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Optimalisasi Strategi Segmentation, Targeting And Positioning dalam Meingkatkan Keunggulan Bersaing pada Franchise Teh Poci Bella Mega Riswanti; Rusdi Hidayat Nugroho
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 8 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i8.2322

Abstract

Teh Poci Franchise is growing to meet the demand of the community. To date, thousands of franchise brands and thousands of stores have spread throughout Indonesia. Pot Tea Franchise entrepreneurs must continue to innovate and improve shortcomings so that customers do not switch to other products because many rivals appear over time. Based on the results of this study, it is found that (1) Geographic segmentation, in its marketing, the products offered are not only spread in the UPN Veteran East Java area but spread in the East Surabaya area as a potential area in targeting the target market to meet consumer wants and needs. (2) Age 15 - 60 years targeting students who need a refreshing cold drink for activities on campus. (3) Teh Poci positions itself compared to other competitors in terms of taste quality and affordable prices. (4) The existence of several dominant teapot franchises around the UPN Veteran East Java campus can show that the teapot franchise is still superior to several existing competitors.
Pengaruh Proses Rekrutmen dan Seleksi Terhadap Kinerja Karyawan Novatama Bagus Kuntjoro; Rusdi Hidayat Nugroho
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2530

Abstract

Recruitment and selection system within PT Panca Putera Cipta Perkasa. not only producing employees whose status is permanent employees, but to increase the company's effectiveness, PT Panca Putera Cipta Perkasa. also uses labor that comes from outsourcing. The purpose of this research is to determine the effect of the recruitment and selection process on employee performance at PT Panca Putera Cipta Perkasa. This research is quantitative research, the population in this research is employees of PT Panca Putera Cipta Perkasa who are still actively working, totaling 52 employees. The sample in this study was 52 people. Data collection methods through observation, interviews and documentation. Data analysis methods use multicollinearity test, normality test, heteroscedasticity test, autocorrelation test, multiple linear regression analysis, coefficient of determination (R2), and hypothesis testing. The research results show that together (simultaneously) the recruitment and selection process has a significant effect on employee performance. Separately (partially) the recruitment process does not have a significant effect on employee performance. Meanwhile, the selection variable has a significant effect on employee performance.
STRATEGI PENGEMBANGAN PEMASARAN DALAM MENINGKATKAN PENJUALAN PUPUK DENGAN ANALISIS SWOT PADA KIOS WIRA TANI DI BENGKULU Cindi Fatikah; Safania Haudiyah Rachmat; Dony Arta Wijaya; Desi Anila; Rusdi Hidayat Nugroho; Maharani Ikaningtyas
Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) Vol. 1 No. 4 (2024): Maret
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/jemb.v1i4.1021

Abstract

Strategi pemasaran merupakan usaha untuk menyusun perencanaan secara menyeluruh dalam bisnis guna memenangkan persaingan. Penelitian ini bertujuan untuk mengidentifikasi strategi pengembangan pemasaran yang dapat meningkatkan penjualan pupuk anorganik di Kios Wira Tani, Kecamatan Pinang Raya, Bengkulu. Metode Analisis SWOT digunakan untuk mengevaluasi faktor internal (kekuatan dan kelemahan) dan eksternal (peluang dan ancaman) yang memengaruhi kinerja pemasaran pada kios tersebut. Data primer yang dikumpulkan melalui wawancara dan survei, sementara data sekunder diperoleh dari literatur terkait dan penelitian sebelumnya. Berdasarkan hasil perhitungan dan analisis yang dilakukan diketahui bahwa dari hasil matrix IFE dan EFE, matrix IE kios wira tani termasuk kedalam golongan V (Hold and maintain). 
Pengaruh Green Marketing, Lifestyle, dan Environmental Awareness terhadap Brand Loyalty: Studi pada Pengguna Produk The Body Shop di Surabaya Dinar Pramadhani; Rusdi Hidayat Nugroho
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 4 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i4.1869

