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Halal Awareness, Brand Image, and Low Price Strategies on Purchasing Decisions for Food and Beverage Products Bahri, Khoirun Nisa; Novianto, Untung; Rozak, Abdul; Gaffar, Vanessa; Wibowo, Lili Adi; Dirgantari, Puspo Dewi; Azzahra, Fanny Fatimah
Ekonomis: Journal of Economics and Business Vol 9, No 1 (2025): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i1.2010

Abstract

This study aims to determine the influence of halal awareness, brand image, and low price strategy on purchasing decisions for food and beverage products among Muslim communities in Indonesia. This research is quantitative research using a survey method for Mixue customers in West Java.Data processing uses SEM (Structural Equation Model). Data was distributed to 100 rerespondents in West Java. The results of this study conclude that the variables of Halal Awareness and Low Price Strategy have an effect on the Brand Image of Mixue products. The variables of Halal Awareness and Low Price Strategy have an effect on the purchasing decision of Mixue products. This means that the Brand Image variable can affect Halal Awareness and Low Price Strategy on the purchasing decision of Mixue products.
The social media usage and their effect on Tourism marketing behavior A Study among University International Students in Indonesia Bejaoui, Asma; Rahayu, Agus; Dirgantari, Puspo Dewi
Ekonomis: Journal of Economics and Business Vol 8, No 2 (2024): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v8i2.1655

Abstract

This study investigates the impact of social media on tourism marketing behavior among international students in Indonesia. Employing a descriptive research method utilizing a qualitative approach, in some groups it was conducted with international students to explore their travel experiences and the influence of social media on their destination choices. The findings reveal that social media plays a significant role in shaping students' travel decisions, with a particular emphasis on the importance of visual platforms like Instagram and YouTube and their specific interests in how and where to visit with the help of these platforms. This research contributes to the existing literature on the role of social media in tourism marketing and provides insights into the preferences and behaviors of international students, a key demographic in the tourism industry. The discussion covers the range of interests that students have in artificial, cultural, and natural tourism as well as more niche types including MICE, health, and information tourism. Notably, participants stressed the need for thorough travel information, especially about lodging, meals, transportation, and guided tours information that is mostly found online. The study emphasizes how social media use and the diverse range of tourist experiences that foreign students in Indonesia are looking for are intricately related. Overall, this investigation clarifies the mutually beneficial relationship between social media dynamics and traveller behaviours, revealing information that is essential for academics and industry participants to comprehend in order to fully utilize digital platforms in modern tourism.
Strategi Pemasaran Masa Depan: Mengurai Peran Sales Promotion yang Inovatif dan Daya Tarik Celebrity Endorser dalam Membimbing Keputusan Pembelian Konsumen Tianingrum, Destri Mailinda; Rahayu, Agus; Dirgantari, Puspo Dewi
Ekonomis: Journal of Economics and Business Vol 8, No 2 (2024): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v8i2.1656

Abstract

Fashion has a strong appeal and is accepted by individuals of all ages as a determining aspect of clothing and daily lifestyle. The purpose of this study was to examine the impact of sales promotion on consumer purchasing choices. The target population of this study consists of Billionaire's Project consumers, with a sample of 100 respondents selected through purposive sampling, a non-probability sampling technique. To collect data, questionnaires were distributed to individuals who had purchased and used products from the Billionaire's Project. The data analysis process uses descriptive and inferential analysis using the Partial Least Square (PLS) 4.0 analysis tool. The findings of this study confirm that sales promotion has a significant effect on purchasing decisions, and the involvement of celebrity endorsers also has a significant influence on consumer purchasing choices. Business owners can leverage these research findings as valuable references when designing digital marketing strategies geared toward increasing sales of Billionaire's Project products, particularly in the areas of sales promotion and celebrity-based marketing.
Analisis Pemanfaatan Brand Experience dalam Menciptakan Brand Loyalty pada Bisnis Rollneeds Setyorini, Zahra Medina; Dirgantari, Puspo Dewi
Jurnal Bisnis dan Manajemen West Science Vol 3 No 02 (2024): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v3i02.1185

