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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Jambura Science of Management Journal of Information System, Applied, Management, Accounting and Research Yumary: Jurnal Pengabdian kepada Masyarakat CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Neo Journal of economy and social humanities Best Journal of Administration and Management Lead Journal of Economy and Administration Journal of Artificial Intelligence and Digital Business Benefit : Journal of Bussiness, Economics, and Finance MANAGER: Journal of Management and Administration Science Jurnal Administrasi Karya Dharma Klabat Journal of Management PEMIMPIN - Pengabdian Masyarakat Ilmu Pendidikan Aksi Kita: Jurnal Pengabdian Kepada Masyarakat Indonesia Berdampak: Jurnal Pengabdian Kepada Masyarakat
Suci Ayu Sudari
Universitas Global Jakarta
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Library & Information Science Mathematics Social Sciences Other

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Pengaruh Social Media Marketing Terhadap Brand Loyalty Melalui Brand Trust Produk Telkomsel by.U Firmansyah, Hadi; Sudari, Suci Ayu; Rachmawati, Dwi
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1480

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap Brand Loyalty melalui Brand Trust sebagai variabel mediasi pada produk Telkomsel by.U di Depok. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada 100 responden yang merupakan pengguna aktif Telkomsel by.U. Teknik pengambilan sampel yang digunakan adalah sampling insidental. Analisis data dilakukan dengan menggunakan perangkat lunak SmartPLS 4.0, melalui pendekatan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Tahapan analisis meliputi pengujian model pengukuran (outer model) untuk menilai validitas dan reliabilitas, serta model struktural (inner model) untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh terhadap Brand Trust, dan Brand Trust berpengaruh terhadap Brand Loyalty. Selain itu, Social Media Marketing juga memiliki pengaruh terhadap Brand Loyalty melalui Brand Trust sebagai variabel mediasi. Temuan ini mengindikasikan pentingnya strategi pemasaran melalui media sosial untuk membangun kepercayaan merek yang pada akhirnya dapat meningkatkan loyalitas konsumen terhadap produk Telkomsel by.U.
Pengaruh Promo Event Dan Influencer Terhadap Pembelian Impulsif Pada Brand Kahf Dikalangan Generasi Z Kota Depok Pramono, Agung; Rachmawati, Dwi; Sudari, Suci Ayu
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1616

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Promo Event dan Influencer terhadap Pembelian Impulsif produk Kahf di kalangan Generasi Z di Kota Depok. Penelitian ini dilakukan menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang sesuai dengan kriteria. Variabel Promo Event dan Influencer dianalisis terhadap Pembelian Impulsif menggunakan uji regresi linear berganda, uji t, dan uji F. Hasil penelitian menunjukkan bahwa baik Promo Event maupun Influencer berpengaruh positif dan signifikan terhadap Pembelian Impulsif, baik secara parsial maupun simultan. Temuan ini mengindikasikan bahwa strategi promosi melalui event promosi dan peran influencer efektif dalam mendorong keputusan pembelian spontan di kalangan Gen Z. Penelitian ini memberikan kontribusi penting dalam menyusun strategi pemasaran digital yang lebih relevan dengan karakteristik konsumen muda dan perilaku impulsif mereka.
Pemberdayaan Peningkatan Pelayanan Pelanggan dan Digitalisasi Usaha UMKM F&B Kota Depok Muhammad Fadilah; Yuni Pambreni; Suci Ayu Sudari; Ramzaqy Fadlililah; Fahri Faturahman; Tegar Firmansyah; Muhammad Qisthi Yovari; Najwa Sabrina; Panca Apriliani; Dwi Rachmawati
Aksi Kita: Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 4 (2025): AGUSTUS
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/snsc3443

