fakultas Ekonomi 2014
Publisher : Proceeding Fakultas Ekonomi

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Abstract

Kesadaran merek (brand awareness) berperan dalam mempengaruhi keputusan pembelian konsumen. Konsumen akan memilih suatu produk yang lebih dikenalnya (diketahuinya) dibandingkan dengan membeli suatu produk yang belum pernah dikenalnya sama sekali. Dengan kesadaran merek yang tinggi, memungkinkan perusahaan untuk meningkatkan penjualan atas produk mereka. Oleh sebab itu untuk meraih kesadaran konsumen merupakan salah satu sasaran pemasaran yang perlu dibidik oleh perusahaan. Untuk menimbulkan kesadaran merek pada konsumen dibutuhkan suatu stimulus atau hal-hal yang dapat merangsang munculnya kesadaran merek tersebut. Bagi pemasar merek merupakan hal yang penting karena untuk membedakannya dengan pesaing. Pemberian nama merek tidak hanya terbatas pada suatu produk atau barang saja tetapi sudah meluas ke berbagai hal seperti City Branding. Penelitian ini untuk menganalisis apakah city branding berpengaruh terhadap brand image; apakah brand image berpengaruh terhadap keputusan berkunjung ke Kota Semarang; apakah city branding berpengaruh terhadap keputusan berkunjung ke Kota Semarang; dan apakah city branding berpengaruh terhadap keputusan berkunjung ke Kota Semarang dimediasi oleh brand image.Populasi dalam penelitian ini adalah orang yang berkunjung ke Kota Semarang. Sampel yang digunakan sebanyak 104 orang. Analisis yang digunakan adalah analisis regresi berganda. Hasil penelitian menunjukkan bahwa City branding berpengaruh secara positif dan signifikan terhadap brand image. Artinya semakin baik implementasi city branding maka akan meningkatkan brand image (citra) Kota Semarang di benak calon pengunjung, Brand image berpengaruh secara positif dan signifikan terhadap keputusan berkunjung ke Kota Semarang. Artinya semakin baik penciptaan brand image (citra) Kota Semarang di benak calon pengunjung maka akan mendorong calon pengunjung untuk memutuskan datang ke Kota Semarang.City branding tidak berpengaruh secara langsung terhadap keputusan berkunjung ke Kota Semarang, akan tetapi pengaruhnya melalui mediasi. Brand image memediasi city branding terhadap keputusan berkunjung ke Kota Semarang. Artinya semakin baik implementasi city branding dengan mediasi tingginya brand image (citra) Kota Semarang di benak calon pengunjung maka akan mendorong calon pengunjung tersebut memutuskan datang ke Kota Semarang.Keywodrs: city branding, brand image, visit
Co-Authors 04.05.51.0022 Gunung Setyo Drajat, 04.05.51.0022 09.05.51.0056 Kenny Rubiharyanto 10.05.51.0017 Arga Mulya Purwandika 10.05.51.0130 Maya Dewi Utami 11.05.51.0051 M Faisal Safrianto, 11.05.51.0051 11.05.51.0111 Khoirul Khamdi, 11.05.51.0111 12.05.51.0119 Alfiani Hidayat Bakhri, 12.05.51.0119 12.05.51.0154 Ahmad Junaidi, 12.05.51.0154 12.05.51.0188 Fajar Luthfi Maulana, 12.05.51.0188 12.520.20.206 Shinta Ratnawati, 12.520.20.206 13520220066 Dian Mariski, 13520220066 Adi Suliantoro Adi Suliantoro Adji Nugroho Afifah Dwi Septia Rahmawati Aina Uly Fitria Suprapto Ajeng Aquinia Ajeng Aquinia Aji Satriyo Akbar Maulana Setiawan Ali Maskur Ali Maskur Alimuddin Rizal Alvina Rahma Anggraeni Amelia Salsabila Amik Mariana, 15.05.51.0101 Andhi