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All Journal The International Journal of Accounting and Business Society Jurnal Manajemen. MIX : Jurnal Ilmiah Manajemen PROSIDING SEMINAR NASIONAL CENDEKIAWAN Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam Jurnal Pengabdian Masyarakat AbdiMas JURNAL PENDIDIKAN TAMBUSAI Jurnal Manajemen BUDGETING : Journal of Business, Management and Accounting Jurnal Pengabdian kepada Masyarakat Nusantara Action Research Literate (ARL) Golden Ratio of Mapping Idea and Literature Format Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi Jurnal Manajemen dan Perbankan (JUMPA) Jurnal Ekonomi Trisakti Journal of Social And Economics Research Business and Entrepreneurial Review Media Riset Bisnis & Manajemen Jurnal ekonomi Manajemen dan Bisnis (JUBIS) Golden Ratio of Data in Summary Pena Dimas: Jurnal Pengabdian Masyarakat EBID:Ekonomi Bisnis Digital
Fatik Rahayu
Unknown Affiliation
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences

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ANALISIS POSITIONING MINIMARKET DI INDONESIA BERDASARKAN ATRIBUT YANG DIPERSEPSIKAN OLEH KONSUMEN Adhiyanto, Moch Ananda; Rahayu, Fatik
Jurnal Ekonomi Trisakti Vol. 5 No. 2 (2025): Oktober (In Progress)
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i2.23020

Abstract

Penelitian ini bertujuan untuk mengevaluasi posisi merek minimarket di Indonesia dari sudut pandang konsumen tentang faktor-faktor penting saat belanja. Kami menggunakan pendekatan kuantitatif dengan analisis diskriminan untuk memetakan lima merek minimarket yakni Indomaret, Alfamart, Circle K, Family Mart, dan Lawson. Tujuh faktor yang dianalisis yaitu harga, lokasi, produk, layanan kasir, diskon, kenyamanan, dan area parkir. Hasil menunjukan bahwa lokasi dan harga menjadi dua aspek utama yang penting dalam membedakan posisi merek di benak konsumen. Temuan ini bisa membantu manajer dalam merancang strategi penempatan yang tepat.
Antiseden Minat Wisatawan terhadap Pengalaman Imersif di Taman Safari Bogor Nuraini, Nafila; Aulia, Naila; Rahayu, Fatik
Li Falah: Journal of Islamic Economics and Business Vol. 10 No. 1 (2025): June 2025
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/lifalah.v10i1.11764

Abstract

This study examines the influence of immersive tourism experiences on the emotional experience and behavioral intention of tourists at Taman Safari Bogor. Data were collected through an online survey and analyzed using AMOS-based Structural Equation Modeling (SEM). The results showed that experiencescape positively affects emotional experience but has no direct effect on behavioral intention. Emotional experience also did not prove significant in shaping tourists' behavioral intentions. This finding indicates that emotional experience must be mediated by other variables, such as satisfaction or emotional attachment, to encourage repeat visit intention. The practical implication is that destination managers need to build experiences that are physically and socially immersive and create deep emotional bonds.
ANTECEDENTS AND CONSEQUENCES OF INSTAGRAM INFLUENCER OPINION LEADERSHIP Reza, Muhammad Alvi; Rahayu, Fatik
EBID: Ekonomi Bisnis Digital Vol 3, No 1 (2025): Juli
Publisher : ISTEK Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/ebid.v3i1.414

