Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
P-Index
This Author published in this journals
All Journal BEMAS: Jurnal Bermasyarakat EPIGRAM (e-journal) Journal of Business Administration and Entrepreneurship Innovation
Hafniza Amir
Politeknik Negeri Jakarta
Arts Humanities Education Health Professions Languange, Linguistic, Communication & Media Social Sciences Other

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 4 Documents
Search

 1 
Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Maskara Maybelline (Studi Kasus Pada Mahasiswi Administrasi Niaga Politeknik Negeri Jakarta) Sarah Fahira; Tuti Hartati; Hafniza Amir
Epigram Vol 16 No 2 (2019)
Publisher : Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (53.639 KB) | DOI: 10.32722/epi.v16i2.2236

Abstract

Respondents in this study amounted to 80 people who were students of the Department of Commercial Administration of the Jakarta State Polytechnic who had bought Maybelline mascara. The results showed that brand image factors and prices influence the purchasing decisions of Maybelline mascara. This is evidenced by the regression coefficient of 0.503. Brand image has a positive and significant influence on purchasing decisions of Maybelline mascara with a value of 0,017 <0,10. This is because the brand image is the initial foundation of consumers to be able to choose what products to use. Prices have a positive and significant influence on consumer purchasing decisions with a value of 0.005 <0.10. This is because each consumer has a perception of a price, if the price offered is suitable then the consumer can choose the product or want to use. Brand image and price together influence the purchasing decision of Maybelline mascara with a significance value of 0,000 <0.10.
The Pelatihan pemanfaatan media online sebagai sarana pemasaran bagi usaha mikro dimasa pandemi di kota depok Hafniza Amir; Eva Zulfa Nailufar; Mawarta Onida Sinaga
BEMAS: Jurnal Bermasyarakat Vol 3 No 2 (2023): BEMAS: Jurnal Bermasyarakat
Publisher : LPPMPK-Sekolah Tinggi Teknologi Muhammadiyah Cileungsi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37373/bemas.v3i2.379

Abstract

The Business Administration study program takes part in volunteer activities with a community-based science and technology service scheme. This service is performed to improve microbusinesses' understanding of digital marketing in the city of Depok with the aim of expanding the marketing area, which will have an impact on income. This activity employs a contextual approach methodology, whereby theoretical information is initially provided, and then a workshop immediately creates an account on online media and uploads products made by traders. In order to allow participants who are unable to attend at the service venue to participate in this community service activity elsewhere by using the Zoom platform. The participants were given counseling from the very beginning of the process of downloading an account creation program, building a digital store, and marketing product photographs with narration and descriptions of the product, the participants received coaching. The participants were very excited to participate in the series of events that had been planned by the committee, both in listening to the speaker's presentation and when carrying out implementation practices in online media. sale. This activity ran smoothly and in good order from the morning until the afternoon
The Role of Innovation in Enhancing MSME Competitiveness in the Digital Era: A Case Study of MSMEs in Indonesia Taufik Akbar; Hafniza Amir
Journal of Business Administration and Entrepreneurship Innovation Vol. 1 No. 1 (2024): Journal of Business Administration and Entrepreneurship Innovation
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/baei.v1i01.7323

Abstract

The digital era has introduced both opportunities and challenges for Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Innovation, particularly in the realms of product and process improvements, has emerged as a crucial factor in enabling MSMEs to remain competitive. This study explores how innovation drives competitiveness in MSMEs, focusing on the impact of digital transformation on their business practices. Using a qualitative approach, data were collected through interviews with 25 MSME owners from various sectors and analyzed using NVivo software. The findings reveal that innovation, particularly through digital adoption, significantly enhances MSME competitiveness by improving efficiency, customer engagement, and market reach. The study concludes that MSMEs need to embrace continuous innovation to survive and thrive in the rapidly changing digital landscape.
Exploring Strategic Adaptation in MSMEs during the Digital Transformation Era in Indonesia Taufik Akbar; Hafniza Amir
Journal of Business Administration and Entrepreneurship Innovation Vol. 1 No. 2 (2024): Journal of Business Administration and Entrepreneurship Innovation
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/baei.v1i02.7325

Abstract

The rise of digital transformation presents both challenges and opportunities for micro, small, and medium enterprises (MSMEs) in Indonesia. This study aims to explore the adaptive strategies employed by MSMEs in response to the rapid digital shift, focusing on how they modify their business operations, customer engagement practices, and resource management. Using a qualitative approach, we conducted in-depth interviews with 15 MSME owners across various industries, gathering insights into their strategic responses to digitalization pressures. Thematic analysis reveals three primary adaptation strategies: digital skill enhancement, process innovation, and flexible resource allocation. Findings suggest that MSMEs with a proactive digital approach and resource flexibility are more resilient in facing digitalization challenges. This study contributes to the literature on MSME adaptability, offering practical implications for business owners and policymakers to support MSMEs in leveraging digital transformation for sustained growth
Co-Authors Eva Zulfa Nailufar Mawarta Onida Sinaga Sarah Fahira Taufik Akbar Tuti Hartati