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Vanessa Gaffar

Universitas Pendidikan Indonesia

Author-ID : 532225

Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts 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 Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences Transportation Other

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THE DEVELOPMENT OF TOURISM VILLAGE THROUGH THE IMPLEMENTATION OF DIGITAL MARKETING Gaffar, Vanessa; Yuliawati, Tia; Askolani, Askolani; Budiman, Arief
Pattimura Proceeding 2023: PROCEEDING: THE 2ND INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMICS
Publisher : Pattimura University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Introduction/Main objectives: This study aimed to analyze the implementation of digital marketing in the development of tourism village at Subang District area. Research Methods: This study is a qualitative study using case method, comparing the situation before and after the Covid-19 pandemic. The informant of this study consists of the head of regulator, namely the head of the village and the owner of micro, small, and medium enterprises. Finding/Results: Results show that Covid-19 pandemic affects the tourism potential in the area. This is proven by the low rate of attendance of visitors/tourists to the tourism destination in Cavaliering, Subang District. Therefore, to boost the rise of the visitor and to be able to cope with the environmental turbulence and uncertainty of the external environment, the local government should implement digital marketing. Conclusion: Through social media marketing which is part of digital marketing, the Small and Medium-Sized Enterprises (SMEs) could become more creative and innovative, which would help them expand their reach nationally and internationally. The government should allocate fund and include this in the long term planning of the village itself

Pemasaran bandara: sistematik literatur review kajian bibliometrik berdasarkan database google scholar dan crossref tahun 2019-2022 Ekaputra, Virda Dimas; Gaffar, Vanessa; Arief, Meta
JPPI (Jurnal Penelitian Pendidikan Indonesia) Vol 10, No 2 (2024): JPPI (Jurnal Penelitian Pendidikan Indonesia)
Publisher : Indonesian Institute for Counseling, Education and Theraphy (IICET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/020242683

Penting bagi berbagai pihak yang tertarik dengan konsep pemasaran bandara untuk sepenuhnya mengembangkan keterampilan dan teknik riset pemasaran untuk memperoleh pengetahuan dan pemahaman yang dapat diandalkan dan menyeluruh tentang lingkungan pasar bandara yang unik. Ketergantungan mul-tifaktorial dari konsep pemasaran bandara memungkinkan untuk membentuk cara-cara baru untuk meningkatkan tingkat indikator ini. Faktor endogen dan eksogen, pada gilirannya, menciptakan hubungan fungsional antara berbagai disiplin ilmu dalam lingkungan pemasaran bandara. Makalah ini menyajikan analisis bibliometrik dari konsep "Pemasaran Bandara" dengan menggunakan berbagai perangkat lunak untuk mengidentifikasi hubungan antara faktor-faktor pemasaran bandara, sumber, dan antesedennya. Metode yang digunakan dalam penelitian ini meliputi pencarian kata kunci awal, analisis dan penyempurnaan data, dan pengelompokan. Pencarian dan perbandingan informasi yang diambil dari beberapa sumber memungkinkan dilakukannya analisis literatur yang komprehensif dan pemahaman tentang prinsip-prinsip peta bibliometrik publikasi. Dalam kerangka kerja penelitian ini, para peneliti membentuk dan menganalisis kelompok-kelompok konsep, prinsip-prinsip pengelompokannya, mengembangkan pendekatan ilmiah untuk menge-lompokkan istilah-istilah kunci dalam beberapa pangkalan data. Relevansi penelitian ini terletak pada dampaknya pada proses pembentukan kelompok konsep. Dengan bantuan pendekatan ilmiah yang diusulkan, dimungkinkan untuk menjelaskan ketergantungan dalam distribusi klaster definisi individu, hubungan mereka satu sama lain, tingkat kepemilikan faktor tertentu dari pemasaran bandara.

