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All Journal Jurnal Kependidikan: Penelitian Inovasi Pembelajaran Jurnal EMPATI Jurnal Maneksi (Management Ekonomi Dan Akuntansi) SINERGI: Jurnal Ilmiah Ilmu Manajemen Surya Abdimas SULTANIST: Jurnal Manajemen dan Keuangan Value: Jurnal Manajemen dan Akuntansi BISECER (Business Economic Entrepreneurship) Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Dharma Raflesia : Jurnal Ilmiah Pengembangan dan Penerapan IPTEKS Jurnal Pengabdian kepada Masyarakat Nusantara Nusantara Science and Technology Proceedings Economics and Digital Business Review Journal of Social Responsibility Projects by Higher Education Forum Implementasi Manajemen & Kewirausahaan Jurnal Indonesia Sosial Sains Innovative: Journal Of Social Science Research Indo-Fintech Intellectuals: Journal of Economics and Business Mengabdi: Jurnal Hasil Kegiatan Bersama Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Asthadarma: Jurnal Pengabdian Kepada Masyarakat J-CEKI Jurnal Ekonomi, Manajemen, Akuntansi International Journal of Accounting, Management, and Economics Research : Ijamer Proceeding of The International Conference on Management, Entrepreneurship, and Business Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Masitha Fahmi Wardhani
Universitas Dian Nuswantoro
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Neuroscience Physics Public Health Social Sciences Other

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Tailoring the future of MSME marketing: A study on leveraging customer data for personalized experiences Suryawijaya, Tito Wira Eka; Wardhani, Masitha Fahmi
Implementasi Manajemen & Kewirausahaan Vol 3 No 1 (2023): JURNAL IMKA (APRIL)
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Wijaya Putra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38156/imka.v3i1.163

Abstract

MSMEs play an important role in the global economy, employing nearly 90% of the workforce and contributing nearly 50% of the world's gross domestic product. However, many MSMEs have difficulty finding and retaining repeat customers, which is one of the main challenges for small businesses. This study aims to find out how customer data can be used to improve marketing strategies and meet customer needs and preferences more effectively. This research also aims to provide solutions and recommendations for MSMEs to improve their marketing through personalizing the experience for their customers. This study uses the SEM-PLS method with a quantitative approach. The population is taken from SMEs operating in the city of Semarang. 100 Samples are determined through Quota Sampling. Personalized marketing involves using customer data to customize the customer experience, which can create a closer relationship between customers and MSMEs. This research is still limited to the effectiveness of Personalized Marketing on customer loyalty in MSMEs. There have been many studies that discuss MSME customer loyalty with the marketing communication method. However, there are not many studies that specifically discuss personalized marketing for MSMEs.
Pengaruh Gaya Hidup, Brand Ambassador Dan Harga Produk Terhadap Keputusan Pembelian Konsumen Pada Produk Skincare Skintific : (Studi Pada Konsumen Produk Skintific Semarang) Pamungkas, Angga Riyan; Wardhani, Masitha Fahmi
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 13 No. 2 (2024): JUNI
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v13i2.2162

Abstract

Using quantitative methods, this study aims to explain how lifestyle, brand ambassadors, and product prices influence the purchasing decisions of skincare consumers. This research is a type of associative research. Consumers who have purchased scientific skincare in Semarang are the subjects of this study. In this study, 96 samples were taken from skincare skincare users in Semarang. This study used random sampling using the Lemeshow formula. The results of the T test show that the price of the product and the lifestyle of the Brand Ambassador have a significant influence on purchasing decisions, while the Brand Ambassador does not. Lifestyle variables and product prices influenced purchasing decisions by 47.5%, while other variables influenced 52.5
Pengaruh Kualitas Produk, Brand Image, dan Harga terhadap Kepuasan Konsumen pada Brand Uniqlo di Kota Semarang Hanif, Azmi; Wardhani, Masitha Fahmi
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol 6 No 3 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Research and Strategic Studies Center (Pusat Riset dan Kajian Strategis) Fakultas Syariah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i3.6075

