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All Journal Journal of Economic, Bussines and Accounting (COSTING) Equilibria Pendidikan : Jurnal Ilmiah Pendidikan Ekonomi E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis JIMF (JURNAL ILMIAH MANAJEMEN FORKAMMA) JURNAL LENTERA BISNIS Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management and Bussines (JOMB) Jurnal Buana Pengabdian Jurnal Pengabdian Masyarakat Nusantara
Dexi Triadinda
Universitas Buana Perjuangan Karawang
Religion Humanities Automotive Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Pengaruh Online Customer Review Dan Customer Rating Terhadap Minat Beli Produk Fashion Di Platform Shopee (Studi Pada Mahasiswa Manajemen Universitas Buana Perjuangan Karawang) Martani Aji; Netti Nurlenawati; Dexi Triadinda
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 6 (2023): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v4i6.3078

Abstract

Fenomena yang terjadi saat ini adalah produk fashion menjadi salah satu kategori yang paling diminati di Shopee. Hal ini mencerminkan pergeseran perilaku konsumen yang lebih memilih berbelanja fashion secara online daripada di toko fisik. Tujuan penelitian ini yaitu untuk mengetahui pengaruh online customer review dan online customer rating terhadap minat beli produk fashion di Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Analisis yang digunakan adalah uji keabsahan data, uji asumsi klasik, analisis regresi linier berganda dan uji hipotesis. Populasi dalam penelitian ini adalah mahasiswa manajemen Universitas Buana Perjuangan Karawang. Sampel berjumlah 96 responden yang diambil berdasarkan teknik purposive sampling dengan kriteria pernah/berniat membeli produk fashion di Shopee. Berdasarkan hasil penelitian yang telah dilakukan, maka diperoleh hasil bahwa online customer review (X1) dan online customer rating (X2) berpengaruh positif dan signifikan terhadap minat beli (Y) produk fashion di Shopee pada mahasiswa manajemen Universitas Buana Perjuangan Karawang baik secara parsial maupun secara simultan. Online customer review (X1) dan online customer rating (X2) dapat menjelaskan variabel minat beli (Y) sebesar 0,546 atau 54,6%. Sedangkan sisanya 0,613 atau 61,3% dapat dijelaskan oleh variabel lain yang tidak diteliti.
Strategi Konten Marketing pada Media Sosial Instagram sebagai Strategi Pemasaran Digital Sate Taichan Senayan Maulana Sanderson Pasaribu; Netti Nurlenawati; Dexi Triadinda
Journal of Management and Bussines (JOMB) Vol 6 No 1 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i1.7450

Abstract

This research aims to identify and analyze the content marketing strategies implemented by Sate Taichan Senayan in facing intense competition on the Instagram platform. The research method uses a qualitative approach by collecting primary data through interviews and direct observation of the owner of Sate Taichan Senayan, while secondary data is obtained from journals, articles and library studies. Content analysis is used as the main framework to explore the content marketing strategy implemented by the company. The research results revealed that Sate Taichan Senayan adopted an approach based on the four stages of the customer journey: attention, interest, desire and action. In conclusion, provides in-depth insight into how culinary companies manage their content to achieve marketing effectiveness in the digital era, especially on visual platforms such as Instagram. Keywords: Content Marketing, Social Media, Digital Marketing
PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LEMARI ES DI PERUMAHAN MUSTIKA PRAKARSA KARAWANG Riani Wulandari; Netti Nurlenawati; Dexi Triadinda
JURNAL LENTERA BISNIS Vol. 13 No. 2 (2024): JURNAL LENTERA BISNIS, Mei 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i2.1094

Abstract

The goal of this study is to determine how price and brand perception affect consumers' decisions to buy products. Businesses in the electronics industry have the chance to satisfy consumer preferences because of the increased demand and necessity for refrigerator electronics. In an effort to grab consumers' interest and attention, they work to enhance their brand image. The sample strategy was purposeful sampling, which is a nonprobability sampling method. A sample of ninety-six respondents who resided in the Mustika Prakarsa Housing area and had two-door refrigerators was taken. Google forms are utilized to support techniques for gathering data. The techniques used to handle and evaluate data include tests of validity, partial t, simultaneous F, multicollinearity, heteroscedasticity, regression equation coefficient, and coefficient of determination. Version 29.0 of IBM SPSS was used to gather the data for the following data processing step. The results of the test indicate that price and brand perception both considerably and favorably affect consumers' decisions to buy, sometimes at the same time. Price and brand perception work together to influence decisions to buy by 30.7%. Keywords: Purchase Decision, Price, Brand Image.
Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Pada UMKM Bakso Idaman 99 Di Rengasdengklok Annisa Fitri Muhaemin; Netti Nurlenawati; Dexi Triadinda
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.9982