Wijayanto Andrian Kasfari Anita Dyah Wulandari, Anita Dyah Anjani, Ria anjar legowo Aquinia, Ajeng Arif, Shifa Safira Nur Arini, Ratih Dwi Askar Yunianto Ayu Cahyani Putri, 15.05.51.0255 B M Purwanto Bambang Heri Purwanto Bambang Heri Purwanto Basu Swastha Dharmmesta Bayu yudi Oktavian Bela Rani Safitri Belia Mulyaningtyas Bogy Febriatmoko Cahyo Dwi Laksono Cavalera, Niel Dhesta Chamidah Chamidah Damayanti, Lenny Dwi Dea Nursalita Diah Ariefiana Diah Kartika Sari Dian Kris Diyantoro, 13.05.51.0251 Dian Kris Diyantoro, 13.05.51.0251 Dian Suprapti Dimas Dwi Kurniawan Dini Oktaviani, 15.05.51.0304 Dira Puspita Sari, 14.05.51.0008 Dita Adityasto, 14.05.51.0247 Eko Puji Lestari Endang Tjahjaningsih Erlanda Vauzand Erra Noviana, 13.05.51.0156 Erra Noviana, 13.05.51.0156 F.X Sulistiyanto W.S, F.X Sulistiyanto Faisal Bintang, 14.05.51.0096 Fania Mutiara Savitri Farikhan, Muhammad Khoirul Febby Tiara Finna Azhara Jelita Gilang Amar Ramadhan Gilang Dipa R., 12.05.51.0046 H. Sophiyanto Wuryan Hanna, Saskia Nadhila Haryunanto, Antonius Bertiyudho Hasan Abdul Rozak Hasibuan, P Erianto Hayuningtias, Kristina Anindita Helman Aris Rahmana Hendrik Dwi Helichonia, 12.05.51.0064 Hersugondo Hersugondo Hieronimus Wahyu Prapdto Adi Imam Prabowo, Imam Isniyanti Wahyu Lestaria Ningrum Istanti, Fredianaika Iswiarto, Erwin Jannah Puji Astuti Jessica Widyaningrum Jihan Salsabella Ayu Andini Kasiyadi, Agus Kharisma Nawang Sigit Kristianti, Mei Kristina Anindita Hayuningtias Kristina Anindita Hayuningtias Kukuh Adi Sri Satyanto Kurnia Maharani Kurnia Maharani, Kurnia Lenny Dwi Damayanti Mansyur, Anwar Marlien Marlien Marsanta, Viny Mohammad Abdul Ghoni Muchamad Azis Muhamad Arief Ardiansyah Muhammad Fajar Utomo, 13.05.51.0189 Muhammad Fajar Utomo, 13.05.51.0189 Muharam, Wifky Muharam, Wifky Muti Mutia Nafida Alfi Faeruza Naila Zulfa Nanang Handrian Nining Sulastri Nugroho, Gunawan Setio Nur Fadilah Zuniar Nuromavita, Inka Nuromavita, Inka Nursalim Nurul Fatmawati Nurul Khotimah, 15.05.51.0323 Pambudi, Bima Andrianto Pambudi, Triwijayantisekar Prameswara, Agtika Prananta, Widya Pratiwi, Intan Prihandono, Dorojatun Prima Andana Prima Kartika Sari Prima Kartika Sari, Prima Kartika Pudji Utomo Purwanto B.M. Putri, Ariesya Marsha R. Basiyo, R. RA Marlien Rastiavan Waluyo Jati Ratih Dwi Arini Ria Ega Mu’arotun Rifai, Syaiful Rina Widiastuti, 14.05.51.0015 Rizky Syamsidar Rochmani ., Rochmani Rochmani Rochmani Rokh Eddy Prabowo Rusminingsih Rusminingsih Rusyadi Yogo Kusumo, Rusyadi Yogo Salsa Naharani Nurjanah Santoso, Ignatius Hari Sapuan, Mohamad Sari, Dila Purnama Sari, Lidia Kurnia Sari, Lidia Kurnia Sarido, Sarido Sholikha, Mawaddah Umi Siti Munisih Soco Adi Wibowo Solechah ., Solechah Sophiyanto wuryan Sri Mulyani Endrawati, 15.05.51.0215 Sri Wartini Sri Wartini Sukmawati Setyo Putri SUMADI SUMADI SUMIYATI SUMIYATI Sunarto Sunarto Suzy Widyasari Syafrudin Candra Prayikno Teguh Iman Sayekti, Teguh Iman Tristiana Rijanti Ujianto Purwanto Ujianto Purwanto, Ujianto Upik Handayani Wahyu Nugroho Wenny Megawati Wicaksari, Erisa Aprilia Wilujeng Handayani, Wilujeng Yaacob, Zulnaidi Yolanda Novi Dwiyanti Yudita Zafariana Ariani, 14.05.51.0166 Yundari, Yundari Yunita, Ika Yunnan Afgani Yusup Zahro, Fathimatuz Zamroni Yunika Sani Zulfa Naila