Abstract

In recent years, global issues regarding environmental problems have increased significantly. Humans are indirectly forced to continue to adapt and improve the quality of life to remain in line with the changes that occur. The concept of green marketing emerged as a response to issues of environmental damage. Green marketing helps businesses adopt more sustainable business practices because it helps promote the benefits of environmentally friendly products and services. The aim of this research is to determine the influence of green marketing, lifestyle, and environmental awareness on brand loyalty among users of The Body Shop products in Surabaya. The type of research used is quantitative research. The population in this study is all users of The Body Shop products who live in Surabaya, aged 17 years and over and with a history of purchasing at least twice using a sample of 200 respondents. The sampling method used is non-probability sampling, and the sampling technique is purposive sampling. Multiple linear regression analysis was applied to analyze the data tested with SPSS version 25. The results of this research state that green marketing, lifestyle, and environmental awareness have a significant effect on brand loyalty. The green marketing, lifestyle and environmental awareness variables are valid and reliable variables. Simultaneously, the variables green marketing, lifestyle and environmental awareness have a positive and significant effect on brand loyalty. Partially, the variables green marketing, lifestyle, and environmental awareness have a positive and significant effect on brand loyalty.
Pengaruh Affiliate, Content Marketing Serta Brand Awareness di Social Commerce Terhadap Impulse Buying Masyarakat Surabaya Andika Yuda Prasetya; Rusdi Hidayat Nugroho
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 5 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i5.1962

Abstract

Industrial resolution is occurring due to the impact of globalization which is getting bigger every year which results in technological developments. With the increasingly rapid development of technology, it will have an impact on all aspects, especially the economy, such as the emergence of new phenomena such as social commerce which emerged after the existence of e-commerce as a shopping medium but became one in social media. And another phenomenon caused by technological developments is the emergence of the affiliate marketing profession, which is currently being discussed and is also being used as a new marketing strategy by companies. Affiliate marketing is believed to be able to promote goods/services very well. In this research the author used an associative quantitative approach. The sample used was the entire population, namely 102 respondents. The data collection technique used in this research was a questionnaire. The data analysis techniques used are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, coefficient of determination test, as well as F test and T test, using SPSS 26. The results of the research on the F Test show that there is a very significant influence jointly between affiliate marketing, content marketing and brand awareness on increasing impulse buying. The results of the T Test research show that affiliate marketing, content marketing and brand awareness have a positive and significant effect on increasing impulse buying.
THE PHENOMENON OF FEAR OF MISSING OUT (FOMO) IN E-COMMERCE FLASH SALE STRATEGIES: A LITERATURE REVIEW OF CONSUMER PYSCHOLOGY Chandra, Haura Rizqi Dzakiyyah; Bene Dicta Ary Susanti; Andika Adam Firdaus; Jeger Situmorang; Beryl Dani Athallah Zhahran; Rusdi Hidayat Nugroho
EZRA SCIENCE BULLETIN Vol. 3 No. 2 (2025): July-December 2025
Publisher : Kirana Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58526/ezrasciencebulletin.v3i2.497

Abstract

Fear of Missing Out (FOMO) is becoming increasingly prominent in the digital marketing, particularly in promotional strategies through flash sales implemented on e-commerce platforms. This article aims to review the literature related to the role of FOMO in influencing impulsive buying behavior among consumers on e-commerce platforms such as Shopee, Tokopedia, and TikTok Shop. The method used is a literature review by analyzing 20 selected journal articles published in the period 2021-2025. The results of the study show that FOMO consistently plays a major role as a trigger for impulsive behavior, especially when combined with urgency-based marketing strategies such as flash sales, scarcity, and promotions on twin dates. Other supporting factors such as hedonistic motivation, influencer content, and social media exposure further reinforce consumers' tendency to make spontaneous purchases. This study confirms that FOMO is not merely an emotional phenomenon but a strategic psychological mechanism utilized in digital marketing.
Pengaruh Inovasi Layanan dan Kualitas Produk Terhadap Loyalitas Pelanggan pada Pelanggan Provider XL AXIATA di Sidoarjo Nadia Putri Prasetianto; Rusdi Hidayat Nugroho
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 8 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i8.8517