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor makanan dan minuman (F&B) melalui peningkatan pelayanan pelanggan dan digitalisasi usaha di Kota Depok. Program ini melibatkan sosialisasi serta pendampingan teknis mengenai pentingnya pelayanan prima, legalitas usaha melalui izin PIRT, serta pemanfaatan platform digital seperti ShopeeFood dan sistem pembayaran QRIS melalui Shopee Partner. Metode yang digunakan mencakup pendekatan observasi awal, penyampaian materi secara langsung, serta distribusi informasi visual berupa pamflet. Hasil kegiatan menunjukkan bahwa peserta memperoleh pemahaman baru mengenai lima dimensi utama pelayanan pelanggan (tangible, reliability, responsiveness, assurance, dan empathy), serta terlibat aktif dalam proses pendaftaran PIRT dan layanan digital. Kegiatan ini terbukti meningkatkan kesiapan UMKM untuk bersaing secara legal, profesional, dan adaptif di era ekonomi digital.
THE INFLUENCE OF SOCIAL MEDIA MARKETING STRATEGY ON PURCHASE INTENTION OF DEPOKFANTASYLAND TOURISM TICKETS MEDIATED BY BRAND AWARENESS Sari, Dhea Nurmala; Sudari, Suci Ayu; Ridho, Ali
MANAGER: Journal of Management and Administration Science Vol. 4 No. 1 (2025): MANAGER: Journal of Management and Administration Science
Publisher : ASIAN PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58738/manager.v4i1.855

Abstract

This study aims to analyze the effect of social media marketing strategies on the purchase intention of tourism tickets to DepokFantasyLand, with brand awareness as a mediating variable. In today’s digital era, social media serves as a strategic promotional tool in the tourism sector. However, DepokFantasyLand still faces several challenges in building audience engagement and enhancing brand awareness, particularly on platforms such as Instagram and TikTok. This research employs a quantitative approach using the Structural Equation Modeling (SEM) method through the SmartPLS application. The sampling technique used is purposive sampling, involving a total of 100 respondents consisting of visitors or potential visitors who have encountered promotional content about DepokFantasyLand via social media. The results show that: (1) Social media marketing strategies significantly influence the improvement of brand awareness; (2) Brand awareness has a significant effect on the intention to purchase tourism tickets; and (3) Social media marketing strategies also have a significant indirect effect on purchase intention through brand awareness as a mediating variable. These findings affirm that optimizing digital marketing strategies plays a crucial role in attracting consumer interest and encouraging ticket purchase decisions.
Pengaruh Pengembangan Karir dan Motivasi Terhadap Kepuasan Kerja Karyawan di PT Kecap Cap Korma Jaya Utama Manurung, Resy Berliana Taruly; Pambreni, Yuni; Ayu Sudari, Suci
Benefit: Journal of Bussiness, Economics, and Finance Vol. 3 No. 2 (2025): BENEFIT: Journal Of Business, Economics, and Finance
Publisher : Lembaga Penelitian Dan Publikasi Ilmiah (lppi) Yayasan Almahmudi Bin Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/benefit.v3i2.1385

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pengembangan karir dan motivasi terhadap kepuasan kerja karyawan pada PT Kecap Cap Korma Jaya Utama. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada karyawan sebagai responden. Hasil penelitian menunjukkan bahwa pengembangan karir berpengaruh positif dan signifikan terhadap kepuasan kerja. Selain itu, motivasi juga memiliki pengaruh positif dan signifikan terhadap kepuasan kerja karyawan. Secara simultan, pengembangan karir dan motivasi memberikan kontribusi dalam meningkatkan kepuasan kerja dengan nilai koefisien determinasi (Adjusted R²) sebesar 0,952, yang berarti kedua variabel tersebut menjelaskan 95% variasi kepuasan kerja, sedangkan 5% sisanya dijelaskan oleh faktor lain di luar penelitian. Temuan dari penelitian ini diharapkan dapat menjadi masukan bagi manajemen perusahaan untuk mengembangkan strategi pengelolaan sumber daya manusia yang lebih efektif melalui penguatan program pengembangan karir dan peningkatan motivasi kerja.
The Influence of Celebrity Endorser and Brand Image on Purchase Decision of Vans Shoes (Case Study on Vans Shoe Consumers in Depok City) Lestari, Hayu Putri Julia; Sudari, Suci Ayu; Pambreni, Yuni
Lead Journal of Economy and Administration Vol 4 No 1 (2025): Lead Journal of Economy and Administration (LEJEA)
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v4i1.333

