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PENGARUH GAYA HIDUP DAN HARGA TERHADAP MINAT BELI PAKAIAN SECOND DI SA THRIFT SHOP Fitri Dewi Afiany; Imam Arif Fajari
Ekonam: Jurnal Ekonomi, Akuntansi & Manajemen Vol 4 No 1 (2022): Februari 2022
Publisher : Universitas Insan Cendekia Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37577/ekonam.v4i1.479

This study aims to understand the influence of lifestyle and price on people's interest in buying second hand clothes at the SA Thrift Shop. The goal is to find out the influence of lifestyle on SA Thrift Shop Bandung consumers' interest in buying their second-hand clothes; to determine the effect of price on SA Thrift Shop Bandung consumers' interest in buying their second-hand clothes; and to determine consumer interest in buying second-hand clothes at SA Thrift Shop Bandung. This study uses quantitative-descriptive research methods with research data obtained from questionnaires by taking as many as 96 respondents. The analysis of the data used in this study is Multiple Linear Regression using SPSS version 26 The result of this study indicates that the Lifestyle Variable has a Positive Effect, namely the t count of the Lifestyle viavariable is 4.289, greater than the t table of 1.661. Penelitian ini bertujuan untuk mengungkap pengaruh gaya hidup dan harga terhadap minat beli pakaian second di SA Thrift Shop. Sebagai tujuan diantaranya untuk mengetahui pengaruh gaya hidup terhadap minat beli pakaian second pada Konsumen SA Thrift Shop Bandung, untuk mengetahui pengaruh harga terhadap minat beli pakaian pada Konsumen SA Thrift Shop Bandung, dan untuk mengetahui minat konsumen terhadap pakaian second pada SA Thrift Shop Bandung. Penelitian ini menggunankan metode penelitian kuantitatif-deskriptif dengan data penelitian ini diperoleh dari kuesioner dengan mengambil responden sebanyak 96 orang. Analisis data yang digunakan dalalm penelitian ini adalah Regresi Linear Berganda dengan menggunakan SPSS versi 26 Hasil penelitian ini menunjukan bahwa Variabel Gaya Hidup berpengaruh Positif yaitu t hitung viariabel Gaya Hidup adalah sebesar 4.289 lebih besar dari t tabel sebesar 1,661.

PENGARUH KUALITAS PRODUK DAN POTONGAN HARGA TERHADAP MINAT BELI KONSUMEN UMKM WAROENG KOREJAT KOTA BANDUNG Fitri Dewi Afiany; Bella Salsabila
Ekonam: Jurnal Ekonomi, Akuntansi & Manajemen Vol 4 No 2 (2022): Agustus 2022
Publisher : Universitas Insan Cendekia Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37577/ekonam.v4i2.480

UMKM Waroeng Korejat merupakan salah satu Usaha yang berada dilingkungan warung korejat yang memiliki peran dalam penjualan dilingkungannya. Dalam penelitian ini menggunakan tiga variabel yaitu Kualitas Produk (X1), Potongan Harga (X2) dan Minat Beli (Y). Penelitian ini bertujuan (1) untuk mengetahui pengaruh kualitas produk terhadap minat beli (2) untuk mengetahui pengaruh potongan harga terhadap minat beli. Jenis penelitian ini adalah penelitian kuantitatif yang besifat deskriptif yakni bertujuan untuk mendeskripsikan pengaruh dari masing-masing variabel. Penelitian ini menggunakan inccidental sampling dengan jumlah 76 orang. Alat yang digunakan dalam penelitian ini menggunakan uji asumsi klasik yang meliputi uji normalitas, uji multikolinearitas, dan uji heterokedastisita. Metode analisis data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa secara parsial (1) kualitas produk (X1) terhadap minat beli (Y) yang ditunjukkan dengan tingkat signifikansi 0,000 < 0,05, maka Ha diterima dan H0 ditolak,maka hipotesis diterima artinya variabel kualitas produk (X1) berpengaruh positif dan signifikan terhadap minat beli (Y). (2) Potongan harga (X2) terhadap minat beli (Y) yang ditunjukkan dengan tingkat signifikansi 0,023 < 0,05, maka Ha diterima dan H0 ditolak, artinya variabel potongan harga (X2) berpengaruh positif dan signifikan terhadap minat beli (Y). (3) secara simultan kualitas produk dan potongan harga berpengaruh positif dan signifikan terhadap minat beli dengan tingkat signifikansi 0,000 < 0,005.Selanjutnya untuk mengetahui seberapa besar variabel bebas menjelaskan variabel terikat dapat ditunjukkan pada nilai koefisien determinasisebesar 48,6% variabel bebas (kualitas produk dan potongan harga) menjelaskan variabel terikat (minat beli) dan 51,4% dipegaruhi variabel lain.

Implementation of the SERVQUAL Method in Service Quality to Increase Student Satisfaction and Loyalty in Tutoring Damaianti, Indri; Devi, Wiara Sanchia Grafita Ryana; Afiany, Fitri Dewi; Salam, Fenny Noor; Nurrahmi, Rifni
Jurnal Abdimas Peradaban Vol. 3 No. 1 (2022): Jurnal Abdimas Peradaban
Publisher : Global Writing Academica Researching and Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/kjn9jn04

The rapid development in the industrial world causes the importance of a company to provide good service to its customers so that customers will feel satisfied and become loyal to the company. This also applies to companies engaged in tutoring services. Improving service quality can be implemented by implementing the SERVQUAL method to increase satisfaction and loyalty for tutoring students. This research will use qualitative methods with data from previous studies. The research concludes how the implementation of the SERVQUAL method in the service delivery process produces satisfaction for customers or students. This customer satisfaction will then continue to be maintained, leading to loyalty, and customers will not go to other competitors.