Abstract

Timbulnya suatu persaingan dalam industri kuliner menjadikan setiap pelaku usaha perlu menentukan strategi dalam menjalankan sebuah usaha agar terus menghasilkan keuntungan. Penelitian ini bertujuan untuk menganalisis pemanfaatan brand experience dalam menciptakan brand loyalty pada bisnis Rollneeds. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus dan teknik analisis data interaktif Miles dan Huberman. Hasil penelitian menunjukan bahwa strategi pengalaman merek Rollneeds melalui dimensi sense, feel, think, act, dan relate memiliki dampak positif dalam menciptakan brand loyalty, namun diperlukan perbaikan dan penguatan strategi untuk mencapai hasil yang lebih optimal. Disarankan untuk penelitian selanjutnya dapat mengeksplorasi pengaruh faktor eksternal seperti kondisi pasar dan tren industri terhadap brand loyalty di Rollneeds, sehingga dapat memberikan pemahaman yang lebih komprehensif tentang strategi yang dapat diterapkan oleh perusahaan. Implikasi praktis dari temuan ini menunjukkan bahwa Rollneeds perlu meningkatkan program loyalitas , pengalaman merek yang unik serta inovasi produk untuk memperkuat brand loyalty dan mempertahankan pangsa pasar yang kompetitif.
Driving Digital Transformation in Small Banks With VRIO Analysis Simamora, Saur; Rahayu, Agus; Dirgantari, Puspo Dewi
Jurnal Aplikasi Bisnis dan Manajemen Vol. 10 No. 1 (2024): JABM, Vol. 10 No. 1, Januari 2024
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.10.1.99

Abstract

This study evaluates a company's resources and capabilities to determine whether they can provide a sustainable competitive advantage on digital transformation. Using VRIO analysis, the study assesses the value, rarity, imitability, and organization of digital transformation in small banks. The results show that digital transformation is valuable for small banks but is familiar and relatively easy to imitate. Organizational support is critical for successful digital transformation in small banks. Small banks must leverage their strengths and adopt emerging technologies to remain competitive in the banking sector. Result of this study suggest that small banks can achieve competitive parity through a strategic focus on digital. Results on VRIO Analysis on PT. Bank XYZ that human resources, organizational structure, technology, product & services are competitively parity. However, capital resources, information systems, skills, and reputation are competitive advantages. Keywords: digital transformation, resource-based view, VRIO analysis, small banks
EKSPLORASI PENGARUH CITRA RUMAH SAKIT TERHADAP KEPUASAN PASIEN: TINJAUAN SISTEMATIS LITERATUR Prasetiyo, Budi; Ramadhian, M. Arief Rahman; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Widjajanta, Bambang
Media Penelitian dan Pengembangan Kesehatan Vol. 35 No. 1 (2025): MEDIA PENELITIAN DAN PENGEMBANGAN KESEHATAN
Publisher : Poltekkes Kemenkes Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34011/jmp2k.v35i1.2371

Abstract

The primary challenge in measuring patient satisfaction lies in its conceptual and operational complexity. Patient satisfaction is often regarded as a subjective concept, influenced by individual expectations, experiences, and perceptions of the healthcare services received. This literature review aims to examine and summarize the impact of hospital image on patient satisfaction based on studies conducted in various countries across multiple continents. The PRISMA approach was employed in this systematic literature review, with articles collected from Google Scholar, Crossref, and PubMed databases. The articles selected were published between 2010-2024.  An in-depth analysis was conducted on 11 selected articles.  The results of the review indicate that studies on hospital image and patient satisfaction often incorporate other variables such as service quality, loyalty, and trust. Research from diverse regions, including Southeast Asia, the Middle East, Europe, and the Americas, demonstrates that hospital image significantly influences patient satisfaction. However, findings in Indonesia reveal a contrasting result, where hospital image does not affect patient satisfaction. These differences reflect unique cultural contexts, such as the importance of interpersonal relationships in Iran, ethnic diversity in Malaysia, or the high value placed on healthcare quality in Taiwan.  This review further underscores the importance of collaborative efforts among governments, hospital administrators, healthcare professionals, and marketers to enhance sustainable service quality and meet patients' evolving needs.
Penerapan Blue Ocean Strategy pada Brontak Coffe di Kota Sumedang: Implementation of Blue Ocean Strategy at Brontak Coffe in Sumedang City Nuraeni, Ita; Rahayu, Agus; Dirgantari, Puspo Dewi
EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Vol. 3 No. 01 (2022): Ekomabis Edisi Januari 2022
Publisher : LPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/ekomabis.v3i01.374