Abstract

A company can enhance customer satisfaction, which ultimately leads to customer loyalty, by consistently providing excellent services and innovations. Customer satisfaction can be achieved through the innovations and services offered by the company, as well as through the quality of its products, which foster customer trust and loyalty. This study aims to examine the influence of service innovation and product quality on customer loyalty, both partially and simultaneously, among XL provider customers in Sidoarjo. This research uses a quantitative method with data collection through questionnaires. The population consists of all XL provider customers in Sidoarjo, totaling 135 people. The sampling technique used is simple random sampling, resulting in 57 respondents as the sample. Data analysis techniques include instrument testing, classical assumption tests, and hypothesis testing. The results show that: (1) the service innovation variable has a t-value of 7.417 > t-table value of 1.67203, with a significance level of 0.000 < 0.05, indicating a positive and significant partial influence on customer loyalty; (2) the product quality variable has a t-value of 2.825 > 1.67203 and a significance level of 0.007 < 0.05, also indicating a positive and significant partial influence on customer loyalty; and (3) simultaneously, service innovation and product quality have a significant effect on customer loyalty, as evidenced by an F-value of 77.762 > F-table value of 2.77 and a significance level of 0.000 < 0.05.
The Influence of Competence and Work Motivation on Employee Performance of PT PAL Indonesia Ahmad Yanuar Bahri; Indah Respati Kusumasari; Budi Prabowo; Rusdi Hidayat Nugroho
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.6876

Abstract

This study aims to determine the effect of competence and work motivation on employee performance at PT PAL Indonesia. The research method used is a quantitative approach with a sample of 92 employees selected through proportional stratified random sampling. Data analysis techniques employ multiple linear regression with t-test and F-test for hypothesis testing. The results show that competence and work motivation have a positive and significant effect on employee performance, both partially and simultaneously. The coefficient of determination (R²) value of 54.3% indicates that competence and work motivation contribute significantly to improving employee performance, while the remaining percentage is influenced by other factors. These findings emphasize the importance of competence development and motivation improvement to support optimal employee performance.
The Influence of Brand Image, Brand Trust, and Brand Awareness on Purchase Intention: A Study on Generation Z Users by.U Provider in Surabaya Visi Ari Pratiwi; Rusdi Hidayat Nugroho; Budi Prabowo; Indah Respati Kusumasari
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.6901

Abstract

This research seeks to examine the influence of Brand Image, Brand Trust, and Brand Awareness on Purchase Intention of Generation Z users of By.U Card Providers in Surabaya. This research uses a quantitative approach with an associative research type. The sample size was 200 By.U users from Generation Z in Surabaya, with data collected through questionnaires and literature studies, and analyzed using SPSS Version 30 software. The sampling method applied was purposive sampling, and data analysis was carried out through multiple linear regression analysis. The findings indicate that simultaneously, the three variables have a significant effect on the Purchase Intention of By.U Generation Z users in Surabaya. In partial analysis, both Brand Image and Brand Awareness show a positive and significant influence, while Brand Trust does not significantly affect the Purchase Intention of By.U Generation Z users in Surabaya
Peran Digital Marketing Terhadap Keputusan Pembelian Konsumen di Bisnis Ritel Indrawati, Nova Rosa; F, Aghisyana Dwi Inayah; P, Rista Maria Hartono; Fadli , Muhammad Rizki; Nugroho, Rusdi Hidayat
Business and Investment Review Vol. 4 No. 1 (2026)
Publisher : CV. Lenggogeni Data Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61292/birev.235