Abstract

This research aims to determine the influence of Goods Quality, Brand Image and Cost on Buyer Fulfillment with the Uniqlo brand in Semarang. A Purposive Examination Strategy was used to select 100 Uniqlo buyer respondents in the city as a test. This examination adheres to a quantitative methodology by distributing a poll containing 15 markers to respondents. Research information is split between Microsoft Success and the Factual Bundle for the Sociology (SPSS) adaptation 25 for Windows. Based on the exploratory findings, it can be assumed that Item Quality, Brand Image, and Cost exclusively impact Buyer Fulfillment. In general, the test shows that these three elements have a very big influence on Customer Fulfillment, with an importance value (sig) of 0.000 < 0.05
Pengaruh Kepemimpinan, Fasilitas Kerja, Dan Motivasi Kerja Terhadap Kinerja Pegawai Kelurahan Di Kecamatan Kaliwungu Kabupaten Kendal Ulhaq, Rahael Zadda; Wardhani, Masitha Fahmi
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 1 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i1.3478

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh fasilitas kerja, motivasi kerja dan kepemimpinan kepala desa terhadap kinerja perangkat desa. Penelitian ini menggunakan metode kuantitatif dan pengumpulan data dengan cara menyebarkan kuesioner secara langsung dengan skala pengukuran yang digunakan yaitu Likert. Populasi penelitian adalah pegawai kecamatan di Kecamatan Kaliwungu. Sampel dipilih dengan menggunakan metode random sampling dan sampel ditentukan dengan menggunakan teknik sampling jenuh. Dalam penelitian ini teknik analisis data menggunakan metode analisis inferensial. Hasil penelitian terhadap variabel kepemimpinan, fasilitas kerja dan motivasi kerja diperoleh nilai signifikansi. Hal ini berarti ketiga variabel tersebut berpengaruh positif karena memiliki nilai signifikansi lebih kecil dari 0,05. Dari ketiga variabel X tersebut, yang paling mendominasi adalah kepemimpinan dan fasilitas kerja, kemudian disusul dengan motivasi kerja. Jadi, dengan kinerja yang baik, suatu organisasi dapat mencapai keberhasilan yang telah direncanakan, dengan cara menciptakan evaluasi terhadap faktor-faktor yang dapat mempengaruhi kinerja pegawai di kecamatan tersebut.
Peran Penting Pencatatan Akuntansi Di Kampung Wisata Kuliner Mayangsari Semarang Ratna Herawati; Masitha Fahmi Wardhani; Linda Ayu Oktoriza; Diana Puspitasari; Amalia Nur Chasanah; Dian Indriana Hapsari
MENGABDI : Jurnal Hasil Kegiatan Bersama Masyarakat Vol. 1 No. 6 (2023): Desember : MENGABDI : Jurnal Hasil Kegiatan Bersama Masyarakat
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/mengabdi.v1i6.348

Abstract

The Mayangsari culinary tourism village Semarang was formed in 2018 by a number of people who are members of the Putra Mayangsari Disaster Preparedness Group (KSB Puma) and the Mayangsari Tourism Awareness Group (Pokdarwis Mayangsari). The Semarang City Culture and Tourism Office provided ideas for developing Mayangsari River Tourism by highlighting the potential attractions of river tubing, river education and culinary tourism. The development of the Mayangsari culinary tourism village, which is a finalist in the 2022 great village competition in the creative and innovative village category, still has several things that need to be improved, especially regarding accounting records for culinary tourism. Based on this, it is important to provide education on the importance of accounting records in theory and practice in the Mayangsari culinary tourism village. The approach used in this community partnership program is in the form of giving lectures and tutorials by providing accounting material ranging from recording to preparing financial reports. It is hoped that this community partnership program will increase and sustain economic activities in the Mayangsari culinary tourism village.
THE ROLE OF FINANCIAL LITERACY FOR SMEs OWNERS : STUDY ON RIBBON EMBROIDERY SMEs IN SEMARANG Puspitasari, Diana; Wardhani, Masitha Fahmi; Herawati, Ratna
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 10 No. 2 (2022)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v10i2.433