Antecedents of smart tourism destination perceived attractiveness and behavioral intention for digital natives Lastaripar Goeltom, Andar Danova; Hurriyati, Ratih; Gaffar, Vanessa; Wibowo, Lili Adi
JPPI (Jurnal Penelitian Pendidikan Indonesia) Vol 10, No 4 (2024): JPPI (Jurnal Penelitian Pendidikan Indonesia)
Publisher : Indonesian Institute for Counseling, Education and Theraphy (IICET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/020243269

In order to achieve high levels of satisfaction from the digital native generation, tourism destinations must adapt to how they interact and present content that matches their technological preferences. This study aims to measure the perception of STD attractiveness for digital natives by exploring antecedent factors and their impact on intentional behavior. This study uses a quantitative approach. The data was collected by distributing online questionnaires with sample aged 18 to 41 years who have traveled by involving the process of transactions, bookings, and searching for information digitally in the last 1 year. 318 responses were collected that were considered adequate for further processing in the analysis process. Measurements were made using the SEM-PLS technique. The study has found that digital natives view of interactivity and digital security can influence their assessment of STD attractiveness. This study model partially explains some of the factors that make up STD values and their relationship to intentional behavior. This study can consider strategies for strengthening digital interaction and security in the context of STDs for DMOs to build the attractiveness of destinations to attract tourist visits. This study provides a more specialized perspective by focusing on assessing digital natives as the main opinion.

Positive vs. Negative E-WOM: Understanding the More Significant Role in Mediating E-Commerce Quality on Online Impulse Buying Arissaputra, Rivaldi; Sultan, Mokh Adib; Hurriyati, Ratih; Gaffar, Vanessa; Asmara, Maisa Azizah; Sentika, Sarah
Jurnal Aplikasi Manajemen Vol. 22 No. 2 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.02.11

Electronic Word-of-Mouth (e-WOM) can convey product information about ratings, desires, requests and experiences. Therefore, it plays an important role in influencing purchases. This study aims to identify e-commerce quality, positive e-WOM and negative e-WOM on online impulse buying. E-commerce users sometimes act impulsively in purchasing after seeing some responses contained in e-WOM as information about the products. Positive product responses are not enough to convince e-commerce users to act impulsively, considering negative product responses is also an essential consideration for e-commerce users. This research uses a quantitative approach using a survey method of 315 respondents sampled from the population of e-commerce users in West Java, which was processed using smartPLS. This study found that e-commerce quality directly impacts online impulse buying, positive e-WOM, and negative e-WOM. Positive e-WOM does not directly impact online impulse buying, while negative e-WOM does. Another result shows that negative e-WOM successfully mediates the relationship between e-commerce quality and online impulse buying, while positive e-WOM fails to moderate the relationship between e-commerce quality and online impulse buying. This research contributes to e-commerce and consumer behaviour knowledge, serving as a reference for scholars by exploring how e-commerce quality relates to online impulse buying through positive and negative e-WOM among e-commerce users.

Sustainability Business Performance in Shopping-Mall in Indonesia: The Role of Ambidexterity Orientation with Mediating Effects of Strategic Flexibility and Distinctive Advantage Alamsyah, Muhammad iqbal; Rahayu, Agus; Gaffar, Vanessa; Wibowo, Lili Adi; Triyono, Sunu Puguh; Yusoff, Yusliza Mohd
Jurnal Internasional Penelitian Bisnis Terapan Vol 7 No 01 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/ijabr.v7i01.520

This study investigates the factors influencing the sustainability performance of shopping malls in West Java, Indonesia, emphasizing the roles of ambidexterity orientation, strategic flexibility, and distinctive advantage. Employing a quantitative research method with a survey design, data were collected from mall managers, directors, and operational decision-makers. A structured questionnaire, based on validated constructs, measured ambidexterity orientation, strategic flexibility, distinctive advantage, and sustainability performance. The analysis used Partial Least Squares-Structural Equation Modeling (PLS-SEM) to evaluate the relationships among these variables. The findings indicate that ambidexterity orientation significantly enhances strategic flexibility, which, in turn, positively impacts sustainability performance. While ambidexterity orientation does not directly influence sustainability performance, its effect is fully mediated by strategic flexibility and distinctive advantage. Furthermore, strategic flexibility strongly contributes to developing distinctive advantages, which significantly drive sustainability outcomes. The results emphasize the importance of managerial adaptability and the strategic alignment of resources and capabilities in achieving long-term sustainability goals. This research provides actionable insights for shopping mall management, highlighting the need for innovation-driven strategies, resource optimization, and customer-centric approaches. By advancing the understanding of sustainability performance dynamics in an emerging market context, this study offers theoretical contributions and practical recommendations for enhancing competitive and sustainable operations.