Abstract

This study aims to analyze the influence of celebrity endorsers and brand image on purchasing decisions of Vans shoes, with a case study on Vans shoe consumers in Depok City. The background of this research is based on the intense competition in the Indonesian footwear industry and the fluctuating sales of Vans products, highlighting the need for more effective marketing strategies. This research employs a quantitative approach using a survey method through questionnaires. The sample consists of Vans shoe consumers in Depok City. The results indicate that both the celebrity endorser and brand image variables have a significant partial effect on purchasing decisions. Furthermore, the variables also show a significant simultaneous effect on purchasing decisions. The independent variables collectively explain 41.6% of the variance in the dependent variable. These findings suggest that the presence of public figures can attract consumer attention, and a strong brand image plays a crucial role in influencing purchasing decisions. Therefore, it is recommended that companies place greater emphasis on marketing strategies, particularly concerning celebrity endorsers and brand image.
Pengaruh Service Quality Terhadap Kepuasan Pelanggan Melalui Brand Image Savero Hotel Depok Ling, Liu Lai; Sudari, Suci Ayu; Yancik, Yupiter
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.1555

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh service quality terhadap kepuasan pelanggan melalui brand image sebagai variabel mediasi pada pelanggan Savero Hotel Depok. Metode penelitian yang digunakan adalah kuantitatif dengan teknik analisis Partial Least Square - Structural Equation Modeling (PLS-SEM). Populasi dalam penelitian ini adalah pelanggan Savero Hotel Depok yang telah menginap dan menggunakan layanan kamar. Data dikumpulkan dari 100 responden melalui kuesioner dengan teknik insidental sampling. Analisis data dilakukan menggunakan perangkat lunak SmartPLS 4.0, tahapan analisis meliputi outer model dan inner model. Hasil penelitian menunjukkan bahwa: (1) service quality memiliki pengaruh signifikan terhadap brand image, (2) brand image memiliki pengaruh signifikan terhadap kepuasan pelanggan, dan (3) service quality memiliki pengaruh signifikan terhadap kepuasan pelanggan melalui brand image sebagai variabel mediasi.  
The Influence of Work-Life Balance and Job Satisfaction on Employee Performance at UMKM Menteng Jaya Mawardi, Ganang Roger; Sudari, Suci Ayu; Pambreni, Yuni
Best Journal of Administration and Management Vol 4 No 1 (2025): Best Journal of Administration and Management
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/bejam.v4i1.334

Abstract

This study aims to determine the effect of Work Life Balance and job satisfaction on employee performance at UMKM Menteng Jaya. Employee performance is one of the key factors in increasing productivity and business sustainability, especially in the UMKM sector. This study uses a quantitative approach with a survey method by distributing questionnaires to all employees of UMKM Menteng Jaya, with a total sampling technique of 56 respondents. The data collected were then analyzed using SPSS software version 27. The results of the study showed that Work Life Balance had a significant effect on employee performance. In addition, job satisfaction was also proven to have a significant effect on employee performance. And Work Life Balance and job satisfaction simultaneously have a significant effect on employee performance. This proves that balanced and satisfying human resource management has a major influence on employee productivity in the UMKM sector.
Optimalisasi Layanan Pelanggan dan Pemasaran Digital UMKM Handmade Depok Khusni Faizah; Maylinda Nur Faizah; Felisya Pangi Wijaya; Meli Linda Sari; Mesja Dwika; Sultansyah Adira Putra; Suci Ayu Sudari; Udriyah; Ali Ridho; Nur Fitri Dewi; Alfi Maghfuriyah
Indonesia Berdampak: Jurnal Pengabdian kepada Masyarakat Vol. 1 No. 2 (2025): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/tcb8f709