Abstract

The purpose of this study was to determine the understanding and role of business owners' financial literacy in terms of female gender in their business management, to explore any information that plays a role in increasing their business financial literacy intelligence, where Semarang City has ribbon embroidery SMEs whose ownership is dominated by the female gender. The number of ribbon embroidery SMEs in Semarang is not as many as Batik Semarangan SMEs but the results of the work and the results of the National Financial Literacy Survey (SNLIK) conducted by the Financial Services Authority (OJK) in 2019, the financial literacy of male owners is greater than that of women. The financial literacy of business actors (MSMEs), especially those of the female gender, is said to be still low below the male gender, this needed more attention so that these female business actors can improve their financial literacy intelligence, so they can be more effective in managing their businesses so that they continue to grow. survive and thrive. The research method used is qualitative with a narrative approach. to get a description of the data in the form of the level of understanding of the financial literacy of the owner as a business actor in managing his business and trying to capture interpretations from various perspectives of people who will be used as objects of research. The results of the study indicate that the indicators of education and length of business have a very significant role in business management. Based on the results of the research and discussion described above, it can be concluded that the level of education and the length of the business establishment have a major influence on the understanding of business owners. Because the higher one's education, the more open the mastery of one's knowledge in managing a good business from a financial perspective. While the length of business indicates that a person will be more skilled in managing his business both in terms of finance and production because they will be more honed in managing their business. The new variable used in this research is to include a cost-efficiency-based feminism variable which is a novelty as a development for this research.Keywords: Financial Literacy, Education, Income Level, Business Time, and Owner’s Age, a cost-efficiency-based feminism
AUGMENTED MARKETING COMMUNICATIONS: AR-BASED MARKETING IN THE BANKING WORLD Tito Wira Eka Suryawijaya; Zora Calista Susilo; Masitha Fahmi Wardhani
Jurnal Telekomunikasi dan Informatika Lbh. 1 Àir. 1 (2023): Juni : International Journal Of Accounting, Management, And Economics Research
Publisher : Fakultas Ekonomi dan Bisnis Universitas Dian Nuswantoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56696/ijamer.v1i1.2

Abstract

In line with technological developments that continue to advance, companies need to continue to adapt in order to survive. Permata Bank as part of the banking industry must also adapt to establish communication in the digital realm with its consumers by carrying out product branding and marketing. Permata Bank's Choice of Augmented Reality is a mini game in the form of an Instagram filter. The purpose of this research is to see the effectiveness of AR mini games which play a role in increasing awareness of Permata Bank banking products or services to increase customer interest, engagement, and loyalty. This study uses the SEM-PLS method. The data was obtained through observation and online studies with customers to find out the activities of respondents with Augmented Reality by distributing online questionnaires with a sample of 100 respondents to find out the relationship between user experience, customer satisfaction, customer involvement and customer loyalty. This research uncovers the development of marketing techniques, which incorporate Augmented Reality (AR) technology to enhance consumer experience and increase their interaction with products or services. These techniques have an impact on increasing brand awareness, product understanding, and customer engagement with services. Through the use of AR technology, new marketing techniques have been discovered. Augmented Marketing Communications. The limitations of this study are limited to marketing communications in the banking sector. There has been a lot of research done to discuss augmented reality. However, there is not much research that addresses the banking sector specifically.
The Role of Product Quality, Brand Image and Consumer Trust in Purchasing Decisions at Pocong Pancong Pleburan Semarang Risnaldi Rahadian; Masitha Fahmi Wardhani
Jurnal Indonesia Sosial Sains Vol. 6 No. 4 (2025): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v6i4.1692

Abstract

The culinary industry in Indonesia continues to grow, including in the city of Semarang, which faces intense competition between business actors. Understanding the factors that influence consumer purchasing decisions is important for the sustainability of the culinary business. This study aims to analyze the effect of product quality, brand image, and consumer confidence on purchasing decisions at Pocong Pancong Pleburan Semarang. This study uses a quantitative method with an exploratory approach. Respondents in this study were consumers who had made purchases at Pocong Pancong, which were selected using purposive sampling method. Data were collected through a questionnaire that had been tested for validity and reliability. Data analysis was carried out using multiple linear regression with partial, simultaneous, and coefficient of determination tests through statistical software. The results showed that product quality, brand image, and consumer confidence have a significant effect on purchasing decisions, both individually and as a whole. Of the three factors, consumer confidence has the most dominant influence on purchasing decisions, followed by product quality and brand image. The coefficient of determination shows that the three variables explain most of the variation in purchasing decisions, while other factors still need further research.
Analisis Pengaruh Celebrity Endorsement, Brand Image, dan e-WOM Terhadap Keputusan Pembelian Skincare Serum Wajah MS Glow Simarmata, Okta Naomilyanika; Wardhani, Masitha Fahmi; Wismantoro, Yohan; Puspitasari, Diana
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 4: Juni 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i4.9853

