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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 INFLUENCE OF DEMOGRAPHY AND PSYCHOGRAPHY AS MARKET SEGMENTATION VARIABLES TOWARD CUSTOMER’S PURCHASE DECISION: A CASE STUDY AT TOSERBA YOGYA MAJALENGKA Januar, Muhammad Fikry Januar; Gaffar, Vanessa
Jurnal Investasi Vol. 8 No. 1 (2022): Jurnal Investasi Januari 2022
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/investasi.v8i1.181

Persaingan dalam penjualan menuntut perusahaan melakukan berbagai inovasi strategi marketing. Penelitian ini bertujuan untuk menentukan pengaruh demografis dan psikografis sebagai variabel segmentasi pasar terhadaap keputusan pembelian konsumen Toserba Yogya majalengka. Jenis penelitian ini adalah penelitian kuantitatif dengan objeknya adalah Toserba Yogya Majalengka. Teknik pengambilan sampelnya menggunakan non-probability sampling dengan metode purposive sampling dan diperoleh sampel yang valid sebanyak 50 responden. Jenis data dalam penelitian ini menggunakan data primer. Analisis pada penelitian ini menggunakan teknik analisis regresi linear berganda, sedangkan untuk uji hipotesis yang digunakan dalam penelitian ini adalah uji t dan uji f. Berdasarkan hasil pengujian model (Uji T) secara parsial dapat disimpulkan bahwa segmentasi Demografis (X1), Psikografis (X2), berpengaruh positif dan signifikan tterhadap Keputusan pembelian (Y). Selain itu, berdasarkan hasil (uji F) penelitian ini menunjukkan segmentasi demografis dan segmentasi psikografis secara simultan atau bersama-sama berpengaruh signifikan terhadap keputusan pembelian konsumen Toserba Yogya Majalengka.

Green Product Dan Environment Knowledge Sebagai Faktor Purchase Intention The Body Shop Kota Bandung Vida Oriana, Aurel; Gaffar, Vanessa; Miftahuddin, Asep
Coopetition : Jurnal Ilmiah Manajemen Vol. 16 No. 2 (2025): Coopetition : Jurnal Ilmiah Manajemen
Publisher : Program Studi Magister Manajemen, Institut Manajemen Koperasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32670/8r5gs424

This study aims to examine the influence of green products and environmental knowledge on consumer purchase intention toward The Body Shop products in Bandung, particularly to address the issue of the gap between positive perceptions of the brand’s sustainability commitment and actual consumer purchasing decisions of green products. The research method used a quantitative approach through surveys as the data collection instrument. A sample of 400 respondents was selected randomly from followers of the Instagram account @thebodyshopindo using Slovin's formula. The validity and reliability of the instruments were tested using the Rasch Model, while data analysis was conducted using Structural Equation Modeling (SEM). The results show that green products have a positive effect on consumer purchase intention. In addition, environmental knowledge also has a positive influence, both directly on purchase intention and as a mediating variable. The implication of this study is that companies need to intensify educational efforts aimed at consumers regarding sustainability issues and the benefits of using environmentally friendly products. Theoretically, this research contributes to the literature on consumer behavior, especially in the field of green marketing, and provides practical recommendations for companies in designing more effective and sustainable marketing strategies.

Will Transformational Leadership Style Increase Organizational Performance in MSMEs? A Systematic Literature Review Bahri, Khoirun Nisa; Gaffar, Vanessa; Wibowo, Lili Adi; Dirgantari, Puspo Dewi; Rofaida, Rofi
Journal of Organizational and Human Resource Development Strategies Vol. 2 No. 01 (2025): Journal of Organizational and Human Resource Development Strategies
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/ohds.v2i01.965

To achieve MSME innovation and performance, leadership is crucial. Burns's divided leadership into transformational and transactional styles is one of the key theories of leadership. The purpose of this essay is to pinpoint the best leadership philosophies for enhancing SME organizational performance. This study included a methodical review of the literature. According to the study's findings, transformational leadership is thought to enhance organizational performance in SMEs. Contrarily, there is little evidence that the transactional leadership style improves organizational performance in SMEs. In conclusion, transformational leadership is more crucial than transactional leadership for enhancing MSME performance. These findings help MSME executives develop transformational leadership, which is focused on the charisma of the leader.