Abstract

With increasing consumer awareness particularly among men of the importance of appearance and facial skin health. This growth is also driven by the role of social media and influencers acting as opinion leaders in introducing skincare products to the public. One local brand competing in this market is Kahf, which faces challenges in building consumer loyalty amidst intense market competition. This study adopts a hypothesis testing design to examine the antecedents and consequences of opinion leadership displayed by Instagram influencers. Primary data were collected through a Google Form from 200 Kahf consumers in Jakarta and analyzed using SmartPLS. The findings indicate that perceived originality, perceived uniqueness, and perceived quality have a positive influence on opinion leadership, while perceived quantity does not show a significant effect. Furthermore, opinion leadership is found to have a positive impact on purchase intention, purchase behaviour, and purchase loyalty of Kahf consumers.
Service and Product Quality as Drivers Costumer Satisfaction at Haus Drink in Bekasi Aflah Harits adzaldi; Muhammad Izzudin Zaki; Fatik Rahayu
Jurnal Manajemen dan Perbankan (JUMPA) Vol 12 No 2 (2025): Jurnal Manajemen dan Perbankan (JUMPA)
Publisher : Sekolah Tinggi Ilmu Ekonomi Y.A.I - Jakarta - Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55963/jumpa.v12i2.826

Abstract

This research aims to test whether there is an influence of service quality and product quality on consumer satisfaction at Haus Drink in Bekasi. Based on expectancy disconfirmation theory (EDT). Theory is used to understand how satisfaction and dissatisfaction are derived. This research uses primary data and samples through the non-probability sampling method using the slovin formula, data was obtained for 7 days through google form to Haus consumers in Bekasi from a total of 100 respondents. The analysis uses an outer model, an inner model, and a hypothesis test. Novelty in the researcher used the smart-PLS 3.2.9 application, then the previous research used the SPSS application. The results of the hypothesis test show that consumer satisfaction is positively influenced by the service quality of Haus products and the quality of products has a positive effect on consumer satisfaction of Haus products. The implications of the research for stores to be able to offer loyalty programs, the use of print media such as brochures, posters, pamphlets, banners, and with a storytelling approach to build emotional appeal. After improving these aspects, it is hoped that stores can increase consumer loyalty and satisfaction. produk terhadap kepuasan konsumen pada minuman Haus di Bekasi. Berlandaskan teori yang mendukung tentang kualitas pelayanan dan kualitas produk, dan kepuasan konsumen. Riset ini memakai data primer dan sampel melalui metode non-probability sampling dengan menggunakan rumus slovin, data didapatkan selama 7 hari melalui google form kepada konsumen Haus di Bekasi dari jumlah responden sebanyak 100. Analisis menggunakan outer model, inner model, dan uji hipotesis. Novelty pada peneliti menggunakan aplikasi smart-PLS 3.2.9, kemudian riset terdahulu menggunakan aplikasi SPSS. Hasil uji hipotesis menunjukkan bahwa kepuasan kosumen dipengaruhi secara positif terhadap kualitas pelayanan produk minuman Haus dan kualitas produk berpengaruh positif terhadap kepuasan konsumen produk minuman Haus. Implikasi dari penelitian bagi toko untuk dapat menawarkan program loyalitas, penggunaan media cetak seperti brosur, poster, pamflet, spanduk, dan dengan pendekatan storytelling untuk membangun daya tarik emosional. Setelah memperbaiki aspek-aspek ini, diharapkan toko dapat menaikan loyalitas dan kepuasan konsumen.
Market Segmentation and Targeting Analysis for Online Food Delivery in Jabodetabek, Indonesia Aulia, Naila; Akhmad, Nafila Nuraini; Ramadhia, Kahti; Rahayu, Fatik
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1555

Abstract

This study examines market segmentation and targeting strategies for online food delivery applications in Jabodetabek. It employs primary data collected through online questionnaires from 150 active users of food delivery apps, aged 17 and above, who used the services at least three times in the past month. The research utilizes a descriptive approach with hierarchical and K-means cluster analysis to segment users based on demographic and psychographic characteristics, focusing on the 7P marketing mix attributes. The results reveal two distinct market segments, with the first segment, characterized by a high preference for convenience and accessibility, identified as the most promising target due to its higher mean score (3.98) for using apps when time-constrained or hungry. This segment values practical features like real-time order tracking and diverse menu options. The findings indicate that users prioritize ease of use, promotional offers, and professional courier services, with less sensitivity to price when service quality is satisfactory. The study highlights the importance of understanding consumer preferences for tailored marketing strategies in the competitive food delivery industry.
Optimization of Digital Business Communication for MSMEs: Strategies to Build Brand and Customer Loyalty Lunarindiah, Gatri; Rahayu, Fatik; Sumiyarti, Sumiyarti; Puspitasari, Windhy; Ramadhanti, Mutiara
Pena Dimas: Jurnal Pengabdian Masyarakat Vol 4, No 1 (2025): Pena Dimas: Jurnal Pengabdian Masyarakat
Publisher : Universitas Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/penadimas.v4i1.29499