Abstract

Penelitian ini dirancang untuk mengkaji secara mendalam pengaruh celebrity endorsement, citra merek, dan e-WOM terhadap keputusan pembelian produk serum wajah MS Glow, baik secara parsial maupun simultan. Studi ini dilakukan di Universitas Dian Nuswantoro Semarang, dengan melibatkan 140 responden yang dipilih melalui penyebaran kusioner. Data dianalisis menggunakan pendekatan kuantitatif melalui regresi linier berganda dengan bantuan Perangkat lunak SPSS. Hasil analisis menunjukkan bahwa secara parsial, celebrity endorsement dan citra merek memiliki hubungan signifikan terhadap keputusan pembelian, sementara e-WOM tidak menyatakan pengaruh yang signifikan. Namun, secara simultan, ketiga variabel tersebut berpengaruh secara signifikan terhadap keputusan pembelian. Koefisien determinasi (R2) mengindikasikan bahwa variabel independent berkontribusi sebesar 69,2 % terhadap keputusan pembelian, namun sisanya sebesar 30,8% dapat terpengaruh oleh variabel lain yang tidak diobservasi melalui penelitian ini.
Peran Kualitas Produk, Kualitas Pelayanan, Dan Media Sosial Terhadap Keputusan Pembelian Esteh Indonesia Di Cabang Tlogosari Semarang Wijayanti, Yuniarti Wahyu; Wardhani, Masitha Fahmi; Mahmud, Mahmud; Farida, Ida
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 4: Mei 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i4.8438

Abstract

Tingginya persaingan bisnis makanan dan minuman, terutama es teh di Indonesia, menjadikan keputusan pembelian konsumen krusial. Esteh Indonesia cabang Tlogosari Semarang mengalami penurunan penjualan, sehingga penelitian ini bertujuan menganalisis pengaruh kualitas produk, kualitas pelayanan, dan media sosial terhadap keputusan pembelian konsumen. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan menyebarkan kuesioner melalui Google Form kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Data yang terkumpul dianalisis dengan IBM SPSS Statistics 24 melalui teknik deskriptif, uji instrumen, asumsi klasik, regresi linear berganda, uji hipotesis, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa kualitas produk, kualitas pelayanan, dan media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian di Esteh Indonesia cabang Tlogosari Semarang. Hal ini menekankan pentingnya peningkatan kualitas produk, pelayanan, dan pemanfaatan media sosial secara optimal untuk meningkatkan daya saing dan keberlanjutan perusahaan di tengah persaingan bisnis yang ketat.
Co-Authors Abdus Salam, Abdus Adilla Kustya Ulfa Afia Zahra Afzalurrizqi AGUNG SEDAYU Alan Maulana Fatony Ana Kadarningsih Anak Agung Istri Sri Wiadnyani Artha Febriana Awanis Linati Haziroh Azmi Hanif Chasanah, Amalia Nur Desyandri Desyandri Dian Indriana Hapsari Diana Aqmala Diana Puspitasari Dini Ratri D. Febrianur Ibnu Fitroh Sukono Putra Fitri, Anisa Aulia Foza Hadyu Hasanatina Hadyu Hasanatina, Foza Hanif, Azmi Heri Saputra, Ian Febryan Ida Farida Mahmud Mahmud Mila Sartika, Mila Muhammad Abid Humam Abyan Mujib, Miftachul Oktoriza, Linda Ayu Pamungkas, Angga Riyan Perdana, Tito Aditya Piji Pakarti Pingkan Ananda Ardiyanto Puji Purwatiningsih, Aris Rahadian, Risnaldi Ramadhan, Ryan Ratna Herawati Ratna Herawati Risanda Alirastra Budiantoro Risnaldi Rahadian Rudi Kurniawan Ruslani, Ruslani Simarmata, Okta Naomilyanika Suhita Whini Setyahuni Sukuno Putra, Febrianur Ibnu Fitroh Suryawijaya, Tito Wira Eka Syamsul Arifin Tegar Aji Aimar Tito Wira Eka Suryawijaya Ulhaq, Rahael Zadda Widya, Aanisah Wijayanti, Yuniarti Wahyu Yohan Wismantoro Zora Calista Susilo