Digital Innovation and Global Expansion: An Empirical Study of Indonesian Firms' International Diversification (2015-2023) Pardede, Mahadi; Dirgantari, Puspo Dewi; Gaffar, Vanessa
Ilomata International Journal of Management Vol. 6 No. 3 (2025): July 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i3.1432

This research investigates the ramifications of digital technological innovation on the international diversification strategies employed by Indonesian enterprises between the years 2015 and 2023. By applying the resource-based theory alongside the dynamic capabilities framework, we scrutinize the manner in which digital innovations function as strategic assets that facilitate the international expansion of firms. Employing a panel dataset comprising non-financial corporations listed on the Indonesia Stock Exchange, we examine the mediating influence of digital transformation and information asymmetry, as well as the moderating effects attributed to ownership status and industry classification on this nexus. Our empirical findings indicate that digital technological innovation exerts a favorable impact on international diversification, with digital transformation and diminished information asymmetry serving as mediating factors. Furthermore, the degree of this impact exhibits variability contingent upon the type of ownership and industry, revealing a pronounced effect within state-owned enterprises and traditional sectors as opposed to private and digitized industries. These findings highlight the transformative potential of digital technologies in enhancing access to global markets and illuminate the distinctive challenges and prospects present within the Indonesian context. This study offers significant insights for managerial and policy-making practices, accentuating the critical role of digital innovation in formulating strategies aimed at global expansion. Additionally, it contributes to the existing literature on international business by integrating the dynamics of digital innovation within the paradigm of international diversification, particularly within the framework of an emerging market environment.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i3.1432

CHARACTERISTICS OR STRATEGY? THE MODERATING ROLE OF MARKET KNOWLEDGE IN SHAPING SMES’ INTERNATIONAL MARKETING DECISIONS Koeswandi, Tika; Gaffar, Vanessa; Wibowo, Lili; Andriana, Denny; Primaskara, Ery
Jurnal Riset Bisnis dan Manajemen Vol. 18 No. 1 (2025): February Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v18i1.24326

In an increasingly globalized market, SMEs face distinct challenges in making effective international marketing decisions (IMD). This study explores how International Entrepreneurial Marketing Strategy (IEMS) and internal SME characteristics influence IMD, with market knowledge as a moderating variable. Based on a survey of 220 export-oriented SMEs in West Java, Indonesia, moderated regression analysis reveals that both SME characteristics and IEMS significantly affect IMD. However, market knowledge only strengthens the influence of IEMS on IMD, without moderating the effect of internal characteristics. These findings highlight the strategic value of market knowledge in enhancing entrepreneurial marketing effectiveness. Integrating internal capabilities with contextual insight enables SMEs to make informed, agile, and competitive decisions. The study offers valuable theoretical contributions and practical implications for policymakers and international marketing strategists in emerging market contexts.

Exploring the Dynamics of Instagram Content Marketing and Engagement: Its Impact on YouTube Membership Subscription Decisions Putri, Arvianti Farah Natsya; Gaffar, Vanessa; -, Lisnawati; Wibowo, Lili Adi; Khairunnisa, Zahra Nadhira
Journal of Business Management Education (JBME) Vol 10, No 2 (2025)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jbme.v10i1.82541

The aim of this research is to investigate the influence of content marketing on customer engagement and purchase intention among followers of Jurnalrisa's official Instagram account who have subscribed to the Jurnalrisa YouTube channel. Using path coefficient analysis through Smart PLS, the study found that all hypotheses were supported. The results indicate that content marketing has a positive effect on customer engagement, which in turn also enhances purchase intention. Customer engagement serves as a significant mediating variable, highlighting the importance of customer involvement in the decision-making process. These findings provide valuable insights for marketers to design more effective strategies to boost purchase intention through engaging and relevant content.