Abstract

The digital transformation era has significantly changed consumer behavior, demanding faster, more responsive, and accessible services. In response to these shifts, this community service program was conducted in the form of an educational seminar entitled "Optimizing Customer Service and Digital Marketing for Handmade MSMEs in Depok." This initiative aimed to enhance MSME actors’ understanding and skills in customer service and digital marketing through participatory methods combining lectures, interactive discussions, and practical training. The program was carried out by a team of management students at Jakarta Global University and involved selected handmade MSME participants. During the seminar, participants were equipped with knowledge about effective customer service strategies and the use of digital platforms such as Capcut, Instagram, and online marketplaces. The results showed increased participant awareness, improved ability to create promotional content, and readiness to apply digital marketing in their businesses. This initiative demonstrates the strategic role of higher education institutions in bridging theory and practice, while empowering MSMEs to become more competitive in the digital economy.
Relationship Marketing and Digital Marketing on Competitive Advantage in Enhancing SMEs Marketing Performance at Semarang Regency Sudari, Suci Ayu; Pambreni, Yuni
Jambura Science of Management Vol 6, No 1 (2024): Jambura Science of Management - January 2024
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jsm.v6i1.22551

Abstract

Purpose: The study is conducted to analyze the effect of Relationship Marketing and Digital Marketing toward Competitive Advantage in Enhancing Marketing Performance at SMEs in Semarang Regency.Design/Methodology/Approach: The research method used path analysis. The independent variables in this study are relationship marketing and digital marketing, competitive advantage as an intervening or mediating variable, and marketing performance as the dependent variable. Primary data was obtained by questionnaire as the instrument of collecting data. The data was processed with SPSS 23. The population in this study is 11959 SMEs in Semarang Regency, then the number of samples is 100 SMEs, the sample was determined by Slovin formula.Findings: The study showed that relationship marketing and digital marketing have an effect on competitive advantage in marketing performance improvement. SMEs can increase customer trust and commitment by maintaining the quality of the products sold so that customers are not disappointed with the product when making repeat purchases. In other ways, SMEs must provide good service to customers and prospective customers. SMEs need to compile or create even more attractive promotional programs so that customers become interested in buying products at SMEs, by sharing promotions more frequently on social media so that promotional information can be reached by customers more broadly. Improving good relations with customers, one of which is always ready to be responsive in serving customers when customers need information or services from SMEs. To improve marketing performance, SMEs owners can pay more attention to their relationship with customers and the use of digital marketing in carrying out their business.
Co-Authors Agung Pramono, Agung Alfi Maghfuriyah Ali Ridho Ali Ridho Anawati, Sri Anggraeni, Dea Tiara Cyka Oktaviani Dwi Rachmawati Fahrezi, Irgi Ahmad Fahri Faturahman Febria Anjara Felisya Pangi Wijaya Feri Nugroho Hadi Firmansyah, Hadi Hadi Wijaya Jaysan, Rayeskana Istighfarkhan Khusni Faizah Lestari, Hayu Putri Julia Ling, Liu Lai Manurung, Resy Berliana Taruly Mawardi, Ganang Roger Maylinda Nur Faizah Meli Linda Sari Mesja Dwika Muhammad Fadilah Muhammad Qisthi Yovari Najwa Sabrina Nora Listiana Nur Fitri Dewi Panca Apriliani Putra Tangguh Wisnuaji Ramzaqy Fadlililah Rohmat Hidayat Sari, Dhea Nurmala Siti Listiana Sultansyah Adira Putra Tegar Firmansyah Udriyah Windari, Aulia Choiri Yancik, Yupiter Yuni Pambreni Zalena Mohd