Abstract

UMKM yang paling banyak digemari adalah industri kuliner. Semua generasi memiliki permintaan akan bakso sebagai salah satu kuliner. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh kualitas produk dan citra merek dalam UMKM yang bergerak dalam bidang kuliner yaitu bakso idaman 99 untuk membuat konsumen melakukan keputusan pembelian. Pendekatan penelitian kuantitatif dengan menggunakan analisis jalur. Masyarakat umum atau pelanggan yang pernah membeli Bakso Idaman 99 dan melakukan pembelian kembali dilibatkan dalam penelitian ini. Dengan menggunakan rumus Lameshow, ditetapkan sampel 96 responden. Hasil kuesioner responden, yang digunakan sebagai sumber data, dan pra-survei yang dilakukan dengan kompetitor dan pemilik Bakso Idaman 99 memberikan sebagian besar informasi yang dikumpulkan. Uji t, uji F, uji normalitas, dan uji koefisien determinasi adalah beberapa metode analisis data yang digunakan. Hasil penelitian yakni varibel yang diteliti memiliki pengaruh positif secara parsial dan simultan.
Pengaruh Perceived Value Terhadap Kepuasan Konsumen Pada Produk Skincare Skintific (Studi Kasus Pada Pengguna Skincare Skintific di Toko Kecantikan Senja Karawang) Ayu Juwita; Netti Nurlelawati; Dexi Triadinda
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

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

Abstract

Skintific merupakan salah satu brand lokal yang banyak diminati oleh konsumen, brand ini dikenal dengan kemampuannya menjaga dan memperbaiki skin barrier karna mengandung 5x ceramide. Tujuan dalam penelitian ini adalah mengetahui pengaruh Perceived Value terhadap Kepuasan Konsumen. Populasi pada penelitian ini adalah konsumen produk Skincare Skintific pada Toko Kecantikan Senja Karawang dan sampel di penelitian ini sejumlah 97 responden. Olah data menggunakan SPSS 26 dengan analisis regresi linier berganda dengan tahapan analisis data berupa transformasi data (MSI), Uji Normalitas ( uji validitas dan reliabilitas ), uji asumsi klasik (normalitas, heterokedasitas, multikoloniaritas), uji hipotetis (uji t dan uji F), analisis regresi linier berganda dan koefisien determinasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Explanatory Survey . Instrumen penelitian menggunakan angkat kuesioner yang disebarkan menggunakan Google Form. Hasil penelitian menunjukan dimensi Quality/Perfomence dan Price/Value for Money memberikan pengaruh signifikan terhadap Kepuasan Konsumen, dimensi Price/Value for Money memiliki pengaruh paling besar terhadap Kepuasan Konsumen.
Pengaruh Webqual Pada Klik Indomaret Dan Gaya Hidup Terhadap Keputusan Pembelian Pada Indomaret Bukit Sukasari Karawang Alfin Raka Pradana; Netti Nurlenawati; Dexi Triadinda
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.11921

Abstract

PT Indomarco implements new innovations in the form of online application services through Klik Indomaret as a form of implementing technological developments. The aim of this research is to see the influence of Klik Indomaret webquals and lifestyle on purchasing decisions at Indomaret Bukit Sukasari. This research was conducted on 65 consumers or users of the Klik Indomaret Bukit Sukasari application. The explanatory survey method was used in this quantitative research. The primary data used comes from a questionnaire filled out by respondents on Google Form. The sampling technique in this research uses a saturated sampling technique. The data analysis method uses multiple linear analysis in SPSS 27. The analysis findings show that webqual and lifestyle simultaneously have a significant positive influence on purchasing decisions. Meanwhile, lifestyle has the biggest influence at Indomaret Bukit Sukasari in making purchasing decisions.
Pengaruh Harga Dan Diferensiasi Produk Terhadap Keputusan Pembelian Pada Rumah Makan Sagala Sunda Annisa Febriyanti; Netti Nurlenawati; Dexi Triadinda
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.11996