Optimising MSMEs B2B Marketing Performance Through Marketing Automation In CRM Strategy Pitri Yanti; Ratih Hurriyati; Vanessa Gaffar; Puspo Dewi Dirgantari
Jurnal Manajemen Vol. 28 No. 3 (2024): October 2024
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v28i3.1881

This research investigates the influence of technology readiness and ICT capabilities on marketing automation within B2B MSMEs' CRM strategies. Using quantitative methods in 105 B2B MSMEs employing marketing automation tools, the study employs Structural Equation Modeling (SEM) with Lisrel 8.8 software for analysis. Findings reveal that Technology Readiness significantly impacts ICT Capability, with innovation indicators holding a dominant 67.240 per cent effect. ICT Capability positively influences marketing automation, primarily driven by the use of ICT (84.600 per cent). Marketing automation correlates positively with B2B CRM, notably through message reach (65.610 per cent). B2B CRM, in turn, significantly affects Marketing Performance, emphasising improved customer relationship quality (77.400 per cent) and expanded market influence (42.250 per cent). Notably, technology readiness does not directly impact marketing automation, necessitating ICT capability for practical implementation in customer relationship management. In conclusion, marketing automation enhances B2B MSMEs' marketing performance, contingent on their ICT capabilities, despite the importance of technology readiness.

Ghost Kitchens And The Digitalization Of Indonesia’s Urban Informal Economy Susanto, Eko; Gaffar, Vanessa; Prawira, Mega Fitriani Adiwarna
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 1 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i1.295

Ghost kitchens have emerged as a disruptive force in Indonesia’s urban food economy, driven by digitalization, platform-based business models, and changing consumer behaviour. By eliminating the need for physical storefronts, they enable small entrepreneurs to reduce operational costs and access a broader market through food delivery platforms like GoFood, GrabFood, and ShopeeFood. However, their reliance on these platforms creates new economic dependencies, as algorithm-driven visibility and commission fees significantly impact profitability. Additionally, the rise of ghost kitchens intensifies market competition, particularly between independent operators and corporate-backed cloud kitchens that dominate rankings and resources. This study employs a qualitative multiple-case study approach to examine the economic and regulatory implications of ghost kitchens, including their impact on traditional food vendors, gig workers, and urban policies. Findings reveal that while ghost kitchens increase business accessibility, they also contribute to labour precarity within the gig economy, as food delivery workers face unstable incomes and high operational costs. The study underscores the need for adaptive regulatory frameworks, including fair taxation, food safety measures, and platform accountability to ensure equitable market participation. As ghost kitchens continue to evolve, proactive policies are required to balance innovation with sustainability, ensuring long-term benefits for entrepreneurs, workers, and consumers in Indonesia’s digital food ecosystem.

The Effect of Quality Service and Price Perceptions on Customer Satisfaction and its Implications For Repurchase Intentions of PT Pos Indonesia (Persero) Courier Service Customers Agus Fatkhurohman Handoyo; Vanessa Gaffar; Adhistian, Patria; Priyo Wibowo
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 3: Maret 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i3.8141

Quality Service and perceived service price determine customer satisfaction. Quality Service and perceived service price also have an impact on customer repurchase intentions. Satisfied customers tend to repurchase goods and services. This research aims to analyse the influence of Quality Service and price perception on customer satisfaction and the implications for customer repurchase intentions. The population in this study were users of PT Pos Indonesia Persero services in the Regional 2 Jakarta work area. The sampling technique is to use a simple random sampling method. The type of data used is primary data with questionnaires and secondary data with literature. The analysis tool used is Path Analysis, with Lisrel. The results of the research found that there is a direct influence between the Quality Service variable and the price perception variable on the customer satisfaction variable, there is a direct influence between the Quality Service variable, the price perception variable and the customer satisfaction variable on the intention to repurchase, and there is an indirect influence between the Quality Service variable and price perception variable on repurchase interest variable through the intervening variable customer satisfaction

