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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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Production of Shadow Puppet Performances in Building Artistic Entrepreneurship Masunah, Juju; Dyani, Putri Lilis; Gaffar, Vanessa; Sari, Maya
Journal of Sustainable Tourism and Entrepreneurship Vol. 3 No. 2 (2022): January
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/joste.v3i2.1221

Purpose: This research describes the efforts to promote entrepreneurial motivation through shadow puppet performances. Research Methodology: This research used a project-based approach, and the activities are initiated by: 1) diagnosing the problems of performing arts entrepreneurship, 2) creating art incubation designs, 3) implementing activity plans, and 4) evaluating activities through performances. The participants were students with educational backgrounds in dance, music, and fine arts at Universitas Pendidikan Indonesia, as well as partners in the Indigo Moon Theater, a community-based in London. Results: A production of shadow puppet performance art with a Jungle Book story can foster students’ entrepreneurial motivation, shown through paid performances and business planning sales of show packages, merchandise, and a shadow puppet workshop model for children and families. Limitations: This research cannot assist the participants in managerial work to continue their business. Contributions: This research contributes to developing art entrepreneurship in the performing arts field as part of Indonesia’s creative industry sub-sector.

Promosi Wisata Gastronomi: Keunikan Daya Tarik Kuliner dan Cerita di Baliknya Nurwitasari, Ayu; Gaffar, Vanessa; Wibowo, Lili Adi; Sultan, Mokh Adib
Society Vol 12 No 2 (2024): Society
Publisher : Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v12i2.758

This study aims to identify and analyze the critical success factors for promoting gastronomic tourism, focusing on the role of local culinary attractions and the compelling power of storytelling. A systematic literature review was conducted, utilizing databases such as Google Scholar to gather relevant publications from 2020 to 2022. Key terms like “gastronomy,” “tourism,” and “promotion” guided the search, and only high-quality articles published in reputable journals were included, resulting in twenty selected publications for analysis. The findings reveal that tourism-related factors are the most frequently mentioned in the literature, highlighting their significance in shaping the overall gastronomic tourism experience. Additionally, local cuisine and destination image were identified as crucial elements, emphasizing the need for a holistic approach to promotion strategies. This approach should integrate various aspects, including food, destination appeal, and positive imagery, to create compelling and memorable tourism experiences. The study concludes that an effective gastronomic tourism promotion strategy must integrate these critical success factors, with storytelling playing a key role in connecting tourists to a destination’s cultural and culinary heritage. This research contributes to the literature by comprehensively analyzing the essential elements in promoting gastronomic tourism. It offers insights for developing strategies that promote gastronomic tourism, preserve cultural heritage, support local economies, and create a deeper connection between tourists and their destinations.

Effect of Influencer Marketing Strategy On Consumer behaviour In Fast Moving Consumer Goods firms In Ghana Bansah, Pearl Fafa; Gaffar, Vanessa; Disman, Disman; Yuliawati, Ayu Krishna
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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

Manuscript type: Research paper Research Aims: This study examines the influence of influencer marketing strategies on consumer purchasing behaviour among fast-moving consumer goods (FMCG) companies in Ghana. Design/methodology/approach: This study employs an explanatory (causal) research design. A 31-item questionnaire split into four categories was used to collect quantitative data. An online questionnaire was sent to FMCG consumers in Ghana's Greater Accra and Ashanti Regions, aged 18–48 years and older. Multiple regression analysis was performed to establish relationships between the study variables. Research Findings: The findings showed that YouTube is the most popular social media platform among Ghanaian users, according to the findings of the study. Several factors, such as attractiveness, credibility, expertise, reach, and engagement, affect the influence of Ghanaian influencers on consumer purchasing behaviour in FMCG firms. It has been demonstrated that these factors have a positive and statistically significant effect on the purchasing behaviour of customers Theoretical Contribution/Originality: This study enhances the theoretical understanding of influencer marketing's efficacy and provides valuable insights for practitioners and marketers seeking to leverage influencer marketing to improve their brand's performance in the competitive FMCG market. Practitioner/Policy Implications: This study emphasises the need for strategic and authentic influencer marketing for Ghana's FMCG firms. To increase customer engagement, organisations must carefully identify influencers, emphasise trust and authenticity, improve product-related content, and encourage interactive involvement. Research limitation/implications: The concentration of FMCG firms in Ghana limits the generalisability of the study's findings to other industries or countries

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

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.