Abstract

Penelitian ini bertujuan untuk mendeskripsikan penerapan Blue Ocean Strategy (Strategi Samudra Biru) dalam meningkatkan keunggulan bersaing pada Kopi Brontak di Kota Sumedang. Penelitian ini menggunakan penelitian deskriptif dengan pendekatan kualitatif. Metode pengumpulan data dilakukan melalui wawancara, observasi dan dokumentasi. Hasil yang diperoleh dari penelitian ini menunjukkan bahwa formulasi blue Ocean strategy berjalan dengan baik, terutama keputusan Kopi Brontak untuk menciptakan histori kopi yang dapat menambah wawasan para pencinta kopi dan menjadikan Kopi Brontak lebih unggul dibandingkan pesaing. This study aims to describe the application of the blue ocean strategy in increasing competitive advantage in the Coffe Brontak in Sumedang City. This study uses a descriptive qualitative research approach. The method of data collection is done through interviews, observations and documentation. The results obtained from this study indicate that the Blue Ocean Strategy formulation is going well, especially the decision of Coffe Brontak to create a coffee history that can add insight to coffee lovers and make Coffee Brontak superior compared to competitors.
SMART UNIVERSITY IMAGE: FROM BRANDING TO MARKETING STRATEGY IN PRIVATE UNIVERSITIES Luckyardi, Senny; Hurriyati, Ratih; Disman, Disman; Dirgantari, Puspo Dewi
Jurnal Riset Bisnis dan Manajemen Vol. 16 No. 2 (2023): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v16i2.7741

Abstract

The objective of the research is to analyze how Smart University Image can be a marketing strategy in private universities. The paper proposed a revised construct of brand image in smart university domain that is Smart University Image (SUI). The new construct of SUI will contribute to more appropriate university marketing strategy in highly competitive market in digital era. In addition, the research is aimed to discover SUI influence toward students’ satisfaction. This study employed a quantitative methodology, supported by study literature. Structural Equation Method is applied to analyse relationship between variables. The paper reveals that SUI able to increase student satisfaction by mediating it from Value Co Creation. It also means that SUI can be used as marketing strategy by promoting advanced technology toward Gen Z as the student’s candidate. Furthermore, the proposal of a new construct, namely SUI, becoming a more appropriate and integrated term for marketing strategy in the SU domain.
Literasi Digital di UMKM: Tinjauan Sistematis dan Pengembangan Kerangka Teoretis Terintegrasi Menggunakan Metode PRISMA Tamyiz, Uus Muhamad Husni; Munir; Furqon, Chairul; Dirgantari, Puspo Dewi
Jurnal Algoritma Vol 22 No 2 (2025): Jurnal Algoritma
Publisher : Institut Teknologi Garut

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33364/algoritma/v.22-2.2308

Abstract

Digital literacy proficiency has become increasingly important for the survival and competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the digital era. This study conducts a systematic literature review following the PRISMA protocol to analyze the current state of research on digital literacy among MSMEs. Based on an analysis of fifty-six peer-reviewed articles published between 2015 and 2025 from the Scopus database, this study synthesizes existing knowledge, identifies research patterns, and proposes directions for future research. The analysis reveals a significant evolution in digital literacy research, particularly accelerated by the COVID-19 pandemic, with a notable increase from an average of one article per year during the period 2015 to 2019 to more than twelve articles per year between 2020 and 2024. Survey-based studies dominate the methodological landscape with thirty-nine point three percent, followed by quantitative approaches with nineteen point six percent. Citation analysis indicates a substantial scientific impact with a total of one thousand one hundred forty-nine citations, averaging twenty point five two citations per article. Three major research streams have emerged, namely digital transformation processes, performance impacts, and capability development. Indonesia appears as a prominent research context, representing forty-four point six percent of the studies, providing insights into the implementation of digital literacy in developing countries. The findings indicate that the successful implementation of digital literacy is influenced by technological infrastructure, organizational capability, and external support. This review contributes to theoretical development by integrating diverse perspectives and to practical applications by identifying critical success factors in digital literacy implementation. Future research opportunities include longitudinal studies, cross-country comparisons, and investigations of the effects of emerging technologies on MSME digital literacy.
The Effect of Live-Stream E-Branding on Impulse Buying Behavior with Parasocial Interaction as a Mediating Variable on Shopee Live Prasetia, Arus Reka; Hurriyati, Ratih; Dirgantari, Puspo Dewi
Commercium : Journal of Business and Management Vol. 4 No. 1 (2026): February 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v4i1.1176