STRATEGI CONTENT MARKETING UNTUK MENINGKATKAN BRAND RECOGNITION UMKM KULINER STUDI KASUS PADA NASI TELOR MA EDJA BANDUNG Ravitilova, Ravitilova; Afiany, Fitri Dewi; Audria, Hazkia Rifany
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 14 No. 3 (2025): September
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v14i3.3192

Introduction: Culinary micro, small, and medium enterprises (MSMEs) often encounter major obstacles in establishing brand recognition, especially within highly competitive digital ecosystems. Nasi Telor Ma Edja, a home-based culinary venture in Bandung, exemplifies these challenges. The growing dominance of social media as a marketing tool necessitates strategic and adaptive approaches. This study aims to improve brand recognition for Nasi Telor Ma Edja by applying a content-driven digital marketing strategy on Instagram, a platform that has proven effective for micro-brands seeking greater exposure and audience engagement. Methods: This study adopted a case study approach conducted over a three-month campaign period. The strategic framework focused on aligning Instagram content with the brand’s core identity. Key activities included scheduled visual content posting, the use of unique promotional copywriting, consistent visual branding, and the deployment of paid advertising features. The campaign's effectiveness was evaluated through social media analytics, including follower growth, account reach, impressions, and engagement rate metrics. Results: The implementation of the content marketing strategy led to substantial improvements in all key performance indicators. Follower counts increased, the brand's content reached a wider audience, and both impressions and engagement rate demonstrated consistent upward trends. Notably, the engagement rate exceeded industry benchmarks for micro Instagram accounts. These outcomes highlight the effectiveness of targeted, consistent content strategies in building brand recall and fostering digital consumer engagement, especially within the MSME sector

Implementation of Digital Marketing in Building Brand Recognition Using Creative Content Formats and Paid Advertising on Instagram and Tiktok Social Media Platforms for Michil Msme Astri Nur Rahmawati; Adinda Rizki Luthfiyyah; Fitri Dewi Afiany
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 9 (2025): 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.v6i9.8568

Michil is a Micro, Small, and Medium Enterprise (MSME) based in Bandung City that operates in the Food and Beverage sector, focusing on chili oil-based menu products. As a newly growing MSME, Michil needs to expand its effective strategies to enhance brand visibility in the eyes of consumers. The objective of this project is to implement a digital marketing strategy through creative content formats and paid advertising to build brand recognition for Michil MSME on Instagram and TikTok platforms. The brand recognition built through this initiative is expected to improve brand visibility and expand consumer reach, particularly in the Bandung area, through effective marketing communication. This project adopts a method that combines creative content and paid advertising approaches. Data collection is based on several analyses, including empathy maps, SWOT, TOWS, and buyer personas, to gather data on consumer content pillar preferences used in designing a content calendar. The analysis and data were obtained through interviews with Michil’s customers and owner, as well as direct observation of Michil’s digital marketing activities. The research results indicate that the implementation of digital marketing through creative content and paid advertisements can increase the number of followers, likes, and account reach. These findings demonstrate that creative content formats and the use of paid ads on Instagram and TikTok platforms significantly contribute to enhancing Michil’s brand recognition. Based on this project, the author recommends that Michil become more active in developing interactive content through social media management and allocate a more strategic budget for paid advertisements to reach a broader target audience.

Implementation of Digital Marketing in Building Brand Recognition Using Creative Content Formats and Paid Advertising on Instagram and Tiktok Social Media Platforms for Michil Msme Astri Nur Rahmawati; Adinda Rizki Luthfiyyah; Fitri Dewi Afiany
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 9 (2025): 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.v6i9.8568

Michil is a Micro, Small, and Medium Enterprise (MSME) based in Bandung City that operates in the Food and Beverage sector, focusing on chili oil-based menu products. As a newly growing MSME, Michil needs to expand its effective strategies to enhance brand visibility in the eyes of consumers. The objective of this project is to implement a digital marketing strategy through creative content formats and paid advertising to build brand recognition for Michil MSME on Instagram and TikTok platforms. The brand recognition built through this initiative is expected to improve brand visibility and expand consumer reach, particularly in the Bandung area, through effective marketing communication. This project adopts a method that combines creative content and paid advertising approaches. Data collection is based on several analyses, including empathy maps, SWOT, TOWS, and buyer personas, to gather data on consumer content pillar preferences used in designing a content calendar. The analysis and data were obtained through interviews with Michil’s customers and owner, as well as direct observation of Michil’s digital marketing activities. The research results indicate that the implementation of digital marketing through creative content and paid advertisements can increase the number of followers, likes, and account reach. These findings demonstrate that creative content formats and the use of paid ads on Instagram and TikTok platforms significantly contribute to enhancing Michil’s brand recognition. Based on this project, the author recommends that Michil become more active in developing interactive content through social media management and allocate a more strategic budget for paid advertisements to reach a broader target audience.

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