SYSTEMATIC LITERATUR REVIEW DENGAN METODE PRISMA: DAMPAK TEKNOLOGI BLOCKCHAIN TERHADAP PERIKLANAN DIGITAL Simamora, Saur Costanius; Gaffar, Vanessa; Arief, Meta
JURNAL ILMIAH M-PROGRESS Vol 14 No 1 (2024): JURNAL ILMIAH M-PROGRESS
Publisher : Feb Universitas Dirgantara Marsekal Suryadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35968/m-pu.v14i1.1182

Tinjauan literatur sistematis ini mencoba menjawab pertanyaan tentang metode apa yang digunakan untuk menganalisis bagaimana teknologi blockchain berperan dalam perkembangan periklanan digital. Lalu apa peran teknologi blockchain dalam perkembangan periklanan digital di industri lain. Blockchain memainkan peran besar dalam pemasaran digital, karena industri periklanan digital secara historis sangat bergantung pada pihak ketiga. Blockchain dapat menghilangkan perantara antara dua pihak, sehingga membantu merek dan pelanggan. Salah satu pendekatan studi literatur adalah Systematic Literature Review (SLR). Penelitian ini menggunakan Systematic Literature Review dengan Metode Prisma dengan bantuan UAKE, VOS viewer, dan Aplikasi Mendeley Watase. Penelitian ini dibatasi dengan hanya mencari artikel jurnal Scopus Q1, Q2, Q3, dan Q4, terbitan tahun 2018-2022. Berdasarkan (26) dua puluh enamÂ artikel yang ditelaah, melalui proses systematic literature review, dengan rentang waktu terbitan artikel antara tahun 2018 sampai dengan 2022. Diperoleh hasil bahwa hanya sepuluh artikel yang memenuhi kriteria dan dijadikan rujukan dalam penelitian ini. Metode analisis data yang banyak digunakan ialah perancangan atau system planning (5 artikel), kemudian qualitative method (2 artikel), quantitative method (1 artikel) dan exploratory factor (1 artikel). Hasil penelitian menunjukkan bahwa teknologi blockchain berperan besar dalam perkembangan periklanan digital (digital advertising), yang banyak diterapkan di industri e-commerce, telekomunikasi, otomotif, pertanian, hiburan (film) bahkan untuk deteksi penipuan dan pencegahan kejahatan dalam periklanan online.Â Kata kunci: studi Pustaka; SLR; blockchain; periklanan digital; PRISMA

Building digital entrepreneurs in Indonesia: The role of education, competence, and self-efficacy Arfiansyah, Ferry; Suryana, Suryana; Mulyadi, Hari; Gaffar, Vanessa; Pranata, Rengga Madya
Jurnal Fokus Manajemen Bisnis Vol. 15 No. 2 (2025)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/fokus.v15i2.14492

As digital transformation progresses, understanding the elements that motivate students in higher education to pursue digital entrepreneurship has become increasingly essential. Indonesia, as one of the largest developing digital economies, provides a vital context where high digital literacy among youth has not yet translated into strong entrepreneurial activity, making its university students a critical population for examining the education–intention gap. Most prior studies addressed digital entrepreneurial education and competence independently, with limited efforts to link them in explaining entrepreneurial motivation. This research analyzes the intermediary influence of digital entrepreneurial self-efficacy in bridging the effects of digital entrepreneurial education and digital competence on students’ entrepreneurial intentions among 173 university students in West Java, Indonesia, utilizing a structural equation modeling approach. Analysis outcomes demonstrate that digital education and competence strengthen students’ confidence to initiate digital ventures. This heightened self-efficacy, in turn, becomes the most decisive factor influencing entrepreneurial intention. Digital competence alone does not directly foster intention but becomes influential when accompanied by strong self-belief, indicating that technical proficiency must be complemented by psychological readiness. The research merges the theory of planned behavior and social cognitive theory to construct its conceptual framework to connect intention development with efficacy processes, illustrating how digital learning and skills collectively foster entrepreneurial motivation. Practically, it highlights the importance of educational designs that simultaneously build competence and confidence to cultivate capable and resilient digital entrepreneurs.

Meningkatkan daya saing ukm fesyen: analisis orientasi pasar dan orientasi kewirausahaan Perdana, Yoga; Mulyadi, Hari; Gaffar, Vanessa; Sultan, Mokhamad Adib
INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Vol. 19 No. 4 (2023): November
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jinv.v19i4.2639

Tujuan dari penelitian ini adalah untuk mengetahui apakah ada pengaruh orientasi pasar dan orientasi kewirausahaan pada kinerja usaha skala kecil dan menengah subsekor fesyen di Kota Bandung. Populasi penelitian ini adalah pemilik usaha skala kecil dan menengah subsekor fesyen di Kota Bandung. Sampel dalam penelitian ini ditentukan dengan metode non probability sampling. Peneliti menyebarkan kuesioner kepada 100 responden. Hasil penelitian menunjukkan bahwa ada pengaruh orientasi pasar dan orientasi kewirausahaan pada kinerja usaha skala kecil dan menengah subsektor fesyen di Kota Bandung. Orientasi pasar menggambarkan kemampuan untuk memahami dan memenuhi kebutuhan pelanggan hari ini dan masa depan sekaligus juga menggunakan kemampuan mereka untuk menyediakan solusi unggul bagi pelanggan dari pesaing mereka. Orientasi kewirausahaan membantu mengidentifikasi dan menanggapi pasar lebih cepat dari pesaing dalam rangka menciptakan keunggulan kompetitif dan mencapai kinerja yang lebih baik. Implikasi dari penelitian ini untuk produsen garmen adalah untuk meningkatkan pengetahuan tentang faktor-faktor yang mempengaruhi kinerja seperti orientasi pasar dan orientasi kewirausahaan yang bisa mengembangkan wawasan mereka dan mengubah pandangan dalam berwirausaha