Abstract

The development of digital technology has driven significant changes in marketing strategies in the retail sector. Digital marketing makes it easier for companies to deliver product information quickly, interactively, and relevantly to consumers through various digital platforms such as social media, marketplaces, and instant messaging applications. This study aims to analyze the role of digital marketing in influencing consumer purchasing decisions in retail businesses. The research method used is descriptive qualitative, with a literature review approach from journals and scientific articles. The results show that digital marketing contributes positively to increasing consumer trust, purchase intention, and engagement. Thus, digital marketing is a crucial strategy for enhancing competitiveness and customer loyalty in the digital era ABSTRAK Perkembangan teknologi digital telah mendorong perubahan signifikan dalam strategi pemasaran pada sektor ritel. Digital marketing memberikan kemudahan bagi perusahaan dalam menyampaikan informasi produk secara cepat, interaktif, dan relevan kepada konsumen melalui berbagai platform digital seperti media sosial, marketplace, dan aplikasi pesan instan. Penelitian ini bertujuan untuk menganalisis peran digital marketing dalam mempengaruhi keputusan pembelian konsumen pada bisnis ritel. Metode penelitian ini yang digunakan adalah deskriptif kualitatif dengan pendekatan studi literatur dari jurnal dan artikel ilmiah. Hasil penelitian menunjukkan bahwa digital marketing berkontribusi positif terhadap peningkatan kepercayaan,minat beli, dan keterlibatan konsumen. Dengan demikian, digital marketing menjadi strategi penting untuk meningkatkan daya saing dan loyalitas pelanggan di era digital. Kata Kunci: Pemasaran Digital, Keputusan Pembelian, Bisnis Ritel, Keterlibatan Pelanggan.
Co-Authors Acep Samsudin Afandi, Syifa Zahra Arista Afrianti, Athika Dewi Aghisyna Dwi Inayah Fikamalina Aghisyna Dwi Inayah Fikamalina Agnesya Putri A. Agustin Nur Awaliah Ahmad Dhani Putra Pratama Ahmad Yanuar Bahri Ahzam, Alfisyahr Al-Madani, Bintaniya Zakka Alsya Puteri Pradanti Alya Hastin Nafisah Amalia Yuliana Syahba Amalia, Desita Nur Andarini, Sonja Andika Adam Firdaus Andika Yuda Prasetya Andini, Bunga Putri Anggrainy, Nuria Puspita Anggreani, Silvia Ani Winda Auliya Anisa Larasati Anisah Yulinda Salsabila Annisa Nur Amelia Ardiansyah, Rafli Arifian, William Arleta Arvind Lunardi Arrahma, Fadlilah Assyafa Azharul Ilmy Azizah, Radifa Nur Bagus Helmi Dharmawan Banin, Citra Niqris Bella Mega Riswanti Bene Dicta Ary Susanti Benge, Wilhemus Dionysius Mario Randy Berlian Shafa Aldira Putri Beryl Dani Athallah Zhahran Bintaniya Zakka Al-Madani Budi Prabowo Budi Prabowo Budi Prabowo Cahyanti, Devi Aprillia Cantika Aura Jahzy Chandra, Haura Rizqi Dzakiyyah Cindi Fatikah Dammandtyo Tegar Desi Anila Devi Meisa Putri Asfadela Devira Elsa Mei Shella Devira Elsa Mei Shella Devita Zahra Amanda Dewi, Aulia Friya Rahana Dhea Fitri Puspitayani Dhea Fitri Puspitayani Difta Octavia Saridewi Dinar Pramadhani Dinda Martha Irchami Dony Arta Wijaya Dwi Syerli Inda Rahmawati Efendi, Regina Pinkan Elia Rahmawati Sidauruk Elza Vinastika