From Screen to Seoul: How Korean Films Inspire Aspirational Travel Intentions Among Young Working Women Prawira, Mega Fitriani Adiwarna; Susanto, Eko; Gaffar, Vanessa; Ramadhani, Iqlima
Journal Integration of Social Studies and Business Development Vol. 3 No. 1 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jissbd.v3i1.312

This study examines the influence of Korean film exposure on aspirational travel intention among young Indonesian working women, focusing on the mediating roles of aesthetic appeal, parasocial interaction, and destination image. Drawing on the Stimulus–Organism–Response (S-O-R) framework, the research employs a quantitative, cross-sectional design. It analyzes data from 287 respondents using Partial Least Squares Structural Equation Modeling (PLS-SEM). All hypothesized relationships were statistically supported. Korean film exposure significantly enhances both aesthetic appeal and parasocial interaction. Aesthetic appeal emerges as the dominant predictor of destination image, which in turn has a substantial impact on aspirational travel intention. Although parasocial interaction contributes positively, its effect is comparatively weaker. These findings highlight the dual psychological pathways—visual and emotional—through which media shapes tourism-related perceptions and long-term travel aspirations. The study contributes to the literature on media-induced tourism and offers practical insights for destination marketers and cultural content creators seeking to leverage cinematic narratives in promoting international travel.

Process Innovation and its Impacts on MSMEs Resilience in Ghana: The Moderating Role of Enterprise Risk Management Nkansah, Obed Kwabina Opoku; Gaffar, Vanessa; Sofia, Alfira; Heryana, Tony
Image : Jurnal Riset Manajemen Vol 12, No 2 (2024): Image : Jurnal Riset Manajemen
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.2024.022

Firms’ resilience is of key interest to practitioners, owing to the fact that in most developing countries including Ghana, over 60 percent MSMEs do not survive the first five years of business operations. This study looks at how enterprise risk management may influence the impact of process innovation practices of Lean Six Sigma and Quality management Systems on MSMEs' resilience. The study used a quantitative research design, collecting survey data via Google Forms from a sample of 356 MSMEs and analysing it using SPSS software. The results indicated that MSMEs' resilience can be positively impacted by Lean Six Sigma practices. On the other hand, Quality management Systems could negatively affect the resilience of firms. Again, the research illustrates that enterprise risk management practices enhance the impact of process innovation practices on firms’ resilience. Specifically, the findings showcase the importance of utilizing process innovation practices and risk management as key principles in obtaining resilient MSMEs. Implications of these findings are important for managers of MSMEs, policy makers and researchers.