DOES RELIGIOSITY AFFECT THE INTENTION TO PURCHASE HALAL FAST FOOD FROM NON-MUSLIM COUNTRIES OF ORIGIN? Gunawan, Arie Indra; Gaffar, Vanessa
Jurnal Ekonomi dan Bisnis Islam (Journal of Islamic Economics and Business) Vol. 7 No. 1 (2021): JANUARY-JUNE 2021
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jebis.v7i1.24614

This paper aims to increase knowledge about the buying intention of halal fast food products. This study examines the influence of the country of origin of halal fast-food providers on purchase intentions. This study also measures the role of religiosity in mediating the relationship between country of origin and purchase intention of halal fast food. This knowledge will be very meaningful because the condition of Indonesia is the largest halal ecosystem, but in the fast-food category, it is dominated by providers from non-Muslim foreign countries. This research is a descriptive study, questionnaires were distributed randomly online via social media, finally getting 245 data from millennial Muslim consumers who could become research respondents. SEM-PLS with the help of statistical software WarpPLS 7.0 is used to explain the research model. This study shows that country of origin affects the purchase intention of halal fast food products, besides this research shows that religiosity is able to moderate country of origin towards the purchase intention of halal fast food. The results of this study reinforce the assumption that country of origin has a significant effect on purchase intention. Especially in fast food products, millennial consumers in Indonesia show that they already have a point of view and perception about the country of origin of halal fast food in Indonesia. Another finding in the study is that religiosity influences the purchase intention of halal fast-food, and has a moderating effect on the country of origin on purchase intention.

Confirmatory Factor Analysis: User Behavior M-Commerce Gamification Service in Indonesia Rakhmanita, Ani; Hurriyati, Ratih; Gaffar, Vanessa; Adi wibowo, Lili
JOIV : International Journal on Informatics Visualization Vol 6, No 2 (2022)
Publisher : Society of Visual Informatics

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30630/joiv.6.2.848

Gamification of marketing is a fast-growing phenomenon and an innovation for mobile marketing. Gamification is a strategy for increasing the attractiveness of mobile consumers to encourage increased shopping behavior, loyalty, engagement, and product advocacy. Understanding the factors behind the use of gamification services in m-commerce is very interesting, and no one has done any research. This study investigates the theory of self-determination (competence, autonomy, and relatedness) and extrinsic motivation as a predictor of the use of m-commerce gamification services. Data was collected from 400 respondents who had experienced using gamification services on m-commerce. The data was then included in the analysis. Analysis of the data using confirmatory factor analysis to determine the dominant factors of gamification service users. The benefits of factor analysis confirm the dominant factors that motivate users of gamification services in m-commerce. Researchers use AMOS 18 for Windows software to assist in the data processing. The results show that extrinsic motivation is the dominant factor that motivates users of gamification services. This finding provides insight for m-commerce companies and game designers to improve gamification mechanisms based on virtual points to motivate users to be more active and continue using gamification services. For the next research, it is possible to validate the construct by using other theoretical approaches, such as adding flow theory to measure the motivational factors of gamification service users. The research object can use other applications, such as gamification services in health, education, and banking applications.

Digital Marketing for Startup: A Systematic Literature Review Wijaya, Ni Putu Nurwita Pratami; Gaffar, Vanessa; Widjajanta, Bambang; Andriana, Denny; Martri Aji Buana, Dwinto; Yusiana, Rennyta
Journal of Islamic Economics and Business Vol. 5 No. 2 (2025): Journal of Islamic Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jieb.v5i2.48971

Startups encounter obstacles including constrained resources, minimal brand recognition, and fierce competition. Digital marketing provides economical solutions; nevertheless, its strategic application in startup environments is still little examined. This study intends to examine digital marketing methods appropriate for startups using a thorough literature review. This research innovatively synthesizes fragmented knowledge to determine the best efficient digital marketing strategies for early-stage enterprises. The overall population for this study comprised 1,709 articles, with a sample size of 50 articles. The study's findings indicate that start-ups face multiple challenges, one of which is securing capital. Consequently, start-ups must implement a suitable approach, wherein digital marketing is employed to address their challenges. The findings of this research indicate that digital marketing is crucial for the survival and success of startups in competitive business environments.

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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