Abstract

In response to the rise of interactive live‐stream commerce, this study investigates whether live‐stream e‐branding influences impulse buying behavior among Shopee Live users in Indonesia directly or primarily via parasocial interaction. Drawing on the Stimulus–Organism–Response (S–O–R) model, the study conceptualizes parasocial engagement with streamers as the key affective mechanism linking branding stimuli to impulsive responses in a Southeast Asian live‐commerce setting that has received limited scholarly attention. A cross‐sectional survey of 140 active Shopee Live viewers was conducted and analyzed using Structural Equation Modeling–Partial Least Squares (SEM‐PLS). The results reveal that live‐stream e‐branding alone does not significantly trigger impulse buying; rather, it cultivates parasocial bonds that strongly drive unplanned purchases, indicating a full mediation effect. These findings suggest that in live commerce, impulsive buying hinges more on the quality of viewer–streamer relationships than on direct branding exposure. The study enriches S–O–R theory by validating parasocial interaction as a core mediating process and advises marketers to prioritize authentic, empathy‐driven interactions during live streams to stimulate impulse purchases.
Co-Authors Aam Rachmat Mulyana Abdul Rozak Abdurokhim Abdurokhim Adi Sopian Aghnia Fadilah, Ratu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agustini, Kamelia Ahmad Gunawan Alamsyah, Sindhu Alexi Yohans, Jordy AMELIA SETYAWATI, AMELIA Andy Prasetyo Wati ANGGA MARTHA MAHENDRA, ANGGA Anggita Nur Fatimah Anggraeni, Tuti Ani Rakhmanita Aniek Indrawati Anneu Suryani Annisa Megaswara Ardelia Azhar Arifianti Arifianti, Ardelia Azhar Arus Reka Prasetia Aryani, Kiki As-siisi, Adzkia Marwa Asaretkha Adjane Annisawati Asep Wahyudin Ashshaumi, Muhammad Hisyam Aulia Nurizky, Sherly Aynie, Rahmi Qurrota Ayus Ahmad Yusuf Azatovich, Ablatdinov Sultanbek Azzahra, Fanny Fatimah Bambang Widjajanta Bambang Widjajanta Bambang Widjajanta, Bambang Bayu Indra Setia Bejaoui, Asma Bella Shafiera Anandita Bintari, Vivi Indah Budi Harto Budi Prasetiyo, Budi Chaerunnisa Chaerunnisa, Chaerunnisa Chairul Furqon, Chairul Chandra, Dicky Corry Yohana D. Disman Dearika Irsanyya, Kharisma Dewanti, Pelangi Puspa Dian Anita Nuswantara Disman Disman Disman, Disman Disman, Disman Edi Firdaus Edi Suryadi Edi Suryadi, Edi Ekawijaya, Asep Bayu Elyusufi, Abdul Muhaimin Erik Syawal Alghifari ERNAWATI Eva Rachmawati Fahmi, Radiyul Fairuz Rifqi Abdurahman Faizal Fardhani Sigarlaki Fajar Gumelar Maulana Fajar Ramadhan Fajri, Fadilla Nur Farizki Maulana Rafliansyah Fathurrohman, Firdaus Ferany Nur Amalia Andini Fidhyallah, Nadya Fadilah Gafar, Vanessa Gamma Bhakti Pradana Gilang Bhirawa Noraga Girang Razati, Girang Gusni . Hadi Ahmad Sukardi Hadi Nasbey Hadiyazid Rachman, Nur Hanifah, Silvana Hari Mulyadi, Hari harisandi, Prasetyo Hasan, Pupung