Herdiyani Evan Aprillio, Dandy F, Aghisyana Dwi Inayah Fadli , Muhammad Rizki Faisal Pratana Putra Farhan N. H, M. Arif Fatimah Salsa Biela Sari Fawaz, Danas Marici Febrianto, Valentino Fenny Ambarwati Fikia Siti Meisaroh Fira Rosida Firdaus, Andika Adam Firnanda Eka Wahyuni Fitri Ayu Faddilla Fitria Rahmadani Fortuna, Aurelia Tari Frastystyandarum, Fhaya Fujiono Fujiono Gading Puspo Asmoro Gian Alfreda Wirawan Girsang, Viola Natalia Gunawan, Ath Thariq Athrizqullah Halwa, Jentayu Bayu Warita Herninda Dara Puspita Ayu Hery Sandro Sijabat Hidayati, Dwi Nurul Huwaida Amartha Salsabila Ibnu Setyawan Ihza Aditama Samudra Ikaningtyas, Maharani Ikhwanuddin, Ahmad Faaz Ila Ghoniyah Indah Respati Kusumasari Indra Kusuma S Indrawati, Nova Rosa Indria Ikhtia Zahra Ine Febrian R Intan Mutiara Putri Intan Permatasari Fitri A. Intan Puspita Dewi Jeger Situmorang Jesslyn Olyvviane Jhon Wanimbo Kinanti Sekar Kirana Kurniawan, Bima Wahyu Kurniawan, Rafika Athiyah Kusumasari , Indah Respati Kusumasari, Indah Respati Larissa B. Y, Ruth Layla Azaria Safina Lia Nirawati Lia Nirawati Lidya Veronica Christy Rihidima Lidya Veronica Shristy Rihidima Loqman Ananta Azaria Maghfirotika At-Tamama Zidan Maharani Ikaningtyas Maharani Ikaningtyas Maharani Ikaningtyas Maharani, Annisa Fitri Mahardika, Mohammad Ryan Mahendra Adani, Rakha Maulana, Muhammad Ferdy Maulidha, Najwa Sekar Meisha Farah Widyaningrum Mitha Monika Yarangga Muhammad Farhan Andrianshah Muhammad Fauzy Hamdani Nabila Ammarullah Nabila, Lady Seftiani Nadia Putri Prasetianto Naila Rahma Safitri Nala Mutimmul Faidah Nanda Oktavia Naufal Arsyad Naufan, Harfi Ahmad Niluh Nyiman Puspita Nitanto, Febrita Shafa Novatama Bagus Kuntjoro Nurtalia, Athaillah Cindra Nuryananda, Praja Firdaus Oktaviani Dwi Wulansari P, Rista Maria Hartono Pangestu, Bayu Adji Pangestu, Ilham Asta Poernomo, Edy Poundra , Syah Pradika, Meiwulan Zulias Praditya, Erlangga Reyza Prithvi Angginy Kusdayanti Priyanto, Anisa Inka Maulidini Putra, Ahmad Dhani Putri Maharanie Putri, Valiza Eka Qolbi, Ihfada R A Tania Eriezna Putri Raden Roro Aurora Evvatun Nabilah Rahmadani, Fitria Rana Sausan Setyananda Rasyidah, Resa Remus Yosias N. Simanjuntak Reyhan, Muhammad Reza Zakaria Rhevuano Naoval Saputra Rihidima, Lidya Veronica Shristy Rikah Nur Widiyanti Rinjani, Syavirca Putri Riska Faulia Rahma Rismaninda Putri Dwi Prasetya Rivi Ananda Alifia Rizky Amalia Rizky Tri Syah Putra Rosianti, Dewi Azizah Rusadi, Putri Mahardika Sabiila, Hadaana Sabrina Indira Putri Safania Haudiyah Rachmat Safiinatul Jannah Noviyani Saputra, Herlambang Bhakti Sari, Desy Nirmala Selvia Shinta Kumalasari Siti Amilia Marpaung Sofiyyah Wardah Widad Sonia Ayu Cahyani Sonja Andarini Sonja Andarini Sonja Andarini Suvriati Vivka Merdana Syafira Widya Uni Putri Tania Urmila Cahyaning Wulan Taradiva Adisty Titan Baihaqi Akbar Nugroho Titit Mauladdawil Uchtisyah Alifyanti Utomo, Ahmad Rifqi Vania Adella Margaretta Via Aldina Auva Vindha Fajar Ethika Visi Ari Pratiwi Wahyu Puspitasari S Wanda Noer Alichia Wibowo, Rizqia Khairunnisa Yahyaningtyas, Errina Eka Yasah, Aulya Difta Yeni Khoirotul Janah Yoghananda Dec’Caprio Yogi Surya Bhakti Yuwanda, Allysa Edwina ‘Aisyiyah, Nadia Nasyiatul