Co-Authors -, Lisnawati Abdul Rozak Adhistian, Patria Adib Sultan, Adib Adiwibowo, Lili Aggi Panigoro Sarifiyono Agus Fatkhurohman Handoyo Agus Rahayu Agus Rahayu Ahmad Azam Sulaiman AKUBIA, GILBERT KORKU Aldilla Yulia Wiellys Sutikno Alfira Sofia Amung Ma'mun Amung Ma'mun Anasti Desliana, Anasti Andar Danova Lastaripar Goeltom Andriana, Denny Ani Rakhmanita Annahli, Yuliarti Maghfira Arhesa, Sandra Ari Riswanto, Ari Arie Indra Gunawan Asimah, Vincent Kweku Askolani Askolani, Askolani Ayu Nurwitasari Azzahra, Fanny Fatimah Bambang Widjajanta Bambang Widjajanta, Bambang Bansah, Pearl Fafa Buana, Dwinto Martri Aji Chatarina Umbul Wahyuni Ciptagustia, Annisa Dani Kurniawan, Dani Dani Leonidas Sumarna Depy Muhamad Pauzy Dewi Pancawati Novalita, Dewi Pancawati Dhana, Irgi Resa Widia Didit Haryadi Disman, Disman Dodi Permadi Dodi Permadi, Dodi Ekaputra, Virda Dimas Eko Susanto Endrianto, Gunawan Enny Noegraheni Hindarwati, Enny Noegraheni Erwin Yulianto Eva Rachmawati Fatya Amalia Femmy Effendy Ferry Arfiansyah Gilbert Korku Akubia Gita Siswhara H.Mokh. Adib Sultan Handoyo, Agus F Hari Mulyadi, Hari harisandi, Prasetyo HARIYANTO HARIYANTO Heny Hendrayati Heri Purwanto Heryana, Tony Hilda Monoarfa Igus Rahmat Ginanjar Ilma Indriasri Pratiwi Ina Ratnasari, Ina Indra Kurniawan Indri Ferdiani Suarna Iqlima Ramadhani Irfan Taufik Rahman, Irfan Taufik Januar, Muhammad Fikry Januar Juju Masunah Juju Masunah Juliana Juliana Jumadil Saputra Karsikah, Karsikah Khairunnisa, Zahra Nadhira Kinanti Pra Ramdhani, Kinanti Pra Koeswandi, Tika Krishna Yuliawati, Ayu Kumara, Gatot Kunta Kusumah, AHG Kusumah, Ahmad H.G L. Lisnawati Lekettey, Edem Lesmana, Fanji Lili Adi Wibowo Lisnawati Lisnawati ma'mun, Amung Ma'mun, Amung Mahadi Pardede Maisa Azizah Asmara Martri Aji Buana, Dwinto Maya Sari Maya Sari Mega Fitriani Adiwarna Prawira Meta Arief Meta Arief, Meta Miftahuddin, S.Si.,MAB., asep Mirza Abdi Khairusy Mohamad Reza Nurpratama Mokh Adib Sultan, Mokh Adib Monoarfa, Hilda Muhammad Iqbal Alamsyah Muhammad Labib, Muhammad Muji Gunarto Munawar, Asep Mustika Fitri Nasution, Harmansyah Nkansah, Obed Kwabina Opoku Nugraha Nugraha Nurali , Nurali Nurianah, Nurianah Nurriyati, Ratih Nuryadi Nuryadi Opoku Nkansah, Obed Kwabina Pardede, Mahadi Perdana, Yoga Pitri Yanti Piyoh, Dea Dela Pranata, Rengga Madya Prianto, Arif Primaskara, Ery Primaskara, Ery Adam Priyo Wibowo Purwanto Purwanto Puspo Dewi Dirgantara Puspo Dewi Dirgantari Puspo Dewi Dirgantiri Putra, Alfian Prayana Ardie Putri Lilis Dyani Putri, Arvianti Farah Natsya Ratih Hurriyati Ratih Hurriyati Rennyta Yusiana Resa Nurlaela Anwar Revaldhi, Andriana Rifaldi, M. Diky Rina Suprina Rina Suprina Rini Andari, Rini Rini Larasati Irawan Rivaldi Arissaputra Rofi Rofaida Rusmiati Rusmiati Saefuloh Saman, Saefuloh Saepudin, Didin Saputra, Deddy Rahmat Saputra Rahmat Saur Costanius Simamora, Saur Costanius Sentika, Sarah Setiawan, Rahyuniati Shahril, Aslinda Siregar, Alfi Syahrah Sri Rizki Handayani Sri Utami Sugiharto, Nur Aziz Sultan, H. Mokh. Adib Suryana Suryana Taufik Abdullah Tia Yuliawati Tika Annisa Koeswandi Tika Annisa Koeswandi Triyono, Sunu Puguh Untung Novianto Vida Oriana, Aurel Virda Dimas Ekaputra Vitri Dwi MD, Vitri Walda P., Arvega Syah Wawan Junresti Daya Wenda Wahyu Christiyanto Wibowo, Lili Widhi Ariyo Bimo Widi Senalasari Wijaya, Ni Putu Nurwita Pratami Yamin, Muhammad Zaky Yanti, Pitri Yeliawati, Ayu Krishna Yeni Yuniawati, Yeni Yogi Suprayogi Sugandi Yusoff, Yusliza Mohd Yusriani, Sri Zuhroh, Siti

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