Puad Hasyim, M. Ardi Nupi Hasyim, Muhammad Ardi Nupi Heny Hendrayati Herning Indriastuti Hidayat, Nurdin Hidayat, Yusuf Murtadlo Hijrianti, Rina A. Hilda Monoarfa Hurriyanti, Ratih Hurrriyati, Ratih Ichsan Budiman Ihda Farhatun Nisak Inasari Widiyastuti Indradewa, Rhian Ira Valentina Silalahi Irawan, Rini Larasati Julia Famor Pratami Khamiliyah, Lili Khofia, Irham Kiki Aryani Kosidin S.T., M.Kom. Kosidin, Kosidin Kusumah, Echo Perdana Lavianti, Desi Lili Adi Wibowo Lili Adi Wibowo Lili Khamiliyah Luckyardi, Senny Lunia Nur Larasati M Sandi Marta Mac-Doqu, Francis Kortey Mahphoth, Mohd Halim Mahphoth, Mohd Halim bin Maisa Azizah Asmara Margana, Andika Alvin Martha, Jefry Aulia Masharyono Masharyono Maula, Farij Ibadil Maulana, Teguh Nurakmal Maulasena, Mirza Fawwaz Maya Sari Maya Sari Mira Rahmi Mirza Abdi Khairusy Misyaida Ayunda Putri Mubdi Mulya Isfahami Muchtar, Muhammad Muhamad Bayu Pramesta Muhammad Fikar Ravsanjani Muhammad Muchtar Muhammad Zaky Yamin Munawar, Muhammad Meki Munir Munir Munir Munir Munir, Munir Muradovna, Khudayarova Mekhrangiz Nabilah Ramadhan Nandi Nandi, Nandi Neni Nuraeni Neni Nuraeni, Neni Ni Putu Nurwita Pratami Wijaya Ningsih, Nurul Hutami Nugraheni, Rury Nuraeni, Ita Nurpratama, Mohamad Reza Nuryadi Wijiharjono Oce Ridwanudin Pangestu, Erry S.R Pardede, Mahadi Pepen Supriatna Supriatna Pitri Yanti Pranadita, Nugraha Prasetyo Hartanto Prihadi, M Dana Pupung Puad Hasan Putri Hestiningrum Putri, Diva Amanda Qudratov, Inomjon Rahman, Iradah Rahmawati, Yuli Diani Rahmi Qurrota Aynie Ramadhian, M. Arief Rahman Ramadhianti, Raden Heryaningtias Rasim, Rasim Rasyiddin, Ahmad Ratih Hurriyanti Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati, Ratih Ratih Nurriyati Raya Sulistyowati Rennyta Yusiana Rennyta Yusiana Resti Indriarti Reza Fahlevy Rivaldi Arissaputra Rofi Rofaida Rohmat, Siti Safroni Isrososiawan Sakova, Megha Saputri, Adiya Agustin Eka Saputri Sari, Putri Pradnyawidya SATRIYAS ILYAS Senny Luckyardi Septyan Budy Cahya Setyorini, Zahra Medina Shendy Amalia Sigarlaki, Faizal Fardhani Silalahi, Ira Valentina Simamora, Saur Siregar, Herbert Soni, Mohammad Sudarjo Sugangga, Amelia Sugangga, Rayyan Sugiana, Neng Susi Susilawati Sukmayana, Dodi Sul, Ratu Dintha Insyani Zukhruf Firdausi Sulastri Sulastri Sumantri, Dadan Sumaryana , Fitriana Dewi Surya Nugraha Susanti Kurniawati, Susanti Syahar Banu, Syahar Syahlan, Fatra Tamyiz, Uus Muhamad Husni Thalita Syifa Fatimah Tianingrum, Destri Mailinda Tri Sudarwanto Triadinda, Dexi Triyono Adi Tristanto Ulfia Wahdatul Nurfuadah Untung Novianto Usep Suhud Utama, Dian H Uus Muhamad Husni Tamyiz Vanessa Gaffar Veni Rafida Wawan Setiawan Wawan Setiwan Widjadjanta, Bambang Widy Muchamad Wufron Wufron Yahtadi, Fauzan Yanti, Pitri Yasir Maulana Yogi Suprayogi Yulandri, Elsa Yuliarti Maghfira Annahli Yulita Pujiharti Zahra Medina Setyorini Zahra Nadhira Khairunnisa Zhixin Li Zukhruf, Ratu Dintha Insyani