Developing Measurement of Holistic Islamic Religiosity in Indonesia Islamic Banks’ Consumer: A Mixed Method Study Christiyanto, Wenda Wahyu; Gaffar, Vanessa; Nurali , Nurali; Kurniawan, Indra; Zuhroh, Siti; Anwar, Resa Nurlaela; Nurianah, Nurianah
Co-Value Jurnal Ekonomi Koperasi dan kewirausahaan Vol. 16 No. 2 (2025): Co-Value: Jurnal Ekonomi, Koperasi & Kewirausahaan
Publisher : Program Studi Manajemen Institut Manajemen Koperasi Indonesia Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/covalue.v16i2.5476

The purpose of this study is to explore religiosity indicators which are then confirmed to measure the holistic Islamic religiosity variable. This study uses a mixed method, exploratory sequential design. The qualitative method is carried out with a systematic literature review, with 76 articles in the final selection process. The quantitative method is carried out by collecting data from 403 Islamic Bank customers in Indonesia using a numeric scale questionnaire, and analyzed using exploratory factor analysis (SPSS) and confirmatory factor analysis (AMOS) techniques. The findings in this study indicate that holistic Islamic religiosity can be measured by 2 dimensions (faith and piety), consisting of 4 indicators (faith dimensions) and 3 indicators (piety dimensions). This study focuses on Islamic Bank customers in the Jakarta, West Java and East Java areas. Further research is expected to confirm this measurement in other regions and other wider business sectors, so that the level of generalization can be even wider. The measurement of the Holistic Islamic Religiosity variable can be used as a reference by researchers who involve religiosity variables in their research, especially in consumer behavior research with an Islamic theme.

ENHANCING COMMUNITY HEALTH CENTER PERFORMANCE THROUGH PUBLIC SERVICE INNOVATION AND DIGITAL TRANSFORMATION STRATEGIES Prianto, Arif; Rahayu, Agus; Gaffar, Vanessa; Adiwibowo, Lili
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v8i1.1.1380

The performance of the Community Health Center (Puskesmas) has been in the spotlight of all parties concerned with its ability to adopt the right innovation strategy and implement appropriate digital transformation. This research aims to uncover (1) how public service innovation strategies impact digital transformation implementation; (2) their effect on Puskesmas performance; (3) the impact of digital transformation implementation on Puskesmas performance; and (4) the mediating role of digital transformation in this relationship within West Java, viewed from a strategic management perspective. This quantitative study was conducted across 285 from 1,098 Puskesmas in West Java Province, utilizing proportional random sampling. The sample consisted of Puskesmas distributed across cities and districts in the region, ensuring representation from each area. A questionnaire with a 5-point rating scale was the primary research instrument, validated for accuracy and reliability. Data analysis included descriptive categorization and inferential analysis using Partial Least Square (PLS) via SmartPLS. The study found that public service innovation strategies positively impacted digital transformation implementation and Puskesmas performance. Additionally, digital transformation implementation positively influenced Puskesmas performance, with digital transformation partially mediating the relationship between innovation strategies and performance.

Challenges of Integrating Digital Innovation Strategies in Educational Technology to Enhance E-Government Implementation Revaldhi, Andriana; Gaffar, Vanessa; Sofia, Alfira
QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama Vol. 17 No. 1 (2025): Qalamuna - Jurnal Pendidikan, Sosial, dan Agama
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Program Pascasarjana IAI Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/qalamuna.v17i1.6831

This study aims to identify the main challenges in integrating digital technology in education and e-government in Indonesia. The research method uses a literature approach to collect and analyze relevant literature on digital innovation in educational technology and e-government in Indonesia. Primary sources include scientific articles, theory books, government policy documents, and international journals to compare technology implementations in developing countries. This approach enriches the analysis with various theoretical perspectives and valid information on the challenges and solutions of digital implementation in the education and government sectors. The work identifies key challenges in integrating digital technologies for e-government and education, such as uneven infrastructure, low digital literacy, and resistance to change. The digital divide in 3T areas exacerbates inequality in access to education and public services. Potential solutions include infrastructure development, digital literacy training, master plan development, and public awareness campaigns. With collaboration between the government, the education sector, and the community, Indonesia can utilize digital technology to improve the quality of public services and socio-economic life.

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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