Abstract

The aim of this research is to determine the partial and simultaneous influence of price and product differences on purchasing choices at the Sagala Sunda Restaurant. This research method uses quantitative, which is based on certain groups or samples based on the principles of positivism. The research population consisted of customers who ate at the Sagala Sunda Restaurant, resulting in a sample size of 150 people. Data examination includes instrument analysis to assess validity and reliability, classical assumption tests such as normality tests, heteroscedasticity tests, and multicollinearity tests, hypothesis tests such as t tests and F tests, multiple linear regression analysis, and calculating the coefficient of determination. The findings from this research show that price and product differentiation have a positive and significant effect on purchasing decisions at the Sagala Sunda Restaurant. In addition, it is shown that these two variables together contribute 78.5% of the impact on purchasing decisions.
UPAYA KEPALA DESA DALAM MENINGKATKAN KINERJA PELAYANAN PERANGKAT DESA PULOJAYA KECAMATAN LEMAHABANG KABUPATEN KARAWANG Cicih Dolar; Hj. Netti Nurlenawati; Dexi Triadinda
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.12045

Abstract

The aim of this research is to discover, evaluate and explain the efforts of the Head of Pulojaya Lemahabang Karawang Village in improving the performance of village officials. The approach used is qualitative descriptive research. Data collection techniques are carried out through documentation, interviews and observation. This research uses source triangulation. The results are analyzed using data reduction and then the data will be presented and verified. The research results show that service performance is reviewed from four indicators including service effectiveness, service efficiency, responsiveness and service quality. The service performance of the Pulojaya Village apparatus still does not meet community expectations, such as incomplete facilities and infrastructure, a lack of photocopy machines. It would be better if the Pulojaya Village Office should add facilities that are still lacking to meet community needs and re-evaluate service performance.
PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA Solahudin Ayatullah Khumaeni; Aji Tuhagana; Dexi Triadinda
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.12176

Abstract

This study aims to examine the influence of brand image and product quality on purchasing decisions for Honda motorcycles among Management students of the 2020 Class of Buana Perjuangan University, Karawang, both partially and simultaneously. The study was conducted using descriptive and verification methods with a sample size of 107 respondents using saturated sampling techniques. The data analysis techniques used were multiple linear regression analysis, hypothesis testing, and the coefficient of determination was analyzed using the SPSS program version 25. The results of this study indicate that brand image has a significant effect on purchasing decisions and product quality has a significant effect on purchasing decisions. There is a simultan influence of brand image and product quality on purchasing decisions.
Kaji Tindak Media Sosial Tiktok Sebagai Alat Promosi Dalam Meningkatkan Engagement Kopi Toktok Cabang 2 Karawang Adrian Rizky; Dexi Triadinda; Netti Nurlenawati
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 3 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i3.7656

Abstract

Perkembangan semakin pesat di era digitalisasi, industri Food and Beverage (F&B) di Indonesia mengalami pertumbuhan pesat, dengan media sosial seperti TikTok menjadi alat promosi yang efektif. Penelitian ini bertujuan untuk mengkaji efektivitas TikTok dalam meningkatkan engagement, pelangan, dan pendapatan pada Kopi Toktok Cabang 2 Karawang. Dengan menggunakan metode Action Research dan pendekatan Mix Method, penelitian ini melibatkan wawancara mendalam dengan pengelola, pelanggan, dan praktisi, serta analisis data kuantitatif terkait indikator engagement (likes, Comment, share). Implementasi strategi promosi selama dua minggu menunjukkan hasil yang signifikan. Selain itu adanya peningkatan pelangan dan pendapatan Kopi Toktok Cabang-2 Karawang, melebihi dari target yang di tentukan. Penelitian ini menegaskan bahwa konten kreatif, pemanfaatan tren, dan analisis performa konten di TikTok dapat meningkatkan keterlibatan pelanggan dan penjualan, menjadikannya platform yang relevan untuk strategi pemasaran digital di bisnis F&B.
Co-Authors Adrian Rizky Aji Tuhagana Alfin Raka Pradana Annisa Febriyanti Annisa Fitri Muhaemin Ayu Juwita Cicih Dolar Dini Yani Djuliana Fathurrohman Dwi Epty Dwi Epty Hidayati Dwi Epty Hidayaty Dwi Epty Hidayaty Erna Diana Yanti Fitri Fauziah Hj. Netti Nurlenawati Indriyani Indriyani Karthika Dwi Jayanti Martani Aji Maulana Sanderson Pasaribu Miya Mailla Sofy Muhammad Sawir Muhsin Efendi Netti Nurlelawati Netti Nurlenawati Octha Farras Robih Rengga Madya Pranata Riani Wulandari Robby Fauji Silviana Rohman Solahudin Ayatullah Khumaeni