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are foundational to Indonesia's economy, accounting for over 60 percent of the national GDP and employing almost 97 percent of the population. Even with this significance, most MSMEs ignore the digital transformation of their communication, branding, and customer relation strategies to the contemporary digital market. A large proportion still use outdated marketing strategies, and this hinders their ability to attract today's customers. To overcome these problems, the Faculty of Economics and Business, Universitas Trisakti, in collaboration with the Komunitas Sukses Berjamaah Indonesia (KSBI), offered the community service program “Optimizing Digital Business Communication for MSMEs: Strategies to Build Brand and Customer Loyalty.” The purpose of this initiative was to enhance MSME entrepreneurs’ digital competencies by equipping them with practical and actionable tools and techniques to improve their market visibility and competitive position. The program was designed and implemented based on the Participatory Action Research (PAR) approach, which focuses on collaboration and joint effort throughout the stages of needs assessment, socialization, education, practical training, mentoring, and evaluation. Twenty MSME participants from the culinary, fashion, service, and household product sectors actively engaged. The evaluation results revealed positive developments in all areas. Participants’ understanding of digital communication increased from 46 to 87 percent while branding strategy increased from 42 to 84 percent, awareness of customer loyalty from 44 to 86 percent, and digital media skills from 48 to 88 percent. In addition to positive perceptions, participants also showed more self-assurance in social media utilization, developed more coherent digital content, and formed cohesive groups around marketing and experience sharing. This reflects a fundamental positive change in perception around digital communication as a vital, integrated, and sustainable component of modern business rather than an ancillary promotional activity. Overall, the program showed the positive results of experience-based and participatory learning in closing the digital literacy gap, alongside empowering MSMEs with the fundamental strategic orientation to confidently participate in Indonesia’s digital economy.
Co-Authors Adhilla, Siti Adhiyanto, Moch Ananda Adiati Hardjanti Adli, M Qodhil Aflah Harits adzaldi Akhmad, Nafila Nuraini Alifa, Tasya Ananda, Mochammad Anwarsyah, Difi Aprillya, Tasya Asep Hermawan Aulia, Naila Aurelia Lalita Kirana Jayananda Ayu Aulia Oktaviani Ayu Ekasari Azra Zinedine Rahman Bangun, Cicilia Daris, Muslim Etty Murwaningsari Fadhel Audia Yusran Gunarto Gunarto Hidayat, Darra Pradita Hisyam, Jasheer Muhamad Jamaludin, Rian Maulana Kurnia, Citra Adinda Putri Luki Adiati Pratomo Lunarindiah, Gatri Maharani, Rivana Syahira Maria Christina MIFTAHUL JANNAH Muhammad Izzudin Zaki Murtanto Murtanto Nuraini, Nafila Orlando, Muhammad Prita Pramesti Prita Pramesti Puspitasari, Windhy Raissa, Adina Ramadhanti, Mutiara Ramadhia, Kahti Raymond Siregar Reza, Muhammad Alvi Rifa, Hudzaifah Risasono, Fadhil Dhafa Robert Kristaung Robian, Rio Ryan Ardhito Hadyan Sistya Rachmawati Sofie, Sofie Sujana, Olga Dara Putri Sukmanto, Adi Sumiyarti Sumiyarti, Sumiyarti Wahyuni, Ratih Sri Wijanarko, Faiq Wijanarko, Faiq Raihan Wijanarko, Khansa Fara Yaneva Anindita Dwi Cahyaningrum Yaneva Anindita Dwi Cahyaningrum Yudhaputri, Egabetha Amirah Yudiatama, Riski Yusran, Fadhel Audia Zhafira, Shafa